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Stacie MannStacie Mann

Demystifying the World of Demystifying the World of Social NetworkingSocial Networking

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Agenda: What I Will CoverAgenda: What I Will Cover

• Quick Marketing 101

• What is this web 2.0 stuff, anyway?

• How is it relevant to me?

• Actions you can take now

• Q&A

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What I Can’t CoverWhat I Can’t Cover

• How it works technologically (I can give you driving tips but I can’t begin to explain what’s under the hood)

• Things like “semantically valid XHTML markup” and Ajax (unless you want to talk about household cleaners)

But there are great places to get smart:TechSoup.org and N-TEN.org

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An Orienting QuestionAn Orienting Question

• When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to act? – How did you get the message?– What was the message?– What did you do?– Why did you act?

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First point of orientation:First point of orientation:

Marketing is about looking at the world Marketing is about looking at the world from the point of view of our audience from the point of view of our audience rather than our own.rather than our own.

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The Mission Megaphone

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You are not the You are not the target audience!target audience!

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My StoryMy Story

Homepage in 2004

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Who is our audience? Who is our audience?

• Survey (Give us 30 seconds for charity!)

• In-depth interviews

• Donation records

• The “mom” test

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Message is convenienceMessage is convenience

Homepage in 2007

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What Savvy Corporate Marketers KnowWhat Savvy Corporate Marketers Know

1. There is a marketing sweet spot

2. There are four elements of an audience-based message (CRAM)

3. You have to tell a story

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Finding the Marketing Sweet SpotFinding the Marketing Sweet Spot

Your Org IsGood at It

Important to Partner/Audience

No One ElseDoes It/UVP

Sources: BBMG and Jim Collins, Good to Great, Hedgehog Concept

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Four Parts of Audience-Based MessageFour Parts of Audience-Based Message

• Connection

• Reward

• Action

• Memory

The benefit exchange – aka what’s in it for the audience

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How CRAM WorksHow CRAM Works

C RA M

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Get Someone’s Attention by Connecting…Get Someone’s Attention by Connecting…

• To existing values• To existing feelings• To existing desires

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What do we mean by values?What do we mean by values?

• Rest/sleep• Convenience• Comfort• Health and well-being• Time• Safety• Security• Predictability• Control• Pleasure• Fun• Excitement/thrills• Love• Sexual fulfillment• Friendship• Emotional support• Participation

• Self-improvement• Beauty/physical appeal• Pride of ownership• Independence• Privacy• Conformity• Achievement• Style• Social status• Admiration • Approval • Attention• Profit• Savings• Power • Hope• Happiness

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What are the values of…What are the values of…

Teenage girls?

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What are the values of…What are the values of…

Potential YouthAIDS donors?

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What are the values of…What are the values of…

Potential CARE donors?

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24Failure to

CRAM

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Let’s Free AssociateLet’s Free Associate

• When you hear “social networking,” what comes to mind?

(Don’t worry, almost any answer will be right)

• What do you hope to use it for?

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What Is Social Networking Anyway?What Is Social Networking Anyway?

A way of using the Internet to instantly collaborate and share information about ourselves, each other and things we care about. It’s a world where anyone can be a pundit, a publisher, a musician, an artist, a filmmaker, a photographer…. Even an activist or citizen philanthropist!

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That Covers…That Covers…

• Social networking sites like AIM Pages, Facebook, Friendster, My Space, LinkedIn, Plaxo, Hi5, Match.com

• Activist networking like Care2• Blogs• Instant messaging• Tagging (keywords, descriptive info that

organizes info and helps you find urls)• Photo sharing (Flickr)• RSS (real simple syndication)• Mashups….

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Mashup!Mashup!

www.networkforgood.orgwww.networkforgood.org

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4 Things About Are Important to Us4 Things About Are Important to Us

• Fundraising, along with everything else, is moving online

• The way we use the Internet is changing

• Our old marketing model is turning inside out

• Web 2.0 can make our life easier

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Fundraising is moving onlineFundraising is moving online

Total Online Donations (1999 – 2006)

Online donors are younger, wealthier and more generous than offline donors.

Source: Estimates from e-PhilanthropyFoundation.org.

e-Philanthropy

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

1999 2000 2001 2002 2003 2004 2005 2006

(in

mil

lio

ns)

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Crisis giving is the vanguardCrisis giving is the vanguard

• 9/11: one-fifth to one-sixth of giving was online

• Tsunami: one-third of giving online

• Hurricane Katrina: half of giving online

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First Things FirstFirst Things First

• Do you have a website?

• Do you have online donation processing?

• Do you have mass email capability?

• If you answered no to either of these, don’t worry about social networking for now.

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Online Fundraising: The Ultimate EqualizerOnline Fundraising: The Ultimate Equalizer

• Any nonprofit can do it

• It’s simple• It’s efficient• It’s what donors

want• It opens the door

to a different kind of engagement

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We are the long tail.We are the long tail.

Network for Good's Marketplace

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

Organizations

Nu

mb

er

of

Do

na

tio

ns

The Long Tail:

Leveling the playing field for small-medium sized orgs

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Action item #1: Get online nowAction item #1: Get online now

• Network for Good helps you get donors online: 7,500 nonprofits like you raising money, sending email, managing donors

• The Amazon of philanthropy at www.networkforgood.org -- more than one million charities, 40,000+ volunteer opps

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4 Things Are Important to Note4 Things Are Important to Note

• Fundraising, along with everything else, is moving online

• The way we use the Internet is changing

• Our old marketing model is turning inside out

• Web 2.0 can make our life easier

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A new modelA new model

• Not about them coming to us

• A new way to listen• A new way to

engage: It’s about user-driven content and an evolving conversation

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User-generated contentUser-generated content

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Millions of passionate constituencies Millions of passionate constituencies

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Action Items, Part 2Action Items, Part 2

• Listen. Know your audience – It’s like one big focus group out there!

• Create a hit list of best bloggers, web sites, communities, etc.

• Go to your most passionate supporters and have a conversation

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4 Things Are Important to Us4 Things Are Important to Us

• Fundraising, along with everything else, is moving online

• The way we use the Internet is changing

• Our old marketing model is turning inside out

• Web 2.0 can make our life easier

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Focus on audience valuesFocus on audience values

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We are NOT the best messengersWe are NOT the best messengers

• 76% of givers are motivated by friends and family, says Cone

• It’s okay to relinquish control of the message

• Donors are experts at knowing how to speak about your cause to their friends and family

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Celebrity-obsessedCelebrity-obsessed

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Personal MotivationPersonal Motivation

“I’m a runner and a tri-athlete, and the mother of two small children, and girl scout leader. I went from being totally normal and healthy to facing a life of paralysis and future disability, and those were really, really dark days, those first two weeks.”

-Robin, MS Society Blue Ridge Chapter

“My husband and I started sponsoring a child at the Child Rescue Centre several years ago and we have just become more and more involved… we were given the opportunity to travel to Sierra Leone and visit the Child Rescue Centre and meet these children, hold them and play with them. It was a life-changing experience. I‘m definitely a different person for having had that experience and met those children .”

-Ginny, Helping Children Worldwide

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Robin’s StoryRobin’s Story

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Contests are good!Contests are good!

# of Donations Six Degrees Badges

0

100

200

300

400

500

600

700

800

900

“We put the information on our website…constantly updating them [donors] as to how we were doing…our volunteers were really eager to try to get the matching grant, but they also reached out about our mission.”

-Kristy, Bubel-Aiken Foundation

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Uber-activists -- more than ATMsUber-activists -- more than ATMs

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Tools to fundraise where they are onlineTools to fundraise where they are online

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Build one for your organizationBuild one for your organization

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Social NetworksSocial Networks

• They are complex• Be prepared to help (or get your kids to!)

“My daughter’s in college right now, so I contacted her….They [her friends] started putting it on their blogs and on Facebook, and she became so energized around it.”

-Tom, Helping Children Worldwide

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Getting StartedGetting Started

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Tips for Successful Charity Badges Tips for Successful Charity Badges

1) Build a Great Badge

2) Donate to Your Own BadgePeople like to feel they are part of a larger effort.

3) Post the Badge on Your Site, Blog(s) and All Staff Email Signatures

4) Send a Link to the Badge to People in Your Email Address Book

5) Promote to Your Donor and Volunteer Lists

6) Ask Bloggers to Join Your CauseGo to technorati.com and search for blogs that are focused on your issue.

7) Take Your Cause (and Laptop) EverywhereAsk your closest supporters – staff, board members, friends – to bring a laptop to social events, church meetings or other gatherings when they can talk about your cause and ask people to donate on the spot.

8) Thank People and Report Back on ProgressUse your Donation Tracking Report (https://www.networkforgood.org/Npo/reports) to monitor donationsand thank people quickly.

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Thanking your donorsThanking your donors

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Lessons learned with Six DegreesLessons learned with Six Degrees

1. What attracts is celebs; what motivates is personal

2. Contests are good3. Uber-activists are more than ATMs4. About 5% of donors might be uber-activists5. Give them the tools to fundraise WHERE THEY

ARE ONLINE6. Social networks are complex; one widget does not

serve all7. Be prepared to help people; this is bleeding edge

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Helpful LinksHelpful Links

• Seth Godin: Flipping the Funnel http://sethgodin.typepad.com/seths_blog/2006/01/flipping_the_fu.html

• Charity Badges: Turn Your Supporters into Fundraisers http://www.techsoup.org/learningcenter/funding/page6666.cfm

• Tips for Creating a Successful Charity Badge http://www.nonprofitmarketingblog.com/comments/kevin_bacon_may_give_your_charity_10000/

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Action Items, Part 3Action Items, Part 3

• Give your supporters a way to speak for you in their own networks.

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4 Things Are Important to Us4 Things Are Important to Us

• Fundraising, along with everything else, is moving online

• The way we use the Internet is changing

• Our old marketing model is turning inside out

• Web 2.0 can make our life easier

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Making things easierMaking things easier

• It’s faster to find people

• It’s easier to point than to create

• No CMS? Use your blog.

• Hard to keep your site fresh? Use RSS.

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Closing ThoughtsClosing Thoughts

• Don’t get carried away by the hype; you still need all the offline stuff

• Dabble and borrow, don’t create

• ALL THE SAME MARKETING PRINCIPLES APPLY: It’s about the audience, NOT you

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How to dabble if you’re thinking…How to dabble if you’re thinking…

I am not ready for web 2.0, I have no money, I have no time!

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Marketing online and off, really wellMarketing online and off, really well

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One chicken suit:$125One chicken suit:$125

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One chicken donate now button: $20/monthOne chicken donate now button: $20/month

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Pickup in Pickup in all all media AND recurring donors…media AND recurring donors…

Priceless!

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My CRAM to YouMy CRAM to You

• www.nonprofitmarketingblog.com

• Network for Good has very affordable tools for online outreach (www.networkforgood.org/npo)

• Email me: robinhood@networkforgood.org

Q&A