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Cate's Tulsa Presentation

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Technology

Published on February 6, 2009

Author: eTapestryCate

Source: slideshare.net

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Cate Shaffer eTapestry What’s New Online?? Internet Strategies to Build Success

For your consideration…

Your organization Clients Partners Staff Board Volunteers Time Money Competitors

“ 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 Brinzel

“ 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.

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

*Estimates provided by ePhilanthropy Foundation Estimate of Giving in 2001 = $550 million Estimate of Giving in 2002 = $1.1 Billion Estimate of Giving in 2003 = $1.9 Billion Estimate of Giving in 2004 = $2.62 Billion Estimate of Giving in 2005 = $4.53 Billion Estimate of Giving in 2006 = $8.15 Billion Estimate of Giving in 2007 = $10.4 Billion Online Giving Estimates*

Source: Giving USA Foundation – AAFRC Trust for Philanthropy Individuals $229.03 74.8% Foundations $38.52 12.6% Bequests $23.15 7.6% Corporations $15.69 5.1% 2007 charitable giving Total = $306.39 billion

Source: Giving USA Foundation – AAFRC Trust for Philanthropy

“ If you want milk from a cow, you don’t send it a letter.” Jerry Panas

“ If you want milk from a cow, you don’t send it a letter.”

Jerry Panas

Email vs Letter Relationship Building

Know the DIFFERENCE How To Succeed Online

Know the DIFFERENCE

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

Both are Masters of Multi-Channel Marketing!

 

 

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

Start With A Plan What are the goals? (fundraising, relationship, etc) How will we measure success? # of gifts, size of gifts, where the gifts come from, increase event attendance What are the specific tactics? Email, newsletter, event invites, personal meetings, phone solicitation Do we need any new tools or assistance? Database , Technology, Mail House, Gift Entry, Volunteers Who is responsible for what? Is everyone on the same page?

What are the goals? (fundraising, relationship, etc)

How will we measure success?

# of gifts, size of gifts, where the gifts come from, increase event attendance

What are the specific tactics?

Email, newsletter, event invites, personal meetings, phone solicitation

Do we need any new tools or assistance?

Database , Technology, Mail House, Gift Entry, Volunteers

Who is responsible for what?

Is everyone on the same page?

“ 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.”

Power Of Your Web Site More than 50% said that they would NOT have taken further action if they had not first visited charity Web site Toward e-engagement Nonprofits and Individuals Engaging Online – Kellogg Foundation

A “before” and “after” example

Privacy DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website http://www.the-dma.org/privacy/creating.shtml

DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website

Needle in a Needle Stack

Advanced Email Database Ecommerce Website Keeping it simple

INTEGRATION is the KEY! Next Steps

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

The Message & The Medium Each medium has a style that works best Audiences are Different Messages don ’ t need to be identical Develop campaigns or themes Test!

Each medium has a style that works best

Audiences are Different

Messages don ’ t need to be identical

Develop campaigns or themes

Test!

“ He that is good with a hammer tends to think everything is a nail.” -Abraham Maslow

“ He that is good with a hammer tends to think everything is a nail.”

-Abraham Maslow

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

Mention Benefits & Ease Of Online Contributions

Use E-Mail & Direct Mail Together

Email Telemarketing

A Targeted Approach

E-Mail KEY Functions Tracking : bounces, opens, click-throughs Deliverability : Full-time staff 24/7 monitoring blacklists, spam filtering and ISP standards Horsepower : Up to 300,000 emails per hour via a scheduler Spam analysis tools WYSIWYG editor Subscription management : automated unsubscribe or opting out link

Tracking : bounces, opens, click-throughs

Deliverability : Full-time staff 24/7 monitoring blacklists, spam filtering and ISP standards

Horsepower : Up to 300,000 emails per hour via a scheduler

Spam analysis tools

WYSIWYG editor

Subscription management : automated unsubscribe or opting out link

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

Many volunteers reach their stated FR Goal!

Personalized Event Fundraising

Build a Community

Keys To Success Plan Take an Integrated Approach Timely & Focused - Act Quickly When Needed Test Something New All The Time Get “Buy In” Organization-Wide Think Targeted One-To-One Marketing People Give to People Have Fun!!!!

Plan

Take an Integrated Approach

Timely & Focused - Act Quickly When Needed

Test Something New All The Time

Get “Buy In” Organization-Wide

Think Targeted One-To-One Marketing

People Give to People

Have Fun!!!!

What it is and What it Can Mean to Your Organization? Web 2.0

Web 1.0 vs. Web 2.0 Web 1.0 refers to first generation Web-based content that was typically one-way static communication. Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.

Web 1.0 vs. Web 2.0 Web 1.0 was about reading, Web 2.0 is about writing Web 1.0 was about organizations, Web 2.0 is about communities Web 1.0 was about home pages, Web 2.0 is about blogs Web 1.0 was about portals, Web 2.0 is about RSS Web 1.0 was about wires, Web 2.0 is about wireless Web 1.0 was about owning, Web 2.0 is about sharing Web 1.0 was about web forms, Web 2.0 is about web applications Web 1.0 was about dialup, Web 2.0 is about broadband Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/

Web 1.0 was about reading, Web 2.0 is about writing

Web 1.0 was about organizations, Web 2.0 is about communities

Web 1.0 was about home pages, Web 2.0 is about blogs

Web 1.0 was about portals, Web 2.0 is about RSS

Web 1.0 was about wires, Web 2.0 is about wireless

Web 1.0 was about owning, Web 2.0 is about sharing

Web 1.0 was about web forms, Web 2.0 is about web applications

Web 1.0 was about dialup, Web 2.0 is about broadband

Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/

Demographics of Internet Users Source: Pew Internet & American Life Project, 2006 Educational Attainment Education Level Percentage College + 95% Some College 85% High School 67% Less than High School 35%

Online Video Use has Exploded Source: The Wall St. Journal , 2006

Key Take-aways 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

"Build, learn, and make mistakes as you go – you'll know more about what you're doing as you're doing it, instead of before you do it." – Jason Fried, 37 Signals "A lot of our successes don't have anything to do with anything our executives thought were a good idea." – Sergey Brin, Google

Social Networking Boom

Social Networking Boom 1,313 Friends 12,309 Friends 18,047 Friends 25,037 Friends

Social Networking

Social Networking & Video

Go to Them (e.g. RSS)

 

 

RSS in Action

Video

Podcasts  

Message Boards

Wikipedia Exposure

"Do one thing every day that scares you." – Eleanor Roosevelt "We have a strategic plan. It's called doing things." – Herb Kelleher

Oprah, Would be Proud!

Martha, Would be Proud!

Other Successes . . .

Other Successes . . . .

"A year from now you may wish you had started today." – Karen Lamb "If you could do tomorrow over again, would you?" – Seth Godin

Keys To Success Plan Take an Integrated Approach Timely & Focused - Act Quickly When Needed Test Something New All The Time Get “Buy In” Organization-Wide Think Targeted One-To-One Marketing People Give to People Have Fun!!!!

Plan

Take an Integrated Approach

Timely & Focused - Act Quickly When Needed

Test Something New All The Time

Get “Buy In” Organization-Wide

Think Targeted One-To-One Marketing

People Give to People

Have Fun!!!!

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! Cate Shaffer Account Executive [email_address]

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