Post on 07-May-2015
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Giving to Go: Using Technology to Incorporate Giving into Any Online Experience
Presenters: Bill Strathmann, Network for GoodSusan Gordon, Causes on Facebook
Direct Difficult Questions to:Stacie Mann, Network for Good
#10NTC.2Go
Network for Good Overview
Featured Clients
501c3 public charity
Founded in 2001 by AOL, Cisco and Yahoo!
40 employees, headquartered in Bethesda, MD
$375M in donations processed for 50,000 nonprofits
Offering simple and affordable online fundraising services
Donation Processing
Email Outreach
Online Surveys
Making it easy to support any charity anywhere online via partnership
Today’s Discussion
• What Are The Trends We Are Seeing
• Where Are People Giving
• How Does Giving Behavior Differ
• Who: Case Study - Causes on Facebook
• Tips/Takeaways
WHAT are the trends?
Most giving is down
• 2009 giving down 9-11%
• Foundation giving down 9-13% (Foundation Center, GuideStar)
The good news….
• Online giving
up is growing
rapidly: ~50%
annually
• Average NFG
DonateNow
User raised 17%
more in 2009
Our 2009 Online Giving Snapshot
• Overall average donation amount down, volume up: – Average donation in 2009 decreased 22% to $92
from $112 in 2008– Number of donations processed up 92%
• We saw a 58% increase in total donations processed in 2009 over 2008. – Strong growth in social networking sites– Peaks of giving via campaigns– Nonprofits migrating fundraising activities online
Source: Network for Good, Despite Weak Economy, Online Giving Strong - $113 Million Strong - in 2009
Everyone is always online…just not on your site
Of charities surveyed….• 74% have a presence on
Facebook, average community size is 5,391
• 80% are committing at least ¼ of an employee
• 30% have built one or more house social networks
Source: Common Knowledge and ThePort Network Study
Even us (nonprofits that is)!
WHERE are people giving?
Walk (really well) before you run• Your website’s donation page matters
most – that will always be the case despite growth in
other giving channels.– highest average donation amount ($125)
• Giving via other giving channels is increasing – worth paying attention to once you are
properly cultivating donors from your own site
Basic Online Checklist
• A well-branded, easy-to-use website • The ability to process secure donations • An email campaign tool that complies with federal anti-
spam laws • A website analytics tool (like Google Analytics)• A listening tool (so you can monitor online conversations) • Great follow-up for online donors and supporters • Smooth integration between online and offline efforts• Regular reporting on all of your efforts so you can learn
and correct as you go • … and a social media strategy
Social Networks for Good
Research Sites
How’d they hear about you? The messenger matters!
16
Source: The Next Generation of American Giving, a March 2010 study by Convio, Edge Research and Network for Good Partner Sea Change Strategies
How Does Giving Behavior Differ?
Their behavior’s different… what about yours?
Social Networking Site
Avg $45
Donate PageAvg $137
Case Study: Causes on Facebook
How Donating on Causes Works
Donations Tracking http://nonprofits.causes.com
Donations on Causes
Fundraising
Peer-to-Peer Fundraising
Be Specific and Impact-Focused
Social Media = Social Recognition / Social Pressure
The Social Graph
•
Causes Fundraising Principles
1. Picking the right campaign2. Featuring it on your affiliate causes3. Sending Bulletins to your cause
members with a “Donate” call to action4. Then, think SOCIAL media
• Cause Administrators• Top Recruiters• Every donor• Every promoter• Contests and competitions
5. Media6. Closing the Loop – thanks and info
Media on Causes
Closing the Loop
Case Study: Camfed
Case Study: The Humane Society
TIPS/TAKEAWAYS
1. Why me, what for, why now, who says
2. Think Portable
3. Find Your Wired Fundraisers
4. Borrow don’t build
5. Segmented Follow-Up With Donors
Wherever you are you must explain
• Why me?
• What for?
• Why now?
• Who says?
Think Portable• Drive content OFF your
site• Have great content,
make it easy to share• ShareThis, RSS,
Twitter/Facebook presences
• F2F fundraising campaigns
• Help friends drive friends to you
Find Your Wired Fans
Wired fundraiser noun (wīr’d fŭnd'rā'zər)Someone who is relatively tech-savvy, spends a decent amt. of time online, and has a built-in network.
• Word of mouth maven• Emotional connection, passionate• Active connecters, sphere of influence• Could be new to fundraising or dabblers• Tech savvy• Young 20-40yrs
Borrow Your ToolsChange.org SixDegrees
• Point more than you build.
• Share, don’t create.
• Applaud more than you hold forth.
Overhaul acknowledgements
• Study*: 2 million donors to 50 nonprofits around the world.
• 70% of the nonprofits didn’t send a follow-up email within one month.
• 37% did not send a thank you email.
• Make it personal, tangible, emotional
• Thank people on the platform where they donated
eCampaigning Review Study
Takeaways
1. Why me, what for, why now, who says
2. Think Portable
3. Find Your Wired Fundraisers
4. Borrow don’t build
5. Segmented Follow-Up With Donors
Questions/Resources
Presentation posted on Slideshare
Learning Center – www.fundraising123.org
Free Training – www.nonprofit911.org
Tools – www.networkforgood.org/npo
Causes Nonprofit Partner Center
http://nonprofits.causes.com
Causes Blog and Resource Center
http://exchange.causes.com
Great examples of Causes on Facebook
www.causes.com
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