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Online Fundraising Tips & Case Studies
Philip King &Vanessa Juriansz
Vanessa
Philip
We’re proud of our clients...big & small
The more things change...
...the more they are the same
• People don’t have time
• People do better in groups
• People give to people...particularly online
•Good stories make people act!
1.4 BILLION will use the INTERNET today
3.3 BILLION will use their
MOBILE PHONE today
Fundraiser’s dilemma #1
Expensive, Invasive
One Solution = ePhilanthropy
Fundraiser’s Dilemma #2:
The Economy!
One Solution = ePhilanthropy
“How Much Are Canadians Giving, How Are They Giving and How Has This Changed in the Digital World?”
Q12. Over the last year, have you donated to a charity you had never given money to before?Q13. What was the main reason why you donated to this charity?
Main Reasons for Donating to New CharityMain Reasons for Donating to New Charity
24%24%24%24%Friend/acquaintance/family Friend/acquaintance/family member asked me to donatemember asked me to donateFriend/acquaintance/family Friend/acquaintance/family member asked me to donatemember asked me to donate
16%16%16%16%Particular charity does good Particular charity does good workworkParticular charity does good Particular charity does good workwork
16%16%16%16%Charity asked me to donateCharity asked me to donateCharity asked me to donateCharity asked me to donate
12%12%12%12%Affected by the work they doAffected by the work they doAffected by the work they doAffected by the work they do
10%10%10%10%Memoriam GiftMemoriam GiftMemoriam GiftMemoriam Gift
Interest in Donating Online
Interested
Neutral
Not Interested
Q8. To what extent, if at all, are you interested in having the ability to make a financial donation online to a charity or non-for-profit of your choice? Please use the following 7-point scale
41% of donors who are 41% of donors who are interested in donating online interested in donating online have not done sohave not done so before… before…
41% of donors who are 41% of donors who are interested in donating online interested in donating online have not done sohave not done so before… before…
Tip:
Act Big Online
Tip: Don’t think
“I need to
Control my
Brand”
Share it...
Tip:
Remember that
People Give to
People
People give to People
Event or Campaign
Groups and Teams
Fundraisers
Artez Social Network
Donors
If your wish were granted...
Become a Donor?
Become a Fundraiser?
Tip:
Make A
Fundraise Now
Button
Not all digital fundraisers are
equal•80% of funds will be found by 20% of the people
•Identify them early
•Treat them differently
Find your ‘sneezers’
• Epidemics teach us that disease is spread unevenly
• Some individuals are particularly contagious, named ‘sneezers’
•What if instead of a ‘sneeze’ the action is an ‘ask’
2008 2009 % Chg.
# Fundraisers Registered 381 606 +50%
# Teams 28 42 +50%
$ e-Gifts (Average) $507,365 ($152) $1,221,750 ($152) +63%
# e-Gifts 3,961 9,676 +64%
# Participants with 1+ online sponsors
263 457 +74%
Average # of e-Gifts / Fundraiser
14.8 20.9 +41%
Ave $ e-Gifts / Fundraiser $1,942 $3,668 +89%
Top 10 Fundraisers $278,082 $452,112 +63%
Case Study: Sneezer Metrics
Sneezers surprise you
£ 1 million
Fundraising in the Long Tail...Getting $10 more
from 1000 People
Tip:
Set Realistic
Targets
e25e25
Tip: Don’t believe that
If you Build It
They Will Come
Tip:
Experiment
Test, measure and adjust.Test, measure and adjust.
Test, measure and adjust.
“It’s not about how it looks ... it’s about how
it CONVERTS!”
“It’s not about how it looks ... it’s about how
it CONVERTS!”
Total Visitors
Visit Donation Page(s)
Start Donation
Complete Donation
54 Visitors Complete Donation
65%
35%
5%
114 Complete Donation
Why important?
User Experience: Indulgent database
filling?
Tip:
Focus on the
“Fundraising”
half of Digital
Fundraising
Tip:
Surround
Yourself with
Digital People
Total revenues = $535,000 +
Average of $770 dollars raised per online event
1005 Facebook fans
Campaign launching again this summer
http://www.buyakidsometime.ca/
vs. the same timeframe in 2008:
More than 2.5 times the revenue
12 times more new monthly donors acquired
The campaign will be relaunched for the 2010 holiday season
The more things change...
...the more they are the same
• People don’t have time
• People do better in groups
• People give to people...particularly online
•Good stories make people act!
Enjoy our website: www.artez.com
Listen to us on iTunes: “Digital Fundraising Podcast”
Follow Artez on Twitter: @artezonline
Like Us on Facebook: facebook.com/artezinteractive
Questions?