True LiesAn honest approach to making the web, social

and mobile media work for you.Philanthropy & Houston • February 22, 2011

Caesar Vielmas832.293.9907cv@blu27.comblu27.com

Frank Moore713.868.0970

fmoore@edgetexas.comedgetexas.com

This used to be simple.

Then it got a little complicated.

Then this happened.

We tried to simplify it.

Stop listening to the noise.

You’ve heard this one before

There’s way too much for me to keep up within the digital world.

Real truth

I can be most effective by focusing not on quantity, but on

quality and consistency.

How much “digital” should I do?

Web

eMail

Social

Video

Search

Mobile

Content

Analytics

Web

eMail

Social

Video

Search

Mobile

Content

Analytics

A likely story

Unless I’m a techie, I’ll never figure out how to use digital

media.

Real truth

I can launch a digital strategy with some

basic marketing know-how.

Marketing fundamentals work here, too.• Set Goals

• Success Criteria

• Know your

audience

• Know perception

• Make it actionable

• Is someone setting a good

example?

• Learn from current

“customers”

• Do a survey

• Just ask!

Admit it, you’re rationalizing

Once our new website is launched, everyone will finally

hear our message.

Real truth

I know that effective digital strategies are ongoing, multi-

dimensional conversations.

Checking offor staying on?

Website or Web presence?

Facebook / Twitter or social media strategy?

Mobile viewable or mobile experience?

Talking or listening?

Turn Bystanders into

Evangelists

Your most important tool

Trying to impress your boss?

I’m going to get my digital plan implemented by the end of the

month.

Real truth

I know that to work best, digital needs to be part of my organization’s culture.

Fear is natural.

• Typos, poor grammar

• Public criticism

• Brand compromise

• TMI

• Libel

• No control

• Drained productivity

Have a plan.

• Develop a policy

• Trust your staff

• Embrace and relinquish

• Accept mistakes, take risks

• Fix as you go, fail fast

• Being informal is ok

• Have two-way conversations

• It’s not a spectator sport, but a

contact sport

TryTest

Tweak

Terminate

The Four T’s

It is still about donations...

Too good to be true

Going digital is really going to boost

my donations.

Real truth

Increasing donations is a result of a successful multi-channel

strategy.

Studies have shown

In 2009, only 8% of donations to the

75 largest US nonprofits occurred online.

In 2009, only about 40% of nonprofits using Facebook

Causes

raised any money through this service.

And 29% had raised less than $500 in 12 months.

In 2010, after the Haiti earthquake, the American Red

Cross collected $22M by text message, 37% of donors

contributed via text.

Keep online donations in perspective• People are partners, not ATMs

• Storytelling makes donating personal

• Consider “micro” recurring gifts

• Thank donors, make them heroes

• Don’t reinvent the wheel

Donors come because of what we do for others,

they stay because of what we do for them.

$10M in three years

Isn’t that convenient?

It’s difficult to measure the ROI of digital media activity.

Real truth

I can measure ROI of many digital media

in ways not related to money.

Some ways to look at ROI

• What are the benefits of my efforts?

• Did I accomplish my goals?

• What did we learn?

• What would this have cost using “traditional”

media?

• What mistakes did we make?

• What would I do better next time?

Putting it all together...

• Create a plan

• Define success

• Know your audience

• Know your channels

• Choose your tools

• One size does not fit all

• Identify credible sources &

influencers

• Be genuine, not just “social”

• Be consistent

Remember this…

List of tools

• Mashable

• Crowdsourcing

• Google Reader & Alerts

• Twitter search

• Technorati

• Boardreader

• Social Mention

• Acceptiva

• Mobile Giving.org

• The Agitator.net

• Beth Kanter.org (The Networked

Nonprofit)

Thank You

Caesar Vielmas832.293.9907caesar@blu27.comblu27.com

Frank Moore713.868.0970

fmoore@edgetexas.comedgetexas.com