How wise is the web that you weave University of Miami Center for Nonprofit Management

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How wise is the web that you weave?University
of MiamiCenter for Nonprofit Management

• Liz Sarachek Blacker
• Executive Director
• Yahoo!
• 2 December 2004

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TODAY

• Introductions
• Live Case Study
• Internet Road Map
• Lets get Started
• Time to Surf
• QA

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THE INTERNET

• SYLLABICATION Internet
• PRONUNCIATION n t r-n t    
•   
• NOUN An interconnected system of networks that
  connects computers around the world via the
  TCP/IP protocol.
• How is this similar to fundraising?

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Internet 14 of Weekly Media Usage- Consistent
Year-over-Year -
Source SRI Knowledge Networks, Media Scan
Fall 2003. Based on U.S. people age 12-64.
Weekly media usage Measured between 600AM and
Midnight Year-over-year increase is calculated
from Fall 2002 and Fall 2003 data.
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Home Media Growth- Penetration The First Seven
Years -
Internet demonstrates FASTEST penetration
growth, when compared to all other medias first
7 years
WWW
TV
Radio
PC
VCR
Cable
Year 1
Year 2
Year 3
Year 4
Year 5
Year 6
Year 7

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Growth of the Internet- Millions of Users -
Source IDC, December 2001 (ICMM 8.1)
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Net Hours Increase at the Fastest Rate Change
in Media Consumption, 1998 to 2003
Source The Industry Standard, May 8, 2000,
Veronis/Suhler
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Decrease in Media Consumption Due to the
Internet
Online Users Reporting Decrease in Media
Consumption
40 of Online users report decreased consumption
of TV Hours, because of online usage
Source Jupiter Consumer Survey, (7/00) n 2312
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Lets get started..
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Building your Site

• Where do I start.? Who can help us?
• Ask others for referrals (check out other sites
  you like and call them for a reference).
• Do an online search building websites or site
  hosting or site building
• Research online sites that guide you
• webbuildersgroup.com, geocities.yahoo.com,
  register.com (to register your domain name)
• Find Students who will work for school credit
• Barter with a local business

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Building your Site

• What should be on my site?
• About Us
• Our organizations mission/objectives.
• Specific Call to Action
• Act now and Why.
• How to Volunteer
• Make it easy. One easy step (email/call).
• Calendar of events
• Drive traffic to fundraising events.
• Email sign-up section
• Create communication for information and
  newsletters
• How to Help
• Donate what/where/when money, goods and services
  (clothes, computers, etc)

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Building your Site
More items to add to your site... Volunteer
sign-ups AND scheduling Online
Database Donations Fundraising!   Customer
login areas     Customer feedback/ordering forms
Online polls Online catalog Order processing
and billing User profile management   Message
Boards or Forums
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What is my online address?
Create a Domain Name. This is your online Home
Address. www.lizsarachekblacker.com There are
several different domain extensions
available .com represents the word "commercial
- Primarily used for businesses. .net represents
the word "network - Most commonly used by
internet related businesses. .org represents the
word "organization - Primarily used for
non-commercial sites. .biz is a restricted-use
global domain name extension used for business
web sites. .info is an unrestricted domain name
extension that creates an opportunity to reach a
worldwide audience .us is a restricted-use
country code extension that may be used by any
individual or organization with residence in the
US or its territories.
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How will they find us?

• Use a Search Engine
• A Search Engine is a tool that searches for
  items on the web.
• Yahoo and many sites incorporate search engine
  functionalities.
• How to get listed on a Search Engine
• There are fee-based submissions and non
  fee-based.
• Do your homework.
• Example This is a fee-based submission
• Yahoo Express fee-based submissions
• Submissions will be evaluated within X days.
• Does not guarantee approval.
• You will receive a response yes/no.

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Camillos/Camillas House - how do I spell
this?How do I find them? USE SEARCH.
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I am getting closer.
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I found it!This link took me to a PDF file with
Camillus House Inc. contact gen info.
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We found various sites re Grants
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Most Popular Search Engines and Directories
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Lets do another search..
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Online Privacy Issues

• ACCURATE INFORMATION
• Make sure all of the information on the website
  is accurate (I know, it sounds funny, yet check,
  re-check, edit and re-edit.).
• PRIVACY POLICY
• If you collect information (such as e-mail or
  other addresses for a newsletter), you need a
  privacy policy.
• Make sure that everyone in the organization
  knows and abides by the privacy policy.
• WATCH YOUR DATABASE
• Remember that a promise not to sell or rent
  donor's names and addresses means A PROMISE.
• Names and addresses must be secured against
  unauthorized access by staff, volunteers and
  contractors.
• Most stealing of data is because of human error,
  e.g., staff leaving computers unattended, not
  limiting access to sensitive files, not changing
  passwords regularly, not terminating accounts of
  departed employees, giving out passwords to
  people who aren't entitled to them. Watch your
  database.

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Privacy Issues Online Cont

• CONTENT
• If you want to post or e-mail other people's
  content, you need to get permission.
• That even applies to content that was already on
  the web.
• The only exception is the U.S. government. Feel
  free to take their content.
• PROTECT THE SYSTEM
• Take reasonable steps (e.g., firewall programs,
  anti-virus programs) to protect
• your own system and data.
• AGE
• Don't put anything on your site that is geared to
  collecting personal information
• (names, addresses, etc.) from kids under 13.
• Federal law requires parental permission in
  writing.
• NO SPAM
• Do not spam easy way to turn-off potential
  donors, volunteers, supporters.

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• Lets Drive Traffic to your site.

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Why drive traffic to your site?

• KNOW WHAT YOU WANT BEFORE YOU DO ANYTHING
• To build awareness of your organization
• To engage and sign-up volunteers
• To promote various causes, events, fundraisers
• To educate people about your organization
• To teach people about your causes
• To raise money
• To answer questions relating to all of the above

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How to drive traffic

• Online media
• Ad units on various sites in a myriad of sizes
  (rich media, regular ad units, road blocks,
  take-overs)
• Email marketing (viral)
• Offline media and promotions
• Include URL in tv/radio/print/flyers/events
• Public Relations
• Include Domain name in press releases
• Word of mouth
• Spread the word, tell a friend
• Work with other organizations
• Partner, Barter and share!

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Case Studies Surfing the Web
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Eg Miami Light Project
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Easter Seals - How do I find a local chapter?
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Sponsor Mentions
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Where to go from Here..

• Its up to you.
• Thank you.
• Liz Sarachek Blacker
• lizs_at_yahoo-inc.com