Web Strategies For Fundraising Success
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Transcript of Web Strategies For Fundraising Success
Web Strategies for Fundraising Success
Rob Tomlinson
Account Executive, eTapestry Division of Blackbaud
5 November 2009
What is our history?
• Blackbaud - leading technology provider to nonprofit sector since 1981
• eTapestry - first “Software as a Service” solution for nonprofits (1999)
• 22k+ Blackbaud clients worldwide, 6k+ eTapestry clients
• Introduced eTapestry product to the Australasian market in Feb. 2009
Agenda
1. Integrating your Online Approach
2. Social Media for Fundraising
3. Utilising Email for the Ask
4. Effective Team Fundraising
The Rules Still Apply
(It’s all about relationships…not technology)
Integrating Your Online Approach
Web Site Optimisation
75% of donors will check your website before making a gift whether it is Online/Offline
If Relationships are Built on Communications . . . Set yourself up for success!
A Few Key Changes can Make a Huge Difference
Your website = tool for engagement
1. Learn from your content(Start with Google Analytics to see how many unique visitors you have, how they found you,what they viewed, where they stayed the longest, and what content produced actions.)
2. Make your content easy to consume(Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to
find and use.)
3. Make your content ever changing (Be brave enough to blog, show responses, share viewpoints, and utilise forums. New
information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute.)
4. Make your site easy to find(Every NPO and those serving NPO’s should have a social web presence. Facebook, MySpace,
LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!)
Keys to Building a Successful Web Site
Database = Fundraising Tool
• Only works if used daily by all
• Must be consistent/accurate
• Powerful Memory Supplement
• Technology makes it easy
On the Road
•Does your organisation have multiple offices? •Can you access your organisational data from anywhere? •How do you track notes from major gift visits or events?
What needs do your organisation have for accessing your development database?
They’re at your website, now what do they do?
1. Can they engage?
2. Can they add content?
3. Can they give or volunteer?
Your goal – to get something from them!
Ecommerce & Online Giving
Important Functions of your Online Donation Page:
• Integrates directly into donor database• Requires no additional manual entry• Customisable
• Are your website and database integrated?
Keep it simple & Make Integration a Focus
Constituent Website
Gather Information
Use Email
DatabaseDatabase
Social Media for
Fundraising
Do you have an Online/Social Media Strategy?
Media & PR
E-mail Campaigns
Social Networks
Integration with Direct Mail
Banner Ads on Homepage, Blog and eNewsletter
Google Adwords
Food for Thought…. Top 5 Most Visited
Websites in the Australia:
– Facebook is #2 – YouTube is #3– Twitter is #11
Source: http://www.alexa.com/topsites/countries/AU
Which of the following types of social media does your charity currently use?
33%34%32%
41%
26% 25%
13%
79%
57%
30%
36%
79%
16%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Video Blogging
SocialNetworking
Blogging Podcasting Message/BulletinBoards
Wikis Do Not UseAny
2007
2008
• Attract more traffic to your website• Videos can easily be posted on website or as a link
within an eBlast or eNewsletter• FREE service to increase your visibility• Growing in popularity and becoming more accepted
in the NP world as a method for reaching constituents
Video is a Magnet for
Your Web Site!
“Most viral videoof all time!”
Could her storybe told in any other manneras strongly?
YouTube Takeaways…
• Identify a few constituents who would like to share their story with others & record a few different testimonials each year
• Integrate with your website and eNewsletter blasts
• Get Creative!!
FACEBOOK• What is Facebook??
– A FREE, online social networking site that connects people through online communities
• Facebook started out as a service for university students but now almost one third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old.
• Non profits can use Facebook to: – Connect– Brand– Share your story – Fundraise – Fan Pages, Group Pages, Causes, etc…
FACEBOOK Users
FACEBOOK Pages…• Facebook Cause Page=Online Donation Tool (application) on FB• Also a Peer-to-Peer Fundraising Page since anyone can start/create
a cause
TIPS:
Brand & Link to your Page
Provide Clear FR Goals
Give Supporters Updates on your Progress
Social Networks: Hints for Success
• It is not FREE, resources are required • Being present is not enough, engage• Be authentic, otherwise you will be exposed fast• Endorsements matter, think forwarded emails!• Measure • Have something to say, must be regular or it dies fast
Stephanie Miller, Email Insider, 2009
Real Life Story via the “New York Times”…
“Web Site Story Continued”Charity: water * 11 Employees * 500,000 Followers on Twitter * 500 Donors Cover
all Admin Costs * Donors can Locate
Their Well on Webvia Google Earth
“Web Site Story Continued”Charity: water * Raised $250,000
via Twitterfest * Raised $965,000
via Sept. Birthdays * Tons of Video * Easy to Engage * Giving is Joyous * Infectious with
Youth/Boomers!
charity: water1. Was the $250,000 raised via Twitter the key
fact?
2. Was the $975,000 raised from Sept. birthdays the key fact?
3. Is the way they have harnessed web/video technology the key?
4. How about how they show impact via Google Earth?
Communicating daily w/ 500,000+ followers!
Utilising Email for the Ask!
Why email?
• People are connected 24/7
• How can we be expected to communicate with so many people?
• How can we personalise our message?
• Online Donors are our most valuable
• Cumulative Value of donors who started giving in 2004
Online: $237 Offline: $86
Why Has Email Become So Important?
• People are busy…they want to communicate/interact on their own time
• Email is inexpensive…or at least it seems that way
• Email provides virtually instant access to friends and supporters
• Reads email before snail mail
• More comfortable online
• Busy, satisfies interests on own schedule
• Expects information to be personalised
• Expects immediate feedback
• Demands information on progress/stewardship
• Wants a way to share experiences with others online
Today’s Supporter
No Email List? No Problem…
• Whether you have some contacts or are starting from scratch, anyone can grow a strong email list
• The three most important factors in effective email list-building are:– Where and how you acquire the addresses– How you welcome each new subscriber – How you manage the relationship after the opt-in
– Source: EmailLabs
Grow Your List Online• Direct staff and other close
supporters (board, volunteers, etc.) to include subscription links in email signatures
• Use Search Engine Optimisation/Marketing to increase traffic and subscriptions
• Investigate alliances or partnerships with similar or complementary organisations to reach common supporters
• Advertise your newsletter/services/cause through a 3rd party list
Grow Your List Offline
• Ask for email addresses at every touch point
• Instruct staff to capture email addresses over phone when appropriate
• Include your website address on all printed materials
• Offer an incentive to register (contest, raffle) to collect emails
Now that I have permission…• Hook them early, and keep them
engaged over time
• Optimise the welcome message
• Send follow up message within a week (or less)
• After a few months of active email, survey lists to see if you are meeting expectations
Real Life Example….Dec 11:Subject line: Urgent Appeal: Your gift to
CRS is vitally important!
Straight Appeal Static donation formRaised $112k
Source: Laura Durington: CRS Social Media Presentation-
AFP Maryland
Dec 29:Subject line: Only 48 hours left to make
a tax-deductible gift!
Added “hotspot” text
Added video message from our president (that plays right on the donation form)
Added a strong pull-quoteRaised $112k
Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
Dec 31:Subject line: Final Deadline: Last
chance to make a tax-deductible gift
New “hotspot” textKept video message
from our presidentNew pull quoteRaised $119k
Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
• Was CRS’s most successful online fundraising campaign to date (non-emergency).
• Three e-mail messages in this campaign (based on a direct mail piece)
• Posts on social networking sites advertising campaign
• Coordination with Google AdWords
This campaign raised $594k online. Source: Laura Durington: CRS Social Media Presentation-AFP Maryland
The Results…
A Few Email Design & Usage Tips
1. Keep truly important items above the fold2. Ask subscribers to add your from address to their address
book3. Host images on your web site rather than embedding them 4. Links to resources and to special landing pages on your web
site are powerful (Especially “tell a friend” functions)5. Develop your own writing style that readers will learn
to love (people adore stories, so tell many . . . )
Designing for Mobile Devices
• Mobile readers are more likely to scan your email rather than reading
• Include compelling call to action in the first 15-25 characters of your subject line
• Avoid “top heavy” images in the design• Use “alt-tags” on images• In addition to testing email browsers, test
messages in handheld devices
email (html)
Effective Team Fundraising
Team Fundraising
•Give your volunteers and members the opportunity to JOIN you in fundraising for the mission. •Capture the information of everyone who donates for future solicitation.
Team Fundraising
•Almost $2million was raised through Team Fundraising for City 2 Surf in 2009•Did you raise any of this? •Did you capture the data of all donors into your database?
Team Fundraising
•Doesn’t have to be a big event!•Doesn’t even have to be an event! •Give yourself the ability to respond to important events within your organisation’s community!
Team Fundraising
•What type of transaction fees are you paying?•Does the data collected follow the same integration principles discussed before?•Are you giving yourself the best opportunity to maximise the lifetime value of each contributor?
• Each volunteer sends an average of 40 emails. • Almost all volunteers meet their fundraising goals. • The average online donation through team fundraising is $57.
Source: Kintera
Team Fundraising by the Numbers
Team Fundraising
• Capture all THREE levels of Fundraiser Donations: Participants, Teams, Donors
• Report on Team Success, Individual Success, and overall Fundraiser Success
• Begin harvesting relationship with constituents that donate/participate for the first time.
What Now?
1. Take a look in the mirror
How do you stack up?
- Integration- Social Media- E-mail/Communications- Team Fundraising
What Now?
2. Plan
Make it a priority
- Set Aside Time for Review- Add to Board Agenda- Seek Professional Assistance (Most companies will help you do this at NO COST!)
What Now?
3. Continuous Evaluation
Must be Measurable
- Website Hits- Fundraising- Donor Retention- Communications
- Cost vs. Results- Social Media “Friends”
What Now?
4. Have Fun!!!
- Try New Things- Get Creative- Share your passion for your
mission!
What Now?
1. How do we stack up?
2. Written Plan
3. Continuous Evaluation of Tools/Technology
4. Have FUN
Resources• Getting Started with Facebook• Beth Kanter Blog – How Nonprofits Can Use Social Media• Jay Love Blog – CEO eTapestry --- Jay Love Twitter Page• Blackbaud – Raising Money During Challenging Times• Getting Started with Google Analytics• LotusJump – Website Marketing Made Easy
• eTapestry Home Page• Contact eTapestry for Guidance
Questions?