Same Song, Different Verse: New Tools to Help Accelerate Your Fundraising

Center for Nonprofit SuccessStrategic Alliances 101February 15, 2011

Elizabeth Weaver Engel, CAEDirector, Marketing & SponsorshipNACHRI

Fundraising Hasn’t Changed• Identify Problem• Identify Goals• Identify Audience• Make the Connection – Why me? Why now? • Our Organization Can Help• What Do You Want Me to DO?• Thank Donors• Cultivate Relationships

INSPIRE people

Tools for Fundraising HAVE Changed

• Direct mail still wins• Major donors still key• Corporate support vital• Cause marketing

BUT

• Online is coming on strong• Social media is the future

Data, Data, Who’s Got the Data?

• donorCentrics Internet Giving Benchmarking Analysis (2008)

• Blackbaud Slideshare Online Giving Trends (2009)

• Network for Good’s Online Fundraising Survival Guide (2008)

Online Giving

• 9% of donors give online• 11% of revenue comes in online

BUT

• 39% increase in online giving• 3% decrease in offline giving

Source: 2008 donorCentrics Internet Giving Benchmarking Analysis

Online Giving

Online donors are younger and higher income

Source: 2008 donorCentrics Internet Giving Benchmarking Analysis

Online Giving

And they give bigger gifts

Source: 2008 donorCentrics Internet Giving Benchmarking Analysis

Online Giving• Online revenue grew 46% in 2009 compared to 2008.• 65% of surveyed nonprofits had a median 21% increase

in online revenue compared to 2008.• The average online gift was $144.72, which represents

a 5% decline from 2008, but remains significantly higher than other fundraising channels.

Source: http://www.slideshare.net/smaclaughlin/2009-online-giving-trends

Source: 2010 pingdom.com

Source: 2010 pingdom.com

A few observations• The average social network user is 37 years old

– LinkedIn average age: 44• 35-44 age range are the top users of 11 of 19 (58%) of

profiled social media sites• There are more than 600 MILLION Facebook user

accounts (and it’s the leading social network only in western Europe, Australia, and North America)– Facebook average age: 38– 61% of Facebook users are over 35

• There are more than 200 MILLION Twitter user accounts– Twitter average age: 39– 64% of Twitter users are over 35

Source: 2010 pingdom.com

The Future Is Now

Social media is in infancy, particularly for fundraising…

…But it’s coming…

…So how do you get ready?

How to Run a Good Social Campaign• Know what you want• Know who you want• Pull together the right team• Put your best foot forward• Recognize!• Time moves differently here• Follow up, follow up, follow up• Be a real person

Reference: http://mashable.com/2010/05/10/social-cause-campaign/

Know What You Want: Beth Kanter• “My 53rd Birthday Wish: Help Me Send Cambodian

Youngsters To School”• $530 and 53 “happy birthday” blog posts • Blog, FB, Twitter

– FB Birthday Causes application (now Causes Wish)• Results

– 140 donors– Over $4500 – 25M impressions on Twitter

http://www.bethkanter.org/

Know Who You Want: The Blue Pig• Emory University Class Gift• Multi-channel

– FB– Twitter– Emory website– Kintera

• Results– $72,000 in 2009-2010 from over 700 current

students

Know Who You Want: Carnegie Mellon

Right Team: Pepsi Refresh Project

Strongest Platform: Twestival• Volunteer run/driven• Party or other event• Funds raised via tickets,

donations, sponsorship, ads, etc.

• Publicized on Twitter, other social media platforms

• Results:– Twestival Global 2010

raised over $460K for international education (Concern Worldwide) – over $6000 in DC alone

– 2011 focus: local nonprofits

Social Timelines: Text 2 Give• Technology is driven by mGive (http://mgive.com/) & the

Mobile Giving Foundation• Text short message to 5 or 6 digit number• Confirm intent• $5 or $10 donation appended to monthly mobile bill• American Red Cross Haiti Earthquake Relief

– Raised over $10 million in a week• Other organizations using Text 2 Give

– United Way/NFL– Friends of the World Food Program– United Nations

• Next stage: TwitPay (http://twitpay.com/) – Previously a commercial service– Relaunched in February 2010 as 501(c)3 service only

Have Fun!

Elizabeth Weaver Engel, MA, CAE

Director, Marketing & SponsorshipNational Association of Children’s Hospitals & Related Institutions (NACHRI)w: www.childrenshospitals.netfb: www.facebook.com/childrenshospitalst: @NACHRIe: ewengel@nachri.orgp: 703.797.6041

Personalt: @ewengelli: http://www.linkedin.com/in/ewengel Thanks for Playing http://thx4playing.blogspot.com/