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www.techfoundation.org
2008 Nonprofit Technology Conference
Online Fundraising Basics: Online Fundraising Basics: How to Get StartedHow to Get Started
Presented by:
Kathleen A. SherwinDirector, TechFoundation
[email protected]@techfoundation.org
www.techfoundation.org
2008 Nonprofit Technology Conference
04
Barack Obama raises $6.9 million online in the 1st quarter of ‘07
Obama
13 million Americans make online donations in response to Hurricane Katrina
Hurricane Katrina
Dean shatters Clinton’s record of raising most money in single quarter, thanks largely to online donations.
UNICEF raises $18 million online for Tsunami relief in 1 week
Howard Dean, Tsunami
05
07
Brief History of Online Brief History of Online FundraisingFundraising
www.techfoundation.org
2008 Nonprofit Technology Conference
Let’s Get Started!Let’s Get Started!
Basics: Fundraising with Email- What You Need to Know
- Planning Process
- Preparing for Success
- Numbers Breakout Session Online Fundraising: Beyond Email Breakout Session Next Steps & Resources Q&A
www.techfoundation.org
2008 Nonprofit Technology Conference
If you’re actually serious about online fundraising
Ingredients for an online fundraising program
What makes an online fundraising program successful
How to tell if it worked
What You Need to KnowWhat You Need to Know
www.techfoundation.org
2008 Nonprofit Technology Conference
Website/Email + Online Donation Processing Vendor
+ Donation Pages + Supporter List
+ Calendar of Appeals...
Planning: Ingredients…Planning: Ingredients…
www.techfoundation.org
2008 Nonprofit Technology Conference
Planning: What You’ll Be DoingPlanning: What You’ll Be Doing
Establishing a calendar
Writing good copy
Designing / implementing web pages
Coding HTML
ASP Implementation
(message/pages)
Testing and Sending
Reporting/Number Crunching
www.techfoundation.org
2008 Nonprofit Technology Conference
Planning: Technology You NeedPlanning: Technology You Need
Website
Website data tracking/reporting
Donation form(s) and processor
Broadcast email tool
www.techfoundation.org
2008 Nonprofit Technology Conference
Planning: Donation PagesPlanning: Donation Pages
Customized for your campaign
Ask for lots of info
Require only what’s necessary
Pre-populate fields, if possible
Keep copy short and sweet
www.techfoundation.org
2008 Nonprofit Technology Conference
Planning: Donation ProcessorPlanning: Donation Processor
Vendors process donations for you, take cut of amount processed (2%-5%)
Many options:- Paypal- Google Checkout- eTapestry- Entango- Network for Good- Groundspring- Democracy in Action
www.techfoundation.org
2008 Nonprofit Technology Conference
Planning: Know Your SupportersPlanning: Know Your Supporters
Have an active, engaged list of supporters
Know who they are
Know what they are interested in
Know why they signed up - that issue is what they’ll give $$ to
www.techfoundation.org
2008 Nonprofit Technology Conference
Planning: Calendar of AppealsPlanning: Calendar of Appeals
www.techfoundation.org
2008 Nonprofit Technology Conference
1,000 people must receive your email1,000 people must receive your email
If you want to generate 10 gifts...
250 must read it 250 must read it (‘open’)(‘open’)
50 must click donate (‘click-50 must click donate (‘click-thru’)thru’)
Avg response rate to fundraising messaging [for NPOs] = 0.3%
Online Fundraising MathOnline Fundraising Math
www.techfoundation.org
2008 Nonprofit Technology Conference
✓ Is it up to date? (programs, events, services)
✓ Do you tell people what you want them to DO? Over and over again?
✓ Good, clean writing?
✓ Easy to navigate? (cut the fat; and no silos)
✓ Does everything actually work?
✓ Opportunities for dialogue, engagement?
✓ Quick and easy email signup?
✓ Is it compelling?
✓ Transparency?(how is $ spent? privacy policy?)
Preparing for Success: The Preparing for Success: The WebsiteWebsite
www.techfoundation.org
2008 Nonprofit Technology Conference
✓ is large and responsive
✓ receives steady stream of trusted and relevant communications
✓ has opportunities for meaningful online engagement -- other than giving $$
Preparing for Success: The List Preparing for Success: The List
A good list is key to successful online fundraising.
A good list:
www.techfoundation.org
2008 Nonprofit Technology Conference
Size Matters: List BuildingSize Matters: List Building
Bring your offline donors online
Conduct engagement campaigns (issues,
advocacy, etc.)
Do fun stuff to show you care (Flash,
quizzes, e-cards, contests, etc.)
Buying names (carefully!)
Chaperone another organization’s list and
have them do the same for you
Hijack the news cycle (aka have a disaster)
www.techfoundation.org
2008 Nonprofit Technology Conference
Preparing for Success: The CopyPreparing for Success: The Copy
An email appeal is NOT An email appeal is NOT your latest direct mail your latest direct mail
piece sent out via email.piece sent out via email.
www.techfoundation.org
2008 Nonprofit Technology Conference
Preparing for Success: The CopyPreparing for Success: The Copy
Keep it short Make it engaging Get right to the point Be specific Be relevant
- Timing (send it after a big disaster)
- Topic (target email to portions of your list who you know are interested in saving the banana slug)
Have a good ask (the best writing won’t save a bad idea)
www.techfoundation.org
2008 Nonprofit Technology Conference
Madeleine’s Patent-Pending Criteria for
Successful fundraising campaigns
It gets opened
It converts
It’s concise
It gets noticed
Think subject lines & timing
Think thank you pages and follow-up
Think specificity, transparency
Think scan-ability, length, and getting to the point
Think creative & design
It minds its manners
www.techfoundation.org
2008 Nonprofit Technology Conference
Consider Your Donor’s InboxConsider Your Donor’s Inbox
www.techfoundation.org
2008 Nonprofit Technology Conference
……and BREAK THROUGH the noiseand BREAK THROUGH the noise
www.techfoundation.org
2008 Nonprofit Technology Conference
How to Tell if it WorkedHow to Tell if it Worked
www.techfoundation.org
2008 Nonprofit Technology Conference
A Language LessonA Language Lesson
Delivery
Open Rate
Clickthrough Rate
Conversion Rate
www.techfoundation.org
2008 Nonprofit Technology Conference
321
Make the website work for THEM (not you).
Write good emails, regularly. (Only some can be asks for $$.)
Watch the numbers, experiment, and adjust.
3 Steps for Raising $$ with Email3 Steps for Raising $$ with Email
www.techfoundation.org
2008 Nonprofit Technology Conference
And a 4th StepAnd a 4th Step
SaySay"Thank You""Thank You"
www.techfoundation.org
2008 Nonprofit Technology Conference
Breakout Exercise - 15 minBreakout Exercise - 15 min
Taking Stock- What is your organization doing now?
- How is that working for you?
Easy Next Steps?- What have we covered so far that
you can implement right away?
www.techfoundation.org
2008 Nonprofit Technology Conference
Not-so-basic EmailNot-so-basic Email
Many offline tactics work online:- Matching Gifts
- End-of-year Giving
Email offers unique opportunities:- Appeals to help reach a goal,
showing real-time (or nearly) progress
www.techfoundation.org
2008 Nonprofit Technology Conference
Beyond EmailBeyond Email
Donations as gifts
Selling stuff
Affiliate programs
Have your supporters do the work for you
www.techfoundation.org
2008 Nonprofit Technology Conference
Have Supporters Ask for YouHave Supporters Ask for You
Encourage supporters to invite their friends to donate with e-cards
Create Personal Fundraising Pages
- Allow supporters to recruit friends to donate
Create badges for supporters to post on blogs, that link to your donate page
Facebook Causes
www.techfoundation.org
2008 Nonprofit Technology Conference
Other Factors for SuccessOther Factors for Success
Cohesive narrative arc
- Communication with your supporters is consistent, tells a story
Organizational buy-in -- from the top!
Willingness to experiment and test and adjust campaigns accordingly
www.techfoundation.org
2008 Nonprofit Technology Conference
Breakout Session - 15 minBreakout Session - 15 min
Get creative: What do you want to try?
What have you tried?
www.techfoundation.org
2008 Nonprofit Technology Conference
Wrapping UpWrapping Up
Plan ahead, get your tools ready
Send the right message, to the right people, at the right time
Test, test, test
Analyze results
www.techfoundation.org
2008 Nonprofit Technology Conference
Tools and Approximate CostsTools and Approximate Costs
Donation Processing Vendor- Ex: Paypal, transaction fee 2%-4%
Broadcast Email Tool- Ex: Constant Contact, $15-$150/mo
OR All-in-one Tool, combines email broadcasts and donations- Ex: Democracy In Action, starts at
$200/mo + setup fee
Also: Facebook Causes (free!)
www.techfoundation.org
2008 Nonprofit Technology Conference
ASP Vendors Consultants
ResourcesResources
NTEN TechFoundation Network for Good Grassroots.org TechSoup
Vendors that offer training:- Democracy in Action
- Convio
- Kintera