beyond smoke and mirrors getting clear about generating revenues on line ! kristina carlson...
TRANSCRIPT
BeyondBeyond SmokeSmoke and and MirrorsMirrors
Getting Clear about Getting Clear about Generating Revenues Generating Revenues
On lineOn line!!Kristina Carlson
President
FundraisingInfo.Com
Housekeeping . . .
One Thing – Business CardsParticipatory – now 2 in a rowQuestions
Have a web site Accept donations Collect e-mail addresses
2002 ePhilanthropyFoundation.org
Some Smoke . . .
has been called “the next big wave”-Boston Globe
“the potential to save nonprofits big dollars”
-Chronicle of Philanthropy
2002 ePhilanthropyFoundation.org
FACTS . . .
Hope is not a strategyMoney follows involvementEvery dollar counts
Some Smoke . . .
we are going to revolutionalize workplace giving
This will replace your current events
We don’t have to spend money on that…my son/daughter/fellow board member can build your web-site
2002 ePhilanthropyFoundation.org
Facts!
In 1999, about 4 percent of donors contributed online, giving about $10-million.
In 2000, an estimated $250-million.
Maybe $550 million in 2002
2002 ePhilanthropyFoundation.org
A little smoke…
By 2010 one-third of money donated will be given online.
At current levels, this represents $64 Billion.
-Harvard University:
Initiative on Social Enterprise
2002 ePhilanthropyFoundation.org
Reality: Internet Unites $138 million online from Sept 11 – Jan 16, 2002, from over 1.4 million donors
2002 ePhilanthropyFoundation.org
Post-September 11 Lessons
ePhilanthropy success accentuates:
1) relationships matter 2) credible and available online technology is
essential 3) the mission of the organization/cause is
paramount (sense of urgency is essential)
2002 ePhilanthropyFoundation.org
Fact: the speed of the Internet
No other twentieth century technology, not even the telephone, has enjoyed such rapid growth, not even the computer itself.
To reach 10 million users?
Radio ………………………20 yearsTelevision ……………….. 10 yearsNetscape ………………… 28 monthsHotmail ………………….. 7 months
-According to Newsweek
2002 ePhilanthropyFoundation.org
What We Know
Most make first gift or second gift via the Internet Give higher than average gifts Currently average age approximately 35 years old But, 55+ is fastest growing segment of Internet
users
Internet Users and Donor Profiles
2002 ePhilanthropyFoundation.org
New Breed of Donor Reads email before snail mail Give higher than average direct mail gifts Busy, satisfy interests on their schedule Expects information to be personalized Expects immediate feedback Demands information/stewardship
2002 ePhilanthropyFoundation.org
• 50 million Americans over age 18 have Internet access AND give time to charities and cause related groups.
» Craver, Mathews, Smith & Co., Landmark Study on Socially Engaged Internet Users, 1999
2002 ePhilanthropyFoundation.org
THERULESSTILL
APPLYsm(it is all about relationships,
not technology)
2002 ePhilanthropyFoundation.org
ePhilanthropy Toolbox ePhilanthropy techniques fall into six categories:
1. Communication/Education and Stewardship
2. Online Donations and Membership
3. Event Registration and Management
4. Prospect Research
5. Volunteer Recruitment and Management
6. Relationship Building and Activism
2002 ePhilanthropyFoundation.org
10 Rules of ePhilanthropy
Rule #1: Don't become invisible• If you build it, they won’t just come. Building an online brand is
just as important and just as difficult as building an off-line brand
Rule #2: It takes "know how" and vision• Your organization’s website is a marketing and fundraising tool.
NOT A TECHNOLOGY TOOL. Fundraisers and marketers need to be driving the content, not the web developer.
2002 ePhilanthropyFoundation.org
10 Rules of ePhilanthropy
Rule #3: Its all about the donor
• Put the Donor First! Know your contributors.
• Allow donors to tell you what they want to see
Rule #4: Keep savvy donors, stay fresh & current
• Make online giving enjoyable and easy. Give the donor options. Use the latest technology. Show your donor how their funds are being used.
2002 ePhilanthropyFoundation.org
10 Rules of ePhilanthropyRule #5: Integrate into everything you do
• Your website alone will do nothing. Every activity you have should drive traffic to your site.
Rule #6: Don’t trade your mission for a shopping mall
• Many nonprofit websites fail to emphasize mission, instead turning themselves into online shopping malls, without even knowing why.
2002 ePhilanthropyFoundation.org
10 Rules of ePhilanthropyRule #7: Ethics, privacy and security are not buzzwords
• Many donors are just now deciding to make their first online contribution. They will expect that your organization maintains the highest standards of ethics, privacy and security.
Rule #8: It takes the Internet to build a community• Many nonprofits (particularly smaller ones) lack the resources
to communicate effectively. The Internet offers the opportunity to cost effectively build a community of supporters.
2002 ePhilanthropyFoundation.org
10 Rules of ePhilanthropyRule #9: Success online means being targeted
• The website alone is not enough. You must target your audience and drive their attention to the wealth of information and services offered by your website.
Rule #10: ePhilanthropy is more than just e-money • ePhilanthropy is a tool to be used in your fund raising
strategy. IT SHOULD NOT be viewed as quick money. There are no short cuts to building effective relationships. But the Internet will enhance your efforts.
2002 ePhilanthropyFoundation.org
National Organization
• 80+ page bond, magazine• Reply card had no place for an email address & no
mention of on-line donations but thanked me for using my own stamp to save them money.
• Because of cause had references to the need to save paper.
• Planned gift response card…pointed to web-site and asked for email.
Small Organization
• Web-site has many places to “register” and/or “join”• Registered users get e-newsletter• Registered users can send Organization’s e-mail
greeting cards to friends and/family• Registered users can use interactive section of site to
play games, plan outings and more• Every page with significant content has a “tell-a-
friend” page. • 10% of visitors become registered users = excellent.
3/8/20013/8/2001
http://fundraising.bgca.netwww.bgca.netwww.guidestar.orgwww.networkforgood.orgwww.ephilanthropy.orgwww.techsoup.org
Resources
People give to peopleCase, Leadership, Strategy
Last Thought…
Thank you!
Kristina CarlsonPresident
FundraisingINFO.com
and ePhilanthropy Foundation Trustee
133 Carnegie Way, Suite 1150
Atlanta, GA 30303
877-637-5889