2. Presentation Agenda
Promoting your organisation online
Online donor recruitment
Online donor renewal
Volunteer mobilisation
It’s all about engagement
3. 7 ways to build & maintain relationships through online
engagement
• Engagement is more than just a ‘donate now’ button
• It’s about building relationships with supporters
• Reaching out to people in their online world
• Go to where your supporters are, don’t expect them to come to you
• Hard to measure, may not reap immediate returns
• The investment is time more than money
• If you do it, do it well – be authentic
5. 1. YouTube – Dangerous Ground?
one
“over 85,000 people have viewed and of
the dangerous ground videos
thousands have visited the website.”
www.justgiving.com/dangerousground
12. 1. & 2. Flickr & YouTube on Justgiving
www.justgiving.com/laurahknight
13. 3. Facebook – find your fans!
8 million UK users and it’s Free!
http://www.new.facebook.com/pages/Dogs-Trust/6366026879
14. 3. Facebook – mixed media pages
http://snipurl.com/3tc25
15. 3. Facebook – biggest referrer to Justgiving
20% of people who come to
Justgiving, come from Facebook
Facebook referrals to Justgiving overtake Google
http://apps.new.facebook.com/justgiving
16. 3. Facebook – or other social networks
www2.saga.co.uk
17. 3. (other social networks)... Silver surfers!
Christian Aid performed a detailed analysis of their
2006 events and found that the event ‘In the
footsteps of Moses’, a trek through the Egyptian
Sinai desert, had not generated any income online.
This core audience wasn’t
completely familiar with the
internet and we wanted to let
them know all that the internet
has to offer in terms of online
sponsorship.
The reason for this became
clear when it was discovered
that the age range of the
participants for this event was
between fifty and seventy.
This particular trek raised £60,000 of which £23,000 (even excluding
Gift Aid) came in online, which wouldn’t have been raised otherwise
http://justgiving.wordpress.com/2007/11/21/silver-surfers-raise-38-more-online
18. 3. (other social networks)... De-mystification!
Some people are still wary of going online
…it’s a scary place only full of teenagers
…you need to be a computer expert
…online fraudsters will steal your identity
Show and tells really do work!
http://www.flickr.com/photos/bitterjug/870861414
19. 4. Your *own* social network
http://www.doggysnaps.com
20. 4. Your *own* social network
Note:
Not necessarily about
the charity *per se*
It’s about what the
charity does, its
objective, the people
(or pets) it serves...
http://www.allaboutpets.org.uk
21. 4. Your *own* social network (forums work too)
Serve a purpose; be useful
http://www.alzheimers.org.uk/talkingpoint
30. 7. Email newsletters – top tips
•Less is more
•Focus on copy first, design second
•Give clear calls-to-action for people to click through
•Analyse your stats
•What time/day gets best open rates?
•What type of stories are clicked through most?
•Split your list and test different subject lines/content
•Test test test!
31. 7. Email newsletters – design & content best practice
www.moo.com/signup.php
http://goodexperience.com/newsletter.php
www.silverpop.com
http://www.pure360.com/newsletter_signup.html
http://family.innocentdrinks.co.uk
35. 7 ways to engage supporters online
1. YouTube
2. Flickr
3. Facebook
4. Your own network or forum
5. Widgets
6. Blogs
7. Email newsletters
36. Some or all can be incorporated into Online Fundraising
1. YouTube
2. Flickr
3. Facebook
4. Your own network or forum
5. Widgets
6. Blogs
7. Email newsletters
Online Fundraising
37. Online Fundraising can be incorporated into all or some of them
1. YouTube
2. Flickr
3. Facebook
Online Fundraising
4. Your own network or forum
5. Widgets
6. Blogs
7. Email newsletters
38. Some useful (and free) tools
• Google Alerts - http://www.google.com/alerts
• Alerts for mentions of specific words/phrases online
• Google Analytics - http://www.google.com/analytics
• Free website analytics – numbers of visitors etc.
• Crazy Egg - http://crazyegg.com
• Free website analytics – heat map of where people click
• Blog search (technorati) - http://technorati.com
• Search blogs for mentions of specific words/phrases
• Twitter search - http://search.twitter.com
• Search twitter for mentions of specific words/phrases
• Commoncraft - http://www.commoncraft.com
• Explanations in pain English of websites & online tools
39. Some useful sites to look at after the session
Summary of Mission fish report into online fundraising
http://www.nfpsynergy.net/reportdownload.php?pdf=MissionFishreportsummary.pdf
Full report:
http://www.nfpsynergy.net/reportdownload.php?pdf=nfpSynergy_Virtual_Promise_2007_Full_Results-FINAL.pdf
Five tools for listening online:
http://www.chrisbrogan.com/five-tools-i-use-for-listening
Social media statistics:
http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3
We are Media – non-profit social media starter kit:
http://www.wearemedia.org
NTen:
http://www.nten.org
Netsqaured:
http://netsquared.org
Beth Kanter’s blog:
http://beth.typepad.com/beths_blog
Amy’s blog:
http://www.amysampleward.org
The Justgiving blog:
http://justgiving.wordpress.com
40. Who are we? Get in touch!
• Jonathan Waddingham
• Justgiving.com
• jonathan@justgiving.com
• Twitter: jon_bedford
• http://justgiving.wordpress.com
• Amy Sample Ward
• NetSquared.org
• award@techsoup.org
• Twitter: amyrsward
• http://amysampleward.org
Editor's Notes
It's one of their most visited sections of the site with thousands of people logging on for peer support. Why it works is because carers are so isolated and it can be hard to take a break and leave a loved one with dementia while going to a traditional branch support meeting. This is now their biggest 'branch' in the UK - and yet only takes a few hours a week of one person's time to manage it. Instead of paid staff and volunteers at a centre.
