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Indy e-tourTRANSCRIPT
Jay Love, ePMT
Co-Founder and CEO
Major Donors Evolve from Everywhere:
Internet Tools for Relationship Building
“We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet, and charitable giving is a logical progression.”
Paul Saffo Director of the Institute for the Future.
Photo credit: Sorin Brinzei
The Rules Still Apply
(It’s all about relationships…not technology)
2006 Contributions: $295 Billion
Source: Giving USA Foundation – AAFRC Trust for Philanthropy
83% of All Monies Given by Individuals!83% of All Monies Given by Individuals!
Know the Difference
How To Succeed OnlineHow To Succeed Online
Gen Y
(18-27)
Gen X
(28-41)
Young Boomers
(42-51)
Older Boomers (52-62)
Seniors
(63+)
Reading Newspapers (not online)
1.2 1.7 2.8 3.6 5.1
Reading Magazines (not online)
1.7 2.0 2.1 2.4 3.1
Playing Video Games 4.3 2.0 1.1 1.1 1.1
Watching DVDs or VHS 5.8 4.3 3.6 3.3 2.8
Listening to Radio (not online)
7.0 6.9 7.4 6.2 5.3
Watching TV 10.4 11.3 12.5 13.7 14.3
Using Internet, PC, Mobile Phone 28.8 22.3 19.6 18.6 16.7
Average Hours Spent Per Week:Source: Forrester Research 2007
Demographics of Internet Users
Annual Household IncomeIncome Level Percentage
$75,000+ 91%
$74,999 – $50,000 86%
$49,999 – $30,000 80%
Less than $30,000 53%
Source: Pew Internet & American Life Project, 2006
Why Now?
Most Popular Online Activities
Number of Participants
Source: Pew Internet & American Life Project, 2005
182M
169M
157M
155M
145M
135M
22M
*Estimates provided by ePhilanthropy Foundation
Estimate 2001 = $550 millionEstimate 2002 = $1.1 BillionEstimate 2003 = $1.9 BillionEstimate 2004 = $2.62 BillionEstimate 2005 = $4.53 BillionEstimate 2006 = $8.15 BillionEstimate 2007 = 15.77 Billion
*The United States represents slightly more than ½ the Global Online Philanthropic Market
Online Giving Estimates*Online Giving Estimates*
Key Takeaways
The Internet is not just for kids anymore
The Internet is used by the educated and engaged
The Internet is not just for downloading music and fantasy football
The Internet is used by your constituents…or
someone else's
Be Like Martha or Oprah
Both are Masters of Multi-Channel Marketing!
Use All Your Tools Together
PrintOther Tools
An Integrated Strategy
In Person Meetings
Phone
Events
BlogsText MessagingSocial Networking Sites
Your Web Site
“There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.”
Carrie Johnson, Senior Analyst Forrester Internet Research
Power Of Your Web Site
More than 50% said that they would NOT have taken further action if they had not first visited charity Web site
Toward e-engagement Nonprofits and Individuals Engaging Online – Kellogg Foundation
A “before” and “after” example
Integration on Web Sites
• Does it accept donations by credit card? 94% • Does it have a blog? 53% • If you have a blog, can readers comment on it? 54% • If you have a blog, does it link to other blogs 52% • Do you post any videos on your website? 75% • Do you have podcasts on your website? 32% • Do you host message boards? 22%• Do you provide an RSS feed to your website? 29%
– Overbrook Foundation Survey of Human Rights NPO’s in 2007
Privacy
• DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website
http://www.the-dma.org/privacy/creating.shtml
Needle in a Needle Stack
Breakthrough the Clutter
Keeping it simple
Prospect Website
Gather InformationUse Email
Database
INTEGRATION is the KEY!
Next Steps
Example PlanSept Oct Nov. Dec
E-Newsletter 9/15 10/15 11/15 12/15
Pre Telemarketing e-mail
9/20
TM campaign starts 10/1
Year end direct mail 11/20
Year End E-Mail hits 1 and 2
12/20 / 12/28
Integrate Online and Offline Appeals
Mention Benefits & Ease Of Online Contributions
Personalized Fundraising PagesPeer Fundraising Online
Results: Personalized Event Fundraising
• Average volunteer sends over 30 emails
• One in four emails sent by a volunteer results in a donation
• Average online event gift is $59 which is a 50% increase over the average off-line gift
• Many volunteers reach their stated FR Goal!
Personalized Event Fundraising
Build a Community
Build a Community
What it is and What it Can What it is and What it Can Mean to Your OrganizationMean to Your Organization
Web 2.0
Web 1.0 vs. Web 2.0
Web 1.0 refers to first generation Web-based content that was typically one-way static communication.
Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.
Web 1.0 vs. Web 2.0
Source: The Wall St. Journal , 2006
Online Video Use has Exploded
Fun Video
Video is Easy
"A lot of our successes don't have anything to do with anything our executives
thought were a good idea."
– Sergey Brin, Google
Social Networking Boom
Social Networking and Video
Widgets on Social Sites
7 Tips for Successful Social Network Campaigns
1. Meet people where they are
2. Leverage network partners
3. Be everywhere you can, but prioritize
4. Keep on top of you costs
5. Be prepared for the BIG moment
6. Let the community take over your message
7. Keep calls to action SIMPLE
Christine.net 2007 by Christine Herron
Go to Them (e.g. RSS)
RSS in Action
Podcasts
Easy to Learn How
Message Boards
Wikipedia Exposure
"Do one thing every daythat scares you."
– Eleanor Roosevelt
Oprah or Martha Would be Proud!
Oprah or Martha Would be Proud!
"A year from now you maywish you had started today."
– Karen Lamb
Epilogue
10 Technology Resolutions for 2008
Sarah Robbins
Director of Emerging Technologies
Mediasauce
1. Set up a Gmail Account
2. Post Pics to Flickr
3. Try a Microblog
4. Create a Google Alert
5. Set Up an RSS
6. Share a YouTube Video
7. Really Use Your Cell Phone(Send a text or a video)
8. Join a Social Network
9. Share PowerPoint Slides(Save a tree or two!)
10. Play a Video Game
