Originally presented at the AMA Nonprofit Marketing conference in Washington, DC on July 11, 2007. Katya Andresen served as moderator, lead presenter, and primary author of this presentation. You can read her blog wrap-up of this presentation at http://www.nonprofitmarketingblog.com/comments/10_things_to_engage_constituents_online/ The session at AMA was coordinated by Lynn Labieniec, CEO of Beaconfire Consulting. The public's intensifying relationship with the Internet means promise and peril for nonprofits seeking to deepen and strengthen relationships with clients, donors, activists, volunteers, and other supporters. Hear from the experts about the top 10 things you should be doing right now to maximize loyalty and longevity -- and then gaze into the crystal ball to contemplate five trends that may cause us all to throw the rulebook out the window. Presenters/authors included: - Katya Andresen, Vice President Marketing, Network for Good (Moderator) - Arlin Wasserman, Executive Director, America on the Move Foundation - Jonathon Colman, Senior Manager, Digital Marketing, The Nature Conservancy - Jacob Colie, MercyCorps You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
Text of Cultivating Your Constituents Online - American Marketing Association
Cultivating Your Constituents Online Katya Andresen Network for Good Jonathon D. Colman The Nature Conservancy Jacob Colie MercyCorps Arlin Wasserman America on the Move Computer Man by SuzyQuzy, Flickr
Ten Rules for Online Engagement Today
Where Were Headed: Five Trends to Watch
Rule #1: Engage in online cross-channel promotion
Cross Channel Activities
In the mail, email your donors before they receive postal mail appeals
On the phone, give your donors the option to give online
Send email to your best donors
Rule #2: Make marketing a conversation.
Its not a monologue.
Rule #3: Be Accessible & Be Easy
All About Jayne and her family
Doing better, not good or bad
Small stepsand lots of them
On ramp to good health
Maintaining Good Health doesnt always have visible results
America On the Moves bulls-eye target is known as Jayne, a working, health-conscious woman, 25 59 with one or more children under the age of 18 living at home.
Rule #3: Be Accessible & Be Encouraging
Help people measure their own progress
Improvement from where you are, not specific goals
Incremental goals are easily reached
Gain encouragement from a community of peers
Rule #3: Be Accessible & Be Intimate
More than daily communications via email or cell phone for six weeks
Ask, not just tell
Respond in kind
Rule #4: Show accountability.
Defined: (of a person, organization, institution) required or expected to justify actions
Design efficiency, Charity Navigator rating, ETC into the footer of your homepage
Create an Accountability Report and include it on your website
Feature the accountability theme in your other web marketing activities
Rule #5: Make it easy for people to find you.
Search engines bring in a high % of your visitors
At least 60 million American adults use search engines each day
61% of all searchers find organic listings to be relevant for their queries
92% of journalists use search engines for researching stories
Stock first page of search results with your site(s) and other friendly sites
Move critical or negative sites off the first page of search results
Saturate all channels with friendly content containing strong links back to your site
Good example: Pontiac
Bad example: Splenda
Next: Secure your brands online reputation
Rule #6: Segment your way to success
Rule: Different strokes for different folks
Not all visitors are created equal!
Find common groups
Analyze their actions
Target your messaging
Sound complicated? It doesnt have to be
Segment by campaigns, visitor self-identification
Segment by geography, donor type
Segment by incoming referral source
Segment by demographics Flickr (left to right): idealterna, ehavir, davesag (all creative commons licensed)
Segment by real-world actions taken Flickr (left to right, top to bottom): grant neufeld, bulldog1, mishmosh222 (all creative commons licensed)
Mercy Corps FY07 Net
Crisis in Lebanon Help Us Respond $69,614 6/25/2006
Help Us Prepare for The Year to Come $66,505 12/27/2006
A Thoughtful, Caring Last-Minute Gift $56,157 12/20/2006
Sowing the Seeds of Peace $4,610 9/28/2006
Preparing for Kosovos Future $3,630 2/1/2006
Helping Youth Solve Unemployment $1,115 2/1/2006
Email Segments No Gifts With Gifts No Gifts No Open
Tiers TOP MID MASS
Upgrade Paths Gift Annuities Monthly Giving Local Content
No Gifts With Gifts
Help Darfurs Displaced $25,274 4/26/2007
Send Mom a Mothers Day Bouquet $4,470 4/26/2007
Rule #7: Test, test, test.
Buy a car without going for a test-drive?
then why would you make a design change to your site or e-mail without testing it?
Purchase an antique without verifying its age?
Gulp down a glass of old milk without first taking a teensy, weensy little sip?
But, but, but, but the excuses are many
I dont have time to test
I dont know what to test for in the first place.
I dont have time to test...
I dont have an analytics team in place.
I dont have time to test
Im not even measured on testing results
No, I really dont have time to test!
Testing can be easy, whether its e-mail
or testing web creative design: Test 1: Same campaign, different calls-to-action Test 2: Different campaigns
Rule #8: Make your supporters the messengers.
We are NOT the best messengers.
76% of givers are motivated by friends and family, says Cone
Its okay to relinquish control of the message
Donors are experts at knowing how to speak about your cause to their friends and family
Friends-to-friends is great for online engagement
The messengers widget
Rule #9: Offer recurring giving.
Mercy Corps Monthly Donations .982 M $1.638 M
Rule #10: Dont only ask. Thank and inspire too.
What is the number one reason people stop giving to charity?