Score More Money Online: Five Simple Ways to Change the Game

Score More Money Online Five Simple Ways To Change the Game

Hi! I’m Shana!
Associate Director, Interactive Fundraising & Engagement

1. INCENTIVES
Hint: Much more than sending an email

Already so much to offer!
September Gas Card Promotion – For every $500 raised online during the month of September, receive a $25 gas card.
Stop Diabetes Converse Sneakers - To qualify:
1. Anyone who raises $1000 or more online.
2. Team captains of teams with 5 or more members and $2500 from any source.
*Each participant is only eligible to receive one pair of sneakers.
Summit Fundraising Incentives – Starting at $200, all participants can select from a variety of gifts to recognize their hard work. See ada.summitmg.com/ada/ to view a complete listing of incentives.

Multi-channel communication is key
The industry average open rate for an email is less than 20%. Must use other forms of communication in tandem with email to get the message out. Email, website, social media, print, phone.

Use your data
Contact those who have the potential to qualify for one of these incentives.
Gas Card
Raised $350+ in the past and is far below that this year.
Starting on 9/19, anyone who has raised $250-$499 online this month.
Starting on 9/26, anyone who has raised $350-$499 online this month.
Stop Diabetes Converse Sneakers
Raised $800+ in the past and is far below that this year.
Anyone at $750 or more raised online.
Team captains who are underperforming past performance or potential.
Summit Fundraising Incentives
Anyone who has raised $100 - $199 this year.
Anyone that is almost to the next level, relative to their fundraising (ex. $50 away for $200 - $999 incentives, $100 away for $1000 - $2000 incentives, etc.)

Show them how
Do more than just let them know that they could qualify. Let them know exactly how they can qualify.
I noticed you haven’t updated your personal page just yet, can we walk through that together?
Can I help you upload your address book so you can send easily send emails through your Participant Center?
Thanks for trying the email tools available! We’re all very busy so people appreciate a reminder as the event gets closer.
Have you tried our Facebook App yet?
Do you have your Participant Center log in information, or would you like me to look that up for you? (User name can be provided, password must be reset.)
(Team Captains) Our goal this year is to raise $XX to Stop Diabetes. We hope you are sharing all of the available fundraising tools with your team. Do you need any help with that?
In the end, some of these participants may not qualify for the incentives, but this will spark a conversation, help build a relationship, and raise more money for your event.

If you must…
Task-based incentives – ex. send five emails in the next 24 hours
Firm deadlines
Multi-channel promotion – email, website, social, phone
No lame prizes!
… don’t be:

2. BOUNDLESS FUNDRAISING
Hint: New Feature Added

Main Features
Auto-update each time participant receives a donation.
Participant does nothing
Limited to one time per day
Send a stream story to get the word out
Only two clicks required

NEW Feature! Scheduled News Feeds
Participants can select messages to be sent at defined intervals before Walk day.

Set it and forget it!
Participant downloads or reopens their Step Out Application.
Select the Scheduled News Feeds Tab.
Choose which updates they would like to appear.
Let the application do the work for them!

$$$ The most successful participants reinforce their email messages with the Fundraise With Facebook Application. Why? Because we are all busy and reminders are helpful!
$ Participants who register online but have not sent emails can also raise money this way. Receiving a donation makes them feel good and want to do more.

Who you gonna call?
The new feature is a great conversation starter! “ I just wanted to let you know that there is a new feature we’ve added to the Step Out Facebook Application. It only takes a minute to set up. Can I quickly walk you through it?”

Find Facebook users ON Facebook!
Sample Status Updates: “ Have you seen the Step Out Facebook Application? Your online fundraising is made super simple, and you can do it right from Facebook! Log in to your Participant Center and click on “Fundraise With Facebook” to download.” ( Share link to your website homepage. In comments, include “If you need help accessing your Participant Center, please contact us at…” ) “ Already downloaded the Step Out Facebook App? A new feature has just been added for you. Check it out by clicking on “Step Out 2011” under “APPS” on the left side of your Facebook homepage. You can select some scheduled updates to automatically go out to your Facebook friends. Just a few clicks and you’re done!” “ One of our Step Out participants just reported getting a $50 donation from one of her old high school friends, someone she would have never emailed for a donation. She says the Fundraise With Facebook App is to thank.” ( In the comments, include “ You can download the app by logging into your Step Out Participant Center. If you need help, please contact us at … ”) TIP: As some users may post questions or comments in response to your posts, monitor your Facebook page and respond.

Send a personal email to your stars
Hi (insert awesome participant name here)!
I just wanted to let you know about the new feature that’s been added to the Step Out Facebook application!
You’re now able to schedule news feed updates to countdown to this year’s event. This gives you a super simple way to remind your Facebook friends about your participation and fundraising for this year’s Walk . Almost everyone on Facebook reads their news feed, so this is a great place to ask for donations. Each post will contain a link to your own personal donation form.
Setting it up will take only a minute:
1. (If you haven’t downloaded the App yet) Log in to your Participant Center and click the Fundraise With Facebook button under “Fundraise to Stop Diabetes.”
OR
1. (If you have already downloaded the App) Click on “Step Out 2011” under “APPS” on the left side of your Facebook homepage. 2. Click on the “Scheduled Newsfeeds” Tab
3. Select the updates you want to automatically be published and click “Save Updates”.
4. Watch the donations roll in!
I am here to help you, so if you have any questions about Fundraising with Facebook or anything else related to the event, fundraising, your Participant Center, etc., please don’t hesitate to give me a call at or just reply to this message.
Thanks again for all you are doing! *TIP: If sending through Outlook, one recipient at a time, and include some personalization.

Update for Participant Center
or Convio Email
New! Your Step Out Facebook application just got even better! You are now able to schedule news feed updates to countdown to this year’s event. This gives you a super simple way to remind your Facebook friends about your participation and fundraising for this year’s Walk . Almost everyone on Facebook reads their news feed, so this is a great place to ask for donations. Each post will contain a link to your own personal donation form.
Access your application now and opt-in to using this brand new feature on the Scheduled News Feeds tab . You can either opt-in to all of the scheduled newsfeeds or choose from individual messages.
From Convio email and Participant Center ONLY, link to: http://apps.facebook.com/bf-stepout/add.php?consId=[[S1:cons_id]]&frId=TRID&source=newtabpromo (Replace “TRID” with the four digit number at the end of your event homepage URL.)
All others must be directed to the Participant Center to access this link.

3. Participant Workshop
Hint: They won’t come if they aren’t invited

Interactive Workshop
Tuesday, September 20, 2011 at 7 PM
½ hour Training – Personal page update, upload address book, send email, Facebook App
½ hour Interactive Q&A - Questions submitted by participants
Your participants can get their questions answered live, while also learning about the features of the Participant Center.
If your online numbers are off, you must encourage your participants to attend.

The Invitation
Anyone can attend! But focus on:
-Team captains
- Participants who have expressed frustration with the online tools available to them
- Low dollar fundraisers
How to Invite:
- Phone call
- Send a personal email invite
- Add a P.S. to current engagement email
- Add to Participant Center
Add to Homepage
- Social media update

Suggested Text
Submit Your Questions and Join Us for an Online Tools Workshop
Join us on Tuesday, September 20 from 7 – 8 PM for an interactive workshop with Step Out Online Tools expert, Chris Bryant. He will spend one half hour going over updating your personal page, uploading your address book, sending email, and working with the Facebook Application. We will then spend the second half of the webinar holding an interactive Q&A where we will answer your questions directly. Space is limited. Register today!
Link: www.diabetes.org/workshop

4. CONCENTRATE YOUR EFFORTS
Hint: Work smarter, not harder

Not all participants are created equal
More likely to fundraise:
Updated their personal page
Sent at least one email through Convio
Made a self donation
Team captains
Look for low dollar walkers who are in those categories and contact them to see how you can help (see conversation starters in previous sections).
Use Participant Performance report to locate these participants.

5. BELIEVE IN THE TOOLS
Hint: If you don’t truly
believe your participants
CAN and WILL use the tools,
they won’t.

“ Don’t let us win this game!”
2003

“ My participants don’t use online.”
Source: Pew Research Center, May 2011

Cheer On Your Team!
People who use online fundraising tools raise 4x more than those who don’t.
The most successful staff buy into the concept of
online fundraising and are cheerleaders of the tools.
Ask yourself:
How can I help participants get as excited as I am about online fundraising?
What can I do to support them?

Attitude is Everything
“ Follow the Bright Spots”: Don’t look for what is wrong. Look for what is right and clone it. Talk to people who are making it work. Learn from them and teach others.
Know Their Tools : Be well versed in using the tools yourself (trainings available)
Use Your Tools : Update your engagement emails with local content, update your homepage, update the Participant Center
Live The Tools : Register and fundraise for your event
Always include online fundraising in conversations with constituents
Frequently check fundraising progress and participant updates online

BONUS: GRATITUDE
Hint: “Thank you” is a
powerful statement.

IT’S THE BOTTOM OF THE NINTH AND WE BELIEVE IN YOU!

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Score More Money Online: Five Simple Ways to Change the Game

by Shana Masterson on Sep 12, 2011

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Score More Money Online: Five Simple Ways to Change the Game — Presentation Transcript