Same Song, Different Verse

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Presentation given Feb 15, 2011 for the Center for Nonprofit Success's Leadership Series, Strategic Alliances 101

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Same Song, Different Verse

  1. 1. Same Song, Different Verse: New Tools to Help Accelerate Your Fundraising Center for Nonprofit Success Strategic Alliances 101 February 15, 2011 Elizabeth Weaver Engel, CAE Director, Marketing & Sponsorship NACHRI
  2. 3. Fundraising Hasn’t Changed <ul><li>Identify Problem </li></ul><ul><li>Identify Goals </li></ul><ul><li>Identify Audience </li></ul><ul><li>Make the Connection – Why me? Why now? </li></ul><ul><li>Our Organization Can Help </li></ul><ul><li>What Do You Want Me to DO? </li></ul><ul><li>Thank Donors </li></ul><ul><li>Cultivate Relationships </li></ul><ul><li>INSPIRE people </li></ul>
  3. 4. Tools for Fundraising HAVE Changed <ul><li>Direct mail still wins </li></ul><ul><li>Major donors still key </li></ul><ul><li>Corporate support vital </li></ul><ul><li>Cause marketing </li></ul><ul><li>BUT </li></ul><ul><li>Online is coming on strong </li></ul><ul><li>Social media is the future </li></ul>
  4. 5. Data, Data, Who’s Got the Data? <ul><li>donorCentrics Internet Giving Benchmarking Analysis (2008) </li></ul><ul><li>Blackbaud Slideshare Online Giving Trends (2009) </li></ul><ul><li>Network for Good’s Online Fundraising Survival Guide (2008) </li></ul>
  5. 6. Online Giving <ul><li>9% of donors give online </li></ul><ul><li>11% of revenue comes in online </li></ul><ul><li>BUT </li></ul><ul><li>39% increase in online giving </li></ul><ul><li>3% decrease in offline giving </li></ul>Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
  6. 7. Online Giving Online donors are younger and higher income Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
  7. 8. Online Giving And they give bigger gifts Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
  8. 9. Online Giving <ul><li>Online revenue grew 46% in 2009 compared to 2008. </li></ul><ul><li>65% of surveyed nonprofits had a median 21% increase in online revenue compared to 2008. </li></ul><ul><li>The average online gift was $144.72, which represents a 5% decline from 2008, but remains significantly higher than other fundraising channels. </li></ul>Source: http://www.slideshare.net/smaclaughlin/2009-online-giving-trends
  9. 10. Source: 2010 pingdom.com
  10. 11. Source: 2010 pingdom.com
  11. 12. A few observations <ul><li>The average social network user is 37 years old </li></ul><ul><ul><li>LinkedIn average age: 44 </li></ul></ul><ul><li>35-44 age range are the top users of 11 of 19 (58%) of profiled social media sites </li></ul><ul><li>There are more than 600 MILLION Facebook user accounts (and it’s the leading social network only in western Europe, Australia, and North America) </li></ul><ul><ul><li>Facebook average age: 38 </li></ul></ul><ul><ul><li>61% of Facebook users are over 35 </li></ul></ul><ul><li>There are more than 200 MILLION Twitter user accounts </li></ul><ul><ul><li>Twitter average age: 39 </li></ul></ul><ul><ul><li>64% of Twitter users are over 35 </li></ul></ul>Source: 2010 pingdom.com
  12. 13. The Future Is Now <ul><li>Social media is in infancy, particularly for fundraising… </li></ul><ul><li>… But it’s coming… </li></ul><ul><ul><li>… So how do you get ready? </li></ul></ul>
  13. 14. How to Run a Good Social Campaign <ul><li>Know what you want </li></ul><ul><li>Know who you want </li></ul><ul><li>Pull together the right team </li></ul><ul><li>Put your best foot forward </li></ul><ul><li>Recognize! </li></ul><ul><li>Time moves differently here </li></ul><ul><li>Follow up, follow up, follow up </li></ul><ul><li>Be a real person </li></ul>Reference: http://mashable.com/2010/05/10/social-cause-campaign/
  14. 15. Know What You Want: Beth Kanter <ul><li>“ My 53rd Birthday Wish: Help Me Send Cambodian Youngsters To School” </li></ul><ul><li>$530 and 53 “happy birthday” blog posts </li></ul><ul><li>Blog, FB, Twitter </li></ul><ul><ul><li>FB Birthday Causes application (now Causes Wish) </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>140 donors </li></ul></ul><ul><ul><li>Over $4500 </li></ul></ul><ul><ul><li>25M impressions on Twitter </li></ul></ul>http://www.bethkanter.org/
  15. 16. Know Who You Want: The Blue Pig <ul><li>Emory University Class Gift </li></ul><ul><li>Multi-channel </li></ul><ul><ul><li>FB </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Emory website </li></ul></ul><ul><ul><li>Kintera </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>$72,000 in 2009-2010 from over 700 current students </li></ul></ul>
  16. 17. Know Who You Want: Carnegie Mellon
  17. 18. Right Team: Pepsi Refresh Project
  18. 19. Strongest Platform: Twestival <ul><li>Volunteer run/driven </li></ul><ul><li>Party or other event </li></ul><ul><li>Funds raised via tickets, donations, sponsorship, ads, etc. </li></ul><ul><li>Publicized on Twitter, other social media platforms </li></ul><ul><li>Results: </li></ul><ul><ul><li>Twestival Global 2010 raised over $460K for international education (Concern Worldwide) – over $6000 in DC alone </li></ul></ul><ul><ul><li>2011 focus: local nonprofits </li></ul></ul>
  19. 20. Social Timelines: Text 2 Give <ul><li>Technology is driven by mGive ( http://mgive.com/ ) & the Mobile Giving Foundation </li></ul><ul><li>Text short message to 5 or 6 digit number </li></ul><ul><li>Confirm intent </li></ul><ul><li>$5 or $10 donation appended to monthly mobile bill </li></ul><ul><li>American Red Cross Haiti Earthquake Relief </li></ul><ul><ul><li>Raised over $10 million in a week </li></ul></ul><ul><li>Other organizations using Text 2 Give </li></ul><ul><ul><li>United Way/NFL </li></ul></ul><ul><ul><li>Friends of the World Food Program </li></ul></ul><ul><ul><li>United Nations </li></ul></ul><ul><li>Next stage: TwitPay ( http://twitpay.com/ ) </li></ul><ul><ul><li>Previously a commercial service </li></ul></ul><ul><ul><li>Relaunched in February 2010 as 501(c)3 service only </li></ul></ul>
  20. 21. Have Fun!
  21. 22. <ul><li>Elizabeth Weaver Engel, MA, CAE </li></ul><ul><li>Director, Marketing & Sponsorship </li></ul><ul><li>National Association of Children’s Hospitals & Related Institutions </li></ul><ul><li>(NACHRI) </li></ul><ul><li>w: www.childrenshospitals.net </li></ul><ul><li>fb: www.facebook.com/childrenshospitals </li></ul><ul><li>t: @NACHRI </li></ul><ul><li>e: [email_address] </li></ul><ul><li>p: 703.797.6041 </li></ul><ul><li>Personal </li></ul><ul><li>t: @ewengel </li></ul><ul><li>li: http://www.linkedin.com/in/ewengel </li></ul><ul><li>Thanks for Playing http://thx4playing.blogspot.com/ </li></ul>

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