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Digital Community Building For Nonprofits

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Media Cause
Media Cause

Originally presented at TechConnect 2.0 conference in Mountain View, CA on 4/7/14.

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www.mediacause.org | connect@mediacause.org | @mediacause DIGITAL COMMUNITY BUILDING FOR NONPROFITS Eric Facas @ericfacas Michelle Thai @michellethai
Community Building & Essential Tools 1. Community Building 101 2. Community Building Tools • Google Ad Grants • Email List • Social Networks • Website/Blog @mediacause
What Is Digital Community Building? @mediacause
Quick Poll A. 1 B. 2 C.3 D.More than 3 How many interactions does your nonprofit typically have with donors before asking them to give? @mediacause
How Not To Do Community Building You don’t ask for a donation within the 1 minute of meeting someone. Why do so many nonprofit do that online? @mediacause
Community Building Vs Advertising Advertising is expensive $1 Cost per Click 5% Conversion Rate 1 X 100 X .05 = 5 $100 to reach 100 people $20 to drive 1 important action @mediacause
The Power of Community mediacause.org | connect@mediacause.org | @mediacause Single Tweets go unheard… but thousands can start a revolution
Want to know the secret to successful community building?
Review and prioritize your GOALS before starting The COMMUNITIES’ GOALS are more important than yours. But don’t forget…
How It Works 1. Get permission to continue the conversation 2. Connect on issues the community cares about 3. Share content that informs and inspires 4. Celebrate wins and progress together 5. Ask for participation @mediacause
Community Building In Action Meet New Supporters: Grow Community Engagement: Focus On Community Goals Active Community of Supporters -- Driving Org Goals RSS (blog) Social Content Email & Newsletter Google Ad Grants Shared Content & Social Ads Blog (seo)
Community Building & Essential Tools 1. Community Building 101 2. Community Building Tools • Google Ad Grants • Email List • Social Networks • Website/Blog @mediacause
Program Overview  $10,000/mo free ad credit on Google.com  $2 max cost per click  Ads shown below paid ads  1000’s of new potential supporters on your website each month Sign up IMMEDIATELY at Google.com/nonprofits Google Ad Grants @mediacause
@mediacause Your #1 Goal is Donations, but…
Before: Traffic to Homepage 0 newsletter signups 0 donations After: 1 Year 15,000 emails collected Email List Building with Google Ads @mediacause
Community Building With Email Tips: • Don’t forget to thanks and welcome supporters • Remember to focus on the communities’ goals • Over 50% of emails in 2013 were open on a mobile phone (use responsive templates & mobile friendly donation tools) @mediacause
The secret to building community: ENGAGEMENT Facebook: likes, comments, and shares Twitter: retweets and replies Email: open rate, clicks, forwards Blog: subscriptions, comments, and shares Community Building With Social Media @mediacause
Tip #1. Leverage High-Arousal Emotions Physiologically high arousal emotions fire people up. They drive people to action and spread the word: • Awe • Excitement • Anger • Amusement • HumorLearn more: bit.ly/FirePeopleUp @mediacause
Tip #2. Share Content That Achieves Community’s Goals Futures Without Violence Audience size 37,579 Post reach 89,984 @mediacause
Tip #3. Share Progress & Victories Water4 Audience size 2,435 Post reach 14,336 @mediacause
Tip #4. Encourage Participation Cornell Lab’s weekly quizzes help maintain its audience engagement at 50% @mediacause
Community Building With Blogging Tips: • Focus on your communities’ goals • Do your SEO keyword research • Use titles that draw readers in • Make it easy to subscribe, share, and comment @mediacause
Case Study: Cornell Lab Fundraiser Email Subscribers: Reach – 31,043 Donors – 5 Facebook Fans: Reach – 46,533 Donors – 9 BOTH: Reach – 24,160 Donors – 19 @mediacause
Thank You! Learn More: www.mediacause.org Email: eric@mediacause.org michelle@mediacause.org mediacause.org | connect@mediacause.org | @mediacause Questions?

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Digital Community Building For Nonprofits

  • 1. www.mediacause.org | connect@mediacause.org | @mediacause DIGITAL COMMUNITY BUILDING FOR NONPROFITS Eric Facas @ericfacas Michelle Thai @michellethai
  • 2. Community Building & Essential Tools 1. Community Building 101 2. Community Building Tools • Google Ad Grants • Email List • Social Networks • Website/Blog @mediacause
  • 3. What Is Digital Community Building? @mediacause
  • 4. Quick Poll A. 1 B. 2 C.3 D.More than 3 How many interactions does your nonprofit typically have with donors before asking them to give? @mediacause
  • 5. How Not To Do Community Building You don’t ask for a donation within the 1 minute of meeting someone. Why do so many nonprofit do that online? @mediacause
  • 6. Community Building Vs Advertising Advertising is expensive $1 Cost per Click 5% Conversion Rate 1 X 100 X .05 = 5 $100 to reach 100 people $20 to drive 1 important action @mediacause
  • 7. The Power of Community mediacause.org | connect@mediacause.org | @mediacause Single Tweets go unheard… but thousands can start a revolution
  • 8. Want to know the secret to successful community building?
  • 9. Review and prioritize your GOALS before starting The COMMUNITIES’ GOALS are more important than yours. But don’t forget…
  • 10. How It Works 1. Get permission to continue the conversation 2. Connect on issues the community cares about 3. Share content that informs and inspires 4. Celebrate wins and progress together 5. Ask for participation @mediacause
  • 11. Community Building In Action Meet New Supporters: Grow Community Engagement: Focus On Community Goals Active Community of Supporters -- Driving Org Goals RSS (blog) Social Content Email & Newsletter Google Ad Grants Shared Content & Social Ads Blog (seo)
  • 12. Community Building & Essential Tools 1. Community Building 101 2. Community Building Tools • Google Ad Grants • Email List • Social Networks • Website/Blog @mediacause
  • 13. Program Overview  $10,000/mo free ad credit on Google.com  $2 max cost per click  Ads shown below paid ads  1000’s of new potential supporters on your website each month Sign up IMMEDIATELY at Google.com/nonprofits Google Ad Grants @mediacause
  • 14. @mediacause Your #1 Goal is Donations, but…
  • 15. Before: Traffic to Homepage 0 newsletter signups 0 donations After: 1 Year 15,000 emails collected Email List Building with Google Ads @mediacause
  • 16. Community Building With Email Tips: • Don’t forget to thanks and welcome supporters • Remember to focus on the communities’ goals • Over 50% of emails in 2013 were open on a mobile phone (use responsive templates & mobile friendly donation tools) @mediacause
  • 17. The secret to building community: ENGAGEMENT Facebook: likes, comments, and shares Twitter: retweets and replies Email: open rate, clicks, forwards Blog: subscriptions, comments, and shares Community Building With Social Media @mediacause
  • 18. Tip #1. Leverage High-Arousal Emotions Physiologically high arousal emotions fire people up. They drive people to action and spread the word: • Awe • Excitement • Anger • Amusement • HumorLearn more: bit.ly/FirePeopleUp @mediacause
  • 19. Tip #2. Share Content That Achieves Community’s Goals Futures Without Violence Audience size 37,579 Post reach 89,984 @mediacause
  • 20. Tip #3. Share Progress & Victories Water4 Audience size 2,435 Post reach 14,336 @mediacause
  • 21. Tip #4. Encourage Participation Cornell Lab’s weekly quizzes help maintain its audience engagement at 50% @mediacause
  • 22. Community Building With Blogging Tips: • Focus on your communities’ goals • Do your SEO keyword research • Use titles that draw readers in • Make it easy to subscribe, share, and comment @mediacause
  • 23. Case Study: Cornell Lab Fundraiser Email Subscribers: Reach – 31,043 Donors – 5 Facebook Fans: Reach – 46,533 Donors – 9 BOTH: Reach – 24,160 Donors – 19 @mediacause
  • 24. Thank You! Learn More: www.mediacause.org Email: eric@mediacause.org michelle@mediacause.org mediacause.org | connect@mediacause.org | @mediacause Questions?