Finding Money In The Ether2


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Final slide show for Clinton Global Initiative 2010

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  • Sources: Convio 2009 NP Marketing Benchmark Induex study; Balackbaud; Giving USA. Email is used increasingly more by boomers and less by millenials; boomers give larger gifts; millenials will increse the number of gifts; as generations change, the mix will change High costs of text-giving will give way to inexpensive aps
  • . See : http:// /best/fundraising for best practices
  • Tips: http:// =226
  • Notes: Face book Causes
  • Sources: Techcrunch
  • Finding Money In The Ether2

    1. 1. Finding money in the ether Facts and strategies for social entrepreneurs Online and mobile fundraising Prepared for the CGIU, April, 2010 Draft 3/14/10
    2. 2. Assessing the ether <ul><li>Email results: online gifts up by 3% in Q4, 2008; total 2008 increase of 14%; 30% of total giving </li></ul><ul><li>Mobile results: too soon for data, but mobile’s first yr was better than online’s first yr fund raising ; Haiti, SPCA, others rasise millions by SMS </li></ul><ul><li>The trends: SMS will grow rapidly; direct mail will continue to slide; email will remain level until a generation change </li></ul><ul><li>What to expect: costs will come down, small gifts will go up </li></ul>
    3. 3. Email fund raising <ul><li>Target your ask to a specific audience  </li></ul><ul><li>Make your fundraising goal simple and meaningful. </li></ul><ul><li>Give people a way to track their contributions. </li></ul><ul><li>Develop a Voice.  </li></ul><ul><li>Make It Pretty, but Not Too Pretty. </li></ul><ul><li>Time it right. - earlier in the week is better, </li></ul><ul><li>Track everything </li></ul><ul><li>Include actual hyperlinks, not embedded links. </li></ul><ul><li>Develop an email and online content calendar </li></ul>
    4. 4. Websites: the donate button <ul><li>Donate button on every page </li></ul><ul><li>Home page: video, donor photos </li></ul><ul><li>Photos of donations in action </li></ul><ul><li>Photos of donors in action </li></ul><ul><li>Links to directly to a donate page </li></ul><ul><li>Limited copy on donate page </li></ul><ul><li>Streamline the donate form </li></ul>
    5. 5. Social media <ul><li>Orgs that use social media raise 40% more $ </li></ul><ul><li>But little money raised on social media sites </li></ul><ul><li>Keeps cause in front of donors </li></ul><ul><li>Coordinate with other fund raising channels </li></ul><ul><li>.Create a virtual hub– a FB page or fan page </li></ul><ul><li>Match the platform's demographics to yours. </li></ul><ul><li>Help the network expand your audience. </li></ul><ul><li>Pay attention: update daily </li></ul><ul><li>Post rich content. Photos, videos links </li></ul><ul><li>Use widgets and badges, contests, karma points. </li></ul>
    6. 6. Raising money with video online <ul><li>Visitors expect video </li></ul><ul><li>Use video to tell your story of how the money is used and how donors enjoy giving </li></ul><ul><li>Use video to create viral recognition – post on your site, Youtube, blogs, Facebook </li></ul><ul><li>The two-step ask – user generated video for extra money </li></ul>
    7. 7. Online event sales , online auctions <ul><li>Online auction: low cost, high profit </li></ul><ul><li>Great way to energize volunteers </li></ul><ul><li>Theme offerings to mission </li></ul><ul><li>Think ahead for fulfillment –who records winners and ships products </li></ul><ul><li>Use networks to promote widely – FB, email, Twitter are key </li></ul>
    8. 8. Viral fundraising <ul><li>Plan a strategy- how to promote </li></ul><ul><li>Video works best – Youtube is the place to start </li></ul><ul><li>Coordinate FB, Twitter, website, email blast, google groups – all networks to recommend and download </li></ul><ul><li>Check out the surf dog </li></ul>
    9. 9. Mobile giving <ul><li>Status: from Katrina to Haiti: $40 million raised in weeks </li></ul><ul><li>Text giving: Set up fee + $500- $1500 month, some other costs </li></ul><ul><li>Promoting text giving- the key to success – TV, Twitter, events </li></ul><ul><li>What to expect – depends on promotion </li></ul>
    10. 10. Nuts and bolts <ul><li>Credit cards, Paypal and bank fees </li></ul><ul><li>Email vendors </li></ul><ul><li>Online fund raising systems </li></ul><ul><li>Professional vs. in-house video </li></ul><ul><li>Using Social networks </li></ul><ul><li>Widgets and badges </li></ul><ul><li>FB Causes and games </li></ul><ul><li>FB Causes, Charity Dynamics, Causeworld, TwitCause, Shopkick, Foursquare, Gowalla </li></ul>
    11. 11. Resources <ul><li>FB Causes </li></ul><ul><li>Care2 </li></ul><ul><li>Good2Give </li></ul><ul><li>Convio </li></ul><ul><li>Others </li></ul>
    12. 12. Mobile activism <ul><li>Behind the lines in Burma </li></ul><ul><li>Crowd-sourcing volunteers – does it work </li></ul><ul><li>Aps: what they can do and how to do them </li></ul>
    13. 13. Mobile Resources <ul><li>www. mobile </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>TechSoup, TechSoup Global </li></ul><ul><li>N2 – remixing the web for social change </li></ul>
    14. 14. Putting it all together <ul><li>Where does online or mobile fit in your fund raising </li></ul><ul><li>Where does mobile fit </li></ul><ul><li>Your strategy: are you a pioneer, entrepreneur development director </li></ul>