Slides from Katya Andresen (Network for Good), Sarah Durham (Big Duck), and Jocelyn Harmon's (Care2) session at the 2011 Bridge Conference about online communications etiquette.
45. Resources “Influence: The Psychology of Persuasion” - Robert B. Cialdini “Strategic Customer Service”- John A. Goodman “The Trust Equation” - Steven Drozdeck and Lyn Fisher “Trust-based Selling: Using Customer Focus and Collaboration to Build Long-Term Relationship”- Charles H. Green
46. “Trust Agents” - Julian Smith & Chris Brogan “Words that Work: It’s not what you say, it’s what people hear” - Frank Luntz
47. Resources from Big Duck Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, Sarah Durhamwww.amazon.com The Duck Call Blogwww.bigducknyc.com/blog The Duck Pond E-newshttp://www.bigducknyc.com/DuckPondE-news
49. Resources from Care2 www.Care2.com is an online social action network with 16 million + members (75% are women!) who care about womens rights, environment and wildlife, international development and more. We help nonprofits (like yours!) acquire new donors, members and advocacy supporters online. Check our current nonprofit campaigns at www.thepetitionsite.com Subscribe to our blog – www.frogloop.com
50. Resources from Network for Good Network for Good www.fundraising123.org Katya’s Nonprofit Marketing Bloghttp://www.nonprofitmarketingblog.com/ Webinar: Thanks a Million: How to Thank Your Donors So They'll Come Back and Give Morehttp://www.fundraising123.org/files/NP911_011210_Transcript.pdf
51. Reach us sarah@bigducknyc.com jocelynh@care2team.com katya.andresen@networkforgood.org
Sarah does welcome, notes handout to take notes with, introduces structure of talk (high level into tactics)
We all introduce ourselves
Sarah talks about idea of miss manners- but she’s really about putting the best version of yourself forward
Sarah talks about how Oprah is, perhaps, a better model
Katya talks about John Goodman and customer service points- feel free to rename this slide if you want-
Customer service is every way you interact with people
Could be the most amazing thing ever to engage people and advance our missions
Instead it’s broken (#1 reason people quit giving)
We don’t know how bad it is – because of “trained hopelessness,” people don’t complain to us (would like that phrase or image for it on a slide) – especially not in charity or health care
They complain to everyone they know instead – yikes (image of social networks, word of mouth)
Katya can you use this slide?
Imagine what would be possible if we did (visually show DonorsChoose, Charity Water– we could be growing like THEM!
Imagine what would be possible if we did (visually show DonorsChoose, Charity Water– we could be growing like THEM!
Jocelyn introduces the idea of online etiquette deriving from other social norms
JH
JH
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Sarah introduces the idea of translating these guidelines into daily onlinecomms tactics
Instead it’s broken (#1 reason people quit giving)
What not to doDon’t get on social networks strictly to push your agenda. There’s a give and take. Start by listening, being human- eg yourself- and be honest.
Give and takeBe humantransparent
Instead it’s broken (#1 reason people quit giving)
Be grateful: celebrate your community membersBe transparent: own your mistakesBe human: speak with a real human voice
Be human: pick up the phone! Don’t argue online or in email
Instead it’s broken (#1 reason people quit giving)
Give and take: celebrating others, linking
Be grateful
Instead it’s broken (#1 reason people quit giving)
Be transparentBe human
Give and take: comment and respond to commentsbe transparent and human
Transparent and honest- use autoresponders!Be human- share your personalityAlso good- use an esignw/out artwork and that links to your org at work.
Instead it’s broken (#1 reason people quit giving)
Connecting your content in all channels- give and takeAudience-centric while org-serving
Be Human- dad, mixing work and playGive and take- follow those that follow you, reasonably
Instead it’s broken (#1 reason people quit giving)
Be human: think about the impact on others- email charter
Katya and Jocelyn talk about these books and why they’re great
Jocelyn- please replace this slide w/whatever you want to highlight- add/etc-
Katya, please replace this slidew/whatever you want to highlight- feel free to add more-
Do we want to give them our email addresses?
Let’s leave last 15-30 mins for questions, discussion. Sarah will moderate.