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Online Advocacy as a Marketing Tool

Online Advocacy as a Marketing Tool Center for American Progress Internet Advocacy Center 15 November 2007 Your Host Senior Consultant, NPAdvisors.com (internet marketing for nonprofits) 25 years experience in direct mail, last 15 in fundraising 8 years working with nonprofits online

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Online Advocacy as a Marketing Tool

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  1. Online Advocacy as a Marketing Tool Center for American Progress Internet Advocacy Center 15 November 2007

  2. Your Host • Senior Consultant, NPAdvisors.com (internet marketing for nonprofits) • 25 years experience in direct mail, last 15 in fundraising • 8 years working with nonprofits online

  3. The schedule

  4. Contents • Lobbying/Advocacy terminology • Donor Development flowchart • Online Advocacy examples • Conversion techniques • Audience participation

  5. Donor Development Model

  6. Marketing Goals • Increase your email file • Increase your direct mail/phone file • Convert postal to internet v. new supporters • Generate publicity • Raise money to further the cause

  7. Pick the right issues • Support overall organization guidelines • Be consistent with offline efforts • Preach to the choir • Vary the issues • Respect the issue life cycle • Consider a unique domain

  8. Get New Names • Ask recipients in the message • Keep message format simple (text?) • Watch for spam filters • “Tell-a-friend” options on site

  9. Immediate Follow-up

  10. Auto-reply email

  11. Don’t forget the phone

  12. Support Offline Marketing • Ask for postal address & phone • Don’t make it mandatory • Purge the haters • Purge bounced emails • Mail them promptly and often

  13. What’s next? • Cell phones, especially SMS and video • YouTube for nonprofits • Google pushing YouTube videos • Google Checkout

  14. Thank you! Rick Christ Senior Consultant rick@npadvisors.com

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