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Jon Matthewswww.jonmatthews.co.uk
Secrets to earning more online
Jon Matthews
Jon Matthewswww.jonmatthews.co.uk
Content
• Introduction
• The Secret!
• Engagement
• Fundraising
• Monitoring
• Getting started
• Examples
Jon Matthewswww.jonmatthews.co.uk
Learning from Obama
• 5 million friends on 15 social networking sites – 3 million on Facebook
• 13 million email list• 3 million online donors• 8.5 million monthly visits to website• 2000 official videos on YouTube• 3 million signed up for text
messages
Jon Matthewswww.jonmatthews.co.uk
Why it worked
• Clear objectives – raise funds, engage community to fundraise and vote
• Stimulate action and make things happen – low barriers
• Engage at all level – posting comments, blogging, recruiting others, drive up commitment by offering more value
Jon Matthewswww.jonmatthews.co.uk
• Identify super users (give them the tools)• Be where people are- drive them to your
site• Be relevant –listen to what people say• On and Offline• Be found • Measure everything• The right team
Jon Matthewswww.jonmatthews.co.uk
Secrets to earning more online
Passion
Persistence
Partnership
Jon Matthewswww.jonmatthews.co.uk
Passion
• Being passionate about cause
• Matching the donors need
• Encouraging people to be passionate about the organisation
Jon Matthewswww.jonmatthews.co.uk
Persistence
• Building up relationships
• Takes time to nurture
Jon Matthewswww.jonmatthews.co.uk
Partnership
• Within the organisation
• Between social media
• On and Offline content
Jon Matthewswww.jonmatthews.co.uk
YOUR WEBSITE
Twitter YouTubeEmail
Advocates
New networksFriends
FUNDRAISE HERE
Forums
Blogs
Jon Matthewswww.jonmatthews.co.uk
Engagement
• How do you engage people?– Give information / News– Provide support or a service– Communicate with people– Receive donations– Make people feel good
Jon Matthewswww.jonmatthews.co.uk
Where to start?
• “One rule: Follow the donor, be where the donors are ” – Howard Lake
• Look whose talking about you already– Google Alerts – Google Blog Search.– Social Mention and Addict o matic
Jon Matthewswww.jonmatthews.co.uk
• Photos
• Maximise Like button
• Promote it, encourage supporters to ‘like’ site
• Build relationships first
• Respond to people
Jon Matthewswww.jonmatthews.co.uk
YouTube
• Consent of people involved
• Keep it short 1-2 minutes
• Viral – needs to be stand alone
• What difference will you make – context to video
Jon Matthewswww.jonmatthews.co.uk
• Be personal
• Use it to link to stories and information
• Interact with followers
• Breast Cancer Care
Jon Matthewswww.jonmatthews.co.uk
• Long lasting
• Ask recipient to take 1 action, update people on progress
• Tailor content to audience
• Make them personal
• Remove emails that bounce (mail Chimp)
• Say thank you
Jon Matthewswww.jonmatthews.co.uk
Building relationships
• Who is on your site?– Service users– Supporters– People seeking information– Trustees– Professionals
• Make content appropriate – Donor vs Service user
• Site /Media personality– Facebook / Micro sites / Twitter
Jon Matthewswww.jonmatthews.co.uk
All about choice
• Different people use internet in different Ways– Email– Twitter– Facebook
• Which to use; all?– User choice
Jon Matthewswww.jonmatthews.co.uk
Provide Information
“The Internet is a thoughtful person’s media” Andrew Cates (CEO) Village SOS
• People will research the charity before giving
• Can give more depth and understanding to issues; back up images with facts, stories
• Transparency of income and expenditure
Jon Matthewswww.jonmatthews.co.uk
Use of intelligence
• Use what you know about your visitor
• Landing page– Meet users expectations – Why are they visiting– Does content match reason for visiting
• Page ‘log in’– Match content to user
Jon Matthewswww.jonmatthews.co.uk
Relationships matter
• Engage mentally and emotionally
• All about community (Beatbullying)– Build– Maintain– Nurture
• Building relationships
• Takes time (Beatbullying)
• On and Off line (Child’s I Foundation)
Jon Matthewswww.jonmatthews.co.uk
Get people talking
• Spark debate
• Create peer support
• User generated content
• Give good quality information – 80:20
• ‘Like’ it; The purchaser is the best promoter
Jon Matthewswww.jonmatthews.co.uk
Fund raising
Build
Relationships
First!
Jon Matthewswww.jonmatthews.co.uk
Fund raising
• Small proportion of sectors income; but growing fast
• Very economical
• Drive traffic to site– Social media– Email– Information
Jon Matthewswww.jonmatthews.co.uk
Once on site
• Guide them through site– Don’t let them get distracted– Single cause sites -Microsites– Higher not lower value asks
• Appeals work best– Build up interest– Friends asking friends
Jon Matthewswww.jonmatthews.co.uk
Monitoring / review
• Google Analytics
• Facebook insights (http://www.facebook.com)
• Forums – what are people talking about
Jon Matthewswww.jonmatthews.co.uk
Tools
• Mail Chimp – Email tool
• Tweetdeck – manages social media
Jon Matthewswww.jonmatthews.co.uk
Jon Matthewswww.jonmatthews.co.uk
Tips on getting started
• See what others are doing• Follow people on Twitter / Facebook• What do they do that you like / dislike
• Don’t try and be everywhere• Identify the existing skill level• Time commitment from staff / Trustees • Find free resources to help
Jon Matthewswww.jonmatthews.co.uk
Design
• Subtly matters – You / I– Photos make eye contact– Use of site
• Consistency
• Fast loading
• 3 clicks to information
Jon Matthewswww.jonmatthews.co.uk
Control
• Be prepared to give up some control• “Charities can afford not to be online” • Volunteers give talks to public..• Escalation policy if this go wrong
– Get conversations off line– Ensure members know correct story– Anonymous complaints; what are their
motives
• Little evidence
Jon Matthewswww.jonmatthews.co.uk
Links
• FairSay
• Witness.org
• RaisingIT
• Sounddelivery
• Sue Fidler
• Howard Lake
Jon Matthewswww.jonmatthews.co.uk
Contact
Jon Matthews
01597 825359
Facebook.com/jmcwales