Mythsonlinefundraising 100615133720-phpapp01[1]

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Mythsonlinefundraising 100615133720-phpapp01[1]

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

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