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

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In today’s technology-driven, “wired” world, advocacy and fundraising efforts are primarily practiced online. But with advancements in technology and tactics, what worked even a year ago may not work …

In today’s technology-driven, “wired” world, advocacy and fundraising efforts are primarily practiced online. But with advancements in technology and tactics, what worked even a year ago may not work today. What are the latest best-practices for online advocacy and fundraising? And how can you optimize your advocacy to raise more money during an economic downturn? This session will give specific recommendations to optimize online advocacy for fundraising and will feature real world examples of dos and don’ts. Be prepared to leave with concrete action items that can transform your organization’s online advocacy and fundraising program.

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  • 1. Online Advocacy and Fundraising: Are You Doing Everything You Can?
    Steve Daigneault, M+R Strategic Services(Amnesty International USA)
    Mark Davis, Director Technical Solutions, Blackbaud
  • 2. Agenda
    Introductions
    Advocacy Overview and Industry Benchmarks
    The “Issues Du Jour” Concept and Case Studies
    Connecting Advocacy and Fundraising Best Practices
    Blackbaud Internet Solutions Offering
  • 3. Key Participant Take-Aways
  • 4. Advocacy Overview and Industry Benchmarks
    Mark Davis, Director Technical Solutions, Blackbaud
  • 5. Internet is an Effective Political Tool
  • 6. Key Ingredients for Online Advocacy
  • 7. Growth of Email Communications to Capitol Hill
    • Congress received four times more communications in 2004 than 1995
    • 8. All of the growth was due to e-mail communications
    Source: CMF, Communicating with Congress, 2008
  • 9. Comparing Email Response Rates
    • Advocacy –based Email Response Rates Outpace all Other Types
    Source: M&R Strategies: 2009 eNonprofit Benchmarks Study
  • 10. Online Advocacy Versus Other Outreach Requests
    • Online Advocacy Call-to-Actions have the Highest Response Rates
    Source: M&R Strategies: 2009 eNonprofit Benchmarks Study
  • 11. Who are Your Activists?
    • Most of your activists take action one-time.
    • 12. Need to identify and cultivate your super-activists.
    Source: M&R Strategies: 2009 eNonprofit Benchmarks Study
  • 13. Actions Yields Donations
    Source: Charitable Memberships, Volunteering, and Discounts: Evidence From a Large-Scale Online Field Experiment , May 2009, National Bureau of Economic Research
  • 14. The “Issues Du Jour” Concept and Case Studies
    Steve Daigneault, M+R Strategic Services(Formerly Amnesty International USA)
  • 15. What is “Issue Du Jour”?
    Relevance required for any online engagement
    No one cares about yesterday’s newspaper
    Make sure your message isn’t yesterday’s news
    Immediacy is Required for Online Advocacy and Fundraising
  • 16. Imperfect but on-time is better than perfect but late
    Open rate: 30% (vs. 13%)Response rate: 25% (vs. 10%)
  • 17. Show relevance: link to news articles + reports.
  • 18. Real news > fake news.
    DOUBLE THE RESPONSE RATE OF….
  • 19. Real news requires a real plan.
  • 20. Show success and movement.
  • 21. advocacy + WHAT? = money
    This action raised more money than a straight up appeal.
  • 22. Integrate: capture them after they act.
    $13K action on Suu Kyi VS. $6K appeal on Sri Lanka
    • Same time frame, same list.
  • Integrate: remind them your mission needs money.
    Action on 11/3 followed by appeal on 11/6
    Include appeals for funds in footers of actions…
    …add a P.S. to success report backs on actions.
  • 23. Connecting Advocacy and Fundraising Best Practices
    Steve Daigneault, M+R Strategic Services(Amnesty International USA)
  • 24. Turning actions into money
    • News: drop scheduled stuff to respond.
    • 25. Tell them your plan.
    • 26. That Moment: after they act, ask them to give.
    • 27. Integrate: actions + fundraising = Oreos + milk.
    • 28. Case for action = case for giving: know it!
    • 29. Report back: even if mixed.
    • 30. Show success.
  • What about Social Media?
    Hundreds of millions on Facebook, Twitter and YouTube
    Great integration of actions = +10% lift
    Relevance still essential
  • 31. Next Steps: Building an Program
    Answer: what is happening today that most people know about that is directly relevant to my mission?
    Develop a campaign around this issue / concept
    Set a goal: what can you achieve that will help move your mission forward?
    Develop a message calendar
    Plan actions that go from easy to hard
    Tell them what happened
  • 32. Blackbaud Internet Solutions Overview
    Mark Davis, Director Technical Solutions, Blackbaud
  • 33. Key Ingredients for Online Advocacy
  • 34. Blackbaud Solution Offerings
    Blackbaud Sphere® eMarketing Advanced™
  • 35. Common Cause – Campaign Sites
    Use New Media to Promote Campaigns
    Map Mash-up Provides Interactivity
  • 36. IFAW – Year-End Appeal
    Target Appeals based on Advocacy Interest
    Tie Donation to Specific Action
  • 37. IFAW – Welcome Campaign
    Automated Welcome Campaign Series to Convert Facebook, Event, Website, and Advocacy Subscribers to Donors
    Average Email Donation Conversion: 0.13% (from M&R Benchmark Study
    IFAW Welcome Campaign Success 10-20X Average Conversion Rates
  • 38. Questions and Answers
    Thanks!