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/

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

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

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.

50. The messenger’s widget

51. Great messengers

52. Rule #9: Offer recurring giving.

53. Mercy Corps Monthly Donations .982 M $1.638 M

55. Thanking your donors

59. Trend #1: Celebrity philanthropy.

62. Rethinking celebrity

63. Trend #2: Less control.

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.