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Bridging Your Direct Marketing and Social Media
Activities for Fundraising Success
Jocelyn Harmon, Roz Lemieux & Evan Parker
Back in the day…
Back in the day…
• Direct mail• Telemarketing• Events• Face to face solicitations
But now…here comes everybody!
• 200+ million people on Facebook • 133 million blog records indexed
since 2002 – Technorati• 75% of online adults use some
form on social media - Forrester
100s of new tools
So who should you pay attention to and how?
Key considerations
1. What do you want to do?2. Where do your stakeholders
“live?”3. What ‘s your capacity?Bonus: Understand the capabilities
of the different media.
What do you want to do?
a) Awareness – build a presence on social networks
b) Activism – see abovec) $ - direct mail is still KING, although
online giving is on the increased) Acquistion – Google ad words, email
marketing, co-rege) All of the above -
Where do your stakeholders “live”
How?• Do a survey• Do a social data append
Understand the capabilities of different media
Causes has raised $10 million since it’s launch two years ago.
but
Total giving to charitable organizations from individuals in 2008 was $229.3 billion (75%)!
What’s your capacity?
• Average nonprofit is allocating ¼ FTE to social media – The Port
• Content is KING and takes a TON of time to create.
The logical progression
• Website first!• Email second!• Wade into social carefully!