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Joe Baker and Justin Perkins of Care2 discuss the benefits of integrating fundraising and advocacy communications, with ideas and examples.

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1. 1. Cultivating Donors Through eCampaigning Justin Perkins Nonprofit Strategy [email_address] Joe Baker VP of Causes and Advocacy [email_address]
2. 3. The Dream Campaigns <ul><li>charity:water volunteers raised \$250,000 through an event called Twestival organized via Twitter </li></ul><ul><li>The Red Cross raised \$32 Million through Twitter and mobile texting (sms) </li></ul><ul><li>A handful or organizations have gained exposure and raised \$10’s of thousands through winning “popularity” contests such as American Express, Pepsi, Chase, Microsoft and Case Foundation American’s Giving Challenge </li></ul><ul><li>The Oxfam UK got about 34,000 pounds via an embedded link in a YouTube video posted the day after the Haiti quake. </li></ul>
3. 5. “ One Million Dollars…”
4. 11. From Tweets to \$250,000
5. 12. Median dollars raised = \$570
6. 13. Calculating ROI Return on Investment Formula: ROI=(Gain from Investment – Cost of Investment) -------------------------------------------------------- (Cost of Investment) Breakeven: Gain from Investment = Cost of Investment Payback Period: How long it takes to breakeven (and thus make a profit)
7. 14. Adults prefer contact via email Where do people spend most of their time at work? The inbox. Most people donate online while at work.
8. 16. What does ROI mean? <ul><li>A performance measure, expressed as a ratio, used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. </li></ul><ul><li>If an investment does not have a positive ROI, or if there are other opportunities with a higher ROI, then the investment should be not be undertaken. </li></ul><ul><li>(http://www.investopedia.com) </li></ul>
9. 17. wah wah, wah
11. 20. Action Takers are Stronger Donors Source: Charitable Memberships, Volunteering and Discounts: Evidence from a Large-Scale Online Field Experiment. May 2009, National Bureau of Economic Research, A. Lange, A. Stocking. Donors who’d taken action online were 3.6x more likely to donate than those who hadn’t
12. 22. Be Prepared for Your Katrina-like Moments <ul><li>It’s all about your “list”- starting with email </li></ul><ul><li>Care2 recruited 5000 new donors in 1 week </li></ul><ul><li>Raised \$205k for American Humane </li></ul>
13. 28. Size Matters
14. 29. Are you ready to quickly reach several hundred thousand people who trust your organization?
15. 30. Your “List” Mobile phone list Social media “friends” direct mail list Email list Phone list
16. 31. Nonprofit Marketers’ Toolbox
17. 33. Choose the Right Tool Sales Cycle