tennessee valley institute for nonprofit excellence
TRANSCRIPT
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The Changing Face of Philanthropy
Jocelyn HarmonVP of Sales, Marketing and Customer Success
Network for Good
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http://www.sikhcoalition.org/
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Where are we now?
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Who gives?
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1,280,739# of 501c(3)s in U.S.
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Welcome to fundraising 2012 style!
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What’s a nonprofit to do?
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4 Trends to Watch
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1 - Embrace the changing demographics of our country.
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Yet, we’re not a diverse sector
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Susan G. Komen for the Cure
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Get to know the Millenials
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Learn how different age groups give.
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Focus on women!
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The Girl Effect
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Women Give More Than Men
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Women control 51.3% of wealth
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Questions for you?
• What are you doing to respond to the demographic shifts shaping your city, state, and county?
• Specifically, what are you doing to connect with– people of color, – young people – and women philanthropists?
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2. Embrace technology and leverage it for giving – STRATEGICALLY!
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$20,000,000,000+Online Giving in 2010
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And it’s growing!
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Major donors give online
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But it’s still only a slice of the pie
% of Total Giving
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BE STRATEGIC
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Your website is your home base
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Yikes!
• 98% percent of visitors to an organization’s donate page LEAVE before making a donation.
• Remember: Offline donors are researching your organization online too!
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8 Must-haves on your donation page
1 One-page form. 2 An “ask string.”3 No unnecessary fields. Hint: Don’t ask for my first-born!4 No non-giving options. Your donation form is about
DONATING!5 Intuitive layout.6 Don’t make me create an account to donate.7 “Secure transaction” graphic and a link to your privacy
policy.8 Contact information!
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Other important elements
• Branded donation page.• Recurring gift options• Impact donation labels• On behalf of/in honor of• Third-party endorsements like Charity
Navigator and donor testimonials
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Branded donation page
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Branded donation page
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Recurring gift option
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Impact donation labels
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On behalf of/in honor of
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4. Third-party endorsements
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Build a great email list
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6 Ways to grow your email list
1 Collect email addresses on your website.2 Leverage offline communications and events.3 Engage in online advocacy.4 Get found in Search.5 Engage in list swaps or chaperoned emails.
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1. Collect email addresses on your website
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2. Leverage offline communications
E-mail ask on a direct mail reply or insertSeparate mailing – postcard or PURL mailings
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and events!
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3. Engage in online advocacy
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Engage in online advocacy
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4. Get found in Search
Organic Results
Paid Ads
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5. Do a list swap or chaperoned email
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Social networks
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Mobile
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5,000,000,000The number of cell phone
subscriptions in 2010
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Mastering Mobile – 3 Options
• Text to Give• Smart phone apps• Mobile Websites
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Questions for you?
• What are your online/digital fundraising goals? • How can you use technology to raise more
money, acquire new donors and retain the ones you have?
• What is your staff capacity for managing new media?
• Do you have the basics in place, i.e. is your website and email list up to snuff?
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3. Embrace social giving.
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Crowdrise
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Charity: Water
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Your Cause
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Questions for you?
• How are you building a network of volunteer fundraisers for your organization?
• How are you enabling your best fundraisers to raise funds for you?
• How are you staying connected to these new evangelists who are connected to each other but might not be connected to you?
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4. Personalize, personalize personalize.
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Donor’s Choose
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Global Giving
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Oxfam Unwrapped
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Questions for you?
• How can you personalize the giving experience for your donors by giving them options for how they express their generosity?
• How can you draw them closer to you by making them feel like the special, valuable and unique individuals they are?
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Resources for you
• Online Giving Study – Network for Good• 2010 Online Giving Report – Blackbaud• 2011 donorCentrics Internet & Multichannel Giving Benchm
arking Report - Blackbaud
• 2011 eNonprofit Benchmarks Study – NTEN and M+R Strategic Services
• www.marketingfornonprofits.org - by Me!• www.nonprofitmarketingblog.com - Katya Andresen• Don’t Make Me Think! A Common Sense Approach to Web U
sability – Steve Krug
• Flipping the Funnel – Seth Godin
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Shameless self-promotion
Visit http://www1.networkforgood.org/for-nonprofits to learn more!