Show Me The Money Online Marketing For Nonprofits


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Presentation at American University on 11/20/07

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Show Me The Money Online Marketing For Nonprofits

  1. 1. Show Me the Money! Online Fundraising for Nonprofits <ul><li>Jocelyn Harmon, Director of Development and Marketing, NPower Greater DC Region, </li></ul>
  2. 2. Agenda <ul><li>What is online fundraising </li></ul><ul><li>Why online fundraising? </li></ul><ul><li>Who should do it? </li></ul><ul><li>How? </li></ul><ul><li>The NEW Tools </li></ul><ul><li>Pros & Cons </li></ul><ul><li>Examples </li></ul><ul><li>5 things to remember </li></ul>
  3. 3. What is online fundraising? <ul><li>Any digital communication designed to generate a response, such as a donation. </li></ul>
  4. 4. Why online fundraising? <ul><li>It’s cheap </li></ul><ul><li>It’s efficient </li></ul><ul><li>It can be extremely effective </li></ul><ul><li>It can help you reach new and younger donors </li></ul><ul><li>It can enable your best supporters to fundraise for you! </li></ul><ul><li>It can be measured </li></ul>
  5. 5. Who should do it?
  6. 6. The Stats <ul><li>71% of American adults are online. </li></ul><ul><li>68% of men and 66% of women are online </li></ul><ul><li>56% of Hispanics living in the U.S. and 60% of African Americans use the Internet, compared with 71% of whites. </li></ul><ul><li>91% send or read e-mail </li></ul><ul><li>57% of online adults have used the internet to watch or download video </li></ul><ul><li>Source: Pew Internet & American Life Project </li></ul>
  7. 7. The Stats <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. </li></ul><ul><li>Source: e-Philanthropy Foundation </li></ul><ul><li>Online giving is particularly cost-effective for charities. While it can $1,25 to raise a dollar from a new donor through direct mail, the costs per dollar of raising money online can be as little as $.05 </li></ul><ul><li>Sources: Fund-Raising Cost Effectiveness , James/Greenfield </li></ul>
  8. 8. The Stats <ul><li>Online givers are young (median age 38) vs. 60+ for offline donors. </li></ul><ul><li>Online donors are generous. Average gift = $163. </li></ul><ul><li>The #1 reason that donors give online is that it is easier than writing a check . </li></ul><ul><li>Source: Network for Good </li></ul>
  9. 9. But How? <ul><li>Strategy first. </li></ul><ul><li>Tactics second. </li></ul>
  10. 10. Stop shouting!
  11. 11. Flip the Funnel
  12. 12. <ul><ul><li>Give the folks that LOVE you the tools to fundraise on your behalf. </li></ul></ul>
  13. 13. The New Fundraising (& Marketing & Media) Technologies <ul><li>Blogs </li></ul><ul><li>Charity widgets </li></ul><ul><li>Social networking sites </li></ul><ul><li>Video </li></ul><ul><li>P.S. Don’t forget about e-mail ! </li></ul>
  14. 14. Blogs
  15. 15. Charity Widgets
  16. 16. Social Networks
  17. 17. Video <ul><li>NPower Greater DC Region Video </li></ul>
  18. 18. The Back End <ul><li>You’ll still need the back end, i.e. a way </li></ul><ul><li>to track and communicate with donors and collect the cash! </li></ul>
  19. 19. Nothing is Perfect <ul><li>NOT! </li></ul><ul><li>You can lose control of the message. </li></ul><ul><li>Just like offline fundraising, online fundraising won’t work unless you ARE or KNOW folks that are WIRED. </li></ul><ul><li>Some audiences may not be ripe, yet! </li></ul>
  20. 20. A Great Example
  21. 21. Another Great Example
  22. 22. Summary
  23. 23. 1. The Internet is leveling the playing field for nonprofits.
  24. 24. 2. Use the new tools to help your supporters, help you!
  25. 25. 3. Online fundraising should be just one part of an integrated strategy.
  26. 26. 4. The blog is not the dog.
  27. 27. 5. Have fun!