Tina Arnoldi of Coastal Community Foundation gave this presentation at the 2012 Special Olympics Annual Leadership Conference.

1. Online Fundraising Trends
using the internet, phones and credit cards
Tina Arnoldi
(843) 723-3635
Twitter: @TinaArnoldi
Blog: http://blog.tinaarnoldi.com
tina@coastalcommunityfoundation.org
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2. AGENDA
• What does it mean to be online?
• Web site
• Social Media
• Events
• Mobile use
• Then we’ll talk about online giving
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3. General online trends
• People are sending more email.
• Tablet users are on the rise.
• Mobile phone searching.
• 64% pay bills online – comScore
• 2/3rds use a social media platform – pewinternet.org
• Forrester predicts half of all purchases to be digital by 2012
Overall, more activity is happening online and people are
finding new ways to use technology.
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4. Tablet use
• 11% of Americans have a tablet (Pew, Nov 2011)
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5. Mobile Phone Use
• 85% of people in the US report owning a cell phone
• (Pew, April 2011)
• 75% of cell phone owners in the world regularly send text messages.
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6. Mobile Phone Use
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7. You need a web site
• Credibility – people will look for you online.
• Make sure people know the web address.
• Put it in print.
• Email signatures.
• Platform for donating.
• It doesn’t have to be expensive.
• Buy your name now.
• Make sure you own it.
• Forward it to Facebook short-term.
• Free hosting with Dream Host.
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8. Remember your audience
• Font size
• Readability
• What do you want them to know?
• Accessible – w3.org
• WAI conformance logo
• How are they viewing it? (Mobile? Tablet?)
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9. Remember your audience
Web site optimization (phones & tablets)
• Mouse clicks & keyboards for
desktops, finger sweeps &
on-screen keyboards with
devices.
• Another case for keeping the
donation process simple.
• Videos and animations affect
the site speed.
• DudaMobile.com
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10. Online giving stats
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11. Online giving stats
• Blackbaud Index of Giving
• Increased 10% during July, August, & September 2011
compared to same period in 2010.
• Overall online grow of 34.5% in 2010.
• Online giving was 7.7% of all fundraising in 2010.
• Average online gift in 2010 - $92 – Convio
• Online church member giving up 5.8% from 2009 to 2010 - ECFA
• About 8% of all fundraising is now done online.
• Keep in mind that 92% of giving still comes from offline channels and
that 32% of online donors switch to give through offline channels.
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12. Online giving stats
If I make it
possible for
people to give
through the
internet, will the
money start
pouring in?
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13. Asking for money
• Build a relationship first.
• Be conversational.
• “Soft” ask with news updates.
• Demonstrate accountability.
• Support us or Get involved.
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14. Internet as a tool
Create a relationship before asking for money
• Eventbrite – public events
• E-newsletter
• AdWords
• Social media
• Facebook giving – donations
• Mobile giving
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15. Eventbrite
• Free to post
• Public
• Searchable
• 2% + .99
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16. E-newsletter
• Don’t assume everyone wants it.
• Have a way to unsubscribe.
• Are people reading it? (html/text)
• More metrics available than written.
• Do they click your links? (Google Analytics)
• Do they even open it?
• Vary your subject lines.
• Have a (fairly) consistent schedule.
• Include a donate now button.
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17. Google AdWords for Nonprofits
• Target location.
• $1.00 max bid.
• “Long tail” keywords.
• Daily budget of $329.
• Must actively manage.
• Can take 5 months for approval.
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18. Google AdWords for Nonprofits
keyword search: “donate nonprofits”
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19. Social Media
• If you can only do one channel, use Facebook.
• 800 million people
• Events
• Viral
• Again… think relationship
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20. Facebook Giving
• Causes
• List yourself as a supporter of a cause on your profile
• 4.75%
• Razoo
• Facebook Donation App
• 2.9%
• Offerpop
• Flat fee depending on # of fans
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21. Razoo
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22. Razoo
• QR code.
• Widget.
• Videos and pictures.
• Match gifts.
• Short URL – ex.www.razoo.com/ccf
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23. Online giving
• Donate now button on front page
• Don’t make it hard! (ex. Registration)
• Read the fine print
• Rates vary
• 2.9%
• 2.2% + 30 cents
• 2.6% + 26 cents
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24. Mobile
• Pay attention
• Optimized web site
• Square
• Start with text updates
• Who carries cash?
• Auction
• Bring items to sell like t-shirts (Gets people’s attention)
• Equip people with the device as they mingle, rather than at a
table
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25. Mobile Giving
• Consider building a list now (but don’t use without permission)
• Resources
• http://www.mgivefoundation.org/
• $500k+, $500/month
• http://mobipledge.com/
• Square – 2.75%, no monthly fee
• GoPayment – 2.7%, no fees
• http://mashable.com/2011/12/09/fundraising-mobile-card-reader/
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26. Text messaging
• Open rate of 95% compared to 35% email open rate.
• Include links.
• Start with staff first.
• Have a game plan  what’s the point?
• Ask for ideas – “What info do you want to receive”?
• Use it to follow up on traditional fundraising appeals.
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27. Now what?
• Make sure you have a decent web site that conveys your mission.
• Ask your donors what they do online and what devices they utilize.
• Offer the option to donate online.
• Have a Facebook page where you post a couple times a week and tell
your donors about it.
• If you are interested in AdWords, apply today. It takes a while.
• Take advantage of www.palmettotechnologyhub.org.
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28. Online Fundraising Trends
using the internet, phones and credit cards
Tina Arnoldi
(843) 723-3635
Twitter: @TinaArnoldi
Blog: http://blog.tinaarnoldi.com
tina@coastalcommunityfoundation.org
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