creating a digital fundraising solution

Creating a Digital Fundraising

Solution. Sue Fidler, Digital Consultant,

Sue Fidler Associates

Paul Martin, Head of Fundraising and Communications, MAF UK

MAF UK• Mission to reach isolated communities through

aircraft and technology to transform lives physically and spiritually.

MAF UK

MAF UK 2008• MAF ‘medium’ not large at £8.x M• Has been ‘traditional’ DM based • Traditional successful but signs of

challenges.• No clear strategy. No real external view.• Organisation set up purely for print • Same communications for nearly all.• Old website, no email, no social media.

MAF UK 2008

Why change – everything is fine?

The 3 Most important messages:-Why, Why & Why?

• Fundraising does not exist in isolation.

• Make the case, discuss it and reinforce it.

• Need data and external context

The 3 Most important messages:-Why, Why & Why?

• More competition – all chasing same donors.• Traditional...wonderful donors dying off.• New donors... all generations are now different.• Existing donors need time to change!

We need to be lighter on our feet and pack more punch!

Fundraising Strategy Conclusions

• For MAF a Strategy alone was not enough • Digital Fundraising a key method for growth.• Needed;– new teams – aligned to the priorities. E.g. New

supporters and donors– new skills – design, copy, technical– new approach – matrix working project teams

We called this the Transition Project.This changes everything...

A Step Change – Balanced Growth.• How do you step change and keep it all going?– Don’t start unless you can take the pain.– You need to win the board, time and resources.– You need a great team – to keep on going.– You need perseverance – change takes time.– You need plan to adapt – it will need to change!

How can we change?

– Develop your team – understand their skills– Create project team leaders – identify & train– Multi-skilled – cross team – start to finish.– Everyone owns the problem, solution & praise!– Phase it or it will fail. Have a clear plan.– Make change the day job – not an extra.– Communicate frequently across methods.

Traditionally its a standoff

Digital vs Direct Mail – Who will win?

The Third Way - Integration

– How do you add to a packed programme?– Create new streamlined processes– Don’t integrate for the sake of it.– Bring all channels together – one hub.– Have one plan not several parts.– Encourage – push – people together.– Create roles with integration built in.

Brand DNA & Digital

– Brand is the essence, the values in everything.– It reflects trust, value and cause = fundraising– Different digital style – same brand?– Does the logo fit? Mobile = punchy, button like?– Does the brand feel different online?– Is there more room to express the brand?– How do we look and feel the same charity?

A Consultants View

Starting from scratch.The Effect of a Digital Change.

Fundraising is all about engagement.

So how do we engage people online?

Step 1 - Website

While the website is only a small part of “digital” it is CORE to your online presence

2008

Now

Starting process for new site and CMS

– Developing a Digital Strategy to define organisational objectives

– Reviewing brand and brand guidelines– Stakeholder meetings to discuss functionality,

design, navigation, architecture and feel– Statement of Requirements– Invitation to tender– New site and CMS build

Step 2 –

What engagement do we already have?

Prayer DiaryPDF version

BLOG version

Web version

TWITTER version

Overseas Staff Stories

BLOG version

Web version

FACEBOOKversion

Enews version

Other changes:– Developed email marketing using CharityeMail• More regular, structured, audience specific editions

– Developed YouTube channel and Flickr• More videos being made and published

– Extended use of Facebook and Twitter• More staff input, more/mixed messages

– More information and advertising of regional fundraising events

Other changes:– Developed Search Engine optimisation– Facebook Advertising– Planned messaging• Digital plans to ensure homepage, facebook, twitter,

YouTube and email all have the same threads

– Integration• Forward planning on and offline messaging

Results

Results – web visitors

2009 2010 20110

10000

20000

30000

40000

50000

60000

70000

80000

Results - facebook fans

Results – Facebook interaction

Results – Twitter followers

Results - Youtube views

Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

2009

2010

2011

HAITI APPEAL

EAST AFRICA APPEAL

Results - Donations

SUMATRA APPEAL

So what has changed?

– Team development

Fundraising Publications CommsSupporter Relations

& RE

Integrated Campaigns

Web Dev Regional/Ire/Scot

Digital Strategy

Site Dev

S/C and Online

Youth And Children

RE Integration

CORE MATRIX TEAM

Social NetworksAnd email

CMSProject

MAF UK Strategic PrioritiesPrayer, Acquisition

Fundraising, PR, Recruitment

So what has changed?

– Team development– Staff development• Training• Encouragement• New posts – web manager, online copywriter

– Integration – showing how on and offline supplement each other

So what has changed?

– Success• Gained in skills• Gained in awareness• Gained in understanding

• Gained in confidence

Small Steps- Small Changes

http://www.slideshare.net/suefidler/

Sue FidlerSue Fidler Associates

sue@suefidler.com