AFP Summer Institute in Charleston, SC. Purpose of presentation was to introduce free tools fundraisers can use to connect with donors and prospects.

1. Online Fundraising
It’s more than a ‘donate now’ button
Tina Arnoldi
(843) 723-3635
Twitter: @TinaArnoldi
Blog: http://blog.tinaarnoldi.com
(Downloadable slides will be posted to blog)
tina@coastalcommunityfoundation.org
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2. Agenda
• What does it mean to be “online”?
• Web site
• Social Media
• Events
• Mobile use
• Donate Now buttons
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3. Learning Objectives
1. Online giving trends
2. Awareness of free tools for
building an online presence
3. Potential vendors for collecting
donations online
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4. People are online (no kidding)
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5. General online trends
• People are sending more email.
• Tablet users are on the rise.
• Mobile phone searching.
• 2/3rds pay bills online – comScore
• 2/3rds use a social media platform – pewinternet.org
• Forrester predicts half of all purchases to be digital by this
year (2012).
Overall, more activity is happening online and people are
finding new ways to use technology.
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6. Mobile Phone Use
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7. Tablet use
• 11% of Americans have a tablet (Pew, Nov 2011)
• Almost doubled (19%) after Christmas (Pew, Jan 2012)
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8. Tablet use
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9. But are people giving online?
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10. Online giving stats
https://www.blackbaud.com/onlinefundraising
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11. Online giving stats
• Blackbaud Index of Giving
• Increased 10% during July, August, & September 2011
compared to same period in 2010.
• Overall online growth of 34.5% in 2010.
• Average online gift in 2010 - $92 – Convio.
• Online church member giving up 5.8% from 2009 to 2010 – ECFA.
• About 8% of all fundraising is now done online.
• Keep in mind that 92% of giving still comes from offline channels and
that 32% of online donors switch to give through offline channels.
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12. Online giving stats
If I make it
possible for
people to give
through the
internet, will the
money start
pouring in?
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13. Before you ask for money
• Build a relationship first.
• “Soft” ask with news updates.
• Be conversational.
• Demonstrate accountability.
• Support us or Get involved.
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14. Internet as a tool
Create a relationship before asking for money
• Web site - WordPress (wpchs.org)
• Eventbrite - public events
• E-newsletter - mail chimp
• AdWords - free for NPs
• Social media - heard of Facebook?
• Donate Now 14

15. Your website should be first
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16. You need a web site
• Credibility – people will look for you online.
• It doesn’t have to be expensive.
• Make sure people know the web address.
• Put it in print.
• Email signatures.
• Platform for donating.
• Buy your name now.
• Make sure you own it.
• Forward it to Facebook short-term.
• Free hosting with Dream Host.
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17. Remember your audience
• Font size
• Readability
• Accessible – w3.org
• WAI conformance logo
• What do you want them to know?
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18. Remember your audience
Web site optimization (phones & tablets)
• How are they viewing it? (Mobile?
Tablet?)
• Mouse clicks & keyboards for
desktops, finger sweeps & on-screen
keyboards with devices.
• Another case for keeping the donation
process simple.
• Videos and animations affect the site
speed.
• DudaMobile.com.
• Howtogomo.com 18

19. Events
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20. Eventbrite
• Free to post
• Public
• Searchable
• 2% + .99
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21. Eventbrite
• Free to post
• Public
• Searchable
• 2% + .99
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22. Eventbrite
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23. E-newsletter
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24. E-newsletter
• Don’t assume everyone wants it.
• Have a way to unsubscribe.
• Have a (fairly) consistent schedule.
• Are people reading it? (html/text).
• Do they click your links? (Google Analytics)
• Do they even open it?
• Vary your subject lines.
• Include a donate now button.
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25. E-newsletter
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26. 26

27. Google AdWords for Nonprofits
keyword search: “donate nonprofits”
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28. Google AdWords for Nonprofits
• Target location.
• Daily budget of $329.
• Must actively manage.
• Can take 5 months for approval.
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29. Google AdWords for Nonprofits
Keywords
Broad foundation • Community foundation
• Foundation building
“phrase” “community • Coastal Community Foundation
Foundation” • Community Foundation donations
[exact] [community • Community Foundation
foundation]
-negative Community • Will exclude results for Coastal
foundation Community Foundation in
–California California
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30. 30

31. Social Media
• If you can only do one channel, use Facebook.
• 900 million people (maybe 1 billion by the end of 2012)
• Events
• Viral
• Use your timeline to show progress.
• Again… think relationship.
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32. Facebook Giving
• Causes
• List yourself as a supporter of a cause on your profile
• 4.75%
• Razoo
• Facebook Donation App
• 2.9%
• Offerpop
• Flat fee depending on # of fans
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33. Regardless
of the tool
you use for
your online
“reach”………
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34. Remember to….
• Have a call to action. What do you want
people to do as a result of what they’re
reading?
• Make it easy to give or to help.
• Include tools so they can spread the word.
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35. 35

36. Donate Now - Razoo
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37. Donate Now - Razoo
• QR code.
• Widget.
• Videos and pictures.
• Match gifts.
• Short URL – ex.www.razoo.com/ccf
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38. Donate Now - Razoo
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39. Donate Now – Google Checkout
• Not allowed to “alter the appearance or functionality of Donate buttons,
including their size, shape, and color.”
• > $3,000 2.9% + $.30
• $3,000 - $9,999 2.5% + .30
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40. Donate Now - PayPal
• Donors don't need a PayPal account
• $100,000 or less in monthly volume: 2.2% +
$.30 per domestic transaction.
• Can transfer from PayPal account to bank
account in a few days.
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41. Donate Now - PayPal
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42. Donate Now -Blackbaud now
• No setup fee or monthly fee
• 4.95% + $0.30 (includes PayPal fee)
• Payment on 1st & 16th of month
• Select your own domain name or use Blackbaud’s
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43. Donate Now - FirstGiving
• EFT transfers
• Fundraising pages
• 7.5% - yikes!
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44. Donate Now - crowdrise
• “Transaction Fee pricing ranges from a flat 4.95% charge on
each donation, to a 4.95% charge on each donation plus $1 on
each donation, to a 5% charge on each donation plus $1 on
donations under $25 and $2.50 on donations $25 and over.”
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45. Donate Now
DonationTo.com
Huh?
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46. Donate Now – Things to think about
• Donate now button on front page.
• Don’t make it hard! (ex. Registration)
• Read the fine print.
• Rates vary.
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48. Mobile Phone Use
• 85% of people in the US report owning a cell phone.
• (Pew, April 2011)
• 75% of cell phone owners in the world regularly send text messages.
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49. Text messaging
• Open rate of 95% compared to 35% email open rate.
• Include links.
• Start with staff first.
• Have a game plan  what’s the point?
• Ask for ideas – “What info do you want to receive”?
• Use it to follow up on traditional fundraising appeals.
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50. Mobile at Events
• Square
• Auction
• Bring items to sell like t-shirts (Gets people’s attention)
• Equip people with the device as they mingle, rather than at a
table
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51. Mobile Giving
• Consider building a list now (but don’t use without permission)
• Resources
• http://www.mgivefoundation.org/
• $500k+, $500/month
• http://mobipledge.com/
• Square – 2.75%, no monthly fee
• GoPayment – 2.7%, no fees
http://mashable.com/2011/12/09/fundraising-mobile-card-reader/
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52. Now what?
• Make sure you have a decent web site that conveys your mission.
• Ask your donors what they do online and what devices they utilize.
• Post public and private events on Eventbrite.
• Have a Facebook page where you post a couple times a week and tell
your donors about it.
• If you are interested in AdWords, apply today. It takes a while.
• Offer the option to donate online.
• Take advantage of www.palmettotechnologyhub.org.
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53. Online Fundraising
It’s more than a ‘donate now’ button
Tina Arnoldi
(843) 723-3635
Twitter: @TinaArnoldi
Blog: http://blog.tinaarnoldi.com
tina@coastalcommunityfoundation.org
www.PalmettoTechnologyHub.org
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