The World of ePhilanthropy

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(No Transcript)
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Todays Topics

• The World of ePhilanthropy
• Concepts Behind a Campaign
• The Hub Spokes of a Campaign
• Case Studies
• Christopher Reeve Paralysis Foundation
• Women Sports Foundation
• International Communications Industries
  Association

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The World of ePhilanthropy

• ePhilanthropyFoundation.org
• The Book
• Fundraising on the Internet The
  ePhilanthropyFoundations Guide to Success Online
• The eTour
• Philadelphia September 24
• New York Sept 26
• San Francisco Oct 01
• Houston Oct 22
• Handouts Code of Ethics and Ten Rules for
  ePhilanthropy

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The World of ePhilanthropy

• Guidestar.com
• The national database of U.S. charitable
  organizations, gathers and distributes data on
  more than 850,000 IRS-recognized nonprofits.
• NetworkForGood.org
• Portal for information, volunteering, and
  donations powered by Guidestar founded by the
  foundations of AOL, Cisco, and Yahoo.

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Concepts Behind a Campaign

• Develop the organizational promise (your mission)
• Communicate the promise
• Reinforce the brand and the mission
• Repeat!

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Concepts Behind a Campaign

• Your Mission is the cornerstone for brand
  building
• All communications and design must reflect the
  attributes of your brand, and connect people with
  your Mission
• Align these attributes with strategic goals

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Concepts Behind a Campaign

• Reach out to build interest and awareness (email,
  banners, viral, traditional media)
• Educate and motivate your visitors (navigation,
  content)
• Facilitate action!

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Set Objectives

• Dont be enamored by technology. Because it can
  be done, doesnt mean it should be.
• What do you want to accomplish?
• Share Information
• Create news
• Generate leads or new membership
• Consumer outreach
• Build member loyalty
• Promote an event

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Set Objectives

• Create clear objectives
• Secure buy-in and appropriate support
• Establish system for measuring success
• Define focused target

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Audience Definition

• Prioritize targets based on specific goals
• Detail all potential audiences
• For example

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Audience Definition
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Executing the Plan

• Start Small! Try using basic email and web
  collection tool as a first step
• Create a calendar and stick to it.
• Contain the campaign in a timeline that can be
  easily measured and then refined for future.
• Use available technologies, the tools are out
  there.
• Think about the future!

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Communication Channels

• Hub Spoke Model
• The Hub Site or Mini Site
• Email
• Keyword Placement Google and Overture
• Viral Pieces
• Tell a friend forwarding capability
• Distribution Channel, flyers, sign-up sheets, etc
• Traditional Channels CROSS PROMOTE!

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Defining the User Experience

• Everything about a Web site impacts the
  end-user experience - and thereby the brand -
  from look-and-feel to site performance and
  usability.
• Source Jupiter Communications

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Defining the User Experience

• Functionality, technology, and design should
  seamlessly blend
• First impressions DO matter

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Bad Example of Visual Hierarchy
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Defining the User Experience

• Information architecture
• Balance depth and breadth
• Users dont care about organizational structure
• Align with goals, not internal politics

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Defining the User Experience

• Navigation
• Approaching the nomenclature of navigational
  devices (OR call it what it is!)
• Use Consistent Placement
• Dont Confuse Navigation with (Calls to) Action!

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Defining the User Experience

• Call to action buttons and links
• Balance a cry for attention with clear call to
  action
• Users dismiss blinking, wildly animated visuals
  (a.k.a. ad banner syndrome)
• Ask early and often!

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Email

• Opt-in Vs. Double Opt-in
• Importance of Privacy Policy
• Cost-effective Tools
• Constant Contact www.constantcontact.com
• Topica www.topica.com
• Mailer Mailer www.mailermailer.com

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Search Engine Keywords

• Google and Overture

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Viral Marketing

• Full Cycle Communications

Organization
Existing Members
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Case Studies

• Christopher Reeve Paralysis Foundation
• International Communications Industries
  Association
• Women Sports Foundation

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• Christopher Reeve Paralysis Foundation
• www.paralysis.org
• 50th Birthday Prospecting Campaign
• Initial Plan to Collect Names for Future
  Prospecting
• Development of Creative and Messaging to Leverage
  Viral Technologies
• Use of Tools to Collect Data
• Collected 75,000 Names in 4 Weeks

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• Women Sports Foundation
• www.savetitleix.com
• Creating a Grassroots Movement
• Separate site for campaign with tools to contact
  Dept of Education, President, and Congress
• Distribute Flyers to core audience via Web
• Targeting various audiences with different
  tactics, students, parents, coaches.

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• International Communications
• Industries Association
• www.avolution.info
• Reaching Out Beyond Membership
• Identify Target Audiences
• Repurpose Existing Content to Speak to Various
  Vertical Audiences
• Collect Emails for Future Use
• Developing Viral Tools to Allow for Peer-to-Peer
  Marketing