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Mythsonlinefundraising 100615133720-phpapp01[1]

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Transcript

  • 1. Debunking Online Fundraising Myths Richard Dietz , Nonprofit R+D, KELL Partners #onlinefundraising
  • 2. Myth #1
    • Our Website Only Has
    • a Small Impact on
    • Overall Donations
  • 3. Myth #1 - Website Impact
    • Donors are using your site
      • Over 40% of donors visit an orgs website before giving
      • Over 65% of current donors visit your site
      • Why not make it easier to give?
    • More and more donors are looking to transact online
      • Online Shopping, Airlines, iTunes
    • Online versus Offline
      • What the “stats” tell us
      • “ Fair Test”?
  • 4. Myth #2
    • All You Really Need
    • is a Donate Button
    • (Above the fold, big, red, etc.)
  • 5. Myth #2 - Donate Button
    • Donate button is not enough anymore
    • Need to think in terms of “Fundraising Campaigns”
      • Specific Goal
      • Clear call to action
      • Create urgency, Timeline
      • Contextual Giving
    • Peer to Peer Fundraising
    • Online tools can help with this:
      • Peer to Peer, Contextual Giving, tracking donor actions, built in social media
  • 6. Myth #3
    • One Generic Donation
    • Form is Sufficient
  • 7. Myth #3 - One Donation Form
    • One size does not fit all
      • Fundraising campaigns / Contextual Giving
      • Better able to hit the emotional trigger
    • Find donors where they are
      • They are not coming to your site everyday
      • Engage them where they are - blogs, social media
      • Airlines do this well - Orbitz.com, Expedia.com
    • Online Tools again make this easier
      • Multiple forms on your site
      • Forms on other sites - supporters, partners, etc.
  • 8. Myth #4
    • The Technology Needed
    • for Online Fundraising
    • is Too Expensive and
    • Too Hard to Use
  • 9. Myth #4 - Expensive / Difficult
    • Traditionally this is pretty accurate
      • However, new technologies are emerging
      • Low barrier to entry, easy to experiment, easier to use
    • The new technologies are learning from the mistakes of the past
  • 10. Myth #5
    • You Can’t Do
    • Anything Online That
    • You Can’t Do Offline
  • 11. Myth #5 - Online Advantages
    • Should have much higher ROI
      • Cheaper to launch and test new initiatives
      • No postage, envelope stuffing, bank depo
    • Use of Video
    • Social Media / Forward to a Friend
    • Embed the form in multiple locations
      • Constituent blogs, partner sites, etc.
  • 12. Myth #6
    • The Only Real Way to Measure Fundraising Success is the Amount of Money Raised
  • 13. Myth #6 - Measure Success
    • Think of the business world
      • “ Sales funnel” = “Donor funnel”
      • Online donor >> Major Donor
    • “ Raising Friends” is another measure
      • Peer to Peer fundraising
      • Friend of a friend could be major donor
    • Engagement is yet another measure
      • 7 touches before giving
      • More on this in the next webinar……….
  • 14. Conclusion
    • Experiment / Try new things
    • Only YOU can figure out what works for YOUR organization
    • Check out the new online tools like Sage Fundraising Online
  • 15.
    • Register for the next webcast in the series
    • http://bit.ly/apHuSp
    • Contact Richard Dietz: [email_address] 512-850-6501
    • Contact Sage:
    • www.sagenonprofit.com
    • 800-811-0961
    Question and Answer

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