Mobile for Good: A How-To Fundraising Guide for Nonprofits
McGraw-Hill Professional (Verlag)
978-0-07-182546-7 (ISBN)
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"Even if you can only invest 5 staff hours and a mobile and social media budget of $1,000 annually, your nonprofit must invest in mobile and social media." -- Heather Mansfield
Mobile devices are fast becoming the #1 means of digital communication. If you want a sustainable future foryour nonprofit, you need to have a strongpresence on prospective donors' tablets andsmartphones.
Statistics prove that the most successful online fundraising campaigns are those designed for portable devices--from 2-inch smartphone screens to 17-inch laptops. In this groundbreaking book, social media pioneerHeather Mansfield offers everything you need to know to conceptualize, build, and maintain a mobile and social fundraising strategy to dramatically increase donations.In Mobile for Good, Mansfield takes you step by step through the entire process. Learn how to:
Master your mobile fundraising strategyCreate a strategic plan flexible enough to handle changes in technologyDesign a website and emails that workon both mobile devices and computersChoose the best mobile and online tools based on your budget and your donor demographicsBuild a system that tracks, evaluates, and reports campaign resultsMaximize the potential of Facebook, Twitter, LinkedIn, and other sites
Whether your goal is to raise more funds online, launch a new program, or increase your capacity to maintain current operations, creating and executing a mobile andsocial media strategy is a small investment that packs a big punch. Apply the lessons of Mobile for Good, and your organization can and will raise more funds than ever.
ADVANCE PRAISE FOR MOBILE FOR GOOD:"If I want to know what's trending, research current best practices, or discover new tools relevant to nonprofit technology, Heather Mansfield's blog Nonprofit Tech for Good and her books are always my top references. -- Viviana Pagán-Muñiz, Digital Marketing Director, SOS Children's Villages—USA
"Social Media for Social Good and her blog Nonprofit Tech for Good have been my primary resources for learning how to communicate Indian conservation issues on a global scale. Thanks to Heather Mansfield's advice, we’ve been able to build an international brand from our tiny corner of the world." -- Vinay Datla, Director of Communications, Wildlife SOS—India
"Heather Mansfield's @NonprofitOrgs online accounts have become my go-to resource for connecting with other nonprofits as well as staying informed with the latest trends in mobile and social media. Her insightful and practical advice helped WITNESS understand the need for transparency in our mobile and social media strategies." -- Marianna Moneymaker, Digital Engagement/Production Coordinator, WITNESS
"Heather Mansfield's invaluable webinars and recommendations have helped us grow into one of the most effective social media users in the national aging advocacy network. We anticipate even greater growth in the future by applying the best practices offered inMobile for Good." -- Pamela Tainter Causey, Director of Communications, National Committee to Preserve Social Security and Medicare
"Through a partnership with Heather Mansfield, we have been able to provide mobile and social media training to more than 500 NGOs throughout the Asia Pacific region. Her knowledge of mobile and social media best practices, her ability to tailor her presentations to address the different needs of NGOs in various countries, and her practical and well-thought-out strategies have made her trainings invaluable in our commitment to help build the technological capacity of NGOs." -- Clair Deevy, Citizenship Lead, Microsoft Citizenship Asia Pacific
HEATHER MANSFIELD is the creator and principal blogger at Nonprofit Tech for Good (nptechforgood.com). She has more than one million followers on Facebook, Twitter, Google+, LinkedIn, YouTube, Pinterest, Instagram, and Tumblr, and to date has presented more than 500 mobile and social media webinars and trainings to nonprofits worldwide. She is also the author of Social Media for Social Good.
INTRODUCTION: THE ART AND SCIENCEOF MOBILE AND SOCIAL FUNDRAISING 1
PART 1 CREATE AND IMPLEMENT A MOBILE ANDSOCIAL FUNDRAISING STRATEGY 7
1 NONPROFIT TECHNOLOGY AND FUNDRAISING 9
All Online Communications and FundraisingAre Now Mobile and Social 9
Mobile and Social Media Are PowerfulFundraising Tools 10
How Demographics Play a Role inMobile and Social Media 12
Upgrade Now, or Become Obsolete 17
2 GET ORGANIZED 19
Step 1. Conduct an Online Communications andFundraising Audit 19
Step 2. Organize a Meeting to Ensure Organizational Buy-In 22
Step 3. Write a Mobile and Social Fundraising Strategic Plan 23
Step 4. Create a Budget 26
Step 5. Create a System to Track, Evaluate, andReport Success 26
Step 6. Implement Your Mobile and SocialFundraising Strategic Plan 28
3 WEBSITES 29
The Importance of Launching a Mobile-Compatible Website 30Selecting a Content Management System 32
10 Website Design Best Practices 33
Analytics 37
Search Engine Optimization 38
4 EMAIL COMMUNICATIONS 41
The Importance of Mobile-Compatible EmailCommunications 42
Selecting an Email Communications Software 42
10 e-Newsletter Design Best Practices 43
Email Fundraising Appeals 47
How to Build Your Email List 49
5 ONLINE FUNDRAISING 51
The Importance of Mobile-Compatible Online FundraisingCampaigns 51
Selecting a Constituent RelationshipManagement (CRM) System 52
Selecting an Online Fundraising Software 53
Five Characteristics of Online Donors 55
10 Online Fundraising Best Practices 57
Online Donor Thank-You Communications 60
Social Fundraising 62
Crowdfunding 64
6 MOBILE FUNDRAISING 67
The Importance of Mobile Fundraising Campaigns 68
Selecting a Text-to-Give Software 69
Five Characteristics of Text-to-Give Donors 70
10 Text-to-Give Best Practices 71
Mobile Fundraising Apps 77
Mobile Wallets 79
PART 2 CREATE AND MAINTAIN A MOBILE ANDSOCIAL MEDIA CONTENT STRATEGY 83
7 MULTICHANNEL COMMUNICATIONSAND FUNDRAISING 85
Write a Mobile and Social Content Strategy 86
Create an Editorial Calendar 91
Five Communication Styles for Nonprofits 94
Five Content Approaches That Inspire Action 96
10 News Article and Blog Content Ideas 99
8 CONTENT CREATION AND INTEGRATION 105
Print Materials 106
News Articles and Press Releases 107
Blogs 107
Images and Infographics 108
Videos 109
Online Petitions 111
Online Contests 112
Online Stores 113
E-Books and Digital Reports 114
Event Invitations 115
Webinars 116
Smartphone and Tablet Apps 117
PART 3 USING MOBILE AND SOCIAL NETWORKS TODISTRIBUTE CONTENT 119
9 FACEBOOK 123
Facebook for Fundraising and Cause Awareness 124
Top Five Facebook Page Best Practices for Nonprofits 125
Facebook Groups 130
Facebook Events 131
Facebook Location 131
10 TWITTER 133
Twitter for Fundraising and Cause Awareness 134
Top Five Twitter Best Practices for Nonprofits 134
10 Twitter Hashtags for Nonprofits 140
How to Host a Tweet Chat for Your Nonprofit 143
11 GOOGLE+ 147
Google+ for Fundraising and Cause Awareness 148
Top Five Google+ Best Practices for Nonprofits 148
Google+ Communities 152
Google+ Events 153
Google+ Places 154
Google+ Hangouts 155
12 LINKEDIN 157
LinkedIn for Fundraising and Cause Awareness 158
Top Five LinkedIn Best Practices for Nonprofits 158
LinkedIn Groups 161
LinkedIn Profiles 163
13 YOUTUBE 165
YouTube for Fundraising and Cause Awareness 166
Top Five YouTube Best Practices for Nonprofits 167
YouTube Nonprofit Program 169
14 PINTEREST, INSTAGRAM, AND TUMBLR 171
Pinterest, Instagram, and Tumblr for Fundraisingand Cause Awareness 172
Top Five Pinterest Best Practices for Nonprofits 172
Top Five Instagram Best Practices for Nonprofits 176
Top Five Tumblr Best Practices for Nonprofits 179
PART 4 MOBILE AND SOCIAL MEDIA CAMPAIGNSFOR THE ADVANCED NONPROFIT 183
15 REAL-TIME COMMUNICATIONSAND FUNDRAISING 185
The 24/7 News Cycle: Breaking News andCrisis Communications 185
How to Tap into the Power of Cause Awareness Days 188
Live Reporting: Events and Conferences 191
10 Apps and Tools for Real-Time Communications andFundraising 194
16 NEW MEDIA MANAGERS 197
10 Must-Have Skills for New Media Managers 197
How Much Time Mobile and Social Media Require 203
How to Build a Consistent Brand Across All YourOrganization’s Chapters 207
How to Build Your Online Brand in Multiple Time Zones 211
How to Respond to Trolls and DifficultOnline Personalities 212
How to Manage Mobile and Social Media Burnout 213
Advertising 215
Image Copyright and Fair Use 216
Mobile and Social Media Dashboards 217
Mobile and Social Media Analytics Tools 219
YOUR MOBILE AND SOCIAL FUNDRAISINGSUCCESS CHECKLIST 221
NOTES 229
ACKNOWLEDGMENTS 234
INDEX 235
| Zusatzinfo | 10 Illustrations |
|---|---|
| Sprache | englisch |
| Maße | 160 x 234 mm |
| Gewicht | 516 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation | |
| ISBN-10 | 0-07-182546-0 / 0071825460 |
| ISBN-13 | 978-0-07-182546-7 / 9780071825467 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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