Digital fundraising is not a brave new world, it employs the same marketing and fundraising principles as traditional fundraising and advertising.
Learn the emerging digital channels that are important for you to master - Mobile, Social Media and Content Marketing.
There is also a longer version of this presentation which goes into more detail about each of the Digital Media channels. Looks for Shanelle Newton Clapham
5 trends, no more than 20 slides apiece, speakers had 5 minutes. Not unlike Ignite, without the automatic slide advances. Great stuff from Team Empower.
Learn how to take event marketing programs to the next level, leveraging social media to maximize the impact of all event efforts--from planning and promotion, to execution and follow-up. This presentation from Constant Contact and HubSpot explores:
• Where to promote events to increase registration
• How to inject social media marketing into events
• How to brand an event for maximum exposure
• What to include in the event follow-up
5 trends, no more than 20 slides apiece, speakers had 5 minutes. Not unlike Ignite, without the automatic slide advances. Great stuff from Team Empower.
Learn how to take event marketing programs to the next level, leveraging social media to maximize the impact of all event efforts--from planning and promotion, to execution and follow-up. This presentation from Constant Contact and HubSpot explores:
• Where to promote events to increase registration
• How to inject social media marketing into events
• How to brand an event for maximum exposure
• What to include in the event follow-up
Your brand isn’t just what you say it is. It’s also about what your employees, customers, prospects, competitors, and world at large say it is.
As we like to say, a brand is the sum of all conversations, and in the fast-moving and dynamic world of social media, you want to have a handle on how your brand is being perceived out there.
Knowledge360 helps you get better grip on your online brand. In other words we provide you “Social Branding” solutions.
Presentation given to the AdSchool group on Thursday, 10th May 2012.
This presentation includes an introduction to digital, trends from 2011 and predictions for the remainder of 2012.
Discussion points for the 2011-2012 Annenberg Graduate Fellowship Program micro-seminars for communication, journalism, cinema and engineering students
10 Lessons on Social Media: What It Is, Why It’s Important, & How to Get...Augie Ray
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Developing An Online Strategy Using E-mail, Mobile, and Social Media (2010)Bryan Huber
A website alone is just no longer enough. Bryan Huber, Chief Interactive Officer of Paul Werth Associates, will delve into how to complement your website by developing an e-mail, mobile and social media plan that will help drive results. He will touch on how to develop a strategy around these three channels, how to measure results and how to adjust your strategy accordingly. All these pointers will lead to better business-to-business and business-to-consumer communications and potential sales.
Digital Fundraising strategy guide with online fundraising campaign examples and case studies. This online fundraising presentation also makes recommendations on the systems and infrastructure you need to put in place and getting the right resources into the team.
Digital fundraising includes Email, Websites, Mobile, Social Media, Search, Content Marketing and more.
There is a shorter version of this presentation that just focuses on emerging Mobile, Content and Social Media fundraising.
Your brand isn’t just what you say it is. It’s also about what your employees, customers, prospects, competitors, and world at large say it is.
As we like to say, a brand is the sum of all conversations, and in the fast-moving and dynamic world of social media, you want to have a handle on how your brand is being perceived out there.
Knowledge360 helps you get better grip on your online brand. In other words we provide you “Social Branding” solutions.
Presentation given to the AdSchool group on Thursday, 10th May 2012.
This presentation includes an introduction to digital, trends from 2011 and predictions for the remainder of 2012.
Discussion points for the 2011-2012 Annenberg Graduate Fellowship Program micro-seminars for communication, journalism, cinema and engineering students
10 Lessons on Social Media: What It Is, Why It’s Important, & How to Get...Augie Ray
A presentation developed by Augie Ray and Cindi Thomas, presented at the "Leveraging Social Media For Business Success" at Marquette University on 4/17.
Developing An Online Strategy Using E-mail, Mobile, and Social Media (2010)Bryan Huber
A website alone is just no longer enough. Bryan Huber, Chief Interactive Officer of Paul Werth Associates, will delve into how to complement your website by developing an e-mail, mobile and social media plan that will help drive results. He will touch on how to develop a strategy around these three channels, how to measure results and how to adjust your strategy accordingly. All these pointers will lead to better business-to-business and business-to-consumer communications and potential sales.
Digital Fundraising strategy guide with online fundraising campaign examples and case studies. This online fundraising presentation also makes recommendations on the systems and infrastructure you need to put in place and getting the right resources into the team.
Digital fundraising includes Email, Websites, Mobile, Social Media, Search, Content Marketing and more.
There is a shorter version of this presentation that just focuses on emerging Mobile, Content and Social Media fundraising.
What’s Next For E-mail, Mobile and Social Media (2011)Bryan Huber
How to complement your internet marketing strategy by looking at what’s next in e-mail, mobile and social media. Looks at the current state of these channels and how future trends could effect your approach.
Presentation notes from the Frocomm Social Media Bootcamp, June 2009, Sydney presenters were Brian Giesen and Graham White from Ogilvy 360 Digital Influence
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Similar to Digital Fundraising Strategies - the shorter version (20)
The things that determine how fundraising works in a country are more about TRUST and REGULATION and BANKING than they are about culture, language or country.
See how fundraising differs across countries and cultures, and how it is still the same.
Shanelle Newton Clapham is a #digitalfundraising expert from Australia and she's talking about how Australia is a multi-cultural country and we need more diversity in our fundraising communications, segmentation and personalisation.
Learn how to track your digital fundraising campaign conversions back to the source. What that means is the unique ad that delivered the lead or donation, and the target audience as well as the digital channel
PURLS are personalised URLs that you can create to personalise the landing page or donation page experience for your donors.
That means variable text, firstname personalisation, pre-filling forms and dollar amounts.
It's about making it EASY for your donor to give.
Fundraisers and charity organisations in Australia seem to mostly believe that older people are not online and don't give that way - but we wondered if this had changed because of the COVID-19 pandemic. So we did some research to find out if older donors give online?
Learn what are the most important elements charities need to include in their digital fundraising strategy to raise more money online. Also case studies on how charities are using digital to prospect for bequestors/ Gifts in Wills.
Parachute Digital's Tania Ahmed, Marcos Sastre and Shanelle Newton Clapham show charities how to leverage digital fundraising platforms in Australia to raise more money online for their cause.
In this presentation, Shanelle Newton Clapham and Mamta Bhatt will share case studies of Australian charities that have had successful digital fundraising campaigns to acquire new donors to support their organisation and cause, via online channels. That's people making a direct online donation, sometimes a monthly donation, and showing how digital acquisition ROI compares to other traditional channels of donor acquisition.
During the corona virus pandemic, many charities have received an influx of calls from donors requesting to cancel their monthly donation - because that's the only way it can be done. Charities are offering donors the option to PAUSE or DOWNGRADE their donation as a first option, in an effort to retain donors. But should non-profit organisations give their donors the option to pause or cancel their donation from the website, without having to call?
In this presentation, Parachute Digital have mocked up 2 different ways this could work for your donors.
See Content & Organic Search case studies from 6 Australian charities that show how organisations benefit from investment in content and search for fundraising and campaigning. Specific examples show higher conversion rates and average donation amounts from people who visit from Google.
People that come from content and organic search (Google) also have higher engagement with content (longer time on site, view more pages) and they do convert to sign their name to petitions, download PDFs and sign up for newsletters.
Case studies from ASRC, WWF-Australia, MS Research Australia, Peter Mac Foundation, Fred Hollows and Cure Brain Cancer Foundation.
Finding the perfect donor match for your charity is hard, even with all the best online targeting. So when you do find a donor who cares about your organisation and cause, you need to onboard them with a digital donor journey to make them feel loved and special.
You already know all the challenges Schools and Universities face when trying to engage their Parents & Alumni in giving.
In this session Shanelle will show you how to use digital channels to tackle the challenges:
Find your alumni (build your donor database - what digital channels to use)
Create active Alumni that ask you how they can be involved (opt in to receive communications)
Connect parents to something bigger than their family (be part of a tribe/ community)
Get Parents to actually want to give and contribute more (increase number of gifts & lifetime value)
Give them an easy way to give (website donation pages, SMS and more).
Email marketing has been the cornerstone of most online marketing and digital fundraising campaigns for the last 15 years. But email response rates are in decline.
Here are 3 clear tactics that you can employ to improve your results from email.
Anglicare was Parachute Digital's first client to personalise the donor experience for both direct mail donors and email donors.
In this presentation we should the results of personalising the content, pre-filling the donation form and showing the donor's last donation amount and how it drives a higher average gift and a better conversion rate.
Shanelle Newton Clapham is working hard to get charities to the opportunity that mobile can present for their fundraising campaigns, especially events.
In this presentation, two Australian Non-Profit Fundraising industry leaders, Shanelle Newton Clapham of Parachute Digital and Ashley Rose of MonDial Fundraising, talk about how charities can get the most out of the using Digital Leads they generate for Regular Giving Donor Acquisition via Telefundraising.
Parachute Digital benchmarked 100 Australian website donation pages against 59 points of criteria and got donor insights from a survey and in dept interviews with donors.
There is a lot of cool stuff being done by charities in the digital space. We focus on the 5 key digital channels - Search, Email, Mobile, Social Media and Display.
This presentation is designed to inspire non-profit organisations to do more in the digital space. This is cool stuff that is possible to implement, rather than out of reach cool stuff that requires massive budgets and resources.
Presentation for our Delicious Digital Breakfast seminar about Writing Webpages That Convert. Learn more about SEO, webpage structure and landingpages.
Shanelle Newton Clapham and Paul Bailey discuss how to integrate your online and offline fundraising channels to acquire new regular giving donors for your charity.
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Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
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5. Digital should integrate into your
existing fundraising strategy
• Support
• Enhance
• Streamline.
Good fundraising gives the supporter options,
right?
• Different ways to donate
• A choice of communication channels
• Multiple ways to interact and engage.
9. Just in case you weren’t sure,
Digital now includes …
Content
Mobile Social
Website
Search
Email
10. Digital media channels
Of course it depends how you employ these channels
Digital
Channels
Acquisi1on
Reten1on
Engagement
Email
✔
✔✔
☐
Social
Media
☐
✔
✔✔
Paid
Search
✔✔
✖
✖
Video
☐
✔
✔✔
SMS
✔
✔
✖
SEO
✔✔
✔
✖
Display
Banner
☐
✔
✖
✔
Adver,sing
Website
✔
✔
✔
Mobile
–
sites,
apps
✔
✔
✔
etc
Website
-‐
✔
✔
✔
eCommerce
11. Mobile will be a must
• Mobile is
• the future, you cannot ignore it
• highly personal and can have an almost guaranteed open rate
• always on … even when its off
• Convenient
• practical, brief & task orientated
• Mobile includes: Mobile is NOT:
• Tablets, Phones, Bluetooth, Outdoor, NFC • highly visual
• Mobile websites • long form
• Apps
• complicated
• SMS
• Local
• Advertising – still very cost effective.
15. Who is doing mobile well?
Mobile Banking Automotive Social Networking
16. Always remember for mobile
• Must be practical and convenient
• Some people have fat fingers – make buttons and links BIGGER
• It’s about functionality, not design – help them achieve their goal faster
• Tablets are different to phones.
HOW TO DO IT
• Figure out what mobile solution suits your organisation best
• Get a plugin for your website that detects mobile devices
• Chunk up your content – reduce & simplify (see ABC example)
• Get a mobile specialist to plan and design your mobi site.
17. Content is King
• Content marketing is about expanding the telling of the story and
spreading it across every (digital) channel
• Content is
• Video
• Images
• Games
• Infographics
• Text
• Polls & surveys
• Petitions and campaigns
• And anything else you can think of.
18. Content comes in many forms
WWF + Ben Lee – Song for the divine mother of the universe
http://vimeo.com/11127915
21. Social media
Social media is
• An organisation wide initiative
• harder than it looks – creating a
real 2 way relationship
• an excellent PR and
customer service channel,
IF its not censored
• LIVE and Public
• creates advocates.
The power of social media is in the opportunity created by
leveraging the friends of your fans.
For every fan, there are 34 additional friends of fans that can be
reached.
For Organisation Pages:
*Source: The power of LIKE study Comscore and Facebook in 2011
Only 16% of fans are reached
22. Social Media is a commitment, not a
campaign
Dermot O’Gorman is
the CEO of
WWF-Australia.
He has been tweeting
for less than a year
but he now tweets up to
10 times a day, with at
least 3 posts.
24. Having a cause makes it even better
36,000 people have liked
the Movember Australia site.
25. Where to start with social
1. Listen first
2. Create social media guidelines & response timelines for your
organisation
3. Outline a content plan – but don’t plan and approve every tweet
4. Create content that will keep your stories going
• Video
• Images
• Infographics
• Survey’s
• Games
• Campaigns, promotions, competitions
5. Be committed – there is no start and end date
6. Put experienced, senior staff as social ambassadors. Social media is
not just for the youth
7. Social media is always on, it’s the front lines, full time
8. THEN go live.
27. Synergies, support & enhance
• Digital fundraising should support and piggy back off of your
existing traditional fundraising channels
Offline
Online
Comparison
Online
Support
Direct
Mail
Email
SMS
Media
Social
Media
Website
Face
2
Face
NA
NA
Direct
Response
TV
Video
Telemarke1ng
-‐
Outbound
SMS
Email
Supporter
Rela1ons
–
Inbound
Search
Website
Print
Adver1sing
Display
Banner
Adver,sing
Brochure/
Insert
Website
Email
Word
of
Mouth
Social
Media
Email
28. Integrated Fundraising Case Study:
WWF Christmas Tiger Adoption 2010
Offline
Online
Learning’s
DM
Email
Created
instant
demand
Supporter
Magazine
Website
Consistent
presence
eCommerce
Website
Offline
ac,vity
difficult
to
manage
inventory
Social
Media
Emo,onal
bragging
DRTV
SMS
Ability
to
easily
ac,on
Display
Banner
Adver,sing
Increased
frequency
&
sales
Search
Engine
Marke,ng
Spikes
aOer
DRTV
aired
The online & offline campaign were perfectly aligned – except for stock control.
30. Understand the differences
1. Invest in developing the right technology, systems, processes and
2. Resources – get a digital specialist
3. Understand the role each digital channel plays in the engagement &
consideration cycle
4. Analytics is essential. Yes, there is lots of data.
But getting the tracking right takes time
5. Usability testing and focus on the user will be a differentiator
6. User experience is paramount
1. Shorter copy, less formal content, chunk it up
2. Functionality is more important than design
3. Content is King!
31. 1. Systems & digital infrastructure
CRM/
eDB
CMS
+
Email
Payment
3rd
Gateway
Analy-‐ Party
,cs
Systems
32. 2. Skillsets and resources
• Web Developer + CMS
+
Digital Producer +
Content Curator/ Producer
• Digital Fundraising Manager Email
+
• Data Hygienist CRM/
eDB
• Fundraising Analyst Anal-‐
y,cs
Payment
Gateway
33. 3. Consideration cycle touch-points
• Donors use search at both the beginning &
end of their consideration cycle
• Mobile is used for convenience during the
day, but is more integrated with other
channels & transactional at night
• Email can also be the first &/ or last touch
point for many donors
• Social media is sometimes the first contact
but is most often used during the
information/ sentiment gathering stage
• Websites are used for research, reputation
and transaction.
34. Donor journey’s cross over channels
First touch-point Message validation Follow up
& convert
35. User journey’s cross over
First touch-point Message validation Follow up
& convert
36. 4. Analytics is essential
Invest in some Google Analytics training
• Custom reporting
• Track user scenarios
• Apply a value to each goal,
especially the combination of
actions that show an engaged
user
• Setting goals and conversion
• Campaign tracking parameters
http://www.wwf.org.au/?utm_source=Adconion&utm_medium=CPA-
Banner&utm_campaign=Adopt-Tiger
• Understand where your direct traffic comes from (often email)
• Apply the secondary dimension metrics to find the hidden insights.
37. What to measure
• The days of measuring impressions and clicks are over but CTR still
shows relevance
• Focus on conversions – but also on engagement, time spent on site
(duration) and bounce/ exit rates
• Track month on month and year on year growth & conversion rates – not
raw numbers
• Know which content engages your users most, converts them faster,
compels them to share with a friend
• Monitor how much of your supporter base is using mobile
• Put a value on a Share or a Subscriber (non-financial supporters) as
well as a donor. These are still prospects
• Online is direct response – don’t let anyone tell you its for awareness!
38. 5. Usability is a differentiator
Usability measures the ease of use of your website by its visitors.
Basically, how easy is it for your audience to achieve their intended goal?
Usability looks at 3 primary areas of a website:
1. Accessibility
1. Page load times
Forrester’s are the
2. Colour contrast , font size leading usability experts
3. Optimised for screen readers globally.
2. Functionality
1. How intuitive is the process They carry out usability
2. Does the website behave as expected benchmarking and
3. Navigation & Content testing.
1. Clear & concise labels
2. Adequate linking
3. SEO and user friend urls
4. Design is consistent
Usability cannot be successful if its an after though. When planning,
Put the donor first.
39. 6. Online user expectations
People behave differently online.
Digital is about research, engagement & transaction.
Therefore, the content must fit the medium.
• Shorter sentences, less formal language, shorter
copy in general
• Keyword rich content for search engines – say
exactly what you mean, no puns or metaphors
• Engagement objects like games, video, infographics,
polls & images help tell the story at a glance
• Real time transactions & automated responses –
users expect their receipt immediately.
40. The role of online
Make sure that you are using digital
for the right reasons
41. Many reasons to go online
• Its where people are spending more time
• Direct Response
• Personalisation
• Data is power
• Automation
• Fast & reactive
• Always on – never miss an opportunity
• Interactivity
• Customer service channel
• Multiple touch-points
• Online will save you time and money.
42. But there are some drawbacks
• Few proven models
• There are risks
• Cluttered
• Hard to build trust
• It changes quickly, Innovation is a must.
43. Achieve your objectives
Digital
Channels
Acquisi1on
Reten1on
Engagement
Email
✔
✔✔
☐
Social
Media
☐
✔
✔✔
Paid
Search
✔✔
✖
✖
Video
☐
✔
✔✔
SMS
✔
✔
✖
SEO
✔✔
✔
✖
Display
Banner
☐
✔
✖
✔
Adver,sing
Website
✔
✔
✔
Mobile
–
sites,
apps
✔
✔
✔
etc
Website
-‐
✔
✔
✔
eCommerce
44. Digital fundraising is not a brave
new world. It’s about
More options
Richer stories
Personalisation & engagement
Automation & efficiency.
45. But if you’re just getting started
Here are 4 things you can start now
1. If you don’t have Google Analytics on your site, get it
added – it’s FREE
2. Start cleansing and segmenting your email database,
based on financial vs non-financial supporters and then
any interest or behavioural info you have
3. Get a payment gateway for online donations – even if its
just through Paypal
4. Identify the social not for profits and start listening.
46. If you have a digital
problem,
I will create a
solution that will
work for you.
Call me to talk about
your digital strategy.