follow up webinar · • kickstarter, indiegogo, many, many more… • reading rainbow – $5.4...
TRANSCRIPT
Follow Up Webinar
Downloads available at
NonprofitRD.com/RDexchange
Rich Dietz
@RichDietz linkedin.com/in/richdietz
2 RD Exchange – Follow Up
This is not easy “There’s no doubt that you’ll need to work harder than ever to cultivate strong relationships with your constituents if you’re going to compete effectively for donor dollars.”
3 RD Exchange – Follow Up
But you MUST start now “The best time to plant a tree was 20 years ago.
The second best time is now.” -Chinese Proverb
4 RD Exchange – Follow Up
“If failure is not an option, then neither is success.” - Seth Godin
RD Exchange – Follow Up 5
Rich Dietz
Founder of Nonprofit R+D
Director of Fundraising Strategy at Abila
Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley.
6 RD Exchange – Follow Up
Agenda
1. Introduction
2. Questions from registration
3. Live Q & A
4. Other Topics (if time allows)
7 RD Exchange – Follow Up
Online Fundraising Bootcamp
Sells for $97 – “Free” for You
NonprofitRD.com/RDexchange
8 RD Exchange – Follow Up
2. Questions Submitted during Registration
9 RD Exchange – Follow Up
How can I consolidate options for an annual gift, monthly giving, and legacy giving without overwhelming the donor (i.e. too many options/too complicated) - Michelle
10 RD Exchange – Follow Up
Examples of websites that use different portals for various target markets (tailoring experience for different users) - Lauren
11 RD Exchange – Follow Up
Wordpress tips and tricks to make fundraising easier - Connie
12 RD Exchange – Follow Up
The question I have concerns Development Department structure for BGCA organizations that are over $4 million. And, this would include Marketing & Communications and Grants.
Thank you. - Darby
13 RD Exchange – Follow Up
3. Live Q & A
Just type your question
in the chat box
(Include website URL if you want me to review anything)
14 RD Exchange – Follow Up
4. Other Topics
15 RD Exchange – Follow Up
Peer to Peer Fundraising
16 RD Exchange – Follow Up
What do these really mean?
Crowd-Funding
Peer-to-Peer Fundraising
17 RD Exchange – Follow Up
Crowd-funding • practice of funding a project or venture by raising monetary
contributions from a large number of people, typically via the Internet and in smaller amounts.
• Initiator + Funders + Platform
Examples: • Kickstarter, Indiegogo, many, many more… • Reading Rainbow – $5.4 Million • Thousands and thousands of small projects
18 RD Exchange – Follow Up
Peer-to-peer fundraising • a process of empowering individuals and groups to raise funds on your
behalf by allowing (or assisting) them to communicate and solicit prospective donors from their own networks and communities.
• Friends asking friends
Examples: • Komen, MS150, Walk, Run, Ride… what most folks think • Can also be:
• Birthdays, weddings, dog walks, dance offs, etc. • Board Fundraising
19 RD Exchange – Follow Up
Crowd-funding & P2P Many similarities (see best practices)
Differences as well – platforms, approach, incentives, etc.
The biggest difference:
Who is doing the asking?
The organization or individuals in the community?
That is what makes it Peer Fundraising
20 RD Exchange – Follow Up
Traditional vs. P2P Traditional Fundraising
• One to Many (Org >> Supporters)
• Impersonal, one-way, expensive, controlled message
Peer Fundraising
• Many to Many (Supporter > Supporter > Supporter…..)
• Personal, Interactive, Inexpensive, uncontrolled message
21 RD Exchange – Follow Up
Empower Your Donors Seth Godin, author of the e-book “Flipping the Funnel” defines peer-to-peer fundraising this way:
Turn strangers into friends….
Turn friends into donors….
And then... do the most important job:
Turn your donors into FUNDRAISERS.
22 RD Exchange – Follow Up
Why Peer-to-Peer
Fundraising is Essential to Your Long-Term
Growth
23 RD Exchange – Follow Up
Donor Acquisition
Donor Engagement
Donor Loyalty
24 RD Exchange – Follow Up
Donor Acquisition Peer Fundraising: Can be much more effective than traditional means
• Response rates can be 100 times higher
• Email asks that get a donation – From Org – 1 in 1,250
– From peer – 1 in 4
Eg. / Red Cross vs. Grandma
25 RD Exchange – Follow Up
Donor Acquisition Increases engagement and community
• Example – Komen, dog walks, etc.
Cygnus Donor Survey • 71 % of respondents have sponsored at least one event
• 67% gave because of the participant
• 50% of sponsors said the mission of the host charity was influential
Millennial Engagement • 71.7% of Millennial donors said they’d be willing to communicate
with friends and family about ways to be involved in an organization they support
26 RD Exchange – Follow Up
Still room for Improvement:
• Only 32% were asked to make a second philanthropic gift since becoming a sponsor
• 14%-19% gave again (higher for younger donors, under 35)
• 57% -68% gave again because they had a positive event being a sponsor (higher for younger donors, under 35)
• How will they perform long term?
Cygnus Donor Survey
Donor Acquisition
27 RD Exchange – Follow Up
Donor Engagement / Loyalty
We discussed this a ton in Atlanta
Engaged Donors are those who are taking ACTIONS
– Donate, Attend events, Volunteer, Recruit new donors
Donor Engagement
Donor Loyalty
More Donations
28 RD Exchange – Follow Up
So… Peer fundraising allows you to • FIND new donors that you may not with traditional channels • ENGAGE with them where they are and, • gives you the opportunity to create LOYAL donors.
Donor Acquisition
Donor Engagement
Donor Loyalty
29 RD Exchange – Follow Up
6 Best Practices for P2P Fundraising
30 RD Exchange – Follow Up
1. The basics are the same Same basics of any good fundraising campaign
– Compelling story, call to action, urgency, deadline, etc.
Clear picture of impact and where the money is going
– Individual >> Collective Impact (“Yes we can”)
Strong Call-to-Action
– You still need to ask. Repeatedly.
31 RD Exchange – Follow Up
2. Simple tools for supporters Fundraising pages
• Place for supporters to send friends and family
• Upload photo and message / personalize
• Progress meters, donation forms, etc.
Pre-built Communications • #1 mistake I see nonprofits make with peer fundraising.
• Sample emails, blog posts, tweets to re-tweet, social media buttons, etc.
• Make it easy for supporters to reach out
32 RD Exchange – Follow Up
3. Train your Fundraisers Fundraising is hard (even for us)
– Nobody likes to ask for money
Need to coach / teach them how to be fundraisers – More than just providing the tools
– Who to ask, how to ask, what to say, etc.
– Teach them to tell THEIR story
Encourage them to keep asking! – Again, just like we do as fundraisers
33 RD Exchange – Follow Up
4. Micro Projects Basic idea –
– Breaking your fundraising up into smaller chunks, multiple campaigns throughout the year
• P2P and crowdfunding can work well here.
Examples • Smithsonian – Yogic Art exhibit
» “Yoga Messengers” raised over $170,000
• CharityWater – Start a Campaign
34 RD Exchange – Follow Up
5. Donate Your Big Day It does NOT have to be a walk / run / ride
• Those are so much work
Allow supporters to “donate” their big day
• Birthday, anniversary, graduation, event, etc.
Easier to organize, set up and run
• Year round opportunity for peer fundraisers
35 RD Exchange – Follow Up
6. Follow up / Donor loyalty Make sure to thank them… More than once!
• Build the relationship, further engagement, donor loyalty.
Personal thank you and public recognition • Ideas:
– Newsletter just for supports
– Contest, Special thanks / recognition of top supporters
Tracking and reporting
36 RD Exchange – Follow Up
• Explosion of Peer to Peer moving out of the “a-thon” only market into Annual and Capital Campaigns as micro projects or Donate your ______.
• Increased use of Crowdsourcing for volunteers, event organizing, project supplies and mission ideas and Crowdfunding for new projects and specific funding goals within Annual and Capital Campaigns – together they represent
Crowd-Contributing
So… Where is the “crowd” going?
37 RD Exchange – Follow Up
Online Video
38 RD Exchange – Follow Up
Why Online Video
39 RD Exchange – Follow Up
Why Online Video? More affordable and easier than ever
• Flipcam or phone, upload to YouTube
Best way to tell a story • Easily create that emotional connection • Utilizes more senses
More Effective • Wharton School of Business study showed marketing with video to
be 600% more effective than print alone • Videos shared 12x more than links and text posts combined
40 RD Exchange – Follow Up
Why Online Video? More likely to be shared
• 5-10x more shares than text alone • More likely to “go viral”
Search Engine Optimization • 50x easier to rank on page 1 (Forrester Research) • Video graphic in search results – higher clicks
YouTube • #2 search engine - Over 3 billion views per day • People love to watch videos
41 RD Exchange – Follow Up
Online Video Basics
42 RD Exchange – Follow Up
Online Video Basics Need Sound Fundamentals FIRST
• Online Hierarchy of Needs
What are you hoping to accomplish with video? • Leads, build email list, awareness?
KISS - Keep It Simple Stupid
• Keep it Short – under 2 min. for most • Keep it Simple – one main topic
Call to Action
43 RD Exchange – Follow Up
How to get better at video Do more video
• Only way to improve is to try
Watch other videos, imitate Wistia
• http://wistia.com/learning • Great resources and training
44 RD Exchange – Follow Up
Creating an Effective Video
Online Fundraising 45
www.NonprofitRD.com
Planning What is the story/message you want to tell
• What do you want to say? • What is the objective/goals • Why should it be told • Who wants to hear about it (audience) • What makes it unique
How will you use the video?
How will you distribute the video?
What is your “Call to Action”
Online Fundraising 46
www.NonprofitRD.com
Production Plan the Shoot
• Timeline, questions, list of shots needed
Shoot more than what you need
Call to Action
Have Fun! It shows on film.
Online Fundraising 47
www.NonprofitRD.com
Editing No edit version or “Fancy”?
Software
• YouTube for basic editing
• iMovie (Mac)
• Windows Movie Maker (PC)
Test and experiment (Have Fun!)
• Make the ugliest video ever.
Online Fundraising 48
www.NonprofitRD.com
Hosting your video Start with YouTube
• Easy to use and get started
• Its free
• Upload and grab the “embed code”
• Nonprofits get a Premium Channel for free too!
• http://www.google.com/nonprofits/
49 RD Exchange – Follow Up
Video Project Ideas &
What to Do With Video
50 RD Exchange – Follow Up
Ideas for Projects Testimonials / Client Stories “The Interview” – Staff, testimonial, State Rep. Video Tour of Office / Staff Seminars / Trainings How To / Tips
35 million searches each month on YouTube for “how to” videos
Video Annual Reports Music Video / Promo – Animoto.com Holiday Messages
51 RD Exchange – Follow Up
What to do with video Incorporate into your current marketing
• Website, Newsletter, Flyers, email signature
Blog, tweet, facebook • Reason to post, Most clicked on posts
Search Engine Optimization (SEO) • Videos rank very quickly (Google loves em’) • Keyword optimization - Great source of backlinks
Email Marketing • Very high click-through rates
Video Donation Page • Show video right on the donation page – Keep the emotion
52 RD Exchange – Follow Up
Video Examples and Case Study
53 RD Exchange – Follow Up
Video Examples
www.austinhumanesociety.org
54 RD Exchange – Follow Up
Video Examples
cej-oregon.org
55 RD Exchange – Follow Up
On the Scene Videos You can get these anywhere, anytime – just need a phone or flip cam. Example – TAPE.org Interview with Rep. Maldonado
56 RD Exchange – Follow Up
What’s Next?
57 RD Exchange – Follow Up
Online Fundraising Bootcamp
Sells for $97 – “Free” for You
NonprofitRD.com/RDexchange
Just fill out the survey or leave a testimonial
58 RD Exchange – Follow Up
Downloads available at NonprofitRD.com/RDexchange
Rich Dietz
@RichDietz linkedin.com/in/richdietz