Using digital media in the fundraising environment

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  • Using digital media in the fundraising environment

    1. 1. Using digital media in the fundraising environment Sarah Webb, Digital Fundraising Manager, British Red Cross
    2. 2. Introductions
    3. 3. Agenda <ul><li>Getting buy in to digital fundraising </li></ul><ul><li>Getting an organisation ready for digital </li></ul><ul><li>How does it work at the British Red Cross? </li></ul><ul><li>How do you decide where to go? </li></ul><ul><li>Where do you focus your efforts? </li></ul><ul><li>Results, future plans </li></ul><ul><li>Questions? </li></ul>
    4. 4. Getting buy in to digital fundraising
    5. 5. Getting buy in to digital fundraising <ul><li>If your senior management team don’t recognise the importance of investing in digital yet, then you have your work cut out! </li></ul><ul><li>Many big charities have been fundraising online for many years </li></ul><ul><li>Some charities rely entirely on online recruitment and have ceased to recruit offline </li></ul><ul><li>Online fundraising will continue to grow </li></ul>
    6. 6. Getting buy in to digital fundraising <ul><li>Highlight recent fundraising successes online such as Haiti </li></ul><ul><li>Show them how much money can be made online </li></ul><ul><li>Show them the figures </li></ul><ul><li>Explain that not all returns will be monetary or measurable </li></ul><ul><li>Explain why you need to be in the online space as a brand – just because you aren’t there doesn’t mean that no-one will be talking about you! </li></ul>
    7. 7. Getting an organisation ready for digital
    8. 8. Getting an organisation ready for digital <ul><li>This is an ongoing and long term process </li></ul><ul><li>Get the right people in place with the right skills </li></ul><ul><li>Do you need technical skills in-house or can you use agencies? </li></ul><ul><li>You need someone with drive willing to take up the challenge of driving this area forward </li></ul>
    9. 9. Getting an organisation ready for digital <ul><li>It is helpful to show some quick returns to keep the organisation interested and impressed with results </li></ul><ul><li>Communicate what you are doing with the rest of the organisation - demonstrate how it can support other offline fundraising efforts </li></ul><ul><li>Show them the stats! Show them case studies! Be enthusiastic! Have ideas! </li></ul>
    10. 10. How does it work at the British Red Cross?
    11. 11. How does it work at the British Red Cross? <ul><li>We have two digital teams - one in Communications, one in Fundraising </li></ul><ul><li>Digital Media in Communications focus on the main website (SEO, accessibility) and our online brand </li></ul><ul><li>Digital Fundraising is based within Individual Giving in the Fundraising Division </li></ul><ul><li>Our focus is to maximise the income that we generate online </li></ul>
    12. 12. How does it work at the British Red Cross? <ul><li>In 3 years we have grown from just me, to a permanent team of 4 </li></ul><ul><li>We have our own expenditure budget and are accountable for bringing in income each year from single cash donations and regular gifts </li></ul><ul><li>We are part of Individual giving but support all fundraising teams in their online fundraising activity </li></ul>
    13. 13. How does it work at the British Red Cross? <ul><li>We are guardians of the ‘Donate now’ section of the website </li></ul><ul><li>We manage the online donation process and regular giving forms </li></ul><ul><li>We ‘own’ the organisations email marketing system and support others that wish to use it </li></ul><ul><li>Broadly, what we do can be split into online recruitment, building relationships online and website development that supports these areas </li></ul>
    14. 14. How does it work at the British Red Cross? <ul><li>This includes; </li></ul><ul><li>Google grants and paid search </li></ul><ul><li>Online advertising </li></ul><ul><li>Affiliate marketing </li></ul><ul><li>Virtual giving </li></ul><ul><li>Mobile marketing </li></ul><ul><li>Email marketing </li></ul><ul><li>Social media </li></ul><ul><li>Off to online </li></ul>
    15. 15. How do you decide where to go?
    16. 16. Start with the basics <ul><li>What is the organisation doing currently? </li></ul><ul><li>SWOT analysis – what do you do well, less well? </li></ul><ul><li>What stage are you at? </li></ul><ul><ul><li>Do you need to get the basics in place? Can you take donations online, are you sending emails, are you using social media? </li></ul></ul><ul><ul><li>Or are you more sophisticated and just need polishing? </li></ul></ul>
    17. 17. Digital Fundraising tools <ul><li>What digital fundraising tools do you have? Are they fit for purpose? </li></ul><ul><ul><li>Web CMS </li></ul></ul><ul><ul><li>Email broadcast system </li></ul></ul><ul><ul><li>Tracking system – are you able to track online activity effectively? </li></ul></ul>
    18. 18. How do you decide where to go? <ul><li>Are you currently doing anything to drive traffic to your site? </li></ul><ul><li>What happens when someone makes a donation? </li></ul><ul><li>Do you thank them? Follow up? </li></ul><ul><li>It’s useful to make a flow chart of the user journey </li></ul>
    19. 19. Where do you focus your efforts?
    20. 20. Where do you focus your efforts? <ul><li>So where do you focus your efforts? </li></ul><ul><li>Don’t be overwhelmed – especially if you are just starting out and have limited resource and budget available </li></ul><ul><li>Remember that online – everyone’s shop front is the same size </li></ul><ul><li>Focus on a mixture of quick wins and some longer term developments that will help shape your future digital capabilities </li></ul>
    21. 21. Quick wins <ul><li>Test small scale online recruitment campaigns – see what works for your organisation </li></ul><ul><li>Send a monthly e-newsletter – keep in touch and start talking to your supporters online </li></ul><ul><li>Send thank you and welcome stewardship emails </li></ul><ul><li>Improve your donation form - make sure that people can give easily online </li></ul>
    22. 22. Quick wins <ul><li>Use the free tools available to you if you haven’t already – there is no cost to you to set these things up </li></ul><ul><ul><li>Google Grants </li></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Social media (Facebook, Twitter) </li></ul></ul>
    23. 23. Longer term development <ul><li>Look at what concepts work for you offline or elsewhere in the organisation – don’t reinvent the wheel </li></ul><ul><li>Integrate with offline recruitment and warm activity – put url’s on mailing packs, inserts, door drops </li></ul><ul><li>Test different methods of recruitment – see what works for you, don’t spend your budget on pretty, exciting stuff to impress your peers unless you know that it will bring you a return </li></ul><ul><li>Build an online communications plan alongside your offline activity </li></ul>
    24. 24. Results, and future plans
    25. 25. Results, and future plans Think 3 steps ahead Be bold Don’t forget your ROI Have a vision Keep your eyes open
    26. 26. So what can be achieved? <ul><li>From 2007 – 2008 we achieved a 48% increase in online income for the BRC </li></ul><ul><li>In less than 3 years I grew my team from me, to 4 permanent staff and a rolling internship scheme </li></ul><ul><li>After the recent Haiti Earthquake disaster we raised the most income ever for an emergency appeal online since the Tsunami at just under £3m and 30% of the appeal total </li></ul><ul><li>Our email database has grown from 40k in 2007 to more than 250k today </li></ul><ul><li>In 2009 we sent out 5.5 million emails </li></ul>
    27. 27. Thank you Any Questions? Sarah Webb, Digital Fundraising Manager, British Red Cross [email_address] 0207 877 7150 Twitter: @swebby LinkedIn: http:// uk.linkedin.com/in/sarahwebb

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