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Tuf2009 Online Advocacy And Fundraising

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Online Advocacy and Fundraising: Are You Doing Everything You Can? …

Online Advocacy and Fundraising: Are You Doing Everything You Can?

Presentation from Target Users Forum by Mark Davis from Blackbaud and Cassandra Koenen from IFAW. Review of strategies for fundraising from advocacy campaigns and initiatives.

Published in: News & Politics, Technology

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  • Transcript

    • 1. Online Advocacy and Fundraising: Are You Doing Everything You Can? Mark Davis, Blackbaud Cassandra Koenen, Web Manager IFAW
    • 2.
      • Why is Online Advocacy Important to Fundraisers?
        • Online advocacy is important to many nonprofits for more than its ability to influence policy
        • Online advocacy is a critical tool for identifying and engaging new subscribers, and keeping existing subscribers motivated.
        • Organizations with combined online advocacy and fundraising combined raised 200% more online than organizations without advocacy(1)
      (1)Source: The eNonprofit Benchmarks Study, 2006, M&R Strategies
    • 3.
      • Is Advocacy Still Relevant?
        • 6-Month Doubling of Sphere Action Items
        • Obama’s Organization
        • Other High Profile Campaigns
    • 4.
      • Who are Active Online Advocacy Orgs?
        • Larger e-mail lists
        • Larger online communications budgets
        • Higher volume of advocacy e-mail messages
      Source: The eNonprofit Benchmarks Study, 2006, M&R Strategies
    • 5.
      • How Do Advocacy Emails Compare?
        • 2007 Email Response Rates
      Source: The eNonprofit Benchmarks Study, 2008, M&R Strategies
    • 6.
      • Who is Acting?
        • 60% of Advocates… Aren’t
        • ‘Super Activists’ Account for 42% Actions
      Source: The eNonprofit Benchmarks Study, 2008, M&R Strategies
    • 7.
      • Who to Target?
        • ‘Super Activists’ are Most Likely to Support
        • Use Wealth Screening Tools to Identify Potential Major Donors
    • 8.
      • How to Promote Your Advocacy?
        • Use Campaigns to Recruit New Advocates
        • Use New Media to Promote Campaigns
    • 9.
      • Use Campaigns to Recruit New Advocates
        • New Supporter Acquisition
    • 10.
      • Use New Media to Promote Campaigns
        • Lessons Learned from Obama
    • 11.
      • Use New Media to Promote Campaigns
        • Map Mash-up Provides Interactivity
    • 12.
      • Special Notes on Use of New Media
        • Convert MySpace and Facebook users to Email as Quickly as Possible
        • Use social networking sites to promote your action alerts
        • Limited success (so far) with direct fundraising
        • Use widgets for supporters to use on other sites
        • Don’t let your content slip out of date
        • Integrate with overall communications strategy.
    • 13.
      • How to Communicate to Advocates?
        • Use Welcome Series to Convert Donors
        • Target Appeals based on Advocacy Interest
        • Tie Appeals to Real World Events
    • 14.
      • Use Welcome Series to Convert Donors
        • Automated Email Communications
    • 15.
      • Target Appeals based on Advocacy Interest
        • Tie Donation to Specific Action
    • 16.
      • Tie Appeals to Real World Events
        • Use Friends Asking Friends®
    • 17.
      • How to Ensure Success?
        • Integrate Advocacy and Fundraising Experience
        • Converge Organizational Interests
    • 18.
      • Integrate Advocacy and Fundraising
        • Online Membership Tools
    • 19.
      • Integrate Advocacy and Fundraising
        • Event Fundraising
    • 20.
      • Converge Organizational Interests
        • Crossing the Fundraising-Advocacy Divide
    • 21.
      • Summary
        • Advocacy is a Great Acquisition Tool
        • Implement a Cultivation Strategy, i.e., “Ladder of Engagement”
        • Need Single CRM for Fundraising and Advocacy Data
    • 22. Case Study: IFAW Stop Whaling Campaign Presented by: Cassandra Koenen
    • 23.
      • IFAW Stop Whaling Campaign
      • A campaign to mobilize the public to call for an immediate end to Japan’s Commerical Whaling.  
      • Goals:
      •  
      • - Recruit new users into IFAW’s existing online community
      • - Generate 10,000s of new messages to the government of Japan
      • Provide a range of engaging, meaningful activities for new and old users
      • Increase donations from Whale Supporters
      •  
      • Campaign Components: 
      •  
      • - Launch a Stop Whaling blog
      • - Posting campaign videos to Youtube.com
      • - Campaign Page on MySpace and Facebook
      • Activate a mobile campaign
      • - User-generated photo submission using Flickr groups
    • 24. So what Web 2.0 elements did we use to build our campaign….. Popular Social Networking Sites Facebook and MySpace
    • 25. Worked to create a mobile activist list
    • 26. Used YouTube to Get the Message Out
    • 27. Created Opportunities for Supporters to Engage and Create Content
    • 28. Looked for new ways to disseminate the information and keep the campaign fresh – IFAW launched the Stop Whaling Blog and Podcasts – all are available through RSS Feeds
    • 29. The final step in building a campaign that would utilize some of the best and social networking tools available was to create a site that would bring all the aspects together Drive the social networking sites Highlight the Blog Feature latest Youtube video
    • 30.
      • Results
        • Number of New Constituents: 10,000
        • Number of Advocates: 60,000
        • Conversion Rate: Doubled from previous year
        • Number of Mobile Sign-ups: 350
    • 31.
      • What Role Does Email Still Play
      • Total Emails Sent:
      • Series of 4 pieces a combination of fundraising asks and advocacy
      • Email Segments:
      • Segment by recencey and frequency – donor versus non-donor
      • Open rates:
      • Depending on type of ask – can be anywhere from 13 – 27% - but don’t focus as much on open rates as conversion
      • Conversions:
      • 59% of those that opened the email clicked on a link 60% of those that clicked a link took an action = 35% of those that opened an email took an action
    • 32.
      • Did we achieve our goals
      • Recruit new users into IFAW’s existing online community
      • Generate 10,000s of new messages to the government of Japan
      • Provide a range of engaging, meaningful activities for users
      • Increase donations from Whale Supporters
      85% increase in recruitment over previous year 48% increase in actions generated over previous year Sign petition, send a letter, sign up for mobile alerts, read and comment on the blog, watch video 27% increase in income over previous year campaign
    • 33.
      • What Next For the New Activists
    • 34.
      • The Power of Integration
      • Action postcards from Direct Mail supporters
      • Petitions from tabling and grassroots events
      • Online action letters
      • Petition on Facebook
      • Petition on Care2
      • Results almost 100,000 actions delivered!