internet fundraising tips and tools
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Internet fundraisingInternet fundraising
Tips and tools for the global Tips and tools for the global
conversation ageconversation age
Paolo Ferrara
http://fundraisingnow.wordpress.com
2
Why the Internet
• The Internet is the first global media
• allows you to reach a global audience…
• …Younger and wealthier than the average audience
• The average gift is higher than the offline donation…
• … and the number of online donors (and activists) is growing faster than offline donors (and activists)
• Your website is a gateway open 24/h a day
Paolo Ferrara
http://fundraisingnow.wordpress.com
3
How to use the Internet
• Raise money
• Spread your word
• Engage your members and staff
• Build your brand
• Engage your volunteers
• Build your network
• Empower your beneficiaries
• Offer services
Paolo Ferrara
http://fundraisingnow.wordpress.com
4
Before all, you need a strategy
• Simply having a Web site is not a strategy
• On average, online donations are larger and the transaction costs are significantly lower than through more traditional channels
• A relatively small number of nonprofits have taken the lion’s share of online donations, while hundreds of others struggle to design, implement, and execute successful campaigns using the Web.
• After investing in market-leading Web technology, many otherwise highly successful nonprofits have received little traffic and few, if any, donations
Paolo Ferrara
http://fundraisingnow.wordpress.com
5
Not only an Internet strategy
• Why have so many nonprofits had so much trouble?
• In each of these situations, organizational strategy - not just Internet technology -was the key to a successful use of the Internet
• The key of online results is not the Web site, but a strong brand presence and a strong mission
Paolo Ferrara
http://fundraisingnow.wordpress.com
6
Seven Elastic Rules of Online Fundraising
1. Change organizational culture
2. Use the Web site as a response channel.
3. Develop a strong e-mail fundraising program.
4. Integrate online and offline media.
5. Communicate from your Web site the opportunity to “live” the experience of being part of your organization.
6. Use online media to foster the relationship with donors.
7. Test. The history of online fundraising is being written and boundless discoveries are there to be made.
Paolo Ferrara
http://fundraisingnow.wordpress.com
7
Fundraising tools
• Email marketing
• Online auctions
• Virtual gift catalog
• Online merchandising
• Fundraising events
• Widget (giving circle)
• Membership and renewal Online
• Pay per click
• Pledge
• Pixel fundraising
• Fundraising toolkit…
Paolo Ferrara
http://fundraisingnow.wordpress.com
8
Examples
Paolo Ferrara
http://fundraisingnow.wordpress.com
9
12 tips to start with your web site
1. Content is key.
2. Keep your site up-to-date.
3. Collect email addresses.
4. Give visitors reasons to return.
5. Think from the outside-in, not inside-out.
6. Engage your user.
7. Make it easy…to find, to act, to give
8. Ask, ask, ask and give a reason to give
9. Be transparent about privacy.
10.Build your back-office ready to act
11.Be web 2.0
12.Integrate, integrate, integrate
Paolo Ferrara
http://fundraisingnow.wordpress.com
10
Everything start with…
“E-mail is more important
than my Web site!”
The Gilbert E-Mail Manifesto
gilbert.org
Paolo Ferrara
http://fundraisingnow.wordpress.com
11
Build your own email list
• on your site
• through search engine optimization
• all printed materials
• events
• in phone calls
• in person
• mailings
• premiums and contests
• buying a list
Paolo Ferrara
http://fundraisingnow.wordpress.com
12
Email is the focus of your web site
• Let’s the email catching be the focus of your web site
• Put your form where people can find out it
• Give your user a reason to sign up
• A compelling content is the best way to engage your users
Paolo Ferrara
http://fundraisingnow.wordpress.com
13
Use your list
• monthly e-newsletter
• create special editions
• create other editions by segmenting
your list (i.e. journalist, volunteers,
activist, doctors, patients…)
• send a direct mail massage
• integrate with your blog
Paolo Ferrara
http://fundraisingnow.wordpress.com
14
Integrate your communication to generate lead
www.startwithalead.com/resources - eBook by Brian j. Carroll
Paolo Ferrara
http://fundraisingnow.wordpress.com
15
Your web site is a direct response channel
DRTV
Billboards
Free
postcards
Radio Direct dialog
Events
Press ads
TMK
Press
release
Insert and flyers
Testimonials
Activist
• Be coherent in your online and offline communications
• The URL is a key part of your ads
• A URL should be easy to remember
• Make your site simple, creative direct site!
Paolo Ferrara
http://fundraisingnow.wordpress.com
16
Lead generations is…
Lead generation is a
conversation, not a series
of disjointed campaigns.
Paolo Ferrara
http://fundraisingnow.wordpress.com
17
What is Web 2.0
Web 2.0 is a set of economic, social, and
technology trends that collectively form the
basis for the next generation of the Internet
a more mature, distinctive medium
characterized by user participation,
openness, and network effects.
Tim O'Reilly, “Web 2.0: Compact Definition?”
Paolo Ferrara
http://fundraisingnow.wordpress.com
18
Web 2.0 is a lot of things…
Paolo Ferrara
http://fundraisingnow.wordpress.com
19
Il web 2.0 are you!1982
2006
… where the user is the star
Paolo Ferrara
http://fundraisingnow.wordpress.com
20
Engagement 2.0
Web 2.0 is about
engagement
Paolo Ferrara
http://fundraisingnow.wordpress.com
21
10 ideas to enter the web 2.0
1. Create a page at MySpace.com:
2. Go in-world with Second Life
3. Share your videos at YouTube.com
4. Share your photos at Flickr.com
5. Start your own blog and vlog
6. Archive your organization at Wikipedia.com
7. Start podcasting
8. Share your link at Del.icio.us
9. Join Linkedin.com
10. Bring the Social Web to yoursite
Paolo Ferrara
http://fundraisingnow.wordpress.com
22
Blogs
1. It’s easy to keep them up-to-date
2. Search engines loves blogs
3. You can become a trusted source
4. Blogs help you to build a strong brand
5. they show the world that you have nothing to hide
6. Blogs help to put a human voice to your charity;
7. Blogs help to engage customers in conversation,
and help in building relationships
8. help your constituents to share their stories
9. You can use a tons of media
10. Blogging encourages you to find out what others
are talking about you
11. They help your internal communication
12. Blogs are great crisis handlers
13. They can make you different
14. The sum is more than the part
Paolo Ferrara
http://fundraisingnow.wordpress.com
23
Vlogs
1. Share stories of your non-profit’s programs or work
2. Communicate with others
3. Viral distribution
4. Affordable and easy to use
5. Build awareness
6. Increase donations
7. Build an online community
Drew Kochera
on YouTube
Paolo Ferrara
http://fundraisingnow.wordpress.com
24
Second life
Why Second Life?
• it could be the new dress of the
Internet
• it’s a good place to make tests
• you can easily set up an event
on hemophilia and get a good
coverage from medias
• you can easily set up a meet up
with your volunteers, donors and
constituents and open a help
center
• you could reach over 6 millions
users
Paolo Ferrara
http://fundraisingnow.wordpress.com
25
Flickr
Why Flickr?
• You can share tons of photos,
posters, desktops of an event, a
campaign, your last meet up or
testimonials
• allows your donors and members to
join your campaigns in a creative way
• allows you to set up a closer
relationship with your donors showing
them your face
• you can use photos for your Public
Relation
• Flickr is going up very fast and is
reaching a very high target
Paolo Ferrara
http://fundraisingnow.wordpress.com
26
MySpace
Why MySpace?
• it’s the most important place
on the Internet
• more than 150 millions
users and 40 milions monthly
page views
• you can reach the younger
target on the Internet
• your constituents can share
videos, photos, posters, ideas
and tell stories about their
life as hemophiliac or
parents of a hemophiliac
• they can gather friends from
all the world
Paolo Ferrara
http://fundraisingnow.wordpress.com
27
Everyone could turn into a fundraiserLet’s start with a few easy questions:
- what’s your campaign’s mission and goal?
- What are you raising the money for?
- Who are your prospects?
- What’s your timeline?
- How can you bring people to help you?
1st STEP
Listen your users
2st STEP
Set up your campaign’s goals (they must be S.M.A.R.T. -
Specifics, Measurables, Achievables, Realistics, Time based)
3st STEP
Define the ASK, that is…
- the WHY (why you care about a cause and then link to the
cause)
- the call to action (is what you want people to do… and people
want to help people… so focus on people).
http://www.widgetfundraising.org
Personal
fundraising
Paolo Ferrara
http://fundraisingnow.wordpress.com
28
Everyone could turn into a fundraiser
4st STEP
Define your prospects:
-virtual face-to-face through the Social Network: Skype, Flickr,
LinkedIn, MyBlogLog, YouTube (and, of course, Outlook)
5st STEP
Materials (some of them):
� ChipIn widget
� a campaign blog
� two personal blogs
� emails
� photos
� videos
6st STEPTake action and say always Thank You
Results: over 53.000 Dollars
http://www.widgetfundraising.org
Personal
fundraising
Paolo Ferrara
http://fundraisingnow.wordpress.com
29
Personal fundraising according to NEF
Podcast
Vlogging
IM
Peer to Peer
Game
Second life
BlogBanner
Siti InternetMail Mailing list
Forum
Newsgroup
Net Tv
Skype
YouTube
Slideshare Linkedin
TechnoratiIPTVMetacafe
Digg
Squidoo
RSS
Vod:pod
Widget
ToolbarAdSense
Ad Words
Map
UGC
…Fundraising 2.0: what’s going on?
Yahoo
Answers
Paolo Ferrara
http://fundraisingnow.wordpress.com
31
Internet is about community
eBay wasn’t a hobby. And it wasn’t a
business. It was – and is – a community:
An organic, evolving, self-organizing web
of individual relationships, formed around
shared interests.
Pierre Omidyar, Founder of eBay
Paolo Ferrara
http://fundraisingnow.wordpress.com
32
Contacts
Emailfundraisingnow@gmail.com
Paolo Ferrara
Communication and
Fundraising manager at
Terre des hommes Italy
www.terredeshommes.it
fundraisingnow.wordpress.com
campagnesociali.wordpress.com
M +39 347/3050752
Skype jambeeitalia
Slides
slideshare.net/PaoloFerrara
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