Post on 10-May-2015
description
www.mediacause.org | connect@mediacause.org | @mediacause
DIGITAL COMMUNITY BUILDING FOR NONPROFITS
Eric Facas @ericfacas Michelle Thai @michellethai
Community Building & Essential Tools
1. Community Building 101
2. Community Building Tools• Google Ad Grants
• Email List
• Social Networks
• Website/Blog
@mediacause
What Is Digital Community Building?
@mediacause
Quick Poll
A.1B.2C.3D.More than 3
How many interactions does your nonprofit typically have with donors before asking them to give?
@mediacause
How Not To Do Community Building
You don’t ask for a
donation within
the 1 minute of
meeting
someone. Why do
so many nonprofit
do that online?
@mediacause
Community Building Vs Advertising
Advertising is
expensive
$1 Cost per Click
5% Conversion Rate
1 X 100 X .05 = 5
$100 to reach 100 people
$20 to drive 1 important action
@mediacause
The Power of Community
mediacause.org | connect@mediacause.org | @mediacause
Single Tweets go unheard…
but thousands can start a
revolution
Want to know the secret to successful community building?
Review and prioritize your GOALS before starting
The COMMUNITIES’ GOALS are more important than yours.
But don’t forget…
How It Works
1. Get permission to
continue the
conversation
2. Connect on issues the
community cares about
3. Share content that
informs and inspires
4. Celebrate wins and
progress together
5. Ask for participation @mediacause
Community Building In Action
Meet New Supporters:
Grow Community
Engagement: Focus On
Community Goals
Active Community
of Supporters -- Driving Org Goals RSS
(blog)
Social Conten
t
Email & Newslet
ter
Google Ad
Grants
Shared Content & Social Ads
Blog (seo)
Community Building & Essential Tools
1. Community Building 101
2. Community Building
Tools• Google Ad Grants
• Email List
• Social Networks
• Website/Blog @mediacause
Program Overview $10,000/mo free ad credit
on Google.com $2 max cost per click Ads shown below paid ads 1000’s of new potential
supporters on your website each month
Sign up IMMEDIATELY at Google.com/nonprofits
Google Ad Grants
@mediacause
@mediacause
Your #1 Goal is Donations, but…
Before: Traffic to Homepage 0 newsletter signups 0 donations
After: 1 Year 15,000 emails collected
Email List Building with Google Ads
@mediacause
Community Building With Email
Tips:• Don’t forget to thanks
and welcome supporters
• Remember to focus on
the communities’ goals
• Over 50% of emails in
2013 were open on a
mobile phone (use
responsive templates &
mobile friendly donation
tools) @mediacause
The secret to building community:
ENGAGEMENT
Facebook: likes, comments, and
shares
Twitter: retweets and replies
Email: open rate, clicks, forwards
Blog: subscriptions, comments, and
shares
Community Building With Social Media
@mediacause
Tip #1. Leverage High-Arousal Emotions
Physiologically high arousal emotions fire
people up.
They drive people to action and spread the word:
• Awe• Excitement• Anger• Amusement• Humor
Learn more:
bit.ly/FirePeopleUp
@mediacause
Tip #2. Share Content That Achieves Community’s Goals
Futures
Without
Violence
Audience size
37,579
Post reach
89,984
@mediacause
Tip #3. Share Progress & Victories
Water4
Audience size
2,435
Post reach
14,336
@mediacause
Tip #4. Encourage Participation
Cornell Lab’s weekly quizzes help maintain its audience engagement
at 50%
@mediacause
Community Building With Blogging
Tips:• Focus on your
communities’ goals
• Do your SEO keyword
research
• Use titles that draw
readers in
• Make it easy to
subscribe, share, and
comment @mediacause
Case Study: Cornell Lab Fundraiser
BOTH:Reach – 24,160Donors
–19
@mediacause
Thank You!
Learn More: www.mediacause.orgEmail: eric@mediacause.orgmichelle@mediacause.org
mediacause.org | connect@mediacause.org | @mediacause
Questions?