Post on 16-May-2015
description
Online Engagement Strategies for Land Trusts
Getting Beyond “Like”
Kivi Leroux Miller
Married to
CTNC’s
Edgar
Miller
New Book
in the Works!
Download a Copy of the PDF at
slideshare.net/kivilm
Table Brainstorm | Pick Top Five Tips
What Do We Already Know About Using
as Land Trusts?
It’s Time for a
Reality Check!
Where to Get the Data
• E-benchmarksstudy.com (NTEN, M&R)
• Onlinegivingstudy.org (Network for Good)
• Online Nonprofit Benchmark Study (Convio)
• Blackbaud Index of Charitable Giving/Index of Online Giving
• Pew Internet and American Life Project
• Cygnus Applied Research (Penelope Burk)
REALITY:
Online is
Mainstream.
Ignore at Your
Own Peril.
The pace of change is relentless.
Google turned 14 in September 2012
YouTube turned 8 in May 2012
Twitter turned 7 in March 2012
The iPhone turned 5 in January 2012
All generations are online in significant numbers.
Everybody uses email.
Source: 2011 donorCentrics™
Internet and Multichannel Giving
Benchmarking Report
Online giving
is growing
fast, but is
still small
overall.
Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report
If you want donors under age 65, you need
an online strategy (web, email, social).
Alexa Rankings, March 26, 2012
Half are Social
Media Sites; the
Other Half Offer
Many Social
Elements
REALITY:
SOCIAL WEB
is mainstream.
Pace of growth is
now fastest for
those over 65.
Half of boomers
use social media;
1/3 of people over
65.
REALITY:
We live in a culture of
SNACK SIZING: Fast,
Timely, Convenient
flickr.com/photos/49024304@N00/1546033671
88% of U.S. adults have cell phones. 55% use it to go online. 17% are cell-mostly Internet users.
“Cell Internet Use 2012” by Pew Internet and American Life Project, June 2012
flickr.com/photos/buzzfarmers/7317967922/
They are oh so handy. . . Get My Checklists on Home Pages, Donate Pages, and Email Fundraising.
Kivilm.com/hello
65% of U.S. adults sleep with cell phone beside them – and a third check it before getting out of bed!
flickr.com/photos/coletivomambembe/3695560876
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REALITY:
The use of
visuals to
convey both
text and data is
skyrocketing.
Loss of Regular or Sustaining Givers from
One Year to the Next
30%
Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy
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REALITY: Nonprofits are not giving most
donors what they need to stay engaged.
Donor Attrition Rate Between First and Second Gift
55-65%
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Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy
First Gifts Not as Generous as They Could Have Been
75%
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Source: Cygnus Donor Survey
Table Discussion
How Does the Reality Check Affect Your Thoughts About
Using These Tools?
“Engagement” is
the new goal.
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flickr.com/photos/anijdam/2903467649/ flickr.com/photos/_dchris/4029619041
It starts like this. You mix.
You mingle. You’re social.
NOT THIS
Everyone is
a spokesperson.
flickr.com/photos/conbon/2873195559
You want to be seen as a
member of a community
– as “one of us.”
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Not as the loud
drunk ones hustling
on the bar.
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But Community ≠ Fans
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Community =
Chance to Build
Rapport
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“I've learned that
people will forget
what you said,
people will forget
what you did, but
people will never
forget how you
made them feel.”
~ Maya Angelou
Ph
oto
by
Dw
igh
t Ca
rter
Never discount rapport!
It’s the fastest way to engagement.
Lifesaving Steps to Online Engagement 4
http://www.flickr.com/photos/cutendscene/3186512846
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Make your programs/projects
about people (really). 1
Make their story your story. 2
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Go on a journey together. 3
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Keep it fresh. Don’t be boring. 4
With Whom
Should We
Build Rapport? WHO CARES about what you do?
1 Be about People
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Forget the “general public.”
If your org likes cranes,
you want to focus on this
person – who does care!
Not this one, who doesn’t.
Neutral, probably
persuadable.
Ignore people like
this (unless they
are organized
opposition).
Most likely a strong
advocate for you.
Most likely a friend
of your org.
Clients
Volunteers
Advocates
Donors
Funders
Partners
Policymakers
Decisionmakers
Media
Others Who Influence Your
Success
Focus on groups of people who are likely to lean your way.
Some Possible
Groupings: • Demographics?
• “Tribes” or Allegiances
• Behaviors
• Geotargeting
• Stages of Change
What do these people value?
• Time
• Sleep
• Convenience
• Adventure
• Public recognition
• Good karma
• Control
• Love
• Status
• Power
• Safety
• Money
• Efficiency
• Challenge
• Privacy
• Connecting
• Independence
• Teamwork
• Predictability
• Fun
• Fitting In
• Change
• Self-Help
• Competition
• Action
• Formality
• Openness
• Pragmatism
• Cooperation
• Idealism
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Your need to show your
personality too!
What Do You Want to Be?
• Ambitious
• Caring
• Confident
• Cooperative
• Courageous
• Creative
• Decisive
• Determined
• Enthusiastic
• Flexible
• Focused
• Friendly
• Fun
• Grateful
• Helpful
• Humble
• Honest
• Imaginative
• Loyal
• Opinionated
• Optimistic
• Practical
• Respectful
• Responsible
• Responsive
• Soulful
• Tenacious
• Thoughtful
• Tolerant
• Trustworthy
• Versatile
• Warm
• Witty
Table Discussion
What Adjectives Would You Like Supporters to Use When Describing the
Personality of Your Land Trust?
caring for the future, creating legacies, sustaining, protecting nature, conscientious, educational, inter-connected, cooperative, inclusive, friendly, joyful, healthy, vivacious -- 2012 LTA Southeast Conference Attendees
Easy Way to Feel More Real:
Write in First and
Second Person, and
Identify Staff
Why Should
They Care?
SO WHAT? What’s in it for me?
2 It’s Their
Story
Make everything they see from you relevant or meaningful to them!
Boring
Nonprofit Boring
Nonprofit
Boring
Nonprofit
Boring
Nonprofit
Boring
Nonprofit
Boring
Nonprofit
We Get
You!
flic
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Be a Good Gift Giver
How Can Our
Communications
Keep Them
Engaged? What great stuff will we make happen together?
3 Journey
Together
First You
Map
Then You
Merge
MAP
• Big Picture Timeline (Mostly Out of Your Control)
• Big Events within Your Control
• Major Story Arcs
This is What You Put on Your Editorial Calendar,
as Original and Repurposed Content.
MAP
What things happen every year?
What’s the seasonal to-do list?
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What story arcs can
they participate
in with you? MAP
Are we
there yet?
Prim
ary
Ele
ction (
May)
Ele
ction D
ay (
Nov)
Today
Fili
ng D
eadlin
e (
Feb)
DN
C C
onvention in
CLT
(early S
ept)
The Story of a Political Change
The Story of Stopping Something Bad
anewwarrior.greenpeace.org
The Story of Getting Ready for the Future
The Story by the Numbers
The Story of Each Individual Project
10 Mins: Table Talk
What journeys
can land trusts take
supporters on
(think story arcs)?
Got Calendar Brain?
Got Spreadsheet Brain?
flickr.com/photos/urbanwoodswalker/3585443379
Start with 50% original content, and
50% repurposed and adjust from there.
That’s What You
Can Plan.
Then the World
Comes Along.
Make Room.
MERGE
• Little Bets
• Social Media Conversations
• Serendipity
• Newsjacking
• Crisis Communications
• Other People’s High Priorities
Done any of these? Share examples as we go along.
flickr.com/photos/suzettesuzette/6211600207
Make little bets; be fine with failure.
MERGE
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Let social media conversation
keep other content fresh.
MERGE
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Always make
room for
serendipity. Be open to surprises.
MERGE
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5
Prepare to
newsjack.
MERGE
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5
Know how
you’ll respond
to a crisis.
MERGE
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5
Deal with other people’s
high priorities. MERGE
• Daily, Weekly, or Every Other Week
• Program, Communications, and Fundraising Staff
• Nimble Decisionmaking and Prioritizing on the Fly
Where You Actually Decide: The Editorial Meeting
How Do We
Keep It
Interesting? I’ll click away in a heartbeat if you bore me.
4 Keep It Fresh
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SEEK a MIX
of RESULTS:
DO Something:
Call to Action
THINK Something:
Reveal/Educate
FEEL Something:
Build Rapport
DO SOMETHING
Ask Them to Do
the Predictable
Things Like
Donate, Attend,
Volunteer, Etc.
BUT DON’T
STOP THERE!
DO SOMETHING
Make a Hard Thing That Supports
Your Overall Mission Easier to Do
DO
SOMETHING
Ask Them to
Show They
Agree – Stand
Up and Be
Counted.
LWCF Coalition Page Insights
DO SOMETHING: Prove you are listening, by inviting conversation on topics they care about!
EARN wanted to talk
about home ownership
and small business
development as a way to
help low-wage workers
build wealth, but their
target audience wanted to
talk about student loan
debt, thus the creation of
MyDebtStory.com
http://www.nonprofitmarketingblog.com/comments/great_content_forges_great_connections_a_reader_guest_post/
Read the story of this post here: http://www.bethkanter.org/pigs-hsus/
THINK SOMETHING:
Bringing New Info or
Perspectives to Light
flickr.com
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THINK SOMETHING:
Take us back stage.
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FEEL SOMETHING: Show us the
personal side of your work.
“You have to stimulate
an emotional incentive
for people – so they feel
a sense of pride and joy
when they forward your
organization’s story to
their friends.”
Logan Smalley,
founder and co-president,
Darius Goes West Foundation
flickr.com/photos/whiteafrican/3251264618; AGC Conversational Case Studies by Beth Kanter & Allison Fine
The Nature Conservancy: Our Scientists Say Thanks http://www.youtube.com/watch?v=K5VT3GjLZuE
You got cookie, so share it maybe?
“Raum and Moresi, both employees with
the nonprofit United Service Organizations
(USO), came up with a plan.”
FEEL SOMETHING:
Have some fun!
Our Keepers pick up chickens
for the cats in Siler City, but the
van needs new tires. If you can
donate, you can save our
Keepers from seeking other
sources of transportation!
FEEL SOMETHING:
Have some fun!
FEEL SOMETHING:
Express an opinion!
flickr.com/photos/randysonofrobert/393165345
Let’s Brainstorm
Non-Boring Land Trust
Communications
Let’s come up with some
ideas for the blog and the
book.
Let’s Apply What We’ve Learned to Reviewing Your
Facebook Data
Page Likes by Organization Marin Agricultural Land Trust 2114
Michigan's Leelanau Conservancy 2111
Iowa Natural Heritage Foundation 1529
Gallatin Valley Land Trust 610
Open Space Council for the St Louis Region 533
Clark Fork-Pend Oreille Conservancy 521
Deschutes Land Trust 507
North Branch Land Trust 420
Tejon Ranch Conservancy 399
Stowe Land Trust 355
Minnesota Land Trust 339
Teton Regional Land Trust 305
Jackson Hole Land Trust 256
Great Land Trust 229
Ranchland Kansas 116
Thank You, Sue Anne Reed, for Your Social Data Geek Awesomeness!
http://about.me/sueannereed
78 likes
13 comments
12 shares
10
78 likes
11 comments
11 shares
9
79 likes
9 comments
11 shares
8
81 likes
3 comments
4 shares
7
88 likes
11 comments
4 shares
6
104 likes
2 comments
18 shares
5
117 likes
18 comments
9 shares
4
154 likes
11 comments
25 shares
3
173 likes
23 comments
33 shares
2
178 likes
25 comments
13 shares
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Top Video Posts
Michigan's Leelanau Conservancy
Summer's almost over, but the memories remain. Michigan's Leelanau Conservancy is the best place on earth to do practically anything ... or nothing at all! Video 42
Marin Agricultural Land Trust The Story of MALT Video 24
Michigan's Leelanau Conservancy
Hey, everyone, we have a new "Why Michigan's Leelanau Conservancy?" video to share - this one focused on winter wildlife, and featuring some fantastic shots of our unusual Arctic visitors! Video 19
Michigan's Leelanau Conservancy Three cheers to the next generation of farmers! Video 17
Michigan's Leelanau Conservancy
What better place to balance rocks - and your life - than in Michigan's Leelanau Conservancy! Thanks, Ken, for a cool video. Video 16
Top Status Update Posts
Michigan's Leelanau Conservancy
Keep feeding the hummingbirds until they stop coming through.Male ruby-throated hummingbirds may distribute nearly one half of their weight into fat reserves (up to 2 grams of their 4.5 gram total body weight). The added weight fuels their 26 hour flight over the Gulf of Mexico to Central America.
Status Update 23
Iowa Natural Heritage Foundation
Private citizens donated over 6000 acres for conservation to the state of Iowa in 2011 alone.
Status Update 19
Michigan's Leelanau Conservancy
Here is the lichen story: There once was a young woman living in the woods who was a great cook. Her name is Alice Algae. She lived in a run-down house and had no money to fix it up. One day, a gentleman called Freddy Fungus came along. Freddy was very handy with tools and offered to fix up Alice's house in exchange for some of her fine cooking. They agree and Freddy repairs the house and Alice feeds Freddy daily while he works. After a short time they both realize that this is a good situation and should last longer. As the story goes, Alice Algae and Freddy Fungus took a "lichen" to each other and lived happily ever after. The scientific word for this relationship is symbiotic. The algae provides the food through photosynthesis and the fungus provides the structure.
Status Update 19
Stowe Land Trust
This just in: the Town of Stowe's FY'13 Capital Budget passed, which means $288K for the Cady Hill Forest conservation project was approved! Check back for more details.
Status Update 16
Tejon Ranch Conservancy
BIG NEWS! (Feb 16, 2012) – We are very pleased to announce that we have hired a full-time Public Access Coordinator who will start at the end of March. As Scot gets started, we will be adding community hikes and other events to the website (tejonconservancy.org). We appreciate your patience and understanding while we get Scot up and running for an even stronger public access program on the Ranch this year! If you have any questions, feel free to contact Jennifer Browne, Operations Manager, via email at jbrowne@tejonconservancy.org. Thank you and we look forward to seeing everyone soon!
Status Update 15
Top Share Posts
Gallatin Valley Land Trust
What do you think of the proposed $15 million bond for trails, parks, and natural areas in Bozeman? Vote in the Chronicle’s weekly poll: http://www.bozemandailychronicle.com/opinions/poll_12156bc8-b8cc-11e1-9994-001a4bcf887a.html Share 37
Michigan's Leelanau Conservancy
Glen Noonan Protects 506 Acres and Beloved Family Lands. I really enjoyed meeting Glen and telling his story. Thanks to Glen and to those who support the Michigan's Leelanau Conservancy Conservancy, beautiful, ecologically significant lands such as these are being preserved for future generations. Share 17
Minnesota Land Trust
Fantastic project in Lake Vermilion completed with Outdoor Heritage Funds. Special thanks to Steve and June Keibler who donated a conservation easement on this island gem! Share 10
Tejon Ranch Conservancy
Great news! We've just updated our hike schedule for April and the beginning of May. We've placed particular emphasis on hikes to Tejon Canyon because that's where the wildflower bloom is best at the moment. Check out the schedule at our website: http://tejonconservancy.org/events/index.html Hope to see you on one of the hikes! Share 10
Iowa Natural Heritage Foundation
The High Trestle Trail is February pick for the 2012 Rails to Trails Conservancy national calendar! Congrats to photographer Troy Hendrickson/Peas Creek Studios for his stunning pic of the trail bridge under a full moon. Find out how to order your own and support RTC, a national partner for trails. Share 9
Top Photo Posts
Michigan's Leelanau Conservancy
Thanks to everyone who attended our Annual Picnic, including Mario Batali, pictured here with Michigan's Leelanau Conservancy Conservancy Board Member Larry Mawby. Mario drew the winning ticket on his Molto Big Apple Weekend Raffle that raised $100,000 for farmland preservation. Before drawing the ticket, he spoke about why he loves Michigan's Leelanau Conservancy and thanked Conservancy members for helping to protect it. Thank YOU, Mario, for all you do! Photo 178
Marin Agricultural Land Trust
We love this PBS video featuring Marin Agricultural Land Trust Sun Farms' David Evans about the difference between "free range" vs. "cage free" vs. "pasture raised" eggs: http://www.pbs.org/food/features/the-lexicon-of-sustainability-the-story-of-an-egg/ Photo 173
Michigan's Leelanau Conservancy
Mario Batali rocks! Raises $100K to help the Michigan's Leelanau Conservancy Conservancy protect farmland AND shows up to draw the winning raffle ticket at our Annual Picnic AND talks to 800 attendees about why he loves Michigan's Leelanau Conservancy. Thank you, Mario, for all you do. In this photo, the Clay Cliffs, which the Michigan's Leelanau Conservancy Conservancy is working to protect and turn into a Natural Area in partnership with Leland Township. Photo 154
Michigan's Leelanau Conservancy
Stewardship staffers Jenee Rowe (l) and Robin Ostrowski install our new sign at the Leugers Preserve at the Narrows Natural Area on Lake Michigan's Leelanau Conservancy. The Conservancy has permanently preserved 66 acres and 1,500 feet of shoreline in this beautiful, ecologically sensitive iconic area. How cool is this? Photo 117
Deschutes Land Trust Summer at Indian Ford Meadow Preserve! -photo by Byron Dudley. Photo 104
Top Link Posts
Gallatin Valley Land Trust
GVLT awarded $10,000 grant from REI Nominated by the local REI store, GVLT received a national $10,000 stewardship grant to help with trail construction and improvements at Triple Tree. Some of the funds will also be used to construct new trails on land east of Highland Boulevard, owned by Bozeman Deaconess Hospital. This is the third grant GVLT has received from REI. Read more http://www.bozemandailychronicle.com/news/environment/article_f239d902-d6de-11e1-ab37-001a4bcf887a.html Link 54
Michigan's Leelanau Conservancy Must be all of those people hiking in one of our natural areas. Keep it up, folks! Link 28
Marin Agricultural Land Trust
We like Marin Agricultural Land Trust's parks, open space and farmland! Join us in the countywide effort to protect it ... http://www.facebook.com/YesMarin Agricultural Land TrustParksOpenSpace Link 28
Teton Regional Land Trust Check out this event folks! It's sure to be lots of fun and very informative! Link 28
Michigan's Leelanau Conservancy
Just when you think they've all been found, along come more washing up from the depths of Lake Michigan. Another reason why we love Michigan's Leelanau Conservancy peninsula beaches! Link 22
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Any Sticky Situations?
http://www.flickr.com/photos/katerha/5588607682
IT’S OK:
We are all
still learning.
Watch your
analytics,
learn, and
share.
flickr.com/photos/telachhe/3342173731
The real key
to success?
Taking a
leap of faith.
flickr.com/photos/hunterwilliams/3333797271/
Kivi Leroux Miller @kivilm Facebook.com/ nonprofitmarketingguide kivi@ecoscribe.com