Get your Board on board

5 Steps to digital fundraising revenue28 July 2015

Nice to meet you• Shanelle Newton Clapham

• Consultant with more than 11 years of experience in digital marketing

• Author of Attracting Donors Online

Parachute Digital’s mission

We’re on a mission to give every donor

a great online experience.

Why we’re here

What this webinar is all about

Why we’re here

You already believe in digitalNow you need to convince your board!

You’re not the only one

“We can’t assume as fundraisers that people have the same backgrounds and perceptions as us. We need to take the whole organisation along with us on the journey.” Sally Arnold, former corporate fundraiser for The Australian Ballet

“Fundraisers need to educate their Boards. Many Boards don’t understand digital and therefore there’s no push to innovate.” Dearne Cameron, board member The House with no Steps and

Make-A-Wish Foundation

How you convince your Board

Your 5-step approach

Step 1

Be the digital champion

Step 1: Digital champion

• Be your organisation’s Digital Champion • Present case studies to prove the digital opportunity.

Case study 1: RevenueThe Wilderness Society

• New regular giving acquisition channel• Engagement strategy, email onboarding• Nurture supporters, convert to donors• Strong retention• Lower cost per acquisition.

Case study 1: RevenueThe Wilderness SocietyResults

50,000+ new supporters1267 new regular givers29% lower $CPA than F2F 92% first gift completion (only 3% cancellation)50% higher donor retention at Year 11.74 ROI in Year 1

Case study 2: Better experienceMission Australia

The brief: Improve Mission Australia’s appeal donation page•Make the donation widget easier to use•Allow supporters to quickly consume the information•Change the tone of the story - be inspiring, not sad•Use more images of the people you are helping•Say a big thank you & share it

Results: •Improved conversion rate•Higher appeal income.

Previous page

New donation page

Case study 3: More peopleNature Conservation Trust

• SEO Keyword research• Tailored content for audience of landowners• Moved focus from private land conservation to

rural property for sale• Nurture interest in native plants & endangered animals

Results:• Website traffic grew 104% in 1 year• 120% growth in donations in Year 1• Traffic exploded to 600% over 4 years• Supporters get a better experience.

Case study 4: Advocacy & changeAnimals Australia & WSPA

• Four Corners: inhumane treatment of Australian animals• Coordinated online launch of advocacy campaign with video

footage, ask petitions, eyewitness interviews and written testimonials

Results: • Story kept alive for over 2 years• 237,481 signed petitions for WSPA• 1,014,094 signed petitions for

Animals Australia• Historic live export bills passed parliament.

Case study 5: Mobile first Leukaemia Foundation – World’s Greatest Shave• World’s Greatest Shave: to raise funds for research and support

Australians with blood cancer• Dedicated website, mobile site and mobile app

Results: • Every year 150,000 people shave or colour their hair• Campaign revenue increased

from $14M to $18M from 2011 to 2012 due to app

• Online donations using mobile + 7,000% $ 2.4 million

Step 2

Start with digital reporting

Step 2: Digital reporting

• Download the template from the Parachute Digital shop• Use Google Analytics to benchmark online year-on-year

growth for the last 5 years.

Step 2: Digital reporting

• Benchmark your organisation against itself• Then benchmark across industry averages• Blackbaud’s Charitable Giving Report (2014) shows you:

• Online giving up 8.9%• Online makes up 7% total income• Compare growth to like organisations• Understand what drives growth

• i.e. The influence of 2014Ice Bucket Challenge for medical research sector.

Your reporting template

http://www.parachutedigitalmarketing.com.au/product/digital-fundraising-reporting-template-downloads/

Step 3

Find a digital partner

Step 3: Find a digital partner

• Find a great digital partner to support and guide you• Set realistic and stretch goals• Create a plan and implement it.

Step 3: Find a digital partner

• Let them sell your board• Use them to educate your team• Ask them for competitive data to benchmark yourselves• Use their experience with other charities to save you time.

Step 4

Do your own business analysis

Step 4: Do your own business analysis

• Download the Digital Readiness Checklist from our website• Who are your user groups?• What are the user requirements for digital fundraising?• Do you have the systems & processes

you need to get started?• Can you automate your donor journey?• Do you have the right team in place?

Our advice - Don’t wait to start. All you need to start are the stories.

http://www.parachutedigitalmarketing.com.au/resources-and-free-stuff/

Step 5

Get started

Step 5: Get started

• Dive into digital and apologise later• Get some runs on the board • Fail often & fail fast• Read Attracting Donors Online for practical tips and case studies• Get educated - Attend our training: Digital Fundraising without Budget

http://www.parachutedigitalmarketing.com.au/product/digital-fundraising-book-attracting-donors-online/

But wait, there’s more!

Coupon: Digital Donors

Attracting Donors Onlinewww.parachutedigital.com.au/shop/

Only $17 Coupon: Digital Donors

Do you need more?

• Ask us to talk with your board• Let us educate your team (through training) • We can show you how to increase your digital revenue• Work with us to design a digital strategy you can implement

now, that will make money online

Call: (02) 9188 4493email: training@parachutedigital.com.au

5 things you should do right now

1. Put your hand up to be the Digital Champion2. Download the reporting template and collect digital data3. Ask us to be your digital knowledge partner4. Assess if your organisation is Digital Ready5. Go for it!

Questions?

How can we help you get your Board on board?