Tennessee Valley Institute for Nonprofit Excellence

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Tennessee Valley Institute for Nonprofit Excellence

  1. 1. The Changing Face of Philanthropy Jocelyn Harmon VP of Sales, Marketing and Customer Success Network for Good
  2. 2. http://www.sikhcoalition.org/
  3. 3. Where are we now?
  4. 4. Who gives?
  5. 5. 1,280,739# of 501c(3)s in U.S.
  6. 6. Welcome to fundraising 2012 style!
  7. 7. What’s a nonprofit to do?
  8. 8. 4 Trends to Watch
  9. 9. 1 - Embrace the changingdemographics of our country.
  10. 10. Yet, we’re not a diverse sector
  11. 11. Susan G. Komen for the Cure
  12. 12. Get to know the Millenials
  13. 13. Learn how different age groups give.
  14. 14. Focus on women!
  15. 15. The Girl Effect
  16. 16. Women Give More Than Men
  17. 17. Women control 51.3% of wealth
  18. 18. Questions for you?• What are you doing to respond to the demographic shifts shaping your city, state, and county?• Specifically, what are you doing to connect with – people of color, – young people – and women philanthropists?
  19. 19. 2. Embrace technology and leverage it for giving – STRATEGICALLY!
  20. 20. $20,000,000,000+Online Giving in 2010
  21. 21. And it’s growing!
  22. 22. Major donors give online
  23. 23. But it’s still only a slice of the pie % of Total Giving
  24. 24. BE STRATEGIC
  25. 25. Your website is your home base
  26. 26. Yikes!• 98% percent of visitors to an organization’s donate page LEAVE before making a donation.• Remember: Offline donors are researching your organization online too!
  27. 27. 8 Must-haves on your donation page1 One-page form.2 An “ask string.”3 No unnecessary fields. Hint: Don’t ask for my first- born!4 No non-giving options. Your donation form is about DONATING!5 Intuitive layout.6 Don’t make me create an account to donate.7 “Secure transaction” graphic and a link to your privacy policy.8 Contact information!
  28. 28. Other important elements• Branded donation page.• Recurring gift options• Impact donation labels• On behalf of/in honor of• Third-party endorsements like Charity Navigator and donor testimonials
  29. 29. Branded donation page
  30. 30. Branded donation page
  31. 31. Recurring gift option
  32. 32. Impact donation labels
  33. 33. On behalf of/in honor of
  34. 34. 4. Third-party endorsements
  35. 35. Build a great email list
  36. 36. Email
  37. 37. 6 Ways to grow your email list1 Collect email addresses on your website.2 Leverage offline communications and events.3 Engage in online advocacy.4 Get found in Search.5 Engage in list swaps or chaperoned emails.
  38. 38. 1. Collect email addresses on your website
  39. 39. 2. Leverage offline communications E-mail ask on a direct mail reply or insert Separate mailing – postcard or PURL mailings
  40. 40. and events!
  41. 41. 3. Engage in online advocacy
  42. 42. Engage in online advocacy
  43. 43. 4. Get found in Search Paid AdsOrganic Results
  44. 44. 5. Do a list swap or chaperoned email
  45. 45. Social networks
  46. 46. Twitter
  47. 47. Video
  48. 48. Mobile
  49. 49. 5,000,000,000The number of cell phone subscriptions in 2010
  50. 50. Mastering Mobile – 3 Options• Text to Give• Smart phone apps• Mobile Websites
  51. 51. Questions for you?• What are your online/digital fundraising goals?• How can you use technology to raise more money, acquire new donors and retain the ones you have?• What is your staff capacity for managing new media?• Do you have the basics in place, i.e. is your website and email list up to snuff?
  52. 52. 3. Embrace social giving.
  53. 53. Crowdrise
  54. 54. Charity: Water
  55. 55. Your Cause
  56. 56. Questions for you?• How are you building a network of volunteer fundraisers for your organization?• How are you enabling your best fundraisers to raise funds for you?• How are you staying connected to these new evangelists who are connected to each other but might not be connected to you?
  57. 57. 4. Personalize, personalize personalize.
  58. 58. Donor’s Choose
  59. 59. Global Giving
  60. 60. Oxfam Unwrapped
  61. 61. Questions for you?• How can you personalize the giving experience for your donors by giving them options for how they express their generosity?• How can you draw them closer to you by making them feel like the special, valuable and unique individuals they are?
  62. 62. Resources for you• Online Giving Study – Network for Good• 2010 Online Giving Report – Blackbaud• 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report - Blackbaud• 2011 eNonprofit Benchmarks Study – NTEN and M+R Strategic Services• www.marketingfornonprofits.org - by Me!• www.nonprofitmarketingblog.com - Katya Andresen• Don’t Make Me Think! A Common Sense Approach to Web Usability – Steve Krug• Flipping the Funnel – Seth Godin
  63. 63. Shameless self-promotionVisit http://www1.networkforgood.org/for-nonprofits to learnmore!
  64. 64. Connect with me!Jocelyn.harmon@networkforgood.org @jocelynharmon www.marketingfornonprofits.org

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