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"Digital Fundraising - less magic, more hard work". From International Fundraising Congress 2011

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"Digital Fundraising - less magic, more hard work"
The slides from my session at the Interational Fundraising Congress in Amsterdam 2011.

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"Digital Fundraising - less magic, more hard work". From International Fundraising Congress 2011

  1. 1. Digital fundraising- less magic, more hard work! By Beate Sørumhttp://about.me/beatesorum
  2. 2. Hello - nice to see you:)If you tweet, I’m @BeateSorumFeel free to ask and comment both here and there -I’d love to hear your thoughts!(But remember, Santa sees your tweets - be nice! )
  3. 3. Me, me, me!!‣ Norwegian Cancer Society‣ Digital communication and digital fundraising‣ Social media strategy‣ E-commerce (which made me )‣ Oh, and I have this blog were I think out loud. http://about.me/beatesorum
  4. 4. Me, me, me!!‣ Norwegian Cancer Society‣ Digital communication and digital fundraising‣ Social media strategy‣ E-commerce (which made me )‣ Oh, and I have this blog were I think out loud. http://about.me/beatesorum
  5. 5. You, you, you!!Hello:)Who are you?
  6. 6. A tentative agenda
  7. 7. A tentative agenda• How (sadly) digital fundraising isn’t magic
  8. 8. A tentative agenda• How (sadly) digital fundraising isn’t magic• Why sharing is important
  9. 9. A tentative agenda• How (sadly) digital fundraising isn’t magic• Why sharing is important• The digital consumer
  10. 10. A tentative agenda• How (sadly) digital fundraising isn’t magic• Why sharing is important• The digital consumer• How digital marketing is like traditional direct marketing
  11. 11. A tentative agenda• How (sadly) digital fundraising isn’t magic• Why sharing is important• The digital consumer• How digital marketing is like traditional direct marketing• ..and how it really isn’t
  12. 12. A tentative agenda• How (sadly) digital fundraising isn’t magic• Why sharing is important• The digital consumer• How digital marketing is like traditional direct marketing• ..and how it really isn’t• What to do on the facebook-twitter machine now that we’ve established that it isn’t magic :c
  13. 13. A tentative agenda• How (sadly) digital fundraising isn’t magic• Why sharing is important• The digital consumer• How digital marketing is like traditional direct marketing• ..and how it really isn’t• What to do on the facebook-twitter machine now that we’ve established that it isn’t magic :c• A few words on websites
  14. 14. A tentative agenda• How (sadly) digital fundraising isn’t magic• Why sharing is important• The digital consumer• How digital marketing is like traditional direct marketing• ..and how it really isn’t• What to do on the facebook-twitter machine now that we’ve established that it isn’t magic :c• A few words on websites• My top 10 tips for digital fundraising success
  15. 15. Let’s set the mood.. Source: http://www.flickr.com/photos/ shishberg/504043988/sizes/z/in/photostream/
  16. 16. Let’s set the mood.. Source: http://www.flickr.com/photos/ intersectionconsulting/4935135462/
  17. 17. Have you ever heard...• «We haven’t found the key to fundraising on facebook yet»• «Yes, we’re on facebook, but it’s not for fundraising» http://about.me/beatesorum
  18. 18. http://about.me/beatesorum
  19. 19. ..Automagically would be nice, but alas - the world is not so. Not even online. http://about.me/beatesorumSource: http://www.jonodoiron.com/?cat=1
  20. 20. Abra Kadabra? • 59 % have never raised revenue directly through facebook or twitter • 40 % list budget / resources as main reason ➡ This leads me to believe that you believe in magic.* according to IFC fundraiser survey 2011 http://about.me/beatesorum
  21. 21. Abra Kadabra? • 59 % have never raised revenue directly through facebook or twitter • 40 % list budget / resources as main reason ➡ This leads me to believe that you believe in magic.* according to IFC fundraiser survey 2011 http://about.me/beatesorum
  22. 22. But what about apps and campaign sites?• Campaign sites belong to the belief of magic fundraising. They’re not = $ either.• But they are really good advertisements! http://about.me/beatesorum
  23. 23. Raise your right hand http://about.me/beatesorum
  24. 24. Raise your right handI, [name], do solemnly swear to never everagain belive that social media is a Magic Faucetof Free Cash. http://about.me/beatesorum
  25. 25. Raise your right handI, [name], do solemnly swear to never everagain belive that social media is a Magic Faucetof Free Cash.(I also swear to inform my bossof this unfortunate truth.) http://about.me/beatesorum
  26. 26. What, no magic? :c• The attention bit - still magic (yay:D)• The getting money bit - not so much (boo!)• Your 100 K facebook fans are nothing worth if you don’t know how to ask them• I think we just need to learn how to do this http://about.me/beatesorum
  27. 27. http://about.me/beatesorum
  28. 28. [Insert name of chosen social media] http://about.me/beatesorum
  29. 29. [Insert name of chosen social media] $ http://about.me/beatesorum
  30. 30. [Insert name of chosen social media] $ http://about.me/beatesorum
  31. 31. [Insert name of chosen social media] $ http://about.me/beatesorum
  32. 32. http://about.me/beatesorum
  33. 33. [Insert name of chosen social media]Traffic + attention + contact $ http://about.me/beatesorum
  34. 34. A tentative agenda✓How (sadly) digital fundraising isn’t magic• Why sharing is important• The digital consumer• How digital marketing is like traditional direct marketing• ..and how it really isn’t• What to do on the facebook-twitter machine now that we’ve established that it isn’t magic :c• A few words on websites• My top 10 tips for digital fundraising success
  35. 35. «But sharing doesn’t give us any cash!»Source: http://blog.eventbrite.com/social-commerce-2 http://about.me/beatesorum
  36. 36. But what’s this got to do with charities? http://about.me/beatesorum
  37. 37. But what’s this got to do with charities? http://about.me/beatesorum
  38. 38. Right-o.So how do we do this? http://about.me/beatesorum
  39. 39. Right-o.So how do we do this? Buzzword- http://about.me/beatesorum
  40. 40. Right-o.So how do we do this? First of all; I am a multichannel evangelist. http://about.me/beatesorum
  41. 41. Right-o.So how do we do this? First of all; I am a multichannel evangelist. http://about.me/beatesorum
  42. 42. Right-o.So how do we do this? First of all; I am a multichannel evangelist. Meaning: It all needs to work together. http://about.me/beatesorum
  43. 43. Right-o.So how do we do this? First of all; I am a multichannel evangelist. Meaning: It all needs to work together. And it does not matter how good you are at facebook if your website is crap. http://about.me/beatesorum
  44. 44. A tentative agenda✓How (sadly) digital fundraising isn’t magic✓Why sharing is important• The digital consumer• How digital marketing is like traditional direct marketing• ..and how it really isn’t• What to do on the facebook-twitter machine now that we’ve established that it isn’t magic :c• A few words on websites• My top 10 tips for digital fundraising success
  45. 45. Some digital trends• Customer service: The digital customer is high maintenance.• This affects us as fundraisers, we can’t be anything less http://about.me/beatesorum
  46. 46. What do I do now?Hi,I am really disappointed. I accidentally washed the pink ribbon pearl pin I had put on mysweater in the washing machine. When I took the sweater out of the machine, I noticed thepink pearls had gone white!This means I can no longer use it. I thought it was made out of pink pearls, but clearly it wasnot. What do I do now?Sincerely,[blanked out] http://about.me/beatesorum
  47. 47. • Plastic pearl• Cheap• ...that she bought to support the cause!• «What do I do now?» <-- Really?! http://about.me/beatesorum
  48. 48. What I wanted to do: http://about.me/beatesorum
  49. 49. What I wanted to do: http://about.me/beatesorum
  50. 50. What I wanted to do:What we did: http://about.me/beatesorum
  51. 51. What I wanted to do:What we did: «Hi [name], We’re so sorry to hear about your pearl pin. Unfortunately, it is not supposed to go in the washing machine. We’re sorry we were not clear enough on that in the packaging. Please find enclosed a new pearl pin.» ..handwritten card, with smileys and all. Really. http://about.me/beatesorum
  52. 52. This is so good it makes me a little nauseous.. http://about.me/beatesorum
  53. 53. Some digital trends http://about.me/beatesorum
  54. 54. Some digital trends Buzzword- http://about.me/beatesorum
  55. 55. Some digital trends• People are doing it for themselves - aka Crowdfunding http://about.me/beatesorum
  56. 56. A tentative agenda✓How (sadly) digital fundraising isn’t magic✓Why sharing is important✓The digital consumer• How digital marketing is like traditional direct marketing• ..and how it really isn’t• What to do on the facebook-twitter machine now that we’ve established that it isn’t magic :c• A few words on websites• My top 10 tips for digital fundraising success
  57. 57. Anyone do DM’s?«Everything on the internet is accelerateddirect marketing.» - quote from unknown smartie, picked up from twitter http://about.me/beatesorum
  58. 58. What makes a good DM? • The ask • Frequency • Target demographic • Emotions • Being the solution to a defined problemWhy is it we find this hard to do on the internet? http://about.me/beatesorum
  59. 59. Too much space ..in an ad or DM we have to budget our space. On the internet we can put up any crap (scuze the language) ....so we forget to prioritize, we forget to ask, and we forget to rigidly monitor and analyze. http://about.me/beatesorum
  60. 60. The ask• In digital media; he who askes recieves.• Ask your supporters for help! ➡ Not just donations, or volunteers ➡ Ask them to share donations? http://about.me/beatesorum
  61. 61. What makes a good DM?✓The ask• Frequency• Target demographic• Emotions• Being the solution to a defined problem http://about.me/beatesorum
  62. 62. Frequency• How often do you send out a DM?• How often do you ask in an e-mail?• How often on facebook?• How often on twitter?• ..and do you know who gets what anymore?
  63. 63. Frequency"users were annoyed by non-profits that tried topush products or donations, or tried to get themto sign up for other things like e-newsletters"http://www.useit.com/alertbox/nonprofit-donations.html
  64. 64. Do you have control over who recieves what - where?
  65. 65. Do you have control over who recieves what - where? «I was treated to truly engaging online updates on the way my donation was being used (particularly well done UNICEF and Oxfam), plus some fun and interesting new opportunities to engage (nice one ActionAid) However, in other cases I’ve ended-up on the receiving-end of a seemingly endless series of direct mailings that might, at a push, appeal to my mum but frankly don’t do anything for me. I honestly don’t need a cardboard bookmark, or an Easter card, or a diary. I certainly didn’t need the twelve mailpacks that one charity has now sent me in less than twelve months – I’ll not say who you are, to spare your blushes, but you’re big and you should know better than just bunging a £20 online emergency donor into every cash appeal going!» From the blogpost «Haiti one year on, the view from an online donors doormat» by Bryan Miller. (bolds are my emphasis) http://givinginadigitalworld.org/2011/01/27/haiti-one-year-on-the-view-from- an-online-donors-doormat/
  66. 66. Do you have control over who recieves what - where? «I was treated to truly engaging online updates on the way my donation was being used (particularly well done UNICEF and Oxfam), plus some fun and interesting new opportunities to engage (nice one ActionAid) However, in other cases I’ve ended-up on the receiving-end of a seemingly endless series of direct mailings that might, at a push, appeal to my mum but frankly don’t do anything for me. I honestly don’t need a cardboard bookmark, or an Easter card, or a diary. I certainly didn’t need the twelve mailpacks that one charity has now sent me in less than twelve months – I’ll not say who you are, to spare your blushes, but you’re big and you should know better than just bunging a £20 online emergency donor into every cash appeal going!» Buzzword- From the blogpost «Haiti one year on, the view from an online donors doormat» by Bryan Miller. (bolds are my emphasis) http://givinginadigitalworld.org/2011/01/27/haiti-one-year-on-the-view-from- an-online-donors-doormat/
  67. 67. Do you have control over who recieves what - where? «I was treated to truly engaging online updates on the way my donation was being used (particularly well done UNICEF and Oxfam), plus some fun and interesting new opportunities to engage (nice one ActionAid) However, in other cases I’ve ended-up on the receiving-end of a seemingly endless series of direct mailings that might, at a push, appeal to my mum but frankly don’t do anything for me. I honestly don’t need a cardboard bookmark, or an Easter card, or a diary. I certainly didn’t need the twelve mailpacks that one charity has now sent me in less than twelve months – I’ll not say who you are, to spare your blushes, but you’re big and you should know better than just bunging a £20 online emergency donor into every cash appeal going!» From the blogpost «Haiti one year on, the view from an online donors doormat» by Bryan Miller. (bolds are my emphasis) http://givinginadigitalworld.org/2011/01/27/haiti-one-year-on-the-view-from- an-online-donors-doormat/
  68. 68. What makes a good DM?✓The ask✓Frequency• Target demographic• Emotions• Being the solution to a defined problem http://about.me/beatesorum
  69. 69. Target demographic• Are your online donors the same as your regular ones?
  70. 70. Do we know who we’re talking to? Who are these people? http://about.me/beatesorum
  71. 71. Do we know who we’re talking to? 2011: 9000 customers in our webshop 1200 were in our database = 13,3% «old donors» = 86,7% new names! Who are these people? http://about.me/beatesorum
  72. 72. Demographics of Norwegian Cancer Society facebook-page. On average about 20 years younger than our usual donors
  73. 73. Demographic has become contextual
  74. 74. What makes a good DM?✓The ask✓Frequency✓Target demographic• Emotions• Being the solution to a defined problem http://about.me/beatesorum
  75. 75. Emotions..We’ve perfected this for years - how did welet the average business get better than us atevoking emotion?Mobile phones Bus companies(!)
  76. 76. We can do that too!..and it doesn’t have to be expensive.. ..that video just makes me feel good:)
  77. 77. Bonus: My favouritefundraising video ever Wateraid: Thank you for this
  78. 78. What makes a good DM?✓The ask✓Frequency✓Target demographic✓Emotions• Being the solution to a defined problem http://about.me/beatesorum
  79. 79. Being the solution http://www.charitywater.org/september/
  80. 80. Being the solutionif you never say «this isour goal» - you can neversay «look! We reached it -thanks to you guys!» http://www.charitywater.org/september/
  81. 81. Being the solution is about daring to define success Discuss with the person next to you, or write down:• How can your charity be spesific?• How can you define a success Be creative:)
  82. 82. What makes a good DM?✓The ask✓Frequency✓Target demographic✓Emotions✓Being the solution to a defined problem http://about.me/beatesorum
  83. 83. So, what’s new?• Proof• Presence• Inexpensive• Two(or more)-way http://about.me/beatesorum
  84. 84. Proof• Proof of your value as a charity• Proof that your contributions matter• Proof that you are trustworthy http://about.me/beatesorum
  85. 85. Proof http://about.me/beatesorum
  86. 86. Proof - realtime• Show people what you’re doing through streaming, gps, blogs, etc• If you can’t show quick results (like health charities) - show what they are part of!
  87. 87. A tentative agenda✓How (sadly) digital fundraising isn’t magic✓Why sharing is important✓The digital consumer✓How digital marketing is like traditional direct marketing✓..and how it really isn’t• What to do on the facebook-twitter machine now that we’ve established that it isn’t magic :c• A few words on websites• My top 10 tips for digital fundraising success
  88. 88. Facebook - what works?• Lighten up - even if your cause is serious, you’re allowed to have fun.• You’re a part of peoples everyday-life now - delight them!• Love them - if you love your community you will automatically do most things right.
  89. 89. Facebook - what works?
  90. 90. Facebook - what works? Screenshot from Pink ribbon facebook page. A friday afternoon game of «guess what we’re taking..nobody taught pictures of». me this at school..
  91. 91. Screenshot of webshop (not counting donations and sign-ups Blue: Sales in NOK. Yellow: VisitorsSales correlates to facebook-activities of whimsy - not necessarily of «serious» pleas.
  92. 92. Facebook, cont.• Pay to «show off» and identify with you• Let them look good• E-commerce + facebook = <3
  93. 93. Twitter• Microdonations - microgoals• Great for advocacy• Identify key players and ask for help• Short, intense «drives»• Make sure you have a good landing page and #hashtag.• Great for weird and unusual demographics
  94. 94. This is Erlend - a self proclaimed nerd. He wanted to do something for the starving people on the Horn of Africa He and his nerd twitter friends donated €150 000 in a few weeks. In nerdy ways.
  95. 95. A quick note on blogggers• For the love of [insert your deity] - do your research.• Wrong blogger = PR disaster• Wrong approach = PR disaster• Picking right networker = PR gold• Providing right networker with exclusive content and feeling of being special = best supporter ever.
  96. 96. A tentative agenda✓How (sadly) digital fundraising isn’t magic✓Why sharing is important✓The digital consumer✓How digital marketing is like a traditional direct marketing✓..and how it really isn’t✓What established that it isn’t magic :cmachine now that we’ve to do on the facebook-twitter• A few words on websites• My top 10 tips for digital fundraising success
  97. 97. Your websites «Giving money on charity websites is 7% harder than spending money on e- commerce sites. Donating physical items is even harder. For non-profit websites, social media is secondary; the top priority is to write clearer content.»«Its harder to give money away than it is to spend money buying stuff» http://www.useit.com/alertbox/nonprofit-donations.html
  98. 98. (Hi Netlife Research, I borrowed this slide from http://www.slideshare.net/andershoff/ salg-og-konvertering-p-nett - hope that’s okay :) )This is from two Norwegian banks’ websites about saving. Now which gets the message across best?
  99. 99. (Hi Netlife Research, I borrowed this slide from http://www.slideshare.net/andershoff/ salg-og-konvertering-p-nett - hope that’s okay :) )This is from two Norwegian banks’ websites about saving. Now which gets the message across best?
  100. 100. Usability doesn’t = boring! Look to e-commerce. Don’t underestimate design Again; delight people
  101. 101. A tentative agenda✓How (sadly) digital fundraising isn’t magic✓Why sharing is important✓The digital consumer✓How digital marketing is like traditional direct marketing✓..and how it really isn’t✓What established that it isn’t magic :cmachine now that we’ve to do on the facebook-twitter✓A few words on websites• My top 10 tips for digital fundraising success
  102. 102. My top 10 tips
  103. 103. My top 10 tips1. Good landing pages
  104. 104. My top 10 tips1. Good landing pages2. Invest in conversion rates
  105. 105. My top 10 tips1. Good landing pages2. Invest in conversion rates3. Measure social traffic
  106. 106. My top 10 tips1. Good landing pages2. Invest in conversion rates3. Measure social traffic ➡ What is effective? What effect? What is your end goal? Is it reached?
  107. 107. My top 10 tips1. Good landing pages2. Invest in conversion rates3. Measure social traffic ➡ What is effective? What effect? What is your end goal? Is it reached?4. Good social presence
  108. 108. My top 10 tips1. Good landing pages2. Invest in conversion rates3. Measure social traffic ➡ What is effective? What effect? What is your end goal? Is it reached?4. Good social presence5. Good, effective and relevant sharing
  109. 109. My top 10 tips1. Good landing pages2. Invest in conversion rates3. Measure social traffic ➡ What is effective? What effect? What is your end goal? Is it reached?4. Good social presence5. Good, effective and relevant sharing ➡ Your supporters will tell your stories if you ask them
  110. 110. My top 10 tips
  111. 111. My top 10 tips6. Be specific. Dare to define success.
  112. 112. My top 10 tips6. Be specific. Dare to define success.7. Do your research
  113. 113. My top 10 tips6. Be specific. Dare to define success.7. Do your research8. Communicate visually
  114. 114. My top 10 tips6. Be specific. Dare to define success.7. Do your research8. Communicate visually9. Lighten up!
  115. 115. My top 10 tips6. Be specific. Dare to define success.7. Do your research8. Communicate visually9. Lighten up!10. Say please and thank you
  116. 116. Thank you for listening!aPlease connect with me so I can learn fromyou too - see http://about.me/beatesorum.

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