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Cultivating Your Constituents Online Katya Andresen Network for Good Jonathon D. Colman  The Nature Conservancy Jacob Coli...
Agenda <ul><li>Ten Rules for Online  Engagement Today </li></ul><ul><li>Where We’re Headed: Five Trends to Watch </li></ul...
Rule #1: Engage in online cross-channel promotion   <ul><li>Cross Channel Activities </li></ul><ul><li>In the mail, email ...
Rule #2: Make marketing a conversation.   <ul><li>It’s not a monologue. </li></ul>
 
 
 
Rule #3: Be Accessible & Be Easy  <ul><li>All About Jayne and her family </li></ul><ul><li>Doing better, not good or bad <...
Rule #3: Be Accessible & Be Encouraging  <ul><li>Help people measure their own progress </li></ul><ul><li>Improvement from...
Rule #3: Be Accessible & Be Intimate <ul><li>More than daily communications via email or cell phone for six weeks </li></u...
Rule #4: Show accountability.  <ul><li>Defined: (of a person, organization, institution) required or expected to justify a...
Accountability <ul><li>Design efficiency, Charity Navigator rating, ETC into the footer of your homepage </li></ul><ul><li...
 
 
 
 
Rule #5: Make it easy for people to find you. <ul><li>Search engines bring in a high % of your visitors </li></ul><ul><li>...
 
<ul><li>Stock first page of search results with your site(s) and other friendly sites </li></ul><ul><li>Move critical or n...
 
 
Rule #6: Segment your way to success <ul><li>Rule:   “Different strokes for different folks” </li></ul><ul><li>Not all vis...
Segment by campaigns, visitor self-identification
Segment by geography, donor type
Segment by incoming referral source
Segment by demographics Flickr  (left to right): idealterna, ehavir, davesag  (all creative commons licensed)
Segment by real-world actions taken Flickr  (left to right, top to bottom): grant neufeld, bulldog1, mishmosh222  (all cre...
Mercy Corps  FY07 Net
Email High
Crisis in Lebanon  Help Us Respond $69,614 6/25/2006
Help Us Prepare  for The Year to Come $66,505 12/27/2006
A Thoughtful, Caring  Last-Minute Gift $56,157 12/20/2006
Email Low
Sowing the  Seeds of Peace $4,610 9/28/2006
Preparing for Kosovo’s Future $3,630 2/1/2006
Helping Youth Solve Unemployment $1,115 2/1/2006
Email Segments No Gifts With Gifts No Gifts No Open
Tiers TOP MID MASS
Upgrade Paths Gift Annuities Monthly Giving Local Content
No Gifts With Gifts
Help Darfur’s Displaced $25,274 4/26/2007
Send Mom a Mother’s Day Bouquet $4,470 4/26/2007
Rule #7: Test, test, test.  <ul><li>Would you… </li></ul><ul><li>Buy a car without going for a test-drive? </li></ul>… the...
But, but, but, but – the excuses are many… <ul><li>“ I don’t have time to test…” </li></ul><ul><li>“ I don’t know what to ...
Testing can be easy, whether it’s e-mail…
… or testing web creative design: Test 1:  Same campaign, different calls-to-action Test 2:  Different campaigns
Rule #8: Make your supporters the messengers.
We are NOT the best messengers. <ul><li>76% of givers are motivated by friends and family, says Cone </li></ul><ul><li>It’...
 
The messenger’s widget
Great messengers
Rule #9: Offer recurring giving.
Mercy Corps  Monthly Donations .982 M $1.638 M
Rule #10: Don’t only ask.  Thank and inspire too.  <ul><li>What is the number one reason people stop giving to charity? </...
Thanking your donors
Continuing the Conversation <ul><li>Be your own hero </li></ul><ul><li>Be a leader </li></ul><ul><li>Be part of a communit...
Continuing the Conversation <ul><li>Keep on giving </li></ul><ul><li>Keep in touch </li></ul><ul><li>Keep it 2-way </li></...
Agenda <ul><li>Ten Rules for Online  Engagement Today </li></ul><ul><li>Where We’re Headed: Five Trends to Watch </li></ul...
Trend #1: Celebrity philanthropy.
 
 
Rethinking celebrity
Trend #2: Less control.
Trend #3: More communities.  <ul><li>Q:  Why do bank robbers rob banks? </li></ul>A:  Because that’s where the money is.
What communities can mean for you <ul><li>Findability, SEO gains </li></ul><ul><li>Access to “long tail” niches </li></ul>...
Communities for Digital Media www.flickr.com www.youtube.com
Communities for Discussions www.gather.com www.care2.com
Communities for Breaking News www.newsvine.com www.digg.com
Communities for Sharing Good Content www.stumbleupon.com del.icio.us
Trend #4: What’s hot will change.
Trend #5: More niche marketing.
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Cultivating Your Constituents Online - American Marketing Association

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Originally presented at the AMA Nonprofit Marketing conference in Washington, DC on July 11, 2007. Katya Andresen served as moderator, lead presenter, and primary author of this presentation.

You can read her blog wrap-up of this presentation at http://www.nonprofitmarketingblog.com/comments/10_things_to_engage_constituents_online/

The session at AMA was coordinated by Lynn Labieniec, CEO of Beaconfire Consulting.

The public's intensifying relationship with the Internet means promise and peril for nonprofits seeking to deepen and strengthen relationships with clients, donors, activists, volunteers, and other supporters.

Hear from the experts about the top 10 things you should be doing right now to maximize loyalty and longevity -- and then gaze into the crystal ball to contemplate five trends that may cause us all to throw the rulebook out the window.

Presenters/authors included:
- Katya Andresen, Vice President Marketing, Network for Good (Moderator)
- Arlin Wasserman, Executive Director, America on the Move Foundation
- Jonathon Colman, Senior Manager, Digital Marketing, The Nature Conservancy
- Jacob Colie, MercyCorps

You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Veröffentlicht in: Wirtschaft & Finanzen, Technologie
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Cultivating Your Constituents Online - American Marketing Association

  1. Cultivating Your Constituents Online Katya Andresen Network for Good Jonathon D. Colman The Nature Conservancy Jacob Colie MercyCorps Arlin Wasserman America on the Move Computer Man by SuzyQuzy, Flickr
  2. Agenda <ul><li>Ten Rules for Online Engagement Today </li></ul><ul><li>Where We’re Headed: Five Trends to Watch </li></ul><ul><li>Q&A </li></ul>
  3. Rule #1: Engage in online cross-channel promotion <ul><li>Cross Channel Activities </li></ul><ul><li>In the mail, email your donors before they receive postal mail appeals </li></ul><ul><li>On the phone, give your donors the option to give online </li></ul><ul><li>Send email to your best donors </li></ul>
  4. Rule #2: Make marketing a conversation. <ul><li>It’s not a monologue. </li></ul>
  5.  
  6.  
  7.  
  8. Rule #3: Be Accessible & Be Easy <ul><li>All About Jayne and her family </li></ul><ul><li>Doing better, not good or bad </li></ul><ul><li>Small steps…and lots of them </li></ul><ul><li>On ramp to good health </li></ul><ul><li>The Challenge: </li></ul><ul><li>Maintaining Good Health doesn’t always have visible results </li></ul>America On the Move’s bulls-eye target is known as “Jayne,” a working, health-conscious woman, 25 – 59 with one or more children under the age of 18 living at home.
  9. Rule #3: Be Accessible & Be Encouraging <ul><li>Help people measure their own progress </li></ul><ul><li>Improvement from where you are, not specific goals </li></ul><ul><li>Incremental goals are easily reached </li></ul><ul><li>Regular feedback </li></ul><ul><li>Gain encouragement from a community of peers </li></ul>
  10. Rule #3: Be Accessible & Be Intimate <ul><li>More than daily communications via email or cell phone for six weeks </li></ul><ul><li>Two-way exchanges </li></ul><ul><li>Ask, not just tell </li></ul><ul><li>Respond in kind </li></ul>
  11. Rule #4: Show accountability. <ul><li>Defined: (of a person, organization, institution) required or expected to justify actions </li></ul>
  12. Accountability <ul><li>Design efficiency, Charity Navigator rating, ETC into the footer of your homepage </li></ul><ul><li>Create an Accountability Report and include it on your website </li></ul><ul><li>Feature the accountability theme in your other web marketing activities </li></ul>
  13.  
  14.  
  15.  
  16.  
  17. Rule #5: Make it easy for people to find you. <ul><li>Search engines bring in a high % of your visitors </li></ul><ul><li>At least 60 million American adults use search engines each day </li></ul><ul><li>61% of all searchers find organic listings to be relevant for their queries </li></ul><ul><li>92% of journalists use search engines for researching stories </li></ul>
  18.  
  19. <ul><li>Stock first page of search results with your site(s) and other friendly sites </li></ul><ul><li>Move critical or negative sites off the first page of search results </li></ul><ul><li>Saturate all channels with friendly content containing strong links back to your site </li></ul><ul><li>Good example: Pontiac </li></ul><ul><li>Bad example: Splenda </li></ul>Next: Secure your brand’s online reputation
  20.  
  21.  
  22. Rule #6: Segment your way to success <ul><li>Rule: “Different strokes for different folks” </li></ul><ul><li>Not all visitors are created equal! </li></ul><ul><ul><li>Find common groups </li></ul></ul><ul><ul><li>Analyze their actions </li></ul></ul><ul><ul><li>Target your messaging </li></ul></ul><ul><li>Sound complicated? It doesn’t have to be… </li></ul>
  23. Segment by campaigns, visitor self-identification
  24. Segment by geography, donor type
  25. Segment by incoming referral source
  26. Segment by demographics Flickr (left to right): idealterna, ehavir, davesag (all creative commons licensed)
  27. Segment by real-world actions taken Flickr (left to right, top to bottom): grant neufeld, bulldog1, mishmosh222 (all creative commons licensed)
  28. Mercy Corps FY07 Net
  29. Email High
  30. Crisis in Lebanon Help Us Respond $69,614 6/25/2006
  31. Help Us Prepare for The Year to Come $66,505 12/27/2006
  32. A Thoughtful, Caring Last-Minute Gift $56,157 12/20/2006
  33. Email Low
  34. Sowing the Seeds of Peace $4,610 9/28/2006
  35. Preparing for Kosovo’s Future $3,630 2/1/2006
  36. Helping Youth Solve Unemployment $1,115 2/1/2006
  37. Email Segments No Gifts With Gifts No Gifts No Open
  38. Tiers TOP MID MASS
  39. Upgrade Paths Gift Annuities Monthly Giving Local Content
  40. No Gifts With Gifts
  41. Help Darfur’s Displaced $25,274 4/26/2007
  42. Send Mom a Mother’s Day Bouquet $4,470 4/26/2007
  43. Rule #7: Test, test, test. <ul><li>Would you… </li></ul><ul><li>Buy a car without going for a test-drive? </li></ul>… then why would you make a design change to your site or e-mail without testing it? <ul><li>Purchase an antique without verifying its age? </li></ul><ul><li>Gulp down a glass of old milk without first taking a teensy, weensy little sip? </li></ul>
  44. But, but, but, but – the excuses are many… <ul><li>“ I don’t have time to test…” </li></ul><ul><li>“ I don’t know what to test for in the first place.” </li></ul><ul><li>“ I don’t have time to test...” </li></ul><ul><li>“ I don’t have an analytics team in place.” </li></ul><ul><li>“ I don’t have time to test…” </li></ul><ul><li>“ I’m not even measured on testing results” </li></ul><ul><li>“ No, I really don’t have time to test!” </li></ul>
  45. Testing can be easy, whether it’s e-mail…
  46. … or testing web creative design: Test 1: Same campaign, different calls-to-action Test 2: Different campaigns
  47. Rule #8: Make your supporters the messengers.
  48. We are NOT the best messengers. <ul><li>76% of givers are motivated by friends and family, says Cone </li></ul><ul><li>It’s okay to relinquish control of the message </li></ul><ul><li>Donors are experts at knowing how to speak about your cause to their friends and family </li></ul><ul><li>Friends-to-friends is great for online engagement </li></ul>
  49.  
  50. The messenger’s widget
  51. Great messengers
  52. Rule #9: Offer recurring giving.
  53. Mercy Corps Monthly Donations .982 M $1.638 M
  54. Rule #10: Don’t only ask. Thank and inspire too. <ul><li>What is the number one reason people stop giving to charity? </li></ul>WaMu ATM Error by Matt B., Flickr
  55. Thanking your donors
  56. Continuing the Conversation <ul><li>Be your own hero </li></ul><ul><li>Be a leader </li></ul><ul><li>Be part of a community </li></ul>
  57. Continuing the Conversation <ul><li>Keep on giving </li></ul><ul><li>Keep in touch </li></ul><ul><li>Keep it 2-way </li></ul><ul><li>Highlight successes …win a blog </li></ul><ul><li>Cultivate ambassadors …and provide them with tools </li></ul>
  58. Agenda <ul><li>Ten Rules for Online Engagement Today </li></ul><ul><li>Where We’re Headed: Five Trends to Watch </li></ul><ul><li>Q&A </li></ul>
  59. Trend #1: Celebrity philanthropy.
  60.  
  61.  
  62. Rethinking celebrity
  63. Trend #2: Less control.
  64. Trend #3: More communities. <ul><li>Q: Why do bank robbers rob banks? </li></ul>A: Because that’s where the money is.
  65. What communities can mean for you <ul><li>Findability, SEO gains </li></ul><ul><li>Access to “long tail” niches </li></ul><ul><li>New audiences </li></ul><ul><li>Big numbers </li></ul><ul><li>Established infrastructure, marketing programs </li></ul><ul><li>Low entry barrier = ease of use for your prospects </li></ul>
  66. Communities for Digital Media www.flickr.com www.youtube.com
  67. Communities for Discussions www.gather.com www.care2.com
  68. Communities for Breaking News www.newsvine.com www.digg.com
  69. Communities for Sharing Good Content www.stumbleupon.com del.icio.us
  70. Trend #4: What’s hot will change.
  71. Trend #5: More niche marketing.

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