First of two-part presentation on online marketing to arts and science organizations in Charlotte, NC. Focuses specifically on websites and e-newsletters. Presented September 25, 2008.

1. Online Marketing, Part I: Building Blocks for Success Presented by Kivi Leroux Miller

2. This is Me

3. And So Is This . . . Online

5. Kivi’s Live Oak Theory of Online Marketing for Nonprofits

6. The Trunk is Your Website

7. Leaves are Your E-Newsletter and RSS Feeds

8. Acorns are What You Share with Your Biggest Fans

9. Seedlings are Your New Online Communities that Grow from Your Acorns

10. PART I: Website and E-Newsletter Fundamentals

11. PART II: Fundraising (and Friendraising) via Email, RSS Feeds, and Social Media

13. Describe your website in 2-3 words . . .

17. Just Remember: It’s All About Them, Not You!

19. Guess the domain name.

24. What answers are your visitors seeking?

25. What actions do your visitors want to take on your site?

32. Networkforgood.org

33. Paypal.com

34. Google.com/nonprofits

49. https://adwords.google.com/select/KeywordToolExternal

51. More Cool Tools . . . Social Networking Sites – If your audience is already there.

53. Questions?

54. Anything else before we move on to e-newsletters?

55. Think of Your E-Newsletter as a Gift

57. E-Newsletter Content What’s Inside?

58. Which Gifter Are You?

59. Which Gifter Are You?

60. Which Gifter Are You?

61. Which Gifter Are You?

62. Which Gifter Are You?

63. Which gifter are you right now?

64. What People Want The Word “You” – It’s all about them! Results They Helped Produced Great, Dramatic Stories about Specific People How-to Articles

65. Subject Lines & From Fields Emphasize benefits (personal, timely, useful) to the reader in 50-60 characters. From line must be recognizable.

66. And What They Don’t Want Too many topics, angles Processes Long series of events Emphasis on organizations, not people

68. Surprise Your Readers With how well you know and understand them!

69. E-Newsletter Design What’s It Wrapped In?

70. Plain Text v. HTML

71. Plain Text Everyone can read it. Very easy to produce. But not stimulating = lower response rates.

72. HTML Better response rates. But harder to produce. MIME – Sends both HTML and plain text versions in same email.

74. Using Templates No skills, no style? Use a template. Great place to start even with skills and style!

75. Start with a Template

76. Using Graphics and Photos Photos are best either left or right justified so that you have some text beside them. Always use the ALT attribute so text will show if the graphic doesn’t .

77. Designing for the Preview Pane

78. Designing for the Preview Pane

79. Designing for the Preview Pane

80. Designing for the Preview Pane

81. E-Newsletter Delivery How is it sent and to whom?

84. Use a Service Provider http://www.idealware.org/articles/fgt_email_newsletter_tools.php

87. http://www.ftc.gov/bcp/conline/edcams/spam/business.htm

89. E-Newsletter Tracking What’s the Response?

90. What Are They Saying?

91. What percentage of a nonprofit’s email list turns over every year?

96. Questions?

97. Congratulations! © 2008, EcoScribe Communications