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Brian Fujito: Turning Online Donors Into Change Investors
 

Brian Fujito: Turning Online Donors Into Change Investors

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With the advancement of social technology, the nonprofit sector has started to systematically embrace grassroots fundraising. Yet as time moves on, online fundraising remains the great divide. It has ...

With the advancement of social technology, the nonprofit sector has started to systematically embrace grassroots fundraising. Yet as time moves on, online fundraising remains the great divide. It has become clear that more follow-up and relationship building needs to occur to build sustainable online fundraising ecosystems. In essence, to be successful the sector needs to shift its approach from transactions approaches to treating donors like investors.

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  • Razoo is a social fundraising platform that facilitates giving and raising money online;Our mission is to better society by increasing interactions between citizens and nonprofits;We have raised approximately $50 million on our fundraising platform since 2006Razoo’s platform was used to raise almost $25 million in 2 “Give to the Max Day” events in Minnesota.
  • Always, always, always remember that donors are not just “cattle” to be herded through the system. Put yourself in their shoes. How would you want to be asked so that it doesn’t feel spammy or obnoxious? And, once you give, what’s going to make you feel like your donation really accomplished something?
  • They want an ask from friends.Accountability is important. In fact, the Millennial Donor report says it’s the second most important factor behind a peer request in garnering donations. Treat donors like investors. Show them how their money will benefit society and make a difference. Highlight videos of beneficiaries. Let them tell their story to donors.Lastly, they want you to use social to provide access.
  • Mark Horvath and how he won Pepsi RefreshWhen you’re fundraising, you need to tell a great story. Your friends will give to your cause because they’re connected to you. So be authentic, and explain your personal connection to the cause you’re supporting. In addition to writing about it, try telling your story with photos and videos. Plan creative stories and ideas that can drive donations in flurries. Remember, everyone is asking for a donation, so what’s going to make your effort stand out? Provide incentives such as matching grants, wonky celebrity responses, crazy videos and campaign ideas, rewards for 100th, 1000th donation, etc.
  • People like to have fun — not feel guilty. Humor, if used tastefully, can add a good dose of levity and fun to your fundraising effort. Even as you’re solving the world’s major problems, you can have some good laughs. Entertainment is another great way. This Ferrari dealer celebrated its heritage by offering a screening of an acclaimed Italian film and donated proceeds to charity. Humor and entertainment are part of what can make the giving and fundraising effort more social.
  • When we want to show why the cause is needed, sometimes a picture can go a lot farther than words.
  • You can use incremental goals and updates to keep your donors engaged in your ongoing story. Not only will your supporters enjoy seeing your success, but these regular updates serve as reminders for those who haven’t given yet. Also post interesting, eye-catching things that can encourage your friends to share it with their friends on their own social pages.
  • Provide link to Jay Baer’s post. http://www.convinceandconvert.com/integrated-marketing-and-media/promoting-social-outposts-with-specificity/Sometimes a request for a donation isn’t easy to understand. Remember, donors are busy just like the rest of us. Clearly communicate what you want them to do. Ask politely, but directly for the money.
  • It is important to customize communications by network—Email, Facebook, Twitter, Google+, etc. Different networks have unique interests, nomenclature (particularly Twitter), as well different lengths for content. Make sure you are honoring your unique communities with specific asks that resonate with them. To post unilaterally will yield lower results, and may come off as spammy.
  • People have now donated. This is an investment in you, and your belief in a cause. You owe it to them to report back. Reporting back accomplishes a couple of things:Rewards the investment, and increases the likelihood of future investmentsMay create a bond between the investor and the cause, increasing the likelihood of deeper engagementProtects your friendship so they don’t feel hit up.
  • Thank yous are important, but remember people want to be recognized for making a difference. Give your donors a shout-out on mutual social networks, and even a suggestion to follow them publicly. Such public acknowledgements honor them, and signals to the rest of your network that they, too, can be featured on your properties for making a difference.
  • While very efficient for fundraisers and nonprofits, automated emails are extremely impersonal, and can give your donors “buyer’s remorse.” So, in addition to the automated email receipt, generated after a successful donation transaction, send your donors personalized thank you emails, Facebook messages, or tweets. Above all, resist asking for more money along with your thank you. Be grateful, not greedy.
  • Show your donors how their donation helps the cause. If you need to, work with the nonprofit to get some photos and stories of how the donors’ funds are used. If you are volunteering with the nonprofit you’re fundraising for, consider taking a photo or video to showcase the work that the nonprofit does. Also, if you committed to doing a dare, you absolutely must follow-up and show your donors with photos and video.
  • StandUp4Kids, a nonprofit in LA recorded this simple but great Thank You video. After you give to their fundraiser, you see this video, which invites you to interact with the nonprofit on social media and contribute your story.

Brian Fujito: Turning Online Donors Into Change Investors Brian Fujito: Turning Online Donors Into Change Investors Presentation Transcript