cne online 10.28.09
TRANSCRIPT
How much money was given to charity in 2008?
How much was given online in 2008?
How much money was given via Facebook Causes?
Why did the chicken cross the road?
Oops! Wrong slide.
Agenda
What is online fundraising?So what and who cares?How do you do it?Tools U can useThree things to rememberAdditional resources
What is online fundraising?
Any digital communication designed to generate a response, such as a donation.
So what and who cares?
Online giving surpassed $15 Billion in 2008. This represents a 44% increase over 2007's estimates. Online giving accounted for just over 5% of total giving to charities in the US during 2008 and has been growing for many years now. - Blackbaud
Online giving has grown from $250 million in 2000 to more than $4.5 billion in 2005. This represents only 2 – 3% of the $200 billion in individual giving in the U.S. but it is growing rapidly. - e-Philanthropy Foundation
The number of online gifts increased by 43% over 2007 and total $ raised online increased by 26%. – eNonprofit Benchmark Study
Online givers are young (median age 38) vs. 60+ for offline donors. - Network for Good
Online donors are generous. Average gift = $163.- Network for Good
In short, online giving• Is growing.
• Is cheaper than other channels.
• Is efficient.
• Can help you reach new and younger donors.
• Can enable your best supporters to fundraise for you.
How do you do it?
Strategy first.
Tactics second.
Understand Your AudienceWho’s Online?
Women - 75% Men - 73%18 – 29 year olds - 87% 50 – 64 year olds - 72% HI = $75,000 + - 94%HI = $30,000 or less - 57%
- Pew Internet & American Life Project
What are they doing?
Reading email - 91% Using a search engine - 89%Getting news - 70%Watching video - 56%Looking for info on Wikipedia - 47%Reading blogs - 32% (57 million people)
Rating products, services or people – 32%
- Pew Internet & American Life Project
Strategy, Strategy, Strategy
1. Who is your audience?2. Where do they “live” online?3. How are you already communicating with
them?4. What is your in-house communications
capacity, including tools and content?
Tools U Can Use
WebsiteEmailPeer-to-peer fundraising toolsSocial media
Websites
Peer-to-Peer Fundraising Tools
Peer-to-Peer Fundraising Tools
Social Media
Internet-based tools to share information, learn and connect with others.
Examples include, blogs, Facebook, Linkedin, MySpace, YouTube, Flickr, Twitter and podcasts.
Social media is mainstream!• 75% of Internet users participate in some form of social media, up from 56
percent in 2007.
Source: Forrester
• 46% of online American adults 18 and older use a social networking site like MySpace, Facebook or LinkedIn, up from 8% in February 2005.
• SNS users have gone from being classic early adopters– Male, highly educated, young to middle-aged, urban to every man and
woman – with a continued skew towards youth, as diverse, if not more than the internet-using population
Source: Pew Internet and American Life Project
Top 13 sites on the Internet• Google• Facebook• Yahoo• YouTube• Windows Live• Wikipedia• Blogger• MSN• Baidu• Yahoo• MySpace• Google India• Twitter
Source: Alexa.com 10.20.09
Social Networking Sites are Popular
However…
For now, there is very little real revenue generated on these communities via fundraising and advertising. – Nonprofit Social Network Survey Report
37.8% of respondents had raised $0 – $10,000 on Facebook in the previous year – Nonprofit Social Network Survey Report
However…
• You need LOTS of content to succeed on these sites!
3 things to remember
There is an order to raising money online. Website 1st.
Email 2nd. Social 3rd.
Strategy 1st. Tools 2nd.
Don’t Write Crappy Content.
Additional Resources
Additional ResourcesFundraising123.orgFundraising SuccessDonor Power BlogNonprofit Marketing BlogThe Agitator The Fundraising Coach Getting Attention Nonprofit Marketing GuideNTEN (Nonprofit Technology
Guide)Idealware Marketing for Nonprofits
