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The Search For Sneezers
How to find Fundraisers in Epidemic Proportions
Philip KingCEO
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April 18th, 1775
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Blog?8Monday, June 23, 2008
Fundraising page?
William Dawes
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Netherlands
US
UKUS
Canada Australia10Monday, June 23, 2008
Not just about technology
don’t get too distracted by the tools...concentrate on the
goals and outputs
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The more things change...
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...the more they stay the same
• People have too little time
• People love good stories
• People will procrastinate
• People give more in groups
• People give to people...especially online!
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Online giving is growing• Chronicle of Philanthropy
E-Gift Study
• E-Gifts to the 187 organizations grew by 37 percent last year, from $880.7-million to $1.2-billion last year
• E-gifts grew by more than 50% at 85 organizations
• 34 saw Internet gifts more than double
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★ American National Red Cross (Washington) $496,200,000 +214.6
★ United Way of America (Alexandria, Va.) $240,000,000 +20.9
★ American Cancer Society (Atlanta) $58,031,000 +92.6
★ Leukemia & Lymphoma Society (White Plains, N.Y.) $45,088,098 +89.9
★ Habitat for Humanity International (Atlanta) $28,787,733 +343.5
★ National Multiple Sclerosis Society (New York) $28,034,000 +7.0
★ American Heart Association (Dallas) $20,300,000 +21.6
★ Heifer International (Little Rock, Ark.) $19,454,629 +38.0
★ United States Fund for Unicef (New York)$18,285,701 -66.6
★ World Vision (Federal Way, Wash.) $13,601,046 -63.3
★ Juvenile Diabetes Research Foundation International (New York) $12,910,000
★ Doctors Without Borders USA (Médecins Sans Frontières USA) (New York) $11,555,022 -20.1
★ Mercy Corps (Portland, Oregon) $11,339,530 -19.2
★ Salvation Army (Alexandria, Va.) $11,191,000 -75.7
Most e-Giving America
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But it’s only a small fraction
•Online giving represented ~ 2 % of total contributions for the sample (a recent
UK study found ~ 4% from ‘new media’)
• Online retail is twice as big
• Only 13 charities collected more than 5 percent of their total contributions online.
• For five of those groups, electronic gifts made up more than 10 percent of total
donations
E-Gifts All Gifts
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When will e-gifts represent 10% in your
organization?
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What do we know about e-gifts?
• NEW YORK, November 12, 2007 -- American Express, in partnership with the Center on Philanthropy at Indiana University, produced the American Express Charitable Gift Survey
• Although nearly two-third of Americans in the study gave to a charity in the past year, only one in ten gave online
• The single largest reason -- after not having a computer -- that people offered is that they were unaware of online contribution options. More than one quarter of offline-only donors said that they did not give online because they could not find an online giving site, they did not know they could make a gift online, or they did not think of giving online
• Among those who contributed online, 20% said the primary motivation for giving online related to whether the charity actively promoted online giving choices
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The Search for Sneezers (web 2.0)
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Sneezers defined
• Epidemics teach us that disease is spread unevenly
• Some individuals are particularly contagious, named ‘sneezers’
• What if instead of a ‘sneeze’ the action is an ‘ask’
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If your wish were granted...
Become a Donor?
Become a Fundraiser?
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Which choice increases my...
• Level of engagement?
• Frequency of engagement?
• Knowledge of the needs?
• Financial contribution?
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It all started with events...
• Easy to become involved
• Fun, family day with some competition
• Naturally suited to building teams
• Rather than pledge forms use personal websites to fundraise
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...and they grew!Online Funds Raised ($Cdn)
• In this event over 80,000 register online
• Best fundraisers are in teams
• Best fundraisers are online & offline hybrids
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Page Examples
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Event or Campaign
Teams or Groups
Individuals
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The Simple Math
# of people
% who fundraise
# of people
they askavg. gift
raised=
x x x
$
% whogive
x
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Benefit: penetrate inbox clutter
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Sneezers surprise you
£ 1 million
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2006 2007 % Chg.# Fundraisers Registered 381 606 +50%
# Teams 28 42 +50%$ e-Gifts (Average) $507,365 ($152) $1,221,750
($152)+63%
# e-Gifts 3,961 9,676 +64%# Participants with 1+ online sponsors
263 457 +74%
Average # of e-Gifts / Fundraiser
14.8 20.9 +41%
Ave $ e-Gifts / Fundraiser $1,942 $3,668 +89%
Top 10 Fundraisers $278,082 $452,112 +63%
Metrics to watch
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Not all fundraisers are created equal
• 80% of funds will be found by 20% of the people
• Identify them early
• Treat them differently
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Beyond -aThons
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Community Events• Community
events
• Dinners
• Virtual Events
• Golf tournaments
• BBQs
• Seminars
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Nothing But Nets
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Discuss
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The more things change...
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...the more they stay the same
• People have too little time
• People love good stories
• People will procrastinate
• People give more in groups
• People give to people...especially online!
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Thank You for Your Time!
www.artez.com
Philip King
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Featured Projects
Featured Donors
Donors Projects
Your Charity
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Who are you?64Monday, June 23, 2008