1.ONLINE MARKETING INSIGHTS FOR NONPROFITS

2. FOREWORDMY MOM RECENTLY PURCHASED AN IPHONE 5.I know, you probably already have one, but this was a big day inmy family. That purchase led to my 93-year-old grandma usinga smartphone to see and talk to her three (yep, I said three)one-year-old great-grandbabies. What an incredible momentfor someone who was born in the switchboard era.Technology has changed our world, hasnt it?35% of the world uses the Internet and more than 1 billionpeople use a smartphone.One out of every seven people in the world use Facebook. 25% of all Internet users bank online.Online fundraising has seen double-digit growth since 2009.The digital world pervades every aspect of our lives. Hidden inthat is the fact that our youth are growing up with Internet-enabled, app-running, social media-engaging smartphones inhand. Theyll be far more digital native than you or me.Which leads me to why you should take the time to read everyword of this ebook.Nonprofit experts in fundraising, marketing andcommunications, social media, mobile technology, digitaladvertising, and more have come together to bring youtop-notch insights and practical advice on how to leveragetechnology and the Internet for online marketing andfundraising growth.Youve got Forbes most influential top bloggers, CFRE/ACFREs,animal lovers and association pros, pioneers and innovators,peer-to-peer fundraisers, and direct response agitators allin one place. But most of all, within this ebook resides thewisdom of a group of individuals who have dedicated theirlives to making the world a better place by using their talentsto make a real difference.I know youll enjoy.Ive already read it, so Im going to check on Grandma.Now that shes a Facetime user, we might catch her makingher first online donation before she turns ninety-four.Happy fundraising! BY FRANK BARRYFRANK BARRY is the director of digital marketing at Blackbaud. For over ten years, Frank has been helping nonprofits use the Internet so they canfocus on changing the world. Along with writing for industry publications like Mashable and Social Media Today, Frank facilitates discussions for NTC, AFP, SXSW and bbcon. Oh, and he has triplet boys! Say Hi on Twitter @franswaa and check out his blog on npENGAGE. 3. CONTENTSSOCIAL MEDIA 6 STEPS TO A 6 SPECIFIC CHALLENGES 3 WAYS TO USE SOCIAL SOCIAL MEDIA AND ITS WELL-MEASUREDONLINE FUNDRAISERSMEDIA IN YOUR NEXT RELATIONSHIP SOCIAL FUNDRAISING NEED TO CONSIDERCAMPAIGN TO ONLINE CAMPAIGN WHEN USING FACEBOOKFUNDRAISING BETH KANTERJOHN HAYDON AMY SAMPLE WARDCARIE LEWISEMAIL MARKETING THE SCIENCESPEAK TO THE INNERWANNA RAISENONPROFITS + OF EMAIL ANGEL, NOT THE INNERMONEY ONLINE?INTERNET = PEOPLEBOOKKEEPERDONT FORGET INSPIRING PEOPLEABOUT EMAIL STEVE MACLAUGHLINKIVI LEROUX MILLERMOBILE GETTING PERSONAL MOBILE FUNDRAISING WITH MOBILE OPTIMIZATION BEN WONG EXPANDING BEYOND THINK HIGH-TECH/CONVERT PEER-TO- PEER-TO-PEER THE FUNDRAISINGHIGH-TOUCH TO PEER DONORS INTO FUNDRAISING IS A EVENTOPTIMIZE PEER-TO- RECURRING ONLINE SOCIAL MEDIUMPEER FUNDRAISINGDONORS ROBYN MENDEZ DAVID HESSEKIEL JONO SMITH DONNA WILKINSINTEGRATED MARKETING INTEGRATED YOUR DONORS DONT INTEGRATED ONLINE MARKETING LIVE ONLY ONLINEMARKETING ANDFUNDRAISING YESTERDAY ANDOR ONLY OFFLINEONLINE FUNDRAISING TODAYWHY DO YOURCOMMUNICATIONS? DENNIS MCCARTHYMARC A. PITMANROGER M. CRAVERSCOTT PEARL IMPROVING DIRECT MARKETING RESPONSE WITH ONLINE ADVERTISING RICHARD BECKER npEXPERTS / TABLE OF CONTENTS / 1 4. SOCIAL MEDIASUREDteps to A WELL-MEA AISING C6S IAL FUNDRSOC When nonprofits marry fundraising withmind, here are six steps to measure social fundraising. social media, social fundraising is the result. With many nonprofits having someStep 1: Define Success presence in social media, best practices in Beyond Dollars Raised One exercise you might want to go social fundraising are evolving quickly as nonprofits use measurement to learn a diverse group of staff and have them answer the following questions: what works best. There are some challenges to organization or program? measuring social fundraising. For example, social fundraising is organization or program? almost always employed in addition to other fundraising activities. Unless the metrics are carefullysame questions about your social fundraising programs. to isolate the impact of the social If the answer to all those questions fundraising component.starts with a dollar sign, then you Sometimes fundraising campaigns have your metrics. But chances are may suffer from a too small to fail its a lot more complicated than that. complex. Major campaigns that One person will probably mention include PSAs, media tours, direct mail, relationships, another person will and events all have very visible costs, say its about meeting the budget, so ROI becomes an important metric. and someone else will talk about Yet, todays technology makes it so expanding the donor base. You easy and inexpensive to implement may end up with two, three, or ten a social fundraising campaign thatdifferent goals. You need to prioritize making the effort to quantify the the goals and get everyone on the return may be considered not worthsame page, or else your metrics, and the effort. But this is a great fallacy.perhaps your program, will surely Measurement is always worth the disappoint some fraction of the team. effort if it helps you make better decisions in the future. BETH KANTER , with co-author Allison Fine introduced the sector to a new way of thinking and operating in a connected world. Her second book,with co-author KD Paine, is a practical guide for using measurement and learning to achieve great social impacts. Read more from Beth at bethkanter.org or follow her on Twitter @kanter.2 / npEXPERTS /SOCIAL MEDIA 5. CAMPAIGNStep 2: PrioritizeStep 6: Design YourYour Stakeholders measuring what in your organization.Program to MeasureYou may need to get a little technical.the Contribution ofFind out what data is being tracked,number of diverse and frequentlySpecific Tacticsover what period, how its stored,and how it can be exported. IsSocial fundraising is typically partthe keys to their success. Youanyone doing any statistical analysis of an integrated campaign, soneed to understand how a good of the data? You need to make a listmeasuring it is trying to track therelationship with each group canthat includes any and all surveys thatare conducted, any web analyticsIt is possible, but it requires botha bad relationship can hurt it. Makecollected, any media monitoring commitment and planning. Standarda list of all your constituencies and programs, and any conversion databeing stored. Dont be surprised if a goal and associated metrics fora great relationship with that groupyou end up with a very long list. an entire campaign and launchwould bring to your organization. all aspects of the campaign atResources are never unlimited, so beonce. However, if you are going tosure to prioritize your stakeholdersStep 5: Choose Your Metrics effectively measure the contributionas well.Social fundraising can driveof social fundraising, you need tobehavior in many forms beyond justbe willing to roll out the campaignStep 3: Establish donations, including increasing the in phases and measure progressa Benchmark size of your network, the sharing ofalong the way. A good measurementinformation, subscriptions to yourprogram looks at as many differentMeasurement is a comparative tooland whether you are measuringemail responses, attendance atfundraising, new memberships, orMeasuring social fundraising startsevents and trade shows, and votes,community engagement, you eitherwith goals and objectives that areto name a few. All are relatively easyneed to benchmark against yourusually easy to articulate. It alsoto measure once you have a trackingsystem in place.includes measuring engagement.Above all, measurement can helpunderstand how good your numbersTypical metrics might be: your organization make informedreally are. decisions and experiment withof donors tactics until they know what works,what doesnt, who responds, whoStep 4: Audit Yourof donationsdoesnt, and what is needed to get toData Supplythe dollar goal.The key to any measurementof donationsprogram is the availability of data.A problem today is that data istypically kept in silos that arebetween donationscontrolled by different parts of anorganization. It is not uncommon to If you are comparing socialfundraising to other tactics, youdifferent measurement systems all might want to add some cost ratiosoperating independently. The key to to your metrics such as cost pereffective measurement is to get those donor acquired and life time valuesystems and the people who controlof a donor.the data to talk to one another.npEXPERTS / SOCIAL MEDIA / 3 6. When was the last time you were approached by a stranger in the store asking for you to donate to a cause they cared about? Well, sure - it does happen. Especially around the holidays or for decision to give money is influenced by our peer networks and personal experiences. Thats why social media can be a valuable component of your online fundraising strategies. After all, its called social media for a reason! You can think about online You can then offer up snacks and you not only connect with those engagement as throwing a house drinks or even start conversations you know, but you get to make party. Your website is your kitchen, or games based on who is in theintroductions and meet new people. where you can prepare the snacks,room and what they might enjoy,Its your chance to have direct make the punch, and arrange all thejust like you do when you shareconversations with supporters, utensils; in other words, thats where certain content on certain onlinefans, and donors - conversations you can create and store all your that happen in public so many more content. The social channels you in your community engaging onpeople can learn about and engage set up are the various rooms in theeach platform. with you. house where guests gather, certain groups sticking together in certainSocial media, the place where you rooms just as your community get to hang out with your party naturally segments across the web. guests, is the social space whereAYS E SOCIAL 3 W O US T r next campaignin you6 / npEXPERTS /SOCIAL MEDIA