The document provides strategies for effective online engagement and fundraising, emphasizing the importance of clear objectives, building community, and using social media platforms. It highlights successful examples, such as Obama's campaign, and discusses the significance of tailoring content to fit the audience while maintaining transparency and measuring outcomes. Key takeaways include the value of relationships, engaging users through thoughtful content, and the necessity of adapting to donor preferences in their online experiences.

1. Earning more online Jon Matthews

2. Content Introduction The Secret! Engagement Fundraising Monitoring Getting started Examples

3. Learning from Obama 5 million friends on 15 social networking sites – 3 million on Facebook 13 million email list 3 million online donors 8.5 million monthly visits to website 2000 official videos on YouTube 3 million signed up for text messages

4. Why it worked Clear objectives – raise funds, engage community to fundraise and vote Stimulate action and make things happen – low barriers Engage at all level – posting comments, blogging, recruiting others, drive up commitment by offering more value

5. Identify super users (give them the tools) Be where people are- drive them to your site Be relevant –listen to what people say On and Offline Be found Measure everything The right team

6. VIDEO CLIP

7. Secrets to earning more online Passion Persistence Partnership

8. Passion Being passionate about cause Matching the donors need Encouraging people to be passionate about the organisation

9. Persistence Building up relationships Takes time to nurture

10. Partnership Within the organisation Between social media On and Offline content

11. YOUR WEBSITE Facebook Twitter YouTube Email Advocates New networks Friends FUNDRAISE HERE Forums Blogs

12. Engagement How do you engage people? Give information / News Provide support or a service Communicate with people Receive donations Make people feel good

13. Where to start? “ One rule: Follow the donor, be where the donors are ” – Howard Lake Look whose talking about you already Google Alerts Google Blog Search. Social Mention and Addict o matic

14. Facebook Photos Maximise Like button Promote it, encourage supporters to ‘like’ site Build relationships first Respond to people

15. YouTube Consent of people involved Keep it short 1-2 minutes Viral – needs to be stand alone What difference will you make – context to video

16. Twitter Be personal Use it to link to stories and information Interact with followers Breast Cancer Care

17. Email Long lasting Ask recipient to take 1 action, update people on progress Tailor content to audience Make them personal Remove emails that bounce (mail Chimp) Say thank you

18. Building relationships Who is on your site? Service users Supporters People seeking information Trustees Professionals Make content appropriate Donor vs Service user Site /Media personality Facebook / Micro sites / Twitter

19. All about choice Different people use internet in different Ways Email Twitter Facebook Which to use; all? User choice

20. Provide Information “ The Internet is a thoughtful person’s media ” Andrew Cates (CEO) Village SOS People will research the charity before giving Can give more depth and understanding to issues; back up images with facts, stories Transparency of income and expenditure

21. Use of intelligence Use what you know about your visitor Landing page Meet users expectations Why are they visiting Does content match reason for visiting Page ‘log in’ Match content to user

22. Relationships matter Engage mentally and emotionally All about community (Beatbullying) Build Maintain Nurture Building relationships Takes time (Beatbullying) On and Off line (Child’s I Foundation)

23. Get people talking Spark debate Create peer support User generated content Give good quality information 80:20 ‘ Like’ it; The purchaser is the best promoter

24. Fund raising Build Relationships First!

25. Fund raising Small proportion of sectors income; but growing fast Very economical Drive traffic to site Social media Email Information

26. Once on site Guide them through site Don’t let them get distracted Single cause sites -Microsites Higher not lower value asks Appeals work best Build up interest Friends asking friends

27. Monitoring / review Google Analytics Facebook insights ( http:// www.facebook.com ) Forums – what are people talking about

28. Tools Mail Chimp – Email tool Tweetdeck – manages social media

30. Tips on getting started See what others are doing Follow people on Twitter / Facebook What do they do that you like / dislike Don’t try and be everywhere Identify the existing skill level Time commitment from staff / Trustees Find free resources to help

31. Design Subtly matters You / I Photos make eye contact Use of site Consistency Fast loading 3 clicks to information

32. Control Be prepared to give up some control “ Charities can afford not to be online” Volunteers give talks to public.. Escalation policy if this go wrong Get conversations off line Ensure members know correct story Anonymous complaints; what are their motives Little evidence

33. Links FairSay Witness.org RaisingIT Sounddelivery Sue Fidler Howard Lake

34. Contact Jon Matthews 01597 825359 [email_address] Facebook.com/jmcwales