Online Fundraising 101
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Online Fundraising 101
@nonprofit_rd www.NonprofitRD.com/fb
www.NonprofitRD.com/IN
Richard [email protected]
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Richard DietzRichard has spent the last 20 years working both in and with a wide variety of nonprofit, political, and government organizations, as well as technology companies focused on the nonprofit sector, including Sage Nonprofit, Convio and KIMBIA.
Richard holds a M.S.W. from the University of California at Berkeley as well as a B.A. in Political Science from UCLA.
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Nonprofit R+D is dedicated to helping emerging and growing nonprofits fully utilize technology and the web to support their missions through training, best practices, and support.
Our definition of success is simple – we teach you how to use technology to effectively further your organization’s mission and then you do it. We want to work ourselves out of a job!
Think of it as the “teach a man to fish” model applied to technology use by nonprofit organizations.
www.NonprofitRD.com
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Agenda
1. Overview of Online Fundraising
2. Strong Foundation
3. Fundraising Campaigns
4. Email Marketing
(Text Heavy Slides)
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Our Goals Today
•Get you thinking about some new ways to improve your online fundraising efforts.
•Get you to take action and test out some new ideas ASAP• No campaign is ever perfect or “ready”• Only way to improve is to get something out there and test• Pick one or two ideas and add them to your campaigns.
• A survey course
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Soap Box
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Don’t Panic
There is help out there
Google is your friend
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What you talkin’ about Willis?
SaaS, CRM, CMS
ROI, API, SEO
wysiwyg
Open-Source
Fundraising Platform
Blah, Blah, Blah
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Experts have all the answers…No, not really
There are “best practices,” but you must test in your organization
Testing is the key, • Much easier to do online• If it works, do more. • If not, try something else.
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“I already know this…”
We all have enough information right now to raise more money online.
The key is what have you DONE with the information.
Just take one or two things from the presentation today and
Take Action
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Off Soap Box
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1. Overview of Online Fundraising
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What is Online Fundraising?Online Fundraising is NOT a Donate Button
We see Online Fundraising as: a coordinated, multi-faceted process of soliciting donations using online tools, including but not limited to websites, email, Search Engine Optimization (SEO), video, social media, etc.
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www.NonprofitRD.comOnline Fundraising 101
Why Online Fundraising?•Online giving is the fastest growing channel and is growing fastest for small organizations• Double digit growth year over year since 2009 (13-75%)•87% of orgs had at least one online gift of $1,000+•65% said they will make an online gift this year
» Young donors (86%), 35 – 64 (68%), Over 65 (53%)
•Direct mail donors – 29% made their gift online•93% of Millennials gave to nonprofits in 2010
– 21% gave $1,000 or more•26% who gave via mail said they were going to give LESS this way in 2011
www.cygresearch.com/download www.onlinegivingstudy.orgwww.millennialdonors.com blackbaud.com/2011OnlineGivingReport
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2. Strong Foundation
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Shiny ObjectsThere are many, many ways to raise money online
Much of the press focuses on “sexy” ways to do it:• Social media, online video, text-to-give, Etc.
Shiny Object Syndrome
Most organizations still raise more money from the basics
It may not be as cool or exciting initially• But you will raise more money in the long run
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Maslow’s Hierarchy of Needs
http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs
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Online Hierarchy of Needs
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Strong FoundationClean, attractive website
Prominent donate button
Simple and easy donation process– Where’s the checkout?
Capture Emails / Email Marketing
Fundraising campaigns
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Higher Level Strategies
Once you have a strong base, you can focus on the more advanced strategies
• Peer to Peer Fundraising• Online Video• Social Media• Emerging technologies
A strong base lets you fully leverage these strategies.• Would you be ready if something went viral?
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Event FundraisingThe 890% Difference
• Event fundraising vs. Online donation forms• Not just online vs. direct mail
• Another way to engage and stand out• In-person meets increase sense of community and connection
• Great way to get businesses on board• More likely to “sponsor” events (Win – Win)
• Tie events into other campaigns and the story
* Thank you Jamy Squillace – Sage North America Sage Fundraising Online
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FoundationalTools
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Tools: The Foundational FourYou only need four tools to run a solid online fundraising campaign:
• Place to make your case – website
• Way to take money – donation form
• Way to connect with potential donors – Email marketing
• Way to track results – online analytics
Start where you are!
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Website – Place to make your case
Remember the Fundamentals• Online Hierarchy of Needs
Clean, Attractive, Easy to Navigate
Use Photos and Stories• People connect with people• Online video is great – when you
are ready
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Donation Form – Take money
Simple Donation Process• Easy to find donate button• Too many clicks and they are gone• Where’s the checkout? (Shopping cart abandonment.)
Short, Easy to Fill Out Form• Don’t ask too many questions
Make Them Feel Safe• Privacy Policy and security logos
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Email – Connect with donors
Email is still the most effective driver for most orgs• Social media and Facebook may be hot, but email works
Easy way to stay in touch• Remember the 7 Touches
Need to use an email service provider• Outlook and bcc does not cut it anymore
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Analytics – Track Results
How do you know if it’s working or not?• You need to track results or you’re flying blind
Start simple and add more as you learn• Don’t get overwhelmed with data
Testing is crucial. Analytics are the tools that allow efficient and effective testing.
• You can’t test without data
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3. Fundraising Campaigns
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Fundraising Campaigns
THE key to online fundraising.. Or any fundraising for that matter
Fundraising Campaigns are the framework• You could run a successful campaign with just this info • The other Strategies and Tactics can then be added to this
framework
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Definition: Fundraising CampaignMost definitions something like:“a campaign to raise money for some cause”
Our definition:“A coordinated series of actions that utilize
• a specific goal• a clear call to action• a sense of urgency (Timeline), • a compelling story, and• part of a larger supporter cultivation system
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Our DefinitionCoordinated series of actions
• Not a donate button or a single email• Multi-appeal (7 Touches)
Specific Goal• Focus should be on a specific program or need• Monetary goal should be relevant to the need
• Not just a number, but what that number will mean
Clear call to action• What do you want them to do?• Tied to the specific goal
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Our DefinitionSense of urgency (Timeline)
• Don’t let them put it off until later• Ex: If we don’t raise the money by Aug. 1st, then we can’t launch this
school year
Compelling Story (Storytelling)• Stories increase emotion and donations• Tie the story into all communications
Part of larger supporter cultivation system• The donation is only a small part of the Fundraising Campaign• Continuous follow up and engagement – Long term benefits
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Storytelling
Inspire supporters with passion• Get a nonprofit person talking about success• Always write your own content• You know your org the best and the passion will come out
– Especially with stories
Create emails and campaigns with “stories” in mind• Individual stories• Across emails.. The Cliffhanger• Multichannel
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Why Fundraising Campaigns
Campaigns are compelling.. Donation pages are not
People give to People (animals too)• Individual stories are more effective• Late night infomercials• Childhood Hunger vs. four-year old Marie
http://www.austinfoodbank.org/hunger-is-unacceptable/
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Why Fundraising Campaigns
Emotion >> Rationality• Buy based on emotion / Rationalize it later with facts
A Reason Why• Xerox study, Langer, Blank, and Chanowitz (1972) • Cut in line to make copies• 60% ---> 93% using only “because”
What donors want to hear about:• Organizational Impact (80%)• Success Stories (74%)• More details about the organization (71%)• Info on financial accountability (43%)
Community Philanthropy 2.0 survey
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Campaign Overview
•Remember this is just a suggested outline. Your organization may be able to do this more quickly or you may have to involve more people in the process and it could take longer.
•The important thing to take away is the order of the steps and the actions themselves.
Timeline Tasks
Days 1-10 Brainstorm, research, and schedule your campaign
Days 11-25 Design, write and prepare communications
Days 25-30 Finalize all communications and test the campaign
Day 31 Launch Campaign
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Fundraising Campaign Planning
• Appeal 1 – Campaign Kickoff• Sets up campaign and tone
• eCard - Reminder / Update / Acknowledgement• Gentle reminder about the campaign / Stay “ Top of Mind“• Can also update them about a success or progress
• Appeal 2 – Follow up / Last Chance• Sense of urgency / time is running out
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Fundraising Campaign Cycle
Traffic(Email, DM,
Social Media)
Landing Page(Website)
Action(Donate, signup, etc.)
Thanks / Follow Up
Donor Engagement
(Feed the Funnel)
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4. Email Marketing
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Email is Still #1Many new “tools” in the press
Email still takes the prize
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Email Marketing
Email is still the most effective method• 69% prefer electronic over print communication
• Cygnus Donor Survey
Email fits perfectly into • Fundraising Campaigns• Follow Up strategies
Relatively inexpensive
Start capturing emails now!
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Email Best PracticesMonthly newsletters no longer work• Too much content, lost in the inbox• Need shorter, engaging content• Tell stories over multiple emails
Relevant and enticing subject lines• Literacy eNews – January 2011, OR 5 tips to create a life long reader
Easy to digest
Single Call to Action in every email
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Frequency
Don’t fear the unsubscribe• Probably not going to be supporters anyways• May not happen anyways – • Case study – High vs. Low Frequency Emails
• 23% more money• 31% less unsubscribes
More frequent “asks”• Not always for money – build a relationship• Other small favors and actions
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Follow Up / Thank You
Easiest way to build follow up – saying “Thank You”
The Power of Thank You• Most folks don’t get thanked enough• Makes both sides feel good (Maslow)• Remember the emotional connection
Say “Thanks” right away (auto-generated email)• Additional calls-to-action• What can they do from here?• Interest and support are high right now
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Thank You Strategies
Thank them throughout the year• Great reason to email
Thank you updates• Highlight individual / Success stories if possible• Let them know it could not have happened without them• Still work to do – soft ask• Call to Action… always.
Make them part of the fundraising campaign
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Thank You Example
Generic:
Thank you for your generous donation of $xx to support XYZ Nonprofit.
We greatly appreciate your support of our organization and our mission.
Personal:
Thanks to you, Marie and her family will have something to eat every night this year.
Your gift of $xx has helped Marie, and many more children like her, focus on learning instead of hunger while in school.
We look forward to sharing more of the successes you have helped to build in our newsletter.
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Action StepsCommit to doing Online Fundraising
Identify and set up a fundraising campaignEmail > Landing page > Donation Form > Follow up
Select a few strategies or ideas and test
Take action, collect results, evaluate results
Take another action
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New Online Course
Just Launched!
Online Fundraising Bootcampwww.NonprofitRD.com/OFB
Pg.15 of Program
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Q & ADownload the Slides:
www.NonprofitRD.com/blog
Contact Info:Richard Dietz
@nonprofit_rd www.NonprofitRD.com/fb
www.NonprofitRD.com/IN