Using online technology for awareness-raising and community-building   Priscilla Brice-Weller March 2007
 
Got a website?  Make sure everyone can use it! <ul><li>The basics </li></ul><ul><ul><li>Download speed </li></ul></ul><ul>...
Writing for the web <ul><ul><li>Be direct </li></ul></ul><ul><ul><li>Visitors will scan rather than read, so: </li></ul></...
public diaries photo albums correspondence calendars address books private online offline “ Web 2.0”
Too much Web 2.0? ( www.go2web20.net )
<ul><li>each tool requires significant resources </li></ul><ul><li>not-for-profit orgs need: </li></ul><ul><li>to be strat...
Online calendars Geek level:  Time involved:  Cost:  Effectiveness:
Online calendars <ul><li>Eventful:  www.eventful.com </li></ul><ul><li>Upcoming:  www.upcoming.org   </li></ul>
Online photo albums Geek level:  Time involved:  Cost:  Effectiveness:
Online photo albums <ul><li>Flickr.com : more than just a photo album </li></ul><ul><li>Nature Conservancy photo competiti...
Sites for a particular demographic Geek level:  Time involved:  Cost:  Effectiveness:
Sites for a particular demographic <ul><li>Some sites already have a captive audience that you can communicate with, e.g. ...
Your website Geek level:  Time involved:  Cost:  Effectiveness:
Your website <ul><li>Movember :  movember.com </li></ul><ul><li>Target audience </li></ul><ul><li>Professional site = cred...
 
Images <ul><li>Cheap or free photos for community orgs: </li></ul><ul><ul><li>stock.xchng ( sxc.hu ) </li></ul></ul><ul><u...
Blogs Geek level:  Time involved:  Cost:  Effectiveness:
Your blog: general pointers <ul><ul><li>carnival </li></ul></ul><ul><ul><li>guest bloggers </li></ul></ul><ul><ul><li>freq...
Your blog: who writes it? <ul><ul><li>Your blog writer should: </li></ul></ul><ul><ul><li>be excited about writing the blo...
Everyone else’s blog <ul><ul><li>word of mouth </li></ul></ul><ul><ul><li>establish and maintain relationships with blogge...
MySpace Geek level:  Time involved:  Cost:  Effectiveness:
Good examples <ul><ul><li>(Product)Red:  myspace.com/joinred </li></ul></ul><ul><ul><li>Nonprofit Organizations Myspace:  ...
Email newsletters Geek level:  Time involved:  Cost:  Effectiveness:
Email newsletters <ul><li>MailBuild:  www.mailbuild.com </li></ul><ul><li>Keep branding consistent </li></ul><ul><li>Keep ...
Videos Geek level:  Time involved:  Cost:  Effectiveness:
Videos <ul><li>YouTube ban in Victoria </li></ul><ul><li>Dove’s campaign for real beauty:  campaignforrealbeauty.com </li>...
Maps Geek level:  Time involved:  Cost:  Effectiveness:
Maps <ul><li>Be the full stop:  bethefullstop.com   </li></ul><ul><li>Yahoo’s 18seconds:  green.yahoo.com </li></ul><ul><l...
Create your own Geek level:  Time involved:  Cost:  Effectiveness:
Create your own <ul><li>Future is Man Made (WWF):  futuremakers.com.au </li></ul><ul><li>Virtual worlds </li></ul><ul><ul>...
statistics <ul><li>Assess whether your strategy is working </li></ul><ul><li>Google stats:  www.google.com/analytics </li>...
<ul><li>consistent branding  and message </li></ul>
<ul><li>www.solidariti.com </li></ul><ul><li>slides from today’s presentation </li></ul><ul><li>blog – web technologies fo...
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Using online technology for awareness-raising and community-building

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A presentation for a Hepatitis Australia workshop. It gives some examples and ideas of ways not-for-profits can use the web to raise awareness and attract new supporters.

Published in: Economy & Finance, Technology

Using online technology for awareness-raising and community-building

  1. 1. Using online technology for awareness-raising and community-building Priscilla Brice-Weller March 2007
  2. 3. Got a website? Make sure everyone can use it! <ul><li>The basics </li></ul><ul><ul><li>Download speed </li></ul></ul><ul><ul><li>Browsers </li></ul></ul><ul><ul><li>Fonts </li></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Optimised for search engines </li></ul></ul><ul><li>Hiring a contractor </li></ul><ul><ul><li>Web standards, particularly “WCAG Priority 2” </li></ul></ul>
  3. 4. Writing for the web <ul><ul><li>Be direct </li></ul></ul><ul><ul><li>Visitors will scan rather than read, so: </li></ul></ul><ul><ul><ul><li>one idea per paragraph </li></ul></ul></ul><ul><ul><ul><li>omit needless words </li></ul></ul></ul><ul><ul><ul><li>break text up with subheadings and bullet points </li></ul></ul></ul><ul><ul><li>Make it about the visitor </li></ul></ul><ul><ul><ul><li>“ we will do X” becomes “you will get Y” </li></ul></ul></ul>
  4. 5. public diaries photo albums correspondence calendars address books private online offline “ Web 2.0”
  5. 6. Too much Web 2.0? ( www.go2web20.net )
  6. 7. <ul><li>each tool requires significant resources </li></ul><ul><li>not-for-profit orgs need: </li></ul><ul><li>to be strategic about which tools they use </li></ul><ul><li>a range of tools that, collectively, helps them reach the target audience </li></ul><ul><li>to question for each tool “does effort = effect?” </li></ul>
  7. 8. Online calendars Geek level: Time involved: Cost: Effectiveness:
  8. 9. Online calendars <ul><li>Eventful: www.eventful.com </li></ul><ul><li>Upcoming: www.upcoming.org </li></ul>
  9. 10. Online photo albums Geek level: Time involved: Cost: Effectiveness:
  10. 11. Online photo albums <ul><li>Flickr.com : more than just a photo album </li></ul><ul><li>Nature Conservancy photo competition now has >15,000 photos </li></ul><ul><li>Anti-Starbucks petition asked people to take photos of themselves holding a message </li></ul><ul><li>Oxfam Trailwalker asked people to upload photos via mobile during an event </li></ul>
  11. 12. Sites for a particular demographic Geek level: Time involved: Cost: Effectiveness:
  12. 13. Sites for a particular demographic <ul><li>Some sites already have a captive audience that you can communicate with, e.g. Act Now – actnow.com.au </li></ul>
  13. 14. Your website Geek level: Time involved: Cost: Effectiveness:
  14. 15. Your website <ul><li>Movember : movember.com </li></ul><ul><li>Target audience </li></ul><ul><li>Professional site = credibility </li></ul><ul><li>Up-to-date </li></ul><ul><li>Fun stuff: templates for posters, tshirts, stencils, stickers, removable tattoos </li></ul><ul><li>Keep backups! </li></ul>
  15. 17. Images <ul><li>Cheap or free photos for community orgs: </li></ul><ul><ul><li>stock.xchng ( sxc.hu ) </li></ul></ul><ul><ul><li>Image * After (imageafter.com) </li></ul></ul><ul><ul><li>flickr ( flickr.com ) </li></ul></ul><ul><ul><li>istockphoto ( istockphoto.com ) </li></ul></ul>
  16. 18. Blogs Geek level: Time involved: Cost: Effectiveness:
  17. 19. Your blog: general pointers <ul><ul><li>carnival </li></ul></ul><ul><ul><li>guest bloggers </li></ul></ul><ul><ul><li>frequent, timely, have something to say </li></ul></ul><ul><ul><li>RSS feed </li></ul></ul><ul><ul><li>monitor comments </li></ul></ul><ul><ul><ul><li>spam </li></ul></ul></ul><ul><ul><ul><li>don’t delete negative comments </li></ul></ul></ul><ul><ul><ul><li>respond to comments if required </li></ul></ul></ul><ul><ul><li>thank people who link to you </li></ul></ul>
  18. 20. Your blog: who writes it? <ul><ul><li>Your blog writer should: </li></ul></ul><ul><ul><li>be excited about writing the blog </li></ul></ul><ul><ul><li>is not necessarily your most articulate writer </li></ul></ul><ul><ul><li>write like they’re talking to a close friend (sincere, may write about how a situation makes them feel) </li></ul></ul>
  19. 21. Everyone else’s blog <ul><ul><li>word of mouth </li></ul></ul><ul><ul><li>establish and maintain relationships with bloggers who could help get your message out </li></ul></ul>www.technorati.com blogsearch.google.com
  20. 22. MySpace Geek level: Time involved: Cost: Effectiveness:
  21. 23. Good examples <ul><ul><li>(Product)Red: myspace.com/joinred </li></ul></ul><ul><ul><li>Nonprofit Organizations Myspace: myspace.com/nonprofitorganizationsmyspace </li></ul></ul><ul><ul><li>Fairtrade woman: myspace.com/fairtradewoman </li></ul></ul><ul><ul><li>Impact Awards: myspace.com/impactawards </li></ul></ul><ul><li>Age article about MySpace </li></ul><ul><li>Maintain brand consistency </li></ul><ul><li>Keep it up-to-date (visit it EVERY DAY) </li></ul><ul><li>Alternatives to MySpace = Bebo, Virb </li></ul>
  22. 24. Email newsletters Geek level: Time involved: Cost: Effectiveness:
  23. 25. Email newsletters <ul><li>MailBuild: www.mailbuild.com </li></ul><ul><li>Keep branding consistent </li></ul><ul><li>Keep database up-to-date </li></ul><ul><li>Heaps of tips on Campaign Monitor: www.campaignmonitor.com/resources/ </li></ul>
  24. 26. Videos Geek level: Time involved: Cost: Effectiveness:
  25. 27. Videos <ul><li>YouTube ban in Victoria </li></ul><ul><li>Dove’s campaign for real beauty: campaignforrealbeauty.com </li></ul><ul><li>Avaaz video + petition makes it more powerful: avaaz.org/en/stop_the_clash/bb.php </li></ul><ul><li>A bit sick – Oxfam pharma campaign: youtube.com/watch?v=laanxtKeuLU </li></ul><ul><li>Blame Canada – Greenpeace: greenpeace.org/australia/news-and-events/news/deep-sea/bottom-trawling-the-un-decide </li></ul><ul><li>Alternatives to YouTube = DoGooder ( dogooder.tv ) and KarmaTube ( karmatube.org ) </li></ul>
  26. 28. Maps Geek level: Time involved: Cost: Effectiveness:
  27. 29. Maps <ul><li>Be the full stop: bethefullstop.com </li></ul><ul><li>Yahoo’s 18seconds: green.yahoo.com </li></ul><ul><li>Healthcare that works: healthcarethatworks.org </li></ul><ul><li>Knitting for peace: frappr.com/afghansforafghansknitcrochetvolunteers </li></ul>
  28. 30. Create your own Geek level: Time involved: Cost: Effectiveness:
  29. 31. Create your own <ul><li>Future is Man Made (WWF): futuremakers.com.au </li></ul><ul><li>Virtual worlds </li></ul><ul><ul><li>Habbo: habbo.com </li></ul></ul><ul><ul><li>Second Life: secondlife.com </li></ul></ul><ul><li>Viral applications </li></ul><ul><ul><li>Donkey John: donkeyjohn.com </li></ul></ul><ul><ul><li>Games for Change: gamesforchange.org </li></ul></ul><ul><ul><li>Free Range Studios: freerangegraphics.com </li></ul></ul>
  30. 32. statistics <ul><li>Assess whether your strategy is working </li></ul><ul><li>Google stats: www.google.com/analytics </li></ul><ul><li>Website statistics: </li></ul><ul><ul><li># visitors </li></ul></ul><ul><ul><li># hits </li></ul></ul><ul><ul><li>top 10 pages </li></ul></ul><ul><ul><li>popular days </li></ul></ul><ul><ul><li># MySpace friends [or friends on other sites] </li></ul></ul><ul><li>Email bulletin statistics: </li></ul><ul><ul><li>open rates, click-thrus, unsubscribes, subscribes </li></ul></ul>
  31. 33. <ul><li>consistent branding and message </li></ul>
  32. 34. <ul><li>www.solidariti.com </li></ul><ul><li>slides from today’s presentation </li></ul><ul><li>blog – web technologies for nfp’s </li></ul><ul><li>www.antar.org.au </li></ul><ul><li>www.myspace.com/ant4r </li></ul>More information…

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