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Webinar on Internet Fundraising Strategies

Webinar on Internet Fundraising Strategies

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  • The ePhilanthropy toolbox suggests many techniques and tools for online success. Each organization should develop a strategy that is flexible to its current needs while planning for the future. Those seeking to get started are well advised to complete these four basic steps before they begin deploying an expanded ePhilanthropy strategy: 1. Establish an Informative Website – options should be shared for low cost ‘build it yourself’ approaches (i.e. http://www.homestead.com/nonprofits) and for selecting a web vendor to build a website. For most organizations the emphasis should be on building an informative website and not simply on spending a lot for all the ‘bells and whistles’. As their strategy grows and matures so should their website. 2. Collect Email Addresses and communicate with those who opt in – The ePhilanthropy Code of Ethics requires that nonprofit organizations only communicate electronically with those who ‘opt in’ or subscribe to receive such communication, it should also be noted that all such communication is also required to offer the reader the option to ‘opt out’ or unsubscribe to future communication. 3. Offer the option of online giving (encrypted) It should be noted that simply offering the option of online giving will not raise money, but the online architecture and encryption technology to support it must be in place before such a strategy can be deployed. 4. Register with Guidestar.org – As has been pointed out in this presentation registration with Guidestar serves several purposes: It gives the organization the opportunity to ‘tell its story’ using the free services of Guidestar, in a way more complete and reader friendly than the IRS 990. This will improve the information provided by Guidestar to a number of websites that use the database to promote giving to nonprofits (I.e. Fidelity’s Charitable Gift Fund, Networkforgood.org and others) Those nonprofits that submit grant proposals to Foundations are very likely to have their information on Guidestar reviewed by that Foundation, improved information could increase the chance of grant awards.
  • The ePhilanthropy toolbox suggests many techniques and tools for online success. Each organization should develop a strategy that is flexible to its current needs while planning for the future. Those seeking to get started are well advised to complete these four basic steps before they begin deploying an expanded ePhilanthropy strategy: 1. Establish an Informative Website – options should be shared for low cost ‘build it yourself’ approaches (i.e. http://www.homestead.com/nonprofits) and for selecting a web vendor to build a website. For most organizations the emphasis should be on building an informative website and not simply on spending a lot for all the ‘bells and whistles’. As their strategy grows and matures so should their website. 2. Collect Email Addresses and communicate with those who opt in – The ePhilanthropy Code of Ethics requires that nonprofit organizations only communicate electronically with those who ‘opt in’ or subscribe to receive such communication, it should also be noted that all such communication is also required to offer the reader the option to ‘opt out’ or unsubscribe to future communication. 3. Offer the option of online giving (encrypted) It should be noted that simply offering the option of online giving will not raise money, but the online architecture and encryption technology to support it must be in place before such a strategy can be deployed. 4. Register with Guidestar.org – As has been pointed out in this presentation registration with Guidestar serves several purposes: It gives the organization the opportunity to ‘tell its story’ using the free services of Guidestar, in a way more complete and reader friendly than the IRS 990. This will improve the information provided by Guidestar to a number of websites that use the database to promote giving to nonprofits (I.e. Fidelity’s Charitable Gift Fund, Networkforgood.org and others) Those nonprofits that submit grant proposals to Foundations are very likely to have their information on Guidestar reviewed by that Foundation, improved information could increase the chance of grant awards.
  • Have an online donation form or posting pdf’s online (donation, registration, newsletter) --- compared to --- emailing personalized newsletters, invitations etc. with live links to integrated online donation or registration pages. Drive traffic back to your site– specific, INTEGRATED pages process information and are linked directly with your lifeline of information—your donor database.
  • Betsy - Explain what multi channel is and why Martha is good at it.
  • I would even add partnerships (nate and bob greene)
  • Member login areas of the website—start collecting recipes today!
  • Each of these work well together email to draw to website, print messages to advertise events, phone calls to set up meetings
  • The ePhilanthropy toolbox suggests many techniques and tools for online success. Each organization should develop a strategy that is flexible to its current needs while planning for the future. Those seeking to get started are well advised to complete these four basic steps before they begin deploying an expanded ePhilanthropy strategy: 1. Establish an Informative Website – options should be shared for low cost ‘build it yourself’ approaches (i.e. http://www.homestead.com/nonprofits) and for selecting a web vendor to build a website. For most organizations the emphasis should be on building an informative website and not simply on spending a lot for all the ‘bells and whistles’. As their strategy grows and matures so should their website. 2. Collect Email Addresses and communicate with those who opt in – The ePhilanthropy Code of Ethics requires that nonprofit organizations only communicate electronically with those who ‘opt in’ or subscribe to receive such communication, it should also be noted that all such communication is also required to offer the reader the option to ‘opt out’ or unsubscribe to future communication. 3. Offer the option of online giving (encrypted) It should be noted that simply offering the option of online giving will not raise money, but the online architecture and encryption technology to support it must be in place before such a strategy can be deployed. 4. Register with Guidestar.org – As has been pointed out in this presentation registration with Guidestar serves several purposes: It gives the organization the opportunity to ‘tell its story’ using the free services of Guidestar, in a way more complete and reader friendly than the IRS 990. This will improve the information provided by Guidestar to a number of websites that use the database to promote giving to nonprofits (I.e. Fidelity’s Charitable Gift Fund, Networkforgood.org and others) Those nonprofits that submit grant proposals to Foundations are very likely to have their information on Guidestar reviewed by that Foundation, improved information could increase the chance of grant awards.
  • This org. is a faith based after school program focusing on african american kids age 6-18
  • Blackbaud has done this survey for about three years in order to provide a benchmark for the industry. Professionals from about 1,000 nonprofits responded to the survey this year. Questions for audience: This is a rhetorical question – how many of you have a Web site? Of those of you who have a site, who feel they are using it effectively? Who feels they are getting the most out of their site? Who wants to do more? This seems to be consistent with what I’m seeing in the market today. Higher Ed organizations in many ways tend to be a little more sophisticated in regard to the Internet than organizations in other nonprofit verticals The question is, if almost 90% of nonprofits feel the Internet is critical to their success, why don’t they all have an online strategy? What is keeping them from using the Web effectively?
  • Your Internet strategy should incorporate everything from your online face (website), to your online communication (email), to your online giving (ecommerce), to the heart of your system – the database. When working with our eTapestry customers on an Internet strategy, we can happily tell them there is good news, and then there is better news. The good news is that we can take any one aspect and help them implement it. The better news is that we can make all the pieces work together in a coordinated, seamless fashion.
  • Betsy
  • Sometimes a 4-page direct mail letter usually works greatt, but online - yeah, right! Online audiences generally younger Writing for online appeals need to be skimable Integrated Effort – Online, direct mail, in TM scripts…emphasize same theme
  • Don’t get stuck in one vehicle of communiation!
  • W
  • the advance email can assure people that the calls are legitimate—unfortunately in our world today there are too many people looking to benefit by taking advantage of the generosity of others. Be up front about your calling campaign!
  • Database- email integration allows you to query on specific groups and target your communication to them. You wouldn’t send this to your entire database, but if you didn’t send it to that group of individuals ready for renewal---- you’re leaving money on the table!
  • Unsubscribe option is huge!
  • That’s what 7.5 donations per volunteer on average--- avg. online gift of 59 = $413 --- so over 400 donated per average volunteer!
  • Spam Stats from IDC and Jupiter Research
  • So here are a few tips for success.
  • Blackbaud has done this survey for about three years in order to provide a benchmark for the industry. Professionals from about 1,000 nonprofits responded to the survey this year. Questions for audience: This is a rhetorical question – how many of you have a Web site? Of those of you who have a site, who feel they are using it effectively? Who feels they are getting the most out of their site? Who wants to do more? This seems to be consistent with what I’m seeing in the market today. Higher Ed organizations in many ways tend to be a little more sophisticated in regard to the Internet than organizations in other nonprofit verticals The question is, if almost 90% of nonprofits feel the Internet is critical to their success, why don’t they all have an online strategy? What is keeping them from using the Web effectively?
  • All statistics from 2004 Avg. gifts based on testing by IATS system (processed 1,000 nonprofits’ transactions in 2004) I suspect online gifts tend to be larger because they are usually credit card gifts – it doesn’t hurt the pocket as much as taking money out of a wallet or writing checks – both of which I hate
  • All statistics from 2004 Avg. gifts based on testing by IATS system (processed 1,000 nonprofits’ transactions in 2004) I suspect online gifts tend to be larger because they are usually credit card gifts – it doesn’t hurt the pocket as much as taking money out of a wallet or writing checks – both of which I hate
  • EONS– online community for BOOMERS
  • Organizations of all sizes can take advantage of online social networking! --- not cost prohibitive! 
  • Biggest thing with you tube/ other videos clips-----don’t be afraid! Videos clips can do more to bring your mission alive in 2 – 3 minutes than can quarterly dm mail pieces or event and fundraising statistics on paper.
  • Really Simple Syndication
  • Blackbaud has done this survey for about three years in order to provide a benchmark for the industry. Professionals from about 1,000 nonprofits responded to the survey this year. Questions for audience: This is a rhetorical question – how many of you have a Web site? Of those of you who have a site, who feel they are using it effectively? Who feels they are getting the most out of their site? Who wants to do more? This seems to be consistent with what I’m seeing in the market today. Higher Ed organizations in many ways tend to be a little more sophisticated in regard to the Internet than organizations in other nonprofit verticals The question is, if almost 90% of nonprofits feel the Internet is critical to their success, why don’t they all have an online strategy? What is keeping them from using the Web effectively?
  • Blackbaud has done this survey for about three years in order to provide a benchmark for the industry. Professionals from about 1,000 nonprofits responded to the survey this year. Questions for audience: This is a rhetorical question – how many of you have a Web site? Of those of you who have a site, who feel they are using it effectively? Who feels they are getting the most out of their site? Who wants to do more? This seems to be consistent with what I’m seeing in the market today. Higher Ed organizations in many ways tend to be a little more sophisticated in regard to the Internet than organizations in other nonprofit verticals The question is, if almost 90% of nonprofits feel the Internet is critical to their success, why don’t they all have an online strategy? What is keeping them from using the Web effectively?
  • All statistics from 2004 Avg. gifts based on testing by IATS system (processed 1,000 nonprofits’ transactions in 2004) I suspect online gifts tend to be larger because they are usually credit card gifts – it doesn’t hurt the pocket as much as taking money out of a wallet or writing checks – both of which I hate
  • All statistics from 2004 Avg. gifts based on testing by IATS system (processed 1,000 nonprofits’ transactions in 2004) I suspect online gifts tend to be larger because they are usually credit card gifts – it doesn’t hurt the pocket as much as taking money out of a wallet or writing checks – both of which I hate
  • So here are a few tips for success.

Brookes 6 24 Alabama Webinar Presentation Brookes 6 24 Alabama Webinar Presentation Presentation Transcript

  • Brooke Csukas eTapestry What’s New Online?? Internet Strategies to Build Success
  • For your consideration…
  • Your organization Clients Partners Staff Board Volunteers Time Money Competitors
    • “ We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet , and charitable giving is a logical progression .” Paul Saffo
    • Director of the Institute for the Future.
    Photo credit: Sorin Brinzel
  • The Rules Still Apply (It’s all about relationships… not technology)
  • Giving USA Results: 2008
  •  
  • What is really the truth about fundraising right now?
    • AFP State of Fundraising Survey
      • 46% of npo’s raised more money in 08 than 07 (typically 60% raise more money)
      • 40% raised less(a new low) and 14% stayed the same
      • Fundraising decreases seen in all fundraising vehicles
      • Only type of fundraising with an increase was online – but it is still a small part of overall fundraising
  • The truth continued…
    • Guidestar: The Effect of the Economy on the Nonprofit Sector
      • 52% of org’s experienced a decrease in giving
      • 1/3 of foundations gave less money in grants over the last 5 months
      • ONLY 35% of orgs cut their budgets from 08 to 09
      • That more didn’t reduce their budgets was because of the 59% increase in demand for services
        • 32% had budget increases
        • 22% modest decreases
        • 26% budget stayed same
      • Orgs that cut budgets did it by cutting services 57%, and freezing staff salaries 47%, only 30% resorted to layoffs
      • 8% in danger of closing their doors
  • *Estimates provided by ePhilanthropy Foundation Estimate of Giving in 2001 = $550 million Estimate of Giving in 2002 = $1.1 Billion Estimate of Giving in 2003 = $1.9 Billion Estimate of Giving in 2004 = $2.62 Billion Estimate of Giving in 2005 = $4.53 Billion Estimate of Giving in 2006 = $8.15 Billion Estimate of Giving in 2007 = $10.4 Billion Online Giving Estimates*
    • “ If you want milk from a cow, you don’t send it a letter.”
    • Jerry Panas
  • Email vs Letter Relationship Building
    • Know the DIFFERENCE
    How To Succeed Online
  • Be Like Martha or Oprah
    • Both are Masters of Multi-Channel Marketing!
  •  
  •  
  • Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools
  • Start With A Plan
    • What are the goals? (fundraising, relationship, etc)
    • How will we measure success?
      • # of gifts, size of gifts, where the gifts come from, increase event attendance
    • What are the specific tactics?
      • Email, newsletter, event invites, personal meetings, phone solicitation
    • Do we need any new tools or assistance?
      • Database , Technology, Mail House, Gift Entry, Volunteers
    • Who is responsible for what?
    • Is everyone on the same page?
    • “ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.”
    Carrie Johnson, Senior Analyst Forrester Internet Research
  • Power Of Your Web Site More than 50% said that they would NOT have taken further action if they had not first visited charity Web site Toward e-engagement Nonprofits and Individuals Engaging Online – Kellogg Foundation
  • A “before” and “after” example
  • Privacy
    • DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website
    http://www.the-dma.org/privacy/creating.shtml
  • Needle in a Needle Stack
  • Advanced Email Database Ecommerce Website Keeping it simple
  • INTEGRATION is the KEY! Next Steps
  • Example Plan Sept Oct Nov. Dec E-Newsletter 9/15 10/15 11/15 12/15 Pre Telemarketing e-mail 9/20 TM campaign starts 10/1 Year end direct mail 11/20 Year End E-Mail hits 1 and 2 12/20 / 12/28
  • The Message & The Medium
    • Each medium has a style that works best
    • Audiences are Different
    • Messages don ’ t need to be identical
    • Develop campaigns or themes
    • Test!
    • “ He that is good with a hammer tends to think everything is a nail.”
    • -Abraham Maslow
  • Integrate Online and Offline Appeals
    • Mention Benefits & Ease Of Online Contributions
  • Use E-Mail & Direct Mail Together
  • Email Telemarketing
  • A Targeted Approach
  • E-Mail KEY Functions
    • Tracking : bounces, opens, click-throughs
    • Deliverability : Full-time staff 24/7 monitoring blacklists, spam filtering and ISP standards
    • Horsepower : Up to 300,000 emails per hour via a scheduler
    • Spam analysis tools
    • WYSIWYG editor
    • Subscription management : automated unsubscribe or opting out link
  •  
  • Personalized Fundraising Pages Peer Fundraising Online
  • Results: Personalized Event Fundraising
    • Average volunteer sends over 30 emails
    • One in four emails sent by a volunteer results in a donation
    • Average online gift is $59 which is a 50% increase over the average off-line gift
    • Many volunteers reach their stated FR Goal!
  •  
  • Personalized Event Fundraising
  • Build a Community
  • Keys To Success
    • Plan
    • Take an Integrated Approach
    • Timely & Focused - Act Quickly When Needed
    • Test Something New All The Time
    • Get “Buy In” Organization-Wide
    • Think Targeted One-To-One Marketing
    • People Give to People
    • Have Fun!!!!
  • What it is and What it Can Mean to Your Organization? Web 2.0
  • Web 1.0 vs. Web 2.0 Web 1.0 refers to first generation Web-based content that was typically one-way static communication. Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.
  • Web 1.0 vs. Web 2.0
    • Web 1.0 was about reading, Web 2.0 is about writing
    • Web 1.0 was about organizations, Web 2.0 is about communities
    • Web 1.0 was about home pages, Web 2.0 is about blogs
    • Web 1.0 was about portals, Web 2.0 is about RSS
    • Web 1.0 was about wires, Web 2.0 is about wireless
    • Web 1.0 was about owning, Web 2.0 is about sharing
    • Web 1.0 was about web forms, Web 2.0 is about web applications
    • Web 1.0 was about dialup, Web 2.0 is about broadband
    • Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/
  • Demographics of Internet Users Source: Pew Internet & American Life Project, 2006 Educational Attainment Education Level Percentage College + 95% Some College 85% High School 67% Less than High School 35%
  • Online Video Use has Exploded Source: The Wall St. Journal , 2006
  • Key Take-aways
    • The Internet is not just for kids anymore
    • The Internet is used by the educated and engaged
    • The Internet is not just for downloading music and fantasy football
    • The Internet is used by your constituents…or someone else's
  • "Build, learn, and make mistakes as you go – you'll know more about what you're doing as you're doing it, instead of before you do it." – Jason Fried, 37 Signals "A lot of our successes don't have anything to do with anything our executives thought were a good idea." – Sergey Brin, Google
  • Social Networking Boom
  • Social Networking Boom 1,313 Friends 12,309 Friends 18,047 Friends 25,037 Friends
  • Social Networking
  • Social Networking & Video
  • Go to Them (e.g. RSS)
  •  
  •  
  • RSS in Action
  • Video
  • Podcasts  
  • Message Boards
  • Wikipedia Exposure
  • "Do one thing every day that scares you." – Eleanor Roosevelt "We have a strategic plan. It's called doing things." – Herb Kelleher
  • Oprah, Would be Proud!
  • Martha, Would be Proud!
  • Other Successes . . .
  • Other Successes . . . .
  • "If you could do tomorrow over again, would you?" – Seth Godin
  • Keys To Success
    • Plan
    • Take an Integrated Approach
    • Timely & Focused - Act Quickly When Needed
    • Test Something New All The Time
    • Get “Buy In” Organization-Wide
    • Think Targeted One-To-One Marketing
    • People Give to People
    • Have Fun!!!!
  • Epilogue
    • 10 Technology Resolutions for 2008
    • Sarah Robbins
    • Director of Emerging Technologies
    • Mediasauce
  • 1. Set up a Gmail Account
  • 2. Post Pics to Flickr
  • 3. Try a Microblog
  • 4. Create a Google Alert
  • 5. Set Up an RSS
  • 6. Share a YouTube Video
  • 7. Really Use Your Cell Phone (Send a text or a video)
  • 8. Join a Social Network
  • 9. Share PowerPoint Slides (Save a tree or two!)
  • 10. Play a Video Game
  • Thank you! Brooke Csukas Account Executive brooke.csukas@etapestry.com