online fundraising models

ONLINE FUNDRAISINGONLINE FUNDRAISING

MODELSMODELS

WHAT THE HECK IS THISWHAT THE HECK IS THIS

MODEL STUFFMODEL STUFF

Shows the possible journey of a personShows the possible journey of a person

Strategic online fundraising

Strategic online fundraising

Disclaimer: not perfect or 100% complete

Disclaimer: not perfect or 100% complete

Often a mix of models and different variationsOften a mix of models

and different variations

WHY EVEN USEWHY EVEN USE

MODELS?MODELS?

Metrics to indicate progress

Metrics to indicate progress

Test new tacticsTest new tactics

Calculate ROICalculate ROI

Find efficient sources forlead generation

Find efficient sources forlead generation

Work in context of your whole organisation

Work in context of your whole organisation

Automation of processesAutomation of processes

WHAT MAKES AWHAT MAKES A

MODEL?MODEL?

FUNDRAISING VIAFUNDRAISING VIA

CAMPAIGNINGCAMPAIGNING

Example: World Development Movement

Example: World Development Movement

Then: conversion via tele-marketing

Then: conversion via tele-marketing

Actions are engagingActions are engaging

Focus on email signups, not traffic

Focus on email signups, not traffic

Keep the narrative consistent!

Keep the narrative consistent!

FUNDRAISING VIAFUNDRAISING VIA

CONTENTCONTENT

Example: ?Example: ?

Unique visitors are important here

Unique visitors are important here

Engagement on the site (with content) is key

Engagement on the site (with content) is key

FUNDRAISING VIAFUNDRAISING VIA

NEWS & BRANDNEWS & BRAND

Engaged traffic = leadsEngaged traffic = leads

Important: SEO, ads at the right times and news

coverage

Important: SEO, ads at the right times and news

coverage

Example: Doctors without Borders

Example: Doctors without Borders

AND EVEN MOREAND EVEN MORE

OTHER MODELSOTHER MODELS

FUNDRAISING VIAFUNDRAISING VIA

PEER TO PEERPEER TO PEER

Example: charity waterExample: charity water

FUNDRAISING VIAFUNDRAISING VIA

USER GENERATED CONTENTUSER GENERATED CONTENT

Example: wikimedia foundation

Example: wikimedia foundation

Example: „Run your own petition“ sites, like avaazExample: „Run your own petition“ sites, like avaaz

USING METRICS TO OPTIMISE

USING METRICS TO OPTIMISE

How do you know the metrics that matter?

How do you know the metrics that matter?

Identify the most important „buckets“

Identify the most important „buckets“

One example for „fundraising via campaigning“

One example for „fundraising via campaigning“

Don't be misguided by vanity metrics

Don't be misguided by vanity metrics

Focus on one metric at a time

Focus on one metric at a time

New lead generation tactics: always test them

for the whole model

New lead generation tactics: always test them

for the whole model

Focus on engagement and conversion first, then

growth

Focus on engagement and conversion first, then

growth

USE THE MODEL FOR ROI CALC

USE THE MODEL FOR ROI CALC

How much should you invest in which area?

How much should you invest in which area?

Differs depending on the model...

Differs depending on the model...

Spreadsheet: example of ROI calculation

Spreadsheet: example of ROI calculation

Try to show „end to end“Try to show „end to end“

Or be surprisedOr be surprised

THE POWER OF AUTOMATION

THE POWER OF AUTOMATION

Identify flows between the buckets that could be

automised

Identify flows between the buckets that could be

automised

Test new tactics, then try to automate them

Test new tactics, then try to automate them

Example: re-engagementExample: re-engagement

Example: conversionExample: conversion

Example: regular donorsExample: regular donors

THANK YOU!THANK YOU!

MAY TURN THIS INTO AN EBOOK

SOON

MAY TURN THIS INTO AN EBOOK

SOON

QUESTIONS?QUESTIONS?