New Jersey Citizen Action (NJCA) annual convention presentation on online tools and strategies

1. Tools of Online Communication

4. messages You Them

5. It’s all communication. The online tools do an old thing in a new way: Faster More transparent More available More interactive This… Instead of this…

6. So, what’s your toolbox look like? (A big pile of the latest stuff is not necessarily any better than being too primitive.)

7. Goal: The right tool for the right job, at the right price (in time and money).

9. Especially popular with older demographic, less so with youth

10. Very flexible

11. send many or few

12. long or short messages

13. action-oriented or strictly informative

14. send rich media using HTML format

15. Most nonprofit online fundraising is generated through email

16. Groups with the largest email lists can capitalize quickly on crises or timely windows of opportunity if prepared

18. A Few Available Tools: VerticalResponse 501(c)(3) nonprofits to send up to 10,000 emails per month for free. EmailNow by Network for Good, powered by Emma $29.95 per month for up to 20,000 emails ConstantContact $15 per month for under 500 subscribers, $30 per month for under 2,500, and so on. CampaignMonitor $5 per email campaign, plus $0.01 per email Topica $50 per month for up to 5,000 subscribers MailChimp Free for small campaigns, significant discount for nonprofits.

19. How to Choose: Deliverability (do they get through spam filters) HTML templates (harder than it looks to get right) Integrate with member database? Ease of use Pricing for your size list

21. Creating an established, credible organizational brand and identity.

22. Building your base of support and serving as a vehicle to mobilize activists.

23. Acting as a central point for media outreach and engagement.

24. Being a center for running a campaign to influence a decision maker or target.

27. PayPal

30. Online donors have lower long-term loyalty

32. Social Networking How many do you know?

33. Social Networking How about these?

34. Social Networking Labor organizer and civil rights activist Cesar Chavez defined organizing as “you talk to one person, and then another, and another.” Organizing on social networks is no different. There’s a difference between a communications strategy (posting content) and an organizing strategy (talking to people). - Online Organizer’s Almanac

35. Social Networking Is it right for YOU?

36. Facebook: No Free Lunch “There was a direct correlation between a Cause administrator’s time spent on the Cause and the Cause’s number of donors. The vast majority of administrators who secured over 150 unique donors spent more than 5 hours per week on their cause. Cause administrators primarily fundraised from people with whom they already had a personal relationship, which illustrates the necessity of building a robust grassroots network if you want to fundraise on Facebook.”

38. $5.00 per email acquired

39. $7.00 per action taken on emails acquired from social networkshttp://www.frogloop.com/care2blog/2007/7/17/is-it-worth-it-an-roi-calculator-for-social-network-campaign.html

40. fin