Internet Marketing for Non-Profits

•Increase Funding•Engage New Constituents•Promote Your Organizations Mission

Presentation by:Victoria Halfpenny

vhalfpenny@yahoo.comMay 12, 2009

William Paterson University Non-Profit & Faith-Based Community Conference

Important Terminology to Know:

These are Just a few Internet Marketing items Currently Being Used to Raise

Awareness and Money in the Non-Profit Sector

Pay Per Click (PPC) Second Life E-zinesWeb 2.0 Open Source BlogsSocial Networking Texting WikkisSearch Engine Optimization (SEO)

Constituent Relationship Management (CRM)

Affiliate Marketing Programs

Widgets RSS Feeds Twitter

Examples of Online Marketing Tools

For this presentation I will focus on:

Social NetworkingMobile FundraisingYahoo GoodsearchPay Per ClickAnd if we have time:Video Games and Virtual Worlds

Social Networking:What is it?

Basic Definition is: An association of people drawn together by family, work or hobby. (Coined in the 1950s)

Social networking site is: the 21st century term for “virtual community,” a group of people who use the Internet to communicate with each other about anything and everything.

Who uses Social Networking

This shows that a variety of individuals of all different ages are using social networking sites.

Impact of Social Networking Facebook’s Changing the Present Application

Each gift you buy with this application will send a donation to its associated non-profit.

There are more than 1,000 gifts to chose from ranging from $1 to $5,000

Other organizations that have signed up:•Amnesty International•College Summit•First Read

Impact of Social NetworkingFacebook’s Event Application

Good tool you can use to promote your event. It is free, searchable, you can invite friends, tracks RSVPS, allows you to write notes.

Mobile MarketingGeneral Stats:76% of the US population uses a cell phone.18.7 billion text messages were sent in 2006.http://www.guidestar.org/DisplayArticle.do?articleId=1182

Who uses mobile Marketing

Mobile Fundraising

Successful mobile fundraising Appeals

At a 2008 Alicia Keys concert 8,000 fans (6-12% of the audience) donated over $40,000 to the Keep A Child Alive organization

During the 2008 Superbowl viewers were asked in a 10-second commercial to text a $5 donation, which would later appear on their phone bill, to United Way. The charity said the promotion raised about $10,000.

The Red Cross raised $190,000 since September to help the victims of disasters like Hurricane Gustav and Ike through its text messaging program. http://www.earthtimes.org/articles/show/wireless-subscribers-pledge-more-than,643288.shtml

Yahoo Goodsearch Search Engine

It works by entering a charity into a search field, then a group of related organizations appear you click on an organization that organization then gets money.

As of May 2009 more than non-profits are participating in the program.

The following organizations earned:Best Friends Animal Society $9,900Cystic Fibrosis Foundation $11,000Invisible Children $4,700

Using Goodsearch

Pay Per Click Marketing

Is an advertising model used on search engines, advertising networks, and content sites, such as blogs.

The model starts:1. With an individual entering something into a search engine2. Then the person sees a list of items matching their search criteria3. On the right hand side of the screen “sponsored links appear”4. If an individual clicks on the link, the company who ran the ad pays a set

amount to the host company, which is typically Google, Yahoo or Microsoft.

Search Engine Optimization(SEO)

Process of improving the volume or quality of traffic to a web site from search engines.

Example:

Using Video Games to Raise Funds & Awareness

Games for Change: Provides support, visibility and shared resources to individuals and organizations using digital games for social change.

Is focused on using games to help forge links between the electronic game industry and projects involving the use of games in education, training, health and public policy to help improve the public sector.

Specific Games

Wolf Quest is game where individuals learn about wolf ecology by living the life of a wild wolf in Yellowstone National Park. Individuals must ensure the survival of their pack by finding a mate, hunt and raise pups. From the Minnesota Zoo and eduweb under a grant from the National Science Foundation.

“Darfur is Dying is a viral video game for change where players must keep their refugee camp functioning in the face of possible attack by Janjaweed militias.

Using Virtual Communities to Raise Funds & Awareness

What is Second Life? A virtual reality community in which you create an identity, Meet people, buy land and build your own objects.

The American Cancer Society has Conducted Virtual Relay for Life events for the last four years.

Ultimate Questions

• Does it ultimately make sense to invest in online marketing and fundraising?

• Does Social Networking result in more money?

• Do individuals transfer online engagement into real life engagement?

Answer: Yes• Pew Center for American Life stated that 74% of all Adults are

online.• Pew Center for American Life also stated that 13% of American

adult internet users, or approximately 17 million people made an online donation in 2005.

• 81% of online community members use the Internet to participate in communities related to social causes.

• 51% of internet users agreed or strongly agreed that they prefer having free access to online content that has advertising accompanying it rather than having to pay for the content.

Annenberg center for Communicationhttp://www.digitalcenter.org/pdf/2009_Digital_Future_Project_Release_Highlights.pdf

What about major donors?(Those donors who have given an average of $10,896 a

year with a minimum gift of 1,000)

• 80% made donations both online and offline. • 72% said donating online is more efficient and helps charities

reduce administrative costs. • 51% prefer giving online. • 46% said that five years from now they will be making a greater

portion of their charitable gifts online. • 74% of those surveyed said it was appropriate for the charity to

send an email reminding them to renew an annual gift. • 65% said they always open and glance at emails from causes they

support.

“The Wired Wealthy”, Survey conducted by: Convio, Sea Change Strategies, and Edge research. March 24, 2008.

Barriers to Implementing an Internet Marketing Plan

• Fear of spending $ on non-programmatic items.

• Donors like giving money to programs.• Foundations like giving money to programs.• Spending money on the technology needed for the

plan is not warm and fuzzy.

• Lack of Staff • Fear of Technology

In Luck there are Solutions

Helpful Blogs about Non-Profit Online MarketingWild Apricot -

http://www.wildapricot.com/blogs/newsblog/default.aspxBeth's Blog: How Nonprofits Can Use Social Media –

http://beth.typepad.com/

Low-cost and/or Free PeriodicalsDirect Marketing newsletter free – comes in the mail biweekly. Chronicle of Philanthropy various different subscription rates.

The Non-Profit Times, Grassroots Fundraising JournalStanford Social Innovation Review

New Jersey Center for Non-ProfitsYNPN – Young Nonprofit Professionals Network of NY

Flip – Future Leaders in PhilanthropySupport Center for Nonprofit Management

The Council of Community Services of New York State, Inc. (CCSNYS)

Nonprofit Coordinating Committee of New YorkBoard NetUSA, Governance Matters and Techsoup, Foundation

Center

Steps to Take

Objectives: What do you want to achieve?Note: Just because second Life Fundraising Exists, or Podcasting looks interesting do you need it to achieve your goals?

Talk to stakeholders about what their needs are.This includes, board members, administrative staff, fundraisers and ______

Do Research: Join list-serves, attend a networking event or take a class.

Don’t limit your options

Thank You

Questions?