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

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

3. Jon Matthews www.jonmatthews.co.uk 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

4. Jon Matthews www.jonmatthews.co.uk 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

5. Jon Matthews www.jonmatthews.co.uk 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

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

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

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

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

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

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

12. Jon Matthews www.jonmatthews.co.uk 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

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

14. Jon Matthews www.jonmatthews.co.uk 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

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

16. Jon Matthews www.jonmatthews.co.uk 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

17. Jon Matthews www.jonmatthews.co.uk 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

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

19. Jon Matthews www.jonmatthews.co.uk 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

20. Jon Matthews www.jonmatthews.co.uk 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

21. Jon Matthews www.jonmatthews.co.uk 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)

22. Jon Matthews www.jonmatthews.co.uk 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

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

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

25. Jon Matthews www.jonmatthews.co.uk 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

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

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

28. Jon Matthews www.jonmatthews.co.uk

29. Jon Matthews www.jonmatthews.co.uk 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

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

31. Jon Matthews www.jonmatthews.co.uk 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

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

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