debunking online fundraising myths

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  • 1. Debunking Online Fundraising Myths Richard Dietz ,Nonprofit R+D, KELL Partners #onlinefundraising

2. Myth #1

  • Our Website Only Has
  • a Small Impact on
  • Overall Donations

3. Myth #1 - Website Impact

  • Donors are using your site
    • Over 40% of donors visit an orgs website before giving
    • Over 65% of current donors visit your site
    • Why not make it easier to give?
  • More and more donors are looking to transact online
    • Online Shopping, Airlines, iTunes
  • Online versus Offline
    • What the stats tell us
    • Fair Test?

4. Myth #2

  • All You Really Need
  • is a Donate Button
  • (Above the fold, big, red, etc.)

5. Myth #2 - Donate Button

  • Donate button is not enough anymore
  • Need to think in terms of Fundraising Campaigns
    • Specific Goal
    • Clear call to action
    • Create urgency, Timeline
    • Contextual Giving
  • Peer to Peer Fundraising
  • Online tools can help with this:
    • Peer to Peer, Contextual Giving, tracking donor actions, built in social media

6. Myth #3

  • One Generic Donation
  • Form is Sufficient

7. Myth #3 - One Donation Form

  • One size does not fit all
    • Fundraising campaigns / Contextual Giving
    • Better able to hit the emotional trigger
  • Find donors where they are
    • They are not coming to your site everyday
    • Engage them where they are - blogs, social media
    • Airlines do this well - Orbitz.com, Expedia.com
  • Online Tools again make this easier
    • Multiple forms on your site
    • Forms on other sites - supporters, partners, etc.

8. Myth #4

  • The Technology Needed
  • for Online Fundraising
  • is Too Expensive and
  • Too Hard to Use

9. Myth #4 - Expensive / Difficult

  • Traditionally this is pretty accurate
    • However, new technologies are emerging
    • Low barrier to entry, easy to experiment, easier to use
  • The new technologies are learning from the mistakes of the past

10. Myth #5

  • You Cant Do
  • Anything Online That
  • You Cant Do Offline

11. Myth #5 - Online Advantages

  • Should have much higher ROI
    • Cheaper to launch and test new initiatives
    • No postage, envelope stuffing, bank depo
  • Use of Video
  • Social Media / Forward to a Friend
  • Embed the form in multiple locations
    • Constituent blogs, partner sites, etc.

12. Myth #6

  • The Only Real Way to Measure Fundraising Success is the Amount of Money Raised

13. Myth #6 - Measure Success

  • Think of the business world
    • Sales funnel = Donor funnel
    • Online donor >> Major Donor
  • Raising Friends is another measure
    • Peer to Peer fundraising
    • Friend of a friend could be major donor
  • Engagement is yet another measure
    • 7 touches before giving
    • More on this in the next webinar.

14. Conclusion

  • Experiment / Try new things
  • Only YOU can figure out what works for YOUR organization
  • Check out the new online tools like Sage Fundraising Online

15.

  • Register for the next webcast in the series
  • http://bit.ly/apHuSp
  • Contact Richard Dietz: [email_address] 512-850-6501
  • Contact Sage:
  • www.sagenonprofit.com
  • 800-811-0961

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