AFP: Web and Social Media
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This document discusses effective strategies for using websites and social networking for fundraising. It recommends building a strong web presence by planning site design and content, managing resources and tools. It also stresses the importance of long-term content maintenance and features. Finally, it discusses implementing push strategies like email marketing and social networking on sites like Facebook to promote engagement and drive traffic to the organization's website.
AFP: Web and Social Media
- 1. Websites and Social NetworkingEffective Fundraising Tools for your OrganizationThe University of Iowa FoundationEric Hodgson – Web Content ManagerSeptember 2010
- 2. About Me Higher education web for 10 yearsConsulting and implementation backgroundUniversity of Iowa FoundationPresentation: slideshare.net/ehodgso
- 3. Two Core PrinciplesA web site must be built for site visitors
- 4. Two Core PrinciplesA web site must promote action
- 5. Common Issues Uncategorized or long listsNo clear call to actionNot enough content to keep the site interesting
- 8. What We’ll Cover Building a strong web presenceManaging a site long-termImplementing push-to-web strategies
- 9. Building a Strong Foundation
- 10. Building a Strong Foundation >Planning Site analysisWhat’s working, what isn’tVisitor feedbackNew initiativesVisitor information and actionAre users finding the information they need?Are users completing actions you want them to do?
- 11. Building a Strong Foundation >Planning Design and LayoutBuilding the siteMatching brand effortsMaintaining codeContent managementInformationActionFeaturesNewsHow often do these need attention?
- 13. Building a Strong Foundation >Resources Day-to-day staffingContent maintenanceImagesNew featuresOutside resourcesVolunteer helpWeb vendors
- 14. Building a Strong Foundation >Tools Web EditorsContent management system (CMS)Blog engines (Wordpress, Moveable Type)DreamweaverEnvironment from district or school site
- 15. Managing a Site Long-term
- 16. Managing a Site Long-term >Content Maintenance Annual review of siteManage text that you ownOtherwise, link to it
- 17. Managing a Site Long-term >Features Donor and beneficiary profilesRotate on the home page to show fresh contentVideoWherever you can get itChunkiness for flexibility
- 20. Implementing Push-to-Web Strategies >Importance of Push Marketing People don’t browse to your site naturallySpecific goals and trackingFinding constituents where they are
- 21. Implementing Push-to-Web Strategies >Email Marketing List managementFree or cheap servicesUnderstand opt-out
- 22. Implementing Push-to-Web Strategies >Email Messaging MessagingRelevanceUrgencyImportancePush an actionOne or two secondary actions possibleGet them to your site
- 23. Implementing Push-to-Web Strategies >Social Networking Sites Friends and communitiesTaggingContent typesSyndication and content reuse
- 25. Implementing Push-to-Web Strategies >Facebook – Statistics Membership is at 200 million active usersFastest growing demographic is age 35+1% of all time on the internet is spent on Facebook2nd most visited web site (twitter is 12th)Over 900 million photos uploaded monthly10 million videos uploaded monthly50% of registered users come to the site every day
- 27. brevityMy network@ - mentions@ - mentionsRT - retweet# - hashtags(the secret to searchable content)syndication
- 28. Implementing Push-to-Web Strategies >Social Engagement Understand the tools Plan content typesAwareness, then engagementDo some trackingLink back to your siteAnd vice versa