anatomy fundraiser 2

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Anatomy of an Online FundraiserLinh Song, MSWnpServ DirectorNonprofit Enterprise at Work (NEW)twitter @[email protected]

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Introducing NEW

Nonprofit Enterprise at Work (NEW)

15 year old nonprofit focused on delivering nonprofit support services

Offices in Detroit and Ann Arbor

Serve 500+ nonprofits annually

Focused on Southeast Michigan

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GovernanceTrainingMatchingAssessmentsWebinars

NP DirectoryFunding SearchBest Practices

Office SpaceConference Space

IT SupportSocial MediaDonor DatabaseWeb-based Email

Programs

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NEW’s blog includes thoughts from NEW CEO, Neel Hajra, interviews with nonprofit board members, volunteers, community partners and other NEW experts.http://new.org/blog/

Follow NEW’s Twitter updates for the down-low on events, news, special announcements and breaking news items. www.twitter.com/new_org

Become a fan of NEW to get information about special events, workshops & webinars, exchange ideas with other people in the nonprofit sector, and see photos and videos. http://www.facebook.com/group.php?gid=60978461809&ref=ts

What is social media?

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http://informationarchitects.jp/webtrends2007/

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http://www.fullcirc.com/wp/about/visual-and-graphic-work/

Twitter Has a Purpose

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Promote others and share your knowledge

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EducateCelebrateAttract

http://mashable.com/2009/03/19/twitter-nonprofits/

Entertaining Donors

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Globe Theatre Twitter Contest

Facebook Initiatives

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Facebook Love

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• This is your default website!

• Fans

• http://www.facebook.com/Affirmations

• Causes

• http://apps.facebook.com/causes/157724

• Links to website, blog, other SM presence

• Need Photo Gallery

• Create Events Section (fundraiser deadline)

Affirmations

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UMS/UMMA “15 Minutes of Fame”

Social Media = Developing Trust

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http://www.flickr.com/photos/sidereal/62874874/

Who is on social media?

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Michael Brennan…a brand name.

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http://twitter.com/unitedwaymike

Demographics

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• \

http://www.scottmonty.com/2009/10/recent-facebook-demographics.html

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http://www.scottmonty.com/2009/10/recent-facebook-demographics.html

Bloggers to Know

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http://detroit.blogs.time.com/

http://www.sweet-juniper.com/

http://markmaynard.com/

http://annarborchronicle.com/

Process

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Identify Your Strategy

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http://altitudebranding.com/category/social-media-time-management/

Pick Existing Goals

1.Build cause awareness2.Connecting with new

supporters

3.Soliciting online gifts4.Cultivating supporter

relationships

5.Engage local media

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Outgoing Message• How much are you trying to raise?

• Who are you trying to involve? (Custom appeals)

• How will you deliver the funds?

• Where will the money go once it’s collected?

• What will the donations make possible?

• Post a FAQ or how-to on a call to action

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http://socialactions.com/taxonomy/term/101

Identify Your Audience

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Snoop

• What websites do your supporters visit?

• AnnArbor.com

• AnnArborChronicle.com

• Yelp.com

• Google.com

• What is their preferred method of receiving news?

• Email newsletters (Constant Contact, Vertical Response)

• Website

• Facebook

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New Networking

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Identify Your Marketing Tools• Website

• Facebook

• Word of Mouth (translates to forwarding links or emails)

• Twitter

• Media Releases

• Events or Activities

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Prioritize Your Networks

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Carnegie Mellon 1. Increase online visibility, brand awareness among

students and alumni

2. Tactics:

• 10K views for each RoboU videos

• Add 500 subscribers to YouTube channel in 1 year

• Add 1K Facebook fans in 1 year

• Create viral response to videos, picked up by bloggers

3. Results:

• 2.2 million views of “Last Lecture”

• Students became advocates

• 290+ tech blogs spread videos

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NPO Website Satisfaction

Ann Arbor’s ForeSee Results Findings

Nonprofits scored 73/100 point scale

Online Banking (83), E-Retail (74), E-Government (74)

and Automotive Websites (78)

Highly satisfied visitors to nonprofit websites are

49% are more likely to donate money

38% more likely to volunteer

66% more likely to use the website instead of a

costlier channel as the primary resource

Website requirements

• Visual imagery

• Search Flickr for Creative Commons Material

• Collect material from staff, volunteers

• Search Google Images, check licenses and permission

• Flickr photo slideshow widget

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http://www.flickr.com/photos/newbeatphoto/4293702381/sizes/m/

Testimonials

• Interview with program manager, folks “on the ground”

• Constituents state their needs in their own words

• Appeal via letter, blog, video

• Include facts and figures on the issue, region, clients

• Reference current media reports

• Reference high profile experts

• Get ready to recognize non-solicited testimonials on social media

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YouTube

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http://www.youtube.com/watch?v=ovPfcU0ZdrA

YouTube, cont.

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http://www.youtube.com/watch?v=DqUZaAvDdSE

YouTube, cont.

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http://www.youtube.com/watch?v=lRKjw9FXd6c

$200 Goes a Long Way

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Flip Camerahttp://store.theflip.com/MinoHD.aspx

•3.3 ounces•60 minuets of HD video•4GB built-in memory•Lithium ion battery with USB arm

Donation button

• Paypal as a default

• 2.9% transaction fee + $.03 charge/transaction

• Compatible with Constant Contact

• Easy to manage, set-up

• Network for Good for wider audiences

• 3% of all donations

• Takes care of state-by-state solicitation from all states

• Checks sent in mail

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Chip In

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http://www.childsplaycharity.org/index.php

•Works directly with Paypal•Works with Facebook•Blogger friendly•Visual representation of progress•Allows for individual pages•No additional fees

Firstgiving

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•Geared towards high volume donations

•Allows for individual pages

•Great for matching corporate campaigns for companies to use internally

•7.5% processing fee + $300 annual

http://www.firstgiving.com/savethechildren

Drawbacks

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http://motorfund.org/FirstGiving.aspx

Enlist Help

• Save the Children Haiti Help-A-Thon Community Engagement Toolkits

• Community Fundraising

• School Fundraising

• College Fundraising

• Volunteer Fundrasing Guide

• Generating Publicity for your Fundraising Event

• http://www.savethechildren.org/get-involved/community-engagement/

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Annual campaignEmory University Blue Pig

Campaign

• Twitter, Facebook

• Incoming class given blue piggie banks

• T-shirts “Feed Me. Love, the Blue Pig”

• Piggie Round-Ups

• Monthly Emails

• Photo Contest

• Commented on blogs, forums

• Face-to-face interaction, answered questions

• Managed by 1 staff person!

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http://www.alumni.emory.edu/annualfund/piggybank.php?section=fund&sub=programs

http://www.facebook.com/thebluepig#/thebluepig?v=wall

Results

• Pignapping and beyond

• 157% increase in undergrad donations

• First 7 months of fiscal year collected $12,915 compared to $682 previous year

• As of 5/09, total undergrad giving more than doubled in 2008

• 1st years had 9% participation rate

• 579.42% increase in total dollars raised

• 734.88% increase in avg. gift

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Team Responsibilities

• Humane Society of the United States

• Recognized info silos

• “We have daily 9 minute meetings. Short meetings have helped them be more efficient and effective with every aspect of social media campaigns.”

• Internally cross-promote ideas and programs more

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http://altitudebranding.com/category/social-media-time-management/

Internal Resources

• Texas A&M Division of Marketing & Communications

• http://brandguide.tamu.edu/

• http://agrilife.tamu.edu/web/social/

• Tutorials for staff to post content to iTunes, blog support, brand consolidation

• “Do You Wonder” campaign

• University content weighted with students and alumni content

• Outsourced then brought in-house

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Save Kirkland’s 4th!

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http://twitter.com/savekirkland4th

Kirkland’s campaign process

• Identified target audience

• Identified fundraising goal of $30,000 in 6 weeks

• Facebook page set-up

• Invited original supporters, businesses, groups, and media to become a “FAN”

• Repeat process through CAUSES application

• Created EVENTS and invited FANS to attend

• Daily updates on WALL to continue interest

• Thanked supporters and businesses on WALL, link to sites

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Kirkland, Cont.

• Twitter Set-up

• Ongoing Teets through Tweet later

• Highlighted news from blog

• Twitter Follow Friday

• Donation options

• Paypal on site, blog, and Facebook

• Drop off boxes in shops and businesses

• Check drop off locations (Chamber, downtown assoc., realty, etc.)

• Volunteers selling flags at parade

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Kirkland Results• Raised $35,000

• 75 individuals donated $6,945; avg. donation of $92.60

• 15 business donated $24,150l avg. donation of $1,610

• Approx. 500 FANS on Facebook

• 150+ Twitter followers

• 50+ blog entries: updates, sponsor profiles, media coverage

• 10+ bloggers included articles and links back to site

• Coverage on local, regional tv, radio, news

• Fireworks company donated extra $5,000 in fireworks

• http://www.slideshare.net/PurpleDuckMarketing/

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Traffic Tools

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Individual info feeds

• npServ

• Daily GoogleAlerts

• Check RSS feeds via Google Reader (nonprofit tech blogs to trains on Craigslist)

• TweetDeck conversations

• GoogleGroups email threads

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http://www.flickr.com/photos/cambodia4kidsorg/3226367547/sizes/o/

Routines

• Use templates

• FAQ to point people to

• Build tags in Delicious to direct people to categories and other resources

• Standardize responses to common emails and comments

• Control expectations: “Thanks, will get back to you in 48 hours.”

• Project Management

• GoogleDocs

• Outlook Tasks

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Cross Platform Tools

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Analytics

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http://siteanalytics.compete.com/jewlicious.com/

- 20,320 monthly unique visitors- Top referring site is google.com at 32.53%- Second is facebook.com at 9.08%

Know the Competition

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http://twittercounter.com/HumaneSociety

Google, Your Guide

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1. How many people visit my web sites each day. 2. How long the average visitor stays.3. How many pages the average visitor views before leaving.4. How many visitors stay longer than 3-5 minutes.5. How many "New" visitors there are on a weekly basis.6. I like to see where my traffic comes from (Twitter, Facebook, Google, etc.,)7. Which pages are the most popular. 8. If certain popular pages in particular get a high percentage of traffic from referral sites like Twitter.9. How long people tend to stay on my most popular pages (and to compare that with the average for the site in general).10. Which times of day are the busiest.

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http://www.webexpectations.com/blog/wp-content/uploads/2008/09/googleanalytics.jpg

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Your Fundraising Data

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Follow-up

• Recognize donors online

• Enter donor profiles into your database: ACCESS, Filemaker, Giftworks

• Google each donor

• Add to profile social networking profiles, background information, donor history (schools, campaigns)

• http://fundrace.huffingtonpost.com/index.php

• Ask if they want to follow campaign via email? Add to Constant Contact/Vertical Response

• Report back results via email, blog, social networks

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Know Your Donors

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http://fundrace.huffingtonpost.com/

Process

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http://www.pink-sheep.com/twitter-nonsense/chronically-unfollowable

www.new.org/socialmediawebinarsworkshopsconsultingassessments

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anatomy fundraiser 2

Technology

youtube http

fans http

causes http

action http

purpose http

strategy http

facebook initiatives

developing trust http