The Online Fundraising Formula: A Step-by-Step Guide to Planning and Launching Wildly Successful Online Fundraising Campaigns
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The document outlines a 4-phase process for planning and launching successful online fundraising campaigns: 1) Planning and preparation, including building an engaged online community, choosing platforms, and creating campaign collateral; 2) Launching with impact through social media promotion and securing early donations; 3) Keeping momentum with a content calendar and frequent updates; 4) Strategic follow-up by cultivating new donors and showing impact.
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The Online Fundraising Formula: A Step-by-Step Guide to Planning and Launching Wildly Successful Online Fundraising Campaigns
- 1. THE ONLINE FUNDRAISING FORMULA: A STEP-BY-STEP GUIDE TO PLANNING AND LAUNCHING WILDLY SUCCESSFUL ONLINE FUNDRAISING CAMPAIGNS Julia Campbell
- 2. ABOUT ME Mom of 2 Returned Peace Corps Volunteer (Senegal 2000-2002) Author, Storytelling in the Digital Age: A Guide for Nonprofits and How to Build and Mobilize a Social Media Community for Your Nonprofit in 90 Days Former Development and Marketing Director at small shops www.JCsocialmarketing.com Tweet: @JuliaCSocial TWEET @JULIACSOCIAL
- 3. THANK YOU!!! Please leave a review on Amazon! TWEET @JULIACSOCIAL
- 4. WHAT WE WILL COVER TODAY The four phases of online fundraising campaigns that slay: Planning and preparation; Launching with a bang; Keeping momentum with a Campaign Calendar; Strategic follow-up after the campaign ends. TWEET @JULIACSOCIAL
- 5. ONLINE LANDSCAPE IN 2020 TWEET @JULIACSOCIAL
- 11. $2 BILLION RAISED BY NONPROFITS ON FACEBOOK VIA CHARITABLE GIVING TOOLS SINCE THEIR INCEPTION. TWEET @JULIACSOCIAL
- 12. HOW TO CHOOSE THE BEST ONLINE FUNDRAISING PLATFORMS FOR YOUR SMALL NONPROFIT TWEET @JULIACSOCIAL
- 13. BEFORE JUMPING ON A NEW DIGITAL CHANNEL: Is your audience there? Can you add value to this channel or just more noise? What can you post that will be interesting and unique? Why are you using this channel specifically? TWEET @JULIACSOCIAL
- 14. CONSIDER: Can you design and create content specific to that channel? Do you have the capacity to manage another channel? Research Knowledge Content creation Measurement/analysis TWEET @JULIACSOCIAL
- 15. YOUR NEW MANTRA Less is more. Focus over frantic. TWEET @JULIACSOCIAL
- 16. 4 PHASES OF SUCCESSFUL ONLINE FUNDRAISING CAMPAIGNS TWEET @JULIACSOCIAL Strategy Strategic follow-up with new donors after the campaign ends. Momentum Keep up momentum through the campaign lags with a Campaign Calendar. Launch Launch with a bang! Planning Planning and preparation are key.
- 17. BEFORE YOU BEGIN: BUILD A COMMUNITY FOR ONLINE FUNDRAISIN G TWEET @JULIACSOCIAL
- 20. KNOW YOUR AUDIENCE. What do your supporters really value? What do they want to know more about as related to our nonprofit and our work? What motivates them? TWEET @JULIACSOCIAL
- 21. KNOWLEDGE GAPS What does your target audience already know about you? What misconceptions may they have about the population you work with or the work that you do? TWEET @JULIACSOCIAL
- 22. BUILDING AN ENGAGED ONLINE COMMUNITY MEANS: Building trust Educating people around the issues Showcasing your impact Eliciting emotion and excitement Inspiring people and making them proud to be in your court TWEET @JULIACSOCIAL
- 34. CHOOSE OUTSIDE PLATFORMS IF NEEDED Facebook YouTube Giving CauseVox Crowdrise Classy Many, many more: Top 10 Crowdfunding Platforms for Nonprofits TWEET @JULIACSOCIAL
- 35. FACEBOOK FUNDRAISER S 18% of donors worldwide have donated to a charitable organization directly through Facebook. Of those, 88% say they are likely to give again through Facebook. Get the report: https://nptechforgood.co m/wp- content/uploads/2019/02 /2018-GivingReport- English.pdf TWEET @JULIACSOCIAL
- 37. HOW CAN WE USE FACEBOOK FUNDRAISERS? https://donations.fb.com Encourage your supporters to set them up Explain the process Give them advice, tips, tricks to setting up a successful fundraiser TWEET @JULIACSOCIAL
- 43. AT LEAST 3 MONTHS OUT Conduct research. Is there a similar campaign already in place? What are partners and others in the industry doing? Form a Campaign Committee. Set a date for the launch. Create the Campaign Work Plan – who will do what and when (work backwards from the campaign launch date). TWEET @JULIACSOCIAL
- 44. AT LEAST 3 MONTHS OUT Create a recruitment strategy for Online Fundraising Ambassadors (can call them something fun) Who are they? How will we reach them? What materials and training will we give them? What exactly do we want them to do? How will we keep them activated and engaged through the campaign? TWEET @JULIACSOCIAL
- 45. AT LEAST 1 MONTH OUT Tease the upcoming launch of the campaign on social media and email, a blog post or teaser video. Create a Content Calendar so that you know you are hitting all channels. Create a Measurement Spreadsheet to measure the impact that your campaign is having (it may be more than just money!) TWEET @JULIACSOCIAL
- 47. DEVELOP THE CAMPAIGN COLLATERAL TWEET @JULIACSOCIAL Videos Blog posts Social media posts Original photos Infographics Email templates PR Graphics – all digital channels must look alike Logo or central graphic on website and email marketing collateral Collect images that can be used to post Blogger/influencer outreach materials
- 49. STEP 2: LAUNCH WITH A BANG! TWEET @JULIACSOCIAL
- 50. LAUNCH DAY! Before the public launch, secure some donations to have $ in the coffer. Remember the rule about tip jars! Make sure staff and Board members make their donations first. Also, if they are going to ask for money, they must show that they have also given. TWEET @JULIACSOCIAL
- 51. LAUNCH DAY! Create a short, sweet, to the point but enthusiastic launch email. The email is to get people excited and pique their interest! Direct people to the donation page. Promote a matching gift if you have secured one! Call the first few donors to thank them for their contribution, and see if they're able to share their campaign TWEET @JULIACSOCIAL
- 54. ALL HANDS (AND CHANNELS) ON DECKAnnounce the campaign on Facebook when the launch email goes out. Pay to boost that particular post so more of your fans see it. Upload the campaign video directly into Facebook rather than share a link from YouTube. If you can, get supporters to start personal Fundraisers on Facebook for you: https://donations.fb.com/ TWEET @JULIACSOCIAL
- 55. ALL HANDS (AND CHANNELS) ON DECKAnnounce the campaign on Twitter when the launch email goes out. Upload the campaign video directly into Twitter. Schedule multiple tweets for launch day (using different language and visuals each time). Use Thunderclap to get more traction from your stakeholders. TWEET @JULIACSOCIAL
- 61. STEP 3: KEEP UP MOMENTUM. TWEET @JULIACSOCIAL
- 62. CONTINUE PROMOTING THE CAMPAIGN Be enthusiastic – the energy will feed from you and from the Committee members. Keep everyone motivated and accountable – follow the Work Plan. Make sure to always be capturing contact information from campaign participants, not just donors. See what’s working and what can be improved, tweak as you go. Have fun!! Send frequent updates on campaign progress (put in the Work Plan). TWEET @JULIACSOCIAL
- 67. HOW TO CULTIVATE YOUR NEW ONLINE DONORSCommunicate the results frequently! Show the progress week by week. Publicly thank and call out those who have given using social media platforms. Message people who have shared the campaign on social media but haven’t donated themselves. Throw a virtual campaign celebration party at the end. Have a live countdown at the event for any hold-outs. TWEET @JULIACSOCIAL
- 68. HOW TO CULTIVATE YOUR NEW ONLINE DONORS Call them, regardless of gift size! Create a special email welcome campaign. Share the impact of their donation. Share stories from real people in real situations. Get them more involved immediately. Ask for their feedback, ask how the campaign went, ask them to be Social Media Ambassadors, etc. TWEET @JULIACSOCIAL
- 69. BATTLE- TESTED TOOLS Canva – https://about.canva.com/ en_in/canva-for- nonprofits/ Animoto – https://animoto.com/busi ness/non-profit WordSwag mobile app – http://wordswag.co/ TWEET @JULIACSOCIAL
- 70. BATTLE- TESTED TOOLS Hootsuite – https://hootsuite.com/pa ges/landing/non-profit- discount-application Buffer – https://buffer.com/nonpr ofits BuzzSumo – http://buzzsumo.com/no nprofits/ TWEET @JULIACSOCIAL
- 71. REMEMBER WHAT DONORS WANT!To make an impact. To give back. To make a difference. To be involved. To create a meaningful life. TWEET @JULIACSOCIAL
- 72. SO BE SURE TO GIVE THEM: Evidence of the impact. Stories of lives changed. Opportunities to get more involved. Chances to spread the word. TWEET @JULIACSOCIAL
- 73. QUESTIONS? Twitter: @JuliaCSocial Julia@jcsocialmarketing.com www.jcsocialmarketing.com Free Facebook Group for nonprofit social media managers: https://www.facebook.com/ groups/socialmediastorytelli ng/ TWEET @JULIACSOCIAL