same song, different verse: new tools to help accelerate your fundraising
DESCRIPTION
Presentation given at the Association Foundation Group January 2010 monthly luncheon meeting.TRANSCRIPT
Same Song, Different Verse: New Tools to Help Accelerate Your Fundraising
AFG LuncheonJanuary 14, 2010
Elizabeth Weaver Engel, CAEDirector, Marketing & SponsorshipNACHRI
Fundraising Hasn’t Changed• Identify Problem• Identify Goals• Identify Audience• Make the Connection – Why me? Why now? • Our Organization Can Help• What Do You Want Me to DO?• Thank Donors• Cultivate Relationships
INSPIRE people
Tools for Fundraising HAVE Changed
• Direct mail still wins• Major donors still key
BUT
• Online is coming on strong• Social media is the future
Data, Data, Who’s Got the Data?
• donorCentrics Internet Giving Benchmarking Analysis (2008) - handout
• Blackbaud Connections Blog Online Giving Trends (2009)
• Forrester Research data as reported by Business Week and compiled by the Haefer Group (2007)
• Network for Good’s Online Fundraising Survival Guide (2008) - handout
Online Giving
• 9% of donors give online• 11% of revenue comes in online
BUT
• 39% increase in online giving• 3% decrease in offline giving
Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
Online Giving
Online donors are younger and higher income
Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
Online Giving
And they give bigger gifts
Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
Online Giving• Online revenue grew 46% in 2009 compared to 2008.• 65% of surveyed nonprofits had a median 21% increase
in online revenue compared to 2008.• The average online gift was $144.72, which represents
a 5% decline from 2008, but remains significantly higher than other fundraising channels.
Source: http://forums.blackbaud.com/blogs/connections/archive/2010/01/04/2009-online-giving-trends.aspx
Types of Social Media Interaction• Creators – create content (blogs, tweets,
podcasts, YouTube)• Critics – comment, rate, review• Collectors – RSS & tagging• Joiners – use social networking sites• Spectators – read blogs, watch videos• Inactives – online, no social media use
Source: Business Week Forrester Data June, 2007
Seniors: Age 62+
5%
11% 11%
6%
19%
70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Creators Critics Collectors Joiners Spectators Inactives
Source: Business Week Forrester Data June, 2007
Boomers: Age 41 - 61
7%
15% 16%
8%
26%
61%
0%
10%
20%
30%
40%
50%
60%
70%
Creators Critics Collectors Joiners Spectators Inactives
Source: Business Week Forrester Data June, 2007
Gen X: Age 27-40
19%
25%
16%
29%
41% 42%
0%
10%
20%
30%
40%
50%
Creators Critics Collectors Joiners Spectators Inactives
Source: Business Week Forrester Data June, 2007
Millennials: Age 18-26
30%
34%
18%
57%54%
21%
0%
10%
20%
30%
40%
50%
60%
70%
Creators Critics Collectors Joiners Spectators Inactives
Source: Business Week Forrester Data June, 2007
The Future Is Now
Social media is in infancy, particularly for fundraising…
…But it’s coming…
…So how do you get ready?
What is all this stuff anyway?
Guide to Web 2.0 – handout
Q&A?
Examples: Fundraising – This is my year to…•Whole Foods
•FB Application
•Allows users to vote for one of 3 charities
•All will receive $10K
•Winner will receive additional $10K
•http://blog.wholefoodsmarket.com/2009/12/this-is-my-year-to%E2%80%A6do-good-on-facebook/
Examples: Fundraising – BlogRaising• Example 1: Heifer International
– Beaconfire Consulting – Variation on the “friends asking friends” model– Engage large community of bloggers– Donation badge for blogs – Custom landing page– Promotional campaign
Examples: Fundraising – BlogRaising• Example 2: Beth
Kanter– Well-known
blogger– Donation
challenge on blog– Ask people to
donate $10 each as a birthday present
– Network for Good Badge
– FB Birthday Causes application
http://beth.typepad.com/
Examples: Fundraising – 12For12K• Goals:
– 12 months– 12 charities– $12,000 per charity
• How?– Blog– Sharable videos– Badges & banner ads– Donation buttons– Blogger resource center– Twitter (account and hashtag 12for12K)– Facebook group– Ning community
• http://12for12k.org/
Examples: Fundraising – Twestivals
“Tweet. Meet. Give.”• Volunteer run/driven• Organizer tools• Funds raised via tickets, donations, sponsorship, ads, etc.• Party or other event• Publicized on Twitter, other social media platforms• Twestival Global 2009 raised $250K for clean water/new
wells in Ethiopia• Twestival Local 2009 raised over $2500 for Miriam’s Kitchen• http://twestival.com/• http://washington.twestival.com/
Examples: Relationship Building - Twitter
Example: Relationship Building - FB Causes
Source: Washington Post, April 22, 2009
FB Causes will not save you financially - only 2 organizations (Nature Conservancy and Students for a Free Tibet) have raised more than $100K
FB Causes is great for raising awareness – over 22 million monthly active users
Examples: Relationship Building - Blogging
YOUR Examples
Q&A
Resources• 7 Things Every Nonprofit Professional Should Know about Online Fundraising
& Marketing - http://my.convio.com/?elqPURLPage=57• A Procrastinator’s Guide to Year-End Fundraising -
http://www.frogloop.com/storage/article-downloads/End_of_Year_Fund_Raising_Guide.pdf
• AmEx Charitable Gift Survey - http://home3.americanexpress.com/corp/pc/2007/pdf/aecgs.pdf
• Fundraising Online is Hard - http://www.socialfish.org/2009/12/fundraising-online-is-hard.html
• Greenpeace & Me: Why some nonprofits need a better “sidewalk strategy” - http://wordjockeysez.wordpress.com/2009/11/13/greenpeace-and-me-why-some-nonprofits-need-a-better-%E2%80%9Csidewalk-strategy%E2%80%9D/
• Who Uses Social Networks? http://www.readwriteweb.com/archives/who_uses_social_networks_and_what_are_they_like_pa.php
• Blogger Outreach - http://www.conversationagent.com/2009/12/blogger-outreach-from-the-bloggers-eyes-.html
• Fundraising on Twitter - http://www.socialfish.org/2009/06/small-pebbles-make-big-waves-15-tips.html
Elizabeth Weaver Engel, CAE
Director, Marketing & SponsorshipNational Association of Children’s Hospitals & Related
Institutions (NACHRI)
Email: [email protected]: 703.797.6041Twitter: @ewengelLinkedin: http://www.linkedin.com/in/ewengel Blog: Thanks for Playing http://thx4playing.blogspot.com/