artez pacific online fundraising strategies, best practices & case studies

Online Fundraising: Strategies,

Best Practices & Case Studies

James Appleyard

CEO + Chairman

When did the Internet begin for you?

The Internet Resulted from Search for a Solution to a Cold War Problem

๐ Risk that Soviets would launch nuclear weapons & knock out the US phone network – needed to create redundant military communications system

The Web: “Bottom of the Food Chain” for Gossip… & Worse?

How can this place be good?

How can good people spend time in this place?

This is NOT about

TECHNOLOGY.

This is aboutTECHNOLOGY helping

charities’ supporters tell

THE STORIES THAT MATTER

The faster things change...

...the more people are the same

๐ People are BUSY

๐ People give to people they know

๐ Great stories cause people to take action

Without fundraising there are no programs. The less we spend on it the less money there is for programs… we need to "de-criminalize fundraising.”

Dan Pallotta www.danpallotta.com

Fundraisers’ Challenge #1

Traditional Fundraising Channels:Expensive, Invasive, Declining

Fundraisers’ Challenge #2

Greater-than-Ever Competition for DonorsIn a Weak Economy

“How Much Are Canadians Giving, How Are They Giving and How Has This Changed in the Digital World?”

Q12. Over the last year, have you donated to a charity you had never given money to before?Q13. What was the main reason why you donated to this charity?

Main Reasons for Donating to New Charity

Main Reasons for Donating to New Charity

24%24%24%24%Friend/acquaintance/Friend/acquaintance/family member asked me family member asked me to donateto donate

Friend/acquaintance/Friend/acquaintance/family member asked me family member asked me to donateto donate

16%16%16%16%Particular charity does good Particular charity does good workwork

Particular charity does good Particular charity does good workwork

16%16%16%16%Charity asked me to Charity asked me to donatedonate

Charity asked me to Charity asked me to donatedonate

12%12%12%12%Affected by the work they Affected by the work they dodo

Affected by the work they Affected by the work they dodo

10%10%10%10%Memoriam GiftMemoriam GiftMemoriam GiftMemoriam Gift

Interest in Donating Online

Interested

Neutral

Not Interested

Q8. To what extent, if at all, are you interested in having the ability to make a financial donation online to a charity or non-for-profit of your choice? Please use the following 7-point scale

41% of donors who are interested in donating online have not done so before…

41% of donors who are interested in donating online have not done so before…

Who undertakes an important fundraising event(s)… such as a run, walk, climb, shave, gala, or telethon?

Who has a website that supports online participant registration for those events, AND “peer-to-peer” fundraising in support of these events?

Who undertakes fundraising WITHOUT an event?

How much of your fundraising income comes via the web today; who has an organizational target for it?

e-25e-25

Thought:

If you have a

successful

fundraising event –

build on its strengths

“Every donation made online saves The Terry Fox Foundation 80 cents in administrative costs – helping to keep 87 cents of every dollar raised going

to cancer research.”

“Please use this pledge sheet to complement your online efforts.”

Online Donations Rose 50%+ y-o-y in a “mature” event

Terry Fox Run - Lessons Learned

• You really CAN move donors from offline to online. (72% of Canadian & 63% of U.S. donors have now made a donation online)

• Pledge sheets & cheques will ‘never’ go away

• Use existing points of contact to inspire new behaviour

Thought:

Identify your

“Contagious”

Supporters…

๐ The study of Epidemics shows that disease spread unevenly…

๐ Some individuals are particularly contagious…

๐ What if instead of a cough or a sneeze the contagion spreads through requests for support?

David Walliams

- 10h 34m -- 35km -

£ 1 million

Not all digital fundraisers are created equal…

Actual Artez Client Event 2008 2009 % Change

# Fundraisers Registered 381 606 +50%

# Teams 28 42 +50%

$ e-Gifts (Average) $507,365 ($152)

$1,221,750 ($152)

+63%

# e-Gifts 3,961 9,676 +64%

# Participants with 1+ online sponsors

263 457 +74%

Average # of e-Gifts / Fundraiser

14.8 20.9 +41%

Ave $ e-Gifts / Fundraiser $1,942 $3,668 +89%

Top 10 Fundraisers $278,082 $452,112 +63%

“Contagion” Metrics

Thought:

Events raise lots of $$

online… but the

possibilities don’t end

there…

How to (pretty much) climb Everest without leaving town and raise a mountain of cash for sick kids

๐ Launched in 2007 as corporate team event, online

๐ 2007 – 2009: custom-built online interface for registration & entering steps – but no peer-to-peer fundraising pages๐ Key issues – ongoing website glitches &

problems impacting on retention and participant & donor satisfaction; weak fundraising outcomes

Financial Results

2007 2008 2009

Fundraising income*

$39,215 $53,532 $65,578

*excludes registration fees + sponsorships

2010 Goals were: Improve user experience

Add person to person fundraisingRaise >$70,000

2010 Goals were: Improve user experience

Add person to person fundraisingRaise >$70,000

2010 Solution

๐ ‘Everest’ microsite built in new Joomla CMS

๐ Artez for peer-to-peer fundraising… with custom elements designed by Homemade Digital in the UK to build ‘Stepping’ into existing personal pages๐ add social media ‘sparkle’

Actual Results• Total fundraising $130,000 (goal was

$70,000)

• 216 Facebook app users; 198 iPhone users – more choices for supporters than ever

• 1,100 unique visitors to brisbanetimes scoreboard – great exposure for their key sponsor

Lessons…

o Test, test, test… be flexible & quick on your feet

o Will supporters acquired from the web eventually be contacted through ‘snail’ mail? – If so, consider Address Verification (AVS)

o Rewards motivate online participants

o Don’t forget the potential of the ‘long tail’

Thought:

Even if you don’t have a

fundraising event or

campaign… Set-up a

‘Fundraise Now’ Button…

Empower supporters through Community Fundraising

It’s Your Fundraisers’ Choice…

Board Member Fundraising

What is Alternative Giving?

๐ Fund a…๐Sponsor a…๐Give a…๐Adopt a…

…Tangible Impacts

It’s about hope, and showing people how their actions can have a direct & tangible impact

It’s about hope, and showing people how their actions can have a direct & tangible impact

Tribute Donations… Online

CDN$124,270 raised

online from this one

tribute page

Thought:

Be Where Your

Supporters Are Heading

Now…

Once again…the “phone” is the NEXT BIG thing!

2 BILLION people will use the INTERNET this month…

…BUT 5 BILLION will have a

MOBILE PHONE in 2011.

“3 Legs” of Mobile Donations

1. “Text to Give”

2. Secure Mobile Browser

3. Applications (‘Apps’)

Mobile Web Donations

PayPal Express Checkout allows donors to quickly log into their PayPal accounts & transfer funds… without entering credit card information

Event Listing on iTunes.com App Store

The Artez App for iPhone

The Artez App for iPhone

Get Sponsors

Event participants can access iPhone address books to quickly email friends & family

Sharing On Social Networks

A fully-integrated way to share fundraising goals & messages on Twitter & Facebook

Donate Now

Users can pass their iPhone to a friend & ask them to make a secure donation… on the spot

Add mobile donations to existing campaigns

Direct your mobile web donors straight to your secure mobile donation form through strategies such as: QR code, SMS messages (with consent!), or email http://bit.ly/artezmobile

Over $85,000 raised in 3 weeks

>1,700 donors

>700 blogs linked to Pim's fundraising page

Funds Raised By Year

$-

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

$80,000

$90,000

2003 2004 2005 2006 2007

Every year, Food Bloggers from all over the world join together for a fundraising campaign.  We call it 'Menu for Hope'.  Last year, we raised $60,925.12 for the UN World Food Program.

This year Menu for Hope 4 again raises funds to support the WFP.  Specifically, the amount we raise will go to support the school lunch program in Lesotho, Africa….

New Types of Social Media Campaigns: “Blog-Based” Fundraiser

Thought:

Test, Measure,

Adjust. Repeat.

Thought:

“PCI”: Security & privacy

for charitable supporters

isn’t just ‘best practice’

anymore… now it’s a

must

Top 6 Barriers to Donating Online

Security

Security

Security

Security

Barriers To Online - For Those Not Interested

Q9. Why is the idea of making a financial donation online less appealing to you?

“The PCI DSS is a multifaceted security standard that includes requirements for security management, policies, procedures, network architecture, software design and other critical protective measures. This comprehensive standard is intended to help organizations proactively protect customer account data.”

Thought:

Focus on your

mission… & outsource

what you can

A ‘Bit’ More About Artez๐ Toronto-based, 45 employees; We’re in Australia,

UK & EU, US & Canada

๐ Most affordable among top-tier, global solutions

๐ “SaaS” (Software-as-a-Service) Model

๐ High Security – PCI level 1 compliant

๐ Client success – 90%+ annual client retention

Online Donation Toolkit

• One time• Monthly/ Recurring• Tribute

Mobile Fundraising

• PayPal App for Android • Artez App for iPhone• Mobile Optimized Pages• Mobile Communicator

Social Network Fundraising

• Register• Fundraise• Donate• Extend Brand Awareness

Partner Programs

• Memorial Donations Handler • QAS Address Verification• Preferred Payment Gateways• Cornerstone (Canada)• Rapidata (UK)• ASI (Global)

Artez SecureCloud Platform

Artez Consulting

• Customization• Web design & development• Project management

Artez Extensions

• Raiser’s Edge Data

Connector• Salesforce Connector

Shop for a Cause

• Merchandise• Alternative Gifts• Event tickets

We’re proud of our

clients...big & small

many thanks!See you next time…

james.appleyard@artez.com