Johnston: New Media: Exciting opportunities for fundraisers

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New Media: Exciting opportunities for fundraisers

Vakdag Fondsenwerving 2007

Michael Johnston

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The outline – 1 hour and 10 minutes…

1. What’s so special about new media giving? Why should I do it?

• What are people doing online? Who is giving online?• Do they give in the Nederlands? Mama Cash• Web sites, giving forms, and emails. How do I master

the new media basics

2. Why should I integrate new media with traditional fundraising?

• Because you’ll make more money• People are doing more than just give small gifts online:

legacy; major gifts; etc

3. Social Network Fundraising online: NierstichtingElfstadentocht case study

4. Trends, planning and human resources• Alternative Giving and in Tribute giving; Mobile phones;

Hyves and Facebook• Making a 3 year plan• Finding the right people – human resources

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So… what’s so great about online donors anyway?

Online DonorDemographics vs. Direct Mail Demographics –

2007 study

Age Online Direct Mail

<35 41% 15%35-44 26% 26%45-54 19% 15%55+ 14% 39%

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2007 study

Education: Online Direct Mail

UNIVERSITY 82% 68%

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2007 study

Family Income: Online Direct Mail<$35,000 8% 32% (why?)$35,000 TO $50,000

26% 22%$50,000 TO $80,000

43% 17%$80,000 +

23% 17%

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2007 study

Gender:Online Direct Mail

MALE42% 40%

FEMALE58% 60%

However, it’s important to note that with some charities, especially animal welfare – up to 80% of online donors are female.

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Do you have a personal page online?

YES 21.2%

NO 78.8%

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Personal pages for Alzheimer Society of Canada…

Would you be willing to create a personal fundraising page to help support the nonprofitorganization?

YES 20.1%

NO 79.9%

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How would you like future correspondence?

Over the Internet 74.3%

Regular mail 27.3%

Telephone 0.6%

In person 1.3%

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Who are online donors?

• Younger online than traditional direct response fundraising, but it’s just not young people…

• More women than men in all areas of online giving • More wealthly and better educated than traditional

direct response donors • Some have personal pages and they would raise

money through personal pages (we’ll come back to this)

• They want email, then mail – and NOT the phone as follow up, BUT more on that in a few minutes with integration

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What are they doing in the commercial world online…

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Let’s get this over at the start!

Are there successful online giving campaigns in the Nederlands?

Who has heard of Mama Cash and the 88 day campaign?

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TV interviews:* Goedemorgen Nederland * Nederland Helpt* RTL Lijn 4

Radio interviews:* BNN /Eddy Zoey * Radio 528/ Giel Beelen* Llink/Desmet Live* Skunk

Media support to drive online giving

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Lots of national and regional media coverage. Ten thousands of people received thecampaign e-zines.People created their own online fundraising pages.More than 1,5 million hits on the campaign website.

Approximately € 200.000 raised in online donations in the Netherlands

Campaign achievements

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Now, how about online alternative giving?

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Now… the online fundraising basics – home page, giving form, emails, and e-newsletters

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Home page – capturing emails and getting gifts

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Getting emails…

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6,4594,800

38,086

Apr-01 Apr-02 Jul-02 Jan-03 Jul-03

Grow the List

690% + Annual List Growth

3000 new online members added each month

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Hijacking the home page for fundraising…

Press Advertisement

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Is your Dutch nonprofit missing

anything on the home page…?

podcasts

3rd partytools

RSS feeds

blogs/posts

user input/feedback

Clickable banner –not just button…

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email fundraising…

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Now what works with email and enewsletters… Outrage

…passion

Problem, solution, solicitation

Further narrative…

Results: over 800 responses and $19,000

Is your organization remembering to use passion in its email fundraising?

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The Narrative Arc…

• This appeal made $19,000 with $16,000 to go…

• But a 7 year old child raised $165 in a garage sale…

• What if a 2nd appeal went out? And what if it outlined how we need $10,000 more – and if a 7 year old child can give $165 then so can you!

• Remember to write an e-appeal with multiple messages…

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Whoops I forgot to send you this… 15 minutes later… high open rate!

How many of you have forgotten to attach something to an email – or forgotten to cc someone?

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Reminders – multiple emails asking for money – not just one

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Holiday EappealNov ember 28, 2006

19 gifts in the first 5 days

Use images to conv ey urgency or convenience of donating online

Subject: A better way to buy gifts this holiday season

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Refer to prior appeals

Reminder #1

December 12, 2006

25 gifts in the next 5 days

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Reminder #2

December 19, 2006

15 gifts within 2 days

Emotional

Convenience

What gift can accomplish

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Reminder #3

December 21, 2006

32 gifts in the 4 days before Christmas

Last Minute Gift-Focus on service to donor

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Donations Per Date

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87

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Donations

First Reminder

Initial Appeal Second Reminder

Final Reminder

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More than just your mission in the e-newsletter to improve open rates…

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20% increase in clickthroughs

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The Salvation Army The Salvation Army California California –– ee--newsletter fundraising basics!newsletter fundraising basics!

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online giving forms

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Upfront monthly giving choices, accomplishments…

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Here’s a quick hint…

Offer an opt out box about RENEWING their single gift next year…

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Integration is multi-faced and must be planned

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Does your Dutch organization look at online this way for fundraising… not yet

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Three levels of integration:

1. channel;

2. team;

3. donor development

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Integration basics: email and the mail; web and the phone

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Direct Mail integration (with email)

For Amnesty… a picture blacked out and donor told to wait for dm appeal to see shocking photo…

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Pop Up to convert donors…

Best ROI to monthly conversion

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Pop Ups…

Out-bound calls…

In-bound calls…or skypecalls…

Live chat…

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Oxfam Canada

• Post tsunami: 18,000 single gift online donors and 18,000 single gift phone donors.

• Challenge: how to convert them to monthly committed giving. Solution: test three streams

Stream One: Web donors get an emailStream Two: Web donors get a phone callStream Three: Phone donors get a phone call

Tell us the best integration stream?

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The email

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Results …

• Results:• 13% conversion rate for web to phone vs. • .2% for web to email and • 7% to phone to phone• $11 per month average• These donors are NOT on the Oxfam data base and

are new, first time donors

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Online Social Network Fundraising – an exciting opportunity in the Nederlands – a part of

integrated fundraising

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How do the Dutch define themselves?

Old way: physical communities

neighborhood

church

workplace

Online book clubsprofessional

networks

New way: electronic communities of interest

‘virtual’friends

How many of you?...

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Rule One: focus on the passionate few

raise most of your

0%

20%

40%

60%

80%

100%

0% 20% 40% 60% 80%

typical distribution of fundraisersfor a pledge-based special event

top 5% of participants raise >50% of pledges

% of $ raised

% of participants100%

your top fundraisers

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Rule Two: encourage storytelling

please support Maeve

in supporting charitable causes, most people respond to

emotionespecially when asked by

they know and trust

people

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Emotion from the supporter…

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Rule Three: Create Action, Drive Results

• in every interaction you have and every promotional or communication piece you produce, ask:

– what is it telling me to do?

– is it obvious what action I am being asked to take?

– is it directing me to your preferred option?

successful fundraising is all about creating/driving action

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Social Network Online Fundraising – the first Dutch case study

A pretty video…

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What happens when you connect culture and fundraising?

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What happens when you connect culture and fundraising?

People told their own reasons for skating and raising money… and they set their goals

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Teams were created –and they set higher goals than individuals…

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Individuals put up personal messages with their photos to ask for others to support their fundraising

And we leveraged celebrity via radio to drive traffic

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First year online fundraising

• Approximately € 100.000 was raised online through 3.923 donations

• 66% of online registrants raised money online– The average number of sponsors was 5.17– The average amount raised per fundraiser was

€118.57• The average online gift was € 25.49• The top 10 fundraisers raised 36% of funds –

€ 36.000• 15% of fundraising occurred in the week prior to

the event

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• over the last seven years, the CIBC Run for the Cure has increased online fundraising by approximately 25 x

– total donations roughly doubled over the same time period

• online now accounts for over 50% of registrants and more than 35% of public funds raised

• on average, online gifts are twice as large as gifts made by cash/check ($51.30 vs. $26.70)

• Best fundraisers are teams

• Best fundraisers u se paper too

• In 2007, over 10 million was raised online!

$50 $250$650

$1,500

$3,000

$5,000

$6,500

$0

$2,500

$5,000

$7,500

1999 2000 2001 2002 2003 2004 2005

Online Dollars Raised

Raised$000s

Where is the Elfstadentocht headed? –an example of growth in online giving….

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What is culturally resonant for you?

• Jumping in the North Sea every new year!

• Skating!• What else in Holland?

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What actions could supporters take online to improve their relationship with WSPA?

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Show the Network

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Show the network

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Select your message

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Take a picture

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The projection

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The Results

27.925Unique emails collected128Pictures sent by MMS

8.285Unique cyberactivists221.583Unique visitors to the website

(May&June)16.55%Participation rate (visitors/pics

approved)11Site versions

152Countries participating

5Site languages

36,669Pictures uploaded (approved)

61,684People marching

33 days (May 18th to June 19th)

Campaign duration

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Online trend – donors who want to choose a country; then an area of work; then right down

to a person – and give…

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Kiva – LOAN/GIVEOxfam Canada populates the back end

people can choose country, theme, project and then give money, make a loan, make a team or

personal page…

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Kiva – LOAN/GIVEOxfam Canada populates the back end

people can choose country, theme, project and then give money, make a loan, make a team or

personal page…

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Facebook: Hyves

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The online environment

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Anyone in Holland have personal pages?

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Micro fundraising on Hyves or Facebook

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Micro fundraising on Hyves or Facebook

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Facebook is allowing fundraising

1. Users could buy virtual gifts or icons to send to their friends to benefit charity

2. February 07, the Facebook Gift Shop began selling 28 icons created by Mac icon designer, Susan Kare, for $1 each

3. 7 million gifts were bought in February with .50 cents going to Susan G. Komen for the Cure

4. That’s $3.5 million dollars to the nonprofit!

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• Latest stats for Facebook for NSPCC:

1) Generating overall to the site - 0.2% of overall traffic -

2) 8% of all 'referer' traffic to site

3) Generating to the credit card confirm page - 4.6% of all

successful credit card cash donations

So… it can get micro gifts… general traffic… and general donations…

all good!

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But let’s be careful

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Big gifts and little gifts online

• Don’t be afraid to ask for large gifts in emails

• It could be legacies… major gifts… or in the following example, gifts of stock:

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Endowopb.org

First two months: 4 expectancies and one $175,000 gift of stock…endowUNICEF.org?

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Mount Sinai Hospital and the Toronto Stock Exchange

• Objective – To Promote the Gift of stock Donation program

• Time Frame –One Month

• $200,000 in gifts of stock!

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Targeted Landing Page

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Two important online trends…

• Alternative, holiday gifts• In tribute, in memory, in honour online

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Tribute gifts – and tribute pages…

Interactive engagement tool

Offers a permanent way for your donors to remember their loved ones.

Provides a continued destination for donations in memory of loved ones. It could be connected to a hyves page!

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Corporate support for alternative giving…

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Mobile

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The basics: here’s IFAW’s web site on a mobile browser… not good…how is yours in the Nederlands?

First Screen……..down 1 screen…….down 2 screens…..down 3 screens…down 5 screens...

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Here are a few examples of best practice…

Greenpeace……..GP Whale Love……….WWF…..………..BBC News……Oxfam Canada?

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MSF Austria – integration…

5% of total 5% of total donations to donations to

tsunamitsunamiMSF AustriaMSF Austria

50% conv erted 50% conv erted to monthly to monthly

giv inggiv ingMSF AustriaMSF Austria

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MSF Austria

50% converted 50% converted to monthly to monthly

givinggiving60% said YES60% said YES


giv inggiv ingYour Your organization?organization?

282,000 Euros 282,000 Euros in single giftsin single gifts

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MSF Austria

1.3 text 1.3 text petitions: petitions:

400,000 phone 400,000 phone numbers opted numbers opted

in…in…

Greenpeace Greenpeace ArgentinaArgentina


giv inggiv ingDutch NGO?Dutch NGO?

66--23% 23% conversion to conversion to

monthlymonthly

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Advocacy - Greenpeace

Greenpeace sent an eappeal to people from Quebec to raise money for an ad in Le Devoir newspaper right before the Kyoto meeting in Montreal

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Advocacy - Amnesty

An Amnesty USA email

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Online workplace giving

One last trend

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Productivity (Revenue per Employee) and Community Involvement

020406080

100120140160180200220

Productivity (In Revenue

Per Employee)

Low Medium HighCommunity Involvement

19891991

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Context

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Context

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Internal Employee Giving – health related content

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Internal competition between Departments

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Transparency between goals and results

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legacy/major gifthost a party page

team leader pagepersonal page

memory/tribute giftbuy an ad

alternative giftsingle gift/monthly gift

Make a micro-gift

What could your ladder of engagement for online giving look like?

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… but nobody is focused on it!

Everyone touches on ephilanthropy but not concentrated on it…

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• the direct response fundraising world (dm/telephone/face to face)

• the commercial online marketing world

• the commercial direct response marketing world

• maybe IT – but probably NOT

Where do they come from?

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maintain online solicitation calendar/schedule

Advocate/educate internally for new media fundraising

Lead strategy, concept and execution of online campaigns and programs

dressing up as Santa for holiday giving in the office

ensure online fundraising reflects branding and positioning

work with internal and external channel experts

What should be in their job description?Timely reporting of metrics, key findings

Assist in email growth and cleansing strategies

Establish self as operational expert

Stay current with trends

Work closely with other departments – like Comms and Marketing

Manage multiple internal and external relationships

Tactical autonomy

Getting coffee for the boss

ongoing analysis and measure online effectiveness

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University education

Proven fundraising experience

Proven commercial online marketing experience

Proven computer programming skills

Proven direct response commercial marketing experience

Segementation and measurement knowledge

Excellent verbal skills

Proven ability to negotiate (internally and externally)

Strong written skills

What skills do they need?3+ years experience in relevant areas?

Some knowledge of HTML and design concepts

Ability to do web design

Creative problem solving

Team player

Proficient in MS Office suite

Preferably experience with email management systems and/or online fundraising tools

Knowledge of online marketing tools e.g. Google Analytics

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Planning

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Quick wins for a global animal welfare organization:

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Quick Wins:1. monthly ask is default – test this2. capture phone numbers in monthly and single gift

online giving form – test3. yearly renewal tick box tested, call me tick box4. main page links for legacy, major gift and other

giving pages5. email primer on legacies with endowment focused

web site6. adding web address to DRTV and test in countries

where running7. mobile IFAW home page

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Short term (1 year) wins

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1. phone non-donor online activists with phone overlay to begin with and then capture phone numbers for online actions in future

2. crisis in a can – social network tool test, also have other crisis in a can read

3. online video testimonials of legacy givers, major givers, etc

4. Monthly donor upgrade – strategies and cancellation strategies

5. higher giving asks online - $125,000

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Longer term (2 year) wins

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1. More developed memorial ability2. year round alternative gift3. social network fundraising – whale parties, etc4. mobile phone solicitations5. circle club online area – special area online for

larger gift donors6. mall kiosk tied to campaigns and brand building e.g.

the Hague7. Host party in home idea – something with minimal

effort

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New Fundraising Cycle

Adapted from A. Botti and M. Inniara 2007

One off and monthly supporters

Middle Donors

Major Donors

Legacies

Non Financial supporters : on line and mobile

Suspects and prospects

Make take action first –or make micro gift

Social network: higher first point of entry: $5,000 raised first time...

Virtual, alt gift: first gift is for someone...

Issues of loyalty, renewal and stewardship…

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The conclusion

1. What’s so special about new media giving? Why should I do it?• All age groups are giving online… they are wealthier and more educated

and shifted y ounger• People giv e online in the Nederlands – Mama Cash!• Get your home page; giv ing form, emails and e-newsletters much more

fundraising effective

2. Why should I integrate new media with traditional fundraising?• Because Oxfam proves phone and web go together to conv ert monthly

donors• Because Oregon Public Broadcasting and Mount Sinai Hospital prov e

you get legacy and major gifts online

3. Why should I do social network fundraising online: • Because people are defining themselves electronically on Hyves and

elsewhere and the Nierstichting Elfstadentocht shows people will raise money f or y ou online

4. Trends, planning and human resources• People are making Alternative Giv ing and in Tribute giv ing; Mobile

phones need to integrate text and v oice; Hyves and Facebook should be used more for f undraising

• Making a 3 y ear plan – just do it!• Finding the right people – human resources – good luck!

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The conclusion

Make your own luck –make your

own future...

Business

Johnston: New Media: Exciting opportunities for fundraisers