Recording: http://www.youtube.com/watch?v=4AMgrvPwV3Q How valuable is it to be online? Join this webinar to find out some of the recent stats we've collected about donor behaviour - stuff that can help you make informed decisions about your online strategy. And we know it's sometimes challenging to convince senior staff and Boards about the value of being online, so we'll give you some speaking points on that too.

1. March 24, 2010
The Value of Being Online
and How to Get Your Board on Board

2. CanadaHelps.org
What is CanadaHelps?
A public charitable foundation that provides accessible and
affordable online technology to both donors and charities.
For Charities
A cost-effective means of raising funds online.
For Donors
A one-stop-shop for giving.
CanadaHelps is a charity helping charities.
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3. Today’s Presenter
Kirstin Beardsley
Marketing & Communications Coordinator
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5. WHAT YOUR BOARD MIGHT SAY
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6. #1
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“Our organization is based on
people-to-people interactions.”

7. Connecting and communicating online is still
people to people and is very much about
building community.
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8. Only changes the “how you do”,
not “what you do”.
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9. Broader reach
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Visible connections
Community building
opportunities

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More opportunities
for peer-to-peer
communications
More supporters
More volunteers
More donors=

11. GivingPages Examples
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12. #2
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“Online fundraising isn’t
raising enough money.”

13. 4%
Proportion of all new donors to
charities in 2004 who were
acquired online
9% Proportion of all new donors to
charities in 2008 who were
acquired online
More donors are coming
to you online

14. Online Giving is
Outpacing Offline Giving
Charitable giving in 2008- 5%
Online giving in 2008 + 30%

15. Online Giving Median (U.S.)
$57
$81
$104
2006
2007
2008
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16. An online presence isn’t only about $$$.
It is a source of information for your donors.
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17. Provides your organization with
additional credibility & legitimacy.
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18. Provides a different way to get information to your
supporters in a timely way
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19. Are you doing it right?
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Successful results are cumulative and
they take time and effort.

20. 49%
more likely to give than
one who was
dissatisfied with the
overall experience
A visitor who is satisfied
with their experience
with a nonprofit
website is

21. Do you have a Donate Now button?
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22. #3
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“It’s a fad.”

23. Internet & Social Media Penetration
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Canadian Population About 33.5 Million
Internet Users About 25 Million
Internet Penetration 75%
Social Media Penetration 85%

24. Government
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Mayor Miller
on Twitter
Prime Minister Harper
on YouTube

25. Businesses
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26. Media
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CBC Globe and Mail

27. Prominent Canadians
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28. Nonprofits and Charities
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29. It’s Here to Stay
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30. #4
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“Our donors aren’t interested in
donating online or using
social media.”

31. Who’s Giving Online?
The most
significant
characteristic
associated with
online giving is
higher education.
Silent
Generation
15%
Baby Boomers
52%
Gen X
30%
Millennials
3%

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12.6 million users in Canada
29.4%
29.2%
18.4%
16.3%
5.2%
Percentage of Users by Age Group
Aged 18-24
Aged 25-34
Aged 35-44
Aged 45-59
Aged 60+
43%
57%
5,500,000 6,000,000 6,500,000 7,000,000 7,500,000
Male
Female
By Gender

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11th most visited site in Canada
Most active users age range 25-34
With 35-44 year-olds trailing right behind
45+ and <24 are under-represented

34. Do these people look like your donors?
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35. #5
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“Why change what works?”

36. Because the way we communicate is changing.
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37. Look to the future
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Future donors will be expecting
these tools and interactions.

38. Importance
of
Adaptability
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• Use for different initiatives
• For experiments
• Flexible

39. Mobilization
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• Calls to action reach
supporters faster
• React to current events
(e.g. Haiti earthquake)

40. #6
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“Online donors are
not really engaged.”

41. People are sharing and chatting more online
than offline.
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• More than 5 billion pieces
of content (web links, news
stories, blog posts, notes,
photo albums, etc.) shared
each week on Facebook.
• There are over 40 million
items shared on Twitter.

42. Engagement isn’t just what happens online,
those conversations continue offline.
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43. 41% of online donors describe themselves as
‘loyal’ to the causes they support, compared to
26% of offline donors.

44. 59% of online donors would
urge others to support the
same cause ... compared to
34% of offline donors.
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45. Instigators
Create
Evangelists
Solicit
Donors
Money
Spreaders
Share
Happy Bystanders
Listen
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Ladder of Engagement*
Network
Weaver
*Adapted from Beth Kanter

46. #7
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“It’s too risky. What if people
say something negative?”

47. For audio, turn on your speakers,
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They’ll talk about you anyway,
so start a dialogue with your critics.

48. For audio, turn on your speakers,
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Keep your message strong.

49. #8
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“How is success measured?”

50. For audio, turn on your speakers,
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Define success in the beginning.

51. Hard Stats
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• # of followers or fans
• Amount of comments
• Click-through
• Amount donated

52. Balance quantity with quality.
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53. Soft Facts
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• Types of conversations
• Feedback from supporters
• Quality of comments

54. #9
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“It takes too much time and
costs too much!”

55. Online Communication is Quick
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• Online tools let you reach supporters more
quickly
• More convenient and simple than other ways
of communicating

56. Many Tools Are Free
Free to use,
but need time and personnel investment.
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57. Cost to potential benefit ratio is high.
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58. Not a cure-all;
planning and integration is required.
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59. Can you afford to not be online?
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60. ABOUT MYCHARITYCONNECTS
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61. • Free online resources
• Information about
technology
• Video demonstrations
• More webinars
• Past webinar recordings
• Learning opportunities
• Events
“Putting Social Media to
Good Use: A Case Study of
the Salvation Army ”
April 7: 2PM – 3PM (Eastern)
www.mycharityconnects.org
“Fraud Prevention: What Your
Charity Needs To Know”
March 25: 11AM – 12PM(Eastern)

62. • Two days packed with great information about all that the
online world has to offer charities and non-profits
• Learn all about using the internet to fulfill your mission
• Get familiar with the stuff you don’t know, moving on the
stuff you do, and correctly evaluate the stuff you’ve done
• Part of Net Change Week, and in collaboration with
SiG@MaRS
MYCHARITYCONNECTS CONFERENCE 2010
JUNE 7 – 8 | MaRS CENTRE, TORONTO
HOLD THE DATE!

63. Question and Answer
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we can’t hear you
Ask questions here
Ask away!
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64. Thank you for attending!
Webinar slides and recording will be up on:
www.mycharityconnects.org/pastwebinars
Check out www.mycharityconnects.org for more resources!
Questions, feedback, comments?
Email us at: carlo@canadahelps.org
Thanks to:

65. Credits
Ladder of engagement: adapted from Beth Kanter
Internet Statistics: Internet World Stats
Facebook Statistics: Facebook Ads
Blackbaud Index of National Fundraising Performance, April 2009
ForeSee Results - Nonprofit Website Survey, Spring 2009
Chronicle of Philanthropy, May 2009
DonorTrends, 2005
2006 donorCentrics Internet Giving Benchmarking Analysis
Jakob Lodwick by Zach Klein (http://www.flickr.com/photos/zachklein/4263395/)
Pedrosimoes7 - Exchanging life experience (http://www.flickr.com/photos/pedrosimoes7/3717536433/)
Solitaire Miles - Torch and Jazz (http://www.flickr.com/photos/cunisdiabolis/476325171/)
dave_mcmt - CCDHS Classroom, Miles City (http://www.flickr.com/photos/dave_mcmt/187432802/)
AnyaLogic - coffee talk (http://www.flickr.com/photos/anyalogic/2315310261/)
The first few steps by Wildxplorer (http://www.flickr.com/photos/krayker/3089031277/)
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