webinar: diy in-a-box
TRANSCRIPT
Do-It-Yourself (DIY) Fundraising
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Sue Dalos brings her unique blend of traditional and technical expertise to Charity Dynamics as Principal Consultant. Her extensive experience in strategic development and management of integrated programs, offers clients actionable insights and forward-thinking solutions.
James Franco gets preferential seating in restaurants thanks to sharing a name with a famous actor. When not dining gourmet, he’s Client Services Specialist for DonorDrive. He solves problems and trains clients on how to better fundraise with DonorDrive.
① What is DIY?
② Value of DIY to your organization
③ What to expect after launch
④ Announcing DIY-in-a-Box
Agenda
What is DIY?
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How is DIY different from P2P Events?
• Lower cost of entry • Fundraising on par with
endurance events• Intrinsically motivated
participants• Acquisition of new donors = new
$ • Participant retention = donor
retention• Opportunity to grow into
signature event
Organization• No barriers to entry
• They see themselves as fundraisers, not event participants
• They choose how to represent you/your brand
• They see their total contribution as a donation to you.
Fundraiser
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How is DIY different from Crowdfunding?• High program and transaction fees
• Significant number of fraudulent fundraising campaigns
• Unable to coach or develop an on-going relationship
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The Value of DIY
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Direct Revenue
Dorothy Donor
Makes a single donation of $1,000in memory of her aunt
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Influenced Revenue
Francis Fundraiser
Raises $1000
Makes $25 donation to herself
Recruits 12 friends to donate $975
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Who is worth more?
Dorothy Donor Francis Fundraiser
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The average DIY campaign raises 541% more than the average event participant.
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Planning for your
DIY
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Body (Title & Content)Ambassador Activation
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Organization Buy-In
• Most important step
• Calm fears about DIY
• Create fears about not having DIY
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Cross-Functional Team
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Body (Title & SubtitleSubtitle
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Benefits of Creating Personas
• Allows us to “be in their shoes” to focus on the goals of each audience group rather than focusing on what the organization needs to see
• They help keep user scenarios in mind during the design process to ensure that the design, layout and functionality of the site correspond with the audience
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• They help avoid the trap of building what users ask for rather than what they will actually use
• Communication and design efforts can be prioritized based on the personas
Benefits of Creating Personas
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• Fundraisers choice • One framework that allows for unlimited
options • Generic registration and fundraising
messaging
Open Model
• Fundraisers presented with options• Customized registration and fundraising
pathways Hub
Model• A single event type or theme• Hyper-targeted registration and fundraising
messagingCampaign
DIY Models
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The Open Model:
All Do It Yourself.
Program Design: The Open Model
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Program Design: The Hub ModelThe Hub Model: DIY, Community, Endurance
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Program Design: Campaign Model
• Innovative initiatives from the organization.
Feature (1)• Subtitle
Contagious ContentThe key is to strike a balance between offering content that is valuable for brand positioning, and offering content that is fun and shareable on social channels.
If you can show value to your followers, your lead generation efforts can have a true network effect.
Acquisition Coaching Retention Stewardship
Compelling message
Eye-catching visuals
Audience appeal &
shareabilityStrong CTA
Personality
Support Infrastructure
Self ServicesCustomer
Searchable Dbase
On Demand
Chat
Social Media
Phone Support
Email Support
Video Demos
FAQs
Interactive
Developing Your DIY Program
Platform Selection
Program Design
& Testing
Mar/Com Strategy Launch!
Program Milestones
Look for:
• Brand matching
• Power to admirably handle your program scope
• Ease in creating campaigns
• Easy email
• Socially connected (46% more donations)
• Mobile-friendly donations (3 of 5 visitors are mobile)
Platform Selection
• Transition 4
Program Design: The more you put in the more you get out.
• Experienced DIY developer necessary
• Test it thoroughly yourself
Development and Testing
• The second most important element of DIY is promoting it.
• Promote it everywhere.
• Promote it to specific groups.
• Promote it during the “off season.”
MarCom Strategy
• Watch for bugs
• Keep notes on what can be improved
Launch
What To Expect After You Launch
• Encourage virality.
• Ask others to follow suit.
Promote Successful Campaigns
Analytics
• # of registrations
• # of donors
• $ of donations
• # of fundraisers to self-pledge
• # of Repeat Fundraisers
• Registration sources
Key Performance Indicators
• # of $0 Fundraisers
• % that don’t update personal pages
• % that access FR tools
• Actions from coaching e-communications
• Customer support inquiries
• Types of events registered
Program Optimization Flags
Request a demo of DonorDrive and a you’ll be contacted by a Charity Dynamics representative to get your own DIY program up and running.
http://www.donordrive.com/request-a-demo/
Want to jump start your DIY program?
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Sue DalosPrincipal ConsultantCharity Dynamics
James FrancoClient Services Specialist