Asae09 What Ephilanthropy Can Do For You

www.asaecenter.org

What Can Ephilanthropy Do For You?

August 17, 20093:15 – 4:30 PM

Presenters:Karen Davis, Sr. Managing Director, Changing Our World, Inc.Jenn Thompson, Managing Director, Changing Our World, Inc.

www.asaecenter.orgwww.asaecenter.org

2

ABOUT CHANGING OUR WORLD

www.asaecenter.org

10 THINGS EPHILANTHROPY CAN DO FOR YOU

www.asaecenter.orgwww.asaecenter.org

4

10 THINGS1. Revealing Research2. Constituent Management3. Strategic Communications4. Fundraising5. Word-of-Mouth Marketing6. Community & Engagement around Cause/Issue7. Recognition Programs8. Audience Expansion9. Brand Awareness10.Save Money

www.asaecenter.orgwww.asaecenter.org

5

1. REVEALING RESEARCH Prospect Research Current employer and position Board memberships Personal interests Recent travels Charities/causes currently

supported Home value Political giving & affiliations

www.asaecenter.orgwww.asaecenter.org

6

1. REVEALING RESEARCH Competitor Research Website traffic Social Media traffic Online advertising Keywords/Search Engine

Optimization

Sector Benchmarks Website traffic Email open/action rates Online fundraising targets

www.asaecenter.orgwww.asaecenter.org

7

2. CONSTITUENT MANAGEMENTDatabase Management House all constituents in a single

system Track giving patterns (online &

offline) Store AND use email for

personalized communications Segment on campaign interests

& giving histories

One-time vs. recurring donors

Interests

Active vs. lapsed donors/members

Donors vs. non-donors

Location

Age/Sex

Membership Length

www.asaecenter.orgwww.asaecenter.org

8

3. STRATEGIC COMMUNICATIONS Diverse tools and tactics for one-to-one,

one-to-many, and many-to-many communications

Be Timely, Urgent, or Goal-Oriented in messages

Schedule & coordinate direct mail with email, social media, website, blog, etc…

Resend email to non-responders Send custom/personalized messages to

your segments (these will often perform better) TIP: You do NOT have to email

everyone all the time Customize giving levels/asks based

on constituent history

NPO

www.asaecenter.orgwww.asaecenter.org

9

4. FUNDRAISING & DEVELOPMENT Background: Online giving is a small percent

(typically 3-5%) of overall total giving

Studies show that major donors use the Internet to research charities before making giving decisions

57% of organizations taking part in the Wired Wealth Report* say their organization has received online donations of $1,000 or more

*The Wired Wealthy Using the Internet to Connect with Your Middle and Major Donors (March 2008)

**Giving USA 2007

Giving by Source**

www.asaecenter.orgwww.asaecenter.org

10

4. FUNDRAISING & DEVELOPMENT Trends: More donors but smaller average gift size (a recession

effect) Email open rates are slipping but

Email is still the leading tool for raising gifts online Charities are using multiple media approaches to secure

gifts (email, social networks, video, text messaging, direct mail)

www.asaecenter.orgwww.asaecenter.org

11

4. FUNDRAISING & DEVELOPMENTOptimizing Online Giving: Use tool(s) that support:

Organizational fundraising & peer-to-peer fundraising

One-time & recurring donations

Best Practices: Provide giving levels or membership

values vs. a single box to enter a gift amount

Ask for as little information as possible to process the gift

Give supporters personal fundraising tools – ROI is better when friends ask friends

Use source codes to track performance

Be Timely, Urgent, or Goal-Oriented in appeals

www.asaecenter.orgwww.asaecenter.org

12

5. WORD-OF-MOUTH MARKETINGEnable your constituents to do the talking:“Share” ToolsSocial networks

Find and cultivate influencers Engage followers/fans into

discussion/action vs. just pushing information at them

Repurpose social network activity on website & blog

www.asaecenter.orgwww.asaecenter.org

13

6. COMMUNITY ENGAGEMENTCreate Communities:Use social network toolsEnable communities to donate, advocate

Existing Communities:Become a trusted voice in existing communitiesEmpower constituents to speak on your behalf

www.asaecenter.orgwww.asaecenter.org

14

7. RECOGNITION PROGRAMS Make recognition part of your

communication plan Use ALL of your communications

tools Website Blog posts Thank You tweets Facebook updates Email newsletters

www.asaecenter.orgwww.asaecenter.org

15

8. AUDIENCE EXPANSIONUsage: 74% of US (227+ million online)* 72% of Canada (24 million online)* 263 million on MySpace* 250 million on Facebook* 43 million on LinkedIn 40 million on Bebo* 25 million on Twitter*

Opportunities: Explore social networks for

communities of like-minded people Identify and leverage influencers

* Source: Wikipedia

www.asaecenter.orgwww.asaecenter.org

16

9. BRAND AWARENESS Build buzz around a brand Position logo, name, tagline, URL

strategically @twitter username Blog name Social media icons PDFs & document downloads Email signatures Web page titles

YOUR LOGO

www.asaecenter.orgwww.asaecenter.org

17

10. SAVE MONEYFree/low cost tools Google Analytics Google Apps Google Sites Google Alerts Video hosting Polling & Advocacy Social networking/community

building Social media Email tools Open source platforms

www.asaecenter.org

NEXT STEPS

www.asaecenter.orgwww.asaecenter.org

19

A STRATEGIC EPHILANTHROPY APPROACH

www.asaecenter.org

SEEING IT COME TOGETHER

www.asaecenter.org

THANK YOU!