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
June 12, 2009
What’s the Point? Integrated Marketing Case Study 1 7 Steps to Success Questions Case Study 2
Middle and major donors don’t want to hear from you online
80 % WW gave online and offline
WW - $1,000 to single cause & $10,896 total
Internet is a favored way for middle and major donors to engage
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.
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
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