26
CSPRC Digital Governance: Managing Your Organization’s Online Presence & Assets
CSPRC
Digital Governance: Managing Your Organization’s
Online Presence & Assets
2
Mission(It’s why we are here.)
3
NFP Common Language
NFP = Mission (A) + (B)
4
NFP Common Language
(A) = Good Stewards of Resources
(B) = Share Success with Transparency
5
User Donor
Implementing certain functions to support the use.
How .
A better product means a better story.
Reducing cost gives you the ability to invest time or
dollars elsewhere.
Many NFPs Face Similar Customer Challenge Online
6
Nearly All NFPs Face a Similar New Customer Challenge
Pre-Digital Post Digital
7
The Rising Cost of Staying In Touch
8
Rising Cost of Staying In Touch
9
W W W
10
Online Channels Create Opportunity & Challenges
Be found when those are out there looking
Search Social Email Website
Answer questions and be available
for comment, question, or suggestion
Stay in touch and keep the
community in the know
Be functional and speak to a need
11
Online Channels Create Opportunity & Challenges
Search Social Email Website
Mobile adds a new need to every channel.
12
BUT Digital Equity IS NOT Just About Marketing
Innovate Tell the World
Find dollars to improve your product.
Use technology & the web to reduce cost of doing business.
A better product means a better story.
Reducing cost gives you the ability to invest time or
dollars elsewhere.
13
2 questions that need answers:
How do we invest?
How do we tell the story?
14
1. Put together a trusted team
2. Use Google Grants to build a case with customer and donor behavior
3. Build the documents to manage up and out
3 Steps to take to answer and make it happen
15
Finance
CommunicationOperations
Assemble The Digital Governance Team
How much will it cost?
How much will it make?
Website
Social
Search
Communication
Serve the Community
16
Google Gives You Access to the Search Confessional
How Can I Help? How Can I Get Help?
17
Donors Start Their Research Process Using Search
18
1 in 3 Spend Two Weeks Researching Prior to Making Donation
19
Search Is Most Used Tool On Mobile Device
20
Paid Search Can Drive Online Donations
21
Building A Case
Non-Expert Expert
WHY HOW
22
Building A Case – We want to do ABC but get stuck on XYZ
1
If we invest _____
we will get ________
2
Our productivity willimprove by _____
giving us a chance toachieve ___________
3
I will need your helpwith _____
If we succeed we cansay ___________
23
Two NFP stories of no Digital Governance
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600k of Pay Per Click Waste
$$$$$$$$$$
$$$$$$$$$$
$$$$$$$$$$
$$$$$$$$$$
2.2 MILLION BUDGET MORE THAN
1 in 4 DOLLARS WASTED
25
Millions Missed by Not Measuring
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3 MILLION ANNUAL VISITORS
99.009%DO NOT CONVERT
