secrets to earning more online

Jon Matthewswww.jonmatthews.co.uk

Secrets to earning more online

Jon Matthews


Content

• Introduction

• The Secret!

• Engagement

• Fundraising

• Monitoring

• Getting started

• Examples


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 – raise funds, engage community to fundraise and vote

• Stimulate action and make things happen – low barriers

• Engage at all level – posting comments, blogging, recruiting others, drive up commitment by offering more value


• Identify super users (give them the tools)• Be where people are- drive them to your

site• Be relevant –listen to what people say• On and Offline• Be found • Measure everything• The right team


Secrets to earning more online

Passion

Persistence

Partnership


Passion

• Being passionate about cause

• Matching the donors need

• Encouraging people to be passionate about the organisation


Persistence

• Building up relationships

• Takes time to nurture


Partnership

• Within the organisation

• Between social media

• On and Offline content


YOUR WEBSITE

Facebook

Twitter YouTubeEmail

Advocates

New networksFriends

FUNDRAISE HERE

Forums

Blogs


Engagement

• How do you engage people?– Give information / News– Provide support or a service– Communicate with people– Receive donations– Make people feel good


Where to start?

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

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

http://www.google.com/alerts

http://addictomatic.com/




Facebook

• Photos

• Maximise Like button

• Promote it, encourage supporters to ‘like’ site

• Build relationships first

• Respond to people


YouTube

• Consent of people involved

• Keep it short 1-2 minutes

• Viral – needs to be stand alone

• What difference will you make – context to video


Twitter

• Be personal

• Use it to link to stories and information

• Interact with followers

• Breast Cancer Care


Email

• Long lasting

• Ask recipient to take 1 action, update people on progress

• Tailor content to audience

• Make them personal

• Remove emails that bounce (mail Chimp)

• Say thank you


Building relationships

• Who is on your site?– Service users– Supporters– People seeking information– Trustees– Professionals

• Make content appropriate – Donor vs Service user

• Site /Media personality– Facebook / Micro sites / Twitter


All about choice

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

• Which to use; all?– User choice


Provide Information

“The Internet is a thoughtful person’s media” Andrew Cates (CEO) Village SOS

• People will research the charity before giving

• Can give more depth and understanding to issues; back up images with facts, stories

• Transparency of income and expenditure


Use of 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


Relationships matter

• Engage mentally and emotionally

• All about community (Beatbullying)– Build– Maintain– Nurture

• Building relationships

• Takes time (Beatbullying)

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


Get people talking

• Spark debate

• Create peer support

• User generated content

• Give good quality information – 80:20

• ‘Like’ it; The purchaser is the best promoter


Fund raising

Build

Relationships

First!


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

https://www.google.com/accounts/ManageAccount?hl=en

http://www.facebook.com/

http://www.facebook.com/


Tools

• Mail Chimp – Email tool

• Tweetdeck – manages social media


http://www.soschildrensvillages.org.uk/

http://itsme.org.uk/

http://www.childsifoundation.org/

http://www.beatbullying.org/


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


Design

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

• Consistency

• Fast loading

• 3 clicks to information


Control

• Be prepared to give up some control• “Charities can 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


Links

• FairSay

• Witness.org

• RaisingIT

• Sounddelivery

• Sue Fidler

• Howard Lake


Contact

Jon Matthews

01597 825359

[email protected]

Facebook.com/jmcwales

mailto:[email protected]

secrets to earning more online

Documents

choicedifferent people

people sayon

update people

donors needencouraging

progresstailor content

social mention

content match reason

social networking sites