Web Strategies For Fundraising Success


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Rob Tomlinson
(02) 8986 6018

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  • If you build a website, will anyone come?Having a website is first priorityKey steps to building/maintaining a successful website
  • segue: H
  • Now they are the creators of content
  • Use customer as testimonial (if they are using eCom)
  • To audience: Does anyone have a strategy when it comes to online/social media?
  • Perception of Social Media has changed – everyone is using it!You cannot ignore the potential outreach(Google is #1)(Yahoo #2)
  • Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community
  • PhenomenonTo audience: Who HASN’T heard of Susan Boyle?
  • Guy was a nightclub director – over indulging in the lifestyle and one day decided to found an organization “Charity: Water” which allows donors to sponsor wells in 3rd world countries
  • Started the org on a Social Network platformUsed the same tools they were using as a nightclub
  • Give donors the ability to see tangible results (Google Earth)
  • Masters of communicating with supporters
  • Interactive Tweeting on website – the reach was amazing/innovative
  • Done with a limited staff size
  • Catholic Relief Services
  • A week later, they changed the Subject Line (gave sense of urgency)Added hotspot text (taking end-user back to online giving page)Added emotional video appeal (Only a link to the video – on Youtube)Raised $112K
  • Continuously changing content of the letterMulti-channel communications (Facebook – “keep an eye out for our e-mail”)
  • Coming back to the viral concept
  • Coming back to the viral concept
  • Coming back to the viral concept
  • Coming back to the viral concept
  • Something tangible – a plan of attack you can take home and use
  • Web Strategies For Fundraising Success

    1. 1. Web Strategies for Fundraising Success Rob Tomlinson Account Executive, eTapestry Division of Blackbaud 5 November 2009
    2. 2. What is our history? •Blackbaud - leading technology provider to nonprofit sector since 1981 •eTapestry - first “Software as a Service” solution for nonprofits (1999) • 22k+ Blackbaud clients worldwide, 6k+ eTapestry clients •Introduced eTapestry product to the Australasian market in Feb. 2009
    3. 3. Agenda 1. Integrating your Online Approach 2. Social Media for Fundraising 3. Utilising Email for the Ask 4. Effective Team Fundraising
    4. 4. The Rules Still Apply (It’s all about relationships… not technology)
    5. 5. Integrating Your Online Approach
    6. 6. Web Site Optimisation  75% of donors will check your website before making a gift whether it is Online/Offline  If Relationships are Built on Communications . . . Set yourself up for success!  A Few Key Changes can Make a Huge Difference  Your website = tool for engagement
    7. 7. Keys to Building a Successful Web Site 1. Learn from your content (Start with Google Analytics to see how many unique visitors you have, how they found you, what they viewed, where they stayed the longest, and what content produced actions.) 2. Make your content easy to consume (Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to find and use.) 3. Make your content ever changing (Be brave enough to blog, show responses, share viewpoints, and utilise forums. New information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute.) 4. Make your site easy to find (Every NPO and those serving NPO’s should have a social web presence. Facebook, MySpace, LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!)
    8. 8. Database = Fundraising Tool • Only works if used daily by all • Must be consistent/accurate • Powerful Memory Supplement • Technology makes it easy
    9. 9. On the Road •Does your organisation have multiple offices? •Can you access your organisational data from anywhere? •How do you track notes from major gift visits or events? What needs do your organisation have for accessing your development database?
    10. 10. They’re at your website, now what do they do? 1. Can they engage? 2. Can they add content? 3. Can they give or volunteer? Your goal – to get something from them!
    11. 11. Ecommerce & Online Giving Important Functions of your Online Donation Page: • Integrates directly into donor database • Requires no additional manual entry • Customisable • Are your website and database integrated?
    12. 12. Keep it simple & Make Integration a Focus Constituent Website Use Email Gather Information Database Database
    13. 13. Social Media for Fundraising
    14. 14. Do you have an Online/Social Media Strategy? Social Networks E-mail Campaigns Google Adwords Media & PR Banner Ads on Integration with Homepage, Blog Direct Mail and eNewsletter
    15. 15. Food for Thought…. Top 5 Most Visited Websites in the Australia: – Facebook is #2 – YouTube is #3 – Twitter is #11 Source: http://www.alexa.com/topsites/countries/AU
    16. 16. Which of the following types of social media does your charity currently use? 2007 2008 100% 90% 79% 79% 80% 70% 57% 60% 50% 41% 36% 40% 34% 32% 33% 26% 30% 25% 30% 16% 20% 13% 11% 10% 0% Video Social Blogging Podcasting Message/ Wikis Do Not Use Blogging Networking Bulletin Any Boards
    17. 17. • Attract more traffic to your website • Videos can easily be posted on website or as a link within an eBlast or eNewsletter • FREE service to increase your visibility • Growing in popularity and becoming more accepted in the NP world as a method for reaching constituents
    18. 18. Video is a Magnet for Your Web Site! “Most viral video of all time!” Could her story be told in any other manner as strongly?
    19. 19. YouTube Takeaways… • Identify a few constituents who would like to share their story with others & record a few different testimonials each year • Integrate with your website and eNewsletter blasts • Get Creative!!
    20. 20. FACEBOOK • What is Facebook?? – A FREE, online social networking site that connects people through online communities • Facebook started out as a service for university students but now almost one third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old. • Non profits can use Facebook to: – Connect – Brand – Share your story – Fundraise – Fan Pages, Group Pages, Causes, etc…
    21. 21. FACEBOOK Users
    22. 22. FACEBOOK Pages… • Facebook Cause Page=Online Donation Tool (application) on FB • Also a Peer-to-Peer Fundraising Page since anyone can start/create a cause TIPS: Brand & Link to your Page Provide Clear FR Goals Give Supporters Updates on your Progress
    23. 23. Social Networks: Hints for Success • It is not FREE, resources are required • Being present is not enough, engage • Be authentic, otherwise you will be exposed fast • Endorsements matter, think forwarded emails! • Measure • Have something to say, must be regular or it dies fast Stephanie Miller, Email Insider, 2009
    24. 24. Real Life Story via the “New York Times”…
    25. 25. “Web Site Story Continued” Charity: water * 11 Employees * 500,000 Followers on Twitter * 500 Donors Cover all Admin Costs * Donors can Locate Their Well on Web via Google Earth
    26. 26. “Web Site Story Continued” Charity: water * Raised $250,000 via Twitterfest * Raised $965,000 via Sept. Birthdays * Tons of Video * Easy to Engage * Giving is Joyous * Infectious with Youth/Boomers!
    27. 27. charity: water 1. Was the $250,000 raised via Twitter the key fact? 2. Was the $975,000 raised from Sept. birthdays the key fact? 3. Is the way they have harnessed web/video technology the key? 4. How about how they show impact via Google Earth? Communicating daily w/ 500,000+ followers!
    28. 28. Utilising Email for the Ask!
    29. 29. Why email? • People are connected 24/7 • How can we be expected to communicate with so many people? • How can we personalise our message? • Online Donors are our most valuable • Cumulative Value of donors who started giving in 2004 Online: $237 Offline: $86
    30. 30. Why Has Email Become So Important? • People are busy…they want to communicate/interact on their own time • Email is inexpensive…or at least it seems that way • Email provides virtually instant access to friends and supporters
    31. 31. Today’s Supporter • Reads email before snail mail • More comfortable online • Busy, satisfies interests on own schedule • Expects information to be personalised • Expects immediate feedback • Demands information on progress/ stewardship • Wants a way to share experiences with others online
    32. 32. No Email List? No Problem… • Whether you have some contacts or are starting from scratch, anyone can grow a strong email list • The three most important factors in effective email list-building are: – Where and how you acquire the addresses – How you welcome each new subscriber – How you manage the relationship after the opt-in – Source: EmailLabs
    33. 33. Grow Your List Online • Direct staff and other close supporters (board, volunteers, etc.) to include subscription links in email signatures • Use Search Engine Optimisation/ Marketing to increase traffic and subscriptions • Investigate alliances or partnerships with similar or complementary organisations to reach common supporters • Advertise your newsletter/services/cause through a 3rd party list
    34. 34. Grow Your List Offline • Ask for email addresses at every touch point • Instruct staff to capture email addresses over phone when appropriate • Include your website address on all printed materials • Offer an incentive to register (contest, raffle) to collect emails
    35. 35. Now that I have permission… • Hook them early, and keep them engaged over time • Optimise the welcome message • Send follow up message within a week (or less) • After a few months of active email, survey lists to see if you are meeting expectations
    36. 36. Real Life Example…. Dec 11: Subject line: Urgent Appeal: Your gift to CRS is vitally important! Straight Appeal Static donation form Raised $112k Source: Laura Durington: CRS Social Media Presentation- AFP Maryland
    37. 37. Dec 29: Subject line: Only 48 hours left to make a tax-deductible gift! Added “hotspot” text Added video message from our president (that plays right on the donation form) Added a strong pull-quote Raised $112k
    38. 38. Dec 31: Subject line: Final Deadline: Last chance to make a tax-deductible gift New “hotspot” text Kept video message from our president New pull quote Raised $119k Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
    39. 39. The Results… • Was CRS’s most successful online fundraising campaign to date (non-emergency). • Three e-mail messages in this campaign (based on a direct mail piece) • Posts on social networking sites advertising campaign • Coordination with Google AdWords This campaign raised $594k online. Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
    40. 40. A Few Email Design & Usage Tips 1. Keep truly important items above the fold 2. Ask subscribers to add your from address to their address book 3. Host images on your web site rather than embedding them 4. Links to resources and to special landing pages on your web site are powerful (Especially “tell a friend” functions) 5. Develop your own writing style that readers will learn to love (people adore stories, so tell many . . . )
    41. 41. Designing for Mobile Devices email (html) • Mobile readers are more likely to scan your email rather than reading • Include compelling call to action in the first 15- 25 characters of your subject line • Avoid “top heavy” images in the design • Use “alt-tags” on images • In addition to testing email browsers, test messages in handheld devices
    42. 42. Effective Team Fundraising
    43. 43. Team Fundraising •Give your volunteers and members the opportunity to JOIN you in fundraising for the mission. •Capture the information of everyone who donates for future solicitation.
    44. 44. Team Fundraising •Almost $2million was raised through Team Fundraising for City 2 Surf in 2009 •Did you raise any of this? •Did you capture the data of all donors into your database?
    45. 45. Team Fundraising •Doesn’t have to be a big event! •Doesn’t even have to be an event! •Give yourself the ability to respond to important events within your organisation’s community!
    46. 46. Team Fundraising •What type of transaction fees are you paying? •Does the data collected follow the same integration principles discussed before? •Are you giving yourself the best opportunity to maximise the lifetime value of each contributor?
    47. 47. Team Fundraising by the Numbers • Each volunteer sends an average of 40 emails. • Almost all volunteers meet their fundraising goals. • The average online donation through team fundraising is $57. Source: Kintera
    48. 48. Team Fundraising • Capture all THREE levels of Fundraiser Donations: Participants, Teams, Donors • Report on Team Success, Individual Success, and overall Fundraiser Success • Begin harvesting relationship with constituents that donate/participate for the first time.
    49. 49. What Now? 1. Take a look in the mirror How do you stack up? - Integration - Social Media - E-mail/Communications - Team Fundraising
    50. 50. What Now? 2. Plan Make it a priority - Set Aside Time for Review - Add to Board Agenda - Seek Professional Assistance (Most companies will help you do this at NO COST!)
    51. 51. What Now? 3. Continuous Evaluation Must be Measurable - Website Hits - Fundraising - Donor Retention - Communications - Cost vs. Results - Social Media “Friends”
    52. 52. What Now? 4. Have Fun!!! - Try New Things - Get Creative - Share your passion for your mission!
    53. 53. What Now? 1. How do we stack up? 2. Written Plan 3. Continuous Evaluation of Tools/Technology 4. Have FUN
    54. 54. Resources • Getting Started with Facebook • Beth Kanter Blog – How Nonprofits Can Use Social Media • Jay Love Blog – CEO eTapestry --- Jay Love Twitter Page • Blackbaud – Raising Money During Challenging Times • Getting Started with Google Analytics • LotusJump – Website Marketing Made Easy • eTapestry Home Page • Contact eTapestry for Guidance
    55. 55. Questions?
    56. 56. Thanks! Rob Tomlinson Rob.Tomlinson@eTapestry.com.au (02) 8986 6018 Twitter.com/eTapRob