The document provides tips for nonprofits to succeed in social media and online fundraising. It discusses how the world has changed from trusting marketers to trusting each other through word-of-mouth recommendations. Nonprofits must get online, focus on supporters by building relationships rather than just asking for money, restructure relationships, show tangible impact, engage supporters to drive more supporters, be generous with their time, thank donors properly, and test and adjust their strategies. The overall message is that nonprofits must adapt to these changes to have success with social media and online fundraising.

1. Nonprofits in Wonderland*
The Path to Success in Social Media
*Photos: Alice in Wonderland Movie
Katya Andresen
@katyaN4G | networkforgood.org | nonprofitmarketingblog.com

3. Technology= Red Queen’s Race

4. Nonprofits in Wonderland

5. Fundraising, social media, recession…
OPPORTUNITY!
Today I shall
mostly be in
the fetal
position
Smileham on
Flickr,
Creative
Commons

6. Agenda
1. How the
world is
changing
2. What we
must do

7. How the
World Is
Changing

8. Old world: In marketers we trust.

9. Percent of consumers who say
they believe marketers’ claims*
6%
*Forrester, 2009

10. New: In each other we trust.

11. New: In each other we trust.

12. Percent of consumers who say
they trust recommendations
from acquaintances*
90%
*Nielsen, 2009

13. What did we just learn?

14. How the world is changing
Old New
Trust in marketing Trust in each other

15. Old: Marketers target everyone.

16. New: MicroMARKETING

17. Drew Olanoff, Micromarketer

18. What did we just learn?

19. How the world is changing
Old New
Trust in marketing Trust in each other
Spray and pray marketing Micromarketing

20. Old: Mass communication

21. New: ‘Masses of communicators’*
*From Greg Verdino, MicroMARKETING

22. Brian Solis of PR 2.0

23. What did we just learn?

24. How the world is changing
Old New
Trust in marketing Trust in each other
Spray and pray marketing Micromarketing
Mass communication Masses of communicators

25. Old: Marketing monologues

26. New: Conversation

27. What did we just learn?

28. How the world is changing
Old New
Trust in marketing Trust in each other
Spray and pray marketing Micromarketing
Mass communication Masses of communicators
Marketing monologues Conversation

29. Old: Try to command and control
Web 1.0:
Launch and
walk away

30. PR stands for Public RELATIONS
Eastender
09/21/2010 2:29 AM
Next time I see you in Dublin, Bono, I'll spit in
your fr...in eye!!!!
http://www.nypost.com/p/news/national/poor_ide
a_bono_bsUzJMfT2mBJbqyXgp6YoO#ixzz10N
AoZzE1

31. New: Engage, participate

32. What did we just learn?

33. How the world is changing
Old New
Trust in marketing Trust in each other
Spray and pray marketing Micromarketing
Mass communication Masses of communicators
Marketing monologues Conversation
Try to control Seek to engage

34. Old: Hit ‘em up for money
Kevin Bondelli,
Flickr

35. New: Have a relationship.

36. NO YES
people who give often report
feelings of euphoria, which
psychologists have referred to as
the "Helper's High."
36

37. What did we just learn?

38. How the world is changing
Old New
Trust in marketing Trust in each other
Spray and pray marketing Micromarketing
Mass communication Masses of communicators
Marketing monologues Conversation
Try to control Seek to engage
Ask for money Build relationships

39. What We
Must
Do

40. 1. Get online.
• Online giving up
in 2009
and 2010
• Network for
Good = your
best friend

41. Set goals for your site & social media
Engagement & Reach Earned Media
•Offline media mentions
•Page Impressions, Visits, Unique Visitors
•Online media mentions
•Time Spent, Pages per visitor
•Emails opened, click-throughs
•Videos viewed, audio plays Search Visibility
•Higher search results
•Greater search results “share”
Word of Mouth •3rd party results
•Number of Mentions, Posts, Comments
•Recommendations Research
•Mentions-per-user
•Send This To A Friend •Customer/stakeholder feedback
•Inbound links •Product sampling
Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com

42. Basics first, then social media
• Don’t put the cart
before the horse

44. Borrow, don’t build
Change.org SixDegrees
• Social networks
• Widgets
• Blogs

45. 2. Focus on the supporter.*
• Why me?
• What for?
• Why now?
• Who says?
*The technology breaks if you skip this step!

46. The path to online ruin
You Are
Good at It.
So Just
Broadcast It.
Credit: Inspired in
part by Jim Collins

47. Hedgehog your online marketing
Important to You Are
Audience Good at It
No One Else
Is Doing
Credit: Inspired in
part by Jim Collins

48. Yes, you have competition.
Wowfundraising.com

49. Socks!

50. What is your gold toe?

51. 3. Rethink, restructure donor
relationships.

52. Listen to your supporters.

53. 53

54. From a presentation by Charlene Li, author, Groundswell

55. Six Degrees 1.0

56. Six Degrees 2.0

57. Time-Ask Effect & How to Ask*
Low emotional intensity High
Far
INVITE REQUIRE
Close social distance
ASK TELL
Term from Mozilla Foundation; Table from Dragonfly Effect

58. 4. Get more tangible.

59. It’s your impact, not your need.
Credit: www.forimpact.org

61. Impact on the right scale

62. Source: Communications Network, Slovic

63. This holiday
• Show where $ is going
• Show the difference
• Keep on a personal scale
63

64. 5. Switch your messengers

65. Help friends drive friends to you

66. The masses are the message.
• This is about
bonds, trust
and
authenticity.
• Not wires.
FacesofMillions.com

67. 6. Be generous and lazy.

68. 7. Thank your partners (=donors)
• Study: 2 million donors to 50 nonprofits
around the world.
• 70% of the nonprofits didn’t send a
followup email within one month.
• 37% did not send a thank you email.
eCampaigning Review Study
http://www.advocacyonline.net/ecr09

69. 4 parts of a good thank-you
1. Personal
2. Tangible
3. Emotional
4. About the donor, not you!
…and it’s done FAST

70. Donors Choose:
The Gold Standard
I received hand-drawn thank you
cards from the kids I bought a
classroom microphone for. About 40
letters, most with drawings -- sweet,
funny, heartfelt, real. They also
pointed me to where on the web I can
hear their recording of "Hot Cross
Buns," made with "my" microphone.
--Jeff Brooks,TrueSense

72. 8. How are you doing? Learn. Adjust.
Engagement & Reach Earned Media
•Offline media mentions
•Page Impressions, Visits, Unique Visitors
•Online media mentions
•Time Spent, Pages per visitor
•Emails opened, click-throughs
•Videos viewed, audio plays Search Visibility
•Higher search results
•Greater search results “share”
Word of Mouth •3rd party results
•Number of Mentions, Posts, Comments
•Recommendations Research
•Mentions-per-user
•Send This To A Friend •Customer/stakeholder feedback
•Inbound links •Product sampling
Source: Qui Diaz, Livingston Communications: www.livingstonbuzz.com

73. What we must do
Step Why to take it
Get online Big opportunity for small orgs
Focus on our supporters Supporters expect it
Restructure donor relationships Donors want it
Get more tangible It drives credibility, engagement
Shift your messengers People don’t trust us
Be generous and lazy It’s easier – and it works
Thank donors better Era of RELATIONSHIPS
Test, monitor, adjust Because it’s a learning process

74. It IS a wonderland. Good luck!

75. Questions
Katya Andresen
Katya.andresen@networkforgood.org fundraising123@networkforgood.org
888.284.7978
Learning Center – www.fundraising123.org
Free Training – www.nonprofit911.org
My take – www.nonprofitmarketingblog.com