web strategies for fundraising success

Web Strategies for Fundraising Success

Rob Tomlinson

Account Executive, eTapestry Division of Blackbaud

5 November 2009

What is our history?

• Blackbaud - leading technology provider to nonprofit sector since 1981

• eTapestry - first “Software as a Service” solution for nonprofits (1999)

• 22k+ Blackbaud clients worldwide, 6k+ eTapestry clients

• Introduced eTapestry product to the Australasian market in Feb. 2009

Agenda

1. Integrating your Online Approach

2. Social Media for Fundraising

3. Utilising Email for the Ask

4. Effective Team Fundraising

The Rules Still Apply

(It’s all about relationships…not technology)

Integrating Your Online Approach

Web Site Optimisation

75% of donors will check your website before making a gift whether it is Online/Offline

If Relationships are Built on Communications . . . Set yourself up for success!

A Few Key Changes can Make a Huge Difference

Your website = tool for engagement

1. Learn from your content(Start with Google Analytics to see how many unique visitors you have, how they found you,what they viewed, where they stayed the longest, and what content produced actions.)

2. Make your content easy to consume(Always offer RSS feeds in addition to various subscribe options. Make sure they are easy to

find and use.)

3. Make your content ever changing (Be brave enough to blog, show responses, share viewpoints, and utilise forums. New

information needs to be added daily or weekly by you and your community. Why do you think millions go to Facebook or Twitter by the minute.)

4. Make your site easy to find(Every NPO and those serving NPO’s should have a social web presence. Facebook, MySpace,

LinkedIn, YouTube, Twitter and Flickr are your outposts linking back to the web site hub!)

Keys to Building a Successful Web Site

Database = Fundraising Tool

• Only works if used daily by all

• Must be consistent/accurate

• Powerful Memory Supplement

• Technology makes it easy

On the Road

•Does your organisation have multiple offices? •Can you access your organisational data from anywhere? •How do you track notes from major gift visits or events?

What needs do your organisation have for accessing your development database?

They’re at your website, now what do they do?

1. Can they engage?

2. Can they add content?

3. Can they give or volunteer?

Your goal – to get something from them!

Ecommerce & Online Giving

Important Functions of your Online Donation Page:

• Integrates directly into donor database• Requires no additional manual entry• Customisable

• Are your website and database integrated?

Keep it simple & Make Integration a Focus

Constituent Website

Gather Information

Use Email

DatabaseDatabase

Social Media for

Fundraising

Do you have an Online/Social Media Strategy?

Media & PR

E-mail Campaigns

Social Networks

Integration with Direct Mail

Banner Ads on Homepage, Blog and eNewsletter

Google Adwords

Food for Thought…. Top 5 Most Visited

Websites in the Australia:

– Facebook is #2 – YouTube is #3– Twitter is #11

Source: http://www.alexa.com/topsites/countries/AU

Which of the following types of social media does your charity currently use?

33%34%32%

41%

26% 25%

13%

79%

57%

30%

36%

79%

16%

11%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Video Blogging

SocialNetworking

Blogging Podcasting Message/BulletinBoards

Wikis Do Not UseAny

2007

2008

• Attract more traffic to your website• Videos can easily be posted on website or as a link

within an eBlast or eNewsletter• FREE service to increase your visibility• Growing in popularity and becoming more accepted

in the NP world as a method for reaching constituents

Video is a Magnet for

Your Web Site!

“Most viral videoof all time!”

Could her storybe told in any other manneras strongly?

YouTube Takeaways…

• Identify a few constituents who would like to share their story with others & record a few different testimonials each year

• Integrate with your website and eNewsletter blasts

• Get Creative!!

FACEBOOK• What is Facebook??

– A FREE, online social networking site that connects people through online communities

• Facebook started out as a service for university students but now almost one third of its global audience is aged 35-49 years of age and almost one quarter is over 50 years old.

• Non profits can use Facebook to: – Connect– Brand– Share your story – Fundraise – Fan Pages, Group Pages, Causes, etc…

FACEBOOK Users

FACEBOOK Pages…• Facebook Cause Page=Online Donation Tool (application) on FB• Also a Peer-to-Peer Fundraising Page since anyone can start/create

a cause

TIPS:

Brand & Link to your Page

Provide Clear FR Goals

Give Supporters Updates on your Progress

Social Networks: Hints for Success

• It is not FREE, resources are required • Being present is not enough, engage• Be authentic, otherwise you will be exposed fast• Endorsements matter, think forwarded emails!• Measure • Have something to say, must be regular or it dies fast

Stephanie Miller, Email Insider, 2009

Real Life Story via the “New York Times”…

“Web Site Story Continued”Charity: water * 11 Employees * 500,000 Followers on Twitter * 500 Donors Cover

all Admin Costs * Donors can Locate

Their Well on Webvia Google Earth

“Web Site Story Continued”Charity: water * Raised $250,000

via Twitterfest * Raised $965,000

via Sept. Birthdays * Tons of Video * Easy to Engage * Giving is Joyous * Infectious with

Youth/Boomers!

charity: water1. Was the $250,000 raised via Twitter the key

fact?

2. Was the $975,000 raised from Sept. birthdays the key fact?

3. Is the way they have harnessed web/video technology the key?

4. How about how they show impact via Google Earth?

Communicating daily w/ 500,000+ followers!

Utilising Email for the Ask!

Why email?

• People are connected 24/7

• How can we be expected to communicate with so many people?

• How can we personalise our message?

• Online Donors are our most valuable

• Cumulative Value of donors who started giving in 2004

Online: $237 Offline: $86

Why Has Email Become So Important?

• People are busy…they want to communicate/interact on their own time

• Email is inexpensive…or at least it seems that way

• Email provides virtually instant access to friends and supporters

• Reads email before snail mail

• More comfortable online

• Busy, satisfies interests on own schedule

• Expects information to be personalised

• Expects immediate feedback

• Demands information on progress/stewardship

• Wants a way to share experiences with others online

Today’s Supporter

No Email List? No Problem…

• Whether you have some contacts or are starting from scratch, anyone can grow a strong email list

• The three most important factors in effective email list-building are:– Where and how you acquire the addresses– How you welcome each new subscriber – How you manage the relationship after the opt-in

– Source: EmailLabs

Grow Your List Online• Direct staff and other close

supporters (board, volunteers, etc.) to include subscription links in email signatures

• Use Search Engine Optimisation/Marketing to increase traffic and subscriptions

• Investigate alliances or partnerships with similar or complementary organisations to reach common supporters

• Advertise your newsletter/services/cause through a 3rd party list

Grow Your List Offline

• Ask for email addresses at every touch point

• Instruct staff to capture email addresses over phone when appropriate

• Include your website address on all printed materials

• Offer an incentive to register (contest, raffle) to collect emails

Now that I have permission…• Hook them early, and keep them

engaged over time

• Optimise the welcome message

• Send follow up message within a week (or less)

• After a few months of active email, survey lists to see if you are meeting expectations

Real Life Example….Dec 11:Subject line: Urgent Appeal: Your gift to

CRS is vitally important!

Straight Appeal Static donation formRaised $112k

Source: Laura Durington: CRS Social Media Presentation-

AFP Maryland

Dec 29:Subject line: Only 48 hours left to make

a tax-deductible gift!

Added “hotspot” text

Added video message from our president (that plays right on the donation form)

Added a strong pull-quoteRaised $112k

Source: Laura Durington: CRS Social Media Presentation-AFP Maryland

Dec 31:Subject line: Final Deadline: Last

chance to make a tax-deductible gift

New “hotspot” textKept video message

from our presidentNew pull quoteRaised $119k

Source: Laura Durington: CRS Social Media Presentation-AFP Maryland

• Was CRS’s most successful online fundraising campaign to date (non-emergency).

• Three e-mail messages in this campaign (based on a direct mail piece)

• Posts on social networking sites advertising campaign

• Coordination with Google AdWords

This campaign raised $594k online. Source: Laura Durington: CRS Social Media Presentation-AFP Maryland

The Results…

A Few Email Design & Usage Tips

1. Keep truly important items above the fold2. Ask subscribers to add your from address to their address

book3. Host images on your web site rather than embedding them 4. Links to resources and to special landing pages on your web

site are powerful (Especially “tell a friend” functions)5. Develop your own writing style that readers will learn

to love (people adore stories, so tell many . . . )

Designing for Mobile Devices

• Mobile readers are more likely to scan your email rather than reading

• Include compelling call to action in the first 15-25 characters of your subject line

• Avoid “top heavy” images in the design• Use “alt-tags” on images• In addition to testing email browsers, test

messages in handheld devices

email (html)

Effective Team Fundraising

Team Fundraising

•Give your volunteers and members the opportunity to JOIN you in fundraising for the mission. •Capture the information of everyone who donates for future solicitation.

Team Fundraising

•Almost $2million was raised through Team Fundraising for City 2 Surf in 2009•Did you raise any of this? •Did you capture the data of all donors into your database?

Team Fundraising

•Doesn’t have to be a big event!•Doesn’t even have to be an event! •Give yourself the ability to respond to important events within your organisation’s community!

Team Fundraising

•What type of transaction fees are you paying?•Does the data collected follow the same integration principles discussed before?•Are you giving yourself the best opportunity to maximise the lifetime value of each contributor?

• Each volunteer sends an average of 40 emails. • Almost all volunteers meet their fundraising goals. • The average online donation through team fundraising is $57.

Source: Kintera

Team Fundraising by the Numbers

Team Fundraising

• Capture all THREE levels of Fundraiser Donations: Participants, Teams, Donors

• Report on Team Success, Individual Success, and overall Fundraiser Success

• Begin harvesting relationship with constituents that donate/participate for the first time.

What Now?

1. Take a look in the mirror

How do you stack up?

- Integration- Social Media- E-mail/Communications- Team Fundraising

What Now?

2. Plan

Make it a priority

- Set Aside Time for Review- Add to Board Agenda- Seek Professional Assistance (Most companies will help you do this at NO COST!)

What Now?

3. Continuous Evaluation

Must be Measurable

- Website Hits- Fundraising- Donor Retention- Communications

- Cost vs. Results- Social Media “Friends”

What Now?

4. Have Fun!!!

- Try New Things- Get Creative- Share your passion for your

mission!

What Now?

1. How do we stack up?

2. Written Plan

3. Continuous Evaluation of Tools/Technology

4. Have FUN

Resources• Getting Started with Facebook• Beth Kanter Blog – How Nonprofits Can Use Social Media• Jay Love Blog – CEO eTapestry --- Jay Love Twitter Page• Blackbaud – Raising Money During Challenging Times• Getting Started with Google Analytics• LotusJump – Website Marketing Made Easy

• eTapestry Home Page• Contact eTapestry for Guidance

Questions?

Thanks!

Rob TomlinsonRob.Tomlinson@eTapestry.com.au

(02) 8986 6018Twitter.com/eTapRob