Giving to Go: Using Technology to Incorporate Giving into Any Online Experience

Presenters: Bill Strathmann, Network for GoodSusan Gordon, Causes on Facebook

Direct Difficult Questions to:Stacie Mann, Network for Good

#10NTC.2Go

Network for Good Overview

Featured Clients

501c3 public charity

Founded in 2001 by AOL, Cisco and Yahoo!

40 employees, headquartered in Bethesda, MD

$375M in donations processed for 50,000 nonprofits

Offering simple and affordable online fundraising services

Donation Processing

Email Outreach

Online Surveys

Making it easy to support any charity anywhere online via partnership

Today’s Discussion

• What Are The Trends We Are Seeing

• Where Are People Giving

• How Does Giving Behavior Differ

• Who: Case Study - Causes on Facebook

• Tips/Takeaways

WHAT are the trends?

Most giving is down

• 2009 giving down 9-11%

• Foundation giving down 9-13% (Foundation Center, GuideStar)

The good news….

• Online giving

up is growing

rapidly: ~50%

annually

• Average NFG

DonateNow

User raised 17%

more in 2009

Our 2009 Online Giving Snapshot

• Overall average donation amount down, volume up: – Average donation in 2009 decreased 22% to $92

from $112 in 2008– Number of donations processed up 92%

• We saw a 58% increase in total donations processed in 2009 over 2008. – Strong growth in social networking sites– Peaks of giving via campaigns– Nonprofits migrating fundraising activities online

Source: Network for Good, Despite Weak Economy, Online Giving Strong - $113 Million Strong - in 2009

Everyone is always online…just not on your site

Of charities surveyed….• 74% have a presence on

Facebook, average community size is 5,391

• 80% are committing at least ¼ of an employee

• 30% have built one or more house social networks

Source: Common Knowledge and ThePort Network Study

Even us (nonprofits that is)!

WHERE are people giving?

Walk (really well) before you run• Your website’s donation page matters

most – that will always be the case despite growth in

other giving channels.– highest average donation amount ($125)

• Giving via other giving channels is increasing – worth paying attention to once you are

properly cultivating donors from your own site

Basic Online Checklist

• A well-branded, easy-to-use website • The ability to process secure donations • An email campaign tool that complies with federal anti-

spam laws • A website analytics tool (like Google Analytics)• A listening tool (so you can monitor online conversations) • Great follow-up for online donors and supporters • Smooth integration between online and offline efforts• Regular reporting on all of your efforts so you can learn

and correct as you go • … and a social media strategy

Social Networks for Good

Research Sites

How’d they hear about you? The messenger matters!

16

Source: The Next Generation of American Giving, a March 2010 study by Convio, Edge Research and Network for Good Partner Sea Change Strategies

How Does Giving Behavior Differ?

Their behavior’s different… what about yours?

Social Networking Site

Avg $45

Donate PageAvg $137

Case Study: Causes on Facebook

How Donating on Causes Works

Donations Tracking http://nonprofits.causes.com

Donations on Causes

Fundraising

Peer-to-Peer Fundraising

Be Specific and Impact-Focused

Social Media = Social Recognition / Social Pressure

The Social Graph

•

Causes Fundraising Principles

1. Picking the right campaign2. Featuring it on your affiliate causes3. Sending Bulletins to your cause

members with a “Donate” call to action4. Then, think SOCIAL media

• Cause Administrators• Top Recruiters• Every donor• Every promoter• Contests and competitions

5. Media6. Closing the Loop – thanks and info

Media on Causes

Closing the Loop

Case Study: Camfed

Case Study: The Humane Society

TIPS/TAKEAWAYS

1. Why me, what for, why now, who says

2. Think Portable

3. Find Your Wired Fundraisers

4. Borrow don’t build

5. Segmented Follow-Up With Donors

Wherever you are you must explain

• Why me?

• What for?

• Why now?

• Who says?

Think Portable• Drive content OFF your

site• Have great content,

make it easy to share• ShareThis, RSS,

Twitter/Facebook presences

• F2F fundraising campaigns

• Help friends drive friends to you

Find Your Wired Fans

Wired fundraiser noun (wīr’d fŭnd'rā'zər)Someone who is relatively tech-savvy, spends a decent amt. of time online, and has a built-in network.

• Word of mouth maven• Emotional connection, passionate• Active connecters, sphere of influence• Could be new to fundraising or dabblers• Tech savvy• Young 20-40yrs

Borrow Your ToolsChange.org SixDegrees

• Point more than you build.

• Share, don’t create.

• Applaud more than you hold forth.

Overhaul acknowledgements

• Study*: 2 million donors to 50 nonprofits around the world.

• 70% of the nonprofits didn’t send a follow-up email within one month. 

• 37% did not send a thank you email.

• Make it personal, tangible, emotional

• Thank people on the platform where they donated

eCampaigning Review Study

Takeaways

1. Why me, what for, why now, who says

2. Think Portable

3. Find Your Wired Fundraisers

4. Borrow don’t build

5. Segmented Follow-Up With Donors

Questions/Resources

Presentation posted on Slideshare

Learning Center – www.fundraising123.org

Free Training – www.nonprofit911.org

Tools – www.networkforgood.org/npo

Causes Nonprofit Partner Center

http://nonprofits.causes.com

Causes Blog and Resource Center

http://exchange.causes.com

Great examples of Causes on Facebook

www.causes.com

Evaluation Code: 147

How Was this Session?Call In Text Online

Call 404.939.4909

Enter Code 147 Text 147 to 69866 Visit nten.org/ntc-eval

Enter Code 147

Session feedback powered by:

Tell Us and You Could Win a Free 2011 NTC Registration!