How to Use the Internet to Build Stronger Relationships and Raise More Money
(WITHOUT Going Broke or Crazy)
The Internet is a Big Lever
“Give me a place to stand and a lever and I shall move the earth.”
Archimedes
“Give me a well-planned, well-designed, well-built and wellmarketed Web site and I’ll grow your nonprofit.” Kent McBride
The Internet Is Here to Stay
Future Generations Will Use the Internet More and Differently
– It’s a MySpace World – 48 million members – It’s a Broadband World – over 50% of US now has high-speed – It’s an Online Buying World (22% increase online purchasing
($143.2 Billion in 2005)
• To Survive in the Future You Must Learn to Use All of the Internet has to Offer
Must Have Now
•Web •E-mail •Newsletters •Online Stores
Must Do in Near Future
• Blog (future) • Audio (Podcasting) • Video
Only One Reason Use the Internet
Build Better Relationships
• • • Relationships with the Public to Advance Your Organization’s Cause and Mission Relationships with Current Supporters/Members and Donors
Because people donate most when they are actively engaged and empowered-- it’s got to be real.
Relationships with People You Serve
•
• • •
Relationships with Prospective Supporters and Donors
Relationships with Board Relationships with Press Relationships with Marketing Partners
Relationships are the key to Exposure and Fundraising
Two Nonprofit Marketing Trends
1. Expanding Individual Donor Base Online
2. Non-traditional Revenue
Online Donations are up 53% since January 2005
Individual Online Donations
“The fact that online donations have increased by more than 50% this past year confirms that those who experience online giving are finding it a preferred alternative to traditional giving. The
The Internet Will Become a Cash Machine
Internet is an immediate, convenient and safe way to give.” Dr. Ephraim Feig, CTO & CMO Kintera
Individual donors are giving 31% more online than offline: the average online donation in the U.S. in 2004 was $116.65. The average offline donation in 2004 was $89.25. Source:
The Wall Street Journal Weekend Edition, December 24-25, 2005
Individual Online Donations
U.S. households donated more than $3 billion online in 2004, and the Internet played a role in influencing more than 65% of donors. Kintera/Luth Nonprofit Trend Report, Jun 2005)
Horse Rescue raised nearly $2,000 in 4 months
Online Donations are Cost Effective
Make-A-Wish raised $14 million last year from direct mail, but they say that Google Adwords are more effective. Direct mail gets a 2% to 3% response, compared to 6% online. Zachary Stahmer, Make-A-Wish Foundation Marketing
Manager - USA Today, 12/27/05
“This helps us reduce our overhead costs and lets us allocate more money to the program itself.” Make-A-Wish Foundation Marketing Manager - USA Today, 12/27/05
Non-traditional Revenue
As more and more nonprofits look for ways to generate more income, Web-enabled non-traditional revenue generation, with businesses will be a significant source of revenue.
How Do You Meet the Challenge Today and Build for the Future?
Nonprofit Challenges
• Money • Time
– Grants to cover tech costs
• Knowledge
– Skilled Volunteers – Business Partners
– Technical – Marketing – Partners Marketing Skills
Apply “Off-Line Basics” to Online World
Web Marketing 101
AIDA
Attention Interest Desire Action
Attention + Interest + Desire = Action
What action do you want people to take at your Web site?
What’s a Nonprofit to Do?
It’s Back to Business Basics
Plan Design Build Market
Plan (or RePlan) Your Web Strategy
“85% of your success is determined by the first 15% of planning.” W. Edward Demming
• Be clear on your business goals
Be clear on your $ Budget Be clear on your Human Budget Know your target market What’s your Message? What you want them to do when they come to your Web site? • How do you want to build the relationship?
• E-mail newsletter • Survey • Online Community
• • • • •
Design (or Re-Design) Your Web Site
• Make sure it reflects your brand identity.
• Make sure it’s integrated into your overall communications plan.
• Make it visually appealing for your target market.
• Make it look professional to build trust.
• Make it easy for the user to understand. • Make it easy for the user to participate.
• Get professional help where needed.
• TEST! TEST!
Build (or Re-Build) Your Web Site
• If you’re clear on what your Plan is, then it will be obvious whether you can do-it-yourself or turn to professionals.
• Database Driven? • Static Web site? • Outsource services?
• Budget - $100 - $10,000
Market (or Re-Market) Like Crazy
Two Main Marketing Strategies
1. Attract New Traffic/Visitor 2. Expand Your Relationship with Your Current Member/Supporter/Donor
New Traffic/Visitor Strategy
• Use Search Engines to Drive New Traffic • Google Strategy – • Google Grants – Google Adwords • Charity Marketing Portals
• The Importance of Integrated Marketing • Events • Press • When you get them there, how do you engage them when you get them to your site?
Search Engine Optimization Case Study
Heifer International
• Increased online donations originating from Search Engines by 189% • Increased listings for targeted key phrases from 837 to 1,355 • Obtained top listings in major engines for keywords critical to Heifer’s organizational model. • 5 yrs listed for brand #1 90octane.com
Google Grants Google Adwords Case Study “Adopt a Doctor”
• Before Google Adwords
•Two visitors a day •One donation a week
•After Google Adwords
•300 visitors a day •25 donations a week
Existing Member Strategy
• How Do You Engage Existing Members/Supporters?
• Do you want to build an online “Community”?
• Take Online Donations • Newsletter – Less than $10 per month • Audio – Communicate for less than $20 a month • Video – Free video hosting on Google • Surveys – Find out what people want
Web and Marketing Resources
www.netbized.net
• Web Building • CharityAdvantage (www.charityadvantage.com) • Google Adwords • Google Grants (www.google.com/grants) • E-Mail • IntellicontactPro (www.intellicontactpro.com) • Survey • Zoomerang (www.zoomerang.com) • Search Engine Optimization • 90 Octane (www.90octane.com) • Search Engine Optimization for Dummies by Peter Kent • Web hosting • Hostworks (www.hostworks.com) • Nonprofit Tech Resources • TechSoup (www.techsoup.org) • Online Audio • AudioAcrobat (www.audioacrobat.com) • Free Online Video Hosting • Google (www.video.google.com)