Secrets to earning more online

1. Secrets to earning more online Jon Matthews www.jonmatthews.co.uk

2. Content • Introduction • The Secret! • Engagement • Fundraising • Monitoring • Getting started • Examples www.jonmatthews.co.uk

3. Learning from Obama • 5 million friends on 15 social networking sites – 3 million on Facebook • 13 million email list • 3 million online donors • 8.5 million monthly visits to website • 2000 official videos on YouTube • 3 million signed up for text messages www.jonmatthews.co.uk

4. Why it worked • Clear objectives – raise funds, engage community to fundraise and vote • Stimulate action and make things happen – low barriers • Engage at all level – posting comments, blogging, recruiting others, drive up commitment by offering more value www.jonmatthews.co.uk

5. Identify super users (give them the tools) • Be where people are- drive them to your site • Be relevant –listen to what people say • On and Offline • Be found • Measure everything • The right team www.jonmatthews.co.uk

6. Secrets to earning more online Passion Persistence Partnership www.jonmatthews.co.uk

7. Passion • Being passionate about cause • Matching the donors need • Encouraging people to be passionate about the organisation www.jonmatthews.co.uk

8. Persistence • Building up relationships • Takes time to nurture www.jonmatthews.co.uk

9. Partnership • Within the organisation • Between social media • On and Offline content www.jonmatthews.co.uk

10. Forums Facebook YouTube Twitter Email Blogs FUNDRAISE HERE YOUR WEBSITE Advocates New networks Friends www.jonmatthews.co.uk

11. Engagement • How do you engage people? • Give information / News • Provide support or a service • Communicate with people • Receive donations • Make people feel good www.jonmatthews.co.uk

12. Where to start? • “One rule: Follow the donor, be where the donors are” – Howard Lake • Look whose talking about you already • Google Alerts • Google Blog Search. • Social Mention and Addict o matic www.jonmatthews.co.uk

13. Facebook • Photos • Maximise Like button • Promote it, encourage supporters to ‘like’ site • Build relationships first • Respond to people www.jonmatthews.co.uk

14. YouTube • Consent of people involved • Keep it short 1-2 minutes • Viral – needs to be stand alone • What difference will you make – context to video www.jonmatthews.co.uk

15. Twitter • Be personal • Use it to link to stories and information • Interact with followers • Breast Cancer Care www.jonmatthews.co.uk

16. Email • Long lasting • Ask recipient to take 1 action, update people on progress • Tailor content to audience • Make them personal • Remove emails that bounce (mail Chimp) • Say thank you www.jonmatthews.co.uk

17. Building relationships • Who is on your site? • Service users • Supporters • People seeking information • Trustees • Professionals • Make content appropriate • Donor vs Service user • Site /Media personality • Facebook / Micro sites / Twitter www.jonmatthews.co.uk

18. All about choice • Different people use internet in different Ways • Email • Twitter • Facebook • Which to use; all? • User choice www.jonmatthews.co.uk

19. Provide Information “The Internet is a thoughtful person’s media” Andrew Cates (CEO) Village SOS • People will research the charity before giving • Can give more depth and understanding to issues; back up images with facts, stories • Transparency of income and expenditure www.jonmatthews.co.uk

20. Use of intelligence • Use what you know about your visitor • Landing page • Meet users expectations • Why are they visiting • Does content match reason for visiting • Page ‘log in’ • Match content to user www.jonmatthews.co.uk

21. Relationships matter • Engage mentally and emotionally • All about community (Beatbullying) • Build • Maintain • Nurture • Building relationships • Takes time (Beatbullying) • On and Off line (Child’s I Foundation) www.jonmatthews.co.uk

22. Get people talking • Spark debate • Create peer support • User generated content • Give good quality information • 80:20 • ‘Like’ it; The purchaser is the best promoter www.jonmatthews.co.uk

23. Fund raising Build Relationships First! www.jonmatthews.co.uk

24. Fund raising • Small proportion of sectors income; but growing fast • Very economical • Drive traffic to site • Social media • Email • Information www.jonmatthews.co.uk

25. Once on site • Guide them through site • Don’t let them get distracted • Single cause sites -Microsites • Higher not lower value asks • Appeals work best • Build up interest • Friends asking friends www.jonmatthews.co.uk

26. Monitoring / review • Google Analytics • Facebook insights (http://www.facebook.com) • Forums – what are people talking about www.jonmatthews.co.uk

27. Tools • Mail Chimp – Email tool • Tweetdeck – manages social media www.jonmatthews.co.uk

28. www.jonmatthews.co.uk

29. Tips on getting started • See what others are doing • Follow people on Twitter / Facebook • What do they do that you like / dislike • Don’t try and be everywhere • Identify the existing skill level • Time commitment from staff / Trustees • Find free resources to help www.jonmatthews.co.uk

30. Design • Subtly matters • You / I • Photos make eye contact • Use of site • Consistency • Fast loading • 3 clicks to information www.jonmatthews.co.uk

31. Control • Be prepared to give up some control • “Charities can afford not to be online” • Volunteers give talks to public.. • Escalation policy if this go wrong • Get conversations off line • Ensure members know correct story • Anonymous complaints; what are their motives • Little evidence www.jonmatthews.co.uk

32. Links • FairSay • Witness.org • RaisingIT • Sounddelivery • Sue Fidler • Howard Lake www.jonmatthews.co.uk

33. Contact Jon Matthews 01597 825359 info@jonmatthews.co.uk Facebook.com/jmcwales www.jonmatthews.co.uk