engaging younger donors with online marketing

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Engaging Younger Donors With Online Marketing Sterling Perry Sent Media Marketing SentMedia.com Twitter: @sentmedia #engagewithme www.sentmedia.com

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Learn what motivates younger donors to give to nonprofits. Using you website, social media & email marketing. Your nonprofit can successfully engage the powerful millennials.

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Page 1: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

Engaging Younger Donors With Online Marketing

Sterling PerrySent Media Marketing

SentMedia.com

Page 2: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

For Questions & Comments on twitter:

#EngageWithMe

Page 3: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

Today’s Agenda

• Website Optimization – What to add to your website to increase engagement.

• Facebook & Twitter: 6 best practices that you can do today to drive engagement.

• Email – The 5 emails your nonprofit should be sending on a scheduled basis.

• Learn why everything needs to be optimized for mobile.

Page 4: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

“Unless someone like you cares a whole awful lot, nothing is going to get better. It’s

not.” –Dr. Seuss

Page 5: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

Website Optimization

Page 6: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

65% of Millennials prefer to learn about Your nonprofit from your

website.

Page 7: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

What your nonprofit should do Have an actionable homepage – make it clear what you want visitors

to do (donate, volunteer or register for an event)

Page 8: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

What your nonprofit should doHave a clear and concise “About Us” page that describes your mission

and vision

Page 9: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

What your nonprofit should do

• Show how your organization uses its donations by sharing stories by video or photo

Page 10: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

Social Media

Page 11: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

55% of Millennials prefer Facebook and Twitter as an information source.

Page 12: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

67% of Millennials have interacted with a nonprofit on Facebook

• Upcoming events• Stats about your cause• Organizational news• Volunteer Opportunities• Videos

Page 13: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

3 things you can do on Facebook TODAY

• Create your Nonprofit Facebook page• Post a video, story or photo about a superstar

donor or volunteer• Include social icons EVERYWHERE • Bonus! Find a Facebook group on your cause

and join and share your page or start a group.

Page 14: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

87% of Millennials follow a nonprofit on Twitter

Interact with supporters on Twitter today:

• Find you 10 biggest donors on Twitter and follow them AND THANK THEM

Page 15: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

Interacting on Twitter

• Personally thank donors, volunteers, and participants by tweeting at them [mentions]

Page 16: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

Interacting on Twitter

• Post upcoming event information or simply ask for donations for your annual appeal

Page 17: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

How Millennials interact on Twitter

•Following Nonprofits on Twitter

87%•Re

tweeting nonprofit’s tweets

67%

•Complimenting nonprofits

62%

•Using hashtags about nonprofits

57%

•Using Twitter to see info about nonprofits

46%

Page 18: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

Email Marketing

Page 19: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

47% of Millennials prefer to obtain information about nonprofits via

email.

Page 20: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

Email Marketing Tips

• Segment you list to ensure each email speaks to your audience (supporters, sponsors, partners)

• Clearly state what action you want them to take.

• Find a happy medium on the number of emails you send.

• Plan out your emails in advance over a 3-6 month period.

Page 21: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

The 5 emails you should be sending

• About your organization• About Your fundraising• Newsletters to your team• Newsletters thank you emails• Important donors & sponsors

Page 22: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

Mobile Optimization

Page 23: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

77% of Millennials own smartphones.What do Millennials do on their smartphones

anyway?

51% Facebook

37% Videos + photos 31% Twitter

33% Shared News

25% Contest voting 25% Events

Page 24: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

“And will you succeed? Yes indeed, yes indeed! Ninety-eight and three-quarters percent guaranteed…” – Dr. Seuss

Page 25: Engaging Younger Donors with Online Marketing

Twitter: @sentmedia #engagewithme www.sentmedia.com

Want to learn more about websites & online marketing?

Be sure to schedule a free strategy session by visiting www.SentMedia.com

•Audit your website•Social media audit•Get specific action items