Apresentação realizada por Nick Allen, palestrante internacional da Nuevo Fundraising, durante o Festival ABCR 2016, de 04 a 06 de maio.

1. Usando online e mobile para
conseguir novos doadores
– e mantê-los
Nick Allen
Sao Paulo, 6 May 2016

3. #Feel the Bern
How the Bernie Sanders for
President campaign got 4.5 million
donations and raised $200m

7. 4.5m donations, average USD $27

12. • “Everybody loves George Clooney...But that
$353,000 is an outrageous sum of money. And
one of the great questions of this campaign is
whether people coming together can
overcome the electoral influence of a small
number of millionaires and billionaires who
are buying our elections."

13. Make it work well on mobile
(or you don’t exist)

17. What Bernie does
(and you should too)
• Be authentic
• Write emails that are personal, informal,
direct
• Explain what the money is for
• Make it easy to give
• Make it social to give
• Trust your supporters – share the power!

18. • Vary the voice – candidate, campaign
manager, volunteer, celebrity
• Treat donors like “insiders”
• Don’t ask only for money – ask for other help!
• Takeaway: Run your email program like a
campaign

19. Trust your supporters:
What can you crowd-source?
• Hashtag #FeelTheBern came from the crowd,
then adopted by campaign
• Can you ask your volunteers to do your
telemarketing?
• Take advantage of social media, sophisticated
free/cheap tools like Google Forms, Hangouts,
Slack, Hustle, Trello

20. Fundraising = organizing = advocacy

25. Fundraising wisdom
“We find that people develop a deeper
investment and appreciation for the
campaign when they’re being counted as
part of something bigger than themselves.”
--Robin Curran, Sanders digital-production director

26. Direct response channels
• Cash collections in the street
• Face to face (door to door, malls)
• Direct mail
• Telemarketing
• Direct response TV (DRTV)
• Digital (Web, email, social, and mobile)

27. Just another channel
• Same rules – persuade people to give to you
• Some causes work better online than others
• Internet and mobile -- not a miracle cure.
10-15% of small donor dollars in the U.S.
• Nothing is better than asking “face to face”

28. Build big email list
• Easy subscription form on Web site, social
• Offer email subscription
• Offer advocacy
• Invite visitors to “sign a pledge” (and opt in for
emails)
• Make it easy to sign up on mobile

29. Build your email list

36. Buy petition signer data
from change.org

40. Build your mobile list

42. Converting leads into donors
• Plan donor journey
• Welcome, thank, involve your leads (and then
your donors!)
• Send email appeals
• Telephone works best, but costs more

48. Technical
• Mobile, mobile, mobile – what % read your
emails on mobile?
• Make the “ask” clear
• Make action links easy to find esp. mobile
• Simplify donation pages: Why are you asking
for date of birth?

49. Testing and optimization
Test emails (hard to do with small list)
– Subject lines
– Sender
– Offers: Gift size, matching gifts, free stickers
– Deadline, urgency

50. Test donation pages
• Number of form fields
• Ask for non-essential info AFTER donation is
processed
• Gift array (€5, 10, 20, 100, etc.)
• Call to action (and photos)
• Make it easier:
– Pre-populate forms from CRM
– Ask for CEP, fill in city/state

51. Be in the news, or make the news
• Be part of the conversation in social media
• Make it easy to share
• Respond to conversation ASAP
• Or make the news yourself
• Viral is hard, but keep trying

55. carlyfiorinaforvicepresident.com

56. How often is too often?
• Sanders and Hillary 2016: Two emails per day
(but you’re not Bernie Sanders)
• Average large U.S. NGO sent 60 emails/year,
including 24 fundraising emails
• Most NGOs don’t send enough emails.
• Why do people donate? Because you ask!

57. Testing 1,2,3

58. Can you telephone them?
• Welcome
• Thank
• Invite
• Ask for money
• Upgrade
• Ask to become regular monthly giver
• Thank

59. Crowdfunding could work for you if…
• Platform is easy for donors to use
• Payment method is comfortable for
donors
• You have passionate supporter base
online (email, Facebook, Twitter, Web
traffic)
• You can present compelling project with
reasonable budget
• You put effort into it!

62. 8 success factors
for online fundraising
1. Have a great cause
2. Make the case Make it urgent
3. Take advantage of the news/memes
4. Visibility (press, social media, events)
5. Build your supporter base – email, text,
Facebook, etc.
6. Make it easy in any channel
7. Ask often
8. KISS (Keep it simple, stupid)

69. Mail too…
69

70. Your to-do list
• Make effective Web site
• Build big email list and send out appeals
• Develop compelling campaigns and distribute
them via all channels
• Make emails and Web forms work well on
smartphones
• Use Facebook, Twitter, etc.
• Figure out how to retain your donors!!

71. Retaining your donors
Thanks: Roger Craver

72. Thanks: Roger Craver

73. Retaining your online donors
1. Send immediate email thank you
2. Send another email thank you 3-5 days later
3. Telephone to thank them
4. Ask for their feedback, surveys
5. Respond to their emails, comments on
Facebook, etc.
6. Provide excellent donor services

74. Video “Thank you”

75. Muito obrigado!
Nick Allen
Nuevo Fundraising
nick@nuevofundraising.com
www.nuevofundraising.com
+1-415-531-4262