Five pillars of online fundraising

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getting the basics right to make the most of your online fundraising

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Five pillars of online fundraising

  1. 1. The 5 Pillars of Online Fundraising Sue Fidler, Director, Sue Fidler Ltd
  2. 2. So how do you make it work?
  3. 3. <ul><ul><ul><ul><li>Planning </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Audience </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ask </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ease of Use </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Donor Choice </li></ul></ul></ul></ul>
  4. 4. Planning
  5. 5. Planning… <ul><li>Objectives </li></ul><ul><li>Audience </li></ul><ul><li>Ask </li></ul><ul><li>On/Offline integration </li></ul><ul><li>User journey </li></ul><ul><li>Ways to give </li></ul><ul><li>Tools </li></ul><ul><li>Thanking and banking </li></ul><ul><li>Data management </li></ul><ul><li>Feedback </li></ul>
  6. 6. Audience
  7. 7. Back to Basics ENQUIRER SINGLE GIFT REGULAR GIFT LEGACY AGE
  8. 8. Back to Basics WEB GENERATION EARLY ADOPTERS BUSINESS USERS SILVER SURFERS
  9. 9. HIGHEST INCOME MIDDLE INCOME LOWEST INCOME
  10. 10. Potential Online Supporters <ul><li>Expect good service, fast/ instant response </li></ul><ul><li>Read email before snail mail and news online </li></ul><ul><li>Demand information </li></ul><ul><li>Give higher than average gifts </li></ul><ul><li>Higher than average income </li></ul><ul><li>Busy active lives – “cash rich” - time poor </li></ul><ul><li>Expect personalisation and options </li></ul>
  11. 11. Ask
  12. 12. Make it easy -
  13. 13. Donate Sign Up Many ways to give
  14. 16. User journey - Where have they come from? What have they seen?
  15. 17. Where have they come from? Appeal specific URL Donate page Appeal Branded
  16. 18. Where have they come from? FULL STORY (WEB COPY) Donate
  17. 19. Where have they come from? ASK/STORY (WEB COPY) Donate Homepage
  18. 20. Where have they come from? ASK/STORY (WEB COPY) Donate EMAIL THE SAME COPY???
  19. 21. Ease of Use
  20. 22. <ul><li>Ease of Use: </li></ul><ul><ul><li>Can they find it? </li></ul></ul><ul><ul><ul><li>Is appeal on homepage </li></ul></ul></ul><ul><ul><ul><li>Are buttons obvious/above the fold </li></ul></ul></ul><ul><ul><ul><li>Appeal specific URL </li></ul></ul></ul>
  21. 25. Donor Choice
  22. 26. <ul><li>I would like to hear from charity X by: </li></ul><ul><ul><li>Post </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Phone </li></ul></ul>
  23. 27. <ul><li>Payment types: </li></ul><ul><ul><li>Credit Cards </li></ul></ul><ul><ul><li>Debit Cards </li></ul></ul><ul><ul><li>Repeat Card Payments </li></ul></ul><ul><ul><li>Direct Debit </li></ul></ul><ul><ul><li>PayPal </li></ul></ul><ul><ul><ul><ul><li>Don’t forget: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Offline DD form/Standing Order </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Postal address </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Phone number </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Help line? </li></ul></ul></ul></ul></ul>
  24. 28. Donor Choice – Offering alternate ways to give
  25. 30. Donor Choice – Events – have you thought of them all
  26. 32. Donor Choice – Shopping
  27. 33. Online Shopping - Christmas / all year - Direct or through a fulfilment company - Affiliate marketing - Charity Credit Card 22 million people shop online – average spend £647 in 6 months
  28. 35. Online Shopping - Mothers’ day - Valentines day - Easter - Fathers’ Day ???? Chocolate, flowers, specialities, books..
  29. 36. <ul><li>Online Auctions </li></ul><ul><li>- ebay charity auctions run by missionfish www.missionfish.org.uk </li></ul><ul><li>- Sellers can also opt to donate a % of their sale to the charity of their choice </li></ul><ul><li>Have a page telling them HOW TO DO IT </li></ul><ul><li>Volunteer ebayers? </li></ul>
  30. 37. Online Raffles and Lotteries - low set up cost - no admin costs - instant winner information - very high ROI
  31. 38. <ul><li>Legacies </li></ul><ul><li>In Memoriam </li></ul><ul><li>In Celebration </li></ul><ul><li>Wedding Lists </li></ul>
  32. 39. Click to Give / Matched Giving - corporate sponsorship of a fixed donation - charity recruits ‘clickers’ or givers - click per day raises small sum per click
  33. 40. Search Engine Users - staff, volunteers, supporters, corporates schools and beneficiaries to use - averages £16 per person pa
  34. 41. <ul><li>Donate a mobile / Stamps / printer cartridges </li></ul><ul><li>Payroll </li></ul><ul><li>Gifts in kind </li></ul><ul><li>Shares </li></ul><ul><li>Time </li></ul>Include :
  35. 42. <ul><li> Even if you never generate </li></ul><ul><li>these gifts via the web it gives the perception of donor choice </li></ul>
  36. 43. Trusts/Grants - traditionally send out box of info to funders which is immediately out of date - online you send out a link to a trust page and direct them to an updated and detailed page of information - allows you to say thank you
  37. 45. Corporates/ Regional& Community - online profile is perfect ‘thank-you’ mechanism - great development tool for employee fundraising via web and intranet sites - free to give and click to give opportunities
  38. 47. The Problems <ul><li>Staff buy in </li></ul><ul><li>Budget </li></ul><ul><li>Resources </li></ul><ul><li>Knowledge </li></ul><ul><li>Skills </li></ul><ul><li>Management support </li></ul><ul><li>Data integration </li></ul>
  39. 48. What doesn’t work <ul><li>“ build and they’ll come </li></ul><ul><li>Flat, unsympathetic asks </li></ul><ul><li>Shouting at people </li></ul><ul><li>A DONATE button </li></ul><ul><li>Complex or difficult forms </li></ul><ul><li>Multiple clicks </li></ul><ul><li>Not being able to find the “ways to give” </li></ul>
  40. 49. What works <ul><li>Engaging with supporters </li></ul><ul><li>Using stories and UGC </li></ul><ul><li>Allowing them to feel part of something </li></ul><ul><li>Knowing who they are and what they want </li></ul><ul><li>Making friends </li></ul><ul><li>Being informal </li></ul><ul><li>Integrating on and offline messages </li></ul><ul><li>Offering multiple ways to give </li></ul><ul><li>Facilitating easy giving mechanisms </li></ul>
  41. 50. <ul><li>Report: </li></ul><ul><ul><li>Passion, persistence, and partnership: </li></ul></ul><ul><ul><li>the secrets of earning more online </li></ul></ul><ul><ul><li>4 page summary and 40 page report available at: </li></ul></ul><ul><ul><li>www.nfpsynergy.net </li></ul></ul>
  42. 51. <ul><li>Sue Fidler </li></ul><ul><li>Director </li></ul><ul><li>Sue Fidler Ltd </li></ul><ul><li>[email_address] </li></ul><ul><li>www.suefidler.com </li></ul><ul><li>www.charityemail.co.uk </li></ul>

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