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

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Fundraising Day New York …

Fundraising Day New York

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

Published in: Education
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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.
  • Transcript

    • 1. Taking Leadership Online
      • What’s Hype and What Works in Online Fundraising
      • June 12, 2009
    • 2. What’s the Point? Integrated Marketing Case Study 1 7 Steps to Success Questions Case Study 2
    • 3. ?
    • 4.
      • 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
    • 5.
      • 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
    • 6.
      • $1000+ donors on avg. account for:
        • 1% of total donors
        • 32% of total dollars raised
    • 7.
      • 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
    • 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. 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.
      • 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.
    • 11.  
    • 12. CEO Program VP Dev. VP Membership & Marketing Communications F&A IT Webmaster Direct Marketing Major gifts Advocacy
    • 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
    • 14. March Madness: Launching a Successful Integrated Campaign Nancy Haitch IRC Deputy VP, Development June 12, 2009
    • 15. 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
    • 16. About IRC
      • Helping to lead refugees from harm to home for
      • over 75 years
        • Health
        • Education
        • Safety
        • Home
    • 17.
      • 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
    • 18. 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.
    • 19. Learning from the Past
      • What did we learn from the
      • Emergency Trifecta of 2004-2005
      • and subsequent crises?
    • 20.
      • Media drives people online
      • No time for long decisions
      • Rapid response plan essential
      • A well-rehearsed response team
      • Ongoing internal communications
      Learning from the Past
    • 21. Elements & Outcomes
      • Communications
      • Advocacy
      • Fundraising
    • 22. 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
    • 23. Elements & Outcomes Communications
    • 24. Elements & Outcomes Advocacy
    • 25. Elements & Outcomes Advocacy Acquired 5,000 emails
    • 26. Elements & Outcomes Advocacy
    • 27. Elements & Outcomes Fundraising
      • Robo Call --47,000 donors called --Lift in online donations and petition signatures
      • Phone Briefing --Our largest audience ever
    • 28. Elements & Outcomes Fundraising: E-Appeal
      • Raised $31K
      • 22 New donors
    • 29. Elements & Outcomes Fundraising: Urgent-Gram
      • $213K raised
      • Less successful as an acquisition piece
      • Mail to web activity
    • 30. Looking Ahead
      • Be vigilant
      • Be creative
      • Combine as many elements as possible
      • Add social networking and mobile messaging to the mix
    • 31. Thank you!
    • 32. June 12, 2009 Jono Smith, VP of Marketing Network for Good Network for Good: Online Fundraising Case Study
    • 33. Meet Network for Good
    • 34. How much is being raised online? Network for Good DonateNow Subscribers April 30, 2008-April 30, 2009
    • 35. 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.
    • 36. 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.
    • 37. 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.
    • 38. 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.
    • 39. 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?
    • 40. Website: Before Redesign
    • 41.  
    • 42. 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
    • 43.  
    • 44. Rate the Donor Experience
    • 45. 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.
    • 46. What is Social Media?
      • Social media includes tools (like blogs & video) and websites (like Facebook & Twitter) to share content and have conversations online.
    • 47. Reality Check Social media is not a silver bullet for online fundraising.
    • 48. 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
    • 49. 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.
    • 50. 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
    • 51. 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.
    • 52. 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
    • 53.
      • 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.
    • 54. Create Donor Stewardship System
      • Incorporate Rule of 7 into outreach & stewardship. (Contact 7 times before asking for money)
      • Send a thank you card/ letter
      • Send a holiday card
      • Send donor e-newsletter(s)
      • Invite them to special event
      • Send something of value
      • Call them upon receipt of gift
      • Send information about Enterprise (email or direct)
    • 55. What Has Worked
      • Revamped homepage has increased engagement
      • Offered an opportunity for potential supporters to sign up without having to donate
      • Beta testing social media
      • Multiple asks: 3 times
      • Integrated & Strategic: Coordinated efforts between Resource Development, Communications and Online Services
    • 56. Next Steps
      • Visit our Learning Center at: www.fundraising123.org
      • Contact Me: Jono Smith, VP of Marketing Network for Good [email_address] www.networkforgood.org/npo
    • 57. Wired Wealthy Tactic Take-Aways
    • 58. 1. Segment
    • 59. 2. Website: Engaging, inspiring and easy to use .
    • 60. 3. Noteworthy email
    • 61. 4. Give them what they have already adopted
    • 62. 4. Give them what they have already adopted
    • 63. 5. Integrated and Multi Channel Marketing
    • 64. 6. Experiment: 10% Risk Capital
    • 65. 7. Measure. .
    • 66.  
    • 67.
      • Email fundraising metrics
      • Website metrics
      • Online PR metrics
      • Social networking metrics
    • 68.  

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