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Cne online 10.28.09

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Cne online 10.28.09

  1. 1. How much money was given to charity in 2008?
  2. 2. How much was given online in 2008?
  3. 3. How much money was given via Facebook Causes?
  4. 4. Why did the chicken cross the road? <ul><li>Oops! Wrong slide. </li></ul>
  5. 5. Agenda <ul><li>What is online fundraising? </li></ul><ul><li>So what and who cares? </li></ul><ul><li>How do you do it? </li></ul><ul><li>Tools U can use </li></ul><ul><li>Three things to remember </li></ul><ul><li>Additional resources </li></ul>
  6. 6. What is online fundraising?
  7. 7. <ul><li>Any digital communication designed to generate a response, such as a donation. </li></ul>
  8. 8. So what and who cares?
  9. 9. <ul><li>Online giving surpassed $15 Billion in 2008 . This represents a 44% increase over 2007's estimates. Online giving accounted for just over 5% of total giving to charities in the US during 2008 and has been growing for many years now. - Blackbaud </li></ul><ul><li>Online giving has grown from $250 million in 2000 to more than $4.5 billion in 2005. This represents only 2 – 3% of the $200 billion in individual giving in the U.S. but it is growing rapidly. - e-Philanthropy Foundation </li></ul>
  10. 10. <ul><li>The number of online gifts increased by 43% over 2007 and total $ raised online increased by 26%. – eNonprofit Benchmark Study </li></ul><ul><li>Online givers are young (median age 38) vs. 60+ for offline donors. - Network for Good </li></ul><ul><li>Online donors are generous. Average gift = $163. </li></ul><ul><li>- Network for Good </li></ul>
  11. 11. In short, online giving <ul><li>Is growing . </li></ul><ul><li>Is cheaper than other channels. </li></ul><ul><li>Is efficient . </li></ul><ul><li>Can help you reach new and younger donors . </li></ul><ul><li>Can enable your best supporters to fundraise for you. </li></ul>
  12. 12. How do you do it?
  13. 13. <ul><li>Strategy first. </li></ul><ul><li>Tactics second. </li></ul>
  14. 14. Understand Your Audience Who’s Online? <ul><li>Women - 75% </li></ul><ul><li>Men - 73% </li></ul><ul><li>18 – 29 year olds - 87% </li></ul><ul><li>50 – 64 year olds - 72% </li></ul><ul><li>HI = $75,000 + - 94% </li></ul><ul><li>HI = $30,000 or less - 57% </li></ul><ul><li>- Pew Internet & American Life Project </li></ul>
  15. 15. What are they doing? <ul><li>Reading email - 91% </li></ul><ul><li>Using a search engine - 89% </li></ul><ul><li>Getting news - 70% </li></ul><ul><li>Watching video - 56% </li></ul><ul><li>Looking for info on Wikipedia - 47% </li></ul><ul><li>Reading blogs - 32% (57 million people) </li></ul><ul><li>Rating products, services or people – 32 % </li></ul><ul><ul><li>- Pew Internet & American Life Project </li></ul></ul>
  16. 16. Strategy, Strategy , Strategy <ul><li>Who is your audience? </li></ul><ul><li>Where do they “live” online? </li></ul><ul><li>How are you already communicating with them? </li></ul><ul><li>What is your in-house communications capacity, including tools and content? </li></ul>
  17. 17. Tools U Can Use
  18. 18. <ul><li>Website </li></ul><ul><li>Email </li></ul><ul><li>Peer-to-peer fundraising tools </li></ul><ul><li>Social media </li></ul>
  19. 19. Websites
  20. 20. Email
  21. 21. Peer-to-Peer Fundraising Tools
  22. 22. Peer-to-Peer Fundraising Tools
  23. 23. Social Media <ul><li>Internet-based tools to share information, learn and connect with others . </li></ul><ul><li>Examples include, blogs, Facebook, Linkedin, MySpace, YouTube, Flickr, Twitter and podcasts. </li></ul>
  24. 24. Social media is mainstream! <ul><li>75% of Internet users participate in some form of social media, up from 56 percent in 2007. </li></ul><ul><li>Source: Forrester </li></ul><ul><li>46% of online American adults 18 and older use a social networking site like MySpace, Facebook or LinkedIn, up from 8% in February 2005. </li></ul><ul><li>SNS users have gone from being classic early adopters </li></ul><ul><ul><li>Male, highly educated, young to middle-aged, urban to every man and woman – with a continued skew towards youth, as diverse, if not more than the internet-using population </li></ul></ul><ul><ul><li>Source: Pew Internet and American Life Project </li></ul></ul>
  25. 25. Top 13 sites on the Internet <ul><li>Google </li></ul><ul><li>Facebook </li></ul><ul><li>Yahoo </li></ul><ul><li>YouTube </li></ul><ul><li>Windows Live </li></ul><ul><li>Wikipedia </li></ul><ul><li>Blogger </li></ul><ul><li>MSN </li></ul><ul><li>Baidu </li></ul><ul><li>Yahoo </li></ul><ul><li>MySpace </li></ul><ul><li>Google India </li></ul><ul><li>Twitter </li></ul><ul><li>Source: Alexa.com 10.20.09 </li></ul>
  26. 26. Social Networking Sites are Popular
  27. 27. However… <ul><li>For now, there is very little real revenue generated on these communities via fundraising and advertising. – Nonprofit Social Network Survey Report </li></ul><ul><li>37.8% of respondents had raised $0 – $10,000 on Facebook in the previous year – Nonprofit Social Network Survey Report </li></ul>
  28. 28. However… <ul><li>You need LOTS of content to succeed on these sites! </li></ul>
  29. 29. 3 things to remember
  30. 30. There is an order to raising money online. Website 1st. Email 2 nd . Social 3 rd .
  31. 31. Strategy 1 st . Tools 2 nd .
  32. 32. Don’t Write Crappy Content.
  33. 33. Additional Resources
  34. 34. Additional Resources <ul><li>Fundraising123.org </li></ul><ul><li>Fundraising Success </li></ul><ul><li>Donor Power Blog </li></ul><ul><li>Nonprofit Marketing Blog </li></ul><ul><li>The Agitator </li></ul><ul><li>The Fundraising Coach </li></ul><ul><li>Getting Attention </li></ul><ul><li>Nonprofit Marketing Guide </li></ul><ul><li>NTEN (Nonprofit Technology Guide) </li></ul><ul><li>Idealware </li></ul><ul><li>Marketing for Nonprofits  </li></ul>
  35. 35. Connect with me! <ul><li>Jocelyn Harmon </li></ul><ul><li>[email_address] </li></ul><ul><li>www.marketingfornonprofits.org </li></ul><ul><li>http://twitter.com/jocelynharmon </li></ul>

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