nsfa 2011 latest tools in fundraising technology
TRANSCRIPT
“The Latest Tools in fundraising and Donor Cultivation Technology”
National School Foundation AssociationKansas City
April 13-15, 2011
Barry WeaverAccount Executive
The Social Media Revolution:
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
In general, nonprofits have two cornerstone development strategies:
Acquisition Cultivation
Today’s environment is a little different:
Acquisition Cultivation
Acquisition
Cultivation
How many nonprofits are there in the USA?
Published by Giving USA Foundation
Researched and written at: The Center for
Philanthropy at Indiana University
Giving USA 2010: The annual Report on
Philanthropy for the Year 2009
http://www.givingusa.org/gusa/gusa_order.cfm
• Total estimated charitable giving dropped 3.6%
• Individual giving fell.4%
• Foundation grant making fell 8.9%
• Corporate giving increased 5.5% (mainly
due to in-kind gifts)
Who’s Behind the Money?
The Rules Still Apply
It’s all about relationships…not technology
How can technology help acquire new supporters and
build relationships?
Teens and Young Adults are the early adopters of technology.
Interesting findings from
Pew Internet Research
Do you have an Online/Social Media Strategy?
Media & PR
Campaigns
Social Networks
Integration with
Direct Mail
Banner Ads on
Homepage, Blog
and eNewsletter
Adwords
Website Optimization
75% of donors will check your website before making a gift whether it is Online/Offline
If Relationships are Built on Communications . . . Set yourself up for success!
Your website = tool for engagement
They’re at your website, now what do they do?
1. Can they engage?
2. Can they add content? (Web 2.0)
3. Can they give or volunteer?
Your goal – to get something from them!
A Few Key Changes can Make a Huge Difference Before/After/After
Make it easy for your supporters to donate online.
The Results• Convenient for the donor
• Gift is automatically deposited and put to use by the nonprofit
• With integration, the gift is aautomatically recorded in yourdatabase
• Donor is acknowledge and thanked immediately which makes the donor more likely to continue to give to your organization
• Clean accurate data/results
YouTube!
• Provides a strong avenue for your organization to broadcast testimonials and describe how you are serving the community
• Allows you to attract more traffic to your website
• Videos can easily be posted on website or as a link within an eBlast or eNewsletter
• FREE service to increase your visibility
• Growing in popularity and becoming more accepted in the NP world as a method for reaching constituents
Over 104 million views in less than 2 months!As of 4/15/11
Broadcast your Cause
TWITTER—Stupid or Worth a Second Look?
What is Twitter?? Twitter is a service for friends, family, and co–workers to communicate and
stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?
Often times referred to as a “micro-blog” (140 characters or less) where entries are “TWEETS”
A service that is QUICKLY gaining momentum!But NTEN (the Nonprofit Technology Network) reminds us that Twitter isn’t the point. Relationships are the point. Relationships are always the point.
The most basic of fundraising secrets is that people give to people. Twitter is simply one more tool to help people connect with each other.
**Can your nonprofit afford to not explore all the tools available?**
Celebrity Tweet Auction on TwitChange
Users bid to get three things:
1. Be followed by their favorite celebrity
2. Re-tweeted
3. Or mentioned by them in a special tweet
Total Raised $531,640.25
Charitywater.org
• 1,307,758 followers on Twitter
• Use twitter to keep followers up to date and drive them to website
• Photo of the day
• Raised $250,000 in one day with a “Twitterfest”
Multiple options for people to give.
Multiple options for people to give.
Takeaways from Twitter…• Don’t get overwhelmed—there is a lot of information to sift
through in the beginning as you learn how to use it effectively
• Don’t be afraid to try it and start connecting with other like organizations—You’ll be surprised how fast your followers grow
• “Tweet” regularly—assign someone this responsibility each week
• Use Twitter to reach out to your constituents as a way to get information in front of people—whether that be about your organization as a whole or to inform them of the need for support, or to celebrate how well things are going
Fun City Social Media
www.funcitysocialmedia.com
Social Management & Marketing Campaigns
“Peer-to-Peer”
“Friends Asking Friends”
“Viral”
Fundraising
Personal Fundraising Event & Cause Pages
Participant Page
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Personal Fundraising results are typically pretty
impressive. Take a look…
• Average volunteer sends over 30 emails
• One in four emails sent by a volunteer results in a donation
• Average person has 130 FaceBook friends
• Average online event gift is $59 which is a 50% increase over the average off-line gift
• Many volunteers reach their stated FR Goal!
eCommerce
Website
eNewsletter
Database
1. Reach Out – “Call to Action”
2. Partner up – promote other organizations
3. Keep it Fresh – create series, people who subscribe will be notified each time you post a new video
4. Spread Your Message – pass links, imbed your links on other social media sites
5. Be Genuine – your videos don’t have to be perfect
Tips…
Grow Your List Offline
• Ask for email addresses at every touch point
• Instruct staff to capture email addresses over phone when appropriate
• Include your website address on all printed materials
• Offer an incentive to register (contest, raffle) to collect emails
Real Life Example….eNewsletter
Dec 11, 2008:Subject line: Urgent Appeal: Your gift to CRS
is vitally important!
Straight Appeal Static donation formRaised $112k
View the donation form
Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
Dec 29:
Subject line:
Only 48 hours left to make a tax-deductible gift!
Added “hotspot” text
Added video message from our president (that plays right on the donation form)
Added a strong pull-quote
Raised $112kWatch the video
Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
Dec 31:
Subject line:
• Final Deadline: Last chance to make a tax-deductible gift
• New “hotspot” text
• Kept video message from our president
New pull quote
Raised $119k
Watch the video
• Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
Was CRS’s most successful online fundraising campaign to date (non-emergency).
• Three e-mail messages in this campaign (based on a direct mail piece)
• Banner ads used on website• YouTube Video message from the president• Posts on social networking sites advertising campaign • Coordination with Google AdWords
When the campaign was finished, it raised $594k online. Source: Laura Durington: CRS Social Media Presentation-AFP Maryland, 2009
The Results…
What do you need to do to keep your supporters loyal?
• Prompt, personalized acknowledgement
• Confirmation that gifts are being used as intended
• Results on outcomes, prior to being asked again
Constituent Home Page with summary information about the person from their account.
Link to MapQuest
Link to USPS
Link to White Pages
Personas Page for maintaining multiple address and contact information .
Relationships tab for connecting people to each other based on the types of relationship important for you to track.
Journal tab for managing gifts & pledges, notes, contacts and calendar items.
Gift entry: connect each transaction to fund, campaign and approach –letter to be sent - process cash, check, CC or EFT, in-kind gifts – track gifts given in memory or honor of people
Defined Fields tab with an unlimited number of custom fields to track the information important to you.
The importance of reporting:
Reporting to Improve donor retention
Tablet Computers & Smart Phones
• Can you access your organizational data from anywhere?
• How do you track notes from major gift visits or events?
• Would it be helpful to process credit card transaction thru a mobile device (on-site event registration & silent auction)
What is next???
Facebook Messages(Facebook has over 600 million subscribers)
Facebook messages would channel “all e-mails, text messages and chats through a single point, Facebook Messages will offer users what Mr. Zuckerberg called a “social in-box” that will prioritize messages from friends and close acquaintances, potentially saving time. And it will make it easy for people to retrieve all the communications they’ve had with a person through various channels.”“Mr. Zuckerberg says 350 million Facebook users already use its messaging service, exchanging more than four billion messages each day.”
New York Times Business Day Technology Miguel Helft
Published: November 15, 2010
Resources…1. eNewletters & Consulting:http://www.forimpact.org/
http://www.theagitator.net/
http://www.raisersharpe.com/
http://breakthrufundraising.com/
2. Technology for Nonprofit Organizationshttp://home.techsoup.org
http://www.beracha.org
3. Using Social Mediahttp://beth.typepad.com/
http://www.charitywater.org/
http://ahomeinhaiti.org/
4. Nonprofit Giving & Technology Researchhttp://www.blackbaud.com/company/resources/industryanalysis/analysis.aspx
http://www.givingusa.org/gusa/gusa_order.cfm
http://www.pewinternet.org/