Five Pillars For Online and Social Media Success

Transcription

1 Presented by: Ted Hart, ACFRE Virtual Business Card: Five Pillars For Online and Social Media Success Ted Hart, ACFRE CEO at Charities Aid Foundation of America P2PFundraising.org & tedhart.com Founder and CEO at GreenNonProfits.org Radio Host- Nonprofit Coach Author: Internet Management People to People Fundraising Nonprofit Guide to Going Green Nonprofit Internet Strategies Major Donors Fundraising on the Internet 2 1

2 Ted s Books Available All available on Amazon.com & bn.com Your Seven Year Plan? By % of current industrialized populations will come of age not knowing a time without social networks or mobile/text communications/ giving. Intuit 2020 Report 2

3 It s All About Relationships not technology Concentrating on the needs, wants, and satisfaction of your donors. ephilanthropy The use of the Internet and digital technology in support of philanthropic efforts. Social Networking/ Web 2.0 Sites Interactive sites where both the site owner and the site visitors create the content. People to People (P2P) Fundraising Fundraising that is inspired by charities but is initiated or untaken by people connecting with their family, friends and colleagues to raise money for the causes they support. 3

4 Fundraising Start Inspiring Action 4

5 The greater universe of potential lies in the vast number of supporters who can be inspired and referred by current donors. Ted Hart Five Pillars For Online Success 1. Well Designed Website 2. LinkedIn Strategy 3. Twitter Strategy 4. Facebook Strategy 5. YouTube/Google/ Mobile ================ INTEGRATION 10 5

6 + + + Direct + = Influencing 11 All Ages Give Online Cygnus Donor Survey finds a definitive shift to online giving and electronic communication, even among donors over the age of 65 All Ages Giving Online "Online giving has surpassed the tipping point Listen to Free Podcasts at : Penelope Burk 6

7 Online Basics There are almost as many strategies as there are nonprofits. However, to get started: 1. Establish an Informative Website (Content) 2. Collect Addresses 3. Communicate with those who opt in 4. Offer the option of online giving (encrypted) 5. Recruit and manage Volunteers online 6. Comply with Regulations and laws 7. Understand Privacy and Security Issues 8. Focus on Integration of Online/Offline Strategy Is Still On Top While social media is gaining ground on , the latter still dominates as a sharing tool. When consumers want to share something from the Internet with their friends or family, such as a video, link or article, what methods do they use? 7

8 Power Integration Click on a contact s name to see and attachments sent you, meetings you have attended together, and their activities in social networks. Fast Search of All Files Xobni Smartr Inbox for Gmail, Android, Yahoo, BlackBerry & iphone is available Power of Integration Xobni.com Contact info, profile pictures, company info, job titles. All organized. Automatically. Xobni searches the web for information about your contacts. Facebook, LinkedIn, Twitter and more, brought into Outlook. Discover hidden associations / relationships between your contacts. Historical attachments available instantly without searching. 8

9 Website Raises Money Offline More than 50% said that they would NOT have taken further action if they had not first visited charity Web site Integration is Key Toward e-engagement Nonprofits and Individuals Engaging Online Kellogg Foundation Investing Time and Money Integration Balance Success 10-15% of budget 10-15% of time 9

10 Allocating Your Budget Social Media s Share of Online Budget (sample) See Google Grants as Alternative Your Charity May Qualify Nonprofit programs & benefits Exclusive nonprofit products, which include: Nonprofit World of Google Google Grants: Free AdWords advertising to promote your website on Google through keyword targeting. YouTube for Nonprofits: Premium branding capabilities on YouTube channels, increased uploading capacity, the ability to select custom thumbnail images, and Call-to-action overlay on your videos. Google Earth Outreach Grants: Free licensing for Google Earth Pro, Google SketchUp Pro and Maps API Premier. Google Apps for Nonprofits: Free version of Google Apps for Nonprofits with fewer than 3,000 users, or a 40% discount ($30/user/year) on Google Apps for Business for organizations which have over 3,000 users. Nonprofits Also Receive : Monthly Google for Nonprofits newsletter Access to Google for Nonprofits online resources Special offers and events Access to online training material targeted towards nonprofits 10

11 Do You Have Klout? What Is Your Number? What Is Your Reach? LinkedIn Online Forum New AFP /Wiley Book Virtual Seminars Boards Communications ephilanthropy Nonprofit Law Fundraising Volunteer Management Sign Up for Newsletter Radio Podcasts 11

12 Its All About People to People organization Existing Supporters Where Fundraising and Social Networking Meet Peers Peers Peers Peers Peers Peers The Aunt Mable Effect 12

13 Mass Influencers = Aunt Mables 15-16% of online nonprofit social media contacts are mass influencers, they leverage 80% of nonprofit contacts in social media -cygnus donor research Merci à Bryan Miller Get Your Aunt Mable Cooking Offer special promotions, thank her for her influence, and reward her for loyalty, she will be motivated to share early and share often. 1. Help her be an inside source for information 2. Mine the blogs and forums: To find and activate the people who are truly passionate about your organization, related services, or sector, you ve got to carefully monitor the blogosphere, message boards, and forums. 3. Interact Face to Face with Aunt Mabels 13

14 Successful Twitter-raising 1. Cultivate Community 2. State Your Request Clearly 3. Create Buzz 4. Direct to Great Website 5. Be Strong Offline Successful Twitter-raising 6. Plan & Get Out Of The Way 7. Recognize Volunteers 8. Update Supporters 9. Track Relationships 10. Track Ways to Improve 14

15 Hootsuite.com All About Hashtags ("#" Symbols) Hashtags: helping you find interesting Tweets People use the hashtag symbol # before relevant keywords in their Tweet to categorize those Tweets to show more easily in Twitter Search. Clicking on a hashtagged word in any message shows you all other Tweets in that category. Hashtags can occur anywhere in the Tweet. Hashtagged words that become very popular are often Trending Topics. Using hashtags If Tweet with a hashtag on a public account, anyone who does a search for that hashtag may find your Tweet. Don't #spam #with #hashtags. Don't over-tag a single Tweet. (Best practices recommend using no more than 3 hashtags per Tweet.) Use hashtags only on Tweets relevant to the topic. Example TODAY at 1pm ET: Learn how to use your #JuniorLeague experience to start a #nonprofit: 15

16 Helpful and Free Guides Executives Guide To Twitter: 5 Essential Tips for Promoting Your Charity Using Social Media Social Media Marketing Free e-book Ted s 10 Tips For Building Social Capital 1. Join Facebook Fan Pages and LinkedIn Groups related to your cause; 2. Like pages and accept friend requests (with thought); 3. Follow related twitter hashtags (#); 4. Respond to every post on your wall; 5. Identify your Aunt Mables 16

17 Ted s 10 Tips For Building Social Capital 6. Update your status as often as possible; 7. Post pictures and video; (youtube for nonprofits) 8. Complete your LinkedIn strategy; 9. To build authenticity, cover events and projects before the event to build interest, and then report and include pictures afterwards. 10. Encourage People to People campaigning! Automatic + Free Research 17

18 Let s Talk: Ted s 4 Year Strategy Year 1: Build Well Designed Website, Complete the 8 Basics, Collect s. eblurbs, build personal social network profile Year 2: Add Online Events, enewsletter?, Start Social Network, Campaigning, Build Social Capital, Executive Twitter, Organization LinkedIn Strategy, Adwords + Google Grant Year 3: Ramp up Social Networking, Leverage Online Community, Facebook/Twitter Strategy, Revise Website, Mobile Apps, Google and Youtube.com Year 4: People to People Fundraising is centerpiece to strategy Website Social Network Donors THANK YOU! Ted Hart, ACFRE CEO Charities Aid Foundation of America v Facebook: facebook.com/tedhart LinkedIn: linkedin.com/in/tedhart Skype: tedhartusa tedhart@cafamerica.org 36 18