A 7 minute presentation prepared for the Institute of Fundraising (IoF) Digital conference on 28 Sep 2015 in London, UK. It focused on a few examples of how campaigning and fundraising can be integrated. It came about because at the IoF Convention in June 2015, campaigning was not even mentioned in any presentation summaries.
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Integrating Fundraising and Campainging
1. Feedback to: duane@fairsay.com Twitter: @fairsay
Integrating Fundraising & Campaigning
(not just integrating channels)
28 Sep 2015 – Institute of Fundraising Digital conference, London, UK
Duane Raymond: linkedin.com/in/duane
• Working with campaigning and digital since 2000
• Founded and run eCampaigning Forum (ECFers) annual event and community (3000+
campaigners, fundraisers, digital experts etc. from around the world
• ECFers provided many examples I use
2. Problem
Support
Solution
Supporters want to know how to help
Feedback to: duane@fairsay.com Twitter: @fairsay 2
✓✗
Campaigning
Fundraising
Volunteering
?
Digital
Media
silos
6. There is the potential for run-away success
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7. The uses can be symbolic and/or fun
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8. The amounts can be small but meaningful
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9. Specific asks are easier to fundraise for
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10. Donations are about more than just money
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1.Social proof
2.Stunt
enabler
3.Political
influence
11. Model B: Lead generation
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12. FUNDRAISING:
RECRUITMENT
ACTIVISM: IMPACT
MEDIA
FUNDRAISING:
RETENTION
PROGRAMMES
& CAMPAIGNS
“What they’ve done is, is come up with an app that is so good and so friendly”
Chris Evans on Radio 2 Breakfast Show (2015)
5,000 contacts to be put
into the lead calling
programme for 2015Core objective is to halt bee
decline and restore the UK bee
population
SOCIAL MEDIA
Some of the highest likes and
shares of any FOE content
24,600 participants new to FOE
increasing the supporter base by
8.2%
BUSINESS
ENGAGEMENT
This group is showing the
2nd best retention figures out
of all IG income streams
Cash asks
0p per
supporter
Reach of >12
million people
Very high ROI – 2014
supporters paid off after
13 months
LOCAL GROUPS
CELEBRITY
ENDORSEMEN
T
12
13. eCampaigning to telemarketing
• Greenpeace collect phone numbers from campaign
action participants
• Phone new & non-member supporters within 24 hours
• Attempt to convert to members (=regular donors)
• Retry unreachable within week, lapsed after 14 days
• New: 7.5-8% conversion (mix DD & cash)
• Past: 15.5% conversion
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14. Model C: Secondary ask conversion
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15. Donations as the secondary ask
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…and an indicator of deeper supporter commitment
17. Model D: Big-ask then small-ask
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18. Feedback to: duane@fairsay.com Twitter: @fairsay
Other volunteers can help too -- lab
technicians, logisticians, water and sanitation
workers, and transport workers. Volunteering
means more than time. It means risk. Ebola
is highly contagious. Health professionals
have already died fighting it. But if there's
any group of people that would consider
taking this risk for their fellow human beings,
it's our community. I and others on the Avaaz
team are ready to take that risk with you,
traveling to the front lines of this crisis.
From: Ricken Patel – Avaaz
Subject: People vs. Ebola
18
19. 19Feedback to: duane@fairsay.com Twitter: @fairsay
From: Ricken Patel – Avaaz
Subject: People vs. Ebola - thousands
volunteering!
I can barely believe it - thousands of
us have volunteered to risk our lives
at the front line of the Ebola crisis,
including hundreds of doctors and
health workers! And you have to see
what the volunteers are writing -- it's
beautiful.
20. Model E: Fundraise based on successes
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21. Fundraise on your campaigning record
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22. Problem
Support
Solution
Could you re-organise around projects?
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✓Project team
• Fundraisers
• Campaigners
• Media
• Volunteering
• Digital
23. Learn more and connect with peers at
23Feedback to: duane@fairsay.com Twitter: @fairsay
Learn more at
• Join the eCampaigning Forum community: fairsay.com/ecflist
• Attend eCampaigning Forum event: http://fairsay.com/ecf
• eCampaigning knowledge: http://fairsay.com/knowledge
• Care2’s Frogloop Blog: http://frogloop.org
• Mobilisation Lab: http://mobilisationlab.org
Contact me:
Duane Raymond Duane@FairSay.com
Skype/ Twitter: fairsay http://FairSay.com
LinkedIn: http://LinkedIn.com/in/duane
Editor's Notes
1
Most supporters don’t care how you are organised internally, they just wish to know
What the problem is
What can be done to solve the problem
How they can help solve it
So your starting point shouldn’t be that your department doesn’t do fundraising, campaigning or volunteer management
It should be what is required to solve the problem and how can supporters help.
As with anything, campaign fundraising has the potential for runaway success.
In this example, a campaign to fund “atheist” ads on London busses ended up surpassing its £10,000 goal by over £100,000
Luck is a big part of this, but so was having BBC news media coverage
Donors were living around the world because but didn’t care as they loved the idea so much
Money can even be fundraised for uses that are symbolic or fun
In this example from GetUp in Australia, they crowdfunded a skywriter to write “vote yes” above the Australian Parliament as MPs arrived to remind MPs of voter views
Small donation levels can still be powerful if they are strategic
In this example, GetUp fundraised for this this young refugee - who had been in migrant detention as a child - to travel to talk with Australian senators
This campaign won by overturning a policy of charging refugees for the cost of their detention
It cost only a few thousand Australian dollars from a few hundred supporters
Specific asks are easier to fundraise for and are more likely to have a deadline and thus urgency
38Degrees in the UK regularly fundraises for a range of specific campaigning needs
Using fundraising as part of campaign is about more than just the money
It provides social proof that others support the campaign
It enables tangible campaign activities that might be otherwise unaffordable
It influences politicians because they know getting donations is more difficult so it is also has political impact
Donations are also a great indicator of which supporters are willing to provide deeper support
In this example, the primary ask is signing a petition, but the secondary ask is for a donation
So the supporters who participate in both help us identify which supporters might be more committed
And, of course, you can fundraise based on your campaigning record.
While this doesn’t tend to be as compelling for most people, people do like supporting success
Most supporters don’t care how you are organised internally, they just wish to know
What the problem is
What can be done to solve the problem
How they can help solve it
So your starting point shouldn’t be that your department doesn’t do fundraising, campaigning or volunteer management
It should be what is required to solve the problem and how can supporters help.
You now have an overview of how and why this model works
You’ve also just completed a topic – so be sure to mark this topic as complete
To learn more about e-campaigning, here are some links to insightful blog posts and events
You also have my contact details if you have questions or suggestions