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In this two hour lunch and learn seminar, Parachute Digital showed Fundraising Directors from Top Australian charities how digital should best be integrated into your overall fundraising mix. Digital fundraising or online fundraising as many call it, is a growing area within the non-profit sector. This workshop demystifies online marketing & fundraising strategies, showing Fundraising Directors that the same strategies that they employ offline, for prospect onboarding and donor retention and telling stories, will work online too. It's just a different execution. The strategy is often the same. Participants were given data homework to do to learn about their donor databases and online/ offline split as well as reading from Shanelle Newton Clapham's book "Attracting Donors Online - Digital Fundraising that works". What the workshop and presentation covers is: • Integrating your digital data with your offline database • Integrating digital into your story-telling • Integrating digital into your onboarding strategy • Integrating digital into your retention strategy • Integrating digital into your donor journey.
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Integrating Digital into FundraisingLunch & Learn Workshop
Wednesday 20th November 2013
Proudly Presented by Shanelle Newton Clapham
Digital is just one piece of the puzzle
Communication hasn’t changed, our behaviour has
What is the purpose of your website?
Stay focused on the donor
Integrating Digital into the Overall Fundraising Mix
• Data
• Storytelling
• Onboarding
• Donor Journey
• Retention
Case Study
The Wesley Mission
F2F + Mobile
+ SMS + Email + Video
Can digital onboarding reduce attrition?
How much do you know about your online supporters?
Do you have a single view of your database?
Digital success metrics
Case Study
Greenpeace – Ken & Barbie’s Break-up
Viral Video + Petition+ Stunts + Media + Advocacy
Case Study
Animals Australia – Live Animal Exports
Media + Online Petition
+ Advocacy + DM
Animals Australia
Online helps supporters connect the dots & provides a
destination
Appeal Content Planning
Onboarding
Offline onboarding strategy
Online onboarding strategy
Keep it simple
Map out your onboarding strategy
An onboarding strategy that includes digital channels
The donor Journey
The donor Journey
How we want our donor journey to look Reality
Case Studies
Greenpeace.
F2F + TM + Email + DM
Wesley Mission
F2F + Mobile + SMS
+ Email + DM
Ideally, the donor journey should integrate all channels
Retention
Retention, or Loyalty is
From the donor’s point of view•I like the brand•The cause matches my values•The organisation values my contribution•They keep me up to date•They have great customer service•They have a product that I want (to be a part of)•They make me feel good.
Online is great at retention
Personalisation
Case Study
Amazon, eBay. iTunes
Email + Personalisation
Integrating Digital into the Overall Fundraising Mix
• Data
• Storytelling
• Onboarding
• Donor Journey
• Retention
Digital Capability Training12-week course
Thank you.It was a pleasure.
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