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COMMUNICATING ON THE WEB AND IN SOCIAL NETWORKS

COMMUNICATING ON THE WEB AND IN SOCIAL NETWORKS. A new voice for our times (PP, 47). INTRODUCTION. Globalization. New Technologies They make the world smaller nearest Being human - be social. New tools for “sale” What we What we do Where we are And how they can help.

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COMMUNICATING ON THE WEB AND IN SOCIAL NETWORKS

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  1. COMMUNICATING ON THE WEB AND IN SOCIAL NETWORKS A new voice for our times (PP, 47)

  2. INTRODUCTION Globalization New Technologies TheymaketheworldsmallernearestBeing human - be social New toolsfor “sale” WhatweWhatwe doWherewe areAnd howthey can help

  3. 1. COMMUNICATION AND FUNDRAISING

  4. Comunication - Fundraising StrategyConsistentmessagesAppropriatechannels Organization Integrationfundraisingwiththeobjectives Notonlyisraisingmoney Theultimategoalistoimprovebeneficiariesconditions

  5. COMUNICATION STRATEGY - FUNDRAISING ORGANIZATION MESSAGE what is it that we want to say? TARGET who do we want to address? MEANS How are we planning to say it? TEAM Planning Management Executing ACTION Thedonation

  6. COMUNICATION STRATEGY - FUNDRAISING THE MESSAGE what is it that we want to say? Clarity Consistency Message The message has a single main point? Is it written with everyday words? Simple sentences? The most important idea is in the first paragraph

  7. COMUNICATION STRATEGY - FUNDRAISING whom do I want to address? THE RECIPIENTS Therecipients Have we divided them into small groups, with no more ability to segment? Are we ready to draft different messages? How will we address the media? How will we involve the staff of the organization?

  8. COMUNICATION STRATEGY - FUNDRAISING Results ACTION Donation Renew personal data Feeincrease Other Results Has each message clearly defined its outcome? Has each message provided a single or multiple result?

  9. COMUNICATION STRATEGY - FUNDRAISING MEANS keep in mind that depending on the target group, so will the message be Internalmeans(more control) and externalmeans(less control) Web, magazine, mailing, social networkvs. newspaper, radio, TV The media Do we have contacts in the Social Media? Do we have a Data Base to fall back on? Is there contact between the communication dept. and the media, even if no shipments have been reported? A regular contact. Are we professionally trained to cater for the media, if necessary?

  10. COMUNICATION STRATEGY - FUNDRAISING We have people who are professionally dedicated, in a systematic and organized way, to the planning, management and execution of fundraising activities. TEAM

  11. 2. STARTING WITH THE BASICS. CUSTOM MAILING

  12. ORGANIZATION MESSAGE MAILING MEANS New donors Re-activatedonors RECIPIENTS ACTION Budget Envelop, magazine, brochure, letter… Response bonus

  13. THE FOUR PILLARS OF MAILING ENVELOP MAILING LETTER LEAFLET RESPONSE BONUS

  14. THE FOUR PILLARS OF MAILING MAILING ENVELOPE This is the first contact with the donors or prospective donors LETTER LEAFLET RESPONSE BONUS

  15. THE FOUR PILLARS OF MAILING MAILING ENVELOPE LETTER This letter is the primary contact. LEAFLET RESPONSE BONUS

  16. THE FOUR PILLARS OF MAILING MAILING ENVELOPE LETTER LEAFLET In support of our letter RESPONSE BONUS

  17. THE FOUR PILLARS OF MAILING MAILING ENVELOPE LETTER LEAFLET Our ultimate goal is to make this mailing item arrive back at its source RESPONSE BONUS

  18. 3. NEW WAYS OF COMMUNICATING, NEW WAYS TO FUNDRAISING

  19. Difficult times – new approaches New Technologies Mailing Fundraising LowCost Expansion of themessage Feedback Renovation

  20. THE SOCIAL NETWORK WHY WE MUST USE SOCIALS NETWORKS? • We learn and know what is happening around • They help to networking • They complete offline works • We learn from our friends and we improve out tecniques • They reduce distances • Takes advantage of the knowledge of other • Use multimedia: video, photos… • They expand communication with donors and potential donors (bi-directional) • They promote actions • They help you to tell your needs at the moment (immediacy) • They are cheap • SOCIAL NETWORKS IN SPAIN • Facebook was founded in 2004 with 1.000.000 users. Today, Facebook is used by 1.000.000.000 of users. • 23 hours of video are uploaded to Youtube each minute. • Facebook, Youtube and Twitter were the most popular words in Googles, in 2004. • Wikipedia has 19.000.000 articles uploaded by users. • Spain is the 7th country in the world in social networks use. • 21.000.000 spanish people use daily any social networks: 69’ on Twitter and 47’ on Facebook

  21. FACEBOOK TWITTER Communityaroundbrand Connectionsquality Emotional Heterogeneous audience More visual More privacy Information, news… Followers quality Sharing news Homogeneous audience Less visual Less privacy To provide access to potential donors and retaining ours Quicker interact with potential donors and donors. Bi-directional

  22. WEB, OUR INSTITUTIONAL PRESENCE ON THE INTERNET OUR WORK USER WEB WHAT WE APPROACH WITH DONATIONS HOW CAN HELP US

  23. WEB, OUR INSTITUTIONAL PRESENCE ON THE INTERNET IMPROVE No largetext No technicalwords Simple structure Destination of aid Easytomake a donation

  24. OUR EXPERIENCE. 2010-2012 WEB www.misionessalesianas.org FACEBOOK Facebook/MisionesSalesianas TWITTER @MSalesianas COMUNICATION

  25. OUR EXPERIENCE. 2010-2012 EVOLUTION 2011 – 2012 Facebook and Twitter

  26. CAMPAGNE 206-2012 We define recipients, media, message and purpose Campaignlaunchedtodonors of the DB Wecreatetheimage of the web Launchedpressreleasestothe media Signagreementwith a particular media Welaunched social networkingposts

  27. CAMPAING RESULTS Mailing 6.134 donation 737.842 € Reactivated 1.252 donors 56 new Web 11.098 € 15 new donors Social Networks Twitter 93 followers/ 86@ / 5 FAV / 253 TS Facebook 144 comments Medios 57 impacts / radio interviews / web

  28. CONCLUSIONS PLAN WITH A PROFESSIONAL TEAM DEFINE OBJECTIVES, MESSAGE AND TARGET COMMUNICATION AND FUNDRAISING USE SOCIAL NETWORKS INTERACT WITH THE MEDIA DO NOT BE AFRAID TO CHANGE AND INNOVATION Don Bosco: Youhavetofacethechallenges and seizeopportunities

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