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7 Deadly Online Fundraising Mistakes (and How to Avoid Them)
 

7 Deadly Online Fundraising Mistakes (and How to Avoid Them)

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In this webinar you will learn the "do's and don'ts" of online fundraising. ...

In this webinar you will learn the "do's and don'ts" of online fundraising.
Specifically:

Proven tactics to encourage your supporters to raise more money online

Ways to promote your fundraising programs using new social media, such as Facebook, MySpace and YouTube

Strategies used by Humane Society of Broward County to raise over $500,000 online in just two years

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7 Deadly Online Fundraising Mistakes (and How to Avoid Them) 7 Deadly Online Fundraising Mistakes (and How to Avoid Them) Presentation Transcript

  • Welcome to Firstgiving’s Webinar
    • The webinar will begin shortly
    • Please be sure you are able to hear audio
      • Call: (641) 715-3222
      • Access code: 362-049-451
    If you are having any trouble with the above number, please call 888-387-8686 Enter 1935301 and press #
  • Presented by: Susannah Richardson, Firstgiving James Campbell, Firstgiving Kathy Tricomi, Humane Society of Broward County 7 Deadly Online Fundraising Mistakes (and How to Avoid Them) Call: (641) 715-3222 Access code: 362-049-451
  • Agenda
    • Person-to-person Online Fundraising
    • Nonprofits: 4 Deadly Mistakes and Solutions
    • Humane Society of Broward County Case Study
    • Demonstration
    • Fundraisers: 3 Deadly Mistakes and Solutions
    • Firstgiving Account Types
      • Call: (641) 715-3222 Access code: 362-049-451
  • About Firstgiving
    • Who we are
      • - A leading provider of online fundraising tools
    • Some history
      • - Established in 1999 in London and expanded to the US in 2003
    • Our mission
      • - Make possible for anyone, anywhere, to raise money for important causes
    Since 1999, we have raised over $300 million for over 5,000 nonprofits worldwide!
      • Call: (641) 715-3222 Access code: 362-049-451
  • What is Person-to-Person Fundraising? Donors
    • People making personalized appeals for causes that are important to them
    • Giving your supporters the ability to leverage their social network to make a difference
    Your Nonprofit Supporters/ Fundraisers Donors
  • Example Fundraising Page
    • They work to put a face to your organization
    • They eliminate the “fear of asking” for people who don’t like asking for money in person.
    • Gives donors a convenient option to give by using their credit card
    • Automatically generates donation receipt , which may be used for tax purposes.
    Progress thermometer Personal appeal Donations and comments
  • Donors Give to Their Friends and Leave a Comment “ Good luck with your recovery, I admire you more than you know!!!” “Glad to help! H.S. classmate of your dad.” “I am so proud of you!” “ Better late than never” “ I Gave More Than Martha, Thus I Care More....” “You are an inspiration”
  • Now: Deadly Nonprofit Mistakes
  • Mistake #1 Trying to Reinvent the Wheel
    • Fundraising online doesn’t mean forgetting everything you’ve already learned.
    • Online fundraising is a supplement, not a replacement
        • Don’t disregard campaigns that have worked in the past
        • Use online fundraising as another option for your supporters to help your nonprofit
    • Integrate the two—mention online options offline
        • Newsletters
        • Marketing Campaigns
        • On the Phone
        • Postcards
  • Mistake #2 Neglecting Current Channels
    • Fundraising online doesn’t mean creating new conduits—maximize what you already have in place
    • a) Have a website?
      • Add a link to your Start Page to your “ways to help” section
    • b) Have emails?
      • Add a link to your email signature
    • b) Have a blog?
      • Add a badge or widget
  • Mistake #3 Not Embracing the Internet and Social Media Everyone is on email, even 91% of internet users over 65! a) Give your supporters the opportunity to use it so they think about your cause in everyday life. Millions of Nonprofits and individuals have blogs, MySpace pages and Facebook profiles. a) Create them and showcase your fundraising efforts b) Encourage your supporters to do the same
  • Mistake #4 Neglecting Fundraisers
    • Once you’ve recruited people to fundraise for you, don’t forget about them. Often, they’ll look to you for guidance.
    • Separate those that are successful from those that aren’t
      • Ask successful fundraisers what worked and pass on their advice to those who are struggling
    • Keep in regular touch
      • Send out encouraging emails, campaign examples and suggestions
  • Please Welcome Guest Speaker: Kathy Tricomi Director of Development
    • Walk for the Animals is HSBC’s largest
    • fundraising event. 2008 netted nearly $475,000
    • Strive to maximize return on investment
    • Adding has made a difference in
    • our fundraising effectiveness
  • Walk for the Animals 2004 – The Walk raised $292,000 the year before Firstgiving. 2005 – In our first year with Firstgiving, the Walk netted $385,000. $60,000 raised online from 272 pages. Avg. = $220/page 2008 – This year’s Walk raised $193,000 online from 565 pages. Avg. = $342/page Firstgiving has also allowed for easier team creation. Our teams, or “packs,” each have their own fundraising team name, which lends itself to better organization for the pack leader. Pack members set up their own pages under this team name and then the leader is able to see all pack page totals and team total amount raised.
  • Money Raised Walker Participation
    • How we market online fundraising
        • Frequent e-blasts
        • Inclusion on HSBC related materials (brochures, letters, etc.)
        • Pack Recruitment / Pack Leader Training presentations
        • Myspace.com page and Facebook page
        • Repeat, repeat, repeat!
  • Online Fundraising Benefits
    • Security: Online fundraising is a safe and secure way for sponsors to donate to the Walk for the Animals
    • Simple Registration: Pack members register and can then easily create their own personal web pages.
    • Reach: Pack members are able to send their web page links to everyone in their email address book. This allows their friends & family to easily make a donation.
    • Reporting: All donations collected on-line will be credited to that individual Pack member, as well as to the Pack’s grand total.
    Remember – the more money an individual collects, the greater the value of goodies he or she will be entitled to.
  • Type in your Pack’s name Insert a past Pack photo or add a personal photo Explain why you’re walking or how your company is helping such a worthy cause
    • Administrative View
        • Reduces marketing expenses
        • Money raised is direct deposit
        • Donor reports are easy to retrieve
        • Rarely receive questions, e.g. “How do I set up my FG page?”
        • Donors receive an immediate thank you that the
        • fundraiser creates.
    • Benefits to HSBC
        • Cost – minimal start-up; reasonable processing fee
        • Always available tech support for us and donors
        • Increased revenue – with minimal effort from us
        • Happy donors!!!
    • Testimonials
        • “ I love using Firstgiving because I can get donations from around the
        • world with ease! People in Germany and Japan were able to give to
        • my Walk for the Animals page with a click of the mouse.”
        • “ Online fundraising equals no excuses! Giving people the technology
        • to create personalized web pages and manage their efforts online is
        • the way it needs to be in today's www-based world.”
        • “ Online fundraising is great because it is so easy to set up and I was
        • able to send the link to so many people.  Visibility is great! I didn't
        • have to ask for donations face to face, which is sometimes
        • uncomfortable.  Donating online was easily done as well.”
  • Thank you, Kathy! Next: Demo The Firstgiving Experience
  • Now: Fundraising Deadly Mistakes and Solutions
  • Mistake #5: Asking Once
    • How many times have you wanted to help
    • but simply forgot?
    • Send multiple emails
        • Send updates on your fundraising and training
        • Thank those who have donated
        • Remind people it’s not too late to donate
    • Don’t just email
      • use online social networks (e.g. Facebook, MySpace)
      • hang posters in your church, temple or mosque, around the office, in your gym, school, etc.
      • send postcards directing people to your fundraising page
  • Mistake #6 Not Tapping into Your Whole Network
    • Friends and family are easy, but what about everyone else?
    • Think far and wide
      • friends abroad
      • colleagues and ex-colleagues
      • college and high school friends
      • neighbors
      • extended family
      • acquaintances and friends of friends
      • local church/clubs/PTA
    • Ask others to help spread the word
      • recruit your friends and family to ask their network too
      • if a friend isn’t able to donate, ask him to find someone who can
  • Mistake #7 Not Personalizing the Appeal
    • Statistics show that the more personal the appeal, the more likely people are to take action.
    • Why is this cause important to you?
    • Why should people donate?
    • Where does their money go?
    • Add a photo and YouTube video
  • Cost
    • Creating a fundraising page and making a donation are free
    • We deduct a 7.35% transaction fee from donations
    • Credit card processing charges are included in this fee
  • Premium Start Page Organization and/or event description Total raised online Easy call to action for fundraisers Your banner Top Teams Top Fundraisers Nonprofit Resource Center Up to 3 custom Images
  • Firstgiving Nonprofit Accounts
    • Nonprofit Account
    • Cost: Free
    • Start Page
    • Unlimited fundraising pages
    • Online reports: fundraiser and donor contact details
    • Premium Nonprofit Account
    • Cost: $300/annually
    • Branded Start Page
      • Branded fundraising pages with your logos and banner
    • Includes:
      • Event registration
      • Event reports
      • Team functionality
  • Example Start Pages Premium Start Page: www.firstgiving.com/sonh Start Page: www.firstgiving.com/npo/3179
    • Interested in learning more?
      • Visit our website
      • Sign up for a nonprofit account today
        • www.firstgiving.com/signup
      • Email [email_address]
    Thank You For Joining Us