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Let's Get Social! Attract and Retain Your Donors with an Integrated Online StrategyPresenter: Angela Hill President and Creative Director, INCITRIOProgram Description:In today’s marketing environment, “social media” has become an all-encompassing buzzword that excites and terrifies professionals everywhere. What is it exactly? Why do I need it? And, most importantly, what exactly can social media do for me without eating up all of my valuable time?In this workshop, Angela Hill from Incitrio will teach you the basics of social media as well as share cutting edge techniques to help you kick-start your online marketing campaign. Listen to non-profit case studies, large and small, to discover fascinating ways your peers are using social media to leverage their internal teams. Learn how to create your own social media plan that is scalable and attainable. Discover best practices for training your staff and volunteers to communicate online. Discuss how social media can leverage and augment your existing content. And, lastly, use social media as a powerful tool to manage ongoing donor relationships, engage your volunteers and attract new funding.What Attendees Will Learn:o Social Media - terminology, tactics and toolso Best practices case studies from small and large non-profit organizationso How to create your own social media plano Best practices for training staff/volunteers to communicate onlineo How to leverage existing content across multiple platforms to create “buzz”o Tips for managing ongoing donor relationships, volunteer engagement and fundraising onlineAbout the Presenter Angela Hill is the President and Creative Director of Incitrio, a boutique graphic design and branding agency. Incitrio specializes in brand strategy and brand implementation via design for print, design for web, and fully integrated marketing campaigns.Since 1992, Ms. Hill has worked in the graphic design, branding and marketing industry within in-house agencies, advertising, marketing, and design firms in St. Louis, San Francisco, and San Diego. In 2008, she received the YWCA’s TWIN Award. The Tribute to Women of Influence (TWIN) Awards Program honors not only women who demonstrate excellence and top leadership within their companies, but also the companies that employ these women.Ms. Hill has experience creating and implementing brand strategy for organizations located throughout the world. Prior to starting her current firm, Ms. Hill’s national clients included: Hallmark, Williams Sonoma, Mars Candy, Energizer, Ford, Intel, Pepsi, Foster Farms, Sega, Merrill Lynch, Visa, and PG&E.Ms. Hill currently provides brand analysis, strategy and implementation to such corporations as: 3ECompany, The American Council on Exercise, Barney&Barney, Capstone, California Center for Sustainable Energy, Claritas (a division of Nielsen), Open Energy, Marsh, Nanogen, and the Veterinary Specialty Hospital.
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Let’s get social!How to attract and retain your donorswith an integrated online strategy
ASSOCIATION FOR FUNDRAISING PROFESSIONALSSAN DIEGO > AUGUST 2009
incitrio | 10951 sorrento valley road, suite 2c | san diego, california, usa 92121 | tel: 858.202.1822 | web: incitrio.com
An Introduction to Incitrio.Since 1992, I have been offering marketing and design
solutions to global clients such as:Hallmark, Williams Sonoma, Energizer, Mars Candy,Ford, Merrill Lynch, Visa, Sun Microsystems, PG&E,Maersk, Intel, Pepsi, Sega, Foster Farms, Invitrogen,Taylor Guitars and Jabra.
Incitrio was founded in 2004 to service the branding,print design, web design and online marketing needsfor businesses everywhere: B2B, B2C and non-profit.
Our Branding ProcessIntegrity + Authenticity in Branding = TRUST
INTERNAL BRANDING
EXTERNAL BRANDING
BRANDING ANALYSIS
STRATEGY AND DESIGN
RESULTS FOR CLIENT
External BrandingToday, we’re going to focus on Social Media.
BROCHURES
NEWSLETTERS
PRONLINE MARKETING
SOCIAL MEDIA
WEBSITE
EXTERNALBRANDING
Social MediaAn online tool for engaging your donor base.
ONLINE PRESENCE
ONLINE MARKETING
ENGAGING DONORS
ADDING VALUE
OPTIMIZING EXPERIENCE
SOCIAL MEDIA
LEVERAGING CONTENT
AssessmentFirst, let’s assess your website. Are you a 2 or a 10?
AssessmentLook at your online marketing components individually.
BrandingSkin, Bones, & Muscle
DesignFacial StructureBody Shape
MarketingThe Dress
AdvertisingHairMake-upAccessories
AssessmentIf one is weak, the others will fail. Strengthen equally.
BrandingCore Values
DesignLook&Feel of:Website,Email Newsletter,Blog, etc.
MarketingSEO, PPC, Blog content
AdvertisingBanner Ads,YouTube,Flickr, etc.
Website / ACR ModelACR = Acquire, Convert, Retain (Your Donors)
ONLINE PRESENCE
ONLINE MARKETING
ENGAGING DONORS
ADDING VALUE
OPTIMIZING EXPERIENCE
SOCIAL MEDIA
LEVERAGING CONTENT
AcquisitionAcquisition = AttractionHow do you attract the right prospective donors to you?
Options:Website Design (Z/F Patterns)Blogs (Wordpress.com)Search Engine Optimization (SEO)Pay Per Click (PPC via Google Adwords)Newsletters, Print & Email (Blue Hornet.com)E-brochures, Interactive PDF files (ebrochures.com)
ConversionConversion = Creating a RelationshipHow do you convert prospective donors into paying donors?
Options:Website Design (User Experience, Call to Action)Online Member & Event Registration (WildApricot.com or Eventbrite.com)RSS Feeds (Feedburner.com)Social Bookmarking (AddThis Toolbar)Media Sharing (Flickr.com, YouTube.comAffiliate Marketing (Amazon.com Affiliate Program)
RetentionRetention = Maintaining a RelationshipHow do you strengthen and enhance your donor’s experience?
Options:Website Design (E-commerce, Donor/Sponsor Directory)Social Communication (Twitter, Facebook)Online Discussion Forum (Ning.com)Presentation Sharing (SlideShare.com)File Sharing (Box.net)Online Classroom Management (Engrade.com)Elearning Tools (Wiziq.com)
User Experience DesignEnhance user experience with web design for “Z” or “F” patterns.
Claritas.com» Scientific studies show
website viewers look at yourcontent in a “Z” or “F”pattern.
» Make sure your criticalelements are placedcorrectly.
» Search, Call to Action,Alternative Navigation, etc.
Blogs: Off DomainWordpress.com offers a free blogging service that is easy to setup.
» Blogs are organizational diariesthat enable you to communicatewhat’s new at your organizationand provide a face or personality togo with the logo
» They are a great way to engagedonors and encourage dialogue inan authentic way
» Also, make sure you integrate yourblog on domain (within your URL)for the SEO benefits
» Incitrio.wordpress.com = blog offdomain, SEO benefits go towordpress not my organization
Blogs: On DomainIt’s critically vital that your blog is hosted on domain within your url to get
maximum SEO benefit. Example: www.incitrio.com/blog
Blogs: On Domain & CustomizedIf you’re more ambitious, you can create a customized blog that integrates
social media functionality. http://www.nature.org/
Blogs: On Domain & CustomizedSocial media functionality: Photos-Flickr, Video-YouTube, etc.
http://www.nature.org/
SEO vs. PPCSearch Engine Optimization vs Pay Per Click
ONLINE PRESENCE
ONLINE MARKETING
ENGAGING DONORS
ADDING VALUE
OPTIMIZING EXPERIENCE
SOCIAL MEDIA
LEVERAGING CONTENT
Pay Per ClickPay Per Click is a paid way to increase web traffic.
» Top 3 rows on yellow andright column are Pay PerClick aka PPC ads
» These organizations havepaid to be at the top andpay money to GoogleAdwords every timesomeone clicks on theirblue link.
Search Engine OptimizationSearch Engine Optimization is a free way to increase web traffic.
» Search Engine Optimizationaka SEO occurs when yoursite is optimized for aspecific keyword
» The first listing starts withwww.atriskyouthprograms.com - they are the mostoptimized for the searchterms: “programs for at riskyouth”
» Users are 80% more likelyto click on on SEO link
Meta TagsOptimizing your “meta tags” is the fastest way to get results.
» Meta Title = top line» Meta Description = first
paragraph» Meta Keywords = not
shown, but it is in yoursource code
» This is how the Googlebotfinds your site and decideshow to rank you.
Source CodeFirst, you need to view your source code to do an assessment.
» Go to the top menu bar ofyour browser (Explorer,Safari or Firefox)
» Click the View tab, thenselect View Source
» Next, a screen will pop upand you will get a text docfull of html info that has yourmeta info inside it.
Source Code SampleHere is an example of what source code looks like.
» <meta name="description" content="ElderHelp of San Diego is a non-profit organizationcomprised of professionals and community volunteers committed to offering quality social servicesthat help seniors live independently in their own homes.">
» <title>Elder Help of San Diego - Senior assistance by helping seniors with safe living conditions,home cleaning, transportation and companionship</title>
» <meta name="keywords" content="Elderhelp of San Diego,elder,elder care san diego,eldercare,senior social services,senior,elderly,senior citizens services,senior citizens care,seniorcare,senior citizens,senior transportation,senior education programs,elder health advice,elderhomeowner,rental assistance,home share,shopping assistance,home delivered meals,homedelivered meal,delivered meals,delivered meal,senior citizens classes,senior citizens class,elderinformation,elder informations,elder referral,elder referrals,elder residential facilities,counselingservices,safety services,safety network services,volunteer,volunteers,senior volunteeropportunities,elder volunteer services,senior services">
Meta TitleHow do you optimize your “meta title” in your source code?
» Evaluate your current SEOMeta Title.
» Copy and paste it into Wordfor a character count.
» Your SEO Meta Title shouldonly be 60 characters withspaces, everything elsedoesn’t show or add value
Meta TitleHow do you rewrite your “meta title” for optimization?
» BEFOREElder Help of San Diego - Senior assistance by helping seniorswith safe living conditions, home cleaning, transportation and companionship(139 characters)
» AFTERHelping Seniors Thrive at Home | ElderHelp of San Diego(55 characters)
Meta DescriptionHow do you optimize your “meta description” in your source code?
» Evaluate your current SEOMeta Description.
» Copy and paste it into Wordfor a character count.
» Your SEO Meta Descriptionshould only be 150characters with spaces,everything else doesn’tshow or add value
Meta DescriptionHow do you rewrite your “meta description” for optimization?
» BEFOREElderHelp of San Diego is a non-profit organization comprisedof professionals and community volunteers committed to offeringquality social services thathelp seniors live independently in their own homes.(206 characters)
» AFTERWe help seniors live longer, happier, healthier lives in their own home.ElderHelp is your resource for quality senior care at free or low cost rates.(150 characters)
Meta KeywordsHow do you optimize your “meta keywords” in your source code?
» Evaluate your current SEOMeta Keywords.
» Copy and paste into Wordfor evaluation
» You can’t see them, but theGooglebot can
» Your SEO Meta Keywordsshould have 1 primarykeyword and 3-5 secondarykeywords, everything elsedoesn’t show or add value
Meta KeywordsHow do you rewrite your “meta keywords” for optimization?
» BEFOREElderhelp of San Diego,elder,elder care san diego,elder care,senior socialservices,senior,elderly,senior citizens services,senior citizens care,senior care,seniorcitizens,senior transportation,senior education programs,elder health advice,elderhomeowner,rental assistance,home share,shopping assistance,home deliveredmeals,home delivered meal,delivered meals,delivered meal,senior citizensclasses,senior citizens class,elder information,elder informations,elder referral,elderreferrals,elder residential facilities,counseling services,safety services,safety networkservices,volunteer,volunteers,senior volunteer opportunities,elder volunteerservices,senior services (36 keywords)
» AFTERPrimary: ElderHelp of San DiegoSecondary: Elder Help of San Diego, San Diego ElderHelp, San Diego Elder Help(4 keywords = 1 primary + 3 secondary, variations of first word)
Online Interactive ContentTools that enable you to communicate authentically.
ONLINE PRESENCE
ONLINE MARKETING
ENGAGING DONORS
ADDING VALUE
OPTIMIZING EXPERIENCE
SOCIAL MEDIA
LEVERAGING CONTENT
Email vs. Print NewslettersEmail Newsletters vs Print Newsletters
» Email Newsletters typically have a flat fee on a per month and perusage basis
» Deliver the same content, but save the expense of printing andmailing
» Incitrio uses BlueHornet.com for its clients.» Strong reporting mechanism that enables you to track: sends, opens
and click-thrus.
Email vs. Print NewslettersEmail Newsletters vs Print Newsletters
» Make sure your provider is CAN SPAM compliant - meaning theydon’t allow their users to send to paid or bought lists.
» If they are, then their servers will be “white listed” as opposed to“black listed.”
» This will guarantee that your emails go through 100% of the time asopposed to 50% of the time.
» The more emails go through, the higher your acquisition andconversion rates will be.
» Never, ever share your list with anyone else - it’s poor form andagainst the law.
Email NewslettersPersonalization is a great way to increase value.
AdvertisingAge.comEmail Newsletter•Segment Audience•Segment Content•Dynamic Elements•Variable Data Details
By segmenting your audience,you can create relevant contentthat varies by donor size,volunteer, or other specification.
EbrochuresEbrochures.com offers a free service for making your current
print newsletter PDF file into an interactive PDF online.http://mea.org/voice/2009April/4199813C55D9904CB394140C519AFCC6/index.html
Defining the Donor ExperienceTools that enable you to demonstrate integrity.
ONLINE PRESENCE
ONLINE MARKETING
ENGAGING DONORS
ADDING VALUE
OPTIMIZING EXPERIENCE
SOCIAL MEDIA
LEVERAGING CONTENT
User Experience DesignDefine your call to action and initiate conversion.
GreatSchools.net• Promote special items• Personal welcome• Search functionality• Segment content• Sign up for newsletter
Event RegistrationEventbrite.com offers a free event registration tool.
Eventbrite.com• Free, easy to setupand customizable•Promote items viasocial tools: Email,Facebook, Twitter,Linkedin, MySpace,Digg, deli.ici.us, Reddit
Donor & Event ManagementWildApricot.com offers a low cost donor mgmt tool.
WildApricot.com•Donor Registration•Event Registration•Email Newsletter•Discussion Forum•Online Donations•Sponsor Directories•$50/mo for 500 personmembership
Really Simple Syndication (RSS)Feedburner.com offers a free tool for subscribing to RSS feeds.
Feeds are a way for websites large and small to distribute their contentwell beyond just visitors using browsers.
Feeds permit subscription to regular updates, delivered automaticallyvia a web portal, news reader, or in some cases good old email.
Feeds also make it possible for site content to be packaged into"widgets," "gadgets," mobile devices, and other bite-sizedtechnologies that make it possible to display blogs, podcasts, andmajor news/sports/weather/whatever headlines just about anywhere.
Social BookmarkingAddThis.com offers a free tool to enable social bookmarking
on your website. Site: www.addthis.com
Leveraging Content for EfficiencyTools that enable you to communicate clearly.
ONLINE PRESENCE
ONLINE MARKETING
ENGAGING DONORS
ADDING VALUE
OPTIMIZING EXPERIENCE
SOCIAL MEDIA
LEVERAGING CONTENT
Media Sharing: FlickrFlickr.com is a great way to enhance the donor experience with
photos from recent events. www.flickr.com/photos/idahoea/
Media Sharing: FlickrFlickr.com offers free Pro-level accounts for NonProfits. Site: www.flickr.com/good
Media Sharing: YouTubeYouTube.com is a great way to enhance the donor experience with
videos on timely topics. http://www.youtube.com/watch?v=OfDAaqlSdlk
Media Sharing: YouTubeCreating a branded YouTube channel is free for non profits.
http://www.youtube.com/user/mtacommunications
Media Sharing: YouTubeIn order to have a branded channel, you need to apply online to their
Non Profit program. http://www.youtube.com/nonprofits
Media Sharing: YouTubeThere are great online tutorials for how to setup your own branded
channel and leverage existing content.http://www.charityhowto.com/video_info.php?vid=16&gclid=COiQrNOjkJwCFRlcagodxlcJZA
Media: Creating Emotional AssetsTelling patient stories (clients served stories) create that
human/emotional element is necessary to building arelationship with your online donor base.http://www.sandiegobloodbank.org/donating_blood/saving_lives/
Affiliate MarketingAmazon.com offers a great affiliate marketing program that gives
you a commission for book/product sales you send their way.
E-commerce: Website RevenueAdding an e-commerce or shopping cart component is a great way
to sell branded items and increase your organization’s revenue.http://www.shopzoo.com/index.php?main_page=product_info&cPath=9_10_31&products_id=1475276
Creating a Social CommunityTools that enable you to communicate clearly.
ONLINE PRESENCE
ONLINE MARKETING
ENGAGING DONORS
ADDING VALUE
OPTIMIZING EXPERIENCE
SOCIAL MEDIA
LEVERAGING CONTENT
Twitter: SetupSetup a twitter.com account to engage your donors in real-time.
» Twitter is a micro blog» You’re limited to 140
characters, so it’s an easyand fun way to engage withyour audience
Twitter: Branded AccountCreate a branded profile to leverage your brand equity.
» Use Twitter to engage differentaudiences
» Talk about issues that areimportant to you
» Discuss upcoming events orshowcase articles/blog postings
» Create a personal relationshipon behalf of your organization
Twitter: Personal BrandingYou’ll be surprised just how many of your donors and fellow non profit
organizations are already on there!Scott Silverman, ED, Second Chance http://twitter.com/scotthsilverman
Facebook: Causes PageLink your twitter account to your Facebook.com group account for real-time
updates. Start a dialogue going with your donors around important issues.Encourage online donations and run campaigns. http://apps.facebook.com/causes/58794
Facebook: Setup Causes PageSetting up your Causes Page is free and easy to do.
http://www.causes.com/partners/partners/new
Ning: Social NetworkNing.com is yet another free online discussion forum for creating, customizing and
sharing a social network with your donors. http://mdnonprofithelp.ning.com/
Creating the Donor 2.0 ExperienceTools that enable you to communicate clearly.
ONLINE PRESENCE
ONLINE MARKETING
ENGAGING DONORS
ADDING VALUE
OPTIMIZING EXPERIENCE
SOCIAL MEDIA
LEVERAGING CONTENT
Leverage Content: SlideShareSlideShare.com is a free tool for sharing presentations online.
http://www.slideshare.net/khuntermintz/alabama-science-teachers-association-conference-2008-presentation
Leverage Content: Box.netBox.net is a free tool for sharing files and collaborating online.
Leverage Content: Engrade.comEngrade.com is a free tool for online classroom management.
Leverage Content: Wiziq.comWiziq.com is a free to low-cost e-learning tool.
The POST StrategyThe “secret” to creating an integrated online plan.
OBJECTIVES
STRATEGY
TECHNOLOGY
PEOPLE
SOCIAL MEDIA
POST Strategy: PeopleThe “secret” to creating an integrated online plan.
OBJECTIVES
STRATEGY
TECHNOLOGY
PEOPLE
SOCIAL MEDIA
POST: PeopleAssess your target audiences social activites:» Do your donors have a Facebook account?» Are your volunteers active on Flickr?» Can you reach the right media contacts thru Twitter?» Will you have compelling content of the demographic
you serve to post on YouTube?» Are there safety or privacy issues around images/content
of the people you serve?» Would a corporate donor read your Blog?
POST: PeopleAssess your operational infrastructure:» Can you have “man/woman” hours to dedicate to social
media implementation?» Will you need to spend money for setup?» What is the learning curve for your assigned person?» Can that person write up a plan?» Who should be involved? (ED, campaign mgr, volunteer
coordinator, board members, etc.)
POST Strategy: ObjectivesThe “secret” to creating an integrated online plan.
OBJECTIVES
STRATEGY
TECHNOLOGY
PEOPLE
SOCIAL MEDIA
POST: ObjectivesWhat you seek to accomplish (conversion point):» Increase # of donors» Improve quality of donors» Enlarge size of donation» Attract more volunteers» Generate free press for organization» Reach out to targets you serve» Partner with other organizations» Find foundation or grant money
POST Strategy: StrategyThe “secret” to creating an integrated online plan.
OBJECTIVES
STRATEGY
TECHNOLOGY
PEOPLE
SOCIAL MEDIA
POST: StrategyPlan how relationships will change (retention plan):
Once you’ve converted (elicited a donation), how willyou keep those members coming back?
» Blog - stay abreast of latest updates» Facebook - donor community to celebrate wins (great for
walk-a-thons or competitive fundraising)» Twitter - real-time updates regarding acheivements
POST Strategy: TechnologyThe “secret” to creating an integrated online plan.
OBJECTIVES
STRATEGY
TECHNOLOGY
PEOPLE
SOCIAL MEDIA
POST: TechnologyPicking the right social media platforms:» Blogs - require updates 2-3 times per week of 300 word
entries» Facebook - require daily updates and links to other tools» Twitter - real-time daily updates regarding acheivements» Ning - requires weekly updates, posts and moderating
of the community and their comments
The PIDM MethodThe “secret” to implementing an integrated online plan.
IMPLEMENTATION
DISCIPLINE
MEASUREMENT
PROCESS
SOCIAL MEDIA
PIDM Method: ProcessThe “secret” to implementing an integrated online plan.
IMPLEMENTATION
DISCIPLINE
MEASUREMENT
PROCESS
SOCIAL MEDIA
PIDM: ProcessOnce you’ve selected your social vehicles, next
develop a plan or process around them.» Selection of social media tools» Frequency of content» Delegation of content creation» Language for communication (Consider: terms, privacy
policy, legal liability, security, etc.)» Succession planning - Who will take over when the
intern leaves and we need to manage ourselves? Isthere a volunteer who can help?
» Document all items in a Process Binder (legacy)
PIDM Method: ImplementationThe “secret” to implementing an integrated online plan.
IMPLEMENTATION
DISCIPLINE
MEASUREMENT
PROCESS
SOCIAL MEDIA
PIDM: ImplementationOnce you’ve created your plan and process, now it’s
time to prep for implementation. It’s critical that yoursite converts well before you start driving traffic.
» Look at your Google Analytics - bounce rate less than40%, long page time, what content is most interesting
» Prominent donate button and phone #?» Online donation processing?» Fix SEO meta tags» Boost content around topics that are of most interest
PIDM: ImplementationOnce you’ve created your plan and process, now it’s
time to prep for implementation. Examine whatassets you already have that you can leverage.
» Annual Report in PDF format for download» Case Studies or White Papers online» Resource Center for Donor FAQs» Photos from most recent fundraiser» Video testimonials from donors or clients» Scrub your email database to make sure contact emails
are still valid
PIDM: ImplementationCreate a schedule for implementation roll out.» Website - analytics, SEO, redesign, content boost» Email Newsletters - email database, request permission
to send to audience, can-spam compliant» Blog - work with programmer to integrate on domain, put
into primary nav with text link along bottom nav» Facebook - leverage database to encourage online
connections and support, experiment with a campaign» Twitter - promote activities across all channels
PIDM Method: DisciplineThe “secret” to implementing an integrated online plan.
IMPLEMENTATION
DISCIPLINE
MEASUREMENT
PROCESS
SOCIAL MEDIA
PIDM: DisciplineCreate a schedule for maintenance and discipline.» Website - 2-3 weeks prep time» Email Newsletters - 2-3 weeks prep time, send weekly or
bi-weekly (organize all content to maximize)» Blog - 1-2 weeks prep time, 3-5 hours weekly» Facebook - 1 day prep time, 1 hour daily» Twitter - 1 day prep time, 1 hour daily (can sync Twitter
with other applications like Facebook)
PIDM Method: MeasurementThe “secret” to implementing an integrated online plan.
IMPLEMENTATION
DISCIPLINE
MEASUREMENT
PROCESS
SOCIAL MEDIA
PIDM: MeasurementDevelop a plan for measuring effectiveness.» Website - Google Analytics
Goal: decrease bounce rate, increase time on site,increase monetary donations
» Email Newsletters - Email DashboardGoal: increase open rate, increase click-thrus, increasemonetary donations
» Blog - Technorati, Digg, Delicious, StumbleUponGoal: increase blog ranking, increase diggs per article,increase monetary donations, increase PR or “buzz”
PIDM: MeasurementWhen in doubt, there is a great tool for measuring your
site’s SEO effectiveness. www.websitegrader.com
Thank You!Now it’s time to start implementing. Have fun!
Angela Hill, President & Creative Directoremail: [email protected]: 858.202.1822
website: www.incitrio.comlinkedin: www.linkedin/in/incitriotwitter: @incitrio
Today’s Presentationblog: www.incitrio.com/blog
