NCVO - Online Fundraising in 20 mins

Effective Online Fundraising:
The incredibly simplified,
shortened, slashed, re-jigged,
compressed,20 minute guide.
Simon Frank & Anna King,
beautiful world
26 October 2010
March 18, 2022 www.hellobeautifulworld.com

Why should charities invest in
online fundraising?
• Print no longer rules the world
• Wide adoption of digital media
– Mobile handsets increasing Internet usage
• Response rates dropping
– Cost per acquisition rising
• Reliance on Face-to-Face
– Too many eggs in one basket
• Future proofing strategy

What are the benefits of online
fundraising?

Benefits
• Lead times can be shorter
• Get results almost instantly
• Adjust continually throughout campaigns
• Test propositions discreetly and roll out quickly
• Social media is a great way to test a
proposition without committing budget
– If it’s not good enough to pass it on,
it’s probably not good enough

Other positives
• Get to know and engage with prospective donors
• Deepen relationships with existing supporters
– A vital set of tools to stem attrition
– Use rich content to provide a richer experience
– Opportunity for dialogue
– Opportunity to work together
• Emergency fundraising
– Quick, instant and very flexible

Other postives
• Not just a set of tools for you
– Your donors are also empowered to fundraise and
spread messages via them
• Emergencies
• Events fundraising
• Personal appeals
• Self-selecting donors
– Have a higher lifetime value if you value them

Am I a little dumb or is all this
online stuff really
rather complicated?

If online seems confusing,
don’t feel bad.
It’s not you, it’s because it
was invented by guys like this:

We’re working in a very
imperfect environment here.

So, how does online
fundraising differ from other kinds
of fundraising?

Well, fundamentally,
it doesn’t.

What’s the most common
reason why anyone
gives to charity?

Because they were asked.

Well, guess what, the same goes
for online.

Simple then?

Simpler than you might think…

Let’s have a quick look at the
tools at your disposal?

Tools:
• Your website
• A microsite
• Someone elses website:
– Just Giving
– Virgin Money
– Be my Charity
– See the Difference
– Ploink

Tools:
• Facebook
• Twitter
• Online display ads
• Emails
• Twibbon
• Blogger outreach
• SEO

Tools:
• Youtube
• Google
- Adwords
- Ad planner
• Flickr
• And there are more….

We now have multi-channel lives.

And donors expect
us to use those channels

When shown a list of communication tools and asked
which charities should use more … only ‘social
networking’ and ‘communication by email’ were chosen
by the majority.
Sources: National Statistics, CommScore global, YouTube & Facebook
Source: How to Connect with Donors, CAF, February 2010

• “Waste less funds on glossy reports and ‘magazines’”
• “Stop the endless mail outs, especially those with gifts”
• “Bring in e-mail only communications for regular
supporters – will reduce costs”
• “Reduce physical mailings to reduce costs – more
electronic mail”
• “I want to emphasise e-mail with weblink rather than
post … would have just as great an impact on me”
• “Must reduce the amount of unsolicited mail they send.
It must cost a fortune and is often very high quality.”
• “Make more of electronic mailings and social
networking”
Source: How to Connect with Donors, CAF 2010

“It makes sense to continue investing in
online fundraising and testing what
works, because if we invest only in the
traditional side, the charity will fall
behind the times.”
Sharon Schofield,
Deputy Director of Fundraising and
Communications, The Brooke

‘About two-thirds of donors who give
in response to direct response TV
adverts do so online, and people who
sign up online tend to stay with the
charity for longer. Income raised
online grew by 48 per cent in the past
financial year.’

It’s very hard to cut through the
general noise and
gain people’s attention.

It’s even harder to do it in a way
that gains trust.

That’s why social media is such
a valuable tool.
People trust word of mouth.

Enough already! Show me some
online fundraising.

This email caught
the attention of
Adam Waller at
beautiful world…
note the
subject line.

“This is quite an interesting take on
the emergency appeal. A relatively
modest target with a very specific
action and a tight, tangible
deadline.”
Adam Waller

Note the
Facebook and
Twitter share
buttons on the
side.

Now I can tell my friends

So how did it perform?

It got more
than the total:
nearly 300%
of
the target.

Here’s another example:

One Friday afternoon a
distress Tweet was sent
out by Childsi on behalf
of baby Joey, who
needed to be flown to
South Africa from
Uganda for a life-saving
operation.

There was also
an email

And there was
a simple
fundraising
page on
Just Giving.
You or I could
have
set this up
in a few
minutes.

Baby Joey’s desperate situation
proved impossible to ignore.
Their tweets ignited
a social media bush fire.
People forwarded their email
to their friends.

Two days later
this appeared
on Facebook.

As the gifts came in,
the thanks rolled out.

Donors were kept
informed and
involved via the
web site.

A great campaign.
Cost next to nothing.
Involving.
Emotional.
Effective.
Saved a life.
How brilliant is that!

It worked because
they work so hard
with social media.

Social media is your friend
Listening/ buzz
monitoring
Informs SEO
and Adwords
Keyword rich
and searchable
Generates more
traffic to sites
and profiles
Generates more
buzz, more
social capital,
more support

Integration is key to success.

Integration: on and offline
• This means doing much more than trying to
drive existing donors to give online, by
including URL in mail packs
– This will have limited impact
• All acquisition, using any medium, should
ideally be accompanied by
– Paid search
– SEO
– Online content

Taking an integrated approach
Higher average ROI and
income for campaigns
Search
marketing
Display
and
advertorial
Social
media
Initial advertising
results gained with
best site. Multiplied
in future campaign
typically 3 to 5 times

More than a gift
Centrepoint’s new virtual giving site

At last a virtual gifts site that
actually engages both the giver
and the recipient.

Centrepoint Virtual Gifts
• With the Centrepoint Virtual Gifts website we
have:
o Put fundraising back into virtual gifts
o Integrated it with Facebook and other social media
o Created an engaging experience – for donors and
recipients
o Developed a virtual gift site that sells itself

How will donors discover it?

Facebook tab

Facebook app

On Twitter

Email

As a mailer

Facebook Ads and
online banners

Is it working?

It’s early days but…
In its first two weeks
we have had
5 gifts of £1,600
and a wide spread of
other gifts.
Donations that high
are about as rare as
rocking horse ****!

Some simple tips

Be found easily
Be understood easily
Provide tools to help
people help
Be responsive

Make giving easy
Don’t force too many
clicks on people
Make your landing page clear
and engaging, or pay the price

This makes
watching paint dry
look like
first class
entertainment

Don’t forget to ask
Keep donors involved, report
back.
Use social media to punch above
your weight

Make use of what’s out there,
You don’t have to re-invent the
wheel
Make use of rich media - video,
sound bites, photos
Say thank you - it costs nothing

Users spend 80.3% of their time on
web pages above the fold
So put the important stuff there!

Thoughts to take away…

• Online offers an opportunity to be more
engaging and human, not more geeky
• It is an imperfect environment without many
rules: experiment and learn
• Online media are constantly evolving
• They have changed:
– How we behave & communicate
– How we relate to brands – including charities
– How we make decisions
• And it’s going to keep changing!

Group Exercise

The brief…
You need to raise £20,000 in 4 weeks for Tommy, a little four
year old who needs an urgent operation to save his sight
You have a Twitter account with a small following. You have a
small budget to create some online banners and/or Facebook
ads. You have access to Tommy and his parents and you
have a video camera.
How will you engage people?
Where might you advertise?
What would you use to hook people emotionally?
Where would you get people to donate?
How would you phrase your ask?
What would you urge people to do?

Groups Report Back

Questions and Discussion

Thank you!
Twitter: www.twitter.com/goodbook
Email: simon@hellobeautifulworld.com
Slides: www.slideshare.net/simongfrank

NCVO - Online Fundraising in 20 mins

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