firstgiving fundraising bootcamp week 3
TRANSCRIPT
Presented by Debra Askanase, Community Organizer 2.0
FirstGiving Fundraising Bootcamp: Week 3
How this webinar works • A link to the slides and a recording will be
sent after the webinar
• If you’d like to ask a question during the webinar, you can type it in the box on the right side of your screen
• Use the hashtag #fgwebinars to tweet about this webinar
FirstGiving: Online Fundraising Solutions
Personal Support for your nonprofit, donors, and fundraisers Easy, tested, and secure transaction processes for the donor
Peer-to-Peer Fundraising Pages and Event Registrations Online Direct Donations
About the Presenter
Debra Askanase, @askdebra Digital Engagement Strategist Community Organizer 2.0 hFp://communityorganizer20.com [email protected]
Fundraising Bootcamp: Overview Fundraising bootcamp: what’s it all about
-‐ Four weeks of discussion, learning, and tesMng: -‐ The donate now buFon -‐ The fundraising landing page -‐ Driving donors to the website -‐ The plan for Giving Tuesday!
Plus… Answering your quesMons Peer-‐supported Facebook Group (lots of discussion!) hFps://www.facebook.com/groups/337397103024397/ Follow-‐up videos and content
Online Fundraising for Nonprofits: Facebook Group
Join the group!
hFps://www.facebook.com/groups/337397103024397/
Purpose: discuss your challenges, share successes, ask quesMons online fundraising
Brief review of weeks 1 and 2 6 steps for driving donors to your website What is your biggest success thus far? Check-‐in on Giving Tuesday projects
Week 3: Driving donors to your giving page!
Week 1 review: DonaIon BuJon
DonaIons through Facebook: hFp://donatetab.firstgiving.com/
Week 2 review: OpImizing Landing Pages
OpImized, and always 1-‐click away
Types of donaMons
Show impact, preferred type of donaMon
Most direct donors give in $25, $50, and $100 amounts
65%
35%
Total number of direct donaIons
top 3 donaMon amounts
other donaMon amounts
Breakdown of common donaMon amounts from $101 to $1,000
0 2000 4000 6000 8000 10000 12000 14000 16000
DonaIons $101 -‐ $1,000
2007
2008
2009
2010
Giving amounts based on what you need
DonaMon amount takeaways
• Encourage fundraisers to ask for specific donaMon amounts of $25, $50, and $100
• Consider secng up projects that can be funded for these amounts ($50 buys a week’s worth of food for one person)
• Don’t be afraid to ask for higher amounts: $200 is the most popular amount over $100
1. Are you running a Giving Tuesday campaign? What is it? 2. Have you made any changes to your online giving buFon,
or donaMon page, as a result of this bootcamp series?
Bootcamp Challenge Polls
-‐What is Giving Tuesday and what is FirstGiving doing for it?* -‐How do you opMmize the donate buFon, page, and giving levels?* -‐Is there a way to donate through Facebook?* -‐How should we effecMvely drive donors to the website to donate?* -‐What is the best way to drive donors to make donaMons? -‐How many Mmes should you ask for donaMons?*
Most common quesIons from YOU
Driving Donors to your site: 6 steps
Step 1: Develop your assets
• Grow your email list • IdenMfy one to two social media spaces and nurture fans in those spaces
• IdenMfy your online and offline superfans and plan to culMvate them
• Assess your email communicaMons – are they effecMve?
http://blog.hubspot.com/blog/tabid/6307/bid/5330/Lead-Nurturing-Lessons-from-the-eNonprofit-Benchmarks-Study.aspx
Importance of identifying key action takers and influencers online
Step 2: Build relaMonships with fans one by one
Step 3: Create an online donaMon campaign plan
Your online donaMon plan
• Set a goal for the number of donaMons, types of donaMons, total amount, number of new vs. returning donors
• Crak the story • Develop the communicaMons strategy (iniMal, campaign, post-‐campaign/donaMon)
• Cross-‐promoMon • Start talking about your campaign 3 months ahead of Mme
Step 4: Crak the story
Step 5: Cross-‐promote: socially
Use Facebook to promote, do it engagingly
Email + social sharing = higher CTRs
Study from GetResponse: “NewsleFers that included social sharing buFons…had an average click-‐through-‐rate (CTR) 115% higher.”
hFp://blog.getresponse.com/social-‐sharing-‐boosts-‐email-‐ctr-‐up-‐to-‐115.html
CTRs for emails shared on social networks
Fundraisers using social media raise more: 40% increase
Email + social takeaways
• Use social media sharing icons in your email messages and calls to acMon
• Enable donors to share their donaMons socially
• Encourage social sharing of the online campaign
Step 6: Thank your donors >> Front Row FoundaMon
Donor thank-‐you ideas
• Personalized thank-‐you notes (think hand-‐wriFen!)
• Segmented email thank you • Shout-‐outs in your social spaces • Create a thank-‐you tab on Facebook • Create a thank-‐you video: hFp://www.youtube.com/user/charitywaterthanks
• Pick up the phone
Orchids of Light: Team Camino
hFp://orchidsoflight.org/the-‐odd-‐couple-‐team-‐camino/
Pucng it all together: Orchids of Light www.orchidsoflight.org
• Raised $20,000 in small donaMons in first 9 months, 35% of it online
• Developed 3 specific campaigns, each with a story
• Have about 100 engaged sponsors (called “roots”)
• To date, relaMonship-‐based giving • A LOT of cross-‐promoMon on social media
Orchids of Light: Giving Tuesday
Orchids #GivingTuesday projects
Orchids of Light: Giving Tuesday
GivingTuesday.org
Brief review of weeks 1, 2, & 3 How many Mmes should you ask for donaMons? Bootcamp stories:
-‐ what you put into acMon -‐ what you sMll want to learn
Report-‐backs from your Giving Tuesday campaigns
Week 4: It’s all about YOU!
1. Have you made any changes to your online giving buFon, or donaMon page, as a result of this bootcamp series? Post to the Facebook Group what you’ve changes or opMmized as a result of this bootcamp series – add photos, links, before/aker photos.
2. What did you do for #GivingTuesday? Share your GivingTuesday project to the FB group. Be sure to include a link, what you did, and share how it went!
Week 4 Bootcamp Challenges – share
your story:
Facebook: facebook.com/firstgiving
Twitter: @FirstGiving
Online Fundraising blog: http://blog.firstgiving.com
Online Fundraising for Nonprofits Facebook Group: https://www.facebook.com/groups/337397103024397/
Connect with us through our social communities!
Interested in learning more about FirstGiving?
Contact: [email protected]
Nonprofit customer of FirstGiving with questions?
Contact: [email protected]
Thank you!