afp 2010
TRANSCRIPT
AFP 2010
Supersize My Online SavvyKatya Andresen, Network for Good
www.networkforgood.org | www.nonprofitmarketingblog.com
Twitter: katyaN4G
www.fundraising123.org for the eBook
Why do we give?
• When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to donate or act?
Why do we NOT give?
• When was the last time you ignored an appeal?
Credit: Mel Toledo, Flickr
What did we just learn?
The most important lesson of online outreach
See through the eyes of your audience and you will see very clearly what you need to do!
Credit: Suzee Que, Flickr
Where we stand with online giving
Most giving is INDIVIDUAL
Source: Giving USA 2009
• Total giving estimated
at $307.65 billion
• Decrease of 2% from
2007 (first decline
since 1987)
Most giving is down
• 2009 giving down 9-11%
• Foundation giving down 9-13% (Foundation Center, GuideStar)
What’s the good news?
• Online giving up
in 2009: 60% at
NFG; about
20% for our
average
nonprofit
Give online outreach a chance• It’s growing• Youngish: 39 year old
donors• Generous: Who give $130• Good for small orgs: Levels
digital playing field for small nonprofits
• Recurring giving: 20% gifts• Prevalent: 65% of donors
research online
No magic button… you need marketing
“Broken Button”Fotofigg, Flickr
The four questions
• Why me?
• What for?
• Why now?
• Who says?
The 10 Ways to Amp Up Your Website
1. An emotionally engaging image or statement
2. A 2-second statement that instantly conveys who you are and what you do
3. Clear, intuitive navigation
4. A quick case on why you’re an organization that visitors should want to support
5. A quick way to capture people whose interest has been captured (like an email signup)
Your Website
6. A big donate button for people ready to give
7. Third-party endorsement from a rating organization or trusted source
8. Information on where donations go
9. Engagement opportunities
10. Portable elements and social media links
11 Ways to Amp Up Your Donate Page
1. One clear call to action on your donate form (Donate! Or, become a member!)
2. Compelling yet brief copy on the donation form that emphasizes your mission is critical
3. Copy is in a font size that is easy for people over 50 to read
4. Recurring gifts well positioned
5. Short donation forms – the more fields to fill out, the higher the abandon rate.
6. Automatic email tax receipts once the gift is made
7. Opt-in for hearing from you again/email sign-up8. The ability to place web analytics on your form
so you know what people do when they’re there
9. The ability to set and test different donation amounts
10. Options to accept recurring gifts11. Tell a Friend
11 Ways to Amp Up Your Donate Page
9 Ways to Amp Up Your Email
1. Does your subject line entice readers to open?
2. Are you making the most of the preview pane?
3. Is your email easy on the eyes?4. Does the message come through,
even if the images don’t?5. Does this email have a personal
touch?
9 Ways to Amp Up Your Email
6. Are you being CAN-SPAM compliant?
7. Do you have permission to email everyone on your contact list?
8. Are you incorporating what you learned from your last email campaign?
9. Have you tested any part of your email message?
What is Web 2.0 Anyway?And how do you feel about it?
Brian Solis of PR 2.0
Mashup!
You can excel at this.
• Because you are already doing the most important part: the human part.
• This is about bonds, not wires.
FacesofMillions.com
What I Want to Share with You• What is Web 2.0/social media anyway?
• Absolutely essential guiding principles
• What to do, What to avoid
My Definition of Web 2.0
It’s about people wanting to be seen and heard.
And to connect with others.
The Official Definition (thanks, Wikipedia)
“Web 2.0 is a living term describing changing trends… It does not refer to an update to any technical specifications,
but to changes in the ways (people) use the Web.”
Brian Solis of PR 2.0
Someone for everyone
No, Seriously: Everyone
Very Human Needs at Work Here1. To be HEARD
2. To be CONNECTED to others
3. To be part of SOMETHING GREATER THAN
THEMSELVES
4. The security of TRUST
Web 1.0:Launch and walk away
Web 2.0:Engagement!
We have to change our paradigm
We’re not in charge any more.
A little scary, a lot wonderful
• Not about them
coming to us
• No control
• No mothership
(Clay Shirky)
• New
messengers
We need to engage.
• Because it is close to pervasive
• Because it is powerful – relationship and
conversation based
• Because it puts word of mouth on steroids
• Because the price is right (though the time
investment is considerable)
• Because there are many amazing, passionate,
mobilized people! You have an army of Davids.
Most nonprofits are now at least dabbling in social networking
Of charities surveyed….• 74% have a presence on
Facebook, average community size is 5,391
• 80% are committing at least ¼ of an employee
• 30% have built one or more house social networks
Source: Common Knowledge and ThePort Network Study
Getting the culture
Seth Godin: Flipping the Funnel
Listen, listen, follow
• This is not a message delivery vehicle
• It is a conversation
• Listening tells you how your audience is using social media and gives you clues as to how to proceed
• Listening is appreciated, deeply
Be Authentic
Flip the funnel (and control)
We are NOT the best messengers
• 76% of givers are motivated by friends and family, says Cone
• 65% of internet users trust friends and user forums more than any other media*
• It’s okay to relinquish control of the message
• These people are experts at speaking about your cause to their friends and family
Source: TNS Media Intelligence Survey, eMarketer
What You Can Do
1. Listen
From a presentation by Charlene Li, author, Groundswell
2. Share and start playing in THEIR space
3. Define Your Desired Outcome
• Who are you trying to reach?
• What do you want them to do?
• Do some basic marketing planning
and set some goals
•Page Impressions, Visits, Unique Visitors
•Time Spent, Pages per visitor
•Emails opened, click-throughs
•Videos viewed, audio plays
Engagement & Reach
•Number of Mentions, Posts, Comments
•Recommendations
•Mentions-per-user
•Send This To A Friend
•Inbound links
Word of Mouth
•Offline media mentions
•Online media mentions
Earned Media
•Higher search results
•Greater search results “share”
•3rd party results
•Customer/stakeholder feedback
•Product sampling
Research
Search Visibility
Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com
Know what the point is!
4. Decide if Social Networking Will Get You There
• Don’t put the cart before the horse
5. Borrow Your Tools
• Social networks
• Widgets
• Blogs
Change.org SixDegrees
6. Find Your Wired Fans
Wired fundraiser noun (wīr’d fŭnd'rā'zər)Someone who is relatively tech-savvy, spends a decent amt. of time online, and has a built-in network.
• Word of mouth maven• Emotional connection, passionate• Active connecters, sphere of influence• Could be new to fundraising or dabblers• Tech savvy• Young 20-40yrs
7. Think Like the Marine Corps
• The few the proud
• Not every wired person is a champion
• 5% of your donors might be über-activists
8. Crawl before you run
• Listen first
• Set small, simple goals so you know if you
are succeeding (or not)
• Have a qualified staff member who can
commit the time – and give them a policy
9. Have a policy!
Engage in a discussion -- policy creation process itself makes you think and increase understanding among staff
• Be clear upfront• Address who responds to conversation and how• Protect your brand by training your staff/volunteers• Identify which platforms you get active on, and how?• Specify the types of social media that is ok to do at work• Consult sample policies
Based on guidelines from Beth Kanter and Nancy Schwartz
10. Measure and Monitor!
Nigel: "What we do is if we need that extra push over the cliff, you know what we do?"
Marty: "Put it up to eleven."
Nigel: "Eleven. Exactly. One louder."
Marty: "Why don't you just make ten louder and make ten be the top number and make that a little louder?"
Nigel: “[pause] These go to eleven."
•Page Impressions, Visits, Unique Visitors
•Time Spent, Pages per visitor
•Emails opened, click-throughs
•Videos viewed, audio plays
Engagement & Reach
•Number of Mentions, Posts, Comments
•Recommendations
•Mentions-per-user
•Send This To A Friend
•Inbound links
Word of Mouth
•Offline media mentions
•Online media mentions
Earned Media
•Higher search results
•Greater search results “share”
•3rd party results
•Customer/stakeholder feedback
•Product sampling
Research
Search Visibility
Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com
How are you doing vs. goals?
11. Plug in your supporters
• Add an area to your website– Starter text
– Images
– Video links
– Testimonials
• Keep people aware of
upcoming events
• Thank people and give regular updates
What NOT to do: 6 pitfalls
• Trying to control it
• Going wild west – get ground rules!
• Taking a self-important, promotional “broadcast” approach
• Seeing dollar signs only
• Failing to set goals – do what with whom?
• Quitting when we mess up – they are lessons, not mistakes
Questions
Katya [email protected] [email protected]
888.284.7978
Learning Center – www.fundraising123.org
Free Training – www.nonprofit911.org
My take – www.nonprofitmarketingblog.com