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

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

Fundraising Hasn’t Changed
Identify Problem
Identify Goals
Identify Audience
Make the Connection – Why me? Why now?
Our Organization Can Help
What Do You Want Me to DO?
Thank Donors
Cultivate Relationships
INSPIRE people

Tools for Fundraising HAVE Changed
Direct mail still wins
Major donors still key
BUT
Online is coming on strong
Social media is the future

Data, Data, Who’s Got the Data?
donorCentrics Internet Giving Benchmarking Analysis (2008) - handout
Blackbaud Connections Blog Online Giving Trends (2009)
Forrester Research data as reported by Business Week (2007)
Network for Good’s Online Fundraising Survival Guide (2008) - handout

Online Giving
9% of donors give online
11% of revenue comes in online
BUT
39% increase in online giving
3% decrease in offline giving
Source: 2008 donorCentrics Internet Giving Benchmarking Analysis

Online Giving Online donors are younger and higher income Source: 2008 donorCentrics Internet Giving Benchmarking Analysis

Online Giving And they give bigger gifts Source: 2008 donorCentrics Internet Giving Benchmarking Analysis

Online Giving
Online revenue grew 46% in 2009 compared to 2008.
65% of surveyed nonprofits had a median 21% increase in online revenue compared to 2008.
The average online gift was $144.72, which represents a 5% decline from 2008, but remains significantly higher than other fundraising channels.
Source: http://forums.blackbaud.com/blogs/connections/archive/2010/01/04/2009-online-giving-trends.aspx

Types of Social Media Interaction
Creators – create content (blogs, tweets, podcasts, YouTube)
Critics – comment, rate, review
Collectors – RSS & tagging
Joiners – use social networking sites
Spectators – read blogs, watch videos
Inactives – online, no social media use
Source: Business Week Forrester Data June, 2007

Source: 2007 Forrester Research

Source: 2009 Business Insider

Source: 2010 pingdom.com

A few observations
The average social network user is 37 years old
LinkedIn average age: 44
35-44 age range are the top users of 11 of 19 (58%) of profiled social media sites
There are more than 400 MILLION Facebook user accounts (and it’s the leading social network only in western Europe, Australia, and North America)
Facebook average age: 38
61% of Facebook users are over 35
There are more than 75 MILLION Twitter user accounts
Twitter average age: 39
64% of Twitter users are over 35
Source: 2010 pingdom.com

The Future Is Now
Social media is in infancy, particularly for fundraising…
… But it’s coming…
… So how do you get ready?

What is all this stuff anyway?
Guide to Web 2.0 – handout
Q&A?

Examples: Fundraising – BlogRaising
Beth Kanter
Well-known blogger
Donation challenge on blog
Ask people to donate $10 each as a birthday present
Network for Good Badge
FB Birthday Causes application
http://beth.typepad.com/

Examples: Fundraising – 12For12K
Goals:
12 months
12 charities
$12,000 per charity – over $91,000 raised!
How?
Blog
Sharable videos
Badges & banner ads
Donation buttons
Blogger resource center
Twitter (account and hashtag 12for12K)
Facebook group
Ning community
http://12for12k.org/

Examples: Fundraising – Twestivals
“ Tweet. Meet. Give.”
Volunteer run/driven
Organizer tools
Funds raised via tickets, donations, sponsorship, ads, etc.
Party or other event
Publicized on Twitter, other social media platforms
Twestival Global 2010 raised over $460K for international education (Concern Worldwide) – over $6000 in DC alone
http://twestival.com/
http://washington.twestival.com/

Examples: Fundraising – Text 2 Give
Technology is driven by mGive ( http://mgive.com/ ) & the Mobile Giving Foundation
Text short message to 5 or 6 digit number
Confirm intent
$5 or $10 donation appended to monthly mobile bill
American Red Cross Haiti Earthquake Relief
Raised over $10 million in a week
Other organizations using Text 2 Give
United Way/NFL
Friends of the World Food Program
United Nations
Next stage: TwitPay ( http://twitpay.com/ )
Previously a commercial service
Relaunched in February 2010 as 501(c)3 service only

Examples: Fundraising - Tweetsgiving
Tweetsgiving ( http://www.tweetsgiving.org/ )
November 24-26, 2009
Tweet what you’re grateful for (#tweetsgiving/@tweetsgiving)
Over 22K “thank you” tweets
Donate $10 (or more)
Raised over $30K to construct a school in Tanzania

Examples: Relationship Building - Twitter

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

Examples: Relationship Building - Blogging

YOUR Examples

Resources
7 Things Every Nonprofit Professional Should Know about Online Fundraising & Marketing
How do I get my Nonprofit’s Facebook fans to donate?
A Procrastinator’s Guide to Year-End Fundraising
AmEx Charitable Gift Survey
Fundraising Online is Hard
Greenpeace & Me: Why some nonprofits need a better “sidewalk strategy”
Who Uses Social Networks?
Blogger Outreach
Fundraising on Twitter
Using Social Media to Meet Nonprofit Goals
All linked from Thanks for Playing today (May 20) http://thx4playing.blogspot.com/

Elizabeth Weaver Engel, CAE
Director, Marketing & Sponsorship
National Association of Children’s Hospitals & Related Institutions
(NACHRI)
Email: [email_address]
Phone: 703.797.6041
Twitter: @ewengel
Linkedin: http://www.linkedin.com/in/ewengel
Blog: Thanks for Playing http://thx4playing.blogspot.com/

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

by Elizabeth Engel on May 19, 2010

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