Fundraising through the Power of Story:
Leveraging the Web to connect and prosper
Ed Schipul
eschipul@schipul.com
www.schipul.com // www.brandtobedetermined.com
http://flickr.com/photos/eschipul/3058796804/

What we’ll talk about...
• Tell your Story on the Web
• Fundraising Tools
• Tapping into Human Motivation
Tying traditional strategy and new tools together

It’s a Conversation with real Human Beings.

STORYTELLING! Make the emotional connection.

“The message is not
about the charity, it’s about
why the messenger cares”
Katya Andersen (Network for Good)

http://www.flickr.com/photos/
35703177@N00/639154590/
http://www.flickr.com/photos/
21922583@N02/2430939057/
http://www.flickr.com/photos/poorfish/410056337
http://www.flickr.com/photos/
http://www.flickr.com/photos/21787159@N00/352250460/
73645804@N00/440672445/
http://www.flickr.com/photos/94232810@N00/2096337817/

Tell your Story online

Interact with the world through a Blog
http://havefundogood.blogspot.com

Read others’ Stories and tips/tricks for inspiration
• Beth Kanter: http://beth.typepad.com/
• NetSquared Blog: http://www.netsquared.org/blog
• Online Fundraising Blog: http://www.onlinefundraisingblog.com/
• The Fundraising Coach: http://fundraisingcoach.com/
• Just Giving Blog: http://justgiving.wordpress.com/
• Non Profit Tech Blog: http://www.nonprofittechblog.org/
• Read Write Web: http://www.readwriteweb.com/
• Donor Power Blog: http://www.donorpowerblog.com/

Increased # of donors by 400%
(not donations, but DONOR NUMBERS)
Promote others and share your knowledge on Twitter
www.twitter.com/rhinosirf

Share your challenges and triumphs through photos
http://flickr.com/photos/camera_rwanda
NPOs can qualify for free account: www.flickr.com/good

Motivate your Community through video
http://www.youtube.com/user/GreenpeaceVideo
NPOs can participate in special YouTube programs: http://www.youtube.com/nonprofits

Online fundraising tools

http://darmano.typepad.com/logic_emotion/2009/01/pleas-help-us-help-daniellas-family.html
Online Fundraising Tools www.chipin.com
Chipin - Fast and easy, trackable online giving

Online Fundraising Tools
Facebook Causes - Central point for your NPO
http://apps.facebook.com/causes/beneficiaries/11
Track your top
recruiters
Feature on your
Profile page
Chipin on
Facebook!

Online Fundraising Tools
Firstgiving - Free online fundraising pages
2.5% credit card
processing fee
5% FIrstgiving fee
Set up and all else is free

Online Fundraising Tools
Fundraising through your cell phone + Twitter
http://www.tweet4good.org/

Tap into the
3 Motivations of Humans

A rubber raft in the middle of the ocean
http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/

Read more: http://www.schipul.com/en/art/?562
Speak to your donor’s motivations
Material
1.
Social
2.
Ideological
3.
http://www.flickr.com/photos/thegreentrilby/93788893/
http://www.flickr.com/photos/barackobamadotcom/2214065098/
http://www.cathedralgrove.se

3 Motivations
Material Social Ideological
1. Cash 1. Networking 1. Belief in a cause
2. Discounts 2. Socialization 2. Long-term political goal
3. Volunteers get free admission 3. Identity 3. Religious / spiritual
4. Linkbacks to your site 4. Certification / validation 4. Self-actualization
5. Promotion* 5. Professional / Development 5. Art
6. Sex
7. Relationships
8. Organized Religion
9. Status
10. Esteem
11. Some politics
12. Achievement
13. Self-esteem*
14. Promotion
http://www.schipul.com/en/art/?562

Cambodia For Kids
www.cambodia4kids.org
• Cambodian culture education
• Fundraising for Cambodian
families
• Technology training
• Cambodian Social Media
community support

Material Motivation
Cambodia For Kids hooks it up
•Virtual Facebook thank you gifts
•Reciprocating online donations
•UGC contest, winner gets $$ for fave
charity
www.changingthepresent.com

Social Motivation
Props, love Cambodia
• Recognition Blog posts
• ‘THANKS!!’ Tweets
• Congratulatory screenshots on
Flickr
• Donor avatar posts on SM
networks
= Sharing the love!!
(in public)

Ideological Motivation
Cambodia 4 Kids - the human side
•Photo diaries bring faces
and real human impact to
campaigns
•Emotional power of Story
resonates on C4K blog and
other SM
Blog: http://beth.typepad.com/cambodia4kidsorg
Pics: www.flickr.com/photos/cambodia4kids

Let’s review...
• Make the connection,
tell your Story
• Find the tools that work for you
• Discover what motivates
your donor base
• Say THANK YOU!!
http://flickr.com/photos/eschipul/3058796642

Quickie Social Media To-Do’s
1. Read blogs + track the conversation
(find them on www.technorati.com)
2. Set up an RSS Feed Reader
(www.google.com/reader)
3. Join Facebook (www.facebook.com)
4. Join Flickr (www.flickr.com)
5. Track the buzz about you
(www.google.com/alerts)

Thanks for participating today!
Ed Schipul
CEO, Schipul - The Web Marketing Company
www.schipul.com // www.tendenci.com
(281) 497.6567
Blog: www.brandtobedetermined.com
Flickr: www.flickr.com/photos/eschipul
Twitter: www.twitter.com/eschipul
Find my slides on Slideshare: www.slideshare.net/eschipul

International Rescue
Committee
www.theirc.org
• Global emergency relief
• Refugee relocation
• Human rights activism
• Global/regional news

Material Motivation
Gift for Good
• Shop fair trade and donate
to IRC
• Support fair trade, local
producers
• Outreach to mainstream
shopping Blogs and
networks
http://www.theirc.org/help/shop.html
http://www.shopintuition.com/
http://www.rescuetea.org

Social Motivation
Friend your favorite cause!
• Strong outreach to large social
networks
• Many badging opportunities to
http://www.flickr.com/photos/theirc
display issues of concern
• Send e-cards to friends
http://www.myspace.com/theirc
http://www.youtube.com/user/theirc
http://ecards.theirc.org/ecards/ http://blog.theirc.org/

Ideological Motivation
The story behind the crisis
• SM campaign focus on the
Human Story (not just a news
blurb)
• Appeal to globally minded -
change now means political
stability later
• US policy discussed
frequently - action items
included