monthly donors, social media, and cross channel integration: critical tactics to boost your...
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http://hub.am/X6P26M **FOLLOW THIS LINK TO WATCH OR DOWNLOAD THE FULL WEBINAR VIDEO** Make 2013 the year your fundraising comes of age. Say good bye to "online fundraising" and "offline fundraising," there is only fundraising. Leads acquired online are often best nurtured through social networks and converted in the mail, or over the phone if you're after monthly donors. Direct mail donors give more if they are hearing from you via email and social networks. Join Paul Habig of SankyNet, Sarah Alexander of Food & Water Watch, and Eric Rardin of Care2 as they outline the critical and often easy ways you can boost your fundraising results in 2013. In this presentation you'll learn about: -Building social media into your email and website -Finding out which people on your email list are on Facebook (without annoying them) -Engaging on Facebook, converting in email... -Using Facebook ads to drive online actions -Phoning your email supporters Presented by: Paul Habig, Executive Vice President & Creative Director, SankyNet Sarah Alexander, Deputy Organizing Director, Food & Water Watch Eric Rardin, Senior Director of Nonprofit Services, Care2 http://hub.am/X6P26M **FOLLOW THIS LINK TO WATCH OR DOWNLOAD THE FULL WEBINAR VIDEO**TRANSCRIPT
Presented by:
Paul Habig, SankyNet
Sarah Alexander, Food & Water Watch
Eric Rardin, Care2@Care2Team #C2Webinar
Critical Tactics to Boost Your Fundraising
in 2013
Monthly Donors, Social Media, and
Cross-Channel Integration:
about
Citizens use Care2 for:
Starting or signing petitions
Volunteering
Donating $
Spreading news
Commenting on blogs
Starting group (organizing)
Joining nonprofits
Nonprofits use Care2 for:
Recruiting Donors & Supporters
Traffic/Branding/Awareness
Advocacy
Building Facebook fan base
Meet our Presenters
@Care2Team #C2Webinar
Paul HabigExecutive VP & Creative DirectorSankyNet
Sarah AlexanderDeputy Organizing DirectorFood & Water Watch
State of Integrated FundraisingDramatic shift towards online giving
Typical nonprofit now receives 10%-25% of income online
Many charities seeing 30%-40% of direct mail recipients making their gifts online
55% of current Facebook users are over 45
Facebook’s growing at the fastest rate among over-50 demographic
State of Integrated Fundraising
2/3 of major donors report looking at a charity’s website before giving.
State of Integrated Fundraising
Why Integration?
Coordination of channelsSame message, different mediums
Increases response rate
Increases average gift
Increases long-term value of donors
Why Integration?
Include Facebook ‘share’ and ‘like’ buttons in all emails
Building Social Media into email and website
Building Social Media into email and websiteMake sure content is sharable throughout your website
Building Social Media into email and websiteCreate social media contests and partnerships
Building Social Media into email and website
Use social media to increase brand awareness
Tell the story of your organizations history with the Timeline
Investigating without annoying
Methods for determining which people on your email list are on Facebook – without annoying them!
Manually search for high-dollar donors
Use Facebook insights to see your demographic
Use Twitter tools to identify most influential followers
Social media appending
Engage on Facebook, convert in email
Engage followers with mission-specific content
Integrate social media based fundraising messages to coordinate with email campaigns
Use email campaigns to convert
Facebook Advertising
Use Facebook ads to drive action on your site (or Care2)
Increase your likes
Promote your fundraising posts
Use Facebook in general to drive traffic
Don’t forget that Care2 can help drive traffic too!
A Funnel for ConversionCreate an email series that engages your supporters on why they originally joined your email list
Create a Funnel for Conversion
Begin with the story
Find non-donation ways to engage
Video is a powerful tool!
A Funnel for Conversion
Use a powerful e-appeal for your first conversion
Resend a week later to reiterate
A Funnel for Conversion
Follow up with telemarketing with your warmest leadsTest a monthly vs. single ask on the phone
Converting supporters to Monthly Giving
Find the appropriate segments to try and covert (not a one-size-fits-all)
Integrate on all channels
Be “creative” with your approach
Premiums work sometimes
Reinforce the message on social media
What else will 2013 bring?
Movement across channels will accelerate and integration will be more important than ever.
What other fundraising/marketing channels will emerge, especially for a high value long-term channel?
We must be nimble…to embrace the future while not losing sight of what we already know.
Food & Water Watch
1) Get Your House In Order
2) Bring The Right People Together
3) Build Your Systems
4) Always Be Recruiting
5) Guide People through a series
7) Meet People Where They’re At
8)Append Data!
9) Have a testing plan
10) Monitor Results and Adapt
You Can Start Today
Pull together a meeting of people in your organization that are involved in your “channels”
Make a list of things that you’re already doing that you could integrate
Start small, but build up to a plan for better integration and testing by the end of the year.
thank you! questions? contact us!
Paul [email protected]@paulhabig
Sarah [email protected]@sarahatfww
Eric [email protected]@care2team