Fundraising and Campaigns     Hannah Lownsbrough   Hannah.l@38degrees.org.uk
Today• Why I’m here• Fundraising and campaigning: approaches to  integration• Fundraising: what’s changing?• Fundraising: ...
Why I’m here…
38 Degrees• Fully member-  funded since 2011• Mixture of  hypothecated asks,  user-journey one-  off donations and  regula...
Sometimes it seems that organisations thatfollow the model of organisations likeMoveOn, Avaaz, etc are trialling a new way...
Giving as an aspect of belonging• Giving as a way  of expressing  solidarity with a  set of beliefs or a  cause isn’t new•...
Giving time vs giving moneyIt’s easy to assumethat there’s a set          “Magnificantamount thatpeople will give,        ...
What’s changing?• Crowd-funding  models especially as  applied to  hypothecated asks
What’s changing?• Hyper-responsive  fundraising asks
What’s changing?• Potential for  personalisation
What’s changing?• Mobile giving /  other fast-giving  innovation
What works?The way that people think about giving haschanged far less than the range of ways in whichthey actually give – ...
Ask well• One ask per  communication• Be transparent• Be specific• Find the right person  to make the ask• Ask the right p...
Keep asking• Integrate  fundraising asks  with campaigning  journey (but make  it OK to say “no”)• Fixed-term regular  giv...
Make it easy• Simple user  journey (clicks vs  limited action per  page?)• Establish trust  with recognised  providers
Test everything…and keep testing• Amounts• Text density• Images• Proximity of  alternative  actions• Video• Does newness  ...
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Integrating Fundraising and Campaigns

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Presentation at eCampaigning Forum 2013 by Hannah Lownsbrough of 38 degrees.

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  • - Indie pledge pages; Just Giving;
  • Integrating Fundraising and Campaigns

    1. 1. Fundraising and Campaigns Hannah Lownsbrough Hannah.l@38degrees.org.uk
    2. 2. Today• Why I’m here• Fundraising and campaigning: approaches to integration• Fundraising: what’s changing?• Fundraising: what works?
    3. 3. Why I’m here…
    4. 4. 38 Degrees• Fully member- funded since 2011• Mixture of hypothecated asks, user-journey one- off donations and regular giving (since December 2011)
    5. 5. Sometimes it seems that organisations thatfollow the model of organisations likeMoveOn, Avaaz, etc are trialling a new way offundraising that might be hard to replicate inother contexts.But actually much of what they do re-applieslong-standing insights about what drives givingbehaviour and has parallels in organisations farolder than themselves (and many othercampaigning organisations).
    6. 6. Giving as an aspect of belonging• Giving as a way of expressing solidarity with a set of beliefs or a cause isn’t new• Nor is the process of giving alongside other forms of activism
    7. 7. Giving time vs giving moneyIt’s easy to assumethat there’s a set “Magnificantamount thatpeople will give, Seven” suggestsand that giving BUT otherwise…. Intime trades off fact, it might beagainst giving the Magnificentmoney. That givesrise to segregated 5…“lists” withinorganisations.
    8. 8. What’s changing?• Crowd-funding models especially as applied to hypothecated asks
    9. 9. What’s changing?• Hyper-responsive fundraising asks
    10. 10. What’s changing?• Potential for personalisation
    11. 11. What’s changing?• Mobile giving / other fast-giving innovation
    12. 12. What works?The way that people think about giving haschanged far less than the range of ways in whichthey actually give – so understanding what worksshould be informed by that:• When did you last give?• What did you last fundraise for outside work?• Why?
    13. 13. Ask well• One ask per communication• Be transparent• Be specific• Find the right person to make the ask• Ask the right people
    14. 14. Keep asking• Integrate fundraising asks with campaigning journey (but make it OK to say “no”)• Fixed-term regular giving as a stepping stone to open- ended regular giving
    15. 15. Make it easy• Simple user journey (clicks vs limited action per page?)• Establish trust with recognised providers
    16. 16. Test everything…and keep testing• Amounts• Text density• Images• Proximity of alternative actions• Video• Does newness have its own value?

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