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AFP 2010 Supersize My Online Savvy Katya Andresen, Network for Good www.networkforgood.org  |  www.nonprofitmarketingblog.com Twitter: katyaN4G www.fundraising123.org  for the eBook
Why do we give? ,[object Object]
Why do we NOT give? ,[object Object],Credit: Mel Toledo, Flickr
What did we just learn?
The most important lesson of online outreach ,[object Object],Credit: Suzee Que, Flickr
Where we stand with online giving
Most giving is INDIVIDUAL Source: Giving USA 2009 ,[object Object],[object Object]
Most giving is down ,[object Object],[object Object]
What’s the good news? ,[object Object]
Give online outreach a chance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
No magic button… you need marketing “ Broken Button”Fotofigg, Flickr
The four questions ,[object Object],[object Object],[object Object],[object Object]
The 10 Ways to Amp Up Your Website ,[object Object],[object Object],[object Object],[object Object],[object Object]
Your Website ,[object Object],[object Object],[object Object],[object Object],[object Object]
11 Ways to Amp Up Your Donate Page ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],11 Ways to Amp Up Your Donate Page
9 Ways to Amp Up Your Email ,[object Object],[object Object],[object Object],[object Object],[object Object]
9 Ways to Amp Up Your Email ,[object Object],[object Object],[object Object],[object Object]
What is Web 2.0 Anyway? And how do you feel about it?
Brian Solis of PR 2.0
 
Mashup!
You can excel at this. ,[object Object],[object Object],FacesofMillions.com
What I Want to Share with You ,[object Object],[object Object],[object Object]
My Definition of Web 2.0 ,[object Object],[object Object]
The Official Definition  (thanks, Wikipedia) ,[object Object]
Brian Solis of PR 2.0
Someone for everyone
No, Seriously:  Everyone
Very Human Needs at Work Here ,[object Object],[object Object],[object Object],[object Object]
We have to change our paradigm Web 1.0 : Launch and walk away Web 2.0 : Engagement!
We’re not in charge any more.
A little scary, a lot wonderful ,[object Object],[object Object],[object Object],[object Object]
We need to engage. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Most nonprofits are now at least dabbling in social networking ,[object Object],[object Object],[object Object],[object Object],Source: Common Knowledge and ThePort Network Study
Getting the culture Seth Godin: Flipping the Funnel
Listen, listen, follow ,[object Object],[object Object],[object Object],[object Object]
 
Be Authentic
Flip the funnel (and control)
We are NOT the best messengers ,[object Object],[object Object],[object Object],[object Object],Source: TNS Media Intelligence Survey, eMarketer
What You Can Do
1. Listen
From a presentation by Charlene Li, author, Groundswell
2. Share and start playing in THEIR space
3. Define Your Desired Outcome ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Engagement & Reach ,[object Object],[object Object],[object Object],[object Object],[object Object],Word of Mouth ,[object Object],[object Object],Earned Media ,[object Object],[object Object],[object Object],[object Object],[object Object],Research Search Visibility Source: Qui Diaz, Livingston Communications:  www.livingstonbuzz.com   Know what the point is!
4. Decide if Social Networking Will  Get You There ,[object Object],[object Object]
5. Borrow Your Tools ,[object Object],[object Object],[object Object],Change.org SixDegrees
6. Find Your Wired Fans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
7. Think Like the Marine Corps ,[object Object],[object Object],[object Object]
 
8. Crawl before you run ,[object Object],[object Object],[object Object]
 
9. Have a policy! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Based on guidelines from Beth Kanter and Nancy Schwartz
10. Measure and Monitor! Nigel:  "What we do is if we need that extra push over the cliff, you know what we do?"   Marty:  "Put it up to eleven."   Nigel:  "Eleven. Exactly. One louder."   Marty:  "Why don't you just make ten louder and make ten be the top number and make that a little louder?"   Nigel:  “[pause] These go to eleven."
[object Object],[object Object],[object Object],[object Object],Engagement & Reach ,[object Object],[object Object],[object Object],[object Object],[object Object],Word of Mouth ,[object Object],[object Object],Earned Media ,[object Object],[object Object],[object Object],[object Object],[object Object],Research Search Visibility Source: Qui Diaz, Livingston Communications:  www.livingstonbuzz.com   How are you doing vs. goals?
11. Plug in your supporters ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What NOT to do: 6 pitfalls ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Questions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Afp 2010

Editor's Notes

  1. How can we connect Reward in return for action Make it memorable Examples (L’Oreal and food speech) Exercise with 2 messages and audiences
  2. Third and fourth bullets are the focus/meat of the presentation
  3. This is just a quick review and reminder of why people get involved – what’s their motivation
  4. Model has evolved with basic human needs
  5. Obviously you care enough to be here; now we want you to get your feet wet
  6. Check if folks know the Motrin story
  7. New word! Add to jargon list! Astroturfing STOP! TIME CHECK! Now that we’ve been hanging out in the academic ether for awhile, let’s move on to a real example
  8. Reason: what we know to be true (Godin) Google alert (celebrities do that, apparently!)  all he saw was Six Degrees (no affiliation) Wanted to do something good with something already being used/talked about Combine obsession with celebrities, growing trend of online giving and knowledge of ppl wanting to be seen/heard Become a celebrity for your cause
  9. Stacie:
  10. Personal networking at work (Basic social and communication skills) Social media Start with listening Build trust Amplify your message THIS IS THE ENTRY POINT TO SOCIAL NETWORKING; IF YOU DO ONE THING, MAKE IT BE A GOOGLE ALERT
  11. Personal networking at work (Basic social and communication skills) Social media Start with listening Build trust Amplify your message THIS IS THE ENTRY POINT TO SOCIAL NETWORKING; IF YOU DO ONE THING, MAKE IT BE A GOOGLE ALERT
  12. Volunteers, Board members, etc. Build a relationship with them so they’ll activate their own networks
  13. This is NOT ad-buying The chief reason we encourage engaging in SN is because it’s free and effective at amplifying your message It’s taken us a long time to build up credible, authoritative profiles and groups on sites like Care2 , Digg , Facebook , Flickr , and StumbleUpon – a lot of our initial efforts weren’t exactly home runs – but now that we’ve laid the foundation, we can get a huge response from these networks for our campaigns……The case I’m making now is not one about how good we can do if we get involved with social media, but how much better we can do if we get even more involved. -Interview with Jonathon Colman: Social Media Secrets from a Green Geek