Getting Wired for Progress
Has your Executive Director ever asked what is the ROI of your nonprofit's online program? It's common knowledge that online giving and participation is growing and an online strategy has to be a critical part of your fundraising mix. But just how much money should you be investing in your online strategy?
Topics: Marketing Research
As part of a workshop on social media that I gave with Susan Mernit at the 2009 Women, Action & the Media conference, I pointed out Wellstone Action as an example of an organization that's doing great work on Twitter. After the workshop, I wondered how @wellstoneaction planned their Twitter usage-- were they really some sort of non-profit advocacy Twitter mastermind, as I'd suspected? Elana Wolowitz, the Communications Director and voice behind the @wellstoneaction profile, took some time out of her hectic schedule to answer a few questions.
YouTube’s nonprofit channel just released a cool new tool that allows nonprofits to incorporate a call-to-action functionality into the videos they post on YouTube. Nonprofits have been lobbying for this type of tool for a while, in order to drive traffic back to their own websites so people can actually take action without having to remember the URL’s campaign name mentioned in the video.
That’s the 25 million dollar question, especially for an advocacy group like Amnesty International USA (AIUSA). We're the nonprofit group that protects people wherever justice, freedom, truth and dignity are denied. Talk about a broad mission.
Topics: Email Marketing
SXSW has been playfully dubbed "spring break for geeks" and having gone this year, I can totally see why. The interactive conference was a unique opportunity for cross-industry learning among 11,000 web geeks from every area of the web. As a nonprofit consultant that bridges the nonprofit and for profit world on a daily basis, I am already attracted to the idea of “Robin Hood” learning (as Katya Andresen might call it) but I couldn't have imagined the mental fireworks that are set off when you put programmers, fundraisers, gamers, designers and entrepreneurs under one roof. Here are a few of the highlights that I took away for nonprofits.
‘Tis the season for benchmark studies. In that spirit, Convio released their comprehensive online marketing study today that looked at close to 600 nonprofit organizations’ online marketing results and compiled benchmarks for evaluating fundraising, email, advocacy, and marketing success online. Overall, the nonprofit online landscape looks good. Online fundraising, email list growth and website traffic continue to increase. However, in the fourth quarter nonprofits experienced a dip in average gift sizes. While donors continued to donate money, the average gift was smaller. Nonetheless, revenue still grew by 3% in the fourth quarter.