More than just a donate button: The anatomy of successful email fundraising campaigns
Fundraising Webinar Series Fixing Your Broken Donate Button
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Transcript of Fundraising Webinar Series Fixing Your Broken Donate Button
© Copyright IGLOO Inc. 2009. All rights reserved.
Fundraising Webinar Series
IGLOO [email protected] 11, 2023
Fixing your broken button
© Copyright IGLOO Inc. 2009. All rights reserved.
A Three Part Webinar Series
Webinar 1: Your Donation ButtonDate: March 19th, 1pm
1. PLACEMENT
2. TRACKING
3. REPORTING
Webinar 2: Creating Effective “Grass Roots” Donation ProgramsDate: March 26th, 1pm
1. IDEATION
2. DELIVERY
3. MEASUREMENT
4. BRAND
Webinar 3: Online Communities – From Flat to EngagingDate: April 9th, 1pm
1. E-ENGAGEMENT STRATEGIES
2. PROMOTING PARTICIPATION (BLOGS, FORUMS, MESSAGING)
3. SOCIAL NETWORKING
© Copyright IGLOO Inc. 2009. All rights reserved.
A Unique Partnership
A leading provider of online communities and social software solutions
Turnkey community solutions for associations, corporations and schools
On-demand, cost effective and uncomplicated
• A leading provider of fundraising and donation ready solutions
IGLOO & Artez have partnered to combine online donation software together with powerful online community and social software - in one integrated suite.
© Copyright IGLOO Inc. 2009. All rights reserved.
Market Conditions
• 21% of organizations saw a decrease
in their contributions in 2008
• 37% of organizations expect a
decrease in their contributions in 2009
• Highest giving priority - social services
and health organizations
• Lowest giving priority – education, arts
and professional organizations
*Impact of the Economic Downturn on the Philanthropic Sector
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Market Conditions
• Decreasing efficiency
of traditional mediums
- e.g., direct mail & telephone
solicitations
• Expected growth in
online giving
Source: Impact of the Economic Downturn on the Philanthropic Sector
* The survey is based on 994 responses
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Opportunities – Global Digital Giving
Individual Giving
Year 2008 Year 2011
$500B
$10B (2%)
$550B
$27B (5%)
eGiving $10B → $27B E-Giving
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Web 2.0 Technologies – Internet President • Half a billion raised online
• 3 million donors
• 6.5 million donations online
• Average donation $80
• Obama’s use of social media
• 3.2 million Facebook supporters
• 2 million supporters on MyBO
• Personal fundraising pages on MyBO
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How to Leverage Social Media in your Fundraising Efforts
+
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Placement of “Donate Now” button
Free the Children
1 click away, clearly labeled Osteogenesis Imperfecta Foundation
3 clicks away, easy to miss
Make it PROMINENT! Don’t make your visitors search for it!
1. Home Page
2. Donation Page
1. Home Page
2. Ways to Help
3. Monthly Donor
© Copyright IGLOO Inc. 2009. All rights reserved.
People Give to People
Email Open Rates
Campaign email - 1% vs.
Email from a friend - 70%
Donation Rates
People are 100 times more
likely to donate when asked
by a friend
*Source: online survey by About Micro-Philanthropy, 2008
© Copyright IGLOO Inc. 2009. All rights reserved.
Peer-to-Peer Fundraising Modules
• Personal Event Module Empower your supporters to execute
their own fundraising campaigns
• Major Event Module Personal and team-based fundraising
for pledge-based events or campaigns
Donors
Fundraisers
Teams
Fundraising Event
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Fundraising Modules in Action
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Fundraising Modules in Action Preview your Personal Page
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Fundraising Modules in Action Send Out Emails
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Direct Facebook friends to your Personal Fundraising Page
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Donations through mobile devices
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Benefits – Association Members
• Tell your story with pictures and videos
• System-generated and
custom emails – New sponsor alert– Thank your sponsors– New team member alert
• Track RSVPs and sponsors easily
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Benefits – Association Administrators
• Advanced real-time reporting capabilities
• Greater interaction with supporters
• System-generated tax receipts
Select a Report
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Our Clients
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Case Studies – Canadian Breast Cancer Foundation
• The CIBC Run for the Cure is one of Canada’s largest and most successful annual fundraising events
– Launched in 1992, the first run raised $85,000 from 1,500 participants running together in a single location
– In 2006, more than 170,000 people raised over $24 million for breast cancer research at 40 run locations
• In 1999, the Canadian Breast Cancer Foundation was among the first nonprofits in the world to offer online registration and fundraising to its run participants
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Over the last eight years, the CIBC Run for the Cure has increased online fundraising by almost 200 times
• Total donations have less than tripled over the same time period
Online now accounts for over 50% of registrants and almost 40% of public funds raised
On average, online gifts are twice as large as gifts made by cash/check ($51.30 vs. $26.70)
Online Dollars Raised
Case Studies – Canadian Breast Cancer Foundation
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Case Studies – UNICEF
In the wake of the tsunami, young Canadian boy Bilal Rajan challenged kids across Canada to raise $1 million in support of relief efforts
• 116 kids signed up online, raising $70,000
• Bilal alone raised more than $45,000 from 200 donors, many of whom found Bilal’s page through local media coverage
emergency response
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Best Practices – “Donate” Button
1. Make it prominent size, color, and placement
2. Set a clear path straightforward giving options
3. Use suggested amounts gift array
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Best Practices – “Fundraise” button
1. Give more options let your members fundraise on
their own terms
2. Feature your champions success of others is motivating
3. Build a campaign
create a theme, set clear goals, define a time period and demonstrate the results
© Copyright IGLOO Inc. 2009. All rights reserved.
Summary
• It’s time to take your fundraising online!• Digital medium is more cost effective than other traditional mediums
• Wealth of opportunity to reach a new audience with social media
• There are already many success stories
• Choose the right tools • Easy for your members and your administrators to use
• Cost-effective
• Deployed quickly
• Best practices DON’T: install a donate button, sit back and wait for magic to happen
DO: Plan! Strategize! Experiment! Test!
DON’T: Be afraid to ask
DO: Tell your supporters how they can help
© Copyright IGLOO Inc. 2009. All rights reserved.
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