Show Me The Money Volunteer Fairfax

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Technology and the Future of Giving Workshop for Volunteer Fairfax

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Show Me The Money Volunteer Fairfax

  1. 1. Show Me the Money! Online Fundraising for Nonprofits <ul><li>Jocelyn Harmon Rick Moyers </li></ul><ul><li>NPower Greater DC Region Meyer Foundation </li></ul>
  2. 2. Agenda <ul><li>What is online fundraising? </li></ul><ul><li>Why should you care? </li></ul><ul><li>Who should do it? </li></ul><ul><li>How? </li></ul><ul><li>The NEW Tools </li></ul><ul><li>The Back End </li></ul><ul><li>Summary </li></ul><ul><li>Learn from the Best! </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’s easy to measure. </li></ul>
  5. 5. Who should do it?
  6. 6. Who’s Online? <ul><ul><li>76% of men are online </li></ul></ul><ul><ul><li>74% of women are online </li></ul></ul><ul><ul><li>92% of 18 – 29 year olds are online </li></ul></ul><ul><ul><li>72% of 50 – 64 year olds are online </li></ul></ul><ul><ul><li>94% with household income of $75,000+ more are online </li></ul></ul><ul><ul><li>61% of people with household income of $30,000 or less are online </li></ul></ul><ul><ul><li>Source: Pew Internet & American Life Project </li></ul></ul><ul><ul><li>170 million MySpace members </li></ul></ul><ul><ul><li>66 million Facebook users </li></ul></ul>
  7. 7. What are they doing? <ul><ul><li>92% sending or reading e-mail </li></ul></ul><ul><ul><li>91% using a search engine </li></ul></ul><ul><ul><li>71% getting news </li></ul></ul><ul><ul><li>48% watching a video on a video-sharing site like YouTube or Google Video </li></ul></ul><ul><ul><li>47% looking for news or information about politics or the upcoming campaigns </li></ul></ul><ul><ul><li>39% (57 million people) reading blogs </li></ul></ul><ul><ul><li>32% rating a product, service or person using an online rating system </li></ul></ul><ul><ul><li>Source: Pew Internet & American Life Project </li></ul></ul>
  8. 8. 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>Source: Fund-Raising Cost Effectiveness, James/Greenfield </li></ul>
  9. 9. 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>
  10. 10. But How? <ul><li>Strategy first. </li></ul><ul><li>Tactics second. </li></ul>
  11. 11. Strategy, Strategy, Strategy <ul><li>Ask permission. </li></ul><ul><li>Have a conversation. </li></ul><ul><li>Think who, not how many. </li></ul><ul><li>“ Flip the funnel.” Give the folks that LOVE you the tools to raise money on your behalf. </li></ul>
  12. 12. Website
  13. 13. E-mail
  14. 14. Charity Widgets <ul><li>They are portable. </li></ul><ul><li>They enable the best kind of fundraising - person-to-person. </li></ul><ul><li>They can incorporate video, text and audio. </li></ul><ul><li>They enable impulse transactions. </li></ul><ul><li>Again, no HTML needed. </li></ul>
  15. 15. Social Networking Sites <ul><ul><ul><li>Enable real and real-time conversations about charities. </li></ul></ul></ul><ul><ul><ul><li>Are places where people are already congregating. </li></ul></ul></ul><ul><ul><ul><li>Platforms for your supporters to support you. </li></ul></ul></ul>
  16. 16. Donation Platforms
  17. 17. YouTube <ul><li>Helps show the emotional side of your charity. </li></ul><ul><li>It’s portable. </li></ul><ul><li>Check out our new video ! </li></ul>
  18. 18. Blogs <ul><ul><ul><li>Enable instant feedback and communication. </li></ul></ul></ul><ul><ul><ul><li>Put a real face on an organization. </li></ul></ul></ul><ul><ul><ul><li>Are easy to update and are an easy way to organize content. </li></ul></ul></ul><ul><ul><ul><li>Search engines love blogs! </li></ul></ul></ul>
  19. 19. <ul><li>You’ll still need a way </li></ul><ul><li>to track and communicate with your donors and collect the cash! </li></ul>Don’t forget the back end.
  20. 20. Nothing is perfect. Well, almost nothing. <ul><li>You WILL lose control of your message. </li></ul><ul><li>Some audiences may not be ripe, YET! </li></ul><ul><li>Online fundraising should be just one part of an integrated strategy. </li></ul>
  21. 21. Summary
  22. 22. Online fundraising is leveling the playing field for nonprofits. Now even the smallest groups can afford to talk and be heard .
  23. 23. Online fundraising can help you to expand your reach exponentially.
  24. 24. Online fundraising can help you to reach younger donors.
  25. 25. Online fundraising makes it easier for your supporters to support you .
  26. 26. The blog is not the dog.
  27. 27. It’s FUN!
  28. 28. Learn from the Best! <ul><li>Beth Kanter’s Blog </li></ul><ul><li>Katya’s Nonprofit Marketing Blog </li></ul><ul><li>Seth Godin </li></ul><ul><li>Kiva </li></ul><ul><li>Case Foundation </li></ul><ul><li>Alison Fine </li></ul><ul><li>Andy Goodman </li></ul>

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