online fundraising for goodwill mission advancement
TRANSCRIPT
Online Fundraising At Your Goodwill
Presenters:
Frank Barry, Digital Marketing Director, Blackbaud
Kathryn Hall, Senior Client Success Manager, Blackbaud
Facilitator: Jenna Gebel, Resource Development Program Specialist, GII
Agenda
• Welcome and introductions• Group interaction: Discussion of “pre-work”• Trends and opportunities in online fundraising• Discussion: Building your plan for online success• 10 things you can do today• QA and Closure
Learning Objectives
• Understand elements of effective online and fundraising programs.
• Discover recommendations for adding or enhancing online fundraising capabilities.
• Learn industry trends and statistics to help you make the case for developing your online fundraising program.
Presenters
Frank BarryDigital Marketing DirectorBlackbaud
Kathryn HallSr. Client Success ManagerBlackbaud
Online Fundraising
• We’ll talk about extending your individual giving solicitation program online, using tools like your website, email, blog, Facebook, Twitter, YouTube, crowdsourcing, mobile, paid search
• New opportunities abound in the online channel. With the right tools, we can reach more people over the web at a cost much lower than direct mail
• The fundamentals will never go out of style: – Thank your donors – Inform them what you’re doing with their money – Segment your communications
How to Get Started: The Short Story
Step 1: Define your audience(s) and get personal, meaningful, and relevant
Step 2: Make sure your fundraising program includes an online channel
Step 3: Plan and execute an online campaign
Step 4: Test, test, test, and measure
Step 5: Repeat as necessary
DISCOVERYPolls and discussion
CASE STUDY
TRENDS AND OPPORTUNITIESMaking the case for online fundraising
Online Gifts Account for 6%
Online Giving Up 13% Y0Y
Growth Varies by Sector
Most Giving Happens in Q4End-of-year giving accounts for 34.8% of online giving (Q4) and December represented 20.3% of the total.
People are getting more comfortable87% of nonprofits had at least one online gift of $1,000 or more
Distribution of online gifts of $1,000+
POLL
Online Supports Offline Giving
• Contrary to early fears, online giving programs do not “cannibalize” offline fundraising efforts
• Donors tend to migrate from online to offline• After three or four years, about half of all online-
acquired donors are giving offline gifts and over 40% are giving exclusively offline, primarily through direct mail.
• When online-acquired donors move offline, they tend to do so quickly, in their first renewal year.
• We’ll talk about this in our June 18 webinar on Multichannel Fundraising Strategies
Source: Target Analytics donorCentricsTM Internet and Multichannel Giving Benchmarking Report
Benchmark Your Goodwill
To calculate online giving as a percentage of your total fundraising revenue:
Input your organization’s total online revenue in 2011:
Input your organization’s total fundraising revenue reported on your 2011 tax return:
Divide total online revenue by total fundraising revenue to calculate percentage:
$
$
%
Knowing where you stand in relation to industry trends can help you make a better strategic plan.
QUESTIONS?
BARRIERS TO ONLINE FUNDRAISING
What’s holding you back?
Barriers• Institutional:
– Culture– Training / industry experience– Cross-departmental cooperation
• Technology: – Tools for updating website– Online donation form – Email communications– Social media
• Budget– Make the case for budget– Plan for gradual improvement in skills, technology, and outreach– Leverage your success
ELEMENTS OF EFFECTIVE ONLINE FUNDRAISING
?• What do you do that you want others to know about?
• Who are your supporters?
• Where are your supporters?
• How will you communicate with them?
• When do you need their support?
1) Define Your Goals
WEBSITEYour portal to the world
#1
FIRST IMPRESSIONS MATTER
It takes less than 3 seconds to evaluate another person based on their appearance, body language, demeanor, mannerisms and dress.
http://www.flickr.com/photos/batcave13/
And visitors will decide to stay or leave your website in 4 seconds or less.
… and that’s gone down significantly over the past 10 yearshttp://www.flickr.com/photos/jlz/
http://www.flickr.com/photos/7817522@N05/
60% of donors visit a nonprofit’s website
before giving.
Repeat giving for donors acquired through generic giving pages
(Google, Network for Good, PayPal)
Is 66.7% lower than for donors who give via charity-
branded giving pages.
.
5 Tips for Creating a Compelling WebsiteWebsites MUST capture the attention of your visitors through appealing and engaging visual design and branding.• Capture a visitor’s interest immediately
• When a visitor scans the page they should immediately be able to determine what your nonprofit is all about
• Represent your brand properly
• Ensure that your navigation is easy-to-understand and provides good visual guidance to the content on your site
• Speak to the audiences that use your site: donors of goods, people seeking services, volunteers
EMAIL COMMUNICATIONOur primary means of digital communication
#2
Email is Alive and Well! 247 billion messages sent per day…More than 2.8 million emails are sent every second.
http://www.flickr.com/photos/papalars/
94% of Internet Users send or read email daily
Must Follow Tactics for Effective Email Communication
Email is the “killer app” for communication and connection with your supporters. Don’t forget to focus on it.
1) CAPTURE PEOPLES EMAIL
2) START A REGULAR NEWSLETTER
https://www.roomtoread.org/holiday2010
3) BUILD OPTIMIZED LANDING PAGES
• Ask people to share (in the emails) via forward to a friend type features
• Leverage acknowledgement emails (let people know about your regular newsletter)
• Put an opt-in form on your Facebook page (and give people incentives to subscribe)
• Utilize other social media outlets to promote your organization
• Start thinking about how your emails show up on mobile devices
• Promote in your non-digital world via a friendly URL(www.mywebsite.org/email)
4) Grow Your List
SOCIAL MEDIA ENGAGEMENTThe new telephone
#3
What is Social Media?
SOCIAL MEDIA ISN’T A FAD, IT ’S A REVOLUTION
Facebook has over 900 Million users and half of them log in each day. Over 30 Billion pieces of content are shared monthly.
Boomers Gen “I”
Those 45-65 showed the strongest growth in 2010
These little guy’s are growing up with it.
IT ’S ALL ABOUT ENGAGING…
84% of Blackbaud customers have a presence on at least one social networking site.
EVERYONE’S DOING IT …
http://www.flickr.com/photos/wailysis/900216711/
The money is real – Blackbaud Friends Asking Friends raised over $1.5 Million via Facebook & Twitter in 2010.
IT ’S NOT JUST CHIT-CHAT …
http://www.flickr.com/photos/eelssej_/
POLL
5 TIPS TO LIVE BY WHEN ENGAGING IN SOCIAL MEDIA
Social media is the new telephone, remember, there’s a proper way to connect, engage and interact with people.
1) Claim Your Land
2) Brand It
4a) Provide incentives
4b) Or Ask for Email Sign Ups
5) Engage
8 Engagement Tips
• Check the page daily• Post questions, info, random thoughts, etc• Post pictures, video• Respond to questions• Engage in conversation• Share inspiring stories• Talk about upcoming events, activities, programs, etc• Be a little silly, have fun, show a sense of humor
All with the goal of engaging your supporters to ensure they are connected to you and each other.
QUESTIONS?
10 THINGS YOU CAN DO TODAY
What to do about it?
Build a plan
• Tweak / tune up or overhaul website
• Align email communications (enewsletter, campaigns, event notices) with offline calendar
• Partner up with like minded organizations.
• Content marketing (i.e. blogging)
• Paid Search (i.e. Google Adwords)
• Social Media Engagement
• Paid advertising (Facebook, Twitter, Google display network, etc)
1
Tune Up Your Website2
Tell a Great Story About People3
Invite People to Join the club4
Answer the Question: Why give? 5
5b …and Show Good Stewardship
Suggest Giving Levels6
Give your supporters a voice7
Encourage Matches8
Invite supporters to stay in touch9
And Be a Good Conversationalist
And Keep in Touch (Retention)
Crowdsource your Funding10
The Next 7 Months
Online / Offline Fundraising PlanJune July August September October November December
Offline Communication
Offline Events
Offline Fundraising Focus
Website Updates
Email Campaigns
Online FundraisingFocus
Peer to Peer Fundraising
Social MediaCampaigns
GOODWILL OPTIONSOnline Fundraising Technology
MyGoodwill "Online Giving" Community provides a clearinghouse of resources, including promotional tools, forms and FAQs
OnlineDonations Listserv
Use the OnlineDonations listserv for updates and information sharing
Surveys and Whitepapers
• M+R and NTEN Report: 2012 eNonprofit Benchmarks Study
• Convio Report: 2012 Convio Online Marketing Nonprofit Benchmark Index Study
• Blackbaud Report: The 2011 Online Giving Report
QUESTIONS? COMMENTS?
