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Online Building Blocks

Adrienne RoyerThursday, February 17, 2010

Relationships

Email Websites

Online Fundraising Social

Media

+The Silver Bullet

Relationships are the key to successful social media and online programs.

+Social Media is a Conversation.

Listen

Environmental Scanning

Media clips

Reading email from audiences

Google alerts/Social mentions

Monitoring conversations on Twitter

Promote

1-way communication

Media relations

Broadcast emails

Newsletters/direct mail

Twitter

Sharing networks like Digg

Events

Participate

Begin to engage in conversation

Facebook page

Engaging community through email

Linkedin

Twitter (responding to tweets; use Seesmic, Tweetdeck or Hootsuite

Blogger Relations

Online donation program

Publish

Generating content

Facebook updates; respond to comments; post photos

Blogging

Sharing photos through Facebook or Flickr

Creating & uploading videos on YouTube or Vimeo

Publish

Fully engaged in conversation

Facebook updates; respond to comments; post photos

Blogging

Sharing photos through Facebook or Flickr

Creating & uploading videos on YouTube or Vimeo

Crowdsourcing programs

Online Ambassadors

Concept: Beth Kanter BethKanter.org

+Building Blocks: Website Check

Is your website easy to navigate? Hold an informal focus group with friends

and family outside of your organization. Create a survey using online tool to get

feedback from clients, donors, supporters and staff.

What features does your website have? Basic technologies to include: RSS, contact

form or email, social media links, easy way to update

+Building Blocks: Website Check-up

How often is your website updated? Optimal to update at least twice per week

How hard is it to update your website? Does it require clearance? What is the turnaround time? Who controls it? Can it be updated on the weekend or at home in case of an emergency? Is your website part of your crisis strategy? Absolutely must re-structure organizations to make website easy to

update Smash silos!

+Building Blocks: Email Program

Email is still the primary driver of online donations.

Approximately 40% of online giving is prompted by email blasts

Average gift size is $81.33

Source: M+R 2010 eNonprofit Benchmarks Study

+Building Blocks: Email Program

Do you have an email program? Outlook is not an option Invest in a low-cost email blast program: iContact, Constant Contact, Mail Chimp Can run between $10-$100 per month

Do you have an email list? Website sign-ups Intake forms Event information Donors Newsletter list Response card in next mailing Sign up on website

Do all of your publications/marketing materials include website and email sign up information?

+Building Blocks: Online Donations

No longer a luxury!

Source: The Online Giving Study, 2010, Network for Good

+Use Multiple Channels

Donations increase when you reach donors through multiple touchpoints.

Donors who are contacted via both direct mail and email, can increase donation responses from 30-70%

Important to use both traditional and new technologies to maximize fundraising

+ Solicitation Channel (From charities/nonprofits with established relationship)

% say appropriate solicitation channel (rank ordered by very important –blue)

TOTAL GEN Y GEN X BOOMER MATURE

84% 87% 89% 82% 76%

77% 77% 79% 74% 77%

65% 76% 69% 60% 51%

47% 69% 60% 38% 17%

42% 51% 42% 39% 34%

23% 38% 25% 16% 13%

Source: Show Me the Money: Reaching Donors Across Generations, Care2

+Building Blocks: Blogger Relations

Reaching out to bloggers can be more influential than media relations

Search to see who is blogging about your organization/issue

Google blog search

What blogs are prominent in your area? Nonprofit/advocacy blogs, mom blogs,

foodie/cooking blogs, local/regional news

+Building Blocks: Blogger Relations

Have you reached out to these bloggers to provide information?

Email and ask if you can put them on media release list

Meet 1 on 1 with prominent bloggers

Comp bloggers tickets to your event

Hold special blogger call with key announcements or events

+Building Blocks: Facebook

Update fan pages about once a day

Post photos, videos and articles that interest your organization or agency

Don’t be afraid to engage with supporters

Create premiums or promotions for “liking” your page

Include social network links on other websites and printed materials

+Building Blocks: Twitter

Manage Twitter Use a 3rd party application like Seesmic, Tweetdeck or Hootsuite to

manage and organize Twitter Search for other nonprofit, hunger or food-related Twitter lists Reach out to reporters via twitter to streamline media relations Aim to update Twitter once or twice per day Include social networking links on other websites and printed material

+Strategy: How do you do it all?

Monitor: Set up Google alerts & Social Mentions to monitor web-discussions Search for keywords on Twitter to track daily conversations

Evaluate: Track traffic, increased friends & followers, fundraising numbers

+Strategy: How do you do it all?

Engage: Reach out to bloggers & prominent people on Twitter just as much as

traditional media Respond to tweets, email, blog comments and Facebook wall

comments & posts Update blogs at least twice a week and Facebook & twitter each day Aim to send weekly or bi-weekly emails & monthly fundraising emails

+Strategy: How do you do it all?

Evaluate: Track traffic, increased friends & followers, fundraising numbers The web is rich with metrics

+Example Strategy

1. Draft press release and get approved

2. Base blog post & Facebook update on release

3. Send tweet with a link to blog post

4. Add a few stories and pictures to turn into a blast email

5. Personalize email and reach out to targeted bloggers & reporters

+Resources

Google Nonprofits (Grants for YouTube channels and Google ads)

http://www.google.com/nonprofits/

Nonprofit Technology Network (www.nten.org)

TechSoup (Techsoup.org)

Network for Good (www.networkforgood.org)

Beth Kanter (www.bethkanter.org)

+Questions?

Contact Adrienne Royer at aroyer@gmail.com

Twitter.com/adrienneroyer

www.adrienneroyer.com

www.facebook.com/adrienneroyer