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AMAZINGTASTE

GETTING THE MOST FROM EMAIL & MULTI-PLATFORM

SOCIAL MEDIA

THURSDAY, 5 MAY 2011 10:30AM – 12:00PM

SOUTHERN AFRICA INSTITUTE FOR FUNDRAISING 10TH BIENNIAL CONVENTION

PRESENTED BY LIZ NGONZI

Copyright Amazing Taste, LLC May 5, 2011 All Rights Reserved

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SESSION OUTLINE

• Your NGO’s List Acquisition Strategies 10 Minutes• Email Trends/ Best Practices / Pitfalls 20 Minutes• Your NGO’s Social Media Strategy 10 Minutes• Social Media Benefits / Challenges 15

Minutes• Topsy Foundation Case Example 30 Minutes• Liz Ngonzi Contact Details N/A

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YOUR NGO’S LIST ACQUISITION STRATEGIES: HOW EFFECTIVE ARE THEY?• How Are Email Addresses and Mobile

Numbers Collected?• Are You Able to Conduct Targeted

Mailings?• Which Supporter Mailings are Done Via

Email or Mobile Phone?• Do You Track Email and/or Mobile Phone

Response Rates?• Who is Responsible for Maintaining

Email and Mobile Phone Number Databases?

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WEBSITE TRENDS:SOURCE -

AFROGRAPHIQUE.TUMBLR.CO

M

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NGO’S REASONS FOR COMMUNICATING

Source: http://myvisualvoice.com/blog

Venn Diagram by Big Duck 

Supporter

NGO

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NGO EMAIL /MOBILE PHONE

DATABASES

SOCIAL MEDIA INFORMATION FLOW: DEVELOPING YOUR NGO’S EMAIL AND MOBILE DATABASES

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EMAIL MARKETIN

G INFOGRAP

HIC SOURCE:FLOWTOWN

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EMAIL MARKETING INFOGRAPHIC SOURCE:FLOWTOWN

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EMAIL: BEST PRACTICES

1. Consistent Use of NGO Graphics and Messaging Reinforces Branding

2. Compelling Subject Heading & Mailing from Credible Address Increase Likelihood of Opening

3. Personalization Increases Likelihood of Reading and Action

4. Email Body Presents Opportunity to Emotionally Engage Supporter

5. Specific Calls to Action Facilitate Supporter Response

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EMAIL: PITFALLS TO AVOID

1. Mailing Without Permission or Opt-out Options

2. Inadvertently Revealing Email Addresses When Conducting Group Mailings

3. Email Absorption into Spam Box4. Misspellings and Punctuation Errors5. Overwhelming Recipient with Too Much

Information6. Lack of Orchestrated Approach to Mailings

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WEBSITE TRENDS:

SOURCE - AFROGRAPHIQUE.TUMBLR.COM

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SOCIAL MEDIA: BENEFITS

• Enable Existing Supporter to Interact with NGO at Their Convenience

• Increase Footprint of NGO’s Brand to Facilitate Discovery by Potential Supporters

• Facilitate Donations Whenever and Wherever Donors Want to Make Them

• Leverage Increasing Trends Toward Online Donor Networks

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SOCIAL MEDIA: CHALLENGES

• NGO’s Run by Individuals Lacking Knowledge About Strategic Importance of Social Media to Marketing / Fundraising Activities

• Comfort-level with Existing Channels• Lack of Resources to Analyze Social

Media Effectiveness• Limited Resources Dedicated to

Maintaining Social Media Channels

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NGO ONLINE / MOBILE

WEBSITE

SOCIAL MEDIA INFORMATION FLOW: DRIVING TRAFFIC TO YOUR NGO’S WEBSITE

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TOPSY FOUNDATIO

NWEBSITE

SOCIAL MEDIA INFORMATION FLOW: DRIVING TRAFFIC TO TOPSY FOUNDATION’S WEBSITE

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TOPY FOUNDATION WEBSITE: WWW.TOPSY.ORG.ZA

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TOPSY ON FACEBOOK

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TOPSY FOUNDATION YOUTUBE CHANNEL

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TOPSY ON WIKIPEDIA

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TOPSY ON TWITTER

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CHARITY

PORTAL

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CHARITY

PORTAL ON FACEBOOK

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TOPY ON CHARITY PORTAL

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TOPSY FOUNDATION DONATION CONFIRMATION

Website: http://www.topsy.org.za/

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CONTACT DETAILS FOR LIZ NGONZI

Email: Ngonzi@Amazing-Taste.ComAmazing Taste Website: www.Amazing-

Taste.ComWebsite for My NYU Courses:

www.Epsilen.com/EN33Office: +1 973.327.4225Mobile: +1 732.208.3304Skype: Ngonzien1Twitter: @LizNgonziFacebook Group: Online & Mobile Supporter

Engagement Strategies for Nonprofits