Key findings from the 2008 donor Centrics Internet Giving Benchmarking Analysis include: Online giving still represents a small portion of donors, but it is growing rapidly. Online donors are younger and have higher incomes than traditional direct mail donors.
According to the Giving USA Foundation, U.S. charitable giving reached $306 billion, a 3.9 percent increase over the previous year and the first time in history that it exceeded $300 billion. And while online giving accounts for a small percentage of the total, giving via the Internet has grown rapidly, from $250 million in 2000 to an estimated $6.9 billion in 2006, according to the ePhilanthropy Foundation.
"As the younger generation settles into their communities, they're not going to be carrying checkbooks,” said Peter Rudden, Qgiv's director of marketing, "they're going to be (transacting) online."
Yahoo, has donated some of its advertising spots to nonprofit organizations. Amazon has also have arranged deals with nonprofits to dedicate a sales to charities. Such Internet companies are developing symbiotic relationships with nonprofits, driving traffic and dollars both ways, Bill Massey, president of the National Charities Information Bureau.
Yearly Gantt 2010 Q1 – Research Q2 – Website modifications and On- Line Marketing structure and activities Q3 – Website launch and On-Line Marketing campaigns Q4 – On going Marketing activities and website maintenance
Definition of the target audiences by continents Studying trends and donor behavior over the web Understanding how to approach each target audience Keywords research for SEO and PPC campaigns
Finding the most suitable affiliate networks to carry our messages Defining conceptional ideas for viral movie clips Analyzing competitors websites Collaboration with key personnel in your organization Conclusions and detailed working plan Research
The Process The process includes: –E-Branding –Website modifications –New Marketing content –Graphic design and development –Ongoing website maintenance
E-Branding We understand the web potential as a unique medium, that allows effective and focused exposure. It delivers varied and relevant information and keeps a close relationship with its users
E-Branding We use structured questionnaires and proven methodology Our goal is to maximize the internet potential for strengthening your online brand, based on the abilities and needs of the internet world
Website modifications Determination of the required modifications for your current website, such as: – Content – On-Line Payment –Social Tools –Statistics Analysis and Tracking The site updates will be based on the insights achieved during the E-Branding process
Marketing Content Upon the updated website structure, a new marketing content will be written The new content will be written according to the concept and messages that will emphasis the new online brand
Graphic design and development process The complete site modifications will be created, including the graphic changes that will fit the online brand concept, target audience and activities New modules and applications will be developed according to the schematically structure that was determined This process will include milestones for displaying the progress
The Process The process includes: –Personalized Cross Media Campaigns –Viral videos productions –Blog Sphere coverage –Search engine strategy and marketing –Affiliate networks plan –Cellular campaigns
Cross Media Campaign Create, produce, track, analyze, refine Personalized e-mails, postcards, websites, and more created for your clients. Personalization reflects age, gender, and name of client. All information is instantly tracked in the XMPie Marketing Console. The Marketing Console makes analysis and refinement easy.
Social media marketing campaign The goal of the social media marketing campaign is to expose your organization, to its target audiences & to drive traffic to its website Leading social networks can serve as strong marketing tools for transferring information and creating interest in your brand Millions of users and well known organizations around the world use these networks in order to promote their services
The following steps are required in order to differentiate the brand: –To apply the appropriate social network for each market segment –To build network reliability and personality –To create interesting content that will attract the potential donors Social media marketing campaign
The viral marketing process contains the following: Creating and maintaining a blog for your organization Tracking online conversations: Forums, talkbacks and articles Creating and maintaining profiles on Social networks, in order to create social Buzz Creating and maintaining profiles on Video networks Creating and maintaining profiles on bookmarking networks Social media marketing campaign
Adding friends on a daily basis, according to the rules of each network Building personal relationships and reliability Spreading relevant content containing links to the brand website Opening groups Joining other groups Social media marketing campaign
Viral Video Production Creating a series of viral videos which approach different target audiences The viral video will be designed to generate buzz regarding your organization‘s activities
Comprehensive coverage in the Blog Sphere Approaching the relevant bloggers in order to get coverage in the most relevant blogs Getting the highest rates in SEO boosting high-PageRank links and in-depth reviews of new activities
Search engine strategy and marketing Search engine marketing will cause your organization an optimal visibility through all search engines PPC campaigns We will define the your organization strategy and goals while analyzing the competitive arena, the required keywords and copywriting The your organization will be reported within ongoing reports which are easy to understand and concluded
Affiliate networks plan - Banners Campaign We will create an affiliate networks plan which is the most effective solution in order to expose the organization to its audience & for driving traffic to the your organization donor page We will use an immense number of different websites which will display your organization banners & will promote your organization brand We have the knowledge to choose wisely the appropriate network that will display your organization designed banners in the most effective way in terms of content, traffic and target audience
Cellular campaigns We will produce & design cellular campaigns for your organization The campaign can be sent to any amount of cell numbers, with no limitations, and it can be personalized You will be able to manage the campaign dynamically, through a back office system Additional features: –Ability to schedule the campaigns –Ability to build a mini site for your organization –Add company call back number to the campaign –Detailed reports and ROI tracking