AYN Brand Online Marketing & Fundraising via Social Media Workshop presented by Grace Rodriguez for National Arts Marketing Project (NAMP) & Houston Arts Alliance (HAA)
2. If youre tweeting Please use the #namphaa hashtag when
referencing any items from this NAMP + HAA workshop. #namphaa
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
3. Once upon a time, we used this Flickr: jcroach
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
4. and spread the word like this Flickr: Jeffrey Beall Flickr:
Amer. Red Cross Oregon Trail Chapter http://blog.aynbrand.com :
@aynbrand : @gracerodriguez : [email protected] :
713.568.6835
5. and collected donations like this Flickr: gak
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
6. Then we figured out this Flickr: hfreesartography
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
7. and now, were figuring out this. Conversation Prism : Brian
Solis http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
8. This is about COMMUNICATION http://blog.aynbrand.com :
@aynbrand : @gracerodriguez : [email protected] :
713.568.6835
9. This is about CONVERSATIONS http://blog.aynbrand.com :
@aynbrand : @gracerodriguez : [email protected] :
713.568.6835
10. This is about CONNECTIONS http://blog.aynbrand.com :
@aynbrand : @gracerodriguez : [email protected] :
713.568.6835
11. This is about COMMUNITY http://blog.aynbrand.com :
@aynbrand : @gracerodriguez : [email protected] :
713.568.6835
12. and all of this can work together http://blog.aynbrand.com
: @aynbrand : @gracerodriguez : [email protected] :
713.568.6835
13. Support Offline with Online Blogs Twitter Hashtags &
Tags Livestreaming Video Photos Podcasts Polls & Surveys
Donation widgets http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
14. Support Online with Offline Tweetups Festivals Competitions
Marathons Special Events Classes Conferences Seminars &
Workshops http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
15. Holistic Interactive Strategy HOLISTIC PERSPECTIVE: Offline
and online efforts must be integrated and managed as a whole,
rather than addressed as separate components. GOALS RESEARCH
Existing and potential problems and solutions Community members,
influencers, leaders, and networks Competitors and potential
partners/allies STRUCTURE Develop organizational structure &
interactive framework Develop systems and procedures Recruit team
and build champions PARTICIPATE Visit community members where they
congregate and interact Communicate. Listen. Respond. Share.
Schedule regular events EVALUATE Audience Engagement &
Community Growth Public Support & Contributions Revise tactics
based on perceived needs and weaknesses GOALS RESEARCH STRUCTURE
ENGAGE EVALUATE http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
16. NTEN 2009 eNonprofit Benchmarks Study 2008 was a year of
financial problems led by mortgage defaults, higher energy prices,
and stock market woes. Despite this, total online fundraising was
up 26% over 2007. Total number of online donations: up 43%. Why are
nonprofits having success with online fundraising? It has to do
with effective internet marketing and relationship building.
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
17. Your Goals Offline = Your Goals Online Make people aware of
the organization. Get people to care about the organization.
Encourage people to support the organization with money, time,
advocacy. Keep people connected to the organization. - Brian Walsh,
Associate Director of the Fundraising Division for Changing Our
World, Inc. GOALS http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
18. RESEARCH (Google & Bing=Your New BFFs) What are your
resources? Who are your target audiences? What do they care about?
Where do they congregate? How will you reach & engage them? How
will you connect them into a self- sustaining community? RESEARCH
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
19. Pick Your Playground getting older getting younger in
between http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
20. This is No Longer Just Kids Play In one year, 350,000 users
created 1,700 groups discussing everything from gardening to social
activism on AARP.org. http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
22. 1 Create an online home Create an online home base to refer
all audiences base to refer all audiences back to for more info.
back to for more info. http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
23. 2 Set up a PayPal account to Set up a PayPal account to
receive donations online. receive donations online.
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
24. 3 Register with Network for Register with Network for Good
and read their tips at Good and read their tips at
fundraising123.org. fundraising123.org. http://blog.aynbrand.com :
@aynbrand : @gracerodriguez : [email protected] :
713.568.6835
25. 4 Ask supporters to start their Ask supporters to start
their own fundraising campaigns own fundraising campaigns for your
cause/organization. for your cause/organization.
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
26. 5 Register your organization Register your organization at
fundraising sites that at fundraising sites that people can find
& share. people can find & share. http://blog.aynbrand.com
: @aynbrand : @gracerodriguez : [email protected] :
713.568.6835
27. 6 Create a Twitter account & Create a Twitter account
& customize it to reflect your customize it to reflect your
organizations brand. organizations brand. http://blog.aynbrand.com
: @aynbrand : @gracerodriguez : [email protected] :
713.568.6835
28. 7 Create Twitter lists of your Create Twitter lists of your
organizations staff, organizations staff, partners, and supporters.
partners, and supporters. http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
30. 9 Sign up for TwitPay and ask Sign up for TwitPay and ask
your Tweeps to donate to your Tweeps to donate to you dont forget
Pls RT! you dont forget Pls RT! http://blog.aynbrand.com :
@aynbrand : @gracerodriguez : [email protected] :
713.568.6835
32. 11 Register for TwitCause to Register for TwitCause to
raise more awareness & raise more awareness & develop new
supporters. develop new supporters. http://blog.aynbrand.com :
@aynbrand : @gracerodriguez : [email protected] :
713.568.6835
33. 12 Use Act.ly to create events, Use Act.ly to create
events, petitions, and get more petitions, and get more retweets
for calls-to-action. retweets for calls-to-action.
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
34. 13 Monitor your organizations Monitor your organizations
mentions and to thank mentions and to thank people and respond.
people and respond. http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
35. 14 Promote your events & Promote your events &
campaigns, and engage campaigns, and engage people with #hashtags.
people with #hashtags. http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
36. 15 Create a fundraising Create a fundraising campaign
organized via campaign organized via Twitter and tweetups. Twitter
and tweetups. http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
37. 16 Empower your followers with Empower your followers with
actionable information that actionable information that supports
your mission. supports your mission. http://blog.aynbrand.com :
@aynbrand : @gracerodriguez : [email protected] :
713.568.6835
38. 17 Encourage your supporters Encourage your supporters to
Avartize their Twitter to Avartize their Twitter avatars (profile
pictures). avatars (profile pictures). http://blog.aynbrand.com :
@aynbrand : @gracerodriguez : [email protected] :
713.568.6835
39. 18 Use TwitPic to share photos Use TwitPic to share photos
of activities, events, of activities, events, volunteers and
supporters. volunteers and supporters. http://blog.aynbrand.com :
@aynbrand : @gracerodriguez : [email protected] :
713.568.6835
40. 19 Use url shorteners to track Use url shorteners to track
link performance and link performance and improve your content.
improve your content. http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
41. 20 Create a Facebook Fan Create a Facebook Fan Page that
reflects your Page that reflects your organizations brand.
organizations brand. http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
42. 21 Create a Cause and add it Create a Cause and add it to
your page. Invite your to your page. Invite your supporters to add
it, too! supporters to add it, too! http://blog.aynbrand.com :
@aynbrand : @gracerodriguez : [email protected] :
713.568.6835
43. 22 Ask supporters to donate Ask supporters to donate their
birthday to your Cause. their birthday to your Cause.
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
44. 23 Engage supporters by Engage supporters by allowing them
to post pics, allowing them to post pics, videos, etc., to your
page. videos, etc., to your page. http://blog.aynbrand.com :
@aynbrand : @gracerodriguez : [email protected] :
713.568.6835
45. 24 Add your blogs feed to Add your blogs feed to your Fan
Page wall through your Fan Page wall through the Notes application.
the Notes application. http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
46. 25 Integrate other social Integrate other social networks
through Facebook networks through Facebook tabs and applications.
tabs and applications. http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
47. 26 Add your events to Facebook Add your events to Facebook
and ask your supporters to and ask your supporters to share it
& invite their friends. share it & invite their friends.
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
48. 27 Start discussions that Start discussions that engage
people and rally engage people and rally them around your cause.
them around your cause. http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
49. 28 Use Facebook Insights to Use Facebook Insights to gather
data on user activity gather data on user activity and
demographics. and demographics. http://blog.aynbrand.com :
@aynbrand : @gracerodriguez : [email protected] :
713.568.6835
50. 29 Use the YouTube nonprofit Use the YouTube nonprofit
program to raise funds and program to raise funds and increase
awareness. increase awareness. http://blog.aynbrand.com : @aynbrand
: @gracerodriguez : [email protected] : 713.568.6835
51. 30 Host a contest to engage Host a contest to engage people
and develop people and develop media you can re-use. media you can
re-use. http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
52. 31 Engage supporters by Engage supporters by encouraging
them to encouraging them to upload video responses. upload video
responses. http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
53. 32 Create a Flickr non-profit Create a Flickr non-profit
pro account to share pics. pro account to share pics.
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
54. 33 Create a Flickr group for Create a Flickr group for fans
and add your photos fans and add your photos to other relevant
groups. to other relevant groups. http://blog.aynbrand.com :
@aynbrand : @gracerodriguez : [email protected] :
713.568.6835
56. 35 Submit key articles, blog Submit key articles, blog
posts, and press releases to posts, and press releases to social
news/bookmark sites. social news/bookmark sites.
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
57. 36 Use a Share This widget on Use a Share This widget on
your website or blog. your website or blog.
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
58. 37 Integrate your social Integrate your social networks
with your website. networks with your website.
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
59. 38 Include your blog or Twitter Include your blog or
Twitter RSS feed on your website. RSS feed on your website.
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
60. 39 Track your websites analytics Track your websites
analytics to evaluate what works and to evaluate what works and
refine your online strategy. refine your online strategy.
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
61. 40 Create a social media Create a social media monitoring
dashboard to monitoring dashboard to track news & mentions.
track news & mentions. http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
62. Join the Conversation Identity: Uniquely identify members
Presence: Know who is involved Relationships: Show how members are
connected Conversations: Support communication among members
Groups: Allow members to form communities around interests
Reputation: Lead by example & monitor status Sharing:
Facilitate sharing things meaningful to members (like photos or
videos) ENGAGE http://blog.aynbrand.com : @aynbrand :
@gracerodriguez : [email protected] : 713.568.6835
67. Holistic Interactive Strategy GOAL : Raise Awareness &
Funds for a Good Cause RESEARCH : Charitable Cause Needs Current
Support Base Potential Support STRUCTURE : Event Logistics Support
Activities Support Team PARTICIPATE : Crowdsourcing Listen &
Respond EVALUATE : Event Results Funds Raised Charity &
Audience Feedback GOALS RESEARCH STRUCTURE ENGAGE EVALUATE
http://blog.aynbrand.com : @aynbrand : @gracerodriguez :
[email protected] : 713.568.6835
