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NCVO - Online Fundraising in 20 mins

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  • Simple, obvious but just not followed frequently enough!! Good advice - Another engaging 'virtual gift' site can be found via Cash for Kids in partnership with Action for Children - http://www.kerrangradio.co.uk/Article.asp?id=2020971&spid=32594
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  • Jakob Nielsen, March 2009
  • Jakob Nielsen, March 2009
  • Jakob Nielsen, March 2009
  • The world has moved on. We have a proliferation of social media available to us.
    These just a few – and for each one shown on here, there are several alternatives and more in development!
    They allow us to create our own content, share information, resources, photos, videos and points of view, collaborate on documents and projects – with anyone, anywhere in the world. This is not just with people we know, but complete strangers too (or, rather, people we didn’t know, and wouldn’t have had the opportunity to connect with, before!).
    The degree with which we are able to connect with others is unprecedented in history - and we are much more empowered as a result. This has really changed the way we use the web and the way we react and respond to marketing – and fundraising – messages.
    Trends: Proliferation, evolution – and consolidation
    Facebook pre-eminence – and continual development (adding functions other social media platforms invent)
    Geolocation
    Microblogging – mashed up with all kind of other functionality, such as geolocation, photos etc.
    Apps
  • Source: How to Connect with Donors, CAF, February 2010
  • Third Sector, 16 March 2010
  • Third Sector, 16 March 2010
  • Transcript

    • 1. Effective Online Fundraising: The incredibly simplified, shortened, slashed, re-jigged, compressed,20 minute guide. Simon Frank & Anna King, beautiful world 26 October 2010 January 29, 2015 www.hellobeautifulworld.com
    • 2. Why should charities invest in online fundraising? • Print no longer rules the world • Wide adoption of digital media – Mobile handsets increasing Internet usage • Response rates dropping – Cost per acquisition rising • Reliance on Face-to-Face – Too many eggs in one basket • Future proofing strategy January 29, 2015 www.hellobeautifulworld.com
    • 3. What are the benefits of online fundraising? January 29, 2015 www.hellobeautifulworld.com
    • 4. Benefits • Lead times can be shorter • Get results almost instantly • Adjust continually throughout campaigns • Test propositions discreetly and roll out quickly • Social media is a great way to test a proposition without committing budget – If it’s not good enough to pass it on, it’s probably not good enough January 29, 2015 www.hellobeautifulworld.com
    • 5. Other positives • Get to know and engage with prospective donors • Deepen relationships with existing supporters – A vital set of tools to stem attrition – Use rich content to provide a richer experience – Opportunity for dialogue – Opportunity to work together • Emergency fundraising – Quick, instant and very flexible January 29, 2015 www.hellobeautifulworld.com
    • 6. Other postives • Not just a set of tools for you – Your donors are also empowered to fundraise and spread messages via them • Emergencies • Events fundraising • Personal appeals • Self-selecting donors – Have a higher lifetime value if you value them January 29, 2015 www.hellobeautifulworld.com
    • 7. Am I a little dumb or is all this online stuff really rather complicated? January 29, 2015 www.hellobeautifulworld.com
    • 8. If online seems confusing, don’t feel bad. It’s not you, it’s because it was invented by guys like this: January 29, 2015 www.hellobeautifulworld.com
    • 9. January 29, 2015 www.hellobeautifulworld.com
    • 10. We’re working in a very imperfect environment here. January 29, 2015 www.hellobeautifulworld.com
    • 11. So, how does online fundraising differ from other kinds of fundraising? January 29, 2015 www.hellobeautifulworld.com
    • 12. Well, fundamentally, it doesn’t. January 29, 2015 www.hellobeautifulworld.com
    • 13. What’s the most common reason why anyone gives to charity? January 29, 2015 www.hellobeautifulworld.com
    • 14. Because they were asked. January 29, 2015 www.hellobeautifulworld.com
    • 15. Well, guess what, the same goes for online. January 29, 2015 www.hellobeautifulworld.com
    • 16. Simple then? January 29, 2015 www.hellobeautifulworld.com
    • 17. Simpler than you might think… January 29, 2015 www.hellobeautifulworld.com
    • 18. Let’s have a quick look at the tools at your disposal? January 29, 2015 www.hellobeautifulworld.com
    • 19. Tools: • Your website • A microsite • Someone elses website: – Just Giving – Virgin Money – Be my Charity – See the Difference – Ploink January 29, 2015 www.hellobeautifulworld.com
    • 20. Tools: • Facebook • Twitter • Online display ads • Emails • Twibbon • Blogger outreach • SEO January 29, 2015 www.hellobeautifulworld.com
    • 21. Tools: • Youtube • Google - Adwords - Ad planner • Flickr • And there are more…. January 29, 2015 www.hellobeautifulworld.com
    • 22. We now have multi-channel lives. January 29, 2015 www.hellobeautifulworld.com
    • 23. And donors expect us to use those channels January 29, 2015 www.hellobeautifulworld.com
    • 24. When shown a list of communication tools and asked which charities should use more … only ‘social networking’ and ‘communication by email’ were chosen by the majority. Sources: National Statistics, CommScore global, YouTube & Facebook Source: How to Connect with Donors, CAF, February 2010
    • 25. • “Waste less funds on glossy reports and ‘magazines’” • “Stop the endless mail outs, especially those with gifts” • “Bring in e-mail only communications for regular supporters – will reduce costs” • “Reduce physical mailings to reduce costs – more electronic mail” • “I want to emphasise e-mail with weblink rather than post … would have just as great an impact on me” • “Must reduce the amount of unsolicited mail they send. It must cost a fortune and is often very high quality.” • “Make more of electronic mailings and social networking” Source: How to Connect with Donors, CAF 2010
    • 26. “It makes sense to continue investing in online fundraising and testing what works, because if we invest only in the traditional side, the charity will fall behind the times.” January 29, 2015 www.hellobeautifulworld.com Sharon Schofield, Deputy Director of Fundraising and Communications, The Brooke
    • 27. ‘About two-thirds of donors who give in response to direct response TV adverts do so online, and people who sign up online tend to stay with the charity for longer. Income raised online grew by 48 per cent in the past financial year.’ January 29, 2015 www.hellobeautifulworld.com
    • 28. It’s very hard to cut through the general noise and gain people’s attention. January 29, 2015 www.hellobeautifulworld.com
    • 29. It’s even harder to do it in a way that gains trust. January 29, 2015 www.hellobeautifulworld.com
    • 30. That’s why social media is such a valuable tool. People trust word of mouth. January 29, 2015 www.hellobeautifulworld.com
    • 31. Enough already! Show me some online fundraising. January 29, 2015 www.hellobeautifulworld.com
    • 32. January 29, 2015 www.hellobeautifulworld.com This email caught the attention of Adam Waller at beautiful world… note the subject line.
    • 33. “This is quite an interesting take on the emergency appeal. A relatively modest target with a very specific action and a tight, tangible deadline.” Adam Waller January 29, 2015 www.hellobeautifulworld.com
    • 34. January 29, 2015 www.hellobeautifulworld.com
    • 35. January 29, 2015 www.hellobeautifulworld.com Note the Facebook and Twitter share buttons on the side.
    • 36. January 29, 2015 www.hellobeautifulworld.com Now I can tell my friends
    • 37. So how did it perform? January 29, 2015 www.hellobeautifulworld.com
    • 38. January 29, 2015 www.hellobeautifulworld.com It got more than the total: nearly 300% of the target.
    • 39. Here’s another example: January 29, 2015 www.hellobeautifulworld.com
    • 40. January 29, 2015 www.hellobeautifulworld.com One Friday afternoon a distress Tweet was sent out by Childsi on behalf of baby Joey, who needed to be flown to South Africa from Uganda for a life-saving operation.
    • 41. January 29, 2015 www.hellobeautifulworld.com
    • 42. January 29, 2015 www.hellobeautifulworld.com There was also an email
    • 43. January 29, 2015 www.hellobeautifulworld.com And there was a simple fundraising page on Just Giving. You or I could have set this up in a few minutes.
    • 44. Baby Joey’s desperate situation proved impossible to ignore. Their tweets ignited a social media bush fire. People forwarded their email to their friends. January 29, 2015 www.hellobeautifulworld.com
    • 45. January 29, 2015 www.hellobeautifulworld.com Two days later this appeared on Facebook.
    • 46. January 29, 2015 www.hellobeautifulworld.com As the gifts came in, the thanks rolled out.
    • 47. January 29, 2015 www.hellobeautifulworld.com Donors were kept informed and involved via the web site.
    • 48. A great campaign. Cost next to nothing. Involving. Emotional. Effective. Saved a life. How brilliant is that! January 29, 2015 www.hellobeautifulworld.com
    • 49. January 29, 2015 www.hellobeautifulworld.com It worked because they work so hard with social media.
    • 50. Social media is your friend January 29, 2015 www.hellobeautifulworld.com
    • 51. Integration is key to success. January 29, 2015 www.hellobeautifulworld.com
    • 52. Integration: on and offline • This means doing much more than trying to drive existing donors to give online, by including URL in mail packs – This will have limited impact • All acquisition, using any medium, should ideally be accompanied by – Paid search – SEO – Online content January 29, 2015 www.hellobeautifulworld.com
    • 53. Taking an integrated approach Initial advertising results gained with best site. Multiplied in future campaign typically 3 to 5 times
    • 54. More than a gift Centrepoint’s new virtual giving site January 29, 2015 www.hellobeautifulworld.com
    • 55. At last a virtual gifts site that actually engages both the giver and the recipient.
    • 56. Centrepoint Virtual Gifts • With the Centrepoint Virtual Gifts website we have: o Put fundraising back into virtual gifts o Integrated it with Facebook and other social media o Created an engaging experience – for donors and recipients o Developed a virtual gift site that sells itself
    • 57. How will donors discover it? January 29, 2015 www.hellobeautifulworld.com
    • 58. January 29, 2015 www.hellobeautifulworld.com Facebook tab
    • 59. January 29, 2015 www.hellobeautifulworld.com Facebook app
    • 60. January 29, 2015 www.hellobeautifulworld.com On Twitter
    • 61. January 29, 2015 www.hellobeautifulworld.com Email
    • 62. January 29, 2015 www.hellobeautifulworld.com As a mailer
    • 63. January 29, 2015 www.hellobeautifulworld.com Facebook Ads and online banners
    • 64. Is it working? January 29, 2015 www.hellobeautifulworld.com
    • 65. January 29, 2015 www.hellobeautifulworld.com It’s early days but… In its first two weeks we have had 5 gifts of £1,600 and a wide spread of other gifts. Donations that high are about as rare as rocking horse ****!
    • 66. Some simple tips January 29, 2015 www.hellobeautifulworld.com
    • 67. Be found easily January 29, 2015 www.hellobeautifulworld.com Be understood easily Provide tools to help people help Be responsive
    • 68. Make giving easy January 29, 2015 www.hellobeautifulworld.com Don’t force too many clicks on people Make your landing page clear and engaging, or pay the price
    • 69. January 29, 2015 www.hellobeautifulworld.com This makes watching paint dry look like first class entertainment
    • 70. Don’t forget to ask January 29, 2015 www.hellobeautifulworld.com Keep donors involved, report back. Use social media to punch above your weight
    • 71. Make use of what’s out there, You don’t have to re-invent the wheel January 29, 2015 www.hellobeautifulworld.com Make use of rich media - video, sound bites, photos Say thank you - it costs nothing
    • 72. Users spend 80.3% of their time on web pages above the fold January 29, 2015 www.hellobeautifulworld.com So put the important stuff there!
    • 73. Thoughts to take away… January 29, 2015 www.hellobeautifulworld.com
    • 74. • Online offers an opportunity to be more engaging and human, not more geeky • It is an imperfect environment without many rules: experiment and learn • Online media are constantly evolving • They have changed: – How we behave & communicate – How we relate to brands – including charities – How we make decisions • And it’s going to keep changing!
    • 75. Group Exercise January 29, 2015 www.hellobeautifulworld.com
    • 76. The brief… You need to raise £20,000 in 4 weeks for Tommy, a little four year old who needs an urgent operation to save his sight You have a Twitter account with a small following. You have a small budget to create some online banners and/or Facebook ads. You have access to Tommy and his parents and you have a video camera. How will you engage people? Where might you advertise? What would you use to hook people emotionally? Where would you get people to donate? How would you phrase your ask? What would you urge people to do?
    • 77. Groups Report Back January 29, 2015 www.hellobeautifulworld.com
    • 78. Questions and Discussion January 29, 2015 www.hellobeautifulworld.com
    • 79. Thank you! Twitter: www.twitter.com/goodbook Email: simon@hellobeautifulworld.com Slides: www.slideshare.net/simongfrank January 29, 2015 www.hellobeautifulworld.com