technology as an accelerator not a creator lisa m. dietlin president and ceo lisa m. dietlin and...
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Technology as an Accelerator
Not a Creator
Lisa M. Dietlin
President and CEO
Lisa M. Dietlin and Associates, Inc.
March 15, 2005
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ePhilanthropyTsunami Relief
• $350 million raised online by all charities according to industry estimates for Tsunami Relief (as of January 8, 2005)
– American Red Cross raised $236.2 million with more than $84 million donated online
– Catholic Relief Services raised $41 million with more than $11.3 million coming in through the organization’s website
– World Vision USA received gifts totaling $29 million with Internet contributions accounting for $12.9 million
• $215 million raised online by 9/11 charities
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Tsunami Relief Online Giving Trends
• Large percentage of relief agency financial support is coming via the Internet
• Majority of gifts are from new donors• More than half are asking not to be contacted
again by relief agencies• Nonprofit organizations of all sizes are
collecting relief funds online
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How does Tsunami relate to everyday philanthropy?
• Donors are becoming more and more comfortable with giving online
• Online donations are one piece of the moves management cycle
• Large to small nonprofit organizations can capitalize on the Internet as a resource for fundraising
• Donors are more likely to respond to a clear and compelling cause
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Online Giving Current Trends
• Making a solicitation online costs only 20 cents compared with $1 or more for each direct-mail or telephone solicitation, according to a McKinsey & Co. study published in May 2003.
• Only about 1% of total donations were raised online in 2002, though the Internet's share probably rose to 3% or 4% in 2003
• It is estimated that nonprofit organizations will raise 5-10% of their funds online in 2005
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Online Philanthropy “Tips of the Trade”
Establish Web Presence for Your Organization• Building an online brand is just as important as an off-line
brand• Register your website with major search engines by
keywords
Cultivate Prospects through Integrated Online Efforts
• E-mail and Internet can support your other fundraising efforts• Find creative ways to link e-mail with driving more visitors to
the organization’s website• Keep your supporters informed, engaged and connected
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Moves Management
An organization’s online efforts can help support every aspect of the Moves Management Cycle
• Identification • Qualification• Cultivation • Ask• Stewardship
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Moves Management Cycle
Ask
Stewardship
Identification Qualification
Cultivation
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Online Philanthropy “Tips of the Trade”
Know Your Contributors• What are visitors looking for in your website?
– Resource Center• Emphasize your mission and vision• How will an online gift make a difference?
Make Online Giving Enjoyable• Tribute Gifts, Contests, Interactive Capabilities• List specific areas in need• Profile online donors• Make online giving quick and easy
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Online Philanthropy “Tips of the Trade”
Drive Traffic to Your Website• List your website on all publications and mailings• Use your website as a marketing tool
– Don’t let your IT department drive website strategy and content
• Offer the option for online giving with every fundraising effort• Offering online registration works well with events
Ethics, Privacy and Security• The highest standards are expected
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Online Philanthropy “Tips of the Trade”
Build a Community• Communicating effectively takes time and resources• Utilize the Internet to cost effectively build a community of
supporters– Collect email addresses and contact information– Provide “opt-in” opportunities
• Think creatively when attracting new donors and improving stewardship
Remaining Current is Crucial• Create a schedule for updating and review• Remain fresh – users should learn something new every
time they visit the organization’s website
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Online Supporter Perspective
• Is the organization legitimate?• Is my donation secure and private?• Can I ask questions?• Do I receive a confirmation or receipt of my
donation?• Is there contact information?• Will I receive acknowledgement?• How will my donation be used?• Can I receive further information?
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Diversification is Key
• Embrace change
• Lay the foundation for baby boomers and the younger generation
• The Internet, email and other technological
tools are becoming fundamental in running an effective fundraising program
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Assessment and Implementation
• Assess your Development Program• Determine how your organization can best
incorporate ePhilanthropy into your overall fundraising strategy
• Always be strategic• Assure proper stewardship for online donations• Online effectiveness is not always measurable,
benefits can be long-term and often aren’t directly correlated back to your organization’s online presence
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Final Thought
“ How an organization reacts to technological change is a good indicator of its inner drive for greatness versus mediocrity.”
Good to Great
by Jim Collins