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2010 NTEN - Giving To Go
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2010 NTEN - Giving To Go

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Giving to Go: Using Technology to Incorporate Giving into Any Online Experience - [147] …

Giving to Go: Using Technology to Incorporate Giving into Any Online Experience - [147]

Every day giving is becoming less about "command and control," and more about "let's meet everyone where they are." As Clay Shirky pointed out in Here Comes Everybody, tools like blog, wikis and other Web 2.0 technologies are blowing the lids off of traditional models of activism and social involvement.

The olden days of the Internet: waiting for people to visit your organization's website to make a donation.

The new, flashier days ahead: strategically being opportunistic when it comes to meeting donors where they are. Giving is no longer centralized—-it's fragmented, ubiquitous and taken advantage of wherever supporters find it to be convenient.

So how do nonprofits raise money and supporters outside of our own websites? How do we have success raising money via social networks and other online avenues?

Join Network for Good's Bill Strathmann as he shares strategic and practical advice for inserting giving everyone your donors dare to tread.



Takeaways:

1. Understand how distributed giving works
2. Learn how to successfully incorporate giving into a range of outlets
3. Understand how to cultivate donors in this free-for-all environment

Published in: Education

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  • Ad Not the experts, but enabling new forms of giving to go $200K per mos API giving Then learning and sharing based on data
  • Makes sense amount down… f2f While donate now pages increased 17%, primarily because of new channels overall was 58%
  • BUT NOT ON YOUR SITE
  • More than corporate sector Makes sense… I care about the anacostia more than my panteen
  • Walk really well before your can run NEED transition for platform has arrived
  • In 2009 our partners were processing an average of $200K per month
  • In 2009 our partners were processing an average of $200K per month
  • Here’s an image of the secure donation form…
  • As you can see, donations in 2009 are up more than 3 times over 2008. In the interest of full disclosure we launched the application well into 2007, so donation didn’t really start ramping up until we began focusing on fundraising tools in 2009. You may also notice that this doesn’t quite reach $20 million (that’s because we’ve done about $2 million in Jan, which puts us over $20 million total in about 30 months). I expect these numbers to double next year. Of course, on the other hand, I know some of you are out there saying, “So what? $14 million? $28 million? Even $280 million…it’s a drop in the bucket”. Philanthropy in the U.S. is annually a $300 billion-plus sector.” This is nice for a start-up, really great if it’s your bank account, but transformative? Not yet. And so what I’d like to talk to you about today is why I think what we’re doing is transformative and why I think it’s highly relevant to the work that you all do, whether running a nonprofit or provide services to those who do. To begin to do this, I want to go back to a little bit of theory and history, and share with you our reading of the evolution of civic participation in the United States and what it means for nonprofits organizations, political involvement, and really at a basic level, what people spend their thinking about, doing, and giving money to (which after all, are really the things we have to be interested in).
  • And then fundraise for a specific organization or project (all fundraising causes have to identify a registered 501c3 and then Network for Good, a nonprofit, does the processing and delivers a monthly check to each nonprofit)…
  • As you can see, donations in 2009 are up more than 3 times over 2008. In the interest of full disclosure we launched the application well into 2007, so donation didn’t really start ramping up until we began focusing on fundraising tools in 2009. You may also notice that this doesn’t quite reach $20 million (that’s because we’ve done about $2 million in Jan, which puts us over $20 million total in about 30 months). I expect these numbers to double next year. Of course, on the other hand, I know some of you are out there saying, “So what? $14 million? $28 million? Even $280 million…it’s a drop in the bucket”. Philanthropy in the U.S. is annually a $300 billion-plus sector.” This is nice for a start-up, really great if it’s your bank account, but transformative? Not yet. And so what I’d like to talk to you about today is why I think what we’re doing is transformative and why I think it’s highly relevant to the work that you all do, whether running a nonprofit or provide services to those who do. To begin to do this, I want to go back to a little bit of theory and history, and share with you our reading of the evolution of civic participation in the United States and what it means for nonprofits organizations, political involvement, and really at a basic level, what people spend their thinking about, doing, and giving money to (which after all, are really the things we have to be interested in).
  • As you can see, donations in 2009 are up more than 3 times over 2008. In the interest of full disclosure we launched the application well into 2007, so donation didn’t really start ramping up until we began focusing on fundraising tools in 2009. You may also notice that this doesn’t quite reach $20 million (that’s because we’ve done about $2 million in Jan, which puts us over $20 million total in about 30 months). I expect these numbers to double next year. Of course, on the other hand, I know some of you are out there saying, “So what? $14 million? $28 million? Even $280 million…it’s a drop in the bucket”. Philanthropy in the U.S. is annually a $300 billion-plus sector.” This is nice for a start-up, really great if it’s your bank account, but transformative? Not yet. And so what I’d like to talk to you about today is why I think what we’re doing is transformative and why I think it’s highly relevant to the work that you all do, whether running a nonprofit or provide services to those who do. To begin to do this, I want to go back to a little bit of theory and history, and share with you our reading of the evolution of civic participation in the United States and what it means for nonprofits organizations, political involvement, and really at a basic level, what people spend their thinking about, doing, and giving money to (which after all, are really the things we have to be interested in).
  • As you can see, donations in 2009 are up more than 3 times over 2008. In the interest of full disclosure we launched the application well into 2007, so donation didn’t really start ramping up until we began focusing on fundraising tools in 2009. You may also notice that this doesn’t quite reach $20 million (that’s because we’ve done about $2 million in Jan, which puts us over $20 million total in about 30 months). I expect these numbers to double next year. Of course, on the other hand, I know some of you are out there saying, “So what? $14 million? $28 million? Even $280 million…it’s a drop in the bucket”. Philanthropy in the U.S. is annually a $300 billion-plus sector.” This is nice for a start-up, really great if it’s your bank account, but transformative? Not yet. And so what I’d like to talk to you about today is why I think what we’re doing is transformative and why I think it’s highly relevant to the work that you all do, whether running a nonprofit or provide services to those who do. To begin to do this, I want to go back to a little bit of theory and history, and share with you our reading of the evolution of civic participation in the United States and what it means for nonprofits organizations, political involvement, and really at a basic level, what people spend their thinking about, doing, and giving money to (which after all, are really the things we have to be interested in).
  • As you can see, donations in 2009 are up more than 3 times over 2008. In the interest of full disclosure we launched the application well into 2007, so donation didn’t really start ramping up until we began focusing on fundraising tools in 2009. You may also notice that this doesn’t quite reach $20 million (that’s because we’ve done about $2 million in Jan, which puts us over $20 million total in about 30 months). I expect these numbers to double next year. Of course, on the other hand, I know some of you are out there saying, “So what? $14 million? $28 million? Even $280 million…it’s a drop in the bucket”. Philanthropy in the U.S. is annually a $300 billion-plus sector.” This is nice for a start-up, really great if it’s your bank account, but transformative? Not yet. And so what I’d like to talk to you about today is why I think what we’re doing is transformative and why I think it’s highly relevant to the work that you all do, whether running a nonprofit or provide services to those who do. To begin to do this, I want to go back to a little bit of theory and history, and share with you our reading of the evolution of civic participation in the United States and what it means for nonprofits organizations, political involvement, and really at a basic level, what people spend their thinking about, doing, and giving money to (which after all, are really the things we have to be interested in).
  • As you can see, donations in 2009 are up more than 3 times over 2008. In the interest of full disclosure we launched the application well into 2007, so donation didn’t really start ramping up until we began focusing on fundraising tools in 2009. You may also notice that this doesn’t quite reach $20 million (that’s because we’ve done about $2 million in Jan, which puts us over $20 million total in about 30 months). I expect these numbers to double next year. Of course, on the other hand, I know some of you are out there saying, “So what? $14 million? $28 million? Even $280 million…it’s a drop in the bucket”. Philanthropy in the U.S. is annually a $300 billion-plus sector.” This is nice for a start-up, really great if it’s your bank account, but transformative? Not yet. And so what I’d like to talk to you about today is why I think what we’re doing is transformative and why I think it’s highly relevant to the work that you all do, whether running a nonprofit or provide services to those who do. To begin to do this, I want to go back to a little bit of theory and history, and share with you our reading of the evolution of civic participation in the United States and what it means for nonprofits organizations, political involvement, and really at a basic level, what people spend their thinking about, doing, and giving money to (which after all, are really the things we have to be interested in).
  • Volunteers, Board members, etc. Build a relationship with them so they’ll activate their own networks
  • Transcript

    • 1. Giving to Go: Using Technology to Incorporate Giving into Any Online Experience Presenters: Bill Strathmann, Network for Good Susan Gordon, Causes on Facebook Direct Difficult Questions to: Stacie Mann, Network for Good #10NTC.2Go
    • 2. Network for Good Overview Featured Clients
      • 501c3 public charity
      • Founded in 2001 by AOL, Cisco and Yahoo!
      • 40 employees, headquartered in Bethesda, MD
      • $375M in donations processed for 50,000 nonprofits
      • Offering simple and affordable online fundraising services
        • Donation Processing
        • Email Outreach
        • Online Surveys
      • Making it easy to support any charity anywhere online via partnership
    • 3. Today’s Discussion
      • What Are The Trends We Are Seeing
      • Where Are People Giving
      • How Does Giving Behavior Differ
      • Who: Case Study - Causes on Facebook
      • Tips/Takeaways
    • 4. WHAT are the trends?
    • 5. Most giving is down
      • 2009 giving down 9-11%
      • Foundation giving down 9-13% (Foundation Center, GuideStar)
    • 6. The good news….
      • Online giving up is growing rapidly: ~50% annually
      • Average NFG DonateNow User raised 17% more in 2009
    • 7. Our 2009 Online Giving Snapshot
      • Overall average donation amount down, volume up:
        • Average donation in 2009 decreased 22% to $92 from $112 in 2008
        • Number of donations processed up 92%
      • We saw a 58% increase in total donations processed in 2009 over 2008.
        • Strong growth in social networking sites
        • Peaks of giving via campaigns
        • Nonprofits migrating fundraising activities online
      Source: Network for Good, Despite Weak Economy, Online Giving Strong - $113 Million Strong - in 2009
    • 8. Everyone is always online… just not on your site
    • 9.
      • Of charities surveyed….
      • 74% have a presence on Facebook, average community size is 5,391
      • 80% are committing at least ¼ of an employee
      • 30% have built one or more house social networks
      Source: Common Knowledge and ThePort Network Study Even us (nonprofits that is)!
    • 10. WHERE are people giving?
    • 11. Walk (really well) before you run
      • Your website’s donation page matters most
        • that will always be the case despite growth in other giving channels.
        • highest average donation amount ($125)
      • Giving via other giving channels is increasing
        • worth paying attention to once you are properly cultivating donors from your own site
    • 12. Basic Online Checklist
      • A well-branded, easy-to-use website
      • The ability to process secure donations
      • An email campaign tool that complies with federal anti-spam laws
      • A website analytics tool (like Google Analytics)
      • A listening tool (so you can monitor online conversations)
      • Great follow-up for online donors and supporters
      • Smooth integration between online and offline efforts
      • Regular reporting on all of your efforts so you can learn and correct as you go
      • … and a social media strategy
    • 13. Social Networks for Good
    • 14.  
    • 15. Research Sites
    • 16. How’d they hear about you? The messenger matters! Source: The Next Generation of American Giving, a March 2010 study by Convio, Edge Research and Network for Good Partner Sea Change Strategies
    • 17. How Does Giving Behavior Differ?
    • 18. Their behavior’s different… what about yours? Social Networking Site Avg $45 Donate Page Avg $137
    • 19. Case Study: Causes on Facebook
    • 20. How Donating on Causes Works
    • 21. Donations Tracking http://nonprofits.causes.com
    • 22. Donations on Causes
    • 23. Fundraising
    • 24. Peer-to-Peer Fundraising
    • 25. Be Specific and Impact-Focused
    • 26. Social Media = Social Recognition / Social Pressure
    • 27. The Social Graph
    • 28. Causes Fundraising Principles
      • Picking the right campaign
      • Featuring it on your affiliate causes
      • Sending Bulletins to your cause members with a “Donate” call to action
      • Then, think SOCIAL media
        • Cause Administrators
        • Top Recruiters
        • Every donor
        • Every promoter
        • Contests and competitions
      • Media
      • Closing the Loop – thanks and info
    • 29. Media on Causes
    • 30. Closing the Loop
    • 31. Case Study: Camfed
    • 32. Case Study: The Humane Society
    • 33. TIPS/TAKEAWAYS
      • Why me, what for, why now, who says
      • Think Portable
      • Find Your Wired Fundraisers
      • Borrow don’t build
      • Segmented Follow-Up With Donors
    • 34. Wherever you are you must explain
      • Why me?
      • What for?
      • Why now?
      • Who says?
    • 35. Think Portable
      • Drive content OFF your site
      • Have great content, make it easy to share
      • ShareThis, RSS, Twitter/Facebook presences
      • F2F fundraising campaigns
      • Help friends drive friends to you
    • 36. Find Your Wired Fans
      • Wired fundraiser noun (wīr’d fŭnd'rā'zər) Someone who is relatively tech-savvy, spends a decent amt. of time online, and has a built-in network.
      • Word of mouth maven
      • Emotional connection, passionate
      • Active connecters, sphere of influence
      • Could be new to fundraising or dabblers
      • Tech savvy
      • Young 20-40yrs
    • 37. Borrow Your Tools Change.org SixDegrees
      • Point more than you build.
      • Share, don’t create.
      • Applaud more than you hold forth.
    • 38. Overhaul acknowledgements
      • Study*: 2 million donors to 50 nonprofits around the world.
      • 70% of the nonprofits didn’t send a follow-up email within one month. 
      • 37% did not send a thank you email.
      • Make it personal, tangible, emotional
      • Thank people on the platform where they donated
      • eCampaigning Review Study
    • 39. Takeaways
      • Why me, what for, why now, who says
      • Think Portable
      • Find Your Wired Fundraisers
      • Borrow don’t build
      • Segmented Follow-Up With Donors
    • 40. Questions/Resources
      • Presentation posted on Slideshare
      • Learning Center – www.fundraising123.org
      • Free Training – www.nonprofit911.org
      • Tools – www.networkforgood.org/npo
      • Causes Nonprofit Partner Center
      • http://nonprofits.causes.com
      • Causes Blog and Resource Center
      • http://exchange.causes.com
      • Great examples of Causes on Facebook
      • www.causes.com
    • 41. Evaluation Code: 147 How Was this Session? Call In Text Online Call 404.939.4909 Enter Code 147 Text 147 to 69866 Visit nten.org/ntc-eval Enter Code 147 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!