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Nonprofits In Wonderland
- 1. Nonprofits in Wonderland* The Path to Success in Social Media *Photos: Alice in Wonderland Movie Katya Andresen @katyaN4G | networkforgood.org | nonprofitmarketingblog.com
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- 5. Fundraising, social media,recession… OPPORTUNITY! Today I shall mostly be in the fetal position Smileham on Flickr, Creative Commons
- 6. Agenda 1. How the worldis changing 2. What we must do
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- 8. Old world: Inmarketers we trust.
- 9. Percent of consumerswho say they believe marketers’ claims* 6% *Forrester, 2009
- 10. New: In eachother we trust.
- 11. New: In eachother we trust.
- 12. Percent of consumerswho say they trust recommendations from acquaintances* 90% *Nielsen, 2009
- 13. What did wejust learn?
- 14. How the worldis changing Old New Trust in marketing Trust in each other
- 15. Old: Marketers targeteveryone.
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- 18. What did wejust learn?
- 19. How the worldis changing Old New Trust in marketing Trust in each other Spray and pray marketing Micromarketing
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- 21. New: ‘Masses ofcommunicators’* *From Greg Verdino, MicroMARKETING
- 22. Brian Solis ofPR 2.0
- 23. What did wejust learn?
- 24. How the worldis changing Old New Trust in marketing Trust in each other Spray and pray marketing Micromarketing Mass communication Masses of communicators
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- 27. What did wejust learn?
- 28. How the worldis changing Old New Trust in marketing Trust in each other Spray and pray marketing Micromarketing Mass communication Masses of communicators Marketing monologues Conversation
- 29. Old: Try tocommand and control Web 1.0: Launch and walk away
- 30. PR stands forPublic RELATIONS Eastender 09/21/2010 2:29 AM Next time I see you in Dublin, Bono, I'll spit in your fr...in eye!!!! http://www.nypost.com/p/news/national/poor_ide a_bono_bsUzJMfT2mBJbqyXgp6YoO#ixzz10N AoZzE1
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- 32. What did wejust learn?
- 33. How the worldis changing Old New Trust in marketing Trust in each other Spray and pray marketing Micromarketing Mass communication Masses of communicators Marketing monologues Conversation Try to control Seek to engage
- 34. Old: Hit ‘emup for money Kevin Bondelli, Flickr
- 35. New: Have arelationship.
- 36. NO YES people who give often report feelings of euphoria, which psychologists have referred to as the "Helper's High." 36
- 37. What did wejust learn?
- 38. How the worldis changing Old New Trust in marketing Trust in each other Spray and pray marketing Micromarketing Mass communication Masses of communicators Marketing monologues Conversation Try to control Seek to engage Ask for money Build relationships
- 39. What We Must Do
- 40. 1. Get online. •Online giving up in 2009 and 2010 • Network for Good = your best friend
- 41. Set goals foryour site & social media Engagement & Reach Earned Media •Offline media mentions •Page Impressions, Visits, Unique Visitors •Online media mentions •Time Spent, Pages per visitor •Emails opened, click-throughs •Videos viewed, audio plays Search Visibility •Higher search results •Greater search results “share” Word of Mouth •3rd party results •Number of Mentions, Posts, Comments •Recommendations Research •Mentions-per-user •Send This To A Friend •Customer/stakeholder feedback •Inbound links •Product sampling Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com
- 42. Basics first, thensocial media • Don’t put the cart before the horse
- 44. Borrow, don’t build Change.org SixDegrees • Social networks • Widgets • Blogs
- 45. 2. Focus onthe supporter.* • Why me? • What for? • Why now? • Who says? *The technology breaks if you skip this step!
- 46. The path toonline ruin You Are Good at It. So Just Broadcast It. Credit: Inspired in part by Jim Collins
- 47. Hedgehog your onlinemarketing Important to You Are Audience Good at It No One Else Is Doing Credit: Inspired in part by Jim Collins
- 48. Yes, you havecompetition. Wowfundraising.com
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- 50. What is yourgold toe?
- 51. 3. Rethink, restructuredonor relationships.
- 52. Listen to yoursupporters.
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- 54. From a presentationby Charlene Li, author, Groundswell
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- 57. Time-Ask Effect &How to Ask* Low emotional intensity High Far INVITE REQUIRE Close social distance ASK TELL Term from Mozilla Foundation; Table from Dragonfly Effect
- 58. 4. Get moretangible.
- 59. It’s your impact,not your need. Credit: www.forimpact.org
- 61. Impact on theright scale
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- 63. This holiday • Show where $ is going • Show the difference • Keep on a personal scale 63
- 64. 5. Switch yourmessengers
- 65. Help friends drivefriends to you
- 66. The masses arethe message. • This is about bonds, trust and authenticity. • Not wires. FacesofMillions.com
- 67. 6. Be generousand lazy.
- 68. 7. Thank yourpartners (=donors) • Study: 2 million donors to 50 nonprofits around the world. • 70% of the nonprofits didn’t send a followup email within one month. • 37% did not send a thank you email. eCampaigning Review Study http://www.advocacyonline.net/ecr09
- 69. 4 parts ofa good thank-you 1. Personal 2. Tangible 3. Emotional 4. About the donor, not you! …and it’s done FAST
- 70. Donors Choose: The Gold Standard I received hand-drawn thank you cards from the kids I bought a classroom microphone for. About 40 letters, most with drawings -- sweet, funny, heartfelt, real. They also pointed me to where on the web I can hear their recording of "Hot Cross Buns," made with "my" microphone. --Jeff Brooks,TrueSense
- 72. 8. How areyou doing? Learn. Adjust. Engagement & Reach Earned Media •Offline media mentions •Page Impressions, Visits, Unique Visitors •Online media mentions •Time Spent, Pages per visitor •Emails opened, click-throughs •Videos viewed, audio plays Search Visibility •Higher search results •Greater search results “share” Word of Mouth •3rd party results •Number of Mentions, Posts, Comments •Recommendations Research •Mentions-per-user •Send This To A Friend •Customer/stakeholder feedback •Inbound links •Product sampling Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com
- 73. What we mustdo Step Why to take it Get online Big opportunity for small orgs Focus on our supporters Supporters expect it Restructure donor relationships Donors want it Get more tangible It drives credibility, engagement Shift your messengers People don’t trust us Be generous and lazy It’s easier – and it works Thank donors better Era of RELATIONSHIPS Test, monitor, adjust Because it’s a learning process
- 74. It IS awonderland. Good luck!
- 75. Questions Katya Andresen Katya.andresen@networkforgood.org fundraising123@networkforgood.org 888.284.7978 Learning Center – www.fundraising123.org Free Training – www.nonprofit911.org My take – www.nonprofitmarketingblog.com