Your nonprofit Your Brand: Raising money, awareness and volunteers on the web

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Your nonprofit Your Brand Raising money,
awareness and volunteers on the web

• University of Miami
• School of Business
• Center for Nonprofit Management Workshop
• Presented by Liz Sarachek Blacker, SVP, Digital
  Sales, impreMedia
• February 19th, 2009

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AGENDA

• Part I
• Introduction
• Your Nonprofit Your Brand
• Jump on the Social Networking Bandwagon
• Research Prospects and How to Improve Your
  Solicitations
• Basic Tracking Systems
• Break
• Part II
• Improve Your Case Statement and Other
  Fund-Raising Tools
• Food for Thought
• Other Nonprofits Other Brands
• QA
• Closing Thoughts

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INTRODUCTIONNonprofits technology Hierarchy
of needs

• Build your nonprofits technology assets from the
  bottom up
• Mission Develop a strong mission statement that
  has realizable and measurable goals
• People Hire computer savvy staff (Focus on
  programmers and network administrators)
• Network Build an IT network based on affordable
  hardware and free software
• Website Make a user friendly, transparent
  destination for your constituents
• CRM (Customer Relationship Management) Track and
  organize your contacts
• Social Media Empower individuals with the tools
  to organize/advocate for your brand
• NonprofitTechBlog.org 2/4/09

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Your Nonprofit Your Brand

• Live examples of people in the room lets surf
  and brainstorm!

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Jump on the Social Networking Bandwagon

• Facebook
• MySpace
• Twitter
• YouTube
• Idealist

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Social Networking FACEBOOK and MYSPACE

• Social Networking Nonprofits
• Facebook Causes users create online
  communities to advocate for various issues,
  charities and political candidates
• MySpace Impact portal for non-profits group
  activity, featuring news, videos and events.
  Impact Awards honor individuals and nonprofit
  groups that have successfully used the site to
  make a difference." MySpace members vote on the
  winners, who get 10,000

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Social Networking TWITTER

• TWITTER What are you doing?
• Keep the pulse of the ever-changing global
  nonprofit energy Twitter is a social networking
  and micro-blogging service that allows its users
  to send and read other users' updates (known as
  tweets), text-based posts of up to 140 characters
• The Nonprofit Twitter Pack A simple list of
  people who use Twitter organized by interests or
  locations.  Powerful way for people interested in
  nonprofits to organize and find each other
• Nonprofit Pulse A website that tracks Twitter
  messages from nonprofit professionals

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Social Networking YOUTUBE

• YouTube Nonprofit Channel
• Video is a powerful way to show your
  organization's impact and needs, and with a
  designated "Nonprofit" channel on YouTube, you
  can deliver your message to the world's largest
  online video community.
• Participating partners include ONE Campaign,
  Clinton Foundation, 24 Hours for Darfur, Pulitzer
  Center on Crisis Reporting, Rotary International
• Find out how to set up your nonprofit channel

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Social Networking IDEALIST.org

• Idealist.org Imagine. Connect. Act.
• Enables users to search volunteer/nonprofit
  employment opportunities across the globe, create
  a volunteer profile, browse feature articles,
  blogs, podcasts, etc.
• Winner of several Webby Awards for Best
  Community Site and Best Employment Site

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Research Prospects and How to Improve Your
Solicitations

• Without a ton of money, where should I list
  myself?
• Search and search grants
• Get listed on sites like VolunteerMatch

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Without a Ton of Money, Where Should I List
Myself?

• Get creative, eg Craigslist!

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Search and Search Grants

• Google Grants In-Kind Advertising for Nonprofits
• The Google Grants Program empowers nonprofits to
  achieve their goals by helping them promote their
  websites via advertising on Google. Google
  AdWords ads appear when users search on Google
  and when you click on one of the ads, you are
  brought to the website being advertised.

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VolunteerMatch.org

• A Virtual Matchmaker for Volunteers (Wall
  Street Journal) VolunteerMatch had 10 million
  visitors in 2008 and provides volunteer
  recruiting services for more than 62,000
  nonprofits
• LinkedIn-VolunteerMatch partnership recently
  launched that allows professionals to connect,
  network and share ideas

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CharityNavigator.org

• CharityNavigator evaluates charities based on
  financial health rating system has evaluated
  over 5,000 of Americas best-known charities
• Top 10 Lists, Blogs, Tips and Resources

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Basic Tracking Systems

• Understand your own needs!
• Manage donor lists with donor management
  software
• For small nonprofits short on resources
• eTapestry
• DonorPerfect
• Z2 Systems
• The Databank
• For larger nonprofits
• SalesForce
• Donor 2
• BlackBaud Raisers Edge
• Sage Fundraising 100
• Put staff against your software youll need
  someone to manage your donor list, amidst an
  ever-changing online environment
• TechSoup, November 2008

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BREAK!
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AGENDA

• Part II
• Improve Your Case Statement and Other
  Fund-Raising Tools
• Food for Thought
• Other Nonprofits Other Brands
• QA
• Closing Thoughts

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Improve Your Case Statement and Other
Fund-Raising Tools

• Be creative and have some fun, introducing
• Yania Olabarrieta
• Vice President Creative Director
• C-Com Group Inc.

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Improve Your Case Statement and Other
Fund-Raising Tools

• The creative act is not performed by the artist
  alone the spectator brings the work in contact
  with the external world by deciphering and
  interpreting its inner qualifications and thus
  adds his contribution to the creative act.-
  Marcel Duchamp (July 28, 1887 October 2, 1968)
• Non-profit community
• World Wide Web a space to network

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WEB 2.0

• Changing trends in the use of World Wide Web
  technology and web design
• Enhance creativity, communication, secure
  information sharing, collaboration and
  functionality of web
• In essence, it is the wide availability of
  interconnectivity and interactivity of
  web-delivered content
• Web-culture communities like social networks,
  wikis, video sharing sites, blogs, etc.
• A different way of using the Web

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Widgets

• An icon or graphic interface that is controlled
  by the computer or internet user and performs a
  desired function online or on computer
• Pieces of programming code embedded in an image
  file set up to react to the users command
• Examples buttons, drop-down menus, or any
  element that can be manipulated by the user to
  perform a function
• User-friendly tool
• Simplify and enhance internet users experience
• Examples of widgets stock tickers, media player
  buttons, RSS feed icons, web browser controls,
  etc

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Widgets

• Create your own widget or make your blog into a
  widget at www.widgetbox.com

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RSS Feed

• Real Simple Syndication
• Requires subscription by user when info is
  updated it is automatically delivered to user
• Inform on vital information that presents your
  organizational and mission-related strategies
• A great way to manage information you want to
  find and great for people interested in your
  non-profit to get automatic updates from your
  Website
• Find relevant information in one place (no more
  crowded bookmark bars)

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RSS Feed
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Rich Media

• Broad range of digital interactive media. It can
  be downloadable or embedded in a webpage
• Rich media is defined by dynamic motion that
  could be generated in direct response to the
  users interaction
• Examples Streaming video newscast stock
  tickers pre-recorded webcasts with synchronized
  slide show that allows user control

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Webcasts

• A media file distributed over the Internet using
  streaming media technology. A webcast may either
  be distributed live or on demand. Essentially,
  webcasting is broadcasting over the Internet
• Leverage the Internet as a singularly
  cost-effective means to raise funds, educate
  potential donors, and mobilize people about their
  causes
• Create audio and video webconference and webcast
  communications with local audiences
• Help build brand on a local level by creating a
  more efficient market for philanthropy and
  participation
• It allows you to communicate directly with your
  entire membership and with special groups

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Online Surveys

• Research tool that can deliver feedback without
  the high cost and time consuming aspects of paper
  surveys
• Application Service Providers supply the software
  so nothing needs to be installed in computer
  entirely web-based
• As simple as creating your own survey, sending
  e-mail invites to respondents and/or posting
  survey on your site
• Responses are tallyed in real time, therefore you
  can see results as they are being submitted
• Great way to evaluate your websites features and
  content measure the effectiveness of programs
  and services and finding out whether your
  newsletter or communications are informative and
  useful to the user

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Online Surveys
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Google Earth Outreach

• Google Earth Outreach is a do-good nonprofit
  outreach program launched by Google Earth on June
  26, 2007
• Allows users a virtual visit to a nonprofit
  organizations project that is intended to get
  users engaged, passionate and supportive of the
  mission or cause

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Food for Thought

• Mobile
• Media Partnerships

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Mobile

• Use mobile alerts to solicit donations (eg
  MacMillan Cancer Support)
• Build a database through keyword alerts

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Food for Thought

• Media Partnerships
• Create multi-platform opportunities utilizing all
  mediums
• Reach out to Media companies who are making an
  impact
• Connect with people you know working in the for
  Profit World
• Establish relationships with other non profits
• Study brands who know how to engage consumers
• Find local partners media, brands, agencies,
  local celebrities who want to do good, even
  great things

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Other Nonprofits Other Brands (imitation is the
sincerest form of flattery)

• For example
• Kiva.org
• AdCause.org
• ONE Campaign
• Lance Armstrong Foundation

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KIVA.org

• Kiva.org Next Gen Giving Charity and Social
  Networks
• Social lending Its kind of like mashing
  YouTube with a big bank
• The world's first person-to-person micro-lending
  website, empowering individuals to lend directly
  to unique entrepreneurs in the developing world.
• PCworld, February 20th, 2008

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ADCAUSE.org

• AdCause.org Saving the World, One Tweet at a
  Time
• The charity arm of Twitter.com allows advertisers
  to sponsor popular members on the site users
  can donate a percentage of the proceeds from
  sponsors to their charity of choice
• For example a bakery might buy all available
  Twitter-ers discoursing on food

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ONE Campaign

• ONE Campaign Achieving Change Through Advocacy
• Grassroots campaign and advocacy organization
  backed by 2 million people committed to the
  fight against extreme poverty and preventable
  disease, particularly in Africa.
• Users can use the ONE website to sign a
  petition, write to the President, find out
  how/where to volunteer, buy merchandise, and
  email friends about the cause

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Lance Armstrong Foundation

• Lance Armstrong Foundation Knowledge Power
• Uniting people to fight cancer and pursue an
  agenda focused on revention, access to screening
  and care, improvement of the quality of life for
  cancer survivors, and investment in research
• Online community of supporters and survivors
  sign up to join the Livestrong Army, attend
  events, listen to video survivor stories, start
  grassroots fundraising

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In Summary

• RECAP
• Build your nonprofits technology assets from the
  bottom up
• Mission Develop a strong mission statement that
  has realizable and measurable goals
• People Hire computer savvy staff (Focus on
  programmers and network administrators)
• Network Build an IT network based on affordable
  hardware and free software
• Website Make a user friendly, transparent
  destination for your constituents
• CRM (Customer Relationship Management) Track and
  organize your contacts
• Social Media Empower individuals with the tools
  to organize/advocate for your brand

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• THANK YOU!
• Deck will be distributed
• Please feel free to reach out
  lsarachek_at_yahoo.com
• Now time for some QA