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Similaire à Digital fundraising pp 130610
Similaire à Digital fundraising pp 130610 (20)
Digital fundraising pp 130610
- 1. Using Digital to Bridge the Communication Gap Planet Philanthropy June 10th 2013 #AFP13PP | #COMBRIDGE @MagnifyGood | @RoxanneJoffe | @MelissaKoss_
- 2. @RoxanneJoffe | rjoffe@MagnifyGood.com @MelissaKoss | mkoss@MagnifyGood.com @MagnifyGood | #AFP13PP | #COMBRIDGE
- 3. #AFP13PP | #COMBRIDGE “ We are in the throes of a transition where every publication has to think of their digital strategy.” "Giving away money effectively is almost as hard as earning it in the first place. I'm many years away from wanting to divert a lot of my attention in that direction."
- 4. #AFP13PP | #COMBRIDGE It's not about the ask
- 5. #AFP13PP | #COMBRIDGE Let’s explore this New World of Digital Fundraising.
- 7. #AFP13PP | #COMBRIDGE What Foundations Do
- 9. #AFP13PP | #COMBRIDGE The Findings of the Study Show: • Most foundations use social media tools in their work. • Very few grantees use social media from their foundation funders or their funders’ staff. • Grantees that do use foundations’ social media find those resources less helpful than other communication resources for learning about the foundation.
- 10. #AFP13PP | #COMBRIDGE What Grantees Do
- 11. #AFP13PP | #COMBRIDGE What’s the one thing you wish nonprofits “got” about social media
- 12. #AFP13PP | #COMBRIDGE I wish nonprofits would use it as a platform for new work, not a way to hide from doing the old work. -Seth Godin, New York Times Bestselling author and inspiring business artist
- 13. #AFP13PP | #COMBRIDGE I wish Non-profits would realize that if you take risks and do interesting projects leveraging technology in innovative ways, social media will take care of itself. - AJ Leon, Nomad and Doer of Good
- 14. #AFP13PP | #COMBRIDGE “Like most businesses, non-profits tend to look at social media as a money-first or money-only channel. So I would recommend they temper the expectations that social is about fundraising and just focus on being a resource, useful and/or entertaining to their core audience. Make people happy with your content. The donations will come.” - Jason Falls, Founder SocialMediaExplorer.com
- 15. #AFP13PP | #COMBRIDGE 6 Step Action Plan for Digital Fundraising Success
- 16. #AFP13PP | #COMBRIDGE 6 Steps 1. Identify Objectives 2. Understand Funder Personas 3. Identify Gaps 4. Build/Create Digital Content 5. Organize Distribution 6. Measure Your Results
- 17. #AFP13PP | #COMBRIDGE Step1: Identify Objectives Step One Step Two Step Three Step Four Step Five Step Six
- 18. #AFP13PP | #COMBRIDGE Step One Step Two Step Three Step Four Step Five Step Six Identify Objectives Establish Your Benchmarks • Assess your staff and resources • Come up with a plan for distribution • Assess existing assets • Executive leadership commitment
- 19. Step One Step Two Step Three Step Four Step Five Step Six Identify Objectives#AFP13PP | #COMBRIDGE Review Communications Objectives • Identify causes/ initiatives that will be supported by digital media • Identify Core Values and Strategic Objectives • Make Use of Core Competencies in digital media communications
- 20. Step One Step Two Step Three Step Four Step Five Step Six Identify Objectives#AFP13PP | #COMBRIDGE Evaluate the Digital Fundraising Landscape • List similar organizations’ content • Monitor important pieces of information on an ongoing basis
- 21. Step One Step Two Step Three Step Four Step Five Step Six Identify Objectives#AFP13PP | #COMBRIDGE
- 22. Step One Step Two Step Three Step Four Step Five Step Six Identify Objectives#AFP13PP | #COMBRIDGE
- 23. Step One Step Two Step Three Step Four Step Five Step Six Identify Objectives#AFP13PP | #COMBRIDGE
- 24. Step One Step Two Step Three Step Four Step Five Step Six Identify Objectives#AFP13PP | #COMBRIDGE
- 25. Step One Step Two Step Three Step Four Step Five Step Six Identify Objectives#AFP13PP | #COMBRIDGE
- 26. Step One Step Two Step Three Step Four Step Five Step Six Identify Objectives#AFP13PP | #COMBRIDGE
- 27. Step One Step Two Step Three Step Four Step Five Step Six Identify Objectives#AFP13PP | #COMBRIDGE
- 28. Step One Step Two Step Three Step Four Step Five Step Six Identify Objectives#AFP13PP | #COMBRIDGE
- 29. Step One Step Two Step Three Step Four Step Five Step Six Identify Objectives#AFP13PP | #COMBRIDGE
- 30. Step One Step Two Step Three Step Four Step Five Step Six Identify Objectives#AFP13PP | #COMBRIDGE Chime for Change
- 31. Step One Step Two Step Three Step Four Step Five Step Six Identify Objectives#AFP13PP | #COMBRIDGE Evaluate the Fundraising Landscape • List similar organizations’ content • Monitor important pieces of information on an ongoing basis • Share findings in a team setting
- 32. Step One Step Two Step Three Step Four Step Five Step Six Identify Objectives#AFP13PP | #COMBRIDGE Outline Your Digital Media Communications Objectives • Map out your objectives for the next 12-18 months – Absolute Minimum – Realistic – Blue Sky
- 33. Step One Step Two Step Three Step Four Step Five Step Six #AFP13PP | #COMBRIDGE Step2: Understand Funder Personas
- 34. Step One Step Two Step Three Step Four Step Five Step Six Understanding Personas#AFP13PP | #COMBRIDGE
- 35. Step One Step Two Step Three Step Four Step Five Step Six Understanding Personas#AFP13PP | #COMBRIDGE Identify Funder Personas
- 36. Step One Step Two Step Three Step Four Step Five Step Six Understanding Personas#AFP13PP | #COMBRIDGE Create Written Funder Persona Profiles • Demographic • Psychographic • Sociographic • How they use/interact with digital media
- 37. Step One Step Two Step Three Step Four Step Five Step Six Understanding Personas#AFP13PP | #COMBRIDGE Description At X Corp for 8 years, Cindy is a visionary strategist who is responsible for designing the overarching corporate social responsibility strategy for the company. With nearly a decade under her belt at X Corp, Cindy struggles with demonstrating and communicating the value of her CSR efforts to the rest of the company, including shareholders and board members. She grapples with an internal disconnect between her department and other practices in the company. In 2010, she launched a local campaign the delivers hunger relief, aligning X corp’s food and beverage focus with one that will help low-income families in their local community access the nutrition they need. Now in its second year, the hunger relief campaign needs to scale and build awareness on a national level. Cindy is struggling to formulate the right approach to give X corp’s initiative the impact and attention it deserves. A numbers person, Cindy responds well to the business sensibility of CSR and these biases impact who she perceives is an agreeable partner. Cindy needs a partner who understands business and has special talents in creating strategies that address her needs, can anticipate trends and maximize the return on investment. Wants and Needs •Looking for a partner who not only gets “philanthropy” but gets CSR as a business principle. Understands philanthropy is only a tiny segment of CSR. •Needs a message that resonates with a business mentality •Would find the Bridge exercise useful and would be very interested in results before moving forward. Would use Bridge results as a way to justify bringing on outside expertise. Cindy CSR Profile: Social-sector savvy with a flair for finance and a skill for aligning CSR partnerships to company brand and mission. Gender: Female Age: 46 Occupation: Vice President CSR at X Corporation
- 38. Step One Step Two Step Three Step Four Step Five Step Six Understanding Personas#AFP13PP | #COMBRIDGE How do I create personas? 1. Define Your Segments 2. Define Demographics 3. Articulate Their Values and Beliefs 4. Get Under Their Skin 5. Define The Value They Get From Your Organization 6. Give Them a Face and a Name 7. Share Your Personas 8. Refine Your Persona
- 39. Step One Step Two Step Three Step Four Step Five Step Six #AFP13PP | #COMBRIDGE Step 3: Identify Gaps
- 40. Step One Step Two Step Three Step Four Step Five Step Six Identify Gaps#AFP13PP | #COMBRIDGE Identify Gaps • List Your Existing Digital Media Assets • List Non-Digital Media Content • Identify Digital Media by Stage • Identify Digital Media by Funder Persona • Identify Gaps in Your Digital Media
- 41. Step One Step Two Step Three Step Four Step Five Step Six #AFP13PP | #COMBRIDGE Step 4: Build & Create Digital Content
- 42. Step One Step Two Step Three Step Four Step Five Step Six Build/Create Digital Media#AFP13PP | #COMBRIDGE Identify Key Messages • Central to you entire communication strategy • Get everyone on the same page • Create "talking points" pocket sized cards • Distribute to everyone – Board Members – Staff – Volunteers – Supporters
- 43. Step One Step Two Step Three Step Four Step Five Step Six Build/Create Digital Media#AFP13PP | #COMBRIDGE Generate Content Ideas • Curate Content • Ask Your Audience • Do an Interview • Solicit Guest Posts • Explain Your Success and Failures
- 44. Step One Step Two Step Three Step Four Step Five Step Six Build/Create Digital Media#AFP13PP | #COMBRIDGE Outline Standards for Quality • Design Templates • Graphic Standards • Proof Reading Processes • Publishing Schedules
- 45. Step One Step Two Step Three Step Four Step Five Step Six Build/Create Digital Media#AFP13PP | #COMBRIDGE Ensure Consistency • Develop an Editorial Calendar – Blog Posts – Newsletters – Webinars
- 46. Step One Step Two Step Three Step Four Step Five Step Six Build/Create Digital Media#AFP13PP | #COMBRIDGE Repurpose Whenever Possible • White Paper – Webinars – Infographic – Blog Posts (multiple) – Podcasts – SlideShare – FB Posts – Tweets
- 47. Step One Step Two Step Three Step Four Step Five Step Six Build/Create Digital Media#AFP13PP | #COMBRIDGE Digital and the Funding Process • Research – Creating Awareness and Attracting Attention – Initial Website or Blog Visit • Cultivation – Subscribe to Email List/Download a White Paper – Education/Nurturing • Ask – Advocacy Call to Action – Funding Call to Action • Thank You for Advocacy/Funding Support
- 48. Step One Step Two Step Three Step Four Step Five Step Six #AFP13PP | #COMBRIDGE Step 5: Organize Distribution
- 49. Step One Step Two Step Three Step Four Step Five Step Six Organize Distribution#AFP13PP | #COMBRIDGE Select the Right Channel to Promote Your Digital Content
- 50. Step One Step Two Step Three Step Four Step Five Step Six Organize Distribution#AFP13PP | #COMBRIDGE
- 51. Step One Step Two Step Three Step Four Step Five Step Six Organize Distribution#AFP13PP | #COMBRIDGE 5 Tips 1. Read Blogs 1. Use Excited People as Authors 1. Post Consistently 1. Have an RSS Feed and Comments 1. Just Do It!
- 52. Step One Step Two Step Three Step Four Step Five Step Six Organize Distribution#AFP13PP | #COMBRIDGE Social Media Platforms
- 53. Step One Step Two Step Three Step Four Step Five Step Six Organize Distribution#AFP13PP | #COMBRIDGE
- 54. Step One Step Two Step Three Step Four Step Five Step Six Organize Distribution#AFP13PP | #COMBRIDGE
- 55. Step One Step Two Step Three Step Four Step Five Step Six Organize Distribution#AFP13PP | #COMBRIDGE
- 56. Step One Step Two Step Three Step Four Step Five Step Six Organize Distribution#AFP13PP | #COMBRIDGE
- 57. Step One Step Two Step Three Step Four Step Five Step Six Organize Distribution#AFP13PP | #COMBRIDGE
- 58. Step One Step Two Step Three Step Four Step Five Step Six Organize Distribution#AFP13PP | #COMBRIDGE 5 Tips 1. Tell a story 2. Show a process 3. Call to action 4. Make people think 5. Show results
- 59. Step One Step Two Step Three Step Four Step Five Step Six Organize Distribution#AFP13PP | #COMBRIDGE And don't Forget.....
- 60. Step One Step Two Step Three Step Four Step Five Step Six #AFP13PP | #COMBRIDGE Step 6: Measure Your Results
- 61. Step One Step Two Step Three Step Four Step Five Step Six Measure Your Results#AFP13PP | #COMBRIDGE Step 6: Measure Your Results • Keep Track of Performance • Test, Test and Test again – What's Working – What's not working • What are indicators of activity - What is your measure of success? • Monitor your digital performance • Measure you digital media efforts and report on progress
- 62. #AFP13PP | #COMBRIDGE Closing Thoughts
- 63. @RoxanneJoffe | rjoffe@MagnifyGood.com @MelissaKoss_ | mkoss@MagnifyGood.com #AFP13PP | #COMBRIDGE
Notes de l'éditeur
- Description: An interactive session for attendees from the fundraising world on the importance of digital media as a vital tool for bridging the communications gap with funders and foundations to foster more productive relationships. The session discusses how digital media can help fundraising professionals better communicate their organizations goals and values with key funders. Attendees will leave the session with information to help integrate and apply digital media to their work with funders to achieve more meaningful relationships.Learning ObjectivesThe objective of this session is for attendees to learn more ways fundraising professionals can employ digital communications to foster stronger relationships with funders and foundations and maximize their fundraising capabilities.Ref: http://www.afpnet.org/files/ContentDocuments/Donor_Bill_of_Rights.pdfNEXT SLIDE
- My name is Roxanne Joffe, I am the founder of MagnifyGood – I am here with my colleague Melissa Koss, Director of Social InnovationMagnifyGood is a communications firm focused on the social sector. Our work deals with connecting the communications gap between sectors. I come from a business point of view having owned an advertising agency for the past 15 years but have always been involved in the social sector from volunteerism to actually working on projects. I saw a real need to bring best business practices to this world and through my work with the Patterson Foundation combined with my own life’s journey ….MagnifyGood was birthed.We are going to evangelize on digital and embracing the new world of communications where, I believe, communications and technology is one discipline. You cannot have one without the other. But let me underscore that I am not negating the value of personal interactions from a one on one meeting to large scale events. The combination of high tech and high touch is where the magic happens.10 guides to give away –TwitterHandleHashtag for the conferenceHastag for this sessionUse bothOK – I’ve introduced myself, let me get a feel for who is in the room –Give me an idea of the number of people in your organization working on communications:Who does bothZero Melissa1 or 23 or moreNumber of people in developmentZero1 r 23 or moreWho’s tweeting during this conferenceAnything else you want to tell me about yourself?I’ll give something about myself away – this is directed at those of you who don’t k now me.What is my accent? BookOK now you can all listen to what I say rather than how I say it.NEXT SLIDE
- Over seven years ago, in anexclusive interview, Bill Gates talked about the future. He shared this observation:“ We are in the throes of a transition where every publication has to think of their digital strategy.”Prophetic? Yes, and then some. The digital future is here. Not only every publication, but also every business, every organization, every cause, every movement MUST embrace a digital strategy.Ten years earlier, in 1996, Bill Gates stated:"Giving away money effectively is almost as hard as earning it in the first place. I'm many years away from wanting to divert a lot of my attention in that direction."Once again, Gates underestimated the pace and impact of change. In 1998, Gates gave away $33 million, and by 2000, emerged asthe world's most generous philanthropist.Point that digital is so importantMusicPink Floyd - MoneyNEXT SLIDE
- In the fundraising world, digital media is now firmly entrenched as a vital tool for bridging the communications gap with corporate funders, foundations, and individual donors to foster more productive relationships. Digital has reversed the communications dynamic. It’s no longer an “Ask” world in fundraising. Now it’s all about delivering the “Answer” .What an amazing opportunity this is for youThe “answer” is that digital and digital communications have reversed the poles of fundraising, where north is south and south is north. In the past we moved along a continuum of relationship building that required us to communicate with continual dialogue, directing information to funders, holding sporadic events, culminating in the “ask.”The digital world is here. Digital media gives corporate social responsibility funders, foundations, and concerned, involved individual donors the ability to find us. Digital media enables “always on”, continuous communications, where funders often give us information, where events are ongoing, where the funders can answer before we ever ask.NEXT SLIDE
- Let’s explore this New World of Fundraising. fix legibilityI’ll stop evangelizing – lets get to the workWe’ll start with a look fundraising from the funders’ viewpoint and explore current digital trends. Next, we’ll dive into a six-step Action Plan. for your Fundraising Digital Communications Strategy. Within this strategy, you’ll find specific techniques and tools you can use to survive and thrive in this New World.Today, in this New World, YOU are the media. You have at your fingertips a digital platform and tools to spread your message quickly, inexpensively, deeply, and effectively.You have an exciting and tremendous opportunity to claim and Magnify your “good”.NEXT SLIDE
- New image - image of someone with tons of devicesCurrent Fundraising Digital Best Practices- Is It Connecting?Today, funders are armed with smartphones, tablets, laptops, and desktop computers. Digital information is only a click or Google search away, available 24/7. High speed access allows easy sharing of photos and video, in addition to text. Collaboration can happen with anyone, anywhere in the world with free video conferencing through Skype or Google Hangouts. Documents sharing “in the cloud” is common place.All this digital access raises expectations and changes the communications dynamic. Just as the fax machine and Next Day delivery increased the speed and expectation of response 30 years ago, today digital media has changed the expectation of the quality and depth of content delivered. Today funders are plugged in online. Their comfort with social media is increasing.Website storyNow, content must be educational, entertaining, and move people to action. What’s valuable now is gaining attention. If your content, your use of digital media, doesn’t make a relevant, emotional connection... and do it fast... you’ll fail to connect. Without a connection, your ability to foster and build a relationship is lost in a sea of message “noise”. Funders now have the tools to screen out your email and your ads. Even search results are screened for individual preference. Google now delivers “personalized” search results based upon signals from others in one’s social network.Rainforest Video Example (Play Video)So with this digital stage set, let's look at how Funders and Grantees are using social networks to connectNEXT SLIDE
- This study, A conducted by the Center for Effective Philanthropy in 2012, reveals how foundation leaders are embracing social media platforms.68% of foundation leaders use Videos59% use Facebook56% use twitter 29% use blogsIn contrast, we looked at Grantee's use of Foundation's social media properties to see what they were doing: which is summed up in the title of the report titled "Grantees' Limited Use of Social MediaNEXT SLIDE
- http://www.effectivephilanthropy.org/assets/pdfs/CEP_Social%20Media%20Report.pdfNEXT SLIDE
- Note to Neal - Animate SlideThe Finding of the study show:Most foundations use social media tools in their work Very few grantees use social media from their foundation funders or their funders’ staff. Grantees that do use foundations’ social media find those resources less helpful than other communication resources for learning about the foundation.
- According to the report: 15% use at least one social media tool created by their funder or its staff32% do not know know whether their funders or it's staff use social media52% OVER HALF of Grantees use NO social media created by funders or its staffYet......The large majority of a typical foundation’s grantees—80 percent—use social media for their own workFor me these numbers are telling and offer an opportunity for grantees to do a better job of engagement with funders
- While there's work on the funder side, it appears that there are opportunities to improve social media for nonprofits. The point is that there is room for improvementMarc A. Pitman of The Fundraising Coach,recently asked top authors and social media experts:“What’s the one thing you wish nonprofits “got” about social media?”NEXT SLIDE
- “I wish Non-profits would realize that if you take risks and do interesting projects leveraging technology in innovative ways, social media will take care of itself. -AJ Leon, Nomad and Doer of GoodNEXT SLIDE
- “Like most businesses, non-profits tend to look at social media as a money-first or money-only channel. So I would recommend they temper the expectations that social is about fundraising and just focus on being a resource, useful and/or entertaining to their core audience. Make people happy with your content. The donations will come.” -Jason Falls, Founder SocialMediaExplorer.comWhen you follow your passion – the money will comeNEXT SLIDE
- Up to now we've looked at the digital media landscape and the role it plays in the opportunities that exist for fundraising professionals to connect with donors.If you’re seriously looking to improve your digital media efforts and your fundraising results, follow this six-step strategy to help you build a solid foundation. We’ll explore these six steps and also highlight techniques, tools, and resources you can use to put these strategies to work in your organization.This methodology comes from best business practices but if you think about how you have Sandy Hughes Research, Cultivation, AskNo need to take notes – we have a downloadable guide and some of you will be going home with one today.Up to now we have been setting the stage for “why” – this is the “how”This is an interactive session and I hope you will ask questions as we go through thisNEXT SLIDE
- Here's step 1. This slide says it all – have you ever been in this situation – care to share – could win a book!
- Note to Neal - Animate SlideWhat's the first thing you need to do to Identify Objectives?Establish Your Benchmarks- Establishing where you are and where you want to go, and what your organization is capable of accomplishing involves looking at the following three facets of your organization.Here's how you do it:Assess your staff and resources- Is your staff tech savvy? Are they “digital natives”? Do they understand and use social media? Do you have talented writers, photographers, or videographers who can create compelling digital content? If not on staff, do you have connections and relationships with these talent sets? Do you have the right tools and software to create, publish, and promote digital content?Your overall communications strategy contains your social media – it is not a stand alone function of your organization but rather integrated intoCome up with a plan for Distribution- The marketing and promotion of your digital media is more important than the creation. Create a plan to promote and distribute your digital media.Assess existing Assets - What communications asserts do you already possess, such as an existing website, blog, social media accounts and followers, presentations, white papers, etc.?Executive Leadership Commitment- Is your Executive Leadership fully supportive and on board with the digital media direction?How would you rate how your organization has embraced SM. 0 is not at all to 5 being wholly integrated from leadershipIt is really important that you lose the fear through gaining knowledge and honing your skill set – you as well as leadership
- Note to Neal - Animate SlideReview Communication Objectives- This is the part of your strategic planning and thinking where you dig deep to get at the core essence of your marketing message.Identify causes/ initiatives that will be supported by digital media- List the causes and initiatives of your organization that you want to gain funding support.Identify Core Values and Strategic Objectives- What does your organization stand for and stand against? Why do you do what you do?Make Use of Core Competencies in digital media communications- How do you plan to leverage your organization’s strengths? How will you get the most out of the writing, photography, videography, social media, graphic design talent at your disposal?NEXT SLIDE
- Note to Neal - Animate SlideEvaluate the Fundraising Landscape- Now after you’ve taken a close look inside your organization, the next step is to examine what messages are already being communicated to your target funder prospects.List “competitors’” content- How are other Non-Profits using digital media to spread the word and tell their story? What forms of content do they use- blogs, video, white papers, podcasts, webinars? Do they seem to favor a format, or dominate the conversation on a social media platform?Monitor important pieces of information on an ongoing basis- Set up your“Listening Station”. Here's a good example of listeningNEXT SLIDE
- A Tweet Come True (ROXANNE)Have you heard about the time Morton's Steakhouse sent Peter Shankman a steak at the airport after a long flight? Although it happened a few years ago, it's one of the best examples of going the extra mile to develop real relationships with customers through Twitter. If you're not caught up, here's what happened:Peter Shankman (founder of Help A Reporter Out, social media marketer, and steak lover) had a long day. He woke up at 3:30 a.m. and flew to Miami for a lunch meeting, only to catch the 5 p.m. flight back. While boarding his flight back, Peter started craving food from one of his favorite restaurants, so he jokingly tweeted:To Peter’s surprise, as he walked toward his car, he was met by a man in a tuxedo. The man worked for Morton's Steakhouse. He had brought Peter a Porterhouse steak, an order of Colossal Shrimp, a side of potatoes, and bread. Peter was so floored, he turned to Twitter again to share his excitement: Talk about going above and beyond for your customers! Even though Morton's knew it had Peter's business already, the restaurant went the extra mile to delight him and strengthen their relationship -- all from one tweet. Now that’s a great example of how you can use social media to delight a customer. With the right strategy and tools, your business could be using social media to form real relationships with leads and customers, too. The Morton's example only gives you one piece of the pie -- delighting an existing customer -- but there's more to this story. You can use social media to help develop relationships with prospects, leads, and customers throughout the entire marketing funnel.
- (MELISSA) Morton's was smart in both listening and monitoring what has being said about them and recognizing an influencer and an opportunity when they saw one - Peter Shankman has 156, 000 followers.
- (MELISSA) Listening tools you’ll want to use include - these will help you in your research and understanding current and potential funders. Many times, listening is the most important thing you can do prior to cultivation:Feedly - This replaces Google Reader as the tool to instantly deliver news, new blog posts, and information to you automatically, and allows you to easily share it.Evernote - Another tool to use to capture, organize, and share information across multiple devices- desktop, tablet, smartphone. (Look up web clipper part of Evernote)TweetBeepor Twitter Alerts - Get Twitter mentions of your organization, cause, or keywords emailed or SMS automatically.MonitorGoogle Trending Topics,Twitter Trending, and Google+ Trending Topics- Are there relevant real-time news events you can jump on to create instant buzz?Monitor active conversations taking place on relevant Linkedin Groups, Facebook Groups, and Google + Communities.NEXT SLIDE
- (MELISSA) Google Alerts- Monitor your organization’s name, competition, and top keywordsAsk if they know how to use, review briefly Set up alerts for current and potential funders - can choose to receive once a week
- MonitorGoogle Trending Topics,Twitter Trending, and Google+ Trending Topics- Are there relevant real-time news events you can jump on to create instant buzz? NEXT SLIDE
- MonitorGoogle Trending Topics,Twitter Trending, and Google+ Trending Topics- Are there relevant real-time news events you can jump on to create instant buzz?NEXT SLIDE
- First, during the Oklahoma tornado, Twitter Trending included #Moore, #OKC, #Oklahoma, #tornado. Suddenly, #Kevin Durant hits the Twitter Trending. Kevin Durant is the star forward of the Oklahoma City Thunder of the National Basketball Association (NBA). Kevin Durant started trending because he donated $1,000, 000 to the tornado relief efforts.A quick Google search “Kevin Durant corporate sponsors” reveals Nike, Sprint, GE, and others as his sponsors. If your non-profit organization is involved in disaster relief efforts, quick action with Tweets mentioning Kevin Durant, his foundation, Nike, Sprint, and GE, and a blog post highlighlighting this celebrity humanitarian response can put you right in the middle of a highly active, engaged, high-profile discussion.NEXT SLIDE
- (Melissa) - FIND WEB MD EXAMPLELikewise, recently Angelina Jolie made the news and created quite a bit of social media buzz with her decision to have a double mastectomy. Again, quick action to enter this high-profile celebrity news can yield both immediate social media and long -term funding benefits, when done right.Regardless of if you jump into these high-profile breaking news events and connect them back to your cause, or if you play it more low key, setting up a system to monitor the conversation happening in your space is vital.NEXT SLIDE
- Ask people if they know about it - Open source funding around women's issues. (MELISSA Look it up) Let's look at the elements:Powered by Catapult - crowdfunding; Did anyone see it? CelebrityOpen-Source Cause- Education- Health- Justice SpokespeopleEvent SeriesMedia PartnersDemographic - wasn't what you'd expect in a philanthropy type environment; Reaching new demographic by aligning with the celebrity piece. http://www.youtube.com/watch?v=PScoegrbDXM
- Note to Neal - make first two points look like they are faded out after animation(Melissa) You've done content monitoring, done listening and now you want to shareAnd the last point under Evaluating the Fundraising Landscape:Share findings in a team setting- Bring all your staff, outsourced team members, and volunteers up to speed. Inform them of the goals and the organization’s direction. Tap the synergy of your team and collaborate to determine your very best approach.NEXT SLIDE
- Note to Neal - Animate Slide(MELISSA) and HAND OVER TO ROXANNE AT ENDDetermine where you want to go and what you wish to accomplish. Paint a picture of what the goal of your cause looks like.For example, your goal is to provide laptop computers to 1000 inner-city kids... show how each dollar donated moves you closer to this goal. Make every supporter feel like an important part of your mission. This encourages them to give and share with friends and family.Map out your objectives for the next 12-18 months- One smart technique many of the leading businesses use is to establish three sets of objectives:Absolute Minimum- No matters what happens... the building burns down, your cat dies... you will get this done.Realistic- Based upon what you know and your current resources, this is what you can expect to accomplish with an honest effort.Blue Sky- The best possible outcome you can imagine if everything comes together.NEXT SLIDE
- Identify Funder Personas- The success of your digital media is matching your message with your target market. It’s a basic principle of marketing. The three legs of the marketing “stool” must be in place:We will talk more about personas but getting this right is key.NEXT SLIDE
- Right Market > Right Message > Right MediaIf one of the legs of the stool is missing or broken, your marketing can not stand.NEXT SLIDE
- Note to Neal - Animate SlideDevelop a clear understanding of the problems, challenges faced, desires, and motivations of your funders. You need to put yourself in their world.Funding opportunities fall into three broad categories:FoundationsCorporate Social ResponsibilityIndividual Donors- Charitable Gifts, Monthly Pledge Donations, One Time DonationsNEXT SLIDE
- Note to Neal - Animate SlideDemographic- Age, Sex, Family Status, Occupation, Income Level, Where do they live? Etc.Psychographic- Values, Beliefs, Anxieties, Desires, Fears, etc.Sociographic- What influences them? Who do they listen to? Who do they trust?How they use/interact with digital media- How do they access the Internet- desktop, tablet, smartphone? Where do they access the Internet? Are they active on social media- which platforms? What blogs do they read, or do the blog themselves?Multiple Personas - There can be 5 or 6 or more personas for eachNEXT SLIDE
- DescriptionAt X Corp for 8 years, Cindy is a visionary strategist who is responsible for designing the overarching corporate social responsibility strategy for the company. With nearly a decade under her belt at X Corp, Cindy struggles with demonstrating and communicating the value of her CSR efforts to the rest of the company, including shareholders and board members. She grapples with an internal disconnect between her department and other practices in the company. In 2010, she launched a local campaign the delivers hunger relief, aligning X corp’s food and beverage focus with one that will help low-income families in their local community access the nutrition they need. Now in its second year, the hunger relief campaign needs to scale and build awareness on a national level. Cindy is struggling to formulate the right approach to give X corp’s initiative the impact and attention it deserves.A numbers person, Cindy responds well to the business sensibility of CSR and these biases impact who she perceives is an agreeable partner. Cindy needs a partner who understands business and has special talents in creating strategies that address her needs, can anticipate trends and maximize the return on investment. Wants and NeedsLooking for a partner who not only gets “philanthropy” but gets CSR as a business principle. Understands philanthropy is only a tiny segment of CSR. Needs a message that resonates with a business mentalityWould find the Bridge exercise useful and would be very interested in results before moving forward. Would use Bridge results as a way to justify bringing on outside expertise.
- 1. Define Your SegmentsStart with a list of the various different segments that you deal with. Donors, volunteers, activists, cultists, email subscribers, inactive members, talkative Facebook fans.2. Define DemographicsDemographics are not personas. It's very difficult to create contentthat resonates when all you know is their gender and age.Still, you have to start somewhere and demographics is a perfectly fine place to start.Where do they live?What gender are they?What level of education have they achieved?What is their income?What is their marital status?Do they have kids?3. Articulate Their Values and BeliefsNext, you'll want to know what their values, opinions, and beliefs are.Knowing this information will give you a handle on what will be going on in their heads when they visit your website.What are their passions and interests?What are their dreams and goals?Are they politically conservative or liberal?What are their personality characteristics?What motivates them to share information with others?Brainiac Tip: What's great about social media is that you can get this information simply by visiting social profiles. This gets much easier if you use a service like SmallAct, or have social CRM features built into your donor database.4. Get Under Their SkinNext, you want to articulate what deeply motivates them on an emotional level. This sounds hard, but once you have demographic and psychographic information, getting under their skin will come natural because guess what - you're a human being too! Amp up your empathy and feel what they might be feeling.Start by asking some of these questions:•What's their self-image?•What are their day-to-day worries and goals?•How are they trying to create a meaningful life?•What behaviors are they trying to change?5. Define The Value They Get From Your OrganizationKnowing what their beliefs are and what moves them emotionallywill enable you to articulate exactly why they would donate to youor volunteer. You'll start to understand the real emotional reasonsaround why they donate or volunteer.6. Give Them a Face and a NameGet a picture from a site like Fotolia or Shutterstock, or even use aphoto of a real person who represents your personas.Next, give them a name that includes an adjective that describestheir personality.7. Share Your PersonasYou'll want to share your personas with anyone who has direct contact with your constituents. Ask them who specifically each persona reminds them of and why. Their feedback will confirm that your personas actually reflect the real world.8. Refine Your PersonaOnce you've developed your personas, discuss how each persona would behave on your website. Ask questions like:What would create trust in this person?What are the top pages they'd view?What call-to-actions are they most likely to complete?What psychological hurdles would those pages unknowingly present?What keywords would they use in google?Why would they share our content?
- First, during the Oklahoma tornado, Twitter Trending included #Moore, #OKC, #Oklahoma, #tornado. Suddenly, #Kevin Durant hits the Twitter Trending. Kevin Durant is the star forward of the Oklahoma City Thunder of the National Basketball Association (NBA). Kevin Durant started trending because he donated $1,000, 000 to the tornado relief efforts.A quick Google search “Kevin Durant corporate sponsors” reveals Nike, Sprint, GE, and others as his sponsors. If your non-profit organization is involved in disaster relief efforts, quick action with Tweets mentioning Kevin Durant, his foundation, Nike, Sprint, and GE, and a blog post highlighlighting this celebrity humanitarian response can put you right in the middle of a highly active, engaged, high-profile discussion.NEXT SLIDE
- 3. Identify Gaps-In this step of your strategic planning process, you will identify what digital media you already have available, compare what you have against what digital media your market wants, and identify the gaps in your digital media. This is the content you’ll need to create.NEXT SLIDE
- (MELISSA)
- Central to you entire communication strategyGet everyone on the same pageCreate "talking points" pocket sized cardsDistribute to everyoneBoard MembersStaffVolunteersSupportersAn easy way to get everyone saying the same thing within your organization is to develop Key Messages. Those messages that are fundamental to communicating what your organization is all about and what it stands for. Limit key messages to three or five. Support them with a few bullets that illustrate or enhance the message. Use simple language and brief phrases that can prompt personal stories or examples. Put them on handy cards people can tuck into their pockets, diaries or wallets. Distribute them to your volunteer spokesmen (board members, supporters) and staff. Message cards enable everyone to make the same points and that increases the power and effectiveness of your message.”NEXT SLIDE
- Sometimes you just can't get started or think about an idea for creating content. Here are some tips from a great resource on Content Marketing: Copyblogger www.copyblogger.comHere are five ideas to get you started. http://www.copyblogger.com/create-content-ideasCurate Content: Find your ten favorite websites, and then find your favorite post on each of them. Publish a post listing these top ten posts, and explain why you like them. You don’t even have to think about being creative, and everyone you feature there will appreciate it.Ask your audience. You can kick the last strategy up a notch by reaching out to your audience. This can be done in several ways — it can be as simple as running a “what would you like me to write about” post (which is a bit lame), or it can get more interesting by asking for their input on a problem, or by asking a question so that you can compile their answers and develop another piece of content.Do an interview. There are lots of reasons why interviews are great for blog content, but right now let’s focus on the simple fact that it’s a lot easier to write a handful of interview questions than it is to write an entire post! Plus, it can be a great way to connect with really interesting people who impact your cause.Solicit guest posts. This is a great source of content, and it’s easier than most people think. Find a donor for your cause that's passionate about what you are doing and invite them to write a guest post for you. They’ll be flattered, and happy to help others understand their passion or reasons they support you. They’ll work hard to bring their A game, and not only will you get a great post, but they’ll happily tell their contacts about it, and bring you a few new readers in the process.Explain your success. Think about a time when something went really right for you, and write a post explaining how you got it to happen. Don’t just brag about successes — explain all of the steps that you took to get there. Draw out the lessons that you learned from the experience, the lessons others can learn as well. Explain your failure. If there’s anything that people love reading about more than a great success, it’s an epic business failure. A post about your most challenging experiences is likely to be powerful just by virtue of how intense the original experience was for you, and you don’t have to make up anything original or creative — just tell it like it is (or, was), and explain what you learned from the process.NEXT SLIDE
- Design TemplatesGraphic StandardsProof Reading processesPublishing SchedulesOther??????? (ask Neal, Brian)Outline standards for quality- What are your design templates for blog posts and white papers? How do you produce digital media free from spelling and grammar errors? Is there a certain tone and style you want to maintain?NEXT SLIDE
- Ensure consistency- How frequently will you post to your blog? Publish a newsletter? Conduct a webinar? It’s better to demonstrate consistency because this builds trust and credibility rather than “going dark” for a period of time.NEXT SLIDE
- Repurpose whenever possible- Always look to leverage your digital media. How can you turn a series of related blog posts into a download guide? How can you add slides to this and create an Infographic and a video? How can you take snippets from a blog post and turn them into Tweets or Facebook postsHere's an example of the multiple content pieces you can create by developing one White PaperWebinarsInfographicMultiple Blog PostsPodcastsSlideShareFB PostsTweetsNEXT SLIDE
- Define the Funding Process (Giving Journey) Stages- Determine the key stages and milestones required to move a stranger to a donor to an advocate for your cause.Sandy HughesResearch:Creating Awareness and Attracting Attention - First contact or exposure to your messageInitial Website or Blog VisitCultivation:Subscribe to Email List/Download a White Paper - The prospect expressed interest in your cause and given permission for ongoing communicationEducation/Nurturing - Email follow-up series, newsletters, announcement of blog posts, invitations to webinars, etcAsk:Advocacy Call to Action- Asking them to support your cause by taking an action- making a call, signing a pledge, sending an email, etc.Funding Call to Action- Compelling them to take action and support your cause with a donation.Creating Awareness and Attracting Attention- First Contact or Exposure to your messageInitial Website or Blog VisitSubscribe to Email List/Download a White Paper- The prospect expressed interest in your cause and given permission for ongoing communicationEducation/Nurturing- Email Follow-Up series, Newsletters, announcement of blog posts, invitations to webinars, etc.Advocacy Call to Action- Asking them to support your cause by taking an action- making a call, signing a pledge, sending an email, etc.Funding Call to Action- Compelling them to take action and support your cause with a donation.Thank You for Advocacy/Funding SupportNEXT SLIDE
- A multi-prong approach to promoting and distributing your digital media is key. No one approach or social media platform is the answer. The best, and largest corporate marketers use on average 18 different promotional techniques with their digital media.An understanding of your Funder Personas reveals techniques to use. Trial and error and experience, along with closely monitoring activity helps you refine your distribution effectiveness. Testing to optimize what works and improving or eliminating what doesn’t work is also highly recommended.NEXT SLIDENEXT SLIDE
- Search Engines- UseGoogle Analytics andGoogle Webmaster Tools to track what search terms are delivering traffic to your site and how well you rank
- Insert Video: https://www.google.com/webmasters/tools/home?hl=en&pli=1Search Engines- UseGoogle Analytics andGoogle Webmaster Tools to track what search terms are delivering traffic to your site and how well you rank.Use this informationUse Webmaster tools to: Check your site's health for potential issues that Google has detected.Understand your search traffic and learn how users are finding your site.Make optimizations to help Google better understand and represent your site.
- Blog/Website- Your website and blog is your “Home Base” of your digital media publishing platform. All your promotion and distribution efforts are focused on driving visitors to your website or blog.Here are 5 Tips to Start a Nonprofit Blog from the case foundation:1. Read blogs.There are lots of theories about what is the best social media tool to first introduce to nonprofits. Newsreaders are my top choice. When I set up a newsreader for an executive director full of blog, news, and search feeds related to their organization's issues and show them how they can skim through it for the most updated information about their cause, their eyes widen. Before your organization starts to blog, set up a newsreader, whether it is Bloglines or Google Reader or something else, and see what is being written about your organization and the issues that it represents. Not only will this give you a feel for the different styles of blogs, but it will also provide content for some of your first blog posts.2. The best person to write an organization's blog is the person who is the most excited to write it.In other words, what is the point of telling the development director that they are in charge of writing a blog, if it feels like just "one more thing" to them. Being an organization's blogger involves not only writing for the blog, but also building relationships with other bloggers by reading them, linking to them, commenting on their blogs, and inviting them to comment on your blog. You need a staff person who is not only excited to write on a regular basis, but also wants to immerse themselves in the "blogosphere."A natural person to be the staff blogger is whoever writes the organization's newsletter or e-newsletter. If they write for the blog on a regular basis, when it comes time to send out the monthly e-newsletter, or quarterly newsletter, they will have a lot of content to pull from.One thing I don't recommend is having an intern be the sole writer of your blog. Too many nonprofit blogs are set up by an excited intern, posted in diligently for a few months, and then abandoned. Writing for a blog is like writing a column. Wouldn't you think it was strange if all of a sudden your favorite newspaper columnist just stopped writing without warning? It is also okay to have more than one blogger for your organization's blog, so have your summer intern contribute along with your regular blogger.3. Post consistently.There are all kinds of theories about how often to post on your blog. The most important thing is to be consistent. You don't have to write every day, but once a week is good. The rule of "quality not quantity" still stands. If you post often, but your content is not interesting, you will have less readers than if you post less frequently, but have higher quality content.Quality not quantity doesn't mean that each post reads like a press release, or a page from your annual report. Blogging is part of social media. It is interactive media made by regular people for regular people. Think of it as a conversation that you're having with your supporters, and with people who stumble upon your blog because they are interested in the issues that you represent. The best nonprofit blogs are a mix of true stories about their organization's work and its constituents, invitations for readers to check out other bloggers' post or news stories about related issues, organizational news, and editorials on the daily news as it relates to the organization. Two nonprofits that I think do a nice job of creating a variety of engaging content are People's GroceryandUrban Sprouts. Check out 10 Ways Nonprofits Can Use Blogs for other examples.4. Have an RSS feed and comments.The number one mistake I see nonprofits make is to set up a blog that doesn't have an RSS feed or comments. In my opinion, a blog without an RSS feed or comments is not a blog, it is simply someone writing regularly on a web site. A blog allows interaction through comments, and an RSS feed allows readers to subscribe. For your less tech savvy readers, you should also allow your supporters to subscribe to your blog via email with a service like Feedblitz.5. Just start. Just do itMy final piece of advice to nonprofits is to just start. If you feel that some of your supporters would like to receive news from your organization via a blog, or more importantly, that your organization has ideas to share with the world that might move more quickly through the blogosphere than through traditional media, set one up. Try it for a year and see what happens.
- New content: Word Of Caution. Understand your limits and choose wisely. It's better to maximize fewer channels than spead yourself too thin and decrease your effectiveness.Social Media Platforms- Utilize social media platforms to amplify your message. Social media as we discussed previously, is a good place to listen to the conversation happening, do research of your Funders, build relationships with potential funders, reach out to Influencers in your space, and thank, recognize, and connect with your supporters. It is NOT the place to ask for donations.FacebookYouTubeLinkedinTwitterGoogle+Pinterest
- Movember (the month formerly known as November) is a moustache growing charity event held during November each year that raises awareness and funds for men's health. MissionTo change the face of men's health, one moustache at a time
- insert : http://www.youtube.com/watch?v=U8eAbTZes24&list=PL329CD85F2D690068&index=1http://nonprofits.linkedin.com/Facebook is clearly the 500 pound gorilla of SM channels. But don't underestimate the value of a strong a Linked for presence in developing relationships with donors. How many of you have a robust LinkedIn Presence?LinkedIn recognizes their value proposition to the Social Sector in general and more specifically, their ability to connect Fundraising pros to Funders, so they're developed a set of tools and recommendations for these audiences which you will find at:http://nonprofits.linkedin.com/From that site here are 4 tips to pay attention to:Explore your Network:Your next Volunteer, Board Member, Staff hire and Funder prospect are all on LinkedIn. Use "advanced search" to find the perfect match.Create a Community for SupportersCreate a company page with all your organizational information and give your fans and followers a place to uniteBuild your brandAsk your supporters to add Volunteer/Causes field to their profile. This becomes an implied endorsement of your organization Join a LinkedIn GroupFInd a group related to your mission and start a conversation
- Photo/Image SharingFlickrTwitterFacebookGoogle+ (Google plus is becoming more and more important from a search point of view; Google wants to provide people what they think are relevent to you based on what you; don't ignore it)Instagram (mention search capability - use of hash tags)Pinterest
- http://www.socialbrite.org/2012/01/31/12-ways-to-use-pinterest-for-your-nonprofit/12 tips to Pinterest your nonprofit’s interestCreate Pinterest boards with a specific purpose in mind. Example: Humane Society of New York Woof – Adopt A Dog.Follow Pinterest users with similar interests with quality pins on their boards, like Nonprofit Organizations, National Wildlife Federation, Water.org, Jokolna Foundation. You can follow all boards or specific boards, such as Jennifer Windrum’sSMAC! Sock Monkeys Against Cancer, Sylwia Presley’s Nonprofits and Social Media, Miranda Carter’sCause, Jenn Howard’s Sayings or Sevenly’sGet Inspired.Follow back influential people who follow you. The trick is to click “Follow All” on the individual’s profile, then unfollow specific boards that aren’t of interests to you.“Like” pins or re-pin items that appeals to you. This action will show up on the user’s sidebar. It will also send an email notification to the user (if turned on).Use the pin comments section to engage in conversation and leave your mark.Collaborate with co-workers or team members to help build your Pinterest board by using the board edit feature “Me + Contributors.” Let’s say your organization has a project to build a house. You can call the board “The House That Love Built” and invite team leaders to post photos of tools needed, progress of the build, and volunteers.Use eye-catching images to get people’s attention and re-pins. The more re-pins, the more chances you’ll have people clicking to the source website.Create an online fundraising catalog. Add a “$” symbol and the amount of an item in the pin description, i.e., $7.95 or $5.00. A gray banner with the price will be displayed on the upper left corner. Your pin will automatically go into the gifts tab located at the top of the homepage.Use the search box by typing in topics, people’s names, businesses, etc. Then filter search by clicking pins, boards, or people.Use the @ feature in the comment box to tag specific people (like other social networks).Use keywords to name your Pinterest boards, board descriptions, and pin descriptions for search engine optimization (SEO).Add a Pinterestshare button to your website and URL on your business cards.
- Video Distribution and SyndicationYouTubeVimeo (look up difference between vimeo and youtube) http://nonprofitnate.com/2013/01/25/21-nonprofit-uses-for-twitters-vine-video-app/http://mashable.com/2013/02/22/vine-cat-adoption/iTunesVine- Add to GuideOthers
- Note to Neal - Animate Slide TextWe want to focus on something new> Vinehttp://www.youtube.com/watch?v=secH1UUUiMAhttp://www.artez.com/blogs/digitalfundraisingfromatoz/whattodowithvinethenewappfromtwitterhttp://mashable.com/2013/02/22/vine-cat-adoption/ Tell a storyA short ‘day in the life’ of a client.Tour of a facilityHow a donor fixed a problemWhat your staff is working onShow a processTrees being plantedHomeless being given beds, shelter, blanketsPerson dressing up for an interview (job placement)Stray animals being cleaned and fedKids (doing pretty much anything cute!)Call to actionPromote an event or blog postShow people getting ready for a partyCollecting silent auction items$50 buys a _____. Visit (website).We need _____. Please send to (address).Make people thinkAsk a questionMake a powerful statementInspirational quotesShow resultsShow faces of those served todayIncoming client leaves happyEmpty truck is filled with food, then deliveredTime-lapse of building project
- Podcasts- Distribution and SyndicationiTunesPresentation SharingSlideShareDocument Sharing- PDFs/White PapersScribdDocShareCrocaDocDocStocWebinarsLive Online Events- Go To MeetingGoogle+ Hang OutsSurveys and Interactive PollsSurveyMonkeyBlog Survey and Quiz PluginMobile AppsTextIntegration with Social Media
- ROXANNE
- Note to Neal - Animate SlideKeep track of performance- Understand this basic business performance principle: What you monitor and measure improves. Make monitoring activity of your digital media efforts a part of your fundraising stratgey.Test- What’s not working? Fix it or stop doing it. What IS working? Optimize and support it.What are indicators of activity? What is your measure of Success?It’s important to know and understand the difference between what indicates activity, and what activities actually lead to real results.Website/Blog Traffic and Social Media Fans/Followers is an indicator of activity, but it doesn’t always lead to results.Subscribers to your list, Funder Lead Numbers and Quality and how much they engage with your content, Email Open rates, and conversion to action of appeals to advocacy and donation support are your key performance indicators.Monitor your Digital Media performance-Track and evaluate the level of Funder Engagement at the key stages within the Funding Process.Measure Your Digital Media Efforts and Report on ProgressBuild in accountability- who will assume responsibility for making sure the digital media created and the distribution activities chosen are delivering results. Pinpoint who will fix things if they aren’t performing, and conversely, who gets the recognition and thanks for a job well done.It deserves repeating: What you measure and monitor with accountability improves over time.
- A successful Non-Profit Digital Media program requires a solid integrated communications strategy. In addition to building a strong foundation, it’s important to adopt a flexible, agile mindset and approach since the digital landscape changes quickly, and opportunities for promotion of your cause come and disappear quickly. We live in a 24/7 short sound bite news cycle. Speed is rewarded.Rather than a fundraising activity focus, the essence of digital media requires an ongoing partnership relationship between the non-profit organization and the Funder. It goes beyond the exchange of money. It’s sharing values, beliefs, and a way of communicating and going about doing things and getting things done.Finally, there is power in community. Digital media, especially social media enables community to thrive, but it doesn’t happen by accident. It demands listening, responding, managing and promoting the right, relevant content, monitoring activity within the community, and keeping things moving in the right direction.