The document discusses strategies for non-profits to build success through online fundraising and engagement. It notes that online giving has grown significantly in recent years, from $550 million in 2001 to over $8 billion in 2006. It emphasizes integrating online and offline strategies, having a plan, testing new approaches, and making fundraising personal and fun.

1. Judy Nash eTapestry What’s New Online?? Strategies to Build Success

2. For your consideration…

3. Your organization Clients Partners Staff Board Volunteers Time Money Competitors

4. “ We are in the middle of a fundamental shift from mass media to the personal media of computers and the Internet , and charitable giving is a logical progression .” Paul Saffo Director of the Institute for the Future. Photo credit: Sorin Brinzel

5. The Rules Still Apply (It’s all about relationships… not technology)

6. *Estimates provided by ePhilanthropy Foundation Estimate of Giving in 2001 = $550 million Estimate of Giving in 2002 = $1.1 Billion Estimate of Giving in 2003 = $1.9 Billion Estimate of Giving in 2004 = $2.62 Billion Estimate of Giving in 2005 = $4.53 Billion Estimate of Giving in 2006 = $8.15 Billion Online Giving Estimates*

7. Source: Giving USA Foundation – AAFRC Trust for Philanthropy Individuals $222.89 75.6% Foundations $36.50 12.4% Bequests $22.91 7.8% Corporations $12.72 4.3% 2006 charitable giving Total = $295.02 billion

8. “ If you want milk from a cow, you don’t send it a letter.” Jerry Panas

9. Know the DIFFERENCE How To Succeed Online

10. Be Like Martha or Oprah Both are Masters of Multi-Channel Marketing!

13. Use All Your Tools Together An Integrated Strategy In Person Meetings Phone Events Blogs Text Messaging Social Networking Sites Your Web Site E-Mail Print Other Tools

14. Start With A Plan What are the goals? How will we measure success? What are the specific tactics? Do we need any new tools or assistance? Who is responsible for what? Is everyone on the same page?

15. “ There’s no better, faster, easier and cheaper place to gather folks of like minds than a Web site.” Carrie Johnson, Senior Analyst Forrester Internet Research

16. Power Of Your Web Site More than 50% said that they would NOT have taken further action if they had not first visited charity Web site Toward e-engagement Nonprofits and Individuals Engaging Online – Kellogg Foundation

17. A “before” and “after” example

18. Privacy DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website http://www.the-dma.org/privacy/creating.shtml

19. Needle in a Needle Stack

20. Breakthrough the Clutter

21. Advanced Email Database Ecommerce Website Keeping it simple

22. INTEGRATION is the KEY! Next Steps

23. Example Plan Sept Oct Nov. Dec E-Newsletter 9/15 10/15 11/15 12/15 Pre Telemarketing e-mail 9/20 TM campaign starts 10/1 Year end direct mail 11/20 Year End E-Mail hits 1 and 2 12/20 / 12/28

24. The Message & The Medium Each medium has a style that works best Audiences are different Messages don ’ t need to be identical Develop campaigns or themes Test!

25. “ He that is good with a hammer tends to think everything is a nail.” -Abraham Maslow

26. Integrate Online and Offline Appeals Mention Benefits & Ease Of Online Contributions

27. Use E-Mail & Direct Mail Together

28. Email Telemarketing

29. A Targeted Approach

30. Personalized Fundraising Pages Peer Fundraising Online

31. Results: Personalized Event Fundraising Average volunteer sends over 30 emails One in four emails sent by a volunteer results in a donation Average online gift is $59 which is a 50% increase over the average off-line gift Many volunteers reach their stated FR Goal!

32. Personalized Event Fundraising

33. Build a Community

34. Keys To Success Plan Take an Integrated Approach Timely & Focused - Act Quickly When Needed Test Something New All The Time Get “Buy In” Organization-Wide Think Targeted One-To-One Marketing People Give to People Have Fun!!!!

35. What it is and What it Can Mean to Your Organization? Web 2.0

36. Web 1.0 vs. Web 2.0 Web 1.0 refers to first generation Web-based content that was typically one-way static communication. Web 2.0 refers to second generation Web-based services that emphasizes two-way online collaboration and sharing among users.

37. Web 1.0 vs. Web 2.0

38. Web 1.0 vs. Web 2.0 Web 1.0 was about reading, Web 2.0 is about writing Web 1.0 was about organizations, Web 2.0 is about communities Web 1.0 was about home pages, Web 2.0 is about blogs Web 1.0 was about portals, Web 2.0 is about RSS Web 1.0 was about wires, Web 2.0 is about wireless Web 1.0 was about owning, Web 2.0 is about sharing Web 1.0 was about web forms, Web 2.0 is about web applications Web 1.0 was about dialup, Web 2.0 is about broadband Source: Joe Drumgoole, http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/

39. Demographics of Internet Users Source: Pew Internet & American Life Project, 2006 Educational Attainment Education Level Percentage College + 91% Some College 84% High School 64% Less than High School 40%

40. Demographics of Internet Users Source: Pew Internet & American Life Project, 2006 Annual Household Income Income Level Percentage $75,000+ 91% $74,999 – $50,000 86% $49,999 – $30,000 80% Less than $30,000 53%

41. Online Video Use has Exploded Source: The Wall St. Journal , 2006

42. Key Takeaways The Internet is not just for kids anymore The Internet is used by the educated and engaged The Internet is not just for downloading music and fantasy football The Internet is used by your constituents…or someone else's

43. "Build, learn, and make mistakes as you go – you'll know more about what you're doing as you're doing it, instead of before you do it." – Jason Fried, 37 Signals "A lot of our successes don't have anything to do with anything our executives thought were a good idea." – Sergey Brin, Google

44. Social Networking Boom

45. Social Networking Boom 1,313 Friends 12,309 Friends 18,047 Friends 25,037 Friends

46. Social Networking

47. Social Networking and Video

48. Go to Them (e.g. RSS)

51. RSS in Action

52. Video

53. Podcasts

54. Message Boards

55. Wikipedia Exposure

56. "Do one thing every day that scares you." – Eleanor Roosevelt "We have a strategic plan. It's called doing things." – Herb Kelleher

57. Oprah or Martha Would be Proud!

58. Oprah or Martha Would be Proud!

59. Other Successes . . .

60. Other Successes . . . .

61. "A year from now you may wish you had started today." – Karen Lamb "If you could do tomorrow over again, would you?" – Seth Godin

62. Keys To Success Plan Take an Integrated Approach Timely & Focused - Act Quickly When Needed Test Something New All The Time Get “Buy In” Organization-Wide Think Targeted One-To-One Marketing People Give to People Have Fun!!!!

63. Thank you! Judy Nash [email_address]