Non profits have marketing challenges both in terms of increase in competing globally e.g. Haiti disaster vs. local, and in congestion of charities competing for donations and volunteers. Also have limited resources:MoneyPeopleLimited knowledge / experienceMultiple messages to multiple audiencesCoordinating delivery of these messagesFocus on the mission
Personas should capture:attitudesskillsGoalsLife goalsExperience goalsHelp craft persuasive communications
But to explain this a bit further within the concept of crowd-funding I think this is a really interesting model to think about. We think of social media and we often think of the community that is closest to the organisation. But the real power of social media is how you reach the network of your community and the crowds that lay beyond these people.The example of Charlie Simpson did this. It went completely viral and reached out well beyond the people that Charlie knew.
Why not implement some of the targets,totalisers, rewards into your site? It could be as simple as a badge for Facebook on the thank you page or a fundraising totaliser on an appeal (it can just be an image you constantly update – it doesn’t even have to be dynamic!
And I wanted to leave you finally with this easy to remember framework for online fundraising success…S – storytellingU – unexpected – grab people’s attentionC – choice - giving donors a choiceC – credible – build relationships through credable and authentic contentE – emotional – help people see the importance of their actionS – simple. Get to the core of the ideaS – show – show where the money goes and other people who are taking action
TribalCafe Online Fundraising
Online FundraisingIntegrated Fundraising
The Day 1. OBJECTIVES AND BACKGROUND 2. STRUCTURE 3. PLAN 4. AUDIENCE 5. CHANNELS AND TOOLS 6. BRAND AND CONTENT 7. SUMMARY
OBJECTIVES 1. Develop an online fundraising strategy 2. Integrate your online fundraising into your current fundraising strategy 3. Use online fundraising to enhance your other fundraising activities 4. Use online tools and social networks to drive new support to your organisation 5. Build stronger relationships with your existing supporters 6. Understand and select the right tools for your fundraising 7. Harness the power of social media to extend the reach of your fundraising 8. Track and measure your success
THE 3 MANTRAS Be human and tell stories Think user experience Make it simple and easy to donate
CREATING ADVOCATESWe are now in the business of winning hearts and minds – notmarketing
ONLINE FUNDRAISING MOBILE WEBSITE NEWSLETTERS FUNDRAISING PLATFORMS COUPONS FUNDRAISING EVENTS PR SOCIAL NETWORKS TWITTER VIDEO NETWORKS AFFILIATES FACEBOOKONLINE FUNDRAISING INVOLVES YOUR WHOLE MARKETING MIXMAKE YOURSELF SOCIAL TO EXTEND REACH, BUILD RELATIONSHIPS ANDDEVELOP OPPORTUNITIES
NON PROFIT CHALLENGESOnline giving has increased Voluntary donations to the UK’sby 85% in the past three 500 largest charities dropped byyears £70 million in real terms last year -- source: nfpSynergy --The Charity Market Monitor 2011Only 36% of non profits have 32% of those that stoppeda strategy or business plan donating, did so due to over- Source Guardian solicitation. Source: Cygnus Donor Survey 201169% of donors of all agesnow prefer electronic overprint communication.Source: Cygnus Donor Survey 2011 Direct Debit Cancellations on Rise
THINGS HAVE CHANGED FROM TO Channel Network Mass Consumption Universal participation Institutional mediation Social mediation Content scarcity Content abundance Attention abundance Attention scarcity Asynchronous Real time Virtual reality Integrated reality
ONLINE GIVINGAsian Tsunami• USA: estimated 65% of $350M donations came from online• UK: world record for most money donated in a 24 hour period – 30th – 31st December 2004 – Total of 166,936 donations raising £20.3M
ONLINE GIVING Online Giving 2009 5.1% (Global) 2010 7.7% (Global) 2011 UK £55.87Bn total 7% online - £3.9Bn Charities in the UK 161,649 1.1% generate 67% of the sector’s income (1,735 of 161,649)Sources:https://www.blackbaud.com/onlinefundraisinghttps://www.cafonline.org/
ONLINE GIVINGThe Haiti Effect in 2010• 18.4% of online giving took place in January compared to 18.3% in December 2010.• International Affairs organizations had their online giving grow 130.8% compared to 2009.
TRENDS IN GIVING • 80% of those surveyed made donations both online and offline • 72% of those surveyed said donating online is more efficient and helps charities reduce administrative costs • 51% of those surveyed said they prefer giving online • 46% said that five years from now they will be making a greater portion of their charitable gifts online • Only 40% of those surveyed said that most charity websites made them feel personally connected to their cause or mission • 74% of those surveyed said it was appropriate for the charity to send an email reminding them to renew an annual gift • 65% of those surveyed said they always open and glance at emails from causes they support.Source: Edge Research
THE GROWTH IN IN ONLINE GIVING Online Giving Growth by Organization Size Online Giving in Size YOY % Change 2010 Small (less than $1M 22.0% Up 34.5% Medium ($1M - $10M) 15.9% Large ($10+) 55.6% Total 34.5% Online Giving Growth by Organization Size Arts, Culture and Humanities 8.7% Education 13.7% Environment and animals 28.4% Health Care 7.4% Human Services 29.3% International Affairs 130.8% Public / Society Benefit 15.0%https://www.blackbaud.com/onlinefundraising
HOW PEOPLE DISCOVER THEIR CHARITY The Generations Gen-Y (b. 1981 – 1991) Gen-X (b. 1965 – 1980) Boomers (b. 1946 – 1964) Matures (b. 1945 or earlier) How Donors Learned About Their Top Charity (Top Channel Cited Above) (blue numbering represents statistically significant difference)Source: Edge Research
HOW DO PEOPLE DONATE Donation Channels Overall and by Generation (blue numbering represents statistically significant difference) Source: Edge Research
CHANGING CHANNELSWhen asked which communication tools charities should usemore of…only social networking and communication by emailwere chosen by the majority.
SUMMARY• Online will continue as the fastest growing giving channel.• Onlines influence will grow as older donors engage in web communications and advocacy.• Social media channels and mobile will increase in importance for non-profits.• Direct communications by non-profit organizations will have less impact• Donors will increasingly rely on referrals, guidance from friends, particularly the younger
SUMMARY• Non-profits need to influence their most vocal and loyal supporters to be activate promoters.• Information overload will continue as individuals receive more communications from marketer• Tailored communications that are relevant for donors will be critical.• Non-profit supporters want to be able to define and customize how they are communicated (e.g. go paperless, set frequency of emails and filter for content).
STRUCTURE Strategy Brand Objectives Story Plan Content Measures Conversations Resources Influence Channels Donor Tools Volunteer Processes Data Policies Segmentation Integration Listening
THE BUILDING BLOCKS Brand Story Content Conversations Influence Channels Tools Processes Policies Integration Donor Volunteer Data Segmentation Listening Strategy Objectives Plan Measures Resources
STRUCTURE Strategy ObjectivesPLAN Plan Measures Resources
STRATEGY, OBJECTIVES, TACTICS OBJECTIVE STRATEGY TACTICSEvery business or Strategies are the things you Whereas strategies establishorganisation has objectives. need to do to accomplish a broad outline of how youThey are simply a matter of your objectives. If your want to achieve yourdeciding where you want to objective is where you want objectives, tactics arebe and when you want to your company to be, the specific actions.get there. strategy is the route you need to take to get there.For example: if the purpose of your For example: if the objective is to For example: If you strategy is tomarketing plan to launch a new cent increase donations by 10%, your recruit more volunteers among 18 –or appeal. strategies might be one or more of 25 year olds. the following:If so your objective might read: “Develop a tab on a Facebook page • Increase the average donation called young recruits” is simply a“Achieve £50k of fund raising within per person tactic for implementing thatfirst 3 months.” • Increase the number of donators strategy. • Increase the value of event tickets
SIMPLE PLANNING FORMGOALSOBJECTIVESSTRATEGYTARGET Tools Tactic Message Timeline Resources Who isAUDIENCE responsibleSimple plan is better than no plan
ONLINE IS ABOUT MEASUREMENT The % of people who only visit 1 pageBounce rate The length of time people spent on siteTime on site How many people made a series of steps towardGoal your goal e.g. signup, purchase, donationConversion No of people to websiteWebsitetraffic No of times content shared e.g. RetweetsShares
ONLINE IS ABOUT MEASUREMENT No of people subscribed to newsletter/RSS feedsSubscribers % of people who open emailsOpen rates Click Through Rate for links e.g. in newsletterCTR Visits to donations – no of people who visit to theConversion number that donateratio By media spend - £ investment to £ donationConversioncost Ecommerce – people dropping out of the checkoutBailout rate process
LISTENING TOOLSSocial Mention Monitter Crowdbooster TwitScoopSocial media search engine Real time twitter search tool Real time twitter search tool Search and follow whatsincl: Twitter based on keywords. based on keywords. buzzing on twitter in real-time. Twazzup TweetMeMe Twistori TopsyRealtime search results from Trending stories and news. Live feed of Tweets showing Real Time Search For TwitterTwitter loves, hates, believes, wishes Favstar Sulia Twendz Twit Links Explore TwitterTrending funny tweets Headlines and interest streams Conversations and Sentiment aaaaaaa Hashtagify Search Hash Hash Mash HashTags
TWITTER ANALYSIS TOOLSTweetStats tHE ARCHIVIST TweetStats The Archivist was provides simple built by Mix statistics for Online, a group of Twitter including designers and tweeting style developers at and tendencies. Microsoft.Klout Crowdbooster Crowdbooster does a great job of tracking your retweets and proving good statistics.
STRUCTURE Donor VolunteerAUDIENCE Data Segmentation Conversations
TARGET AUDIENCE • Segmenting is dividing a market into distinct groups with distinct needs, characteristics or behaviours • Targeting is selecting those market segments that represent most value. • Most value for the customer = means that you communication has a high correlation with their needs / motivations • Most value for the organisation means that these customers tend to be loyal and will contributeSegmenting audiences improves conversion rates
USING PERSONAS• Personas remove the tendency to think of yourself• Brings focus to the target audience• Builds empathy .• Encourages consensus• Makes it more efficient to make decisions• Personas put a face on the customer• Keeps designers, copywriters and other people on track
USING PERSONASTells Us• Who the donors are• What are the motivations• How our cause can fit into the context of their life• Why they might get involved
SOME LISTENING TOOLS Google Alerts Social Mention Monitter Blogpulse Twitrratr CrowdboosterExperiment with these – use your keywords
WHAT TO LISTEN FOR What are influencers talking about? What is happening in your sector? Are there interesting conversations? To any issues? What is being To understandsaid about you? what works?
GLOBAL STUDY Wealth Indicators Understanding data e.g. wealth indicators enables better targetingSource: Charity Aid Foundation
YOUR AUDIENCE• Target Your Audience Example: • Bloggers • Experts• Understand their digital behaviours • Journalists • Role models• Develop a map of to prioritize who is impacting the conversation the most• Talk online to some and ask questions • What content do they share and engage with • What do they find valuable • Where are they located • Where do they spend time and in what channels
DONATION CHANNELS WHAT WAS THE SOURCE OF THE DONATION?Source: www.insights.org
INTEGRATE ONLINE AND OFFLINE Newsletters Social Networks Fundraising Online Media platforms Spend Everything Website and Landing pages Events Social PR Print Other e.g. Radio
INTEGRATE OFFLINE AND ONLINE Quick Response (QR) codes have been gaining ground recently (take a look at this Google Trends Chart ) QR Code and 2D Code Generator - can generate QR Code, Micro QR Code, Data Matrix and Aztec Code. Additional features include URL shortening and customizing the color and format of your codes.
QR Codes Types of Information that can be delivered using a QR Code
PAID, EARNED, OWNED ADVER ING TIS Paid search Display ads Afﬁliate marketing Digital signage Atomisation Paid of content Paid into ads media placements DIGITAL PROPER TIES Website(s) P TNER NETWORKS AR Publisher editorial Blogs Owned Earned Inﬂuencer outreach Mobile apps Social presence media media Word-of-mouth Social networks Atomisation of conversations through through shared APIs and social widgets
MISTAKESCommon problems• Usability: page and design – Poor architecture (things hard to find and navigate) – Cluttered pages – Confused flow – Banner blindness – Overformatting• Content issues – Unclear or missing information – Poor copy – No call to action
WEBSITE• Make it visual (real people)• Clear calls to action – Vounteer, donate, publicize us, tell your story…• Blog with comments• Social button – Twitter/Facebook• Newsletter - Subscribe (RSS/email capture)• Provide badges• Feedback• Login/Join• Regularly Updated User should not be overwhelmed with information.
LANDING PAGESWhy Use a Landing Page?• Keeps people focused on an action• Simplifies a message• Provides opportunity for data capture• Multiple pages – tailor message to customer segments• Measurable
LANDING PAGES6 Tips Clear Call To Don’t offer to Don’t ask for too Action many choices much information choice Don’t Use Too Make sure page Keep it visually Much Text matches ad simple
SUMMARY SO FAR1. It takes know how, hard work and time to be effective in online marketing2. It’s about the donor and your supporters3. Integrate everything1. Everybody on the net has email2. Emails are often treated as a to do3. Email is personal4. Accessed on mobile and PC
EMAIL MARKETING Barriers to effective email marketing
EMAIL MARKETING• Signup forms• Subscribe on website• Opt in at events• Social sites
EMAIL MARKETING• Where do Consumers Opt In (UK) Source: e-Dialog research August 2011
EMAIL MARKETINGKey Points Don’t forget engagement – Search boxes• Make it personal – Questions• Clear CTA & links – Quizzes• Make it social – Polls• Use screenshots for – Calculators videos and slideshows – Interactive Q&A – Call-backs• HTML text over images – Viral games• Design for touch• Keep subject lines short
INTEGRATE WITH SOCIALSign up –newsletter/CRMSell merchandiseSpread the word
SOCIAL MEDIA In a comparison of non profits those that use social media increased their fund raising by 40% compared to their peers. Source: BlackbaudUse social media to organise, mobilise, raise funds andcommunicate with sponsors/donators.
WHAT IS SOCIAL MEDIA? Social Media Has Its Own Words! LinkedIn Twitter Facebook• Network • Tweets • Likes• Connections • Follow vs. • Friends vs. Fans• Recommendation Following vs. • Profile vs. Page• Groups Friends (“Tweeps”) • Status Update • Mentions/@replies • Apps & Games • DMs Blogging • Shortened URL YouTube• Blog vs. Blogging vs. • Hashtags • Channel Blog Post • Views • Tweetups• RSS Feed • Spotlight Videos• Comments • Promoted Videos• Social Bookmarks • Featured Videos
HOW TO THINK ABOUT THE TOOLS5 reasons business is social
FACEBOOKAsk Facebook fans toupload videos thatsupport your causeSetup a store inFacebookUse text in campaignsto get people to likeyour page – 32665
KEY POINTS• Recognise that people like to create something that will be seen by many• High levels of engagement may mean access to resources for creating content• Nurture dispersed supporters into cause evangelists• Let them know their efforts are critical to advancing your mission• Offer them tools, guidance and support
WHY BLOG1.It helps your website go up in search engine rankings2.It gives your organisation a human voice, a unique personality that builds a community around your cause.3.You can connect easier with people in social networking sites4.Spreads the word easier, cheaper and more effectively than mainstream media.5.Establish your organisation as an authority6.Expand brand awareness
Break It UpBreak intosections. Usepictures to splitadd visual content. Use pictures: As a metaphor Short paragraphs Embed other media: To show people Easy flow one to next Slides e.g. slideshare Simplify complexity Invite others viewpoint Video e.g. YouTube Illustrate examples Ask questions
TOGETHER • We listen to our issues • We play to find out what works • We build off existing programs • We meet people where they are • We learn what our audiences like • We can help • We make mistakes • We make real friends • We work on being a social
CHANGING THE MESSAGE Here are the results of Send us how your money money Have you helped heard we We need need money money? Send us How what we Here’s the do affects story of what money you we doProviding compelling stories and reasons to create conversationsand motivate a change in people
Videos Can Help You Tell StoriesMarketing is StorytellingMedium is not the message"Outbound" vs "Inbound"Types of stories• Success Stories• Testimonials• Welcome• Educational• About an event• About your supporters• Viral Content
• Focus on the Conversation• Success is Telling the Story• Build strong, long term relationships
ELEMENTS OF THE STORY Stories we likehelp us to create our perception of value and through them, we create our own story
COMES BACK TO GOOD CONTENT• Use a blog to tell your story• Use text, photos and videos to tell stories of the people you’ve helped• Make sure your stories are shareable• Make it easy to subscribe to your stories – rss feed
MOTIVATIONSMotivations - Social Motivations - MaterialNetworking CashSocialization DiscountsIdentity, Status Volunteering – free admissionAchievement AchievementSelf-esteem AccessPromotion Promotion Motivations - Ideological Belief in a cause Long term political goal Religious, spiritual Self actualization Art. creativity
Six Weapons of Influence1. Reciprocity - People tend to return a favor, thus all those annoying address labels charities send out as a fundraising ploy.2. Liking - People are easily persuaded by other people whom they like. That’s why you want your champions spreading the word about your cause among their friends and family.3. Scarcity - Perceived scarcity fuels demand. “Only four memberships are left” prompts action!4. Authority - People will tend to obey authority figures. Just check out the well- dressed man in a suit jay-walking in the below video. Everyone on the street corner follows. When he wears a sweatshirt, no one follows. That’s the principle of authority at work.5. Social Proof - People will do what other people are doing. That’s why it’s great to show who is taking action for your cause - others are likely to conform.6. Commitment and Consistency - If people commit to an idea or goal, they are more likely to follow through. I’ve covered that several times on the blog lately. It’s why pledging is a great option for people who aren’t ready to take action
Online fundraising SUCCESS S – storytelling U – unexpected C – choice C – credible E – emotional S – show S – socialAdapted from Made to Stick: Why Some Ideas Survive and Others Die,Chip and Dan Heath 2007
Customer Social Managed Strategy Engagement Business ServicesWe help businesses We produce and We advice businesses We manage your digitalunderstand and distribute high quality on new technologies presence updatingchoose the right creative ideas and that can add value to social networks andtechnology. We content that gets their organization. provide fresh contentprovide insight to shared. that engages your • Social Mediaimprove decision Management target audience. • Social Contentmaking and increase Vendor (Blogs, newsletters, • Blogs, Press Releasesreturn on investment. press articles) selection, training • Online articles, Events• Strategy Consulting • Social Business Tools • Social Networks • Social Media collaborative and Apps, pages, stores Monitoring and Brand• Research community platforms Reputation • Social Marketing • Training & Consultancy • Community management Integrated Social Business
HOW WE CAN HELP NON PROFITSSome ideas on how we can help your organisation:1. Train and develop internal teams2. Workshop ideas and creative for campaigns3. Develop Facebook pages and apps4. Increase awareness of your brand through PR, Social Media and Online Marketing5. Mobile websites to help you become Smartphone (iPhone, Blackberry, Android) ready6. Manage your Social Media for you: blogs, Tweets, Facebook fan posts, press articles and news - starting from £250 per month7. Produce Websites that are socially integrated and SEO optimised8. Buy as You Need It Outsourced Solution9. Help you increase your Online Fund Raising
Source: NCVO/CAF UK Giving 2010Source: Charity Commission Facts and FiguresSource: NCVO Voluntary Sector Almanac 2010Source: World Giving Index 2010 (CAF, 2010)Source: Family Foundations Giving TrendsSource: UK Giving 2011