online fundraising models
DESCRIPTION
Florian Engel held a workshop about online fundraising models at the ECF Europe. http://europe.ecampaigningforum.comTRANSCRIPT
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?