Jon Matthews Secrets to earning more online Jon Matthews

Content Introduction The Secret! Engagement Fundraising Monitoring Getting started Examples

Jon Matthews Learning from Obama 5 million friends on 15 social networking sites – 3 million on Facebook 13 million list 3 million online donors 8.5 million monthly visits to website 2000 official videos on YouTube 3 million signed up for text messages

Jon Matthews 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

Jon Matthews 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

Jon Matthews Secrets to earning more online Passion Persistence Partnership

Jon Matthews Passion Being passionate about cause Matching the donors need Encouraging people to be passionate about the organisation

Jon Matthews Persistence Building up relationships Takes time to nurture

Jon Matthews Partnership Within the organisation Between social media On and Offline content

Jon Matthews YOUR WEBSITE Facebook Twitter YouTube Advocates New networks Friends FUNDRAISE HERE Forums Blogs

Jon Matthews Engagement How do you engage people? –Give information / News –Provide support or a service –Communicate with people –Receive donations –Make people feel good

Jon Matthews Where to start? “One rule: Follow the donor, be where the donors are ” – Howard Lake Look whose talking about you already –Google AlertsAlerts –Google Blog Search. –Social Mention and Addict o maticAddict o matic

Jon Matthews Facebook Photos Maximise Like button Promote it, encourage supporters to ‘like’ site Build relationships first Respond to people

Jon Matthews 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

Jon Matthews Twitter Be personal Use it to link to stories and information Interact with followers Breast Cancer Care

Jon Matthews Long lasting Ask recipient to take 1 action, update people on progress Tailor content to audience Make them personal Remove s that bounce (mail Chimp) Say thank you

Jon Matthews 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

Jon Matthews All about choice Different people use internet in different Ways – –Twitter –Facebook Which to use; all? –User choice

Jon Matthews 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

Jon Matthews 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

Jon Matthews 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)

Jon Matthews 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

Jon Matthews Fund raising Build Relationships First!

Jon Matthews Fund raising Small proportion of sectors income; but growing fast Very economical Drive traffic to site –Social media – –Information

Jon Matthews 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

Jon Matthews Monitoring / review Google AnalyticsAnalytics Facebook insights ( Forums – what are people talking about

Jon Matthews Tools Mail Chimp – tool Tweetdeck – manages social media

Jon Matthews

Jon Matthews 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

Jon Matthews Design Subtly matters –You / I –Photos make eye contact –Use of site Consistency Fast loading 3 clicks to information

Jon Matthews 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

Jon Matthews Links FairSay Witness.org RaisingIT Sounddelivery Sue Fidler Howard Lake

Jon Matthews Contact Jon Matthews Facebook.com/jmcwales