Fundraising 2.0

Fundraising 2.0 workshop
Steve Bridger Brussels, 5 June 2007

Agenda
14:00 – 14:20 Introductions and ice-breaker
14:20 – 15:15 Fundraising 2.0
15:15 – 15:30 Stretch your legs
15:30 – 16:30 Game time: focus on online fundraising strategies and tools
16:30 – 17:00 Q & A… but p lease interrupt / challenge me at any time!

My perspective…

Takeaways from the session
A basic understanding of what we’ve learned in the first 10 years of online fundraising… and the trends, challenges, and opportunities to come
Some shared experiences and learning… for me too!!
An idea or two to implement
Some resources available after the day

Now for some tagging… Please write on both tags… A barrier to effective fundraising in NGOs Something you would like to know more about (online fundraising)

The first 10 years
5 Trends
10 ideas
Sustainability

The first 10 years... of fundraising online

First… some hard truths

Who attracts the most donations? Emotional fundraising

Donor loyalty is about you being loyal to your donors, not the other way around

People often don’t like the way we communicate with them

Current donor Future donors?

The 21 st century donor
Less committed
More access to information
More of a ‘consumer’ – less loyal
More demanding – asking questions that are difficult to answer
More cynical
More comfortable with new media – by 2016, 20-something workforce will never have been without internet

Some milestones…

USA: estimated 65% of $350m donations came from online
UK: world record for most money donated in a 24-hour period – 30th to 31st December 2004; a total of 166,936 donations raising £20.3m (25% through online channels)
Impact Accountability Report one year later
Asian Tsunami

Over £13m taken online in 2005/6 * * includes Oxfam Unwrapped

DEC Appeal for Darfur & Chad
Has raised around £3m since its launch on 24 May
More donated online than by telephone – which has never happened before

What else have we learned?
Income growing: e.g. MSF
100% year-on-year increase in online credit card gifts (2002-06)
30% of new regular givers do so online… and give a higher average donation
Small NGOs can do it, too – can ‘punch above their weight’
Email (and email personalisation) has been as important as a website

5 Trends

Trend #1: Causes not NGOs

Engagement + accountability = retention
People somewhere between totally hands off to deeply engaged, but web No.1 means of giving
Engagement needs to emerge from communication between donor and recipient and should aim to satisfy both parties
We can use social media to help people to get more involved, to give more, and to give in different ways than they have in the past
Generation Y has different ideas about giving than their parents do…
Likely to be less loyal, but may well become loyal to NGOs who connect with them in meaningful ways
63% of the UK's 11.8m 11-25 year olds say they learn about charities generally from their charity shops . Will this change? What about online social networks?

“ Are you listening?”

Move towards a 360 ° giving experience

A two-way street… a dialogue

Trend #2: Earmarked donations
I’ve seen the future and it’s earmarked
Are we seeing the end of the General Fund?

Trend #3: Impact reporting
How to evaluate and effectively demonstrate impact to donors
NGOs will have to get better at explaining how they make a difference to a more sceptical and demanding public
Impact reporting will become the norm
Note: Money does not necessarily = impact

Trend #4: The Rise of Philanthropy
Social entrepreneurs and venture philanthropists will have a higher profile
Micro-philanthropy / micro-donations, e.g. Kiva.org, Omidyar Network, etc.
Inspiration: people like the Grameen Bank’s Muhammud Yanus

Trend #5: the distributed NGO
NGOs will be social networks that group and re-group based on need, mission, geography, etc., using a variety of online collaboration and learning tools
NGOs will find their partners and supporters in all corners of the world
Donors will begin to look for NGOs based on where the need is concentrated

10 Things to try

#1 Storytelling (with a blog)

What’s your story?

Blogging the impact of giving “ I have been a monthly donor to MSF for some time. On Tuesday, I will ramp up by contribution, because I have a house, a job… a garden, rain, food – and hope. “ I wish I could give those things to the mother whose baby you tried to save. I cannot, so I will do what I can.” U sing blogs to put donors directly in touch with the work they’re supporting

#2 Storytelling (with video)

#3 Personal fundraising (with ‘widgets’)

Justgiving
Growth has been between 1.5 to 2x every year
Rece ntly passed £150m raised
2,500 not-for-profits on the website.
London Marathon (April '07) – 15,000 runners using website; collectively raised < £12.5m

2007: year of the widget
Give your supporters downloadable ‘widget’ to let them track their fundraising in fun new ways
Justgiving: 18,000 ‘widgets’ have been used generating 9m page impressions (since Dec 2006)
Currently 1,200 live ‘Justgiving’ widgets

Source: Dion Hinchcliffe

#4 Social networks

“ One or more of the popular social networking sites will tap into the desire for members to identify with a cause and create a ‘My Causes’ tab” My prediction at the start of 2007:

Social networks are not new… … it’s just easier now to make connections, and join existing ‘conversations’ we would never have known about before.

Thinking about social networks
Ignore the tools… start with outcomes, strategy and the message
If it fits, embrace social networking – “Let a thousand flowers bloom…”
Keep core message simple – e.g. “Make Trade Fair”
Simple actions repeated at scale within a social network produces serendipity
Increase awareness of what others are doing
Post edgiest, most viral content… be useful… be entertaining, and respond quickly
Try to funnel them over to your site to build email list

#5 Events

http://events.breastcancercare.org.uk

#6 Photo sharing

Photo-sharing for €€€

#7 Second Life

Fundraising in Second Life Still only loose change?

#8 RSS ( R eady for S ome S tories)

RSS for aggregated update reports

#9 Mash-ups

#10 Embrace virtual volunteers (user generated content)

www.yournameontoast.com

Be collaborative…
Recognise that people like to create something which will be seen by many
High levels of engagement may mean access to resources and talents of great value – e.g. for creating content
Nurture dispersed supporters into “cause evangelists”
Let them know their efforts are critical to advancing mission
Offer them guidance

Managing the risks

Don’t embed yourself too deeply into Web 2.0 and forsake the other stuff

Don’t put partners in the field at risk

People may seek to build their reputation or associate you with their cause by adding a logo to their video / blog / profile
Be wary of anti-brand videos / spoof ads, e.g. Starbucks
Remember blogs, etc. are persistent
Mentioning people, e.g. celebrities – could be construed as having a relationship with them or endorsement from them. What happens if you fall out?
Caution!

A blessing and a curse. Be ready to lose some control – it comes with the territory. You cannot vet who wants to become your ‘friend’
Maintain a blog watch list
Have a strategy in place in case things go wrong
The benefits outweigh the risks – in most cases people have the best of intentions and will respond to a gentle nudge ( self-policing?)
Manage the risk

A word on… Sustainability

What kind of people are involved with NGOs? A higher than average proportion of ‘Taureans’… who tend to be “hostile to change and will do everything in their power to maintain the security of the status quo” nfpSynergy

Which one is your NGO?

Thinking about Support and Evaluation
Try to blend social tools around colleagues’ current focus and concerns to get buy-in (or risk being ignored!) Read news clips about what is going on
Experiment around ‘no risk’ programme / campaigns objectives
Be a catalyst for online learning. Raise awareness of tools and manage expectations of activists, partners and across divisions through ‘coaching’ workshops
Think up front about what success will look like
Identify and mentor “champions”. Embed expertise in departments. Help them ‘own’ it
Encourage “show and tell” sessions – present own success stories to their own departments

Start where there’s a high chance of success
Take steps to optimise sites (e.g. adopt tagging, increase linkability) so that you are more easily linked to, more highly visible in social media searches (e.g. Technorati), and more frequently included in relevant posts on blogs, podcasts and video blogs
Passion is addictive (and may attract new recruits)
Be authentic (save the fluff for the annual report)
Keep a constant eye on what works (and what doesn’t). Share
Thinking about tactics

Measure what you can measure
Benchmarks to measure progress towards goals > ali gned to strategic goals
But how do you measure engagement? Break it down and attach a value to each activity
Number of trackbacks, links and references
Number of staff trained in use of tools
Adoption rate and participation among staff
Number of policy experts blogging
Number of ‘beachheads’ established in external social / online communities – e.g. Flickr, MySpace, YouTube, etc.
High readership of RSS feeds
Supporter surveys (more awareness and action)
Diversity of contributors
Number of widgets distributed to dispersed supporters
Roll up into a monthly report

Embrace innovation
Join the conversation
Identify internal / external ‘champions’
Start small… take baby steps
Sort out your objectives first
Summary:

Photos courtesy of Flickr under Creative Commons: http://www.flickr.com/photos/tamala/256649571 http://www.flickr.com/photos/garry61/459768741 http://www.flickr.com/photos/jerryfunes/415730491 http://www.flickr.com/photos/beija-flor/203437970 http://www.flickr.com/photos/56354239@N00/103208549 http://www.flickr.com/photos/jubilo/530472437 http://www.flickr.com/photos/eeloy/116344100 http://www.flickr.com/photos/3ric07/71736759 http://www.flickr.com/photos/manuperez/422518092 http://www.flickr.com/photos/pulpolux/239350065 http://www.flickr.com/photos/trippj34/128230566 http://www.flickr.com/photos/anple/403929257 http://www.flickr.com/photos/dhammza/88536167 http://www.flickr.com/photos/mbm55/496661061 http://www.flickr.com/photos/orcagirl/262058822 http://www.flickr.com/photos/camera_rwanda/51735020

Je vous remercie de m’écouter Steve Bridger I blog at www.nfp2.co.uk www.nfp2.co.uk/category/giving/ [email_address]

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Fundraising 2.0

by Steve Bridger

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