Nothing But Nets: UN Foundation's Shannon Raybold / from Forum One Web Executive Seminar

Malaria Kills. Send a Net. Save a Life. Shannon Raybold United Nations Foundation Forum One Web Executive Seminar: “Global Health & the Internet” November 13, 2007

unexpected success story $14 million since 4/2005 (that’s 1.4 million nets!) 51% raised online*

Simplicity
Organizational buy-in
Partnership
Untapped resources
Email
Empowering membership

keeping it simple

$10 to send a net, save a life.
Short and sweet
Immediately understandable
Low $ ask (initially)
Anyone can do it - it’s as much as say, your lunch
But the result is a $63 average donation

illustrate the cause Every 30 seconds a child dies of malaria in Africa Overwhelming, right?
Go beyond text: simplify and entertain
Videos (keep it short)
Podcasts (can be longer than intro videos, but still short)
Animated .gif

organizational buy-in This may be the hardest part of your job online organizing/fundraising is new and widely misunderstood YOU must educate the organization and fight for sufficient funding (it’s cheaper than field organizing, but certainly not free!) often you have start small, prove that it works the proof is in the statistics success begets success - insist on more resources

integrate communications strategies the website CANNOT be an afterthought a brochure in HTML just doesn’t cut it these days Get in at the planning stages - Internet outreach can complement and dramatically enhance traditional communications - and you need to plan from the start

partnership when possible, don’t go it alone others will follow

leveraging what you have
Partners
Spokespeople
Volunteers
Major donors
The Bill & Melinda Gates Foundation awarded NBN a $3.2 million matching grant
This email announcement not only got our highest open rate ever, but also brought in over 350% more than any other ask
You don’t need a matching grant to double a donation Ask a major donor to allow his/her donation to be leveraged for more

untapped resources building a list is not easy try making the most of your time by tapping into existing groups
Your existing list
Diaspora communities
Clubs
Small businesses (% of sales)
Lesser-known celebrities

lesser-known celebrities you don’t NEED Bono or Brad to be successful

Other people have followings too! Rick Reilly Columnist, Sports Illustrated I may never have heard of him before… But others certainly have - and read his columns religiously
He had never asked his readers for anything until Nothing But Nets
His first article about malaria brought in $1.2 million
His second, follow up article recounting his trip to Nigeria to see the bed nets in action - over $2 million

Give them something to do besides donate
You can:
Ask for help
Tell a friend
Sign a petition
Write a letter to the editor
Write to the government
Take a survey
Take a quiz
Tell their story

report back the million dollar email

Video Report from Chad

empowering membership give them the tools they need to support the cause
Downloadable
Toolkits (grassroots, faith , corporate)
Podcasts
Sign up sheets
Banners
Posters
Videos

user generated content People love to talk about themselves: let them Their creativity will inspire others

peer-to-peer fundraising Netraisers Our group fundraising software gives our ‘Netraisers’ the tools they need to easily engage their friends, family and co-workers The average Netraiser donation is $84 - over $20 dollars more the one-time donors $700,000

next steps
further clarify the process (in testing)
exclusive Netraiser contests/promotions
work with the NBA, UMC, MLS to bring Nothing But Nets to their networks
Move supporters toward Netraising!

Send a Net. Save a Life.

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Nothing But Nets: UN Foundation's Shannon Raybold / from Forum One Web Executive Seminar

by Forum One Communications on Dec 02, 2007

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Nothing But Nets: UN Foundation’s Shannon Raybold / from Forum One Web Executive Seminar — Webinar Transcript