The document summarizes Victoria Halfpenny's presentation on using internet marketing to increase funding and engage constituents for non-profits. It discusses tools like social networking, mobile fundraising, search engines and video games that non-profits can use. While online marketing requires resources, surveys find most donors, including major donors, now engage with and support charities online as it is more efficient. The presentation provides steps non-profits can take to develop an online marketing plan tailored to their objectives and stakeholders' needs.

2. Important Terminology to Know: These are Just a few Internet Marketing items Currently Being Used to Raise Awareness and Money in the Non-Profit Sector Twitter RSS Feeds Widgets Affiliate Marketing Programs Constituent Relationship Management (CRM) Search Engine Optimization (SEO) Wikkis Texting Social Networking Blogs Open Source Web 2.0 E-zines Second Life Pay Per Click (PPC)

3. Examples of Online Marketing Tools

4. For this presentation I will focus on: Social Networking Mobile Fundraising Yahoo Goodsearch Pay Per Click And if we have time: Video Games and Virtual Worlds

6. Who uses Social Networking This shows that a variety of individuals of all different ages are using social networking sites.

8. Impact of Social Networking Facebook’s Event Application Good tool you can use to promote your event. It is free, searchable, you can invite friends, tracks RSVPS, allows you to write notes.

9. Mobile Marketing General Stats: 76% of the US population uses a cell phone. 18.7 billion text messages were sent in 2006. http://www.guidestar.org/DisplayArticle.do?articleId=1182 Who uses mobile Marketing

10. Mobile Fundraising Successful mobile fundraising Appeals At a 2008 Alicia Keys concert 8,000 fans (6-12% of the audience) donated over $40,000 to the Keep A Child Alive organization During the 2008 Superbowl viewers were asked in a 10-second commercial to text a $5 donation, which would later appear on their phone bill, to United Way. The charity said the promotion raised about $10,000. The Red Cross raised $190,000 since September to help the victims of disasters like Hurricane Gustav and Ike through its text messaging program. http://www.earthtimes.org/articles/show/wireless-subscribers-pledge-more-than,643288.shtml

11. Yahoo Goodsearch Search Engine It works by entering a charity into a search field, then a group of related organizations appear you click on an organization that organization then gets money. As of May 2009 more than non-profits are participating in the program. The following organizations earned: Best Friends Animal Society $9,900 Cystic Fibrosis Foundation $11,000 Invisible Children $4,700 Using Goodsearch

12. Pay Per Click Marketing Is an advertising model used on search engines, advertising networks, and content sites, such as blogs.

14. Search Engine Optimization (SEO) Process of improving the volume or quality of traffic to a web site from search engines. Example:

15. Using Video Games to Raise Funds & Awareness Games for Change: Provides support, visibility and shared resources to individuals and organizations using digital games for social change. Is focused on using games to help forge links between the electronic game industry and projects involving the use of games in education, training, health and public policy to help improve the public sector.

16. Specific Games Wolf Quest is game where individuals learn about wolf ecology by living the life of a wild wolf in Yellowstone National Park. Individuals must ensure the survival of their pack by finding a mate, hunt and raise pups. From the Minnesota Zoo and eduweb under a grant from the National Science Foundation. “ Darfur is Dying is a viral video game for change where players must keep their refugee camp functioning in the face of possible attack by Janjaweed militias.

17. Using Virtual Communities to Raise Funds & Awareness What is Second Life? A virtual reality community in which you create an identity, Meet people, buy land and build your own objects. The American Cancer Society has Conducted Virtual Relay for Life events for the last four years.

22. In Luck there are Solutions Helpful Blogs about Non-Profit Online Marketing Wild Apricot - http://www.wildapricot.com/blogs/newsblog/default.aspx Beth's Blog: How Nonprofits Can Use Social Media – http://beth.typepad.com/ Low-cost and/or Free Periodicals Direct Marketing newsletter free – comes in the mail biweekly. Chronicle of Philanthropy various different subscription rates. The Non-Profit Times, Grassroots Fundraising Journal Stanford Social Innovation Review New Jersey Center for Non-Profits YNPN – Young Nonprofit Professionals Network of NY Flip – Future Leaders in Philanthropy Support Center for Nonprofit Management The Council of Community Services of New York State, Inc. (CCSNYS) Nonprofit Coordinating Committee of New York Board NetUSA, Governance Matters and Techsoup, Foundation Center

23. Steps to Take Objectives: What do you want to achieve? Note: Just because second Life Fundraising Exists, or Podcasting looks interesting do you need it to achieve your goals? Talk to stakeholders about what their needs are. This includes, board members, administrative staff, fundraisers and ______ Do Research: Join list-serves, attend a networking event or take a class. Don’t limit your options