Fundraising Day New York Taking Leadership Online Friday, June 12, 2009 Alia McKee of Sea Change Strategies, Nancy Haitch of the International Rescue Committee and Jono Smith of Network for Good explored what’s hype and what works in online fundraising. Here is their presentation slideshow.

2. What’s the Point? Integrated Marketing Case Study 1 7 Steps to Success Questions Case Study 2

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8. Relationship Seeker (29%) Most likely to respond to opportunities to connect emotionally with your organization online. Casual Connector (41%) The largest of the three clusters, question after question this group appears to “split the difference” in terms of attitudes and preferences. All Business (30%) Does not appear to be looking for a relationship or emotional connection.

9. It’s not demographics that define donors, it’s their behavior Each requires a customized, targeted marketing approach to capitalize on their giving Understanding proclivities of donor base creates huge opportunities to customize a fundraising strategy

12. CEO Program VP Dev. VP Membership & Marketing Communications F&A IT Webmaster Direct Marketing Major gifts Advocacy

13. Major/Donor Mid-Donor/ Super-activist Small Donor/Activist Website Visitor Points of Entry Search/PR/Mktg/Events Drive Web Traffic Sticky Site/Integrated Mktg Drives List Growth Integrated Mktg Cultivation Integrated Marketing Pyramid Integrated Mktg Cultivation Integrated Mktg Cultivation Brand Awareness List Member/Community Framework for Integrated Online Marketing, Communications, and Fundraising

14. March Madness: Launching a Successful Integrated Campaign Nancy Haitch IRC Deputy VP, Development June 12, 2009

23. Elements & Outcomes Communications

24. Elements & Outcomes Advocacy

25. Elements & Outcomes Advocacy Acquired 5,000 emails

26. Elements & Outcomes Advocacy

31. Thank you!

32. June 12, 2009 Jono Smith, VP of Marketing Network for Good Network for Good: Online Fundraising Case Study

33. Meet Network for Good

34. How much is being raised online? Network for Good DonateNow Subscribers April 30, 2008-April 30, 2009

40. Website: Before Redesign

44. Rate the Donor Experience

47. Reality Check Social media is not a silver bullet for online fundraising.

57. Wired Wealthy Tactic Take-Aways

58. 1. Segment

59. 2. Website: Engaging, inspiring and easy to use .

60. 3. Noteworthy email

61. 4. Give them what they have already adopted

62. 4. Give them what they have already adopted

63. 5. Integrated and Multi Channel Marketing

64. 6. Experiment: 10% Risk Capital

65. 7. Measure. .