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How to effectively use social media for fundraising. Presented at the 2013 AFP Central PA Capital Conference.
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Social MediaforFundraising
Can anyone actually raise
money online?
eBenchmarks Study - NTEN
Today’s World Water Day’s goal was to inspire 100 bloggers to inspire ten readers to donate $20 – enough to turn water back on for three people in India.
Epic Change used Twitter to raise over $11,000 in just 48 hours to help build a classroom in Tanzania… 98% of donors never having donated to Epic Change before. – sumac.com
Shower Strike is a week-long fundraising campaign that rallied volunteers to hold a strike against showering to raise funds. The campaign featured corporate sponsors, allowed their volunteers to have share their story, and utilized social media. In years past, the campaign raised $25,000 on average. This year, Shower Strike was able to raise over $77,000. - CauseVox
Profile of an Online Donor
Online donors are younger and have higher incomes than traditional direct mail donors… 11% of online donors were under 35... 34% of online donors earned over $100,000 annually versus only 24% of offline - Blackbaud
Online donors are younger and have higher incomes than traditional direct mail donors… 11% of online donors were under 35... 34% of online donors earned over $100,000 annually versus only 24% of offline - Blackbaud
Online donors often have little to no prior giving history with the organization, so we believe it may be easier to acquire an online donor than it is to convert a conventional donor - Blackbaud
90% of online donors shop online, and 78% do their banking & bill-paying online - CauseVox
Online donors are younger and have higher incomes than traditional direct mail donors… 11% of online donors were under 35... 34% of online donors earned over $100,000 annually versus only 24% of offline - Blackbaud
Online donors often have little to no prior giving history with the organization, so we believe it may be easier to acquire an online donor than it is to convert a conventional donor - Blackbaud
90% of online donors shop online, and 78% do their banking & bill-paying online - CauseVox
Online donors are younger and have higher incomes than traditional direct mail donors… 11% of online donors were under 35... 34% of online donors earned over $100,000 annually versus only 24% of offline - Blackbaud
Online donors often have little to no prior giving history with the organization, so we believe it may be easier to acquire an online donor than it is to convert a conventional donor - Blackbaud
Online giving happens largely between 9 a.m. and 5 p.m. on weekdays. People give during work hours - Charity Navigator
Major Donors are Moving Online
1,245 (of 2,000) nonprofits had at least one online gift of $1,000 or more. 38 nonprofits in the analysis had at least one online gift of $20,000 or more... Online pledges and recurring gifts were excluded from the analysis. Major donors continue to move to the web as part of their giving behaviors - Blackbaud
“With our generation, there’s going to be more online giving in the future” - Jennifer Brown
They do all of their research online.
They give about $100,000 a year all online
They found that only half of the charities were able to take a large donation online.
Support You
Trust You
Know You
1. Build Trust2. Make Donation Easy3. Facilitate Peer Giving4. Offer Recognition5. Track, Adjust, Repeat
5 Tactics for Attracting Online Donors
Build Trust
Relationships
Not
Sales
Step #1
Have 3 message/community posts for every ask
#FearsVsDreams
Step #2
Answer these three questions:
1. What do other people think about this group?2. Does this work?3. What difference can I make?
nonprofitmarketingguide.com
Episodes
Not
Movie
Step #3Work posts into a larger, episodic story
http://www.gailperry.com
http://www.gailperry.com
http://www.gailperry.com
Make Donation Easy
Landing Page Essentials:
• Find the Donate button in 1-2 seconds
• Complete the process in 1-2 minutes
Anatomy of a Landing Page
Clear Call-to-Action
Public Progress
Persuasive Video
Multiple ways to get involved
Facilitate Peer Giving
http://www.npengage.com
Peer giving ideas:• Friends sponsoring your participation• Asking for donations as gifts• Competing against friends for best
fundraiser• Inviting friends to events
Help them ask:
Offer Recognition
Track, Adjust, Repeat
AnalyticsThe hidden benefit of online fundraising
Track Each Stage of the Process:
1. Distribution2. Engagement3. Clicks4. Bounce Rate5. Donations