killer content ppt lower res pdf

KILLER  CONTENT  Eric  Pratum  Director,  Digital  Strategy  

Jacqui  Groseth  VP,  MarkeCng  &  Development  

If  you  had  to  pick  a  #1  online  challenge  What  would  it  be?  

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What  are  some  common  quesCons  donors  ask  you?  What  topics  should  donors  be  interested  in?  

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Eric  Pratum  

Find Me: @EricPratum

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Jacqui  Groseth  

Find Me: @jgroseth & @urm.org

Structure  

1.  Content  

2. Measurement  

3.  Case  study  

4.  Resources  6

Types  of  content  

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Content  search  

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 -­‐        

 2,000    

 4,000    

 6,000    

 8,000    

 10,000    

 12,000    

Jan-­‐10  

Feb-­‐10  

Mar-­‐10  

Apr-­‐10  

May-­‐10  

Jun-­‐10  

Jul-­‐1

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Aug-­‐10  

Sep-­‐10  

Oct-­‐10  

Nov-­‐10  

Dec-­‐10

Social  Media   Search  

11X Online donations growth

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CreaCng  an  integrated  calendar  

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The  first  50  

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Content  OpportuniCes  

1. How-tos 2. Local topics 3. Expert interviews 4. Recent studies 5. Opinion 6. News

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AnalyCcs  +  SEO  =  Content  

http://bit.ly/contenttopics

Tracking  &  ReporCng  

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Twi^ercounter.com  

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Watch  your  data  

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http://bit.ly/googlegoals

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Search  traffic  

Keyword   Visits   Pages/Visit   Avg.  Time  on  Site   Bounce  Rate  

gizzard  communicaCons   47   8.79   0:07:19   6.38%  

markeCng  agencies  in  atlanta   39   5.54   0:02:23   7.69%  

gizzard  communicaCons  group   15   4.87   0:03:19   26.67%  

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Bitly.com  

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Facebook  insights  

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EdgeRankChecker.com  

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YouTube  Insights  

7 x 37 = 3.8M The “new math” of fundraising

Situation Overview In 2010 a15% drop in giving over the previous year, and a 45% increase in the need for services led to a 5 million dollar gap in URM’s budget by the end of April.

URM’s board and senior leadership made the painful decision to close our Hope Gardens Family Center, an oasis for single moms with children and senior ladies experiencing homelessness, unless a minimum of $2.8 million dollars could be raised by June 30, 2010.

We prayed for a miracle, developed a plan and launched the “Save Hope Gardens Crisis Campaign.” on May 24th.

Campaign Overview

“I must share with you that unless we raise $2,800,000 by June 30, we will be forced to close the doors of our Hope Gardens Family Center — a proven life-changing

and life-giving environment for women and children.

This would be crushing news for the 24 additional

families we are preparing to move from Skid Row to Hope Gardens. And it would be devastating to the 34 moms and 74 children and each of the 23 senior ladies who have escaped homelessness and are living a life of

hope.”

Campaign Overview

Campaign Overview

Influencers & advocates

On June 23rd, just 7 days before our deadline NCIS actress

Pauley Perrette shared our need with her circle of influence by posting the first of 2 You Tube

videos on Twitter.

• Pauley currently has 66,652 Twitter followers.

Miraculous Results

In 37 days, we shared our need across 7 different core communication channels raising a total of $3.8 million dollars in donations!

Miraculous Results

Fundraising Channel

2009 2010 Difference % Growth

Alternate Media $ - $5,350.00 $5,350.00 NA Broadcast Media $12,513.00 $67,662.00 $55,149.00 441% Direct Mail $492,086.59 $693,832.17 $201,745.58 41% Telephone $10,821.50 $6,802.50 ($4,019.00) -37% Electronic Media (Web, Social, Text)

$40,955.71 $172,610.47 $131,654.76

321% Personal $903,204.37 $2,800,815.45 $1,897,611.08 210% Unknown $66,696.70 $74,787.91 $8,091.21 12% Total $1,526,277.87 $3,821,860.50 $2,295,582.63 150%

Comparison of the fundraising results, by channel, for the same 37 days in 2009.

Highlights & “Take Aways”

Build Relationships •  Half of the $2.8M attributed to personal fundraising came

from 3 donors with a heart for our ministry.

Be Prepared •  Union Rescue Mission had approximately 1640 Facebook

friends & 1970 Twitter followers in place. •  CEO Rev. Andy Bales had approximately 3290 Facebook

friends & 4122 Twitter followers in place. •  Our text-to-give program was set up and ready.

Be Available

•  For increased interest from the Press. •  For increased interest from Volunteers.

•  For unexpected forms of Help.

The  Payoff    

Takeaways  

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Slides  1.  This  presentaCon  

bit.ly/?  

2.  Using  Social  Media  for  Nonprofit  Gainh^p://slidesha.re/nonprofitgain  

3.  SEO  for  Blogsh^p://slidesha.re/seoforblogs  

4.  Who  Needs  a  Website?h^p://slidesha.re/websiteneeds  

5.  Website  OpCmizaCon  Basicsh^p://slidesha.re/opCmizaConbasics  

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Events  

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Resources  

Takeaways  

1. Pick your first 50

2. Plan your integrated calendar

3. Publish, publish, publish

4. Measure and adapt  

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You  can  find  us  at  

Eric Pratum } Eric.Pratum@Grizzard.com } @EricPratum

Jacqui Groseth } jgroseth@urm.org } @jgroseth  

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