<ul><li>Online fundraising: harnessing technology to build and maintain relationships  </li></ul>London Fundraising Summit...
Presentation Agenda Promoting your organisation online  Online donor recruitment Online donor renewal  Volunteer mobilisat...
7 ways to build & maintain relationships through online engagement <ul><li>Engagement is more than just a ‘donate now’ but...
1. YouTube – Dangerous Ground?  www.dangerousground.org   http://justgiving.wordpress.com/2007/12/07/dangerous-ground-char...
1. YouTube – Dangerous Ground?  over 85,000 people have viewed one of the dangerous ground videos and thousands have visit...
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.co...
2. Flickr Photo from  http://flickr.com/photos/fstorr/2202454676/   Fundraising page at  http:// www.justgiving.com/franci...
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 Justgivin...
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-onli...
Some people are still wary of going online … it’s a scary place only full of teenagers … you need to be a computer expert ...
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 ...
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 <ul><li>Less is more </li></ul><ul><li>Focus on copy first, design second </li></ul><ul><l...
7. Email newsletters – design & content best practice www.moo.com/signup.php   http://goodexperience.com/newsletter.php   ...
7. Email newsletters – ours, feel free to criticise! http://www.uploadlibrary.com/justgiving/july_08_newsletter.html
7. Email newsletters – get your stats! <ul><li>Here are our stats </li></ul><ul><li>Measure open & click throughs </li></u...
7. Email newsletters & *marketing* – more resources www.marketingprofs.com/news/email-marketing/archive.asp   www.webinkno...
7 ways to engage supporters online 5. Widgets 4. Your own network or forum 3. Facebook 2. Flickr 1. YouTube 6. Blogs 7. Em...
Some or all can be incorporated into Online Fundraising 5. Widgets 4. Your own network or forum 3. Facebook 2. Flickr 1. Y...
Online Fundraising can be incorporated into all or some of them Online Fundraising 5. Widgets 4. Your own network or forum...
Some useful (and free) tools <ul><li>Google Alerts -  http://www.google.com/alerts </li></ul><ul><ul><li>Aler ts for menti...
Some useful sites to look at after the session Summary of Mission fish report into online fundraising http://www.nfpsynerg...
Who are we? Get in touch! <ul><li>Jonathan Waddingham </li></ul><ul><li>Justgiving.com </li></ul><ul><li>[email_address]  ...
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London Fundraising Summit Online Fundraising Presentation

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Online fundraising: harnessing technology to build and maintain relationships. Presented at the London Fundraising Summit, 25th September 2008.

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  • London Fundraising Summit Online Fundraising Presentation

    1. 1. <ul><li>Online fundraising: harnessing technology to build and maintain relationships </li></ul>London Fundraising Summit 25 September 2008
    2. 2. Presentation Agenda Promoting your organisation online Online donor recruitment Online donor renewal Volunteer mobilisation It’s all about engagement
    3. 3. 7 ways to build & maintain relationships through online engagement <ul><li>Engagement is more than just a ‘donate now’ button </li></ul><ul><li>It’s about building relationships with supporters </li></ul><ul><li>Reaching out to people in their online world </li></ul><ul><li>Go to where your supporters are, don’t expect them to come to you </li></ul><ul><li>Hard to measure, may not reap immediate returns </li></ul><ul><li>The investment is time more than money </li></ul><ul><li>If you do it, do it well – be authentic </li></ul>
    4. 4. 1. YouTube – Dangerous Ground? www.dangerousground.org http://justgiving.wordpress.com/2007/12/07/dangerous-ground-charity-site-of-the-month
    5. 5. 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 “ ”
    6. 6. 1. Videos – show what you do www.acorns.org.uk
    7. 7. 2. Flickr http://flickr.com/photos/justgiving/2592780349
    8. 8. 2. Flickr Photo from http://www.flickr.com/photos/27717319@N06/2581829969/ Fundraising page: http:// www.justgiving.com/simondeacon
    9. 9. 2. Flickr Photo from http://flickr.com/photos/fstorr/2202454676/ Fundraising page at http:// www.justgiving.com/francisstorr
    10. 10. 2. Flickr www.flickr.com/photos/sightsavers
    11. 11. 2. Flickr www.flickr.com/people/breastcancercare
    12. 12. 1. & 2. Flickr & YouTube on Justgiving www.justgiving.com/laurahknight
    13. 13. 3. Facebook – find your fans! 8 million UK users and it’s Free! http://www.new.facebook.com/pages/Dogs-Trust/6366026879
    14. 14. 3. Facebook – mixed media pages http://snipurl.com/3tc25
    15. 15. 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
    16. 16. 3. Facebook – or other social networks www2.saga.co.uk
    17. 17. 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. 
    18. 18. 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
    19. 19. 4. Your *own* social network http:// www.doggysnaps.com
    20. 20. 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...
    21. 21. 4. Your *own* social network (forums work too) http:// www.alzheimers.org.uk/talkingpoint Serve a purpose; be useful
    22. 22. 5. Widgets (like ours) http://justgiving.wordpress.com/2008/07/24/happy-birthday-to-the-justgiving-widget
    23. 23. 5. Widgets http:// www.qhotels.co.uk/hikinghoteliers
    24. 24. 5. Widgets http://justgiving.wordpress.com/2008/06/24/ipledge-for-buwan-kothi-june-charity-site-of-the-month
    25. 25. 5. Widgets www.bullying.co.uk
    26. 26. 6. Blogs – charity worker http:// www.msf.ca /blog
    27. 27. 6. Blogs – charity fundraiser & awareness raiser http:// pinkandsmiley.blogspot.com
    28. 28. 6. Blogs – charity CEO http:// ceoatlarge.blogspot.com
    29. 29. 7. Email newsletters Cheap? Not much effort? Easy? http://justgiving.wordpress.com/2007/12/12/great-seasonal-emails
    30. 30. 7. Email newsletters – top tips <ul><li>Less is more </li></ul><ul><li>Focus on copy first, design second </li></ul><ul><li>Give clear calls-to-action for people to click through </li></ul><ul><li>Analyse your stats </li></ul><ul><ul><li>What time/day gets best open rates? </li></ul></ul><ul><ul><li>What type of stories are clicked through most? </li></ul></ul><ul><ul><li>Split your list and test different subject lines/content </li></ul></ul><ul><li>Test test test! </li></ul>
    31. 31. 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
    32. 32. 7. Email newsletters – ours, feel free to criticise! http://www.uploadlibrary.com/justgiving/july_08_newsletter.html
    33. 33. 7. Email newsletters – get your stats! <ul><li>Here are our stats </li></ul><ul><li>Measure open & click throughs </li></ul><ul><li>Not everyone opens emails  </li></ul>
    34. 34. 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
    35. 35. 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
    36. 36. 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
    37. 37. 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
    38. 38. Some useful (and free) tools <ul><li>Google Alerts - http://www.google.com/alerts </li></ul><ul><ul><li>Aler ts for mentions of specif ic words/phrases online </li></ul></ul><ul><li>Google Analytics - http://www.google.com/analytics </li></ul><ul><ul><li>Free website analytics – numbers of visitors etc. </li></ul></ul><ul><li>Crazy Egg - http://crazyegg.com </li></ul><ul><ul><li>Free website analytics – heat map of where people click </li></ul></ul><ul><li>Blog search (technorati) - http://technorati.com </li></ul><ul><ul><li>Search blogs for mentions of specific words/phrases </li></ul></ul><ul><li>Twitter search - http://search.twitter.com </li></ul><ul><ul><li>Search twitter for mentions of specific words/phrases </li></ul></ul><ul><li>Co mmoncraft - http://www.commoncraft.com </li></ul><ul><ul><li>Explanations in pain English of websites & online tools </li></ul></ul>
    39. 39. 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
    40. 40. Who are we? Get in touch! <ul><li>Jonathan Waddingham </li></ul><ul><li>Justgiving.com </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter:  jon_bedford </li></ul><ul><li>http://justgiving.wordpress.com </li></ul><ul><li>Amy Sample Ward </li></ul><ul><li>NetSquared.org </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: amyrsward </li></ul><ul><li>http://amysampleward.org </li></ul>
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