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

2. New Technologies They make the world smaller nearest Being human - be social Globalization New tools for “sale” What we What we do Where we are And how they can help INTRODUCTION

3. 1. COMMUNICATION AND FUNDRAISING

4. Comunication - Fundraising Strategy Consistent messages Appropriate channels Organization Integration fundraising with the objectives Not only is raising money The ultimate goal is to improve beneficiaries conditions

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

6. what is it that we want to say? THE MESSAGE Clarity 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 Consistency COMUNICATION STRATEGY - FUNDRAISING

7. whom do I want to address? THE RECIPIENTS The recipients 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? COMUNICATION STRATEGY - FUNDRAISING

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

9. MEANS 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 ? keep in mind that depending on the target group, so will the message be Internal means (more control) and external means (less control) Web, magazine, mailing, social network vs. newspaper, radio, TV COMUNICATION STRATEGY - FUNDRAISING

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

11. 2. STARTING WITH THE BASICS. CUSTOM MAILING

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

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

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

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

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

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

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

19. Difficult times – new approaches New Technologies Mailing Fundraising Low Cost Expansion of the message Feedback Renovation

20. 1.We learn and know what is happening around 2.They help to networking 3.They complete offline works 4.We learn from our friends and we improve out tecniques 5.They reduce distances 6.Takes advantage of the knowledge of other 7.Use multimedia: video, photos… 8.They expand communication with donors and potential donors (bi-directional) 9.They promote actions 10.They help you to tell your needs at the moment (immediacy) 11.They are cheap WHY WE MUST USE SOCIALS NETWORKS? 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 7 th 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 THE SOCIAL NETWORK

21. FACEBOOK TWITTER Community around brand Connections quality 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 USERWEB OUR WORK WHAT WE APPROACH WITH DONATIONS HOW CAN HELP US

23. IMPROVENo large text No technical words Simple structure Destination of aid Easy to make a donation WEB, OUR INSTITUTIONAL PRESENCE ON THE INTERNET

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

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

26. CAMPAGNE 206-2012 CAMPAGNE 206-2012 Campaign launched to donors of the DB We create the image of the web Launched press releases to the media We launched social networking posts We define recipients, media, message and purpose Sign agreement with a particular media

27. CAMPAING RESULTS Mailing 6.134 donation737.842 €Reactivated 1.252 donors Web 11.098 €15 new donors 56 new Social Networks Twitter93 followers/ 86@ / 5 FAV / 253 TS Facebook Medios 144 comments 57 impacts / radio interviews / web

28. CONCLUSIONS COMMUNICATION AND FUNDRAISING DO NOT BE AFRAID TO CHANGE AND INNOVATION USE SOCIAL NETWORKS INTERACT WITH THE MEDIA DEFINE OBJECTIVES, MESSAGE AND TARGET PLAN WITH A PROFESSIONAL TEAM Don Bosco: You have to face the challenges and seize opportunities