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Fundamentals of Online
Fundraising - Getting Started


    Magnolia Web Strategy
    www.magnoliawebstrategy.com
 worktogether [at] magnoliawebstrategy.com
Overview


 7 Starting Points
  Best Practices
Lessons Learned
Helpful Resources
Starting Points
        #1 - Goals


“If you don't know where you're
             going,
   any road will get you there”
Starting Points
       #2 - Reflection
Step back and reflect:
 Evaluate your current fundraising process.
 Look at your organizational profile and
 direction – align plan to organizational
 work.
 Look for opportunities to incorporate online
 activities into your offline activities and/or
 campaigns.
Starting Points
          #3 - Website
Drawing on your reflections:
 Who is your target audience?
 Are you speaking to them?
 Secure online donation processing.
Extra Credit:
 Site analytics, statistics and conversion
 goals.
Starting Points
#4 – Lists, Lists, & Lists


Make sure emails lists are:
 Current, clean, and GROWING.
 Growth important to fundraising returns.
 Segment your lists.
Starting Points
#5 – E-Communication

Email is where most online
fundraising happens.
 Always use an email service provider.
 Track your results.
 Keep it short.
 Drive people back to your website.
Starting Points
#6 – Fundraising Campaigns

  Develop specific online fundraising
  campaigns.
   Special appeal that's promoted vigorously.
  Choose the tools to fit the campaign (not the
   other way around).
Starting Points
#7 – Staffing, budgeting,
  tracking & reporting
Who will do the work?
Plan & staffing must be aligned.
Track your progress: always be aware of
your goals and match your numbers
 monthly.
Best Practices
Keep it:
     personal.
     timely.
     consistent.
     action-oriented.


Create relationships.
Don’t be afraid to experiment.
Watch the numbers to determine what is and
isn’t working.
Lessons Learned
Don't be afraid to start small
Don't oversell expectations while
underselling the work involved.
Don't be afraid to fail.
Planning is EVERYTHING
Choose social media tools to match your
plan, not just because they're popular.
Helpful Resources
Websites & Articles:
http://www.madelinestanionis.com/writing_rules_article.html
http://www.madelinestanionis.com/writing_sixways_article.html
http://www.fundraising123.org/article/10-things-avoid-email-campaigns
http://www.frogloop.com/care2blog/2009/6/3/why-nonprofits-need-to-
  grow-their-online-lists.html
http://magnoliawebstrategy.com

Books:
Raising Thousands (if Not Tens of Thousands) of Dollars
 with Email – Madeline Stanionis
Nonprofit Internet Strategies – Hart, Greenfield, Johnston
Fundraising On The Internet – Warwick, Hart, Allen
Credits
 resources used in preparation of this presentation




Network For Good (http://www.fundraising123.org)
Echo Ditto (http://www.echoditto.com)
John Kenyon (www.johnkenyon.com)
Frogloop Blog (http://www.frogloop.com)

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Getting Started With Online Fundraising

  • 1. Fundamentals of Online Fundraising - Getting Started Magnolia Web Strategy www.magnoliawebstrategy.com worktogether [at] magnoliawebstrategy.com
  • 2. Overview 7 Starting Points Best Practices Lessons Learned Helpful Resources
  • 3. Starting Points #1 - Goals “If you don't know where you're going, any road will get you there”
  • 4. Starting Points #2 - Reflection Step back and reflect: Evaluate your current fundraising process. Look at your organizational profile and direction – align plan to organizational work. Look for opportunities to incorporate online activities into your offline activities and/or campaigns.
  • 5. Starting Points #3 - Website Drawing on your reflections: Who is your target audience? Are you speaking to them? Secure online donation processing. Extra Credit: Site analytics, statistics and conversion goals.
  • 6. Starting Points #4 – Lists, Lists, & Lists Make sure emails lists are: Current, clean, and GROWING. Growth important to fundraising returns. Segment your lists.
  • 7. Starting Points #5 – E-Communication Email is where most online fundraising happens. Always use an email service provider. Track your results. Keep it short. Drive people back to your website.
  • 8. Starting Points #6 – Fundraising Campaigns Develop specific online fundraising campaigns. Special appeal that's promoted vigorously. Choose the tools to fit the campaign (not the other way around).
  • 9. Starting Points #7 – Staffing, budgeting, tracking & reporting Who will do the work? Plan & staffing must be aligned. Track your progress: always be aware of your goals and match your numbers monthly.
  • 10. Best Practices Keep it: personal. timely. consistent. action-oriented. Create relationships. Don’t be afraid to experiment. Watch the numbers to determine what is and isn’t working.
  • 11. Lessons Learned Don't be afraid to start small Don't oversell expectations while underselling the work involved. Don't be afraid to fail. Planning is EVERYTHING Choose social media tools to match your plan, not just because they're popular.
  • 12. Helpful Resources Websites & Articles: http://www.madelinestanionis.com/writing_rules_article.html http://www.madelinestanionis.com/writing_sixways_article.html http://www.fundraising123.org/article/10-things-avoid-email-campaigns http://www.frogloop.com/care2blog/2009/6/3/why-nonprofits-need-to- grow-their-online-lists.html http://magnoliawebstrategy.com Books: Raising Thousands (if Not Tens of Thousands) of Dollars with Email – Madeline Stanionis Nonprofit Internet Strategies – Hart, Greenfield, Johnston Fundraising On The Internet – Warwick, Hart, Allen
  • 13. Credits resources used in preparation of this presentation Network For Good (http://www.fundraising123.org) Echo Ditto (http://www.echoditto.com) John Kenyon (www.johnkenyon.com) Frogloop Blog (http://www.frogloop.com)