Getting Results with Online Fundraising

•

8 j'aime•2,832 vues

John Haydon

A presentation I gave at the Indiana Library Federation conference in Indianapolis.

Business Technologie

Agenda

• Social media stinks for fundraising
• A handshake is not the best tool to collect money
• Phases of engagement and fundraising
• Stairway to engagement
• Email segmentation
• Make it mobile
• Pitch projects
• Make it personal
• Create an effective appeal
• The ROI of thanks
Getting Results with Online Fundraising

Social media stinks for fundraising

.
.

?
Getting Results with Online Fundraising

A Handshake is not the best tool to collect money

A Handshake is not the best tool to collect donations
Getting Results with Online Fundraising

A Handshake is not the best tool to collect money

Facebook and Twitter
are relational, not
transactional

Getting Results with Online Fundraising

Phases of engagement

Donating
(money)

Ignorance

Awareness

Action

Sharing
(influence)

Fundraising
(time)

Getting Results with Online Fundraising

© Razoo Global Corporation 2013. All rights reserved.

Via Razoo

6

Stairway to engagement
E-mail acquisition!

Share their donation
on Facebook
Donate for the first time via e-mail
Join your e-mail list

Continue engaging and like your Page
Like, comment on, and share your updates
Become aware of your cause when friends talk about your Page

Getting Results with Online Fundraising

Stairway to engagement

Getting Results with Online Fundraising

2

Smart email segmentation = more $$$

Right people | Right content | Right time

Segment lists

Getting Results with Online Fundraising

Make it mobile

Getting Results with Online Fundraising

Pitch projects

Getting Results with Online Fundraising

Make it personal

Getting Results with Online Fundraising

Create an eﬀective appeal

Via Pamela Grow

Getting Results with Online Fundraising

The ROI of Thanks

Calling people to say thanks:

• Increases retention by 20%
• Increases revenue by 20%
• A message is 25% as eﬀective as a live call.
- Chuck Longfield, Chief Scientist at Blackbaud

Getting Results with Online Fundraising

How to get more

Subscribe to my blog
Like the Nonproﬁt Facebook Page

Getting Results with Online Fundraising

Who is this guy?
Founder: Inbound Zombie - a non-profit social media consultancy in
Cambridge, MA and the Social Media Fundraising Club.
Trainer: Charityhowto and MarketingProfs.
Speaker: Nonprofit Technology Conference, New Media Expo, 140
Conference, Blackbaud BBCon, Social Media for Nonprofits Boston,
etc.
Contributing Writer: Huﬃngton Post, SocialBrite, Care2 Frog Loop,
Social Media Today, Digital Marketing Monthly.
Author: Facebook Marketing for Dummies and All-in-One (2014).
Clients include: Oceana, EpicChange, Share Our Strength,
Environmental Defense Fund, Shriners Hospitals for Children, Bucks
County Library System, Scholastic, TechSoup, MarketingProfs,
WaterAid America, Twin Cities Habitat for Humanity, University of
Massachusetts, National Wildlife Federation and Susan G. Komen
Greater NYC.

Getting Results with Online Fundraising

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Getting Results with Online Fundraising

1. Getting Results with Online Fundraising

2. Agenda • Social media stinks for fundraising • A handshake is not the best tool to collect money • Phases of engagement and fundraising • Stairway to engagement • Email segmentation • Make it mobile • Pitch projects • Make it personal • Create an effective appeal • The ROI of thanks Getting Results with Online Fundraising

3. Social media stinks for fundraising . . ? Getting Results with Online Fundraising

4. A Handshake is not the best tool to collect money A Handshake is not the best tool to collect donations Getting Results with Online Fundraising

5. A Handshake is not the best tool to collect money Facebook and Twitter are relational, not transactional Getting Results with Online Fundraising

6. Phases of engagement Donating (money) Ignorance Awareness Action Sharing (influence) Fundraising (time) Getting Results with Online Fundraising © Razoo Global Corporation 2013. All rights reserved. Via Razoo 6

7. Stairway to engagement E-mail acquisition! Share their donation on Facebook Donate for the first time via e-mail Join your e-mail list Continue engaging and like your Page Like, comment on, and share your updates Become aware of your cause when friends talk about your Page Getting Results with Online Fundraising

8. Stairway to engagement Getting Results with Online Fundraising

9. 2 Smart email segmentation = more $$$ Right people | Right content | Right time Segment lists Getting Results with Online Fundraising

10. Make it mobile Getting Results with Online Fundraising

11. Pitch projects Getting Results with Online Fundraising

12. Make it personal Getting Results with Online Fundraising

13. Create an eﬀective appeal Via Pamela Grow Getting Results with Online Fundraising

14. The ROI of Thanks Calling people to say thanks: • Increases retention by 20% • Increases revenue by 20% • A message is 25% as eﬀective as a live call. - Chuck Longfield, Chief Scientist at Blackbaud Getting Results with Online Fundraising

15. How to get more Subscribe to my blog Like the Nonproﬁt Facebook Page Getting Results with Online Fundraising

16. Who is this guy? Founder: Inbound Zombie - a non-profit social media consultancy in Cambridge, MA and the Social Media Fundraising Club. Trainer: Charityhowto and MarketingProfs. Speaker: Nonprofit Technology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonprofits Boston, etc. Contributing Writer: Huﬃngton Post, SocialBrite, Care2 Frog Loop, Social Media Today, Digital Marketing Monthly. Author: Facebook Marketing for Dummies and All-in-One (2014). Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Bucks County Library System, Scholastic, TechSoup, MarketingProfs, WaterAid America, Twin Cities Habitat for Humanity, University of Massachusetts, National Wildlife Federation and Susan G. Komen Greater NYC. Getting Results with Online Fundraising

Getting Results with Online Fundraising

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