Tag Archive for '08ntc'

NTC ‘08 big takeaways [for me]

Michaela in New Orleans

On the trolley with Rose, Amy, and Laura

I’m still behind on my personal wrap-up of NTC ‘08, but work keeps getting in the way and I’m trying to make sure I don’t forget the big lessons I learned with all you awesome folks down in NOLA. The personal impressions and friendships aren’t going to fade anytime soon, and will be waiting when I have a breath of fresh air.

The following is a summary of my favorite takeaways. The list may seem long, and some items may seem more elementary than others, but I think all have significant value in the success of an organization’s online strategy.

Google Analytics, Know your website, one hour a day

  • Never let your data be lonely. Pair up your data with other data.
  • Industry benchmarks - when you choose to share your data with the rest of the world, you get to see their data too.
  • Goal Conversion tab - segmentation. How well does direct traffic do with “goals” we’ve set.
  • Bounce isn’t always bad. If you’re a blog, they read 10 posts and leave. If bounce rate is 100%, you have to take it in context.
  • Setup Google Analytics filters to follow the analytics of paths you want your users to take.

For more summaries of Google Adwords, SEO, the new paradigm of marketing, and the joy of CMS, please keep reading :).

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08NTC Day of Service photos

Created with Admarket’s flickrSLiDR.

I plan to do a full round-up of the entire first day of 08NTC (long overdue), but in the meantime, please enjoy some of the images I’ve posted on Flickr from the Day of Service.

Thanks to everyone who participated in the day of service, and thank you New Orleans for giving us an opportunity to learn a little bit of your story and provide support in your rebuilding efforts!

08NTC: Day 3, The Joy of CMS

Implementing Sustainable Content Management Systems
Norman Reiss: nreiss [at]nonprofitbridge.com, Jeff Herron (Beaconfire), Andrew Cohen (Forum One Communications), Nathan Gasser (Rock River Star)

The success of content management isn’t based on what product you use, but how you implement it.

What is CMS?
Something you use to update a website. Useful because it aloows you to give non technical people the ability to more easily update content. It should be decentralized.

Does my organization need a CMS?
Not always, but when you have a lot of content and have a desire to spread responsibility, it makes sense.

What product features does a CMS provide? What features does it not include?
Good to know beforehand what you plan to do with it beforehand.

Implementation options

  • Hosted, ASP model, lease
  • Installed, commercial product (buy)
  • Installed, open source (buy) - open source are particularly strong in CMS. This does not mean free. You’ll have to pay for customization and support. Implementation partners are just as important as software choice.

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08NTC: Day 3, Search Engine Optimization

Kevin Lee, Didit

Are you Geeky? SEO isn’t really very geeky, but a bit of understanding of HTML is helpful.

Who is your target audience?
Your target audience for your site and your SEM efforts may extend beyond the obvious:

  • donors
  • volunteers
  • the press and analysts
  • foundations
  • government orgs
  • non-profit rating orgs
  • employees
  • potential employees

*Consider the needs and behaviors of all important constituents.

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08NTC: Day 3, morning plenary

Dr. Melissa Flourney (LANO), Deborah Cotton (LouisianaRebuilds.info), and Patricia Jones (NENA)

“If it takes a village to raise a child, what’s it going to take to raise a village?”

Renaissance in New Orleans. 25 feet of water in 23 minutes. Imagine that? Like Dorothy’s home in the Wizard of Oz.

Amazing resurgence where people are bringing their passions to the forefront for the first time in years. YURPES - young urban rebuilding professionals. Imagine this renaissance will feed up as volunteers return to their communities and churches after they get back. No profits are working out of the trunks of their cars.

People don’t say the word “Katrina” anymore. They talk about it as the “storm” or the “thing”.

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08NTC: Day 3, The seven things everyone wants

What Freud and Buddha Understood (and We’re Forgetting) About Online Outreach
Katya Andreson (Network for Good) and Mark Rovner (Sea Change Strategies)

When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to donate or act?

Why did you do it? Why did you hear about it? What was the compelling message that caused you to act?

  • Green the 9th ward - friend involved in project and the story compelled her to give.
  • $$$ to Obama — registered for campaign, email asked for money and gave. Wanted to be involved in some way
  • $$$ to Obama — heard Barack speak in a way that she never heard any other politician speak to the public
  • JFK center — see the growth and the passion in the people involved. Impact.
  • Pet rescue - - was connected as volunteer, a specific ask
  • Helped a Friend running for Congress; encouraged friends to donate too.
  • Fund for daughter of friend’s brother who died
  • Give and help (SVP) — dress for success - “passion, satisfaction of bringing new skills”.
  • AIDS clinic in Malawi
  • Fire — impromptu fundraiser — reach a goal to HELP FRIEND

Common denominator - personal, specific and tangible, specific goal, compelling story, connection on an emotional level (how the action you took effects you on an emotional level and how it effects the people involved in the cause).

Need to remember how it’s like to be on the receiving end. People aren’t giving because of a very cool “tool”. That’s not what matters, it’s how the ask made you feel and what action is asked.

Why are we here?

Marketing is a lot different than it used to be. We’re at a crossroads. Traditional folks are nervous. A new “tabula rasa” - reinventing new marketing for a new era. Time to “write on the wall”. Traditional marketing no longer works.

Is there a new approach to marketing and communications that might be more suitable for the times. Time to pull back from the technology and determine what we’re doing here. We’ve seen that marketing fear works (Bush), but what we’re seeing is the inevitable response from that. If that’s the dark side of the forest, we’re looking to articulate the lighter side.

Identifying deep human needs beyond Maslow’s hierarchy. This is just the beginning of the conversation. Seven human needs to start us off.

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08NTC: Day 2, From Techie to Leader

Linda Widdop (Director of Tech Services) and Dean Graham (Manager of application services)
NPower Pennsylvania

Strategy, Vision, Communications, Role Model and Team Building for non profit IT staff

Top three takeaways

  • IT Leadership isn’t all about technology
  • 5 key areas of leadership to focus on
  • Tips for developing skills in each of the key areas

“True measure of leadership is influence - nothing more, nothing less. ” - Maxwell

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08NTC: Day 2, Intro to Google AdWords

Frederick Vallaeys, Google

  • Many ways to search: Banner ads, search marketing
  • Search Marketing reaches users at the exact right time. Best use of your time to achieve your goals.
  • Efficient in terms of cost.
    • Direct mail - $70
    • $8.5 for a direct search
    • 10x less expensive than most other mediums
  • Measurable
  • Concept is getting in front of the right customer, at the right time, with the right message
    1. Decision and purchase cycle
    2. “Sponsor a child in India” is likely to reach someone on the verge of spending money
    3. Retention is key “annual giving”

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08NTC: Day 2, Successful Web Analytics

Robin Steiff, LunaMetrics

Google Analytics, Know your website, one hour a day

The Web Analytics Challenge
Data: Yes
Actionable Insights: Not so much
It’s only when you add context that this information has value. Need actionable insight and action to take.

Google is free, but time is money.

How does Google Analytics help?
Not always the right app for everyone, but great for many things. Does a lot that other packages don’t:

1.Data democracy. Dashboard with one glance gives you time-on-sight, number of pages people have visited. Goals overview. With one glance, we can see what’s going on. Not everyone has access to this information, but everyone can understand it. Democratizes data

  • Can setup email for your dashboard
  • Specific, granular, customized
  • Empower Understanding Action
  • Red is bad, Green is good.
  • Can look at period over period
  • Can set up funnels - a defined path through the website. Most powerful report. Funnel could be a signup for an email registration or a shopping cart. Can see if people continue the whole way. Can see where you’re losing your members.

2. Data discovery. All about people understanding the story.

  • See where your users are coming from
  • One click gets you to Content Overview - ease of deep diving. Can see top content.
  • Navigation summary. Homepage expample. Can see if most people enter from this page, and if they stay. At one glance we can see if we’re doing something right on the homepage. Then can dive deeper and know “why”.
  • Can see referrers
  • Can see keywords

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08NTC: Day 2, open plenary with David Pogue

Macro trends in technology: Three technologies to watch
David Pogue

Year of the cell phone

Leaving the cell network and going onto the network like landlines.

  • VOIP, carry your number. Every feature known to man.
  • Cell phone carriers haven’t taken on VOIP over cellphones
  • T-mobile, hot spot at home – any time you’re in a wireless hotspot, all your calls are free. $20 more a month. Little box is like a cell tower in your house. (makes it cheaper for them because they don’t have to put up new towers in your neighborhood)
  • Can hand off call from mobile to wireless network
  • T-mobile is the only company that doesn’t have a land-line business, which is why they are doing this
  • David Pogue just gave us his phone number.
  • Grand Central - too many phones. Awesome video that he posted on the NY Times site

  • Google Cellular – 411 costs $2. Use text messages. Send message to 46645. Type what you’re looking for: “Pharmacy Chicago” In 5 seconds they will send you back the complete name, address, phone. Weather. Driving directions, movie showtimes. Flight info. Currency conversions, Definitions. Instantaneous and uncluttered.Voice to Text - “to page this person, press #” That voice is on Ambien. The voices on voicemail recordings are slow. They make $100 million a year keeping people on the phone and paying for more minutes.
    • Spinvox and Callwave transcribe your messages so you can scan them, skip to the important ones, and not pay minutes!

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