internet fundraising seminar - ottawa
TRANSCRIPT
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AGENDA
Welcome & Introductions
Fundraising Trends
Online Fundraising From Just Ok To Amaze!
Planes, Trains, and End of Year Appeals
Wildcard Session & Wrap Up
@thefuturescout @djvermenton #IFS
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Why Online?
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Online Overall
Visit: www.Blackbaud.CA/BlackbaudIndex
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Download:www.Blackbaud.com/CharitableGiving
9/23/2014 6 Download: https://www.blackbaud.ca
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90%
9%
1%
Online Donations Peer-to-Peer Social
Peer-to-Peer
• Run/Walk/Ride
• Signature Events
• Independent Fundraising
Social
Online Donations
• Online Appeals
• Rapid Response
• Annual Giving
Source: Blackbaud, Steve MacLaughlin
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Ok to Amaze!
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OK, AMAZE!
Brand…
Answers the questions ...
Who are you?
What do you do?
Why important?
Where you work?
How are you different?
Brand…
Evokes a Feeling
Has a Personality
Conveys a point of view
Aligns with supporter values
Earns trust through
consistency
Creates a shared sense of
commitment/excitement!
9/23/2014 11 - Raheel Gauba
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AMAZE!
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250 highly engaged supporters
19 senior leaders by region
Creates Shared Purpose, Excitement, Community
7 + unique societies
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OK, AMAZE!
Websites …
“Brand” is visible: your logo
and mission can be found.
Donate button/donation form.
Data or proof points – why
support is important and
impact.
Stories about the work that
you do: people, places,
things ….
Websites …
Design is intentional,
integrated and continually
evolving. (mobile/responsive)
Strong Call/s to Action (CTA)
Content is strategic and
personalized.
Stories are current, specific
to channel, and visual.
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It’s More Than The
Website
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Background
Basic info …
History with org
Relevant info education, hobbies, likes,
inspiration, concern
Demographics
Gender
Age
Income
Lifestyle
Identifiers
Buzz words
Mannerisms
Channels
Giving
Communication Source: http://offers.hubspot.com/donor-persona-template
• Susie Taylor
• Birthday: April 21, 1984 “Gen Y”
• Young professional at a Tech Co.
• Volunteers once a month at the
shelter and at signature events.
• Posts and shares in social media.
• Donates twice a year – online and
at event.
Donor Personas
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25%
www.blackbaud.com/nonprofit-resources/nonprofit-content-marketing-report-2013
92% of nonprofit professionals
use content marketing.
of nonprofit professionals
have a content strategy.
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Tell Stories
Source: City of Hillsboro Preschool Storytime at the Library
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Tell Stories
Use all your channels
Snack size
Make it easy
http://www.funnyanimalsite.com/pictures/Sharing_With_Kitty.jpg
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ONTARIO SPCA
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CLEAR CALL
TO ACTION
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CLEAR CALL
TO ACTION
CLEAR CALL
TO ACTION
SIMPLE SITE
NAVIGATION
EVENT-
BASED
IMAGES
STEWARDSHIP
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WHAT T HE Y D I D WI T H EMAIL TO UNL OCK GRE AT
POTENT IAL…
• Welcome Series o At registration each walker
received a series of 3 timed emails.
o Conditional content for Team Captains v. Team Members and for new Walkers.
• Other automated emails sent from the system based on lack of activity for certain number of days.
• Coaching Email Series
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Social Media
Direct Mail
PSAs
Website
Phone
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QA