Francis Kung - Show Me The Money Fundraising 2.0


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Most organizations accept online donations but that’s only the first step. How can you make your campaigns more effective, and what trends should inform your online strategies? How do you take it to the next level – making use of the distributed nature of the Internet to engage donors and even more people? Drawing upon examples from Engineers Without Borders Canada as well as recent successes in grassroots online fundraising, this workshop will provide you with best practices, techniques, and tips!

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  • 5 / 5 Intro Poll audience (who works for a charity? Techies? Fund/comm people?) Background Work for EWB School: yes, I am an engineer! (U of T, ECE) Been with EWB for 6 years, variety of roles Past year, Natl Office as Director of IT Public advocacy & outreach, campaigning Online community for members, chapters across country Online fundraising support Don’t pretend to be an expert… jump in with questions, suggestions, thoughts!
  • Francis Kung - Show Me The Money Fundraising 2.0

    1. 1. Show Me The Money: Fundraising 2.0 Francis Kung Engineers Without Borders Canada
    2. 2. The Internet... <ul><li>88% of Canadians have used the Internet </li></ul><ul><li>... spending an average of 17 hours / week online 1 </li></ul><ul><ul><li>1 CIP – RIC “Canada Online!” Survey (2007) - </li></ul></ul>
    3. 3. ... is about instant connections <ul><li>Short attention spans </li></ul><ul><li>Multi-tasking </li></ul>
    4. 4. Be compelling <ul><li>40% of visitors are looking for news and events </li></ul><ul><li>35% are looking for general information </li></ul><ul><li>18% want to donate 2 </li></ul><ul><li>Quick emotional connection </li></ul><ul><li>Plan your website </li></ul><ul><ul><li>2 ForeSee Results, “Trends in Constituent Satisfaction with Nonprofit Websites” (2009)‏ </li></ul></ul><ul><ul><li>SickKids Foundation </li></ul></ul>
    5. 5. Be compelling
    6. 6. Make it easy <ul><li>Be ready when that connection happens! </li></ul><ul><li>“ Donate now” button placement is crucial </li></ul><ul><li>Keep your donation form simple </li></ul><ul><li>Track conversion rates </li></ul>
    7. 7. Offer options <ul><li>Weddings </li></ul><ul><li>Birthdays </li></ul><ul><li>Anniversaries </li></ul><ul><li>In memory </li></ul><ul><li>Monthly donations </li></ul>
    8. 8. Offer many options <ul><li>Donating is an opportunity to get involved </li></ul><ul><li>Gifts can be of many types </li></ul><ul><ul><ul><li>Money </li></ul></ul></ul><ul><ul><ul><li>Stock </li></ul></ul></ul><ul><ul><ul><li>In-kind </li></ul></ul></ul><ul><ul><ul><li>Time </li></ul></ul></ul>
    9. 9. Show the big picture <ul><li>The power of collective action & feeling part of a larger movement </li></ul><ul><li>Provide instant recognition (gratification) </li></ul>
    10. 10. Keep donors engaged <ul><li>Thank-you! </li></ul><ul><li>Constant updates </li></ul><ul><li>Repeat donors are much more likely to donate again </li></ul><ul><li>Think of your donors as partners </li></ul>
    11. 11. Fundraising 2.0 The power of passion! Connect Converse
    12. 12. Let your members do the talking <ul><li>Leverage personal connections </li></ul><ul><li>Word of mouth </li></ul><ul><li>Social networks </li></ul>
    13. 13. Fundraising 2.0
    14. 14. Case Study: Gift of Opportunity <ul><li>Networks & connections </li></ul><ul><li>Personal stories </li></ul><ul><ul><ul><li>Why this is important to me (passion) </li></ul></ul></ul><ul><ul><ul><li>What EWB is doing (concrete plan) </li></ul></ul></ul><ul><li>Immediate recognition; part of a larger movement </li></ul><ul><li>Easy to donate </li></ul>
    15. 15. CanadaHelps really helps! <ul><li>Credit card processing </li></ul><ul><ul><ul><li>Monthly donations </li></ul></ul></ul><ul><ul><ul><li>In memory / in honour </li></ul></ul></ul><ul><li>Giving pages </li></ul>The strategy is more important than the technology
    16. 16. Online Fundraising <ul><li>The Internet is about instant connections </li></ul><ul><li>Be compelling </li></ul><ul><li>Make it easy </li></ul><ul><li>Offer options </li></ul><ul><li>Offer many options </li></ul><ul><li>Show the big picture </li></ul><ul><li>Keep donors engaged </li></ul><ul><li>Connect & converse </li></ul><ul><li>Let your members do the talking </li></ul><ul><li>The strategy is more important than the technology </li></ul>
    17. 17. Questions? Francis Kung Engineers Without Borders Canada [email_address] @franciskung