You got peanut butter in my chocolate! Synchronizing offline & online fundraising

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Presentation for Canada's Annual Christian Leadership/Stewardship Conference - Sept 27, 2011

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  • You got peanut butter in my chocolate! Synchronizing offline & online fundraising

    1. 1. “You got peanut butter in my chocolate!”Synchronizing offline & online giving<br />
    2. 2. In the beginning there was chocolate<br />
    3. 3. …Along came peanut butter<br />
    4. 4. Both Combined … Delicious!<br />
    5. 5.
    6. 6.
    7. 7.
    8. 8. Social Media & Fundraising Myths ...<br />Hang on…<br />
    9. 9. Social Media & Fundraising Reality ...<br />70% of charities raising over $100k have budgets of $5 million or more.Only 0.4% of organizations raised over $100k through Facebook.<br />
    10. 10. Big surprises?<br />The majority of nonprofits are raising $0 - $1000 on Facebook.<br />80% raised $0 from YouTube, LinkedIn, Flickr.<br />
    11. 11. Young folks only like The Twitter … ?<br />The majority of Gen Y, Gen X & Baby Boomers<br />agree post & email are appropriate for charity appeals<br />A small minority agreed social media was appropriate<br />
    12. 12. Growing potential in this space…<br />72% of Canadian donors(63% of Americans)<br />…. made a donation online in 2010 <br />
    13. 13. Today’s plan … <br /><ul><li> 4 integrated fundraising case studies
    14. 14. Offline/online integration tips n’ tricks
    15. 15. Delicious chocolates!</li></li></ul><li>
    16. 16.
    17. 17.
    18. 18.
    19. 19.
    20. 20. Total revenues = $535,000+<br />Average of $770 dollars raised per online event.<br />1005 new Facebook fans <br />Campaigns planned for the next Summer.<br />
    21. 21. Lessons Learned<br /><ul><li>Allowed supporters to choose how they wanted to support CDA.
    22. 22. Branded to reflect the campaign, not the organization.
    23. 23. Online campaigns can target an existing list of DM supporters.</li></li></ul><li>
    24. 24.
    25. 25. “Every donation made online saves The Terry Fox Foundation 80 cents in administrative costs – helping to keep 87 cents of every dollar raised going to cancer research.”“Please use this pledge sheet to complement your online efforts.”<br />
    26. 26.
    27. 27.
    28. 28. Lessons Learned<br /><ul><li>Know the 20/80 rule.
    29. 29. Donors listen – You can move donors from offline to online.
    30. 30. Pledge sheets & cheques never go away.
    31. 31. Existing points of contact inspire new actions.</li></li></ul><li>
    32. 32.
    33. 33.
    34. 34.
    35. 35. Outcomes vs. the same timeframe the previous year:<br />More than 2.5 times the revenue<br />12 times more new monthly donors acquired<br />The campaign will be re-launched for the holiday season.<br />
    36. 36. Lessons Learned:<br /><ul><li>“BuyAKidSomeTime.ca” is sticky.
    37. 37. The web allows easy changes to static giving levels.
    38. 38. The story across mediums was as important as the creative across mediums.</li></li></ul><li>
    39. 39.
    40. 40.
    41. 41.
    42. 42.
    43. 43.
    44. 44. Lessons Learned:<br /><ul><li>Consider data integration from all sources before starting a campaign.
    45. 45. Will supporters acquired from the web eventually be contacted through direct mail?
    46. 46. Offline rewards will always matter to online participants.</li></li></ul><li>Integration Tips n’ Tricks<br />
    47. 47. Good metrics…<br />Which actions happen from traffic referred by which channels?<br />And digitaladvertising? <br />
    48. 48. Partnership Experiments<br />
    49. 49. “Five Facebook Giving Campaign Success Stories”<br />Four of the five success stories were corporate sponsored!<br />
    50. 50. Popular social tool<br />Promotion from the charity side.<br />Donated online& offline ad space.<br />Sponsor Match<br />
    51. 51. Your Email Networks<br />Average charity has 1000 email addresses for every110 Facebook fans…<br />
    52. 52. Help conversion to action<br />
    53. 53.
    54. 54. Database Integration<br />
    55. 55. Database Prep!<br />
    56. 56. Integrated Toolkits<br />
    57. 57.
    58. 58.
    59. 59. Social Media & Events<br />
    60. 60.
    61. 61.
    62. 62. Mobile Integration<br />
    63. 63.
    64. 64. Leverage low cost video<br />
    65. 65.
    66. 66.
    67. 67. Putting It In Perspective ….<br />7-10%<br />
    68. 68. Stay in Touch!<br />Enjoy free webinars! www.artez.com<br />Claire on Twitter: @snotforprofitClaire on LinkedIN:http://ca.linkedin.com/clairetorontoClaire on email: ckerr@artez.com<br />

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