pto p fundraising six degrees n t e n (5)

What Kevin Bacon Knows about Web 2.0: Six Degrees of Person-to-Person Fundraising

NTEN WebinarNTEN Webinar

May 23, 2007; 11am PTMay 23, 2007; 11am PT

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Person-to-Person FundraisingPerson-to-Person Fundraising

• What is SixDegrees.org?• Lessons learned from our donors and

Kevin Bacon• How you can get started• Tips on how to build a successful program

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Growth of Online GivingGrowth of Online Giving

e-Philanthropy

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

1999 2000 2001 2002 2003 2004 2005 2006

(in m

illio

ns)

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User-generated contentUser-generated content

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Celebrity-obsessedCelebrity-obsessed

4.75 million unique visitors a day at perezhilton.com

(according to Perez)

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Charity BadgeCharity Badge

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Lessons learned with SixDegrees.orgLessons learned with SixDegrees.org

1. Focus on audience values not your own2. Choose the right messenger3. What attracts is celebs; what motivates is

personal4. Contests are good5. Uber-activists are more than ATMs6. Give them the tools to fundraise WHERE THEY

ARE ONLINE7. Social networks are complex8. Be prepared to help people; this is bleeding edge

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Focus on audience valuesFocus on audience values

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We are NOT the best messengersWe are NOT the best messengers

• 76% of givers are motivated by friends and family, says Cone

• It’s okay to relinquish control of the message

• Donors are experts at knowing how to speak about your cause to their friends and family

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Celebrity-obsessedCelebrity-obsessed

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Personal MotivationPersonal Motivation

“I’m a runner and a tri-athlete, and the mother of two small children, and girl scout leader. I went from being totally normal and healthy to facing a life of paralysis and future disability, and those were really, really dark days, those first two weeks.”

-Robin, MS Society Blue Ridge Chapter

“My husband and I started sponsoring a child at the Child Rescue Centre several years ago and we have just become more and more involved… we were given the opportunity to travel to Sierra Leone and visit the Child Rescue Centre and meet these children, hold them and play with them. It was a life-changing experience. I‘m definitely a different person for having had that experience and met those children .”

-Ginny, Helping Children Worldwide

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Robin’s StoryRobin’s Story

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Contests are good!Contests are good!

# of Donations Six Degrees Badges

0

100

200

300

400

500

600

700

800

900

“We put the information on our website…constantly updating them [donors] as to how we were doing…our volunteers were really eager to try to get the matching grant, but they also reached out about our mission.”

-Kristy, Bubel-Aiken Foundation

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Uber-activists -- more than ATMsUber-activists -- more than ATMs

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Tools to fundraise where they are onlineTools to fundraise where they are online

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Build one for your organizationBuild one for your organization

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Social NetworksSocial Networks

• They are complex• Be prepared to help (or get your kids to!)

“My daughter’s in college right now, so I contacted her….They [her friends] started putting it on their blogs and on Facebook, and she became so energized around it.”

-Tom, Helping Children Worldwide

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Getting StartedGetting Started

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Tips for Successful Charity Badges Tips for Successful Charity Badges

1) Build a Great Badge

2) Donate to Your Own BadgePeople like to feel they are part of a larger effort.

3) Post the Badge on Your Site, Blog(s) and All Staff Email Signatures

4) Send a Link to the Badge to People in Your Email Address Book

5) Promote to Your Donor and Volunteer Lists

6) Ask Bloggers to Join Your CauseGo to technorati.com and search for blogs that are focused on your issue.

7) Take Your Cause (and Laptop) EverywhereAsk your closest supporters – staff, board members, friends – to bring a laptop to social events, church meetings or other gatherings when they can talk about your cause and ask people to donate on the spot.

8) Thank People and Report Back on ProgressUse your Donation Tracking Report (https://www.networkforgood.org/Npo/reports) to monitor donationsand thank people quickly.

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Thanking your donorsThanking your donors

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ARE YOU THERE KEVIN?ARE YOU THERE KEVIN?

STAY TUNED!STAY TUNED!NEXT ROUND OF MATCHING GRANTS IN JULYNEXT ROUND OF MATCHING GRANTS IN JULY

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Helpful LinksHelpful Links

• Seth Godin: Flipping the Funnel http://sethgodin.typepad.com/seths_blog/2006/01/flipping_the_fu.html

• Charity Badges: Turn Your Supporters into Fundraisers http://www.techsoup.org/learningcenter/funding/page6666.cfm

• Tips for Creating a Successful Charity Badge http://www.nonprofitmarketingblog.com/comments/kevin_bacon_may_give_your_charity_10000/

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Q&AQ&A