Cultivating YourCultivating YourConstituents OnlineConstituents Online

Katya AndresenKatya AndresenNetwork for GoodNetwork for Good

Jonathon D. Colman Jonathon D. Colman The Nature ConservancyThe Nature Conservancy

Jacob ColieJacob ColieMercyCorpsMercyCorps

Arlin WassermanArlin WassermanAmerica on the MoveAmerica on the Move

Computer Man by SuzyQuzy, Flickr

AgendaAgenda• Ten Rules for Online

Engagement Today• Where We’re Headed:

Five Trends to Watch• Q&A

Rule #1: Engage in online cross-channel Rule #1: Engage in online cross-channel promotionpromotion

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.Rule #2: Make marketing a conversation.

It’s not a monologue.

Rule #3: Be Accessible & Be Easy Rule #3: Be Accessible & Be Easy

• All About Jayne and her family

• Doing better, not good or bad

• Small steps…and lots of them

• On ramp to good health

• The Challenge: Maintaining Good Health doesn’t always have visible results

America On the Move’s 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 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

• Regular feedback• Gain encouragement

from a community of peers

Rule #3: Be Accessible & Be IntimateRule #3: Be Accessible & Be Intimate

• More than daily communications via email or cell phone for six weeks

• Two-way exchanges• Ask, not just tell• Respond in kind

Rule #4: Show accountability. Rule #4: Show accountability.

• Defined: (of a person, organization, institution) required or expected to justify actions

AccountabilityAccountability

• 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.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 brand’s online reputationNext: Secure your brand’s online reputation

Rule #6: Segment your way to successRule #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 doesn’t have to be…

Segment by campaigns, visitor self-identificationSegment by campaigns, visitor self-identification

Segment by geography, donor typeSegment by geography, donor type

Segment by incoming referral sourceSegment by incoming referral source

Segment by demographicsSegment by demographics

Flickr (left to right): idealterna, ehavir, davesag (all creative commons licensed)

Segment by real-world actions takenSegment by real-world actions taken

Flickr (left to right, top to bottom): grant neufeld, bulldog1, mishmosh222 (all creative commons licensed)

Mercy Corps Mercy Corps

FY07 NetFY07 Net

EmailEmail

High

Crisis in Lebanon Help Us Respond

$69,6146/25/2006

Help Us Prepare for The Year to Come

$66,50512/27/2006

A Thoughtful, Caring Last-Minute Gift

$56,15712/20/2006

EmailEmail

Low

Sowing the Seeds of Peace

$4,6109/28/2006

Preparing forKosovo’s Future

$3,6302/1/2006

Helping YouthSolve Unemployment

$1,1152/1/2006

Email Segments

No Gifts With GiftsNo GiftsNo Open

Tiers

TOP

MID

MASS

Upgrade PathsGift AnnuitiesMonthly GivingLocal Content

No GiftsWith Gifts

Help Darfur’sDisplaced

$25,2744/26/2007

Send Mom aMother’s Day

Bouquet

$4,4704/26/2007

Rule #7: Test, test, test. Rule #7: Test, test, test.

Would you…• 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…But, but, but, but – the excuses are many…

• “I don’t have time to test…”• “I don’t know what to test for in the first place.”• “I don’t have time to test...”• “I don’t have an analytics team in place.”• “I don’t have time to test…”• “I’m not even measured on testing results”• “No, I really don’t have time to test!”

Testing can be easy, whether it’s e-mail…Testing can be easy, whether it’s e-mail…

……or testing web creative design:or testing web creative design:

Test 1: Same campaign, different calls-to-action

Test 2: Different campaigns

Rule #8: Make your supporters the messengers. Rule #8: Make your supporters the messengers.

We are NOT the best messengers.We are NOT the best messengers.

• 76% of givers are motivated by friends and family, says Cone

• It’s 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 messenger’s widgetThe messenger’s widget

Great messengersGreat messengers

Rule #9: Offer recurring giving. Rule #9: Offer recurring giving.

Mercy Corps Monthly Donations

.982 M $1.638 M

Rule #10: Don’t only ask. Thank and inspire too. Rule #10: Don’t only ask. Thank and inspire too.

• What is the number one reason people stop giving to charity?

WaMu ATM Error by Matt B., Flickr

Thanking your donorsThanking your donors

Continuing the ConversationContinuing the Conversation

• Be your own hero• Be a leader• Be part of a

community

Continuing the ConversationContinuing the Conversation

• Keep on giving• Keep in touch• Keep it 2-way• Highlight successes …

win a blog• Cultivate ambassadors

…and provide them with tools

AgendaAgenda• Ten Rules for Online

Engagement Today• Where We’re Headed:

Five Trends to Watch• Q&A

Trend #1: Celebrity philanthropy. Trend #1: Celebrity philanthropy.

Rethinking celebrityRethinking celebrity

Trend #2: Less control. Trend #2: Less control.

Trend #3: More communities. Trend #3: More communities.

Q: Why do bank robbers rob banks?

A: Because that’s where the money is.

What communities can mean for youWhat communities can mean for you

• Findability, SEO gains

• Access to “long tail” niches

• New audiences

• Big numbers

• Established infrastructure,marketing programs

• Low entry barrier = easeof use for your prospects

Communities for Digital MediaCommunities for Digital Media

www.flickr.comwww.youtube.com

Communities for DiscussionsCommunities for Discussions

www.gather.com www.care2.com

Communities for Breaking NewsCommunities for Breaking News

www.newsvine.comwww.digg.com

Communities for Sharing Good ContentCommunities for Sharing Good Content

www.stumbleupon.com del.icio.us

Trend #4: What’s hot will change. Trend #4: What’s hot will change.

Trend #5: More niche marketing. Trend #5: More niche marketing.