0
Raising Funds
Online
Daniel Jones @dmjonesoir
Raisin Fun,
Online
Daniel Jones @dmjonesoir
JPEG
http:
Why is this important?

Fundraising 101
7 Ways to Win

Questions
WHY???
I thought this was about having fun with dried fruit…
WITHOUT VISION,
THE PEOPLE PERISH
WITHOUT
RESOURCE, THE
VISIONS PERISH
Guerilla Test 1:
Do you know why you want
to raise funds online?
Fundraising 101
who
who has given before &
who is likely to give?
what
what gift is needed and
what will it achieve?
where
where is the best place to
ask for support?
when
when is the right time to
ask for support?
how
how will supporters get
their gift to you?
why
why do you need this gift?
Direct vs. Indirect
Face to face
Direct Mail
Telephone

Advertising
Collections
Newsletters

Website / Email / Social Medi...
One-off gifts
&

Regular giving
&

Event fundraising
&

Crowdfunding
25% extra
7
Ways to Win at
Online fundraising
1

~ Ask. Ask. Ask. ~
Guerilla Test 2:
How long ago did you last
UNAMBIGUOUSLY ask for a
financial gift online?
2

~ Get tooled up ~
• Email marketing
• Social Media monitoring
• Web analytics
3

~ Content is King ~
"Fundraising is most successful
when it's based on establishing
good relationships with donors
and developing a bond of tr...
4

~ Crowd Please ~
Collect details – build a tribe
Where others tread, more will follow
“Let me give as
much I
want, when I
want, and
however I
want”
wrap your donors in cotton wool
the goal of online fundraising is to
make the crowd feel like individuals.
5

~ Design for giving ~
“No unsupervised thinking”
•
•
•
•

Remove clutter
Create breathing space
Emphasise key actions
Above the fold
Guerilla Test 3:
 Sit a stranger down in
front of a computer.
 Have them visit your
website and (with no help)
try to ma...
GIVE

DONATE
GIVE

DONATE
Picture perfect
But which will
hold your
attention?
6

~ Test. Measure. Learn ~
(repeat)
A/B &
multi-variate
testing
http://www.flickr.com/photos/optimizely/sets/72157625300462626/
Obama’s digital team tested 6 media & 4 button options = 24 options
Sender: Barack Obama
Subject: Hey
Nearly there…
Why I love charity:water more
than Jet from Gladiators…
7

~ Mind your manners ~
Guerilla Test 4:
When was the last time you
edited what a donor receives
when they make a gift online?
Ask. Ask. Ask
Get tooled up
Crowd please
Design for giving
Content is King

Test. Measure. Learn. Repeat.
Mind your manner...
Useful links
copyblogger.com
Churchmarketingsucks.com
newmediacentreofexcellence.org.uk
creativebloq.com/tag/Web-design

c...
Questions?
Buff.ly/1gybj2j
daniel.jones@stewardship.org.uk
@dmjonesoir
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
#CNMAC13 Raising Funds Online 09.11.13
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#CNMAC13 Raising Funds Online 09.11.13

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7 ways to win at online fundraising for Churches and Christian charities - presented at CNMAC13.

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Transcript of "#CNMAC13 Raising Funds Online 09.11.13"

  1. 1. Raising Funds Online Daniel Jones @dmjonesoir
  2. 2. Raisin Fun, Online Daniel Jones @dmjonesoir
  3. 3. JPEG
  4. 4. http:
  5. 5. Why is this important? Fundraising 101 7 Ways to Win Questions
  6. 6. WHY??? I thought this was about having fun with dried fruit…
  7. 7. WITHOUT VISION, THE PEOPLE PERISH
  8. 8. WITHOUT RESOURCE, THE VISIONS PERISH
  9. 9. Guerilla Test 1: Do you know why you want to raise funds online?
  10. 10. Fundraising 101
  11. 11. who who has given before & who is likely to give?
  12. 12. what what gift is needed and what will it achieve?
  13. 13. where where is the best place to ask for support?
  14. 14. when when is the right time to ask for support?
  15. 15. how how will supporters get their gift to you?
  16. 16. why why do you need this gift?
  17. 17. Direct vs. Indirect Face to face Direct Mail Telephone Advertising Collections Newsletters Website / Email / Social Media
  18. 18. One-off gifts & Regular giving & Event fundraising & Crowdfunding
  19. 19. 25% extra
  20. 20. 7 Ways to Win at Online fundraising
  21. 21. 1 ~ Ask. Ask. Ask. ~
  22. 22. Guerilla Test 2: How long ago did you last UNAMBIGUOUSLY ask for a financial gift online?
  23. 23. 2 ~ Get tooled up ~
  24. 24. • Email marketing • Social Media monitoring • Web analytics
  25. 25. 3 ~ Content is King ~
  26. 26. "Fundraising is most successful when it's based on establishing good relationships with donors and developing a bond of trust between the charity and the donor," http://www.theguardian.com/voluntary-sectornetwork/2013/sep/02/effective-emotive-appeals
  27. 27. 4 ~ Crowd Please ~
  28. 28. Collect details – build a tribe
  29. 29. Where others tread, more will follow
  30. 30. “Let me give as much I want, when I want, and however I want”
  31. 31. wrap your donors in cotton wool
  32. 32. the goal of online fundraising is to make the crowd feel like individuals.
  33. 33. 5 ~ Design for giving ~
  34. 34. “No unsupervised thinking” • • • • Remove clutter Create breathing space Emphasise key actions Above the fold
  35. 35. Guerilla Test 3:  Sit a stranger down in front of a computer.  Have them visit your website and (with no help) try to make a gift.  Watch what happens.
  36. 36. GIVE DONATE
  37. 37. GIVE DONATE
  38. 38. Picture perfect
  39. 39. But which will hold your attention?
  40. 40. 6 ~ Test. Measure. Learn ~ (repeat)
  41. 41. A/B & multi-variate testing
  42. 42. http://www.flickr.com/photos/optimizely/sets/72157625300462626/
  43. 43. Obama’s digital team tested 6 media & 4 button options = 24 options
  44. 44. Sender: Barack Obama Subject: Hey
  45. 45. Nearly there…
  46. 46. Why I love charity:water more than Jet from Gladiators…
  47. 47. 7 ~ Mind your manners ~
  48. 48. Guerilla Test 4: When was the last time you edited what a donor receives when they make a gift online?
  49. 49. Ask. Ask. Ask Get tooled up Crowd please Design for giving Content is King Test. Measure. Learn. Repeat. Mind your manners
  50. 50. Useful links copyblogger.com Churchmarketingsucks.com newmediacentreofexcellence.org.uk creativebloq.com/tag/Web-design copy & design blog.optimizely.com blog.eyequant.com thewebpsychologist.com neurosciencemarketing.com/blog testing & psych blog.justgiving.com stewardship.org.uk fundraising
  51. 51. Questions?
  52. 52. Buff.ly/1gybj2j daniel.jones@stewardship.org.uk @dmjonesoir
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