virtual fundraising introduction to...how to fundraise ‘virtually’, tips on how, fundraising...

INTRODUCTION TOVIRTUAL FUNDRAISING

Quick Intro & the purpose of this session

Thanks to any returning visitors from our last session

● We are going to dive right into it this time, so we would like to draw your attention to this link○ https://www.funraisin.co/us-and-us-collective

● We won’t be going into further detail about packages and free support offerings in this session, but you can get in contact with us on the link above. We would be delighted to hear from you!

● We would love everyone to show video screen who wants to

Questions, Questions, Questions!

● Please don’t hesitate to ask any questions of any of our speakers. ● Please enter your Q’s in the chat window (and make sure you are on mute!)● We will either answer them along the way, or try to include them at the end. Any that don’t get

answered in session, we will answer outside of the session!

Panelists

Claire DanielsBrendan Rodgers Ros Harber Lucy Squance Emily Clayton

Agenda

1. Re-introduction of virtual fundraising

2. Walkthrough: the virtual fundraising journey With Claire, Ros, Emily and Lucy.

3. Coming up with the right idea

4. How it works

5. Supporter Journeys

6. Alzheimer’s Research UK - lived experience

7. Q&A

Virtual Fundraisingre-introduction

Virtual Fundraising...has evolved

The perception we often see: ‘fitness based’

A Virtual Fundraising event is where i connect a fitness tracker to a fundraising page so my supporters can publish their training to encourage more donations!

The Truth of Virtual: ‘anything based’

A Virtual Fundraising event is where the charity connects the cause and the right tech to a fundraising page to empower supporters to showcase their efforts, with the goal of recreating the excitement that surrounds a real life physical event, successfully encouraging more donations.

Your supporters want to support you, virtual can help you avoid limiting them in these changing times.

Virtual Fundraising...the future is hard to predict right now!

The perception we often see:

A Virtual Fundraising event is where I connect a fitness tracker to a fundraising page so my supporters can publish their training to encourage more donations!

Virtual Fundraising...the future is hard to predict right now!

The perception we often see:

A Virtual Fundraising event is where I connect a fitness tracker to a fundraising page so my supporters can publish their training to encourage more donations!

We are not saying ‘don’t do fitness programmes’

Activity is still good! It just needs to be flexible.

Solution: Offer a variety of ways to fundraise in changing times in a way suits your supporters -

CHOICE!

Virtual Fundraising ...is full of creative opportunity!

There is a world of possibilities available for you.

Charity + technology * supporters = virtual challenge experience

Pre-requisites:

● A Just Cause● The Right Tech● Supporters

Virtual Fundraising ...in a nutshell

Charity + technology * supporters = virtual challenge experience

Pre-requisites:

● A Just Cause● The Right Tech● Supporters

Virtual Fundraising ...in a nutshell

Mix and match● Fitness trackers● Livestream● Video ● Image uploads● Maps● Countdowns● Progress bars● Gamification badges● ...or other!

Tech can be daunting, but it doesn’t need to be.

● There are loads of options● They are sophisticated and easy to use● They support user engagement and supporter

recruitment● Need help? https://www.funraisin.co/us-and-us-collective

The tech is the enabler to deliver your goal.It starts with your idea!

Virtual Fundraising … a note on tech

Virtual Fundraising … is about uniting TribesThe Value of your tribes:

The diversity of your supporter base (your macro tribe) is it’s strength.

Within that, you will find (micro)tribes; different age ranges, different hobbies, different lifestyles. Runners, Bakers, Gamers, Parents, Teachers, Children, Pet Owners, Activists (etc!) all who experience different joys, and different pain points.

This is their time of need:

In this Covid19 crisis - we have all been separated from each other, it is more vital than ever that your tribes are given a chance to unite over a clear call to action.

A clear goal withCreative tools

Virtual Fundraising … can turn fundraisers into creators

ContentCreators

Empowered,Engaged,

Donors

TransformsSupporters

into

content drives

donations

● Selfies/photos● Fitness/maps● Social shares● Live/video

● Enthusiastic● Likely to donate

more & share

● Uploads● Social toolkits● P2P pages● Trackers ● Badges

As with everything ‘the devil is in the detail’

● Idea - Why should your supporters engage?● Tech - What is right for your project? ● Supporter care - When is the right time to

reach out to your fundraisers?

Virtual Fundraising (planning )

Virtual Fundraisingwalkthrough

Having the right idea - defining the core proposition

Audience

WhyActivity

THE MOST IMPORTANT THING….Know your audience

1. Who are the people most likely to support

2. What do they already do for you?

3. How can you get to know them better?

4. What are their needs and wants right now?

Use data

What are people already doing for you?What are they searching for on your site?

Speak with the audience Social listening

Three ways to get audience insight..

What are people talking about?How do they feel right now?Who are they interacting with?What are they saying about you?

People are at home and love to give their opinion! Qual and Quant studiesDoesn’t have to be labour intensive

Think about motivationC

ause

Activity

Think about motivationC

ause

Activity

Volume depends on your supporter engagement

Higher values

More engagement

Lower marketing costs

Think about motivationC

ause

Activity

Volume depends on your supporter engagement

Higher values

More engagement

Lower marketing costs

Volume depends on activity uniqueness

Lowervalues

More likely one-off action

Marketing depends on targeting

Think about motivationC

ause

Activity

Volume depends on your supporter engagement

Higher values

More engagement

Lower marketing costs

Everything to everyone or nothing to no-one?

Volume depends on activity uniqueness

Lowervalues

More likely one-off action

Marketing depends on targeting

What does success look like?

Value Volume

Income Awareness

One off income

Long term income

What does success look like?

Success Factor 1

Success Factor 2

Success Factor 3

Prioritisation is key!

Virtual Fundraising … Core Elements that build an individual experience and an online community

Badges and Rewards

Leaderboards and Collective

Website

Create the data you need to form your tribe

Nudges that drive behaviour and gives rewards

Roll up every piece of impact your supporters have made and (and add a competitive component)

COMMUNITY

Data

Virtual Fundraising … Core Elements that build an individual experience and an online community

Data capture Data access

● Personal ● Fundraising page● Custom (why, how)● Marketing

● Is it immediate? ● Is it yours?● Can you use it?

Virtual Fundraising … rewards that drive behaviour and action

Virtual Fundraising … rewards that drive behaviour and action

Virtual Fundraising … leaderboards that show impact

Leaderboard Goals

1 Competition

2 Community

4 Behaviours

Virtual Fundraising ….. In summary

Leaderboard Goals

1 Competition

2 Community

4 Habit

Connect the Tech to create the digital experience

Inspire, Incentivise and Empower your supporters to create and share great

content to engage their networks

+

=

Data, data, data

What does this mean for supporter journeys?

Supporter journeys - Physical eventCommunication Content Objective

Confirmation Receipt of entry Reduce queries

1.Welcome Thank you for entering.Introduction to the event, and charity / cause

Engage with participant

2.Training Training tips and planners Keep participant motivated

3.Fundraising tips How fundraising supports the cause Increase fundraising return and value

4.On the day What to expect on the day, what to bring

Improve event day experience

5.Good luck Good luck and event day reminders Improve OTD participation

6.Well done Thank you and sponsorship reminder

Increase engagement and fundraising return

7. Sponsorship Chase Return your sponsorship Increase fundraising return and value

Supporter journeys - Virtual eventCommunication Content Objective

Confirmation Receipt of entry Confirmation of event entry

1.Welcome Thank you for entering, details of the challenge and the community taking part

Engage with participant, make them feel part of an event

2.Preparation How to keep the challenge going. Setting goals and sharing them with the community

Improve participation and commitment

3.Fundraising tips REMEMBER IT’S A FUNDRAISING EVENTHow to fundraise ‘virtually’, tips on how, fundraising ideas from the community

Increase fundraising return and value

4.The activity Detail about the challenge, achievements, how to stay motivated throughout

Generate event day excitement

5.Good luck Good luck, reminder how how their challenge is contributing to the cause

Improve participation and completion

TESTS

What are the key differences?

Motivations and engagement

Length of activity - length of journey

The Finish

Supporter journeys - Virtual event

Communication Content Objective

6. Mid way check in How to stay motivated, online community reminders

Improve participation and completion

7. Well done Thank you and sponsorship reminderFinish line feeling!

Increase engagement and fundraising return

8. Sponsorship Chase

Return your sponsorship Increase fundraising return and value

Virtual FundraisingExperience

Three things I wish i’d known

1. Be clear on want to achieve

● What’s your ultimate goal? Supporter acquisition? Brand? Product

diversification? In year income?

● Ensure you have internal support and buy-in

● Use data to understand your true ROI. Not just single product ROI

2. Know your audience

● Who are your most engaged and committed supporters? What’s going to resonate with them?

● Just increasing media spend isn’t the answer. Your marketing must be insight and audience

driven.

● Engaging creative content is essential. This includes case studies, photography and film for

different audiences.

● Challenge v cause messaging

● Success or failure is all down to the marketing of your product/event

Three things I wish i’d known

3. First Class Stewardship

● Keep the proposition simple and easy to understand

● Drive participants to end date to get their donations in

● Reward and celebrate milestones with participants

● Triggered comms and automated stewardship increase

engagement and income

● Build your tribes

● Participants expect a great experience

Three things I wish i’d known

Question timePlease ask questions via the chat window

Final Takeaway

#community

THANK YOU

Stay Safe