online-fundraising, social media & co
DESCRIPTION
Einsteigerseminar Online-Fundraising, Social Media & Co. auf der Veranstaltung "Fundraising für Hochschulen" im März 2014 in Bad BollTRANSCRIPT
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Online-Fundraising, Social Media & Co.
Hallo!
Maik Meid - fundraisingnetz.de Bad Boll, 18.03.2014Fundraising für Hochschulen
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Foto: CC BY-SA 3.0 Richard Wheeler
Maik Meid
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1990
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„Das Internet ist
nur ein Hype!“
Bill Gates, 1997
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2013
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Maik Meid - Fundraising und Social Media für gemeinnnützige Organisationen Ev. Fachhochschule RWL - WS 2013/14
X Y
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blognetz.com
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„Wir brauchen auch
dieses Facebook-Dings.“
„Eigentlich haben wir den Überblick verloren,wie Kommunikation heute so funktioniert.“
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Internet 1.0Internet 2.0Internet 3.0
Darstellung
Dialog
Dinge
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90%socialmedia today, Blogpost 29.12.2012
have nothing to do with Social Media
of Social Media
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Social Media sind Plattformen welche zum gegenseitigen Austausch von Meinungen, Eindrücken und Erfahrungen dienen!
Es ist die Kultur, die nach und nach das Web umbaut. Hier liegt der reale Wandel, der unabhängig von den Plattformen bleibt.
DefinitionSocial Media
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„If the news is that important,
unbekannter Jugendlicher, New York 2008
it will find me.“
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or die!Innovate
Daryl Upsall, 2012
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Social Media ist keine Frage der Technik oder des Alters! Es ist eine Frage der Haltung!
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Social Media Revolutionhttps://www.youtube.com/watch?v=TXD-Uqx6_Wk
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Social Mediaverändert
Kommunikation
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ALLES!Social Media
verändert
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Prof. Dr. Kruse - Enquetekommision Deutscher Bundestag (2011)https://www.youtube.com/watch?v=e_94-CH6h-o
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„The first stage of something bigger?“
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Content Marketing
„Wir verkaufen weiße Farbe!
Unsere Farbe ist die beste weiße
Farbe überhaupt und außerdem ist
sie noch günstig.“ „So können Sie Ihr Wohnzimmer farblich gestalten..... Schauen Sie mal... und so machen es andere Menschen in anderen Wohnzimmern.... (ein Service von Weiße Farbe AG)“
vs.
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Content Marketing
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Content Marketing
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Content Marketing
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Content Marketing
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Online-Fundraising
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1,3%Anteil Onlinespenden an GesamtQuelle: GFK - Bilanz des Helfens 2014
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29 €vs.
86 €
offline
online
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Quel
le: A
RD/Z
DF O
nlin
e-St
udie
201
2
0
25
50
75
100
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
14-19 J. 20-29 J. 30-39 J. 40-49 J. 50-59 J. 60 +
~ 8 Millionen
Graphic: Jona Hölderle
Internetnutzer (DE)Total 75,9 %
Online
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Basics
CC BY-NC-ND 2.0 ponte1112@flickr
CC BY 2.0 br1dotcom@flickr
CC BY 2.0 digital cat@flickr
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Websites mit Spenden Option
Spenden Websites
externe SpendensystemeE-Mail
Online
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Basics
Technik
Form
Inhalt
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Spender Hopping: Die Qual der Wahl
Basics
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1 2 3Weniger ist mehr!
Klicks
Basics
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Basics
Mund zu Mund
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Basics
4th Slovac-Czech Fundraising Conference 2013
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Basics
Content is King!
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Basicseigene vs. fremde
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Basics
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Analyse! Analyse! Analyse!
Monitoring
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Spendenbereich als Teil der Website
extern gehostet
Technik
vs.
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SS LSpendenbereich= Teil der Website
Security!
Technik
Secure Socket Layer
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Lastschrift:immer noch offene Fragen
Technik
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Hausbank fragen
Verschiedene ZahlungssystemeSicherheitsaspekte und Zertifikate
Dienstleister einbeziehen!
Technik
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Systemübergreifend!
Technik
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schnelle Bearbeitung
Form
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Dank E-Mail nach der Spende
optimal: das System erkennt, in welcher Form der Dank eingehen soll.
Nach Spendeneingang:automatisierter, personalisierter Dank an Spender und ausgelöste Systemaktion mit Hinweisen für Buchhaltung und FR-Software.
Technik
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Newsletter:
generieren Adressen
RSS:generiert Leser
Form
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Keine Finanzamtsatmosphäre
Form
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Hinweise auf Mehrinfos
Form
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Aufbau aktuell
Banner
Schlusszeile
Kopfzeile
SM
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Vertrauen auf den ersten Blick
Form
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Direkter Kontakt möglich
Form
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Form
Corporate Design nutzen!
Eigene Bilder einsetzen!
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auf Dienstleister hinweisen
Datenschutz
Form
+Maik Meid - fundraisingnetz.de 4th Slovac-Czech Fundraising Conference 2013
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Bekannte Symboleaber nicht nur Siegel
wenig Fremdworte
Form
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Interaktion
mit niedriger Schwelle
Form
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FormProminenteste Stelle!
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Prominenteste StelleForm
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externe Aktionen anbieten
Form
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Very well!AF QShape
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Zeigen Sie sich!
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RELEVANZ!durch Strategie
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SEO
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SEOSEA
Themenrelevanz
Google AdGrantsGoogle Adwords
Strategie
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Google Ad Grants
Strategie
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Transparenz
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Monitoring
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Klickverlauf beachten!
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„Lurkers“
Commentors
Creators
90:9:170:20:10
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2 sec
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Maik Meid - Fundraising und Social Media für gemeinnnützige Organisationen Ev. Fachhochschule RWL - WS 2013/2014
Crowdfunding
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Maik Meid - Fundraising und Social Media für gemeinnnützige Organisationen Ev. Fachhochschule RWL - SS 2013
Alles oder nichts!
Crowdfunding
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Gegenleistung
Crowdfunding
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Geschichten erzählenEmotionen wecken
EhrlichkeitZeitnäheKritikfähigkeit
GUT:
Einbindung
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Print = WebIgnoranz von Anliegen
„mal eben“der Prakti macht‘s...
NICHT:
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Machen, aber vorher überlegen!
Nicht „nebenher“ machen.
Berater checken!(Wer selbst nicht aktiv ist, kann nicht beraten!)
Tipps
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Regeln und Kompetenzen vorher festlegen
Von „den Großen“ lernen, aber nicht unbedingt übernehmen!
Das tun, wovon Sie Ahnung haben.
Tipps
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Nicht machen,weil Sie es machen müssen!
Herz & Hirn
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Dankeschön!
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