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Workshop presentation for Robert Wood Johnson Foundation Local Funding Partnerships Annual Meeting.
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The Art and Science of Fundraising Online
Jocelyn HarmonVice President of Sales and Marketing
Network for Good
The Center for Anti-Violence Education
Shameless self-promotion Network for Good is a nonprofit that makes it easy for donors to support any
charity, anywhere online. We also help nonprofits raise funds for their missions through simple, affordable and effective online fundraising services, including donation processing and email outreach tools, as well free and paid training. We have processed $500 million in donations for more than 60,000 nonprofits since 2001!
Visit the For Nonprofits tab on our website at NetworkforGood.org to learn about our fundraising solutions, including DonateNow, EmailNow and EventsNow.
Visit wwwnonprofit911.org to sign up for our FREE webinars to help you succeed in winning hearts, minds and donations.
Visit our online Learning Center at fundraising123.org for hundreds of articles about online fundraising and outreach.
Subscribe to our weekly Tips eNewsletter to learn how you can do more to engage your supporters.
Leave your business card with me (and take mine!) at the end of this training if you’d like us to follow up with you!
Over $20 billion was raised online in 2010
Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
% of Total Giving
Online giving keeps growing
Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
88% of nonprofits had at least one online gift of $1,000 or more
Source: 2010 Online Giving Report, Blackbaud http://www.blackbaud.com/onlinefundraising
Most gifts are still coming through the mail
Distribution of All Giftsby Channel2010 Medians
10%
79%
11%
Online Mail OtherOffline
Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report http://www.blackbaud.com/multichannel
But more donors are coming in online every year
Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report http://www.blackbaud.com/multichannel
Trends in the Percent of Donors Giving Online2006-2010 Medians
9%
5%
12%
5%
8%
14%
6%
9%
16%
7%
10%
7%
New Donors Multi-Year Donors All Donors
2007 2008 2009 2010 2007 2008 2009 20102007 2008 2009 2010
…especially new, younger donors
Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report http://www.blackbaud.com/multichannel
Donors acquired online have higher incomes
Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report http://www.blackbaud.com/multichannel
Donors acquired online give larger gifts
Revenue per New Donorby Age and Origin Channel
2010 Medians
$48$56
$62$66 $64
$27$33 $33 $32 $34
$31 $28
$61 $61
18-24 25-34 35-44 45-54 55-64 65-74 75+
J oined OnlineJ oined by Mail
Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report http://www.blackbaud.com/multichannel
Donors acquired online give more over time
Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report http://www.blackbaud.com/multichannel
Lifetime Revenue per Original Donor(All Origin Gift Levels)
2010 Medians
$197
$158
$72 $66$51
$118
Joined in 2007 Joined in 2008 Joined in 2009
J oined OnlineJ oined by Mail
33% of online giving happens in December
You should master the art and science of fundraising online in
time for year-end!
What does it all mean?
6 Steps to Online Fundraising Success
1. Fix your donation page98% percent of visitors to
an organization’s donate page LEAVE before making a donation.
Remember: Offline donors are researching your organization online too!
1. Fix your donation page
Fix your donation page
Fix your donation page
Fix your donation page
8 Must haves on your donation page
1 One-page form.
2 An “ask string.”
3 No unnecessary fields. Hint: Don’t ask for my first-born!
4 No non-giving options. Your donation form is about DONATING!
5 Intuitive layout.
6 Don’t make me create an account to donate.
7 “Secure transaction” graphic and a link to your privacy policy.
8 Contact information!
4 Other important elements
1 Branded donation page.
2 Recurring gift options
3 Impact donation labels
4 On behalf of/in honor of
5 Third-party endorsements like Charity Navigator and donor testimonials
1. Branded donation page
Branded donation page
2. Recurring gift option
3. Impact donation labels
4. On behalf of/in honor of
4. Third-party endorsements
Blaze a trail to your donation form
Your own site!
Email appeals
Google Ads
2. Don’t write crappy copy“No I won’t read it in a plane, on a train or in the rain. I won’t read it here or there. I won’t read it anywhere!”
Every email appeal must answer 4 questions
1 Why me?
2 What for?
3 Why now?
4 Who says?
Why me?“Donating to charity is a wholly irrational act, economically speaking. It doesn't benefit you, and in fact it leaves you poorer by precisely the amount you donate (save tax deductions). Whatever is behind the impulse to give to charity, it's not obvious. As economists and social scientists have begun in recent decades to study people's true motives for giving to charity, what they've found hasn't exactly been in keeping with the flattering way we humans like to see ourselves. While altruism may play its part, there are also many other factors at play when we donate: guilt, the desire to boost our social status, the need to feel good about ourselves, even our sex drives. Any attempt to understand why we give -- or to get us to give more -- must deal with this dirty and tangled reality. – “The Secret Reasons We Give to Charity”
The Girl Effect
What for?
Why now?
Who says?
More writing tipsBe donor-centric.
Tell a story about one person or animal.
Be brief!
Write to one person.
Use the active vs. passive voice.
Edit, edit and edit some more.
Use images in addition to text.
3. Build a great email list
6 Ways to grow your email list
1 Collect email addresses on your website.
2 Leverage offline communications and events.
3 Engage in online advocacy.
4 Get found in Search.
5 “Flip the Funnel.”
6 Engage in list swaps or chaperoned emails.
1. Collect email addresses on your website
2. Leverage offline communications
E-mail ask on a direct mail reply or insertSeparate mailing – postcard or PURL
mailings
and events!
3. Engage in online advocacy
Engage in online advocacy
4. Get found in Search
Organic Results
Paid Ads
5. Do a list swap or chaperoned email
6. Flip the Funnel*
*This is a term coined by Seth Godin.
Get your best donors to fundraise for you!
You still need to capture email addresses
4. Say thank you!
So what and who cares?
4 components of a good thank you
1. Be personal.
2. Be tangible.
3. Be emotional.
4. Make it about them, not you!
1. Be personal
Be personalSend a handwritten note (if possible).
Pick up the phone.
Send a thank you from your Executive Director or a board member.
Customize, customize, customize!
2. Be tangible.
By http://www.flickr.com/photos/createdigitalmedia/
Be tangibleShow your donors what you’re doing with their
investments.
Tell ONE specific story of how your donor’s gift is making a difference.
Invite your donor to tour your facility and meet the people your serve.
3. Be creative
Gratitude tag by eekim http://www.flickr.com/photos/eekim/
Be creative.Use beautiful stationary.
Send an e-card.
Write in your own hand.
Send a photo or video of your work.
Let your volunteers, service recipients, other donors speak for you.
4. Make it about them, not you!
Make it about them, not you!
Don’t be a Nonprofit Narcissist!
Make your donors the subject of your communications.
List THEIR accomplishments.
Make them feel proud and part of something bigger.
Learn from the best
Learn from the bestSaving Shelter Pets would like to extend a heartfelt “thank you” to each and every one of you who donated and helped us to spread the word about our participation in the contest. We have made some new friends through this experience, and reconnected with some old ones too – and for this we are truly grateful.
$5,186 of the Six Degrees donations has already been used to save over 30 dogs & puppies from death row, including the ones pictured below. [Adorable photos of dogs were included.]
5. Test and measure your results!
Recruit unsuspecting subjects to test your donation process!
Test drive your donation form
Key metricsDonations!
Email Metrics
• Open rate
• Click-through rate
• Unsubscribe rate
Website Metrics
• Visits
• Page Views
• Time on Site
• Bounce Rate
• Traffic Sources
Average emails and response rates
• The average study participant sent 3.6 emails per subscriber per month and sent 6 emails per subscriber in December.
• Email fundraising response rates were 08%.
Source: 2011 e-Nonprofit Benchmark Study
Email rates by message types
Source: 2011 e-Nonprofit Benchmark Study
6. What about social media?
Social media are not a panacea and Facebook is not FREE!
What about social mediaMaster the basics first!
Determine the “ROI” of your social media efforts. Hint: Think engagement vs. solicitation.
Remember to get people onto your own email list.
http://exchange.causes.com/resources/nonprofits/
Resources for you Online Giving Study – Network for Good
2010 Online Giving Report – Blackbaud
2011 donorCentrics Internet & Multichannel Giving Benchmarking Report - Blackbaud
2011 eNonprofit Benchmarks Study – NTEN and M+R Strategic Services
www.marketingfornonprofits.org - by Me!
www.nonprofitmarketingblog.com - Katya Andresen
Don’t Make Me Think! A Common Sense Approach to Web Usability – Steve Krug
Flipping the Funnel – Seth Godin
