Google tools and offline online integration st 2

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  • Part I: Tools and context• Introduction and a word on data• Google insights for search and the death of the ‘prompted awareness survey’*• A bit on SEO• A bit on Google AdWordso Including some live ideas• A bit about your website – not in depth; more about the need for stories, and what is the purpose of your site• Some resources that are really useful for developing your online presence
  • They use scientific reason to bust mythsExplain the types of data, and for the facts not anecdote bit emphasise we want numbersThen benchmarking bit comes along
  • They use scientific reason to bust mythsExplain the types of data, and for the facts not anecdote bit emphasise we want numbersThen benchmarking bit comes along
  • They use scientific reason to bust mythsExplain the types of data, and for the facts not anecdote bit emphasise we want numbersThen benchmarking bit comes along
  • They use scientific reason to bust mythsExplain the types of data, and for the facts not anecdote bit emphasise we want numbersThen benchmarking bit comes along
  • They use scientific reason to bust mythsExplain the types of data, and for the facts not anecdote bit emphasise we want numbersThen benchmarking bit comes along
  • They use scientific reason to bust mythsExplain the types of data, and for the facts not anecdote bit emphasise we want numbersThen benchmarking bit comes along
  • They use scientific reason to bust mythsExplain the types of data, and for the facts not anecdote bit emphasise we want numbersThen benchmarking bit comes along
  • Do five charities that are there.Pick on one and compare them with their competitors.
  • FIREFOX has the Google stuff
  • Multi Channel Approach To Finding Monthly DonorsPart II: Digital in an offline world - Integrating digital into fundraising that works• Acquisition – especially monthly donors• Honeymoon period; what to do early days• Ongoing and warm communications• Email v mail in direct marketing• The importance of brilliant copy• Some resources that are really useful for you
  • Concentrate on the needs, wants and satisfactions of your donors
  • Jot down your thoughts – MTV Burma
  • Apply the Pareto principle to gift types and BQ and Major gifts become the ultimate goal to aim for
  • Go to Chrome
  • Google tools and offline online integration st 2

    1. 1. How a Search Engine is Helping Charities Transform the Way they FundraisePart I: Tools and context<br />
    2. 2. Part I: Tools and context<br />·         Intro and a word on data<br />·         Google insights for search and the death of the ‘prompted awareness survey’ *<br />·         A bit on SEO<br />·         A bit on Google AdWords<br />o   Including some live ideas<br />·         A bit about your website – not in depth; more about the need for stories, and what is the purpose of your site<br />·  Part II: Digital in an offline world - Integrating digital into fundraising that works<br />·         Acquisition – especially monthly donors<br />·         Honeymoon period; what to do early days<br />·         Ongoing and warm communications<br />·         Email v mail in direct marketing<br />·         The importance of brilliant copy<br />·         Some resources that are really useful for you<br />
    3. 3. A bit about me<br />
    4. 4. Data<br />
    5. 5. ENVIRONMENTAL<br /><ul><li>How much is given
    6. 6. Growth
    7. 7. Competition</li></li></ul><li>ANALYTICAL<br /><ul><li>Your Growth
    8. 8. Your donor </li></ul>Behaviour<br /><ul><li>Used for targeting</li></ul>ENVIRONMENTAL<br /><ul><li>How much is given
    9. 9. Growth
    10. 10. Competition</li></li></ul><li>ANALYTICAL<br /><ul><li>Your Growth
    11. 11. Your donor </li></ul>Behaviour<br /><ul><li>Used for targeting</li></ul>ENVIRONMENTAL<br /><ul><li>How much is given
    12. 12. Growth
    13. 13. Competition</li></ul>PERSONAL<br /><ul><li>Transactions
    14. 14. Legacy status
    15. 15. Pet name</li></li></ul><li>ANALYTICAL<br /><ul><li>Your Growth
    16. 16. Your donor </li></ul>Behaviour<br /><ul><li>Used for targeting</li></ul>ENVIRONMENTAL<br /><ul><li>How much is given
    17. 17. Growth
    18. 18. Competition</li></ul>PERSONAL<br /><ul><li>Transactions
    19. 19. Legacy status
    20. 20. Pet name</li></li></ul><li>TECHNICAL DATA<br />- used<br />STRATEGIC DATA<br />- informs<br />ANALYTICAL<br /><ul><li>Your Growth
    21. 21. Your donor </li></ul>Behaviour<br /><ul><li>Used for targeting</li></ul>ENVIRONMENTAL<br /><ul><li>How much is given
    22. 22. Growth
    23. 23. Competition</li></ul>PERSONAL<br /><ul><li>Transactions
    24. 24. Legacy status
    25. 25. Pet name</li></li></ul><li>TECHNICAL DATA<br />- used<br />STRATEGIC DATA<br />- informs<br />Facts not anecdote!<br />ANALYTICAL<br /><ul><li>Your Growth
    26. 26. Your donor </li></ul>Behaviour<br /><ul><li>Used for targeting</li></ul>ENVIRONMENTAL<br /><ul><li>How much is given
    27. 27. Growth
    28. 28. Competition</li></ul>PERSONAL<br /><ul><li>Transactions
    29. 29. Legacy status
    30. 30. Pet name</li></li></ul><li>I<br />Focus<br />groups<br />
    31. 31.
    32. 32. TECHNICAL DATA<br />- used<br />STRATEGIC DATA<br />- informs<br />ANALYTICAL<br /><ul><li>Your Growth
    33. 33. Your donor </li></ul>Behaviour<br /><ul><li>Used for targeting</li></ul>Bench-marking<br />ENVIRONMENTAL<br /><ul><li>How much is given
    34. 34. Growth
    35. 35. Competition</li></ul>PERSONAL<br /><ul><li>Transactions
    36. 36. Legacy status
    37. 37. Pet name</li></li></ul><li>
    38. 38. All areas of giving dropped in 2009, except for monthly giving which grew strongly. Cash in particular was incredibly vulnerable.<br />
    39. 39. Aust/NZ charities weathered the financial collapse well. Bequests still dominate despite slowing down in comparison to monthly giving<br />‘Regular gift’ is Aussie for ‘monthly giving’<br />
    40. 40. Gross Cash Income – Channel <br />Cash income from DM dropped 15%. The question remains: how much is attributable to performance v decisions made?<br />
    41. 41. Cash income by channel of solicitation<br />Online growing steadily year on year – but still tiny.<br />DM still remains major channel for cash recruitment.<br />
    42. 42. Why bother with digital!?<br />
    43. 43. Power of your website<br />More than 50% said they would not have taken further action if they had not first visited charity website<br />Integration is key<br />Source: toward e-engagement Nonprofits and Individuals Engaging online – Kellogg Foundation<br />
    44. 44. Toolbox<br />Social Networking and Community Building<br />Communication/Education and Stewardship<br />Online donations and membership<br />Event registration and management<br />Prospect research<br />Volunteer recruitment and management<br />Advocacy and activism<br />
    45. 45. Relevance<br />
    46. 46.
    47. 47.
    48. 48.
    49. 49.
    50. 50.
    51. 51.
    52. 52.
    53. 53.
    54. 54.
    55. 55.
    56. 56.
    57. 57. It’s about action, not just $<br />
    58. 58. Let’s have a look at you…<br />
    59. 59. Part II: Multi Channel ApproachPart II: Digital in an offline world - Integrating digital into fundraising that works<br />
    60. 60. Its all about<br /> Relationships… <br />Not technology<br />
    61. 61.
    62. 62.
    63. 63. The Individual Giving Pyramid<br />
    64. 64. All areas of giving dropped in 2009, except for monthly giving which grew strongly. Cash in particular was incredibly vulnerable.<br />
    65. 65. The monthly giving landscape<br />Monthly giving continues to grow in Canada, our benchmarking members have seen growth of 9% from $44m to $48m in 2009.<br />
    66. 66. Street recruitment (face to face and door to door) still delivering most volume. <br />Street dominates ‘new’ monthlies<br />
    67. 67. Street recruitment (face to face and door to door) still delivering most volume. <br />Online monthlies hard to find<br />
    68. 68.
    69. 69.
    70. 70.
    71. 71. Who are we looking for?<br />
    72. 72. Social Networking Sites<br />
    73. 73. Outdoor<br />Offline PR <br />Contextual Advertising<br />Channel<br />Integration<br />Social Networking Sites<br />Face to Face<br />Websites / SEO<br />Banner ads<br />
    74. 74.
    75. 75.
    76. 76.
    77. 77.
    78. 78. Multi channel, multi stage<br />
    79. 79. Honeymoon<br />
    80. 80.
    81. 81. Email v Mail<br />V<br />
    82. 82.
    83. 83.
    84. 84. Resources<br />www.futurefundraisingnow.com/<br />Seantriner.blogspot.com<br />www.whichtestwon.com/<br />www.google.com/insights/search/#<br />www.google.ca/ads/<br />www.sofii.org<br />www.commonnow.com<br />www.paretofundraising.com/2009/09/call-that-a-crisis-this-is-a-crisis/<br />Jonathongrapsas.blogspot.com<br />
    85. 85. Thank yousean.triner@paretofundraising.comseantriner.blogspot.com<br />

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