Download ppt - Leveraging a meaningful online presence for Non Profits

So just what is this internet So just what is this internet thing anywaything anyway

How to Leverage a Meaningful Online Presence

Peter Kaizer | Web/Multimedia Director Catholic Relief Services

A little about meA little about me

• 10 years in the online space• 9+ years as the Director of CRS’ online

program• Worked with the Baltimore Arch Dioceses

CC Chapter• Worked with many other Non Profit clients• Spent 18 years making handmade pottery

The Internet is NOT what it used to beThe Internet is NOT what it used to be

Some background• Four out of five U.S. adults go online now. • 91% of adults in households with annual income

exceeding $75,000 go online• 162 million websites on the internet today.• If you build it they will not necessarily come• A Web site is more of a piece of software than

simply your annual report or brochure rendered on a screen online

The Internet is NOT what it used to beThe Internet is NOT what it used to be

The Internet has grown enormously in the past 15 years and is now the most important tool a non-profit can have to build relationships with constituents and supporters.

The RecipeThe Recipe

• A great web site• Search optimization• A blog (YES you NEED one!!)• Web Multimedia (video, slideshows, visual

storytelling)• Email marketing• Social Networks/Web2.0• Management & governance

Web siteWeb site

First things first:• Who is your audience• Demographic info• Interview a few users• Is your online presence for your beneficiaries also• What are you trying to communicate to your

audience

Web siteWeb site

What are the engagement pathways are you creating online

• Online donations

• Advocacy

• Awareness

• Viral Marketing

Web siteWeb site

Components of a great web site:• Brand identity• Information Architecture• Primary Navigation• Secondary Navigation• Graphic Design• Typography• Usability• User testing!

Web siteWeb site

Lets look at a few…

Web siteWeb site

Donate widget on every page Email sign up widget on every page

Easy sharing on every story

Web siteWeb site

Footer is an underused part of most web sites

Web SiteWeb Site

What is the one thing that will change the way you need to think about your web site:

Search optimization & Search optimization & marketingmarketing

If you build it they will not necessarily come

Organic optimization

• Write for humans & robots

• Keyword density

• Write for how your content might be found

• Use Google free tools

• Consider Paid Search as well

Search optimization & Search optimization & marketingmarketing

Paid Search via Google AdWords

A Blog (can I do that)A Blog (can I do that)

Some Blog basics:• A blog IS a web site (not something that only crazy

outspoken people have)• It’s the best place to have a dialog with your constuients• The secret sauce is the comment threads• A blog without comments is hardly worth doing• Moderate comments• A blog is one of your BEST search optimization tools• Every new or updated post alerts the Search Engines

(remember the robots they need to be feed too)

A Blog (yes you can do that)A Blog (yes you can do that)

More Blog basics:• Your editorial tone should be different more

informal, reflective, conversational, ask your visitors questions…

• Keep posts short• Post often (remember every new post is robot

food)• Use Categories & Tags

A Blog (yes you can do that)A Blog (yes you can do that)

Web MultimediaWeb Multimedia

The Web is about storytelling• A picture is worth… well they say 1,000 words• Photos tours and web video are compelling

storytelling vehicles• Broadband usage is increasing• Flash Video technology makes it easy to deliver

multimedia & video content seamlessly• Most media sites are doing it so it’s expected• We are now in the YOUTUBE age


The Web is about storytelling


The Web is about storytelling

Email MarketingEmail Marketing

• For most organizations the point of entry in an email

• Drives to an online destination with a call to action.

• Make a donation

• Advocate

• Tell your friends


A few Email best practices:• Brand your emails consistent with your online

presence• Keep it short• Always create a text only version• Have a link to online version at top• Suggest adding sender email to address book• Follow CanSpam guidelines• ALWAYS have an opt out mechanism


Link to web version Forward to friendKeep it short & link to Web site


More Email best practices:• Limit your use of images• DON’T just cut up an image to display with html

(use real html text)• Email clients (outlook, apple mail, Thunderbird,

lotus notes, eudora, etc) are inconsistent in their interpretation of html

• And then there are all the web mail clients (AOL, Yahoo, Gmail, etc)

Social NetworksSocial Networks

How To Successfully Raise Money

Using Social Networks and Web 2.0

(yeah, right.)

Ten reasons to enter into social networking anyway:

1. Everybody’s doing it. 2. The incredibly powerful, viral nature of these sites. 3. Online actions inspire “real world” conversations. 4. Directly communicate with a target audience. 5. A new opportunity to tell your story.6. Increasing awareness. 7. Establish relationships with younger donors/supporters. 8. Consistent contact information. 9. Enhanced user experience. 10. The number of users on these sites



The main ones to pay attention to:

• Facebook (around 70 million users)

• My Space (over100 million users)

• You Tube 70,000 new videos a day

• Twitter (micro blogging/lifecasting 140 characters at a time) Approaching 1 million users


A few tricks we’ve tried.



Join forces with your supporters

Contests and giveaways

225 new fans in 9 days - 5x the rate we would typically see over the same time


Setting goals: “Help us reach 1,000 friends!”


Cross-promote

Footer of all CRS

Community emails


Emergencies


Who’s going to do this??? Get a Summer intern

•Facebook: went from 351 to over 839 fans•MySpace: went from 45 to over 1300 friends•Good writing skills are a must•Invite, invite, invite•Keep fresh content daily•Keep up the level of interaction•What happens in September?


Management & governanceManagement & governance

Some things to consider:• Who owns the online program• Skill level of staff (web work IS a

specialized skill)• Analytics, Analytics, Analytics!• Put Google Analytics on your site right

now!

ResourcesResources

Web sites:

http://alistapart.com/

Blogging:

http://www.problogger.net/

Email Marketing:

http://www.campaignmonitor.com/resources/

Social Networks/Web2.0:

http://beth.typepad.com/beths_blog/

http://www.readwriteweb.com/

http://mashable.com/

Thank youThank you

Feel free to contact me with questions:

Peter Kaizer

[email protected]

410.951.7338

Facebook: search for me by name

Twitter: http://twitter.com/pdkaizer

AIM: pdkweb