Presentation at Fundraising Online 2015. Recording available at: http://ubivent.com/en/fundraising-online-2015

2. Internet is a massive testing ground.
Let’s learn from the best and do our jobs better!
© Boqiang Liao (CC BY-SA 2.0)

3. 1. Build a community &
story around your cause
© luke chan (CC BY-NC-SA 2.0)

4. Modern audiences
have learned to filter out advertisement.
© Jonathan (CC BY-NC-ND 2.0)

5. Your audience
support your mission.

6. Forget advertising.
Build your content strategy around your story.

7. Most interesting stories are created,
when you build your story around your core values.

8. Apple story’s core values: Beauty, uniqueness
Example // Apple

9. Example // Apple

10. Greenpeace story’s core value: Courage, protection
Example // Greenpeace

11. Example // Greenpeace

13. Charity: Water story’s core values: Joy, access
Example // Charity: Water

15. Patagonia story’s core values: Adventure, Sustainability
Example // Patagonia

16. Clothing company’s founder saying we shouldn’t buy his clothes when
we don’t need them is a powerful way to tell the company’s story.
In the age of advertising fatigue authenticity creates interest.

17. Ask these questions to make your brand more
story focused:
What are my brand’s core values?
What kind of stories can I build around them?
© Adrian Kingsley-Hughes (CC BY-NC-ND 2.0)

18. Maya Angelou
“People will forget what you said. People will
forget what you did, but people will never forget
how you made them feel.”

19. Value statement as a name of a social media
channel

20. Value statement as a name of a social media
channel

21. Value statement as a name of a social media
channel

22. Value statement as a name of a social media
channel

23. Learning 1: Build a community and story around your cause.
Always keep your core values at the centre of your story.
© hrantstreet (CC BY-NC-ND 2.0)

24. 2. Use the content types
of social media heroes
© Thomas Hawk (CC BY-NC 2.0)

25. Some content types are
“made to be shared”
The important question
to ask yourself is:
How can I give my
content a more
shareable form?

26. List articles

27. How would you use list articles
with this campaign?

29. Memes

31. Using Facebook’s autoplay to your
advantage

32. Facebook wants to increase its market share in videos. They
are currently giving more organic views for posts with
videos. Autoplay has also dramatically increased
(really short) video views on Facebook.

33. Create videos that work without sound when they
are autoplayed on your followers’ newsfeeds.

34. Static vs. content-
driven landing pages
The most typical way to
fundraise online is to drive
traffic to a static landing
page.
This works fine but attracts
little organic traffic.

35. What about making
your story your landing
page?
Combining a donation /
signup form with
shareable content lets
you drive organic traffic
turn donations / leads.
Signup form next to shareable content:
Conversions from organic traffic

36. Learning 2: Always look for ways to give your content a more
shareable format.
© Daniele Zanni (CC BY-NC-SA 2.0)

37. 3. Use emotion right to
make your content shareable

38. First some
fundraising realities

39. Case Rokia
Save the Children & Rokia
3.2 million people live on the verge of
starvation. 2.4 million had no access
to clean water. In a third country, 4
million children needed emergency
shelter. Serious, urgent crises
affecting a huge number of children.
0
25
50
75
100
Hunger Acces to clean water

40. Save the Children & Rokia
Rokia is a 7-year-old girl from Mali,
Africa. She's desperately poor and
faces a threat of severe hunger or
even starvation. Her life will be
changed for the better as a result of
your financial gift.
Case Rokia

41. 0
0.6
1.2
1.8
2.4
Statistics Rokia's story
$
Case Rokia

42. How do sad stories
work in social media?

43. Emotion
Sadness
In a study on how
much New York Times
articles are shared:
Sadness =
-16% sharing
© Elizabeth Haslam

44. Emotion
What
about
angry?

45. Emotion
Angry /
anxious
Boosts sharing

46. Why angry works
and sad doesn’t?

47. Study on New York Times’ sharing:
Physical arousal
boosts sharing
Stuff that makes
your heart race
makes you share

48. The issue we
face as fundraisers:
Our issues are often sad

49. How to use emotion right?

51. SOS Children’s Villages Norway
tested whether passersby would give their jacket to Johannes.

52. Sadness: Johannes doesn’t have a jacket
Hope: People are willing to help
Sadness: The situation in Syria
Hope: YOU

53. Learning 3: Always combine low-intensity feelings (e.g. sadness)
with activating feelings (e.g. angriness, hope).
© lauren rushing (CC BY-NC-ND 2.0)

54. 4. Give your
readers a reason to click
© Nathan Congleton (CC BY-NC-SA 2.0)

55. 80% of your
readers will read
your headline only
Headline is your
only chance.
You have to nail it!
© amanda tipton (CC BY-NC-ND 2.0)

56. "Curiosity gap”
George Loewenstein: curiosity
has two components
1. I notice there’s a gap in my
knowledge (heading)
2. I close the gap (click)
People have an inherit need to close
the gaps in their knowledge.
© Dia™ (CC BY-NC-ND 2.0)

57. "Curiosity gap”
Raise interest in your
titles but give your
audience a reason to
click.
© fr4dd (CC BY 2.0)

58. Surprise
Surprise your audience to gain
their attention.
© Sergio Alvarez (CC BY-NC-SA 2.0)

59. Graphic: NY Mag
Obama’s campaign
email subjects were all
about surprise.
Or how does it feel to
get a “Meet me for
dinner” email from the
president?

60. Use numbers
Readers look for value and
specificity. Numbers are a
great way to promise you
aren’t going to waster their
time.
© Sergio Alvarez (CC BY-NC-SA 2.0)

63. Address your reader
The surest way to make your
headline relevant to your
reader is to address her in the
headline.
© Sergio Alvarez (CC BY-NC-SA 2.0)

65. Learning 4: Know the psychology behind a click and use it!
© Dia™ (CC BY-NC-ND 2.0)

66. 5. Link
between channels.
© Nick Bramhall (CC BY-SA 2.0)

67. Asking for donations and
signups is not the only
way to build linkages in
your digital ecosystem
© Will Montague

68. Use email to drive shares on Facebook.

69. Use email to drive tweets.
This works great for thank you emails!

70. Drive shares for key
Facebook posts on your
campaign landing or
thank you page.

71. Launching a “viral video”? Create a custom audience out of your
viewers.
Instagram followers
Facebook Followers
Traffic to landing page

72. Running successful articles on specific topics? Retarget your
readers with related messages.

73. Learning 5: Link between channels in more ways than just driving
traffic to your landing page.
© George Chelebiev (CC BY-NC-ND 2.0)

74. Thoughts, questions, comments?
© Daniele Zanni (CC BY-NC-SA 2.0)
Thank you!
Lets keep up the conversation!
Follow @Touko_S to stay in
touch and get digital
marketing updates!
Send in your thoughts, questions & comments on chat or
on Twitter @Touko_S

75. © Boqiang Liao (CC BY-SA 2.0)
Learning 1: Build a community and story around your cause.
Always keep your core values at the centre of your story.
Learning 2: Always look for ways to give your content a more
shareable format.
Learning 3: Always combine low-intensity feelings (e.g. sadness)
with activating feelings (e.g. angriness, hope).
Learning 5: Link between channels in more ways than just driving
traffic to your landing page.
Learning 4: Know the psychology behind a click and use it!

76. Thoughts, questions, comments?
© Daniele Zanni (CC BY-NC-SA 2.0)
Thank you!
Lets keep up the conversation!
Follow @Touko_S to stay in
touch and get digital
marketing updates!
Send in your thoughts, questions & comments on chat or
on Twitter @Touko_S