ELECTRONIC MARKETING

   One of the fastest growing, and constantly changing ways that businesses AND nonprofit organizations have begun to market themselves is electronically - on websites, by the use of email, e-commerce and through the phenomenon of Social Networking.    Let's take a look at how nonprofit organizations can get up to speed and take full advantage of these exciting and effective marketing techniques that are quickly becoming the norm.

   Specifically, online donors are a key growth segment for nonprofit organizations. With the average online donor giving more initially and having a higher lifetime value than conventional donors, the importance of online giving as a revenue stream is growing. The average online donation is $60 for sites with just a "Donate Here" button. But for those that integrate technology into their broader fundraising communications the average donation skyrockets to more than $120.

SOME RECENT STATISTICS TO CONSIDER

• Web traffic to nonprofits continues to expand. Average monthly Web site traffic grew year over year at a rate of 20 percent in 2008. 
• E-mail file growth grew 28 percent from 2007 to 2008. 
• Increase in number of gifts drives online revenue. Fourteen percent growth in online revenue was fueled by a 14 percent increase in the number of gifts nonprofit organizations received in 2008.
  

WEBSITES 101 - simple tips about your website

• Information should be kept current at all times 

• Information should be easy to locate 

• Include your web address on all of your marketing materials

KEEP YOUR WEB USERS INFORMED .... Research the typical website visitor. Identify common themes among those who explore your site, and develop the site to meet those needs.

    Some very basic information to provide your visitors:

• Donation information - How to donate and where the money goes. 
• Donation appreciation - Follow-up thank you messages. Something simple like an email.
• How people can get involved - Volunteer information, contact information for your office, etc.
• Annual reports - Keep these up to date
• Newsletters and Upcoming events (but only if the site is maintained and the information is timely!).

USE WEBSITE TRACKING INFORMATION & STATISTICS
     Marketing dollars are precious  and should be used to their fullest potential. Web tracking software is inexpensive but can provide valuable information about who visits your website. Trackers document the number of visitors to a site, indicate which links were most popular, what was downloaded, which page was most commonly exited. Trackers can monitor fundraising effectiveness and provide a comparative analysis of  promotional campaigns, the success of press releases, and other services.

*Google Analytics is a great tool!

EMAIL 101 -  ways to pump up your emails

SOCIAL NETWORKING - What you should know about YouTube, Twitter, FaceBook, My Space and others --- find out if it's for you...and how a nonprofit organization can use this marketing tool to its advantage. 

     6 SIGNS THAT SOCIAL NETWORKING IS NOT FOR YOUR ORGANIZATION

     REVIEWING THE TOP TEN SOCIAL NETWORKING SITES

 

RESOURCES:

Do – IT Yourself Marketing Research
By George Edward Breen
McGraw-Hill Press

Grassroots Marketing
By Shell Horopito
AWM Books Press

Marketing Nonprofit Programs and Services:
Proven and Practical Strategies to Get More Customers, Members, and donors
By Douglas B. Herron
Josses-Bass Press

Cause Related Marketing: Who Cares Wins
By Sue Adkins
Butterworth-Heinemann Press

Marketing Workbook for Nonprofit Organizations Volume II:
Mobilize People for Marketing Success
By Gary Stern
Fieldstone Alliance Press

www.census.gov

www.demographics.com

www.marketingpower.com

www.prsa.org

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