Bentz Whaley Flessner 0
3 Tips to Boost Online Fundraising
March 14, 2013
Presented by:
Justin J. Ware
Bentz Whaley Flessner 1
3 Tips to Increase Online Giving
1. Build better online infrastructure.
2. Develop an online ambas...
Bentz Whaley Flessner 2
Columbia Giving Day
Bentz Whaley Flessner 3
Online ambassadors and conversation
management…
 Volunteers were
asked to share
updates about
the...
Bentz Whaley Flessner 4
The long tail of big gifts…
Several million dollars were
given in the days immediately
following t...
Bentz Whaley Flessner 5
Why do we care about engaging
donors online?
Source: Blackbaud.
Distribution of New Donors by Age
...
Bentz Whaley Flessner 6
Why do we care about
engaging donors online?
Source: 2012 Convio Study.
43%
57%
Dual Channel Donor...
Bentz Whaley Flessner 7
Why do we care about engaging
donors online?
$79
$93
$111
$128
$84
$124
$169
$197
2007 2008 2009 2...
Bentz Whaley Flessner 8
Why do we care about engaging
donors online?
Lifetime Revenue per Original Donor
for Donors Acquir...
Bentz Whaley Flessner 9
1. Improve online giving infrastructure
 Must be user-friendly (Ask
my colleague Heather Greig
ab...
Bentz Whaley Flessner 10
1. Improve online giving infrastructure
Make it easy to give!
Bentz Whaley Flessner 11
1. Improve online giving infrastructure
Make it easy to give by…
 Least number of clicks to reac...
Bentz Whaley Flessner 12
Go Mobile!
 RWD (Responsive
Web Design).
 Use text to drive
donors to mobile giving
sites (as o...
Bentz Whaley Flessner 13
Response Web Design (RWD)
Bentz Whaley Flessner 14
1. Improve online giving infrastructure
Enable login via social networks
 Easy for donors
(to co...
Bentz Whaley Flessner 15
Social log in—a GREAT icebreaker.
Social network login gives you access to otherwise
restricted s...
Bentz Whaley Flessner 16
Data allows for the creation of
―Content Profiles.‖
Content profile for
Jonathan Foley
 Key word...
Bentz Whaley Flessner 17
Content profiles take you from knowing the
demographics of your supporters…
…to knowing their psy...
Bentz Whaley Flessner 18
Obama’s ambassadors
Just a few weeks before the 2012 election, the
Obama campaign realized they h...
Bentz Whaley Flessner 19
Obama’s ambassadors
So they built a custom Facebook app that…
…gave the campaign access to the en...
Bentz Whaley Flessner 20
Obama’s ambassadors
Next, they built content profiles from the data
about the app subscribers’ fr...
Bentz Whaley Flessner 21
Obama’s ambassadors
The ultimate in targeted messaging…
…videos, photo galleries, updates, asks f...
Bentz Whaley Flessner 22
Obama’s ambassadors
…research immediately following the election
found statistically significant ...
Bentz Whaley Flessner 23
How it will work to boost your online giving…
 Use Facebook applications to learn about
your fol...
Bentz Whaley Flessner 24
Before the Obama approach…
You need to identify your core group of
online ambassadors.
 Which us...
Bentz Whaley Flessner 25
What is an ―Online Ambassador?‖
Definition: Influential Internet users—specifically
social media ...
Bentz Whaley Flessner 26
Online recommendation from a friend =
most influential form of advertising
Source: Nielsen, April...
Bentz Whaley Flessner 27
Data: what do we need to know?
 Number and name of social networks a constituent
is active on.
...
Bentz Whaley Flessner 28
What’s your influence?
Bentz Whaley Flessner 29
How it works—the Klout score
1–100 possible score or ranking
Influence your score by…
 How many ...
Bentz Whaley Flessner 30
Influencing Your Klout Score
Your Twitter strategy influences Klout by…
 Users mentioning, retwe...
Bentz Whaley Flessner 31
Influencing Your Klout Score
Your Facebook strategy influences Klout by…
 Having a large number ...
Bentz Whaley Flessner 32
A piece of the influence story…
…but by no means the whole story.
 A low Klout score does NOT me...
Bentz Whaley Flessner 33
Affinity matters more…
Bentz Whaley Flessner 34
Mine the conversation…
Bentz Whaley Flessner 35
Data allows for the creation of
―Content Profiles.‖
Content profile for
Jonathan Foley
 Key word...
Bentz Whaley Flessner 36
Top Influencers for ―Environment‖
1. Jonathon Foley—91
2. Amber Carlson—90
3. Jennifer Woodley—90...
Bentz Whaley Flessner 37
Speak through your online ambassadors.
Use your ambassadors to amplify your organization’s
messag...
Bentz Whaley Flessner 38
3. Invest in conversation managers
 Conversation managers lead the ambassador
program:
 Constan...
Bentz Whaley Flessner 39
Goin’ to the chapel…
Bentz Whaley Flessner 40
Goin’ to the chapel…
User logs this comment on Facebook underneath
a picture of the chapel.
―I lo...
Bentz Whaley Flessner 41
Goin’ to the chapel…
Bentz Whaley Flessner 42
Syracuse chapel example for major donors
Personalized email and mail contact
and solicitations…
...
Bentz Whaley Flessner 43
Syracuse chapel example for major donors
Talking points for gift officer calls and visits…
Bentz Whaley Flessner 44
Syracuse chapel example for major donors
Create custom content for your biggest donors…
…include ...
Bentz Whaley Flessner 45
The Online Affluent
According to a
recent Fidelity
Investment survey…
 85 percent of all
million...
Bentz Whaley Flessner 46
All ages online…
 According to a Dunham
+ Company survey…
 51 percent of those
60 and older hav...
Bentz Whaley Flessner 47
Syracuse chapel example for annual giving
Create mail, email, newsletters, and more
for groups ba...
Bentz Whaley Flessner 48
Syracuse chapel example for annual giving
Produce online campaigns around popular
online topics…
Bentz Whaley Flessner 49
3. Invest in conversation managers
It’s about stewardship!
Social media allows your
organization ...
Bentz Whaley Flessner 50
3. Invest in conversation managers
Social media = more relationships with
supporters…
…only real,...
Bentz Whaley Flessner 51
3 Tips to Increase Online Giving
1. Build better online infrastructure.
2. Develop an online amba...
Bentz Whaley Flessner 52
113105:JJW:cdc
jware@bwf.com
Facebook.com/BentzWhaleyFlessner
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3 Tips to Boost Online Fundraising

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Online and social media are proving to be powerful fundraising and overall brand awareness tools. This webinar has tips and examples from organizations that have enjoyed six and seven-figure online fundraising campaign success.

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  • Three main efforts – if you do these three things, you will increase your online giving beyond the national average of roughly 11 percent and you’ll see it have a positive impact on fundraising overall.“If you have outdated online giving forms, if you don’t have an ambassador program, not any FT social media positions…”
  • Here’s what happens when you do all three of those things…It happened because they did all of those three things – infrastructure, ambassadors, and they dedicated smart personnel toward the planning and implementation of this campaign.
  • They did everything the right way…In part thanks to their ambassadors, they were able to pull in a lot of new donors…Thanks to a smart strategy that had a lot of people dedicated to managing that strategy, a large number of gifts were originated in social media.
  • A very important point worth noting… online campaigns get donors of all levels excited!
  • It’s no surprise Columbia saw so many first-time donors make a gift……and the more we see good online campaigns, the less surprised I am at how effective they are at getting new donors through door and reactivating lapsed donors.
  • It’s also no surprise Columbia raised so much money online…
  • This is for donors who are acquired online… numbers from the late 2000s
  • So let’s talk about what you can do now to start acquiring those high-value donors online…
  • There’s certain information we all need …but it’s important to make this as pain free as possible for the donor… The gift + good, basic contact info is all we need to bring them to the next steps.
  • There’s certain information we all need …but it’s important to make this as pain free as possible for the donor…Ask “if anyone has any other ideas for making the giving process easier, send them in via the Q and A section or via Twitter using the “BWFwebinar” hashtag”
  • Use Obama grabs here
  • Roughly a 1/3 of us do our primary Internet viewing on a mobile device … by this time next year, MOST people will check the majority of their email from a mobile device … you need to be ready!
  • Also crucially important…Make it easy to log in for first time and returning users …give them the option of logging in.
  • Social login is a great get-to-know-you tool …with one click it gives your org an enormous amount of data about your donor AND their network of social media friends.This is where you get MUCH more info than you’d every be able to get from a traditional giving form.
  • Knowing and organizing this info for quick access gives you a lot of flexibility…Right now, it’s a manual search …we’re working on a software product or products to help with all of this.Again …if you can add all of this up, you can select a handful of ambassadors that, let’s say, rank high for climate research. A message sent through 25 of those ambassadors can be more effective and far more affordable than a Facebook post or a more traditional mail piece.
  • I used Norman Bates to warn you …some people find this a bit creepy, but remember …the info is what people share on Facebook. They’re putting it out in the public.
  • I want to talk about how Obama took this psychographic information and applied it to a Facebook application that helped him win re-election.
  • Roughly 85 percent of all those younger donors without a listed number could be found via this app. (read the Time story again to refresh before the workshop)
  • 600,000 users of the app shared more than 5 million…Content profiles built around an app users’ friends’ interests and behavior online. This is the ultimate in content profiles, because you’re giving users content that was produced to be liked and shared by their friends…
  • 600,000 users of the app shared more than 5 million…Some have just a few dozen friends, other have thousands. And those friends are getting content that is custom-built just for them.
  • Early tests of the system found statistically significant changes in voter behavior. People whose friends sent them requests to register to vote and to vote early, for example, were more likely to do so than similar potential voters who were not contacted. That confirmed a trend already noted in political-science literature: online social networks have the power to change voting behavior. A study of 61 million people on Facebook during the 2010 midterms found that people who saw photos of their friends voting on Election Day were more likely to cast a ballot themselves.Read more: http://swampland.time.com/2012/11/20/friended-how-the-obama-campaign-connected-with-young-voters/#ixzz2Kv2VRCE3
  • BE CAREFUL …you don’t want to do something that will offend your constituents by being too invasive or creepy. Stay above board, but be clever.
  • To get that supporter ID program going, Obama already had a group of online ambassadors…It’s important to have this organized – without a system that’s easy to sort and search, you could spend all your time just accessing this info…
  • Sure, they can be celebrities but they definitely don’t have to be…
  • Here’s why ambassadors are so important…
  • The end goal is an ambassador program with multiple lists for multiple initiatives…
  • The most important criteria for ranking an ambassador – their influence…There are some tools that make it easy to get a broad idea of influence…
  • Everybody with an unlocked Twitter account, has a Klout score…
  • If you create a Klout account, Klout will take more into consideration to build your score…
  • Whether it’s a Klout score or something you build on your own, ranking your ambassadors is important. Ideally, you’d be able to export lists from your CRM of your most influential ambassadors when you need to push an idea online…
  • “But let’s say the user has a low Klout score… Users might have low Klout scores and not a lot of followers, but they could be closely involved with a group of alumni and have significant influence over them…Again – organize this info so you can access it quickly for multiple purposes.
  • Frequency and decency of conversation… How often does a user post? Are they saying good things about your school? …how about in general? Right now, this requires manual conversation management…These are the items you need to start capturing and storing to build content profiles around your constituents and ambassadors…
  • Remember …it’s about building these…Merges psychographic with demographic and contact info. What does the donor like? What do they talk about? What matters to them? What do their followers like, comment on, and share?
  • …so you can create these! Quickly find ambassadors to get specific messages out to communities based on the behavior of the ambassadors and their communities.CS NOTE; Can you fit the image snugly in the corner so no white is visible around the bottom and right edges?
  • You need conversation managers to do the conversation mining (among other things)
  • Conversation managers, social media specialists, online managers … whatever you call them, this is just one of the ways in which they will be invaluable to your org.Software will do some of this, but we’re a long way from being able to replace a person interacting with supporters as a real human.
  • Info gets added as a contact report (for now, because there really isn’t a good options for capturing social media information in a CRM)…As more options become available for organizing and leveraging this info, conversation managers will become more important.
  • How do you use this information gathered by conversation managers?
  • Let’s start with the obvious…Could be a first-time visit or new information about a donor who’s been with you for decades. Either way, conversation mining help you to know your donors better.
  • You know what they like and what matters to them, because you know their psychographic profile – use this info to create and share content that matters to them!
  • More evidence to suggest you’re not wasting your time applying online conversation mining and ambassadors to the major gift process…The affluent are online in a big way. Connect with them and steward them in this space!
  • Older, more affluent do give online – sometimes it’s how they make their first gifts before graduating to making bigger gifts off line. A small number even prefer to give big gifts online.
  • Pull the words from online conversations, use them to target for electronic and traditional communications…What other pages do they like? …what part of campus do they talk about the most? – use this to build more customized approaches both online and off
  • If there are common themes online, leverage them to raise big amounts of money in short amounts of time…
  • It’s about more than just pulling numbers …good conversation managers are relationship builders between your org and new AND current donors.
  • More relationships …and it allows you to leverage those relationships.
  • Three main efforts – if you do these three things, you will increase your online giving beyond the national average of roughly 11 percent and you’ll see it have a positive impact on fundraising overall.“If you have outdated online giving forms, if you don’t have an ambassador program, not any FT social media positions…”
  • For anyone who’s not able to be here this afternoon…
  • 3 Tips to Boost Online Fundraising

    1. 1. Bentz Whaley Flessner 0 3 Tips to Boost Online Fundraising March 14, 2013 Presented by: Justin J. Ware
    2. 2. Bentz Whaley Flessner 1 3 Tips to Increase Online Giving 1. Build better online infrastructure. 2. Develop an online ambassador program. 3. Invest in personnel.
    3. 3. Bentz Whaley Flessner 2 Columbia Giving Day
    4. 4. Bentz Whaley Flessner 3 Online ambassadors and conversation management…  Volunteers were asked to share updates about the campaign.  Brief online trainings held.  40% of donors were new.  More than half came through social media channels.
    5. 5. Bentz Whaley Flessner 4 The long tail of big gifts… Several million dollars were given in the days immediately following the event by major donors who referenced the Giving Day campaign and the excitement it created.
    6. 6. Bentz Whaley Flessner 5 Why do we care about engaging donors online? Source: Blackbaud. Distribution of New Donors by Age within Origin Channel 2010 Medians 1% 12% 22% 24% 25% 11% 4% 0% 3% 9% 14% 23% 22% 27% 0% 5% 10% 15% 20% 25% 30% 18–24 25–34 35–44 45–54 55–64 65–74 75+ Joined Online Joined by Mail
    7. 7. Bentz Whaley Flessner 6 Why do we care about engaging donors online? Source: 2012 Convio Study. 43% 57% Dual Channel Donors Average income >$100,000 Average income <$100,000 38% 62% Online-Only Donors Average income >$100,000 Average income <$100,000 25% 75% Offline-Only Donors Average income >$100,000 Average income <$100,000
    8. 8. Bentz Whaley Flessner 7 Why do we care about engaging donors online? $79 $93 $111 $128 $84 $124 $169 $197 2007 2008 2009 2010 Donors Acquired Online in 2007 Including All Giving Including Online Gifts Only Lifetime Revenue per Original Donor for Donors Acquired in 2007 2007–2010 Medians Source: Blackbaud.
    9. 9. Bentz Whaley Flessner 8 Why do we care about engaging donors online? Lifetime Revenue per Original Donor for Donors Acquired in 2007 2007–2010 Medians $30 $44 $55 $63 $32 $48 $62 $72 2007 2008 2009 2010 Donors Acquired by Mail in 2007 Including All Giving Including Mail Gifts Only
    10. 10. Bentz Whaley Flessner 9 1. Improve online giving infrastructure  Must be user-friendly (Ask my colleague Heather Greig about GCR).  Must be mobile optimized.  Must be easy to share.  Must connect to social networks.
    11. 11. Bentz Whaley Flessner 10 1. Improve online giving infrastructure Make it easy to give!
    12. 12. Bentz Whaley Flessner 11 1. Improve online giving infrastructure Make it easy to give by…  Least number of clicks to reach the giving form.  Your giving form should be well-branded with your org’s info (not a third-party vendor’s) to avoid confusing donors.  Providing e-receipts to donors (if the gift amount allows).
    13. 13. Bentz Whaley Flessner 12 Go Mobile!  RWD (Responsive Web Design).  Use text to drive donors to mobile giving sites (as opposed to text to give).  Integrate location- based technology (FourSquare).
    14. 14. Bentz Whaley Flessner 13 Response Web Design (RWD)
    15. 15. Bentz Whaley Flessner 14 1. Improve online giving infrastructure Enable login via social networks  Easy for donors (to connect and share).  No need to create a new account, password, etc.  Gives your org valuable information.
    16. 16. Bentz Whaley Flessner 15 Social log in—a GREAT icebreaker. Social network login gives you access to otherwise restricted social networks and all the info hidden in them, such as…  What types of content resonate with the donor.  Who their friends are.  What their friends are interested in. (New donors?)  Contact info for the user and all their Facebook friends.
    17. 17. Bentz Whaley Flessner 16 Data allows for the creation of ―Content Profiles.‖ Content profile for Jonathan Foley  Key words include ―Climate,‖ ―IonE,‖ ―Environment.‖  Interests include ―Environmental,‖ ―Sustainability,‖ ―Climate,‖ ―Research.‖  Ambassador score of 68.  84 in ―Climate‖  91 in ―Environment‖
    18. 18. Bentz Whaley Flessner 17 Content profiles take you from knowing the demographics of your supporters… …to knowing their psychographics.
    19. 19. Bentz Whaley Flessner 18 Obama’s ambassadors Just a few weeks before the 2012 election, the Obama campaign realized they had a problem… …half the campaign’s targeted swing-state voters had no listed phone numbers. Source: Michael Scherer, Time Swampland Blog.
    20. 20. Bentz Whaley Flessner 19 Obama’s ambassadors So they built a custom Facebook app that… …gave the campaign access to the entire list of friends for everyone who authorized the app. Source: Scherer, Time.
    21. 21. Bentz Whaley Flessner 20 Obama’s ambassadors Next, they built content profiles from the data about the app subscribers’ friends to help the app subscribers send their friends content and info they would like… …this led to more voters registered and dollars raised.
    22. 22. Bentz Whaley Flessner 21 Obama’s ambassadors The ultimate in targeted messaging… …videos, photo galleries, updates, asks for support—all custom-built to match the personality of a supporter’s Facebook friends.
    23. 23. Bentz Whaley Flessner 22 Obama’s ambassadors …research immediately following the election found statistically significant changes in voter behavior. People whose friends sent them requests to register to vote and to vote early were more likely to do so than similar potential voters who were not contacted. Source: Scherer, Time. The app changed voter behavior…
    24. 24. Bentz Whaley Flessner 23 How it will work to boost your online giving…  Use Facebook applications to learn about your followers AND their networks.  Create content based on what your followers and their networks like sharing.  Incorporate smart social sharing in broader campaign communication plans.
    25. 25. Bentz Whaley Flessner 24 Before the Obama approach… You need to identify your core group of online ambassadors.  Which users have influence and are most likely to increase support for your institution?  Learn about their behavior and what they want out of an online experience.  Capture and organize the above for quick, easy access.
    26. 26. Bentz Whaley Flessner 25 What is an ―Online Ambassador?‖ Definition: Influential Internet users—specifically social media users—with an affinity for your organization’s mission who have a high likelihood of enlisting the support of others through their online activity.
    27. 27. Bentz Whaley Flessner 26 Online recommendation from a friend = most influential form of advertising Source: Nielsen, April 2012
    28. 28. Bentz Whaley Flessner 27 Data: what do we need to know?  Number and name of social networks a constituent is active on.  Klout or Kred scores.  Their affinity or connection to your institution or organization.  Content they interact with—their content profiles. Combine the above with donor data already stored in CRM systems.
    29. 29. Bentz Whaley Flessner 28 What’s your influence?
    30. 30. Bentz Whaley Flessner 29 How it works—the Klout score 1–100 possible score or ranking Influence your score by…  How many people you influence.  How much you influence those people.  How influential those people are.
    31. 31. Bentz Whaley Flessner 30 Influencing Your Klout Score Your Twitter strategy influences Klout by…  Users mentioning, retweeting, and adding your account to their lists.  Influential users retweeting, mentioning, and listing your account.  Users who seldom retweet, RTing your tweets.
    32. 32. Bentz Whaley Flessner 31 Influencing Your Klout Score Your Facebook strategy influences Klout by…  Having a large number of comments and ―likes‖ on your posts.  Having your posts shared by friends.  Having influential friends share, comment on, and ―like‖ your posts.
    33. 33. Bentz Whaley Flessner 32 A piece of the influence story… …but by no means the whole story.  A low Klout score does NOT mean a person is not influential.  However, a high Klout score is a good sign they are influential.
    34. 34. Bentz Whaley Flessner 33 Affinity matters more…
    35. 35. Bentz Whaley Flessner 34 Mine the conversation…
    36. 36. Bentz Whaley Flessner 35 Data allows for the creation of ―Content Profiles.‖ Content profile for Jonathan Foley  Key words include ―Climate,‖ ―IonE,‖ ―Environment.‖  Interests include ―Environmental,‖ ―Sustainability,‖ ―Climate,‖ ―Research.‖  Ambassador score of 68.  84 in ―Climate‖  91 in ―Environment‖
    37. 37. Bentz Whaley Flessner 36 Top Influencers for ―Environment‖ 1. Jonathon Foley—91 2. Amber Carlson—90 3. Jennifer Woodley—90 4. Mark Simpson—89 5. Ellen Brown—86
    38. 38. Bentz Whaley Flessner 37 Speak through your online ambassadors. Use your ambassadors to amplify your organization’s message to groups of people you’d never reach via your own, traditional methods—it’s about the viral spread of information.
    39. 39. Bentz Whaley Flessner 38 3. Invest in conversation managers  Conversation managers lead the ambassador program:  Constantly identifying new ambassadors.  Strengthen relationships with current and potential ambassadors.  Steward online donors on a consistent, routine basis—it’s about providing customer service for your supporters.  Capture data that can be added to content profiles – conversation mining.
    40. 40. Bentz Whaley Flessner 39 Goin’ to the chapel…
    41. 41. Bentz Whaley Flessner 40 Goin’ to the chapel… User logs this comment on Facebook underneath a picture of the chapel. ―I love the Hendricks Chapel! It’s where my husband proposed to me!‖
    42. 42. Bentz Whaley Flessner 41 Goin’ to the chapel…
    43. 43. Bentz Whaley Flessner 42 Syracuse chapel example for major donors Personalized email and mail contact and solicitations…  Annual reports and campaign updates.  News and event information.  Thank-yous.  Whatever you use email and mail to do!
    44. 44. Bentz Whaley Flessner 43 Syracuse chapel example for major donors Talking points for gift officer calls and visits…
    45. 45. Bentz Whaley Flessner 44 Syracuse chapel example for major donors Create custom content for your biggest donors… …include them in the content, when possible.
    46. 46. Bentz Whaley Flessner 45 The Online Affluent According to a recent Fidelity Investment survey…  85 percent of all millionaires use some form of social media.  Nearly three-quarters of that 85 percent are on Facebook.  Median age of those surveyed—56.
    47. 47. Bentz Whaley Flessner 46 All ages online…  According to a Dunham + Company survey…  51 percent of those 60 and older have given online.  60+ age group gives more online gifts than under 40s.
    48. 48. Bentz Whaley Flessner 47 Syracuse chapel example for annual giving Create mail, email, newsletters, and more for groups based on keywords in a donor’s content profile…
    49. 49. Bentz Whaley Flessner 48 Syracuse chapel example for annual giving Produce online campaigns around popular online topics…
    50. 50. Bentz Whaley Flessner 49 3. Invest in conversation managers It’s about stewardship! Social media allows your organization to provide consistent, responsive, c ustomer-service like feedback to and engagement with your supporters.
    51. 51. Bentz Whaley Flessner 50 3. Invest in conversation managers Social media = more relationships with supporters… …only real, experienced people can develop those relationships!
    52. 52. Bentz Whaley Flessner 51 3 Tips to Increase Online Giving 1. Build better online infrastructure. 2. Develop an online ambassador program. 3. Invest in personnel.
    53. 53. Bentz Whaley Flessner 52 113105:JJW:cdc jware@bwf.com Facebook.com/BentzWhaleyFlessner

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