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The Art and Science of Online Fundraising
Jocelyn HarmonVice President of Sales, Marketing & Customer Success
Network for Good
The Center for Anti-Violence Education
Shameless self-promotion
• Network for Good helps over 5,000 nonprofits raise more friends and funds online through simple, affordable and effective online fundraising tools and training. Since our founding by AOL, Yahoo! and Cisco in 2001, we have processed nearly $700 million in donations for over 80,000 nonprofits!
• Visit http://www1.networkforgood.org/for-nonprofits to learn about our fundraising solutions, including DonateNow, EmailNow and EventsNow and Fundraising Fundamentals Premium Training.
• 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!
Where are we now?
Who gives?
$20,000,000,000+Online Giving in 2010
1,280,739# of 501c(3)s in U.S.
Welcome to fundraising 2012 style!
What’s a nonprofit to do?
3 Trends to Watch
1. Embrace technology and leverage it for giving – STRATEGICALLY!
$20,000,000,000+Online Giving in 2010
And it’s growing!
Major donors give online
But it’s still only a slice of the pie
% of Total Giving
BE STRATEGIC
Your website is your home base
Yikes!
• 98% percent of visitors to an organization’s donate page LEAVE before making a donation.
• Remember: Offline donors are researching your organization online too!
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!
Other important elements
• Branded donation page.• Recurring gift options• Impact donation labels• On behalf of/in honor of• Third-party endorsements like Charity
Navigator and donor testimonials
Branded donation page
Branded donation page
Recurring gift option
Impact donation labels
On behalf of/in honor of
4. Third-party endorsements
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
Social networks
Mobile
5,000,000,000The number of cell phone
subscriptions in 2010
Mastering Mobile – 3 Options
• Text to Give• Smart phone apps• Mobile Websites
Questions for you?
• What are your online/digital fundraising goals? • How can you use technology to raise more
money, acquire new donors and retain the ones you have?
• What is your staff capacity for managing new media?
• Do you have the basics in place, i.e. is your website and email list up to snuff?
2. Embrace social giving.
Crowdrise
Charity: Water
Your Cause
Questions for you?
• How are you building a network of volunteer fundraisers for your organization?
• How are you enabling your best fundraisers to raise funds for you?
• How are you staying connected to these new evangelists who are connected to each other but might not be connected to you?
3. Personalize, personalize personalize.
Donor’s Choose
Global Giving
Oxfam Unwrapped
Questions for you?
• How can you personalize the giving experience for your donors by giving them options for how they express their generosity?
• How can you draw them closer to you by making them feel like the special, valuable and unique individuals they are?
Resources for you
• Online Giving Study – Network for Good• 2010 Online Giving Report – Blackbaud• 2011 donorCentrics Internet & Multichannel Giving Benchm
arking 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 U
sability – Steve Krug
• Flipping the Funnel – Seth Godin
