Digital fundraising- less magic, more hard work!       By Beate Sørumhttp://about.me/beatesorum
Hello - nice to see you:)If you tweet, I’m @BeateSorumFeel free to ask and comment both here and there -I’d love to hear y...
Me, me, me!!‣ Norwegian Cancer Society‣ Digital communication and digital  fundraising‣ Social media strategy‣ E-commerce ...
Me, me, me!!‣ Norwegian Cancer Society‣ Digital communication and digital  fundraising‣ Social media strategy‣ E-commerce ...
You, you, you!!Hello:)Who are you?
A tentative agenda
A tentative agenda•   How (sadly) digital fundraising isn’t magic
A tentative agenda•   How (sadly) digital fundraising isn’t magic•   Why sharing is important
A tentative agenda•   How (sadly) digital fundraising isn’t magic•   Why sharing is important•   The digital consumer
A tentative agenda•   How (sadly) digital fundraising isn’t magic•   Why sharing is important•   The digital consumer•   H...
A tentative agenda•   How (sadly) digital fundraising isn’t magic•   Why sharing is important•   The digital consumer•   H...
A tentative agenda•   How (sadly) digital fundraising isn’t magic•   Why sharing is important•   The digital consumer•   H...
A tentative agenda•   How (sadly) digital fundraising isn’t magic•   Why sharing is important•   The digital consumer•   H...
A tentative agenda•   How (sadly) digital fundraising isn’t magic•   Why sharing is important•   The digital consumer•   H...
Let’s set the mood..     Source: http://www.flickr.com/photos/ shishberg/504043988/sizes/z/in/photostream/
Let’s set the mood..                   Source: http://www.flickr.com/photos/                    intersectionconsulting/4935...
Have you ever heard...• «We haven’t found the key to fundraising  on facebook yet»• «Yes, we’re on facebook, but it’s not ...
http://about.me/beatesorum
..Automagically would be nice, but alas - the    world is not so. Not even online.                                        ...
Abra Kadabra?                  • 59 % have never raised revenue directly                           through facebook or twi...
Abra Kadabra?                  • 59 % have never raised revenue directly                           through facebook or twi...
But what about apps and    campaign sites?• Campaign sites belong to the belief of    magic fundraising. They’re not = $ e...
Raise your right hand                 http://about.me/beatesorum
Raise your right handI, [name], do solemnly swear to never everagain belive that social media is a Magic Faucetof Free Cas...
Raise your right handI, [name], do solemnly swear to never everagain belive that social media is a Magic Faucetof Free Cas...
What, no magic? :c• The attention bit - still magic (yay:D)• The getting money bit - not so much (boo!)• Your 100 K facebo...
http://about.me/beatesorum
[Insert name of chosen social media]                                http://about.me/beatesorum
[Insert name of chosen social media]                $                                http://about.me/beatesorum
[Insert name of chosen social media]                $                                http://about.me/beatesorum
[Insert name of chosen social media]                $                                http://about.me/beatesorum
http://about.me/beatesorum
[Insert name of chosen social media]Traffic + attention + contact       $                                http://about.me/be...
A tentative agenda✓How (sadly) digital fundraising isn’t magic• Why sharing is important• The digital consumer• How digita...
«But sharing doesn’t give                                us any cash!»Source: http://blog.eventbrite.com/social-commerce-2...
But what’s this got to do     with charities?                    http://about.me/beatesorum
But what’s this got to do     with charities?                    http://about.me/beatesorum
Right-o.So how do we do this?                http://about.me/beatesorum
Right-o.So how do we do this?       Buzzword-                   http://about.me/beatesorum
Right-o.So how do we do this? First of all; I am a multichannel evangelist.                                        http://...
Right-o.So how do we do this? First of all; I am a multichannel evangelist.                                        http://...
Right-o.So how do we do this? First of all; I am a multichannel evangelist. Meaning: It all needs to work together.       ...
Right-o.So how do we do this? First of all; I am a multichannel evangelist. Meaning: It all needs to work together. And it...
A tentative agenda✓How (sadly) digital fundraising isn’t magic✓Why sharing is important• The digital consumer• How digital...
Some digital trends• Customer service: The digital customer is  high maintenance.• This affects us as fundraisers, we can’...
What do I do now?Hi,I am really disappointed. I accidentally washed the pink ribbon pearl pin I had put on mysweater in th...
• Plastic pearl• Cheap• ...that she bought to support the cause!• «What do I do now?» <-- Really?!                        ...
What I wanted to do:                       http://about.me/beatesorum
What I wanted to do:                       http://about.me/beatesorum
What I wanted to do:What we did:                       http://about.me/beatesorum
What I wanted to do:What we did:                                                 «Hi [name],               We’re so sorry ...
This is so good it makes me a little nauseous..                                   http://about.me/beatesorum
Some digital trends               http://about.me/beatesorum
Some digital trends      Buzzword-                  http://about.me/beatesorum
Some digital trends• People are doing it for themselves - aka  Crowdfunding                                    http://abou...
A tentative agenda✓How (sadly) digital fundraising isn’t magic✓Why sharing is important✓The digital consumer• How digital ...
Anyone do DM’s?«Everything on the internet is accelerateddirect marketing.»              - quote from unknown smartie, pic...
What makes a good DM? • The ask • Frequency • Target demographic • Emotions • Being the solution to a defined problemWhy is...
Too much space  ..in an ad or DM we have to budget our space. On the  internet we can put up any crap (scuze the language)...
The ask• In digital media; he who askes recieves.• Ask your supporters for help!    ➡   Not just donations, or volunteers ...
What makes a good DM?✓The ask• Frequency• Target demographic• Emotions• Being the solution to a defined problem            ...
Frequency• How often do you send out a DM?• How often do you ask in an e-mail?• How often on facebook?• How often on twitt...
Frequency"users were annoyed by non-profits that tried topush products or donations, or tried to get themto sign up for ot...
Do you have control over who recieves           what - where?
Do you have control over who recieves           what - where?  «I was treated to truly engaging online updates on the way ...
Do you have control over who recieves           what - where?  «I was treated to truly engaging online updates on the way ...
Do you have control over who recieves           what - where?  «I was treated to truly engaging online updates on the way ...
What makes a good DM?✓The ask✓Frequency• Target demographic• Emotions• Being the solution to a defined problem             ...
Target      demographic• Are your online donors the same as your  regular ones?
Do we know who we’re     talking to?    Who are these people?                            http://about.me/beatesorum
Do we know who we’re     talking to?               2011:  9000 customers in our webshop  1200 were in our database       =...
Demographics of Norwegian Cancer Society facebook-page. On average about 20 years      younger than our usual donors
Demographic has become contextual
What makes a good DM?✓The ask✓Frequency✓Target demographic• Emotions• Being the solution to a defined problem              ...
Emotions..We’ve perfected this for years - how did welet the average business get better than us atevoking emotion?Mobile ...
We can do that too!..and it doesn’t have to be expensive.. ..that video just makes me feel good:)
Bonus: My favouritefundraising video ever    Wateraid: Thank you for this
What makes a good DM?✓The ask✓Frequency✓Target demographic✓Emotions• Being the solution to a defined problem               ...
Being the solution    http://www.charitywater.org/september/
Being the solutionif you never say «this isour goal» - you can neversay «look! We reached it -thanks to you guys!»        ...
Being the solution is about daring        to define success  Discuss with the person next to you, or write  down:• How can ...
What makes a good DM?✓The ask✓Frequency✓Target demographic✓Emotions✓Being the solution to a defined problem                ...
So, what’s new?• Proof• Presence• Inexpensive• Two(or more)-way                     http://about.me/beatesorum
Proof• Proof of your value as a charity• Proof that your contributions matter• Proof that you are trustworthy             ...
Proof        http://about.me/beatesorum
Proof - realtime• Show people what you’re doing through  streaming, gps, blogs, etc• If you can’t show quick results (like...
A tentative agenda✓How (sadly) digital fundraising isn’t magic✓Why sharing is important✓The digital consumer✓How digital m...
Facebook - what works?• Lighten up - even if your cause is serious,  you’re allowed to have fun.• You’re a part of peoples...
Facebook - what works?
Facebook - what works?                              Screenshot from                                  Pink ribbon          ...
Screenshot of webshop (not counting donations and sign-ups             Blue: Sales in NOK. Yellow: VisitorsSales correlate...
Facebook, cont.• Pay to «show off» and identify with you• Let them look good• E-commerce + facebook = <3
Twitter• Microdonations - microgoals• Great for advocacy• Identify key players and ask for help• Short, intense «drives»• ...
This is Erlend - a self  proclaimed nerd.   He wanted to do something for   the starving people on the Horn               ...
A quick note on       blogggers• For the love of [insert your deity] - do  your research.• Wrong blogger = PR disaster• Wr...
A tentative agenda✓How (sadly) digital fundraising isn’t magic✓Why sharing is important✓The digital consumer✓How digital m...
Your websites «Giving money on charity websites is 7% harder than spending money on e- commerce sites. Donating physical i...
(Hi Netlife Research, I borrowed this slide   from http://www.slideshare.net/andershoff/     salg-og-konvertering-p-nett -...
(Hi Netlife Research, I borrowed this slide   from http://www.slideshare.net/andershoff/     salg-og-konvertering-p-nett -...
Usability doesn’t =      boring!     Look to e-commerce.   Don’t underestimate design      Again; delight people
A tentative agenda✓How (sadly) digital fundraising isn’t magic✓Why sharing is important✓The digital consumer✓How digital m...
My top 10 tips
My top 10 tips1. Good landing pages
My top 10 tips1. Good landing pages2. Invest in conversion rates
My top 10 tips1. Good landing pages2. Invest in conversion rates3. Measure social traffic
My top 10 tips1. Good landing pages2. Invest in conversion rates3. Measure social traffic    ➡   What is effective? What ef...
My top 10 tips1. Good landing pages2. Invest in conversion rates3. Measure social traffic    ➡   What is effective? What ef...
My top 10 tips1. Good landing pages2. Invest in conversion rates3. Measure social traffic    ➡   What is effective? What ef...
My top 10 tips1. Good landing pages2. Invest in conversion rates3. Measure social traffic    ➡   What is effective? What ef...
My top 10 tips
My top 10 tips6. Be specific. Dare to define success.
My top 10 tips6. Be specific. Dare to define success.7. Do your research
My top 10 tips6. Be specific. Dare to define success.7. Do your research8. Communicate visually
My top 10 tips6. Be specific. Dare to define success.7. Do your research8. Communicate visually9. Lighten up!
My top 10 tips6. Be specific. Dare to define success.7. Do your research8. Communicate visually9. Lighten up!10. Say please ...
Thank you for listening!aPlease connect with me so I can learn fromyou too - see http://about.me/beatesorum.
"Digital Fundraising - less magic, more hard work". From International Fundraising Congress 2011
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"Digital Fundraising - less magic, more hard work". From International Fundraising Congress 2011

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"Digital Fundraising - less magic, more hard work"
The slides from my session at the Interational Fundraising Congress in Amsterdam 2011.

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  • \n
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  • Warning! Geeky humour and references abound. Apologies in advance. There WILL be unicorns. \n\nAnd I might leave you with more questions than answers - sorry about that. But if at the end of this, you walk away from this thinking wow - it can be done, we just need to fit the pieces together - then I shall consider this a success. \n
  • Warning! Geeky humour and references abound. Apologies in advance. There WILL be unicorns. \n\nAnd I might leave you with more questions than answers - sorry about that. But if at the end of this, you walk away from this thinking wow - it can be done, we just need to fit the pieces together - then I shall consider this a success. \n
  • Small survey: How many of you run a facebook page? More than 1000 fans? 10 000? 100 000?\nSize of org; more than 10 employees? 50? 100? 500? \n\n
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  • Are you all feeling the halleluja? We&amp;#x2019;ve been feeling the halleluja for a few years now. And guess what? It&amp;#x2019;s starting to wear off. \n
  • Are you all feeling the halleluja? We&amp;#x2019;ve been feeling the halleluja for a few years now. And guess what? It&amp;#x2019;s starting to wear off. \n
  • Are you all feeling the halleluja? We&amp;#x2019;ve been feeling the halleluja for a few years now. And guess what? It&amp;#x2019;s starting to wear off. \n
  • Are you all feeling the halleluja? We&amp;#x2019;ve been feeling the halleluja for a few years now. And guess what? It&amp;#x2019;s starting to wear off. \n
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  • Facebook IS for fundraising - it&amp;#x2019;s just not a magic faucet of money. \n
  • Facebook IS for fundraising - it&amp;#x2019;s just not a magic faucet of money. \n
  • Facebook IS for fundraising - it&amp;#x2019;s just not a magic faucet of money. \n
  • Facebook IS for fundraising - it&amp;#x2019;s just not a magic faucet of money. \n
  • Let&amp;#x2019;s do a little experiment. Let&amp;#x2019;s ask the question again. Have you ever raised revenue directly through facebook or twitter? Alright. Now what if we do this. Does your answer change? Take a second to think. \nThe second part baffles me, because most tools are free! Sure you can do fancy things if you pay, but you can do very very much for free. I think this is the misguided belief that fundraising digitally is magic. \n
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  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
  • I think most of you have indeed generated revenue from facebook. It just didn&amp;#x2019;t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
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  • Eventbrite, tickets - march this year\nShare button all over the site. 40% of all sharing happens before purchase - 60% after. So sharing AFTER is more interesting to the consumer. In fact, 10x more interesting. And as a post purchase share drives 20% more ticket sales - that is good news. \n
  • De har sett p&amp;#xE5; hvilke eventer som deles mest, og selv om nettverkingseventer er de som deles mest - er det musikk og fundraisingseventer som gir mest i kassa. \n\nFor eventbrite - every music event that is shared on facebook is worth 12$. Now that&amp;#x2019;s revenue to me! \n
  • De har sett p&amp;#xE5; hvilke eventer som deles mest, og selv om nettverkingseventer er de som deles mest - er det musikk og fundraisingseventer som gir mest i kassa. \n\nFor eventbrite - every music event that is shared on facebook is worth 12$. Now that&amp;#x2019;s revenue to me! \n
  • It is important to integrate all of your marketing channels. Your webpage needs to not suck. You need to say the same thing in all your messages. But someone else will teach you these things. I&amp;#x2019;ll try to focus on the social channels. \n
  • It is important to integrate all of your marketing channels. Your webpage needs to not suck. You need to say the same thing in all your messages. But someone else will teach you these things. I&amp;#x2019;ll try to focus on the social channels. \n
  • It is important to integrate all of your marketing channels. Your webpage needs to not suck. You need to say the same thing in all your messages. But someone else will teach you these things. I&amp;#x2019;ll try to focus on the social channels. \n
  • It is important to integrate all of your marketing channels. Your webpage needs to not suck. You need to say the same thing in all your messages. But someone else will teach you these things. I&amp;#x2019;ll try to focus on the social channels. \n
  • It is important to integrate all of your marketing channels. Your webpage needs to not suck. You need to say the same thing in all your messages. But someone else will teach you these things. I&amp;#x2019;ll try to focus on the social channels. \n
  • It is important to integrate all of your marketing channels. Your webpage needs to not suck. You need to say the same thing in all your messages. But someone else will teach you these things. I&amp;#x2019;ll try to focus on the social channels. \n
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  • - This shouldn&amp;#x2019;t be hard, right? We&amp;#x2019;ve always taken good care of our donors, right? \n- These people are used to free postage. Handwritten notes in their packages. The CEO replying to their every need around the clock! \n
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  • Sometimes, loving your donors is really a bit hard to do. \n
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  • Now that&amp;#x2019;s just magic customer service. Charity:water has secured a life time donor here in young mackenzie, just by offering great customer service. Or thank you, as we used to call it. \n
  • There are so many great examples of people starting different things that charities did not instigate or have control over, and caring for these volunteers is a whole different subject. I think we are somewhat wrong to put this into the same context as digital fundraising - this is community management\n
  • There are so many great examples of people starting different things that charities did not instigate or have control over, and caring for these volunteers is a whole different subject. I think we are somewhat wrong to put this into the same context as digital fundraising - this is community management\n
  • There are so many great examples of people starting different things that charities did not instigate or have control over, and caring for these volunteers is a whole different subject. I think we are somewhat wrong to put this into the same context as digital fundraising - this is community management\n
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  • Same elements - same techniques, different channel\n
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  • A DM in your mailbox will always contain a solid ask, but online we tend to think that our ever-present &amp;#xAB;donate now&amp;#xBB;-button is the solution to every problem. Why don&amp;#x2019;t you ask me directly, in the blogpost? \nIf a facebook share is worth 12$ - why are you okay with that puny little f on the top of your pages? Why do you not have a pop-up that says &amp;#xAB;please share this donation with your facebook friends, chances are they&amp;#x2019;ll donate too&amp;#xBB;\n
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  • we need new CRM tools to sort out all this data. You need to be careful about the balance. \n
  • The most important thing you can do for fundraising through facebook, is to not really fundraise on facebook. Now, I know this sounds contradictory to what I just said about asking, but it&amp;#x2019;s a matter of how and when. While you might not ask on facebook, you might share a story - that has an ask at the bottom. \nI also find that this varies greatly within different charities and the type of people on your page. On the pink ribbon-page, i can be very commercial and push products. On the cancer society main page i cannot. \n
  • This is one of my favourite examples of the lack of crm. So we need to work out new methods for CRM, social CRM if you will, to make sure this doesn&amp;#x2019;t happen. And we need to start over on the donor journey. Buzzword-alert: Social CRM. \n
  • This is one of my favourite examples of the lack of crm. So we need to work out new methods for CRM, social CRM if you will, to make sure this doesn&amp;#x2019;t happen. And we need to start over on the donor journey. Buzzword-alert: Social CRM. \n
  • This is one of my favourite examples of the lack of crm. So we need to work out new methods for CRM, social CRM if you will, to make sure this doesn&amp;#x2019;t happen. And we need to start over on the donor journey. Buzzword-alert: Social CRM. \n
  • This is one of my favourite examples of the lack of crm. So we need to work out new methods for CRM, social CRM if you will, to make sure this doesn&amp;#x2019;t happen. And we need to start over on the donor journey. Buzzword-alert: Social CRM. \n
  • This is one of my favourite examples of the lack of crm. So we need to work out new methods for CRM, social CRM if you will, to make sure this doesn&amp;#x2019;t happen. And we need to start over on the donor journey. Buzzword-alert: Social CRM. \n
  • The term &amp;#xAB;Demographic&amp;#xBB; kind of needs to be redefined. We are used to thinking of demographic in terms of age, gender and geographical location. I would be single 30 year old woman, Oslo Norway. You can no longer define me thus. I am public speaker - identifying with 50 year old men. I am techie, identifying with severe geeks. I am a passionate super-aunt, identifying with mommy-bloggers. I am a politician, identifying with people of the same political views. I am a traveler. I am a commuter. I am a daughter. I am a fundraiser. I like the band Foo Fighters. All of this define me. Do not treat me as woman, 30. \n
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  • If I don&amp;#x2019;t know who these people are - how do we communicate with them? We need to gain insight. We need to know when are they logged on to fb? When do they respond? Monday or friday? Am or Pm? Do they like to be adressed via photo, video, link or status? You need to measure this and find out. \n
  • This means that these are likely to be different people. We don&amp;#x2019;t really know much about them. And the trouble is; the term demographic in a traditional sense doesn&amp;#x2019;t really help us anymore. It is nice to know that we are reaching people 20 years earlier, that they might be loyal donors ten years longer - but we don&amp;#x2019;t know the context of why they are here. \n
  • We are used to thinking of demographic in terms of age, gender and geographical location. I would be single 30 year old woman, Oslo Norway. You can no longer define me thus. I am public speaker - identifying with 50 year old men who are public speakers. I am techie, identifying with severe geeks. I am a passionate super-aunt, identifying with mommy-bloggers. I am a politician, identifying with people of the same political views. I am a traveler. I am a commuter. I am a daughter. I am a fundraiser. I like the band Foo Fighters. All of this defines me. Do not treat me as woman, 30.\nSIMPSONS. Not saying change your logo to barts picture, but perhaps it speaks of their sense of humour? \n\nWe have all of this new data. We need to learn how to use it. \n
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  • Isn&amp;#x2019;t that just heart warming? Makes me almost want to become a bus driver. \n
  • I do not know why you are listing budget as a reason not to do this. This is cheap. This you can do with your mobile phone. And this sort of thing will make people speak of you. And if they speak of you, they donate. \n
  • Now, if you don&amp;#x2019;t want to donate after watching this - there is something wrong with you. But the experience of the video needs to match the experience on the website, you can&amp;#x2019;t be met with policy-babble. In digital there&amp;#x2019;s no line between the fundraising departement and the communication-people. Their work affects yours. Buy them chocolate.\n
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  • This is being the solution to a problem. This is really showing how Charity:Water makes a difference as a charity. And how you as a donor make a difference. \n\nYou can be spesific as a cancer charity too, you just have to think harder. LiveStrong asked me to help fund just ONE extra communicty class. That&amp;#x2019;s spesific. \n\nThe thing is; if you never say &amp;#xAB;this is our goal&amp;#xBB; - you can never say &amp;#xAB;look! We reached it - thanks to you guys!&amp;#xBB;\n
  • \n
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  • &amp;#xAB;Old&amp;#xBB; marketing is all about promising to do something. In new marketing - we can prove to you, right here and now, how we can fulfill this promise. \n&amp;#xAB;Old&amp;#xBB; marketing is about popping in and out of the consumers mind - with new, social media you can have a lingering presence where the consumer relates to you on a long term basis. \n
  • \n
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  • &amp;#xAB;you are part of this community, you have contributed this much together, x nr of you have spread this, advertised this etc. \n
  • \n
  • Even though we&amp;#x2019;ve established that the importance of facebook probably isn&amp;#x2019;t to directly generate revenue - there are a few things we know to work\n
  • Even though we&amp;#x2019;ve established that the importance of facebook probably isn&amp;#x2019;t to directly generate revenue - there are a few things we know to work\n
  • Even though we&amp;#x2019;ve established that the importance of facebook probably isn&amp;#x2019;t to directly generate revenue - there are a few things we know to work\n
  • Even though we&amp;#x2019;ve established that the importance of facebook probably isn&amp;#x2019;t to directly generate revenue - there are a few things we know to work\n
  • Even though we&amp;#x2019;ve established that the importance of facebook probably isn&amp;#x2019;t to directly generate revenue - there are a few things we know to work\n
  • Chart from september, the october numbers this year are reordbreaking, so they scew the data. \n
  • Pay to show off - applications that let you paste something onto your profile picture or make some small contribution. This is effective if your brand is well known or your communication clever. \n
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  • The only thing these people have in common is identifying as nerds. Nothing else. But he was able to tap this demographic.\n
  • wrong approach say a form letter to an irrelevant blogger\ncontacting someone you saw tweeting about your charity or cause, and asking them to help out, give them content to share. \n
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  • We need to do the work e-commerce sites have been doing for years. Driving traffic and moving people is useless if they don&amp;#x2019;t know how to donate. \n
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  • Not all of us can be as specific as Charity:water. But we can all define what a success is to us. And let your donors be part of reaching that success. \n
  • Not all of us can be as specific as Charity:water. But we can all define what a success is to us. And let your donors be part of reaching that success. \n
  • Not all of us can be as specific as Charity:water. But we can all define what a success is to us. And let your donors be part of reaching that success. \n
  • Not all of us can be as specific as Charity:water. But we can all define what a success is to us. And let your donors be part of reaching that success. \n
  • Not all of us can be as specific as Charity:water. But we can all define what a success is to us. And let your donors be part of reaching that success. \n
  • \n
  • "Digital Fundraising - less magic, more hard work". From International Fundraising Congress 2011

    1. 1. Digital fundraising- less magic, more hard work! By Beate Sørumhttp://about.me/beatesorum
    2. 2. Hello - nice to see you:)If you tweet, I’m @BeateSorumFeel free to ask and comment both here and there -I’d love to hear your thoughts!(But remember, Santa sees your tweets - be nice! )
    3. 3. Me, me, me!!‣ Norwegian Cancer Society‣ Digital communication and digital fundraising‣ Social media strategy‣ E-commerce (which made me )‣ Oh, and I have this blog were I think out loud. http://about.me/beatesorum
    4. 4. Me, me, me!!‣ Norwegian Cancer Society‣ Digital communication and digital fundraising‣ Social media strategy‣ E-commerce (which made me )‣ Oh, and I have this blog were I think out loud. http://about.me/beatesorum
    5. 5. You, you, you!!Hello:)Who are you?
    6. 6. A tentative agenda
    7. 7. A tentative agenda• How (sadly) digital fundraising isn’t magic
    8. 8. A tentative agenda• How (sadly) digital fundraising isn’t magic• Why sharing is important
    9. 9. A tentative agenda• How (sadly) digital fundraising isn’t magic• Why sharing is important• The digital consumer
    10. 10. A tentative agenda• How (sadly) digital fundraising isn’t magic• Why sharing is important• The digital consumer• How digital marketing is like traditional direct marketing
    11. 11. A tentative agenda• How (sadly) digital fundraising isn’t magic• Why sharing is important• The digital consumer• How digital marketing is like traditional direct marketing• ..and how it really isn’t
    12. 12. A tentative agenda• How (sadly) digital fundraising isn’t magic• Why sharing is important• The digital consumer• How digital marketing is like traditional direct marketing• ..and how it really isn’t• What to do on the facebook-twitter machine now that we’ve established that it isn’t magic :c
    13. 13. A tentative agenda• How (sadly) digital fundraising isn’t magic• Why sharing is important• The digital consumer• How digital marketing is like traditional direct marketing• ..and how it really isn’t• What to do on the facebook-twitter machine now that we’ve established that it isn’t magic :c• A few words on websites
    14. 14. A tentative agenda• How (sadly) digital fundraising isn’t magic• Why sharing is important• The digital consumer• How digital marketing is like traditional direct marketing• ..and how it really isn’t• What to do on the facebook-twitter machine now that we’ve established that it isn’t magic :c• A few words on websites• My top 10 tips for digital fundraising success
    15. 15. Let’s set the mood.. Source: http://www.flickr.com/photos/ shishberg/504043988/sizes/z/in/photostream/
    16. 16. Let’s set the mood.. Source: http://www.flickr.com/photos/ intersectionconsulting/4935135462/
    17. 17. Have you ever heard...• «We haven’t found the key to fundraising on facebook yet»• «Yes, we’re on facebook, but it’s not for fundraising» http://about.me/beatesorum
    18. 18. http://about.me/beatesorum
    19. 19. ..Automagically would be nice, but alas - the world is not so. Not even online. http://about.me/beatesorumSource: http://www.jonodoiron.com/?cat=1
    20. 20. Abra Kadabra? • 59 % have never raised revenue directly through facebook or twitter • 40 % list budget / resources as main reason ➡ This leads me to believe that you believe in magic.* according to IFC fundraiser survey 2011 http://about.me/beatesorum
    21. 21. Abra Kadabra? • 59 % have never raised revenue directly through facebook or twitter • 40 % list budget / resources as main reason ➡ This leads me to believe that you believe in magic.* according to IFC fundraiser survey 2011 http://about.me/beatesorum
    22. 22. But what about apps and campaign sites?• Campaign sites belong to the belief of magic fundraising. They’re not = $ either.• But they are really good advertisements! http://about.me/beatesorum
    23. 23. Raise your right hand http://about.me/beatesorum
    24. 24. Raise your right handI, [name], do solemnly swear to never everagain belive that social media is a Magic Faucetof Free Cash. http://about.me/beatesorum
    25. 25. Raise your right handI, [name], do solemnly swear to never everagain belive that social media is a Magic Faucetof Free Cash.(I also swear to inform my bossof this unfortunate truth.) http://about.me/beatesorum
    26. 26. What, no magic? :c• The attention bit - still magic (yay:D)• The getting money bit - not so much (boo!)• Your 100 K facebook fans are nothing worth if you don’t know how to ask them• I think we just need to learn how to do this http://about.me/beatesorum
    27. 27. http://about.me/beatesorum
    28. 28. [Insert name of chosen social media] http://about.me/beatesorum
    29. 29. [Insert name of chosen social media] $ http://about.me/beatesorum
    30. 30. [Insert name of chosen social media] $ http://about.me/beatesorum
    31. 31. [Insert name of chosen social media] $ http://about.me/beatesorum
    32. 32. http://about.me/beatesorum
    33. 33. [Insert name of chosen social media]Traffic + attention + contact $ http://about.me/beatesorum
    34. 34. A tentative agenda✓How (sadly) digital fundraising isn’t magic• Why sharing is important• The digital consumer• How digital marketing is like traditional direct marketing• ..and how it really isn’t• What to do on the facebook-twitter machine now that we’ve established that it isn’t magic :c• A few words on websites• My top 10 tips for digital fundraising success
    35. 35. «But sharing doesn’t give us any cash!»Source: http://blog.eventbrite.com/social-commerce-2 http://about.me/beatesorum
    36. 36. But what’s this got to do with charities? http://about.me/beatesorum
    37. 37. But what’s this got to do with charities? http://about.me/beatesorum
    38. 38. Right-o.So how do we do this? http://about.me/beatesorum
    39. 39. Right-o.So how do we do this? Buzzword- http://about.me/beatesorum
    40. 40. Right-o.So how do we do this? First of all; I am a multichannel evangelist. http://about.me/beatesorum
    41. 41. Right-o.So how do we do this? First of all; I am a multichannel evangelist. http://about.me/beatesorum
    42. 42. Right-o.So how do we do this? First of all; I am a multichannel evangelist. Meaning: It all needs to work together. http://about.me/beatesorum
    43. 43. Right-o.So how do we do this? First of all; I am a multichannel evangelist. Meaning: It all needs to work together. And it does not matter how good you are at facebook if your website is crap. http://about.me/beatesorum
    44. 44. A tentative agenda✓How (sadly) digital fundraising isn’t magic✓Why sharing is important• The digital consumer• How digital marketing is like traditional direct marketing• ..and how it really isn’t• What to do on the facebook-twitter machine now that we’ve established that it isn’t magic :c• A few words on websites• My top 10 tips for digital fundraising success
    45. 45. Some digital trends• Customer service: The digital customer is high maintenance.• This affects us as fundraisers, we can’t be anything less http://about.me/beatesorum
    46. 46. What do I do now?Hi,I am really disappointed. I accidentally washed the pink ribbon pearl pin I had put on mysweater in the washing machine. When I took the sweater out of the machine, I noticed thepink pearls had gone white!This means I can no longer use it. I thought it was made out of pink pearls, but clearly it wasnot. What do I do now?Sincerely,[blanked out] http://about.me/beatesorum
    47. 47. • Plastic pearl• Cheap• ...that she bought to support the cause!• «What do I do now?» <-- Really?! http://about.me/beatesorum
    48. 48. What I wanted to do: http://about.me/beatesorum
    49. 49. What I wanted to do: http://about.me/beatesorum
    50. 50. What I wanted to do:What we did: http://about.me/beatesorum
    51. 51. What I wanted to do:What we did: «Hi [name], We’re so sorry to hear about your pearl pin. Unfortunately, it is not supposed to go in the washing machine. We’re sorry we were not clear enough on that in the packaging. Please find enclosed a new pearl pin.» ..handwritten card, with smileys and all. Really. http://about.me/beatesorum
    52. 52. This is so good it makes me a little nauseous.. http://about.me/beatesorum
    53. 53. Some digital trends http://about.me/beatesorum
    54. 54. Some digital trends Buzzword- http://about.me/beatesorum
    55. 55. Some digital trends• People are doing it for themselves - aka Crowdfunding http://about.me/beatesorum
    56. 56. A tentative agenda✓How (sadly) digital fundraising isn’t magic✓Why sharing is important✓The digital consumer• How digital marketing is like traditional direct marketing• ..and how it really isn’t• What to do on the facebook-twitter machine now that we’ve established that it isn’t magic :c• A few words on websites• My top 10 tips for digital fundraising success
    57. 57. Anyone do DM’s?«Everything on the internet is accelerateddirect marketing.» - quote from unknown smartie, picked up from twitter http://about.me/beatesorum
    58. 58. What makes a good DM? • The ask • Frequency • Target demographic • Emotions • Being the solution to a defined problemWhy is it we find this hard to do on the internet? http://about.me/beatesorum
    59. 59. Too much space ..in an ad or DM we have to budget our space. On the internet we can put up any crap (scuze the language) ....so we forget to prioritize, we forget to ask, and we forget to rigidly monitor and analyze. http://about.me/beatesorum
    60. 60. The ask• In digital media; he who askes recieves.• Ask your supporters for help! ➡ Not just donations, or volunteers ➡ Ask them to share donations? http://about.me/beatesorum
    61. 61. What makes a good DM?✓The ask• Frequency• Target demographic• Emotions• Being the solution to a defined problem http://about.me/beatesorum
    62. 62. Frequency• How often do you send out a DM?• How often do you ask in an e-mail?• How often on facebook?• How often on twitter?• ..and do you know who gets what anymore?
    63. 63. Frequency"users were annoyed by non-profits that tried topush products or donations, or tried to get themto sign up for other things like e-newsletters"http://www.useit.com/alertbox/nonprofit-donations.html
    64. 64. Do you have control over who recieves what - where?
    65. 65. Do you have control over who recieves what - where? «I was treated to truly engaging online updates on the way my donation was being used (particularly well done UNICEF and Oxfam), plus some fun and interesting new opportunities to engage (nice one ActionAid) However, in other cases I’ve ended-up on the receiving-end of a seemingly endless series of direct mailings that might, at a push, appeal to my mum but frankly don’t do anything for me. I honestly don’t need a cardboard bookmark, or an Easter card, or a diary. I certainly didn’t need the twelve mailpacks that one charity has now sent me in less than twelve months – I’ll not say who you are, to spare your blushes, but you’re big and you should know better than just bunging a £20 online emergency donor into every cash appeal going!» From the blogpost «Haiti one year on, the view from an online donors doormat» by Bryan Miller. (bolds are my emphasis) http://givinginadigitalworld.org/2011/01/27/haiti-one-year-on-the-view-from- an-online-donors-doormat/
    66. 66. Do you have control over who recieves what - where? «I was treated to truly engaging online updates on the way my donation was being used (particularly well done UNICEF and Oxfam), plus some fun and interesting new opportunities to engage (nice one ActionAid) However, in other cases I’ve ended-up on the receiving-end of a seemingly endless series of direct mailings that might, at a push, appeal to my mum but frankly don’t do anything for me. I honestly don’t need a cardboard bookmark, or an Easter card, or a diary. I certainly didn’t need the twelve mailpacks that one charity has now sent me in less than twelve months – I’ll not say who you are, to spare your blushes, but you’re big and you should know better than just bunging a £20 online emergency donor into every cash appeal going!» Buzzword- From the blogpost «Haiti one year on, the view from an online donors doormat» by Bryan Miller. (bolds are my emphasis) http://givinginadigitalworld.org/2011/01/27/haiti-one-year-on-the-view-from- an-online-donors-doormat/
    67. 67. Do you have control over who recieves what - where? «I was treated to truly engaging online updates on the way my donation was being used (particularly well done UNICEF and Oxfam), plus some fun and interesting new opportunities to engage (nice one ActionAid) However, in other cases I’ve ended-up on the receiving-end of a seemingly endless series of direct mailings that might, at a push, appeal to my mum but frankly don’t do anything for me. I honestly don’t need a cardboard bookmark, or an Easter card, or a diary. I certainly didn’t need the twelve mailpacks that one charity has now sent me in less than twelve months – I’ll not say who you are, to spare your blushes, but you’re big and you should know better than just bunging a £20 online emergency donor into every cash appeal going!» From the blogpost «Haiti one year on, the view from an online donors doormat» by Bryan Miller. (bolds are my emphasis) http://givinginadigitalworld.org/2011/01/27/haiti-one-year-on-the-view-from- an-online-donors-doormat/
    68. 68. What makes a good DM?✓The ask✓Frequency• Target demographic• Emotions• Being the solution to a defined problem http://about.me/beatesorum
    69. 69. Target demographic• Are your online donors the same as your regular ones?
    70. 70. Do we know who we’re talking to? Who are these people? http://about.me/beatesorum
    71. 71. Do we know who we’re talking to? 2011: 9000 customers in our webshop 1200 were in our database = 13,3% «old donors» = 86,7% new names! Who are these people? http://about.me/beatesorum
    72. 72. Demographics of Norwegian Cancer Society facebook-page. On average about 20 years younger than our usual donors
    73. 73. Demographic has become contextual
    74. 74. What makes a good DM?✓The ask✓Frequency✓Target demographic• Emotions• Being the solution to a defined problem http://about.me/beatesorum
    75. 75. Emotions..We’ve perfected this for years - how did welet the average business get better than us atevoking emotion?Mobile phones Bus companies(!)
    76. 76. We can do that too!..and it doesn’t have to be expensive.. ..that video just makes me feel good:)
    77. 77. Bonus: My favouritefundraising video ever Wateraid: Thank you for this
    78. 78. What makes a good DM?✓The ask✓Frequency✓Target demographic✓Emotions• Being the solution to a defined problem http://about.me/beatesorum
    79. 79. Being the solution http://www.charitywater.org/september/
    80. 80. Being the solutionif you never say «this isour goal» - you can neversay «look! We reached it -thanks to you guys!» http://www.charitywater.org/september/
    81. 81. Being the solution is about daring to define success Discuss with the person next to you, or write down:• How can your charity be spesific?• How can you define a success Be creative:)
    82. 82. What makes a good DM?✓The ask✓Frequency✓Target demographic✓Emotions✓Being the solution to a defined problem http://about.me/beatesorum
    83. 83. So, what’s new?• Proof• Presence• Inexpensive• Two(or more)-way http://about.me/beatesorum
    84. 84. Proof• Proof of your value as a charity• Proof that your contributions matter• Proof that you are trustworthy http://about.me/beatesorum
    85. 85. Proof http://about.me/beatesorum
    86. 86. Proof - realtime• Show people what you’re doing through streaming, gps, blogs, etc• If you can’t show quick results (like health charities) - show what they are part of!
    87. 87. A tentative agenda✓How (sadly) digital fundraising isn’t magic✓Why sharing is important✓The digital consumer✓How digital marketing is like traditional direct marketing✓..and how it really isn’t• What to do on the facebook-twitter machine now that we’ve established that it isn’t magic :c• A few words on websites• My top 10 tips for digital fundraising success
    88. 88. Facebook - what works?• Lighten up - even if your cause is serious, you’re allowed to have fun.• You’re a part of peoples everyday-life now - delight them!• Love them - if you love your community you will automatically do most things right.
    89. 89. Facebook - what works?
    90. 90. Facebook - what works? Screenshot from Pink ribbon facebook page. A friday afternoon game of «guess what we’re taking..nobody taught pictures of». me this at school..
    91. 91. Screenshot of webshop (not counting donations and sign-ups Blue: Sales in NOK. Yellow: VisitorsSales correlates to facebook-activities of whimsy - not necessarily of «serious» pleas.
    92. 92. Facebook, cont.• Pay to «show off» and identify with you• Let them look good• E-commerce + facebook = <3
    93. 93. Twitter• Microdonations - microgoals• Great for advocacy• Identify key players and ask for help• Short, intense «drives»• Make sure you have a good landing page and #hashtag.• Great for weird and unusual demographics
    94. 94. This is Erlend - a self proclaimed nerd. He wanted to do something for the starving people on the Horn of Africa He and his nerd twitter friends donated €150 000 in a few weeks. In nerdy ways.
    95. 95. A quick note on blogggers• For the love of [insert your deity] - do your research.• Wrong blogger = PR disaster• Wrong approach = PR disaster• Picking right networker = PR gold• Providing right networker with exclusive content and feeling of being special = best supporter ever.
    96. 96. A tentative agenda✓How (sadly) digital fundraising isn’t magic✓Why sharing is important✓The digital consumer✓How digital marketing is like a traditional direct marketing✓..and how it really isn’t✓What established that it isn’t magic :cmachine now that we’ve to do on the facebook-twitter• A few words on websites• My top 10 tips for digital fundraising success
    97. 97. Your websites «Giving money on charity websites is 7% harder than spending money on e- commerce sites. Donating physical items is even harder. For non-profit websites, social media is secondary; the top priority is to write clearer content.»«Its harder to give money away than it is to spend money buying stuff» http://www.useit.com/alertbox/nonprofit-donations.html
    98. 98. (Hi Netlife Research, I borrowed this slide from http://www.slideshare.net/andershoff/ salg-og-konvertering-p-nett - hope that’s okay :) )This is from two Norwegian banks’ websites about saving. Now which gets the message across best?
    99. 99. (Hi Netlife Research, I borrowed this slide from http://www.slideshare.net/andershoff/ salg-og-konvertering-p-nett - hope that’s okay :) )This is from two Norwegian banks’ websites about saving. Now which gets the message across best?
    100. 100. Usability doesn’t = boring! Look to e-commerce. Don’t underestimate design Again; delight people
    101. 101. A tentative agenda✓How (sadly) digital fundraising isn’t magic✓Why sharing is important✓The digital consumer✓How digital marketing is like traditional direct marketing✓..and how it really isn’t✓What established that it isn’t magic :cmachine now that we’ve to do on the facebook-twitter✓A few words on websites• My top 10 tips for digital fundraising success
    102. 102. My top 10 tips
    103. 103. My top 10 tips1. Good landing pages
    104. 104. My top 10 tips1. Good landing pages2. Invest in conversion rates
    105. 105. My top 10 tips1. Good landing pages2. Invest in conversion rates3. Measure social traffic
    106. 106. My top 10 tips1. Good landing pages2. Invest in conversion rates3. Measure social traffic ➡ What is effective? What effect? What is your end goal? Is it reached?
    107. 107. My top 10 tips1. Good landing pages2. Invest in conversion rates3. Measure social traffic ➡ What is effective? What effect? What is your end goal? Is it reached?4. Good social presence
    108. 108. My top 10 tips1. Good landing pages2. Invest in conversion rates3. Measure social traffic ➡ What is effective? What effect? What is your end goal? Is it reached?4. Good social presence5. Good, effective and relevant sharing
    109. 109. My top 10 tips1. Good landing pages2. Invest in conversion rates3. Measure social traffic ➡ What is effective? What effect? What is your end goal? Is it reached?4. Good social presence5. Good, effective and relevant sharing ➡ Your supporters will tell your stories if you ask them
    110. 110. My top 10 tips
    111. 111. My top 10 tips6. Be specific. Dare to define success.
    112. 112. My top 10 tips6. Be specific. Dare to define success.7. Do your research
    113. 113. My top 10 tips6. Be specific. Dare to define success.7. Do your research8. Communicate visually
    114. 114. My top 10 tips6. Be specific. Dare to define success.7. Do your research8. Communicate visually9. Lighten up!
    115. 115. My top 10 tips6. Be specific. Dare to define success.7. Do your research8. Communicate visually9. Lighten up!10. Say please and thank you
    116. 116. Thank you for listening!aPlease connect with me so I can learn fromyou too - see http://about.me/beatesorum.
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