person to person online fundraising

How individual supporters use online fundraising

pages to make a difference

Presented by Mark SuttonPresident, Artez Interactive US

Individual Fundraising with Social Media

• What is social media and why is it so hot these days?

• What this means for you as a non-profit

• How to put this to work for your organization today

Grass Roots Fundraising

• Many small online donations

• More donors than ever before

• Self organized

• Ability to act upon passions

• Enabled not directed

People give to People

Social Media

Share

NetworkPublish

3 Aspects of Social Media

Social Media Publishing Tools

WIKIPEDIA

Web 2.0 & Social Mediayou’re not the center of the world

1.0 2.0

User ratings

Different Perspectives and Opinions

Blogs – The post is just the beginning

Breaking News Discussed not ‘Consumed’

User Behavior

User Recommendations

What all this means for youas a fundraiser

...the more they are the same

• People don’t have time

• People do better in groups

• People give to people...particularly online

• Good stories make people act!

• It’s all about “the ask”

Catalysts & Connectors

• Catalysts• Events

• Weddings

• Memoriam

• Natural Disasters

• Illness

• National/Global News

• Awareness Months

• “non-events”

• Connectors• Runners

• Bloggers

• Social Networkers

• Mavens & Moguls

• Personalized• Personal pictures &

videos

• Personal connections & communities

• Personal stories

• Personal reasons

• Personal passions

Your organization…

… with some key supporters

…each one recruiting donors…

A Local Event

Fundraiser Distribution

Donors Nationwide

Even Chickens can Fundraise Online

• It’s easier to connect to more peopleonline and easier to ask online

• Average number of online friends people are connected to = 164

• How long does it take tomake 164 phone calls?

~30% of emails sent are answered with a donation

Harp’s Fundraising~8,000 + Raised - Over 120 donations - How’d he do it?

Very simply, Harp made the asks• He deliberately compiled

an email list…• Asked everyone…• Asked them again…• It worked, no huge gifts,

pure diligence, passion and commitment

Not all digital fundraisers are equal

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

• Identify them early

• Treat them differently

Find your ‘sneezers’

• Epidemics teach us that disease is spread unevenly

• Some individuals are particularly contagious, named ‘sneezers’

• What if instead of a ‘sneeze’ the action is an ‘ask’

2008 2009 % Chg.

# 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%

Case Study: Sneezer Metrics

Sneezers surprise you

£ 1 millionSwam the English channel

Board Member Fundraising

Your Community’s Sensibilities

Appealing to communities

Family and close friends

Other friends/Co-workers

Acquaintancespeople from the past or far away

Broader Community

Appealing to broader communities

Broader Community

• Social networks

• Blogs• Mass media

Some supporters will have access to powerful communities

Blogger – Case Study

Blog Based Fundraiser• Over $85,000 in 3 weeks• Online community• >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

My personal message: 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 Programme.

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….

Awareness Month Example

People & Projects

Pages for “people” in your community

Non-Profits of any size• Annual Budget of

<$50k

• Raised >$11k online

What all this means for youas a fundraiser

How to put this to work for you today

• Embrace grass roots fundraising• What does it mean to your organization?• Get out of the way…

• Invite people to support you• Web site, news letters, programs

• Identify the social fundraisers• Who has a blog, FB page, runners

• Share examples with your supporters

Test, measure and adjust.Test, measure and adjust.

Test, measure and adjust.

Figure out the formula for your organization

Tip:

Set Realistic

Targets

It is NOT about the

TECHNOLOGY.

It is aboutTECHNOLOGY

letting your supporters tell your

STORIES.

Thank you!

Mark SuttonPresident, Artez US

msutton@artez.com

Twitter: @marksutton

www.artez.com