Cultivating Your Cultivating Your Constituents Constituents Online Online Katya Andresen Katya Andresen Network for Good Network for Good Jonathon D. Colman Jonathon D. Colman The Nature Conservancy The Nature Conservancy Jacob Colie Jacob Colie MercyCorps MercyCorps Arlin Wasserman Arlin Wasserman America on the Move America on the Move Computer Man by SuzyQuzy, Flickr
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Cultivating Your Constituents Online - American Marketing Association
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/
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.
Rule #1: Engage in online cross-channel Rule #1: Engage in online cross-channel promotionpromotion
Cross Channel Activities
•In the mail, email your donors before they receive postal mail appeals•On the phone, give your donors the option to give online•Send email to your best donors
Rule #3: Be Accessible & Be Easy Rule #3: Be Accessible & Be Easy
• All About Jayne and her family
• Doing better, not good or bad
• Small steps…and lots of them
• On ramp to good health
• The Challenge: Maintaining Good Health doesn’t always have visible results
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.
But, but, but, but – the excuses are many…But, but, but, but – the excuses are many…
• “I don’t have time to test…”• “I don’t know what to test for in the first place.”• “I don’t have time to test...”• “I don’t have an analytics team in place.”• “I don’t have time to test…”• “I’m not even measured on testing results”• “No, I really don’t have time to test!”