Online Strategies And Tools For Success Hampton Roads
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Online Strategies and Tools for Success Jocelyn Harmon Director of Sales and Marketing NPower Greater DC Region [email protected]
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Transcript of Online Strategies And Tools For Success Hampton Roads
Online Strategies and Tools for Success
Jocelyn HarmonDirector of Sales and Marketing
NPower Greater DC [email protected]
Agenda
What is online marketing?
Why online marketing?
Who should do it?
How?
New Tools
Learn from the Best
What is online marketing?
Any digital communication designed to generate a response, such as a donation, an event registration, a newsletter sign-up etc.
Why online marketing?
1. It’s cheap2. It’s efficient3. It can be extremely effective4. It can help you reach new and younger donors5. It can enable your best supporters to market for
you!6. It’s measurable7. It’s fun!
Who’s Online?76% of men are online74% of women are online
92% of 18 – 29 year olds are online72% of 50 – 64 year olds are online
94% with household income of $75,000+ more are online 61% of people with household income of $30,000 or less are online
Source: Pew Internet & American Life Project
170 million MySpace members66 million Facebook users
What are they doing?92% sending or reading e-mail
91% using a search engine
71% getting news
48% watching a video on a video-sharing site like YouTube or Google Video
47% looking for news or information about politics or the upcoming campaigns
39% (57 million people) reading blogs
32% rating a product, service or person using an online rating system
Source: Pew Internet & American Life Project
But How?
Strategy first.
Tactics second.
#1 - Talk in Your Own Voice
People are tired of “corporate
speak.”
Be passionate, be creative, but most of all be real!
Give the folks that LOVE you the tools to market on your behalf.
*A term coined by Seth Godin.
#2 *Flip the Funnel
#3 – Add to the Book
Read and comment on what other folks are saying.
Join networks.
Distribute and link to content.
Be generous!
4 New Marketing Technologies
Blogs
Charity widgets
Social networking sites
YouTube
BlogsBlogs enable instant
feedback and communication.
Put a real face on an organization.
Are easy to update.
Search engines love blogs.
Great way to build and organize content.
Charity Widgets
Are portable.
Enable the best kind of fundraising - person-to-person.
Can incorporate video, text and audio.
Enable impulse transactions.
Again, No HTML Needed.
Social Networking Sites
Enable real-time conversations.
Are places where people are already congregating.
Are platforms for your supporters to support you.
YouTube
Help show the emotional side of your nonprofit.
They’re portable.
Nothing is perfect. Well, almost nothing…
You WILL lose control of your message.
Some audiences may not be ripe, yet!
You still need a back end.
4 things to remember
1. The Internet is leveling the playing field for nonprofits. Now even the smallest groups have the opportunity to talk and be
heard.
2. Your audience isn’t (just) listening to you. They’re listening
to what their friends say about you.
3. Online marketing tools are easy for people to cut and paste and pass on. This “viral activity”
can lead to an exponential increase in donations,
participation, and sales for the smart charity.
4. You need sound strategy to succeed online. This means, in part, having an authentic voice and engaging stakeholders in
real conversations.
Learn from the Best
Beth Kanter’s BlogKatya’s Nonprofit Marketing BlogSeth GodinKivaCase FoundationAlison FineAndy GoodmanNTENNetSquared.org
