online fundraising: harnessing technology to build & maintain relationships

Online Fundraising: Harnessing Technology to Build & Maintain Relationships

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AGENDARelationship development for your organization (Lisa Vogt)

- The relationship lifecycle- Targeting your messages

Tactics for building the relationship (Lisa Vogt)Q& A / Break

Donor Management Systems (Alexandra Garcia)Volunteer Mobilization (Alexandra Garcia)Email campaigns / eNewsletters (Alexandra Garcia)

Q& A / BreakDirect mail concepts and examples (Valerie Lambert)eMail concepts and examples (Valerie Lambert)

Q& A / Conclusion


Lisa Vogt, APRDirector, Marketing & Communications

SOS Children’s Villages – [email protected]

mailto:[email protected]

Lisa Vogt, MBA, APRDirector, Marketing & Communications

SOS Children’s Villages - USASOS Children’s Villages is the world’s largest organization dedicated to raising orphaned, abandoned and foster children.

We operate 540 Children’s Villages and have a presence in 133 countries.

Position responsibilities include: • Corporate partnerships • Web site content and development• Digital communications• Celebrity alliances• Advertising• Integrated Campaigns• Social media• Fund-raising• Media relations

Earned Accreditation in Public Relations (APR) in 2011


Does anyone think we should switch the order of the title?!

Online FundraisingHarnessing Technology

Build RelationshipsMaintain Relationships


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Does anyone think we should switch the order of the title?!

Your Thoughts!




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One option…Harnessing Technology to Help Build &

Maintain Relationships Leading to (Online) Fundraising



Build Relationships Using Multiple Channels:

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Blackbaud’s Target Analytics group just published a multichannel marketing studyhttps://www.blackbaud.com/multichannel

• It has become increasingly common for new donors to give their first gift online.

• In aggregate, online-acquired donors have much higher cumulative value over the long term than traditional mail-acquired donors.

• Every year, large proportions of online-acquired donors switch from online giving to offline sources – primarily to direct mail.

• Without the ability to become multichannel givers by renewing support via direct mail, online donors would be worth far less.

• However, the number of mail-acquired donors who migrate to online giving is so small that it has very little impact on overall revenue.

Build Relationships Using Multiple Channels

Source: Target Analytics 2011 Study

Build & Maintain Relationships

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Innovation Adoption LifecycleAlso applies to developing relationships

Categories of Adopters: InnovatorsEarly AdoptersEarly MajorityLate MajorityLaggards

Who are you targeting with your message?Who is most likely to respond positively or negatively?Is your message being sent to the appropriate targets, through an effective means through effective channels?

Graph by Everett Rogershttp://en.wikipedia.org/wiki/Diffusion_of_Innovations


Innovation Adoption LifecycleCharacteristics of Adopters: Innovators: risk-takers, not social leaders, less concerned with others’ opinions

Early Adopters: risk-takers who want to see proof first, very social, leaders, very high degree of opinion leadership, high social status

Early Majority: slower to adopt, want to see proof, above avg social status, not opinion leaders

Late Majority: will adopt only after the avg. member of society, highly skeptical

Laggards: last to adopt, extremely skeptical, focused on traditions, low social status

Where is your organization in the Adoption Lifecycle?


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Movie RecommendationThe Joneses, with David Duchovny and Demi Moore, shows the social influence that Innovators and Early Adopters have and how their influence can be taken to an extreme. http://www.thejonesesmovie.com/


Build & Maintain Relationships: The Adoption Process

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The Adoption Process

Each person, regardless of their adoption category, moves through the adoption process – innovators move faster than laggards!

Awareness

Interest

Evaluation

TrialAdoption

Advocate!

Awareness: A vague idea that the organization exists(Digital behavior: see a banner ad, see a social media post, skim an article)

Interest: Get more information. Read/listen more closely. Seek opinions. (Digital behavior: banner ad clickthrough, read a social media post, google the organization, sign-up for eNewsletter, follow on social media)

Evaluation: Consider whether or not to support. (Digital behavior: more online research, seek more opinions)


Trial: Take action to support in a relatively small way(Digital behavior: volunteer, make a small donation, post to social media)

Adoption: Become a supporter! (note that the organization may also be rejected at this or any other stage!)(Digital behavior: make a larger donation, sponsor a child, write a blog post)

Advocate: Raving fan! Can’t stop talking about the organization(Digital behavior: establishes online fundraiser, organizes a walk, holds cocktail party fund-raiser, lots of social media interaction)


EARNED: Others Advocating

• Search Rank

• Media Coverage

• Celebrity Endorsements

• Links into digital content

• Corporate partnerships

OWNED: Staff Control

• Organizational web sites

• Blog posts

• eNewsletters

• Free Press Releases

• YouTube Channel • ContestsPAID: Pay for Play

• Paid Search

• Remarketing/Banner Ads

• Petition Campaigns on other sites

• Paid Press Releases

• Events

• Direct Mail

SOCIAL: Encouraging Engagement

• Facebook

• Twitter

• LinkedIn

• Pinterest

• Employee Networks

• SOS Advocates

= Public comment expected. Not in total control of message.

Getting to Donations: Building Advocate Relationships


Owned: Staff Control with limited public comment

Huffington Post Blog

SOS USA web siteOur Africa micro site


Earned: Others AdvocatingCelebrity Endorsements

Corporate partnerships can serve multiple purposes - Blog post advocating your work- Links to your web site enhance SEO- Inclusion in philanthropy reports is good for both sides- Social media from corporation


Paid: Pay for Play

Wall Street Journal

SOS Postcard driving donors online


Paid: Pay for Play

Getting to Donations: Building Advocate RelationshipsSocial: Encouraging Engagement


Base your tactics on the organizational focus• Sports• Literacy• Environment• Animals• Children• International Humanitarian Causes

You must be found where they are!

How do you find and target your Innovators / Early Adopters / Early Majority?

24Communications Models & Theories for APR Online Prep Course, February 22, 2011

Thank you!

QUESTIONS?

Connect on LinkedIn…http://www.linkedin.com/in/lisaconnersvogt


online fundraising: harnessing technology to build & maintain relationships

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