Stacie MannStacie Mann

October, 2007October, 2007

Demystifying the World of Demystifying the World of Social NetworkingSocial Networking

2

Agenda: What I Will CoverAgenda: What I Will Cover

• Quick Marketing 101

• What is this web 2.0 stuff, anyway?

• How is it relevant to me?

• Actions you can take now

• Q&A

3

What I Can’t CoverWhat I Can’t Cover

• How it works technologically (I can give you driving tips but I can’t begin to explain what’s under the hood)

• Things like “semantically valid XHTML markup” and Ajax (unless you want to talk about household cleaners)

But there are great places to get smart:TechSoup.org and N-TEN.org

4

An Orienting QuestionAn Orienting Question

• When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to act? – How did you get the message?– What was the message?– What did you do?– Why did you act?

5

First point of orientation:First point of orientation:

Marketing is about looking at the world Marketing is about looking at the world from the point of view of our audience from the point of view of our audience rather than our own.rather than our own.

6

The Mission Megaphone

7

You are not the You are not the target audience!target audience!

8

My StoryMy Story

Homepage in 2004

9

Who is our audience? Who is our audience?

• Survey (Give us 30 seconds for charity!)

• In-depth interviews

• Donation records

• The “mom” test

10

Message is convenienceMessage is convenience

Homepage in 2007

11

What Savvy Corporate Marketers KnowWhat Savvy Corporate Marketers Know

1. There is a marketing sweet spot

2. There are four elements of an audience-based message (CRAM)

3. You have to tell a story

12

Finding the Marketing Sweet SpotFinding the Marketing Sweet Spot

Your Org IsGood at It

Important to Partner/Audience

No One ElseDoes It/UVP

Sources: BBMG and Jim Collins, Good to Great, Hedgehog Concept

13

Four Parts of Audience-Based MessageFour Parts of Audience-Based Message

• Connection

• Reward

• Action

• Memory

The benefit exchange – aka what’s in it for the audience

14

How CRAM WorksHow CRAM Works

C RA M

15

Get Someone’s Attention by Connecting…Get Someone’s Attention by Connecting…

• To existing values• To existing feelings• To existing desires

16

What do we mean by values?What do we mean by values?

• Rest/sleep• Convenience• Comfort• Health and well-being• Time• Safety• Security• Predictability• Control• Pleasure• Fun• Excitement/thrills• Love• Sexual fulfillment• Friendship• Emotional support• Participation

• Self-improvement• Beauty/physical appeal• Pride of ownership• Independence• Privacy• Conformity• Achievement• Style• Social status• Admiration • Approval • Attention• Profit• Savings• Power • Hope• Happiness

17

What are the values of…What are the values of…

Teenage girls?

18

19

What are the values of…What are the values of…

Potential YouthAIDS donors?

20

21

What are the values of…What are the values of…

Potential CARE donors?

22

23

24Failure to

CRAM

25

Let’s Free AssociateLet’s Free Associate

• When you hear “social networking,” what comes to mind?

(Don’t worry, almost any answer will be right)

• What do you hope to use it for?

26

What Is Social Networking Anyway?What Is Social Networking Anyway?

A way of using the Internet to instantly collaborate and share information about ourselves, each other and things we care about. It’s a world where anyone can be a pundit, a publisher, a musician, an artist, a filmmaker, a photographer…. Even an activist or citizen philanthropist!

27

That Covers…That Covers…

• Social networking sites like AIM Pages, Facebook, Friendster, My Space, LinkedIn, Plaxo, Hi5, Match.com

• Activist networking like Care2• Blogs• Instant messaging• Tagging (keywords, descriptive info that

organizes info and helps you find urls)• Photo sharing (Flickr)• RSS (real simple syndication)• Mashups….

28

• Fundraising, along with everything else, is moving online

• The way we use the Internet is changing

• Our old marketing model is turning inside out

• Web 2.0 can make our life easier

4 Things Are Important to Note4 Things Are Important to Note

29

Growth of Online GivingGrowth of Online Giving

e-Philanthropy

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

1999 2000 2001 2002 2003 2004 2005 2006

(in m

illio

ns)

30

Who Is Giving Online?*Who Is Giving Online?*

• Online givers are young (38-39 years old)• They are generous -- ($163)• Men and women give online in equal numbers• Virtually all (96%) have given to charity before,

but 38% haven’t given online before• Online giving is tracking to the trends of online

shopping and banking*Network for Good Study, “The Young and Generous”

31

Crisis giving is the vanguardCrisis giving is the vanguard

• 9/11: one-fifth to one-sixth of giving was online

• Tsunami: one-third of giving online

• Hurricane Katrina: half of giving online

32

First Things FirstFirst Things First

• Do you have a website?

• Do you have online donation processing?

• Do you have mass email capability?

• If you answered no to either of these, don’t worry about social networking for now.

33

Online Fundraising: The Ultimate EqualizerOnline Fundraising: The Ultimate Equalizer

• Any nonprofit can do it

• It’s simple• It’s efficient• It’s what donors

want• It opens the door

to a different kind of engagement

34

We are the long tail.We are the long tail.

Network for Good's Marketplace

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

Organizations

Nu

mb

er

of

Do

na

tio

ns

The Long Tail:

Leveling the playing field for small-medium sized orgs

35

Action item #1: Get online nowAction item #1: Get online now

• Network for Good helps you get donors online: 7,500 nonprofits like you raising money, sending email, managing donors

• The Amazon of philanthropy at www.networkforgood.org -- more than one million charities, 40,000+ volunteer opps

36

• Fundraising, along with everything else, is moving online

• The way we use the Internet is changing

• Our old marketing model is turning inside out

• Web 2.0 can make our life easier

4 Things Are Important to Note4 Things Are Important to Note

37

A new modelA new model

• Not about them coming to us

• A new way to listen• A new way to

engage: It’s about user-driven content and an evolving conversation

38

Millions of passionate constituencies Millions of passionate constituencies

39

40

41

42

43

• 44 million active users; half return daily

• 10,000 Causes

• Users are aging

44

45

Even The Wall Street Journal Gets it!Even The Wall Street Journal Gets it!

46

Action Items, Part 2Action Items, Part 2

• Listen. Know your audience – It’s like one big focus group out there!

• Create a hit list of best bloggers, web sites, communities, etc.

• Go to your most passionate supporters and have a conversation

47

• Fundraising, along with everything else, is moving online

• The way we use the Internet is changing

• Our old marketing model is turning inside out

• Web 2.0 can make our life easier

4 Things Are Important to Note4 Things Are Important to Note

48

Choose the right messengerChoose the right messenger

49

Millions of passionate constituencies Millions of passionate constituencies

50

We are NOT the best messengersWe are NOT the best messengers

• 76% of givers are motivated by friends and family, says Cone

• It’s okay to relinquish control of the message

• Donors are experts at knowing how to speak about your cause to their friends and family

• Tools out there to do that for free!

51

Donor as MessengerDonor as Messenger

52

User-generated contentUser-generated content

53

Celebrity-obsessedCelebrity-obsessed

54

55

56

57

58

Uber-activists -- more than ATMsUber-activists -- more than ATMs

59

Lessons learned with SixDegrees.orgLessons learned with SixDegrees.org

1. Focus on audience values not your own2. Choose the right messenger3. What attracts is celebs; what motivates is

personal4. Contests are good5. Uber-activists are more than ATMs6. Give them the tools to fundraise WHERE THEY

ARE ONLINE7. Social networks are complex8. Be prepared to help people; this is bleeding edge

60

Personal MotivationPersonal Motivation

“I’m a runner and a tri-athlete, and the mother of two small children, and girl scout leader. I went from being totally normal and healthy to facing a life of paralysis and future disability, and those were really, really dark days, those first two weeks.”

-Robin, MS Society Blue Ridge Chapter

“My husband and I started sponsoring a child at the Child Rescue Centre several years ago and we have just become more and more involved… we were given the opportunity to travel to Sierra Leone and visit the Child Rescue Centre and meet these children, hold them and play with them. It was a life-changing experience. I‘m definitely a different person for having had that experience and met those children .”

-Ginny, Helping Children Worldwide

61

Robin’s StoryRobin’s Story

62

Tools to fundraise where they are onlineTools to fundraise where they are online

63

Build one for your organizationBuild one for your organization

64

Tips for building a successful badgeTips for building a successful badge

• Build a Great Badge• Donate to Your Own Badge• Post the Badge on Your Site, Blog(s) and All Staff

Email Signatures• Send a Link to the Badge to People in Your Email

Address Book• Promote to Your Donor and Volunteer Lists • Ask Bloggers to Join Your Cause• Take Your Cause (and Laptop) Everywhere• Thank People and Report Back on Progress.

65

Contests are good!Contests are good!

# of Donations Six Degrees Badges

0

100

200

300

400

500

600

700

800

900

“We put the information on our website…constantly updating them [donors] as to how we were doing…our volunteers were really eager to try to get the matching grant, but they also reached out about our mission.”-Kristy, Bubel-Aiken Foundation

66

Social NetworksSocial Networks

• They are complex• Be prepared to help (or get your kids to!)

“My daughter’s in college right now, so I contacted her….They [her friends] started putting it on their blogs and on Facebook, and she became so energized around it.”

-Tom, Helping Children Worldwide

67

Getting Started Getting Started

• Go to www.SixDegrees.org and click on "create a badge" Create a badge for your charity by uploading photo and text and

generating a donate button for your organization - this takes about 5-10 minutes

We give you the code to display the badge on your website and share it with your supporters. The badge tracks in real time the number and amount of donations

You can create as many badges as you want, and you can invite your supporters to create their own badges if they'd rather design their own, instead of using yours. Any badge created at Six Degrees during a matching grants campaign is eligible for matching grants

There's no charge for creating badges. The only fees involved with the program are the Network for Good transaction processing fees, which are 4.75% of transactions. We give donors the choice of covering that fee for the charity or deducting it from the donation

The charity can log in to your Network for Good Donation Tracking Report (https://www.networkforgood.org/Npo/reports/) at any time to obtain information on the donors that have supported you through the badges

We've had hundreds of nonprofits participate in Six Degrees, and their organizations and supporters have raised hundreds of thousands of dollars. You can read about some of them at http://www.sixdegrees.org/Winners.aspx.

68

Getting StartedGetting Started

69

70

71

72

Thanking your donorsThanking your donors

73

Implications for youImplications for you• Take notice of widgets: Consider it a creative, easy, and low-cost

supplement to the fundraising you already do via your website and email. Here are some widgets to consider:

• SixDegrees.org• Apps.facebook.com• Change.org• DoSomething.org• Firstgiving.com• ChipIn.com• Givemeaning.com• Impact.myspace.com• Kiva.org• LinkedIn For Good!

• Find your cause ambassadors; don’t under estimate the power of their networks

• Tap into the blogosphere and social networks• Relinquish control of the message• Evaluate if a widget campaign is worth it (

http://www.frogloop.com/social-network-calculator)

74

Action Items, Part 3Action Items, Part 3

• Give your supporters a way to speak for you in their own networks.

75

4 Things Are Important to Us4 Things Are Important to Us

• Fundraising, along with everything else, is moving online

• The way we use the Internet is changing

• Our old marketing model is turning inside out

• Web 2.0 can make our life easier

76

Making things easierMaking things easier

• It’s faster to find people

• It’s easier to point than to create

• No CMS? Use your blog.

• Hard to keep your site fresh? Use RSS.

• Stay informed (google alerts!)

77

Closing ThoughtsClosing Thoughts

• Don’t get carried away by the hype; you still need all the offline stuff

• Dabble and borrow, don’t create

• ALL THE SAME MARKETING PRINCIPLES APPLY: It’s about the audience, NOT you

78

How to dabble if you’re thinking…How to dabble if you’re thinking…

I am not ready for web 2.0, I have no money, I have no time!

79

Marketing online and off, really wellMarketing online and off, really well

80

One chicken suit:$125One chicken suit:$125

81

One chicken donate now button: $20/monthOne chicken donate now button: $20/month

82

Pickup in Pickup in all all media AND recurring donors…media AND recurring donors…

Priceless!

83

84

85

86

My CRAM to YouMy CRAM to You

• Network for Good has very affordable tools for online outreach (www.networkforgood.org/npo)

• http://www.fundraising123.org/

• www.nonprofitmarketingblog.com

• Email me: stacie.mann@networkforgood.org

Q&A

88

20 group fundraising platforms you need to know about