London Fundraising Summit Online Fundraising Presentation

Online fundraising: harnessing technology to build and maintain relationships

London Fundraising Summit 25 September 2008

Presentation Agenda Promoting your organisation online Online donor recruitment Online donor renewal Volunteer mobilisation It’s all about engagement

7 ways to build & maintain relationships through online engagement

Engagement is more than just a ‘donate now’ button

It’s about building relationships with supporters

Reaching out to people in their online world

Go to where your supporters are, don’t expect them to come to you

Hard to measure, may not reap immediate returns

The investment is time more than money

If you do it, do it well – be authentic

1. YouTube – Dangerous Ground? www.dangerousground.org http://justgiving.wordpress.com/2007/12/07/dangerous-ground-charity-site-of-the-month

1. YouTube – Dangerous Ground? over 85,000 people have viewed one of the dangerous ground videos and thousands have visited the website. www.justgiving.com/dangerousground “ ”

1. Videos – show what you do www.acorns.org.uk

2. Flickr http://flickr.com/photos/justgiving/2592780349

2. Flickr Photo from http://www.flickr.com/photos/27717319@N06/2581829969/ Fundraising page: http:// www.justgiving.com/simondeacon

2. Flickr Photo from http://flickr.com/photos/fstorr/2202454676/ Fundraising page at http:// www.justgiving.com/francisstorr

2. Flickr www.flickr.com/photos/sightsavers

2. Flickr www.flickr.com/people/breastcancercare

1. & 2. Flickr & YouTube on Justgiving www.justgiving.com/laurahknight

3. Facebook – find your fans! 8 million UK users and it’s Free! http://www.new.facebook.com/pages/Dogs-Trust/6366026879

3. Facebook – mixed media pages http://snipurl.com/3tc25

3. Facebook – biggest referrer to Justgiving http://apps.new.facebook.com/justgiving 20% of people who come to Justgiving, come from Facebook Facebook referrals to Justgiving overtake Google

3. Facebook – or other social networks www2.saga.co.uk

3. (other social networks)... Silver surfers! http://justgiving.wordpress.com/2007/11/21/silver-surfers-raise-38-more-online This particular trek raised £60,000 of which £23,000 (even excluding Gift Aid) came in online, which wouldn’t have been raised otherwise This core audience wasn’t completely familiar with the internet and we wanted to let them know all that the internet has to offer in terms of online sponsorship. Christian Aid performed a detailed analysis of their 2006 events and found that the event ‘In the footsteps of Moses’, a trek through the Egyptian Sinai desert, had not generated any income online. The reason for this became clear when it was discovered that the age range of the participants for this event was between fifty and seventy.

Some people are still wary of going online … it’s a scary place only full of teenagers … you need to be a computer expert … online fraudsters will steal your identity Show and tells really do work! 3. (other social networks)... De-mystification ! http://www.flickr.com/photos/bitterjug/870861414

4. Your *own* social network http:// www.doggysnaps.com

4. Your *own* social network http://www.allaboutpets.org.uk Note: Not necessarily about the charity *per se* It’s about what the charity does, its objective, the people (or pets) it serves...

4. Your *own* social network (forums work too) http:// www.alzheimers.org.uk/talkingpoint Serve a purpose; be useful

5. Widgets (like ours) http://justgiving.wordpress.com/2008/07/24/happy-birthday-to-the-justgiving-widget

5. Widgets http:// www.qhotels.co.uk/hikinghoteliers

5. Widgets http://justgiving.wordpress.com/2008/06/24/ipledge-for-buwan-kothi-june-charity-site-of-the-month

5. Widgets www.bullying.co.uk

6. Blogs – charity worker http:// www.msf.ca /blog

6. Blogs – charity fundraiser & awareness raiser http:// pinkandsmiley.blogspot.com

6. Blogs – charity CEO http:// ceoatlarge.blogspot.com

7. Email newsletters Cheap? Not much effort? Easy? http://justgiving.wordpress.com/2007/12/12/great-seasonal-emails

7. Email newsletters – top tips

Less is more

Focus on copy first, design second

Give clear calls-to-action for people to click through

Analyse your stats

What time/day gets best open rates?

What type of stories are clicked through most?

Split your list and test different subject lines/content

Test test test!

7. Email newsletters – design & content best practice www.moo.com/signup.php http://goodexperience.com/newsletter.php www.silverpop.com http://www.pure360.com/newsletter_signup.html http://family.innocentdrinks.co.uk

7. Email newsletters – ours, feel free to criticise! http://www.uploadlibrary.com/justgiving/july_08_newsletter.html

7. Email newsletters – get your stats!

Here are our stats

Measure open & click throughs

Not everyone opens emails 

7. Email newsletters & *marketing* – more resources www.marketingprofs.com/news/email-marketing/archive.asp www.webinknow.com www.davidmeermanscott.com/documents/New_Rules_of_PR.pdf www.davechaffey.com

7 ways to engage supporters online 5. Widgets 4. Your own network or forum 3. Facebook 2. Flickr 1. YouTube 6. Blogs 7. Email newsletters

Some or all can be incorporated into Online Fundraising 5. Widgets 4. Your own network or forum 3. Facebook 2. Flickr 1. YouTube 6. Blogs 7. Email newsletters Online Fundraising

Online Fundraising can be incorporated into all or some of them Online Fundraising 5. Widgets 4. Your own network or forum 3. Facebook 2. Flickr 1. YouTube 6. Blogs 7. Email newsletters

Some useful (and free) tools

Google Alerts - http://www.google.com/alerts

Aler ts for mentions of specif ic words/phrases online

Google Analytics - http://www.google.com/analytics

Free website analytics – numbers of visitors etc.

Crazy Egg - http://crazyegg.com

Free website analytics – heat map of where people click

Blog search (technorati) - http://technorati.com

Search blogs for mentions of specific words/phrases

Twitter search - http://search.twitter.com

Search twitter for mentions of specific words/phrases

Co mmoncraft - http://www.commoncraft.com

Explanations in pain English of websites & online tools

Some useful sites to look at after the session Summary of Mission fish report into online fundraising http://www.nfpsynergy.net/reportdownload.php?pdf=MissionFishreportsummary.pdf Full report: http://www.nfpsynergy.net/reportdownload.php?pdf=nfpSynergy_Virtual_Promise_2007_Full_Results-FINAL.pdf Five tools for listening online: http://www.chrisbrogan.com/five-tools-i-use-for-listening Social media statistics: http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3 We are Media – non-profit social media starter kit: http://www.wearemedia.org NTen: http://www.nten.org Netsqaured: http://netsquared.org Beth Kanter’s blog: http://beth.typepad.com/beths_blog Amy’s blog: http://www.amysampleward.org The Justgiving blog: http://justgiving.wordpress.com

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