p2p fundraising and community building

P2P Fundraising and Community Building

Nicci Noble

Don’t just search for donors…find fundraisers!

Nicci Noble & Philip King Web 2.0: Building Online Social Networks

45th Annual AFP International Conference on Fundraising

• Not only about looking for donors – direct response

• Important to look for fundraisers – relationship marketing



Why the Web?

The Web: a good place to find fundraisers

findingthings out

learningmore

staying intouch

expressingthemselves

sharing interests

buying/trading

findingothers

goingplaces

stayingcurrent



Who is on the Web?Internet use continues to grow. The adoption rate for adults

55 years and older grew by 20% last year.

Source: Pew Internet & American Life Project, October-December, 2007 http://www.pewinternet.org/trends/User_Demo_2.15.08.htm

33%65+

70%50-64

82%30-49

83%18-29

Age

76%Men

74%Women

75%Total Adults

Use the internet

93%$75,000 +

90%$50,000-$74,999

78%$30,000-$49,999

61%Less than $30,000/yr

Household income

93%College +

84%Some College

67%High School

38%

Less than High School

Educational attainment

According to December 2007 survey, 72% of American adult internet users use the internet daily on average.

Source: Pew Internet & American Life Project, October-December, 2007 http://www.pewinternet.org/trends/User_Demo_2.15.08.htm

7Download music files to your computer

15Watch a video on a video-sharing site like YouTube or Google Video

16Look online for news or information about politics or the upcoming campaigns*

37Get news

60Send or read e-mail72Use the internet

Percent of internet users who report doing this “yesterday”

Here are some of the things they do on a typical day:

Daily Internet Activities

What do they do on the Web?

Organizations with smaller online house files experienced faster growth than organizations with larger files.

Total Housefile Growth by Email File Size Median % Change 1H 2005-1H 2006

47.05%

89.89%

63.87%

41.55%50.64%

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

Overall Index <50K 50-75K 75-100K 100K +

Source: Convio Online Marketing (eCRM) Nonprofit Benchmark Index™ Study:www.convio.com/onlinebenchmarks2

Does this apply to my nonprofit?

“Online donations are becoming an ever-increasing part of successful fundraising, and we are eager to merge the Internet with our traditional Red Kettle campaign to extend the reach of our Red Kettles and The Salvation Army.”

Major George HoodCommunity Relations Secretary

The Salvation Army National Headquarters

1

2

3

4

influencers

incentives/rewards

the cause

the event/activity

• friend/family member• employer• media• public figure/celebrity

People raise money for charity for four main reasons:

Good News!

The Same Rules Apply



Katrina Came

We Responded

They Gave

• 10,951 emails sent in Western Territory

• 375 gifts - 72 hours $73,191

• 1446 gifts - 2 weeks - $215,637

• 33% opened – DisGroup

• 27% opened – DeOther

Case Study - Do More Than Give

People Want to Do More Than Give

2006 Online Red Kettle at a glance

• 4,718 Online Red Kettle Hosts

• Amount raised by Online Bellringers $482,317*

• Average online gift $102

Online Donations

$0$1,000,000$2,000,000$3,000,000$4,000,000

$5,000,000$6,000,000$7,000,000$8,000,000

2004 2005 2006

Total Online Income

Non-DisasterDonationsRestricted for DisasterGifts

Christmas Online Income

2007 Online Red Kettle at a glance

• 5847 Online Red Kettle Hosts

• Amount raised by Online Bellringers $549,832

• Average online gift $105

Year Christmas Web Income2007 $7,684,774 2006 $6,786,137 2005 $7,149,490 2004 $3,925,439

Cumulative Christmas Web Giving $25,545,840

What is different about 2007?

It all started with events...

• Easy to become involved

• Fun, family day with some competition

• Naturally suited to building teams

• Rather than pledge forms use personal

websites to fundraise



...and They Grew!

• In this event over 80,000

register online

• Best fundraisers are in teams

• Best fundraisers are online &

offline hybrids



Event or Campaign

Teams or Groups

Individuals

Ethical & Effective Pyramid



# of people

% who fundraise

# of people

they askavg. gift

raised=

x x x

$

% whogive x

The Simple Math



Not all Fundraisers are equal

• 80% of funds will be found by 20% of the people

• Identify them early

• Treat them differently



Not-A-Thon

• Community events• Dinners• Virtual Events• Golf tournaments• BBQs• Seminars



Allow networks to emerge –if don’t know your enthusiasts (yet)…surf their waves

•A new group of volunteers that utilize the web to raise money for their charity of choice are online.

•Evidence of growing social networks are illustrated in the rise of the number of online fundraisers, and donors.

•Many nonprofits have experienced a great deal of success using web based fundraising technology.



Allow networks to emerge –if don’t know your enthusiasts (yet)…surf their waves

•Emerging new channels provide new ways to identify and cultivate, potential, major donors also.

•Web based communities comfort and sophistication levels are rising communities, are the number of online fundraising opportunities.



If you don’t have time to do it right, when will you have time to do it over?

•Start planning earlier than you would normally, things will come up!

•Focus on recruiting more volunteers and ask them to fundraise

•Retain & entice past volunteers/hosts to do so again

•Secure high profile partners & sponsors, like businesses owned by

board members



If you don’t have time to do it right, when will you have time to do it over?

•Get the right message, at the right time, to the right people

•Ongoing communication with kettle hosts is key,

but don’t overload them

•Focus on specific actions and desired results

•Make sure your message suits the audience you’re addressing



It’s not just about fundraising…it’s about creating online communities of interest.

•“People give to People”, Hank Rosso

– This holds true no matter what the medium or channel.

•This type of fundraising campaign is about ‘meeting’ new

individuals.

•Real world communities are built over time, the same holds true

for web based communities



Further Learningsource = NCVO “Charitable Giving and Fundraising in a Digital World” 2007

•UK Giving 2007 (NCVO, 2007) www.ncvo-vol.org.uk/publications•The young and the generous: a study of $100 million in online giving to 23,000 charities (Network for Good, 2006) www.groundspring.org/learningcenter/100_million_study.cfm•Using Mobile Phones in Fundraising Campaigns(MobileActive.org, 2007) www.mobileactive.org/files/MobileActive3_0.pdf•Virtual promise 2006(nfpsynergy, 2007) www.nfpsynergy.net/freereports•ICT Foresight: how online communities can make the net work for the VCS(NCVO, 2007) www.ncvo-vol.org.uk/ictforesightsocialnetsArticles and think-pieces •‘A decade of online fundraising’ (Nonprofit Quarterly, Winter 2004) www.nonprofitquarterly.org/files/578-204.pdf•‘I’ve seen the future and it’s earmarked’ (Whitewater blog, 1 December 2006) http://whitewater.biz/journal/archives/2006/12/the_future_is_o.html•‘The future of online fundraising’ (The Nonprofit Consultant Blog, 4 December 2006) http://nonprofitconsultant.blogspot.com/2006/12/future-of-online-fundraising.html•‘Blogging the impact of giving’ (nfp2.0, 31 May 2007) www.nfp2.co.uk/2007/05/31/blogging-the-impact-of-giving

Further Learningsource = NCVO “Charitable Giving and Fundraising in a Digital World” 2007

•Ten Best Online Fundraising Resources of 2006(Michael Gilbert, 2007) http://news.gilbert.org/Top10FR2006•‘Frictionless Fundraising: How the Internet can Bring Fundraising back into Balance’ (Michael Gilbert, 2003) http://news.gilbert.org/features/featureReader$4637•Group fundraising primer (Steve Bridger, 2007) www.nfp2.co.uk/2007/07/18/group-fundraising-primerBlogs •nfp2.0: How not-for-profits can benefit from blogs and social media (Steve Bridger) www.nfp2.co.uk•Nonprofit Online News (Michael Gilbert) http://news.gilbert.org•Whitewater (several authors) http://whitewater.biz/journal•Getting Attention: Helping nonprofits succeed through effective marketing (Nancy Schwartz) www.gettingattention.org/my_weblog•Donor Power Blog (Jeff Brooks) www.donorpowerblog.com/donor_power_blog•Beth’s Blog: How Nonprofits Can Use Social Media http://beth.typepad.com

Email & Marketing Resources

People to People Fundraising: Social Networking and Web 2.0 forCharities by Ted Hart, James M. Greenfield, Sheeraz D. Haji

The Mercifully Brief, Real World Guide to Raising Thousands (If Not Tens of Thousands) of Dollars With Email by Madeline Stanionis

Momentum: Igniting Social Change in the Connected Age by Allison Fine



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