strategies for integrating digital fundraising into the overall fundraising mix
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Integrating Digital into FundraisingLunch & Learn Workshop
Wednesday 20th November 2013
Proudly Presented by Shanelle Newton Clapham
Digital is just one piece of the puzzle
Communication hasn’t changed, our behaviour has
What is the purpose of your website?
Stay focused on the donor
Integrating Digital into the Overall Fundraising Mix
• Data
• Storytelling
• Onboarding
• Donor Journey
• Retention
Case Study
The Wesley Mission
F2F + Mobile
+ SMS + Email + Video
Can digital onboarding reduce attrition?
How much do you know about your online supporters?
Do you have a single view of your database?
Digital success metrics
Case Study
Greenpeace – Ken & Barbie’s Break-up
Viral Video + Petition+ Stunts + Media + Advocacy
Case Study
Animals Australia – Live Animal Exports
Media + Online Petition
+ Advocacy + DM
Animals Australia
Online helps supporters connect the dots & provides a
destination
Appeal Content Planning
Onboarding
Offline onboarding strategy
Online onboarding strategy
Keep it simple
Map out your onboarding strategy
An onboarding strategy that includes digital channels
The donor Journey
The donor Journey
How we want our donor journey to look Reality
Case Studies
Greenpeace.
F2F + TM + Email + DM
Wesley Mission
F2F + Mobile + SMS
+ Email + DM
Ideally, the donor journey should integrate all channels
Retention
Retention, or Loyalty is
From the donor’s point of view•I like the brand•The cause matches my values•The organisation values my contribution•They keep me up to date•They have great customer service•They have a product that I want (to be a part of)•They make me feel good.
Online is great at retention
Personalisation
Case Study
Amazon, eBay. iTunes
Email + Personalisation
Integrating Digital into the Overall Fundraising Mix
• Data
• Storytelling
• Onboarding
• Donor Journey
• Retention
Digital Capability Training12-week course
Thank you.It was a pleasure.
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