Taking Leadership Online <ul><li>What’s Hype and What Works in Online Fundraising  </li></ul><ul><li>June 12, 2009 </li></ul>
What’s the Point?  Integrated Marketing Case Study 1 7 Steps to Success Questions Case Study 2
?
<ul><li>Offline donors do not donate online </li></ul><ul><li>Online fundraising is for small gifts only </li></ul><ul><li...
<ul><li>23 major nonprofit organizations across various sectors </li></ul><ul><li>Online survey completed by 3,443 “wired ...
<ul><li>$1000+ donors on avg. account for: </li></ul><ul><ul><li>1% of total donors </li></ul></ul><ul><ul><li>32% of tota...
<ul><li>Offline donors do not donate online </li></ul><ul><li>Online fundraising is for small gifts only </li></ul><ul><li...
Relationship Seeker  (29%) Most likely to respond to opportunities to connect emotionally with your organization online. C...
It’s not demographics that define donors, it’s their  behavior Each requires a  customized, targeted marketing approach  t...
<ul><li>Middle and major donors are already online – ARE YOU? </li></ul><ul><li>Customize based on behavior to maximize fu...
 
CEO Program VP Dev. VP Membership & Marketing Communications F&A IT Webmaster Direct  Marketing Major gifts Advocacy
Major/Donor Mid-Donor/ Super-activist   Small Donor/Activist Website Visitor Points of Entry Search/PR/Mktg/Events Drive W...
March Madness: Launching a Successful Integrated Campaign Nancy Haitch IRC Deputy VP, Development June 12, 2009
March Madness : Launching a Successful Integrated Campaign <ul><li>About the International Rescue Committee </li></ul><ul>...
About IRC <ul><li>Helping to lead refugees from harm to home for </li></ul><ul><li>over 75 years </li></ul><ul><ul><li>Hea...
<ul><li>In FY08: </li></ul><ul><li>--Operating Budget:  $260 Million </li></ul><ul><li>--Approximately 18% of support from...
Genesis of the Campaign <ul><li>March 4, 2009: IRC was expelled from Darfur by the </li></ul><ul><li>Government of Sudan, ...
Learning from the Past <ul><li>What did we learn from the </li></ul><ul><li>Emergency Trifecta of 2004-2005 </li></ul><ul>...
<ul><li>Media drives people online </li></ul><ul><li>No time for long decisions </li></ul><ul><li>Rapid response plan esse...
Elements & Outcomes <ul><li>Communications </li></ul><ul><li>Advocacy </li></ul><ul><li>Fundraising </li></ul>
Elements & Outcomes <ul><li>TIMELINE </li></ul>March 4 --Announcement --Breaking News E-Alert March 5 --Petition on Care2 ...
Elements & Outcomes Communications
Elements & Outcomes Advocacy
Elements & Outcomes Advocacy Acquired 5,000 emails
Elements & Outcomes Advocacy
Elements & Outcomes Fundraising <ul><li>Robo Call --47,000 donors called --Lift in online donations and petition signature...
Elements & Outcomes Fundraising:  E-Appeal <ul><li>Raised $31K </li></ul><ul><li>22 New donors </li></ul>
Elements & Outcomes Fundraising:  Urgent-Gram <ul><li>$213K raised </li></ul><ul><li>Less successful as an acquisition pie...
Looking Ahead <ul><li>Be vigilant </li></ul><ul><li>Be creative </li></ul><ul><li>Combine as many elements as possible </l...
Thank you!
June 12, 2009 Jono Smith, VP of Marketing Network for Good Network for Good:  Online Fundraising Case Study
Meet Network for Good
How much is being raised online? Network for Good DonateNow Subscribers April 30, 2008-April 30, 2009
Case Study: Enterprise Community Partners <ul><li>Mission: to create opportunity for low- and moderate-income people throu...
Online Strategies vs. Tactics <ul><li>An online strategy is a plan of  </li></ul><ul><li>action for using the internet and...
2009 Online Fundraising Strategy <ul><li>Goal: Expand individual giving. </li></ul><ul><li>Six Strategies: Coordinated & i...
2009 Online Fundraising Strategy <ul><li>Goal: Expand individual giving. </li></ul><ul><li>Six Strategies: Coordinated & i...
10-Point Online Check-Up <ul><li>Is your URL guessable? </li></ul><ul><li>Do your publish your URL on every  communication...
Website: Before Redesign
 
Online Giving Requirements <ul><li>State Registration: Over 40+ states require you to be registered </li></ul><ul><li>Dono...
 
Rate the Donor Experience
2009 Online Fundraising Strategy <ul><li>Goal: Expand individual giving. </li></ul><ul><li>Six Strategies: Coordinated & i...
What is Social Media? <ul><li>Social media includes tools (like blogs & video) and websites  (like Facebook & Twitter) to ...
Reality Check Social media is not a silver bullet for online fundraising.
5 Steps to Social Media Success <ul><li>Questions to Answer Before You Start </li></ul><ul><li>Who is our audience?  Build...
Donor Personas <ul><li>Individual Online Donor: Molly Atkinson </li></ul><ul><li>Female, 35 years old, Caucasian </li></ul...
Ladder of Engagement <ul><li>Success is measured by moving potential supports through progressively more involved stages i...
2009 Online Fundraising Strategy <ul><li>Goal: Expand individual giving. </li></ul><ul><li>Six Strategies: Coordinated & i...
Touchpoints drive donors closer – or push them away – as they engage with you through the Donor Relationship Lifecycle. <u...
<ul><li>As your donors move from stage-to-stage, do your strategies, tactics and objectives adapt? Supporters react differ...
Create Donor Stewardship System <ul><li>Incorporate Rule of 7 into outreach & stewardship. (Contact 7 times  before asking...
What Has Worked <ul><li>Revamped homepage has increased engagement  </li></ul><ul><li>Offered an opportunity for potential...
Next Steps <ul><li>Visit our Learning Center at:  www.fundraising123.org </li></ul><ul><li>Contact Me: Jono Smith, VP of M...
Wired Wealthy  Tactic Take-Aways
1. Segment
2. Website: Engaging, inspiring and easy to use .
3. Noteworthy email
4. Give them what they have already adopted
4. Give them what they have already adopted
5. Integrated and Multi Channel Marketing
6. Experiment: 10% Risk Capital
7. Measure. .
 
<ul><li>Email fundraising metrics </li></ul><ul><li>Website metrics </li></ul><ul><li>Online PR metrics </li></ul><ul><li>...
 
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Taking Leadership Online - What\'s Hype and What Works in Online Fundraising

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Fundraising Day New York

Speakers: Alia McKee, Sea Change Strategies, Nancy Haitch, The International Rescue Committee, and Jono Smith, Network for Good

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  • WHY ARE WE HERE – MULTI-TASKING --
  • Online fundraising allows even the smallest local org and groups of individuals to: -organize around a cause -mobilize people -solicit donations -create social change … all on a shoestring budget. There is no more efficient way to raise funds, it increases the potential points of contact with our donors, and donors like it (see next slide)
  • Facebook is the most active social network for nonprofits 25,000 nonprofits have received a total of $3.2 million in donations through Facebook since June 2007. That’s an average of $128/per organization. ACCEPT THE REALITY: Social networks are not a great place to get donations Make fundraising on social networks a part of your integrated campaign strategy.
  • Taking Leadership Online - What\'s Hype and What Works in Online Fundraising

    1. 1. Taking Leadership Online <ul><li>What’s Hype and What Works in Online Fundraising </li></ul><ul><li>June 12, 2009 </li></ul>
    2. 2. What’s the Point? Integrated Marketing Case Study 1 7 Steps to Success Questions Case Study 2
    3. 3. ?
    4. 4. <ul><li>Offline donors do not donate online </li></ul><ul><li>Online fundraising is for small gifts only </li></ul><ul><li>Middle and major donors don’t want to hear from us online </li></ul>
    5. 5. <ul><li>23 major nonprofit organizations across various sectors </li></ul><ul><li>Online survey completed by 3,443 “wired wealthy” donors </li></ul><ul><li>Additional data from 13 of the 23 orgs </li></ul><ul><li>Survey of organizations - over 200 orgs represented </li></ul><ul><li>In-depth interviews </li></ul>
    6. 6. <ul><li>$1000+ donors on avg. account for: </li></ul><ul><ul><li>1% of total donors </li></ul></ul><ul><ul><li>32% of total dollars raised </li></ul></ul>
    7. 7. <ul><li>Offline donors do not donate online </li></ul><ul><li>Online fundraising is for small gifts only </li></ul><ul><li>Middle and major donors don’t want to hear from you online </li></ul><ul><li>80 % WW gave online and offline </li></ul><ul><li>WW - $1,000 to single cause & $10,896 total </li></ul><ul><li>Internet is a favored way for middle and major donors to engage </li></ul>
    8. 8. Relationship Seeker (29%) Most likely to respond to opportunities to connect emotionally with your organization online. Casual Connector (41%) The largest of the three clusters, question after question this group appears to “split the difference” in terms of attitudes and preferences. All Business (30%) Does not appear to be looking for a relationship or emotional connection.
    9. 9. It’s not demographics that define donors, it’s their behavior Each requires a customized, targeted marketing approach to capitalize on their giving Understanding proclivities of donor base creates huge opportunities to customize a fundraising strategy
    10. 10. <ul><li>Middle and major donors are already online – ARE YOU? </li></ul><ul><li>Customize based on behavior to maximize fundraising with your wired wealthy </li></ul><ul><li>Your small dollar file are wired wealthy in waiting – treat them as such. </li></ul>
    11. 12. CEO Program VP Dev. VP Membership & Marketing Communications F&A IT Webmaster Direct Marketing Major gifts Advocacy
    12. 13. Major/Donor Mid-Donor/ Super-activist Small Donor/Activist Website Visitor Points of Entry Search/PR/Mktg/Events Drive Web Traffic Sticky Site/Integrated Mktg Drives List Growth Integrated Mktg Cultivation Integrated Marketing Pyramid Integrated Mktg Cultivation Integrated Mktg Cultivation Brand Awareness List Member/Community Framework for Integrated Online Marketing, Communications, and Fundraising
    13. 14. March Madness: Launching a Successful Integrated Campaign Nancy Haitch IRC Deputy VP, Development June 12, 2009
    14. 15. March Madness : Launching a Successful Integrated Campaign <ul><li>About the International Rescue Committee </li></ul><ul><li>Genesis of the Campaign </li></ul><ul><li>Learning from the Past </li></ul><ul><li>Elements and Outcomes </li></ul><ul><li>Looking Ahead </li></ul>
    15. 16. About IRC <ul><li>Helping to lead refugees from harm to home for </li></ul><ul><li>over 75 years </li></ul><ul><ul><li>Health </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Safety </li></ul></ul><ul><ul><li>Home </li></ul></ul>
    16. 17. <ul><li>In FY08: </li></ul><ul><li>--Operating Budget: $260 Million </li></ul><ul><li>--Approximately 18% of support from the private sector </li></ul><ul><li>--10.5% of donors giving online </li></ul><ul><li>--$2.24 million </li></ul><ul><li>--$125 Average Gift </li></ul>About IRC
    17. 18. Genesis of the Campaign <ul><li>March 4, 2009: IRC was expelled from Darfur by the </li></ul><ul><li>Government of Sudan, leaving some 1.75 million men, </li></ul><ul><li>women, and children at risk. </li></ul>
    18. 19. Learning from the Past <ul><li>What did we learn from the </li></ul><ul><li>Emergency Trifecta of 2004-2005 </li></ul><ul><li>and subsequent crises? </li></ul>
    19. 20. <ul><li>Media drives people online </li></ul><ul><li>No time for long decisions </li></ul><ul><li>Rapid response plan essential </li></ul><ul><li>A well-rehearsed response team </li></ul><ul><li>Ongoing internal communications </li></ul>Learning from the Past
    20. 21. Elements & Outcomes <ul><li>Communications </li></ul><ul><li>Advocacy </li></ul><ul><li>Fundraising </li></ul>
    21. 22. Elements & Outcomes <ul><li>TIMELINE </li></ul>March 4 --Announcement --Breaking News E-Alert March 5 --Petition on Care2 --Personalized Outreach for Petition March 8 --Robo Call March 11 --Phone Briefing March 12 --Urgent-Grams Mail --Phone Briefing thank-you, podcast, appeal, & petition nudge Ongoing Media Activities
    22. 23. Elements & Outcomes Communications
    23. 24. Elements & Outcomes Advocacy
    24. 25. Elements & Outcomes Advocacy Acquired 5,000 emails
    25. 26. Elements & Outcomes Advocacy
    26. 27. Elements & Outcomes Fundraising <ul><li>Robo Call --47,000 donors called --Lift in online donations and petition signatures </li></ul><ul><li>Phone Briefing --Our largest audience ever </li></ul>
    27. 28. Elements & Outcomes Fundraising: E-Appeal <ul><li>Raised $31K </li></ul><ul><li>22 New donors </li></ul>
    28. 29. Elements & Outcomes Fundraising: Urgent-Gram <ul><li>$213K raised </li></ul><ul><li>Less successful as an acquisition piece </li></ul><ul><li>Mail to web activity </li></ul>
    29. 30. Looking Ahead <ul><li>Be vigilant </li></ul><ul><li>Be creative </li></ul><ul><li>Combine as many elements as possible </li></ul><ul><li>Add social networking and mobile messaging to the mix </li></ul>
    30. 31. Thank you!
    31. 32. June 12, 2009 Jono Smith, VP of Marketing Network for Good Network for Good: Online Fundraising Case Study
    32. 33. Meet Network for Good
    33. 34. How much is being raised online? Network for Good DonateNow Subscribers April 30, 2008-April 30, 2009
    34. 35. Case Study: Enterprise Community Partners <ul><li>Mission: to create opportunity for low- and moderate-income people through fit, affordable housing and diverse, thriving communities. </li></ul><ul><li>National leader in investment capital and development services for affordable housing and community revitalization. </li></ul><ul><li>Founded in 1982. </li></ul><ul><li>Raised and invested over $10 billion for 257,000 affordable homes. </li></ul><ul><li>Serve individuals and families with the greatest needs. </li></ul>
    35. 36. Online Strategies vs. Tactics <ul><li>An online strategy is a plan of </li></ul><ul><li>action for using the internet and other digital mediums to achieve a goal or set of goals. </li></ul><ul><li>Your website, Facebook, Twitter, SMS, Email Marketing, SEO, Banner ads, etc. are all tactics that can be used to accomplish that end. </li></ul>
    36. 37. 2009 Online Fundraising Strategy <ul><li>Goal: Expand individual giving. </li></ul><ul><li>Six Strategies: Coordinated & integrated </li></ul><ul><ul><li>Expand online giving opportunities. </li></ul></ul><ul><ul><li>Establish social media relationships. </li></ul></ul><ul><ul><li>Create donor stewardship systems. </li></ul></ul><ul><ul><li>Define one communication calendar. </li></ul></ul><ul><ul><li>Leverage public policy. </li></ul></ul><ul><ul><li>Grow our database of emails. </li></ul></ul>
    37. 38. 2009 Online Fundraising Strategy <ul><li>Goal: Expand individual giving. </li></ul><ul><li>Six Strategies: Coordinated & integrated </li></ul><ul><ul><li>Expand online giving opportunities. </li></ul></ul><ul><ul><li>Establish social media relationships. </li></ul></ul><ul><ul><li>Create donor stewardship systems. </li></ul></ul><ul><ul><li>Define one communication calendar. </li></ul></ul><ul><ul><li>Leverage public policy. </li></ul></ul><ul><ul><li>Grow our database of emails. </li></ul></ul>
    38. 39. 10-Point Online Check-Up <ul><li>Is your URL guessable? </li></ul><ul><li>Do your publish your URL on every communication, both online and offline? </li></ul><ul><li>Do you use website design strategically? </li></ul><ul><li>Do you provide relevant content? (Marketing + Journalism!) </li></ul><ul><li>Do you tell your story through pictures, videos, or podcasts? </li></ul><ul><li>Can you collect email addresses on your website? </li></ul><ul><li>Do you use email marketing & search marketing to drive traffic back to your website? </li></ul><ul><li>Can you accept online donations on your website? </li></ul><ul><li>Do you have a blog? </li></ul><ul><li>Can people find your website in search engines? </li></ul>
    39. 40. Website: Before Redesign
    40. 42. Online Giving Requirements <ul><li>State Registration: Over 40+ states require you to be registered </li></ul><ul><li>Donor Registration: Is an ID & Password required? </li></ul><ul><li>Support for recurring & anonymous donations </li></ul><ul><li>Automatic tax receipts </li></ul><ul><li>Tell-a-friend, custom questions & email sign-up </li></ul><ul><li>Tributes & program designations </li></ul><ul><li>Branding & customization </li></ul><ul><li>Thank you gifts & premiums </li></ul>
    41. 44. Rate the Donor Experience
    42. 45. 2009 Online Fundraising Strategy <ul><li>Goal: Expand individual giving. </li></ul><ul><li>Six Strategies: Coordinated & integrated </li></ul><ul><ul><li>Expand online giving opportunities. </li></ul></ul><ul><ul><li>Establish social media relationships. </li></ul></ul><ul><ul><li>Create donor stewardship systems. </li></ul></ul><ul><ul><li>Define one communication calendar. </li></ul></ul><ul><ul><li>Leverage public policy. </li></ul></ul><ul><ul><li>Grow our database of emails. </li></ul></ul>
    43. 46. What is Social Media? <ul><li>Social media includes tools (like blogs & video) and websites (like Facebook & Twitter) to share content and have conversations online. </li></ul>
    44. 47. Reality Check Social media is not a silver bullet for online fundraising.
    45. 48. 5 Steps to Social Media Success <ul><li>Questions to Answer Before You Start </li></ul><ul><li>Who is our audience? Build personas </li></ul><ul><li>Where are they online? Do your research </li></ul><ul><li>What do they want to do; what are they currently doing online? Observe and participate </li></ul><ul><li>What do we want them to do? Ladder of Engagement </li></ul><ul><li>How will we measure success? Set quantifiable goals </li></ul>
    46. 49. Donor Personas <ul><li>Individual Online Donor: Molly Atkinson </li></ul><ul><li>Female, 35 years old, Caucasian </li></ul><ul><li>Married, no children, city dweller, volunteers regularly for Habitat and mentors young women </li></ul><ul><li>Bachelors in sociology; some graduate work, no formal degree </li></ul><ul><li>Middle manager in Fortune 500 company </li></ul><ul><li>Socially active, impatient, confident </li></ul><ul><li>Belongs to an investment circle </li></ul><ul><li>Cares about the environment and going green </li></ul><ul><li>Relatively new to personal giving, not yet found “favorite cause” </li></ul><ul><li>  </li></ul><ul><li>What does she want to know? </li></ul><ul><li>Who is Enterprise? What do they do? </li></ul><ul><li>How would my $100 donation be helpful to them? </li></ul><ul><li>How do they help real people? </li></ul><ul><li>What are they doing about the mortgage crisis? </li></ul><ul><li>  </li></ul><ul><li>What does she want to do? </li></ul><ul><li>See how we help. </li></ul><ul><li>Give easily and quickly. </li></ul><ul><li>Sign up for a newsletter. </li></ul><ul><li>Give to the city and or cause of her choice. </li></ul><ul><li>Get involved, help with more than money, feel a part of the movement. </li></ul>
    47. 50. Ladder of Engagement <ul><li>Success is measured by moving potential supports through progressively more involved stages in relationship. </li></ul><ul><li>Run for local office </li></ul><ul><li>Work for Enterprise </li></ul><ul><li>Congressional visit </li></ul><ul><li>Town hall meeting </li></ul><ul><li>Write a letter to the editor </li></ul><ul><li>Make a donation to Enterprise </li></ul><ul><li>Contact Congress by email, phone or mail </li></ul><ul><li>Tell a friend </li></ul><ul><li>Sign a petition </li></ul><ul><li>Give us email information </li></ul><ul><li>Connect with Enterprise </li></ul><ul><li>Read information about Enterprise </li></ul>
    48. 51. 2009 Online Fundraising Strategy <ul><li>Goal: Expand individual giving. </li></ul><ul><li>Six Strategies: Coordinated & integrated </li></ul><ul><ul><li>Expand online giving opportunities. </li></ul></ul><ul><ul><li>Establish social media relationships. </li></ul></ul><ul><ul><li>Create donor stewardship systems. </li></ul></ul><ul><ul><li>Define one communication calendar. </li></ul></ul><ul><ul><li>Leverage public policy. </li></ul></ul><ul><ul><li>Grow our database of emails. </li></ul></ul>
    49. 52. Touchpoints drive donors closer – or push them away – as they engage with you through the Donor Relationship Lifecycle. <ul><li>Pre-Donation  Donation  Post-Donation </li></ul>Selection Knowledge Consideration Awareness Satisfaction Loyalty Advocacy Google AdWord Website Visit Video Story Online Donation Thank You Email Email Marketing
    50. 53. <ul><li>As your donors move from stage-to-stage, do your strategies, tactics and objectives adapt? Supporters react differently to marketing messages depending on what stage of the lifecycle they are in. </li></ul>
    51. 54. Create Donor Stewardship System <ul><li>Incorporate Rule of 7 into outreach & stewardship. (Contact 7 times before asking for money) </li></ul><ul><li>Send a thank you card/ letter </li></ul><ul><li>Send a holiday card </li></ul><ul><li>Send donor e-newsletter(s) </li></ul><ul><li>Invite them to special event </li></ul><ul><li>Send something of value </li></ul><ul><li>Call them upon receipt of gift </li></ul><ul><li>Send information about Enterprise (email or direct) </li></ul>
    52. 55. What Has Worked <ul><li>Revamped homepage has increased engagement </li></ul><ul><li>Offered an opportunity for potential supporters to sign up without having to donate </li></ul><ul><li>Beta testing social media </li></ul><ul><li>Multiple asks: 3 times </li></ul><ul><li>Integrated & Strategic: Coordinated efforts between Resource Development, Communications and Online Services </li></ul>
    53. 56. Next Steps <ul><li>Visit our Learning Center at: www.fundraising123.org </li></ul><ul><li>Contact Me: Jono Smith, VP of Marketing Network for Good [email_address] www.networkforgood.org/npo </li></ul>
    54. 57. Wired Wealthy Tactic Take-Aways
    55. 58. 1. Segment
    56. 59. 2. Website: Engaging, inspiring and easy to use .
    57. 60. 3. Noteworthy email
    58. 61. 4. Give them what they have already adopted
    59. 62. 4. Give them what they have already adopted
    60. 63. 5. Integrated and Multi Channel Marketing
    61. 64. 6. Experiment: 10% Risk Capital
    62. 65. 7. Measure. .
    63. 67. <ul><li>Email fundraising metrics </li></ul><ul><li>Website metrics </li></ul><ul><li>Online PR metrics </li></ul><ul><li>Social networking metrics </li></ul>
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