Finding money in the etherFinding money in the etherFacts and strategies forFacts and strategies for

social entrepreneurs social entrepreneurs

Online and mobile fundraisingOnline and mobile fundraising

Prepared for the Prepared for the CGIU, April, 2010CGIU, April, 2010

Draft 3/14/10Draft 3/14/10

Assessing the etherAssessing the ether

Email results: online Email results: online gifts up by 3% in Q4, 2008; gifts up by 3% in Q4, 2008;

total 2008 increase of 14%; 30% of total givingtotal 2008 increase of 14%; 30% of total giving Mobile results: Mobile results: too soon for data, but mobile’s first yr too soon for data, but mobile’s first yr

was better than online’s first yr fund raisingwas better than online’s first yr fund raising; ; Haiti, SPCA, others Haiti, SPCA, others rasise millions by SMSrasise millions by SMS

The trends: The trends: SMS will grow rapidly; direct mail will SMS will grow rapidly; direct mail will continue to slide; email will remain level until a generation changecontinue to slide; email will remain level until a generation change

What to expect: What to expect: costs will come down, small costs will come down, small gifts will go upgifts will go up

Email fund raisingEmail fund raising Target your ask to a specific audience  Target your ask to a specific audience  Make your fundraising goal simple and meaningful. Make your fundraising goal simple and meaningful. Give people a way to track their contributions. Give people a way to track their contributions. Develop a Voice. Develop a Voice.  Make It Pretty, but Not Too Pretty.Make It Pretty, but Not Too Pretty. Time it right. - earlier in the week is better,Time it right. - earlier in the week is better, Track everythingTrack everything Include actual hyperlinks, not embedded links. Include actual hyperlinks, not embedded links. Develop an email and online content calendarDevelop an email and online content calendar

Websites: the donate buttonWebsites: the donate button

Donate button on every pageDonate button on every page Home page: video, donor photosHome page: video, donor photos Photos of donations in actionPhotos of donations in action Photos of donors in actionPhotos of donors in action Links to directly to a donate page Links to directly to a donate page Limited copy on donate pageLimited copy on donate page Streamline the donate formStreamline the donate form

Social mediaSocial media Orgs that use social media raise 40% more $Orgs that use social media raise 40% more $ But little money raised on social media sitesBut little money raised on social media sites Keeps cause in front of donors Keeps cause in front of donors Coordinate with other fund raising channelsCoordinate with other fund raising channels .Create a virtual hub– a FB page or fan page.Create a virtual hub– a FB page or fan page Match the platform's demographics to yours. Match the platform's demographics to yours. Help the network expand your audience. Help the network expand your audience. Pay attention:Pay attention: update daily update daily Post rich content. Photos, videos linksPost rich content. Photos, videos links Use widgets and badges, contests, karma points. Use widgets and badges, contests, karma points.

Raising money with video onlineRaising money with video online

Visitors expect videoVisitors expect video Use video to tell your story of how Use video to tell your story of how

the money is used and how donors the money is used and how donors enjoy givingenjoy giving

Use video to create viral recognition Use video to create viral recognition – post on your site, Youtube, blogs, – post on your site, Youtube, blogs, FacebookFacebook

The The two-step asktwo-step ask – user generated – user generated video for extra moneyvideo for extra money

Online event sales , online auctionsOnline event sales , online auctions

Online auction: low cost, high profitOnline auction: low cost, high profit Great way to energize volunteersGreat way to energize volunteers Theme offerings to missionTheme offerings to mission Think ahead for fulfillment –who Think ahead for fulfillment –who

records winners and ships productsrecords winners and ships products Use networks to promote widely – FB, Use networks to promote widely – FB,

email, Twitter are keyemail, Twitter are key

Viral fundraisingViral fundraising

Plan a strategy- how to promotePlan a strategy- how to promote Video works best – Youtube is the Video works best – Youtube is the

place to startplace to start Coordinate FB, Twitter, website, Coordinate FB, Twitter, website,

email blast, google groups – all email blast, google groups – all networks to recommend and networks to recommend and downloaddownload

Check out the surf dogCheck out the surf dog

Mobile givingMobile giving

Status: from Katrina to Haiti: $40 Status: from Katrina to Haiti: $40 million raised in weeksmillion raised in weeks

Text giving: Set up fee + $500- Text giving: Set up fee + $500- $1500 month, some other costs$1500 month, some other costs

Promoting text giving- the key to Promoting text giving- the key to success – TV, Twitter, eventssuccess – TV, Twitter, events

What to expect – depends on What to expect – depends on promotionpromotion

Nuts and bolts Nuts and bolts

Credit cards, Paypal and bank feesCredit cards, Paypal and bank fees Email vendorsEmail vendors Online fund raising systemsOnline fund raising systems Professional vs. in-house videoProfessional vs. in-house video Using Social networksUsing Social networks Widgets and badgesWidgets and badges FB Causes and gamesFB Causes and games FB Causes, Charity Dynamics, Causeworld, FB Causes, Charity Dynamics, Causeworld,

TwitCause, Shopkick, Foursquare, Gowalla TwitCause, Shopkick, Foursquare, Gowalla

ResourcesResources

FB CausesFB Causes Care2Care2 Good2GiveGood2Give ConvioConvio OthersOthers

Mobile activismMobile activism

Behind the lines in BurmaBehind the lines in Burma Crowd-sourcing volunteers – does it Crowd-sourcing volunteers – does it

workwork Aps: what they can do and how to do Aps: what they can do and how to do

themthem

Mobile ResourcesMobile Resources

www.www.mobilemobilecommons.comcommons.com http://textgiving.comhttp://textgiving.com www.Mgive.comwww.Mgive.com TechSoup, TechSoup GlobalTechSoup, TechSoup Global N2 – remixing the web for social N2 – remixing the web for social

changechange

Putting it all togetherPutting it all together

Where does online or mobile fit in Where does online or mobile fit in your fund raisingyour fund raising

Where does mobile fit Where does mobile fit Your strategy: are you a pioneer, Your strategy: are you a pioneer,

entrepreneur development directorentrepreneur development director