Same Song, Different Verse: New Tools to Help Accelerate Your Fundraising
AFG 8th National ConferenceHigh Touch – High Tech FundraisingMay 20, 2010
Elizabeth Weaver Engel, CAEDirector, Marketing & SponsorshipNACHRI
Fundraising Hasn’t Changed• Identify Problem• Identify Goals• Identify Audience• Make the Connection – Why me? Why now? • Our Organization Can Help• What Do You Want Me to DO?• Thank Donors• Cultivate Relationships
INSPIRE people
Tools for Fundraising HAVE Changed
• Direct mail still wins• Major donors still key
BUT
• Online is coming on strong• Social media is the future
Data, Data, Who’s Got the Data?
• donorCentrics Internet Giving Benchmarking Analysis (2008) - handout
• Blackbaud Connections Blog Online Giving Trends (2009)
• Forrester Research data as reported by Business Week (2007)
• Network for Good’s Online Fundraising Survival Guide (2008) - handout
Online Giving
• 9% of donors give online• 11% of revenue comes in online
BUT
• 39% increase in online giving• 3% decrease in offline giving
Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
Online Giving
Online donors are younger and higher income
Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
Online Giving
And they give bigger gifts
Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
Online Giving• Online revenue grew 46% in 2009 compared to 2008.• 65% of surveyed nonprofits had a median 21% increase
in online revenue compared to 2008.• The average online gift was $144.72, which represents
a 5% decline from 2008, but remains significantly higher than other fundraising channels.
Source: http://forums.blackbaud.com/blogs/connections/archive/2010/01/04/2009-online-giving-trends.aspx
Types of Social Media Interaction• Creators – create content (blogs, tweets,
podcasts, YouTube)• Critics – comment, rate, review• Collectors – RSS & tagging• Joiners – use social networking sites• Spectators – read blogs, watch videos• Inactives – online, no social media use
Source: Business Week Forrester Data June, 2007
Source: 2007 Forrester Research
Source: 2009 Business Insider
Source: 2010 pingdom.com
Source: 2010 pingdom.com
A few observations• The average social network user is 37 years old
– LinkedIn average age: 44• 35-44 age range are the top users of 11 of 19 (58%) of
profiled social media sites• There are more than 400 MILLION Facebook user
accounts (and it’s the leading social network only in western Europe, Australia, and North America)– Facebook average age: 38– 61% of Facebook users are over 35
• There are more than 75 MILLION Twitter user accounts– Twitter average age: 39– 64% of Twitter users are over 35
Source: 2010 pingdom.com
The Future Is Now
Social media is in infancy, particularly for fundraising…
…But it’s coming…
…So how do you get ready?
What is all this stuff anyway?
Guide to Web 2.0 – handout
Q&A?
Examples: Fundraising – BlogRaising• Beth Kanter
– Well-known blogger
– Donation challenge on blog
– Ask people to donate $10 each as a birthday present
– Network for Good Badge
– FB Birthday Causes applicationhttp://beth.typepad.com/
Examples: Fundraising – 12For12K• Goals:
– 12 months– 12 charities– $12,000 per charity – over $91,000 raised!
• How?– Blog– Sharable videos– Badges & banner ads– Donation buttons– Blogger resource center– Twitter (account and hashtag 12for12K)– Facebook group– Ning community
• http://12for12k.org/
Examples: Fundraising – Twestivals
“Tweet. Meet. Give.”• Volunteer run/driven• Organizer tools• Funds raised via tickets, donations, sponsorship, ads, etc.• Party or other event• Publicized on Twitter, other social media platforms• Twestival Global 2010 raised over $460K for international
education (Concern Worldwide) – over $6000 in DC alone• http://twestival.com/• http://washington.twestival.com/
Examples: Fundraising – Text 2 Give• Technology is driven by mGive (http://mgive.com/) & the
Mobile Giving Foundation• Text short message to 5 or 6 digit number• Confirm intent• $5 or $10 donation appended to monthly mobile bill• American Red Cross Haiti Earthquake Relief
– Raised over $10 million in a week• Other organizations using Text 2 Give
– United Way/NFL– Friends of the World Food Program– United Nations
• Next stage: TwitPay (http://twitpay.com/) – Previously a commercial service– Relaunched in February 2010 as 501(c)3 service only
Examples: Fundraising - Tweetsgiving
• Tweetsgiving (http://www.tweetsgiving.org/) – November 24-26, 2009– Tweet what you’re grateful for
(#tweetsgiving/@tweetsgiving)• Over 22K “thank you” tweets
– Donate $10 (or more)• Raised over $30K to construct a school in
Tanzania
Examples: Relationship Building - Twitter
Example: Relationship Building - FB Causes
Source: Washington Post, April 22, 2009
Top 5 FB Causes have all raised over $200K
#1 – Children’s Healthcare of Atlanta: $1.1 million
Money raised is going up – from $16K/week in January to over $40K/week in April
FB Causes is great for raising awareness – over 24 million monthly active users
Examples: Relationship Building - Blogging
YOUR Examples
Q&A
Resources• 7 Things Every Nonprofit Professional Should Know about
Online Fundraising & Marketing• How do I get my Nonprofit’s Facebook fans to donate?• A Procrastinator’s Guide to Year-End Fundraising • AmEx Charitable Gift Survey • Fundraising Online is Hard• Greenpeace & Me: Why some nonprofits need a better
“sidewalk strategy”• Who Uses Social Networks? • Blogger Outreach • Fundraising on Twitter • Using Social Media to Meet Nonprofit Goals
All linked from Thanks for Playing today (May 20) http://thx4playing.blogspot.com/
Elizabeth Weaver Engel, CAE
Director, Marketing & SponsorshipNational Association of Children’s Hospitals & Related
Institutions (NACHRI)
Email: [email protected]: 703.797.6041Twitter: @ewengelLinkedin: http://www.linkedin.com/in/ewengel Blog: Thanks for Playing http://thx4playing.blogspot.com/