Presented by Sarah McMaster, MWCC Director of Marketing & New Media during the Mount Wachusett Community College Center for Civic Learning and Community Engagement's Non-Profit Collaborative Fundraising Mini-Conference, held November 1, 2013. The Road From Here: Fundraising in the New Economy
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New Media Strategies for Nonprofit Outreach and Fundraising
1. New Media Strategies for
Outreach & Fundraising
Sarah McMaster
Director of Marketing & New Media
Mount Wachusett Community College
2. Fundraising: Reframed?
• Outreach as an outcome of research
– Process of identifying who in your service area
aligns with mission
• Affinity as an outcome of outreach
– Process of interesting potential stakeholders in
your mission, services, activities
• Fundraising as an outcome of affinity
– Process of building relationship and involvement
5. Creating a Plan
We need to understand
your organization
Who is your prospective
stakeholder?
• what are the key
attributes?
• What impact?
• is there a typical
profile/demographic?
What are potential
communication
channels?
• specific associations
• Community events
• specialized
publications
6. Driving Key Actions: Conversion Funnel
Social Media
Website
Fundraising Page
Donation!
7. Fundraising 2.0
Audience
Medium
Key Action
Current Members
Member e-newsletter
Membership Renewal
Board & Committee
members
Meetings & email
marketing
Time, Talent, Treasure
In-person
Continued giving
Prospective Members
Current Donors
Prospective Donors - Gen Y Kickstarter
Donations for XYZ project
Prospective Donors Boomers
Inclusion in Estate Planning
“Town hall” events
Prospective Donors – Gen x Facebook
Donations & Engagement
Volunteers
Twitter
Workday attendance
Online Ambassadors
Facebook
Share online content
8. Components of a Good New Media
Fundraising Campaign
•
•
•
•
•
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Social sharing
Online transactions
Real-time
Mobile-friendly
Back-end metrics
Low overhead/resources
11. Next Steps
•
•
•
•
•
Review website
Do audience segmenting
Assess conversion funnel user experience
Identify new strategies
Tell your story
Adjust
Assess
Review
12. Review website
Does it communicate our mission?
Is it easy to use?
Focus groups
Is it mobile friendly?
Can visitors make a donation?
13. Do audience segmenting
Who are your stakeholders really?
Is there a good way to group them in terms of
interests?
Affinity?
Services?
Demographics?
14. Assess conversion funnel user
experience
How do you get there?
How many clicks?
How many barriers?
What is required v. optional information?
What is the overall experience?
15. Identify new strategies
Are you extending your reach with social
media? Feeding the funnel?
Can you pilot a crowd funding initiative?
Communicate with segments in more
personalized ways?
Are you measuring? Who will want to know?
16. Tell your story
Back to basics
Cultivate ambassadors
Use images & video to show your story
Tell your story using every means within your
capacity