Online Fundraising 101

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Online Fundraising 101

  1. 1. Online Fundraising 101 Stacy Clinton July 15, 2009
  2. 2. Today’s discussion • Overview of different approaches to raising money on the web • Maximize your website • Free/low-cost online resources • Goal: provide a basic understanding of the options and a set of tools to get started in online fundraising
  3. 3. Some stats • Reasons people visit nonprofit sites are: – news and events (40%) – to stay informed about the cause the organization addresses (40%) – Almost one in five (18%) website visitors are there specifically to make a financial contribution* • Younger generations are very comfortable online, especially in social media • The number of people over 70 years old online increased 60% in the past year** *from “Trends in Constituent Satisfaction with Nonprofit Websites” report by ForeSee Results 2009 ** from “Generations Online in 2009” by Fox & Jones, Pew Internet & American Life Project
  4. 4. Raising money on the web • Donation Forms – many possibilities – Guidestar/Network for Good, Google Checkout, Amazon Checkout, PayPal, Convio, Blackbaud • Trust plays a role • Only ask for information you need • Include opt-in language • Thank donors throughout the process
  5. 5. Raising money on the web • Consider: – Cost per transaction – Data security – What donor information will you be able to collect? – Will the donation form allow an opt-in? – Does the donation form allow tribute giving or designations? – Are you able to brand the form with your design?
  6. 6. Raising money on the web • Email Campaigns • Fundraising events with an online component • Tribute pages
  7. 7. Raising money on the web • Thank your online donors • Keep connection with them via email communications – Create a series of messages to reinforce relationship and bring them closer – Make sure the messages match their expectations
  8. 8. Not Just a Donation Button • “Donate Now” button is just the first step • Your website and communications should build trust, reinforce your mission and educate how a donation will make a difference.
  9. 9. Maximize your website • Donation button – must be easy to find • Content that engages visitors quickly – 5 second rule – Taglines • Show visitors how their donation helps • Each page should have a goal – Click to read more – Email signup – Donate – Etc.
  10. 10. Maximize your website • Know your donors! • Create content for them, not for you • Provide easy pathways for them to find the information they seek • Keep content short and relevant – Cut it in half, then cut it in half again • Tell stories, show success
  11. 11. Maximize your website • Make sure potential constituents can find you online: – Search Engine Optimization – Keywords – Landing pages – Links from other websites • Google Grants • Google Analytics
  12. 12. Build Your List • Offer email newsletter signups on every page, in the same place • Make the offer relevant and interesting to the donor • Don’t require too much information on the form (eliminate barriers) • Make sure the communications you promise at sign-up match what you deliver
  13. 13. Free/low-cost online resources • www.fundraising123.org • www.nten.org • www.idealware.org • www.techsoup.org • www.justgive.org • www.guidestar.org • Even the “big guys” have lots of free helpful information: – www.convio.com – www.blackbaud.com
  14. 14. Free/low-cost online resources • www.networkforgood.com • www.goodsearch.com • www.goodsearch.com/goodshop.aspx • Facebook Causes • www.firstgiving.com
  15. 15. A word about “social” • Facebook, Twitter, LinkedIn, etc. – Have specific plan, incremental goals – Not always a slam dunk for fundraising – A good way to reach constituents and have a conversation with them, strengthen relationships – Require significant staff resources to provide timely updates and immediate responses that users expect
  16. 16. Thank you! Questions? stacy.clinton@lpfch.org 650.724.2786

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