4 posts tagged “email marketing”

This recent OnPhilanthropy article suggests that Web 2.0 technologies are now in use by all ages of Internet users, not just the young.  More 'traditional' email appeals aren't having the same impact, with open rates dropping to 14% in the latest Convio Online Marketing Nonprofit Benchmarking Index Study.  Facebook Causes and YouTube's nonprofit channel have started to play a large role in online fundraising and constituent engagement.  Yet Harry Lynch of SankyNet says the email is not dead yet in this AFP article, Isn’t Email Just Like Regular Direct Mail—But on Steroids.

Nten's WeTheMedia Project offers an interesting challenge this month to Create the Ultimate Nonprofit Social Media Toolbox, categorizing web 2.0 tools by:

• listening - monitoring conversations, using RSS readers and social bookmarking
• participating - commenting on conversations
  
• sharing your story - using blogs / podcasts and sharing photos / videos
  
• spreading awareness, generating buzz - accessing 'crowd sourced' news and content, using micro media to broadcast content to targeted communities, and using a 'life stream'
  
• social networking for action and fundraising - using social networks and fundraising widgets / applications.

My take: when even the value of email communications is being questioned, it's time to sit up and pay attention to the many new ways a nonprofit can develop ongoing relationships with its constituents.

Addendum 10-15-08
Social networking expert Beth Kanter offers How Much Time Does It Take to Do Social Media, - apparently enough to fill a full time position.

1. After sending out email blasts, are you reviewing reports to learn how many of them were actually opened and what links were clicked?  See the recently released eNonprofit Benchmarks Study
   
2. Have you tried 'microsites' - a separate page focused on a specific event or campaign with an strong call to action - see NothingButNets.
3. Have you created an organization presence on social networking sites such as FaceBook and MySpace?   See this blog posting on Best Practices for Non-Profits Using Web 2.0 and Idealware's Should Your Organization Use Social Networking Sites.
   
4. Have you looked at Barack Obama's web site, which has changed the landscape for online fundraising and engagement?
5. Do you get ideas from other nonprofit organizations that have done especially well in raising money online?  According to the Chronicle of Philanthropy (June 12 issue), these five organizations have raised more than 10% of their revenues online: Heifer International (28 percent), Leukemia & Lymphoma Society (27 percent), Fidelity Charitable Gift Fund (21 percent), National Multiple Sclerosis Society (15 percent), and Make-a-Wish Foundation (10 percent).
6. Do you participate in groups, both online and off, to share success (and failure) stories?  People in Nten are always willing to help.  Don't forget about for profit groups - I recently discovered the Internet Strategy Forum, which discusses many of the online strategy challenges that we also deal with in nonprofit.
7. Are you too busy to leave the office occasionally for a conference, such as this week's Fundraising Day and Social Networking Symposium in New York?  If so, you're missing the opportunity to learn from our colleagues.
   

The SPIN Project provides a online communications tutorial that offers many suggestions how nonprofits can develop online communications strategies.  Most organizations begin by focusing on their web site, email newsletter, and creating donation forms to provide online fundraising.  But many additional tools are suggested:

• blogs.- can you provide useful content while keeping it current?
• surveys - find out what your constituents are concerned about with a low cost tool such as Survey Monkey
  
• podcasts - audio or video - can require a "significant investment" of time to create and maintain
• message boards - can be moderated so that content submissions are reviewed before posting
• photography - use a service like Flickr to share images of organization events / activities
• commerce - but how will you handle order fulfillment and deciding what merchandise to sell?

How can you enhance your online fundraising strategies?  Fundraising Success provides many tips.

Whether or not you're a customer of Convio, you can access resources covering online fundraising, integrated marketing, email marketing and online advocacy.

Finally, for a one page summary of many prominent nonprofit web sites, try Alltop's Nonprofit page.  You can preview the content by just mousing over the title to decide if it's worth clicking through to read the full story.

mStoner provides an interesting look at How Donors Use the Internet.  Interestingly, success of a nonprofit's web site can't only be judged by the level of online donations, since many visitors will check out an organization online but continue to give offline.

Nonprofit Times reviews a study which discusses the value of email addresses: Get an Email Address, Generate Income, as well as other trends in online giving.

Association of Fundraising Professionals discusses a survey that suggests that Integrated Fundraising Activities (are a) Key to Success and that using a variety of approaches is best, although reminds us that developing relationships and major gifts are still critical components.. 

Finally, the blog A Small Change suggests that fundraising no longer needs to be restricted by geography in Fundraising Without Borders.