fundraising bootcamp class week 4
TRANSCRIPT
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FirstGiving Fundraising Bootcamp:
Week 4
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How this webinar works• A link to the slides and a recording will be sent
after the webinar
• If you’d like to ask a question during the webinar, you can type it in the box on the right side of your screen
• Use the hashtag #fgwebinars to tweet about this webinar
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FirstGiving: Online Fundraising Solutions
Personal Support for your nonprofit, donors, and fundraisersEasy, tested, and secure transaction processes for the donor
Peer-to-Peer Fundraising Pagesand Event Registrations Online Direct Donations
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About the Presenter
Debra Askanase, @askdebraDigital Engagement StrategistCommunity Organizer 2.0http://[email protected]
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Fundraising Bootcamp OverviewFundraising bootcamp: what’s it all about
- Four weeks of discussion, learning, and testing:- The donate now button- The fundraising landing page- Driving donors to the website- Giving Tuesday wrap-up
Plus…Answering your questionsOnline Fundraising for Nonprofits Facebook Group (lots of discussion!) https://www.facebook.com/groups/337397103024397/Follow-up videos and content
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Brief survey results included with previous content overviewCheck-in on Giving Tuesday projectsThe Donor View: • One donor’s Giving Tuesday challenge• Drivers to online giving: new research
Week 4: It’s all about YOU
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Did you change your donation button?
“Before the bootcamp I had the standard FirstGiving donate now button on our side bar. After the first session, I made our rotating
picture header into a donate button with a call to action.”
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Previously, it was the standard "Paypal" button with credit card logos. I've changed it to a leaf design to stand out on the
homepage.
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Donations through Facebook: http://donatetab.firstgiving.com/
Added a “Donate” button to the Facebook Page
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Did you make any changes your donation Page?
0% - yes12.5% - no87.5% - not yet, but planning on it
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Types of donations
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Show impact, preferred type of donation
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Most direct donors give in $25, $50, and $100 amounts
65%
35%
Total number of direct donations
top 3 donation amountsother donation amounts
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Breakdown of common donation amounts from $101 to $1,000
$125.00
$150.00
$175.00
$200.00
$250.00
$300.00
$350.00
$400.00
$500.00
$1,000.00 02000400060008000
10000120001400016000
Donations $101 - $1,000
2007200820092010
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Week 3 Review: Driving donors to your site with six key steps
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Step 1: Develop your assets
• Grow your email list• Identify one to two social media spaces and
nurture fans in those spaces• Identify your online and offline superfans and
plan to cultivate them• Assess your email communications – are they
effective?
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Step 2: Build relationships with fans one by one
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Step 3: Create an online donation campaign plan
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Step 4: Craft the story
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Step 5: Cross-promote: socially
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Email + social takeaways
• Use social media sharing icons in your email messages and calls to action
• Enable donors to share their donations socially
• Encourage social sharing of the online campaign
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Step 6: Thank your donors>> Front Row Foundation
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1. Have you made any changes to your online giving button, or donation page, as a result of this bootcamp series?
Post to the Facebook Group what you’ve changes or optimized as a result of this bootcamp series – add
photos, links, before/after photos.
2. What did you do for #GivingTuesday?Share your GivingTuesday project to the FB group. Be sure to include a link, what you did, and share how it went!
Week 4 Bootcamp Challenges – share
your story:
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Giving Tuesday: http://www.westernvirginialandtrust.org/
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Georgia River Network
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Lynne Wester’s Giving Tuesday Challenge Test: The Donor View
• Donated $10 - $1,000 to 15 organizations.• Tested usability, socialization, responsiveness, and donor
attention.• Blogged about it publicly. (My post about it here:http
://www.communityorganizer20.com/2012/11/30/one-donors-2012-giving-tuesday-challenge-test/)
• Made her data spreadsheet public:https://docs.google.com/file/d/0Bz8mTc-hHxzkLU9kVGMxNGgxUG8/edit?pli=1
**Follow her on Twitter @donorguru, and read her blog:http://donorguru.blogspot.com/2012/11/the-2012-giving-tuesday-challenge.html
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What Lynne found:The Good
• Showing the impact: look at charity:water• Sites are starting to be better about where to
find them on social media• A good response from those that I tweeted (5
out of 15)• I saw one site’s button that said “Save a Life,”
which is much better than “Submit” or “Add to Cart”
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The overall winner!
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The Bad
• Not enough social media exposure• Giving websites were not mobile-friendly• Not enough places gave me the option of giving in honor of
someone and even then, only in written format and not through email. The Red Cross told my honoree how much I gave – ARGH!!
• I’ve already been solicited again!! (Feed the Children)• There is no excuse for having a “CAPTCHA” hurdle in order
to give• Sites are arduous and repetitive, too many sites prescribe
the dollar amount to give
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All about giving, not about impact
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More solicitation with thanks? No, thank you
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Research: What prompts online giving?
The Campbell Rinker Donor Confidence Survey of 494 adult donors who gave at least $20 in 2011
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Research: What’s the best way to ask?Direct mail, actually!
• Direct mail prompts online giving more than emails!– 50% surveyed in 2012 say they prefer to give
online when receive a letter in the mail, up from 38% in 2010.
– 17% who gave online in 2011 did so because of a direct mail letter, vs. 5% who did so because of an online solicitation
– Ages 49 – 60 are most likely to give as a result of a direct mail prompt
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Research: What’s the best way to ask?Direct mail, actually!
• Online mail prompts some segments to give– HH income of $75K+ – 52% of women
• Social media drives online gifts of donors under age 40– 30% of those those < 40 have given as a result of a
a social media prompt, up from 24% in 2010
http://dunhamandcompany.com/2012/05/dunhamcompany-study-direct-mail-growing-as-source-for-online-donations/
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Thank YOU!http://www.flickr.com/photos/thomashawk/6954844640/in/photostream/
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Facebook: facebook.com/firstgiving
Twitter: @FirstGiving
Online Fundraising blog: http://blog.firstgiving.com
Online Fundraising for Nonprofits Facebook Group:https://www.facebook.com/groups/337397103024397/
Connect with us through our social communities!
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Interested in learning more about FirstGiving?
Contact: [email protected]
Nonprofit customer of FirstGiving with questions?
Contact: [email protected]
Thank you!