Earning More Online

Jon Matthews

Content

• Introduction• Engagement• Fundraising• Monitoring• Examples • Getting started• The Secret?!

Learning from Obama

• 5 million friends on 15 social networking sites – 3 million on Facebook

• 13 million email list• 3 million online donors• 8.5 million monthly visits to website• 2000 official videos on YouTube• 3 million signed up for text

messages

Why it worked• Clear objectives • Stimulate action and make things happen• Engage at all level • Identify super users • Be where people are- drive them to your site• Be relevant• On and Offline• Be found • Measure everything• The right team

Childs i Foundation

• VIDEO CLIP

YOUR WEBSITE

FacebookTwitter YouTubeEmail

Advocates

New networksFriends

FUNDRAISE HERE

Forums

Blogs

Channels

• Facebook• Twitter• Youtube• EMail

All about choice

• Different people use internet in different Ways– Email– Twitter– Facebook

• Which to use; all?– User choice

Ways to engage

• How do you engage with people?– Provide information / News– Provide support or a service– Communicate with people– Receive donations– Tell stories

Where to start?

• “One rule: Follow the donor, be where the donors are ” – Howard Lake

• Look whose talking about you– Google Alerts – Google Blog Search– Social Mention and Addict o matic

Use your intelligence!

• Use what you know about your visitor• Landing page

– Meet users expectations – Why are they visiting– Does content match reason for visiting

• Page ‘log in’– Match content to user

Give As You Live – Donor Survey 2013

Building relationships

• Who is on your site/platform?• Make content appropriate

– Donor vs Service user• Site / Media personality

– Facebook / Micro sites / Twitter

Get people talking

• Spark debate• Create peer support• User generated content• Give good quality information 80:20 Rule• ‘Like’ it; The purchaser is the best

promoter

Relationships matter

• Engage mentally and emotionally • “All about community” (Beatbullying)

– Build– Maintain– Nurture

• It takes time• On and Off line (Child’s I Foundation)

Fund raising

• Small proportion of sectors income; but growing fast

• Very economical• Drive traffic to site

– Social media– Email– Information

Once on site

• Guide them through site– Don’t let them get distracted– Single cause sites -Microsites– Higher not lower value asks

• Appeals work best– Build up interest– Friends asking friends

Monitoring / review

• Google Analytics • Facebook insights

(http://www.facebook.com) • Forums – what are people talking about?• Mail Chimp – Email tool• Tweetdeck – manages social media

Tips on getting started

• See what others are doing• Follow people on Twitter / Facebook• What do they do that you like / dislike• Don’t try and be everywhere• Identify the existing skill level• Time commitment from staff / Trustees • Find free resources to help• HAVE A STRATEGY

Design

• Subtly matters – You / I– Photos make eye contact– Use of site

• Focus on 1 person• Consistency• Fast loading• 3 clicks to information

Control

• Be prepared to give up some control• “Charities can’t afford not to be online” • Volunteers give talks to public…..• Escalation policy if this go wrong

– Get conversations off line– Ensure members know correct story– Anonymous complaints; what are their

motives• Little evidence

Secrets to earning more online

PassionPersistencePartnership

Links

• RaisingIT• Sounddelivery• Sue Fidler• Howard Lake – UK Fundraising• NFP Synergy

Contact

Jon Matthews

01597 850308info@jonmatthews.co.ukwww.jonmatthews.co.uk@funding_eyewww.facebook.com/JMCwales