Debunking Online Fundraising Myths

Debunking Online Fundraising Myths Richard Dietz , Nonprofit R+D, KELL Partners #onlinefundraising

Myth #1
Our Website Only Has
a Small Impact on
Overall Donations

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”?

Myth #2
All You Really Need
is a Donate Button
(Above the fold, big, red, etc.)

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

Myth #3
One Generic Donation
Form is Sufficient

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.

Myth #4
The Technology Needed
for Online Fundraising
is Too Expensive and
Too Hard to Use

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

Myth #5
You Can’t Do
Anything Online That
You Can’t Do Offline

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.

Myth #6
The Only Real Way to Measure Fundraising Success is the Amount of Money Raised

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……….

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

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
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Debunking Online Fundraising Myths

by Sage Nonprofit Solutions on Jun 15, 2010

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