BOOTSTRAPPING DIGITAL FUNDRAISING

SPEAKER: ALAINA SHEARER, PRINCIPAL, @CEMENTMARKETING

MARCH 10, 2015

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AGENDAI. What does success look like? II. Data speaks for itself: current state of online fundraising efforts III. Reassessing your donation funnel IV. Tools you need V. Defining your message

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#FindMike. National manhunt for the man who saved his life - Rethink.org/FindMikeFilm

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#NobodySleepingOnTheStreet. Barcelona agency fighting homelessness - HomelessFonts.org

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Hollaback’s #HollaRevolution Fighting street harassment - http://www.ihollaback.org

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Another fascinating video. Videos can be very powerful fundraising tools, if they are share-worthy. https://www.youtube.com/watch?v=6a6VVncgHcY

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Key facts:

- Raised $130K

- 21 million views

WHAT DO THEY ALL HAVE IN COMMON?

A powerful, relatable story. “That could be me” Startle, shock or inspire. “This has impacted me.” All focus on non-profit beneficiaries…

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WEBSITES AND CONTENT HELP BENEFICIARIES.

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WHAT DO THEY ALL HAVE IN COMMON?

All involve the audience. “I could make a difference… easily.”

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AND… BEST AUDIENCE INVOLVEMENT FUNDRAISING CASESTUDY:

The Ice Bucket Challenge is the ultimate selfie, peer pressure also plays a huge role in donation.

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KEY INSIGHT:

Change the conversation. “Create true connections, authenticity.” Reset your thinking. “Truly affect your recipients, document it all.” This is about your donors feeling powerful/special. Not your brand.

Hint: Your recipients may be your brand.

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KEY FINDINGS:

—> email not as effective—> donations larger via other online channels, but less spent here—> far fewer fans and audience than emails

WHAT DOES THIS ALL MEAN?

—> re-assess your budget—> re-assess your digital marketing strategy

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Lead with content: non-profit digital marketing budget

11%

16%

11%

11%

53%

Content CreationSocialWebsiteEmailSearch

IDEAL FUNDRAISING FUNNEL

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Tactic: Social ContentGoal: Raise Awareness

Tactic: EmailGoal: Convert Donations

Tactic: WebsiteGoal: All and Convert Donations

Tactic: Social CampaignGoal: Generate Emails

FIRST —> CONTENT STRATEGY: CREATE POWERFUL CONTENT

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FIRST —> CONTENT STRATEGY: CREATE POWERFUL CONTENT

OBJECTIVE:

—> build an audience through content marketing

HOW:

—> assess current performance of all digital channels—> assess audience of donors, are they still the same age? What are their likes and interests? How do they prefer to donate?

[Hold focus groups if you can]

—> build budgets around new channels to test—> create the big idea—> build the big idea—> create content calendars—> execute!

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Tactic: Social ContentGoal: Raise Awareness

Tactic: EmailGoal: Convert Donations

Tactic: WebsiteGoal: All and Convert Donations

Tactic: Social CampaignGoal: Generate Emails

IDEAL FUNDRAISING FUNNEL

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Social Content[Facebook, Video, Blog Posts]

What you need:

—> Content editorial calendar, clear goals

—> 2-3 hours per day

—> User-generated content

—> Analytics, check daily

—> Ad dollars - $1500-$3000/month

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Social Content[Facebook, Video, Blog Posts]

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Social ContentVideo Tools

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Social ContentSocial Tools: Canva - canva.com

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Social ContentSocial Tools: infographicreator.com

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Social ContentMove Instagram Photos to Facebook

What you need: Gear icon —> linked accounts —> Facebook —> Share To

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Social ContentSocial photo booth sends pictures live to Instagram and Facebook

What you need: Budget - $1750/event, over 150 attendees recommended

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Tactic: Social ContentGoal: Raise Awareness

Tactic: EmailGoal: Convert Donations

Tactic: WebsiteGoal: All and Convert Donations

Tactic: Social CampaignGoal: Generate Emails

IDEAL FUNDRAISING FUNNEL

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Social Campaigns[Earn impressions, Shares, Engagement and Emails]

What you need: —>Campaign creation —> 2-3 hours/week —> $6K/campaign

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Social CampaignsRafflecopter, OfferPop, WildFire Apps

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Social CampaignsDesign campaigns to appeal to influencers, reach out, build a list

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Tactic: Social ContentGoal: Raise Awareness

Tactic: EmailGoal: Convert Donations

Tactic: WebsiteGoal: All and Convert Donations

Tactic: Social CampaignGoal: Generate Emails

IDEAL FUNDRAISING FUNNEL

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Website [Does your website content engage? Help? Encourage? CTA clear?]

What you need: —>Constant assessment —> Clear design —> Mobile friendlyBudget: $15K-$60K for a re-design, $5-7K per year for updates

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Website Wordpress, best CMS out there for search/social/ease of use

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Website Inexpensive Themes: can be tricky, but some work very well.

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Tactic: Social ContentGoal: Raise Awareness

Tactic: EmailGoal: Convert Donations

Tactic: WebsiteGoal: All and Convert Donations

Tactic: Social CampaignGoal: Generate Emails

IDEAL FUNDRAISING FUNNEL

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Tactic: EmailGoal: Convert Donations

What you need:

—> Flexible email tool

—> High open rates (stop buying lists)

—> Content worthy of sharing

—> Self-contained content

—> Analytics, refine and tweak between emails

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Tactic: EmailRecommend MailChimp or ConstantContact

SO… YOU HAVE THE TOOLS - WHAT’S THE MESSAGE?

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START WITH THESE QUESTIONS:

—> What do my beneficiaries need most?

—> How can my donors provide that to them or see the impact of their dollars?

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