Online Fundraising: Strategies,
Best Practices & Case Studies
James Appleyard
CEO + Chairman
When did the Internet begin for you?
The Internet Resulted from Search for a
Solution to a Cold War Problem
๐ Risk that Soviets would launch nuclear weapons &
...
The Web: “Bottom of the Food Chain”
for Gossip… & Worse?
How can this place be good?
How can good people spend
time in this place?
This is NOTabout
TECHNOLOGY.
This is about
TECHNOLOGY helping
charities’ supporters tell
THE STORIES
THAT MATTER
The faster things change...
...the more people are the same
๐ People are BUSY
๐ People give to
people they know
๐ Great stories cause
people to take a...
Without fundraising there are no programs. The less
we spend on it the less money there is for programs…
we need to "de-cr...
Fundraisers’ Challenge #1
Traditional Fundraising Channels:
Expensive, Invasive, Declining
Fundraisers’ Challenge #2
Greater-than-Ever Competition for Donors
In a Weak Economy
“How Much Are Canadians Giving, How Are
They Giving and How Has This Changed in
the Digital World?”
Q12. Over the last year, have you donated to a charity you had never given money to before?
Q13. What was the main reason ...
Interest in Donating Online
Interested
Neutral
Not Interested
Q8. To what extent, if at all, are you interested in having ...
 Who undertakes an important fundraising event(s)…
such as a run, walk, climb, shave, gala, or telethon?
 Who has a webs...
e-25
Thought:
If you have a successful
fundraising event – build
on its strengths
“Every donation made online saves
The Terry Fox Foundation 80 cents in
administrative costs – helping to keep
87 cents of ...
Terry Fox Run - Lessons Learned
• You really CAN move donors from offline to online.
(72% of Canadian & 63% of U.S. donors...
Thought:
Identify your “Contagious”
Supporters…
๐ The study of Epidemics
shows that disease spread
unevenly…
๐ Some individuals are
particularly contagious…
๐ What if ins...
David Walliams
- 10h 34m -
- 35km -
£ 1 million
Not all digital fundraisers
are created equal…
Actual Artez Client Event 2008 2009 % Change
# Fundraisers Registered 381 606 +50%
# Teams 28 42 +50%
$ e-Gifts (Average) ...
Thought:
Events raise lots of $$
online… but the possibilities
don’t end there…
How to (pretty much) climb Everest without
leaving town and raise a mountain of
cash for sick kids
๐ Launched in 2007 as corporate team event, online
๐ 2007 – 2009: custom-built online interface for
registration & enterin...
Financial Results
2007 2008 2009
Fundraising
income*
$39,215 $53,532 $65,578
*excludes registration fees + sponsorships
20...
2010 Solution
๐ ‘Everest’ microsite built in new Joomla CMS
๐ Artez for peer-to-peer fundraising… with
custom elements des...
Actual Results
• Total fundraising $130,000 (goal was $70,000)
• 216 Facebook app users; 198 iPhone users –
more choices f...
Lessons…
o Test, test, test… be flexible & quick on your feet
o Will supporters acquired from the web
eventually be contac...
Thought:
Even if you don’t have a
fundraising event or campaign…
Set-up a ‘Fundraise Now’
Button…
Empower supporters through
Community Fundraising
It’s Your Fundraisers’ Choice…
Board Member Fundraising
What is Alternative Giving?
๐ Fund a…
๐ Sponsor a…
๐ Give a…
๐ Adopt a…
…Tangible Impacts
It’s about hope, and showing people how their
actions can have a direct & tangible impact
It’s about hop...
Tribute Donations… Online
CDN$124,270 raised
online from this one
tribute page
Thought:
Be Where Your Supporters
Are Heading Now…
Once again…the “phone” is the
NEXT BIG thing!
2 BILLION people will use the
INTERNET this month…
…BUT 5 BILLION will have a
MOBILE PHONE in 2011.
“3 Legs” of Mobile Donations
1. “Text to Give”
2. Secure Mobile Browser
3. Applications (‘Apps’)
Mobile Web Donations
PayPal Express Checkout allows
donors to quickly log into their
PayPal accounts & transfer
funds… wit...
Event Listing on
iTunes.com
App Store
The Artez
App for
iPhone
The Artez
App for
iPhone
Get Sponsors
Event participants can access
iPhone address books to quickly
email friends & family
Sharing On Social
Networ...
Add mobile donations to existing
campaigns
Direct your mobile web donors straight to your secure
mobile donation form thro...
Over $85,000 raised in 3 weeks
>1,700 donors
>700 blogs linked to Pim's
fundraising page
Funds Raised By Year
$-
$10,000
$...
Thought:
Test, Measure,
Adjust. Repeat.
Thought:
“PCI”: Security & privacy for
charitable supporters isn’t just
‘best practice’ anymore…
now it’s a must
Top 6 Barriers to
Donating Online
Security
Security
Security
Security
Barriers To Online - For Those Not Interested
Q9. Wh...
“The PCI DSS is a multifaceted
security standard that includes
requirements for security
management, policies,
procedures,...
Thought:
Focus on your mission…
& outsource what you can
A ‘Bit’ More About Artez
๐ Toronto-based, 45 employees; We’re in Australia,
UK & EU, US & Canada
๐ Most affordable among t...
Online Donation Toolkit
• One time
• Monthly/ Recurring
• Tribute
Mobile Fundraising
• PayPal App for Android
• Artez App ...
We’re proud of our
clients...big & small
many thanks!
See you next time…
james.appleyard@artez.com
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
Artez pacific online fundraising   strategies, best practices & case studies
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  • It is not just about the technology. If it was, eBay would not be as successful as it is today.
  • That’s the secret sauce.
    What I want to share with you today... the most important thing I want to tell you today is that technology simply gives you a chance to tell your stories.
    And that’s very good news for all of you, because the one thing you have in abundance of is stories. And not just flippant stories...
  • Artez pacific online fundraising strategies, best practices & case studies

    1. 1. Online Fundraising: Strategies, Best Practices & Case Studies James Appleyard CEO + Chairman
    2. 2. When did the Internet begin for you?
    3. 3. The Internet Resulted from Search for a Solution to a Cold War Problem ๐ Risk that Soviets would launch nuclear weapons & knock out the US phone network – needed to create redundant military communications system
    4. 4. The Web: “Bottom of the Food Chain” for Gossip… & Worse?
    5. 5. How can this place be good? How can good people spend time in this place?
    6. 6. This is NOTabout TECHNOLOGY.
    7. 7. This is about TECHNOLOGY helping charities’ supporters tell THE STORIES THAT MATTER
    8. 8. The faster things change...
    9. 9. ...the more people are the same ๐ People are BUSY ๐ People give to people they know ๐ Great stories cause people to take action
    10. 10. Without fundraising there are no programs. The less we spend on it the less money there is for programs… we need to "de-criminalize fundraising.” Dan Pallotta www.danpallotta.com
    11. 11. Fundraisers’ Challenge #1 Traditional Fundraising Channels: Expensive, Invasive, Declining
    12. 12. Fundraisers’ Challenge #2 Greater-than-Ever Competition for Donors In a Weak Economy
    13. 13. “How Much Are Canadians Giving, How Are They Giving and How Has This Changed in the Digital World?”
    14. 14. Q12. Over the last year, have you donated to a charity you had never given money to before? Q13. What was the main reason why you donated to this charity? Main Reasons for Donating to New Charity 24%24% Friend/acquaintance/familyFriend/acquaintance/family member asked me tomember asked me to donatedonate 16%16%Particular charity does goodParticular charity does good workwork 16%16%Charity asked me to donateCharity asked me to donate 12%12%Affected by the work they doAffected by the work they do 10%10%Memoriam GiftMemoriam Gift
    15. 15. Interest in Donating Online Interested Neutral Not Interested Q8. To what extent, if at all, are you interested in having the ability to make a financial donation online to a charity or non-for- profit of your choice? Please use the following 7-point scale 41% of donors who are interested in donating online have not done so before…
    16. 16.  Who undertakes an important fundraising event(s)… such as a run, walk, climb, shave, gala, or telethon?  Who has a website that supports online participant registration for those events, AND “peer-to-peer” fundraising in support of these events?  Who undertakes fundraising WITHOUT an event?  How much of your fundraising income comes via the web today; who has an organizational target for it?
    17. 17. e-25
    18. 18. Thought: If you have a successful fundraising event – build on its strengths
    19. 19. “Every donation made online saves The Terry Fox Foundation 80 cents in administrative costs – helping to keep 87 cents of every dollar raised going to cancer research.” “Please use this pledge sheet to complement your online efforts.” Online Donations Rose 50%+ y-o-y in a “mature” event
    20. 20. Terry Fox Run - Lessons Learned • You really CAN move donors from offline to online. (72% of Canadian & 63% of U.S. donors have now made a donation online) • Pledge sheets & cheques will ‘never’ go away • Use existing points of contact to inspire new behaviour
    21. 21. Thought: Identify your “Contagious” Supporters…
    22. 22. ๐ The study of Epidemics shows that disease spread unevenly… ๐ Some individuals are particularly contagious… ๐ What if instead of a cough or a sneeze the contagion spreads through requests for support?
    23. 23. David Walliams - 10h 34m - - 35km - £ 1 million Not all digital fundraisers are created equal…
    24. 24. Actual Artez Client Event 2008 2009 % Change # Fundraisers Registered 381 606 +50% # Teams 28 42 +50% $ e-Gifts (Average) $507,365 ($152) $1,221,750 ($152) +63% # e-Gifts 3,961 9,676 +64% # Participants with 1+ online sponsors 263 457 +74% Average # of e-Gifts / Fundraiser 14.8 20.9 +41% Ave $ e-Gifts / Fundraiser $1,942 $3,668 +89% Top 10 Fundraisers $278,082 $452,112 +63% “Contagion” Metrics
    25. 25. Thought: Events raise lots of $$ online… but the possibilities don’t end there…
    26. 26. How to (pretty much) climb Everest without leaving town and raise a mountain of cash for sick kids
    27. 27. ๐ Launched in 2007 as corporate team event, online ๐ 2007 – 2009: custom-built online interface for registration & entering steps – but no peer-to-peer fundraising pages ๐ Key issues – ongoing website glitches & problems impacting on retention and participant & donor satisfaction; weak fundraising outcomes
    28. 28. Financial Results 2007 2008 2009 Fundraising income* $39,215 $53,532 $65,578 *excludes registration fees + sponsorships 2010 Goals were: Improve user experience Add person to person fundraising Raise >$70,000 2010 Goals were: Improve user experience Add person to person fundraising Raise >$70,000
    29. 29. 2010 Solution ๐ ‘Everest’ microsite built in new Joomla CMS ๐ Artez for peer-to-peer fundraising… with custom elements designed by Homemade Digital in the UK to build ‘Stepping’ into existing personal pages ๐ add social media ‘sparkle’
    30. 30. Actual Results • Total fundraising $130,000 (goal was $70,000) • 216 Facebook app users; 198 iPhone users – more choices for supporters than ever • 1,100 unique visitors to brisbanetimes scoreboard – great exposure for their key sponsor
    31. 31. Lessons… o Test, test, test… be flexible & quick on your feet o Will supporters acquired from the web eventually be contacted through ‘snail’ mail? – If so, consider Address Verification (AVS) o Rewards motivate online participants o Don’t forget the potential of the ‘long tail’
    32. 32. Thought: Even if you don’t have a fundraising event or campaign… Set-up a ‘Fundraise Now’ Button…
    33. 33. Empower supporters through Community Fundraising
    34. 34. It’s Your Fundraisers’ Choice…
    35. 35. Board Member Fundraising
    36. 36. What is Alternative Giving? ๐ Fund a… ๐ Sponsor a… ๐ Give a… ๐ Adopt a…
    37. 37. …Tangible Impacts It’s about hope, and showing people how their actions can have a direct & tangible impact It’s about hope, and showing people how their actions can have a direct & tangible impact
    38. 38. Tribute Donations… Online CDN$124,270 raised online from this one tribute page
    39. 39. Thought: Be Where Your Supporters Are Heading Now…
    40. 40. Once again…the “phone” is the NEXT BIG thing!
    41. 41. 2 BILLION people will use the INTERNET this month… …BUT 5 BILLION will have a MOBILE PHONE in 2011.
    42. 42. “3 Legs” of Mobile Donations 1. “Text to Give” 2. Secure Mobile Browser 3. Applications (‘Apps’)
    43. 43. Mobile Web Donations PayPal Express Checkout allows donors to quickly log into their PayPal accounts & transfer funds… without entering credit card information
    44. 44. Event Listing on iTunes.com App Store The Artez App for iPhone The Artez App for iPhone
    45. 45. Get Sponsors Event participants can access iPhone address books to quickly email friends & family Sharing On Social Networks A fully-integrated way to share fundraising goals & messages on Twitter & Facebook Donate Now Users can pass their iPhone to a friend & ask them to make a secure donation… on the spot
    46. 46. Add mobile donations to existing campaigns Direct your mobile web donors straight to your secure mobile donation form through strategies such as: QR code, SMS messages (with consent!), or email http://bit.ly/artezmobile
    47. 47. Over $85,000 raised in 3 weeks >1,700 donors >700 blogs linked to Pim's fundraising page Funds Raised By Year $- $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 $80,000 $90,000 2003 2004 2005 2006 2007 Every year, Food Bloggers from all over the world join together for a fundraising campaign.  We call it 'Menu for Hope'.  Last year, we raised $60,925.12 for the UN World Food Program. This year Menu for Hope 4 again raises funds to support the WFP.  Specifically, the amount we raise will go to support the school lunch program in Lesotho, Africa…. New Types of Social Media Campaigns: “Blog-Based” Fundraiser
    48. 48. Thought: Test, Measure, Adjust. Repeat.
    49. 49. Thought: “PCI”: Security & privacy for charitable supporters isn’t just ‘best practice’ anymore… now it’s a must
    50. 50. Top 6 Barriers to Donating Online Security Security Security Security Barriers To Online - For Those Not Interested Q9. Why is the idea of making a financial donation online less appealing to you?
    51. 51. “The PCI DSS is a multifaceted security standard that includes requirements for security management, policies, procedures, network architecture, software design and other critical protective measures. This comprehensive standard is intended to help organizations proactively protect customer account data.”
    52. 52. Thought: Focus on your mission… & outsource what you can
    53. 53. A ‘Bit’ More About Artez ๐ Toronto-based, 45 employees; We’re in Australia, UK & EU, US & Canada ๐ Most affordable among top-tier, global solutions ๐ “SaaS” (Software-as-a-Service) Model ๐ High Security – PCI level 1 compliant ๐ Client success – 90%+ annual client retention
    54. 54. Online Donation Toolkit • One time • Monthly/ Recurring • Tribute Mobile Fundraising • PayPal App for Android • Artez App for iPhone • Mobile Optimized Pages • Mobile Communicator Social Network Fundraising • Register • Fundraise • Donate • Extend Brand Awareness Partner Programs • Memorial Donations Handler • QAS Address Verification • Preferred Payment Gateways • Cornerstone (Canada) • Rapidata (UK) • ASI (Global) Artez SecureClou d Platform Artez Consulting • Customization • Web design & development • Project management Artez Extensions • Raiser’s Edge Data Connector • Salesforce Connector Shop for a Cause • Merchandise • Alternative Gifts • Event tickets
    55. 55. We’re proud of our clients...big & small
    56. 56. many thanks! See you next time… james.appleyard@artez.com

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