7 Questions for Nonprofit Leaders Who Are Serious About Digital | Claire Kerr, Artez Interactive
May 17, 2015
Do you typically sit around a boardroom table waiting for your consultant or technology team to report in on the state of your online campaigns? Are you generally content to let the “digital natives” determine your activities in social spaces? The idea that online strategy begins and ends with the tech savvy folks is outdated! We no longer expect senior decision-makers to be hands-off with everything digital. You don’t have to be an expert on usability, interactive multimedia, social fundraising, or any of the other buzz words of the day to benefit from a broader understanding of your digital infrastructure in relation to sector trends. The most effective non-profit leaders rise to the challenge and work to understand their own online strategies, whether they are internally deployed or developed externally through a consultant. If you're a manager or executive director who is truly serious about improving your non-profit's digital, mobile or social performance, here’s what you need to know to make smart decisions about the future of your organization online.
Takeaways
• Tools to determine effectiveness of your current strategies online
• The internal numbers leaders need to know to make smart decisions
• Strategies to improve your performance in relation to web, social & mobile trends
Takeaways
• Tools to determine effectiveness of your current strategies online
• The internal numbers leaders need to know to make smart decisions
• Strategies to improve your performance in relation to web, social & mobile trends
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
@snotforprofit
http://www.slideshare.net/clairekerr
www.artez.com
Information is power!!!!
Canadians … Most digital folks on Planet Earth?
“No matter which measure you use, Canadians always score high
in online engagement.”
- ComScore
Serious about digital means you can more accurately ...
• Set online goals for your org
• Evaluate staff activities
• Allocate future resources
What information does your organization collect online?
How do you source your data?
Cleaner data, happier databases
17% of Americans change addresses annually.
How many email addresses are in your database?
Average charity has 1000 email addresses for every
103 Facebook fans…
Segmentation …
How do visitors access your websites?
Facebook: A top referrer to fundraising & donation pages.
Yours?
12% Facebook
2% mobile Facebook
Not a Google Analytics whiz?
Scheduled social reports
Be first to know ...
Your online ad spend
Where are the trends going?
11% of all North American
online advertising is through
… of 2011’s total ad spend was on
social networking sites! 10.8%
Thoughtful Keywords
Which actions happen from traffic referred by
social advertising?
10% of traffic to our fundraising & donation pages
is from mobile devices…
10-17% of event participants are logging in
on a mobile device…
Do you know the real trends for mobile channels?
24 % decrease in the number of organizations with active
text-to-give programs
27% increase in the use of mobile websites …
Mobile web
What percentage of my overall fundraising is online?
Benchmarking ...
0
50
100
All FundraisingOnline
10-14%
6%
Online donation is the fastest growing giving channel. Acquisition: Direct mail = $1.25 Online donor = $0.07
Mobile web transactions
2.15% of donors via mobile web
In peer-to-peer events & campaigns across our platform ...
3 - 7% of donations
are made through mobile devices
The unavoidable intersection of social & mobile
Of the over 600 million people on Facebook, more than half access it through a mobile device.
Which social networks are relevant to your cause?
Canadians & Social Media
86% of Canadian social networkers choose Facebook!
Canadians & Social Media
Ipsos Reid examined the networks showing rapid growth in Canada …. Twitter – 19% LinkedIN – 14%
Which relevant tasks are we completing on social networks?
• Content sharing
• Lead generation
• Supporter stewardship
How does your
conversion funnel look?
Social beyond “likes” …
For a donation form
For an online community
77% of social media users prefer social login
to traditional registration.
How quickly can you publish or edit your own digital content?
Donations can be made …
What kinds of content & multimedia are you sharing online?
By the way …
http://pinterest.com/source/yourwebsite.com/
How can you use online video to further your organizational goals?
Canadian online video consumption rose 58% in the last 12 months.
Thinking about publishing?
Which accessibility issues matter to your supporters & donors?
Which accessibility issues matter to your supporters & donors?
Visual
Motor/Mobility
Auditory
Seizures / Visual effects
http://www.cnib.ca/en/services/accessibilities/web/
What digital resources do my corporate partners & sponsors have?
What are you asking for?
• Email list or newsletter placement
• Social network properties
• Digital ad networks or placement
• Corporate intranet
• Local digital signage
Creative leverage of sponsor support
Who are your top five competitors?
When cutting edge becomes commonplace ...
Who am I spying on?
CharityHowTo.com
TechSoupCanada.ca
Artez.com/webinars
@snotforprofit
http://www.slideshare.net/clairekerr
www.artez.com
Related Documents
