36057058 joseph wangendo on fundraising for technology at the tandaa symposium on technology for...

8/8/2019 36057058 Joseph Wangendo on Fundraising for Technology at the Tandaa Symposium on Technology for Social Change

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FUNDRAISING 101

ICT SOLUTIONS FORSOCIAL CHANGE

JOSEPH N WANGENDO

Bloodlink Foundation/ Kenya

Association of Fundraising

Professionals


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1. Use of ICT in

Fundraising2. ICT Applications for

Social Change


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ICT THE FUTURE IN FUNDRAISING

The ICT has opened up a whole newworld that nonprofits large and small areusing to expand their universe of influence

and support. Fundraisers are especially excited about

online opportunities for locating newdonors and for adding a new

communication channel for cultivatingexisting donors, even if they are giving bymail or at events.


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Why do nonprofits need to be online?

Online fundraising cant exist in a vacuum.

The success of online fundraising program

will be largely dependent on an

organizations overall Internet presence aswell as traditional offline activities.


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Why the Internet?

What are nonprofits doing online? How

can your organization effectively integrate

the Internet into its strategy for fulfilling its

mission?


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What non-profit organizations

are doing online

Raising money is only one of the many

ways nonprofits use the Internet. So as

you develop your online fundraising

program, remember to consider it as partof a much broader online presence.


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Marketing.

You can use the Web and email to

complement and maximize your overall

marketing efforts. Your web site can be a

brochure, a news service, an informationlibrary, an activist centre, a community

meeting place, a store, and more, all in

one.


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Education and Outreach.

As a constantly evolving repository of

information, your web site can play a

unique role in disseminating information

and engaging people. Its educational usesare as wide as you are creative and

inventive. Make sure your education and

outreach materials are easily accessible,downloadable or printable, and up-to-date.


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Name Recognition/Branding.

Web sites and email newsletters are key

assets in creating a powerful and

memorable brand for organizations. With

your own Internet domain name and thelook of your web site, you can create a

memorable virtual experience for your

constituents.


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Service Delivery.

Some organizations can deliver their

services online. If you provide information,

help people adopt animals, or let people

contact their members of parliament, youcan offer these services on your web site.

Even if you cant deliver your service

online, often your web site and emailnewsletters can reinforce many aspects of

your service delivery.


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Advocacy.

Advocacy is one of the most importantways to engage people online. You canhighlight important issues and suggest

ways people can get involved fromvolunteering to sending faxes to electedofficials or corporate CEOs. Whether its ahot political issue or an enduring social

problem, your web site and emailnewsletters can become importantresource for people seeking to make adifference.


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Collaboration.

The Internet offers great opportunity for

collaboration with other organizations and

companies, as well as among your

members and supporters.


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Fundraising.

you can use your web site to raise money,

as well as keep your supporters informed

about how their financial support gets put

to use and reinforce your other fundraisingefforts. By bringing people to your site and

then making a compelling case for giving,

you can begin to build a list of onlinedonors.


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Developing your organizations

Internet strategy

The Internet opens up a whole new worldof opportunities, so using it effectively maymean rethinking and reinventing your

organization. After launching a web site oran email newsletter, many organizationsdraw such large and varied audiences thatthey begin to re examine the way their

whole organization works. Its never toolate to rethink how your Internet strategycan integrate into your organization.


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Input from organizational

stakeholders.

When thinking about your online strategy,its important to get all the stakeholders inyour organization together as a group,

including staff, Board members,volunteers, and clients or otherbeneficiaries. Web sites and emailnewsletters are often developed by one

department, such as Communications orDevelopment. But everyone in yourorganization should have a stake in them.


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Integrating online and offline

strategies.

A key factor in your online success is

integrating the Internet into offline

programs. In your planning and analysis of

all of your activities and campaigns,consider ways to bridge the real world and

the virtual world of your web site and email

newsletters.


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What is Fundraising?


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Online Fundraising: A Frictionless

Future

The potential exists to treat every donor

like a major donor: To prospect with

respect, permission, and integrity. To

cultivate and segment and personalize. Toask for the right amount at the right time,

so that giving is natural, and lifelong. To

steward the relationships with care, so thatloyalty and commitments increase, along

with the resources that come from such

relationships.


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COST BENEFIT

This potential exists because two costs havedecreased by many orders of magnitude: the cost of

communication and the cost of personalization. The

integration of email, the web, and databases means

that instead of costing 60 cents to reach the next

person by post, it costs a sixth of a cent by email. And

it means that some personalization costs almost

nothing and is maintained by the donor, instead of

potentially taking an entire phone call or lunch by a

paid staff person to achieve. By reducing the friction in

the system, we can restore balance to the four

components of classical fundraising.


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PROSPECTING

No longer will prospecting be sodesperately focused on the immediatedonors. An investment will be made in

respecting and developing the level ofpermission with each prospect.Owners of lists will facilitate introductionsthrough Chaperoning rather than through

spam-like list rental. Stakeholders who haveheretofore been reached only by mail will behelped to change to an online relationship, ifthat's what they desire.


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CULTIVATE

Nonprofits will begin to genuinely cultivatetheir relationships and so have theserelationships feel more natural to all

involved. Newsletters and web sites will beredesigned with richer cultivation in mindand so better integrate the program of theorganization with development and

fundraising. There can be more and morepersonalization, resulting in greater andgreater trust.


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THE ASK

The ask will become easier because, like

plucking a ripe fruit, a well cultivated donor

hardly has to be touched in order to give.

Furthermore, the ask will become aboutmuch more than money. Sometimes it will

be about volunteering or about activism or

about education. The greater levels of richenrolment will also lead, as all the

research indicates, to greater giving.


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STEWARD

We will thank and keep people informed

like never before and in so doing we will

truly steward these relationships. We

won't mix thanks or updates with furtherasks. And, just as we are stewards of our

donors, we will learn how our donors

themselves want to be stewards of theirdonations.


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FRICTIONLESS FUTURE

But this frictionless future is only possible

if we are willing to go back to basics. We

have to plan our technology initiatives with

our communication needs foremost in ourminds, discard the misconceptions that we

have learned from using more expensive

media, and adopt a long term vision ofdeep respect for the relationships that are,

after all, our most precious asset.


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Using ICT to Address Social Issues

http://www.slideshare.net/secret/7drnRrYZ

7plMTP

www.friendstosupport.org

www.donor2deed.

com/pakistanfloods2010/crisis.html


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USEFULLINKS

www.grants.gov

http://fdncenter.org

www.globalgiving.org

www.rockefellerfoundation.org

www.fundraisingkenya.org

www.ajws.org

www.oecd.org

www.fundsforngos.org

http://www.grandchallenges.org/MeasureHealthStatus/Topics/Cell

PhoneApps/Pages/Round5.aspx

www.unfoundation.org/vodafone

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