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Presented to Nonprofit Organization Delegates of the Southern Africa Institute of Fundraising 10th Biennial Convention (May 3-6, 2011)
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AMAZINGTASTE
GETTING THE MOST FROM EMAIL & MULTI-PLATFORM
SOCIAL MEDIA
THURSDAY, 5 MAY 2011 10:30AM – 12:00PM
SOUTHERN AFRICA INSTITUTE FOR FUNDRAISING 10TH BIENNIAL CONVENTION
PRESENTED BY LIZ NGONZI
Copyright Amazing Taste, LLC May 5, 2011 All Rights Reserved
AMAZINGTASTE
SESSION OUTLINE
• Your NGO’s List Acquisition Strategies 10 Minutes• Email Trends/ Best Practices / Pitfalls 20 Minutes• Your NGO’s Social Media Strategy 10 Minutes• Social Media Benefits / Challenges 15
Minutes• Topsy Foundation Case Example 30 Minutes• Liz Ngonzi Contact Details N/A
AMAZINGTASTE
YOUR NGO’S LIST ACQUISITION STRATEGIES: HOW EFFECTIVE ARE THEY?• How Are Email Addresses and Mobile
Numbers Collected?• Are You Able to Conduct Targeted
Mailings?• Which Supporter Mailings are Done Via
Email or Mobile Phone?• Do You Track Email and/or Mobile Phone
Response Rates?• Who is Responsible for Maintaining
Email and Mobile Phone Number Databases?
AMAZINGTASTE
WEBSITE TRENDS:SOURCE -
AFROGRAPHIQUE.TUMBLR.CO
M
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NGO’S REASONS FOR COMMUNICATING
Source: http://myvisualvoice.com/blog
Venn Diagram by Big Duck
Supporter
NGO
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NGO EMAIL /MOBILE PHONE
DATABASES
SOCIAL MEDIA INFORMATION FLOW: DEVELOPING YOUR NGO’S EMAIL AND MOBILE DATABASES
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EMAIL MARKETIN
G INFOGRAP
HIC SOURCE:FLOWTOWN
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EMAIL MARKETING INFOGRAPHIC SOURCE:FLOWTOWN
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EMAIL: BEST PRACTICES
1. Consistent Use of NGO Graphics and Messaging Reinforces Branding
2. Compelling Subject Heading & Mailing from Credible Address Increase Likelihood of Opening
3. Personalization Increases Likelihood of Reading and Action
4. Email Body Presents Opportunity to Emotionally Engage Supporter
5. Specific Calls to Action Facilitate Supporter Response
AMAZINGTASTE
EMAIL: PITFALLS TO AVOID
1. Mailing Without Permission or Opt-out Options
2. Inadvertently Revealing Email Addresses When Conducting Group Mailings
3. Email Absorption into Spam Box4. Misspellings and Punctuation Errors5. Overwhelming Recipient with Too Much
Information6. Lack of Orchestrated Approach to Mailings
AMAZINGTASTE
WEBSITE TRENDS:
SOURCE - AFROGRAPHIQUE.TUMBLR.COM
AMAZINGTASTE
SOCIAL MEDIA: BENEFITS
• Enable Existing Supporter to Interact with NGO at Their Convenience
• Increase Footprint of NGO’s Brand to Facilitate Discovery by Potential Supporters
• Facilitate Donations Whenever and Wherever Donors Want to Make Them
• Leverage Increasing Trends Toward Online Donor Networks
AMAZINGTASTE
SOCIAL MEDIA: CHALLENGES
• NGO’s Run by Individuals Lacking Knowledge About Strategic Importance of Social Media to Marketing / Fundraising Activities
• Comfort-level with Existing Channels• Lack of Resources to Analyze Social
Media Effectiveness• Limited Resources Dedicated to
Maintaining Social Media Channels
AMAZINGTASTE
NGO ONLINE / MOBILE
WEBSITE
SOCIAL MEDIA INFORMATION FLOW: DRIVING TRAFFIC TO YOUR NGO’S WEBSITE
AMAZINGTASTE
TOPSY FOUNDATIO
NWEBSITE
SOCIAL MEDIA INFORMATION FLOW: DRIVING TRAFFIC TO TOPSY FOUNDATION’S WEBSITE
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TOPY FOUNDATION WEBSITE: WWW.TOPSY.ORG.ZA
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TOPSY ON FACEBOOK
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TOPSY FOUNDATION YOUTUBE CHANNEL
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TOPSY ON WIKIPEDIA
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TOPSY ON TWITTER
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CHARITY
PORTAL
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CHARITY
PORTAL ON FACEBOOK
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TOPY ON CHARITY PORTAL
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TOPSY FOUNDATION DONATION CONFIRMATION
Website: http://www.topsy.org.za/
AMAZINGTASTE
CONTACT DETAILS FOR LIZ NGONZI
Email: [email protected] Taste Website: www.Amazing-
Taste.ComWebsite for My NYU Courses:
www.Epsilen.com/EN33Office: +1 973.327.4225Mobile: +1 732.208.3304Skype: Ngonzien1Twitter: @LizNgonziFacebook Group: Online & Mobile Supporter
Engagement Strategies for Nonprofits
