Online fundraising:
harnessing technology to
build and maintain
relationships
London Fundraising Summit
25 September 2008
Presentation Agenda

Promoting your organisation online
Online donor recruitment
Online donor renewal
Volunteer mobilisati...
7 ways to build & maintain relationships through online
engagement
• Engagement is more than just a ‘donate now’ button
• ...
1. YouTube – Dangerous Ground?
www.dangerousground.org

http://justgiving.wordpress.com/2007/12/07/dangerous-ground-charit...
1. YouTube – Dangerous Ground?

one
“over 85,000 people have viewed and of
the dangerous ground videos
thousands have visi...
1. Videos – show what you do

www.acorns.org.uk
2. Flickr

http://flickr.com/photos/justgiving/2592780349
2. Flickr

Photo from http://www.flickr.com/photos/27717319@N06/2581829969/
Fundraising page: http://www.justgiving.com/si...
2. Flickr

Photo from http://flickr.com/photos/fstorr/2202454676/
Fundraising page at http://www.justgiving.com/francissto...
2. Flickr

www.flickr.com/photos/sightsavers
2. Flickr

www.flickr.com/people/breastcancercare
1. & 2. Flickr & YouTube on Justgiving

www.justgiving.com/laurahknight
3. Facebook – find your fans!

8 million UK users and it’s Free!
http://www.new.facebook.com/pages/Dogs-Trust/6366026879
3. Facebook – mixed media pages

http://snipurl.com/3tc25
3. Facebook – biggest referrer to Justgiving

20% of people who come to
Justgiving, come from Facebook

Facebook referrals...
3. Facebook – or other social networks

www2.saga.co.uk
3. (other social networks)... Silver surfers!
Christian Aid performed a detailed analysis of their
2006 events and found t...
3. (other social networks)... De-mystification!
Some people are still wary of going online
…it’s a scary place only full o...
4. Your *own* social network

http://www.doggysnaps.com
4. Your *own* social network

Note:
Not necessarily about
the charity *per se*
It’s about what the
charity does, its
objec...
4. Your *own* social network (forums work too)

Serve a purpose; be useful
http://www.alzheimers.org.uk/talkingpoint
5. Widgets (like ours)

http://justgiving.wordpress.com/2008/07/24/happy-birthday-to-the-justgiving-widget
5. Widgets

http://www.qhotels.co.uk/hikinghoteliers
5. Widgets

http://justgiving.wordpress.com/2008/06/24/ipledge-for-buwan-kothi-june-charit
5. Widgets

www.bullying.co.uk
6. Blogs – charity worker

http://www.msf.ca/blog
6. Blogs – charity fundraiser & awareness raiser

http://pinkandsmiley.blogspot.com
6. Blogs – charity CEO

http://ceoatlarge.blogspot.com
7. Email newsletters
Cheap?
Not much effort?
Easy?

http://justgiving.wordpress.com/2007/12/12/great-seasonal-emails
7. Email newsletters – top tips
•Less is more
•Focus on copy first, design second
•Give clear calls-to-action for people t...
7. Email newsletters – design & content best practice
www.moo.com/signup.php

http://goodexperience.com/newsletter.php

ww...
7. Email newsletters – ours, feel free to criticise!

http://www.uploadlibrary.com/justgiving/july_08_newsletter.html
7. Email newsletters – get your stats!
•Here are our stats
•Measure open & click throughs
•Not everyone opens emails 
7. Email newsletters & *marketing* – more resources

www.marketingprofs.com/news/email-marketing/archive.asp

www.webinkno...
7 ways to engage supporters online
1. YouTube
2. Flickr
3. Facebook
4. Your own network or forum
5. Widgets
6. Blogs
7. Em...
Some or all can be incorporated into Online Fundraising
1. YouTube
2. Flickr
3. Facebook
4. Your own network or forum
5. W...
Online Fundraising can be incorporated into all or some of them

1. YouTube
2. Flickr
3. Facebook
Online Fundraising

4. Y...
Some useful (and free) tools
• Google Alerts - http://www.google.com/alerts
• Alerts for mentions of specific words/phrase...
Some useful sites to look at after the session
Summary of Mission fish report into online fundraising
http://www.nfpsynerg...
Who are we? Get in touch!
• Jonathan Waddingham
• Justgiving.com
• jonathan@justgiving.com
• Twitter: jon_bedford
• http:/...
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  • It's one of their most visited sections of the site with thousands of people logging on for peer support. Why it works is because carers are so isolated and it can be hard to take a break and leave a loved one with dementia while going to a traditional branch support meeting. This is now their biggest 'branch' in the UK - and yet only takes a few hours a week of one person's time to manage it. Instead of paid staff and volunteers at a centre.
  • Lfs online-fundraising-presentation-for-slideshare-1222349379781989-8

    1. 1. Online fundraising: harnessing technology to build and maintain relationships London Fundraising Summit 25 September 2008
    2. 2. Presentation Agenda Promoting your organisation online Online donor recruitment Online donor renewal Volunteer mobilisation It’s all about engagement
    3. 3. 7 ways to build & maintain relationships through online engagement • Engagement is more than just a ‘donate now’ button • It’s about building relationships with supporters • Reaching out to people in their online world • Go to where your supporters are, don’t expect them to come to you • Hard to measure, may not reap immediate returns • The investment is time more than money • If you do it, do it well – be authentic
    4. 4. 1. YouTube – Dangerous Ground? www.dangerousground.org http://justgiving.wordpress.com/2007/12/07/dangerous-ground-charity-site-of-the-month
    5. 5. 1. YouTube – Dangerous Ground? one “over 85,000 people have viewed and of the dangerous ground videos thousands have visited the website.” www.justgiving.com/dangerousground
    6. 6. 1. Videos – show what you do www.acorns.org.uk
    7. 7. 2. Flickr http://flickr.com/photos/justgiving/2592780349
    8. 8. 2. Flickr Photo from http://www.flickr.com/photos/27717319@N06/2581829969/ Fundraising page: http://www.justgiving.com/simondeacon
    9. 9. 2. Flickr Photo from http://flickr.com/photos/fstorr/2202454676/ Fundraising page at http://www.justgiving.com/francisstorr
    10. 10. 2. Flickr www.flickr.com/photos/sightsavers
    11. 11. 2. Flickr www.flickr.com/people/breastcancercare
    12. 12. 1. & 2. Flickr & YouTube on Justgiving www.justgiving.com/laurahknight
    13. 13. 3. Facebook – find your fans! 8 million UK users and it’s Free! http://www.new.facebook.com/pages/Dogs-Trust/6366026879
    14. 14. 3. Facebook – mixed media pages http://snipurl.com/3tc25
    15. 15. 3. Facebook – biggest referrer to Justgiving 20% of people who come to Justgiving, come from Facebook Facebook referrals to Justgiving overtake Google http://apps.new.facebook.com/justgiving
    16. 16. 3. Facebook – or other social networks www2.saga.co.uk
    17. 17. 3. (other social networks)... Silver surfers! Christian Aid performed a detailed analysis of their 2006 events and found that the event ‘In the footsteps of Moses’, a trek through the Egyptian Sinai desert, had not generated any income online. This core audience wasn’t completely familiar with the internet and we wanted to let them know all that the internet has to offer in terms of online sponsorship. The reason for this became clear when it was discovered that the age range of the participants for this event was between fifty and seventy. This particular trek raised £60,000 of which £23,000 (even excluding Gift Aid) came in online, which wouldn’t have been raised otherwise http://justgiving.wordpress.com/2007/11/21/silver-surfers-raise-38-more-online
    18. 18. 3. (other social networks)... De-mystification! Some people are still wary of going online …it’s a scary place only full of teenagers …you need to be a computer expert …online fraudsters will steal your identity Show and tells really do work! http://www.flickr.com/photos/bitterjug/870861414
    19. 19. 4. Your *own* social network http://www.doggysnaps.com
    20. 20. 4. Your *own* social network Note: Not necessarily about the charity *per se* It’s about what the charity does, its objective, the people (or pets) it serves... http://www.allaboutpets.org.uk
    21. 21. 4. Your *own* social network (forums work too) Serve a purpose; be useful http://www.alzheimers.org.uk/talkingpoint
    22. 22. 5. Widgets (like ours) http://justgiving.wordpress.com/2008/07/24/happy-birthday-to-the-justgiving-widget
    23. 23. 5. Widgets http://www.qhotels.co.uk/hikinghoteliers
    24. 24. 5. Widgets http://justgiving.wordpress.com/2008/06/24/ipledge-for-buwan-kothi-june-charit
    25. 25. 5. Widgets www.bullying.co.uk
    26. 26. 6. Blogs – charity worker http://www.msf.ca/blog
    27. 27. 6. Blogs – charity fundraiser & awareness raiser http://pinkandsmiley.blogspot.com
    28. 28. 6. Blogs – charity CEO http://ceoatlarge.blogspot.com
    29. 29. 7. Email newsletters Cheap? Not much effort? Easy? http://justgiving.wordpress.com/2007/12/12/great-seasonal-emails
    30. 30. 7. Email newsletters – top tips •Less is more •Focus on copy first, design second •Give clear calls-to-action for people to click through •Analyse your stats •What time/day gets best open rates? •What type of stories are clicked through most? •Split your list and test different subject lines/content •Test test test!
    31. 31. 7. Email newsletters – design & content best practice www.moo.com/signup.php http://goodexperience.com/newsletter.php www.silverpop.com http://www.pure360.com/newsletter_signup.html http://family.innocentdrinks.co.uk
    32. 32. 7. Email newsletters – ours, feel free to criticise! http://www.uploadlibrary.com/justgiving/july_08_newsletter.html
    33. 33. 7. Email newsletters – get your stats! •Here are our stats •Measure open & click throughs •Not everyone opens emails 
    34. 34. 7. Email newsletters & *marketing* – more resources www.marketingprofs.com/news/email-marketing/archive.asp www.webinknow.com www.davechaffey.com www.davidmeermanscott.com/documents/New_Rules_of_PR.pdf
    35. 35. 7 ways to engage supporters online 1. YouTube 2. Flickr 3. Facebook 4. Your own network or forum 5. Widgets 6. Blogs 7. Email newsletters
    36. 36. Some or all can be incorporated into Online Fundraising 1. YouTube 2. Flickr 3. Facebook 4. Your own network or forum 5. Widgets 6. Blogs 7. Email newsletters Online Fundraising
    37. 37. Online Fundraising can be incorporated into all or some of them 1. YouTube 2. Flickr 3. Facebook Online Fundraising 4. Your own network or forum 5. Widgets 6. Blogs 7. Email newsletters
    38. 38. Some useful (and free) tools • Google Alerts - http://www.google.com/alerts • Alerts for mentions of specific words/phrases online • Google Analytics - http://www.google.com/analytics • Free website analytics – numbers of visitors etc. • Crazy Egg - http://crazyegg.com • Free website analytics – heat map of where people click • Blog search (technorati) - http://technorati.com • Search blogs for mentions of specific words/phrases • Twitter search - http://search.twitter.com • Search twitter for mentions of specific words/phrases • Commoncraft - http://www.commoncraft.com • Explanations in pain English of websites & online tools
    39. 39. Some useful sites to look at after the session Summary of Mission fish report into online fundraising http://www.nfpsynergy.net/reportdownload.php?pdf=MissionFishreportsummary.pdf Full report: http://www.nfpsynergy.net/reportdownload.php?pdf=nfpSynergy_Virtual_Promise_2007_Full_Results-FINAL.pdf Five tools for listening online: http://www.chrisbrogan.com/five-tools-i-use-for-listening Social media statistics: http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3 We are Media – non-profit social media starter kit: http://www.wearemedia.org NTen: http://www.nten.org Netsqaured: http://netsquared.org Beth Kanter’s blog: http://beth.typepad.com/beths_blog Amy’s blog: http://www.amysampleward.org The Justgiving blog: http://justgiving.wordpress.com
    40. 40. Who are we? Get in touch! • Jonathan Waddingham • Justgiving.com • jonathan@justgiving.com • Twitter: jon_bedford • http://justgiving.wordpress.com • Amy Sample Ward • NetSquared.org • award@techsoup.org • Twitter: amyrsward • http://amysampleward.org

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