5/8/2013 1 DIGITAL MARKETING TOOLS AND FUNDRAISING Nancy Benavente MAY 2013 Philanthropy Presented by Nancy Benavente 2 “Philanthropy is all about making a positive difference in the world by devoting your resources and your time to causes you believe in. In my case, I like to support causes where “a lot of good comes from a little bit of good,” or, in other words, where the positive social returns vastly exceed the amount of time and money invested.” Jeff Skoll
Transcript
5/8/2013
1
DIGITAL MARKETING TOOLS AND FUNDRAISING
Nancy BenaventeMAY 2013
Philanthropy
Presented by Nancy Benavente
2
“Philanthropy is all about making a positive difference in the world by devoting your resources and your time to causes you believe in.
In my case, I like to support causes where “a lot of good comes from a little bit of good,” or, in other words, where the positive social returns vastly exceed the amount of time and money invested.”
Jeff Skoll
5/8/2013
2
Fundraising Strategy
Develop a Digital Strategy that integrates and aligns with the audience and the engagement strategy.
� Increase your social reach strategically and weave together an ecosystem
� Leverage your supporters – work smarter
� Leverage the new Digital Tools
Presented by Nancy Benavente
3
Digital Trends
The Rise of Digital Omnivores:� Digital Media Consumption Occurs on Different Platforms
Throughout the Day
Presented by Nancy Benavente
4
5/8/2013
3
Mobile Platforms
Mobile Media – 2014… 30 % of internet users –will be accessing the web thru tablets
Presented by Nancy Benavente
5
Mobile Platforms
Tablet Consumption by Generation – Under 12 and Over 65
Presented by Nancy Benavente
6
5/8/2013
4
Media Selection
� The Audience determines selection of Media & Mix� Factors
� Age� Purpose � Psychographics
� Message/Media Options� Emails� Text Messages� Websites� Pictures/Infographics� Videos� Games ~ Social Gaming and /or Cause Education
Presented by Nancy Benavente
7
Media Frequency/Consumption
� Emails – 13% of donors read all emails
� Text Message – 90% are read
� Websites – over 60% of donors visit charity website 1 a year
� Pictures/Infographics – on the rise, fun factor
� Videos –viewers average 286 videos a month
� Games ~ 33% of people play games on mobile devices
Presented by Nancy Benavente
8
5/8/2013
5
Mobile Apps – Native (ROI)
Apple ITunes 2012 Figures:
� Number of apps: 650,000.� Number of downloads: 30 billion.� Revenue shared between developers: US $5 billion.
This comes out to …� Average downloads per app: 46,154.� Average revenue per app: US $7,692
Or taking into account that 29 percent of apps are free (according to 148Apps):
� Average revenue per paid-app: US $10,834
Presented by Nancy Benavente
9
Mobile Demographics
Presented by Nancy Benavente
10
5/8/2013
6
Smart Phone Usage
Presented by Nancy Benavente
11
Majority using Apps to access Websites vs. Mobile Browser
Mobile Uses
Presented by Nancy Benavente
12
5/8/2013
7
Web Browsing with Mobile
Presented by Nancy Benavente
13
Financial Transactions-Mobile
Presented by Nancy Benavente
14
Google Wallet
5/8/2013
8
Mobile Platform Considerations
Presented by Nancy Benavente
15
Question:
What is your mobile strategy?
1. Native Mobile app
2. Mobile Website
3. Hybrid - mobile website and native app
4. Responsive Web Design
Mobile Platform Considerations
Presented by Nancy Benavente
16
Several ways to approach mobile development
1. Native mobile app
2. Mobile Website
3. Hybrid mobile website and native app
4. Responsive Web Design *
*HTML5 is a game changer in terms of functionality
5/8/2013
9
Responsive Web Design http://gomobile.tamu.edu/texas-am-mobile-strategy
Presented by Nancy Benavente
17
Digital ToolsFundraising Uses
� Personal Internet Fundraising Pages– Integrate individual and group fundraising
� Mobile Applications – Engagement programs, apps, giving opportunities and volunteer tools
� Website/Microsites/Social Networks – Support Groups, Events, and Programs
� Videos – Sharing video is great way to tell your story
** Games – Social Gaming for Causes
� Email/Texting – Immediate access and “sharing”
Presented by Nancy Benavente
18
5/8/2013
10
Social Networks
LinkedIn – 218 Million Users
�Building out Non Profit services
�Targeted Status Updates – Launched
PinInterest – 48 Million
Instagram – 100 Million users
Presented by Nancy Benavente
19
Digital ToolsFundraising Support
Question:
What mobile and/or digital tools have you used for fundraising in your organization?
Please type your response in the chat box on the left side the screen
Presented by Nancy Benavente
20
5/8/2013
11
Digital ToolsFundraising Support
� CheckInEasy - Mobile Event Guestlist
� Text to Pledge – Event Mobile Fundraising *
� Swipe – Mobile credit card processing
� Square – Mobile credit card processing
� Boundless Fundraising – Facebook API & Mobile *
� Youtopia – Volunteer connection platform
� Sparked – Volunteer connection platform
Presented by Nancy Benavente
21
Digital ToolsFundraising Support
� OnSwipe – Mobile optimizer, IPad
� Scvnger - Game creation *
� Livestream – stream events live over the web *
� Animoto – video creation from photos *
� Stupeflix – video creation, personalize videos*
� Evernote – Productivity *
� DropBox – File syncing
� Engajer – Interactive VideoPresented by Nancy Benavente
22
5/8/2013
12
Digital ToolsFundraising Support
� SupporterWall - set up virtual Supporter Walls
� Viddler – Video hosting, users submit video� Pinterest – Content Sharing� MoFuse – Mobile website CMS� Zeen - Digital magazine creation site (Beta)� Visual.ly – Infographics� Instagram – Mobile photos, editing, share
� LiveClicker – Embed Video in Email
Presented by Nancy Benavente
23
Digital Fundraising
Presented by Nancy Benavente
24
5/8/2013
13
Digital Fundraising
Presented by Nancy Benavente
25
Mobile Case Statements
Presented by Nancy Benavente
26
Case Statements “On the Go”
� Private mobile microsite for
potential prospects
� Interactive features – type
name on the bridge
� IPads used for engagement
5/8/2013
14
Digital Funding Opportunity
Presented by Nancy Benavente
27
IPad Pilot
Donor Recognition
Opportunity
*upfront and personal
Mobile Social Network
Presented by Nancy Benavente
28
5/8/2013
15
Digital Tools
Presented by Nancy Benavente
29
� API widgets can connect your database with a fundraiser’s Facebook account
� Use to ask friends to support their cause
� Stream stories
� Drive traffic back to your website
Facebook APIs and Mobile
Digital Tools
Presented by Nancy Benavente
30
Social Marketing Tools
Spread the Word
5/8/2013
16
Digital Tools
Presented by Nancy Benavente
31
Social Marketing Tools – Part II
InteractiveEcards
Personal/Group Internet Fundraisers
� Microfunding/Crowdfunding - online platforms for funding social causes
� Websites (a few)� Crowdrise
� Fundraise.com
� Fundly
� First Giving
� Start Something Good
Presented by Nancy Benavente
32
5/8/2013
17
Social Gaming for Causes
This is the New Trend…
� Zynga’s success – UC San Francisco
� New games for charity are multiplying
Presented by Nancy Benavente
33
Social Gaming for Social Good
Presented by Nancy Benavente
34
5/8/2013
18
Social Gaming for Social Good
Presented by Nancy Benavente
35
Social Gaming for Social Good
Presented by Nancy Benavente
36
5/8/2013
19
Social Gaming for Social Good
Presented by Nancy Benavente
37
Personal/Social Responsibility
Presented by Nancy Benavente
38
5/8/2013
20
Major Gift Strategy - Digital
Digital Fundraising
Presented by Nancy Benavente
39
Major Gift Strategy – Success!
Presented by Nancy Benavente
40
5/8/2013
21
New Tools and Trends
Presented by Nancy Benavente
41
With the growth of personal internet fundraising pages, social gaming and social networks we have a new fundraising paradigm.
New models and strategies for cultivating relationships will be created generating positive social benefits.
