Social Media (2009)
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The document discusses how non-profits can leverage social media, such as Facebook, YouTube, and Twitter, to increase visibility and fundraising. It provides tips on optimizing websites and creating a presence on various social media platforms. Real-life examples are presented that show how engaging video and interactive content on email campaigns and social media can boost online donations.
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Social Media (2009)
- 1. Technology & Fundraising: How to Leverage Social Media to Increase Your Organization’s Overall Visibility and Fundraising August 2009 John Applegate Account Executive, eTapestry Division of Blackbaud
- 6. The Rules Still Apply (It’s all about relationships… not technology)
- 8. Web Site Optimization: Be Like Martha or Oprah Both are masters @ Multi-Channel Marketing
- 11. Small Changes Make a HUGE Difference Before/After
- 16. Top Ten Traffic Sources
- 17. Google Grant/Sponsored Links—How to increase your web presence/visibility
- 19. Keep it simple & Make Integration a Focus Constituent Website Gather Information Use Email Database Database
- 27. Video is a Magnet for Your Web Site! “Most viral video of all time!” Could her story be told in any other manner as strongly?
- 36. FACEBOOK Users
- 44. We’re all familiar with the iPhone and the popular apps that are the new craze, right? Twitter’s got ‘em too!
- 45. The Power of Twitter
- 49. Real Life Story via the “New York Times”…
- 66. Peer/Personal Fundraising Online **Link these pages to your database for data collection and future cultivation of donors**
- 75. QUESTIONS? Thank You! John Applegate Account Executive [email_address] 317-336-3982
Editor's Notes
- If relationships are built on communications, then you’d think that that’s where the focus would be today in the NP world. However, I’ve found that’s not always the case. Why? Because people don’t realize at times that common sense rules, and a few differences to something existing can make a HUGE difference. When discussing any sort of partnering when it comes to building and hosting websites-make sure you leverage someone that knows the industry.
- So you ask…why Katie are we talking about websites?? An organization’s website is the window into the organization…it’s mission…it’s culture…and most importantly an avenue to connect with your constituents with the ultimate goal of getting something in return—a comment, a testimonial, or best case scenario, a gift!
- Have people connected from 10-20 branches in many different ways Connecting their constituents in many different ways BASED ON THEIR INTERESTS
- CREATE ways for people to DO something on your site…get info, make a gift, give their email address…etc.
- Google Analytics (abbreviated GA) is a free service offered by Google that generates detailed statistics about the visitors to a website. Its main highlight is that the product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. GA can track visitors from all referrers, including search engines, display advertising, pay-per-click networks, email marketing and digital collateral such as links within PDF documents. Integrated with AdWords, users can review online campaigns by tracking landing page quality and conversions (goals). Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. These can also be monetized. By using GA, marketers can determine which ads are performing, and which are not, providing the information to optimise or cull campaigns.
- Google Grants is a unique in-kind donation program awarding free AdWords advertising to select charitable organizations. We support organizations sharing our philosophy of community service to help the world in areas such as science and technology, education, global public health, the environment, youth advocacy, and the arts.
- Social Media by definition More than anything, it’s the use of technology for the real-time sharing of information among millions of people!! Connecting People and RECONNECTING people Growth of Twitter – we’ve talked about it for years!
- This table outlines the concept and transition well. Where have we come in 10 years? It used to be a one-way electronic “brochure” of information. Now, it’s engaging people, influencing action, etc.
- Google #1 & Yahoo #2
- Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community
- Phenomenon To audience: Who HASN’T heard of Susan Boyle?
- To Audience: Have you heard of Broadcast your cause? Specifically built for Nonprofits
- A week later, they changed the Subject Line (gave sense of urgency) Added hotspot text (taking end-user back to online giving page) Added emotional video appeal (Only a link to the video – on Youtube) Raised $112K
- A week later, they changed the Subject Line (gave sense of urgency) Added hotspot text (taking end-user back to online giving page) Added emotional video appeal (Only a link to the video – on Youtube) Raised $112K
- Continuously changing content of the letter Multi-channel communications (Facebook – “keep an eye out for our e-mail”)
- Real world example with eTapestry
- Guy was a nightclub director – over indulging in the lifestyle and one day decided to found an organization “Charity: Water” which allows donors to sponsor wells in 3 rd world countries
- Started the org on a Social Network platform Used the same tools they were using as a nightclub
- Give donors the ability to see tangible results (Google Earth)
- Masters of communicating with supporters
- Interactive Tweeting on website – the reach was amazing/innovative
- Talk about how it allows people to have a behind the scenes look at what they do. Allowing them into the inner sanctum
- PODCASTS! Who does these?? The neat thing about these is that you can take a good look at these, and borrow some ideas.
- Msg boards. Driving traffic to your website. Letting people discuss how breast cancer has affected their life or their loved ones. We happen to have a division of eTapestry that can help you with doing this.
- Talk about how you can archive subject on old blog posts
- Allowing constituents to blog on their blog.
- Make sure you monitor comments on your blog. Inappropriate comments can turn people away.
- Team Fundraising---money is doubling and tripling through this. So through the NP’s website you can go on and build your own page, and then send out emails to your own personal address book. The results of this can be stunning.
- This is where you can discuss how employees should interact with social media (especially with personal use)
- Betsy - Sometimes a 4-page direct mail letter usually works greatt, but online - yeah, right! Online audiences generally younger Writing for online appeals need to be skimable Integrated Effort – Online, direct mail, in TM scripts…emphasize same theme