Online fundraising for non-profits


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Presentation given for Pradler Institute mentors on how improving their online presence can improve their bottom line.

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Online fundraising for non-profits

  1. 1. presents
  2. 2. גיוס כספים אונליין לעמותות Online fundraising for non-profits Pradler Institute Jan. 28, 2009
  3. 3. למה ?
  4. 4. “ Wealthy Donors Cite Loss of Emotional Connection as Leading Reason for Discontinuation of Giving to a Charitable Organization” - Bank of America 2008 Study of High Net-Worth Philanthropy, Nov. 24, 2008
  5. 5. Why do they give? <ul><li>To give back to community </li></ul><ul><li>To make an impact </li></ul><ul><li>To teach their kids to be charitable </li></ul><ul><li>Religion (over 50%) </li></ul>
  6. 6. What do they expect? <ul><li>Sound business practices </li></ul><ul><li>Acknowledgement of contributions </li></ul><ul><li>Protection of personal info </li></ul><ul><li>Full financial disclosure </li></ul><ul><li>= transparency + honesty </li></ul>
  7. 7. Why did they stop? <ul><li>no longer feeling connected to the organization ( 57.7% ) </li></ul><ul><li>deciding to support other causes ( 51.3% ) </li></ul><ul><li>feeling they were being solicited too often ( 42.3% ) </li></ul><ul><li>= create relationship but don’t be annoying </li></ul>
  8. 8. “ We are noticing that the turbulent economic environment has…motivated these individuals to play a more active role in charitable decisions in terms of what they give, to whom and when .&quot;
  9. 9. JustGiving Survey by Professional Fundraising
  10. 10. JustGiving Survey by Professional Fundraising (cont) <ul><li>34 % said they're recruiting new donors online . </li></ul><ul><li>11% had considered specific development strategies for online donors </li></ul><ul><li>9% are doing profiling and comparison work between online and offline donors . </li></ul>
  11. 11. JustGiving Survey by Professional Fundraising (cont) <ul><li>Barriers to entry: resources (64%), financial (45%), staff understanding (44%) </li></ul><ul><li>41% say they are starting to see a return on internet fundraising and are prepared to invest more </li></ul><ul><li>Over 50% are excited by the potential of social networking and unleashing their supporters' creativity . </li></ul>
  12. 12. Online donations +34% Sept. 08 Sept. 07 M + R Strategic Services
  13. 13. Online donations (down due to economic situation) +5% Oct. 08 Oct. 07
  14. 14. It’s just a tool Usage: improves communication
  15. 15. Communication Support New income
  16. 16. Your “clients” <ul><li>Fly by nights </li></ul><ul><li>Interested </li></ul><ul><li>Passionate </li></ul><ul><li>Don’t give </li></ul><ul><li>One-timers </li></ul><ul><li>Inconsistent but repeat </li></ul><ul><li>Repeat but small </li></ul><ul><li>Repeat but big </li></ul><ul><li>Mega </li></ul>
  17. 17. Trust <ul><li>“ People trust people like themselves more than they trust experts ... It would be advantageous to have these folks telling your story . “ (Greg Verdino, chief strategy officer at crayon LLC ) </li></ul>
  18. 18. + + = Blogs Social Media Connect Share
  19. 19. It’s all about building relationships Inspiration, Impact, Intimacy ( Katya Andresen, Katya’s Non-profit Marketing Blog .)
  20. 20. Benefits…
  21. 21. Benefits <ul><li>Better search engine placement </li></ul><ul><li>Farther reach </li></ul><ul><li>Build community </li></ul>
  22. 22. What you need <ul><li>Strategy </li></ul><ul><li>Time/Resources </li></ul><ul><li>Benchmarking </li></ul>
  23. 24. Sites considered social media: <ul><li>Blogs </li></ul><ul><li>Message boards </li></ul><ul><li>Forums </li></ul><ul><li>Social networks </li></ul><ul><li>Video sharing </li></ul><ul><li>Microblogging </li></ul><ul><li>Slideshows </li></ul><ul><li>Picture sharing (Photobucket) </li></ul><ul><li>Podcasts </li></ul><ul><li>Vidcasts </li></ul><ul><li>Wikis </li></ul><ul><li>Groups </li></ul><ul><li>Virtual words or communities (Second life) </li></ul>
  24. 25. Where do I start?
  25. 26. Thank you! [email_address]