Presentation for development and communications professionals at the Digital Marketing Boot Camp for Arts Marketers on October 26, 2012. Focus is on sharing a four-part approach to help arts organizations develop an online fundraising strategy. We explored how organizations can make it easy and compelling for donors to support them online, and how to build relationships with donors through integrated campaigns and social media.

1. Digital Fundraising
Strategies for Arts Orgs
Farra Trompeter | Big Duck
Digital Marketing Boot Camp for Arts Marketers
October 26, 2012
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@farra
@bigduck
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3. © ymc_photos / flickr
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5. State of Online Fundraising
• Overall giving declining, but online still
growing
• Average gift size still bigger, but
dropping
• Biggest giving still around disasters,
December
• More orgs asking donors to recruit
support online, give via social media
• Gifts above $1,000 are increasing
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6. State of Online Fundraising
Online donors are typically…
• Younger
• Earning higher incomes
• Giving bigger gifts
• Easier to get… harder to keep
• Likely to renew through mail/other
channels
But this is likely to evolve
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7. Online Engagement Priorities
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8. Step 1:
Make it easy and
compelling for donors to
support you online
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15. Step 2:
Build relationships with
donors through integrated
campaigns
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16. Audience engagement
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30. YOUR INFO
First Name Last Name
Address 1 City
YOUR DONATION GOES TWICE
AS FAR, WHEN YOU GIVE TODAY.
Address 2 State
Earlier this year, New York City made massive cuts to the funding
of mental health services. Fountain House lost $450,000, including
more than $100,000 in funds that covered our daily operating costs. Email Address Phone Number
Fortunately, to help us make up for this shortfall, a generous matching
donor has stepped forward. If we can raise $50,000, the matching
AMOUNT
donor will kick in the other $50,000 to make up for what we lost from
the City. $35 $50 $100 $250
Our Fountain House community is, as ever, resilient and moving $1,000 $2,400 Other USD
forward. Still, your support between now and the New Year would be
especially meaningful. Please consider having your tax-deductible
donation matched today. CREDIT CARD
American Express MasterCard
Discover Visa
Card Number Expiration Card Security Code
HONOR SOMEONE WITH YOUR
CONTRIBUTION (OPTIONAL)
To make your contribution in somebody's honor, fill in the information
below. He or she (or, in the case of an in memoriam contribution, the
recipient you specify) will be notified of your thoughtfulness and generosity.
This contribution is
DONATE
212.582.0340))|))425)West)47th)Street,)New)York,)NY)10036))|))www.FountainHouse.org))
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37. 2011 Campaign Results
• Total raised: $88,390
• Average online gift: $187.78
• # of online gifts up 34% from 2010
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38. Lessons Learned
• Direct mail acquired list is ready to give
online
• Donors receptive to a different kind of
storytelling
• Increase appeared to result not just from
added appeals, but entire campaign
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39. Step 3:
Find your most passionate
donors and turn them into
fundraisers
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50. Step 4:
Create community and give
donors more ways to
support you
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56. http://www.youtube.com/watch?v=CQpRq-mitYo
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57. Takeaways
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58. The foundation for success
Your audience needs…
1. To exist
2. To know who the heck you are
3. To expect communications from you
4. To see you where they already are
5. To know why member support is needed
6. To trust that you’re legit
7. To be able to help
8. To be big enough to justify the expense
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59. Resources
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60. Resources
• 2012 eNonprofit Benchmarks Study
http://www.e-benchmarksstudy.com/
• 2011 Blackbaud Online Giving Report
https://www.blackbaud.com/onlinefundraising
• 2012 Online Marketing Nonprofit Benchmark Study
http://resources.convio.com/rs/convio/images/2012-
Convio-Benchmark-Report.pdf
• Network for Good—Online Giving Study
http://www.onlinegivingstudy.org/
• Year-End Fundraising Resources—Change.org
http://www.change.org/partners/yearend
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61. Contact Farra
farra@bigducknyc.com
twitter.com/farra
linkedin.com/in/farra
slideshare.net/farra
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62. Contact Big Duck
bigducknyc.com
bigducknyc.com/blog
facebook.com/bigduck
twitter.com/bigduck
slideshare.net/bigducknyc
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63. Upcoming Workshops
11/15: Beer at Big Duck – Brandraise to
Fundraise
12/6: Bagels at Big Duck – Managing
Your Personal/Professional Brand
in Social Media
http://www.bigducknyc.com/resources/
workshops
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