BOOTSTRAPPING DIGITAL FUNDRAISING
SPEAKER: ALAINA SHEARER, PRINCIPAL, @CEMENTMARKETING
MARCH 10, 2015
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AGENDAI. What does success look like? II. Data speaks for itself: current state of online fundraising efforts III. Reassessing your donation funnel IV. Tools you need V. Defining your message
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Another fascinating video. Videos can be very powerful fundraising tools, if they are share-worthy. https://www.youtube.com/watch?v=6a6VVncgHcY
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Key facts:
- Raised $130K
- 21 million views
WHAT DO THEY ALL HAVE IN COMMON?
A powerful, relatable story. “That could be me” Startle, shock or inspire. “This has impacted me.” All focus on non-profit beneficiaries…
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AND… BEST AUDIENCE INVOLVEMENT FUNDRAISING CASESTUDY:
The Ice Bucket Challenge is the ultimate selfie, peer pressure also plays a huge role in donation.
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KEY INSIGHT:
Change the conversation. “Create true connections, authenticity.” Reset your thinking. “Truly affect your recipients, document it all.” This is about your donors feeling powerful/special. Not your brand.
Hint: Your recipients may be your brand.
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KEY FINDINGS:
—> email not as effective—> donations larger via other online channels, but less spent here—> far fewer fans and audience than emails
WHAT DOES THIS ALL MEAN?
—> re-assess your budget—> re-assess your digital marketing strategy
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Lead with content: non-profit digital marketing budget
11%
16%
11%
11%
53%
Content CreationSocialWebsiteEmailSearch
IDEAL FUNDRAISING FUNNEL
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Tactic: Social ContentGoal: Raise Awareness
Tactic: EmailGoal: Convert Donations
Tactic: WebsiteGoal: All and Convert Donations
Tactic: Social CampaignGoal: Generate Emails
FIRST —> CONTENT STRATEGY: CREATE POWERFUL CONTENT
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FIRST —> CONTENT STRATEGY: CREATE POWERFUL CONTENT
OBJECTIVE:
—> build an audience through content marketing
HOW:
—> assess current performance of all digital channels—> assess audience of donors, are they still the same age? What are their likes and interests? How do they prefer to donate?
[Hold focus groups if you can]
—> build budgets around new channels to test—> create the big idea—> build the big idea—> create content calendars—> execute!
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Tactic: Social ContentGoal: Raise Awareness
Tactic: EmailGoal: Convert Donations
Tactic: WebsiteGoal: All and Convert Donations
Tactic: Social CampaignGoal: Generate Emails
IDEAL FUNDRAISING FUNNEL
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Social Content[Facebook, Video, Blog Posts]
What you need:
—> Content editorial calendar, clear goals
—> 2-3 hours per day
—> User-generated content
—> Analytics, check daily
—> Ad dollars - $1500-$3000/month
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Social ContentMove Instagram Photos to Facebook
What you need: Gear icon —> linked accounts —> Facebook —> Share To
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Social ContentSocial photo booth sends pictures live to Instagram and Facebook
What you need: Budget - $1750/event, over 150 attendees recommended
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Tactic: Social ContentGoal: Raise Awareness
Tactic: EmailGoal: Convert Donations
Tactic: WebsiteGoal: All and Convert Donations
Tactic: Social CampaignGoal: Generate Emails
IDEAL FUNDRAISING FUNNEL
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Social Campaigns[Earn impressions, Shares, Engagement and Emails]
What you need: —>Campaign creation —> 2-3 hours/week —> $6K/campaign
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Tactic: Social ContentGoal: Raise Awareness
Tactic: EmailGoal: Convert Donations
Tactic: WebsiteGoal: All and Convert Donations
Tactic: Social CampaignGoal: Generate Emails
IDEAL FUNDRAISING FUNNEL
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Website [Does your website content engage? Help? Encourage? CTA clear?]
What you need: —>Constant assessment —> Clear design —> Mobile friendlyBudget: $15K-$60K for a re-design, $5-7K per year for updates
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Tactic: Social ContentGoal: Raise Awareness
Tactic: EmailGoal: Convert Donations
Tactic: WebsiteGoal: All and Convert Donations
Tactic: Social CampaignGoal: Generate Emails
IDEAL FUNDRAISING FUNNEL
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Tactic: EmailGoal: Convert Donations
What you need:
—> Flexible email tool
—> High open rates (stop buying lists)
—> Content worthy of sharing
—> Self-contained content
—> Analytics, refine and tweak between emails
START WITH THESE QUESTIONS:
—> What do my beneficiaries need most?
—> How can my donors provide that to them or see the impact of their dollars?
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