fundraising best practices in the digital age
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Richard Dietz, Founder, Nonprofit R+DTRANSCRIPT
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Richard DietzRichard has spent the last 20 years working both in and with a wide variety of nonprofit, political, and government organizations, as well as technology companies focused on the nonprofit sector, including Sage Nonprofit, Convio and KIMBIA.
Richard holds a M.S.W. from the University of California at Berkeley as well as a B.A. in Political Science from UCLA.
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Nonprofit R+D is dedicated to helping emerging and growing nonprofits fully utilize technology and the web to support their missions through training, best practices, and support.
Our definition of success is simple – we teach you how to use technology to effectively further your organization’s mission and then you do it. We want to work ourselves out of a job!
Think of it as the “teach a man to fish” model applied to technology use by nonprofit organizations.
www.NonprofitRD.com
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Agenda
1. Soap Box
2. Overview
3. Fundraising Strategies1. Storytelling2. Multi-channel3. Email Marketing4. Video5. Mobile
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Our Goals Today
•Get you thinking about some new ways to improve your online fundraising efforts.
•Get you to take action and test out some new ideas ASAP• No campaign is ever perfect or “ready”• Only way to improve is to get something out there and test• Pick one or two ideas and add them to your campaigns.
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Soap Box
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Don’t Panic
There is help out there
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What you talkin’ about Willis?
SaaS, CRM, CMS
ROI, API,
wysiwyg
Open-Source
Fundraising Platform
Blah, Blah, Blah
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Experts have all the answers…No, not really
There are “best practices,” but you must test in your organization
Testing is the key, • Much easier to do online• If it works, do more. • If not, try something else.
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The Latest and Greatest…Many folks like to focus on the latest and greatest tools and techniques (Shiny Object Syndrome)
At Nonprofit R+D, we first focus on the basics and building a solid foundation
It may not be as cool or exciting initially• But you will raise more money in the long run
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Maslow’s Hierarchy of Needs
http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs
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Online Hierarchy of Needs
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“I already know this…”
We all have enough information right now to raise more money online.
The key is what have you DONE with the information.
Just take one or two things from the presentation today and
Take Action
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Off Soap Box
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Overview of Online Fundraising
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What is Online Fundraising?
Online Fundraising is NOT a Donate Button
We see Online Fundraising as:
a coordinated, multi-faceted process of soliciting donations using online tools, including but not limited to websites, email, SEO, video, social media, mobile, etc.
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in the Digital Age
Why Online Fundraising?•Online giving is the fastest growing channel and is growing fastest for small organizations•75%+ of donations are still coming from individuals•65% said they will make an online gift this year
» Young donors (86%), 35 – 64 year old (68%), Over 65 year old (53%)
•Direct mail donors – 29% made their gift online•93% of Millennials gave to nonprofits in 2010
– 21% gave $1,000 or more•26% who gave via mail said they were going to give LESS this way in 2011•69% prefer electronic over print communication
www.cygresearch.com/download www.onlinegivingstudy.orgwww.millennialdonors.com
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Online FundraisingStrategies
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Some Next Level StrategiesWe still recommend focusing on the basics first, but after that you can experiment with these:
1. Storytelling
2. Integrating Channels
3. Email Marketing
4. Video
5. Mobile
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1. Storytelling
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Why Storytelling
Stories are compelling.. Donation pages are not
People give to People (animals too)• Individual stories are more effective• Late night infomercials• Childhood Hunger vs. four-year old Marie
http://www.austinfoodbank.org/hunger-is-unacceptable/
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Why Storytelling
Emotion >> Rationality• Dan Ariely – Predictably Irrational• Simon Sinek: How great leaders inspire action (The Why)• Buy based on emotion / Rationalize it later with facts• Focus on emotion first,
• then give them the reasons why it was a good decision
What donors want to hear about:• Organizational Impact (80%)• Success Stories (74%)• More details about the organization (71%)• Info on financial accountability (43%)
Community Philanthropy 2.0 survey
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Storytelling
Inspire supporters with passion• Always write your own content• You know your org the best and the passion will come out
Create emails and campaigns with “stories” in mind• Individual stories• Across emails.. The Cliffhanger• Multichannel
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2. Integrate Channels
(Multi-channel Marketing)
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Multichannel MarketingMarketing simultaneously across multiple channels – print, web, tv, radio, phone, mobile, events, etc.
2012 eNonprofit Benchmark Study • Multichannel fundraising increased quantity of online donations by
19% (http://www.e-benchmarksstudy.com/)
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Multichannel Marketing
Keys for Multichannel Marketing• Online should enhance and compliment your offline (& vice versa)
• Don’t think of them as separate items
• Coordinate both into a cohesive “conversation”• Integrate the story across your channels• Keep the conversation going in their head
• Multi-Part as well
• Ask supporters for their preference
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Offline Better?Blackbaud 2011 Multichannel Fundraising Report
• Online acquired donors more valuable..• IF they are converted to offline donors
• Online donors tend to be “one-hit wonders”• https://www.blackbaud.com/2011MultichannelGivingReport
Can that really be true?• Data from 28 large orgs and had well developed direct mail• How does the org treat online donors?• Same time and effort online as offline?• Kivi Leroux Miller – Great article talking more about this
http://buff.ly/PbpfIn
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Event Fundraising
The 890% Difference• Event fundraising vs. Online donation forms
• Another way to engage and stand out• In-person meets increase sense of community and connection
• Great way to get businesses on board• More likely to “sponsor” events (Win – Win)
• Tie events into other campaigns and the story
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3. Email Marketing
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Email is Still #1Many new “tools” in the press
Email still takes the prize
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Email Marketing
Email is still the most effective method• 69% prefer electronic over print communication
• 2011 Cygnus Donor Survey
Email fits perfectly into Storytelling
Relatively inexpensive
Start capturing emails now!• Grab them everywhere you can…. But don’t spam
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E-Newsletters Don’t Work
Monthly newsletters no longer work• Lost in the inbox• Too much content• Its about great engaging content• Need to tell stories
What Supporters want to hear about• Organizational Impact (80%)• Success Stories (74%)• More details about the organization (71%)• Info on financial accountability (43%)
Community Philanthropy 2.0 survey
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Email Best PracticesRelevant and enticing subject lines• Literacy eNews – January 2011, OR 5 tips to create a life long reader
Easy to digest• Scanability
• Table of contents, highlight key info, headings, shorter length• Readability
• Dark text on light background, clear links• Text focused – Images can be an issue
Single Call to Action in every email• Only one action per email (hard to do, but powerful)• Donate, volunteer, register, watch video, etc.• Jam study
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Frequency
Don’t fear the unsubscribe• Probably not going to be supporters anyways• May not happen anyways – Case study
More frequent “asks”• Not always for money – build a relationship• Other small favors and actions
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Follow Up / Thank You
Easiest way to build follow up – saying “Thank You”
The Power of Thank You• Most folks don’t get thanked enough• Makes both sides feel good (Maslow)• Remember the emotional connection
Say “Thanks” right away (auto-generated email)• Additional calls-to-action• What can they do from here?• Interest and support are high right now
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Thank You StrategiesThank them throughout the year• Great reason to email, You will stand out
Thank you updates• Highlight individual / Success stories if possible• Let them know it could not have happened without them• Still work to do – soft ask
Thank you Call to Action• Thanks with a request for favor
Feed the Funnel• Make them part of the fundraising campaign
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Thank You Example
Generic:
Thank you for your generous donation to support XYZ Nonprofit.
We greatly appreciate your support of our organization and our mission.
Personal:
Thanks to you, Marie and her family will have something to eat every night this year.
Your gift has helped Marie, and many more children like her, focus on learning instead of hunger while in school.
We look forward to sharing more of the successes you have helped to build in our newsletter.
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4. Video
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Why Online Video?
More affordable and easier than ever• Flipcam or phone / YouTube
More Effective• Wharton School of Business study showed marketing with video to be
600% more effective than print alone• Videos shared 12x more than links and text posts combined
(facebook)
YouTube• #2 search engine (maybe #1)• Over 3 billion views per day• People love to watch videos
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Online video and social media
Joined at the Hip• Online video IS social media• The Big 3 – Facebook, Twitter and YouTube• YouTube – Channel, subscribers, friends, comments
Video gives you something to talk about
Google loves it• In fact they own it• Video ranks much faster than written content
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Emotional Connection
Its all about the story• Individual stories more effective• Personal connection• Emotion = Action• Emotion >> Rationality
Video can do this easier than other mediums• Reading vs. watching/listening
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Online Video BasicsNeed Sound Fundamentals FIRST• Online Hierarchy of Needs
KISS - Keep It Simple Stupid• Keep it Short – under 2 min. for most• Keep it Simple – one main topic
What are you hoping to accomplish with video?• Leads, build email list, awareness?
Who should be the “voice”?• Individual, multiple, staff interest
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Ideas for ProjectsTestimonials / Client Stories
“The Interview”
Video Tour of Office / Staff
Seminars / Trainings
How To / Tips35 million searches each month on YouTube for “how to” videos
Video Annual Reports
Music Video / Promo
Holiday Messages
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What to do with videoIncorporate into your current marketing
• Website, Newsletter, Flyers, email signature
Blog, tweet, facebook• Reason to post, Most clicked on posts
Search Engine Optimization (SEO)• Videos rank very quickly (Google loves em’)• Keyword optimization - Great source of backlinks
Email Marketing
• Very high click-through rates
Video Donation Page• Show video right on the donation page – Keep the emotion
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5. Mobile
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What is mobile marketing
Wikipedia.com• marketing on or with a mobile device.
Mobile Marketing Association (MMA) • “a set of practices that enables organizations to communicate and
engage with their audience in an interactive and relevant manner through any mobile device or network.”
MMA Glossary – http://mmaglobal.com/wiki/mma-glossary
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Where to start?
Our suggested order• Based on ease of implementation and bang for buck
Beginner / Intermediate• Mobile website• Mobile email• QR codes
Advanced• Mobile giving• SMS / Text• Text2Give• Mobile Apps
Remember the Online Hierarchy – build on the base
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Mobile websites
The web is changing – its now multi-device• PC, laptop, netbook, tablet, smartphone, eReader, etc.• The New Multi-screen World – Google / Ipsos
• http://buff.ly/TvM36T
More purchases moving online• 83% PC, 63% tablet, 31% phone • Expect similar trends in mobile fundraising as we are seeing in online
fundraising
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The right time
When is the right time to create your mobile site?• Convio’s Guide to Mobile Web says do it when mobile traffic hits 5%• Looking to engage younger donors• Your content management system makes it easy• Doing a redesign or update
Reminder: Focus on fundamentals first• Don’t chase shiny objects• Get your foundation in place first
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How to get your site mobile ready
First question - Hire someone or Do-it-yourself?
What type of site do you currently have?• CMS – most have easy to use plugins to get mobile ready• Static HTML – build a separate site, or upgrade to a CMS
Mobile website Services• Free and paid services• Help you create a mobile friendly site without any code
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Mobile website serviceshttp://www.howtogomo.com – Google’s mobile information site
www.google.com/sites/help/intl/en/mobile-landing-pages/mlpb.html http://www.dudamobile.com – free and paid planshttp://www.onbile.com/ - Free and paid planshttp://mofuse.com/plans/ - Paid
Your webhost may offer a built-in solution
Search Google for others
* We have not used these services, but have heard positive reviews. We use Wordpress and plugin currently.
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Example – Nonprofit R+D
Nonprofit R+D currently at 2% mobile traffic
Starting to track and experiment
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Mobile email
82% of smartphone users check and send email• What happens if they click to your site?• This is another reason you need a mobile website
Mobile email templates• Most providers now offer these• Easy to use and set up
Strongly linked to your mobile site• No sense in doing mobile email if your site is not ready for them
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Action StepsStart where you are
Select a few strategies or ideas and test
Take action, collect results, evaluate results
Take another action
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Q & A
Download the slides:www.NonprofitRD.com
Contact Info:Richard Dietz
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