7 ways to win at online fundraising for Churches and Christian charities - presented at CNMAC13.

1. Raising Funds
Online
Daniel Jones @dmjonesoir

2. Raisin Fun,
Online
Daniel Jones @dmjonesoir

3. JPEG

4. http:

5. Why is this important?
Fundraising 101
7 Ways to Win
Questions

6. WHY???
I thought this was about having fun with dried fruit…

8. WITHOUT VISION,
THE PEOPLE PERISH

9. WITHOUT
RESOURCE, THE
VISIONS PERISH

10. Guerilla Test 1:
Do you know why you want
to raise funds online?

11. Fundraising 101

12. who
who has given before &
who is likely to give?

13. what
what gift is needed and
what will it achieve?

14. where
where is the best place to
ask for support?

15. when
when is the right time to
ask for support?

16. how
how will supporters get
their gift to you?

17. why
why do you need this gift?

18. Direct vs. Indirect
Face to face
Direct Mail
Telephone
Advertising
Collections
Newsletters
Website / Email / Social Media

19. One-off gifts
&
Regular giving
&
Event fundraising
&
Crowdfunding

21. 25% extra

22. 7
Ways to Win at
Online fundraising

23. 1
~ Ask. Ask. Ask. ~

25. Guerilla Test 2:
How long ago did you last
UNAMBIGUOUSLY ask for a
financial gift online?

26. 2
~ Get tooled up ~

27. • Email marketing
• Social Media monitoring
• Web analytics

29. 3
~ Content is King ~

30. "Fundraising is most successful
when it's based on establishing
good relationships with donors
and developing a bond of trust
between the charity and the
donor,"
http://www.theguardian.com/voluntary-sectornetwork/2013/sep/02/effective-emotive-appeals

31. 4
~ Crowd Please ~

32. Collect details – build a tribe

33. Where others tread, more will follow

34. “Let me give as
much I
want, when I
want, and
however I
want”

35. wrap your donors in cotton wool

36. the goal of online fundraising is to
make the crowd feel like individuals.

37. 5
~ Design for giving ~

42. “No unsupervised thinking”
•
•
•
•
Remove clutter
Create breathing space
Emphasise key actions
Above the fold

49. Guerilla Test 3:
 Sit a stranger down in
front of a computer.
 Have them visit your
website and (with no help)
try to make a gift.
 Watch what happens.

52. GIVE
DONATE

53. GIVE
DONATE

54. Picture perfect

60. But which will
hold your
attention?

62. 6
~ Test. Measure. Learn ~
(repeat)

63. A/B &
multi-variate
testing

64. http://www.flickr.com/photos/optimizely/sets/72157625300462626/

65. Obama’s digital team tested 6 media & 4 button options = 24 options

71. Sender: Barack Obama
Subject: Hey

73. Nearly there…

74. Why I love charity:water more
than Jet from Gladiators…

78. 7
~ Mind your manners ~

81. Guerilla Test 4:
When was the last time you
edited what a donor receives
when they make a gift online?

82. Ask. Ask. Ask
Get tooled up
Crowd please
Design for giving
Content is King
Test. Measure. Learn. Repeat.
Mind your manners

83. Useful links
copyblogger.com
Churchmarketingsucks.com
newmediacentreofexcellence.org.uk
creativebloq.com/tag/Web-design
copy & design
blog.optimizely.com
blog.eyequant.com
thewebpsychologist.com
neurosciencemarketing.com/blog
testing & psych
blog.justgiving.com
stewardship.org.uk
fundraising

87. Questions?

88. Buff.ly/1gybj2j
daniel.jones@stewardship.org.uk
@dmjonesoir