COMMUNICATING ONTHE WEB AND INSOCIAL NETWORKSA new voice for our times (PP, 47)

New TechnologiesThey make the world smallernearestBeing human - be social

Globalization

New tools for “sale”What weWhat we doWhere we areAnd how they can help

INTRODUCTION

1. COMMUNICATION AND FUNDRAISING

Comunication - FundraisingStrategyConsistent messagesAppropriate channels

OrganizationIntegration fundraising with the objectives

Not only is raising moneyThe ultimate goal is to improvebeneficiaries conditions

MESSAGEwhat is it that we want to say?

TARGETwho do we want to address?

MEANSHow are we planning to say it?

ACTIONThe donation

ORGANIZATION

TEAMPlanningManagementExecuting

COMUNICATION STRATEGY - FUNDRAISING

what is it that we want to say? THE MESSAGE

Clarity

MessageThe message has a single main point?Is it written with everyday words?Simple sentences?The most important idea is in the first paragraph

Consistency

COMUNICATION STRATEGY - FUNDRAISING

whom do I want to address?THE RECIPIENTS

The recipientsHave we divided them into small groups, withno more ability to segment?Are we ready to draft different messages?How will we address the media?How will we involve the staff of the organization?

COMUNICATION STRATEGY - FUNDRAISING

ResultsACTION

ResultsHas each message clearly defined its outcome?Has each message provided a single or multiple result?

Renew personal data

Fee increase

Other

Donation

COMUNICATION STRATEGY - FUNDRAISING

MEANS

The mediaDo we have contacts in the Social Media?Do we have a Data Base to fall back on?Is there contact between the communication dept. and the media, even if no shipments have been reported? A regular contact.Are we professionally trained to cater for the media, if necessary ?

keep in mind that depending on the target group, so will the message be

Internal means (more control) and external means (less control)

Web, magazine, mailing, social network vs. newspaper, radio, TV

COMUNICATION STRATEGY - FUNDRAISING

We have people who are professionally dedicated, in a systematic and organized way, to the planning, management and execution of fundraising activities.

TEAM

COMUNICATION STRATEGY - FUNDRAISING

2. STARTING WITH THE BASICS. CUSTOM MAILING

New donorsRe-activate donors

MESSAGE

ACTION

ORGANIZATION

MEANS

RECIPIENTS

MAILING

Envelop, magazine,brochure, letter…

Budget

Response bonus

MA

ILIN

G

LETTER

ENVELOP

LEAFLET

RESPONSE BONUS

THE FOUR PILLARS OF MAILING

MA

ILIN

G

This is the first contact with the donors or prospective donors

LETTER

ENVELOPE

LEAFLET

RESPONSE BONUS

THE FOUR PILLARS OF MAILING

MA

ILIN

G This letter is the primary contact.

LETTER

ENVELOPE

LEAFLET

RESPONSE BONUS

THE FOUR PILLARS OF MAILING

MA

ILIN

G

In support of our letter

LETTER

ENVELOPE

LEAFLET

RESPONSE BONUS

THE FOUR PILLARS OF MAILING

MA

ILIN

G

Our ultimate goal is to make this mailing item arrive back at its source

LETTER

ENVELOPE

LEAFLET

RESPONSE BONUS

THE FOUR PILLARS OF MAILING

3. NEW WAYS OF COMMUNICATING,NEW WAYS TO FUNDRAISING

Difficult times – new approaches

New TechnologiesMailingFundraisingLow CostExpansion of the messageFeedback

Renovation

1. We learn and know what is happening around2. They help to networking3. They complete offline works4. We learn from our friends and we improve out tecniques5. They reduce distances6. Takes advantage of the knowledge of other7. Use multimedia: video, photos…8. They expand communication with donors and potential donors (bi-directional)9. They promote actions10. They help you to tell your needs at the moment (immediacy)11. They are cheap

WHY WE MUST USE SOCIALS NETWORKS?

SOCIAL NETWORKS IN SPAIN• Facebook was founded in 2004 with 1.000.000 users. Today, Facebook is used by 1.000.000.000 of

users.• 23 hours of video are uploaded to Youtube each minute.• Facebook, Youtube and Twitter were the most popular words in Googles, in 2004.• Wikipedia has 19.000.000 articles uploaded by users.• Spain is the 7th country in the world in social networks use.• 21.000.000 spanish people use daily any social networks: 69’ on Twitter and 47’ on Facebook

THE SOCIAL NETWORK

FACEBOOK TWITTER

Community around brand

Connections quality

Emotional

Heterogeneous audience

More visual

More privacy

Information, news…

Followers quality

Sharing news

Homogeneous audience

Less visual

Less privacy

To provide access to potential donors and retaining ours

Quicker interact with potential donors and donors. Bi-directional

WEB, OUR INSTITUTIONAL PRESENCE ON THE INTERNET

USER WEB OUR WORK

WHAT WE APPROACH WITH DONATIONS

HOW CAN HELP US

IMPROVE No large text

No technical words

Simple structure

Destination of aid

Easy to make a donation

WEB, OUR INSTITUTIONAL PRESENCE ON THE INTERNET

OUR EXPERIENCE. 2010-2012

WEB www.misionessalesianas.org

FACEBOOK

TWITTER

COMUNICATION

Facebook/MisionesSalesianas

@MSalesianas

EVOLUTION 2011 – 2012 Facebook and Twitter

Seguidores Menciones Retweets Favs0

200

400

600

800

1000

1200

1400

1600

1800

2011

2012

Amigos Comentarios0

200

400

600

800

1000

1200

1400

2011

2012

OUR EXPERIENCE. 2010-2012

CAMPAGNE206-2012

Campaign launched to donors of the DB

We create the image of the web

Launched press releases to the media

We launched social networking posts

We define recipients, media, message and purpose

Sign agreement with a particular media

CAMPAING RESULTS

Mailing

6.134 donation 737.842 € Reactivated 1.252 donors

Web

11.098 € 15 new donors

56 new

Social Networks

Twitter 93 followers/ 86@ / 5 FAV / 253 TS

Facebook

Medios

144 comments

57 impacts / radio interviews / web

CONCLUSIONS

COMMUNICATION AND FUNDRAISING

DO NOT BE AFRAID TO CHANGE AND INNOVATION

USE SOCIAL NETWORKS

INTERACT WITH THE MEDIA

DEFINE OBJECTIVES, MESSAGE AND TARGET

PLAN WITH A PROFESSIONAL TEAM

Don Bosco: You have to face the challenges and seize opportunities