How to use the Internet and Social Media for Economical and Effective

Nonprofit Marketing and Fundraising

Eriko Kennedy, Ph.D.ekennedy5@comcast.net

@kangarooGrl

“The greatest danger in times of turbulence is not the turbulence;

It is to act with yesterday’s logic.” -Peter Drucker

Adapt and “market” to surviveNetworked age + limited resources

Fundraising has changed Build a support base -

increase awareness of your agencyreach people who share interest

Client Outreach General Public

Outreach

How to market your agency?Traditional channels

Advertisements ($$)Newspaper /magazine

article , TV spotPeer-to-peer invitationsCommunity eventsDirect mail ($)

“New” mediaEmail, website, portals, social media (Facebook, etc.), mobile phone

InternetComputer

Website

Mobile

Print mediaTV

Radio

Importance of the internet75% of people research online before donating.

Nearly 50% of mid-range to large donors checked the agency website before giving.**

Online nonprofit giving increased 40% from 2009 to 2010.**

*Wymer and Grau (2011). Connected Causes **Convio (2011). Online Marketing Nonprofit Benchmark Index

*Blackbaud , 2010 Online Giving Report http://www.blackbaud.com/files/resources/downloads/WhitePaper_2010OnlineGivingReport.pdf

$5.1B in online giving only 4.5% went to human service

groups. Blackbaud (2011). 2010 Online Giving Report

What is a portal?

Guidestar http://www2.guidestar.org/

Charity Navigator http://www.charitynavigator.org/

Network for Good http://www1.networkforgood.org/

Jumo http://www.jumo.com/

Marketing/fundraising steps1. Assess and clarify agency brand then

set marketing/fundraising goals2. Develop infrastructure (integrate all

systems)3. Well-crafted website4. Well-crafted emails and newsletters5. Search engine optimization (SEO)6. Social media

Step1. Assess/clarify agency brandSo, what are you

known for?What do you want to

be known for?

How to present your agency?

Are all agency staff on “message”?

Ask donors, clients volunteers, staff, strangers…

• How they found you?• What does your agency

do?• Why they chose you? • What you do well? • What needs improving?

Crafting your agency’s imagePositive branding evolves from an integrated, coordinated effort.• Brand a name, term, sign, symbol, or design (or a combination of these) that

identifies the maker or seller of a product or service. • Brand Identity how you want others to think, feel, and act with respect to your

brand.• Brand Image the core idea you want the brand to evoke in the target audience. • Brand Awareness the extent to which people recognize a brand. • Brand Promise marketer’s vision of what the brand must be and do for consumers.• Brand Loyalty degree that consumers continually purchase the same brand within

a product class.• Brand Equity value of a brand, based on the level of brand loyalty, name

recognition, perceived quality, strong brand associations. • Brand Elements the trademarks that differentiate the brand from others. • Cobranding marketing established brands together in the same manner.

Kotler & Lee (2008) Social Marketing: Influencing behaviors for good.

Set marketing/fundraising goals and strategy

Why/who are you trying to reach? Donors (small, large, one-time, regular),

volunteers, interns, business collaborators, government employees and legislators, foundation staff, interest groups, clients,

colleagues

Reaching your audience

Identify channels – tailor messages

What information would target respond to?

Example, Child and family services Local newspapers/special interest papers, radio,

community centers, hospital events and newsletters, TV, annual fair or children’s festivals,

zoo and sports events

Set realistic financial goals!

Formalize and planTriage• Tie-in with agency’s current calendar• Ensure everyone is clear on responsibilities • Everyone communicates and works together

Network for Good Online Giving Study http://www.onlinegivingstudy.org/

December is the peak period for online giving. Last days of the year are the peaks days.

Opportunity lost…holiday/year-end giving

Step 2. Integrate all the systemsFoundation - fundraising, constituent and website

software must be interlinked and reasonably user-friendly.

Basic level - website is user-friendly and easy to edit or change. Learn to use metrics.

Advanced steps - Only when above levels are complete,consider limited social media. Join other groups and monitor first. Run a trial, then test social media efforts.

Go SLOW! Facebook takes 2-4 hrs/week staff time.

In upcoming years, will need to learn mobile applications.

Step 3. Well-crafted websitehttp://www.mannafood.org http://www.atlantahabitat.org http://www.redcross.org/ http://www.nonprofitadvancement.org http://support.washhumane.org Before and after on Katya’s blog…http

://www.nonprofitmarketingblog.com/site/extreme_website_makeover_from_ick_to_slick/ Project Hope updates website regularly..see how it looks today http://www.projecthope.org/

A good donation button provider

Network for Good www1.networkforgood.org/ Better data base. Easy to find volunteer gigs. Manages agency gifts plus individual donor’s giving. Basic level = donate button. 5% of donation fee.

Guidestar http://www2.guidestar.org/

Facebook Causes www.facebook.com/causes For agencys or donors who start fundraising. Low average donation. Rarely repeat.

SixDegrees http://www.sixdegrees.org/ Donations, charity cards, volunteers.

GiveWell http://www.givewell.org/ Donations to vetted agencies.

FirstGiving http://www.firstgiving.com/ Supporters create a website and seek peer to peer donations for the agency.

CapitalOneGivingSite https://www.capitalone.com/give

Jumo http://www.jumo.com/

Step 4. Well-crafted emails and newsletters19% of email newsletters were opened. Only 3% were clicked-through.

Fundraising appeal email open rates 18%. 1.8% click-through rate.Response rate 0.16% (donations)

18% churn rate of email addresses/year

Study of >600 nonprofits using Convio Online Marketing platform ($1.15 billion). Convio (2011). Online Marketing Nonprofit Benchmark Index Study

Website analytics: metrics

• Where are visitors coming from?• What are visitors looking for?

Did they find it?• Do they sign-up for newsletters?• When and do they (convert) donate or

volunteer?Align this tool with strategy

Collect/cross-match emails/names

TipsSharing/SM capability for

events information, articles, silent auctions, newsletters, etc.

Make things fun and interesting. Ask questions, do surveys, run competitionsCreate original thank-you’s showing

outcomes…client drawn cards, videos.

Step 5. Search Engine Optimization

(SEO)Google hunger montgomery county md Advanced search About 1,390,000 results (0.25 seconds) Search ResultsManna Food Center | Hunger 101Hunger 101. In Montgomery County, one of the most

affluent counties in the country, ... 317825 Maryland residents receive assistance from Food Stamps. ...www.mannafood.org/index.cfm?page=hunger-101 - Cached - Similar

Manna Food CenterFighting Hunger and Feeding Hope in Montgomery

County. ... The award ...www.mannafood.org/ - Cached - Similar

Show more results from mannafood.orgMontgomery County, MD - StatementsAug 25, 2005 ... This is an action for declaratory and

injunctive relief against a ''hunger strike'' that an inmate of the Montgomery County Correctional ...www.montgomerycountymd.gov/apps/News/.../ST_details.asp?StID... - Cached

Montgomery County, MD - Services at the CenterMar 23, 2011 ... Manna Food Center, a nonprofit

organization, strives to ...www.montgomerycountymd.gov/content/.../eastcounty/services.asp - Cached

Show more results from montgomerycountymd.govBattling Hunger In Montgomery County

, a Daily Job - North Potomac ...Dec 20, 2010 ... 9311 Gaither Rd, Gaithersburg, MD.

/articles/battling-hunger-in-montgomery-county-a-daily-job. /locations/2811996. Editor's Notebook ...northpotomac.patch.com/.../battling-hunger-in-montgomery-county-a-daily-job - Cached

Home :: Thanksgiving in FebruaryFor over 20 years, Thanksgiving in February has brought

restaurants in Montgomery County, MD together with local nonprofit agencies to support hunger relief ...www.thanksgivinginfebruary.org/ - Cached - Similar

Montgomery County Volunteer Center - powered by 1-800-Volunteer.org

Mission: Manna Food Center fighting hunger and feeding hope through distribution education, advocacy in Montgomery County, MD. Poverty Initiative Partner ...www.1-800-volunteer.org/.../montgomery-county/OpenAboutOrganizationAction.do?... - Cached - Similar

Zumba to stop HUNGER! - Events Calendar | Montgomery County, Maryland

Nov 10, 2010 ... Conference and Visitors Bureau of Montgomery County, MD, Inc. ... we are holding a FREE 2 Hour "ZUMBA to stop HUNGER" event in order to ...www.visitmontgomery.com/events.../event.../zumba-to-stop-hunger/ - Cached

[PDF] 2010 Capital Area Food Bank Hunger StatisticsFile Format: PDF/Adobe Acrobat - Quick View

In Montgomery County, 1 in 6 children under 18 is at risk of hunger. (U.S. Census ACS 2006-2008). ▪ In the state of Maryland, approximately 900000 ...www.capitalareafoodbank.org/.../2010-CAFB-hunger-fact-sheet-update.pdf - Similar

MCMFUSA.ORG: Home PageApr 26, 2009 ... Boyds, Maryland 20841 Shelter "I". Help

us fight hunger in Montgomery County by bringing non-perishable food for donation or place food in ...www.mcmfusa.org/ - Cached - Similar

AdsEnd Poverty & Hunger Join the Drive to End Hunger. Help

Us Make a Difference. Donate Today! www.drivetoendhunger.orgSTOP Childhood Hunger We work to ensure children have

regular access to nutritious food. www.sodexofoundation.orgFacts About Hunger 17 Million American Children Go to

Bed Hungry. Help Us Feed Them. www.strength.orgSee your ad here »

Ways to increase SEO

Change text on your website regularly to increase ranking on search engineseg., Blogging or newsfeed

Agency references and links in online newspapers, reports, newsletters, other websites, etc.

$10,000 Google grants http://www.google.com/grants/

Step 6. Targeted social media $ cheap but time expensive

What do you want to achieve?Study others for a whileCan be overwhelming (use inbox auto file)Ask for helpTest runIntegrate it into your communications/fundraising

plan….seamless

Join LinkedIn… study, learnLinkedIn – www.http://www.linkedin.com/ Professional with ability to

link with shared professional interest groups

Some useful social media toolsFacebook http://www.facebook.com/ Personal but can be

professional when agencies register a webpage. FaceBook Causes. More an ad when “liked”. Local.

Twitter http://twitter.com/ Personal with ability to become professional. Good for petitions, advocacy. More a information feed.

YouTube http://Youtube.com/ Personal and professional. Shared video site. Post videos showing agency work. Can use with clients to promote their creativity.

Blogs http://www.bethkanter.org/welcome/ Personal and professional online journals.

Social media tools (cont’d)Flikr http://www.flickr.com/ Personal/professional. Photo sharing. To

purchase or sell. For clients?

Gowalla www.Gowalla.com Foursquare http://foursquare.com/ Personal. Possible professional. Geo-based identifies where you are and locations. Good for reinforcing volunteers or doing scavenger hunt/type activities.

Groupon’s G-Team Advertises nonprofit project specific needs. One-time group volunteer effort. Local.

Mobile giving www.mobilegiving.org mGive www.mgive.com Donation limited to $5 or $10. Charged to phone bill. Reimbursement takes 90-120 days. 5-7 % service fee. No donor information other than mobile number. Limited to agencies with budgets over $500,000.

Once in…engage…• Listen, ask, respond.• Thank people on multiple channels. • Develop a voice and cohesive visual style.• Be honest, respond without anger or defensiveness.

• Develop agency media strategy. • Who is responsible for postings? • How to handle complaints? (They can be positive.)• How to boot people off?

“The greatest danger in times of turbulence is not the turbulence;

It is to act with yesterday’s logic.” -Peter Drucker

Some great resourcesNGO tech informationTechSoup (free technology) IdealwareNTENJon Hardie’s list on LinkedIn group-Social

Media for Nonprofits

Donor/constituent relationship management systems

Raiser’s Edge (Blackbaud), Giftworks, DonorPerfect, eTapestry. Z2Neon, Salesforce. Convio, WildApricot

Marketing Hubspot

@kangarooGrl = my Twitter library

Website toolsWordpressGoogle analytics Goodkeywords, Wordtracker

Staff Traininghttp://nonprofitwebinars.com/

Wednesday webinars.http://www.fundraising123.org/training Katya’s blog

www.nonprofitmarketingblog.com/Kivi’s marketing tips

http://www.nonprofitmarketingguide.com/

Idealware http://www.idealware.org/online-training