Digital should be a part of every organisation's marketing & fundraising strategy. As marketers and fundraiser's who are responsible for delivering the budget, we need to be able to influence our executive team and board members when we want to invest in a new fundraising channel. This presentation gives you 5 case studies and 5 clear steps to help convince your board why digital fundraising is worth the investment.

1. Get your Board on board
5 Steps to digital fundraising revenue
28 July 2015

2. Nice to meet you
• Shanelle Newton Clapham
• Consultant with more than 11 years
of experience in digital marketing
• Author of Attracting Donors Online

3. Parachute Digital’s mission
We’re on a mission
to give every donor
a great online experience.

4. Why we’re here
What this webinar is all about

5. Why we’re here
You already believe in digital
Now you need to convince your board!

6. You’re not the only one
“We can’t assume as fundraisers that people have the same
backgrounds and perceptions as us. We need to take the whole
organisation along with us on the journey.”
Sally Arnold, former corporate fundraiser for The Australian Ballet
“Fundraisers need to educate their Boards. Many Boards don’t
understand digital and therefore there’s no push to innovate.”
Dearne Cameron, board member The House with no Steps and
Make-A-Wish Foundation

7. How you convince your Board
Your 5-step approach

8. Step 1
Be the digital champion

9. Step 1: Digital champion
• Be your organisation’s Digital Champion
• Present case studies to prove the digital opportunity.

10. Case study 1: Revenue
The Wilderness Society
• New regular giving acquisition channel
• Engagement strategy, email onboarding
• Nurture supporters, convert to donors
• Strong retention
• Lower cost per acquisition.

11. Case study 1: Revenue
The Wilderness Society
Results
50,000+ new supporters
1267 new regular givers
29% lower $CPA than F2F
92% first gift completion (only 3% cancellation)
50% higher donor retention at Year 1
1.74 ROI in Year 1

12. Case study 2: Better experience
Mission Australia
The brief: Improve Mission Australia’s appeal donation page
•Make the donation widget easier to use
•Allow supporters to quickly consume the information
•Change the tone of the story - be inspiring, not sad
•Use more images of the people you are helping
•Say a big thank you & share it
Results:
•Improved conversion rate
•Higher appeal income.

13. Previous page
New donation page

14. Case study 3: More people
Nature Conservation Trust
• SEO Keyword research
• Tailored content for audience of landowners
• Moved focus from private land conservation to
rural property for sale
• Nurture interest in native plants & endangered animals
Results:
• Website traffic grew 104% in 1 year
• 120% growth in donations in Year 1
• Traffic exploded to 600% over 4 years
• Supporters get a better experience.

15. Case study 4: Advocacy & change
Animals Australia & WSPA
• Four Corners: inhumane treatment of Australian animals
• Coordinated online launch of advocacy campaign with video
footage, ask petitions, eyewitness interviews and written
testimonials
Results:
• Story kept alive for over 2 years
• 237,481 signed petitions for WSPA
• 1,014,094 signed petitions for
Animals Australia
• Historic live export bills passed parliament.

16. Case study 5: Mobile first
Leukaemia Foundation – World’s Greatest Shave
• World’s Greatest Shave: to raise funds for research and
support Australians with blood cancer
• Dedicated website, mobile site and mobile app
Results:
• Every year 150,000 people
shave or colour their hair
• Campaign revenue increased
from $14M to $18M from
2011 to 2012 due to app
• Online donations using
mobile + 7,000% $ 2.4 million

17. Step 2
Start with digital reporting

18. Step 2: Digital reporting
• Download the template from the Parachute Digital shop
• Use Google Analytics to benchmark online year-on-year
growth for the last 5 years.

19. Step 2: Digital reporting
• Benchmark your organisation against itself
• Then benchmark across industry averages
• Blackbaud’s Charitable Giving Report (2014) shows you:
• Online giving up 8.9%
• Online makes up 7% total income
• Compare growth to like organisations
• Understand what drives growth
• i.e. The influence of 2014
Ice Bucket Challenge for
medical research sector.

20. Your reporting template
http://www.parachutedigitalmarketing.com.au/product/digital-fundraising-reporting-template-downloads/

21. Step 3
Find a digital partner

22. Step 3: Find a digital partner
• Find a great digital partner to support and guide you
• Set realistic and stretch goals
• Create a plan and implement it.

23. Step 3: Find a digital partner
• Let them sell your board
• Use them to educate your team
• Ask them for competitive data to benchmark yourselves
• Use their experience with other charities to save you time.

24. Step 4
Do your own business analysis

25. Step 4:
Do your own business analysis
• Download the Digital Readiness Checklist from our website
• Who are your user groups?
• What are the user requirements for digital fundraising?
• Do you have the systems & processes
you need to get started?
• Can you automate your donor journey?
• Do you have the right team in place?
Our advice - Don’t wait to start.
All you need to start are the stories.
http://www.parachutedigitalmarketing.com.au/resources-and-free-stuff/

26. Step 5
Get started

27. Step 5: Get started
• Dive into digital and apologise later
• Get some runs on the board
• Fail often & fail fast
• Read Attracting Donors Online
for practical tips and case studies
• Get educated - Attend our training:
Digital Fundraising without Budget
http://www.parachutedigitalmarketing.com.au/product/digital-
fundraising-book-attracting-donors-online/

28. But wait, there’s more!

29. Coupon: Digital Donors

30. Attracting Donors Online
www.parachutedigital.com.au/shop/
Only $17
Coupon: Digital Donors

31. Do you need more?
• Ask us to talk with your board
• Let us educate your team (through training)
• We can show you how to increase your digital revenue
• Work with us to design a digital strategy you can implement
now, that will make money online
Call: (02) 9188 4493
email: training@parachutedigital.com.au

32. 5 things you should do right now
1. Put your hand up to be the Digital Champion
2. Download the reporting template and collect digital data
3. Ask us to be your digital knowledge partner
4. Assess if your organisation is Digital Ready
5. Go for it!

33. Questions?
How can we help you get your Board on board?