Taking Leadership Online

What’s Hype and What Works in Online Fundraising June 12, 2009

What’s the Point?

Integrated Marketing

Case Study 1

7 Steps to Success

Questions

Case Study 2

?

Offline donors do not donate online

Online fundraising is for small gifts only

Middle and major donors don’t want to hear from us online

23 major nonprofit organizations across various sectors

Online survey completed by 3,443 “wired wealthy” donors

Additional data from 13 of the 23 orgs Survey of organizations - over 200 orgs

represented In-depth interviews

• $1000+ donors on avg. account for:

– 1% of total donors

– 32% of total dollars raised

Offline donors do not donate online

Online fundraising is for small gifts only

Middle and major donors don’t want to hear from you online

80 % WW gave online and offline

WW - $1,000 to single cause & $10,896 total

Internet is a favored way for middle and major donors to engage

Relationship Seeker (29%)Most likely to respond to opportunities to connect emotionally with your organization online.

Casual Connector (41%)The largest of the three clusters, question after question this group appears to “split the difference” in terms of attitudes and preferences.

All Business (30%)Does not appear to be looking for a relationship or emotional connection.

It’s not demographics

that define donors, it’s their

behavior

Each requires a customized,

targeted marketing

approach to capitalize on their giving

Understanding proclivities of donor base

creates huge opportunities to customize a

fundraising strategy

Middle and major donors are already online – ARE YOU?

Customize based on behavior to maximize fundraising with your wired wealthy

Your small dollar file are wired wealthy in waiting – treat them as such.

CEO

Program VP Dev. VPMembership &

MarketingCommunications F&A

ITWebmasterDirect

MarketingMajor giftsAdvocacy

Major/Donor

Mid-Donor/Super-activist

Small Donor/Activist

Website Visitor

PointsofEntry

Search/PR/Mktg/EventsDrive Web Traffic

Sticky Site/Integrated MktgDrives List Growth

Integrated MktgCultivation

IntegratedMarketingPyramid

Integrated MktgCultivation

Integrated MktgCultivation

Brand Awareness

List Member/Community

Framework for Integrated Online Marketing, Communications, and Fundraising

From Harm to Home

March Madness:Launching a Successful Integrated Campaign

Nancy HaitchIRC Deputy VP, Development

June 12, 2009

From Harm to Home

15

March Madness:Launching a Successful Integrated Campaign

• About the International Rescue Committee

• Genesis of the Campaign• Learning from the Past• Elements and Outcomes• Looking Ahead

From Harm to Home

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About IRCHelping to lead refugees from harm to

home forover 75 years

• Health

• Education

• Safety

• Home

From Harm to Home

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• In FY08:--Operating Budget: $260 Million--Approximately 18% of support from

the private sector--10.5% of donors giving online--$2.24 million--$125 Average Gift

About IRC

From Harm to Home

18

Genesis of theCampaign

March 4, 2009: IRC was expelled from Darfur by theGovernment of Sudan, leaving some 1.75 million men,women, and children at risk.

From Harm to Home

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Learning from the Past

What did we learn from theEmergency Trifecta of 2004-2005and subsequent crises?

From Harm to Home

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• Media drives people online• No time for long decisions• Rapid response plan essential• A well-rehearsed response team• Ongoing internal communications

Learning from the Past

From Harm to Home

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Elements & Outcomes

• Communications• Advocacy• Fundraising

From Harm to Home

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Elements & Outcomes

TIMELINEMarch 4

--Announcement--Breaking News E-Alert

March 5--Petition on Care2--Personalized Outreach for Petition

March 8--Robo Call

March 11--Phone Briefing

March 12--Urgent-Grams Mail--Phone Briefing thank-you, podcast, appeal, & petition nudge

Ongoing Media Activities

From Harm to Home

23

Elements & OutcomesCommunications

From Harm to Home

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Elements & OutcomesAdvocacy

From Harm to Home

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Elements & OutcomesAdvocacy

Acquired 5,000 emails

From Harm to Home

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Elements & OutcomesAdvocacy

From Harm to Home

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Elements & OutcomesFundraising• Robo Call

--47,000 donors called--Lift in online donations and petition signatures

• Phone Briefing--Our largest audience ever

From Harm to Home

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Elements & OutcomesFundraising: E-Appeal

•Raised $31K

•22 New donors

From Harm to Home

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Elements & OutcomesFundraising: Urgent-Gram

•$213K raised

•Less successful as an acquisition piece

•Mail to web activity

From Harm to Home

30

Looking Ahead

•Be vigilant

•Be creative

•Combine as many elements as possible

•Add social networking and mobile messaging to the mix

From Harm to Home

Thank you!

June 12, 2009Jono Smith, VP of Marketing

Network for Good

Network for Good: Online Fundraising Case Study

Meet Network for Good

How much is being raised online?

Issue Area 1 yr avg $International $19,795Religion $13,335Public & Social Benefit $11,654Health $10,861Education $10,777Human Services $9,439Environment & Animals $9,330Mutual/Membership Benefit, Other $6,994Arts and Culture $5,814

Network for Good DonateNow SubscribersApril 30, 2008-April 30, 2009

Case Study: Enterprise Community Partners

• Mission: to create opportunity for low- and moderate-income people through fit, affordable housing and diverse, thriving communities.

• National leader in investment capital and development services for affordable housing and community revitalization.

• Founded in 1982.• Raised and invested over $10 billion for 257,000

affordable homes.• Serve individuals and families with the greatest needs.

Online Strategies vs. Tactics

• An online strategy is a plan of

action for using the internet and other

digital mediums to achieve a goal or set of

goals.

• Your website, Facebook, Twitter, SMS,

Email Marketing, SEO, Banner ads, etc.

are all tactics that can be used to

accomplish that end.

2009 Online Fundraising Strategy

• Goal: Expand individual giving.

• Six Strategies: Coordinated & integrated

1. Expand online giving opportunities.

2. Establish social media relationships.

3. Create donor stewardship systems.

4. Define one communication calendar.

5. Leverage public policy.

6. Grow our database of emails.

2009 Online Fundraising Strategy

• Goal: Expand individual giving.

• Six Strategies: Coordinated & integrated

1. Expand online giving opportunities.

2. Establish social media relationships.

3. Create donor stewardship systems.

4. Define one communication calendar.

5. Leverage public policy.

6. Grow our database of emails.

10-Point Online Check-Up

1. Is your URL guessable?

2. Do your publish your URL on every

communication, both online and offline?

3. Do you use website design strategically?

4. Do you provide relevant content? (Marketing + Journalism!)

5. Do you tell your story through pictures, videos, or podcasts?

6. Can you collect email addresses on your website?

7. Do you use email marketing & search marketing to drive traffic

back to your website?

8. Can you accept online donations on your website?

9. Do you have a blog?

10. Can people find your website in search engines?

Web

site

: Bef

ore

Red

esig

n

Online Giving Requirements

1. State Registration: Over 40+ states require you to be

registered

2. Donor Registration: Is an ID & Password required?

3. Support for recurring & anonymous donations

4. Automatic tax receipts

5. Tell-a-friend, custom questions & email sign-up

6. Tributes & program designations

7. Branding & customization

8. Thank you gifts & premiums

Rate the Donor Experience

2009 Online Fundraising Strategy

• Goal: Expand individual giving.

• Six Strategies: Coordinated & integrated

1. Expand online giving opportunities.

2. Establish social media relationships.

3. Create donor stewardship systems.

4. Define one communication calendar.

5. Leverage public policy.

6. Grow our database of emails.

What is Social Media?

Social media includes tools (like

blogs & video) and websites

(like Facebook & Twitter) to

share content and have

conversations online.

Reality Check

Social media is not a silver bullet for online

fundraising.

5 Steps to Social Media Success

Questions to Answer Before You Start

1. Who is our audience? Build personas

2. Where are they online? Do your research

3. What do they want to do; what are they currently doing online? Observe and participate

4. What do we want them to do? Ladder of Engagement

5. How will we measure success? Set quantifiable goals

Donor PersonasIndividual Online Donor: Molly Atkinson• Female, 35 years old, Caucasian• Married, no children, city dweller, volunteers regularly for Habitat and mentors young women• Bachelors in sociology; some graduate work, no formal degree• Middle manager in Fortune 500 company• Socially active, impatient, confident• Belongs to an investment circle• Cares about the environment and going green• Relatively new to personal giving, not yet found “favorite cause” What does she want to know?• Who is Enterprise? What do they do?• How would my $100 donation be helpful to them?• How do they help real people?• What are they doing about the mortgage crisis? What does she want to do?• See how we help.• Give easily and quickly.• Sign up for a newsletter.• Give to the city and or cause of her choice.• Get involved, help with more than money, feel a part of the movement.

Ladder of Engagement

Success is measured by moving potential supports through

progressively more involved stages in relationship.

Run for local office

Work for Enterprise

Congressional visit

Town hall meeting

Write a letter to the editor

Make a donation to Enterprise

Contact Congress by email, phone or mail

Tell a friend

Sign a petition

Give us email information

Connect with Enterprise

Read information about Enterprise

2009 Online Fundraising Strategy

• Goal: Expand individual giving.

• Six Strategies: Coordinated & integrated

1. Expand online giving opportunities.

2. Establish social media relationships.

3. Create donor stewardship systems.

4. Define one communication calendar.

5. Leverage public policy.

6. Grow our database of emails.

Touchpoints drive donors closer – or push them away – as they engage with you through the Donor Relationship Lifecycle.

Pre-Donation Donation Post-Donation

SelectionKnowledge ConsiderationAwareness Satisfaction Loyalty Advocacy

Google AdWord

Website Visit

Video Story

Online Donation

Thank You

Email

Email Marketing

As your donors move from stage-to-

stage, do your strategies, tactics and

objectives adapt? Supporters react

differently to marketing messages

depending on what stage of the

lifecycle they are in.

Create Donor Stewardship System

Incorporate Rule of 7 into outreach & stewardship. (Contact 7 times before asking for money)

1. Send a thank you card/ letter

2. Send a holiday card

3. Send donor e-newsletter(s)

4. Invite them to special event

5. Send something of value

6. Call them upon receipt of gift

7. Send information about Enterprise (email or direct)

What Has Worked

• Revamped homepage has increased engagement

• Offered an opportunity for potential supporters to sign up

without having to donate

• Beta testing social media

• Multiple asks: 3 times

• Integrated & Strategic: Coordinated efforts between

Resource Development, Communications and Online

Services

Next Steps

1. Visit our Learning Center at: www.fundraising123.org

2. Contact Me:Jono Smith, VP of MarketingNetwork for Goodjono.smith@networkforgood.orgwww.networkforgood.org/npo

Wired Wealthy Tactic Take-Aways

1. Segment

2. Website: Engaging, inspiring and easy to use.

3. Noteworthy email

4. Give them what they have already adopted

4. Give them what they have already adopted

5. Integrated and Multi Channel Marketing

6. Experiment: 10% Risk Capital

7. Measure..

Email fundraising metrics

Website metrics

Online PR metrics

Social networking metrics