Case Kentucky Presentation

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Information about Case Kentucky Presentation

Published on December 9, 2008

Author: jayblove

Source: slideshare.net

Jay Love, ePMT Co-Founder and CEO Major Donors Evolve from Everywhere: Internet Tools for Relationship Building

“ We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet , and charitable giving is a logical progression .” Paul Saffo Director of the Institute for the Future. Photo credit: Sorin Brinzei

“ We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet , and charitable giving is a logical progression .” Paul Saffo Director of the Institute for the Future.

Know the Difference How To Succeed Online

Know the Difference

Average Hours Spent Per Week: Source: Forrester Research 2007 Gen Y (18-27) Gen X (28-41) Young Boomers (42-51) Older Boomers (52-62) Seniors (63+) Reading Newspapers (not online) 1.2 1.7 2.8 3.6 5.1 Reading Magazines (not online) 1.7 2.0 2.1 2.4 3.1 Playing Video Games 4.3 2.0 1.1 1.1 1.1 Watching DVDs or VHS 5.8 4.3 3.6 3.3 2.8 Listening to Radio (not online) 7.0 6.9 7.4 6.2 5.3 Watching TV 10.4 11.3 12.5 13.7 14.3 Using Internet, PC, Mobile Phone 28.8 22.3 19.6 18.6 16.7

Key Takeaways The Internet is not just for kids anymore The Internet is used by the educated and engaged The Internet is not just for downloading music and fantasy football The Internet is used by your constituents…or someone else's

The Internet is not just for kids anymore

The Internet is used by the educated and engaged

The Internet is not just for downloading music and fantasy football

The Internet is used by your constituents…or someone else's

The Rules Still Apply (It’s all about relationships… not technology)

A Quick Survey What % of your names have email addresses How many collect them on Web Site? Where? How often do you communicate via mass email? Do you have a written email strategy?

Copyright 2002 - Gilbert Research

Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools

The eMail Sophisticated Organization: Collects email addresses on multiple pages of their web site? Regularly sends out one or more newsletters via email Can and does survey constituents Can raise funds via email

Collects email addresses on multiple pages of their web site?

Regularly sends out one or more newsletters via email

Can and does survey constituents

Can raise funds via email

10 Tactics for Avoiding Spam Filters Use a commercial email service (database tie in is best) Don’t use bright or crazy fonts Do not yell with ALL CAPS or NUMEROUS !!!!!!!!!!!!! Avoid words like “free”, “mortgage”, “enlarge”, “act now”, etc Make sure your WYSIWYG creates CLEAN HTML code Keep graphics to a safe level, equal amount of text or more Spell words properly Always use the same “From” ALWAYS include an “opt out” option Communicate regularly

Use a commercial email service (database tie in is best)

Don’t use bright or crazy fonts

Do not yell with ALL CAPS or NUMEROUS !!!!!!!!!!!!!

Avoid words like “free”, “mortgage”, “enlarge”, “act now”, etc

Make sure your WYSIWYG creates CLEAN HTML code

Keep graphics to a safe level, equal amount of text or more

Spell words properly

Always use the same “From”

ALWAYS include an “opt out” option

Communicate regularly

 

 

 

Example Landing Page

Nine Email Design & Usage Tips Keep truly important items above the fold Use testimonials on all sign-up pages Ask subscribers to add your from address to their address book The subject line will determine more opens than any other factor Do not use images for vital headlines, links or calls to action Keep emails below 50KB when possible Links to resources and to special landing pages on your web site are powerful (Especially “tell a friend” functions) Design knowing some email systems will turn images off Develop your own writing style that readers will learn to love

Keep truly important items above the fold

Use testimonials on all sign-up pages

Ask subscribers to add your from address to their address book

The subject line will determine more opens than any other factor

Do not use images for vital headlines, links or calls to action

Keep emails below 50KB when possible

Links to resources and to special landing pages on your web site are powerful (Especially “tell a friend” functions)

Design knowing some email systems will turn images off

Develop your own writing style that readers will learn to love

Professional Email is Economical 5,000 emails $99 .02 25,000 emails $400 .016 50,000 emails $650 .013 100,000 emails $1000 .01 250,000 emails $2000 .008 500,000 emails $2500 .005 Plus 3 - 20 times the success in delivery!

 

 

10 Tips for a Successful Email Strategy Do not buy email addresses Use chaperoning instead of buying Everyone is collecting addresses w/each daily actions (get 2) Test and Survey (let them know their opinion counts!) Keep calls to action SIMPLE Use multiple landing pages on your web site Link to and from Blogs and Social Network sites Offer sharing or “tell a friend” ALWAYS include an “opt out” option Communicate regularly

Do not buy email addresses

Use chaperoning instead of buying

Everyone is collecting addresses w/each daily actions (get 2)

Test and Survey (let them know their opinion counts!)

Keep calls to action SIMPLE

Use multiple landing pages on your web site

Link to and from Blogs and Social Network sites

Offer sharing or “tell a friend”

ALWAYS include an “opt out” option

Communicate regularly

Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools

“ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.” Carrie Johnson, Senior Analyst Forrester Internet Research

“ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.”

You’ve built a website… … will they come?

They’re at your website, now what do they do? Can they get something? Can they do something? Can they give something? Your goal – to get something from them!

Can they get something?

Can they do something?

Can they give something?

 

 

 

Video is Easy

Keeping it simple Prospect Website Gather Information Use Email Database Database

Question: Should a Non Profit host it’s own web site?

Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools

INTEGRATION is the KEY!

Be Like Martha or Oprah Both are Masters of Multi-Channel Marketing!

Both are Masters of Multi-Channel Marketing!

 

 

Example Plan Sept Oct Nov. Dec E-Newsletter 9/15 10/15 11/15 12/15 Pre Telemarketing e-mail 9/20 TM campaign starts 10/1 Year end direct mail 11/20 Year End E-Mail hits 1 and 2 12/20 / 12/28

Start With A Plan What are the goals? How will we measure success? Do we need any new tools or assistance? Who is responsible for what?

What are the goals?

How will we measure success?

Do we need any new tools or assistance?

Who is responsible for what?

The Message & The Medium Each medium has a style that works best Audiences are different Messages don ’ t need to be identical Shop others Test!

Each medium has a style that works best

Audiences are different

Messages don ’ t need to be identical

Shop others

Test!

Integrate Online and Offline Appeals Mention Benefits & Ease Of Online Contributions

Mention Benefits & Ease Of Online Contributions

Use E-Mail & Direct Mail Together

Coordinate Web and Phone Campaigns

Email Telemarketing

Personalized Fundraising Pages Peer Fundraising Online

Results: Personalized Event Fundraising Average volunteer sends over 30 emails One in four emails sent by a volunteer results in a donation Average online event gift is $59 which is a 50% increase over the average off-line gift Many volunteers reach their stated FR Goal!

Average volunteer sends over 30 emails

One in four emails sent by a volunteer results in a donation

Average online event gift is $59 which is a 50% increase over the average off-line gift

Many volunteers reach their stated FR Goal!

Build a Community

Build a Community

Build a Community

Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools

 

 

 

 

 

Podcasts  

Epilogue 10 Technology Resolutions for 2008 Sarah Robbins Director of Emerging Technologies Mediasauce

10 Technology Resolutions for 2008

Sarah Robbins

Director of Emerging Technologies

Mediasauce

1. Set up a Gmail Account

2. Post Pics to Flickr

3. Try a Microblog

4. Create a Google Alert

5. Set Up an RSS

6. Share a YouTube Video

7. Really Use Your Cell Phone (Send a text or a video)

8. Join a Social Network

9. Share PowerPoint Slides (Save a tree or two!)

10. Play a Video Game

Thank you! Jay B. Love, ePMT Co-Founder and CEO [email_address]

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