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Generating Revenue Online


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Many nonprofits rely on technology and the internet as tools to help them achieve their missions. We discussed tools used to handle online donations, event registrations, and other revenue generating activities.

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Generating Revenue Online

  1. 1. Generating Revenue Online Paula Jones Director of Technology and Administration N.C. Center for Nonprofits
  2. 2. Introductions – About me Paula Jones Director of Technology & Administration N.C. Center for Nonprofits Facebook:
  3. 3. Agenda <ul><li>Why You Should be Online </li></ul><ul><li>How it Works </li></ul><ul><li>Ways to Generate Revenue </li></ul><ul><li>Overview of Some Tools </li></ul>
  4. 4. laszlo-photo
  5. 5. Recent statistics <ul><li>$300 billion raised in 2008 (Giving USA) </li></ul><ul><li>$15 billion raised online in 2008 – a 44% increase over 2007) (Blackbaud) </li></ul><ul><li>$21 million raised by Facebook Causes since its launch three years ago </li></ul><ul><li>30% of online giving happens in December </li></ul>Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis,
  6. 6. Did You Know? <ul><li>Online donors: </li></ul><ul><ul><li>are younger and have higher incomes </li></ul></ul><ul><ul><li>give much larger gifts than traditional donors </li></ul></ul><ul><ul><li>give offline </li></ul></ul><ul><li>Internet is a significant source for attracting new donors </li></ul><ul><li>70% of 50-64 year olds are online. (Pew Internet and American Life Project </li></ul>Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis,
  7. 7. Source: The Next Generation of American Giving
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  9. 9. Generating Revenue <ul><li>Things to consider: </li></ul><ul><ul><li>Will you accept donations, sell products or publications, or take registrations? </li></ul></ul><ul><ul><li>How much revenue do you expect to make online? </li></ul></ul><ul><ul><li>How much customization do you want/need? </li></ul></ul><ul><li>State your case </li></ul><ul><li>Show where the money goes </li></ul>
  10. 10. Successful nonprofits will: <ul><li>Cultivate existing donors by keeping them informed and engaged </li></ul><ul><li>Develop a strategy to attract new donors </li></ul><ul><li>Integrate online and offline strategies </li></ul><ul><li>Ask, acknowledge, and thank </li></ul>
  11. 11. Behind the scene Source: Idealware,
  12. 12. PCI Compliance <ul><li>Payment Card Industry Data Security Standard (PCI DSS) tells you what you need to do; what standards you need to meet to be compliant. </li></ul><ul><li>PCI DSS does not tell you how to become compliant. </li></ul><ul><li>For more information: </li></ul>
  13. 13. Source: NTEN’s Webinar on PCI Compliance
  14. 14. Have a plan <ul><li>Who’s problem is this? </li></ul><ul><li>Scope? </li></ul><ul><li>Impact? </li></ul><ul><li>Alternatives – What are the choices? </li></ul><ul><li>Connected entities? </li></ul><ul><li>Audit? </li></ul><ul><li>Cost? </li></ul>
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  16. 16. Accepting Online Donations <ul><li>Things to consider: </li></ul><ul><ul><li>Data management </li></ul></ul><ul><ul><li>Reporting </li></ul></ul><ul><ul><li>Receipts </li></ul></ul><ul><ul><li>Acknowledgements </li></ul></ul><ul><ul><li>Costs: </li></ul></ul><ul><ul><ul><li>Setup fees </li></ul></ul></ul><ul><ul><ul><li>Monthly fee </li></ul></ul></ul><ul><ul><ul><li>Transaction fees </li></ul></ul></ul><ul><ul><ul><li>SSL Certificate (secure) </li></ul></ul></ul>
  17. 17. Some Options Basic Advanced Network for Good’s Basic Donate Now AuctionPay Click & Pledge GiftTool Network for Good’s Custom Donate Now MemberClicks QGiv
  18. 18. Fundraising Web2.0 Style <ul><li>Moving beyond the “donate now” button </li></ul><ul><li>Donors become messengers for your cause </li></ul><ul><li>More engaged = more likely to give </li></ul><ul><li>Enables anyone to be a fundraiser </li></ul>
  19. 19. “ The message is not about the charity. It’s about why the messenger cares.” - Katya Andresen, Network for Good
  20. 20. Twitter <ul><li>Real-time conversations over the web </li></ul><ul><li>Your info in 140 characters or less </li></ul><ul><li>Posts can update on social networks </li></ul><ul><li>Not just listening </li></ul>
  21. 22. Twitter: A Fundraising Tool? <ul><li>Goal: Epic Change wanted $10,000 to re-build and expand a school in Tanzania </li></ul><ul><li>Relied on their network to provide pro-bono graphic and marketing work </li></ul><ul><li>Posted this tweet: </li></ul>
  22. 24. The Results <ul><li>$1,500 raised in the first two hours </li></ul><ul><li>372 people had contributed more than $11,000 </li></ul><ul><li>Over 98% of donors were people who had never before donated to Epic Change </li></ul>
  23. 25. Facebook <ul><li>A social networking website </li></ul><ul><li>Connects people with friends and others who work, study, and live around them </li></ul><ul><li>Used to keep up with friends, family, and co-workers </li></ul><ul><li>Nonprofits have used it as a way to extend their reach and to raise awareness for their causes </li></ul>
  24. 26. Pages
  25. 30. Friendraising <ul><li>Allow supporters to fundraise for you </li></ul><ul><li>Broadens your reach </li></ul><ul><li>Options: </li></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Widgets or badges </li></ul></ul>
  26. 31. Some Options F2F Widgets/Badges ChangingthePresent ChipIn SixDegrees FirstGiving
  27. 32. Fundraising Widgets <ul><li>Where to put it? </li></ul><ul><ul><li>Homepage </li></ul></ul><ul><ul><li>Other pages where you’re most connected with your constituents </li></ul></ul><ul><ul><li>Blogs and social networking sites </li></ul></ul><ul><li>Ask your supporters to post it </li></ul><ul><li>Ask your friends to post it, and ask if they will ask their friends to post it </li></ul>
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  29. 34. Some Options Basic RSVP Accepting Payment Multiple Hats Sophisticated Free (almost) 2.5-3% of the transaction 2.29-4.5%, plus $0.20-.50 per transaction 2.5–4% of the fee, plus $1-4 per registration Evite Paypal Click & Pledge Acteva Upcoming Eventbrite AuctionPay 123SignUp Google Docs Forms Brown Paper Tickets Qgiv RegOnline Facebook Events Custom solution GiftTool Cvent Meetup MemberClicks Custom solution Custom solution
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  31. 37. Search Engines That Give Back <ul><li>Share search site with your constituents </li></ul><ul><li>Nonprofit receives a fee per search </li></ul><ul><li>Example: </li></ul><ul><ul><li>, </li></ul></ul>
  32. 38. Online Auctions <ul><li>Collect items to sell or have individuals donate proceeds to your organization </li></ul><ul><li>Examples: </li></ul><ul><ul><li>MissionFish, </li></ul></ul><ul><ul><li>cMarket, </li></ul></ul>
  33. 39. Save Time. Save Money. Achieve Your Mission. <ul><li>2010 Conference & Public Policy Forum </li></ul><ul><ul><li>Sept. 29-30, Sheraton Imperial Hotel, Durham </li></ul></ul><ul><li>Nonprofit Frequently Asked Questions (FAQs) </li></ul><ul><li>Board & Staff Helpline </li></ul><ul><li>Pro Bono programs </li></ul><ul><li>Cost-savings programs </li></ul><ul><li>Learning opportunities </li></ul><ul><li> </li></ul>