Online Fundraising and Social Media for Nonprofits


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Online Fundraising and Social Media for Nonprofits

  1. 1. Online Fundraising and Social Media Workshop 14.10.2009 Lisa Hodges, Joint Leap Technologies Poonam Chengappa, CRY India Presented by SAFRG Lisa Hodges, Online Fundraising and Social Media Workshop 24.10.09
  2. 2. Let's meet! Flickr credit: gopal1035
  3. 3. Email Blasts Online Fundraising: 1. Strategy 2. Tactics Website 3. Metrics (and then start again...) Social Media
  4. 4. Why is all this important?
  5. 6. “ In 2008, non-profits got about 10% of their donations online , according to a survey by Target Analytics. Given the high growth rate for Internet donations, we estimate that they'll constitute the majority of donations by 2020 .” Source: “ India would become the third largest country in terms of Internet users across the globe [by 2013], according to a forecast by Forrester” Source:
  6. 7. Strategy: What is this online fundraising business and where do we start? Flickr credit: Stefan Baudy
  7. 8. Fundraising Offline methods: -Direct Mail -Events -Etc. Email Blasts Online Fundraising: 1. Strategy 2. Tactics Website 3. Metrics (and then start again...) Social Media
  8. 9. <ul><li>Multiple Outcomes </li></ul><ul><li>Brand/Cause Awareness (Scale!) </li></ul><ul><li>Fundraising </li></ul><ul><li>Increase volunteerism/more </li></ul><ul><li>interaction </li></ul><ul><li>Credibility/Transparency </li></ul>Flickr credit: MoBikeFed
  9. 10. Start from the end and work your way back. Flickr credit: markhillary
  10. 11. First, define your goals. Flickr credit Vadim Lavrusik
  11. 12. Who are you trying to target? Be specific!
  12. 13. What tactics are you going to use? (Email Campaign, Facebook, Blogging, etc.) We'll cover these strategies today.
  13. 14. Determine who in your organization will be involved? Who will be responsible? (This is where you might want to bring in that intern who spends her free time blogging...)
  14. 15. How will you know if you've succeeded? (We'll talk about this later in Metrics.) Flickr credit: kevinzhengli
  15. 16. Review : Four initial questions: Why are you sending this campaign? What are you sending? How – what action do you seek? When do you need a response? Source : I would add: How will you measure results?
  16. 17. Activity 1: Plan your own goals and who you are going to target.
  17. 18. Specific Tactics: Website
  18. 19. Often the first point of contact. Very important! Flickr user whiteafrican
  19. 20. “ Highly satisfied visitors to nonprofits are 49 percent more likely to donate money to the nonprofit and 38 percent more likely to volunteer when compared to dissatisfied visitors.” Source:
  20. 21. Activity 2: Analyze two websites. What is important to you for an effective website?
  21. 22. <ul><li>Here's my list: </li></ul><ul><li>Mission/cause should be very obvious and engaging. </li></ul><ul><li>Pictures! Video! </li></ul><ul><li>Clear, simple design </li></ul><ul><li>Obvious which people should go to which part of the site (i.e. volunteers, donors, people you are serving, etc.) </li></ul><ul><li>Minimize content </li></ul><ul><li>Content Management Systems a plus </li></ul><ul><li>Donate button easy to locate (before the fold) </li></ul><ul><li>Keep it updated </li></ul>
  22. 23. A Note on SEO.
  23. 24. Online Payment Gateway (or, how to take donations online). Your website Merchant Account
  24. 25. Do a test! Walk through a donation and make sure the process is easy for donors. Can you: -suggest an amount? -customize text/look and feel? -allow for recurring donations? -offer gifts in someone's honor? -automate receipts?
  25. 26. Email Blasts/Campaigns Flickr credit: Tim Morgan
  26. 27. The basic tools: Your list and an Email Service Provider. Flickr credit: L. Marie
  27. 28. Email Service Provider: Great for tracking and managing campaigns.
  28. 29. <ul><li>Managing and Growing your list: </li></ul><ul><li>Make sure people can get on and off. Have signup on your website. </li></ul><ul><li>Always collect email addresses! </li></ul><ul><li>Encourage “Send to a Friend” option. </li></ul><ul><li>Segment list: do tests. </li></ul>
  29. 30. <ul><li>Content: </li></ul><ul><li>Simple, short paragraphs. Tell stories! </li></ul><ul><li>Don't just ask for money. Have other calls to action. </li></ul><ul><li>What unique content can you provide? </li></ul><ul><li>Use the word “ you ” as much as possible. </li></ul><ul><li>Subject line important </li></ul><ul><li>Control “ From ” field if you can (campaign specific). </li></ul><ul><li>Timing is important (not on Friday afternoon!). </li></ul>
  30. 31. Note: For email campaigns, plan the whole thing before you start!
  31. 32. Should drive back to website. If you can, create a landing page The website should drive email signups
  32. 33. Activity 3 : Plan an email campaign
  33. 34. Social Media: It's not just a fad. Flickr credit: MaximeF
  34. 35. First, let's define “ social media ”. (Sometimes referred to as Web 2.0 ) What does it mean to you? How is it different from other media? Is that significant?
  35. 36. Note: You are ahead of the curve in India.
  36. 37. What does this have to do with fundraising??? Flickr credit: alicejamieson
  37. 38. Start by using these tools to listen. They are great sources of information for you and your cause. (Thanks to Beth Kantor for this great insight!) Flickr credit: vieux bandit
  38. 39. <ul><li>Let's talk about some listening tools. </li></ul><ul><li>RSS feeds </li></ul><ul><li>1. Find blogs. (Google blog search, Technorati, Blogrolls,, etc.) </li></ul><ul><li>2. Set up an RSS Feed/Aggregator. (I use Google Reader.) </li></ul><ul><li>3. Keep reading! </li></ul>
  39. 40. Other listening tools:
  40. 42. Blogging . Flickr credit: antigone78
  41. 43. Blogging: 1. Why should my organization blog? 2. How do I get started? 3. What do I write about? What are the best practices?
  42. 44. <ul><li>Social Community sites: </li></ul><ul><li>Facebook </li></ul><ul><li>Orkut </li></ul><ul><li>Twitter </li></ul>
  43. 45. Facebook: Even your mom is on it.
  44. 46. <ul><li>Setting up Facebook Page for your organization </li></ul><ul><li>Pros and Cons of Facebook </li></ul>
  45. 47. Twitter: i would tell you about it, but i only have 140 characters. so to be brief, twitter is a very powerful tool that does many things like
  46. 48. I Twitter! <ul><li>Why? </li></ul><ul><li>Access to industry leaders </li></ul><ul><li>Incredibly 'viral' </li></ul><ul><li>Easy to use and experiment with </li></ul><ul><li>Great source of information and learning </li></ul><ul><li>Tips: </li></ul><ul><li># </li></ul><ul><li>@ </li></ul><ul><li>RT </li></ul><ul><li>Follow other people's follows </li></ul><ul><li>Time of day matters </li></ul><ul><li>Conversation/personal </li></ul>
  47. 49. Social Bookmarking sites: Digg, StumbleUpon, Reddit. Ahhhh!
  48. 50. <ul><li>Multimedia: </li></ul><ul><li>Video (YouTube, Vimeo, etc.) </li></ul><ul><li>Example: Bell Bajao Campaign </li></ul><ul><li>Photos (Flickr, Picassa, etc.) </li></ul><ul><li>Slideshow (Slideshare) </li></ul><ul><li>Audio (Podcasting) </li></ul>These are great- and free- tools to host multimedia. They are also communities !
  49. 51. Fundraising Widgets:
  50. 52. A word on mobile. Flickr credit: mrbill
  51. 53. Don't feel overwhelmed! Start by slowly becoming familiar with the different tools. Find someone (young intern?) who uses these tools for personal use. Flickr user: Flying Kites
  52. 54. In general, this will be more successful the more people you have on board in your organization. Get your executive staff to be personally get excited about it.
  53. 55. Remember, this is about personal connection. Flickr credit: Pink Sherbet Photography
  54. 56. Metrics. Yawn. Flickr credit: dominiqs
  55. 57. Go back to your goals. Look at the different elements you can measure.
  56. 58. Tools: Google Analytics
  57. 59. <ul><li>Email Tracking: </li></ul><ul><li>As before, use metrics from Email Service Provider. </li></ul><ul><li>Social Media ROI </li></ul>...then integrate your data to get the complete picture!
  58. 60. Wrap Up: Write down list of priorities for going back to your organization. What are you going to bring back? Flickr credit: Muffet