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

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

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

  • 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.
  • Learning from the Past
    • 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
    Learning from the Past
  • 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.
  • 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
  • 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.
  • 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
  • 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.
  • 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
    • 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)
  • 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
  • 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
  • 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. .
  •  
    • Email fundraising metrics
    • Website metrics
    • Online PR metrics
    • Social networking metrics
  •