5. What makes up a digital strategy?
TOOLS
•Web properties
•Email
•Blogging platforms
(wordpress/tumblr)
•Photo sharing applications
(Flickr/Instagram)
•Social network sites
(Facebook/Twitter)
PEOPLE
•Communications
•IT team
•Development Executives
•Board Members
9. Donated Online in Last Two Years:
Canada
Generation Y (Age 18 – 32) 45%
Generation X (Age 33 – 48) 55%
Baby Boomers (Age 49 – 67) 35%
Civics (Age 68+) 31%
Next Generation of Canadian Giving Report
52. Tom Ahern on NPO
communication that fails!
1. Doesn’t deliver news that supporters actually
care about.
2. Doesn’t put the supporter center stage
3. Isn’t very friendly (language)
4. Skimps on emotional triggers.
5. Doesn’t tell stories.
6. Expects people to read in depth.
7. Doesn’t have real headlines.
53. When content should be shared with
your community ...
Drives conversion to your goals (generate
action)
Extends organizational awareness
Serves your members needs (helps or educates)
Generates activity in the community
54. Not the point of sharing content
It’s cool-looking
Somebody else posted it
A department requested it be posted
57. Why Editorial Calendars?
Simplifies your reporting
Quantifies the work you do!
Tracks the time spent on different channels
Visualizes “real estate” demands
Identifies top & poorly performing content
Reminds your coordinators
to ask for money…
59. What can I include in an
editorial calendar?
Organizational blogs/content pieces
Outside topical or partner articles
Company events/sponsor events
Scheduled email campaigns
Scheduled direct mail drop
Promotions/Prizes/Offers
Social media contests/challenges
Time-sensitive campaigns
60. To note in your calendar
Themes of the month / week
Call to Action (lead capture)
Location(s) for content dissemination
Expected Outcomes!
Associated multimedia pieces (picture/videos)
73. Publishing Platforms
What do we look for in a CMS
(content management system)?
-One-step publishing
-Social enabled
-Mobile enabled & mobile app
-Backup/export options
-Brandability/skinning
-Multiple users
79. Great features of a website
•
•
•
•
•
•
Easily updated by multiple members
No coding required
Easy image upload
Online or free user training
Compatible with plug-ins
User or community groups online
97. Online Video & Your Community
“In Canada, YouTube per capita consumption of
video is No. 1 in the world, it’s just
absolutely crazy in terms of how
passionate Canadians are about YouTube.”
- Chris O’Neill
Canada country director, Google
115. Effective Email Tips
•Write for the preview pane
•Choose “benefit-laden” subject lines
•Include clear call-to-actions
116. Follow-up for online conversions
“In 2009 and 2010, only about 1/3 of the
organizations acknowledged the online gift with
more than an automated email, and just a few
started any real kind of conversation with me
with newsletters or additional email
communications.”
118. A usability audit includes:
How easy is it to find stuff? (Navigation)
How easy is it to read text? (Legibility)
How easy is it to complete actions requiring user
submitted information (Transaction)
How easy is it for users to complete new goals?
119. Review all your transactional points
of contact with supporters
•
•
•
•
•
Make a donation
Purchase an item
Sign up for the online newsletter
Register for an event / email group
Complete a “get more information form”
120. Review all your offline collateral
• Consistent use of website URL
• Correct Facebook & Twitter handles
• Special campaign hashtag or call-to-action?
• Quiz your staff: Does everyone know how
supporters can find your organization online?
