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Online Marketing for Make-A-Wish Chapters

Last post 06-23-2009 9:04 AM by Jeffrey Terry. 5 replies.
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  • 05-20-2009 9:36 PM

    Online Marketing for Make-A-Wish Chapters

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    Number 1 question we get from MAW chapters:  How to use the internet to drive mission?

    We will use this thread to field chapter questions and post best practices. 

     

  • 05-20-2009 11:03 PM In reply to

    Re: Online Marketing for Make-A-Wish Chapters

    Reply Contact
    The answer to this question could be a 3000 page novel.  The good news for most MAW chapters is that you have many of the building blocks and best practices in place already and can make some tweaks today to move the needle.   

     

    Tweak #1: Get tuned into your constituency online.  This may be a bit more than a tweak since it requires a change in culture for some chapters, but I’d still put it high on the list.

     

    Make-A-Wish chapters have the blessing of having many, many wish volunteers & wish kids posting their experiences online (with or without the local chapter's guidance).  By and large, these online postings are great examples of MAW mission delivery (goose bumps, tears, impact, etc).   This is a built in audience that can provide a big viral opportunity to the chapters if they can tap the passion.

     

    However, search Google or YouTube for ‘Wish Granting’ and MAW will show up as is 3rd or 4th on the list…. There may be some missed opportunity here.As a quick win, consider integrating your eNewsletter and other outbound communications with the profile information stored in your MAW Suite (Raiser’s Edge).   Also, consider using YouTube’s ‘Call to Action’ feature to drive traffic back to your site to try to convert viewers to supporters.   Doing so allows you to get a better read on affinity (prospect X has attended an event, volunteered and subscribed to WishNews, but not donated). 

     

    The same advice would apply for any online ‘transaction’ happening on a chapter website.  An event registration or auction bid or volunteer sign up should all land in the database so we can assess the relationship from a 360 degree perspective. 

     

    If you need a jump start on the Web 2.0 stuff, check out my colleague’s ThinkTank blog post.

     

  • 05-21-2009 2:11 PM In reply to

    Lifetime Value of a Donor

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    Did you know that the lifetime value of a donor acquired online is substantially larger than one acquired offline?  It's true...According to the Target Analytics Benchmarking Report on 9+Million donors, the online channel produces a very nutritious donor that non profits might want to pay more attention to...The NY Times reported on the study at http://www.nytimes.com/2009/03/18/us/18charity.html?_r=1.

     

     

  • 05-21-2009 6:05 PM In reply to

    Social Media Strategy

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    Great post and comments from a non techie about social media on NetWits:  http://www.netwitsthinktank.com/site/apps/nlnet/content3.aspx?c=ifINKZOzFmG&b=4487123&content_id={7155E547-533D-4D56-A376-712169F4E247}&notoc=1

     

     

  • 06-12-2009 11:28 AM In reply to

    Make A Wish Michigan: Georgeous Website!

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    The Michigan Chapter recently re-launched their website using Blackbaud's Design Team...they created a beautiful and engaging site. 

    WWW.WISHMICH.ORG is a great example of strong form and function as their website is fully integrated with The Raiser's Edge.

    Keep up the great work!

  • 06-23-2009 9:04 AM In reply to

    Online Marketing: Training Resources

    Reply Contact

    Stumbled across some interesting training tools for our customers using NetCommunity; Video Tutorials at http://www.blackbaud.com/support/guides/bbncre.aspx#vid

    The demonstration of how to push targeted content to your web visitors is pretty cool!
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