Online Strategies and Tools for Success

Jocelyn HarmonDirector of Sales and Marketing

NPower Greater DC Regionjocelyn@npowergdcr.org

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 should do it?

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