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Webinar: How to become a digital fundraising star overnight

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HOW TO REACH THE STARS WITH DIGITAL

In this webinar, we walked through the steps to success for your next charity fundraising campaign.

We heard first-hand from two rising stars in the digital fundraising space, who have taken their charity campaigns to the skies!

Meet Julie Mullen from Variety – the Children’s Charity of Queensland who will talk through their recent success in June.

Then hear from Simone Plunkett from Brisbane Lions Foundation who had an amazing first campaign on digital over tax time this year.

Published in: Government & Nonprofit
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Webinar: How to become a digital fundraising star overnight

  1. 1. Digital giving made easy WEBINAR: How to become a digital fundraising star overnight
  2. 2. How to become a digital fundraising star overnight! Charities were well and truly in the spotlight in June this year.
  3. 3. TREND #3: SMS is mainstream MEET THE STARS: Variety, Children’s Charity Queensland TREND #1: Matched giving is the new super trend TREND #2: Emails are experimental MEET THE STARS: Brisbane Lions How to become a digital fundraising star overnight
  4. 4. TREND #1: Matched giving is the new super trend We like to call it the hour of power. Where corporate dollars match public donations for a limited time.
  5. 5. Double, triple or quadruple your impact by matching donations from generous supporters. Donors are excited that their donation will be matched to make more impact. As a result, matched giving is a growing trend to bring donors and corporates together. TREND #1: Matched giving is the new super trend
  6. 6. Matched giving is here Matching corporate gifts to public donations
  7. 7. Matched giving is here
  8. 8. Matched giving is here Match large gifts with community donations
  9. 9. Emails have gone experimental Email is the new digital playground TREND #2:
  10. 10. Charities are pushing the envelope to deliver interesting emails. TREND #2: Emails are experimental Ordinary emails are gone
  11. 11. Play with every of email mechanism to make giving fun Sending a unique email is an easy way to stand out from the crowds and get your charity noticed. TREND #2: Emails are experimental
  12. 12. Emails are experimental A mum’s heart warming letter to her daughter
  13. 13. Back to basics emails 5 children urgently need your help
  14. 14. Mobile phones are never far away, even over the weekend. TREND #3: SMS is now mainstream Reach donors anytime, even over the weekend
  15. 15. Reach your donors with ease SMS is the perfect way to reach donors on their phones with a very short window to give. Plus, it allows charities to connect with their donors even when no one was in the office late on Sunday afternoon. TREND #3: SMS is now mainstream
  16. 16. From: FOODBANK [Firstname], we're still short. Help struggling Aussies have enough to eat! Donate $[Amount] by midnight: [URL] uns STOP 0429562888 From: FOODBANK [Firstname], we're still short. Help struggling Aussies have enough to eat! Donate $[Amount] by midnight: [URL] uns STOP 0429562888 LAST CHANCE
  17. 17. From: OXFAM Last chance to donate [Firstname]! You can give hope to mums in Malawi. Donate $[Amount] before midnight:: [URL] uns STOP 0429562888 From: OXFAM Last chance to donate Carlos! You can give hope to mums in Malawi. Donate $[Amount] before midnight: [URL] uns STOP 0429562888 HOPE
  18. 18. $140 Average gift Average donation via prefilled SMS 0.55%Average response rate Average response rate for SMS, with a high gift amount ROI: 6.5x for SMS Average conversion rate for SMS: Trends in giving via SMS This is not a joke! You read this figure correctly! Wrap up of giving trends across Australian charities for Tax 2019
  19. 19. Meet the digital fundraising stars!
  20. 20. Julie Mullen Individual Giving Manager Variety The Children’s Charity Queensland Simone Plunkett Fundraising Executive Brisbane Lions Foundation
  21. 21. Julie Mullen Individual Giving Manager Variety The Children’s Charity Queensland
  22. 22. Our vision: For all Australian children to attain their full potential, regardless of ability or background. Our mission: To empower Aussie kids who are sick, disadvantaged or have special needs, to live, laugh and learn. We believe that all kids deserve a fair go in life.
  23. 23. Help Keep Ollie Safe Five-year-old Ollie has severe epilepsy. Suffers up to 250 seizures a day and requires care 24 hours a day, 7 days a week. Will you donate by June 30 for specialised equipment that will help keep Ollie and other kids like her safe? GOAL - $30,000
  24. 24. Channel strategy MAIL Pre-Comms Postcard Direct Mail DIGITAL eDM Series Website – home page banner take over Social All newsletters DIGITAL EXTRAS SMS Matched Giving Promotion Thank You Strategy
  25. 25. 22 May (Resend 48 hours later) 4 June Message from Ollie’s Parents GROUP A / B - Time Sent (Resend 48 hours later) 13 June CEO Forward •11 days left [firstname] = 13.26% •Show kindness today [firstname] = 21.10% •10.00am = 11.37% •5.30pm = 18.56% •Forward = 34.35% 19 June GROUP A & B - Subject Line (Resend 48 hours later) 28 June Matched Giving eBlast x 2 11 July Thank You Emails x 2 Emails STEP #2: Talk about their family and friends
  26. 26. EDM 36% Social Post 18% Facebook Ads 24% Variety website 7% Sources of traffic Landing page traffic
  27. 27. EDM 59% value Website 31% DM Online 7% Social Posts 3% Value per channel
  28. 28. STEP #5: Take donors on a journey with email STEP #3: Set clear fundraising goal STEP #4: Use every digital channel How to be a digital fundraising star STEP #1: Tell a heart warming story STEP #2: Talk about their family and friends
  29. 29. Simone Plunkett Fundraising Executive Brisbane Lions Foundation
  30. 30. Help Kids Thrive was an individual giving campaign which was the Brisbane Lions first online targeted ask to our membership base. As an end of financial year appeal the goal was to raise funds to provide additional places on the Lions Academy – the talent pathway for young and talented AFL athletes. Harris Andrews – Vice Captain of the Brisbane Lions and Bruce Reville, a Lions Academy player were the two faces of the campaign, representing the talent pathways and the journey’s they have gone on thanks to the Academy. STEP #1: Reach out to your donors
  31. 31. The Goal Put simply the goal was to increase donations from our membership database with a fundraising goal of $73,000 in 19 days. The most realistic and time effective way to achieve this was to make it an online campaign. The initiative was one of the first planned giving events to increase donations from existing supporters and recruit more supporters to become donors. The piece forms the first step in executing an Individual Giving Program which will be a part of a long-term funding strategy to grow a sustainable and solid donor data base to increase the Brisbane Lions revenue. STEP #1: Reach out to your donors
  32. 32. This was an online eDM marketing campaign which ran over 3 weeks from 11 – 30 June. 4 eDMs were sent out over the course of 19 days and were supported through the following online marketing channels • Giveeasy donation Landing Page • Facebook posts • Instagram • Twitter • BL Website Skins • Youtube Campaign Marketing STEP #2: Map out your channels
  33. 33. STEP #3: Make it fun, with plenty of video
  34. 34. Donation Handles | Matched Giving 1st Set of Dollar Handles 2nd Set of dollar handles - Matched Giving 4 emails were sent to our membership base asking members to make a financial donation of $25, $75 or $125 to help us provide more places on the Academy for young and talented kids who would otherwise not have the means or the opportunity. A donation could be made from the email by clicking on the donation links which went through to a tailored made giveeasydonation page. The 3rd and 4th emails sent used a matched giving component to lift donation amount and incentivise those who were less likely to give to make their first gift. The strategy behind waiting was to really have an uplift online to get us closer to the goal and boost last minute gifts. STEP #4: Dive into matched giving!
  35. 35. $50,982 $5,000 $24,862 $2,398 Online Offline Matched Gift 5050 Raffle Online donations $50,982 Offline $5,000 Matched giving $24,862 5050 Raffle $2,398 Results Help kids thrive Total raised $83,242
  36. 36. Total # of donations 466 donations Average gift amount $107 Highest value donation $5,000 Email open rate 55% Highlights Help kids thrive Total raised $83,242
  37. 37. DONATION COMMENTS . . .STEP #5: Say thank you with style
  38. 38. STEP #5: Say thank you with style STEP #3: Make it fun, with plenty of video STEP #4: Match donations to raise more! How to be a digital fundraising star overnight STEP #1: Reach out to your donors STEP #2: Map out your channels
  39. 39. Meet the digital fundraising stars!
  40. 40. Julie Mullen Individual Giving Manager Variety The Children’s Charity Queensland Simone Plunkett Fundraising Executive Brisbane Lions Foundation
  41. 41. Questions? Contact the experts in giving

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