Online Fundraising for Museums and Cultural Organisations
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A presentation by Rich Mintz from Blue State DIgital and Alex Morrison from Cogapp about Online Fundraising for Museums and Cultural Organisations. The presentation covers opportunity, method and how ...

A presentation by Rich Mintz from Blue State DIgital and Alex Morrison from Cogapp about Online Fundraising for Museums and Cultural Organisations. The presentation covers opportunity, method and how to with hints and tips.

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Online Fundraising for Museums and Cultural Organisations Presentation Transcript

  • 1. Online Fundraising for Museums & Cultural Organisations Presented by Rich Mintz Alex Morrison Blue State Digital Cogapp rich@bluestatedigital.com alexm@cogapp.com 5th October 2010. ICA, London    
  • 2. Agenda Introductions Opportunity Method How To General Discussion Online Fundraising for Museums & Cultural Organisations
  • 3. Introductions Round the table introductions Hashtag #mof10 Logistics and schedule Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 4. Blue State Digital Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 5. Cogapp Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 6. The Opportunity Online Fundraising for Museums & Cultural Organisations
  • 7. Arts are a luxury, but theyʼre a really sticky one. Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 8. Remember how the internet used to be? Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 9. What Changed? In 2000 In 2010 Unwieldy Usable Unreliable/rare Always on/everywhere Unsophisticated At its best, an elegant applications and uses experience Part of mainstream life Deployed by fringe institutions “My grandmother is on YouTube” “My crazy uncle has a dialup account” Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 10. In case you thought I was kidding... Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 11. The Opportunity Online activity Online giving Case Studies Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 12. The Opportunity Online Activity Weʼre wired. 60% of the UK adult population i.e. 30.1 million adults access the Internet every day or almost every day. Nearly double the estimate in 2006 of 16.5 million. source: Office of National Statistics Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 13. The Opportunity Online Museums Traffic on UK museum websites increased by 225% between 2003-4 and 2007-8 Annual growth rate ≈ 35% source: DCMS Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 14. The Opportunity Online Museums In the last 18 days the top four museum twitter accounts (MoMA, Met, Tate, Smithsonian) all gained 7% more followers. Equivalent growth rate of 400% p.a. Source: Cogapp/Twitter Statistics Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 15. The Opportunity Online Giving Just Giving is the market leader in the UK Personal accounts ≈ 12 million [i.e. 20% of UK adults] Charity accounts ≈ 9,000 Money raised to date £700m Average donations per charity ≈ £77k [by inference] Museums and gallery accounts ≈ 50 [i.e. fewer than 5% of UK museums] Source: Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 16. The Opportunity Stats Sources All the stats above, and many more, can be found online :- delicious.com/cogapp/stats Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 17. The Opportunity Case Studies USA FIFA World Cup Bid Airborne Forces Museum Tate Campaign Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 18. The Opportunity Case Studies USA FIFA World Cup Bid Online Fundraising for Museums & Cultural Organisations
  • 19. The Opportunity Case Studies USA FIFA World Cup Bid Challenge: Use the 2010 South Africa World Cup to build the Bidʼs list, when soccer was in the global spotlight. Gain supporters for the cause (List Goal = 1 million). Organise the supporters already on the list to host watch parties and recruit more friends. Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 20. The Opportunity Case Studies USA FIFA World Cup Bid Response: Our first promotional video was seen by 65K people, with almost no promotion or PR – mostly via organic SEM New website is a home for stories, testimonials, and especially visual (video) evidence of the popularity of football Viral petition campaign, driven by social media, has amassed a supporter base of over 1 million in about 8 months Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 21. The Opportunity Case Studies USA FIFA World Cup Bid Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 22. The Opportunity Case Studies USA FIFA World Cup Bid List is currently 1M+ and growing… Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 23. The Opportunity Case Studies Airborne Forces Museum - Paradata ParaData Online archive & museum Wanted to move from registration fees to donations What we did Tweaked design Set up forms Linked to e-commerce Reviewed and tested Monitored Online Fundraising for Museums & Cultural Organisations
  • 24. The Opportunity Case Studies Airborne Forces Museum - Paradata Results 10% of registered users donate Average donation ≈ £15 > 1 donation per user ! Current max donation = £50 Online Fundraising for Museums & Cultural Organisations
  • 25. The Opportunity Case Studies Tate Campaign Before 12 distinct links Chronological prioritisation No persuasive story-telling Anonymous sender 100% information Online Fundraising for Museums & Cultural Organisations
  • 26. The Opportunity Case Studies Tate Campaign After One link Goal-oriented prioritisation Tells story of Tate, past and present Introduces curator 100% action Online Fundraising for Museums & Cultural Organisations
  • 27. The Method Online Fundraising for Museums & Cultural Organisations
  • 28. The Method First principles: Relationships, authenticity, empowerment Fundamental tactics: Lift people up the value ladder Messaging: Action and engagement Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 29. The Method First Principles Relationships Authenticity Low barriers to entry Moments Testing Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 30. The Method The Relationship Ecosystem s £ Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 31. The Method Why Relationships Matter Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 32. The Method Relationship–Building 101 Say what you mean Plan a narrative in advance Segment by interest/behavior Listen, donʼt just talk Constantly invite people to take action Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 33. The Method Find a Place for Everyone Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 34. The Method “Everyone” means Everyone! Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 35. The Method Mighty Oaks Grow from Little Acorns Have as much energy and drive and enthusiasm as big people (or more!) Are as hungry to have an impact as big people Have as many friends as big people Grow up into big people Might not even realize theyʼre little people Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 36. The Method Show Whatʼs Behind the Door Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 37. The Method Show Whatʼs Behind the Door Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 38. The Method Be Authentic Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 39. The Method Remember who youʼre accountable to Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 40. The Method Make things simpler Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 41. The Method Donʼt Drive People Crazy Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 42. The Method Seize Moments as they Occur Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 43. The Method And Donʼt Forget About Testing! Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 44. The Method Test Everything Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 45. The Method Testing Jewish Community Heroes: The new form improved overall site conversion rate by 29% Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 46. The Method The Ladder of Participation Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 47. The Method The Ladder of Participation If I canʼt figure out in five seconds what this has to do with me, you failed. Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 48. The Method Email–3 Key Questions Users Ask Why am I on this list? What do you want from me right now? What comes next? Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 49. The Method What Makes a Good Message Urgency Timeliness Relevance Continuity Clarity Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 50. The Method What Makes a Good Message Urgency Timeliness Relevance Continuity Clarity Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 51. The Method And When All Else Fails... “Iʼve built my entire career on free parking.” Development professional, Los Angeles Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 52. How To Online Fundraising for Museums & Cultural Organisations
  • 53. How To E-mail campaigns Online Social Media Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 54. How To Email Campaigns Copywriting Frequency Campaign thinking Integration Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 55. How To Quick review: The Basics of Online Fundraising Build a list Tell your story – start a conversation Itʼs not just about money – itʼs about empowering people Be transparent about why you need their help Donʼt treat all donors the same Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 56. How To Talking to New Signups Things you want to do: Give them a solid introduction to your organisation. Give them an idea of what to expect. Give them ways to get involved. Ask them for money (soon). Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 57. How To Talking to Existing Constituents To be authentic, transparent, and drive participation, messaging must be: Topical, urgent, and moment-driven Unafraid to ask, and to articulate the need for and benefits of action Group-oriented Concrete Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 58. Email Example: Fundraising Campaign Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 59. Email Example: Fundraising Campaign WNET Emergency Campaign Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 60. Email Example: Fundraising Campaign WNET Emergency Campaign: Goals Display need, make a passionate ask (a message that avoided the subject of financial need would come across as inauthentic). Express this need specifically to low-dollar donors (this hadnʼt been done before, the message was always programme-driven). Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 61. Email Example: Fundraising Campaign $100K + Raised: 5x Previous Fundraising Record Campaign anchored by video appeal from Barbara Bantivoglio (WNET VP for Institutional Advancement) shown online and on-air. Short and aggressive campaign: 5 email messages over the course of 3 weeks. Low dollar gifts made up the 2nd largest segment of gift amounts. Recent donors to earlier campaigns responded at a high rate. Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 62. Email Example: Cultivation Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 63. Email Example: Cultivation Vogue Magazine Email Campaign Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 64. Email Example: Cultivation Vogue Magazine Email Campaign: Goals Open up what has typically been viewed as a very protected and elitist brand. Create a two-way conversation with Vogue readers (both subscribers and non-subscribers). Sell more subscriptions, but not necessarily right away. Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 65. Email Example: Cultivation Grace Shared her Story, and Asked for Readersʼ Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 66. Email Example: Cultivation Just One of the Thousands Collected: “I grew up in a small coal mining community in West Virginia. No big shopping areas, ordered most of our clothes from JC Penny or Sears. I remember how excited I was with my first pair of Lee jeans and Nike tennis shoes in Junior High school. Vogue was a way to look at beautiful photos, and introduced me to brands that I still remember and now buy as an adult. Vogue still wows me, to get a peek at the lives of The Beautiful People! Thank you Vogue for never wavering.” Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 67. How To Web Usability is critical If your site currently generates £10,000 p.a. in donations, usability improvements will on average add £8,300 p.a. to your bottom line In roughly 12% of cases, returns will be greater than 1000% Source: Jakob Nielsen at useit.com Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 68. How To Web Explain the need Make it easy to get engaged especially via e-mail Make it easy to give Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 69. How To Web Worked Example Peabody Essex Museum www.pem.org Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 70. How To Web Techniques for improving website performance User testing Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 71. How To Web Techniques for improving website performance Critical review Analytics review A-B testing Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 72. Social Media Online Fundraising for Museums & Cultural Organisations
  • 73. Social Media Making a Facebook page is not “engagement” Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 74. Social Media Who cares how many followers you have if they wonʼt buy a ticket or write a cheque? Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 75. Social Media Appealing content drives social sharing User– Interviews Link Calls to Aggregation Generated Statistics & Feaures Action Content Pictures Event Organizational Promotion Press & Updates & Recaps Stories Video Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 76. Social Media Encouraging comments and conversation Ask for them Respond to them Donʼt require approval Offer premiums and other drivers of online energy Repost comments as blog posts Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 77. Social Media Case Study: LSM Poster Contest The Ask: Create a poster to depict things that would best lead to rebirth of Michigan The Prize: First prize $1,000 – Second Prize $250. The Goal: Raise awareness for Letʼs Save Michigan and grow the email list. The Response: Over 300 entries, 60 finalists and 20,000 votes for an email list. Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 78. Social Media Case Study: LSM Poster Contest The Ask: Create a poster to depict things that would best lead to rebirth of Michigan Facebook was a major driver of traffic/ action. Since pictures are so highly consumed on Facebook, posting the posterʼs worked extraordinarily well to drive traffic back to the contest voting form. Online Fundraising for Museums & Cultural Organisations Blue State Digital Cogapp
  • 79. Discussion Online Fundraising for Museums & Cultural Organisations
  • 80. Online Fundraising for Museums & Cultural Organisations Presented by Rich Mintz Alex Morrison Blue State Digital Cogapp rich@bluestatedigital.com alexm@cogapp.com 5th October 2010. ICA, London