Four hour wor

1. Getting Beyond “Like”
Online Engagement Strategies
for Land Trusts

2. Kivi Leroux Miller
New
Book
in the
Works!
Married to
CTNC’s
Edgar
Miller

3. Download a Copy of
the PDF at
slideshare.net/kivilm

4. Table Brainstorm | Pick Top Five Tips
What Do We Already
Know About Using
as Land Trusts?

5. It’s Time for a
Reality Check!

6. Where to Get the Data
• E-benchmarksstudy.com (NTEN, M&R)
• Onlinegivingstudy.org (Network for Good)
• Online Nonprofit Benchmark Study (Convio)
• Blackbaud Index of Charitable Giving/Index
of Online Giving
• Pew Internet and American Life Project
• Cygnus Applied Research (Penelope Burk)

7. REALITY:
Online is
Mainstream.
Ignore at Your
Own Peril.

8. Google turned 14 in September 2012
YouTube turned 8 in May 2012
Twitter turned 7 in March 2012
The iPhone turned 5 in January 2012
The pace of change
is relentless.

9. All generations are online in significant numbers.

10. Everybody uses email.

11. Online giving
is growing
fast, but is
still small
overall.
Source: 2011 donorCentrics™
Internet and Multichannel Giving
Benchmarking Report

12. If you want donors under age 65, you need
an online strategy (web, email, social).
Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report

13. REALITY:
SOCIAL WEB
is mainstream.
Half are Social
Media Sites; the
Other Half Offer
Many Social
Elements
Alexa Rankings, March 26, 2012

14. Half of boomers
use social media;
1/3 of people over
65.
Pace of growth is
now fastest for
those over 65.

15. REALITY:
We live in a culture of
SNACK SIZING: Fast,
Timely, Convenient
flickr.com/photos/49024304@N00/1546033671

16. 88% of U.S. adults have cell phones.
55% use it to go online.
17% are cell-mostly Internet users.
“Cell Internet Use 2012” by Pew Internet and American Life Project, June 2012
flickr.com/photos/buzzfarmers/7317967922/

17. They are oh so handy. . .
Get My Checklists on Home Pages,
Donate Pages, and Email
Fundraising.
Kivilm.com/hello

18. 65% of U.S. adults sleep
with cell phone beside
them – and a third check
it before getting out of
bed!
flickr.com/photos/coletivomambembe/3695560876

19. http://www.adverblog.com/2012/04/28/visual-social-network-infographic/
visuals to
REALITY:
The use of
convey both
skyrocketing.
text and data is

20. 30%
Loss of Regular or
Sustaining Givers from
One Year to the Next
http://www.flickr.com/photos/tenaciousme/6860901697
REALITY: Nonprofits are not giving most
donors what they need to stay engaged.
Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy

21. http://www.flickr.com/photos/mountainash/5082502256
55-65%
Donor Attrition Rate Between
First and Second Gift
Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy

22. http://www.flickr.com/photos/alancleaver/4279482716
75%
First Gifts Not as Generous
as They Could Have Been
Source: Cygnus Donor Survey

23. Table Discussion
How Does the Reality Check
Affect Your Thoughts About
Using These Tools?

24. flickr.com/photos/anthrovik/264643857
“Engagement” is
the new goal.

25. It starts like this. You mix.
You mingle. You’re social.
NOT THIS
flickr.com/photos/anijdam/2903467649/
flickr.com/photos/_dchris/4029619041

26. Everyone is
a spokesperson.
flickr.com/photos/conbon/2873195559

27. You want to be seen as a
member of a community
– as “one of us.”
flickr.com/photos/owengeronimo/4263163891

28. flickr.com/photos/scrapstothefuture/298131038
Not as the loud
drunk ones hustling
on the bar.

29. flickr.com/photos/captured-spirit_/221033524/
But Community ≠ Fans
flickr.com/photos/oddwick/2156258068

30. flickr.com/photos/vancouverminglers/3385606736
Chance to Build
Community =
Rapport

31. Dwight Carter
Photo by
“I've learned that
people will forget
what you said,
people will forget
what you did, but
people will never
forget how you
made them feel.”
~ Maya Angelou
Never discount rapport!
It’s the fastest way to engagement.

32. Lifesaving Steps
4 to Online
Engagement
http://www.flickr.com/photos/cutendscene/3186512846

33. flickr.com/photos/45233773@N00/6179701816
Make your programs/projects
1 about people (really).

34. 2 Make their story your story.

35. http://www.flickr.com/photos/yogendra174/6108363776/sizes/l/in/photostream/
3 Go on a journey together.

36. flickr.com/photos/free-stock/6897377266
Keep it fresh. Don’t be boring.
4

37. 1
Be about
People
With Whom
Should We
Build Rapport?
WHO CARES about what you do?

38. flickr.com/photos/stopdown/2507765030
Forget the “general public.”

40. Not this one, who doesn’t.
If your org likes cranes,
you want to focus on this
person – who does care!

41. Neutral, probably
persuadable.
Ignore people like
this (unless they
are organized
opposition).
Most likely a strong
advocate for you.
Most likely a friend
of your org.

42. Clients
Volunteers
Advocates
Donors
Funders
Partners
Policymakers
Decisionmakers
Media
Others Who Influence Your
Success

43. Focus on
groups of
people who
are likely to
lean your
way.

44. Some Possible
Groupings:
• Demographics?
• “Tribes” or Allegiances
• Behaviors
• Geotargeting
• Stages of Change

45. What do these people value?
• Time • Fitting In • Safety
• Sleep • Change • Money
• Convenience • Self-Help • Efficiency
• Adventure • Competition • Challenge
• Public recognition • Action • Privacy
• Good karma • Formality • Connecting
• Control • Openness • Independence
• Love • Pragmatism • Teamwork
• Status • Cooperation • Predictability
• Power • Idealism • Fun

46. http://www.flickr.com/photos/8593364@N06/3506398526
Your need to show your
personality too!

47. What Do You Want to Be?
• Ambitious • Friendly • Respectful
• Caring • Fun • Responsible
• Confident • Grateful • Responsive
• Cooperative • Helpful • Soulful
• Courageous • Humble • Tenacious
• Creative • Honest • Thoughtful
• Decisive • Imaginative • Tolerant
• Determined • Loyal • Trustworthy
• Enthusiastic • Opinionated • Versatile
• Flexible • Optimistic • Warm
• Focused • Practical • Witty

48. Table Discussion
What Adjectives Would You
Like Supporters to Use
When Describing the
Personality of
Your Land Trust?

49. caring for the future, creating legacies, sustaining, protecting nature, conscientious, educational, inter-
connected, cooperative, inclusive, friendly, joyful, healthy, vivacious -- 2012 LTA Southeast Conference Attendees

51. Easy Way to Feel More Real:
Write in First and
Second Person, and
Identify Staff

52. 2
It’s Their
Story
Why Should
They Care?
SO WHAT? What’s in it for me?

53. Make everything they see from you
relevant or meaningful to them!
Boring
Nonprofit
We Get Boring
You! Nonprofit
Boring
Nonprofit
Boring Boring Boring
Nonprofit Nonprofit Nonprofit

54. flickr.com/photos/marcinmoga
Be a Good Gift Giver

56. 3
Journey
Together
How Can Our
Communications
Keep Them
Engaged?
What great stuff will we make happen together?

57. First
You
Map

58. Then
You
Merge

59. • Big Picture Timeline
(Mostly Out of Your
Control)
MAP • Big Events within
Your Control
• Major Story Arcs
This is What You Put
on Your Editorial Calendar,
as Original and Repurposed Content.

60. What things happen every year?
What’s the seasonal to-do list?
http://www.flickr.com/photos/28481088@N00/315671189
MAP

61. What story arcs can
they participate
MAP in with you?
flickr.com/photos/zaffi/4597977354
Are we
there yet?

62. Today
Filing Deadline (Feb)
Primary Election (May)
DNC Convention in
CLT (early Sept)
The Story of a Political Change
Election Day (Nov)

63. The Story of Stopping Something Bad

64. The Story of Getting Ready for the Future
anewwarrior.greenpeace.org

65. The Story by the Numbers

66. The Story of Each Individual Project

67. 10 Mins: Table Talk
What journeys
can land trusts take
supporters on
(think story arcs)?

68. Got Calendar Brain?

69. Got Spreadsheet Brain?

70. Start with 50% original content, and
50% repurposed and adjust from there.
flickr.com/photos/urbanwoodswalker/3585443379

71. That’s What You
Can Plan.
Then the World
Comes Along.
Make Room.

72. • Little Bets
• Social Media
Conversations
MERGE • Serendipity
• Newsjacking
• Crisis
Done any of Communications
these? Share
• Other People’s High
examples as
Priorities
we go along.

73. Make little bets; be fine with failure.
MERGE
flickr.com/photos/suzettesuzette/6211600207

74. flickr.com/photos/slgc/5401648705
Let social media conversation
keep other content fresh.
MERGE

75. Always make
room for
serendipity.
Be open to surprises.
flickr.com/photos/picken/2601726937
MERGE

76. flickr.com/photos/slgc/5401648705
MERGE
Prepare to
newsjack.

77. flickr.com/photos/slgc/5401648705
Know how
you’ll respond
to a crisis.
MERGE

78. flickr.com/photos/slgc/5401648705
Deal with other people’s
MERGE
high priorities.

79. Where You Actually Decide:
The Editorial Meeting
• Daily, Weekly, or
Every Other Week
• Program,
Communications, and
Fundraising Staff
• Nimble
Decisionmaking and
Prioritizing on the Fly

80. 4
Keep It Fresh
How Do We
Keep It
Interesting?
I’ll click away in a heartbeat if you bore me.

81. flickr.com/photos/crystalflickr/2144391402
SEEK a MIX
of RESULTS:
DO Something:
Call to Action
THINK Something:
Reveal/Educate
FEEL Something:
Build Rapport

82. DO SOMETHING
Ask Them to Do
the Predictable
Things Like
Donate, Attend,
Volunteer, Etc.
BUT DON’T
STOP THERE!

83. DO SOMETHING
Make a Hard Thing That Supports
Your Overall Mission Easier to Do

84. LWCF Coalition Page Insights
DO
SOMETHING
Ask Them to
Show They
Agree – Stand
Up and Be
Counted.

85. EARN wanted to talk
about home ownership
and small business
development as a way to
help low-wage workers
build wealth, but their
target audience wanted to
talk about student loan
debt, thus the creation of
MyDebtStory.com
DO SOMETHING:
Prove you are listening, by inviting
conversation on topics they care about!
http://www.nonprofitmarketingblog.com/comments/great_content_forges_great_connections_a_reader_guest_post/

86. THINK SOMETHING:
Bringing New Info or
Perspectives to Light
Read the story of this post here: http://www.bethkanter.org/pigs-hsus/

87. flickr.com/photos/katemere
THINK SOMETHING:
Take us back stage.

88. flickr.com/photos/noelzialee
FEEL SOMETHING: Show us the
personal side of your work.

89. “You have to stimulate
an emotional incentive
for people – so they feel
a sense of pride and joy
when they forward your
organization’s story to
their friends.”
Logan Smalley,
founder and co-president,
Darius Goes West Foundation
flickr.com/photos/whiteafrican/3251264618; AGC Conversational Case Studies by Beth Kanter & Allison Fine

90. The Nature Conservancy: Our Scientists Say Thanks http://www.youtube.com/watch?v=K5VT3GjLZuE

91. FEEL SOMETHING:
Have some fun!
“Raum and Moresi, both employees with
the nonprofit United Service Organizations
(USO), came up with a plan.”
You got cookie, so share it maybe?

92. FEEL SOMETHING:
Have some fun!
Our Keepers pick up chickens
for the cats in Siler City, but the
van needs new tires. If you can
donate, you can save our
Keepers from seeking other
sources of transportation!

93. FEEL SOMETHING:
Express an opinion!
flickr.com/photos/randysonofrobert/393165345

94. Let’s Brainstorm
Non-Boring Land Trust
Communications
Let’s come up with some
ideas for the blog and the
book.

95. Let’s Apply What We’ve
Learned to Reviewing Your
Facebook Data

96. Page Likes by Organization
Marin Agricultural Land Trust 2114
Michigan's Leelanau Conservancy 2111
Iowa Natural Heritage Foundation 1529
Gallatin Valley Land Trust 610
Open Space Council for the St Louis Region 533
Clark Fork-Pend Oreille Conservancy 521
Deschutes Land Trust 507
North Branch Land Trust 420
Tejon Ranch Conservancy 399
Stowe Land Trust 355
Minnesota Land Trust 339
Teton Regional Land Trust 305
Jackson Hole Land Trust 256
Great Land Trust 229
Ranchland Kansas 116
Thank You, Sue Anne Reed, for Your Social Data Geek Awesomeness!
http://about.me/sueannereed

97. 10
78 likes
13 comments
12 shares

98. 9
78 likes
11 comments
11 shares

99. 8
79 likes
9 comments
11 shares

100. 7
81 likes
3 comments
4 shares

101. 6
88 likes
11 comments
4 shares

102. 5
104 likes
2 comments
18 shares

103. 4
117 likes
18 comments
9 shares

104. 3
154 likes
11 comments
25 shares

105. 2
173 likes
23 comments
33 shares

106. 1
178 likes
25 comments
13 shares

107. Top Video Posts
Summer's almost over, but the memories remain. Michigan's Leelanau
Michigan's Leelanau Conservancy is the best place on earth to do practically anything ... or nothing at
Conservancy all! Video 42
Marin Agricultural Land Trust The Story of MALT Video 24
Hey, everyone, we have a new "Why Michigan's Leelanau Conservancy?" video to
Michigan's Leelanau share - this one focused on winter wildlife, and featuring some fantastic shots of
Conservancy our unusual Arctic visitors! Video 19
Michigan's Leelanau
Conservancy Three cheers to the next generation of farmers! Video 17
Michigan's Leelanau What better place to balance rocks - and your life - than in Michigan's Leelanau
Conservancy Conservancy! Thanks, Ken, for a cool video. Video 16

108. Top Status Update Posts
Keep feeding the hummingbirds until they stop coming through.Male ruby-
throated hummingbirds may distribute nearly one half of their weight into fat
Michigan's Leelanau reserves (up to 2 grams of their 4.5 gram total body weight). The added weight Status
Conservancy fuels their 26 hour flight over the Gulf of Mexico to Central America. Update 23
Iowa Natural Heritage Private citizens donated over 6000 acres for conservation to the state of Iowa in Status
Foundation 2011 alone. Update 19
Here is the lichen story: There once was a young woman living in the woods who
was a great cook. Her name is Alice Algae. She lived in a run-down house and
had no money to fix it up. One day, a gentleman called Freddy Fungus came
along. Freddy was very handy with tools and offered to fix up Alice's house in
exchange for some of her fine cooking. They agree and Freddy repairs the house
and Alice feeds Freddy daily while he works. After a short time they both realize
that this is a good situation and should last longer. As the story goes, Alice Algae
and Freddy Fungus took a "lichen" to each other and lived happily ever after. The
Michigan's Leelanau scientific word for this relationship is symbiotic. The algae provides the food Status
Conservancy through photosynthesis and the fungus provides the structure. Update 19
This just in: the Town of Stowe's FY'13 Capital Budget passed, which means
$288K for the Cady Hill Forest conservation project was approved! Check back Status
Stowe Land Trust for more details. Update 16
BIG NEWS! (Feb 16, 2012) – We are very pleased to announce that we have
hired a full-time Public Access Coordinator who will start at the end of March. As
Scot gets started, we will be adding community hikes and other events to the
website (tejonconservancy.org). We appreciate your patience and understanding
while we get Scot up and running for an even stronger public access program on
the Ranch this year! If you have any questions, feel free to contact Jennifer
Browne, Operations Manager, via email at jbrowne@tejonconservancy.org. Status
Tejon Ranch Conservancy Thank you and we look forward to seeing everyone soon! Update 15

109. Top Share Posts
What do you think of the proposed $15 million bond for trails, parks, and natural
areas in Bozeman? Vote in the Chronicle’s weekly poll:
http://www.bozemandailychronicle.com/opinions/poll_12156bc8-b8cc-11e1-
Gallatin Valley Land Trust 9994-001a4bcf887a.html Share 37
Glen Noonan Protects 506 Acres and Beloved Family Lands. I really enjoyed
meeting Glen and telling his story. Thanks to Glen and to those who support the
Michigan's Leelanau Michigan's Leelanau Conservancy Conservancy, beautiful, ecologically significant
Conservancy lands such as these are being preserved for future generations. Share 17
Fantastic project in Lake Vermilion completed with Outdoor Heritage Funds.
Special thanks to Steve and June Keibler who donated a conservation easement
Minnesota Land Trust on this island gem! Share 10
Great news! We've just updated our hike schedule for April and the beginning of
May. We've placed particular emphasis on hikes to Tejon Canyon because that's
where the wildflower bloom is best at the moment. Check out the schedule at
our website: http://tejonconservancy.org/events/index.html Hope to see you
Tejon Ranch Conservancy on one of the hikes! Share 10
The High Trestle Trail is February pick for the 2012 Rails to Trails Conservancy
national calendar! Congrats to photographer Troy Hendrickson/Peas Creek
Iowa Natural Heritage Studios for his stunning pic of the trail bridge under a full moon. Find out how to
Foundation order your own and support RTC, a national partner for trails. Share 9

110. Top Photo Posts
Thanks to everyone who attended our Annual Picnic, including Mario Batali,
pictured here with Michigan's Leelanau Conservancy Conservancy Board Member
Larry Mawby. Mario drew the winning ticket on his Molto Big Apple Weekend
Raffle that raised $100,000 for farmland preservation. Before drawing the ticket,
Michigan's Leelanau he spoke about why he loves Michigan's Leelanau Conservancy and thanked
Conservancy Conservancy members for helping to protect it. Thank YOU, Mario, for all you do! Photo 178
We love this PBS video featuring Marin Agricultural Land Trust Sun Farms' David
Evans about the difference between "free range" vs. "cage free" vs. "pasture
raised" eggs: http://www.pbs.org/food/features/the-lexicon-of-sustainability-
Marin Agricultural Land Trust the-story-of-an-egg/ Photo 173
Mario Batali rocks! Raises $100K to help the Michigan's Leelanau Conservancy
Conservancy protect farmland AND shows up to draw the winning raffle ticket at
our Annual Picnic AND talks to 800 attendees about why he loves Michigan's
Leelanau Conservancy. Thank you, Mario, for all you do. In this photo, the Clay
Michigan's Leelanau Cliffs, which the Michigan's Leelanau Conservancy Conservancy is working to
Conservancy protect and turn into a Natural Area in partnership with Leland Township. Photo 154
Stewardship staffers Jenee Rowe (l) and Robin Ostrowski install our new sign at
the Leugers Preserve at the Narrows Natural Area on Lake Michigan's Leelanau
Conservancy. The Conservancy has permanently preserved 66 acres and 1,500
Michigan's Leelanau feet of shoreline in this beautiful, ecologically sensitive iconic area. How cool is
Conservancy this? Photo 117
Deschutes Land Trust Summer at Indian Ford Meadow Preserve! -photo by Byron Dudley. Photo 104

111. Top Link Posts
GVLT awarded $10,000 grant from REI Nominated by the local REI store, GVLT
received a national $10,000 stewardship grant to help with trail construction and
improvements at Triple Tree. Some of the funds will also be used to construct
new trails on land east of Highland Boulevard, owned by Bozeman Deaconess
Hospital. This is the third grant GVLT has received from REI. Read more
http://www.bozemandailychronicle.com/news/environment/article_f239d902-
Gallatin Valley Land Trust d6de-11e1-ab37-001a4bcf887a.html Link 54
Michigan's Leelanau
Conservancy Must be all of those people hiking in one of our natural areas. Keep it up, folks! Link 28
We like Marin Agricultural Land Trust's parks, open space and farmland! Join us
in the countywide effort to protect it ... http://www.facebook.com/YesMarin
Marin Agricultural Land Trust Agricultural Land TrustParksOpenSpace Link 28
Teton Regional Land Trust Check out this event folks! It's sure to be lots of fun and very informative! Link 28
Just when you think they've all been found, along come more washing up from
Michigan's Leelanau the depths of Lake Michigan. Another reason why we love Michigan's Leelanau
Conservancy Conservancy peninsula beaches! Link 22

112. Average Likes / Comments / Shares –
Day of Week
12
10
8
Like
6
Comment
Share
4
2
0
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

113. Average Likes / Comments / Shares –
Time of Day
50
45
40
35
30
25 Like
Comment
20 Share
15
10
5
0

114. Average Likes / Comments / Shares –
By Organization
20
18
16
14
12
10
8
6
Like
4
Comment
2 Share
0

115. Average Likes / Comments / Shares –
By Post Type
16
14
12
10
Like
8
Comment
Share
6
4
2
0
Link Photo Share Status Update Video

116. 20
40
60
80
0
100
120
140
160
180
200
3/2/12
3/9/12
3/16/12
3/23/12
3/30/12
4/6/12
4/13/12
4/20/12
4/27/12
5/4/12
5/11/12
5/18/12
5/25/12
6/1/12
6/8/12
6/15/12
6/22/12
6/29/12
7/6/12
7/13/12
7/20/12
7/27/12
8/3/12
Michigan Leelanau
8/10/12
8/17/12
8/24/12
Likes / Comments / Shares
8/31/12
like
share
comment

117. Any Sticky Situations?
http://www.flickr.com/photos/katerha/5588607682

120. IT’S OK:
We are all
still learning.
Watch your
analytics,
learn, and
share.
flickr.com/photos/telachhe/3342173731

121. The real key
to success?
Taking a
leap of faith.
flickr.com/photos/hunterwilliams/3333797271/

122. Kivi Leroux Miller
@kivilm
Facebook.com/
nonprofitmarketingguide
kivi@ecoscribe.com