Internet fundraising
Tips and tools for the global
conversation age

Why the Internet
• The Internet is the first global media
• allows you to reach a global audience…
• …Younger and wealthier than the average
audience
• The average gift is higher than the offline
donation…
• … and the number of online donors (and
activists) is growing faster than offline donors
(and activists)
• Your website is a gateway open 24/h a day
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How to use the Internet
• Raise money
• Spread your word
• Engage your members and
staff
• Build your brand
• Engage your volunteers
• Build your network
• Empower your beneficiaries
• Offer services
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Before all, you need a strategy
• Simply having a Web site is not a strategy
• On average, online donations are larger and the
transaction costs are significantly lower than through
more traditional channels
• A relatively small number of nonprofits have taken the
lion’s share of online donations, while hundreds of others
struggle to design, implement, and execute successful
campaigns using the Web.
• After investing in market-leading Web technology, many
otherwise highly successful nonprofits have received
little traffic and few, if any, donations
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Not only an Internet strategy
• Why have so many nonprofits had so
much trouble?
• In each of these situations, organizational
strategy - not just Internet technology -
was the key to a successful use of the
Internet
• The key of online results is not the Web
site, but a strong brand presence and a
strong mission
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Seven Elastic Rules of Online Fundraising
1. Change organizational culture
2. Use the Web site as a response channel.
3. Develop a strong e-mail fundraising program.
4. Integrate online and offline media.
5. Communicate from your Web site the opportunity to
“live” the experience of being part of your organization.
6. Use online media to foster the relationship with donors.
7. Test. The history of online fundraising is being written
and boundless discoveries are there to be made.
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Fundraising tools
• Email marketing
• Online auctions
• Virtual gift catalog
• Online merchandising
• Fundraising events
• Widget (giving circle)
• Membership and renewal Online
• Pay per click
• Pledge
• Pixel fundraising
• Fundraising toolkit…
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Examples
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12 tips to start with your web site
1. Content is key.
2. Keep your site up-to-date.
3. Collect email addresses.
4. Give visitors reasons to return.
5. Think from the outside-in, not inside-out.
6. Engage your user.
7. Make it easy…to find, to act, to give
8. Ask, ask, ask and give a reason to give
9. Be transparent about privacy.
10. Build your back-office ready to act
11.Be web 2.0
12.Integrate, integrate, integrate
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Everything start with…
“E-mail is more important
than my Web site!”
The Gilbert E-Mail Manifesto
gilbert.org
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Build your own email list
• on your site
• through search engine optimization
• all printed materials
• events
• in phone calls
• in person
• mailings
• premiums and contests
• buying a list
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Email is the focus of your web site
• Let’s the email catching be the focus of your web site
• Put your form where people can find out it
• Give your user a reason to sign up
• A compelling content is the best way to engage your users
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Use your list
• monthly e-newsletter
• create special editions
• create other editions by segmenting
your list (i.e. journalist, volunteers,
activist, doctors, patients…)
• send a direct mail massage
• integrate with your blog
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Integrate your communication to generate lead
www.startwithalead.com/resources - eBook by Brian j. Carroll
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Your web site is a direct response channel
DRTV Press ads
Events
Billboards
TMK
Free
postcards Activist
Press Insert and flyers
release
Testimonials Direct dialog
Radio
• Be coherent in your online and offline communications
• The URL is a key part of your ads
• A URL should be easy to remember
• Make your site simple, creative direct site!
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Lead generations is…
Lead generation is a
conversation, not a series
of disjointed campaigns.
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What is Web 2.0
Web 2.0 is a set of economic, social, and
technology trends that collectively form the
basis for the next generation of the Internet
a more mature, distinctive medium
characterized by user participation,
openness, and network effects.
Tim O'Reilly, “Web 2.0: Compact Definition?”
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Web 2.0 is a lot of things…
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Il web 2.0 are you!
1982
2006
… where the user is the star
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Engagement 2.0
Web 2.0 is about
engagement
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10 ideas to enter the web 2.0
1. Create a page at
MySpace.com:
2. Go in-world with Second Life
3. Share your videos at
YouTube.com
4. Share your photos at
Flickr.com
5. Start your own blog and vlog
6. Archive your organization at
Wikipedia.com
7. Start podcasting
8. Share your link at Del.icio.us
9. Join Linkedin.com
10. Bring the Social Web to your
site
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Blogs
1. It’s easy to keep them up-to-date
2. Search engines loves blogs
3. You can become a trusted source
4. Blogs help you to build a strong brand
5. they show the world that you have nothing to hide
6. Blogs help to put a human voice to your charity;
7. Blogs help to engage customers in conversation,
and help in building relationships
8. help your constituents to share their stories
9. You can use a tons of media
10. Blogging encourages you to find out what others
are talking about you
11. They help your internal communication
12. Blogs are great crisis handlers
13. They can make you different
14. The sum is more than the part
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Vlogs
1. Share stories of your non-profit’s programs or work
2. Communicate with others
3. Viral distribution
4. Affordable and easy to use
5. Build awareness
6. Increase donations
7. Build an online community
Drew Kochera
on YouTube
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Second life
Why Second Life?
• it could be the new dress of the
Internet
• it’s a good place to make tests
• you can easily set up an event
on hemophilia and get a good
coverage from medias
• you can easily set up a meet up
with your volunteers, donors and
constituents and open a help
center
• you could reach over 6 millions
users
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Flickr
Why Flickr?
• You can share tons of photos,
posters, desktops of an event, a
campaign, your last meet up or
testimonials
• allows your donors and members to
join your campaigns in a creative way
• allows you to set up a closer
relationship with your donors showing
them your face
• you can use photos for your Public
Relation
• Flickr is going up very fast and is
reaching a very high target
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MySpace
Why MySpace?
• it’s the most important place
on the Internet
• more than 150 millions
users and 40 milions monthly
page views
• you can reach the younger
target on the Internet
• your constituents can share
videos, photos, posters, ideas
and tell stories about their
life as hemophiliac or
parents of a hemophiliac
• they can gather friends from
all the world
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Everyone could turn into a fundraiser
Let’s start with a few easy questions:
- what’s your campaign’s mission and goal?
- What are you raising the money for?
- Who are your prospects?
http://www.widgetfundraising.org
- What’s your timeline?
- How can you bring people to help you?
1st STEP
Listen your users
2st STEP
Set up your campaign’s goals (they must be S.M.A.R.T. -
Specifics, Measurables, Achievables, Realistics, Time based)
3st STEP
Define the ASK, that is…
- the WHY (why you care about a cause and then link to the
cause)
l
na ng - the call to action (is what you want people to do… and people
o
rs isi want to help people… so focus on people).
Pe dra
n
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Everyone could turn into a fundraiser
4st STEP
Define your prospects:
-virtual face-to-face through the Social Network: Skype, Flickr,
http://www.widgetfundraising.org
LinkedIn, MyBlogLog, YouTube (and, of course, Outlook)
5st STEP
Materials (some of them):
ChipIn widget
a campaign blog
two personal blogs
emails
photos
videos
6st STEP
Take action and say always Thank You
l
na ng Results: over 53.000 Dollars
o
rs isi
Pe dra
n
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Personal fundraising according to NEF
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UGC AdSense
Toolbar
Peer to Peer Net Tv
Fundraising 2.0: what’s going on?
Podcast
Game
Vlogging
Second life Ad Words
Newsgroup Siti Internet
Widget Mail Mailing list
Forum Digg
IM Banner Blog
Vod:pod
YouTube Squidoo Map
Skype
Slideshare Linkedin
Metacafe IPTV
RSS
Technorati
Yahoo
Answers
…

Internet is about community
eBay wasn’t a hobby. And it wasn’t a
business. It was – and is – a community:
An organic, evolving, self-organizing web
of individual relationships, formed around
shared interests.
Pierre Omidyar, Founder of eBay
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Contacts
Paolo Ferrara Slides
slideshare.net/PaoloFerrara
Communication and
Fundraising manager at
Terre des hommes Italy
www.terredeshommes.it
Email
fundraisingnow.wordpress.com
fundraisingnow@gmail.com
campagnesociali.wordpress.com
M +39 347/3050752
Skype jambeeitalia
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