online fundraising : make it work for you small charities coalition wednesday 9 th february 2011 –...
TRANSCRIPT
Online Fundraising : Make it work for you
Small Charities Coalition
Wednesday 9th February 2011 – Peterborough
Panikos Efthimiou
Charities Aid Foundation
Before we begin…..
8 Seconds….
20%....
….1%
Exercise
1. Imagine I am a first time visitor to your website who knows nothing about you. In one or two short sentences try and explain simply and clearly who you are and what you do
2. Describe or draw a picture that represents what your charity does
What is Online Fundraising?
Using the Internet to… generate and improve relationships with your
donors keep donors informed about your activities call supporters to action provide donors with a facility to make donations
and sponsor an event
…..and a whole lot more e.g.. auctions, gift shopping, lotteries, legacies, in-memoriam giving
Case study – I Can (online promotion)
adopt a word from the English language and ‘own’ it for a year
can choose from 80,000 words each word costs from £15 celebrity support help children in UK speak and understand English apparently Stephen Fry woke it up! www.adoptaword.com
Back to basics
Successful websites…
focus on content, not technology
simple designs are most effective
engage and fundraise – plain English (avoid jargon!)
Obvious but so many get this wrong….
use colours that contrast highly – unlike this! text – think font and size…and accessibility navigation should be clear and concise avoid scrolling if possible use real images that convey your mission, provoke
emotions - if not possible select carefully from picture library
www.mencap.org.uk www.treehouse.org.uk
News
posting news regularly keeps donors interested but make sure you have something to say!
encourages return visits to the site
http://www.gosh.org/news/latest-news
http://www.oasisuk.org/news
www.bbc.co.uk/news - something to aspire to…or not!
www.icr100.org
Make it easy for donors to give
put a button on every page – it doesn’t have to be “donate now”, there are other options, “help us”, “support us”, “get involved”, “take action”…..TEST!
have only two clicks to your donations page
tell donors what a donation will buy e.g.... £10 will provide 10 new books in the village library £15 will allow us to produce 50 research papers £25 will pay for an artificial limb
http://www.amnesty.org.uk/content.asp?CategoryID=10009
Don’t forget to thank your donor
automated thank you
follow this up either by email or by post
personalise the message
nurture…and upgrade!
Give donors a choice
people like to give in different ways
online fundraising compliments conventional fundraising methods and is growing fast…amounts also growing too
your website should enable a donor to make a donation online print off a form to complete and send to you telephone you to make a donation
http://england.shelter.org.uk/donate
Before….
…and after!
Social networking – tweets, friends, videos etc – why?
www.facebook.com www.twitter.com www.youtube.com www.myspace.com www.bebo.com
….and a whole range of others too!
blogs (web logs) – there are currently 90m of them….and counting! www.professionalfundraisingblogs.co.uk
All charities take note…
Online fundraising is like joining a gym.
Just getting the card doesn’t get you fit - you have to
put the effort in to be successful.
But things that require effort are not necessarily
difficult…
Promoting online giving
press release paper/email communication add web address to all stationery add web address to all fundraising material add donation link to email signature charity shops - shop windows and leaflets events texts at any opportunity!
Email signature
The Rainforest Foundation UKCity Cloisters196 Old StreetLondon EC1V 9FRTel: +44 (0) 20 7251 6345Web: www.rainforestfoundationuk.org
PLEASE MAKE A DONATION Just £3 a month can make a world of difference to someone else. Please do one amazing thing today, and support our work.
Direct Debits are a hassle free way for you to support our work on a regular basis.
To set up a Direct Debit, click here. You can cancel or change your Direct Debit at anytime.
Driving traffic to the site
78% of web traffic comes from search engines
Optimisation – making your site user friendly so search engines can find your site - keywords, site map, Wikipedia, home page link on every page, links from big companies or charities, social networking
Marketing – ‘paid for advertising’ section of search results page. Two main ones are Google and Overture (part of Yahoo!) – also MSN, Ask and AOL. ‘Cost per click’ – top 3 guaranteed on first page
www.adwords.google.com.uk
Driving traffic to site (contd)
shorten web addresses and monitor traffic http://bit.ly
reciprocal links/affiliate deals - banners can lead to £
e.g. Amazon, Thomas Cook
www.google.com/webmasters
www.google.com/websiteoptimizer
Other potential for online support
Google grants programme – grants for free charity advertising – was USA only but now branching out!
www.google.co.uk/grants
“Yahoo for Good” – free charity features
www.forgood.yahoo.com
Global Giving – project funding from individuals
www.globalgiving.co.uk
www.btcommunityconnections.com
e-newsletters
help you build and maintain online relationships cost effectively
helps keep supporters informed makes donors feel more connected to your
organisation donations from e-newsletters are higher than those
from websites - £80 compared to £60 consider a monthly ‘lite’ version
www.newsberry.com
www.dotmailer.co.uk
mail.google.com
Personally speaking….
….I think you should consider using personalised emails(52% more likely than average to inspire web visit *) in thesame way that you nurture and develop your offline donors
This assumes you know stuff about them, which you should,and will allow you to ask them to do something not just givee.g. volunteer, offer specialist skills, time, trustee
Encourage them to share information about themselves.Some will and some won’t but those who do generally love to talk!
Keeps people interested…and motivated!
* Response One Group
Data Protection
a law regarding the sending of unsolicited emails came into effect in December 2003
the principle aim is to stop ‘spam’ emails
data protection best practice guidelines www.businesslink.gov.uk
data protection is monitored by a government office called The Information Commissioner…http://www.ico.gov.uk
Fundraising through Electronic Media and Data Protection pamphlets are available from Institute of Fundraising – www.institute-of-fundraising.org.uk
Disability Discrimination Act
become familiar with the law www.disability.gov.uk talk to disabled and non-disabled users sub-titling usability useful websites: www.rnib.org.uk/wac
www.w3.org/waiwww.abilitynet.co.uk
good examples to learn from include…www.gateway2at.org www.csp.orgwww.ukschoolgames.com www.homeoffice.gov.uk
http://www.ccotrust.nhs.uk/supportyourcentre/fundraising/
Online Fundraising Plan
Four basic goals: 1. make people aware of your charity 2. get people to care about your charity 3. encourage people to support your charity4. keep people interested in your charity
your online fundraising strategy should be based on how you will achieve the above
but remember things change very quickly so remain focused on what YOU are trying to do!
Einstein was so right……
“Logic will get you from A to B. Imagination will take you everywhere”
i.e. those who use the web creatively (and simply!) will get the biggest rewards
