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Digital Fundraising
Strategies for Arts Orgs
               Farra Trompeter | Big Duck
    Digital Marketing Boot Camp for Arts Marketers

                                October 26, 2012


                                                #DMBC4arts
#DMBC4arts
@farra
@bigduck




             #DMBC4arts
© ymc_photos / flickr




      #DMBC4arts
#DMBC4arts
State of Online Fundraising
•  Overall giving declining, but online still
   growing
•  Average gift size still bigger, but
   dropping
•  Biggest giving still around disasters,
   December
•  More orgs asking donors to recruit
   support online, give via social media
•  Gifts above $1,000 are increasing

                                                #DMBC4arts
State of Online Fundraising
Online donors are typically…
•     Younger
•     Earning higher incomes
•     Giving bigger gifts
•     Easier to get… harder to keep
•     Likely to renew through mail/other
     channels

But this is likely to evolve
                                           #DMBC4arts
Online Engagement Priorities




                               #DMBC4arts
Step 1:
Make it easy and
compelling for donors to
support you online




                           #DMBC4arts
#DMBC4arts
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Step 2:
Build relationships with
donors through integrated
campaigns




                            #DMBC4arts
Audience engagement




                      #DMBC4arts
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YOUR INFO
                                                                                   First Name                       Last Name




                                                                                   Address 1                        City
     YOUR DONATION GOES TWICE
     AS FAR, WHEN YOU GIVE TODAY.
                                                                                   Address 2                        State

 Earlier this year, New York City made massive cuts to the funding
 of mental health services. Fountain House lost $450,000, including
 more than $100,000 in funds that covered our daily operating costs.               Email Address                    Phone Number


 Fortunately, to help us make up for this shortfall, a generous matching
 donor has stepped forward. If we can raise $50,000, the matching
                                                                                    AMOUNT
 donor will kick in the other $50,000 to make up for what we lost from
 the City.                                                                               $35           $50         $100           $250

 Our Fountain House community is, as ever, resilient and moving                          $1,000        $2,400      Other      USD
 forward. Still, your support between now and the New Year would be
 especially meaningful. Please consider having your tax-deductible
 donation matched today.                                                            CREDIT CARD
                                                                                         American Express            MasterCard

                                                                                         Discover                    Visa

                                                                                    Card Number                     Expiration        Card Security Code




                                                                                    HONOR SOMEONE WITH YOUR
                                                                                    CONTRIBUTION (OPTIONAL)
                                                                                    To make your contribution in somebody's honor, fill in the information
                                                                                    below. He or she (or, in the case of an in memoriam contribution, the
                                                                                    recipient you specify) will be notified of your thoughtfulness and generosity.

                                                                                        This contribution is



                                                                                        DONATE



212.582.0340))|))425)West)47th)Street,)New)York,)NY)10036))|))www.FountainHouse.org))



                                                                                                                                                                     #DMBC4arts
#DMBC4arts
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#DMBC4arts
2011 Campaign Results
•  Total raised: $88,390
•  Average online gift: $187.78
•  # of online gifts up 34% from 2010




                                        #DMBC4arts
Lessons Learned
•  Direct mail acquired list is ready to give
   online
•  Donors receptive to a different kind of
   storytelling
•  Increase appeared to result not just from
   added appeals, but entire campaign




                                           #DMBC4arts
Step 3:
Find your most passionate
donors and turn them into
fundraisers




                            #DMBC4arts
#DMBC4arts
#DMBC4arts
#DMBC4arts
#DMBC4arts
#DMBC4arts
#DMBC4arts
#DMBC4arts
#DMBC4arts
#DMBC4arts
#DMBC4arts
Step 4:
Create community and give
donors more ways to
support you




                        #DMBC4arts
#DMBC4arts
#DMBC4arts
#DMBC4arts
#DMBC4arts
#DMBC4arts
http://www.youtube.com/watch?v=CQpRq-mitYo

                                             #DMBC4arts
Takeaways




            #DMBC4arts
The foundation for success
Your audience needs…
1.  To exist
2.  To know who the heck you are
3.  To expect communications from you
4.  To see you where they already are
5.  To know why member support is needed
6.  To trust that you’re legit
7.  To be able to help
8.  To be big enough to justify the expense


                                              #DMBC4arts
Resources




            #DMBC4arts
Resources
•    2012 eNonprofit Benchmarks Study
     http://www.e-benchmarksstudy.com/
•    2011 Blackbaud Online Giving Report
     https://www.blackbaud.com/onlinefundraising
•    2012 Online Marketing Nonprofit Benchmark Study
     http://resources.convio.com/rs/convio/images/2012-
     Convio-Benchmark-Report.pdf
•    Network for Good—Online Giving Study
     http://www.onlinegivingstudy.org/
•    Year-End Fundraising Resources—Change.org
     http://www.change.org/partners/yearend

                                                    #DMBC4arts
Contact Farra
  farra@bigducknyc.com
  twitter.com/farra
  linkedin.com/in/farra
  slideshare.net/farra




                          #DMBC4arts
Contact Big Duck
  bigducknyc.com
  bigducknyc.com/blog
  facebook.com/bigduck
  twitter.com/bigduck
  slideshare.net/bigducknyc



                              #DMBC4arts
Upcoming Workshops
11/15:   Beer at Big Duck – Brandraise to
         Fundraise
12/6:    Bagels at Big Duck – Managing
         Your Personal/Professional Brand
         in Social Media

http://www.bigducknyc.com/resources/
workshops



                                            #DMBC4arts
#DMBC4arts

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Digital Fundraising for Arts

  • 1. Digital Fundraising Strategies for Arts Orgs Farra Trompeter | Big Duck Digital Marketing Boot Camp for Arts Marketers October 26, 2012 #DMBC4arts
  • 3. © ymc_photos / flickr #DMBC4arts
  • 5. State of Online Fundraising •  Overall giving declining, but online still growing •  Average gift size still bigger, but dropping •  Biggest giving still around disasters, December •  More orgs asking donors to recruit support online, give via social media •  Gifts above $1,000 are increasing #DMBC4arts
  • 6. State of Online Fundraising Online donors are typically… •  Younger •  Earning higher incomes •  Giving bigger gifts •  Easier to get… harder to keep •  Likely to renew through mail/other channels But this is likely to evolve #DMBC4arts
  • 8. Step 1: Make it easy and compelling for donors to support you online #DMBC4arts
  • 15. Step 2: Build relationships with donors through integrated campaigns #DMBC4arts
  • 16. Audience engagement #DMBC4arts
  • 30. YOUR INFO First Name Last Name Address 1 City YOUR DONATION GOES TWICE AS FAR, WHEN YOU GIVE TODAY. Address 2 State Earlier this year, New York City made massive cuts to the funding of mental health services. Fountain House lost $450,000, including more than $100,000 in funds that covered our daily operating costs. Email Address Phone Number Fortunately, to help us make up for this shortfall, a generous matching donor has stepped forward. If we can raise $50,000, the matching AMOUNT donor will kick in the other $50,000 to make up for what we lost from the City. $35 $50 $100 $250 Our Fountain House community is, as ever, resilient and moving $1,000 $2,400 Other USD forward. Still, your support between now and the New Year would be especially meaningful. Please consider having your tax-deductible donation matched today. CREDIT CARD American Express MasterCard Discover Visa Card Number Expiration Card Security Code HONOR SOMEONE WITH YOUR CONTRIBUTION (OPTIONAL) To make your contribution in somebody's honor, fill in the information below. He or she (or, in the case of an in memoriam contribution, the recipient you specify) will be notified of your thoughtfulness and generosity. This contribution is DONATE 212.582.0340))|))425)West)47th)Street,)New)York,)NY)10036))|))www.FountainHouse.org)) #DMBC4arts
  • 37. 2011 Campaign Results •  Total raised: $88,390 •  Average online gift: $187.78 •  # of online gifts up 34% from 2010 #DMBC4arts
  • 38. Lessons Learned •  Direct mail acquired list is ready to give online •  Donors receptive to a different kind of storytelling •  Increase appeared to result not just from added appeals, but entire campaign #DMBC4arts
  • 39. Step 3: Find your most passionate donors and turn them into fundraisers #DMBC4arts
  • 50. Step 4: Create community and give donors more ways to support you #DMBC4arts
  • 57. Takeaways #DMBC4arts
  • 58. The foundation for success Your audience needs… 1.  To exist 2.  To know who the heck you are 3.  To expect communications from you 4.  To see you where they already are 5.  To know why member support is needed 6.  To trust that you’re legit 7.  To be able to help 8.  To be big enough to justify the expense #DMBC4arts
  • 59. Resources #DMBC4arts
  • 60. Resources •  2012 eNonprofit Benchmarks Study http://www.e-benchmarksstudy.com/ •  2011 Blackbaud Online Giving Report https://www.blackbaud.com/onlinefundraising •  2012 Online Marketing Nonprofit Benchmark Study http://resources.convio.com/rs/convio/images/2012- Convio-Benchmark-Report.pdf •  Network for Good—Online Giving Study http://www.onlinegivingstudy.org/ •  Year-End Fundraising Resources—Change.org http://www.change.org/partners/yearend #DMBC4arts
  • 61. Contact Farra farra@bigducknyc.com twitter.com/farra linkedin.com/in/farra slideshare.net/farra #DMBC4arts
  • 62. Contact Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck slideshare.net/bigducknyc #DMBC4arts
  • 63. Upcoming Workshops 11/15: Beer at Big Duck – Brandraise to Fundraise 12/6: Bagels at Big Duck – Managing Your Personal/Professional Brand in Social Media http://www.bigducknyc.com/resources/ workshops #DMBC4arts