Promoting your organization online
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Promoting your organization online
- 1. Promoting Your Organization Online with an Eye on Email Stephen Streicher Director of Communications Pace Center for Civic Engagement, Princeton University Center for Nonprofit Success February 28, 2012
- 2. The difficulty lies not so much in developing new ideas as in escaping from old ones. - John Maynard Keynes
- 3. Before You Begin • Good communication starts within your organization Articulate Develop Understand Stick to the clear, core your mission measurable language audience goals
- 4. Build a Content Framework • Every organization has unique and compelling stories to tell Stories • Should always refer to strategic objectives • “Watch a newspaper, listen to a magazine” Formats • Text, graphics, photos, audio, video • Emails, slideshows, social media posts, news releases, podcasts, Vehicles etc • All content can be placed in multiple vehicles • Know where your audience is listening Destinations • Drive those vehicles to those destinations • Facebook , Twitter, YouTube, Slideshare • Almost all online activity today is geared toward interaction and Interactions conversation • Engage in these interactions to build trust and to create stories
- 5. Set Up the Supply Chain • Even small organizations can be big communicators using current tools Measure the impact Publish! •Stop doing what •Plan updates to isn’t helping your website, blog, Face organization book, email, etc. accomplish its Editing mission •Understand how your will edit the stories for the appropriate vehicles Everyone is a and destinations storyteller •Empower stakeholders to share stories
- 6. Research is Easy; Impact is Hard Information US users want marketers to demonstrate knowledge of in e-mail marketing messages, Q1 2010 - The types of products or services I like: 64% - The types of offers I like: 61% - Whether I am a new or returning customer: 54% Source: http://www.fastcompany.com/ - My communication preferences: 47% - My name: 39% - My shopping habits (e.g. if I have searched But who are your online, visited a store, purchased from a catalog): 36% - Whether I have visited their Website: 27% users and what - What I have searched for on their website: 23% inspires them? - My gender: 20% - How much I spend with the company: 12% - Where I live: 10% - My age: 9% Source: http://www.newmediatrendwatch.com/
- 7. Email Marketing and Fundraising • Work through the previous process Set goals Know your Choose a system • Driving traffic? audience • Software, interactive, Building list? Soliciting • Know if, when, where, design your donations? what and how they own, plain text read
- 8. GetRespo Benchma Constant Vertical GraphicMail MailChimp iContact nse rk Email Contact Response Monthly Fee $14.00 $9.95 $9.95 $15.00 $10.00 $10.00 $10.00 Number of 600 500 500 500 500 500 500 Contacts emails emails 30 30 Indefinit Indefinit Free Trial 60 days 30 Days 30 days days days ely ely Email 5 5 5 4 4 4 5 Creation Contact 5 4 4 5 4 4 3 Management Email 4 5 4 4 4 4 4 Deliverability Analyzing 5 5 5 4 5 4 5 Reports Customer 5 5 5 5 4 5 4 Support Source: http://www.email-marketing-options.com/
- 9. Email within the Framework • Every story should have a plot and potential donors should be able Stories to clearly see the role (and the vital importance of that role) they have to play within that plot • Emails have become much more than text, especially when using Formats software systems • Email can be one potential vehicle for content, with the donor’s Vehicles email client being the destination • Email can be one possible destination for content, especially in Destinations terms of e-newsletters • Donors can interact with email in a variety of ways, from clicking Interactions through to replying to giving directly to forwarding
- 10. Email within the Supply Chain Measure the impact Send! •Were goals accomplished? •Don’t send •Get to know current everything to subscribers - What is everyone read? What is Structure the •Give the reader clicked? When content control – permission, donors give? You org contact info, want conversions •Brand the subject line unsubscribe link and the reply •Reinvigorate •Make sure you are subscribers with address…maybe using a system that reactivation •Reveal the message allows ease of editing, Choose a story and content of email campaigns sending and •One is enough in subject •Grow your list gathering feedback •TIMELY and •Keep it short RELEVANT!
- 11. Ask. Inquire. Comment. Complain.
Notes de l'éditeur
- Not to convey I have the answers, but to convey the importance of setting your organization up in a way, creating the right type of environment, where you are not tied to what has been but constantly exploring what works now and what will work in the future small organizations have an advantage here Clayton Christensen wrote a book called the Innovator’s Dilemma where he documents how big, successful companies have missed game-changing transformations in industry after industry—computers (mainframes to PCs), telephony (landline to mobile), photography (film to digital), stock markets (floor to online)—not because of “bad” management, but because they followed the dictates of “good” management. They listened closely to their customers. They carefully studied market trends. They allocated capital to the innovations that promised the largest returns. And in the process, they missed disruptive innovations that opened up new customers and markets for lower-margin, blockbuster products. The new model will need to be flexible, agile, able to quickly adjust to market developments, and ruthless in reallocating resources to new opportunities. So I just want to share with you what structures and systems I have found successful in terms of online promotion and fundraising efforts
- I think that, before talking about any communications strategy or online fundraising plan, an organization has to have their bases covered in terms of their internal organizational goals. Clear goals – need to give stakeholders a set of guidelines within which to be creative and focus their efforts and tells them when they can say No. Core language - I find a lot that organizations, through their communications, are describing a program one way in an email, but then a different way on the website, and, when I see them in person, they give me another different definition. These are actually two spots where you will see that provide a glimpse into what I have found successful – a flatter, less hierarchical organization where everyone is given focusing information and helpful tools and resources to empower them to do what they do best; in my situation, communications work. Understand your audience – not even in just online metrics, but personality, profile, desires, age and demographic info, what your organization promises them, provides them; recently worked with Princeton AlumniCorps and did a lot of work to reach baby boomers talk to them, talk to different staff members who have interacted with them, see how they interact with all facets of your organization
- The days are over where you start a new program and then write a press release and send it to the local paper. The days are over where you are holding a conference and you send out a mass email. You can’t reach your fundraising goal and then announce the accomplishment only through one Facebook post. One channel alone is not good enough.The ultimate goal is to define what types of stories can be told in which formats, and determine where to drive those stories. For instance, companies can build frameworks to become their own media outlets, and thus, publish their own stories across their own channels and share their news with traditional media in a more modern, streamlined manner This framework helps create a sort of communication ecosystem where your different stories live in a variety of different forms, creating a sort of little world in which your audience and stakeholders can immerse themselves. Stories: originiatewithin the heart of the organization, i.e. among its people, events, knowledge, data, research, science, etc. Identifying these stories helps a company move toward becoming its own news outlet, producing content inclusive of and beyond what was once considered “news.” Sometimes these stories are entertaining. Sometimes they’re analytical, insightful or research-driven — ideally, they’re some combination of all. And should contain appropriate tone. Formats: Stories must live beyond the written word Vehicles and Destinations: these are more audience driven. Undergraduate students are not on Twitter but they are on Facebook. We tailor content vehicles accordingly to reach these destinations. Pace Center internship example. Interactions: respond to your audience and give them control of their experience
- Remember: The ultimate goal is to define what types of stories can be told in which formats, and determine where to drive those stories. For instance, companies can build frameworks to become their own media outlets, and thus, publish their own stories across their own channels and share their news with traditional media in a more modern, streamlined manner However, I believe that you have to set your organization up to do this. It starts with the “Everyone is a publisher” concept. Everyone has a phone, internet connection, etc and can tell you what they are doing and how they are improving your organization and helping it accomplish its mission. They have stories and they need to know that they can tell them, they need to understand the larger strategic objectives involved so they have a context in which to form their stories, and they need to have systems where they can share these stories, i.e. dropbox, youtube, facebook, email, etc. A managerial challenge. Don’t forget about tone. Find tools to help make editing and tuning content to vehicles easier and faster. It starts with getting content in different formats where minimal editing is required. It continues with open source software like GIMP and inkscape. It goes further with applications like color and storify. Publishing is about where your audience is. Pace Center internship example. Know your audience. Know the medium. This isn’t about analytics, it’s about who is using these different media. This IS about analytics. Don’t do things that can’t be measured. If it is difficult to measure, then it probably isn’t worth doing. And remember, it’s not about hits or impressions or people reached. It’s about who clicks, who sees the impressions and who is reached.
- Email marketing campaigns fit into both the framework and supply chain
- Send – segmentation is important