National Network Social Work Managers Institute Presentation at the University of Maryland, April 2011

1. How to use the Internet and Social Media for Economical and Effective Nonprofit Marketing and Fundraising Eriko Kennedy, Ph.D. ekennedy5@comcast.net @kangarooGrl

2. “The greatest danger in times of turbulence is not the turbulence; It is to act with yesterday’s logic.” -Peter Drucker

3. Adapt and “market” to survive Networked age + limited resources Fundraising has changed Build a support base - increase awareness of your agency reach people who share interest

4. How to market your agency? Traditional channels Advertisements ($$) Newspaper /magazine article , TV spot Peer-to-peer invitations Community events Direct mail ($) “New” media Email, website, portals, social media (Facebook, etc.), mobile phone Internet Computer Mobile Website Print media TV Radio

5. Importance of the internet 75% of people research online before donating. Nearly 50% of mid-range to large donors checked the agency website before giving.** Online nonprofit giving increased 40% from 2009 to 2010.** *Wymer and Grau (2011). Connected Causes **Convio (2011). Online Marketing Nonprofit Benchmark Index *Blackbaud , 2010 Online Giving Report http://www.blackbaud.com/files/resources/downloads/WhitePaper_2010OnlineGivingReport.pdf

6. $5.1B in online giving only 4.5% went to human service groups. Blackbaud (2011). 2010 Online Giving Report

7. What is a portal? Guidestar http://www2.guidestar.org/ Charity Navigator http://www.charitynavigator.org/ Network for Good http://www1.networkforgood.org/ Jumo http://www.jumo.com/

9. Marketing/fundraising steps 1. Assess and clarify agency brand then set marketing/fundraising goals 2. Develop infrastructure (integrate all systems) 3. Well-crafted website 4. Well-crafted emails and newsletters 5. Search engine optimization (SEO) 6. Social media

11. What does your agency do?

12. Why they chose you?

13. What you do well?

15. Brand Identity how you want others to think, feel, and act with respect to your brand.

16. Brand Image the core idea you want the brand to evoke in the target audience.

17. Brand Awareness the extent to which people recognize a brand.

18. Brand Promise marketer’s vision of what the brand must be and do for consumers.

19. Brand Loyalty degree that consumers continually purchase the same brand within a product class.

20. Brand Equity value of a brand, based on the level of brand loyalty, name recognition, perceived quality, strong brand associations.

21. Brand Elements the trademarks that differentiate the brand from others.

22. Cobranding marketing established brands together in the same manner. Kotler & Lee (2008) Social Marketing: Influencing behaviors for good.

23. Set marketing/fundraising goals and strategy Why/who are you trying to reach? Donors (small, large, one-time, regular), volunteers, interns, business collaborators, government employees and legislators, foundation staff, interest groups, clients, colleagues

24. Reaching your audienceIdentify channels – tailor messages What information would target respond to? Example, Child and family services Local newspapers/special interest papers, radio, community centers, hospital events and newsletters, TV, annual fair or children’s festivals, zoo and sports events Set realistic financial goals!

26. Ensure everyone is clear on responsibilities

28. Step 2. Integrate all the systems Foundation - fundraising, constituent and website software must be interlinked and reasonably user-friendly. Basic level - website is user-friendly and easy to edit or change. Learn to use metrics. Advanced steps - Only when above levels are complete, consider limited social media. Join other groups and monitor first. Run a trial, then test social media efforts. Go SLOW! Facebook takes 2-4 hrs/week staff time. In upcoming years, will need to learn mobile applications.

29. Step 3. Well-crafted website http://www.mannafood.org http://www.atlantahabitat.org http://www.redcross.org/ http://www.nonprofitadvancement.org http://support.washhumane.org Before and after on Katya’s blog… http://www.nonprofitmarketingblog.com/site/extreme_website_makeover_from_ick_to_slick/ Project Hope updates website regularly..see how it looks today http://www.projecthope.org/

30. A good donation button provider Network for Good www1.networkforgood.org/ Better data base. Easy to find volunteer gigs. Manages agency gifts plus individual donor’s giving. Basic level = donate button. 5% of donation fee. Guidestarhttp://www2.guidestar.org/ Facebook Causeswww.facebook.com/causes For agencys or donors who start fundraising. Low average donation. Rarely repeat. SixDegrees http://www.sixdegrees.org/ Donations, charity cards, volunteers. GiveWell http://www.givewell.org/ Donations to vetted agencies. FirstGiving http://www.firstgiving.com/ Supporters create a website and seek peer to peer donations for the agency. CapitalOneGivingSitehttps://www.capitalone.com/give Jumo http://www.jumo.com/

31. Step 4. Well-crafted emails and newsletters 19% of email newsletters were opened. Only 3% were clicked-through. Fundraising appeal email open rates 18%. 1.8% click-through rate. Response rate 0.16% (donations) 18% churn rate of email addresses/year Study of >600 nonprofits using Convio Online Marketing platform ($1.15 billion). Convio (2011). Online Marketing Nonprofit Benchmark Index Study

34. When and do they (convert) donate or volunteer? Align this tool with strategy Collect/cross-match emails/names

36. Ask questions, do surveys, run competitions

38. Ways to increase SEO Change text on your website regularly to increase ranking on search engines eg., Blogging or newsfeed Agency references and links in online newspapers, reports, newsletters, other websites, etc. $10,000 Google grants http://www.google.com/grants/

40. Can be overwhelming (use inbox auto file)

41. Ask for help

42. Test run

43. Integrate it into your communications/fundraising plan….seamless Join LinkedIn… study, learn LinkedIn – www.http://www.linkedin.com/ Professional with ability to link with shared professional interest groups

44. Some useful social media tools Facebookhttp://www.facebook.com/Personal but can be professional when agencies register a webpage. FaceBook Causes. More an ad when “liked”. Local. Twitterhttp://twitter.com/Personal with ability to become professional. Good for petitions, advocacy. More a information feed. YouTubehttp://Youtube.com/Personal and professional. Shared video site. Post videos showing agency work. Can use with clients to promote their creativity. Blogshttp://www.bethkanter.org/welcome/Personal and professional online journals.

45. Social media tools (cont’d) Flikrhttp://www.flickr.com/Personal/professional. Photo sharing. To purchase or sell. For clients? Gowallawww.Gowalla.comFoursquare http://foursquare.com/Personal. Possible professional. Geo-based identifies where you are and locations. Good for reinforcing volunteers or doing scavenger hunt/type activities. Groupon’s G-Team Advertises nonprofit project specific needs. One-time group volunteer effort. Local. Mobile giving www.mobilegiving.orgmGivewww.mgive.com Donation limited to $5 or $10. Charged to phone bill. Reimbursement takes 90-120 days. 5-7 % service fee. No donor information other than mobile number. Limited to agencies with budgets over $500,000.

47. Thank people on multiple channels.

48. Develop a voice and cohesive visual style.

49. Be honest, respond without anger or defensiveness.

50. Develop agency media strategy.

51. Who is responsible for postings?

52. How to handle complaints? (They can be positive.)

54. Some great resources Website tools Wordpress Google analytics Goodkeywords, Wordtracker Staff Training http://nonprofitwebinars.com/ Wednesday webinars. http://www.fundraising123.org/training Katya’s blog www.nonprofitmarketingblog.com/ Kivi’s marketing tips http://www.nonprofitmarketingguide.com/ Idealwarehttp://www.idealware.org/online-training NGO tech information TechSoup (free technology) Idealware NTEN Jon Hardie’s list on LinkedIn group-Social Media for Nonprofits Donor/constituent relationship management systems Raiser’s Edge (Blackbaud), Giftworks, DonorPerfect, eTapestry. Z2Neon, Salesforce. Convio, WildApricot Marketing Hubspot @kangarooGrl = my Twitter library