Online Engagement Strategies for Land Trusts

Getting Beyond “Like”

Kivi Leroux Miller

Married to

CTNC’s

Edgar

Miller

New Book

in the Works!

Download a Copy of the PDF at

slideshare.net/kivilm

Table Brainstorm | Pick Top Five Tips

What Do We Already Know About Using

as Land Trusts?

It’s Time for a

Reality Check!

Where to Get the Data

• E-benchmarksstudy.com (NTEN, M&R)

• Onlinegivingstudy.org (Network for Good)

• Online Nonprofit Benchmark Study (Convio)

• Blackbaud Index of Charitable Giving/Index of Online Giving

• Pew Internet and American Life Project

• Cygnus Applied Research (Penelope Burk)

REALITY:

Online is

Mainstream.

Ignore at Your

Own Peril.

The pace of change is relentless.

Google turned 14 in September 2012

YouTube turned 8 in May 2012

Twitter turned 7 in March 2012

The iPhone turned 5 in January 2012

All generations are online in significant numbers.

Everybody uses email.

Source: 2011 donorCentrics™

Internet and Multichannel Giving

Benchmarking Report

Online giving

is growing

fast, but is

still small

overall.

Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report

If you want donors under age 65, you need

an online strategy (web, email, social).

Alexa Rankings, March 26, 2012

Half are Social

Media Sites; the

Other Half Offer

Many Social

Elements

REALITY:

SOCIAL WEB

is mainstream.

Pace of growth is

now fastest for

those over 65.

Half of boomers

use social media;

1/3 of people over

65.

REALITY:

We live in a culture of

SNACK SIZING: Fast,

Timely, Convenient

flickr.com/photos/49024304@N00/1546033671

88% of U.S. adults have cell phones. 55% use it to go online. 17% are cell-mostly Internet users.

“Cell Internet Use 2012” by Pew Internet and American Life Project, June 2012

flickr.com/photos/buzzfarmers/7317967922/

They are oh so handy. . . Get My Checklists on Home Pages, Donate Pages, and Email Fundraising.

Kivilm.com/hello

65% of U.S. adults sleep with cell phone beside them – and a third check it before getting out of bed!

flickr.com/photos/coletivomambembe/3695560876

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REALITY:

The use of

visuals to

convey both

text and data is

skyrocketing.

Loss of Regular or Sustaining Givers from

One Year to the Next

30%

Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy

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REALITY: Nonprofits are not giving most

donors what they need to stay engaged.

Donor Attrition Rate Between First and Second Gift

55-65%

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Fundraising Effectiveness Project 2011 Results from Association of Fundraising Professionals and The Center on Nonprofits and Philanthropy

First Gifts Not as Generous as They Could Have Been

75%

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Source: Cygnus Donor Survey

Table Discussion

How Does the Reality Check Affect Your Thoughts About

Using These Tools?

“Engagement” is

the new goal.

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flickr.com/photos/anijdam/2903467649/ flickr.com/photos/_dchris/4029619041

It starts like this. You mix.

You mingle. You’re social.

NOT THIS

Everyone is

a spokesperson.

flickr.com/photos/conbon/2873195559

You want to be seen as a

member of a community

– as “one of us.”

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Not as the loud

drunk ones hustling

on the bar.

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But Community ≠ Fans

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Community =

Chance to Build

Rapport

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“I've learned that

people will forget

what you said,

people will forget

what you did, but

people will never

forget how you

made them feel.”

~ Maya Angelou

Ph

oto

by

Dw

igh

t Ca

rter

Never discount rapport!

It’s the fastest way to engagement.

Lifesaving Steps to Online Engagement 4

http://www.flickr.com/photos/cutendscene/3186512846

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Make your programs/projects

about people (really). 1

Make their story your story. 2

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Go on a journey together. 3

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Keep it fresh. Don’t be boring. 4

With Whom

Should We

Build Rapport? WHO CARES about what you do?

1 Be about People

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Forget the “general public.”

If your org likes cranes,

you want to focus on this

person – who does care!

Not this one, who doesn’t.

Neutral, probably

persuadable.

Ignore people like

this (unless they

are organized

opposition).

Most likely a strong

advocate for you.

Most likely a friend

of your org.

Clients

Volunteers

Advocates

Donors

Funders

Partners

Policymakers

Decisionmakers

Media

Others Who Influence Your

Success

Focus on groups of people who are likely to lean your way.

Some Possible

Groupings: • Demographics?

• “Tribes” or Allegiances

• Behaviors

• Geotargeting

• Stages of Change

What do these people value?

• Time

• Sleep

• Convenience

• Adventure

• Public recognition

• Good karma

• Control

• Love

• Status

• Power

• Safety

• Money

• Efficiency

• Challenge

• Privacy

• Connecting

• Independence

• Teamwork

• Predictability

• Fun

• Fitting In

• Change

• Self-Help

• Competition

• Action

• Formality

• Openness

• Pragmatism

• Cooperation

• Idealism

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Your need to show your

personality too!

What Do You Want to Be?

• Ambitious

• Caring

• Confident

• Cooperative

• Courageous

• Creative

• Decisive

• Determined

• Enthusiastic

• Flexible

• Focused

• Friendly

• Fun

• Grateful

• Helpful

• Humble

• Honest

• Imaginative

• Loyal

• Opinionated

• Optimistic

• Practical

• Respectful

• Responsible

• Responsive

• Soulful

• Tenacious

• Thoughtful

• Tolerant

• Trustworthy

• Versatile

• Warm

• Witty

Table Discussion

What Adjectives Would You Like Supporters to Use When Describing the

Personality of Your Land Trust?

caring for the future, creating legacies, sustaining, protecting nature, conscientious, educational, inter-connected, cooperative, inclusive, friendly, joyful, healthy, vivacious -- 2012 LTA Southeast Conference Attendees

Easy Way to Feel More Real:

Write in First and

Second Person, and

Identify Staff

Why Should

They Care?

SO WHAT? What’s in it for me?

2 It’s Their

Story

Make everything they see from you relevant or meaningful to them!

Boring

Nonprofit Boring

Nonprofit

Boring

Nonprofit

Boring

Nonprofit

Boring

Nonprofit

Boring

Nonprofit

We Get

You!

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Be a Good Gift Giver

How Can Our

Communications

Keep Them

Engaged? What great stuff will we make happen together?

3 Journey

Together

First You

Map

Then You

Merge

MAP

• Big Picture Timeline (Mostly Out of Your Control)

• Big Events within Your Control

• Major Story Arcs

This is What You Put on Your Editorial Calendar,

as Original and Repurposed Content.

MAP

What things happen every year?

What’s the seasonal to-do list?

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What story arcs can

they participate

in with you? MAP

Are we

there yet?

Prim

ary

Ele

ction (

May)

Ele

ction D

ay (

Nov)

Today

Fili

ng D

eadlin

e (

Feb)

DN

C C

onvention in

CLT

(early S

ept)

The Story of a Political Change

The Story of Stopping Something Bad

anewwarrior.greenpeace.org

The Story of Getting Ready for the Future

The Story by the Numbers

The Story of Each Individual Project

10 Mins: Table Talk

What journeys

can land trusts take

supporters on

(think story arcs)?

Got Calendar Brain?

Got Spreadsheet Brain?

flickr.com/photos/urbanwoodswalker/3585443379

Start with 50% original content, and

50% repurposed and adjust from there.

That’s What You

Can Plan.

Then the World

Comes Along.

Make Room.

MERGE

• Little Bets

• Social Media Conversations

• Serendipity

• Newsjacking

• Crisis Communications

• Other People’s High Priorities

Done any of these? Share examples as we go along.

flickr.com/photos/suzettesuzette/6211600207

Make little bets; be fine with failure.

MERGE

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Let social media conversation

keep other content fresh.

MERGE

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Always make

room for

serendipity. Be open to surprises.

MERGE

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5

Prepare to

newsjack.

MERGE

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Know how

you’ll respond

to a crisis.

MERGE

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Deal with other people’s

high priorities. MERGE

• Daily, Weekly, or Every Other Week

• Program, Communications, and Fundraising Staff

• Nimble Decisionmaking and Prioritizing on the Fly

Where You Actually Decide: The Editorial Meeting

How Do We

Keep It

Interesting? I’ll click away in a heartbeat if you bore me.

4 Keep It Fresh

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SEEK a MIX

of RESULTS:

DO Something:

Call to Action

THINK Something:

Reveal/Educate

FEEL Something:

Build Rapport

DO SOMETHING

Ask Them to Do

the Predictable

Things Like

Donate, Attend,

Volunteer, Etc.

BUT DON’T

STOP THERE!

DO SOMETHING

Make a Hard Thing That Supports

Your Overall Mission Easier to Do

DO

SOMETHING

Ask Them to

Show They

Agree – Stand

Up and Be

Counted.

LWCF Coalition Page Insights

DO SOMETHING: Prove you are listening, by inviting conversation on topics they care about!

EARN wanted to talk

about home ownership

and small business

development as a way to

help low-wage workers

build wealth, but their

target audience wanted to

talk about student loan

debt, thus the creation of

MyDebtStory.com

http://www.nonprofitmarketingblog.com/comments/great_content_forges_great_connections_a_reader_guest_post/

Read the story of this post here: http://www.bethkanter.org/pigs-hsus/

THINK SOMETHING:

Bringing New Info or

Perspectives to Light

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THINK SOMETHING:

Take us back stage.

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FEEL SOMETHING: Show us the

personal side of your work.

“You have to stimulate

an emotional incentive

for people – so they feel

a sense of pride and joy

when they forward your

organization’s story to

their friends.”

Logan Smalley,

founder and co-president,

Darius Goes West Foundation

flickr.com/photos/whiteafrican/3251264618; AGC Conversational Case Studies by Beth Kanter & Allison Fine

The Nature Conservancy: Our Scientists Say Thanks http://www.youtube.com/watch?v=K5VT3GjLZuE

You got cookie, so share it maybe?

“Raum and Moresi, both employees with

the nonprofit United Service Organizations

(USO), came up with a plan.”

FEEL SOMETHING:

Have some fun!

Our Keepers pick up chickens

for the cats in Siler City, but the

van needs new tires. If you can

donate, you can save our

Keepers from seeking other

sources of transportation!

FEEL SOMETHING:

Have some fun!

FEEL SOMETHING:

Express an opinion!

flickr.com/photos/randysonofrobert/393165345

Let’s Brainstorm

Non-Boring Land Trust

Communications

Let’s come up with some

ideas for the blog and the

book.

Let’s Apply What We’ve Learned to Reviewing Your

Facebook Data

Page Likes by Organization Marin Agricultural Land Trust 2114

Michigan's Leelanau Conservancy 2111

Iowa Natural Heritage Foundation 1529

Gallatin Valley Land Trust 610

Open Space Council for the St Louis Region 533

Clark Fork-Pend Oreille Conservancy 521

Deschutes Land Trust 507

North Branch Land Trust 420

Tejon Ranch Conservancy 399

Stowe Land Trust 355

Minnesota Land Trust 339

Teton Regional Land Trust 305

Jackson Hole Land Trust 256

Great Land Trust 229

Ranchland Kansas 116

Thank You, Sue Anne Reed, for Your Social Data Geek Awesomeness!

http://about.me/sueannereed

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13 comments

12 shares

10

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11 comments

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9 comments

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8

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3 comments

4 shares

7

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11 comments

4 shares

6

104 likes

2 comments

18 shares

5

117 likes

18 comments

9 shares

4

154 likes

11 comments

25 shares

3

173 likes

23 comments

33 shares

2

178 likes

25 comments

13 shares

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Top Video Posts

Michigan's Leelanau Conservancy

Summer's almost over, but the memories remain. Michigan's Leelanau Conservancy is the best place on earth to do practically anything ... or nothing at all! Video 42

Marin Agricultural Land Trust The Story of MALT Video 24

Michigan's Leelanau Conservancy

Hey, everyone, we have a new "Why Michigan's Leelanau Conservancy?" video to share - this one focused on winter wildlife, and featuring some fantastic shots of our unusual Arctic visitors! Video 19

Michigan's Leelanau Conservancy Three cheers to the next generation of farmers! Video 17

Michigan's Leelanau Conservancy

What better place to balance rocks - and your life - than in Michigan's Leelanau Conservancy! Thanks, Ken, for a cool video. Video 16

Top Status Update Posts

Michigan's Leelanau Conservancy

Keep feeding the hummingbirds until they stop coming through.Male ruby-throated hummingbirds may distribute nearly one half of their weight into fat reserves (up to 2 grams of their 4.5 gram total body weight). The added weight fuels their 26 hour flight over the Gulf of Mexico to Central America.

Status Update 23

Iowa Natural Heritage Foundation

Private citizens donated over 6000 acres for conservation to the state of Iowa in 2011 alone.

Status Update 19

Michigan's Leelanau Conservancy

Here is the lichen story: There once was a young woman living in the woods who was a great cook. Her name is Alice Algae. She lived in a run-down house and had no money to fix it up. One day, a gentleman called Freddy Fungus came along. Freddy was very handy with tools and offered to fix up Alice's house in exchange for some of her fine cooking. They agree and Freddy repairs the house and Alice feeds Freddy daily while he works. After a short time they both realize that this is a good situation and should last longer. As the story goes, Alice Algae and Freddy Fungus took a "lichen" to each other and lived happily ever after. The scientific word for this relationship is symbiotic. The algae provides the food through photosynthesis and the fungus provides the structure.

Status Update 19

Stowe Land Trust

This just in: the Town of Stowe's FY'13 Capital Budget passed, which means $288K for the Cady Hill Forest conservation project was approved! Check back for more details.

Status Update 16

Tejon Ranch Conservancy

BIG NEWS! (Feb 16, 2012) – We are very pleased to announce that we have hired a full-time Public Access Coordinator who will start at the end of March. As Scot gets started, we will be adding community hikes and other events to the website (tejonconservancy.org). We appreciate your patience and understanding while we get Scot up and running for an even stronger public access program on the Ranch this year! If you have any questions, feel free to contact Jennifer Browne, Operations Manager, via email at jbrowne@tejonconservancy.org. Thank you and we look forward to seeing everyone soon!

Status Update 15

Top Share Posts

Gallatin Valley Land Trust

What do you think of the proposed $15 million bond for trails, parks, and natural areas in Bozeman? Vote in the Chronicle’s weekly poll: http://www.bozemandailychronicle.com/opinions/poll_12156bc8-b8cc-11e1-9994-001a4bcf887a.html Share 37

Michigan's Leelanau Conservancy

Glen Noonan Protects 506 Acres and Beloved Family Lands. I really enjoyed meeting Glen and telling his story. Thanks to Glen and to those who support the Michigan's Leelanau Conservancy Conservancy, beautiful, ecologically significant lands such as these are being preserved for future generations. Share 17

Minnesota Land Trust

Fantastic project in Lake Vermilion completed with Outdoor Heritage Funds. Special thanks to Steve and June Keibler who donated a conservation easement on this island gem! Share 10

Tejon Ranch Conservancy

Great news! We've just updated our hike schedule for April and the beginning of May. We've placed particular emphasis on hikes to Tejon Canyon because that's where the wildflower bloom is best at the moment. Check out the schedule at our website: http://tejonconservancy.org/events/index.html Hope to see you on one of the hikes! Share 10

Iowa Natural Heritage Foundation

The High Trestle Trail is February pick for the 2012 Rails to Trails Conservancy national calendar! Congrats to photographer Troy Hendrickson/Peas Creek Studios for his stunning pic of the trail bridge under a full moon. Find out how to order your own and support RTC, a national partner for trails. Share 9

Top Photo Posts

Michigan's Leelanau Conservancy

Thanks to everyone who attended our Annual Picnic, including Mario Batali, pictured here with Michigan's Leelanau Conservancy Conservancy Board Member Larry Mawby. Mario drew the winning ticket on his Molto Big Apple Weekend Raffle that raised $100,000 for farmland preservation. Before drawing the ticket, he spoke about why he loves Michigan's Leelanau Conservancy and thanked Conservancy members for helping to protect it. Thank YOU, Mario, for all you do! Photo 178

Marin Agricultural Land Trust

We love this PBS video featuring Marin Agricultural Land Trust Sun Farms' David Evans about the difference between "free range" vs. "cage free" vs. "pasture raised" eggs: http://www.pbs.org/food/features/the-lexicon-of-sustainability-the-story-of-an-egg/ Photo 173

Michigan's Leelanau Conservancy

Mario Batali rocks! Raises $100K to help the Michigan's Leelanau Conservancy Conservancy protect farmland AND shows up to draw the winning raffle ticket at our Annual Picnic AND talks to 800 attendees about why he loves Michigan's Leelanau Conservancy. Thank you, Mario, for all you do. In this photo, the Clay Cliffs, which the Michigan's Leelanau Conservancy Conservancy is working to protect and turn into a Natural Area in partnership with Leland Township. Photo 154

Michigan's Leelanau Conservancy

Stewardship staffers Jenee Rowe (l) and Robin Ostrowski install our new sign at the Leugers Preserve at the Narrows Natural Area on Lake Michigan's Leelanau Conservancy. The Conservancy has permanently preserved 66 acres and 1,500 feet of shoreline in this beautiful, ecologically sensitive iconic area. How cool is this? Photo 117

Deschutes Land Trust Summer at Indian Ford Meadow Preserve! -photo by Byron Dudley. Photo 104

Top Link Posts

Gallatin Valley Land Trust

GVLT awarded $10,000 grant from REI Nominated by the local REI store, GVLT received a national $10,000 stewardship grant to help with trail construction and improvements at Triple Tree. Some of the funds will also be used to construct new trails on land east of Highland Boulevard, owned by Bozeman Deaconess Hospital. This is the third grant GVLT has received from REI. Read more http://www.bozemandailychronicle.com/news/environment/article_f239d902-d6de-11e1-ab37-001a4bcf887a.html Link 54

Michigan's Leelanau Conservancy Must be all of those people hiking in one of our natural areas. Keep it up, folks! Link 28

Marin Agricultural Land Trust

We like Marin Agricultural Land Trust's parks, open space and farmland! Join us in the countywide effort to protect it ... http://www.facebook.com/YesMarin Agricultural Land TrustParksOpenSpace Link 28

Teton Regional Land Trust Check out this event folks! It's sure to be lots of fun and very informative! Link 28

Michigan's Leelanau Conservancy

Just when you think they've all been found, along come more washing up from the depths of Lake Michigan. Another reason why we love Michigan's Leelanau Conservancy peninsula beaches! Link 22

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Any Sticky Situations?

http://www.flickr.com/photos/katerha/5588607682

IT’S OK:

We are all

still learning.

Watch your

analytics,

learn, and

share.

flickr.com/photos/telachhe/3342173731

The real key

to success?

Taking a

leap of faith.

flickr.com/photos/hunterwilliams/3333797271/

Kivi Leroux Miller @kivilm Facebook.com/ nonprofitmarketingguide kivi@ecoscribe.com