Online Fundraising for Nonprofits Sue Polinsky ConvergeSouth2012
ONLINE FUNDRAISING ConvergeSouth Oct. 12 2012 FOR NONPROFITS
TIPS FOR RAISING MONEY ONLINE1. Ask for money for special projects or hot items, NOT for general support.2. Set a deadline3. Ask LOTS of people but do not spam (frequency matters)4. Make the “ASK” the main message in your email (“call to action”)5. Make sure recipients KNOW and LIKE the sender of the email (not “info”)6. Use a great subject line: why are you asking?7. Content is king: make the copy short & punchy; GIVE A LINK TO DONATE!8. HTML emails generally get a better response9. Content should be interesting and useful to readers10. Ask everywhere you can (not just email)11. Build a good list and update it12. TEST YOUR EMAIL before sending13. Integrate your email with your sig line, phone & events fundraising
WHO DONATES ONLINE? People under 35 may not have checkbooks Using online donations spreads your reach Even old folks are donating online (well, starting to…) They have to be able to use their own credit cards Older folks distrust PayPal Try not to use open-ended amounts Suggest a minimum Donate for specific things, like…
FUNDRAISE FOR EVERY THING! Run / Walk / Bike Make a personal connection Volunteer Tell a story, use a video Birthday Keep supporters engaged Wedding Update supporters Personal Cause Be compelling Tribute Tell them how their money will College Project be used Helping an Individual in Need Allow comments on FB & Twitter Other ideas?crowdrise.comrazoo.com
FIRST, YOUR DECISIONS… Are donations a large or small piece of your mission? Do you want to use a vendor’s merchant account or your own? Does it integrate with your financial software? Know what size and volume of donations you expect to get? Be realistic Does the donation form need to look like your website? How easy/hard will it be for you to import donations into your donor database? What critical features do you need? Memorials, gifts, employer matching, recurring gifts, eChecks, outside N.A.?
ONLINE DONATION SITES Integrate into your site Crowdfunding Sites Click and Pledge Kickstarter.com Network for Good StartSomeGood.com PayPal Indiegogo.com Google Checkout Rockethub.com Amazon Payments Pozible.com Which do YOU use? Causes.com Razoo.com Crowdrise.com www.crowdfunding- website-reviews.com/
CROWDFUNDING Crowdfunding uses social media and an online donation page to fund a project (GoFundMe.com) Similar to DonorsChoose.org but project specific
HOW CROWDFUNDING WORKSCreate your siteShare with friendsCollect online donationsTrack resultsTools Widgets Sharing (FB, email, Twitter) Send updates
HOW DO THESE SERVICES MAKE MONEY? They charge you for Setup fee Monthly fee for merchant account Percentage rate on credit card sales Per-transaction fee Hidden fees, like creating your webpage
SOFTWARE AS A SERVICE SaaS Software as a Service means going to a website, using a tool, and copying some code back to your website. We call this “integrating” or “embedding” Cost of SaaS Some is free Some is kinda free (limits) Some costs a fee (‘rentware’)
FUNDRAISING SAASScenario 1 Easy Method: Get a payment tool PayPal: 501(c)(3) rate is 2.7% PayPal or Google Checkout If yours is higher, call Get a form tool like Jotform Jotform: free for 10 Jotform is reasonably priced donations/payments per month Never store credit card numbers on your website or Make a Jotform server! Integrate it in your website Put your donate page online!
HOW DOES JOTFORM WORK?At Jotform.com What You Do1. Get a Jotform account 1. Integrate into your site2. Build a form 2. Get “embed” code3. (Have PayPal account) 3. Paste code onto your4. Put PayPal info into webpage & publish Jotform 4. Later, update the form5. Save form at Jotform 5. Website automagically updates!
EMBED MEANS “PASTE”1. Copy the code2. Go to your webpage3. Paste the code4. Save and publish your page5. View your pageIssues? Fix them at Jotformand not on your webpage.http://techtriad.com/cs2012/form.php
NETWORK FOR GOOD PROS Network for Good does almost all work for you They handle credit card processing They build a page that looks like your site CONSIDERATIONS Can be expensive Lowest package: $49.99/month + $200 setup fee 3% fee per transaction SINGLE donation page
RECURRING GIFTS Recurring donations are long-term Life gifts, stock transfers, life insurance – all long-term gifts The time to encourage long-term gifts is BEFORE someone passes away, so…
LEAD INTO DONATIONS Take visitors to a page before donations OR Put text above your donation People do not “just give money” People want something in return IDEAS In honor of In memory of Celebrating (occasion) Others? Send an acknowledgement card (a nice one, please) Who do you send the card to?
COLLECT INFORMATIONWhat makes a good form?1. Short & easy2. Fast to complete3. *Required fields4. But not too many5. Get the info you need, avoid duplicates
THINGS TO DO EVERY DAYCollect email Tell your story on your addresses website. Be clear.Make email lists Be conciseUPDATE lists THANK DONORSGet a big DONATE electronically NOW button Leverage social media Constant Contact capture tool is a small program that lets you update your lists from your desktop.
A WORD ABOUT BLAST EMAILSWhat gets a response? Biggest email mistakes Calls to action I get one a week! Humor or cleverness They’re too long Video beats text They’re boring Targeted lists No links Special link just for that No call to action campaign No new information Quality website GIVE US MONEY! MailChimp.com is FREE if you have <2,000 subscribers and send <12,000 emails per month. Not as many features as Constant Contact.
FIND ME EVERYWHEREDr. Sue PolinskyPresident, TechTriad, Inc.Phone: 336-852-4321Email: email@example.comTwitter: @suepolinsky, techtriadFacebook: facebook.com/suepolinsky facebook.com/techtriadGoogle+: firstname.lastname@example.orgLinkedIn: suepolinsky4Square: suepolinsky