Stacie Mann October, 2007 Demystifying the World of Social Networking

First point of orientation: Marketing is about looking at the world from the point of view of our audience rather than our own.

The Mission Megaphone

You are not the target audience!

My Story Homepage in 2004

Message is convenience Homepage in 2007

Finding the Marketing Sweet Spot Your Org Is Good at It Important to Partner/Audience No One Else Does It/UVP Sources: BBMG and Jim Collins, Good to Great, Hedgehog Concept

How CRAM Works C RA M

Failure to CRAM

Growth of Online Giving

Millions of passionate constituencies

Even The Wall Street Journal Gets it!

Choose the right messenger

Millions of passionate constituencies

Donor as Messenger

User-generated content

Celebrity-obsessed

Uber-activists -- more than ATMs

Robin’s Story

Tools to fundraise where they are online

Build one for your organization

Contests are good! “ We put the information on our website…constantly updating them [donors] as to how we were doing…our volunteers were really eager to try to get the matching grant, but they also reached out about our mission.” -Kristy, Bubel-Aiken Foundation

Getting Started

Thanking your donors

Marketing online and off, really well

One chicken suit:$125

One chicken donate now button: $20/month

Pickup in all media AND recurring donors… Priceless !

Q&A