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AFP Summer Institute 2012, Charleston, SC

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AFP Summer Institute in Charleston, SC. Purpose of presentation was to introduce free tools fundraisers can use to connect with donors and prospects.

AFP Summer Institute in Charleston, SC. Purpose of presentation was to introduce free tools fundraisers can use to connect with donors and prospects.

Published in: Technology, Design

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  • 1. Online Fundraising It’s more than a ‘donate now’ button Tina Arnoldi (843) 723-3635 Twitter: @TinaArnoldi Blog: http://blog.tinaarnoldi.com(Downloadable slides will be posted to blog) tina@coastalcommunityfoundation.org 1
  • 2. Agenda• What does it mean to be “online”? • Web site • Social Media • Events • Mobile use • Donate Now buttons 2
  • 3. Learning Objectives1. Online giving trends2. Awareness of free tools for building an online presence3. Potential vendors for collecting donations online 3
  • 4. People are online (no kidding) 4
  • 5. General online trends• People are sending more email.• Tablet users are on the rise.• Mobile phone searching.• 2/3rds pay bills online – comScore• 2/3rds use a social media platform – pewinternet.org• Forrester predicts half of all purchases to be digital by this year (2012). Overall, more activity is happening online and people are finding new ways to use technology. 5
  • 6. Mobile Phone Use 6
  • 7. Tablet use• 11% of Americans have a tablet (Pew, Nov 2011)• Almost doubled (19%) after Christmas (Pew, Jan 2012) 7
  • 8. Tablet use 8
  • 9. But are people giving online? 9
  • 10. Online giving statshttps://www.blackbaud.com/onlinefundraising 10
  • 11. Online giving stats• Blackbaud Index of Giving • Increased 10% during July, August, & September 2011 compared to same period in 2010. • Overall online growth of 34.5% in 2010.• Average online gift in 2010 - $92 – Convio.• Online church member giving up 5.8% from 2009 to 2010 – ECFA.• About 8% of all fundraising is now done online. • Keep in mind that 92% of giving still comes from offline channels and that 32% of online donors switch to give through offline channels. 11
  • 12. Online giving statsIf I make itpossible forpeople to givethrough theinternet, will themoney startpouring in? 12
  • 13. Before you ask for money• Build a relationship first.• “Soft” ask with news updates.• Be conversational.• Demonstrate accountability.• Support us or Get involved. 13
  • 14. Internet as a tool Create a relationship before asking for money• Web site - WordPress (wpchs.org)• Eventbrite - public events• E-newsletter - mail chimp• AdWords - free for NPs• Social media - heard of Facebook? • Donate Now 14
  • 15. Your website should be first 15
  • 16. You need a web site• Credibility – people will look for you online.• It doesn’t have to be expensive.• Make sure people know the web address. • Put it in print. • Email signatures.• Platform for donating.• Buy your name now. • Make sure you own it. • Forward it to Facebook short-term.• Free hosting with Dream Host. 16
  • 17. Remember your audience• Font size• Readability• Accessible – w3.org • WAI conformance logo• What do you want them to know? 17
  • 18. Remember your audience Web site optimization (phones & tablets)• How are they viewing it? (Mobile? Tablet?)• Mouse clicks & keyboards for desktops, finger sweeps & on-screen keyboards with devices. • Another case for keeping the donation process simple.• Videos and animations affect the site speed.• DudaMobile.com.• Howtogomo.com 18
  • 19. Events 19
  • 20. Eventbrite• Free to post• Public• Searchable• 2% + .99 20
  • 21. Eventbrite• Free to post• Public• Searchable• 2% + .99 21
  • 22. Eventbrite 22
  • 23. E-newsletter 23
  • 24. E-newsletter• Don’t assume everyone wants it.• Have a way to unsubscribe.• Have a (fairly) consistent schedule.• Are people reading it? (html/text). • Do they click your links? (Google Analytics) • Do they even open it?• Vary your subject lines.• Include a donate now button. 24
  • 25. E-newsletter 25
  • 26. 26
  • 27. Google AdWords for Nonprofitskeyword search: “donate nonprofits” 27
  • 28. Google AdWords for Nonprofits• Target location.• Daily budget of $329.• Must actively manage.• Can take 5 months for approval. 28
  • 29. Google AdWords for Nonprofits KeywordsBroad foundation • Community foundation • Foundation building“phrase” “community • Coastal Community Foundation Foundation” • Community Foundation donations[exact] [community • Community Foundation foundation]-negative Community • Will exclude results for Coastal foundation Community Foundation in –California California 29
  • 30. 30
  • 31. Social Media• If you can only do one channel, use Facebook. • 900 million people (maybe 1 billion by the end of 2012) • Events • Viral• Use your timeline to show progress.• Again… think relationship. 31
  • 32. Facebook Giving• Causes • List yourself as a supporter of a cause on your profile • 4.75%• Razoo • Facebook Donation App • 2.9%• Offerpop • Flat fee depending on # of fans 32
  • 33. Regardlessof the toolyou use foryour online“reach”……… 33
  • 34. Remember to….• Have a call to action. What do you want people to do as a result of what they’re reading?• Make it easy to give or to help.• Include tools so they can spread the word. 34
  • 35. 35
  • 36. Donate Now - Razoo 36
  • 37. Donate Now - Razoo• QR code.• Widget.• Videos and pictures.• Match gifts.• Short URL – ex.www.razoo.com/ccf 37
  • 38. Donate Now - Razoo 38
  • 39. Donate Now – Google Checkout• Not allowed to “alter the appearance or functionality of Donate buttons, including their size, shape, and color.”• > $3,000 2.9% + $.30• $3,000 - $9,999 2.5% + .30 39
  • 40. Donate Now - PayPal• Donors dont need a PayPal account• $100,000 or less in monthly volume: 2.2% + $.30 per domestic transaction.• Can transfer from PayPal account to bank account in a few days. 40
  • 41. Donate Now - PayPal 41
  • 42. Donate Now -Blackbaud now• No setup fee or monthly fee• 4.95% + $0.30 (includes PayPal fee)• Payment on 1st & 16th of month• Select your own domain name or use Blackbaud’s 42
  • 43. Donate Now - FirstGiving• EFT transfers• Fundraising pages• 7.5% - yikes! 43
  • 44. Donate Now - crowdrise• “Transaction Fee pricing ranges from a flat 4.95% charge on each donation, to a 4.95% charge on each donation plus $1 on each donation, to a 5% charge on each donation plus $1 on donations under $25 and $2.50 on donations $25 and over.” 44
  • 45. Donate NowDonationTo.com Huh? 45
  • 46. Donate Now – Things to think about• Donate now button on front page.• Don’t make it hard! (ex. Registration)• Read the fine print.• Rates vary. 46
  • 47. 47
  • 48. Mobile Phone Use• 85% of people in the US report owning a cell phone. • (Pew, April 2011)• 75% of cell phone owners in the world regularly send text messages. 48
  • 49. Text messaging• Open rate of 95% compared to 35% email open rate.• Include links.• Start with staff first.• Have a game plan  what’s the point?• Ask for ideas – “What info do you want to receive”?• Use it to follow up on traditional fundraising appeals. 49
  • 50. Mobile at Events• Square• Auction• Bring items to sell like t-shirts (Gets people’s attention)• Equip people with the device as they mingle, rather than at a table 50
  • 51. Mobile Giving• Consider building a list now (but don’t use without permission)• Resources • http://www.mgivefoundation.org/ • $500k+, $500/month • http://mobipledge.com/• Square – 2.75%, no monthly fee• GoPayment – 2.7%, no fees http://mashable.com/2011/12/09/fundraising-mobile-card-reader/ 51
  • 52. Now what?• Make sure you have a decent web site that conveys your mission.• Ask your donors what they do online and what devices they utilize.• Post public and private events on Eventbrite.• Have a Facebook page where you post a couple times a week and tell your donors about it.• If you are interested in AdWords, apply today. It takes a while.• Offer the option to donate online.• Take advantage of www.palmettotechnologyhub.org. 52
  • 53. Online Fundraising It’s more than a ‘donate now’ button Tina Arnoldi (843) 723-3635 Twitter: @TinaArnoldi Blog: http://blog.tinaarnoldi.comtina@coastalcommunityfoundation.org www.PalmettoTechnologyHub.org 53