Anatomy fundraiser 2

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  • Take photos Post them on facebook after the event Email/FB/Tweet “Come back and tag your photos” The first time we did this, we saw an uptick in fans (about 40 new fans) and over 1,100 page views in a day Reinforce the good time that people have, show how UMS is “cool,” show others who missed the event what our audiences look like Photos are embedded with our logo so that as they go out over people’s newsfeeds they see the UMS brand
  • Digital Concert House In the past we might have used these incentives to drive ticket sales (we didn’t need to this) Reinforcing value; asking people to DO something to GET something Modeling what we’d like to see on our page
  • http://www.micropersuasion.com/2009/03/social-networking-demographics.html Increased reading blogs and listening to podcasts by 67 percent year over year; nearly 80 times faster than Gen Y (1 percent) Posted a 59 percent increase in using social networking sites—more than 30 times faster than Gen Y (2 percent) Increased watching/posting videos on the Internet by 35 percent—while Gen Y usage decreased slightly (-2 percent) Accelerated playing video games on the go via mobile devices by 52 percent— 20 times faster than Gen Y (2 percent) Increased listening to music on an iPod or other portable music player by 49 percent—more than four times faster than Gen Y (12 percent) Meanwhile, Gen Y... Participation slipped in virtual worlds from 23 percent to 19 percent Consumed no more video online than they did last year Blogged and contributed to wikis less (it's down from 35 to 33 percent)
  • Highest growth rate is age 45 and over. Non-Orthodox Jews aged 25-39 larger than ever before, most pivotal demographic for Judaism in US (“Uncoupled: How our Singles are Reshaping Jewish Engagement”, Cohen and Kelman)
  • 35 and older makes up 38% of users
  • Anatomy fundraiser 2

    1. 1. Anatomy of an Online Fundraiser <ul><li>Linh Song, MSW </li></ul><ul><li>npServ Director </li></ul><ul><li>Nonprofit Enterprise at Work (NEW) </li></ul><ul><li>twitter @new_org </li></ul><ul><li>[email_address] </li></ul><ul><li>www.new.org </li></ul><ul><li>twi </li></ul>
    2. 2. Introducing NEW <ul><li>Nonprofit Enterprise at Work (NEW) </li></ul><ul><li>15 year old nonprofit focused on delivering nonprofit support services </li></ul><ul><li>Offices in Detroit and Ann Arbor </li></ul><ul><li>Serve 500+ nonprofits annually </li></ul><ul><li>Focused on Southeast Michigan </li></ul>
    3. 3. Programs Governance Training Matching Assessments Webinars NP Directory Funding Search Best Practices Office Space Conference Space IT Support Social Media Donor Database Web-based Email
    4. 4. NEW’s blog includes thoughts from NEW CEO, Neel Hajra, interviews with nonprofit board members, volunteers, community partners and other NEW experts. http://new.org/blog/ Follow NEW’s Twitter updates for the down-low on events, news, special announcements and breaking news items.   www.twitter.com/new_org Become a fan of NEW to get information about special events, workshops & webinars, exchange ideas with other people in the nonprofit sector, and see photos and videos. http://www.facebook.com/group.php?gid=60978461809&ref=ts
    5. 5. What is social media? http://informationarchitects.jp/webtrends2007/
    6. 6.
    7. 7. http://www.fullcirc.com/wp/about/visual-and-graphic-work/
    8. 8.
    9. 9. Twitter Has a Purpose http://informationarchitects.jp/webtrends2007/
    10. 10. Promote others and share your knowledge
    11. 11. Educate Celebrate Attract http://mashable.com/2009/03/19/twitter-nonprofits/
    12. 12. Entertaining Donors
    13. 13. Globe Theatre Twitter Contest
    14. 14. Facebook Initiatives http://informationarchitects.jp/webtrends2007/
    15. 15. Facebook Love <ul><li>This is your default website! </li></ul><ul><li>Fans </li></ul><ul><ul><li>http://www.facebook.com/Affirmations </li></ul></ul><ul><li>Causes </li></ul><ul><ul><li>http://apps.facebook.com/causes/157724 </li></ul></ul><ul><li>Links to website, blog, other SM presence </li></ul><ul><li>Need Photo Gallery </li></ul><ul><li>Create Events Section (fundraiser deadline) </li></ul>
    16. 16. Affirmations
    17. 17. UMS/UMMA “15 Minutes of Fame”
    18. 19. Social Media = Developing Trust http://www.flickr.com/photos/sidereal/62874874/
    19. 20. Who is on social media?
    20. 21. Michael Brennan…a brand name. http://twitter.com/unitedwaymike
    21. 22. Demographics
    22. 23. <ul><li> </li></ul>http://www.scottmonty.com/2009/10/recent-facebook-demographics.html
    23. 24. http://www.scottmonty.com/2009/10/recent-facebook-demographics.html
    24. 25. Bloggers to Know http://detroit.blogs.time.com/ http://www.sweet-juniper.com/ http://markmaynard.com/ http://annarborchronicle.com/
    25. 26. Process
    26. 27. Identify Your Strategy http://informationarchitects.jp/webtrends2007/
    27. 28. http://altitudebranding.com/category/social-media-time-management/
    28. 29. Pick Existing Goals <ul><ul><ul><li>Build cause awareness </li></ul></ul></ul><ul><ul><ul><li>Connecting with new supporters </li></ul></ul></ul><ul><ul><ul><li>Soliciting online gifts </li></ul></ul></ul><ul><ul><ul><li>Cultivating supporter relationships </li></ul></ul></ul><ul><ul><ul><li>Engage local media </li></ul></ul></ul>
    29. 30. Outgoing Message <ul><li>How much are you trying to raise? </li></ul><ul><li>Who are you trying to involve? (Custom appeals) </li></ul><ul><li>How will you deliver the funds? </li></ul><ul><li>Where will the money go once it’s collected? </li></ul><ul><li>What will the donations make possible? </li></ul><ul><li>Post a FAQ or how-to on a call to action </li></ul>http://socialactions.com/taxonomy/term/101
    30. 31. Identify Your Audience
    31. 32. Snoop <ul><li>What websites do your supporters visit? </li></ul><ul><ul><li>AnnArbor.com </li></ul></ul><ul><ul><li>AnnArborChronicle.com </li></ul></ul><ul><ul><li>Yelp.com </li></ul></ul><ul><ul><li>Google.com </li></ul></ul><ul><li>What is their preferred method of receiving news? </li></ul><ul><ul><li>Email newsletters (Constant Contact, Vertical Response) </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Facebook </li></ul></ul>
    32. 33. New Networking
    33. 34. Identify Your Marketing Tools <ul><li>Website </li></ul><ul><li>Facebook </li></ul><ul><li>Word of Mouth (translates to forwarding links or emails) </li></ul><ul><li>Twitter </li></ul><ul><li>Media Releases </li></ul><ul><li>Events or Activities </li></ul>
    34. 35. Prioritize Your Networks
    35. 36. Carnegie Mellon <ul><ul><ul><li>Increase online visibility, brand awareness among students and alumni </li></ul></ul></ul><ul><ul><ul><li>Tactics: </li></ul></ul></ul><ul><ul><ul><ul><li>10K views for each RoboU videos </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Add 500 subscribers to YouTube channel in 1 year </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Add 1K Facebook fans in 1 year </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Create viral response to videos, picked up by bloggers </li></ul></ul></ul></ul><ul><ul><ul><li>Results: </li></ul></ul></ul><ul><ul><ul><ul><li>2.2 million views of “Last Lecture” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Students became advocates </li></ul></ul></ul></ul><ul><ul><ul><ul><li>290+ tech blogs spread videos </li></ul></ul></ul></ul>
    36. 37. NPO Website Satisfaction <ul><li>Ann Arbor’s ForeSee Results Findings </li></ul><ul><ul><li>Nonprofits scored 73/100 point scale </li></ul></ul><ul><ul><li>Online Banking (83), E-Retail (74), E-Government (74) and Automotive Websites (78) </li></ul></ul><ul><ul><li>Highly satisfied visitors to nonprofit websites are 49% are more likely to donate money </li></ul></ul><ul><ul><li>38% more likely to volunteer </li></ul></ul><ul><ul><li>66% more likely to use the website instead of a costlier channel as the primary resource </li></ul></ul>
    37. 38. Website requirements <ul><li>Visual imagery </li></ul><ul><ul><li>Search Flickr for Creative Commons Material </li></ul></ul><ul><ul><li>Collect material from staff, volunteers </li></ul></ul><ul><ul><li>Search Google Images, check licenses and permission </li></ul></ul><ul><li>Flickr photo slideshow widget </li></ul>http://www.flickr.com/photos/newbeatphoto/4293702381/sizes/m/
    38. 39. Testimonials <ul><li>Interview with program manager, folks “on the ground” </li></ul><ul><li>Constituents state their needs in their own words </li></ul><ul><ul><li>Appeal via letter, blog, video </li></ul></ul><ul><li>Include facts and figures on the issue, region, clients </li></ul><ul><ul><li>Reference current media reports </li></ul></ul><ul><ul><li>Reference high profile experts </li></ul></ul><ul><li>Get ready to recognize non-solicited testimonials on social media </li></ul>
    39. 40. YouTube http://www.youtube.com/watch?v=ovPfcU0ZdrA
    40. 41. YouTube, cont. http://www.youtube.com/watch?v=DqUZaAvDdSE
    41. 42. YouTube, cont. http://www.youtube.com/watch?v=lRKjw9FXd6c
    42. 43. $200 Goes a Long Way <ul><li>Flip Camera </li></ul><ul><li>http://store.theflip.com/MinoHD.aspx </li></ul><ul><li>3.3 ounces </li></ul><ul><li>60 minuets of HD video </li></ul><ul><li>4GB built-in memory </li></ul><ul><li>Lithium ion battery with USB arm </li></ul>
    43. 44. Donation button <ul><li>Paypal as a default </li></ul><ul><ul><li>2.9% transaction fee + $.03 charge/transaction </li></ul></ul><ul><ul><li>Compatible with Constant Contact </li></ul></ul><ul><ul><li>Easy to manage, set-up </li></ul></ul><ul><li>Network for Good for wider audiences </li></ul><ul><ul><li>3% of all donations </li></ul></ul><ul><ul><li>Takes care of state-by-state solicitation from all states </li></ul></ul><ul><ul><li>Checks sent in mail </li></ul></ul>
    44. 45. Chip In http://www.childsplaycharity.org/index.php <ul><li>Works directly with Paypal </li></ul><ul><li>Works with Facebook </li></ul><ul><li>Blogger friendly </li></ul><ul><li>Visual representation of progress </li></ul><ul><li>Allows for individual pages </li></ul><ul><li>No additional fees </li></ul>
    45. 46. Firstgiving <ul><li>Geared towards high volume donations </li></ul><ul><li>Allows for individual pages </li></ul><ul><li>Great for matching corporate campaigns for companies to use internally </li></ul><ul><li>7.5% processing fee + $300 annual </li></ul>http://www.firstgiving.com/savethechildren
    46. 47. Drawbacks http://motorfund.org/FirstGiving.aspx
    47. 48. Enlist Help <ul><li>Save the Children Haiti Help-A-Thon Community Engagement Toolkits </li></ul><ul><ul><li>Community Fundraising </li></ul></ul><ul><ul><li>School Fundraising </li></ul></ul><ul><ul><li>College Fundraising </li></ul></ul><ul><ul><li>Volunteer Fundrasing Guide </li></ul></ul><ul><ul><li>Generating Publicity for your Fundraising Event </li></ul></ul><ul><ul><li>http://www.savethechildren.org/get-involved/community-engagement/ </li></ul></ul>
    48. 49. Annual campaign <ul><li>Emory University Blue Pig Campaign </li></ul><ul><ul><ul><li>Twitter, Facebook </li></ul></ul></ul><ul><ul><ul><li>Incoming class given blue piggie banks </li></ul></ul></ul><ul><ul><ul><li>T-shirts “Feed Me. Love, the Blue Pig” </li></ul></ul></ul><ul><ul><ul><li>Piggie Round-Ups </li></ul></ul></ul><ul><ul><ul><li>Monthly Emails </li></ul></ul></ul><ul><ul><ul><li>Photo Contest </li></ul></ul></ul><ul><ul><ul><li>Commented on blogs, forums </li></ul></ul></ul><ul><ul><ul><li>Face-to-face interaction, answered questions </li></ul></ul></ul><ul><ul><ul><li>Managed by 1 staff person! </li></ul></ul></ul>http://www.alumni.emory.edu/annualfund/piggybank.php?section=fund&sub=programs http://www.facebook.com/thebluepig#/thebluepig?v=wall
    49. 50. Results <ul><li>Pignapping and beyond </li></ul><ul><ul><li>157% increase in undergrad donations </li></ul></ul><ul><ul><li>First 7 months of fiscal year collected $12,915 compared to $682 previous year </li></ul></ul><ul><ul><li>As of 5/09, total undergrad giving more than doubled in 2008 </li></ul></ul><ul><ul><li>1 st years had 9% participation rate </li></ul></ul><ul><ul><ul><li>579.42% increase in total dollars raised </li></ul></ul></ul><ul><ul><ul><li>734.88% increase in avg. gift </li></ul></ul></ul>
    50. 51. Team Responsibilities <ul><ul><ul><li>Humane Society of the United States </li></ul></ul></ul><ul><ul><ul><ul><li>Recognized info silos </li></ul></ul></ul></ul><ul><ul><ul><ul><li>“ We have daily 9 minute meetings. Short meetings have helped them be more efficient and effective with every aspect of social media campaigns.” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Internally cross-promote ideas and programs more </li></ul></ul></ul></ul>
    51. 52. http://altitudebranding.com/category/social-media-time-management/
    52. 53. Internal Resources <ul><li>Texas A&M Division of Marketing & Communications </li></ul><ul><ul><li>http://brandguide.tamu.edu/ </li></ul></ul><ul><ul><li>http://agrilife.tamu.edu/web/social/ </li></ul></ul><ul><ul><li>Tutorials for staff to post content to iTunes, blog support, brand consolidation </li></ul></ul><ul><ul><li>“ Do You Wonder” campaign </li></ul></ul><ul><ul><ul><li>University content weighted with students and alumni content </li></ul></ul></ul><ul><ul><ul><li>Outsourced then brought in-house </li></ul></ul></ul>
    53. 54. Save Kirkland’s 4 th ! http://twitter.com/savekirkland4th
    54. 55. Kirkland’s campaign process <ul><li>Identified target audience </li></ul><ul><li>Identified fundraising goal of $30,000 in 6 weeks </li></ul><ul><li>Facebook page set-up </li></ul><ul><ul><li>Invited original supporters, businesses, groups, and media to become a “FAN” </li></ul></ul><ul><ul><li>Repeat process through CAUSES application </li></ul></ul><ul><ul><li>Created EVENTS and invited FANS to attend </li></ul></ul><ul><ul><li>Daily updates on WALL to continue interest </li></ul></ul><ul><ul><li>Thanked supporters and businesses on WALL, link to sites </li></ul></ul>
    55. 56. Kirkland, Cont. <ul><li>Twitter Set-up </li></ul><ul><ul><ul><li>Ongoing Teets through Tweet later </li></ul></ul></ul><ul><ul><ul><li>Highlighted news from blog </li></ul></ul></ul><ul><ul><ul><li>Twitter Follow Friday </li></ul></ul></ul><ul><li>Donation options </li></ul><ul><ul><li>Paypal on site, blog, and Facebook </li></ul></ul><ul><ul><li>Drop off boxes in shops and businesses </li></ul></ul><ul><ul><li>Check drop off locations (Chamber, downtown assoc., realty, etc.) </li></ul></ul><ul><ul><li>Volunteers selling flags at parade </li></ul></ul>
    56. 57. Kirkland Results <ul><li>Raised $35,000 </li></ul><ul><li>75 individuals donated $6,945; avg. donation of $92.60 </li></ul><ul><li>15 business donated $24,150l avg. donation of $1,610 </li></ul><ul><li>Approx. 500 FANS on Facebook </li></ul><ul><li>150+ Twitter followers </li></ul><ul><li>50+ blog entries: updates, sponsor profiles, media coverage </li></ul><ul><li>10+ bloggers included articles and links back to site </li></ul><ul><li>Coverage on local, regional tv, radio, news </li></ul><ul><li>Fireworks company donated extra $5,000 in fireworks </li></ul><ul><li>http://www.slideshare.net/PurpleDuckMarketing/ </li></ul>
    57. 58. Traffic Tools http://informationarchitects.jp/webtrends2007/
    58. 59. Individual info feeds <ul><li>npServ </li></ul><ul><ul><li>Daily GoogleAlerts </li></ul></ul><ul><ul><li>Check RSS feeds via Google Reader (nonprofit tech blogs to trains on Craigslist) </li></ul></ul><ul><ul><li>TweetDeck conversations </li></ul></ul><ul><ul><li>GoogleGroups email threads </li></ul></ul>
    59. 60. http://www.flickr.com/photos/cambodia4kidsorg/3226367547/sizes/o/
    60. 61. Routines <ul><li>Use templates </li></ul><ul><ul><li>FAQ to point people to </li></ul></ul><ul><ul><li>Build tags in Delicious to direct people to categories and other resources </li></ul></ul><ul><ul><li>Standardize responses to common emails and comments </li></ul></ul><ul><ul><ul><li>Control expectations: “Thanks, will get back to you in 48 hours.” </li></ul></ul></ul><ul><li>Project Management </li></ul><ul><ul><li>GoogleDocs </li></ul></ul><ul><ul><li>Outlook Tasks </li></ul></ul>
    61. 62. Cross Platform Tools
    62. 63. Analytics http://siteanalytics.compete.com/jewlicious.com/ - 20,320 monthly unique visitors- Top referring site is google.com at 32.53% - Second is facebook.com at 9.08%
    63. 64. Know the Competition http://twittercounter.com/HumaneSociety
    64. 65. Google, Your Guide 1. How many people visit my web sites each day. 2. How long the average visitor stays. 3. How many pages the average visitor views before leaving. 4. How many visitors stay longer than 3-5 minutes. 5. How many &quot;New&quot; visitors there are on a weekly basis. 6. I like to see where my traffic comes from (Twitter, Facebook, Google, etc.,) 7. Which pages are the most popular. 8. If certain popular pages in particular get a high percentage of traffic from referral sites like Twitter. 9. How long people tend to stay on my most popular pages (and to compare that with the average for the site in general). 10. Which times of day are the busiest.
    65. 66. http://www.webexpectations.com/blog/wp-content/uploads/2008/09/googleanalytics.jpg
    66. 67.
    67. 68. Your Fundraising Data http://informationarchitects.jp/webtrends2007/
    68. 69. Follow-up <ul><li>Recognize donors online </li></ul><ul><li>Enter donor profiles into your database: ACCESS, Filemaker, Giftworks </li></ul><ul><ul><li>Google each donor </li></ul></ul><ul><ul><li>Add to profile social networking profiles, background information, donor history (schools, campaigns) </li></ul></ul><ul><ul><li>http://fundrace.huffingtonpost.com/index.php </li></ul></ul><ul><li>Ask if they want to follow campaign via email? Add to Constant Contact/Vertical Response </li></ul><ul><li>Report back results via email, blog, social networks </li></ul>
    69. 70. Know Your Donors http://fundrace.huffingtonpost.com/
    70. 71. Process
    71. 72. http://www.pink-sheep.com/twitter-nonsense/chronically-unfollowable
    72. 73. www.new.org/socialmedia webinars workshops consulting assessments

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