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Online Fundraising for Goodwill Mission Advancement
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Online Fundraising for Goodwill Mission Advancement

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  • In the Goodwill world, a lot of revenue comes from donations of goods and from direct government and foundation grants. In much of the nonprofit world, two forces have conspired to ensure greater growth of online revenue. First, the tools are readily available, and people are online. Let’s go meet them there. Second, government grants have been less available in the recent economic climate, and replacing this revenue takes nonprofits online.
  • Blackbaud continues to do research into the percentage of total fundraising that comes from online giving. This data is especially valuable because it allows nonprofits to benchmark online giving against peer organizations within each sector or of a similar size. We looked at total giving for 1,560 organizations of varied size and found that, on average, online donations accounted for 6.3% of overall fundraising.
  • Up 13% year-over-year.54% of the organizations experienced results at or above this growth rate. Medium Maturity: Medium-sized organizations, those with annual total fundraising between $1 million and $10 million, grew more than large or small organizations for the first time since Blackbaud began reporting on this trend. In 2010, these organizations had the slowest growth rate in the sector and were still feeling the effects of the recession. One year later, medium organizations accounted for more than 40% of all online giving. What changed? In prior years, we asserted that large organizations were quickly growing online fundraising as a percent of total funds raised based on the ability to invest resources and to learn from success in direct mail. On the other extreme, we believed small organizations grew quickly based on lack of resources – when one cannot rely on a rich direct mail program or a large staff of solicitors to fundraise, one gravitates toward tools with low start-up costs and wide reach. Because more donors are giving online than ever before all organizations experience a lift, but those with the most room to grow – medium-sized organizations – grew most.
  • Haiti in 2010*Excluding large International Affairs organizations.
  • End-of-year giving accounts for 34.8% of online giving (Q4). December represented 20.3% of this total.Yes, most of online giving happens in December. And yes, a lot of it happens in the final few days of the year. But there is risk in relying too much on year end giving because the inbox keeps getting more and more crowded. It is possible to build an online giving program that avoids the make-or-break end of year fundraising crunch.
  • GII has seen several larger gifts come through our online system – multiple$5,000Distribution of $1k online gifts. This shows a measure of comfort with giving large gifts online. 87% of organizations had at least one online gift of $1,000+.The largest online gift made in 2011 was $260,000.
  • Donor acquisition tool
  • Younger crowd
  • More individual monetary worth
  • Bigger average gifts Average online gift for Goodwill = $$ (get from Adam)
  • What do you think is the average gift size for GII?
  • You may have already heard this at GII’s annual conference in DC “myths of online giving” – it’s worth knowing that…
  • To help make your case for online giving to your leadership, this is an essential tool – use benchmarks to show your success.
  • Free or cheap is not always the most inexpensive course of action1) What's your biggest online fundraising challenge?BudgetResourcesKnow HowTools2) Who in the session has overcome the budgeting challenge? How'd you do it?3) Who in the session has overcome the resources challenge? How'd you do it?Giving someone on staff the ability to focus time towards building up your online fundraising efforts4) Who in the session has overcome the "know how" challenge? How'd you do it?Tools - website, email, online donation form. Plan - Integration into other fundraising programs.Staffing - person on staff who has done it.5) Who in the session has overcome the tools challenge? How'd you do it? To-do ListAllocate budgetAssign resourcesDevelop the know howImplement the right tools
  • What do you do that you want others to know about???Do you run fundraising events?Do you offer local or national programs?Do you need volunteers?Do you create educational material? Do you put on local activities?
  • SEO Get’s them there, but you website does the work from that point on so don’t forget …. 1st impressions matter!
  • People will do their research on you via the web. You do it, right?
  • Mission = crystal clear. We turn your donations into jobs.
  • Your design/brand matter. Generic conversion pages don’tconvert as well.
  • If you did an audit todaywhat would you find that isn’t inline withsome of the above tips
  • eMail communication should be at the heart of your supporter connection strategy.If you have not started with email, or want to explore your options, GII can offer you ways you can get started on your email efforts. Go to resource development listserv – ask other members. Use email to talk about email. We’ll share information on how to do this at the end of this presentation.
  • More and more it’s on their phone
  • #1) Capture peoples email (opt-in) now that all that traffic is coming to your site based on your new SEO strategy.Think about having a compelling call to action on every page of your site.Make it simple to subscribe (i.e. possibly email addy only form)
  • Start a regular newsletter now that people have given you permission to communicate with them … but make sure you’re not abusing their trust. Make sure it’s visually branded to match your site/other communication Keep the design/layout simple and easy to scan The subject line matter, craft them carefully Generate useful content that’s easily consumed by the social media age Always include a call to action, even if it’s just asking people to share with friendsCreate a calendar (monthly, weekly) so that you stay on top of things. Think through themes for each month in order to help with content production
  • Create landing pages that match what the reader would expect based on the content of the newsletter (and call to action) Branding Simple to scan Easy to tell what you’d like me to do
  • Build your listAsk people to share (in the emails)Leverage acknowledgement emails (let people know about your regular newsletter)Put an opt-in form on your websitePut an opt-in form on your Facebook page (and give people incentives to subscribe)
  • The number one activity on the web Becoming the destination for a large number of web users Not only for kids
  • A whole lot of web-based applications that do countless things for you.- it can be overwhelming, confusing, exciting, etc all at the same time/There’s a lot of opportunity and potential, but you’ve got to focus small to start.
  • 96% based on study by
  • Hard ROI based on this type of fundraising.There are a lot of other examples:- Twestival- Tweetsgiving- 12for12k
  • Do you regularly use (either at home or for work) these social networks: FacebookTwitterPinterestYouTubeFlickr
  • Pick the right social networks for your organization and go claimyour space (i.e. get your account/url/brand represented)Facebook – community buildingTwitter – buzz/informationYouTube – they create awesome videoFlickr– they take/receive great imagery
  • We’re going to focus on Facebook today as it’s the biggestAnd most likely place you’re already doing something.How many out there have a Facebook page?Make sure you use the logo area to brand it. Don’t just use a standard logo, think bigger and more exciting.
  • This is really where the magic happens, everything else is (set-up).Provide info, but use compelling images
  • Work hard to build a communityThis is NWF’s page … people share/talk/discuss on their own now days
  • Start interesting discussions by asking good questions (and using images)
  • Share good news about how your making impact (and use images)
  • Section header
  • Most of online giving happens in December.In fact, a lot happens in the final few days of the year.But there is risk in relying too much on year end giving because the inbox keeps getting more and more crowded.
  • Charity:WaterClean websiteClear call to actionSimple, focused giving formGreat reason for giving% of gift that goes to the missionWhere the money goes
  • Recurring giving focusMonthly giving is important. In addition to Frank Barry’s recent post on why you need a recurring giving program, the just-released 2012 eNonprofit Benchmark study found that online monthly giving is growing at a much faster rate than one-time giving.But don’t just offer recurring giving. Brand it as an exclusive, meaningful, and fun online experience. Some nonprofits do this by asking monthly donors to “join the club” and give them names like Miracle Makers,Partners for Change, and Guardian Angels.Create your own “club” with perks that enhance the giving experience. Things like first-to-know email alerts, discounted store purchases or drawings for celebrity meet-and-greets. Also, detail how monthly donations impact your mission. Let monthly donors know they’re part of a team really making a difference.The Salvation Army’s Bed & Bread Club has raised more than $100-million nationwide in the last 25 years by persuading people to give monthly.The charity asks donors to give at least $10 a month, or $120 for the year. More than 19,000 people are now making gifts, and nearly 70 percent of them give additional gifts that exceed the minimum annual requirement. (Source: Chronicle of Philanthropy)
  • Donors have a lot of places they can give their money: Why give to you?
  • The 2011 Money for Good study also found that even though donors rarely research organizations, they want to give to reputable nonprofits that won’t waste their money.So, be transparent about how donations are used and provide (unbiased) proof that you can be trusted. Use logos from and links to ratings by Charity Navigator, GuideStar Exchange, Better Business Bureau, and other third-party organizations to show donors you’re responsible. 
  • Each giving level subtly upsells the standard $25 / 50 / 75 and $100 gift. People can still give $25, but more people will tend to round up. These tactics can be incorporated into their Online Giving landing page as well as their non-GII giving form. IMPORTANT: We cannot support a custom form for members through our system without significant additional cost borne by the member. (If you’re interested in a custom form, please contact Adam Stiska)
  • (Not available on GII form, at least this year. Form in its current form cannot be altered. If you’re interested in a custom form, please contact Adam Stiska)
  • People love the idea of their gift going farther. Sometimes it’s just a matter of making it easy for them to complete the match.
  • Segmentation – specific data points that let you send special messages of high interest to the recipient
  • HOPE Worldwide retain 15% of their new Haiti-related donors in the first yearImplemented a year-long multichannel campaign to keep new donors informed on progress.Tell people what you’ve doneUse email effectively
  • The term “crowdsourcing” has been in use since 2006, but you’re hearing it a lot more often these days. The less fashionable term is peer-to-peer fundraising or P2P. It’s when you invite your supporters to reach out to their contacts and spread the message, raising money on your behalf. The possibilities are exciting – to do it well, like anything, requires work and a deliberate effort to support for your fundraising volunteers. Options: First Giving, Crowdrise, Just Giving, Blackbaud Friends Asking Friends, Blackbaud TeamRaiserCrowdsourcing first appeared in Wired magazine and refers to “the act of outsourcing tasks, traditionally performed by an employee or contractor, to an undefined, large group of people or community (a crowd), through an open call.” 
  • Goodwill International can provide a branded online giving form GII has sent members direct URLs to their forms which remove the need to use the selection page. This removes several clicks for the donor…

Transcript

  • 1. 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
  • 2. 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
  • 3. 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.
  • 4. Presenters Frank Barry Kathryn Hall Digital Marketing Director Sr. Client Success Manager Blackbaud Blackbaud
  • 5. 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
  • 6. 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
  • 7. Polls and discussionDISCOVERY
  • 8. CASE STUDY
  • 9. Making the case for online fundraisingTRENDS ANDOPPORTUNITIES
  • 10. Online Gifts Account for 6%
  • 11. Online Giving Up 13% Y0Y
  • 12. Growth Varies by Sector
  • 13. Most Giving Happens in Q4End-of-year giving accounts for 34.8% of online giving (Q4) andDecember represented 20.3% of the total.
  • 14. People are getting more comfortable 87% of nonprofits had at least one online gift of $1,000 or more Distribution of online gifts of $1,000+
  • 15. POLL
  • 16. 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
  • 17. 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.
  • 18. QUESTIONS?
  • 19. What’s holding you back?BARRIERS TO ONLINEFUNDRAISING
  • 20. 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
  • 21. ELEMENTS OF EFFECTIVEONLINE FUNDRAISING
  • 22. 1) Define Your Goals• What do you do that you want others to know about?• Who are your supporters?• Where are your supporters?• How will you communicate with them?• When do you need their support?
  • 23. #1Your portal to the worldWEBSITE
  • 24. 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/
  • 25. 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/
  • 26. 60% of donors visit a nonprofit’s website before giving. http://www.flickr.com/photos/7817522@N05/
  • 27. 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..
  • 28. 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
  • 29. #2Our primary means of digital communicationEMAIL COMMUNICATION
  • 30. Email is Alive and Well! 247 billion messages sent perday…More than 2.8 million emails are sent every second.
  • 31. 94% of Internet Userssend or read email daily http://www.flickr.com/photos/papalars/
  • 32. Must Follow Tactics for EffectiveEmail CommunicationEmail is the “killer app” for communication andconnection with your supporters. Don’t forget to focuson it.
  • 33. 1) CAPTURE PEOPLES EMAIL
  • 34. 2) START A REGULAR NEWSLETTER
  • 35. 3) BUILD OPTIMIZED LANDING PAGES https://www.roomtoread.org/holiday2010
  • 36. 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)
  • 37. #3The new telephoneSOCIAL MEDIA ENGAGEMENT
  • 38. What is Social Media?
  • 39. SOCIAL MEDIA ISN’T A FAD, IT’S AREVOLUTIONFacebook has over 900 Million users and half of them login each day. Over 30 Billion pieces of content are sharedmonthly.
  • 40. IT’S ALL ABOUT ENGAGING … Those 45-65 showed These little guy’s are the strongest growth growing up with it. in 2010 Boomers Gen “I”
  • 41. EVERYONE’S DOING IT …84% of Blackbaud customers have a presence on at leastone social networking site. http://www.flickr.com/photos/wailysis/900216711/
  • 42. IT’S NOT JUST CHIT-CHAT …The money is real – Blackbaud Friends Asking Friendsraised over $1.5 Million via Facebook & Twitter in 2010. http://www.flickr.com/photos/eelssej_/
  • 43. POLL
  • 44. Social media is the new telephone, remember, there’s a properway to connect, engage and interact with people.5 TIPS TO LIVE BY WHENENGAGING IN SOCIAL MEDIA
  • 45. 1) Claim Your Land
  • 46. 2) Brand It
  • 47. 4a) Provide incentives
  • 48. 4b) Or Ask for Email Sign Ups
  • 49. 5) Engage
  • 50. 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.
  • 51. QUESTIONS?
  • 52. What to do about it?10 THINGSYOU CAN DO TODAY
  • 53. 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)
  • 54. 2 Tune Up Your Website
  • 55. 3 Tell a Great Story About People
  • 56. 4 Invite People to Join the club
  • 57. 5 Answer the Question: Why give?
  • 58. 5b …and Show Good Stewardship
  • 59. 6 Suggest Giving Levels
  • 60. 7 Give your supporters a voice
  • 61. 8 Encourage Matches
  • 62. 9 Invite supporters to stay in touch
  • 63. And Be a Good Conversationalist
  • 64. And Keep in Touch (Retention)
  • 65. 10 Crowdsource your Funding
  • 66. 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
  • 67. Online Fundraising TechnologyGOODWILL OPTIONS
  • 68. MyGoodwill"Online Giving"Communityprovides aclearinghouseof resources,includingpromotionaltools, formsand FAQs
  • 69. OnlineDonations ListservUse theOnlineDonationslistserv for updatesand informationsharing
  • 70. Surveys and Whitepapers• M+R and NTEN Report: 2012 eNonprofit Benchmarks Study• Convio Report: 2012 Convio Online Marketing Nonprofit Benchmark Index Study• Blackbaud Report: The 2011 Online Giving Report
  • 71. QUESTIONS? COMMENTS?
  • 72. ContactFrank Barry Kathryn Hall• Twitter: @franswaa • Kathryn.Hall@blackbaud.com• Blog: netwitsthinktank.com