Is Your Website AttractingDonors? SEO Advertising Linking Print Email Social media
Is Your Website Donor-Friendly? Usability Clear navigation Clear calls to action Minimize scrolling Communication Convey mission Why people should care Demonstrate impact Branding Establish strong identity Allow donors to identify with cause Show what’s special about your org
Is Your Website Staff-Friendly? CMS system Clear operational guidelines Workflows Break down silos between marketing and development
Is Your Website ConvertingVisitors? Again, that call to action: Donate now button Sign up now button Any other action you need people to take Make It Easy to Convert: Online forms Fundraiser event signup Social share buttons Long-term and Microconversions: Email signups Social media follows/likes Mailing list signups
Website Eliminate paper as part of the process Secure area where donors can download materials: Pre-donation Donation Post-donation
A Holistic Approach Fundraising is a process The web can facilitate all of itTargeting Approach Evaluation Donation Maintenance• Identify • Narrow to best • Ball is in donor’s • Makes decision • Keeping in touch prospects prospects court to donate • Wants to see• Develop • Initiate contact • Looking for • Formal results message • Make case fit, benefits relationship begins
Using LinkedIn Identify the most likely person at a target organization Find potential connections Get insights in Groups
Best Uses of LinkedIn Make sure everyone in your organization looks at target companies—you never know who might share a connection: Staff Board Volunteers Allied organizations
Best Uses of LinkedIn Tastefully post interesting programs, appeals, and events Create a LinkedIn event and invite connections Post links to event registration, post- event photos
Facebook Same as LinkedIn: you can use it to discover connections with potential organizations/allies Be cautious, respectful of privacy: Many executives won’t friend professional contacts Make sure this person really is a friend Don’t push
Best Uses for Facebook Honor people who help Again, respect privacy. Don’t tag a donor in photos unless they agree Show the impact Post events; encourage people to share Add photos of events to show success of major donations Can even be made part of the donor’s “package” of ways you’ll acknowledge help For named gifts, consider a dedicated Facebook page. Not too many nonprofits do—sets an organization apart.
Twitter Event promotion Keeping the buzz going during and after major fundraisers Expanding the reach of your organization through the networks of existing supporters Educating donors, public, stakeholders
Best Uses for Twitter Promote fundraisers Promote keynote speakers Encourage tweeting on hashtag, retweets by donors, participants Ask them to say why they donate Post and tweet photos after the event—keep the buzz going Share content related your mission: Reports News
All Social Media Incorporate social media acknowledgement into all gifts Sponsorships are where your nonprofit’s strong social media presence can really attract gifts Add social media support to all sponsorship packages, within the bounds of what you feel comfortable with: PR around donation Acknowledgement includes Co- on all channels video, photos on promotion/marketing social media
Respect donors’ privacy Honor their contributions Educate about your mission Find like-minded donors Amplify the impact of your message through existing donors Create a sense of community
Christina Inge Email: firstname.lastname@example.org Thank Twitter: @christinainge LinkedIn: You!linkedin.com/in/christinainge
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