The Art and Science of Fundraising Online Jocelyn Harmon Vice President of Sales and Marketing Network for Good
Shameless self-promotion Network for Good is a nonprofit that makes it easy for donors to support any charity, anywhere online. We also help nonprofits raise funds for their missions through simple, affordable and effective online fundraising services, including donation processing and email outreach tools, as well free and paid training. We have processed $500 million in donations for more than 60,000 nonprofits since 2001! Visit the For Nonprofits tab on our website at NetworkforGood.org to learn about our fundraising solutions, including DonateNow, EmailNow and EventsNow. Visit wwwnonprofit911.org to sign up for our FREE webinars to help you succeed in winning hearts, minds and donations. Visit our online Learning Center at fundraising123.org for hundreds of articles about online fundraising and outreach. Subscribe to our weekly Tips eNewsletter to learn how you can do more to engage your supporters. Leave your business card with me (and take mine!) at the end of this training if you’d like us to follow up with you!
Over $20 billion was raised online in 2010 % of Total Giving Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
4 Other important elements Branded donation page. Recurring gift options Impact donation labels On behalf of/in honor of Third-party endorsements like Charity Navigator and donor testimonials
Blaze a trail to your donation form Your own site! Email appeals Google Ads Twitter Facebook
2. Don’t write crappy copy “No I won’t read it in a plane, on a train or in the rain. I won’t read it here or there. I won’t read it anywhere!”
Every email appeal must answer 4 questions Why me? What for? Why now? Who says?
Why me? “Donating to charity is a wholly irrational act, economically speaking. It doesn't benefit you, and in fact it leaves you poorer by precisely the amount you donate (save tax deductions). Whatever is behind the impulse to give to charity, it's not obvious. As economists and social scientists have begun in recent decades to study people's true motives for giving to charity, what they've found hasn't exactly been in keeping with the flattering way we humans like to see ourselves. While altruism may play its part, there are also many other factors at play when we donate: guilt, the desire to boost our social status, the need to feel good about ourselves, even our sex drives. Any attempt to understand why we give -- or to get us to give more -- must deal with this dirty and tangled reality. – “The Secret Reasons We Give to Charity”
More writing tips Be donor-centric. Tell a story about one person or animal. Be brief! Write to one person. Use the active vs. passive voice. Edit, edit and edit some more. Use images in addition to text.
6 Ways to grow your email list Collect email addresses on your website. Leverage offline communications and events. Engage in online advocacy. Get found in Search. “Flip the Funnel.” Engage in list swaps or chaperoned emails.
Be personal Send a handwritten note (if possible). Pick up the phone. Send a thank you from your Executive Director or a board member. Customize, customize, customize!
2. Be tangible. By http://www.flickr.com/photos/createdigitalmedia/
Be tangible Show your donors what you’re doing with their investments. Tell ONE specific story of how your donor’s gift is making a difference. Invite your donor to tour your facility and meet the people your serve.
3. Be creative Gratitude tag by eekim http://www.flickr.com/photos/eekim/
Be creative. Use beautiful stationary. Send an e-card. Write in your own hand. Send a photo or video of your work. Let your volunteers, service recipients, other donors speak for you.
Learn from the best Saving Shelter Pets would like to extend a heartfelt “thank you” to each and every one of you who donated and helped us to spread the word about our participation in the contest. We have made some new friends through this experience, and reconnected with some old ones too – and for this we are truly grateful. $5,186 of the Six Degrees donations has already been used to save over 30 dogs & puppies from death row, including the ones pictured below. [Adorable photos of dogs were included.]
Email rates by message types Source: 2011 e-Nonprofit Benchmark Study
6. What about social media? Social media are not a panacea and Facebook is not FREE!
What about social media Master the basics first! Determine the “ROI” of your social media efforts. Hint: Think engagement vs. solicitation. Remember to get people onto your own email list. http://exchange.causes.com/resources/nonprofits/
Resources for you Online Giving Study – Network for Good 2010 Online Giving Report – Blackbaud 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report - Blackbaud 2011 eNonprofit Benchmarks Study – NTEN and M+R Strategic Services www.marketingfornonprofits.org - by Me! www.nonprofitmarketingblog.com - Katya Andresen Don’t Make Me Think! A Common Sense Approach to Web Usability – Steve Krug Flipping the Funnel – Seth Godin
Connect with me! Jocelyn.email@example.com @jocelynharmon www.marketingfornonprofits.org