Same Song, Different Verse: New Tools to Help Accelerate Your Fundraising

Same Song, Different Verse: New Tools to Help Accelerate Your Fundraising

AFG LuncheonJanuary 14, 2010

Elizabeth Weaver Engel, CAEDirector, Marketing & SponsorshipNACHRI

Fundraising Hasn’t Changed• Identify Problem• Identify Goals• Identify Audience• Make the Connection – Why me? Why now? • Our Organization Can Help• What Do You Want Me to DO?• Thank Donors• Cultivate Relationships

INSPIRE people

Tools for Fundraising HAVE Changed

• Direct mail still wins• Major donors still key

BUT

• Online is coming on strong• Social media is the future

Data, Data, Who’s Got the Data?

• donorCentrics Internet Giving Benchmarking Analysis (2008) - handout

• Blackbaud Connections Blog Online Giving Trends (2009)

• Forrester Research data as reported by Business Week and compiled by the Haefer Group (2007)

• Network for Good’s Online Fundraising Survival Guide (2008) - handout

Online Giving

• 9% of donors give online• 11% of revenue comes in online

BUT

• 39% increase in online giving• 3% decrease in offline giving

Source: 2008 donorCentrics Internet Giving Benchmarking Analysis

Online Giving

Online donors are younger and higher income

Source: 2008 donorCentrics Internet Giving Benchmarking Analysis

Online Giving

And they give bigger gifts

Source: 2008 donorCentrics Internet Giving Benchmarking Analysis

Online Giving• Online revenue grew 46% in 2009 compared to 2008.• 65% of surveyed nonprofits had a median 21% increase

in online revenue compared to 2008.• The average online gift was $144.72, which represents

a 5% decline from 2008, but remains significantly higher than other fundraising channels.

Source: http://forums.blackbaud.com/blogs/connections/archive/2010/01/04/2009-online-giving-trends.aspx

Types of Social Media Interaction• Creators – create content (blogs, tweets,

podcasts, YouTube)• Critics – comment, rate, review• Collectors – RSS & tagging• Joiners – use social networking sites• Spectators – read blogs, watch videos• Inactives – online, no social media use

Source: Business Week Forrester Data June, 2007

Seniors: Age 62+

5%

11% 11%

6%

19%

70%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Creators Critics Collectors Joiners Spectators Inactives

Source: Business Week Forrester Data June, 2007

Boomers: Age 41 - 61

7%

15% 16%

8%

26%

61%

0%

10%

20%

30%

40%

50%

60%

70%

Creators Critics Collectors Joiners Spectators Inactives

Source: Business Week Forrester Data June, 2007

Gen X: Age 27-40

19%

25%

16%

29%

41% 42%

0%

10%

20%

30%

40%

50%

Creators Critics Collectors Joiners Spectators Inactives

Source: Business Week Forrester Data June, 2007

Millennials: Age 18-26

30%

34%

18%

57%54%

21%

0%

10%

20%

30%

40%

50%

60%

70%

Creators Critics Collectors Joiners Spectators Inactives

Source: Business Week Forrester Data June, 2007

The Future Is Now

Social media is in infancy, particularly for fundraising…

…But it’s coming…

…So how do you get ready?

What is all this stuff anyway?

Guide to Web 2.0 – handout

Q&A?

Examples: Fundraising – This is my year to…•Whole Foods

•FB Application

•Allows users to vote for one of 3 charities

•All will receive $10K

•Winner will receive additional $10K

•http://blog.wholefoodsmarket.com/2009/12/this-is-my-year-to%E2%80%A6do-good-on-facebook/

Examples: Fundraising – BlogRaising• Example 1: Heifer International

– Beaconfire Consulting – Variation on the “friends asking friends” model– Engage large community of bloggers– Donation badge for blogs – Custom landing page– Promotional campaign

Examples: Fundraising – BlogRaising• Example 2: Beth

Kanter– Well-known

blogger– Donation

challenge on blog– Ask people to

donate $10 each as a birthday present

– Network for Good Badge

– FB Birthday Causes application

http://beth.typepad.com/

Examples: Fundraising – 12For12K• Goals:

– 12 months– 12 charities– $12,000 per charity

• How?– Blog– Sharable videos– Badges & banner ads– Donation buttons– Blogger resource center– Twitter (account and hashtag 12for12K)– Facebook group– Ning community

• http://12for12k.org/

Examples: Fundraising – Twestivals

“Tweet. Meet. Give.”• Volunteer run/driven• Organizer tools• Funds raised via tickets, donations, sponsorship, ads, etc.• Party or other event• Publicized on Twitter, other social media platforms• Twestival Global 2009 raised $250K for clean water/new

wells in Ethiopia• Twestival Local 2009 raised over $2500 for Miriam’s Kitchen• http://twestival.com/• http://washington.twestival.com/

Examples: Relationship Building - Twitter

Example: Relationship Building - FB Causes

Source: Washington Post, April 22, 2009

FB Causes will not save you financially - only 2 organizations (Nature Conservancy and Students for a Free Tibet) have raised more than $100K

FB Causes is great for raising awareness – over 22 million monthly active users

Examples: Relationship Building - Blogging

YOUR Examples

Q&A

Resources• 7 Things Every Nonprofit Professional Should Know about Online Fundraising

& Marketing - http://my.convio.com/?elqPURLPage=57• A Procrastinator’s Guide to Year-End Fundraising -

http://www.frogloop.com/storage/article-downloads/End_of_Year_Fund_Raising_Guide.pdf

• AmEx Charitable Gift Survey - http://home3.americanexpress.com/corp/pc/2007/pdf/aecgs.pdf

• Fundraising Online is Hard - http://www.socialfish.org/2009/12/fundraising-online-is-hard.html

• Greenpeace & Me: Why some nonprofits need a better “sidewalk strategy” - http://wordjockeysez.wordpress.com/2009/11/13/greenpeace-and-me-why-some-nonprofits-need-a-better-%E2%80%9Csidewalk-strategy%E2%80%9D/

• Who Uses Social Networks? http://www.readwriteweb.com/archives/who_uses_social_networks_and_what_are_they_like_pa.php

• Blogger Outreach - http://www.conversationagent.com/2009/12/blogger-outreach-from-the-bloggers-eyes-.html

• Fundraising on Twitter - http://www.socialfish.org/2009/06/small-pebbles-make-big-waves-15-tips.html

Elizabeth Weaver Engel, CAE

Director, Marketing & SponsorshipNational Association of Children’s Hospitals & Related

Institutions (NACHRI)

Email: ewengel@nachri.orgPhone: 703.797.6041Twitter: @ewengelLinkedin: http://www.linkedin.com/in/ewengel Blog: Thanks for Playing http://thx4playing.blogspot.com/