Online Engagement Plan EXAMPLE Rights for All 2009 Online ...

Rights for All2009 Online Fundraising PlanStrategies & Tactics (cont’d)We will continue efforts to drive traffic tothe website via:⊕ Monthly enewsletter⊕ Featuring website content in thequarterly print publication⊕ Checking on keyword data toimprove our website meta tags⊕ Checking on referring sites, makingsure copy and links are accurate⊕ Incorporation of the websiteaddress in our newly revised logoWe will continue to encourage emailsignups via:⊕ Increased prominence of “Tell-A-Friend” link in emails⊕ Featuring more interactive websitecontent in emails⊕ Creating a website section wherevisitors can view past enewsletters⊕ Adding a line to all website stories“Interested in more stories likethis? Sign up for our enewsletter”2009 InitiativesGiven our reduction in resources, ourinitiatives this year will focus on the coreelements of our online strategy, ourwebsite and ecommunications.Over the past several years we have takenon up to six new online initiatives eachyear. In 2009 we will scale back our newinitiatives both to match with ouravailable resources and to give adequatefocus to our systems transition.Our two major new initiatives this year:1. Transition to a new technologysystem to support better datamanagement, provide theorganization with an improved setof tools better suited to our focuson advocacy and improve theonline engagement experience weprovide2. Begin education and research onsocial media/Web 2.0 and conductsome small experiments based onour communication goalsExisting Budget Item ExampleOnline Tools –$100/monthSee System Transition infoWebsite maintenance $100/monthOnline Campaigns x3 $1500/eache-Alert Graphic Design $2000Consulting support $1000/moStaffing - .5 FTE $24,000Estimated Item Total $44,900©2009 John Kenyon Consultingwww.johnkenyon.org

Web Presence BenchmarksOur web presence numbers from 2008 are:Metric Value NotesUnique Visitors/Month 7,760Page Views/Month 11,7406 Each visitor had a 2.5 visit averagePages/Visit 5.87Time on Site 6.9 min Misreported by tool as this includes10.5 % of visits over 30 minutesMost Popular Pages - Stories Page ViewsObama and Human Rights 4663New Report by Amnesty 2726History of US Discrimination 2489Support Marriage Equality 2096Most Popular Pages – Static Page ViewsHomepage 194232Library 7288Based on this data, our benchmarks for 2009 are:Metric Value NotesUnique Visitors/Month 8070 Has increased 3%/year, goal is 4%Page Views/Month 12,4400 Increases with trafficPages/Visit 6.1Time on Site (avg) 4.2 min Is reported differently in Google, willneed to collect data and recalibrate.Most Popular Pages - StoriesObama and Human RightsNew Report by AmnestyHistory of US DiscriminationSupporting Marriage EqualityStrategyTie into current eventsBarter for email info,Video - very popularHighlights supporters. Taps into ourties with LGBT communities©2009 John Kenyon Consultingwww.johnkenyon.org

PROJECT DETAIL EXAMPLESystem Transition: Business Processand Technology ToolsIn light of RFA’s renewed focus onadvocacy, we will be moving away fromour current set of individual tools foronline donations, bulk email, eventmanagement and advocacy to anintegrated system that better supportsour goals and processes.Our current tools will not meet our needsmoving forward and we do not foreseethem being upgraded or improved. Ourcurrent vendor has not upgraded orimproved their tools in any significant wayover the past 4 years. They seem focusedon marketing and sales rather thanproduct improvement.In the fall of 2008, faced with the newdirection of the agency, we listed ourneeds for online tools and prioritizedthose needs. We then matched themagainst the available tools, usingIdealware.com’s reports. Based on ourneed for petitions and e-advocacy tools,we have narrowed our choices toDemocracy in Action and AMP by RadicalDesigns.System Transition: Project Tasks &TimelinePlan for tool integration withwebsite and email processesTrain staff and provide supportduring transitionFull data import and testImplement use of new system, takeold systems offlineTimeline – This project is expected to runfrom January until June with rollout ofthe new system in July.System Transition: BudgetIt is estimated this complete project willtake an average of 15 hours of staff timeper week for four months. This includesthe technology team and the data team,made up of participants in thedevelopment, programs andadministration functions.Estimated CostsNew Tool Setup/Monthly Fee $0/$100Cost of Existing Tools/Month $80Net Monthly Increase $20Social MediaIn 2009 our planes include creating apresence on several of the most popularsites on the internet, meeting ouraudience where they are online. This willinclude setting up and maintaining apresence on Facebook, YouTube andFlickr.Complete selection of new systemAdministrators system trainingSet system up to meet needsClean up data in current sourcesTest importing data and workingwith real dataMake adjustments as neededWe will conduct research into bestpractices and attend the “We Are Media”training through NTEN in February. Basedon what we learn we will set specificgoals and proceed with the plan asresources allow.©2009 John Kenyon Consultingwww.johnkenyon.org