Getting Results with Online Fundraising

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A presentation I gave at the Indiana Library Federation conference in Indianapolis.

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Getting Results with Online Fundraising

  1. 1. Getting Results with Online Fundraising
  2. 2. Agenda • Social media stinks for fundraising • A handshake is not the best tool to collect money • Phases of engagement and fundraising • Stairway to engagement • Email segmentation • Make it mobile • Pitch projects • Make it personal • Create an effective appeal • The ROI of thanks Getting Results with Online Fundraising
  3. 3. Social media stinks for fundraising . . ? Getting Results with Online Fundraising
  4. 4. A Handshake is not the best tool to collect money A Handshake is not the best tool to collect donations Getting Results with Online Fundraising
  5. 5. A Handshake is not the best tool to collect money Facebook and Twitter are relational, not transactional Getting Results with Online Fundraising
  6. 6. Phases of engagement Donating (money) Ignorance Awareness Action Sharing (influence) Fundraising (time) Getting Results with Online Fundraising © Razoo Global Corporation 2013. All rights reserved. Via Razoo 6
  7. 7. Stairway to engagement E-mail acquisition! Share their donation on Facebook Donate for the first time via e-mail Join your e-mail list Continue engaging and like your Page Like, comment on, and share your updates Become aware of your cause when friends talk about your Page Getting Results with Online Fundraising
  8. 8. Stairway to engagement Getting Results with Online Fundraising
  9. 9. 2 Smart email segmentation = more $$$ Right people | Right content | Right time Segment lists Getting Results with Online Fundraising
  10. 10. Make it mobile Getting Results with Online Fundraising
  11. 11. Pitch projects Getting Results with Online Fundraising
  12. 12. Make it personal Getting Results with Online Fundraising
  13. 13. Create an effective appeal Via Pamela Grow Getting Results with Online Fundraising
  14. 14. The ROI of Thanks Calling people to say thanks: • Increases retention by 20% • Increases revenue by 20% • A message is 25% as effective as a live call. - Chuck Longfield, Chief Scientist at Blackbaud Getting Results with Online Fundraising
  15. 15. How to get more Subscribe to my blog Like the Nonprofit Facebook Page Getting Results with Online Fundraising
  16. 16. Who is this guy? Founder: Inbound Zombie - a non-profit social media consultancy in Cambridge, MA and the Social Media Fundraising Club. Trainer: Charityhowto and MarketingProfs. Speaker: Nonprofit Technology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonprofits Boston, etc. Contributing Writer: Huffington Post, SocialBrite, Care2 Frog Loop, Social Media Today, Digital Marketing Monthly. Author: Facebook Marketing for Dummies and All-in-One (2014). Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Bucks County Library System, Scholastic, TechSoup, MarketingProfs, WaterAid America, Twin Cities Habitat for Humanity, University of Massachusetts, National Wildlife Federation and Susan G. Komen Greater NYC. Getting Results with Online Fundraising

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