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.

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

8. All of the growth was due to e-mail communicationsSource: CMF, Communicating with Congress, 2008

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.

23. Connecting Advocacy and Fundraising Best Practices Steve Daigneault, M+R Strategic Services(Amnesty International USA)

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.

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!