Post on 13-May-2015
description
Online fundraising: harnessing technology to build and maintain relationships
London Fundraising Summit
25 September 2008
Presentation Agenda
Promoting your organisation online
Online donor recruitment
Online donor renewal
Volunteer mobilisation
It’s all about engagement
7 ways to build & maintain relationships through online engagement
•Engagement is more than just a ‘donate now’ button
• It’s about building relationships with supporters
•Reaching out to people in their online world
•Go to where your supporters are, don’t expect them to come to you
•Hard to measure, may not reap immediate returns
•The investment is time more than money
• If you do it, do it well – be authentic
1. YouTube – Dangerous Ground?
www.dangerousground.org
http://justgiving.wordpress.com/2007/12/07/dangerous-ground-charity-site-of-the-month
1. YouTube – Dangerous Ground?
over 85,000 people have viewed one of the dangerous ground videos and
thousands have visited the website.
www.justgiving.com/dangerousground
“”
2. Flickr
http://flickr.com/photos/justgiving/2592780349
2. Flickr
Photo from http://www.flickr.com/photos/27717319@N06/2581829969/
Fundraising page: http://www.justgiving.com/simondeacon
2. Flickr
Photo from http://flickr.com/photos/fstorr/2202454676/
Fundraising page at http://www.justgiving.com/francisstorr
1. & 2. Flickr & YouTube on Justgiving
www.justgiving.com/laurahknight
3. Facebook – find your fans!
8 million UK users and it’s Free!
http://www.new.facebook.com/pages/Dogs-Trust/6366026879
3. Facebook – biggest referrer to Justgiving
http://apps.new.facebook.com/justgiving
20% of people who come to Justgiving, come from Facebook
Facebook referrals to Justgiving overtake Google
3. (other social networks)... Silver surfers!
http://justgiving.wordpress.com/2007/11/21/silver-surfers-raise-38-more-online
This particular trek raised £60,000 of which £23,000 (even excluding Gift Aid) came in online, which wouldn’t have been raised otherwise
This core audience wasn’t completely familiar with the internet and we wanted to let them know all that the internet has to offer in terms of online sponsorship.
Christian Aid performed a detailed analysis of their 2006 events and found that the event ‘In the footsteps of Moses’, a trek through the Egyptian Sinai desert, had not generated any income online.
The reason for this became clear when it was discovered that the age range of the participants for this event was between fifty and seventy.
Some people are still wary of going online
…it’s a scary place only full of teenagers
…you need to be a computer expert
…online fraudsters will steal your identity
Show and tells really do work!
3. (other social networks)... De-mystification!
http://www.flickr.com/photos/bitterjug/870861414
4. Your *own* social network
http://www.doggysnaps.com
4. Your *own* social network
http://www.allaboutpets.org.uk
Note:
Not necessarily about the charity *per se*
It’s about what the charity does, its objective, the people (or pets) it serves...
4. Your *own* social network (forums work too)
http://www.alzheimers.org.uk/talkingpoint
Serve a purpose; be useful
5. Widgets (like ours)
http://justgiving.wordpress.com/2008/07/24/happy-birthday-to-the-justgiving-widget
5. Widgets
http://www.qhotels.co.uk/hikinghoteliers
5. Widgets
http://justgiving.wordpress.com/2008/06/24/ipledge-for-buwan-kothi-june-charity-site-of-the-month
6. Blogs – charity worker
http://www.msf.ca/blog
6. Blogs – charity fundraiser & awareness raiser
http://pinkandsmiley.blogspot.com
6. Blogs – charity CEO
http://ceoatlarge.blogspot.com
7. Email newsletters
Cheap?
Not much effort?
Easy?
http://justgiving.wordpress.com/2007/12/12/great-seasonal-emails
7. Email newsletters – top tips
•Less is more
•Focus on copy first, design second
•Give clear calls-to-action for people to click through
•Analyse your stats
•What time/day gets best open rates?
•What type of stories are clicked through most?
•Split your list and test different subject lines/content
•Test test test!
7. Email newsletters – design & content best practice
www.moo.com/signup.php
http://goodexperience.com/newsletter.php
www.silverpop.com
http://www.pure360.com/newsletter_signup.html
http://family.innocentdrinks.co.uk
7. Email newsletters – ours, feel free to criticise!
http://www.uploadlibrary.com/justgiving/july_08_newsletter.html
7. Email newsletters – get your stats!
•Here are our stats
•Measure open & click throughs
•Not everyone opens emails
7. Email newsletters & *marketing* – more resources
www.marketingprofs.com/news/email-marketing/archive.asp
www.webinknow.com www.davidmeermanscott.com/documents/New_Rules_of_PR.pdf
www.davechaffey.com
7 ways to engage supporters online
5. Widgets
4. Your own network or forum
3. Facebook
2. Flickr
1. YouTube
6. Blogs
7. Email newsletters
Some or all can be incorporated into Online Fundraising
5. Widgets
4. Your own network or forum
3. Facebook
2. Flickr
1. YouTube
6. Blogs
7. Email newsletters
Online Fundraising
Online Fundraising can be incorporated into all or some of them
5. Widgets
4. Your own network or forum
3. Facebook
2. Flickr
1. YouTube
6. Blogs
7. Email newsletters
Online Fundraising
Some useful (and free) tools
•Google Alerts - http://www.google.com/alerts• Alerts for mentions of specific words/phrases online
•Google Analytics - http://www.google.com/analytics • Free website analytics – numbers of visitors etc.
•Crazy Egg - http://crazyegg.com • Free website analytics – heat map of where people click
•Blog search (technorati) - http://technorati.com • Search blogs for mentions of specific words/phrases
•Twitter search - http://search.twitter.com • Search twitter for mentions of specific words/phrases
•Commoncraft - http://www.commoncraft.com • Explanations in pain English of websites & online tools
Some useful sites to look at after the sessionSummary of Mission fish report into online fundraisinghttp://www.nfpsynergy.net/reportdownload.php?pdf=MissionFishreportsummary.pdf Full report:http://www.nfpsynergy.net/reportdownload.php?pdf=nfpSynergy_Virtual_Promise_2007_Full_Results-FINAL.pdf Five tools for listening online:http://www.chrisbrogan.com/five-tools-i-use-for-listening Social media statistics:http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3 We are Media – non-profit social media starter kit:http://www.wearemedia.org NTen:http://www.nten.orgNetsqaured:http://netsquared.orgBeth Kanter’s blog:http://beth.typepad.com/beths_blogAmy’s blog:http://www.amysampleward.org The Justgiving blog:http://justgiving.wordpress.com
Who are we? Get in touch!
• Jonathan Waddingham
• Justgiving.com
• jonathan@justgiving.com
• Twitter: jon_bedford
• http://justgiving.wordpress.com
• Amy Sample Ward
• NetSquared.org
• award@techsoup.org
• Twitter: amyrsward
• http://amysampleward.org