The New World Of Web Communications

eTapestry is a Blackbaud Company

Jay Love, ePMT

Co-Founder and CEO

The New World of Web Communications:

Internet Tools for Relationship Building


“We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet, and charitable giving is a logical progression.”

Paul Saffo Director of the Institute for the Future.

Photo credit: Sorin Brinzei


The Rules Still Apply

(It’s all about relationships…not technology)


2006 Contributions: $295 Billion

Source: Giving USA Foundation – AAFRC Trust for Philanthropy

83% of All Monies Given by Individuals!83% of All Monies Given by Individuals!


Know the Difference

How To Succeed OnlineHow To Succeed Online


Gen Y

(18-27)

Gen X

(28-41)

Young Boomers

(42-51)

Older Boomers

(52-62)

Seniors

(63+)

Reading Newspapers (not online)

1.2 1.7 2.8 3.6 5.1

Reading Magazines (not online)

1.7 2.0 2.1 2.4 3.1

Playing Video Games 4.3 2.0 1.1 1.1 1.1

Watching DVDs or VHS 5.8 4.3 3.6 3.3 2.8

Listening to Radio (not online) 7.0 6.9 7.4 6.2 5.3

Watching TV10.4 11.3 12.5 13.7 14.3

Using Internet, PC, Mobile Phone 28.8 22.3 19.6 18.6 16.7

Average Hours Spent Per Week:Source: Forrester Research 2007


Demographics of Internet Users


Educational AttainmentEducation Level Percentage

College + 91%

Some College 84%

High School 64%

Less than High School 40%

Source: Pew Internet & American Life Project, 2006




Annual Household IncomeIncome Level Percentage

$75,000+ 91%

$74,999 – $50,000 86%

$49,999 – $30,000 80%

Less than $30,000 53%



Why Now?Why Now?

Most Popular Online Activities

Number of Participants


182M

169M

157M

155M

145M

135M

22M


*Estimates provided by ePhilanthropy Foundation

Estimate 2001 = $550 millionEstimate 2002 = $1.1 BillionEstimate 2003 = $1.9 BillionEstimate 2004 = $2.62 BillionEstimate 2005 = $4.53 BillionEstimate 2006 = $8.15 BillionEstimate 2007 = 15.77 Billion

*The United States represents slightly more than ½ the Global Online Philanthropic Market

Online Giving Estimates*Online Giving Estimates*


Key TakeawaysKey Takeaways

The Internet is not just for kids anymore

The Internet is used by the educated and engaged

The Internet is not just for downloading music and fantasy football

The Internet is used by your constituents…or

someone else's


Be Like Martha or Oprah Be Like Martha or Oprah

Both are Masters of Multi-Channel Marketing!




Use All Your Tools

Together

Use All Your Tools

Together

E-Mail

PrintOther Tools

An Integrated Strategy

In Person Meetings

Phone

Events

BlogsText MessagingSocial Networking Sites

Your Web Site


Start With A PlanStart With A Plan

What are the goals? How will we measure success? What are the specific tactics? Do we need any new tools or assistance? Who is responsible for what? Is everyone on the same page?


“There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.”

Carrie Johnson, Senior Analyst Forrester Internet Research


Power Of Your Web SitePower Of Your Web Site

More than 50% said that they would NOT have taken further action if they had not first visited charity Web site

Toward e-engagement Nonprofits and Individuals Engaging Online – Kellogg Foundation


A “before” and “after” example A “before” and “after” example


PrivacyPrivacy

DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website

http://www.the-dma.org/privacy/creating.shtml


Needle in a Needle StackNeedle in a Needle Stack


Breakthrough the ClutterBreakthrough the Clutter


Keeping it simple

Prospect Website

Gather InformationUse Email

Database


INTEGRATION is the KEY!

Next Steps


Example Plan

Sept Oct Nov. Dec

E-Newsletter 9/15 10/15 11/15 12/15

Pre Telemarketing e-mail

9/20

TM campaign starts 10/1

Year end direct mail 11/20

Year End E-Mail hits 1 and 2

12/20 / 12/28


The Message &

The Medium

The Message &

The Medium

Each medium has a style that works best Audiences are different Messages don’t need to be identical Develop campaigns or themes Test!


Integration on Web SitesIntegration on Web Sites

Does it accept donations by credit card? 94% Does it have a blog? 53% If you have a blog, can readers comment on it? 54% If you have a blog, does it have links to other blogs

52% Do you post any videos on your website? 75% Do you have podcasts on your website? 32% Do you host message boards? 22% Do you provide an RSS feed to your website? 29%

• Overbrook Foundation Survey of Human Rights NPO’s in 2007


Integrate Online and Offline

Appeals

Integrate Online and Offline

Appeals

Mention Benefits & Ease Of Online Contributions


Use E-Mail & Direct Mail

Together

Use E-Mail & Direct Mail

Together


Email TelemarketingEmail Telemarketing


Personalized Fundraising PagesPeer Fundraising Online

Personalized Fundraising PagesPeer Fundraising Online


Results: Personalized Event Fundraising

Results: Personalized Event Fundraising

Average volunteer sends over 30 emails One in four emails sent by a volunteer

results in a donation Average online event gift is $59 which is a

50% increase over the average off-line gift Many volunteers reach their stated FR

Goal!


Personalized Event Fundraising






Build a CommunityBuild a Community






Keys To SuccessKeys To Success

Plan

Take an Integrated Approach

Timely & Focused - Act Quickly When Needed

Test Something New All The Time

“SHOP” Others

Think Targeted One-To-One Marketing

People Give to People

Have Fun!!!!


What it is and What it Can What it is and What it Can Mean to Your OrganizationMean to Your Organization

Web 2.0


Web 1.0 vs. Web 2.0Web 1.0 vs. Web 2.0

Web 1.0 refers to first generation Web-based content that was typically one-way static communication.

Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.


Web 1.0 vs. Web 2.0Web 1.0 vs. Web 2.0


Web 2.0 BuzzwordsWeb 2.0 Buzzwords


Source: The Wall St. Journal , 2006

Online Video Use has

Exploded

Online Video Use has

Exploded


Fun VideoFun Video


Video is EasyVideo is Easy


Video is Faith BasedVideo is Faith Based


"Build, learn, and make mistakes as you go – you'll know more about what you're doing as you're doing it, instead of before you do it."

– Jason Fried, 37 Signals


Social Networking BoomSocial Networking Boom


Social Networking BoomSocial Networking Boom

1,313

Friends

12,309

Friends

18,047

Friends

25,037

Friends


7 Tips for Successful Social Network

Campaigns

7 Tips for Successful Social Network

Campaigns

1. Meet people where they are

2. Leverage network partners

3. Be everywhere you can, but prioritize

4. Keep on top of you costs

5. Be prepared for the BIG moment

6. Let the community take over your message

7. Keep calls to action SIMPLE

Christine.net 2007 by Christine Herron


Social Networking and

Video

Social Networking and

Video


Widgets on Social SitesWidgets on Social Sites


Go to Them (e.g. RSS)Go to Them (e.g. RSS)




RSS in ActionRSS in Action


VideoVideo


PodcastsPodcasts


Easy to Learn HowEasy to Learn How


Message BoardsMessage Boards


Wikipedia ExposureWikipedia Exposure


"Do one thing every daythat scares you."

– Eleanor Roosevelt

"We have a strategic plan. It's called doing things."

– Herb Kelleher


Oprah or Martha Would be Proud!Oprah or Martha Would be Proud!


Oprah or Martha Would be Proud!Oprah or Martha Would be Proud!


"A year from now you maywish you had started today."

– Karen Lamb


EpilogueEpilogue

10 Technology Resolutions for 2008

Sarah Robbins

Director of Emerging Technologies

Mediasauce


1. Set up a Gmail Account1. Set up a Gmail Account


2. Post Pics to Flickr2. Post Pics to Flickr


3. Try a Microblog3. Try a Microblog


4. Create a Google Alert 4. Create a Google Alert


5. Set Up an RSS5. Set Up an RSS


6. Share a YouTube Video6. Share a YouTube Video


7. Really Use Your Cell Phone(Send a text or a video)

7. Really Use Your Cell Phone(Send a text or a video)


8. Join a Social Network8. Join a Social Network


9. Share PowerPoint Slides(Save a tree or two!)

9. Share PowerPoint Slides(Save a tree or two!)


10. Play a Video Game10. Play a Video Game


Thank you!Thank you!

Jay B. Love, ePMTCo-Founder and CEO

[email protected]

http://www.savefile.com/files/1512163

Date post:	07-May-2015
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