navigating the eworld: fundraising and the internet fundraising, spring 2009
TRANSCRIPT
Navigating the eWorld: Fundraising and the Internet
Fundraising, Spring 2009
eEngagement: The Internet and Public Life
What is it and how does it work?– eCommunities– ePhilanthropy– Information flow– Networks– eAdvocacy
Who does it? How is it different?
– Changes the shape of relationships– Network society– Questions of access..– Questions of investment, attachment, “true community”
How can we use it successfully?
ePhilanthropy
What is it? The use of electronic media for the promotion of charity and the development of charitable organizations
Who does it?Larger organizations with tech. capacity. People with access to electronic media and who use it for their primary means of news/business/interaction.
How effective is it?Allows rapid fundraising (ie-Red Cross and Katrina) increases anonymity and donor control. Reaches tech. savvy markets.
How can organizations use it?Education-Encourage Interaction/Relationships-Management-Fundraising.
Goals of Using Electronic Media
Communication/ education and stewardship Online donations and membership Event registration and management Prospect Research Volunteer recruitment and management Relationship building and advocacy
Ted Hart-Nonprofit Internet Strategies
www.ephilanthropy.org
Primary Goal: Interaction and Relationship Building
Create multiple avenues of engagement with the organization. More ties/avenues of exposure=more investment=literal investments. (ie-perceived closeness)
Encourage increased interaction and communication between donors and the organization. More clicks=greater investment…
Building relationships. Internet as supplement not
substitute.
Navigating the eWorld
Websites Email communication Online giving Online management tools Online
registration/memberships eAdvocacy tactics Prospect research Search Engines
eCommunities Charity watchdogs Virtual shopping Virtual Auctions Member portals
Resources:http://www.nonprofitmatrix.com/http://www.techsoup.org/index.cfm http://www.rlweiner.com/resources.html http://www.compasspoint.org/assets/216_enonprofit.pdf
http://www.guidestar.org/npo/ www.ephilanthropy.org
Successful WebPages
http://www.thehungersite.com http://www.mercycorps.org/ http://www.heifer.org/ http://www.care.org/ http://
www.theirc.org/where/the_irc_in_atlanta.html
The Webpage
About us:– What we do-Mission– Who we serve- Clients– How we do it- Vision– Who does what- Board,
Employees, Volunteers – Directions – contact info
Legitimacy– 990/Annual Reports– Charity reports– Sponsor/Donor list– Funding breakdown/chart– Security/Privacy Policies
Donor Information– Case Statement – Needs– How to donate (multiple ways)
Education-Resources– Links – Further Resources– Facts-Information– Our partners/sponsors
Opportunities for Interaction– eNewsletter or Mailed– Email Addresses– Contact Us– Get our recommendations for X– Volunteer– Media alerts– About you – join a community– Shopping
Using email successfully
Always leave an opt out method.
Know your constituents – who emails?
Get their addresses – give them yours - encourage communication.
Your address/url is your business card – get it out there. (radio, TV, advertisements).
Possibilities: eNewsletters Receipts Questions Thank you’s Reminders News items “E-chain letters”
Collecting Donor Information
Privacy Rights – online donor bill of rightshttp://www.afpnet.org/ka/ka-3.cfm?folder_id=0&content_item_id=1247
http://www.the-dma.org/privacy/creating.shtml
Cookies?http://www.google.com/analytics/feature_fast.html
Donor databases Prospect searching
Getting On-line Donations
Types: One click donations Mail-in requests Credit card donations Payroll deductions Virtual Shopping Matching donations
Strategies: One time gifts Cause related marketing Annual/monthly giving Planned giving Capital campaigns
Donor Costs v. Benefits(consider incentives and disincentives
for acting)
Considerations:Security TransparencyAccountabilityLegitimacy
Examples On-line Giving
https://www.sea.edu/supportsea/capitalcampaign.asp
http://www.redcrosslegacy.org/ https://secure.ga3.org/02/oxfamamerica http://www.savethechildren.org/?stationpub=
x_yahoo_pi&WT.srch=1&WT.mc_id=ypi
Advocacy Examples
http://www.lungcanceralliance.org/involved/sign_the_petition.php
http://bicyclecolo.org/page.cfm?PageID=651 http://www.savethechildren.org/advocacy/index.asp?
stationpub=x_yahoo_pi&ArticleID=&NewsID=
http://advocacycentral.org/index.pl/543041.html
Examples: Volunteer Recruitment and Management
http://www.theirc.org/where/volunteer_opportunities_with_irc_in_atlanta.html
http://www.volunteer.org.nz/ http://www.nczoo.org/volunteer/
Examples: Events
http://www.jimmyfund.org/eve/event/marathon_info.asp
http://www.nypl.org/events/ http://www.aaco-sf.org/events/c4c_05/
Search Engines and Nexuses
For information dispersal– Yahoo http://searchmarketing.yahoo.com/srch/index.php – Google http://www.google.com/services/ – Alta Vista http://www.altavista.com/web/avbusiness – Goodsearch http://www.goodsearch.com/
For donors and volunteers– http://www.networkforgood.org/– http://www.volunteermatch.org/ – http://www.idealist.org/
eCommunities
http://ga0.org/oxfamamerica/join.tcl http://www.idealist.org/en/help/7.html
Technical Resources in eLand
Prospect research http://www.blackbaud.com/products/prospectresearch/pr_overview.aspx http://www.internet-prospector.org/
Donor databases http://www.npower.org/ http://www.nptimes.com/fme/oct04/Oct04_FME_DSM.pdf http://www.allianceonline.org/FAQ/fundraising/how_do_we_select_fundraising.faq
Web design tools http://www.techsoup.org/techfinder/index.cfm Web hosting http://www.etapestry.com/websiteservices/wsservices_fs.html Advocacy http://www.petitiononline.com/petition.html http://www.localvoice.com/ http://advocacycentral.org/ Information management Charity watchdogs http://www.charitynavigator.org http://www.give.org http://www.charitynet.org
http://www.consumerreports.org/cro/personal-finance/charity-watchdogs-1205.htm eNewsletters http://www.getactive.com/ Search Engines Reviews of management programs
http://www.nonprofitmatrix.com/category.asp?Cat=Donormanagement&orderby=datemodified&order=desc
Online giving http://www.justgive.org/nonprofits?sess=1
Virtual Shopping http://www.networkforgood.org/npo/fundraising/fund_resources/toolsfund.aspx http://www.nonprofitmatrix.com/category.asp?Cat=Affinityshopping&orderby=datemodified&order=desc http://www.techsoup.org/techfinder/index.cfm
Application exercise
Create an on-line fundraising strategy for a nonprofit that provides landscaping services to low income individuals and communities. How can the organization encourage on-line giving?