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Workshop at the Center for Nonprofit Advancement on 8.19.08
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Online Strategies and Tools for Success
Jocelyn HarmonDirector of Business Development
www.marketingfornonprofits.org
Agenda
What is online marketing?
So what and who cares?
Who should do it?
How?
Some tools you can use
Learn from the best
What is online marketing?
Any digital communication designed to generate a response, such as a donation, an event registration, a newsletter sign-up etc.
So What and Who Cares?
1. It’s inexpensive.2. It’s efficient.3. It’s effective.4. It can help you reach new and younger donors.5. It can enable your best supporters to market
you.6. It’s measurable.7. It’s fun!
Who’s Online?76% of men are online74% of women are online
92% of 18 – 29 year olds are online72% of 50 – 64 year olds are online
94% with household income of $75,000+ more are online 61% of people with household income of $30,000 or less are online
Source: Pew Internet & American Life Project
170 million MySpace members66 million Facebook users
What are they doing?92% sending or reading e-mail
91% using a search engine
71% getting news
48% watching a video on a video-sharing site like YouTube or Google Video
47% looking for news or information about politics or the upcoming campaigns
39% (57 million people) reading blogs
Source: Pew Internet & American Life Project
But How?
Strategy first.
Tactics second.
Be interesting.
What’s your point of view?
Be interested.
Read and comment on what other folks are saying.
Join networks.
Distribute and link to content.
Participate!
Be real.
People are tired of “corporate
speak.”
Be passionate, be creative, but most of all be real!
Be brief.
Be careful.
Be brave.
The Internet enables anyone to connect across space and time.
The possibilities are endless…
Tools You Can Use
Blogs
RSS
Charity widgets
Social networking sites
Video
BlogsEnable instant communication.
Put a real face on an organization.
Are easy to update.
Are deeply LOVED by search engines.
Are a great way to build and organize content.
RSS
“If you don’t like the news…go out and make some of your own.”
- Wes “Scoop” Nisker
Charity Widgets
Are portable.
Enable the best kind of fundraising - person-to-person.
Incorporate video, text and audio.
Enable impulse transactions.
Are SUPER EASY to create.
Social Networking Sites
Enable real-time conversations.
Are places where people are already congregating.
Are platforms for your supporters to support you.
Videos
Help show the emotional side of your nonprofit.
Are portable.
Bonus: People spend a TON of time on YouTube!
Nothing is perfect. Well, almost nothing…
You WILL lose control of your message.
Some audiences may not be ripe, yet!
You have to have a back end.
4 things to remember
1. You need a sound strategy to succeed online. This means, in part, having an authentic voice
and engaging in real conversations.
2. Your audience isn’t (just) listening to you. They’re listening
to what others say about you.
3. Online marketing tools are easy for people to cut and paste and pass on. This “viral activity”
can lead to an exponential increase in donations,
participation, and sales for the smart charity.
4. The Internet is leveling the playing field for nonprofits. Now even the smallest groups have the opportunity to talk and be
heard.
Learn from the Best
Beth Kanter’s BlogKatya’s Nonprofit Marketing BlogSeth GodinKivaCase FoundationAllison FineNTENNetSquared.org
