#CNMAC13 Raising Funds Online 09.11.13

Raising Funds OnlineDaniel Jones @dmjonesoir

Raisin Fun,OnlineDaniel Jones @dmjonesoir

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Why is this important?

Fundraising 101

7 Ways to Win

Questions

WHY???I thought this was about having fun with dried fruit…

WITHOUT VISION,THE PEOPLE PERISH

WITHOUT RESOURCE, THE VISIONS PERISH

Guerilla Test 1:

Do you know why you want to raise funds online?

Fundraising 101

whowho has given before &

who is likely to give?

whatwhat gift is needed and what will it achieve?

wherewhere is the best place to

ask for support?

whenwhen is the right time to

ask for support?

howhow will supporters get

their gift to you?

whywhy do you need this gift?

Direct vs. IndirectFace to faceDirect MailTelephone

AdvertisingCollectionsNewsletters

Website / Email / Social Media

One-off gifts&

Regular giving&

Event fundraising&

Crowdfunding

25% extra

7Ways to Win at

Online fundraising

~ Ask. Ask. Ask. ~

1

Guerilla Test 2:

How long ago did you last UNAMBIGUOUSLY ask for a financial gift online?

~ Get tooled up ~

2

• Email marketing• Social Media monitoring• Web analytics

~ Content is King ~

3

http://www.theguardian.com/voluntary-sector-network/2013/sep/02/effective-emotive-appeals

"Fundraising is most successful when it's based on establishing good relationships with donors and developing a bond of trust between the charity and the donor,"

~ Crowd Please ~

4

Collect details – build a tribe

Where others tread, more will follow

“Let me give as much I want, when I want, and however I want”

wrap your donors in cotton wool

the goal of online fundraising is to make the crowd feel like individuals.

~ Design for giving ~

5

“No unsupervised thinking”

• Remove clutter• Create breathing space• Emphasise key actions• Above the fold

Guerilla Test 3:

Sit a stranger down in front of a computer.

Have them visit your website and (with no help) try to make a gift.

Watch what happens.

GIVE DONATE

GIVE DONATE

Picture perfect

But which will hold your attention?

~ Test. Measure. Learn ~(repeat)

6

A/B & multi-variate

testing

http://www.flickr.com/photos/optimizely/sets/72157625300462626/

Obama’s digital team tested 6 media & 4 button options = 24 options

Sender: Barack ObamaSubject: Hey

Nearly there…

Why I love charity:water more than Jet from Gladiators…

~ Mind your manners ~

7

Guerilla Test 4:

When was the last time you edited what a donor receives when they make a gift online?

Ask. Ask. Ask

Get tooled up

Crowd please

Design for giving

Content is King

Test. Measure. Learn. Repeat.

Mind your manners

Useful links

copyblogger.comChurchmarketingsucks.comnewmediacentreofexcellence.org.ukcreativebloq.com/tag/Web-design

blog.optimizely.comblog.eyequant.comthewebpsychologist.comneurosciencemarketing.com/blog

blog.justgiving.comstewardship.org.uk

copy & design

testing & psych

fundraising

Questions?

Buff.ly/1gybj2jdaniel.jones@stewardship.org.uk@dmjonesoir