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The document summarizes Katya Andresen's presentation on audience-centric nonprofit marketing and fundraising. She outlines four questions organizations must answer to successfully market to their audience: Why me?, What for?, Why now?, and Who says? She then discusses five action items for navigating Web 2.0, including finding your constituency, setting goals, engaging in conversation, asking supporters for help beyond donations, and thinking portably. The presentation aims to help nonprofits better connect with audiences by speaking to their values and interests rather than focusing on the organization's mission.
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- 1. 9 th SEA Summit March 11, 2008 Katya Andresen Robin Hood Marketing
- 2. Everything I say today is online now… The presentation and the Wired Fundraiser paper are at www.nonprofitmarketingblog.com under “workshops” Or just give me your address and I’ll email you the links plus useful resources AND send you weekly tips
- 3. A question for you When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to donate or act?
- 4. Mission statements aren’t the answer.
- 5. So what is the answer?
- 6. The right way to answer
- 7. The kitchen sink is not the answer.
- 8. The Answer Is: Looking at the world from the point of view of our audience rather than our own. This is especially true online.
- 9. Web 2.0, Social Networking, Blogging….. It’s just people who want to be: Heard Seen Connected to others like them An audience-centric approach has never been more important.
- 10. Agenda: The four questions you must answer to successfully market your enterprise or organization Navigating Web 2.0: five action items Q&A
- 11. Four Parts of Audience-Based Message For partners, customers, donors, ALL online… Why me? What for? Why now? Who says?
- 12. Why me?
- 13. Why me: speak to THEIR values CONNECT TO: To their existing values To their existing feelings To their existing desires
- 14. What Are Their 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
- 15. The Cold Hard Truth about Values They may change, but we can’t change them So don’t bother trying Identify and appeal to what’s already there Group audiences (for example, donors) by their values in order to get the best chance of connecting (“segmenting”) Serve it up like a snack, not a meal
- 16. The story of my sock drawer
- 17. What are the values of… People buying socks during the Great Depression?
- 18. Moral of the Story Show how you connect to your audience’s values, and adorn that connection in gold thread. It must be that obvious.
- 19. What for?
- 20. What for? What’s in it FOR THEM personally? What do they get out of it? What good will come about BECAUSE OF THEM? Where does THEIR MONEY go? What’s the impact of THEIR ACTION? What will happen if THEY COVER THE STORY?
- 21. It’s not about our organization. It’s about what we do for our audience.
- 22. What’s in it for them? A reward that is: Immediate Personal (not collective) Reflective of audience values Better than competing benefits (messages) Credible Not necessarily highly relevant to our cause
- 23. Suburbanites Land conservation: What’s in it for them?
- 25. Why now?
- 26. Why now? It’s an emergency
- 27. Why now? The Disaster/December Answer
- 28. But what if someone’s life is not at stake? There’s a deadline Something important is at stake This is new and different
- 29. A very true, somewhat embarrassing story Why me, why now, what for?
- 32. Fixing the broken button
- 33. Who Says? The newest question blank
- 34. Who says: the Internet has changed this forever
- 35. Who says? 76% of givers are motivated by friends and family, says Cone Word of mouth also most important for buyers Our fans may be better messengers than we are
- 36. The Wired Champion http://www.cnn.com/2007/LIVING/10/09/bacon.heroes/index.html#cnnSTCVideo
- 37. Embrace the wired fundraiser.
- 38. Taking it web 2.0
- 39. What you need to know The way we use the Internet is changing The old model is turning inside out Fundraising is moving online We’re not the only messengers, fortunately
- 40. On the web: millions of passionate constituencies
- 42. Action #1: Find your constituency. Listen. technorati.com google.com/alerts facebook.com myspace.com
- 43. Google Alerts
- 46. Action #2: Make a goal. Don’t do it because you feel like you should. Do it because it makes sense.
- 47. Action #3: Engage in authentic conversation.
- 48. #4: Ask your supporters to help.
- 49. (Not just with their wallets)
- 50. #5: Think portable in all you do online. Go to them: to have a conversation Go to them: in your content (RSS) Go to them: sign-ups on your page that can yield regular touchpoints with things of value
- 51. You have your four questions to answer. You have your five actions to take. How do you feel? What now?
- 52. You can do it!
- 56. Online donations
- 57. Resources Robin Hood Marketing www.nonprofitmarketingblog.com www.fundraising123.org Me: robinhood@networkforgood.org
- 58. Q&A