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Same Song, Different Verse
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Transcript of Same Song, Different Verse
Same Song, Different Verse: New Tools to Help Accelerate Your Fundraising
Center for Nonprofit SuccessStrategic Alliances 101February 15, 2011
Elizabeth Weaver Engel, CAEDirector, Marketing & SponsorshipNACHRI
Fundraising Hasn’t Changed• Identify Problem• Identify Goals• Identify Audience• Make the Connection – Why me? Why now? • Our Organization Can Help• What Do You Want Me to DO?• Thank Donors• Cultivate Relationships
INSPIRE people
Tools for Fundraising HAVE Changed
• Direct mail still wins• Major donors still key• Corporate support vital• Cause marketing
BUT
• Online is coming on strong• Social media is the future
Data, Data, Who’s Got the Data?
• donorCentrics Internet Giving Benchmarking Analysis (2008)
• Blackbaud Slideshare Online Giving Trends (2009)
• Network for Good’s Online Fundraising Survival Guide (2008)
Online Giving
• 9% of donors give online• 11% of revenue comes in online
BUT
• 39% increase in online giving• 3% decrease in offline giving
Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
Online Giving
Online donors are younger and higher income
Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
Online Giving
And they give bigger gifts
Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
Online Giving• Online revenue grew 46% in 2009 compared to 2008.• 65% of surveyed nonprofits had a median 21% increase
in online revenue compared to 2008.• The average online gift was $144.72, which represents
a 5% decline from 2008, but remains significantly higher than other fundraising channels.
Source: http://www.slideshare.net/smaclaughlin/2009-online-giving-trends
Source: 2010 pingdom.com
Source: 2010 pingdom.com
A few observations• The average social network user is 37 years old
– LinkedIn average age: 44• 35-44 age range are the top users of 11 of 19 (58%) of
profiled social media sites• There are more than 600 MILLION Facebook user
accounts (and it’s the leading social network only in western Europe, Australia, and North America)– Facebook average age: 38– 61% of Facebook users are over 35
• There are more than 200 MILLION Twitter user accounts– Twitter average age: 39– 64% of Twitter users are over 35
Source: 2010 pingdom.com
The Future Is Now
Social media is in infancy, particularly for fundraising…
…But it’s coming…
…So how do you get ready?
How to Run a Good Social Campaign• Know what you want• Know who you want• Pull together the right team• Put your best foot forward• Recognize!• Time moves differently here• Follow up, follow up, follow up• Be a real person
Reference: http://mashable.com/2010/05/10/social-cause-campaign/
Know What You Want: Beth Kanter• “My 53rd Birthday Wish: Help Me Send Cambodian
Youngsters To School”• $530 and 53 “happy birthday” blog posts • Blog, FB, Twitter
– FB Birthday Causes application (now Causes Wish)• Results
– 140 donors– Over $4500 – 25M impressions on Twitter
http://www.bethkanter.org/
Know Who You Want: The Blue Pig• Emory University Class Gift• Multi-channel
– FB– Twitter– Emory website– Kintera
• Results– $72,000 in 2009-2010 from over 700 current
students
Know Who You Want: Carnegie Mellon
Right Team: Pepsi Refresh Project
Strongest Platform: Twestival• Volunteer run/driven• Party or other event• Funds raised via tickets,
donations, sponsorship, ads, etc.
• Publicized on Twitter, other social media platforms
• Results:– Twestival Global 2010
raised over $460K for international education (Concern Worldwide) – over $6000 in DC alone
– 2011 focus: local nonprofits
Social Timelines: Text 2 Give• Technology is driven by mGive (http://mgive.com/) & the
Mobile Giving Foundation• Text short message to 5 or 6 digit number• Confirm intent• $5 or $10 donation appended to monthly mobile bill• American Red Cross Haiti Earthquake Relief
– Raised over $10 million in a week• Other organizations using Text 2 Give
– United Way/NFL– Friends of the World Food Program– United Nations
• Next stage: TwitPay (http://twitpay.com/) – Previously a commercial service– Relaunched in February 2010 as 501(c)3 service only
Have Fun!
Elizabeth Weaver Engel, MA, CAE
Director, Marketing & SponsorshipNational Association of Children’s Hospitals & Related Institutions (NACHRI)w: www.childrenshospitals.netfb: www.facebook.com/childrenshospitalst: @NACHRIe: [email protected]: 703.797.6041
Personalt: @ewengelli: http://www.linkedin.com/in/ewengel Thanks for Playing http://thx4playing.blogspot.com/