March 24, 2010
The Value of Being Online
and How to Get Your Board on Board
CanadaHelps.org
What is CanadaHelps?
A public charitable foundation that provides accessible and
affordable online technol...
Today’s Presenter
Kirstin Beardsley
Marketing & Communications Coordinator
For audio, turn on your speakers,
or Call 516-4...
For the best webinar experience, close all other applications.
Reminders
Type questions in the Questions Log
Turn up your ...
WHAT YOUR BOARD MIGHT SAY
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
#1
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
“Our organization is based on
people-to-people...
Connecting and communicating online is still
people to people and is very much about
building community.
For audio, turn o...
Only changes the “how you do”,
not “what you do”.
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
Broader reach
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
Visible connections
Community build...
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
More opportunities
for peer-to-peer
communication...
GivingPages Examples
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
#2
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
“Online fundraising isn’t
raising enough money...
4%
Proportion of all new donors to
charities in 2004 who were
acquired online
9% Proportion of all new donors to
charities...
Online Giving is
Outpacing Offline Giving
Charitable giving in 2008- 5%
Online giving in 2008 + 30%
Online Giving Median (U.S.)
$57
$81
$104
2006
2007
2008
For audio, turn on your speakers,
or Call 516-453-0014, code 363-7...
An online presence isn’t only about $$$.
It is a source of information for your donors.
For audio, turn on your speakers,
...
Provides your organization with
additional credibility & legitimacy.
For audio, turn on your speakers,
or Call 516-453-001...
Provides a different way to get information to your
supporters in a timely way
For audio, turn on your speakers,
or Call 5...
Are you doing it right?
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
Successful results are cu...
49%
more likely to give than
one who was
dissatisfied with the
overall experience
A visitor who is satisfied
with their ex...
Do you have a Donate Now button?
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
#3
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
“It’s a fad.”
Internet & Social Media Penetration
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
Canadian Popu...
Government
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
Mayor Miller
on Twitter
Prime Minister...
Businesses
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
Media
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
CBC Globe and Mail
Prominent Canadians
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
Nonprofits and Charities
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
It’s Here to Stay
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
#4
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
“Our donors aren’t interested in
donating onli...
Who’s Giving Online?
The most
significant
characteristic
associated with
online giving is
higher education.
Silent
Generat...
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
12.6 million users in Canada
29.4%
29.2%
18.4%
16...
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
11th most visited site in Canada
Most active user...
Do these people look like your donors?
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
#5
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
“Why change what works?”
Because the way we communicate is changing.
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
Look to the future
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
Future donors will be expectin...
Importance
of
Adaptability
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
• Use for different in...
Mobilization
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
• Calls to action reach
supporters f...
#6
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
“Online donors are
not really engaged.”
People are sharing and chatting more online
than offline.
For audio, turn on your speakers,
or Call 516-453-0014, code 363...
Engagement isn’t just what happens online,
those conversations continue offline.
For audio, turn on your speakers,
or Call...
41% of online donors describe themselves as
‘loyal’ to the causes they support, compared to
26% of offline donors.
59% of online donors would
urge others to support the
same cause ... compared to
34% of offline donors.
For audio, turn on...
Instigators
Create
Evangelists
Solicit
Donors
Money
Spreaders
Share
Happy Bystanders
Listen
For audio, turn on your speake...
#7
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
“It’s too risky. What if people
say something ...
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
They’ll talk about you anyway,
so start a dialogu...
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
Keep your message strong.
#8
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
“How is success measured?”
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
Define success in the beginning.
Hard Stats
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
• # of followers or fans
• Amount of c...
Balance quantity with quality.
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
Soft Facts
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
• Types of conversations
• Feedback fr...
#9
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
“It takes too much time and
costs too much!”
Online Communication is Quick
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
• Online tools let ...
Many Tools Are Free
Free to use,
but need time and personnel investment.
For audio, turn on your speakers,
or Call 516-453...
Cost to potential benefit ratio is high.
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
Not a cure-all;
planning and integration is required.
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705...
Can you afford to not be online?
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
ABOUT MYCHARITYCONNECTS
For audio, turn on your speakers,
or Call 516-453-0014, code 363-705-189
• Free online resources
• Information about
technology
• Video demonstrations
• More webinars
• Past webinar recordings
• ...
• Two days packed with great information about all that the
online world has to offer charities and non-profits
• Learn al...
Question and Answer
You can hear us, but
we can’t hear you
Ask questions here
Ask away!
For audio, turn on your speakers,
...
Thank you for attending!
Webinar slides and recording will be up on:
www.mycharityconnects.org/pastwebinars
Check out www....
Credits
Ladder of engagement: adapted from Beth Kanter
Internet Statistics: Internet World Stats
Facebook Statistics: Face...
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The Value Of Being Online And How To Get Your Board Onside

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Recording: http://www.youtube.com/watch?v=4AMgrvPwV3Q

How valuable is it to be online? Join this webinar to find out some of the recent stats we've collected about donor behaviour - stuff that can help you make informed decisions about your online strategy. And we know it's sometimes challenging to convince senior staff and Boards about the value of being online, so we'll give you some speaking points on that too.

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The Value Of Being Online And How To Get Your Board Onside

  1. 1. March 24, 2010 The Value of Being Online and How to Get Your Board on Board
  2. 2. CanadaHelps.org What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities. For Charities A cost-effective means of raising funds online. For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  3. 3. Today’s Presenter Kirstin Beardsley Marketing & Communications Coordinator For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  4. 4. For the best webinar experience, close all other applications. Reminders Type questions in the Questions Log Turn up your volume You can hear us, but we can’t hear you Webinar recording and slides will be available on www.mycharityconnects.org For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  5. 5. WHAT YOUR BOARD MIGHT SAY For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  6. 6. #1 For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 “Our organization is based on people-to-people interactions.”
  7. 7. Connecting and communicating online is still people to people and is very much about building community. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  8. 8. Only changes the “how you do”, not “what you do”. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  9. 9. Broader reach For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 Visible connections Community building opportunities
  10. 10. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 More opportunities for peer-to-peer communications More supporters More volunteers More donors=
  11. 11. GivingPages Examples For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  12. 12. #2 For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 “Online fundraising isn’t raising enough money.”
  13. 13. 4% Proportion of all new donors to charities in 2004 who were acquired online 9% Proportion of all new donors to charities in 2008 who were acquired online More donors are coming to you online
  14. 14. Online Giving is Outpacing Offline Giving Charitable giving in 2008- 5% Online giving in 2008 + 30%
  15. 15. Online Giving Median (U.S.) $57 $81 $104 2006 2007 2008 For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  16. 16. An online presence isn’t only about $$$. It is a source of information for your donors. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  17. 17. Provides your organization with additional credibility & legitimacy. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  18. 18. Provides a different way to get information to your supporters in a timely way For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  19. 19. Are you doing it right? For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 Successful results are cumulative and they take time and effort.
  20. 20. 49% more likely to give than one who was dissatisfied with the overall experience A visitor who is satisfied with their experience with a nonprofit website is
  21. 21. Do you have a Donate Now button? For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  22. 22. #3 For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 “It’s a fad.”
  23. 23. Internet & Social Media Penetration For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 Canadian Population About 33.5 Million Internet Users About 25 Million Internet Penetration 75% Social Media Penetration 85%
  24. 24. Government For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 Mayor Miller on Twitter Prime Minister Harper on YouTube
  25. 25. Businesses For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  26. 26. Media For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 CBC Globe and Mail
  27. 27. Prominent Canadians For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  28. 28. Nonprofits and Charities For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  29. 29. It’s Here to Stay For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  30. 30. #4 For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 “Our donors aren’t interested in donating online or using social media.”
  31. 31. Who’s Giving Online? The most significant characteristic associated with online giving is higher education. Silent Generation 15% Baby Boomers 52% Gen X 30% Millennials 3%
  32. 32. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 12.6 million users in Canada 29.4% 29.2% 18.4% 16.3% 5.2% Percentage of Users by Age Group Aged 18-24 Aged 25-34 Aged 35-44 Aged 45-59 Aged 60+ 43% 57% 5,500,000 6,000,000 6,500,000 7,000,000 7,500,000 Male Female By Gender
  33. 33. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 11th most visited site in Canada Most active users age range 25-34 With 35-44 year-olds trailing right behind 45+ and <24 are under-represented
  34. 34. Do these people look like your donors? For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  35. 35. #5 For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 “Why change what works?”
  36. 36. Because the way we communicate is changing. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  37. 37. Look to the future For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 Future donors will be expecting these tools and interactions.
  38. 38. Importance of Adaptability For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 • Use for different initiatives • For experiments • Flexible
  39. 39. Mobilization For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 • Calls to action reach supporters faster • React to current events (e.g. Haiti earthquake)
  40. 40. #6 For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 “Online donors are not really engaged.”
  41. 41. People are sharing and chatting more online than offline. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 • More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week on Facebook. • There are over 40 million items shared on Twitter.
  42. 42. Engagement isn’t just what happens online, those conversations continue offline. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  43. 43. 41% of online donors describe themselves as ‘loyal’ to the causes they support, compared to 26% of offline donors.
  44. 44. 59% of online donors would urge others to support the same cause ... compared to 34% of offline donors. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  45. 45. Instigators Create Evangelists Solicit Donors Money Spreaders Share Happy Bystanders Listen For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 Ladder of Engagement* Network Weaver *Adapted from Beth Kanter
  46. 46. #7 For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 “It’s too risky. What if people say something negative?”
  47. 47. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 They’ll talk about you anyway, so start a dialogue with your critics.
  48. 48. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 Keep your message strong.
  49. 49. #8 For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 “How is success measured?”
  50. 50. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 Define success in the beginning.
  51. 51. Hard Stats For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 • # of followers or fans • Amount of comments • Click-through • Amount donated
  52. 52. Balance quantity with quality. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  53. 53. Soft Facts For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 • Types of conversations • Feedback from supporters • Quality of comments
  54. 54. #9 For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 “It takes too much time and costs too much!”
  55. 55. Online Communication is Quick For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189 • Online tools let you reach supporters more quickly • More convenient and simple than other ways of communicating
  56. 56. Many Tools Are Free Free to use, but need time and personnel investment. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  57. 57. Cost to potential benefit ratio is high. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  58. 58. Not a cure-all; planning and integration is required. For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  59. 59. Can you afford to not be online? For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  60. 60. ABOUT MYCHARITYCONNECTS For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  61. 61. • Free online resources • Information about technology • Video demonstrations • More webinars • Past webinar recordings • Learning opportunities • Events “Putting Social Media to Good Use: A Case Study of the Salvation Army ” April 7: 2PM – 3PM (Eastern) www.mycharityconnects.org “Fraud Prevention: What Your Charity Needs To Know” March 25: 11AM – 12PM(Eastern)
  62. 62. • Two days packed with great information about all that the online world has to offer charities and non-profits • Learn all about using the internet to fulfill your mission • Get familiar with the stuff you don’t know, moving on the stuff you do, and correctly evaluate the stuff you’ve done • Part of Net Change Week, and in collaboration with SiG@MaRS MYCHARITYCONNECTS CONFERENCE 2010 JUNE 7 – 8 | MaRS CENTRE, TORONTO HOLD THE DATE!
  63. 63. Question and Answer You can hear us, but we can’t hear you Ask questions here Ask away! For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189
  64. 64. Thank you for attending! Webinar slides and recording will be up on: www.mycharityconnects.org/pastwebinars Check out www.mycharityconnects.org for more resources! Questions, feedback, comments? Email us at: carlo@canadahelps.org Thanks to:
  65. 65. Credits Ladder of engagement: adapted from Beth Kanter Internet Statistics: Internet World Stats Facebook Statistics: Facebook Ads Blackbaud Index of National Fundraising Performance, April 2009 ForeSee Results - Nonprofit Website Survey, Spring 2009 Chronicle of Philanthropy, May 2009 DonorTrends, 2005 2006 donorCentrics Internet Giving Benchmarking Analysis Jakob Lodwick by Zach Klein (http://www.flickr.com/photos/zachklein/4263395/) Pedrosimoes7 - Exchanging life experience (http://www.flickr.com/photos/pedrosimoes7/3717536433/) Solitaire Miles - Torch and Jazz (http://www.flickr.com/photos/cunisdiabolis/476325171/) dave_mcmt - CCDHS Classroom, Miles City (http://www.flickr.com/photos/dave_mcmt/187432802/) AnyaLogic - coffee talk (http://www.flickr.com/photos/anyalogic/2315310261/) The first few steps by Wildxplorer (http://www.flickr.com/photos/krayker/3089031277/) For audio, turn on your speakers, or Call 516-453-0014, code 363-705-189

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