google tools and offline online integration st 2

© Pareto Fundraising 2010

How a Search Engine is Helping Charities Transform the Way they FundraisePart I: Tools and context


Part I: Tools and context

· Intro and a word on data

· Google insights for search and the death of the ‘prompted awareness survey’ *

· A bit on SEO

· A bit on Google AdWords

o Including some live ideas

· A bit about your website – not in depth; more about the need for stories, and what is the purpose of your site

· Part II: Digital in an offline world - Integrating digital into fundraising that works

· Acquisition – especially monthly donors

· Honeymoon period; what to do early days

· Ongoing and warm communications

· Email v mail in direct marketing

· The importance of brilliant copy

· Some resources that are really useful for you


A bit about me


Data

http://en.wikipedia.org/wiki/Image:DataTNG.jpg


ENVIRONMENTAL- How much is given

- Growth- Competition


ANALYTICAL- Your Growth- Your donor

Behaviour-Used for targeting








PERSONAL- Transactions

- Legacy status- Pet name








STRATEGIC DATA

- informs

TECHNICAL DATA

- used








STRATEGIC DATA

- informs

TECHNICAL DATA

- used

Facts not

anecdote!


I

Focusgroups








STRATEGIC DATA

- informs

TECHNICAL DATA

- used

Bench-

marking


$0

$50,000,000

$100,000,000

$150,000,000

$200,000,000

$250,000,000

$300,000,000

$350,000,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Individual Organization


All areas of giving dropped in 2009, except for monthly giving which grew strongly. Cash in particular was incredibly vulnerable.


$0

$50

$100

$150

$200

$250

2001 2002 2003 2004 2005 2006 2007 2008 2009

Mill

ions

Bequest Cash Regular GiftGross Income by Year - Individuals (All)

Aust/NZ charities weathered the financial collapse well. Bequests still dominate despite slowing down in comparison to monthly giving

‘Regular gift’ is Aussie for

‘monthly giving’


$0

$10,000,000

$20,000,000

$30,000,000

$40,000,000

$50,000,000

$60,000,000

$70,000,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Direct Mai l Door to Door Emai l Face to Face Onl ine Other Phone Press Inserts Radio TV Unaddressed Unsol ici ted

Gross Cash Income – Channel

Cash income from DM dropped 15%. The question remains: how much is attributable to performance v decisions made?


Cash income by channel of solicitation

$0

$10

$20

$30

$40

$50

$60

2001 2002 2003 2004 2005 2006 2007 2008 2009

Mill

ions

Direct Mail Face to Face Media Online Other PhoneIndividual Cash Income by Channel (All)

Online growing steadily year on year – but still tiny.

DM still remains major channel for cash recruitment.


Why bother with digital!?


Power of your website

More than 50% said they would not have taken further action if they had not first visited charity website

Integration is key

Source: toward e-engagement Nonprofits and Individuals Engaging online – Kellogg Foundation


Toolbox

• Social Networking and Community Building

• Communication/Education and Stewardship

• Online donations and membership

• Event registration and management

• Prospect research

• Volunteer recruitment and management

• Advocacy and activism

Social Networking and Community Building

Communication/Education and Stewardship

Online donations and membership

Event registration and management

Prospect research

Volunteer recruitment and management

Advocacy and activism


Offline

Online

Best PracticeRelevance


https://www.google.com/analytics/reporting/?reset=1&id=10721949


https://adwords.google.com/cm/CampaignMgmt?__u=9975626421&__c=7110536901&stylePrefOverride=2#a.2458971229_75204829.create


http://www.google.com/insights/search/#q=YMCA%2C%22Red%20Cross%22%2C%22terry%20Fox%22%2C%22World%20Vision%22%2C%22Habitat%20for%20humanity%22&geo=CA&date=1%2F2008%2036m&cmpt=q


It’s about action, not just $


Let’s have a look at you…

http://google.ca/


Part II: Multi Channel ApproachPart II: Digital in an offline world - Integrating digital into fundraising that works


Its all about

Relationships…

Not technology


The Individual Giving Pyramid

$60,065

$3,600

$25 x 12 = $300

$94

Bequest

Major Gift

Regular Giver

CashBequest

$795m

Cash

$473m

RG $421m


All areas of giving dropped in 2009, except for monthly giving which grew strongly. Cash in particular was incredibly vulnerable.


The monthly giving landscape

$0

$10,000,000

$20,000,000

$30,000,000

$40,000,000

$50,000,000

$60,000,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Direct Mai l Door to Door Face to Face Onl ine Other Phone Radio TV Unsol ici ted

Monthly giving continues to grow in Canada, our benchmarking members have seen growth of 9% from $44m to $48m in 2009.


0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Door to Door TV Face to Face Other Direct Mai l Radio Onl ine PhoneRG Recruits by Channel (All)

Street recruitment (face to face and door to door) still delivering most volume.

Street dominates ‘new’ monthlies


0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Door to Door TV Face to Face Other Direct Mai l Radio Onl ine PhoneRG Recruits by Channel (All)

Street recruitment (face to face and door to door) still delivering most volume.

Online monthlies hard to find


Who are we looking for?


Social Networking Sites


Banner ads

Contextual Advertising

Social Networking Sites

ChannelIntegration

Outdoor

Face to Face

Websites / SEO

Offline PR


http://survey.wwf.ca/Public/Content/Homepage.aspx


Multi channel, multi stage

E-blast/emailpush

BannerAdvertising

Cold DM

Google AdWords

Other(ie. F2F "Failed

Sale" cards)

Micro site

1. Monthly Giving Ask

2. Telephone Capture

3. Survey

welcome call/e-communication

monthly givingconversion call

straightto mg

phone #plus survey

phone #(one week)

Monthly GivingProgram

Honeymoon Period

Regularcommunications

Email/sms/video

Stage 1Prospect Generation

Stage 2 Solicitation

Stage 3 Convert/Welcome

Stage 4 Honeymoon

(first 30 days)

OngoingCommunications

Appeals

Upgrades

Donor Care

Surveys

Stage 5 Ongoing

Communications


Honeymoon


Email v Mail

V


http://www.paretofundraising.com/wp-content/uploads/starlight-crisis-packs.pdf


Resources

• www.futurefundraisingnow.com/• Seantriner.blogspot.com• www.whichtestwon.com/• www.google.com/insights/search/#• www.google.ca/ads/• www.sofii.org• www.commonnow.com • www.paretofundraising.com/2009/09/call-t

hat-a-crisis-this-is-a-crisis/• Jonathongrapsas.blogspot.com

http://www.futurefundraisingnow.com/

http://www.seantriner.blogspot.com/

http://www.whichtestwon.com/

http://www.google.com/insights/search/

http://www.google.ca/ads/

http://www.sofii.org/

http://www.commonnow.com/

http://www.paretofundraising.com/2009/09/call-that-a-crisis-this-is-a-crisis/

http://www.paretofundraising.com/2009/09/call-that-a-crisis-this-is-a-crisis/

http://www.jonathongrapsas.blogspot.com/


Thank you

[email protected]

mailto:[email protected]

google tools and offline online integration st 2

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