same song, different verse: new tools to help accelerate your fundraising
DESCRIPTION
Presentation given at the Association Foundation Group January 2010 monthly luncheon meeting.TRANSCRIPT
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Same Song, Different Verse: New Tools to Help Accelerate Your Fundraising
AFG LuncheonJanuary 14, 2010
Elizabeth Weaver Engel, CAEDirector, Marketing & SponsorshipNACHRI
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Fundraising Hasn’t Changed• Identify Problem• Identify Goals• Identify Audience• Make the Connection – Why me? Why now? • Our Organization Can Help• What Do You Want Me to DO?• Thank Donors• Cultivate Relationships
INSPIRE people
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Tools for Fundraising HAVE Changed
• Direct mail still wins• Major donors still key
BUT
• Online is coming on strong• Social media is the future
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Data, Data, Who’s Got the Data?
• donorCentrics Internet Giving Benchmarking Analysis (2008) - handout
• Blackbaud Connections Blog Online Giving Trends (2009)
• Forrester Research data as reported by Business Week and compiled by the Haefer Group (2007)
• Network for Good’s Online Fundraising Survival Guide (2008) - handout
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Online Giving
• 9% of donors give online• 11% of revenue comes in online
BUT
• 39% increase in online giving• 3% decrease in offline giving
Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
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Online Giving
Online donors are younger and higher income
Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
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Online Giving
And they give bigger gifts
Source: 2008 donorCentrics Internet Giving Benchmarking Analysis
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Online Giving• Online revenue grew 46% in 2009 compared to 2008.• 65% of surveyed nonprofits had a median 21% increase
in online revenue compared to 2008.• The average online gift was $144.72, which represents
a 5% decline from 2008, but remains significantly higher than other fundraising channels.
Source: http://forums.blackbaud.com/blogs/connections/archive/2010/01/04/2009-online-giving-trends.aspx
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Types of Social Media Interaction• Creators – create content (blogs, tweets,
podcasts, YouTube)• Critics – comment, rate, review• Collectors – RSS & tagging• Joiners – use social networking sites• Spectators – read blogs, watch videos• Inactives – online, no social media use
Source: Business Week Forrester Data June, 2007
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Seniors: Age 62+
5%
11% 11%
6%
19%
70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Creators Critics Collectors Joiners Spectators Inactives
Source: Business Week Forrester Data June, 2007
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Boomers: Age 41 - 61
7%
15% 16%
8%
26%
61%
0%
10%
20%
30%
40%
50%
60%
70%
Creators Critics Collectors Joiners Spectators Inactives
Source: Business Week Forrester Data June, 2007
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Gen X: Age 27-40
19%
25%
16%
29%
41% 42%
0%
10%
20%
30%
40%
50%
Creators Critics Collectors Joiners Spectators Inactives
Source: Business Week Forrester Data June, 2007
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Millennials: Age 18-26
30%
34%
18%
57%54%
21%
0%
10%
20%
30%
40%
50%
60%
70%
Creators Critics Collectors Joiners Spectators Inactives
Source: Business Week Forrester Data June, 2007
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The Future Is Now
Social media is in infancy, particularly for fundraising…
…But it’s coming…
…So how do you get ready?
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What is all this stuff anyway?
Guide to Web 2.0 – handout
Q&A?
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Examples: Fundraising – This is my year to…•Whole Foods
•FB Application
•Allows users to vote for one of 3 charities
•All will receive $10K
•Winner will receive additional $10K
•http://blog.wholefoodsmarket.com/2009/12/this-is-my-year-to%E2%80%A6do-good-on-facebook/
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Examples: Fundraising – BlogRaising• Example 1: Heifer International
– Beaconfire Consulting – Variation on the “friends asking friends” model– Engage large community of bloggers– Donation badge for blogs – Custom landing page– Promotional campaign
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Examples: Fundraising – BlogRaising• Example 2: Beth
Kanter– Well-known
blogger– Donation
challenge on blog– Ask people to
donate $10 each as a birthday present
– Network for Good Badge
– FB Birthday Causes application
http://beth.typepad.com/
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Examples: Fundraising – 12For12K• Goals:
– 12 months– 12 charities– $12,000 per charity
• How?– Blog– Sharable videos– Badges & banner ads– Donation buttons– Blogger resource center– Twitter (account and hashtag 12for12K)– Facebook group– Ning community
• http://12for12k.org/
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Examples: Fundraising – Twestivals
“Tweet. Meet. Give.”• Volunteer run/driven• Organizer tools• Funds raised via tickets, donations, sponsorship, ads, etc.• Party or other event• Publicized on Twitter, other social media platforms• Twestival Global 2009 raised $250K for clean water/new
wells in Ethiopia• Twestival Local 2009 raised over $2500 for Miriam’s Kitchen• http://twestival.com/• http://washington.twestival.com/
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Examples: Relationship Building - Twitter
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Example: Relationship Building - FB Causes
Source: Washington Post, April 22, 2009
FB Causes will not save you financially - only 2 organizations (Nature Conservancy and Students for a Free Tibet) have raised more than $100K
FB Causes is great for raising awareness – over 22 million monthly active users
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Examples: Relationship Building - Blogging
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YOUR Examples
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Q&A
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Resources• 7 Things Every Nonprofit Professional Should Know about Online Fundraising
& Marketing - http://my.convio.com/?elqPURLPage=57• A Procrastinator’s Guide to Year-End Fundraising -
http://www.frogloop.com/storage/article-downloads/End_of_Year_Fund_Raising_Guide.pdf
• AmEx Charitable Gift Survey - http://home3.americanexpress.com/corp/pc/2007/pdf/aecgs.pdf
• Fundraising Online is Hard - http://www.socialfish.org/2009/12/fundraising-online-is-hard.html
• Greenpeace & Me: Why some nonprofits need a better “sidewalk strategy” - http://wordjockeysez.wordpress.com/2009/11/13/greenpeace-and-me-why-some-nonprofits-need-a-better-%E2%80%9Csidewalk-strategy%E2%80%9D/
• Who Uses Social Networks? http://www.readwriteweb.com/archives/who_uses_social_networks_and_what_are_they_like_pa.php
• Blogger Outreach - http://www.conversationagent.com/2009/12/blogger-outreach-from-the-bloggers-eyes-.html
• Fundraising on Twitter - http://www.socialfish.org/2009/06/small-pebbles-make-big-waves-15-tips.html
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Elizabeth Weaver Engel, CAE
Director, Marketing & SponsorshipNational Association of Children’s Hospitals & Related
Institutions (NACHRI)
Email: [email protected]: 703.797.6041Twitter: @ewengelLinkedin: http://www.linkedin.com/in/ewengel Blog: Thanks for Playing http://thx4playing.blogspot.com/