Asae09 What Ephilanthropy Can Do For You
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Transcript of Asae09 What Ephilanthropy Can Do For You
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What Can Ephilanthropy Do For You?
August 17, 20093:15 – 4:30 PM
Presenters:Karen Davis, Sr. Managing Director, Changing Our World, Inc.Jenn Thompson, Managing Director, Changing Our World, Inc.
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ABOUT CHANGING OUR WORLD
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10 THINGS EPHILANTHROPY CAN DO FOR YOU
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10 THINGS1. Revealing Research2. Constituent Management3. Strategic Communications4. Fundraising5. Word-of-Mouth Marketing6. Community & Engagement around Cause/Issue7. Recognition Programs8. Audience Expansion9. Brand Awareness10.Save Money
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1. REVEALING RESEARCH Prospect Research Current employer and position Board memberships Personal interests Recent travels Charities/causes currently
supported Home value Political giving & affiliations
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1. REVEALING RESEARCH Competitor Research Website traffic Social Media traffic Online advertising Keywords/Search Engine
Optimization
Sector Benchmarks Website traffic Email open/action rates Online fundraising targets
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2. CONSTITUENT MANAGEMENTDatabase Management House all constituents in a single
system Track giving patterns (online &
offline) Store AND use email for
personalized communications Segment on campaign interests
& giving histories
One-time vs. recurring donors
Interests
Active vs. lapsed donors/members
Donors vs. non-donors
Location
Age/Sex
Membership Length
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3. STRATEGIC COMMUNICATIONS Diverse tools and tactics for one-to-one,
one-to-many, and many-to-many communications
Be Timely, Urgent, or Goal-Oriented in messages
Schedule & coordinate direct mail with email, social media, website, blog, etc…
Resend email to non-responders Send custom/personalized messages to
your segments (these will often perform better) TIP: You do NOT have to email
everyone all the time Customize giving levels/asks based
on constituent history
NPO
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4. FUNDRAISING & DEVELOPMENT Background: Online giving is a small percent
(typically 3-5%) of overall total giving
Studies show that major donors use the Internet to research charities before making giving decisions
57% of organizations taking part in the Wired Wealth Report* say their organization has received online donations of $1,000 or more
*The Wired Wealthy Using the Internet to Connect with Your Middle and Major Donors (March 2008)
**Giving USA 2007
Giving by Source**
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4. FUNDRAISING & DEVELOPMENT Trends: More donors but smaller average gift size (a recession
effect) Email open rates are slipping but
Email is still the leading tool for raising gifts online Charities are using multiple media approaches to secure
gifts (email, social networks, video, text messaging, direct mail)
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4. FUNDRAISING & DEVELOPMENTOptimizing Online Giving: Use tool(s) that support:
Organizational fundraising & peer-to-peer fundraising
One-time & recurring donations
Best Practices: Provide giving levels or membership
values vs. a single box to enter a gift amount
Ask for as little information as possible to process the gift
Give supporters personal fundraising tools – ROI is better when friends ask friends
Use source codes to track performance
Be Timely, Urgent, or Goal-Oriented in appeals
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5. WORD-OF-MOUTH MARKETINGEnable your constituents to do the talking:“Share” ToolsSocial networks
Find and cultivate influencers Engage followers/fans into
discussion/action vs. just pushing information at them
Repurpose social network activity on website & blog
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6. COMMUNITY ENGAGEMENTCreate Communities:Use social network toolsEnable communities to donate, advocate
Existing Communities:Become a trusted voice in existing communitiesEmpower constituents to speak on your behalf
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7. RECOGNITION PROGRAMS Make recognition part of your
communication plan Use ALL of your communications
tools Website Blog posts Thank You tweets Facebook updates Email newsletters
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8. AUDIENCE EXPANSIONUsage: 74% of US (227+ million online)* 72% of Canada (24 million online)* 263 million on MySpace* 250 million on Facebook* 43 million on LinkedIn 40 million on Bebo* 25 million on Twitter*
Opportunities: Explore social networks for
communities of like-minded people Identify and leverage influencers
* Source: Wikipedia
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9. BRAND AWARENESS Build buzz around a brand Position logo, name, tagline, URL
strategically @twitter username Blog name Social media icons PDFs & document downloads Email signatures Web page titles
YOUR LOGO
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10. SAVE MONEYFree/low cost tools Google Analytics Google Apps Google Sites Google Alerts Video hosting Polling & Advocacy Social networking/community
building Social media Email tools Open source platforms
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NEXT STEPS
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A STRATEGIC EPHILANTHROPY APPROACH
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SEEING IT COME TOGETHER
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THANK YOU!