"Make Your Website Ready for the Social Web!" Birgit Pauli-Haack, July 2010
Efficient Donor Communication Through Online Resources
Jan 18, 2015
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"Make Your Website Ready for the Social Web!"
Birgit Pauli-Haack, July 2010
Social Media
Giving Generations: Matures
Born 1945 or earlier Ages 65 and older US population = 39 million Estimated 79% give 21% of giving population $1,066.00 Ø per year
Giving Generations: Boomers
Born between 1946 - 1964 Ages 46 - 64 US population = 78 million Estimated 67% give 35% of giving population $ 901.00 Ø per year
Giving Generation: Gen X
Born between 1965 - 1980 Ages 30 - 45 US population = 62 million Estimated 58% give 24% of giving population $796 Ø per year
Giving Generations: Gen Y
Born between 1981 - 1991 Ages 18 - 29 US population = 51 million Estimated 56% give 19% of giving population $341.00 Ø per year
Naples Area
Matures + Boomers 71.3% of population
Gen Y + Gen X 28.1% of population
Who gives, how much?
Source: The Next Generation of American Giving, Edge Research, et al
American Giving
Source: The Next Generation of American Giving, Edge Research, et al
Generation: Info Channels
Source: The Next Generation of American Giving, Edge Research, et al
Properly Approached
Source: The Next Generation of American Giving, Edge Research, et al
Social Media, with purpose
Your main tasks:
Produce compelling, moving and personal stories for your champions, online friends and supporters.
Build relationships with your online activist volunteers --make friends so they tell their friends.
Viral Marketing can’t be done, it needs to happen.
Distribution
Print Mail Website RSS
E-mail Facebook LinkedIn Twitter
Automate what’s the
same, manage
what’s different.
Step 1: Your Online Hub
Command Central = Your Website (blog)
E-mail newsletter provides only header/blurb and link to site (single article links)
Twitter post with link to site (single article) Facebook activities with link to site (single article)
Where the donation button is Where the e-mail signup form is
Step 2: Articles/Content Online
Single article in a blog = news engine (web log)
One topic 400 – 800 words Graphic + text Provide links for sharing RSS feeds Category + archives
Step 3: Engage Your Followers/Friends
Allow for comments on blog Allow fans to post on your page Treasure hunt with other organizations Online surveys w/ prizes Live stream/video Participate in conversations with your online
activist volunteers
Step 4: Measure
Define goals to set benchmarks Measure online interactions Open/clicks per e-mail Shared links stats Web stats referrers ShortyURL stats, click rates # of meaningful interactions
Rinse, Repeat
What is a Blog?
Blogs in Plain English
What is a Blog?
Software engine installed on web server Administered through a browser-based
interface Also accessible through external software to
update content (desktop, mobile apps) Allows for syndication & integration via RSS Authors create and update content on the site Integrate into website, with the other pages
Difference Webpage & Blogpost
Web Page Blog Post
Page & sub-pages Static
Information never/rarely changes (i.e., mission statement, location, etc.)
Link never changes
Post in categories Dynamic/archived/
perma-nent Lead into page(s) Organization news Profiles, stories,
struggles Included in RSS feed
Example Sites
First Book Jewish Philanthropy ASPCA Home Page ASPCA Caption Contest Episcopal Café NFN 4 Good
Links: Better Blogging
Links: George Orwell’s 5 Rules of Effective Writing
PickTheBrain.com Ernest Hemingways’ Top 5 Tips for Writing Wel
lcopyblogger.com
5 Tips to Write Blog PostsAbout.com: Blogging
Chris Brogan’s Best Advice About BloggingChrisBrogan.com
Leverage: Content Syndication What is RSS?
Syndication: Examples
Via E-mail: AFASF Safety News AFASF: 4th July Send out:
Via Twitter: TweetFeed WP Plugins
Syndication Example: Blog to e-Newsletter
Example: Naples Press Club (NL) Examples: Naples Press Club (Blog)
Demo of MailChimp List Campaign Design campaign Test campaign Schedule campaign Receive campaign Analyze measurements
Permission Based Mailing List
Opt-in only! Don’t asked your staff to use their private e-mail
to spam friends, without your supervision Just because you have someone’s e-mail address,
it doesn’t mean you can ‘spam’ them: high backlash potential!
If you use your own e-mail program -- What is BCC?
Complaints will get you banned from any of the e-mail marketing companies
ISP – E-mail marketing agreement for delivery
Metrics: Per Campaign
Metrics Per Campaign
Metric: Website
Consistency is Key: Ideas for Non-Profit Posts
Weekly site review of complementary websites
Review of online communities for beneficiaries -listen into conversations, contribute value
Interviews with your volunteers: Why volunteer? Why for this organization?
Photo contest for Halloween, Easter, etc. - post to Flickr group/room and have people vote on them
Ask: Who is our target audience, and why would they spend time on our website -- don’t write for yourself write for them
What’s next?
Q & A Slideshow online
http://www.slideshare.net/bph
Follow me on Twitter @nfnprez http://twitter.com/nfnprez
E-mail me w/ ideas and questions [email protected]
Blog on NFN4Good http://www.nfn4good.org
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