Your SlideShare is downloading. ×
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Creating a digital fundraising solution
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Creating a digital fundraising solution

341

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
341
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Reduce copy on slide and narrate to give a balanced picture – good but static.MAF had over 10,000 email addresses never used for DPA reason...?
  • Reduce copy on slide and narrate to give a balanced picture – good but static.MAF had over 10,000 email addresses never used for DPA reason...?
  • Balance between making the case – as you would a fundraising case – and blind panic!Build on the strengths, the positives.
  • It doesn’t matter it it is not perfect – does it fit. Does it give a rationale rather than opinion.Then back up with examples. Test areas for change or growth – can they cope?Test attitudes, skill range and capacity – can they adapt.
  • Transcript

    • 1. Creating a Digital Fundraising Solution. Sue Fidler, Digital Consultant, Sue Fidler AssociatesPaul Martin, Head of Fundraising and Communications, MAF UK
    • 2. MAF UK• Mission to reach isolated communities through aircraft and technology to transform lives physically and spiritually.
    • 3. MAF UK
    • 4. MAF UK 2008• MAF ‘medium’ not large at £8.x M• Has been ‘traditional’ DM based• Traditional successful but signs of challenges.• No clear strategy. No real external view.• Organisation set up purely for print• Same communications for nearly all.• Old website, no email, no social media.
    • 5. MAF UK 2008Why change – everything is fine?
    • 6. The 3 Most important messages:- Why, Why & Why?• Fundraising does not exist in isolation.• Make the case, discuss it and reinforce it.• Need data and external context
    • 7. The 3 Most important messages:- Why, Why & Why?• More competition – all chasing same donors.• Traditional...wonderful donors dying off.• New donors... all generations are now different.• Existing donors need time to change!
    • 8. We need to be lighter on our feet and pack more punch!
    • 9. Fundraising Strategy Conclusions• For MAF a Strategy alone was not enough• Digital Fundraising a key method for growth.• Needed; – new teams – aligned to the priorities. E.g. New supporters and donors – new skills – design, copy, technical – new approach – matrix working project teams
    • 10. We called this the Transition Project. This changes everything...
    • 11. A Step Change – Balanced Growth.• How do you step change and keep it all going? – Don’t start unless you can take the pain. – You need to win the board, time and resources. – You need a great team – to keep on going. – You need perseverance – change takes time. – You need plan to adapt – it will need to change!
    • 12. How can we change?– Develop your team – understand their skills– Create project team leaders – identify & train– Multi-skilled – cross team – start to finish.– Everyone owns the problem, solution & praise!– Phase it or it will fail. Have a clear plan.– Make change the day job – not an extra.– Communicate frequently across methods.
    • 13. Traditionally its a standoffDigital vs Direct Mail – Who will win?
    • 14. The Third Way - Integration– How do you add to a packed programme?– Create new streamlined processes– Don’t integrate for the sake of it.– Bring all channels together – one hub.– Have one plan not several parts.– Encourage – push – people together.– Create roles with integration built in.
    • 15. Brand DNA & Digital– Brand is the essence, the values in everything.– It reflects trust, value and cause = fundraising– Different digital style – same brand?– Does the logo fit? Mobile = punchy, button like?– Does the brand feel different online?– Is there more room to express the brand?– How do we look and feel the same charity?
    • 16. A Consultants View Starting from scratch.The Effect of a Digital Change.
    • 17. Fundraising is all about engagement.So how do we engage people online?
    • 18. Step 1 - Website While the website is only a small part of “digital” it is CORE to your online presence
    • 19. 2008
    • 20. Now
    • 21. Starting process for new site and CMS – Developing a Digital Strategy to define organisational objectives – Reviewing brand and brand guidelines – Stakeholder meetings to discuss functionality, design, navigation, architecture and feel – Statement of Requirements – Invitation to tender – New site and CMS build
    • 22. Step 2 –What engagement do we already have?
    • 23. Prayer DiaryPDF version
    • 24. BLOG version
    • 25. Web version
    • 26. TWITTERversion
    • 27. Overseas Staff Stories
    • 28. BLOG version
    • 29. Web version
    • 30. FACEBOOKversion
    • 31. Enews version
    • 32. Other changes: – Developed email marketing using CharityeMail • More regular, structured, audience specific editions – Developed YouTube channel and Flickr • More videos being made and published – Extended use of Facebook and Twitter • More staff input, more/mixed messages – More information and advertising of regional fundraising events
    • 33. Other changes: – Developed Search Engine optimisation – Facebook Advertising – Planned messaging • Digital plans to ensure homepage, facebook, twitter, YouTube and email all have the same threads – Integration • Forward planning on and offline messaging
    • 34. Results
    • 35. Results – web visitors 80000 70000 60000 50000 40000 30000 20000 10000 0 2009 2010 2011
    • 36. Results - facebook fans
    • 37. Results – Facebook interaction
    • 38. Results – Twitter followers
    • 39. Results - Youtube views
    • 40. Results - Donations EAST AFRICA APPEAL 2009 2010 2011 HAITI APPEAL SUMATRA APPEALJan Feb Mar Apr May June July Aug Sep Oct Nov Dec
    • 41. So what has changed? – Team development SupporterFundraising Publications Comms Relations & RE
    • 42. RE Web Dev Integration Regional/ Ire/Scot Integrated Campaigns S/C and Online MAF UKStrategic PrioritiesPrayer, Acquisition CMS CORE MATRIX TEAM Youth And Fundraising, Project Children PR, Recruitment Social Networks Digital Strategy And email Site Dev
    • 43. So what has changed?– Team development– Staff development • Training • Encouragement • New posts – web manager, online copywriter– Integration – showing how on and offline supplement each other
    • 44. So what has changed?– Success • Gained in skills • Gained in awareness • Gained in understanding • Gained in confidence
    • 45. Small Steps - Small Changes
    • 46. http://www.slideshare.net/suefidler/ Sue Fidler Sue Fidler Associates sue@suefidler.com

    ×