Debunking Online Fundraising Myths

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Post on 18-May-2015

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<ul><li> 1. Debunking Online Fundraising Myths Richard Dietz ,Nonprofit R+D, KELL Partners #onlinefundraising</li></ul> <p> 2. Myth #1 </p> <ul><li>Our Website Only Has</li></ul> <ul><li>a Small Impact on</li></ul> <ul><li>Overall Donations </li></ul> <p> 3. Myth #1 - Website Impact </p> <ul><li>Donors are using your site </li></ul> <ul><li><ul><li>Over 40% of donors visit an orgs website before giving </li></ul></li></ul> <ul><li><ul><li>Over 65% of current donors visit your site </li></ul></li></ul> <ul><li><ul><li>Why not make it easier to give? </li></ul></li></ul> <ul><li>More and more donors are looking to transact online </li></ul> <ul><li><ul><li>Online Shopping, Airlines, iTunes </li></ul></li></ul> <ul><li>Online versus Offline </li></ul> <ul><li><ul><li>What the stats tell us </li></ul></li></ul> <ul><li><ul><li> Fair Test? </li></ul></li></ul> <p> 4. Myth #2 </p> <ul><li>All You Really Need</li></ul> <ul><li>is a Donate Button </li></ul> <ul><li>(Above the fold, big, red, etc.) </li></ul> <p> 5. Myth #2 - Donate Button </p> <ul><li>Donate button is not enough anymore </li></ul> <ul><li>Need to think in terms of Fundraising Campaigns </li></ul> <ul><li><ul><li>Specific Goal </li></ul></li></ul> <ul><li><ul><li>Clear call to action </li></ul></li></ul> <ul><li><ul><li>Create urgency, Timeline </li></ul></li></ul> <ul><li><ul><li>Contextual Giving </li></ul></li></ul> <ul><li>Peer to Peer Fundraising </li></ul> <ul><li>Online tools can help with this: </li></ul> <ul><li><ul><li>Peer to Peer, Contextual Giving, tracking donor actions, built in social media </li></ul></li></ul> <p> 6. Myth #3 </p> <ul><li>One Generic Donation</li></ul> <ul><li>Form is Sufficient </li></ul> <p> 7. Myth #3 - One Donation Form </p> <ul><li>One size does not fit all </li></ul> <ul><li><ul><li>Fundraising campaigns / Contextual Giving </li></ul></li></ul> <ul><li><ul><li>Better able to hit the emotional trigger </li></ul></li></ul> <ul><li>Find donors where they are </li></ul> <ul><li><ul><li>They are not coming to your site everyday </li></ul></li></ul> <ul><li><ul><li>Engage them where they are - blogs, social media </li></ul></li></ul> <ul><li><ul><li>Airlines do this well - Orbitz.com, Expedia.com </li></ul></li></ul> <ul><li>Online Tools again make this easier </li></ul> <ul><li><ul><li>Multiple forms on your site </li></ul></li></ul> <ul><li><ul><li>Forms on other sites - supporters, partners, etc. </li></ul></li></ul> <p> 8. Myth #4 </p> <ul><li>The Technology Needed</li></ul> <ul><li>for Online Fundraising</li></ul> <ul><li>is Too Expensive and</li></ul> <ul><li>Too Hard to Use </li></ul> <p> 9. Myth #4 - Expensive / Difficult </p> <ul><li>Traditionally this is pretty accurate </li></ul> <ul><li><ul><li>However, new technologies are emerging </li></ul></li></ul> <ul><li><ul><li>Low barrier to entry, easy to experiment, easier to use </li></ul></li></ul> <ul><li>The new technologies are learning from the mistakes of the past </li></ul> <p> 10. Myth #5 </p> <ul><li>You Cant Do</li></ul> <ul><li>Anything Online That</li></ul> <ul><li>You Cant Do Offline </li></ul> <p> 11. Myth #5 - Online Advantages</p> <ul><li>Should have much higher ROI </li></ul> <ul><li><ul><li>Cheaper to launch and test new initiatives </li></ul></li></ul> <ul><li><ul><li>No postage, envelope stuffing, bank depo </li></ul></li></ul> <ul><li>Use of Video </li></ul> <ul><li>Social Media / Forward to a Friend </li></ul> <ul><li>Embed the form in multiple locations </li></ul> <ul><li><ul><li>Constituent blogs, partner sites, etc. </li></ul></li></ul> <p> 12. Myth #6 </p> <ul><li>The Only Real Way to Measure Fundraising Success is the Amount of Money Raised </li></ul> <p> 13. Myth #6 - Measure Success</p> <ul><li>Think of the business world </li></ul> <ul><li><ul><li> Sales funnel = Donor funnel </li></ul></li></ul> <ul><li><ul><li>Online donor &gt;&gt; Major Donor </li></ul></li></ul> <ul><li> Raising Friends is another measure </li></ul> <ul><li><ul><li>Peer to Peer fundraising </li></ul></li></ul> <ul><li><ul><li>Friend of a friend could be major donor </li></ul></li></ul> <ul><li>Engagement is yet another measure </li></ul> <ul><li><ul><li>7 touches before giving </li></ul></li></ul> <ul><li><ul><li>More on this in the next webinar. </li></ul></li></ul> <p> 14. Conclusion </p> <ul><li>Experiment / Try new things </li></ul> <ul><li>Only YOU can figure out what works for YOUR organization </li></ul> <ul><li>Check out the new online tools like Sage Fundraising Online </li></ul> <p> 15. </p> <ul><li>Register for the next webcast in the series </li></ul> <ul><li>http://bit.ly/apHuSp </li></ul> <ul><li>Contact Richard Dietz: [email_address] 512-850-6501 </li></ul> <ul><li>Contact Sage: </li></ul> <ul><li>www.sagenonprofit.com </li></ul> <ul><li>800-811-0961 </li></ul> <p>Question and Answer</p>