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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

Online Advocacy as a Marketing Tool

Center for American Progress

Internet Advocacy Center

15 November 2007

your host
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
contents
Contents
  • Lobbying/Advocacy terminology
  • Donor Development flowchart
  • Online Advocacy examples
  • Conversion techniques
  • Audience participation
marketing goals
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
pick the right issues
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
get new names
Get New Names
  • Ask recipients in the message
  • Keep message format simple (text?)
  • Watch for spam filters
  • “Tell-a-friend” options on site
support offline marketing
Support Offline Marketing
  • Ask for postal address & phone
  • Don’t make it mandatory
  • Purge the haters
  • Purge bounced emails
  • Mail them promptly and often
what s next
What’s next?
  • Cell phones, especially SMS and video
  • YouTube for nonprofits
  • Google pushing YouTube videos
  • Google Checkout
thank you

Thank you!

Rick Christ

Senior Consultant

rick@npadvisors.com