why all the fuss?
web 2.0 fundraising
Dan Geaves

hang onto your hats

Today
Our approach

will it help you
raise more money?

direct mail domination
$45
Millions
$40
$35
$30
$25
$20
$15
$10
$5
$0
2000 2001 2002 2003 2004 2005 2006 2007 2008
Direct Mail Other Online Phone Media Face to Face
Gross Income by Channel - Cash
6 Base: All individual cash giving © Pareto Fundraising April 2009

the face-to-face force
$45
Millions
$40
$35
$30
$25
$20
$15
$10
$5
$0
2000 2001 2002 2003 2004 2005 2006 2007 2008
Face to Face Direct Mail Other Phone Online Media
Gross Income by Channel - RG
7 Base: All individual regular giving © Pareto Fundraising April 2009

new cash donors?
120,000
100,000
2006 2007 2008
80,000
60,000
40,000
20,000
0
Direct Mail Online Phone Unaddressed Unknown Unsolicited
8 © Pareto Fundraising April 2009

new regular givers?
45,000
40,000
35,000
2006 2007 2008
30,000
25,000
20,000
15,000
10,000
5,000
0
Direct Mail Face to Face Online Phone Unknown
9 © Pareto Fundraising April 2009

so really, why all the fuss?

back to basics
People who need You People who care
(beneficiaries) (donors)
© Pareto Fundraising, 2009

donor power
People who need You People who care
(beneficiaries) (donors)
© Pareto Fundraising, 2009

From $2m+ 2007 to $10m+ in 2008

the fuss is because
web 2.0 enables donors
to experience
a strong connection

back to the beginning
People who need Your founder and their
friends and associates
(beneficiaries) (donors)
© Pareto Fundraising, 2009

back to the beginning
People who need Your founder and their
friends and associates
(beneficiaries) (donors)
© Pareto Fundraising, 2009

how many of you agree that
some of your best donors,
were the first donors?

brands online can be built
by referrals and supported
by traditional marketing

SIGNS UP AND SEES WHAT DONATIONS ACHIEVED

SIGNS UP AND SEES WHAT DONATIONS ACHIEVED
SO REFERS AND CREATES CONTENT FOR THEM TO
SEE

SIGNS UP AND SEES WHAT DONATIONS ACHIEVED
SO REFERS AND CREATES CONTENT FOR THEM TO
SEE
WHO IS A STRANGER, ALSO SEES IT SO ALSO
SIGNS UP…

YOU SHOULD AIM TO
BE A TRIBAL BRAND

A brand that I buy
because I don’t know of
any other choices
A market leading brand
that I buy because I trust
it will fill my basic
requirements
A brand that feeds my self-
identity, my self-esteem as
well as meets my basic
requirements

relationships with brands
CO-CREATIVE CO-CREATIVE CO-CREATIVE
I create I create I create
Level of Involvement
the content the content the content
INTERACTIVE INTERACTIVE CO-CREATIVE
I control I control I create
the content the content the content
PASSIVE CO-CREATIVE
I absorb I create
the content the content
Level of Creativity

the fuss is because web 2.0
allows you to create a place
for passionate supporters to
meet, and to recruit others

web 2.0 is still about
supporter relationships

suspect
prospect
supporter
donor
regular giver

what do you need?

data
speed
segments
WYE

data
speed
segments
What’s Your Excuse

the fuss about web 2.0 is
the rise of technologies
that allow supporter relationships
to be managed in new ways

so hang onto your
strategic hats

why all the fuss?
web 2.0 fundraising