Efficient Donor Communication Through Online Resources

"Make Your Website Ready for the Social Web!"

Birgit Pauli-Haack, July 2010

Social Media

Giving Generations: Matures

Born 1945 or earlier Ages 65 and older US population = 39 million Estimated 79% give 21% of giving population $1,066.00 Ø per year

Giving Generations: Boomers

Born between 1946 - 1964 Ages 46 - 64 US population = 78 million Estimated 67% give 35% of giving population $ 901.00 Ø per year

Giving Generation: Gen X

Born between 1965 - 1980 Ages 30 - 45 US population = 62 million Estimated 58% give 24% of giving population $796 Ø per year

Giving Generations: Gen Y

Born between 1981 - 1991 Ages 18 - 29 US population = 51 million Estimated 56% give 19% of giving population $341.00 Ø per year

Naples Area

Matures + Boomers 71.3% of population

Gen Y + Gen X 28.1% of population

Who gives, how much?

Source: The Next Generation of American Giving, Edge Research, et al

American Giving

Source: The Next Generation of American Giving, Edge Research, et al

Generation: Info Channels

Source: The Next Generation of American Giving, Edge Research, et al

Properly Approached

Source: The Next Generation of American Giving, Edge Research, et al

Social Media, with purpose

Your main tasks:

Produce compelling, moving and personal stories for your champions, online friends and supporters.

Build relationships with your online activist volunteers --make friends so they tell their friends.

Viral Marketing can’t be done, it needs to happen.

Distribution

Print Mail Website RSS

E-mail Facebook LinkedIn Twitter

Automate what’s the

same, manage

what’s different.

Step 1: Your Online Hub

Command Central = Your Website (blog)

E-mail newsletter provides only header/blurb and link to site (single article links)

Twitter post with link to site (single article) Facebook activities with link to site (single article)

Where the donation button is Where the e-mail signup form is

Step 2: Articles/Content Online

Single article in a blog = news engine (web log)

One topic 400 – 800 words Graphic + text Provide links for sharing RSS feeds Category + archives

Step 3: Engage Your Followers/Friends

Allow for comments on blog Allow fans to post on your page Treasure hunt with other organizations Online surveys w/ prizes Live stream/video Participate in conversations with your online

activist volunteers

Step 4: Measure

Define goals to set benchmarks Measure online interactions Open/clicks per e-mail Shared links stats Web stats referrers ShortyURL stats, click rates # of meaningful interactions

Rinse, Repeat

What is a Blog?

Blogs in Plain English

What is a Blog?

Software engine installed on web server Administered through a browser-based

interface Also accessible through external software to

update content (desktop, mobile apps) Allows for syndication & integration via RSS Authors create and update content on the site Integrate into website, with the other pages

Difference Webpage & Blogpost

Web Page Blog Post

Page & sub-pages Static

Information never/rarely changes (i.e., mission statement, location, etc.)

Link never changes

Post in categories Dynamic/archived/

perma-nent Lead into page(s) Organization news Profiles, stories,

struggles Included in RSS feed

Example Sites

First Book Jewish Philanthropy ASPCA Home Page ASPCA Caption Contest Episcopal Café NFN 4 Good

Links: Better Blogging

Links: George Orwell’s 5 Rules of Effective Writing

PickTheBrain.com Ernest Hemingways’ Top 5 Tips for Writing Wel

lcopyblogger.com

5 Tips to Write Blog PostsAbout.com: Blogging

Chris Brogan’s Best Advice About BloggingChrisBrogan.com

Leverage: Content Syndication What is RSS?

Syndication: Examples

Via E-mail: AFASF Safety News AFASF: 4th July Send out:

Via Twitter: TweetFeed WP Plugins

Syndication Example: Blog to e-Newsletter

Example: Naples Press Club (NL) Examples: Naples Press Club (Blog)

Demo of MailChimp List Campaign Design campaign Test campaign Schedule campaign Receive campaign Analyze measurements

Permission Based Mailing List

Opt-in only! Don’t asked your staff to use their private e-mail

to spam friends, without your supervision Just because you have someone’s e-mail address,

it doesn’t mean you can ‘spam’ them: high backlash potential!

If you use your own e-mail program -- What is BCC?

Complaints will get you banned from any of the e-mail marketing companies

ISP – E-mail marketing agreement for delivery

Metrics: Per Campaign

Metrics Per Campaign

Metric: Website

Consistency is Key: Ideas for Non-Profit Posts

Weekly site review of complementary websites 

Review of online communities for beneficiaries -listen into conversations, contribute value

Interviews with your volunteers: Why volunteer? Why for this organization?

Photo contest for Halloween, Easter, etc. - post to Flickr group/room and have people vote on them

Ask: Who is our target audience, and why would they spend time on our website -- don’t write for yourself write for them

What’s next?

Q & A Slideshow online

http://www.slideshare.net/bph

Follow me on Twitter @nfnprez http://twitter.com/nfnprez

E-mail me w/ ideas and questions birgit@naples.net

Blog on NFN4Good http://www.nfn4good.org