fundraising best practices in the digital age

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Fundraising Best Practicesin the Digital Age

Richard Dietz [email protected]

2 of 55Fundraising Best Practicesin the Digital Agewww.NonprofitRD.com

Richard DietzRichard has spent the last 20 years working both in and with a wide variety of nonprofit, political, and government organizations, as well as technology companies focused on the nonprofit sector, including Sage Nonprofit, Convio and KIMBIA.

Richard holds a M.S.W. from the University of California at Berkeley as well as a B.A. in Political Science from UCLA.


Nonprofit R+D is dedicated to helping emerging and growing nonprofits fully utilize technology and the web to support their missions through training, best practices, and support.

Our definition of success is simple – we teach you how to use technology to effectively further your organization’s mission and then you do it. We want to work ourselves out of a job!

Think of it as the “teach a man to fish” model applied to technology use by nonprofit organizations.

www.NonprofitRD.com


Agenda

1. Soap Box

2. Overview

3. Fundraising Strategies1. Storytelling2. Multi-channel3. Email Marketing4. Video5. Mobile


Our Goals Today

•Get you thinking about some new ways to improve your online fundraising efforts.

•Get you to take action and test out some new ideas ASAP• No campaign is ever perfect or “ready”• Only way to improve is to get something out there and test• Pick one or two ideas and add them to your campaigns.


Soap Box


Don’t Panic

There is help out there


What you talkin’ about Willis?

SaaS, CRM, CMS

ROI, API,

wysiwyg

Open-Source

Fundraising Platform

Blah, Blah, Blah


Experts have all the answers…No, not really

There are “best practices,” but you must test in your organization

Testing is the key, • Much easier to do online• If it works, do more. • If not, try something else.


The Latest and Greatest…Many folks like to focus on the latest and greatest tools and techniques (Shiny Object Syndrome)

At Nonprofit R+D, we first focus on the basics and building a solid foundation

It may not be as cool or exciting initially• But you will raise more money in the long run


Maslow’s Hierarchy of Needs

http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs


Online Hierarchy of Needs


“I already know this…”

We all have enough information right now to raise more money online.

The key is what have you DONE with the information.

Just take one or two things from the presentation today and

Take Action


Off Soap Box


Overview of Online Fundraising


What is Online Fundraising?

Online Fundraising is NOT a Donate Button

We see Online Fundraising as:

a coordinated, multi-faceted process of soliciting donations using online tools, including but not limited to websites, email, SEO, video, social media, mobile, etc.

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www.NonprofitRD.comFundraising Best Practices

in the Digital Age

Why Online Fundraising?•Online giving is the fastest growing channel and is growing fastest for small organizations•75%+ of donations are still coming from individuals•65% said they will make an online gift this year

» Young donors (86%), 35 – 64 year old (68%), Over 65 year old (53%)

•Direct mail donors – 29% made their gift online•93% of Millennials gave to nonprofits in 2010

– 21% gave $1,000 or more•26% who gave via mail said they were going to give LESS this way in 2011•69% prefer electronic over print communication

www.cygresearch.com/download www.onlinegivingstudy.orgwww.millennialdonors.com


Online FundraisingStrategies


Some Next Level StrategiesWe still recommend focusing on the basics first, but after that you can experiment with these:

1. Storytelling

2. Integrating Channels

3. Email Marketing

4. Video

5. Mobile


1. Storytelling


Why Storytelling

Stories are compelling.. Donation pages are not

People give to People (animals too)• Individual stories are more effective• Late night infomercials• Childhood Hunger vs. four-year old Marie

http://www.austinfoodbank.org/hunger-is-unacceptable/


Why Storytelling

Emotion >> Rationality• Dan Ariely – Predictably Irrational• Simon Sinek: How great leaders inspire action (The Why)• Buy based on emotion / Rationalize it later with facts• Focus on emotion first,

• then give them the reasons why it was a good decision

What donors want to hear about:• Organizational Impact (80%)• Success Stories (74%)• More details about the organization (71%)• Info on financial accountability (43%)

Community Philanthropy 2.0 survey


Storytelling

Inspire supporters with passion• Always write your own content• You know your org the best and the passion will come out

Create emails and campaigns with “stories” in mind• Individual stories• Across emails.. The Cliffhanger• Multichannel


2. Integrate Channels

(Multi-channel Marketing)


Multichannel MarketingMarketing simultaneously across multiple channels – print, web, tv, radio, phone, mobile, events, etc.

2012 eNonprofit Benchmark Study • Multichannel fundraising increased quantity of online donations by

19% (http://www.e-benchmarksstudy.com/)

http://www.e-benchmarksstudy.com/

http://www.e-benchmarksstudy.com/


Multichannel Marketing

Keys for Multichannel Marketing• Online should enhance and compliment your offline (& vice versa)

• Don’t think of them as separate items

• Coordinate both into a cohesive “conversation”• Integrate the story across your channels• Keep the conversation going in their head

• Multi-Part as well

• Ask supporters for their preference


Offline Better?Blackbaud 2011 Multichannel Fundraising Report

• Online acquired donors more valuable..• IF they are converted to offline donors

• Online donors tend to be “one-hit wonders”• https://www.blackbaud.com/2011MultichannelGivingReport

Can that really be true?• Data from 28 large orgs and had well developed direct mail• How does the org treat online donors?• Same time and effort online as offline?• Kivi Leroux Miller – Great article talking more about this

http://buff.ly/PbpfIn


Event Fundraising

The 890% Difference• Event fundraising vs. Online donation forms

• Another way to engage and stand out• In-person meets increase sense of community and connection

• Great way to get businesses on board• More likely to “sponsor” events (Win – Win)

• Tie events into other campaigns and the story


3. Email Marketing


Email is Still #1Many new “tools” in the press

Email still takes the prize


Email Marketing

Email is still the most effective method• 69% prefer electronic over print communication

• 2011 Cygnus Donor Survey

Email fits perfectly into Storytelling

Relatively inexpensive

Start capturing emails now!• Grab them everywhere you can…. But don’t spam


E-Newsletters Don’t Work

Monthly newsletters no longer work• Lost in the inbox• Too much content• Its about great engaging content• Need to tell stories

What Supporters want to hear about• Organizational Impact (80%)• Success Stories (74%)• More details about the organization (71%)• Info on financial accountability (43%)

Community Philanthropy 2.0 survey


Email Best PracticesRelevant and enticing subject lines• Literacy eNews – January 2011, OR 5 tips to create a life long reader

Easy to digest• Scanability

• Table of contents, highlight key info, headings, shorter length• Readability

• Dark text on light background, clear links• Text focused – Images can be an issue

Single Call to Action in every email• Only one action per email (hard to do, but powerful)• Donate, volunteer, register, watch video, etc.• Jam study


Frequency

Don’t fear the unsubscribe• Probably not going to be supporters anyways• May not happen anyways – Case study

More frequent “asks”• Not always for money – build a relationship• Other small favors and actions


Follow Up / Thank You

Easiest way to build follow up – saying “Thank You”

The Power of Thank You• Most folks don’t get thanked enough• Makes both sides feel good (Maslow)• Remember the emotional connection

Say “Thanks” right away (auto-generated email)• Additional calls-to-action• What can they do from here?• Interest and support are high right now


Thank You StrategiesThank them throughout the year• Great reason to email, You will stand out

Thank you updates• Highlight individual / Success stories if possible• Let them know it could not have happened without them• Still work to do – soft ask

Thank you Call to Action• Thanks with a request for favor

Feed the Funnel• Make them part of the fundraising campaign


Thank You Example

Generic:

Thank you for your generous donation to support XYZ Nonprofit.

We greatly appreciate your support of our organization and our mission.

Personal:

Thanks to you, Marie and her family will have something to eat every night this year.

Your gift has helped Marie, and many more children like her, focus on learning instead of hunger while in school.

We look forward to sharing more of the successes you have helped to build in our newsletter.


4. Video


Why Online Video?

More affordable and easier than ever• Flipcam or phone / YouTube

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

(facebook)

YouTube• #2 search engine (maybe #1)• Over 3 billion views per day• People love to watch videos


Online video and social media

Joined at the Hip• Online video IS social media• The Big 3 – Facebook, Twitter and YouTube• YouTube – Channel, subscribers, friends, comments

Video gives you something to talk about

Google loves it• In fact they own it• Video ranks much faster than written content


Emotional Connection

Its all about the story• Individual stories more effective• Personal connection• Emotion = Action• Emotion >> Rationality

Video can do this easier than other mediums• Reading vs. watching/listening


Online Video BasicsNeed Sound Fundamentals FIRST• Online Hierarchy of Needs

KISS - Keep It Simple Stupid• Keep it Short – under 2 min. for most• Keep it Simple – one main topic

What are you hoping to accomplish with video?• Leads, build email list, awareness?

Who should be the “voice”?• Individual, multiple, staff interest


Ideas for ProjectsTestimonials / Client Stories

“The Interview”

Video Tour of Office / Staff

Seminars / Trainings

How To / Tips35 million searches each month on YouTube for “how to” videos

Video Annual Reports

Music Video / Promo

Holiday Messages


What to do with videoIncorporate 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


5. Mobile


What is mobile marketing

Wikipedia.com• marketing on or with a mobile device.

Mobile Marketing Association (MMA) • “a set of practices that enables organizations to communicate and

engage with their audience in an interactive and relevant manner through any mobile device or network.”

MMA Glossary – http://mmaglobal.com/wiki/mma-glossary


Where to start?

Our suggested order• Based on ease of implementation and bang for buck

Beginner / Intermediate• Mobile website• Mobile email• QR codes

Advanced• Mobile giving• SMS / Text• Text2Give• Mobile Apps

Remember the Online Hierarchy – build on the base


Mobile websites

The web is changing – its now multi-device• PC, laptop, netbook, tablet, smartphone, eReader, etc.• The New Multi-screen World – Google / Ipsos

• http://buff.ly/TvM36T

More purchases moving online• 83% PC, 63% tablet, 31% phone • Expect similar trends in mobile fundraising as we are seeing in online

fundraising


The right time

When is the right time to create your mobile site?• Convio’s Guide to Mobile Web says do it when mobile traffic hits 5%• Looking to engage younger donors• Your content management system makes it easy• Doing a redesign or update

Reminder: Focus on fundamentals first• Don’t chase shiny objects• Get your foundation in place first


How to get your site mobile ready

First question - Hire someone or Do-it-yourself?

What type of site do you currently have?• CMS – most have easy to use plugins to get mobile ready• Static HTML – build a separate site, or upgrade to a CMS

Mobile website Services• Free and paid services• Help you create a mobile friendly site without any code


Mobile website serviceshttp://www.howtogomo.com – Google’s mobile information site

www.google.com/sites/help/intl/en/mobile-landing-pages/mlpb.html http://www.dudamobile.com – free and paid planshttp://www.onbile.com/ - Free and paid planshttp://mofuse.com/plans/ - Paid

Your webhost may offer a built-in solution

Search Google for others

* We have not used these services, but have heard positive reviews. We use Wordpress and plugin currently.


Example – Nonprofit R+D

Nonprofit R+D currently at 2% mobile traffic

Starting to track and experiment


Mobile email

82% of smartphone users check and send email• What happens if they click to your site?• This is another reason you need a mobile website

Mobile email templates• Most providers now offer these• Easy to use and set up

Strongly linked to your mobile site• No sense in doing mobile email if your site is not ready for them


Action StepsStart where you are

Select a few strategies or ideas and test

Take action, collect results, evaluate results

Take another action


Q & A

Download the slides:www.NonprofitRD.com

Contact Info:Richard Dietz

[email protected]

Visit our booth for more info on our webinars and training programs

http://www.nonprofitrd.com/

mailto:[email protected]

fundraising best practices in the digital age

Technology