Taking Leadership Online - What\'s Hype and What Works in Online Fundraising

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

?

Offline donors do not donate online

Online fundraising is for small gifts only

Middle and major donors don’t want to hear from us online

23 major nonprofit organizations across various sectors

Online survey completed by 3,443 “wired wealthy” donors

Additional data from 13 of the 23 orgs

Survey of organizations - over 200 orgs represented

In-depth interviews

$1000+ donors on avg. account for:

1% of total donors

32% of total dollars raised

Offline donors do not donate online

Online fundraising is for small gifts only

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

Middle and major donors are already online – ARE YOU?

Customize based on behavior to maximize fundraising with your wired wealthy

Your small dollar file are wired wealthy in waiting – treat them as such.

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 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

March Madness: Launching a Successful Integrated Campaign Nancy Haitch IRC Deputy VP, Development June 12, 2009

March Madness : Launching a Successful Integrated Campaign

About the International Rescue Committee

Genesis of the Campaign

Learning from the Past

Elements and Outcomes

Looking Ahead

About IRC

Helping to lead refugees from harm to home for

over 75 years

Health

Education

Safety

Home

In FY08:

--Operating Budget: $260 Million

--Approximately 18% of support from the private sector

--10.5% of donors giving online

--$2.24 million

--$125 Average Gift

About IRC

Genesis of the Campaign

March 4, 2009: IRC was expelled from Darfur by the

Government of Sudan, leaving some 1.75 million men,

women, and children at risk.

What did we learn from the

Emergency Trifecta of 2004-2005

and subsequent crises?

Media drives people online

No time for long decisions

Rapid response plan essential

A well-rehearsed response team

Ongoing internal communications

Elements & Outcomes

Communications

Advocacy

Fundraising

Elements & Outcomes

TIMELINE

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

Elements & Outcomes Communications

Elements & Outcomes Advocacy

Elements & Outcomes Advocacy Acquired 5,000 emails

Elements & Outcomes Advocacy

Elements & Outcomes Fundraising

Robo Call --47,000 donors called --Lift in online donations and petition signatures

Phone Briefing --Our largest audience ever

Elements & Outcomes Fundraising: E-Appeal

Raised $31K

22 New donors

Elements & Outcomes Fundraising: Urgent-Gram

$213K raised

Less successful as an acquisition piece

Mail to web activity

Looking Ahead

Be vigilant

Be creative

Combine as many elements as possible

Add social networking and mobile messaging to the mix

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

Mission: to create opportunity for low- and moderate-income people through fit, affordable housing and diverse, thriving communities.

National leader in investment capital and development services for affordable housing and community revitalization.

Founded in 1982.

Raised and invested over $10 billion for 257,000 affordable homes.

Serve individuals and families with the greatest needs.

Online Strategies vs. Tactics

An online strategy is a plan of

action for using the internet and other digital mediums to achieve a goal or set of goals.

Your website, Facebook, Twitter, SMS, Email Marketing, SEO, Banner ads, etc. are all tactics that can be used to accomplish that end.

2009 Online Fundraising Strategy

Goal: Expand individual giving.

Six Strategies: Coordinated & integrated

Expand online giving opportunities.

Establish social media relationships.

Create donor stewardship systems.

Define one communication calendar.

Leverage public policy.

Grow our database of emails.

10-Point Online Check-Up

Is your URL guessable?

Do your publish your URL on every communication, both online and offline?

Do you use website design strategically?

Do you provide relevant content? (Marketing + Journalism!)

Do you tell your story through pictures, videos, or podcasts?

Can you collect email addresses on your website?

Do you use email marketing & search marketing to drive traffic back to your website?

Can you accept online donations on your website?

Do you have a blog?

Can people find your website in search engines?

Website: Before Redesign

Online Giving Requirements

State Registration: Over 40+ states require you to be registered

Donor Registration: Is an ID & Password required?

Support for recurring & anonymous donations

Automatic tax receipts

Tell-a-friend, custom questions & email sign-up

Tributes & program designations

Branding & customization

Thank you gifts & premiums

Rate the Donor Experience

What is Social Media?

Social media includes tools (like blogs & video) and websites (like Facebook & Twitter) to share content and have conversations online.

Reality Check Social media is not a silver bullet for online fundraising.

5 Steps to Social Media Success

Questions to Answer Before You Start

Who is our audience? Build personas

Where are they online? Do your research

What do they want to do; what are they currently doing online? Observe and participate

What do we want them to do? Ladder of Engagement

How will we measure success? Set quantifiable goals

Donor Personas

Individual Online Donor: Molly Atkinson

Female, 35 years old, Caucasian

Married, no children, city dweller, volunteers regularly for Habitat and mentors young women

Bachelors in sociology; some graduate work, no formal degree

Middle manager in Fortune 500 company

Socially active, impatient, confident

Belongs to an investment circle

Cares about the environment and going green

Relatively new to personal giving, not yet found “favorite cause”

What does she want to know?

Who is Enterprise? What do they do?

How would my $100 donation be helpful to them?

How do they help real people?

What are they doing about the mortgage crisis?

What does she want to do?

See how we help.

Give easily and quickly.

Sign up for a newsletter.

Give to the city and or cause of her choice.

Get involved, help with more than money, feel a part of the movement.

Ladder of Engagement

Success is measured by moving potential supports through progressively more involved stages in relationship.

Run for local office

Work for Enterprise

Congressional visit

Town hall meeting

Write a letter to the editor

Make a donation to Enterprise

Contact Congress by email, phone or mail

Tell a friend

Sign a petition

Give us email information

Connect with Enterprise

Read information about Enterprise

Touchpoints drive donors closer – or push them away – as they engage with you through the Donor Relationship Lifecycle.

Pre-Donation  Donation  Post-Donation

Selection Knowledge Consideration Awareness Satisfaction Loyalty Advocacy Google AdWord Website Visit Video Story Online Donation Thank You Email Email Marketing

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.

Create Donor Stewardship System