Same Song Different Verse: New Tools to Help Accelerate Your Fundraising


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Update to the presentation of the same title from January of 2010, given at the Association Foundation Group annual meeting, May 20, 2010

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Same Song Different Verse: New Tools to Help Accelerate Your Fundraising

  1. 1. Same Song, Different Verse: New Tools to Help Accelerate Your Fundraising AFG 8 th National Conference High Touch – High Tech Fundraising May 20, 2010 Elizabeth Weaver Engel, CAE Director, Marketing & Sponsorship NACHRI
  2. 2. Fundraising Hasn’t Changed <ul><li>Identify Problem </li></ul><ul><li>Identify Goals </li></ul><ul><li>Identify Audience </li></ul><ul><li>Make the Connection – Why me? Why now? </li></ul><ul><li>Our Organization Can Help </li></ul><ul><li>What Do You Want Me to DO? </li></ul><ul><li>Thank Donors </li></ul><ul><li>Cultivate Relationships </li></ul><ul><li>INSPIRE people </li></ul>
  3. 3. Tools for Fundraising HAVE Changed <ul><li>Direct mail still wins </li></ul><ul><li>Major donors still key </li></ul><ul><li>BUT </li></ul><ul><li>Online is coming on strong </li></ul><ul><li>Social media is the future </li></ul>
  4. 4. Data, Data, Who’s Got the Data? <ul><li>donorCentrics Internet Giving Benchmarking Analysis (2008) - handout </li></ul><ul><li>Blackbaud Connections Blog Online Giving Trends (2009) </li></ul><ul><li>Forrester Research data as reported by Business Week (2007) </li></ul><ul><li>Network for Good’s Online Fundraising Survival Guide (2008) - handout </li></ul>
  5. 5. Online Giving <ul><li>9% of donors give online </li></ul><ul><li>11% of revenue comes in online </li></ul><ul><li>BUT </li></ul><ul><li>39% increase in online giving </li></ul><ul><li>3% decrease in offline giving </li></ul>Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
  6. 6. Online Giving Online donors are younger and higher income Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
  7. 7. Online Giving And they give bigger gifts Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
  8. 8. Online Giving <ul><li>Online revenue grew 46% in 2009 compared to 2008. </li></ul><ul><li>65% of surveyed nonprofits had a median 21% increase in online revenue compared to 2008. </li></ul><ul><li>The average online gift was $144.72, which represents a 5% decline from 2008, but remains significantly higher than other fundraising channels. </li></ul>Source:
  9. 9. Types of Social Media Interaction <ul><li>Creators – create content (blogs, tweets, podcasts, YouTube) </li></ul><ul><li>Critics – comment, rate, review </li></ul><ul><li>Collectors – RSS & tagging </li></ul><ul><li>Joiners – use social networking sites </li></ul><ul><li>Spectators – read blogs, watch videos </li></ul><ul><li>Inactives – online, no social media use </li></ul>Source: Business Week Forrester Data June, 2007
  10. 10. Source: 2007 Forrester Research
  11. 11. Source: 2009 Business Insider
  12. 12. Source: 2010
  13. 13. Source: 2010
  14. 14. A few observations <ul><li>The average social network user is 37 years old </li></ul><ul><ul><li>LinkedIn average age: 44 </li></ul></ul><ul><li>35-44 age range are the top users of 11 of 19 (58%) of profiled social media sites </li></ul><ul><li>There are more than 400 MILLION Facebook user accounts (and it’s the leading social network only in western Europe, Australia, and North America) </li></ul><ul><ul><li>Facebook average age: 38 </li></ul></ul><ul><ul><li>61% of Facebook users are over 35 </li></ul></ul><ul><li>There are more than 75 MILLION Twitter user accounts </li></ul><ul><ul><li>Twitter average age: 39 </li></ul></ul><ul><ul><li>64% of Twitter users are over 35 </li></ul></ul>Source: 2010
  15. 15. The Future Is Now <ul><li>Social media is in infancy, particularly for fundraising… </li></ul><ul><li>… But it’s coming… </li></ul><ul><ul><li>… So how do you get ready? </li></ul></ul>
  16. 16. What is all this stuff anyway? <ul><li>Guide to Web 2.0 – handout </li></ul><ul><li>Q&A? </li></ul>
  17. 17. Examples: Fundraising – BlogRaising <ul><li>Beth Kanter </li></ul><ul><ul><li>Well-known blogger </li></ul></ul><ul><ul><li>Donation challenge on blog </li></ul></ul><ul><ul><li>Ask people to donate $10 each as a birthday present </li></ul></ul><ul><ul><li>Network for Good Badge </li></ul></ul><ul><ul><li>FB Birthday Causes application </li></ul></ul>
  18. 18. Examples: Fundraising – 12For12K <ul><li>Goals: </li></ul><ul><ul><li>12 months </li></ul></ul><ul><ul><li>12 charities </li></ul></ul><ul><ul><li>$12,000 per charity – over $91,000 raised! </li></ul></ul><ul><li>How? </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Sharable videos </li></ul></ul><ul><ul><li>Badges & banner ads </li></ul></ul><ul><ul><li>Donation buttons </li></ul></ul><ul><ul><li>Blogger resource center </li></ul></ul><ul><ul><li>Twitter (account and hashtag 12for12K) </li></ul></ul><ul><ul><li>Facebook group </li></ul></ul><ul><ul><li>Ning community </li></ul></ul><ul><li> </li></ul>
  19. 19. Examples: Fundraising – Twestivals <ul><li>“ Tweet. Meet. Give.” </li></ul><ul><li>Volunteer run/driven </li></ul><ul><li>Organizer tools </li></ul><ul><li>Funds raised via tickets, donations, sponsorship, ads, etc. </li></ul><ul><li>Party or other event </li></ul><ul><li>Publicized on Twitter, other social media platforms </li></ul><ul><li>Twestival Global 2010 raised over $460K for international education (Concern Worldwide) – over $6000 in DC alone </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  20. 20. Examples: Fundraising – Text 2 Give <ul><li>Technology is driven by mGive ( ) & the Mobile Giving Foundation </li></ul><ul><li>Text short message to 5 or 6 digit number </li></ul><ul><li>Confirm intent </li></ul><ul><li>$5 or $10 donation appended to monthly mobile bill </li></ul><ul><li>American Red Cross Haiti Earthquake Relief </li></ul><ul><ul><li>Raised over $10 million in a week </li></ul></ul><ul><li>Other organizations using Text 2 Give </li></ul><ul><ul><li>United Way/NFL </li></ul></ul><ul><ul><li>Friends of the World Food Program </li></ul></ul><ul><ul><li>United Nations </li></ul></ul><ul><li>Next stage: TwitPay ( ) </li></ul><ul><ul><li>Previously a commercial service </li></ul></ul><ul><ul><li>Relaunched in February 2010 as 501(c)3 service only </li></ul></ul>
  21. 21. Examples: Fundraising - Tweetsgiving <ul><li>Tweetsgiving ( ) </li></ul><ul><ul><li>November 24-26, 2009 </li></ul></ul><ul><ul><li>Tweet what you’re grateful for (#tweetsgiving/@tweetsgiving) </li></ul></ul><ul><ul><ul><li>Over 22K “thank you” tweets </li></ul></ul></ul><ul><ul><li>Donate $10 (or more) </li></ul></ul><ul><ul><ul><li>Raised over $30K to construct a school in Tanzania </li></ul></ul></ul>
  22. 22. Examples: Relationship Building - Twitter
  23. 23. Example: Relationship Building - FB Causes Source: Washington Post, April 22, 2009 Top 5 FB Causes have all raised over $200K #1 – Children’s Healthcare of Atlanta: $1.1 million Money raised is going up – from $16K/week in January to over $40K/week in April FB Causes is great for raising awareness – over 24 million monthly active users
  24. 24. Examples: Relationship Building - Blogging
  25. 25. YOUR Examples
  26. 26. Q&A
  27. 27. Resources <ul><li>7 Things Every Nonprofit Professional Should Know about Online Fundraising & Marketing </li></ul><ul><li>How do I get my Nonprofit’s Facebook fans to donate? </li></ul><ul><li>A Procrastinator’s Guide to Year-End Fundraising </li></ul><ul><li>AmEx Charitable Gift Survey </li></ul><ul><li>Fundraising Online is Hard </li></ul><ul><li>Greenpeace & Me: Why some nonprofits need a better “sidewalk strategy” </li></ul><ul><li>Who Uses Social Networks? </li></ul><ul><li>Blogger Outreach </li></ul><ul><li>Fundraising on Twitter </li></ul><ul><li>Using Social Media to Meet Nonprofit Goals </li></ul><ul><li>All linked from Thanks for Playing today (May 20) </li></ul>
  28. 28. <ul><li>Elizabeth Weaver Engel, CAE </li></ul><ul><li>Director, Marketing & Sponsorship </li></ul><ul><li>National Association of Children’s Hospitals & Related Institutions </li></ul><ul><li>(NACHRI) </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Phone: 703.797.6041 </li></ul><ul><li>Twitter: @ewengel </li></ul><ul><li>Linkedin: </li></ul><ul><li>Blog: Thanks for Playing </li></ul>