opening the heart with online giving · online fundraising 15 why online fundraising? •online...
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www.NonprofitRD.com
Opening the Heart with Online Giving
An Action-Based Day to Multiply Your Results!
Rich DietzNonprofit [email protected]
@nonprofitrd
www.NonprofitRD.com/FB
www.NonprofitRD.com/IN
www.NonprofitRD.com/gplus
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Thank you to our sponsors
Partners
Patrons
FriendsO’Brien, Tomchak & Company CharteredCertified Public Accountants
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Our Speaker
Rich DietzFounder of Nonprofit R+D - Technology Training for Nonprofit Professionals
Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley.
You can find Rich on his website http://www.nonprofitrd.com or tweeting @nonprofitrd.
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Volunteers…
1. Name
2. Organization
3. Why are you here?
OR
What is your challenge with online fundraising?
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Agenda1. Overview of Online Fundraising
2. Website Fundamentals
3. Fundraising Campaigns
4. Storytelling
5. Email Marketing
6. Online Video
7. Future Webinars• The Art of the Thank You• Cultivating Donor Relationships
* Plus the bonus of the online course
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Our Goals Today
• Get you thinking about some new ways to improve youronline fundraising efforts.
• Present a “Buffet” of strategies, actions and tactics
• 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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Idaho Gives
• All of the strategies today can be used for Idaho Gives
• Specifically• Fundraising Campaigns• Email Marketing• Storytelling• Online Video
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Soap Box
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Text Heavy Slides… oh no!I promise I do not just read the slides
• Boring!
Why text heavy slides• You don’t have to take notes – the info is there for you later• You can focus on the “ah-ha” moments• They will still make sense 6 months from now
I am a teacher, not really a presenter• Want you to learn and take action
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What you talkin’ about Willis?
SaaS, CRM, CMS
ROI, API, SEO
wysiwyg
Open-Source
Fundraising Platform
Blah, Blah, Blah
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Best Practices?
• A “best practice” = what works in your org
• Its like a buffet• Try and few things • If it works, go back for more• If not, try something else
• Focus is on high ROI – Return On Investment is key– Probably not social media
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Off Soap Box
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1. 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, Search Engine Optimization (SEO), video, social media, etc.
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Why Online Fundraising?• Online giving is the fastest growing channel
– Growing fastest for small organizations
• Double digit growth year over year since 2009 (13-75%)
• 87% of orgs had at least one online gift of $1,000+
• 65% said they will make an online gift this year– Young donors (86%), 35 – 64 (68%), Over 65 (53%)
• Direct mail donors – 29% made their gift online
• 26% who gave via mail said they were going to give LESS this way in 2011
www.cygresearch.com/download www.onlinegivingstudy.orgwww.millennialdonors.com blackbaud.com/onlinemarketingstudy
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Compare to Other Industries
• 94% of internet users shop online
• Airline tickets
• Online/Digital music • The Hockey Stick• 1st billion songs sold in 1,033 days• 5th to 6th billion songs sold in 202 days• Now 1billion about 30-40 days
• 15,000 per minute
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Online vs. OfflineBut…. Isn’t “relationship fundraising” more effective?
Yes it is!
Online is still all about relationships• We use technology to leverage our time and effort• Still building strong relationships and engagement• Much easier then taking all donors out to coffee
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Strong Foundation
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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
Need a strongFoundation
*E.T. = Emerging Technologies
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Tools: The Foundational FourYou only need four tools to run a solid online fundraising campaign:
• Place to make your case – website
• Way to take money – donation form
• Way to connect – email marketing
• Way to track results – online analytics
Start where you are!
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2. Website Fundamentals
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Direct Response Website
We are not talking about “brochure websites”• 5-10 pages, static, boring, does not lead to action
We are focusing on a “Direct Response Website”• We want folks to take an action –signup, donate, call, register, etc.
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Website Fundamentals
1. Most Wanted Response2. Prominent Donate Button3. Capture Email4. Simple, Clear Navigation and Design5. Social Media Sharing6. Images and Video7. Simple Donation and Registration Process
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1. Most Wanted Response (MWR)
What do you want folks to do when they reach your site?• Who visits your site• What are they looking for• What do you need them to do
Too many choices = No action (Jam Study)• V2 – samples but no purchase
Make those actions easy to find• Above the fold• Big buttons or easy to find pathways
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1. Most Wanted Response (MWR)
www.bestieswithtesties.org
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1. Most Wanted Response (MWR)
www.littlereddoor.org
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2. Prominent Donate ButtonCould be your MWR
Big, bold and easy to see• Don’t make supporters work for it
On Homepage and EVERY page• Every click loses conversions• Where’s the checkout?
Strong Call To Action (CTA)• Weak – “Click here”• Stronger – “Help ___ Today”, “Make a difference”
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2. Prominent Donate Button
www.coloncancerpreventionproject.org/
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3. Capture Email
#1 way to raise money and engage your audience online…still
– Email >> Landing Page
Opt-in box– Incentive to sign up– What’s in it for them?
Easiest way to connect and follow-up– 7 touches – marketing principle– Follow up can be very effective – progress, success, more help
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3. Capture Emailwww.greenpeace.org/usa/en/
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4. Simple, Clear Navigation & Design
Navigation– Must be by user focused and not by department– Focus on the most important things you need your visitors to
KNOW or DO (MWR)
Design– Goolge/Facebook vs. crazy clutter sites– Avoid clutter– Don’t make your visitor think…
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4. Simple, Clear Navigation & Design
www.iesabroad.org
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5. Social Media Sharing ButtonsAllow supporters to spread the word
– Let them share in the ways they want to share (options)
Social signals are key with Google now
Simple “Tell a Friend” Button– Add a strong call to action for them to do it
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5. Social Media Sharing Buttons
www.hcz.org
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6. Images and VideoBest way to tell a story
– Much easier to create the emotional connection– Utilizes more senses
Most likely to be shared– 5-10x more shared over text– More likely to “go viral”
50x easier to get page 1 ranking with video– Forrester Research
*Deal on stock photos – www.NonprofitRD.com/photos
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6. Images and Video
cej-oregon.org
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7. Simple Donation/Reg Process47% of donors give up before they have made a donation because the online journey is not intuitive and engaging(http://www.nomensa.com/about/news-items/charities-fail-make-online-impact)
• Shorter is better
• Suggested giving amounts
• Donation levels that show “impact”
• Strong single call to action
• Form should be embedded on your website• At very least it should look like your website
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7. Simple Donation/Reg Process
www.napervillehumanesociety.org
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7. Simple Donation/Reg Process
DoctorsWithoutBorders.org
Many best practices used here
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8. Website AuditGet honest feedback of your website now
– Volunteers, board members, family members, etc.– UserTesting.com– This will be your pre-test / starting point
After you implement some of these changes do a post-testIdeas for audit
– Ask them to donate– Ask them to sign up for your email list– Ask them to describe what you do– Ask them what they think you would like them to do on
the site– Ask them to find ___________
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Website Audit Questionnaire
Download with the slides:
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** Action-Based Learning **
Activity / Worksheet
What is your Most Wanted Response?• Homepage• Landing page
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3. Fundraising Campaigns
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Fundraising Campaigns
THE key to online fundraising.. Or any fundraising for that matter
Fundraising Campaigns are the framework• You could run a successful campaign with just this info • Other Strategies and Tactics can then be added to this framework
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Definition: Fundraising CampaignMost definitions something like:“a campaign to raise money for some cause”
Our definition:“A coordinated series of actions that utilize
• a specific goal• a clear call to action• a sense of urgency (Timeline), • a compelling story, and• part of a larger supporter cultivation system
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Our DefinitionCoordinated series of actions
• Not a donate button or a single email• Multi-appeal (7 Touches)
Specific Goal• Focus should be on a specific program or need• Monetary goal should be relevant to the need
• Not just a number, but what that number will mean
Clear call to action• What do you want them to do?• Tied to the specific goal
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Our DefinitionSense of urgency (Timeline)
• Don’t let them put it off until later• Ex: If we don’t raise the money by Aug. 1st, then we can’t launch this school year
Compelling Story (Storytelling)• Stories increase emotion and donations• Tie the story into all communications
Part of larger supporter cultivation system• The donation is only a small part of the Fundraising Campaign• Continuous follow up and engagement – Long term benefits
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** Action-Based Learning **
Activity / Worksheet
Campaign Planning Worksheet
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4. The Power of Storytelling
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Stories are memorable
Stories are easier to remember• This is how history was handed down for generations
Memorable stories also drive action • Made to Stick - Heath brothers• Easily show “What you Do”• Provides the motivation to do it• Eg. / Jared for Subway
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Stories are compellingCampaigns (with stories) are compelling…
• Donation pages are not
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
Childhood Hunger vs. four-year old Marie
http://www.austinfoodbank.org/hunger-is-unacceptable/http://www.austinfoodbank.org/hunger-is-unacceptable/
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Stories = Passion
Inspire supporters with passion• Get a nonprofit person talking about successes – Passion• Ask them to write an email – Boring• Also get stories from supporters, volunteers, clients, etc.
Always write your won content
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danariely.com
Stories = Emotion & ConnectionStories create an emotional connection
• Emotion >> Rationality• Buy based on emotion / Rationalize it later with facts
People give to People (animals too)• Individual stories are more effective• Late night infomercials• Childhood Hunger vs. six-year old Marie
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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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Stories can show the “Why”
A Reason Why• Xerox study, Langer, Blank, and Chanowitz (1972)
• Cut in line to make copies
• 60% ---> 93% using only “because”
• A good reason was about the same
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Why is Compelling
Simon Sinek – Why is compelling and gets action• MLK – “I have a dream” not “I have a plan”• Apple – “Think Different”
• We challenge status quo.. We just happen to make great computers…wanna buy one?
• Simon Sinek: How great leaders inspire action (TED Talk)http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
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How to Tell Your Story
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Types of storiesThe Success Story
• #1 best way to start• Best way to show what you do and WHY
The Why We Do What We Do• Simon Sinek video• What makes you remarkable (Purple Cow)
Staff Stories• Show the passion• Why are they here and what do they do• Testimonials from clients / success stories
Cautionary Tale• What can happen if we don’t do what we do• Working together we can keep this from happening
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10 Immutable Laws of Storytelling
1. Stories are about people• No matter what the topic, relate back to people (or animals)• All about the individual, give them a name• Eg./ Policy think tank – laws still effect people
2. The people in the story have to want something• Gives them a reason to care and follow the story• Avoid the passive voice, all about action
3. Stories need to be fixed in time and space• Gives audience their bearings so they can paint the picture• Today, last week, 5 years ago -- Boise, New York, California?• Bonus – tie the story into current headlines or community issue
Source: The Ten Immutable Laws of Storytelling,Free Range Thinking by Andy Goodman, June 2007
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10 Immutable Laws of Storytelling
4. Let characters speak for themselves• Lends authenticity and connection
5. Audiences bore easily• Hook them right away, like an action movie• Make them want to know “How is this going to turn out?”
6. Stories speak the audiences language• Use the words and tone that your audience will understand
7. Stories stir up emotions• Remember, its emotion first -->> then rationality• You need to get above the noise, emotion is the hook
Source: The Ten Immutable Laws of Storytelling,Free Range Thinking by Andy Goodman, June 2007
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10 Immutable Laws of Storytelling
8. Stories don’t tell – They Show• Paint a vivid picture, as if they are right there• Share all 5 senses• Use photos and video• May need help with this one
9. Stories have at least one “moment of truth”• The moral of the story is ……..• We all want to see the insight, the truth, and how it applies to us
10. Stories have a clear meaning• What was this story all about?• If the audience can’t answer that question then you did not do your job
Source: The Ten Immutable Laws of Storytelling,Free Range Thinking by Andy Goodman, June 2007
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How to Use Your Stories
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Use them everywhere…Website
• The home base for everything you do online• Drive all traffic back to your site and • Tell the story there
Email• Use email to peak the interest, get the click• Monthly newsletters no longer work – too much content, no time• Tell stories over multiple emails
Social Media• Gives you something to talk about, people want to hear about• Again, peak interest, get the click
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Use them everywhere…
Video• Best way to tell a story, uses more senses• More likely to be shared and consumed• 600% more effective than print alone (Wharton School of Business)
Events• Continue the story at the event• Maybe even have the hero speak at the event!
Across all channels…. Same stories• Keep the conversation intact
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Austin Humane Society
www.austinhumanesociety.org
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Campaign for Equal Justice
cej-oregon.org
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US Holocaust Memorial Museum
rememberme.ushmm.org/
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** Action-Based Learning **
Activity / Worksheet
Create a Story
Use the10 Immutable Laws of Storytelling
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10 Immutable Laws of Storytelling
1. Stories are about people2. The people in the story have to want something3. Stories need to be fixed in time and space4. Let characters speak for themselves5. Audiences bore easily6. Stories speak the audiences language7. Stories stir up emotions8. Stories don’t tell – They Show9. Stories have at least one “moment of truth”10. Stories have a clear meaning
Source: The Ten Immutable Laws of Storytelling,Free Range Thinking by Andy Goodman, June 2007
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5. Email Marketing
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Email is Still #1Many new “tools” in the press
Email still takes the prize
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Why Email Marketing?
Email is still the most effective method• 69% prefer electronic over print communication
• Cygnus Donor Survey
Email fits perfectly into • Fundraising Campaigns• Follow Up strategies
Relatively inexpensive
Start capturing emails now!
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Building Your List
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No Magic Bullet
There is no one single tactic that will fill your list
The key is• Consistency• Multiple approaches
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Ideas to Grow Your Email List
Quick Ideas1. Make it easy2. Tell-A-Friend3. Event registration forms4. Add to paper forms
Plus…
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Sign up form on your siteAdding an opt-in box to your website
• Email provider can give you the code to do this
Where should you put it? Everywhere.• Sidebar is a great start• Homepage• About page, program pages, etc.• Boom bar / hello bar
Add an opt-in box below your content• If they read to the bottom, they like the content• Get them to sign up right then
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Incentives for Sign UpNeed a strong reason WHY
• What are the benefits for THEM, not you
Bribes, Gifts, Downloads• Give them that little extra for signing up
Ideas for incentives• How-to, white paper, infographics, email series• T-shirt, bumper sticker, yard sign• Videos, success stories, updates• Matching Gifts - $1 for every signup• Get creative!
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Run a ContestSign up / spread the word.. Win prizes
• I did this with RaffleCopter.com• Its fun and gives a reason to talk about it
Super simple version• Raffle based on all current signups• Reward new and current subscribers• Encourages them to stay on your list
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Email SignatureHow many emails do you send per day?
• Why not use those opportunities
Add links to your signature• Very easy to do• Can change as often as you like• Email opt-in, upcoming event, etc.
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Email Best Practices
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#1 Rule – No SpammingOnly email to Confirmed Opt-ins
• Spamming can do more damage than good• Lost account or bad reputation
Quality over Quantity• I prefer double opt-in• Goal is not a huge list• Better to have a small responsive list
Not building an email list• Building a relationship with people on your list• Eg./ Personal stories increase engagement
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Test, Test, TestBest Practices are a start
• A “Best Practice” is what works for YOU and your organization
Testing is the only way to find what works• The Obama Campaign – tested everything• Many surprises -- “Hey”
Ideas to test• Subject lines, layouts, graphics, calls to action, bribes, etc.• Each idea we discuss could have multiple versions or tests
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Write Awesome Content
More spam please!? No thanks.
Write from a personal point of view• People want to connect with real people• Coffee with a friend• Eg/ My last newsletter, told a personal story
• More positive comments than ever
Use “You”, not “We”• More conversational - Makes them a part of the story
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Monthly Newsletter - #FAIL
Monthly newsletters no longer work• Too much content, lost in the inbox• Need shorter, engaging content• Tell stories over multiple emails
Easy to digest / “Scanable”
Get the click• Don’t put the whole article, click to read more• Video will have the highest click-through rates (3-5x higher)
Single Call to Action in every email
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Frequency
Don’t fear the unsubscribe• Probably not going to be supporters anyways• May not happen anyways –• Case study – High vs. Low Frequency Emails
• High Frequency Emails had:• 23% more money• 31% less unsubscribes
More frequent “asks”• Not always for money – build a relationship• Other small favors and actions
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Best time to send?
It Depends…
• Really need to test this with your audience
• Weekday usually better than weekend
• 10am usually better than 9am
• Midweek usually better than Monday/Friday
• Try different days and times and track
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Subject LinesKeep it short
• Around 30-35 characters, or it gets cut off• Need shorter, engaging content
Avoid the spam filter• Avoid ALL CAPS, symbols, “free”, too many !!!!!!!!• Spam filters are based on formula• Too many points and you are spam
Change it up• Don’t use the same subject on every email
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Subject LinesRelevant and enticing
• Literacy eNews – January 2011, OR 5 tips to create a life long reader
Catch their eye• Be a little different, but not too much• Try one !, or other symbol• Ask a question or be a bit controversial• Use verbs and actions
Test, Test, Test• Only way to know for sure• Obama campaign was always testing• The famous “Hey” subject line
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Welcome Series
Series of emails automatically sent• New subscribers, new donors, new volunteers… get creative!• Automated with your email provider (constant contact, mailchimp, etc.)
Excellent Engagement• Allows them to get to know you better over time / Increase touch points• 4x more opens, 5x more clicks – Experian Marketing Services
Ideas• Don’t ask for money again right away• Don’t bore them• DO tell them more about your work, staff, clients and especially…• Success stories
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6. Online Video
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Why Online Video
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Why Online Video?More affordable and easier than ever
• Flipcam or phone, upload to YouTube
Best way to tell a story• Easily create that emotional connection• Utilizes more senses
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
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Why Online Video?
More likely to be shared• 5-10x more shares than text alone• More likely to “go viral”
Search Engine Optimization• 50x easier to rank on page 1 (Forrester Research)• Video graphic in search results – higher clicks
YouTube• #2 search engine • 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• Videos are 50x easier to rank in Google (Forrester Research)
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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 Basics
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Online Video BasicsNeed Sound Fundamentals FIRST
• Online Hierarchy of Needs
What are you hoping to accomplish with video?• Leads, build email list, awareness?
KISS - Keep It Simple Stupid• Keep it Short – under 2 min. for most• Keep it Simple – one main topic
Call to Action
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How to get better at video
Do more video• Only way to improve is to try
Watch other videos, imitate
Lights. Camera. Help.• http://lightscamerahelp.org/• Great resources and training
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Creating an Effective Video
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PlanningWhat is the story/message you want to tell
• What do you want to say?• What is the objective/goals• Why should it be told• Who wants to hear about it (audience)• What makes it unique
How will you use the video?
How will you distribute the video?
What is your “Call to Action”
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Production
Plan the Shoot• Timeline, questions, list of shots needed
Shoot more than what you need
Call to Action
Have Fun! It shows on film.
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Editing
No edit version or “Fancy”?
Software• iMovie (Mac) • Windows Movie Maker 2011 (PC)• YouTube for basic editing
Test and experiment (Have Fun!)
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Hosting your videoStart with YouTube
• Easy to use and get started• Upload and grab the “embed code”• Its free• Nonprofits get a Premium Channel for free too!• http://www.google.com/nonprofits/
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Video Project Ideas&
What to Do With Video
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Ideas for Projects
Testimonials / Client Stories
“The Interview” – Staff, testimonial, State Rep.
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 – Animoto.com
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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Video Examples andCase Study
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Video Examples
www.austinhumanesociety.org
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Video Examples
cej-oregon.org
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On the Scene Videos
You can get these anywhere, anytime –just need a phone or flip cam.
Example – TAPE.org Interview with Rep. Maldonado
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Case Study
Final email of End of Year Campaign
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Case Study - Video
Results
• Landing page #4 most visited for Dec
• Much higher “avg. time on page”
• Video link most popular click-through by far
• Click-through % higher in 2010 for the final Year End
• 37% click-through from landing page to donation form
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** Action-Based Learning **
Activity / Worksheet
Create, Upload and Share Online Video
• Record video• Download to computer• Upload to YouTube• Share on your blog / Social media
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Idaho Gives
Brainstorming Session
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Idaho Gives
• All of the strategies today can be used for Idaho Gives
• Specifically• Fundraising Campaigns• Email Marketing• Storytelling• Online Video
How will you use the info from today?
Questions?
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Idaho GivesInitial Planning
• Choose messaging platforms• Create “seed” web content (schedule it)• Communications calendar• Matching donors?
Build Your Base (like now)• Goal is to build audience (FB, Twitter, email, etc.)• Recruit advocates and volunteers
• Current supporters best place to start
• Ask them to spread word, create “share teams”, etc.
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Plan activities and actions for supporters• The easier you make it the more likely they will act• Social media sample posts / Sample emails• Ads, press releases, blog posts, etc.
Live events• Have shown to be very successful in other cities• Keep it simple and relevant to your cause
• Coffee / Happy hour with board members• Backstage tour / Office party• Get creative
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The Big Day• Set up Headquarters• Schedule posts and assign follow up• Provide real time updates
• Thank supporters• Talk about events, goals, updates• Ask supporters to spread the word.. Again
What about my normal donate button?
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Follow up• Webinar – May 14 – Donor Cultivation• More important that initial gift• Thank all supporters / volunteers
• Thank them right away• Thank them again in a week, with update / impact• Thanks them again in 3-4 months
• More Strategies on the webinars
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How will you use the info from today?
Questions?
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Action Steps
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Action StepsCommit to doing Online Fundraising
Identify and set up a fundraising campaignEmail > Landing page > Donation Form > Follow up
Select a few strategies or ideas and test
Take action, collect results, evaluate results
Take another action
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What’s Next?
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Webinars
Social Media + The Art of the Thank You April 16
Cultivating Donor RelationshipsMay 14
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For NonprofitsSells for $197 – Free for attending today
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