Websites and Social NetworkingEffective Fundraising Tools for your Organization

Eric Hodgson – Web Content ManagerSeptember 2010

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

About Me

Higher education web for 10 years

Consulting and implementation background

University of Iowa Foundation

Presentation: slideshare.net/ehodgso

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Two Core Principles

A web site must be built for site visitors

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Two Core Principles

A web site must promote action

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Common Issues

Uncategorized or long lists

No clear call to action

Not enough content to keep the site interesting

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

What We’ll Cover

Building a strong web presence

Managing a site long-term

Implementing push-to-web strategies

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Building a Strong Foundation

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Building a Strong Foundation >

Planning

Site analysis What’s working, what isn’t Visitor feedback New initiatives

Visitor information and action Are users finding the information they need? Are users completing actions you want them to do?

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Building a Strong Foundation >

Planning

Design and Layout Building the site Matching brand efforts Maintaining code

Content management Information Action Features News

How often do these need attention?

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Building a Strong Foundation >

Resources

Day-to-day staffing Content maintenance Images New features

Outside resources Volunteer help Web vendors

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Building a Strong Foundation >

Tools

Web Editors Content management system (CMS) Blog engines (Wordpress, Moveable Type) Dreamweaver Environment from district or school site

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Managing a Site Long-term

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Managing a Site Long-term >

Content Maintenance

Annual review of site

Manage text that you own Otherwise, link to it

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Managing a Site Long-term >

Features

Donor and beneficiary profiles Rotate on the home page to show fresh content

Video Wherever you can get it

Chunkiness for flexibility

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Implementing Push-To-Web Strategies

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Implementing Push-to-Web Strategies >

Importance of Push Marketing

People don’t browse to your site naturally

Specific goals and tracking

Finding constituents where they are

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Implementing Push-to-Web Strategies >

Email Marketing

List management

Free or cheap services

Understand opt-out

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Implementing Push-to-Web Strategies >

Email Messaging

Messaging Relevance Urgency Importance

Push an action One or two secondary actions possible Get them to your site

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Implementing Push-to-Web Strategies >

Social Networking Sites

Friends and communities

Tagging

Content types

Syndication and content reuse

Sharing

Fans

Events

ParticipationParticipation

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Implementing Push-to-Web Strategies >

Facebook – Statistics

Membership is at 200 million active users Fastest growing demographic is age 35+

1% of all time on the internet is spent on Facebook 2nd most visited web site (twitter is 12th)

Over 900 million photos uploaded monthly 10 million videos uploaded monthly

50% of registered users come to the site every day

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

PROFILE PAGE GROUPYou begin the conversation, and hope that others will chime in

Best for vertical (one-way) communication

Best for horizontal communication among members

People can “friend” you/your profile persona

People can become “fans” of your page

People can become “members” of your group

Limited direct messaging (20 recipients max) to friends

Unlimited direct messages to fans

Limited direct messaging (5,000 recipients max) to members

Can be customized with applications

Can be customized with applications

Cannot be customized with applications

Monitor traffic based on activity and interaction

Page administrators have access to statistics & traffic

No access to statistics and traffic

My network

# - hashtags (the secret to

searchable content)

@ - mentions

RT - retweet

@ - mentions

syndication

brevity

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Implementing Push-to-Web Strategies >

Social Engagement

Understand the tools

Plan content types

Awareness, then engagement Do some tracking

Link back to your site And vice versa

T h e U n i v e r s i t y o f I o w a F o u n d a t i o n

Follow Me

eric-hodgson@uiowa.edu 319-335-3305 (o) www.twitter.com/ehodgso

www.uifoundation.org www.givetoiowa.org www.twitter.com/givetoiowa www.twitter.com/uiowaphil www.flickr.com/photos/uifoundation www.youtube.com/givetoiowa

Presentation: slideshare.net/ehodgso