Cne online 10.28.09
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Cne online 10.28.09

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Cne online 10.28.09 Cne online 10.28.09 Presentation Transcript

  • How much money was given to charity in 2008?
  • How much was given online in 2008?
  • How much money was given via Facebook Causes? View slide
  • Why did the chicken cross the road?
    • Oops! Wrong slide.
    View slide
  • Agenda
    • What is online fundraising?
    • So what and who cares?
    • How do you do it?
    • Tools U can use
    • Three things to remember
    • Additional resources
  • What is online fundraising?
    • Any digital communication designed to generate a response, such as a donation.
  • So what and who cares?
    • Online giving surpassed $15 Billion in 2008 . This represents a 44% increase over 2007's estimates. Online giving accounted for just over 5% of total giving to charities in the US during 2008 and has been growing for many years now. - Blackbaud
    • Online giving has grown from $250 million in 2000 to more than $4.5 billion in 2005. This represents only 2 – 3% of the $200 billion in individual giving in the U.S. but it is growing rapidly. - e-Philanthropy Foundation
    • The number of online gifts increased by 43% over 2007 and total $ raised online increased by 26%. – eNonprofit Benchmark Study
    • Online givers are young (median age 38) vs. 60+ for offline donors. - Network for Good
    • Online donors are generous. Average gift = $163.
    • - Network for Good
  • In short, online giving
    • Is growing .
    • Is cheaper than other channels.
    • Is efficient .
    • Can help you reach new and younger donors .
    • Can enable your best supporters to fundraise for you.
  • How do you do it?
    • Strategy first.
    • Tactics second.
  • Understand Your Audience Who’s Online?
    • Women - 75%
    • Men - 73%
    • 18 – 29 year olds - 87%
    • 50 – 64 year olds - 72%
    • HI = $75,000 + - 94%
    • HI = $30,000 or less - 57%
    • - Pew Internet & American Life Project
  • What are they doing?
    • Reading email - 91%
    • Using a search engine - 89%
    • Getting news - 70%
    • Watching video - 56%
    • Looking for info on Wikipedia - 47%
    • Reading blogs - 32% (57 million people)
    • Rating products, services or people – 32 %
      • - Pew Internet & American Life Project
  • Strategy, Strategy , Strategy
    • Who is your audience?
    • Where do they “live” online?
    • How are you already communicating with them?
    • What is your in-house communications capacity, including tools and content?
  • Tools U Can Use
    • Website
    • Email
    • Peer-to-peer fundraising tools
    • Social media
  • Websites
  • Email
  • Peer-to-Peer Fundraising Tools
  • Peer-to-Peer Fundraising Tools
  • Social Media
    • Internet-based tools to share information, learn and connect with others .
    • Examples include, blogs, Facebook, Linkedin, MySpace, YouTube, Flickr, Twitter and podcasts.
  • Social media is mainstream!
    • 75% of Internet users participate in some form of social media, up from 56 percent in 2007.
    • Source: Forrester
    • 46% of online American adults 18 and older use a social networking site like MySpace, Facebook or LinkedIn, up from 8% in February 2005.
    • SNS users have gone from being classic early adopters
      • Male, highly educated, young to middle-aged, urban to every man and woman – with a continued skew towards youth, as diverse, if not more than the internet-using population
      • Source: Pew Internet and American Life Project
  • Top 13 sites on the Internet
    • Google
    • Facebook
    • Yahoo
    • YouTube
    • Windows Live
    • Wikipedia
    • Blogger
    • MSN
    • Baidu
    • Yahoo
    • MySpace
    • Google India
    • Twitter
    • Source: Alexa.com 10.20.09
  • Social Networking Sites are Popular
  • However…
    • For now, there is very little real revenue generated on these communities via fundraising and advertising. – Nonprofit Social Network Survey Report
    • 37.8% of respondents had raised $0 – $10,000 on Facebook in the previous year – Nonprofit Social Network Survey Report
  • However…
    • You need LOTS of content to succeed on these sites!
  • 3 things to remember
  • There is an order to raising money online. Website 1st. Email 2 nd . Social 3 rd .
  • Strategy 1 st . Tools 2 nd .
  • Don’t Write Crappy Content.
  • Additional Resources
  • Additional Resources
    • Fundraising123.org
    • Fundraising Success
    • Donor Power Blog
    • Nonprofit Marketing Blog
    • The Agitator
    • The Fundraising Coach
    • Getting Attention
    • Nonprofit Marketing Guide
    • NTEN (Nonprofit Technology Guide)
    • Idealware
    • Marketing for Nonprofits 
  • Connect with me!
    • Jocelyn Harmon
    • [email_address]
    • www.marketingfornonprofits.org
    • http://twitter.com/jocelynharmon