The document provides tips for nonprofits to succeed in social media and online fundraising. It discusses how the world has changed from trusting marketers to trusting each other through word-of-mouth recommendations. Nonprofits must get online, focus on supporters by building relationships rather than just asking for money, restructure relationships, show tangible impact, engage supporters to drive more supporters, be generous with their time, thank donors properly, and test and adjust their strategies. The overall message is that nonprofits must adapt to these changes to have success with social media and online fundraising.
Engaging your customers with Social Media Marketing
Nonprofits In Wonderland
1. Nonprofits in Wonderland*
The Path to Success in Social Media
*Photos: Alice in Wonderland Movie
Katya Andresen
@katyaN4G | networkforgood.org | nonprofitmarketingblog.com
24. How the world is changing
Old New
Trust in marketing Trust in each other
Spray and pray marketing Micromarketing
Mass communication Masses of communicators
28. How the world is changing
Old New
Trust in marketing Trust in each other
Spray and pray marketing Micromarketing
Mass communication Masses of communicators
Marketing monologues Conversation
29. Old: Try to command and control
Web 1.0:
Launch and
walk away
30. PR stands for Public RELATIONS
Eastender
09/21/2010 2:29 AM
Next time I see you in Dublin, Bono, I'll spit in
your fr...in eye!!!!
http://www.nypost.com/p/news/national/poor_ide
a_bono_bsUzJMfT2mBJbqyXgp6YoO#ixzz10N
AoZzE1
33. How the world is changing
Old New
Trust in marketing Trust in each other
Spray and pray marketing Micromarketing
Mass communication Masses of communicators
Marketing monologues Conversation
Try to control Seek to engage
34. Old: Hit ‘em up for money
Kevin Bondelli,
Flickr
38. How the world is changing
Old New
Trust in marketing Trust in each other
Spray and pray marketing Micromarketing
Mass communication Masses of communicators
Marketing monologues Conversation
Try to control Seek to engage
Ask for money Build relationships
40. 1. Get online.
• Online giving up
in 2009
and 2010
• Network for
Good = your
best friend
41. Set goals for your site & social media
Engagement & Reach Earned Media
•Offline media mentions
•Page Impressions, Visits, Unique Visitors
•Online media mentions
•Time Spent, Pages per visitor
•Emails opened, click-throughs
•Videos viewed, audio plays Search Visibility
•Higher search results
•Greater search results “share”
Word of Mouth •3rd party results
•Number of Mentions, Posts, Comments
•Recommendations Research
•Mentions-per-user
•Send This To A Friend •Customer/stakeholder feedback
•Inbound links •Product sampling
Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com
57. Time-Ask Effect & How to Ask*
Low emotional intensity High
Far
INVITE REQUIRE
Close social distance
ASK TELL
Term from Mozilla Foundation; Table from Dragonfly Effect
68. 7. Thank your partners (=donors)
• Study: 2 million donors to 50 nonprofits
around the world.
• 70% of the nonprofits didn’t send a
followup email within one month.
• 37% did not send a thank you email.
eCampaigning Review Study
http://www.advocacyonline.net/ecr09
69. 4 parts of a good thank-you
1. Personal
2. Tangible
3. Emotional
4. About the donor, not you!
…and it’s done FAST
70. Donors Choose:
The Gold Standard
I received hand-drawn thank you
cards from the kids I bought a
classroom microphone for. About 40
letters, most with drawings -- sweet,
funny, heartfelt, real. They also
pointed me to where on the web I can
hear their recording of "Hot Cross
Buns," made with "my" microphone.
--Jeff Brooks,TrueSense
71.
72. 8. How are you doing? Learn. Adjust.
Engagement & Reach Earned Media
•Offline media mentions
•Page Impressions, Visits, Unique Visitors
•Online media mentions
•Time Spent, Pages per visitor
•Emails opened, click-throughs
•Videos viewed, audio plays Search Visibility
•Higher search results
•Greater search results “share”
Word of Mouth •3rd party results
•Number of Mentions, Posts, Comments
•Recommendations Research
•Mentions-per-user
•Send This To A Friend •Customer/stakeholder feedback
•Inbound links •Product sampling
Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com
73. What we must do
Step Why to take it
Get online Big opportunity for small orgs
Focus on our supporters Supporters expect it
Restructure donor relationships Donors want it
Get more tangible It drives credibility, engagement
Shift your messengers People don’t trust us
Be generous and lazy It’s easier – and it works
Thank donors better Era of RELATIONSHIPS
Test, monitor, adjust Because it’s a learning process
75. Questions
Katya Andresen
Katya.andresen@networkforgood.org fundraising123@networkforgood.org
888.284.7978
Learning Center – www.fundraising123.org
Free Training – www.nonprofit911.org
My take – www.nonprofitmarketingblog.com