Leveraging a meaningful online presence for Non Profits

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    18-Dec-2014

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<ul><li> 1. So just what is this internet thing anyway How to Leverage a Meaningful Online Presence Peter Kaizer | Web/Multimedia Director Catholic Relief Services </li> <li> 2. A little about me <ul><li>10 years in the online space </li></ul><ul><li>9+ years as the Director of CRS online program </li></ul><ul><li>Worked with the Baltimore Arch Dioceses CC Chapter </li></ul><ul><li>Worked with many other Non Profit clients </li></ul><ul><li>Spent 18 years making handmade pottery </li></ul></li> <li> 3. The Internet is NOT what it used to be <ul><li>Some background </li></ul><ul><li>Four out of five U.S. adults go online now. </li></ul><ul><li>91% of adults in households with annual income exceeding $75,000 go online </li></ul><ul><li>162 million websites on the internet today. </li></ul><ul><li>If you build it they will not necessarily come </li></ul><ul><li>A Web site is more of a piece of software than simply your annual report or brochure rendered on a screen online </li></ul></li> <li> 4. The Internet is NOT what it used to be <ul><li>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. </li></ul></li> <li> 5. The Recipe <ul><li>A great web site </li></ul><ul><li>Search optimization </li></ul><ul><li>A blog (YES you NEED one!!) </li></ul><ul><li>Web Multimedia (video, slideshows, visual storytelling) </li></ul><ul><li>Email marketing </li></ul><ul><li>Social Networks/Web2.0 </li></ul><ul><li>Management &amp; governance </li></ul></li> <li> 6. Web site <ul><li>First things first: </li></ul><ul><li>Who is your audience </li></ul><ul><li>Demographic info </li></ul><ul><li>Interview a few users </li></ul><ul><li>Is your online presence for your beneficiaries also </li></ul><ul><li>What are you trying to communicate to your audience </li></ul></li> <li> 7. Web site <ul><li>What are the engagement pathways are you creating online </li></ul><ul><li><ul><li>Online donations </li></ul></li></ul><ul><li><ul><li>Advocacy </li></ul></li></ul><ul><li><ul><li>Awareness </li></ul></li></ul><ul><li><ul><li>Viral Marketing </li></ul></li></ul></li> <li> 8. Web site <ul><li>Components of a great web site: </li></ul><ul><li>Brand identity </li></ul><ul><li>Information Architecture </li></ul><ul><li>Primary Navigation </li></ul><ul><li>Secondary Navigation </li></ul><ul><li>Graphic Design </li></ul><ul><li>Typography </li></ul><ul><li>Usability </li></ul><ul><li>User testing! </li></ul></li> <li> 9. Web site Lets look at a few </li> <li> 10. Web site Donate widget on every page Email sign up widget on every page Easy sharing on every story </li> <li> 11. Web site Footer is an underused part of most web sites </li> <li> 12. Web Site <ul><li>What is the one thing that will change the way you need to think about your web site: </li></ul></li> <li> 13. Search optimization &amp; marketing <ul><li>If you build it they will not necessarily come </li></ul><ul><li>Organic optimization </li></ul><ul><li>Write for humans &amp; robots </li></ul><ul><li>Keyword density </li></ul><ul><li>Write for how your content might be found </li></ul><ul><li>Use Google free tools </li></ul><ul><li>Consider Paid Search as well </li></ul></li> <li> 14. Search optimization &amp; marketing <ul><li>Paid Search via Google AdWords </li></ul></li> <li> 15. A Blog (can I do that) <ul><li>Some Blog basics: </li></ul><ul><li>A blog IS a web site (not something that only crazy outspoken people have) </li></ul><ul><li>Its the best place to have a dialog with your constuients </li></ul><ul><li>The secret sauce is the comment threads </li></ul><ul><li>A blog without comments is hardly worth doing </li></ul><ul><li>Moderate comments </li></ul><ul><li>A blog is one of your BEST search optimization tools </li></ul><ul><li>Every new or updated post alerts the Search Engines (remember the robots they need to be feed too) </li></ul></li> <li> 16. A Blog (yes you can do that) <ul><li>More Blog basics: </li></ul><ul><li>Your editorial tone should be different more informal, reflective, conversational, ask your visitors questions </li></ul><ul><li>Keep posts short </li></ul><ul><li>Post often (remember every new post is robot food) </li></ul><ul><li>Use Categories &amp; Tags </li></ul></li> <li> 17. A Blog (yes you can do that) </li> <li> 18. Web Multimedia <ul><li><ul><li>The Web is about storytelling </li></ul></li></ul><ul><li><ul><li>A picture is worth well they say 1,000 words </li></ul></li></ul><ul><li>Photos tours and web video are compelling storytelling vehicles </li></ul><ul><li>Broadband usage is increasing </li></ul><ul><li>Flash Video technology makes it easy to deliver multimedia &amp; video content seamlessly </li></ul><ul><li>Most media sites are doing it so its expected </li></ul><ul><li>We are now in the YOUTUBE age </li></ul></li> <li> 19. Web Multimedia <ul><li><ul><li>The Web is about storytelling </li></ul></li></ul></li> <li> 20. Web Multimedia <ul><li><ul><li>The Web is about storytelling </li></ul></li></ul></li> <li> 21. Email Marketing <ul><li>For most organizations the point of entry in an email </li></ul><ul><li>Drives to an online destination with a call to action. </li></ul><ul><li>Make a donation </li></ul><ul><li>Advocate </li></ul><ul><li>Tell your friends </li></ul></li> <li> 22. Email Marketing <ul><li>A few Email best practices: </li></ul><ul><li>Brand your emails consistent with your online presence </li></ul><ul><li>Keep it short </li></ul><ul><li>Always create a text only version </li></ul><ul><li>Have a link to online version at top </li></ul><ul><li>Suggest adding sender email to address book </li></ul><ul><li>Follow CanSpam guidelines </li></ul><ul><li>ALWAYS have an opt out mechanism </li></ul></li> <li> 23. Email Marketing Link to web version Forward to friend Keep it short &amp; link to Web site </li> <li> 24. Email Marketing <ul><li>More Email best practices: </li></ul><ul><li>Limit your use of images </li></ul><ul><li>DONT just cut up an image to display with html (use real html text) </li></ul><ul><li>Email clients (outlook, apple mail, Thunderbird, lotus notes, eudora, etc) are inconsistent in their interpretation of html </li></ul><ul><li>And then there are all the web mail clients (AOL, Yahoo, Gmail, etc) </li></ul></li> <li> 25. Social Networks <ul><li>How To Successfully Raise Money </li></ul><ul><li>Using Social Networks and Web 2.0 </li></ul>(yeah, right.) </li> <li> 26. <ul><li>Ten reasons to enter into social networking anyway: </li></ul><ul><li><ul><li>Everybodys doing it. </li></ul></li></ul><ul><li><ul><li>The incredibly powerful, viral nature of these sites. </li></ul></li></ul><ul><li><ul><li>Online actions inspire real world conversations. </li></ul></li></ul><ul><li><ul><li>Directly communicate with a target audience. </li></ul></li></ul><ul><li><ul><li>A new opportunity to tell your story. </li></ul></li></ul><ul><li><ul><li>Increasing awareness. </li></ul></li></ul><ul><li><ul><li>Establish relationships with younger donors/supporters. </li></ul></li></ul><ul><li><ul><li>Consistent contact information. </li></ul></li></ul><ul><li><ul><li>Enhanced user experience. </li></ul></li></ul><ul><li><ul><li>The number of users on these sites </li></ul></li></ul>Social Networks </li> <li> 27. <ul><li>The main ones to pay attention to: </li></ul><ul><li>Facebook (around 70 million users) </li></ul><ul><li>My Space (over100 million users) </li></ul><ul><li>You Tube 70,000 new videos a day </li></ul><ul><li>Twitter (micro blogging/lifecasting 140 characters at a time) Approaching 1 million users </li></ul>Social Networks </li> <li> 28. Social Networks </li> <li> 29. A few tricks weve tried. Social Networks </li> <li> 30. Social Networks Join forces with your supporters </li> <li> 31. Contests and giveaways Social Networks 225 new fans in 9 days - 5x the rate we would typically see over the same time </li> <li> 32. Setting goals: Help us reach 1,000 friends! Social Networks </li> <li> 33. Cross-promote Social Networks Footer of all CRS Community emails </li> <li> 34. Emergencies Social Networks </li> <li> 35. <ul><li>Whos going to do this??? </li></ul><ul><li>Get a Summer intern </li></ul><ul><li>Facebook: went from 351 to over 839 fans </li></ul><ul><li>MySpace: went from 45 to over 1300 friends </li></ul><ul><li>Good writing skills are a must </li></ul><ul><li>Invite, invite, invite </li></ul><ul><li>Keep fresh content daily </li></ul><ul><li>Keep up the level of interaction </li></ul><ul><li>What happens in September? </li></ul>Social Networks </li> <li> 36. Management &amp; governance <ul><li>Some things to consider: </li></ul><ul><li>Who owns the online program </li></ul><ul><li>Skill level of staff (web work IS a specialized skill) </li></ul><ul><li>Analytics, Analytics, Analytics! </li></ul><ul><li>Put Google Analytics on your site right now! </li></ul></li> <li> 37. Resources <ul><li>Web sites: </li></ul><ul><li>http://alistapart.com/ </li></ul><ul><li>Blogging: </li></ul><ul><li>http://www.problogger.net/ </li></ul><ul><li>Email Marketing: </li></ul><ul><li>http://www.campaignmonitor.com/resources/ </li></ul><ul><li>Social Networks/Web2.0: </li></ul><ul><li>http://beth.typepad.com/beths_blog/ </li></ul><ul><li>http://www.readwriteweb.com/ </li></ul><ul><li>http://mashable.com/ </li></ul></li> <li> 38. Thank you <ul><li>Feel free to contact me with questions: </li></ul><ul><li>Peter Kaizer </li></ul><ul><li>[email_address] </li></ul><ul><li>410.951.7338 </li></ul><ul><li>Facebook: search for me by name </li></ul><ul><li>Twitter: http://twitter.com/pdkaizer </li></ul><ul><li>AIM: pdkweb </li></ul></li> </ul>