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  • It&apos;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 &apos;branch&apos; in the UK - and yet only takes a few hours a week of one person&apos;s time to manage it. Instead of paid staff and volunteers at a centre. <br />

Lfs online-fundraising-presentation-for-slideshare-1222349379781989-8(1) Lfs online-fundraising-presentation-for-slideshare-1222349379781989-8(1) Presentation Transcript

  • 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 mobilisation It’s all about engagement
  • 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
  • 1. YouTube – Dangerous Ground? www.dangerousground.org http://justgiving.wordpress.com/2007/12/07/dangerous-ground-charity-site-of-the-month
  • 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
  • 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/simondeacon
  • 2. Flickr Photo from http://flickr.com/photos/fstorr/2202454676/ Fundraising page at http://www.justgiving.com/francisstorr
  • 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 to Justgiving overtake Google http://apps.new.facebook.com/justgiving
  • 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 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
  • 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
  • 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 objective, the people (or pets) it serves... http://www.allaboutpets.org.uk
  • 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 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!
  • 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
  • 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.webinknow.com www.davechaffey.com www.davidmeermanscott.com/documents/New_Rules_of_PR.pdf
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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