communicating on the web and in social networks a new voice for our times (pp, 47)
TRANSCRIPT
COMMUNICATING ONTHE WEB AND INSOCIAL NETWORKSA new voice for our times (PP, 47)
New TechnologiesThey make the world smallernearestBeing human - be social
Globalization
New tools for “sale”What weWhat we doWhere we areAnd how they can help
INTRODUCTION
1. COMMUNICATION AND FUNDRAISING
Comunication - FundraisingStrategyConsistent messagesAppropriate channels
OrganizationIntegration fundraising with the objectives
Not only is raising moneyThe ultimate goal is to improvebeneficiaries conditions
MESSAGEwhat is it that we want to say?
TARGETwho do we want to address?
MEANSHow are we planning to say it?
ACTIONThe donation
ORGANIZATION
TEAMPlanningManagementExecuting
COMUNICATION STRATEGY - FUNDRAISING
what is it that we want to say? THE MESSAGE
Clarity
MessageThe message has a single main point?Is it written with everyday words?Simple sentences?The most important idea is in the first paragraph
Consistency
COMUNICATION STRATEGY - FUNDRAISING
whom do I want to address?THE RECIPIENTS
The recipientsHave we divided them into small groups, withno more ability to segment?Are we ready to draft different messages?How will we address the media?How will we involve the staff of the organization?
COMUNICATION STRATEGY - FUNDRAISING
ResultsACTION
ResultsHas each message clearly defined its outcome?Has each message provided a single or multiple result?
Renew personal data
Fee increase
Other
Donation
COMUNICATION STRATEGY - FUNDRAISING
MEANS
The mediaDo we have contacts in the Social Media?Do we have a Data Base to fall back on?Is there contact between the communication dept. and the media, even if no shipments have been reported? A regular contact.Are we professionally trained to cater for the media, if necessary ?
keep in mind that depending on the target group, so will the message be
Internal means (more control) and external means (less control)
Web, magazine, mailing, social network vs. newspaper, radio, TV
COMUNICATION STRATEGY - FUNDRAISING
We have people who are professionally dedicated, in a systematic and organized way, to the planning, management and execution of fundraising activities.
TEAM
COMUNICATION STRATEGY - FUNDRAISING
2. STARTING WITH THE BASICS. CUSTOM MAILING
New donorsRe-activate donors
MESSAGE
ACTION
ORGANIZATION
MEANS
RECIPIENTS
MAILING
Envelop, magazine,brochure, letter…
Budget
Response bonus
MA
ILIN
G
LETTER
ENVELOP
LEAFLET
RESPONSE BONUS
THE FOUR PILLARS OF MAILING
MA
ILIN
G
This is the first contact with the donors or prospective donors
LETTER
ENVELOPE
LEAFLET
RESPONSE BONUS
THE FOUR PILLARS OF MAILING
MA
ILIN
G This letter is the primary contact.
LETTER
ENVELOPE
LEAFLET
RESPONSE BONUS
THE FOUR PILLARS OF MAILING
MA
ILIN
G
In support of our letter
LETTER
ENVELOPE
LEAFLET
RESPONSE BONUS
THE FOUR PILLARS OF MAILING
MA
ILIN
G
Our ultimate goal is to make this mailing item arrive back at its source
LETTER
ENVELOPE
LEAFLET
RESPONSE BONUS
THE FOUR PILLARS OF MAILING
3. NEW WAYS OF COMMUNICATING,NEW WAYS TO FUNDRAISING
Difficult times – new approaches
New TechnologiesMailingFundraisingLow CostExpansion of the messageFeedback
Renovation
1. We learn and know what is happening around2. They help to networking3. They complete offline works4. We learn from our friends and we improve out tecniques5. They reduce distances6. Takes advantage of the knowledge of other7. Use multimedia: video, photos…8. They expand communication with donors and potential donors (bi-directional)9. They promote actions10. They help you to tell your needs at the moment (immediacy)11. They are cheap
WHY WE MUST USE SOCIALS NETWORKS?
SOCIAL NETWORKS IN SPAIN• Facebook was founded in 2004 with 1.000.000 users. Today, Facebook is used by 1.000.000.000 of
users.• 23 hours of video are uploaded to Youtube each minute.• Facebook, Youtube and Twitter were the most popular words in Googles, in 2004.• Wikipedia has 19.000.000 articles uploaded by users.• Spain is the 7th country in the world in social networks use.• 21.000.000 spanish people use daily any social networks: 69’ on Twitter and 47’ on Facebook
THE SOCIAL NETWORK
FACEBOOK TWITTER
Community around brand
Connections quality
Emotional
Heterogeneous audience
More visual
More privacy
Information, news…
Followers quality
Sharing news
Homogeneous audience
Less visual
Less privacy
To provide access to potential donors and retaining ours
Quicker interact with potential donors and donors. Bi-directional
WEB, OUR INSTITUTIONAL PRESENCE ON THE INTERNET
USER WEB OUR WORK
WHAT WE APPROACH WITH DONATIONS
HOW CAN HELP US
IMPROVE No large text
No technical words
Simple structure
Destination of aid
Easy to make a donation
WEB, OUR INSTITUTIONAL PRESENCE ON THE INTERNET
OUR EXPERIENCE. 2010-2012
WEB www.misionessalesianas.org
COMUNICATION
Facebook/MisionesSalesianas
@MSalesianas
EVOLUTION 2011 – 2012 Facebook and Twitter
Seguidores Menciones Retweets Favs0
200
400
600
800
1000
1200
1400
1600
1800
2011
2012
Amigos Comentarios0
200
400
600
800
1000
1200
1400
2011
2012
OUR EXPERIENCE. 2010-2012
CAMPAGNE206-2012
Campaign launched to donors of the DB
We create the image of the web
Launched press releases to the media
We launched social networking posts
We define recipients, media, message and purpose
Sign agreement with a particular media
CAMPAING RESULTS
Mailing
6.134 donation 737.842 € Reactivated 1.252 donors
Web
11.098 € 15 new donors
56 new
Social Networks
Twitter 93 followers/ 86@ / 5 FAV / 253 TS
Medios
144 comments
57 impacts / radio interviews / web
CONCLUSIONS
COMMUNICATION AND FUNDRAISING
DO NOT BE AFRAID TO CHANGE AND INNOVATION
USE SOCIAL NETWORKS
INTERACT WITH THE MEDIA
DEFINE OBJECTIVES, MESSAGE AND TARGET
PLAN WITH A PROFESSIONAL TEAM
Don Bosco: You have to face the challenges and seize opportunities