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Show  Me The  Money  Online  Marketing For  Nonprofits
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Show Me The Money Online Marketing For Nonprofits

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Presentation at American University on 11/20/07

Presentation at American University on 11/20/07

Published in Economy & Finance , Business
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Transcript

  • 1. Show Me the Money! Online Fundraising for Nonprofits
    • Jocelyn Harmon, Director of Development and Marketing, NPower Greater DC Region, jocelyn@npowergdcr.org
  • 2. Agenda
    • What is online fundraising
    • Why online fundraising?
    • Who should do it?
    • How?
    • The NEW Tools
    • Pros & Cons
    • Examples
    • 5 things to remember
  • 3. What is online fundraising?
    • Any digital communication designed to generate a response, such as a donation.
  • 4. Why online fundraising?
    • It’s cheap
    • It’s efficient
    • It can be extremely effective
    • It can help you reach new and younger donors
    • It can enable your best supporters to fundraise for you!
    • It can be measured
  • 5. Who should do it?
  • 6. The Stats
    • 71% of American adults are online.
    • 68% of men and 66% of women are online
    • 56% of Hispanics living in the U.S. and 60% of African Americans use the Internet, compared with 71% of whites.
    • 91% send or read e-mail
    • 57% of online adults have used the internet to watch or download video
    • Source: Pew Internet & American Life Project
  • 7. The Stats
    • Online giving has grown from $250 million in 2000 to more than $4.5 billion in 2005. This represents only 2 – 3% of the $200 billion in individual giving in the U.S. but it is growing rapidly.
    • Source: e-Philanthropy Foundation
    • Online giving is particularly cost-effective for charities. While it can $1,25 to raise a dollar from a new donor through direct mail, the costs per dollar of raising money online can be as little as $.05
    • Sources: Fund-Raising Cost Effectiveness , James/Greenfield
  • 8. The Stats
    • Online givers are young (median age 38) vs. 60+ for offline donors.
    • Online donors are generous. Average gift = $163.
    • The #1 reason that donors give online is that it is easier than writing a check .
    • Source: Network for Good
  • 9. But How?
    • Strategy first.
    • Tactics second.
  • 10. Stop shouting!
  • 11. Flip the Funnel
  • 12.
      • Give the folks that LOVE you the tools to fundraise on your behalf.
  • 13. The New Fundraising (& Marketing & Media) Technologies
    • Blogs
    • Charity widgets
    • Social networking sites
    • Video
    • P.S. Don’t forget about e-mail !
  • 14. Blogs
  • 15. Charity Widgets
  • 16. Social Networks
  • 17. Video
    • NPower Greater DC Region Video
  • 18. The Back End
    • You’ll still need the back end, i.e. a way
    • to track and communicate with donors and collect the cash!
  • 19. Nothing is Perfect
    • NOT!
    • You can lose control of the message.
    • Just like offline fundraising, online fundraising won’t work unless you ARE or KNOW folks that are WIRED.
    • Some audiences may not be ripe, yet!
  • 20. A Great Example
  • 21. Another Great Example
  • 22. Summary
  • 23. 1. The Internet is leveling the playing field for nonprofits.
  • 24. 2. Use the new tools to help your supporters, help you!
  • 25. 3. Online fundraising should be just one part of an integrated strategy.
  • 26. 4. The blog is not the dog.
  • 27. 5. Have fun!
  • 28.