London Fundraising Summit Online Fundraising Presentation

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Online fundraising: harnessing technology to build and maintain relationships London Fundraising Summit 25 September 2008

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Online fundraising: harnessing technology to build and maintain relationships. Presented at the London Fundraising Summit, 25th September 2008.

Transcript of London Fundraising Summit Online Fundraising Presentation

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Online fundraising: harnessing technology to build and maintain relationships

London Fundraising Summit

25 September 2008

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Presentation Agenda

Promoting your organisation online

Online donor recruitment

Online donor renewal

Volunteer mobilisation

It’s all about engagement

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7 ways to build & maintain relationships through online engagement

•Engagement is more than just a ‘donate now’ button

• It’s about building relationships with supporters

•Reaching out to people in their online world

•Go to where your supporters are, don’t expect them to come to you

•Hard to measure, may not reap immediate returns

•The investment is time more than money

• If you do it, do it well – be authentic

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1. YouTube – Dangerous Ground?

www.dangerousground.org

http://justgiving.wordpress.com/2007/12/07/dangerous-ground-charity-site-of-the-month

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1. YouTube – Dangerous Ground?

over 85,000 people have viewed one of the dangerous ground videos and

thousands have visited the website.

www.justgiving.com/dangerousground

“”

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1. Videos – show what you do

www.acorns.org.uk

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2. Flickr

http://flickr.com/photos/justgiving/2592780349

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2. Flickr

Photo from http://www.flickr.com/photos/27717319@N06/2581829969/

Fundraising page: http://www.justgiving.com/simondeacon

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2. Flickr

Photo from http://flickr.com/photos/fstorr/2202454676/

Fundraising page at http://www.justgiving.com/francisstorr

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2. Flickr

www.flickr.com/photos/sightsavers

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2. Flickr

www.flickr.com/people/breastcancercare

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1. & 2. Flickr & YouTube on Justgiving

www.justgiving.com/laurahknight

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3. Facebook – find your fans!

8 million UK users and it’s Free!

http://www.new.facebook.com/pages/Dogs-Trust/6366026879

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3. Facebook – mixed media pages

http://snipurl.com/3tc25

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3. Facebook – biggest referrer to Justgiving

http://apps.new.facebook.com/justgiving

20% of people who come to Justgiving, come from Facebook

Facebook referrals to Justgiving overtake Google

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3. Facebook – or other social networks

www2.saga.co.uk

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3. (other social networks)... Silver surfers!

http://justgiving.wordpress.com/2007/11/21/silver-surfers-raise-38-more-online

This particular trek raised £60,000 of which £23,000 (even excluding Gift Aid) came in online, which wouldn’t have been raised otherwise

This core audience wasn’t completely familiar with the internet and we wanted to let them know all that the internet has to offer in terms of online sponsorship.

Christian Aid performed a detailed analysis of their 2006 events and found that the event ‘In the footsteps of Moses’, a trek through the Egyptian Sinai desert, had not generated any income online.

The reason for this became clear when it was discovered that the age range of the participants for this event was between fifty and seventy. 

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Some people are still wary of going online

…it’s a scary place only full of teenagers

…you need to be a computer expert

…online fraudsters will steal your identity

Show and tells really do work!

3. (other social networks)... De-mystification!

http://www.flickr.com/photos/bitterjug/870861414

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4. Your *own* social network

http://www.doggysnaps.com

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4. Your *own* social network

http://www.allaboutpets.org.uk

Note:

Not necessarily about the charity *per se*

It’s about what the charity does, its objective, the people (or pets) it serves...

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4. Your *own* social network (forums work too)

http://www.alzheimers.org.uk/talkingpoint

Serve a purpose; be useful

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5. Widgets (like ours)

http://justgiving.wordpress.com/2008/07/24/happy-birthday-to-the-justgiving-widget

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5. Widgets

http://www.qhotels.co.uk/hikinghoteliers

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5. Widgets

www.bullying.co.uk

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6. Blogs – charity worker

http://www.msf.ca/blog

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6. Blogs – charity fundraiser & awareness raiser

http://pinkandsmiley.blogspot.com

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6. Blogs – charity CEO

http://ceoatlarge.blogspot.com

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7. Email newsletters

Cheap?

Not much effort?

Easy?

http://justgiving.wordpress.com/2007/12/12/great-seasonal-emails

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7. Email newsletters – top tips

•Less is more

•Focus on copy first, design second

•Give clear calls-to-action for people to click through

•Analyse your stats

•What time/day gets best open rates?

•What type of stories are clicked through most?

•Split your list and test different subject lines/content

•Test test test!

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7. Email newsletters – design & content best practice

www.moo.com/signup.php

http://goodexperience.com/newsletter.php

www.silverpop.com

http://www.pure360.com/newsletter_signup.html

http://family.innocentdrinks.co.uk

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7. Email newsletters – ours, feel free to criticise!

http://www.uploadlibrary.com/justgiving/july_08_newsletter.html

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7. Email newsletters – get your stats!

•Here are our stats

•Measure open & click throughs

•Not everyone opens emails

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7. Email newsletters & *marketing* – more resources

www.marketingprofs.com/news/email-marketing/archive.asp

www.webinknow.com www.davidmeermanscott.com/documents/New_Rules_of_PR.pdf

www.davechaffey.com

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7 ways to engage supporters online

5. Widgets

4. Your own network or forum

3. Facebook

2. Flickr

1. YouTube

6. Blogs

7. Email newsletters

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Some or all can be incorporated into Online Fundraising

5. Widgets

4. Your own network or forum

3. Facebook

2. Flickr

1. YouTube

6. Blogs

7. Email newsletters

Online Fundraising

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Online Fundraising can be incorporated into all or some of them

5. Widgets

4. Your own network or forum

3. Facebook

2. Flickr

1. YouTube

6. Blogs

7. Email newsletters

Online Fundraising

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Some useful (and free) tools

•Google Alerts - http://www.google.com/alerts• Alerts for mentions of specific words/phrases online

•Google Analytics - http://www.google.com/analytics • Free website analytics – numbers of visitors etc.

•Crazy Egg - http://crazyegg.com • Free website analytics – heat map of where people click

•Blog search (technorati) - http://technorati.com • Search blogs for mentions of specific words/phrases

•Twitter search - http://search.twitter.com • Search twitter for mentions of specific words/phrases

•Commoncraft - http://www.commoncraft.com • Explanations in pain English of websites & online tools

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Some useful sites to look at after the sessionSummary of Mission fish report into online fundraisinghttp://www.nfpsynergy.net/reportdownload.php?pdf=MissionFishreportsummary.pdf Full report:http://www.nfpsynergy.net/reportdownload.php?pdf=nfpSynergy_Virtual_Promise_2007_Full_Results-FINAL.pdf Five tools for listening online:http://www.chrisbrogan.com/five-tools-i-use-for-listening Social media statistics:http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3 We are Media – non-profit social media starter kit:http://www.wearemedia.org NTen:http://www.nten.orgNetsqaured:http://netsquared.orgBeth Kanter’s blog:http://beth.typepad.com/beths_blogAmy’s blog:http://www.amysampleward.org The Justgiving blog:http://justgiving.wordpress.com

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Who are we? Get in touch!

• Jonathan Waddingham

• Justgiving.com

[email protected]

• Twitter:  jon_bedford

• http://justgiving.wordpress.com

• Amy Sample Ward

• NetSquared.org

[email protected]

• Twitter: amyrsward

• http://amysampleward.org