Online Fundraising At Your Goodwill Presenters: Frank Barry, Digital Marketing Director, Blackbaud Kathryn Hall, Senior Client Success Manager, BlackbaudFacilitator: Jenna Gebel, Resource Development Program Specialist, GII
Agenda• Welcome and introductions• Group interaction: Discussion of “pre-work”• Trends and opportunities in online fundraising• Discussion: Building your plan for online success• 10 things you can do today• QA and Closure
Learning Objectives• Understand elements of effective online and fundraising programs.• Discover recommendations for adding or enhancing online fundraising capabilities.• Learn industry trends and statistics to help you make the case for developing your online fundraising program.
Presenters Frank Barry Kathryn Hall Digital Marketing Director Sr. Client Success Manager Blackbaud Blackbaud
Online Fundraising• We’ll talk about extending your individual giving solicitation program online, using tools like your website, email, blog, Facebook, Twitter, YouTube, crowdsourcing, mobile, paid search• New opportunities abound in the online channel. With the right tools, we can reach more people over the web at a cost much lower than direct mail• The fundamentals will never go out of style: – Thank your donors – Inform them what you’re doing with their money – Segment your communications
How to Get Started: The Short StoryStep 1: Define your audience(s) and get personal, meaningful, and relevantStep 2: Make sure your fundraising program includes an online channelStep 3: Plan and execute an online campaignStep 4: Test, test, test, and measureStep 5: Repeat as necessary
Online Supports Offline Giving• Contrary to early fears, online giving programs do not “cannibalize” offline fundraising efforts• Donors tend to migrate from online to offline• After three or four years, about half of all online- acquired donors are giving offline gifts and over 40% are giving exclusively offline, primarily through direct mail.• When online-acquired donors move offline, they tend to do so quickly, in their first renewal year.• We’ll talk about this in our June 18 webinar on Multichannel Fundraising Strategies Source: Target Analytics donorCentricsTM Internet and Multichannel Giving Benchmarking Report
Benchmark Your Goodwill To calculate online giving as a percentage of your total fundraising revenue: Input your organization’s total online revenue in 2011: $ Input your organization’s total fundraising $ revenue reported on your 2011 tax return: Divide total online revenue by total % fundraising revenue to calculate percentage: Knowing where you stand in relation to industry trends can help you make a better strategic plan.
What’s holding you back?BARRIERS TO ONLINEFUNDRAISING
Barriers• Institutional: – Culture – Training / industry experience – Cross-departmental cooperation• Technology: – Tools for updating website – Online donation form – Email communications – Social media• Budget – Make the case for budget – Plan for gradual improvement in skills, technology, and outreach – Leverage your success
FIRST IMPRESSIONS MATTER It takes less than 3 seconds to evaluate another personbased on their appearance, bodylanguage, demeanor, mannerisms and dress. http://www.flickr.com/photos/batcave13/
And visitors will decide to stay orleave your website in 4 secondsor less. … and that’s gone down significantly over the past 10 years http://www.flickr.com/photos/jlz/
60% of donors visit a nonprofit’s website before giving. http://www.flickr.com/photos/7817522@N05/
Repeat giving for donors acquired through generic giving pages (Google, Network for Good, PayPal) Is 66.7% lower than for donors who give via charity- branded giving pages..
5 Tips for Creating a Compelling Website Websites MUST capture the attention of your visitors through appealing and engaging visual design and branding. • Capture a visitor’s interest immediately • When a visitor scans the page they should immediately be able to determine what your nonprofit is all about • Represent your brand properly • Ensure that your navigation is easy-to-understand and provides good visual guidance to the content on your site • Speak to the audiences that use your site: donors of goods, people seeking services, volunteers
#2Our primary means of digital communicationEMAIL COMMUNICATION
Email is Alive and Well! 247 billion messages sent perday…More than 2.8 million emails are sent every second.
94% of Internet Userssend or read email daily http://www.flickr.com/photos/papalars/
Must Follow Tactics for EffectiveEmail CommunicationEmail is the “killer app” for communication andconnection with your supporters. Don’t forget to focuson it.
4) Grow Your List• Ask people to share (in the emails) via forward to a friend type features• Leverage acknowledgement emails (let people know about your regular newsletter)• Put an opt-in form on your Facebook page (and give people incentives to subscribe)• Utilize other social media outlets to promote your organization• Start thinking about how your emails show up on mobile devices• Promote in your non-digital world via a friendly URL (www.mywebsite.org/email)
8 Engagement Tips• Check the page daily• Post questions, info, random thoughts, etc• Post pictures, video• Respond to questions• Engage in conversation• Share inspiring stories• Talk about upcoming events, activities, programs, etc• Be a little silly, have fun, show a sense of humorAll with the goal of engaging your supporters to ensure theyare connected to you and each other.
1 Build a plan• Tweak / tune up or overhaul website• Align email communications (enewsletter, campaigns, event notices) with offline calendar• Partner up with like minded organizations.• Content marketing (i.e. blogging)• Paid Search (i.e. Google Adwords)• Social Media Engagement• Paid advertising (Facebook, Twitter, Google display network, etc)
The Next 7 Months Online / Offline Fundraising Plan June July August September October November December Offline Communication Offline EventsOffline Fundraising FocusWebsite UpdatesEmail CampaignsOnline Fundraising Focus Peer to Peer Fundraising Social Media Campaigns