In a rapidly evolving online world, more and more businesses are realising the opportunities that engaging online can offer. And the same applies to non-profits and community organisations. Being online can help increase your campaign awareness, expand supporter bases, improve productivity and reduce operating costs. But often it is the non-profits and community organisations that face some of the greatest barriers to getting online. Budgets are tight, people power can be limited and access to suitable skills can be difficult. But that does not mean it cannot be done. Getting online can be a relatively simple and affordable process. It all comes down to having a good plan. Natalie Viselli (Assistant Director, Digital Economy Policy at the Department of Broadband, Communications and the Digital Economy) will provide you with some information and tips about what non-profits can be doing online and how it can be done.

1. Getting your
community
group online
Natalie Viselli
Assistant Director I Digital Economy Policy
Department of Broadband, Communications & the Digital Economy

2. Of course, some fine print
Disclaimer
While the Department of Broadband Communications and the Digital Economy (DBCDE) makes
every effort to ensure that this presentation and accompanying materials are accurate and up-
to-date, you should exercise your own independent skill and judgement before you rely on
anything included in this presentation. In any important matter, you should seek professional
advice relevant to your own circumstances.
A reference to a person or organisation in any part of this presentation does not imply any form
of endorsement by DBCDE of the products or services provided by that person or organisation.
Similarly, links to other web sites have been inserted for your convenience and do not constitute
endorsement of material at those sites, or any associated organisation, product or service.
Please note that some material in this presentation includes views or recommendations of third
parties, which do not necessarily reflect the views of DBCDE, or indicate its commitment to
particular course of action. DBCDE cannot verify the accuracy of information that has been
provided by third parties.

3. Some inspiration to kick things off...
http://www.digitalbusiness.gov.au/case_studies/rspca/
http://youtu.be/crbXX9LS_Ag

4. Why go online?
Australians are online:
• 15.4 million adults went online in June 2011.
• 60% of those went online everyday.
• 442.7 mil hours spent online at home
• 19.2 billion web pages viewed.
• Average of 25Gb downloaded
per month.
Source: ACMA 2011

5. Challenges for NFPs
• Australia NFP sector includes:
– 700,000+ non-profit organisations
– 100,000 incorporated associations
– 10,000+ companies limited by guarantee
• Lack of financial resources
– hardware, software, upgrades and support.
• Lack of man-power/volunteers
– Makes it hard to implement and manage ICT use.
• Lack of knowledge and training.

6. Opportunities Online
• Increase awareness of your cause
• Communicate important messages
• Share documents & member resources
• Sell products or services
• Collect donations
• Advertise events
• Recruit volunteers

7. First let’s start with a plan...
Before you invest time or money in any online
activities ask yourself:
1. What are your organisational goals?
2. What online activities would benefit you?
3. How will these online activities help you
achieve your goals?
Online activities should be part of
your overall business plan, not the
plan itself!

8. Define your requirements
Have you considered what are:
• Your goals online?
• Your budget?
• Your marketing objectives?
• Your functionality?
• Your timing?
• Your capabilities?

9. Websites 101
1. Select a website type
– Business card, brochure, e-commerce?
2. Build your website
– DIY versus professional services
– Wordpress, Freelancer, Sportingpulse, etc.
3. Choose and register your domain name.
4. Select a service provider to host your website
– Consider server
space, ‘uptime’, security, mailboxes, support, cost
effectiveness, etc.

10. Tips for best practice web design
• SEO (search engine optimisation)
– Content, hyperlinks, metadata, titles.
• Easy to navigate
– Hyperlinks, menus, breadcrumbs, search function.
• Terms of use, privacy policies, etc.
• Visually engaging
– Images, videos, graphics, tables.
• Accessible

11. Collecting online donations
• E-Commerce platforms can be used to collect
donations, not just selling goods.
• Existing marketplaces such as eBay or Cafe
Press can be used to sell fundraising goods.
• Social media apps, such as Facebook causes.
• Crowdfunding – the funding of projects and
ideas by large groups of people, often using an
online platform
– Givenow.com.au, pozible.com, etc.

12. Online marketing
• Email marketing
– Be careful of privacy laws and spam blocking
tools, only email people on your mail list
• Search engine marketing
– Pay per click or cost per click
• Banner ads
– Pay per click or pay per impression
• Social media marketing...

13. So who’s on social media?
Social network Australian users (Apr 2012)
A lot of Facebook
LinkedIn
10,948,280
2,100,000
Australians! Twitter
Google+
1,800,000
1,100,000
Pinterest 470,000
Instagram 252,000
http://blog.marginmedia.com.au/Our-Blog/bid/82633/Australian-Internet-and-Social-Media-Statistics-April-2012
74% of smart phone owners
& 49% of 3G phone owners
accessed social networking
sites on their phone (ACMA 2012).

14. Which one?
• Facebook: interactive multimedia conversations
• Twitter: short, sharp regular messages
• LinkedIn: primarily business/industry networks
• Google+: great for video “hangouts”
• Pinterest/Flickr: focus on sharing images
• Foursquare: encourage “checking in”
• Blog: communicate detailed news & thoughts
• YouTube: share videos of your work or
campaigns

15. But before going social...
• Cheap and simple to use BUT can be very time
and resource intensive to manage properly.
• Who are your target markets?
– Do they use social networks? Which? Why?
• What do you want to achieve?
– Communicate latest info, organise events, spread
campaign, sell product, elicit donations?
• Have your staff/volunteers been trained?
Avoid an #epicfail

16. Not just websites: productivity tools
• VOIP (voice over internet protocol)
– Make calls, incl. conference & video, over your
internet connection.
• “Cloud”: using online servers for storage & apps
– lower costs & mobile access
• Customer Relationship
Management (CRM)
• Telework & “hot desking”
– Flexible work arrangements

17. Remember to protect your data!
• Information is power, but also places obligation on
you to protect data you collect.
• Privacy law applies to organisations operating
online (www.privacy.gov.au).
• Up-to-date security/anti-virus/firewall software.
• Keep back ups (e.g. offsite, in cloud).
• Look out for spam and avoid sending spam too!
• Secure your Wi-Fi.

18. Questions?
Get more info at:
www.digitalbusiness.gov.au