Taking Leadership Online What’s Hype and What Works in Online Fundraising June 12, 2009

What’s Hype and What Works in Online Fundraising

June 12, 2009

What’s the Point? Integrated Marketing Case Study 1 7 Steps to Success Questions Case Study 2

?

Offline donors do not donate online Online fundraising is for small gifts only Middle and major donors don’t want to hear from us online

Offline donors do not donate online

Online fundraising is for small gifts only

Middle and major donors don’t want to hear from us online

23 major nonprofit organizations across various sectors Online survey completed by 3,443 “wired wealthy” donors Additional data from 13 of the 23 orgs Survey of organizations - over 200 orgs represented In-depth interviews

23 major nonprofit organizations across various sectors

Online survey completed by 3,443 “wired wealthy” donors

Additional data from 13 of the 23 orgs

Survey of organizations - over 200 orgs represented

In-depth interviews

$1000+ donors on avg. account for: 1% of total donors 32% of total dollars raised

$1000+ donors on avg. account for:

1% of total donors

32% of total dollars raised

Offline donors do not donate online Online fundraising is for small gifts only Middle and major donors don’t want to hear from you online 80 % WW gave online and offline WW - $1,000 to single cause & $10,896 total Internet is a favored way for middle and major donors to engage

Offline donors do not donate online

Online fundraising is for small gifts only

Middle and major donors don’t want to hear from you online

80 % WW gave online and offline

WW - $1,000 to single cause & $10,896 total

Internet is a favored way for middle and major donors to engage

Relationship Seeker (29%) Most likely to respond to opportunities to connect emotionally with your organization online. Casual Connector (41%) The largest of the three clusters, question after question this group appears to “split the difference” in terms of attitudes and preferences. All Business (30%) Does not appear to be looking for a relationship or emotional connection.

It’s not demographics that define donors, it’s their behavior Each requires a customized, targeted marketing approach to capitalize on their giving Understanding proclivities of donor base creates huge opportunities to customize a fundraising strategy

Middle and major donors are already online – ARE YOU? Customize based on behavior to maximize fundraising with your wired wealthy Your small dollar file are wired wealthy in waiting – treat them as such.

Middle and major donors are already online – ARE YOU?

Customize based on behavior to maximize fundraising with your wired wealthy

Your small dollar file are wired wealthy in waiting – treat them as such.

CEO Program VP Dev. VP Membership & Marketing Communications F&A IT Webmaster Direct Marketing Major gifts Advocacy

Major/Donor Mid-Donor/ Super-activist Small Donor/Activist Website Visitor Points of Entry Search/PR/Mktg/Events Drive Web Traffic Sticky Site/Integrated Mktg Drives List Growth Integrated Mktg Cultivation Integrated Marketing Pyramid Integrated Mktg Cultivation Integrated Mktg Cultivation Brand Awareness List Member/Community Framework for Integrated Online Marketing, Communications, and Fundraising

March Madness: Launching a Successful Integrated Campaign Nancy Haitch IRC Deputy VP, Development June 12, 2009

March Madness : Launching a Successful Integrated Campaign About the International Rescue Committee Genesis of the Campaign Learning from the Past Elements and Outcomes Looking Ahead

About the International Rescue Committee

Genesis of the Campaign

Learning from the Past

Elements and Outcomes

Looking Ahead

About IRC Helping to lead refugees from harm to home for over 75 years Health Education Safety Home

Helping to lead refugees from harm to home for

over 75 years

Health

Education

Safety

Home

In FY08: --Operating Budget: $260 Million --Approximately 18% of support from the private sector --10.5% of donors giving online --$2.24 million --$125 Average Gift About IRC

In FY08:

--Operating Budget: $260 Million

--Approximately 18% of support from the private sector

--10.5% of donors giving online

--$2.24 million

--$125 Average Gift

Genesis of the Campaign March 4, 2009: IRC was expelled from Darfur by the Government of Sudan, leaving some 1.75 million men, women, and children at risk.

March 4, 2009: IRC was expelled from Darfur by the

Government of Sudan, leaving some 1.75 million men,

women, and children at risk.

Learning from the Past What did we learn from the Emergency Trifecta of 2004-2005 and subsequent crises?

What did we learn from the

Emergency Trifecta of 2004-2005

and subsequent crises?

Media drives people online No time for long decisions Rapid response plan essential A well-rehearsed response team Ongoing internal communications Learning from the Past

Media drives people online

No time for long decisions

Rapid response plan essential

A well-rehearsed response team

Ongoing internal communications

Elements & Outcomes Communications Advocacy Fundraising

Communications

Advocacy

Fundraising

Elements & Outcomes TIMELINE March 4 --Announcement --Breaking News E-Alert March 5 --Petition on Care2 --Personalized Outreach for Petition March 8 --Robo Call March 11 --Phone Briefing March 12 --Urgent-Grams Mail --Phone Briefing thank-you, podcast, appeal, & petition nudge Ongoing Media Activities

TIMELINE

Elements & Outcomes Communications

Elements & Outcomes Advocacy

Elements & Outcomes Advocacy Acquired 5,000 emails

Elements & Outcomes Advocacy

Elements & Outcomes Fundraising Robo Call --47,000 donors called --Lift in online donations and petition signatures Phone Briefing --Our largest audience ever

Robo Call --47,000 donors called --Lift in online donations and petition signatures

Phone Briefing --Our largest audience ever

Elements & Outcomes Fundraising: E-Appeal Raised $31K 22 New donors

Raised $31K

22 New donors

Elements & Outcomes Fundraising: Urgent-Gram $213K raised Less successful as an acquisition piece Mail to web activity

$213K raised

Less successful as an acquisition piece

Mail to web activity

Looking Ahead Be vigilant Be creative Combine as many elements as possible Add social networking and mobile messaging to the mix

Be vigilant

Be creative

Combine as many elements as possible

Add social networking and mobile messaging to the mix

Thank you!

June 12, 2009 Jono Smith, VP of Marketing Network for Good Network for Good: Online Fundraising Case Study

Meet Network for Good

How much is being raised online? Network for Good DonateNow Subscribers April 30, 2008-April 30, 2009

Case Study: Enterprise Community Partners Mission: to create opportunity for low- and moderate-income people through fit, affordable housing and diverse, thriving communities. National leader in investment capital and development services for affordable housing and community revitalization. Founded in 1982. Raised and invested over $10 billion for 257,000 affordable homes. Serve individuals and families with the greatest needs.

Mission: to create opportunity for low- and moderate-income people through fit, affordable housing and diverse, thriving communities.

National leader in investment capital and development services for affordable housing and community revitalization.

Founded in 1982.

Raised and invested over $10 billion for 257,000 affordable homes.

Serve individuals and families with the greatest needs.

Online Strategies vs. Tactics An online strategy is a plan of action for using the internet and other digital mediums to achieve a goal or set of goals. Your website, Facebook, Twitter, SMS, Email Marketing, SEO, Banner ads, etc. are all tactics that can be used to accomplish that end.

An online strategy is a plan of

action for using the internet and other digital mediums to achieve a goal or set of goals.

Your website, Facebook, Twitter, SMS, Email Marketing, SEO, Banner ads, etc. are all tactics that can be used to accomplish that end.

2009 Online Fundraising Strategy Goal: Expand individual giving. Six Strategies: Coordinated & integrated Expand online giving opportunities. Establish social media relationships. Create donor stewardship systems. Define one communication calendar. Leverage public policy. Grow our database of emails.

Goal: Expand individual giving.

Six Strategies: Coordinated & integrated

Expand online giving opportunities.

Establish social media relationships.

Create donor stewardship systems.

Define one communication calendar.

Leverage public policy.

Grow our database of emails.

2009 Online Fundraising Strategy Goal: Expand individual giving. Six Strategies: Coordinated & integrated Expand online giving opportunities. Establish social media relationships. Create donor stewardship systems. Define one communication calendar. Leverage public policy. Grow our database of emails.

Goal: Expand individual giving.

Six Strategies: Coordinated & integrated

Expand online giving opportunities.

Establish social media relationships.

Create donor stewardship systems.

Define one communication calendar.

Leverage public policy.

Grow our database of emails.

10-Point Online Check-Up Is your URL guessable? Do your publish your URL on every communication, both online and offline? Do you use website design strategically? Do you provide relevant content? (Marketing + Journalism!) Do you tell your story through pictures, videos, or podcasts? Can you collect email addresses on your website? Do you use email marketing & search marketing to drive traffic back to your website? Can you accept online donations on your website? Do you have a blog? Can people find your website in search engines?

Is your URL guessable?

Do your publish your URL on every communication, both online and offline?

Do you use website design strategically?

Do you provide relevant content? (Marketing + Journalism!)

Do you tell your story through pictures, videos, or podcasts?

Can you collect email addresses on your website?

Do you use email marketing & search marketing to drive traffic back to your website?

Can you accept online donations on your website?

Do you have a blog?

Can people find your website in search engines?

Website: Before Redesign

Online Giving Requirements State Registration: Over 40+ states require you to be registered Donor Registration: Is an ID & Password required? Support for recurring & anonymous donations Automatic tax receipts Tell-a-friend, custom questions & email sign-up Tributes & program designations Branding & customization Thank you gifts & premiums

State Registration: Over 40+ states require you to be registered

Donor Registration: Is an ID & Password required?

Support for recurring & anonymous donations

Automatic tax receipts

Tell-a-friend, custom questions & email sign-up

Tributes & program designations

Branding & customization

Thank you gifts & premiums

Rate the Donor Experience

2009 Online Fundraising Strategy Goal: Expand individual giving. Six Strategies: Coordinated & integrated Expand online giving opportunities. Establish social media relationships. Create donor stewardship systems. Define one communication calendar. Leverage public policy. Grow our database of emails.

Goal: Expand individual giving.

Six Strategies: Coordinated & integrated

Expand online giving opportunities.

Establish social media relationships.

Create donor stewardship systems.

Define one communication calendar.

Leverage public policy.

Grow our database of emails.

What is Social Media? Social media includes tools (like blogs & video) and websites (like Facebook & Twitter) to share content and have conversations online.

Social media includes tools (like blogs & video) and websites (like Facebook & Twitter) to share content and have conversations online.

Reality Check Social media is not a silver bullet for online fundraising.

5 Steps to Social Media Success Questions to Answer Before You Start Who is our audience? Build personas Where are they online? Do your research What do they want to do; what are they currently doing online? Observe and participate What do we want them to do? Ladder of Engagement How will we measure success? Set quantifiable goals

Questions to Answer Before You Start

Who is our audience? Build personas

Where are they online? Do your research

What do they want to do; what are they currently doing online? Observe and participate

What do we want them to do? Ladder of Engagement

How will we measure success? Set quantifiable goals

Donor Personas Individual Online Donor: Molly Atkinson Female, 35 years old, Caucasian Married, no children, city dweller, volunteers regularly for Habitat and mentors young women Bachelors in sociology; some graduate work, no formal degree Middle manager in Fortune 500 company Socially active, impatient, confident Belongs to an investment circle Cares about the environment and going green Relatively new to personal giving, not yet found “favorite cause” What does she want to know? Who is Enterprise? What do they do? How would my $100 donation be helpful to them? How do they help real people? What are they doing about the mortgage crisis? What does she want to do? See how we help. Give easily and quickly. Sign up for a newsletter. Give to the city and or cause of her choice. Get involved, help with more than money, feel a part of the movement.

Individual Online Donor: Molly Atkinson

Female, 35 years old, Caucasian

Married, no children, city dweller, volunteers regularly for Habitat and mentors young women

Bachelors in sociology; some graduate work, no formal degree

Middle manager in Fortune 500 company

Socially active, impatient, confident

Belongs to an investment circle

Cares about the environment and going green

Relatively new to personal giving, not yet found “favorite cause”

What does she want to know?

Who is Enterprise? What do they do?

How would my $100 donation be helpful to them?

How do they help real people?

What are they doing about the mortgage crisis?

What does she want to do?

See how we help.

Give easily and quickly.

Sign up for a newsletter.

Give to the city and or cause of her choice.

Get involved, help with more than money, feel a part of the movement.

Ladder of Engagement Success is measured by moving potential supports through progressively more involved stages in relationship. Run for local office Work for Enterprise Congressional visit Town hall meeting Write a letter to the editor Make a donation to Enterprise Contact Congress by email, phone or mail Tell a friend Sign a petition Give us email information Connect with Enterprise Read information about Enterprise

Success is measured by moving potential supports through progressively more involved stages in relationship.

Run for local office

Work for Enterprise

Congressional visit

Town hall meeting

Write a letter to the editor

Make a donation to Enterprise

Contact Congress by email, phone or mail

Tell a friend

Sign a petition

Give us email information

Connect with Enterprise

Read information about Enterprise

2009 Online Fundraising Strategy Goal: Expand individual giving. Six Strategies: Coordinated & integrated Expand online giving opportunities. Establish social media relationships. Create donor stewardship systems. Define one communication calendar. Leverage public policy. Grow our database of emails.

Goal: Expand individual giving.

Six Strategies: Coordinated & integrated

Expand online giving opportunities.

Establish social media relationships.

Create donor stewardship systems.

Define one communication calendar.

Leverage public policy.

Grow our database of emails.

Touchpoints drive donors closer – or push them away – as they engage with you through the Donor Relationship Lifecycle. Pre-Donation  Donation  Post-Donation Selection Knowledge Consideration Awareness Satisfaction Loyalty Advocacy Google AdWord Website Visit Video Story Online Donation Thank You Email Email Marketing

Pre-Donation  Donation  Post-Donation

As your donors move from stage-to-stage, do your strategies, tactics and objectives adapt? Supporters react differently to marketing messages depending on what stage of the lifecycle they are in.

As your donors move from stage-to-stage, do your strategies, tactics and objectives adapt? Supporters react differently to marketing messages depending on what stage of the lifecycle they are in.

Create Donor Stewardship System Incorporate Rule of 7 into outreach & stewardship. (Contact 7 times before asking for money) Send a thank you card/ letter Send a holiday card Send donor e-newsletter(s) Invite them to special event Send something of value Call them upon receipt of gift Send information about Enterprise (email or direct)

Incorporate Rule of 7 into outreach & stewardship. (Contact 7 times before asking for money)

Send a thank you card/ letter

Send a holiday card

Send donor e-newsletter(s)

Invite them to special event

Send something of value

Call them upon receipt of gift

Send information about Enterprise (email or direct)

What Has Worked Revamped homepage has increased engagement Offered an opportunity for potential supporters to sign up without having to donate Beta testing social media Multiple asks: 3 times Integrated & Strategic: Coordinated efforts between Resource Development, Communications and Online Services

Revamped homepage has increased engagement

Offered an opportunity for potential supporters to sign up without having to donate

Beta testing social media

Multiple asks: 3 times

Integrated & Strategic: Coordinated efforts between Resource Development, Communications and Online Services

Next Steps Visit our Learning Center at: www.fundraising123.org Contact Me: Jono Smith, VP of Marketing Network for Good [email_address] www.networkforgood.org/npo

Visit our Learning Center at: www.fundraising123.org

Contact Me: Jono Smith, VP of Marketing Network for Good [email_address] www.networkforgood.org/npo

Wired Wealthy Tactic Take-Aways

1. Segment

2. Website: Engaging, inspiring and easy to use .

3. Noteworthy email

4. Give them what they have already adopted

4. Give them what they have already adopted

5. Integrated and Multi Channel Marketing

6. Experiment: 10% Risk Capital

7. Measure. .

Email fundraising metrics Website metrics Online PR metrics Social networking metrics

Email fundraising metrics

Website metrics

Online PR metrics

Social networking metrics