monetizing the web

MONETIZE THE WEBMulti-channel communication and fundraising

AFP Maryland

June 6, 2011

OBJECTIVES

Define the universe of communication media Discuss the prioritization of time Understand value & the return on investment Use multi-channel communication Engage generations

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COMMUNICATION UNIVERSEMonetizing the Web

DISCUSSION

What are your communication goals?

What forms of communication do you embrace?

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COMMUNICATION UNIVERSE

Broadcast The original term broadcast referred to the literal

sowing of seeds on farms by scattering them over a wide field.

American Heritage Dictionary of the English Language

One to Many Personal

Relevant and specific One to One

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COMMUNICATION UNIVERSE

Broadcast Television Radio News Paper Magazine News Letter Letter Website Email Twitter Facebook

PersonalLetterWebsiteEmailTwitterFacebook

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WHO GIVES?Getting to know donors

Great: Born before 1929Silent: Born 1929 to 1945Boomer: Born 1946 to 1963Gen X: Born 1964 to 1981Millennial: Born since 1981

*The Center on Philanthropy at Indiana University

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Great: Born before 1929Silent: Born 1929 to 1945Boomer: Born 1946 to 1963Gen X: Born 1964 to 1981Millennial: Born since 1981

*The Center on Philanthropy at Indiana University

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*The Center on Philanthropy at Indiana University

Motivation to Give

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ONLINE GIVINGPeer-to-Peer Fundraising

ONLINE GIVING

*Blackbaud Internet Solutions

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GROUP DISCUSSION

In 2000, what were the main concerns with donor databases? How did you communicate with donors?

What about in 2010?

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IT’S A NEW DAY

Email Social Mobile QR Codes

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Email

Create communication strategy Craft ‘Call to Action’ content Segment Database Test messaging and subject lines Send regularly

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THE ONLINE COMMUNITY

Sites like Facebook and Twitter have millions of users logging on everyday.

Professionals, customers, and donors look for organizations that are relevant to them.

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FACEBOOK USERSOnline Adults

Sex

Men 42.50%

Women 57.50%

Age

0-17 10.00%

18-24 26.00%

25-34 26.00%

35-54 31.00%

55+ 10.00%

Education

Less than high school 33.30%

High school diploma 40.40%

Some college 4.90%

College graduate 21.40%

Household Income

Less than $30,000 45%

$30,000-$49,999 38%

$50,000-$74,999 30%

$75,000 or more 31% 18

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*Blackbaud Internet Solutions

SOCIAL FUNDRAISING

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MOBILE GIVING

*Convio

Text Publish Post Repeat

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MULTI-CHANNEL IS KEY

*Convio

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DRIVER TO GIVE

*Convio

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RELATIONSHIPS

GROUP DISCUSSION

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GROUP DISCUSSION

What is one thing you can do this week to improve the way you communicate with donors?

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COMMUNICATION STRATEGY

Purpose Target Segment Message Call to Action Media Frequency Incentive

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QUESTIONS & ANSWER

Dennis ChybaDennis.Chyba@adcieo.com410.864.8893

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