online fundraising presentation
TRANSCRIPT
Slide 1
Online Fundraising
Heidi McLarenJune 16, 2008
The Facts
For most nonprofits, online donations make up less than 1% of giving
Some organizations, like United Way, who raised 247.4 million online, seem to have online giving figured out
Online giving is still climbing, but rate of growth has slowed
Pattern of larger gifts from fewer donors in 2007
Online giving grows after a crisis
People who make their first gift to charity online give 1.5x as much as those whose first gift was made by mail.
Economic Worries
Donations are failing to keep pace with inflation
More people are needing services, such as Community Action Food Bank
Older methods such as direct mail, are declining in effectiveness
Advantages
Immediacy of online donations makes donors feel their gift will get to those in need faster
Efficiency
Information, reviews and summaries can be browsed without pressure
Attraction of different donors; young, wealthy
Little time investment by staff
Problems
Smaller organizations have neither the budget, time, personnel, or audience to receive large amounts of funding online
Getting users to your site
Maintaining donors
Donor fatigue
Maintaining/updating site
Organization staff dont have expertise
Techniques
Thank yous--organization personnel should receive automatic notification of online gifts
Embedded videos in e-mails, on websites
Provide, seek out matching gifts and provide info
E-mail lists advocacy alerts, news, newsletter
Affiliate with companies, recommend products
Provide information, news center
Create a reason for individuals to visit site
Good example:Need
Options
Visual
Information
Tips
Make pitches in person, volunteers to give presentations
Have existing online donors sign others up, use online relationships
Combine advocacy with online fundraising
Test different online techniques
Get a celebrity
Year end campaigns
Visibility through social networks,
comment on blogs, news, share
organizations news
Build a dedicated, updated website
Brand yourself
Be focused and easy to use
Know audience
Be passionate
Plain speaking
Dont exaggerate
E-mail updates
Dont spam
Make donating easy, but not obnoxious
Use charity auctions
Put website on literature, materials
Participates in online discussion and forums
Ask related sites and bloggers to link to your site
Be personal
Be Personal
Fin