This second part of our special webinar series about charity fraud will help charities protect themselves against fraudsters and scams. Our panel of experts will educate charities about targeting the right donors and protecting your image when fundraising. Learn more about effective direct mail campaign strategies, safe and secure online fundraising practices and guidelines for ethical fundraising that will help you protect your donors and your reputation. We’ll also discuss how your charity can win a $20,000 donation from Capital One Canada by helping Canadian donors learn more about charity fraud with the Charity Fraud Awareness Quiz. CanadaHelps and Capital One Canada are partnering to educate Canadian charities and donors about charity fraud during Fraud Prevention Month (March).

1. Charity Fraud –
What your charity needs to know
Part 2
March 15, 2011

2. reminders
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3. Today’s Presenters
Milly Siderius
Canadian Council of Christian Charities
Owen Charters
CanadaHelps
Michel Valentik & Michael MacVicar
Capital One Canada

4. Webinar Agenda
Fraud Prevention Month & Charity fraud
Giving following a disaster
Ethical fundraising practices
Online security for your charity
Marketing to potential donors

5. Fraud Prevention Month

6. Charity Fraud – What is it?
• Impersonators pretend to
represent a legitimate charity
• A false charity is created
• The money never reaches
the charity

7. Partnership to raise awareness about
charity fraud in Canada
Goals:
• empower Canadians to recognize the signs of
charity fraud
• enable Canadians to identify legitimate charities
• ensure that charities maintain Canadians’ trust

8. Understanding Canadians’ Donation Habits, Views
and Awareness about Charity Fraud and
Efforts Taken to Protect Against Fraud

9. Concerns about charity fraud increase
following a natural disaster
• 61% of Canadians report increased concern over
charity fraud in the wake of a natural disaster

10. Protection from Charity Fraud
• Despite the significant increase in fear of charity
fraud, many take no steps to protect themselves
• What made people trust a
charity:
– Reputation
– Media coverage & advertising
– Being asked by a friend or
colleague to give

29. Protecting Your Donors in an
Online World
Security tips your organization
needs to know
Owen Charters

30. Collect only the information you need

31. Secure Your Website
• Look for the https:// at the beginning of a
web address and a lock on your browser

32. Encrypt Data During Transmission
• Look for evidence of a security certificate
trustmark, like VeriSign

34. Secure Data Storage
• Servers and data storage must be in a
secure facility
• Data must be backed up and stored
securely
• Encrypt stored data that is sensitive

35. Protect Against Hackers
• Update software
• Install firewalls
• Use external certification

36. • Anyone processing online credit card
transactions must comply with the Payment
Card Industry Data Security Standards
• Founded by American Express, Discover
Financial Services, JCB International,
MasterCard Worldwide, and Visa, Inc.

37. 1. Build and Maintain a Secure Network
2. Protect Cardholder Data
3. Maintain a Vulnerability Management
Program
4. Implement Strong Access Control Measures
5. Regularly Monitor and Test Networks
6. Maintain an Information Security Policy

38. Social Media

39. Laptop & Smartphone Considerations
• Strong passwords
• Protocols for
travelling with
laptops
• Don’t share
sensitive data over
unsecured, public
networks

40. Develop Security Policies & Practices
• Document best practices for secure
transmission and storage of data
• Educate all staff about their responsibilities

41. Marketing to Potential Donors
Michel Valentik
Michael MacVicar
March 15, 2011
Confidential

42. There are 2 key to being successful in direct marketing
Marketing is all about getting the right message
in front of the right audience at the right time
I. TARGETING II. EXECUTION
• Goal: Stretch your budget by ensuring • Goal: Make sure your marketing is
that you are putting your message in conveying the right message to your
front of the right audience audience
• Key Activity: • Key Activities:
• Building a marketing list • Design and personalization of your
marketing materials
Confidential 42

43. I: TARGETING – The 80 / 20 Rule (1 of 2)
While your cause is
undoubtedly a great
one, only a small
fraction of the It’s a big
population is likely to world out
be highly engaged there
Target
Donors
Everybody
Else
Why does identifying “target donors” matter?
Confidential 43

44. I: TARGETING – The 80 / 20 Rule (1 of 2)
Further, 20% of
donors typically
account for 80%
of donations
Pursuing
everybody is
costly for very
additional
donations
Target Donors
Building a “marketing list” of “target donors” can reduce
your marketing costs and increase your donations
Confidential 44

45. I: TARGETING – Building a Marketing List (1 of 2)
Important Steps in Building a Marketing List
Identify “What characteristics do your best donors share in common?”
1
• Do they tend to be men vs. women?
• Are they a particular age? Younger? More mature?
• Where do they live? Where do they shop?
• What do they read? What do they do?
Segment (i.e., group together) prospects (i.e., potential donors) that
2 share similar characteristics
Prioritize by focusing your marketing dollars and efforts on prospects
who are:
3 • The most likely to respond to a letter that they receive from you
• The most likely to donate more than they average
Tailor your messages and efforts to reflect to your segments based
4 on what you know about each of them that makes them unique
Confidential 45

46. I: TARGETING – Building a Marketing List (2 of 2)
Some great sources of information that are available
to help you build a marketing list include
Canada Post
• Can help you reach every home and business in Canada
• Provides less expensive alternatives like Unaddressed Admail
Statistics Canada
• Provides free information on a wealth of topics about
Canadians that can help shape your thinking about donors
List Aggregators
• Can sell specialized pre-packaged lists of names and
addresses that you can use for marketing purposes, often
based on the specific criteria that you request
and most importantly…
Your Current Donor List!
Confidential 46

47. II: EXECUTION – Top Tips for Marketing To Your Audience
Once you are in front of the right audience,
make sure you are delivering the right message
Personalize It
1 When communicating with potential donors, especially past ones, address
them by name.
Share the Benefit
2 Communicate the benefit first – before you ask them to act.
Keep it Easy
3
When a consumer’s going to respond, give them options and keep it simple.
Make it Interesting
4
Get their attention – and keep it –.with engaging copy, images and formats.
Guarantee Accuracy
5 Consumers will only deal with companies and organizations that they trust.
Avoid errors in your communications.
Confidential 47

48. II: EXECUTION – Marketing To Donors Online
Tips and tricks when marketing to donors online
1 Advertise on sites that your target audience visits
2 Use sites that can target your audience for you, like Google and
Facebook
3 Stand out with clean and bold designs
4 Communicate simple and compelling messages
5 Use concise call-to-actions, like “Learn More” and “Get Details”
Confidential 48

49. II: EXECUTION – Marketing To Donors with Direct Mail
Tips and tricks when marketing to donors via direct mail
1 Make sure the envelope is intriguing
Personalize the message with variable text and a letter from an
2
important person within your organization
Make sure the message is relevant and easy to understand. Use
3 subheads, call-outs and bulleted lists to help the recipient scan
the content
4 Give them as many options to reply as possible, such as a Web
address, phone number, BRE, etc.
Confidential 49

50. The Charity Fraud
Awareness Quiz

51. The Charity Fraud Awareness Quiz
• March 1st - March 31st
• Each participant eligible to enter their favourite
charity for a chance to win weekly and monthly
prize
• Prize donations from
Capital One:
• Weekly $1,000
donation
• Grand $20,000
donation

52. The Charity Fraud Awareness Quiz –
2011 Winner!
Congratulations to this year’s first $1,000
winner:
• Aga Khan Foundation of Canada
How can you win?
Encourage your supporters to take the
Charity Fraud Awareness Quiz and increase your
charity’s chances to win!

53. ABOUT MYCHARITYCONNECTS

54. MyCharityConnects Conference 2011
JUNE 6 – 7 | MaRS Centre, Toronto
• Join us for thought-provoking keynotes, practical how-to
workshops and plenty of chances to learn from other non-
profits about what works online… and what doesn’t.
• Proud partner in Net Change week
Registration now open!
www.mycharityconnects.org/2011Conference

55. Upcoming Webinars
www.mycharityconnects.org/webinars
• March 23 – The Art of Storytelling: 2.0 Edition
• April 13 – Blogging Basics
• April 27 – Social Media Done Right: 5 Case Studies
• May 11 – Spruce up your E-newsletter
• May 25 – 10 Tips to Improve Your Website
• June 15 – Getting the Most From your MyCharity
Account & Reports

56. QUESTIONS
 You can hear us, but
we can’t hear you
 Type questions in the
Questions Log