Presented by Carol Cone, Cone, Inc.

1. Harnessing New Media for Your Cause Carol Cone Chairman and Founder January 14, 2009 Property of Cone, Inc. -- Not for Distribution

2. Why Now for NGO’s? Property of Cone, Inc. -- Not for Distribution Economic Turmoil Critical Recipient Needs Employees Demand Greater Sense of Purpose Interconnected World Shopping as Activism Globalization Millennials

3. CAUSE is Here to Stay! Property of Cone, Inc. -- Not for Distribution

4. Once upon a time… … Communication was simple and one-way. Property of Cone, Inc. -- Not for Distribution

5. Today… … everything is fragmented and blurred . Property of Cone, Inc. -- Not for Distribution

6. Cone’s Definition New Media is Technology-facilitated Dialogue Among Stakeholders Property of Cone, Inc. -- Not for Distribution

7. The Challenge…Clutter “ There is simply too much, too many causes, too many links, too many email solicitations, too many widgets, too much video and too many text messages.” Property of Cone, Inc. -- Not for Distribution

11. Nonprofit Cause Branding Communications Resources Cause Branding Development Activities Mission-based Services A business strategy that aligns the communication resources, development activities and mission-based services of an organization to generate brand equity, funds and social impact Property of Cone, Inc. -- Not for Distribution

12. Add nonprofit stats – from our other research Waiting to get KD’s speech on NP Cause branding Cause Context Property of Cone, Inc. -- Not for Distribution 2009 LBG Research Institute report “Doing More with Less: How the Economic Downturn Will Impact Corporate Giving in 2009”

13. Add nonprofit stats – from our other research Waiting to get KD’s speech on NP Cause branding Focused and Compelling Mission/Brand Property of Cone, Inc. -- Not for Distribution “ Whatever it takes to save a child”

14. Where Do You Start? Property of Cone, Inc. -- Not for Distribution GOALS Articulate Objectives/ Identify Key Audience(s) 1 STRATEGIES Discover Ideas Define Stories and Messages Identify Channel(s) 2 TACTICS Inform, Connect & Mobilize Audience 3 RESOURCES $ Time 4 5 MEASURE & REFINE

15. ORGANIZATIONAL LEARNING The Journey INFORM Build Brand & Issue Awareness CONNECT Teach, Empower, Create Evangelists MOBILIZE Generate Funds, Advocacy & Drive Change ORGANIZATIONAL LEARNING Property of Cone, Inc. -- Not for Distribution

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18. Inform Property of Cone, Inc. -- Not for Distribution

19. Connect Property of Cone, Inc. -- Not for Distribution

20. Mobilize Property of Cone, Inc. -- Not for Distribution

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22. Start! To Inform Property of Cone, Inc. -- Not for Distribution

23. Start! To Connect Property of Cone, Inc. -- Not for Distribution

24. Start! To Mobilize Property of Cone, Inc. -- Not for Distribution

25. Fundraising Trends

26. Tangible Donation = $120.00 USD Property of Cone, Inc. -- Not for Distribution

27. Report Back Frequently Property of Cone, Inc. -- Not for Distribution

28. Smaller Donations Property of Cone, Inc. -- Not for Distribution

29. Social Networks Property of Cone, Inc. -- Not for Distribution

30. Mobile Giving Property of Cone, Inc. -- Not for Distribution www.mgive.org

31. Holiday Giving www.changethepresent.org Property of Cone, Inc. -- Not for Distribution

32. Inform. Connect. Mobilize. Property of Cone, Inc. -- Not for Distribution

34. Be Courageous ! Carol Cone Chairman and Founder [email_address] www.coneinc.com www.doyoustandforsomething.com

37. Millennials “ They are developing new approaches and ideas for problem solving; disposed towards sharing the responsibilities and rewards of effecting change in the world and equipped wit the digital tools and people power to make it happen.” Allison Fine Property of Cone, Inc. -- Not for Distribution

38. Consumers are Demanding Action 93% of social media users believe companies should have a presence in social media 85% want to interact with brands through social media Companies should: Solve my problems: 43% Listen to my feedback: 41% Develop new ways for me to interact with them: 27% Market to me: 25% Source: 2008 Cone Business in Social Media Study Property of Cone, Inc. -- Not for Distribution

39. Expectations During an Economic Downturn Property of Cone, Inc. -- Not for Distribution