1. Making the most of new media

2. Susie Wright Sue Fidler Ltd susie@suefidler.com Find us: www.suefidler.com www.charityemail.com www.facebook.com/sue.fidler twitter.com/SueFidler twitter.com/CharityeMail

3. About Sue Fidler Ltd ICT, database and internet solutions are critical to the development of any organisation. We offer : Opportunities for marketing, fundraising and campaigning Administrative benefits, cost savings and other efficiencies. Sue Fidler Ltd believes that the not for profit sector should get the highest level of professional consultancy at a price it can afford. So we provide exactly that to charities, large and small. Having worked with the not for profit sector for many years, Sue Fidler Ltd has the knowledge, experience and expertise to offer the best help and advice. Sue Fidler Ltd also provides a low cost, easy to use broadcast email system to the not for profit sector, CharityeMail.

4. Introduction to new media What do we mean by new media? Websites Emails/e-newsletters Blogging Online media sites: Flickr (photos) & YouTube (videos) Social networking – e.g. Facebook, Twitter

5. What is so great about new media? (1) Give organisations a greater level of control over their message. Reach large numbers of people quickly and cheaply. Remove the need to persuade a ‘middleman’ to promote your story. Enable supporters to share information with the click of a mouse. Send information securely, breaking existing barriers to communication.

6. What is so great about new media? (2) Allow people to access information at a time/in a place that suits them. Make it easier to mobilise & coordinate large numbers of people to take action (with minimal resources and bureaucracy). Encourage collaboration. Create a new fundraising environment. Help to develop relationships with your supporters. Layer information, drawing people deeper into issues.

7. How can you make the most of the opportunities of new media? Where do you start? 1.Find out about your target audience/s (ideally no more than 5 of them): Do they use new media? What do they use?

8. % of total minutes spent on email and facebook by age http://blog.nielsen.com

10. http://www.andersonanalytics.com/

11. How can you make the most of the opportunities of new media? 2. Be there – and make sure you can be found Once you know where your target audience/s tends to go online, prioritise that as the place to set yourself up. THINK about the username CONSIDER the URL RESEARCH what other people are using STAND OUT: be clear you are the official brand CONTACT other groups and ask them to join you

14. How can you make the most of the opportunities of new media? 3. Cross promote Use different media and tools to point to one another: Print – letterhead, leaflets, press releases etc TV, radio, ads Website Emails/e-newsletters Social networking sites

17. How can you make the most of the opportunities of new media? 4. Repurpose and reuse content You don’t have to start from scratch whenever you use a new media tool. It’s good to repeat content in different media – it supports a consistent message. Take the copy you’ve already created and reuse it - just shape it for that particular tool.

20. How can you make the most of the opportunities of new media? 5. Learn the etiquette… … and earn their trust

23. 1. Tell people who you are. 2. Choose your best picture. 3. Don’t set up a profile on every network - concentrate on a few. 4. Own your subject. 5. Don’t be fake. 6. Be available. 7. Be transparent. 8. Write [appropriately ]for the web. http://mashable.com

24. How can you make the most of the opportunities of new media? 6. Use your new media tools as a base where you develop relationships with your supporters, encouraging them to donate, get involved etc. Remember the 5 pillars of fundraising: Planning Audience Ask Ease of use Donor choice

31. How can you make the most of the opportunities of new media? 7. Use social media to spread the word and encourage fresh support for your organisation. Remember to be friendly: Write as a named person Write less formally than usual Build a relationship Personalise where possible

34. How can you make the most of the opportunities of new media? 9. Keep it fresh. Update regularly Have dates & times that show when you posted each piece of information Don’t allow information to go out-of-date Regularly check your links and remove ‘dead’ links and pages

39. How can you make the most of the opportunities of new media? 10. Maintain the relationships Make sure you have the resources you need so that you always respond to messages, tweets, comments & mentions.

40. What should you do to maintain the relationships? Monitor what people are talking about and use the group to express your organisation’s position on certain issues. They will usually respect and appreciate your authority. Respond to everyone, no matter what the question or issue. Two-way communication is why social networks are so successful. People love having an actual person to connect to from an organisation. Scour Networks for people that are interested in your cause or issue, and then personally message them. The viral aspect of getting one person involved who has hundreds of friends can be a huge payoff.

43. Susie Wright Sue Fidler Ltd susie@suefidler.com Find us: www.suefidler.com www.charityemail.com www.facebook.com/sue.fidler twitter.com/SueFidler twitter.com/CharityeMail