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Feedback to: duane@fairsay.com Twitter: @fairsay
Integrating Fundraising & Campaigning
(not just integrating channels)
28 Sep 2015 – Institute of Fundraising Digital conference, London, UK
Duane Raymond: linkedin.com/in/duane
• Working with campaigning and digital since 2000
• Founded and run eCampaigning Forum (ECFers) annual event and community (3000+
campaigners, fundraisers, digital experts etc. from around the world
• ECFers provided many examples I use
Problem
Support
Solution
Supporters want to know how to help
Feedback to: duane@fairsay.com Twitter: @fairsay 2
✓✗
Campaigning
Fundraising
Volunteering
?
Digital
Media
silos
Model A: Crowdfunding
Feedback to: duane@fairsay.com Twitter: @fairsay
Feedback to: duane@fairsay.com Twitter: @fairsay 4
5
There is the potential for run-away success
Feedback to: duane@fairsay.com Twitter: @fairsay 6
The uses can be symbolic and/or fun
Feedback to: duane@fairsay.com Twitter: @fairsay 7
The amounts can be small but meaningful
Feedback to: duane@fairsay.com Twitter: @fairsay 8
Specific asks are easier to fundraise for
Feedback to: duane@fairsay.com Twitter: @fairsay 9
Donations are about more than just money
Feedback to: duane@fairsay.com Twitter: @fairsay 10
1.Social proof
2.Stunt
enabler
3.Political
influence
Model B: Lead generation
Feedback to: duane@fairsay.com Twitter: @fairsay
FUNDRAISING:
RECRUITMENT
ACTIVISM: IMPACT
MEDIA
FUNDRAISING:
RETENTION
PROGRAMMES
& CAMPAIGNS
“What they’ve done is, is come up with an app that is so good and so friendly”
Chris Evans on Radio 2 Breakfast Show (2015)
5,000 contacts to be put
into the lead calling
programme for 2015Core objective is to halt bee
decline and restore the UK bee
population
SOCIAL MEDIA
Some of the highest likes and
shares of any FOE content
24,600 participants new to FOE
increasing the supporter base by
8.2%
BUSINESS
ENGAGEMENT
This group is showing the
2nd best retention figures out
of all IG income streams
Cash asks
0p per
supporter
Reach of >12
million people
Very high ROI – 2014
supporters paid off after
13 months
LOCAL GROUPS
CELEBRITY
ENDORSEMEN
T
12
eCampaigning to telemarketing
• Greenpeace collect phone numbers from campaign
action participants
• Phone new & non-member supporters within 24 hours
• Attempt to convert to members (=regular donors)
• Retry unreachable within week, lapsed after 14 days
• New: 7.5-8% conversion (mix DD & cash)
• Past: 15.5% conversion
Feedback to: duane@fairsay.com Twitter: @fairsay 13
Model C: Secondary ask conversion
Feedback to: duane@fairsay.com Twitter: @fairsay
Donations as the secondary ask
Feedback to: duane@fairsay.com Twitter: @fairsay 15
…and an indicator of deeper supporter commitment
Chaperoned acquisition via Care2.org
Feedback to: duane@fairsay.com Twitter: @fairsay
Model D: Big-ask then small-ask
Feedback to: duane@fairsay.com Twitter: @fairsay
Feedback to: duane@fairsay.com Twitter: @fairsay
Other volunteers can help too -- lab
technicians, logisticians, water and sanitation
workers, and transport workers. Volunteering
means more than time. It means risk. Ebola
is highly contagious. Health professionals
have already died fighting it. But if there's
any group of people that would consider
taking this risk for their fellow human beings,
it's our community. I and others on the Avaaz
team are ready to take that risk with you,
traveling to the front lines of this crisis.
From: Ricken Patel – Avaaz
Subject: People vs. Ebola
18
19Feedback to: duane@fairsay.com Twitter: @fairsay
From: Ricken Patel – Avaaz
Subject: People vs. Ebola - thousands
volunteering!
I can barely believe it - thousands of
us have volunteered to risk our lives
at the front line of the Ebola crisis,
including hundreds of doctors and
health workers! And you have to see
what the volunteers are writing -- it's
beautiful.
Model E: Fundraise based on successes
Feedback to: duane@fairsay.com Twitter: @fairsay
Fundraise on your campaigning record
Feedback to: duane@fairsay.com Twitter: @fairsay 21
Problem
Support
Solution
Could you re-organise around projects?
Feedback to: duane@fairsay.com Twitter: @fairsay 22
✓Project team
• Fundraisers
• Campaigners
• Media
• Volunteering
• Digital
Learn more and connect with peers at
23Feedback to: duane@fairsay.com Twitter: @fairsay
Learn more at
• Join the eCampaigning Forum community: fairsay.com/ecflist
• Attend eCampaigning Forum event: http://fairsay.com/ecf
• eCampaigning knowledge: http://fairsay.com/knowledge
• Care2’s Frogloop Blog: http://frogloop.org
• Mobilisation Lab: http://mobilisationlab.org
Contact me:
Duane Raymond Duane@FairSay.com
Skype/ Twitter: fairsay http://FairSay.com
LinkedIn: http://LinkedIn.com/in/duane

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Integrating Fundraising and Campainging

  • 1. Feedback to: duane@fairsay.com Twitter: @fairsay Integrating Fundraising & Campaigning (not just integrating channels) 28 Sep 2015 – Institute of Fundraising Digital conference, London, UK Duane Raymond: linkedin.com/in/duane • Working with campaigning and digital since 2000 • Founded and run eCampaigning Forum (ECFers) annual event and community (3000+ campaigners, fundraisers, digital experts etc. from around the world • ECFers provided many examples I use
  • 2. Problem Support Solution Supporters want to know how to help Feedback to: duane@fairsay.com Twitter: @fairsay 2 ✓✗ Campaigning Fundraising Volunteering ? Digital Media silos
  • 3. Model A: Crowdfunding Feedback to: duane@fairsay.com Twitter: @fairsay
  • 4. Feedback to: duane@fairsay.com Twitter: @fairsay 4
  • 5. 5
  • 6. There is the potential for run-away success Feedback to: duane@fairsay.com Twitter: @fairsay 6
  • 7. The uses can be symbolic and/or fun Feedback to: duane@fairsay.com Twitter: @fairsay 7
  • 8. The amounts can be small but meaningful Feedback to: duane@fairsay.com Twitter: @fairsay 8
  • 9. Specific asks are easier to fundraise for Feedback to: duane@fairsay.com Twitter: @fairsay 9
  • 10. Donations are about more than just money Feedback to: duane@fairsay.com Twitter: @fairsay 10 1.Social proof 2.Stunt enabler 3.Political influence
  • 11. Model B: Lead generation Feedback to: duane@fairsay.com Twitter: @fairsay
  • 12. FUNDRAISING: RECRUITMENT ACTIVISM: IMPACT MEDIA FUNDRAISING: RETENTION PROGRAMMES & CAMPAIGNS “What they’ve done is, is come up with an app that is so good and so friendly” Chris Evans on Radio 2 Breakfast Show (2015) 5,000 contacts to be put into the lead calling programme for 2015Core objective is to halt bee decline and restore the UK bee population SOCIAL MEDIA Some of the highest likes and shares of any FOE content 24,600 participants new to FOE increasing the supporter base by 8.2% BUSINESS ENGAGEMENT This group is showing the 2nd best retention figures out of all IG income streams Cash asks 0p per supporter Reach of >12 million people Very high ROI – 2014 supporters paid off after 13 months LOCAL GROUPS CELEBRITY ENDORSEMEN T 12
  • 13. eCampaigning to telemarketing • Greenpeace collect phone numbers from campaign action participants • Phone new & non-member supporters within 24 hours • Attempt to convert to members (=regular donors) • Retry unreachable within week, lapsed after 14 days • New: 7.5-8% conversion (mix DD & cash) • Past: 15.5% conversion Feedback to: duane@fairsay.com Twitter: @fairsay 13
  • 14. Model C: Secondary ask conversion Feedback to: duane@fairsay.com Twitter: @fairsay
  • 15. Donations as the secondary ask Feedback to: duane@fairsay.com Twitter: @fairsay 15 …and an indicator of deeper supporter commitment
  • 16. Chaperoned acquisition via Care2.org Feedback to: duane@fairsay.com Twitter: @fairsay
  • 17. Model D: Big-ask then small-ask Feedback to: duane@fairsay.com Twitter: @fairsay
  • 18. Feedback to: duane@fairsay.com Twitter: @fairsay Other volunteers can help too -- lab technicians, logisticians, water and sanitation workers, and transport workers. Volunteering means more than time. It means risk. Ebola is highly contagious. Health professionals have already died fighting it. But if there's any group of people that would consider taking this risk for their fellow human beings, it's our community. I and others on the Avaaz team are ready to take that risk with you, traveling to the front lines of this crisis. From: Ricken Patel – Avaaz Subject: People vs. Ebola 18
  • 19. 19Feedback to: duane@fairsay.com Twitter: @fairsay From: Ricken Patel – Avaaz Subject: People vs. Ebola - thousands volunteering! I can barely believe it - thousands of us have volunteered to risk our lives at the front line of the Ebola crisis, including hundreds of doctors and health workers! And you have to see what the volunteers are writing -- it's beautiful.
  • 20. Model E: Fundraise based on successes Feedback to: duane@fairsay.com Twitter: @fairsay
  • 21. Fundraise on your campaigning record Feedback to: duane@fairsay.com Twitter: @fairsay 21
  • 22. Problem Support Solution Could you re-organise around projects? Feedback to: duane@fairsay.com Twitter: @fairsay 22 ✓Project team • Fundraisers • Campaigners • Media • Volunteering • Digital
  • 23. Learn more and connect with peers at 23Feedback to: duane@fairsay.com Twitter: @fairsay Learn more at • Join the eCampaigning Forum community: fairsay.com/ecflist • Attend eCampaigning Forum event: http://fairsay.com/ecf • eCampaigning knowledge: http://fairsay.com/knowledge • Care2’s Frogloop Blog: http://frogloop.org • Mobilisation Lab: http://mobilisationlab.org Contact me: Duane Raymond Duane@FairSay.com Skype/ Twitter: fairsay http://FairSay.com LinkedIn: http://LinkedIn.com/in/duane

Editor's Notes

  1. 1
  2. Most supporters don’t care how you are organised internally, they just wish to know What the problem is What can be done to solve the problem How they can help solve it So your starting point shouldn’t be that your department doesn’t do fundraising, campaigning or volunteer management It should be what is required to solve the problem and how can supporters help.
  3. As with anything, campaign fundraising has the potential for runaway success. In this example, a campaign to fund “atheist” ads on London busses ended up surpassing its £10,000 goal by over £100,000 Luck is a big part of this, but so was having BBC news media coverage Donors were living around the world because but didn’t care as they loved the idea so much
  4. Money can even be fundraised for uses that are symbolic or fun In this example from GetUp in Australia, they crowdfunded a skywriter to write “vote yes” above the Australian Parliament as MPs arrived to remind MPs of voter views
  5. Small donation levels can still be powerful if they are strategic In this example, GetUp fundraised for this this young refugee - who had been in migrant detention as a child - to travel to talk with Australian senators This campaign won by overturning a policy of charging refugees for the cost of their detention It cost only a few thousand Australian dollars from a few hundred supporters
  6. Specific asks are easier to fundraise for and are more likely to have a deadline and thus urgency 38Degrees in the UK regularly fundraises for a range of specific campaigning needs
  7. Using fundraising as part of campaign is about more than just the money It provides social proof that others support the campaign It enables tangible campaign activities that might be otherwise unaffordable It influences politicians because they know getting donations is more difficult so it is also has political impact
  8. Donations are also a great indicator of which supporters are willing to provide deeper support In this example, the primary ask is signing a petition, but the secondary ask is for a donation So the supporters who participate in both help us identify which supporters might be more committed
  9. And, of course, you can fundraise based on your campaigning record. While this doesn’t tend to be as compelling for most people, people do like supporting success
  10. Most supporters don’t care how you are organised internally, they just wish to know What the problem is What can be done to solve the problem How they can help solve it So your starting point shouldn’t be that your department doesn’t do fundraising, campaigning or volunteer management It should be what is required to solve the problem and how can supporters help.
  11. You now have an overview of how and why this model works You’ve also just completed a topic – so be sure to mark this topic as complete To learn more about e-campaigning, here are some links to insightful blog posts and events You also have my contact details if you have questions or suggestions