Artez pacific online fundraising strategies, best practices & case studiesPresentation Transcript
Online Fundraising: Strategies, Best Practices & Case Studies James Appleyard CEO + Chairman
When did the Internet begin for you?
The Internet Resulted from Search for a Solution to a Cold War Problem
Risk that Soviets would launch nuclear weapons & knock out the US phone network – needed to create redundant military communications system
The Web: “Bottom of the Food Chain” for Gossip… & Worse?
How can this place be good ? How can good people spend time in this place?
This is NOT about TECHNOLOGY .
This is about TECHNOLOGY helping charities’ supporters tell THE STORIES THAT MATTER
The faster things change...
...the more people are the same
People are BUSY
People give to people they know
Great stories cause people to take action
Without fundraising there are no programs. The less we spend on it the less money there is for programs… we need to "de-criminalize fundraising.” Dan Pallotta www.danpallotta.com
Fundraisers’ Challenge #1 Traditional Fundraising Channels: Expensive, Invasive, Declining
Fundraisers’ Challenge #2 Greater-than-Ever Competition for Donors In a Weak Economy
“ How Much Are Canadians Giving, How Are They Giving and How Has This Changed in the Digital World?”
Q12. Over the last year, have you donated to a charity you had never given money to before? Q13. What was the main reason why you donated to this charity? Main Reasons for Donating to New Charity 24% Friend/acquaintance/family member asked me to donate 16% Particular charity does good work 16% Charity asked me to donate 12% Affected by the work they do 10% Memoriam Gift
Interest in Donating Online Q8. To what extent, if at all, are you interested in having the ability to make a financial donation online to a charity or non-for-profit of your choice? Please use the following 7-point scale 41% of donors who are interested in donating online have not done so before… Interested Neutral Not Interested
Who undertakes an important fundraising event(s)… such as a run, walk, climb, shave, gala, or telethon?
Who has a website that supports online participant registration for those events, AND “peer-to-peer” fundraising in support of these events?
Who undertakes fundraising WITHOUT an event?
How much of your fundraising income comes via the web today; who has an organizational target for it?
Thought: If you have a successful fundraising event – build on its strengths
“ Every donation made online saves The Terry Fox Foundation 80 cents in administrative costs – helping to keep 87 cents of every dollar raised going to cancer research.” “Please use this pledge sheet to complement your online efforts.” Online Donations Rose 50%+ y-o-y in a “mature” event
Terry Fox Run - Lessons Learned
You really CAN move donors from offline to online. (72% of Canadian & 63% of U.S. donors have now made a donation online)
Pledge sheets & cheques will ‘never’ go away
Use existing points of contact to inspire new behaviour
Thought: Identify your “Contagious” Supporters…
The study of Epidemics shows that disease spread unevenly…
Some individuals are particularly contagious…
What if instead of a cough or a sneeze the contagion spreads through requests for support?
Not all digital fundraisers are created equal… David Walliams - 10h 34m - - 35km - £ 1 million
Artez for peer-to-peer fundraising… with custom elements designed by Homemade Digital in the UK to build ‘Stepping’ into existing personal pages
add social media ‘sparkle’
Total fundraising $130,000 (goal was $70,000)
216 Facebook app users; 198 iPhone users – more choices for supporters than ever
1,100 unique visitors to brisbanetimes scoreboard – great exposure for their key sponsor
Test, test, test… be flexible & quick on your feet
Will supporters acquired from the web eventually be contacted through ‘snail’ mail? – If so, consider Address Verification (AVS)
Rewards motivate online participants
Don’t forget the potential of the ‘long tail’
Thought: Even if you don’t have a fundraising event or campaign… Set-up a ‘Fundraise Now’ Button…
Empower supporters through Community Fundraising
It’s Your Fundraisers’ Choice…
Board Member Fundraising
What is Alternative Giving?
… Tangible Impacts It’s about hope, and showing people how their actions can have a direct & tangible impact
Tribute Donations… Online CDN $124,270 raised online from this one tribute page
Thought: Be Where Your Supporters Are Heading Now…
Once again…the “phone” is the NEXT BIG thing!
2 BILLION people will use the INTERNET this month… … BUT 5 BILLION will have a MOBILE PHONE in 2011.
“ 3 Legs” of Mobile Donations 1. “Text to Give” 2. Secure Mobile Browser 3. Applications (‘Apps’)
Mobile Web Donations PayPal Express Checkout allows donors to quickly log into their PayPal accounts & transfer funds… without entering credit card information
Event Listing on iTunes.com App Store The Artez App for iPhone
Get Sponsors Event participants can access iPhone address books to quickly email friends & family Sharing On Social Networks A fully-integrated way to share fundraising goals & messages on Twitter & Facebook Donate Now Users can pass their iPhone to a friend & ask them to make a secure donation… on the spot
Add mobile donations to existing campaigns Direct your mobile web donors straight to your secure mobile donation form through strategies such as: QR code, SMS messages (with consent!), or email http://bit.ly/artezmobile
Over $85,000 raised in 3 weeks >1,700 donors >700 blogs linked to Pim's fundraising page Every year, Food Bloggers from all over the world join together for a fundraising campaign. We call it 'Menu for Hope'. Last year, we raised $60,925.12 for the UN World Food Program. This year Menu for Hope 4 again raises funds to support the WFP. Specifically, the amount we raise will go to support the school lunch program in Lesotho, Africa…. New Types of Social Media Campaigns: “ Blog-Based” Fundraiser
Thought: Test, Measure, Adjust. Repeat.
Thought: “ PCI”: Security & privacy for charitable supporters isn’t just ‘best practice’ anymore… now it’s a must
Security Security Security Security Barriers To Online - For Those Not Interested Q9. Why is the idea of making a financial donation online less appealing to you? Top 6 Barriers to Donating Online
“ The PCI DSS is a multifaceted security standard that includes requirements for security management, policies, procedures, network architecture, software design and other critical protective measures. This comprehensive standard is intended to help organizations proactively protect customer account data.”
Thought: Focus on your mission… & outsource what you can
A ‘Bit’ More About Artez
Toronto-based, 45 employees; We’re in Australia, UK & EU, US & Canada