Fundraising Online - An Introduction

Fundraising online An Introduction 9 July, 2009 R ach e l Be e r, b e au t if u l wo r ld

Why fundraise online? It’s where your audiences are now - and will increasingly be in the future Reach a large numbers of people cost-effectively Small charities can punch above their weight Returns from traditional media are diminishing

What are charities doing? Most have realised that there needs to be a lot more to online fundraising than a donate button on their website and click-throughs from e-newsletters Many are just beginning to integrate online into ‘traditional media’ appeals and campaigns Many are piloting, testing and learning - but on a limited scale Most are still not doing enough - with notable exceptions, including Oxfam, WWF, CRUK etc.

What are charities doing? Events fundraising with online sponsorship has been popular ever since Just Giving made it possible ten years ago Many of the larger charities run virtual gift campaigns at Christmas Some are quietly innovating and thinking more strategically, but too much activity is very tactical Trend for restricted giving to specific projects

CRUK My Projects CRUK - My projects ActionAid - MyActionAid

Oxfam - projects

What are charities doing? Building communities of support on platforms like Ammado.com their own platforms - e.g. MyActionAid, Amnesty blogs and community, Save the Children Kroo Bay, Oxfam Get Involved pages using social media - Facebook, Twitter etc. integrating with other types of support - campaigning, volunteering etc. - to develop greater buy-in and deeper engagement

ActionAid - MyActionAid

Ammado

What else? Paid advertising - either cost per thousand (CPM) or cost per click (CPC) - banners, skyscrapers, MPUs etc. Search Organic search - optimisation Paid search Ads - and your own video content - on YouTube Facebook display and engagement ads Encouraging supporters to donate via selling goods on Ebay Affiliate programmes

Guardian.co.uk Banner ads

New Statesman.com Banner ads

Search Banner ads

Afﬁliates and all sorts! Banner ads

The landscape is changing ‘Web 2.0’ and social media are driving behavioural change People are becoming less responsive to old fashioned ‘push marketing’, so brands are moving towards ‘engagement marketing’ You can’t just fire your messages at people anymore and expect a response (actually, you should never have expected that!)

The model is changing We are moving towards a long-tail model Micro-donations could be big We’ll need to deliver more holistic supporter relationships, rather than just ask donors repeatedly for money Our aim should be to develop supporters as long-term advocates and partners

The fundamentals still apply Online fundraising is still just fundraising - understanding the mechanics alone is not enough First and foremost, you need to understand how to be a good fundraiser An integrated, strategic approach is vital for long-term value

twitter.com/rachelbeer twitter.com/beautifulw rachel@hellobeautifulworld.com www.hellobeautifulworld.com Fo ll o w me o n Tw it te r !

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Fundraising Online - An Introduction

by Rachel Beer

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