Découvrez comment une stratégie nouveaux médias (SMS, Internet) peut payer : RoI incroyables, croissance importante des bases donateurs, renforcement de votre marque... Objectifs de la session ? Mixer bonnes pratiques et cas concrets, en sortir une formule qui vous mènera jusqu’au succès ; vous proposer une vision d'ensemble des programmes de collecte par les nouveaux médias et les résultats associés. Cette session expérimentale vous donnera les moyens de créer votre plan nouveaux médias sur 3 ans.

1. Strategies Nouveau Medias: comment créer la meilleure strategie fundraising basee sur l’utilization de medias encore sous-exploites en France

2. Qui aidons nous …

7. Camembert de la collecte de fonds en Amérique du Nord

8. Camembert de la collecte de fonds en Amérique du Nord

9. Camembert de la collecte de fonds en France

10. EXERCISE 1 : VOTRE CAMEMBERT

12. Une part relativement mineure mais… Source : Unogep - Baromètre de la Générosité 2006 - 23 associations membres

13. … un don moyen 3 fois plus important… US FR 3 fois plus !! 2 fois plus!! Les donateurs online sont de meilleurs qualités ePhilanthropy.org UNOGEP 2006

14. Dons online sur le lieu de travail en fonction des heures de la journée

16. Averages for Emails 1% 1% 0% Unsubscribe Rate 4% 17% 6% Click-Through Rates 31% 39% 30% Open Rates Primers E-newsletters E-appeals Averages

18. White Ribbon Campaign-Don’t be afraid of your emotions White Ribbon Campaign is a decades old global campaign led by men who want to end violence against women In the spring of 2006, the campaign was given a ‘pro bono’ concept from an ad agency for an online appeal HJC asked that a test be conducted against the ‘pro bono’ campaign Here were the products…

19. Be careful with clever! What is this? An undershirt or a wife beater? What if they get the answer wrong?

20. Shocking statistics and graphic images work together to stir reader’s emotions

21. Summary & Overview – 70 Women Appeal Here are the results . . . 5% Percentage of petitions signed 12% Percentage of emails clicked through 39% Percentage of emails opened (Open Rate) 1840 Number of responses 34,960 Number of emails sent Results 70 Women eappeal 140/0 Number of responses 2000/2000 Number of emails sent Results Test Email #1 vs. #2 Summary 70 Women Appeal

24. Results from Urgent Appeal 13% 30% 98% 21,766 Urgent: two women jailed for saying NO to stoning - take action 15-Mar-07 Click Through Rate% Emails Opened Unique % Received % Sent Subject Date Sent

25. Results to the Urgent Appeal Over 800 emails to the Iranian Embassy sent in the first 4 hours (with 80% giving their telephone number.) As a result of a thank you message that included an invitation to all of the 2,450 people who sent an email to the Iranian embassy, we had at least 271 people subscribe to our Urgent Action Network - increasing its numbers by 25 percent! On the donation side they received 43 gifts: 33 one time gifts @ $48.70 for $1,607 10 monthly gifts @ $16.70 for $167

26. Thank you email to activists and donors Use past action and positive development to build list for future appeals

28. Timely Appeals Striking Images and strong action words like “NOW!” work to convey urgency.

34. The final reminder . . .

35. Results 4:1 ROI $82 Average Gift 49 people donated 27.5% conversion Conversion Rate % 178 people got to the giving form 13.8% Avg. Click Through Rate % 1287 people opened the email 21% Avg. Open Rate % 6127 Emails Sent

37. Holiday Eappeal November 28, 2006 19 gifts in the first 5 days Use images to convey urgency or convenience of donating online Subject: A better way to buy gifts this holiday season

38. Refer to prior appeals Reminder #1 December 12, 2006 25 gifts in the next 5 days

39. Reminder #2 December 19, 2006 15 gifts within 2 days Emotional Convenience What gift can accomplish

40. Reminder #3 December 21, 2006 32 gifts in the 4 days before Christmas Last Minute Gift-Focus on service to donor

41. Results of Reminders 1.10% 13.20% 5,616 Last chance to make a gift for children this year! 21-Dec-07 1.20% 16.10% 5,662 There's still time to help a sick child at CHLA! 19-Dec-07 2.00% 18.30% 5,784 It's not too late to give a CHLA Gift for Kids! 12-Dec-06 3.60% 22.80% 6,335 A better way to buy gifts this holiday season 28-Nov-06 Message Click-through Rate Open Rate Emails Sent Subject Date

42. First Reminder Initial Appeal Second Reminder Final Reminder

43. Online Fundraising Best Practice Marketing

45. An integrated e-philanthropy acquisition campaign…

46. Integrated giving form

47. Viral element - ecard

48. Google keyword ad

49. Yahoo keyword ad

50. Chatelaine.com

51. Interpares 2 Dear Friend, I know you lead a busy life so I’ll make this very brief. Most likely, your holiday season will be a time of plenty. But for some many people around the world – this holiday will be a struggle to survive. With your help today , we can make their lives better by giving them a donkey. You heard me correctly – a donkey! Let me explain. Zahra is a hard working mother who lives in the Bati district of Ethiopia — an area of the country that, for decades, has struggled with recurring drought and famine. Once a week, to make ends meet, she walks to market with a couple of her hand-made pieces to sell. Unfortunately…

52. CKCU Radio Station Appeal button

54. They spent $20,000 and found 597 donors who gave $39,765 for a 2:1 ROI. 82% of the donors were new donors! The CHF example reminds me that PR support is vital for integrated campaigns… especially online…

56. So…

57. So…

59. Quoi d’autres si vous n’avez pas de chèvre?

60. Amnesty’s alternative gifts

61. Amnesty’s alternative gifts

62. Amnesty’s alternative gifts

63. Alternative and personalized giving e.g. registries, in tribute in memoriam…

64. Philanthropic consumerism..

65. How can you have a gift of HOPE?

66. Amnesty’s alternative gift catalogue

67. Amnesty’s alternative gifts

68. Amnesty’s alternative gifts

69. Read about each gift

73. Social Network Fundraising

74. what are people doing online? finding things out learning more staying in touch expressing themselves sharing interests buying/ trading finding others going places staying current

76. encourage storytelling please support Maeve in supporting charitable causes, most people respond to emotion especially when asked by they know and trust people

79. Baycrest Pro-Am Hockey

82. Taste for Justice

89. Myspace, facebook… the future of fundraising?

95. The online environment

96. Teenagers to 30 somethings…

98. Marketing Timeline for supporting Online Social Network Fundraising

100. White Ribbon Campaign-Don’t be afraid of your emotions White Ribbon Campaign is a decades old global campaign led by men who want to end violence against women In the spring of 2006, the campaign was given a ‘pro bono’ concept from an ad agency for an online appeal HJC asked that a test be conducted against the ‘pro bono’ campaign Here were the products…

104. Urgency

107. United Way @ Work Donner sur son lieu de travail est devenu en Amérique du nord quelque chose de courant: plus de $1 milliard collecté en ligne l’année dernière. Dans tous les pays, y compris en France, les sociétés ont du mal à garder leurs employés. Les campagnes de dons collectives augmentent la satisfaction des employés…

108. United Way @ Work $350 $330 Don annuel moyen 110,000 90,000 Contributions des employés $38 million $29 million Montant collecté en dollars 2004 2003 Dons online sur le lieu de travail

109. Productivité (Retour par salarié) et implication de la communité

110. Campagnes sur le lieu de travail

114. Les associations de santé et dons « à la mémoire de » en ligne

115. Does Rethink have in tribute donors in overwhelming numbers online?

116. Heifer International

120. Legs online Liz Gibbs, Responsable marketing de Save NZ : “ Sur le site de save the children NZ, la section legs est la deuxième la plus visitée.”

124. Innovative Fundraising - Text Messaging

125. SMS-activism-fundraising How Amnesty International Norway uses SMS as a mean for activism and fundraising –

131. ‘ The call of the wild …’

132. MSF Austria 50% converted to monthly giving 5% of total donations to tsunami MSF Austria MSF Austria

133. MSF Austria 50% converted to monthly giving 50% converted to monthly giving 60% said YES Would it work in the US? 282,000 Euros in single gifts

135. EXERCISE DEUX : VOTRE CAMEMBERT DANS 5 ANS 5 initiatives pour votre collecte de fonds : 1. 2. 3. 4. 5.

136. Je vous remercie de m’avoir écouté

137. Making a Plan: CARE Canada Lapsed donors with email addresses 1621 Donors with email addresses (no way to track if they are just online or not) 14,211 Monthly donors 4039 Made a gift in 2005 68,075 Total constituents in Database 92,000

138. Short-Term Objectives Identified By CARE (First Year) To increase brand awareness, and enhance supporter communications via email solicitations and e-newsletter. Initiate the vendor relationship this year, become familiar with the technology, and begin testing solicitations. Email management system (EMS) Optimize donation forms for greater ease of use. Improve donation forms Implement for holiday season to attract new donors and increase brand awareness. CARE PACKAGE Gift catalogue Update and increase e-cards for enhanced donor options and brand awareness and engage donors on a higher level. e-Cards Technology To do Improvement Area of Improvement

139. Short-Term Objectives Identified By CARE (First Year) Develop a keyword campaign to drive more traffic to the CARE website and gift catalogue. Keyword marketing E-philanthropy HJC to recommend script changes for telegiving campaign. Ability to capture email addresses, issue e-tax receipts Telegiving script Creative

140. Medium-term Objectives identified by CARE (Second Year) Incorporate fundraising elements, stories from the field, and success stories and money raised connected to an accomplishment, to make the e-newsletter donor focused. E-newsletter improvements and regular mailings For the Triathlon event. Peer-to-peer tool Technology Plan a nation-wide, third-party dinner party fundraiser (Come Together with CARE). Signature (and social network) event E-philanthropy To do Improvement E-philanthropy

141. Medium-term Objectives identified by CARE (Second Year) Use CARE African handicrafts as premium Direct mail suggestions Advocacy/Campaigning Be a guardian angel – shift on site is happening already – market site better (more donor focused) to compete with World Vision. CAREConnects e-appeals using the new EMS that are fundraising and awareness focused. Regular, scheduled e-appeals

142. Longer-term Objectives identified by CARE (Second Year) Survey CARE donors and supporters and develop a profile on each. After information is collected, use it to personalize campaigns and e-newsletters to further engage your donors Personalization Online/offline fundraising Develop a mostly pre-populated emergency template to be used during crisis including staff resources needed to execute campaigns Emergency Template E-philanthropy

143. Longer-term Objectives identified by CARE (Second Year) Using the Internet to upgrade donors. Upgrading Donors To further the reach of CARE events, once technology is in place Corporate Relationships Maximize this for brand awareness Celebrities

144. Longer-term Objectives identified by CARE (Second Year) To further the reach of CARE events, once technology is in place Corporate Relationships Maximize this for brand awareness Celebrities Survey CARE donors and supporters and develop a profile on each. After information is collected, use it to personalize campaigns and e-newsletters to further engage your donors Personalization Online/offline fundraising

145. Longer-term Objectives identified by CARE (Second Year) Using the Internet to upgrade donors. Upgrading Donors To further the reach of CARE events, once technology is in place Corporate Relationships Maximize this for brand awareness Celebrities

146. Putting and integrated plan together: UJA NY