Slides presented at the 2014 Nonprofit Technology conference by Ash Shepherd, Minds on Design Lab, and Farra Trompeter. Big Duck. Do your communications feel trapped in Dark Ages or are they community-centric and campaign-oriented? What does fostering online engagement really mean? Which social channels should you be on and how does your website and email fit in? Oh yeah, and what about your mission? Throughout the discussion, we’ll include examples of nonprofits that are leading the way and help you assess, prioritize, and implement new strategies to foster more meaningful online engagement. Attendees with walk away with: 1) Resources for assessing your online presence; 2) Lessons learned from case studies; 3) Example frameworks to help guide your process

1. Engage All The Things:
Rethinking Online
Engagement
#14NTCengage
Ash Shepherd
Farra Trompeter

2. Road Map
Introductions
Online Engagement Spectrum
Case Study: Regional Foundation
Engaging Audiences
Prioritizing Options
Applying it to You
Wrap-up
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Engage All the Things:
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3. Introductions
Ash Shepherd Farra Trompeter
Minds on Design Lab Big Duck
@NPTech_Ash @Farra
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4. Information without context
is just more noise
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Photo Credit: ePublisist - www.flickr.com/photos/25275534@N00/9733284483

5. Online Engagement Spectrum
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Dark Ages Machine Ages Era of Engagement
Description All about surviving
and just getting
by; reactive
Focused on tools
and technology as
driving force
Focused on the
people with
technology
supporting goals
Strategic
Direction
3-5+ years since
change
1-2 years since
change
Always changing
Communication • Broadcast
• Outdated
Information
• No Monitoring
• Mix of Org &
Community
• Some Best
Practices
• Informal
Monitoring/Rep
orting
• Evolves Based
on Feedback
• Segmentation
• Formal
Listening
Strategies
Buy-in Lack of Leadership
Support
Fractured support
and silos
Highly Integrated
Across Org
Perception Organization cares
mostly about itself.
Organization cares
mostly about
specific actions.
Organization cares
about me and
sharing ownership
of the impact.

6. Where is your organization?
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7. Additional thoughts
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The same on
all channels? You are
not alone
Who are
your peers? Who are your
role models?

8. Case Study: Regional foundation
Focused on the mission, not the brand
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Photo Credit: caribb www.flickr.com/photos/87857621@N00/11387810243

9. Case Study: Context
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Photo Credit: keeva999 www.flickr.com/photos/54159370@N08/8028231356

10. Case Study: The Journey
Didn’t speculate… tried to articulate
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11. Case Study: The Journey
Developed a full set of strategies and prioritized
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12. Case Study: Where are they now?
Phase 1
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Phase 2

13. Case Study: Where are they now?
Listen, Change, Review
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Photo Credit: B Rosen www.flickr.com/photos/82763263@N00/4255321476

14. Case Study: You are a case study
Why do “This” and not “That”?
What is coming next?
Evolving or just changing tactics?
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15. Engaging your audiences
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16. Prioritizing your options
1. Identify your primary goal
2. Ask who your community is and what they
want from you
3. Determine what resources you have available
($, staff, time)
4. Select channels based on this info
5. Plan it in phases…
6. Evaluate and refine
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17. Activity: Pair Up!
• Where are you now?
• Pick the channel that matters to you and
discuss how you will evolve
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18. Report back
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I volunteer as Tribute!

19. Resource examples
Influencer Plan: Tips to Amplify Your Online Reach
http://mod-lab.com/blog/entry/influencer_plan_tips_to_amplify_your_online_reach
Is it time to rethink your website?
http://www.bigducknyc.com/website-rethink-flowchart
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20. What did you think?
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