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Tools for Nonprofit Marketing (Community Building, Communication, Fundraising, and more!) :
Web 2.0
We’re off to see the wizard…
Don’t Worry.It’s not this scary…
Or this perfect…
Where the StoryTakes Us
The Tornado(convergence of catalytic factors)
The Cast of Characters (influencers, you!)
The Journey(where are we going? And why?)
The Wizard(the ‘magic’ – what’s behind the curtain?)
No Place Like Home(figure out what really matters)
Wide use of internet, common platform
Increased amount of information generated
Increased demand for ease of use
Increased demand for “connectedness”
Need to “level the playing field”
Need to contribute
The Tornado…Web 2.0: perceived second generation of web-based communities and hosted services — such as social networking sites, wikis, etc. — which facilitate collaboration and sharing between users. (wikipedia.com)
Why Web 2.0?
What’s Over The Rainbow?(or why go?)
Pot of Gold? Pot of Gold?
Or Wild Goose Chase?Or Wild Goose Chase?
Wanted:Wanted:Strong CommunityStrong CommunityTrustTrustOpen DialogueOpen DialogueEngaged ConstituentsEngaged ConstituentsInformed Network Informed Network
Need:Need:Effective (Affordable) Effective (Affordable) ToolsToolsNo Fear/New MindsetNo Fear/New Mindset
The Average NY Times contains more information than a person was likely to
come across in a lifetime in the 18th Century.
It’s been up to you all along…
The Cast of Characters
One out of Eight Couples Married in 2006 Met Online.
MySpace is the 11th Largest Country in
the World.
The Number of Text Messages Sent each
day exceed the Total Population of
Earth.
2.7 Billion Google Searches Per Month.
Position Yourself – Inform & Educate
The Source for Information
The Source for Conversation
The Source for Feedback
The “first stop” on the internet
Connect & Communicate
Listen to people who matter
Create Community
Connect & Communicat
e
Position Yourself
(as?)
Support Clients
$$$$$$
Inform & Educate
Marketing & Branding
Listen
Questions?
The Wizard Blogs & RSS Feeds Social BookmarkingPictures & VideoSocial Networking
Widgets (Fundraising, etc.)Organizational Efficiency Tools & Gadgets
We'll soon see job openings for "Social Media Managers", probably followed in a year or so by "Director of Social Media", "VP - Social Media", or even "Chief Social Media Officer".
The days of worrying about only your own web site ended in 2007.
Blogs & RSS Feeds
A publicly accessible journal for an individual or organization (sometimes with video).
BethKanter .orgIncludes
Journal (text)
Video (vlogs)
Screencasts
Podcasts
Photos
Widgets
Tag Cloud
(and more!)
How do you engage a community?
• 90% Lurk
• 9% Respond
• 1% Post
Make it PERSONAL!
What matters to YOU?
Want to see your PICTURE ON the
BLOG?
What do you think of Web 2.0 so FAR?
(What are some things you could do?
At Events? Programs? Fundraisers?)
Which way do you go?
Get information in and Put information outMakes you look really smart.
But…how?
RSS Feeds
A summary of content from an associated web site or the full text. RSS makes it possible for people to keep up with their favorite web sites in an automated manner that's easier than checking them manually
RSS Feed “Readers”
Google Alert!
Social Bookmarking
Del.icio.usA Class By Itself
Online Communities 1
2
3
Pictures & Video
The power in this is the connection and the ongoing dialogue!
Exponential growth of Web 2.0 and adoption by all generations
Demographic Profile
August 2005 August 2006 Point Change
US Unique Visitors (000)
21,819 55,778
Total Audience 100 100 -
Persons: 12 - 17 24.7 11.9 -12.8
Persons: 18-24 19.6 18.1 -1.4
Persons: 25-34 10.4 16.7 6.2
Persons: 35-54 32.4 40.6 8.2
Persons: 55+ 7.1 11 3.9
Demographic Profile of Visitors to MySpace.com Percent Composition of Total Unique Visitors
The State of MySpace
Source: comScore Media Metrix (10/2006)
The number of registered users for MySpace exceeds the combined population of our three most populous states and the total US population in 1900. Over 50% of the unique visitors are over 35.
Ok, I only have a few People LinkedIn, BUT
Behold…the power of Web2.0!
Now I know all these people!
What in the World is a Widget?
Political Campaigns ’07
Obama’s Campaign:$32 million raised from
275,000 people who gave $100 or less
If Obama can, you can!
20%
Source: http://en.wikipedia.org/wiki/The_Long_Tail
High $ value donors,Smaller
distribution
Low $ value donors, Greater
distribution
Web 2.0 significantly increases total value contributed by larger distribution of smaller value donors.
Control
Website Building Tools
Website Building Tools
widget
forms
video
links
blog
photos
Organizational Tools For Effectiveness, Efficiency and
Fun!• GoogleApps
– Calendar– iGoogle– Docs & Spreadsheets– Google Groups
• Zoho– Make any document a link– Manage Projects
I (heart) Google
Ok, this all sounds great, but how does it affect
me?
Behold…The Special Event.The Old Way• Post Event• Send mailed invite• Send email invite (maybe)• Get responses• Wonder why no one comes• Wonder why we make no money• Do it again next year
The Old Way
You push Out….then what?
The New WayPost an idea for an event idea on your blog – ask for
feedback and comments Get responses from several key members, clients,
community folks, stakeholdersReshape event to fit Post event on your blogHave new blog post show up in users RSS feed readerHave people register online with comments (that others
can read)Have others start posting about your event in their blogsSet up concurrent event in SecondLifeWonder why so many people are showing upWonder why expenses are so lowPost blog about your experience, get kudos online from
attendees the next day along with feedback for next year’s event!
Other Applications• The “A”-Team
– Constantly updated information for people that matter
– Community building & sense of ownership– Raise more money. Get more people
involved– Internal Efficiencies: projects, strategic
plan, schedules
• What About the Board?
The “Fly”(ing Monkeys) In The Ointment
Skepticism
Lack of Understanding, Time, Resources
Board & Staff Backlash
Too Much of a Good Thing
A Heart A BrainThe
NerveA Home
A Return on Investment?
How Do We Decide?(oddly, that is very similar to any process)
People who love you (your cause)People who tell you the truthSupport
InteractionCommunicationFun!
Hey!Where are
all the links?
http://del.icio.us/valeriev
Things to do tomorrow…You Can Do It Too! Things to Do Tomorrow:• Set up a Google Alert for your organization, your areas of interest, or your competitors• Start your own blog. Don’t make it “live” yet. Just share it with colleagues for feedback• Create a del.ici.ous account: Join my network, and others. Learn the art and value of
“tagging”• Build a Website for your organization with Weebly (www.weebly.com). It’s free. • Take a look at Facebook Causes. See what other nonprofits (like yours) are online. Check
out the competition. • Create a Google Calendar for yourself and encourage others. Test the power of sharing.• Apply for a Google Grant. This allows you to be featured when people do a key word
search on topics that are related to your nonprofit.• Visit your organization’s profile on Network for Good. If you submit an IRS Form 990,
you’re already there. Build a donation widget for your organization and share it with friends
