1 peak online effective ppt

8/6/2019 1 PEAK Online Effective PPT

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More Important

Than Social Media:

Effective Websites& Email

Authored & Presented by

John Kenyon

June 1, 2011


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Online Engagement Overview

Organizational Capacity

Effective Websites

Effective Email & Enewsletters

Questions & Discussion


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Web Thinking

Leveled Playing Field

Redefined Role of OrganizationsProclamations:

Embrace Your Network

Integrate Online

Transparency, Collaboration, DialogueRelease Control

Be Connectors, Innovators

Be Nimble


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Internet Basics

Updated, Easy to Navigate Site

Donor/Member EngagementOnline Donation & Email Tools

Coordination between Online and Offline

Easy Social Media Sharing

Future: CRM + CMS


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Drive Traffic,Collect Email

addresses

Interact by

web and email

Online Action(Donation/Petition)

Personalizedweb content/email contact

Source: The NonProfit Handbook, James Greenfield, 2002 Supplement, 3rd Edition, (AFP/Wiley Fund Development Series),`

Prospects

Involved Prospects

Supporters

Attract

Commit

Engage

RetainCommitted

Supporters

Online Engagement:

Same Paradigm, Different Tools


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Drive Traffic

Prospect/Donor Go to Web Site& Interact with Content

Engage at Web Site:Ask for Email

Engage thru Email:Ask and Link to Web

$ Given orAction: Prospectnow aDonor/Advocate

- Track Metrics- Segment Info- Integrate multi-db data

Data Captured on Back-End:Cultivation Begins

Immediate DonorAcknowledgement& Regular EmailCommunication

Attract

Engage

Commit

Retain

Internet Recipe: Life Cycle of a Donor

Source Information: The NonProfit Handbook, James Greenfield, 2002 Supplement, 3rd Edition, (AFP/Wiley Fund Development Series), 3rd Edition

Repeat


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What is Your Organizational Capacity?

Database EstablishedStrategies

Operations(Staff & Technology)

Time Money


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Internet Tools Evolution Example

Source Information: The NonProfit Handbook, James Greenfield, 2002 Supplement, 3rd Edition, (AFP/Wiley Fund Development Series)

Web Site

EmailMessagingProgram

IntegratedSystems

Phase 1 OnlineDonation

Processing

Phase 2

Phase 5Phase 4

Phase 3 InteractiveWebsite

Organizational Resources and Capacity Must Also Increase


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Web Site

EmailMessagingProgram

IntegratedSystems

Phase 1 OnlineDonation

Processing

Phase 2

Phase 5

Phase 4

Phase 3Interactive

Website

Are Goals in balance with Capacity?


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Reflection Question

How is this different from our capacity?

What changes might we make?


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Four Key Website Attributes

Credibility

- The public face of your organization Cultivation

- Outreach and building relationships

Clickability

- Interactive user experience with clear navigation

Content

- Most important element - requires regular input


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The 4 Cs in more depth

Websites provide multiple levels

of information about your work (Content)

Visitors come to your site to learn,

then to act (Cultivation)

Your job is provide clear paths and lots of interaction

to increase the visitors depth of understandingand confidence in your organization

(Credibility and Clickability)


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Three Threes

Three Primary Audiences

Three Things to Know

Three Things to Do


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Users and Audiences

Members

Major Donors

Staff

Board

InterestedProspects

General Public

Concentric Circlesof Constituents

Matching solutions

to the audience(s)

From: Managing Nonprofits.Org, Hecht & Ramsey, www.managingnonprofits.org


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Layout - Outside In not Inside Out

Ask yourself:

Can our visitors find what they want

on our site?

Is our language clear?

Find Out:- Usability testing Bang away at the site- Focus Group Volunteers, Board- Surveys SurveyMonkey, Zoomerang, SurveyGizmo


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Bring Content Online

What does your organization publish ?

Who do you serve ? What do you do ? How do you do it ?

When you print reports, flyers, invitations, forms, etc.

ask yourself: How will I put this on the web site?

How will it be different (editing, graphics, etc.)?

Consider Statistics, Data, Downloadable Papers,Maps, Biographical Information


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Get Content

You are not alone!

You can get free content from:

Partners, collaborators Jointogether.org

Alternet.org

Care2.com

Enature.com

Yahoo, Google

News feeds

Your constituents


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Content Tips

Identify revolving content

Coordinate the team: use

content management tools

Prioritize

Systematize

Develop a schedule

Share the load

Privacy Policy

Interactivity


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Usual Content Funnel

Letters, Annual Report, Funder Reports, Web, Email

WEB MANGERFormat, Gather Data,

Upload/Post,

Package, Distribute

Documents

GraphicsPhotos Volunteer Info

Donation RequestsCase Histories

Client Stories News/Event Info

WEB MANGER

Org Info

Resources

Services Info

Supporter Info

Stakeholders

Client Services,Staff, Others

Strategy, Find, Write, Edit, Headline, Classify


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StaffVolunteers

Improved Content Funnel

Documents

Graphics

Photos VolunteerInfo

SupportRequests

Case Histories

Event Info

VolunteerCoordinator

DonorStories

DevDirector

Client Services,Staff

Leadership

Strategy

Find, Write, Headline, Classify

Org Info

Resources

Web ManagerEdit, Format, Upload/Post, Package, Distribute

Stakeholders

Content Bucket

Letters, Annual Report, Funder Reports, Web, Email

Client Stories


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Write for the Web

People rarely READ

web sites word for word.

They SCAN web sites.

They GLANCE at emails.


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Writing for the Web

1. Highlight Keywords

2. Use Bulleted Lists3. One Idea Per Paragraph

4. Cut Your Text in Half (Then in Half Again)

5. Offer Links


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Collect Email Addresses

I will collect email addresses - everywhere

I will ask permission to email

I will make regular contact

Your New Mantra:


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Web Management

To update content easily, you will need to use aContent Management System

Your Best Bets Consultant for Strategy

Train Staff on Use

Clear Guidelines & Policies Volunteers

User Generated Content


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Basics of Driving Traffic

Your URL Everywhere

Use Word-of -Mouth

Links to Partners and Content

Fundraising Campaigns and Special Events

Email & Enewsletters

Paid Key Words/ Google Grants

Newsgroups and Listservs


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Homepage Old Style


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Homepage Current Style


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Homepage New Style


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Effective Websites

Credibility, Cultivation, Clickability & Content

Consider Your Audience

Get Content & Bring Content Online

Write for the Web ASK for Support, Make it Easy to Help

Add a Privacy Policy & Improve Interactivity


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Reflection Question

How is this different from our current website?

How is this different from our currentcontent generation activities?


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Effective Email

Email Communications are more important

than a website

- Michael Gilbert

Exceptions - Initial list building/application-focused sites

Websites dont raise money - emails do

Email, like an effective website, is a cornerstone of

effective online communications


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Four Email Cornerstones

Personal

Personalize messages with data

Targeted

Segment lists and target emails

Integrated

Email integrated with web content, direct mail, etc. Trackable

Seek out and use data about your emails


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Six Considerations

Respect Your Subscriber

Email Privacy Policy

Build the List the Right Way

Make a Compelling Envelope

HTML vs. Text

Test in different programs, services


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Email Techniques

Hypertext linksClick here to read more; See the pictures here

Word of Mouse marketing (viral)

Email this article to a friend; Spread the word

Personalized greetings and referencesDear Susan, salmon cant write to their senator but you can

List segmentation

- Lets email only non-member donors who gave $50 or less

Click-through trackingHow many people clicked on that link?


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EnewsletterTechniques

Subject Line

Short Items Visual

Teasers


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Review: Email

Use your web site to gather email addresses

Build your email list everywhere to increase prospects: Gather emails at events, phone calls All print materials

Locate and use a bulk email messaging vendor

Test approaches, respond to data and track results


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E-communications

How is this differentfrom what we dowith Email/Enews?

What might we dodifferently?


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Reflection Question

How is this different from our currentwebsite activities?

How is this different from our currentemail activities?