Wed, October 24 2007

New Study: The Wired Fundraiser

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Fundraising essentials •

Today Network for Good released a new study, “The Wired Fundraiser: How technology is making fundraising ’good to go.’”  It covers: What happens when people with a cause take it to cyberspace; why marketers and fundraisers like us should care; and what we should do about the phenomenon.

The full report is here, but if you just want the highlights, below are the key findings.

In the meantime, if you’d like to be a Wired Fundraiser yourself, support victims of the wildfires sweeping California with this widget.  Link to it in emails or click on the Share tab within the widget for code to display it online.

KEY FINDINGS

1. When Wired Fundraisers Talk, People Listen: Wired Fundraisers are regular people with a cause and a keyboard, and they are proving highly effective at fundraising for their favorite charity in an ever-widening personal sphere of influence online.  That’s because today, the messenger matters even more than the message.  People trust messengers they know, like friends and family.  These messengers naturally communicate in the most effective ways – through personal means, in a conversational tone, and with great stories.  A promotion from a charity can’t compete with that level of intimacy, authority or authenticity. 

2. Not Every Wired Fundraiser Is a Champion: The successful Wired Fundraiser has a relatively rare combination of true passion and a means to lend a sense of urgency to their cause.  Not every Six Degrees fundraiser or Facebook Cause is a winner, but a proud few – the superactivists - are very effective, raising $9,000 on average and reaching 150 people. 

3. Technology Gives the Wired Fundraiser Special Power:  Widgets and social networks make personal fundraisers more effective for four reasons. Widgets – bits of code that enable you to generate and place content anywhere online, including on Facebook pages or blogs – make it possible for personal fundraisers to take their message anywhere they communicate online, including social networks where messages spread very efficiently.  They make it possible for the fundraiser to evangelize in their own way, in their own words.  Because they make fundraising so easy, widgets attract a new group of fundraisers.  Importantly, widgets also make it easy and convenient for friends and family to give instantly, when they feel an impulse to give. That means more donations to more causes.

4. Smart Charities Embrace the Wired Fundraiser:  Technology enables anyone to be a fundraiser, anywhere online.  The control over the message is in the hands of the Wired Fundraiser.  Wise charities see this as something to embrace rather than something to fear.  They tap into the opportunity to spread their message further, by new means, via new messengers.

More on how to be a Wired Fundraiser or tap into their power is here in the full paper.

 

 

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Mon, October 22 2007

Read this if you market to teenage girls

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Marketing essentials •

There’s a fascinating YouTube channel where a group of young women critique the ads targeted to them. Hat tip to AdAge for this link. The videos are worth a watch for a few reasons:

1. They remind you: audience, audience, audience. Know your audience. Speak to your audience. Forget your audience at your own peril.

2. They show that your audience talks back. We’re in an age of unprecedented consumer control, and your audience will not sit quietly and obey your message. Your audience expects to have a conversation with you.

3. The 3iYing crew, who work as consultants, are on-target about what works: speaking to an audience’s values and being credible and authentic. Cheesy, disingenuous messages that miss the mark will get - and deserve - the flip.

Check it out:

 

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Fri, October 19 2007

Move them, then make it easy to act

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Marketing essentials •

One of the great things about online advocacy is you can move someone emotionally and then give them an immediate way to act upon that emotion.  This makes conversion quite easy.  Always keep this concept front and center in your mind, with every communication you make online.  You always want to:

1. Tell a great story that makes your case - and creates the impulse to give
2. Give people a way to act that’s as simple as a few clicks of the mouse

Speaking of clicks, below is a great video example of tapping into emotions, then telling people what to do with them with a big emphasis on how easy it is to make a difference.  I found it via Creativity Online

Now imagine having the donate button right next to this video on YouTube for Nonprofits, where it’s not yet placed.  That would be even better.

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Fri, October 19 2007

Online Fundraising & Nonprofit Marketing Training Opportunity

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Fundraising essentials •

By Jono Smith

In July, Network for Good launched Nonprofit 911, a free training program for the overwhelmed nonprofit. Every 2-4 weeks, we cover a new topic related to nonprofit marketing and online fundraising.

What can you learn about nonprofit marketing in 60 minutes? Find out, during our next Nonprofit 911 free training series:

October 23, 2007 from 1-2pm (eastern)
How to Tell Your Story: Tips for Better Storytelling, Fundraising Success & Media Glory
Speakers: Katya Andresen & Macon Morehouse
Details here.

October 30, 2007 from 1-2pm (eastern)
Event 101 for Fundraisers: Putting Your Mission Into Action!
Speaker: Jeff Shuck, Event 360
Details here.

Can’t attend? Download an audio transcript from www.Fundraising123.org


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Tue, October 16 2007

If Buddha Had A Website

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Websites and web usability •

Katya’s note: Today we have an absolutely inspirational Guest Post from my buddy Mark Rovner of Sea Change Strategies.  Some of you may remember him from the recent Network for Good teleconference bearing the unofficial title, “Your Website Sucks - Fix It For Free.”  You can hear that teleconference - “Website 101” or read the transcript here.

MJRPicture

By Mark Rovner

You learn a lot from Buddhism. And while — to the eternal relief of our clients — I am not one to go around spouting bits of Buddhist dogma, my whole approach to communications strategy is profoundly affected by the Buddhadharma.

This week, His Holiness the Dalai Lama will receive the Congressional Medal of Freedom, the highest civilian honor the U.S. gives. It is long overdue, delayed by decades of placating China. Now that we are entering the “WTF were we thinking” phase of our China relationship, Tibet’s exiled ruler — arguably the world’s most famous refugee, can get his due.

So it’s a good week to step back and offer some of the ways that Buddhist teachings can influence modern communications strategy:

+ The whole point of everything is not to gain but to lose. Enlightenment comes when you lose your distraction, your pre-conceptions, and your obscurations. We’re already brilliant. Your organization is already brilliant. We just have to let it out. There’s a deeper level to that lose not gain bit, but we’ll save that for later.

+ When you strip away clutter, brilliance ensues. My teacher frequently inveighs against what he believes to be one of the great scourges of Western society: too much thinking. When you strip away all the ifs, ands, and buts of who your organization is and what it’s all about, your true brand, in its naked accessible simplicity, can shine out.

+ Clarity and openness are more important than gimmicks or cleverness. Nuff said.

+ How you are is more important than what you say. It’s sort of ironic that we spend so much time fussing over “messaging” when the 3,000 other ways we reveal ourselves speak so much louder than the words we choose. Look at Hillary Clinton and Barack Obama. Obama’s supporters are as in love with how he is as they are his policy positions. Hillary’s lead in the polls notwithstanding, people find it difficult to feel connected to her. The lessons are old, but their contemporary value is obvious.

Anyway, don’t take my word for it. Check out this website. Listen to the Dalai Lama’s live webcast. You have nothing to lose but confusion.

 

 

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