Monetizing the Web
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Transcript of Monetizing the Web
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MONETIZE THE WEBMulti-channel communication and fundraising
AFP Maryland
June 6, 2011
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OBJECTIVES
Define the universe of communication media Discuss the prioritization of time Understand value & the return on investment Use multi-channel communication Engage generations
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COMMUNICATION UNIVERSEMonetizing the Web
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DISCUSSION
What are your communication goals?
What forms of communication do you embrace?
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COMMUNICATION UNIVERSE
Broadcast The original term broadcast referred to the literal
sowing of seeds on farms by scattering them over a wide field.
American Heritage Dictionary of the English Language
One to Many Personal
Relevant and specific One to One
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COMMUNICATION UNIVERSE
Broadcast Television Radio News Paper Magazine News Letter Letter Website Email Twitter Facebook
PersonalLetterWebsiteEmailTwitterFacebook
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WHO GIVES?Getting to know donors
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Great: Born before 1929Silent: Born 1929 to 1945Boomer: Born 1946 to 1963Gen X: Born 1964 to 1981Millennial: Born since 1981
*The Center on Philanthropy at Indiana University
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Great: Born before 1929Silent: Born 1929 to 1945Boomer: Born 1946 to 1963Gen X: Born 1964 to 1981Millennial: Born since 1981
*The Center on Philanthropy at Indiana University
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*The Center on Philanthropy at Indiana University
Motivation to Give
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ONLINE GIVINGPeer-to-Peer Fundraising
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ONLINE GIVING
*Blackbaud Internet Solutions
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GROUP DISCUSSION
In 2000, what were the main concerns with donor databases? How did you communicate with donors?
What about in 2010?
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IT’S A NEW DAY
Email Social Mobile QR Codes
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Create communication strategy Craft ‘Call to Action’ content Segment Database Test messaging and subject lines Send regularly
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THE ONLINE COMMUNITY
Sites like Facebook and Twitter have millions of users logging on everyday.
Professionals, customers, and donors look for organizations that are relevant to them.
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FACEBOOK USERSOnline Adults
Sex
Men 42.50%
Women 57.50%
Age
0-17 10.00%
18-24 26.00%
25-34 26.00%
35-54 31.00%
55+ 10.00%
Education
Less than high school 33.30%
High school diploma 40.40%
Some college 4.90%
College graduate 21.40%
Household Income
Less than $30,000 45%
$30,000-$49,999 38%
$50,000-$74,999 30%
$75,000 or more 31% 18
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*Blackbaud Internet Solutions
SOCIAL FUNDRAISING
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MOBILE GIVING
*Convio
Text Publish Post Repeat
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MULTI-CHANNEL IS KEY
*Convio
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DRIVER TO GIVE
*Convio
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RELATIONSHIPS
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GROUP DISCUSSION
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GROUP DISCUSSION
What is one thing you can do this week to improve the way you communicate with donors?
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COMMUNICATION STRATEGY
Purpose Target Segment Message Call to Action Media Frequency Incentive
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