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7 ways to win at online fundraising for Churches and Christian charities - presented at CNMAC13.
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Raising Funds OnlineDaniel Jones @dmjonesoir
Raisin Fun,OnlineDaniel Jones @dmjonesoir
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Why is this important?
Fundraising 101
7 Ways to Win
Questions
WHY???I thought this was about having fun with dried fruit…
WITHOUT VISION,THE PEOPLE PERISH
WITHOUT RESOURCE, THE VISIONS PERISH
Guerilla Test 1:
Do you know why you want to raise funds online?
Fundraising 101
whowho has given before &
who is likely to give?
whatwhat gift is needed and what will it achieve?
wherewhere is the best place to
ask for support?
whenwhen is the right time to
ask for support?
howhow will supporters get
their gift to you?
whywhy do you need this gift?
Direct vs. IndirectFace to faceDirect MailTelephone
AdvertisingCollectionsNewsletters
Website / Email / Social Media
One-off gifts&
Regular giving&
Event fundraising&
Crowdfunding
25% extra
7Ways to Win at
Online fundraising
~ Ask. Ask. Ask. ~
1
Guerilla Test 2:
How long ago did you last UNAMBIGUOUSLY ask for a financial gift online?
~ Get tooled up ~
2
• Email marketing• Social Media monitoring• Web analytics
~ Content is King ~
3
http://www.theguardian.com/voluntary-sector-network/2013/sep/02/effective-emotive-appeals
"Fundraising is most successful when it's based on establishing good relationships with donors and developing a bond of trust between the charity and the donor,"
~ Crowd Please ~
4
Collect details – build a tribe
Where others tread, more will follow
“Let me give as much I want, when I want, and however I want”
wrap your donors in cotton wool
the goal of online fundraising is to make the crowd feel like individuals.
~ Design for giving ~
5
“No unsupervised thinking”
• Remove clutter• Create breathing space• Emphasise key actions• Above the fold
Guerilla Test 3:
Sit a stranger down in front of a computer.
Have them visit your website and (with no help) try to make a gift.
Watch what happens.
GIVE DONATE
GIVE DONATE
Picture perfect
But which will hold your attention?
~ Test. Measure. Learn ~(repeat)
6
A/B & multi-variate
testing
http://www.flickr.com/photos/optimizely/sets/72157625300462626/
Obama’s digital team tested 6 media & 4 button options = 24 options
Sender: Barack ObamaSubject: Hey
Nearly there…
Why I love charity:water more than Jet from Gladiators…
~ Mind your manners ~
7
Guerilla Test 4:
When was the last time you edited what a donor receives when they make a gift online?
Ask. Ask. Ask
Get tooled up
Crowd please
Design for giving
Content is King
Test. Measure. Learn. Repeat.
Mind your manners
Useful links
copyblogger.comChurchmarketingsucks.comnewmediacentreofexcellence.org.ukcreativebloq.com/tag/Web-design
blog.optimizely.comblog.eyequant.comthewebpsychologist.comneurosciencemarketing.com/blog
blog.justgiving.comstewardship.org.uk
copy & design
testing & psych
fundraising
Questions?
Buff.ly/[email protected]@dmjonesoir