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Killer content ppt lower res pdf
- 1. KILLER CONTENT Eric Pratum Jacqui Groseth Director, Digital Strategy VP, MarkeCng & Development
- 2. If you had to pick a #1 online challenge What would it be? 2
- 3. What are some common quesCons donors ask you? What topics should donors be interested in? 3
- 4. Eric Pratum Find Me: @EricPratum 4
- 5. Jacqui Groseth Find Me: @jgroseth & @urm.org 5
- 6. Structure 1. Content 2. Measurement 3. Case study 4. Resources 6
- 7. Types of content 7
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- 13. Content search 13
- 14. 12,000 10,000 8,000 11X Online 6,000 4,000 donations growth 2,000 -‐ Jan-‐10 Jun-‐10 Dec-‐10 Jul-‐10 Feb-‐10 Mar-‐10 Apr-‐10 May-‐10 Aug-‐10 Sep-‐10 Oct-‐10 Nov-‐10 Social Media Search 14
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- 16. CreaCng an integrated calendar 16
- 17. The first 50 17
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- 19. Content OpportuniCes 1. How-tos 2. Local topics 3. Expert interviews 4. Recent studies 5. Opinion 6. News 19
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- 22. AnalyCcs + SEO = Content http://bit.ly/contenttopics 22
- 23. Tracking & ReporCng 23
- 24. Twi^ercounter.com 24
- 25. Watch your data 25
- 26. http://bit.ly/googlegoals 26
- 27. Search traffic Avg. Time on Keyword Visits Pages/Visit Bounce Rate Site gizzard communicaCons 47 8.79 0:07:19 6.38% markeCng agencies in 39 5.54 0:02:23 7.69% atlanta gizzard communicaCons 15 4.87 0:03:19 26.67% group 27
- 28. Bitly.com 28
- 29. Facebook insights 29
- 30. EdgeRankChecker.com 30
- 31. YouTube Insights 31
- 32. 7 x 37 = 3.8M The “new math” of fundraising
- 33. Situation Overview In 2010 a15% drop in giving over the previous year, and a 45% increase in the need for services led to a 5 million dollar gap in URM s budget by the end of April. URM’s board and senior leadership made the painful decision to close our Hope Gardens Family Center, an oasis for single moms with children and senior ladies experiencing homelessness, unless a minimum of $2.8 million dollars could be raised by June 30, 2010. We prayed for a miracle, developed a plan and launched the Save Hope Gardens Crisis Campaign. on May 24th.
- 34. Campaign Overview “I must share with you that unless we raise $2,800,000 by June 30, we will be forced to close the doors of our Hope Gardens Family Center — a proven life-changing and life-giving environment for women and children. This would be crushing news for the 24 additional families we are preparing to move from Skid Row to Hope Gardens. And it would be devastating to the 34 moms and 74 children and each of the 23 senior ladies who have escaped homelessness and are living a life of hope.”
- 37. Influencers & advocates On June 23rd, just 7 days before our deadline NCIS actress Pauley Perrette shared our need with her circle of influence by posting the first of 2 You Tube videos on Twitter. • Pauley currently has 66,652 Twitter followers.
- 38. Miraculous Results In 37 days, we shared our need across 7 different core communication channels raising a total of $3.8 million dollars in donations!
- 39. Miraculous Results Comparison of the fundraising results, by channel, for the same 37 days in 2009. Fundraising 2009 2010 Difference % Channel Growth Alternate Media $ - $5,350.00 $5,350.00 NA Broadcast Media $12,513.00 $67,662.00 $55,149.00 441% Direct Mail $492,086.59 $693,832.17 $201,745.58 41% Telephone $10,821.50 $6,802.50 ($4,019.00) -37% Electronic Media $40,955.71 $172,610.47 $131,654.76 (Web, Social, Text) 321% Personal $903,204.37 $2,800,815.45 $1,897,611.08 210% Unknown $66,696.70 $74,787.91 $8,091.21 12% Total $1,526,277.87 $3,821,860.50 $2,295,582.63 150%
- 40. Highlights & Take Aways Build Relationships • Half of the $2.8M attributed to personal fundraising came from 3 donors with a heart for our ministry. Be Prepared • Union Rescue Mission had approximately 1640 Facebook friends & 1970 Twitter followers in place. • CEO Rev. Andy Bales had approximately 3290 Facebook friends & 4122 Twitter followers in place. • Our text-to-give program was set up and ready. Be Available • For increased interest from the Press. • For increased interest from Volunteers. • For unexpected forms of Help.
- 41. The Payoff
- 42. Takeaways 42
- 43. Slides 1. This presentaCon 4. Who Needs a Website? h^p://slidesha.re/websiteneeds bit.ly/? 5. Website OpCmizaCon 2. Using Social Media for Basics Nonprofit Gain h^p://slidesha.re/ h^p://slidesha.re/nonprofitgain opCmizaConbasics 3. SEO for Blogs h^p://slidesha.re/seoforblogs 43
- 44. Events 44
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- 46. Resources 46
- 47. Takeaways 1. Pick your first 50 2. Plan your integrated calendar 3. Publish, publish, publish 4. Measure and adapt 47
- 48. You can find us at Eric Pratum } Eric.Pratum@Grizzard.com } @EricPratum Jacqui Groseth } jgroseth@urm.org } @jgroseth 48
- 49. QuesCons 49