This is my session "Digital fundraising - less magic, more hard work" from the AFP Toronto congress november 2012.

1. Digital fundraising
Less magic, more hard work
Beate Sørum
@BeateSorum http://about.me/beatesorum

2. This is what we’ll talk about
@BeateSorum http://about.me/beatesorum

3. This is what we’ll talk about
• How (sadly) digital fundraising isn’t magic
@BeateSorum http://about.me/beatesorum

4. This is what we’ll talk about
• How (sadly) digital fundraising isn’t magic
• The digital consumer
@BeateSorum http://about.me/beatesorum

5. This is what we’ll talk about
• How (sadly) digital fundraising isn’t magic
• The digital consumer
• How digital marketing is like traditional direct marketing
@BeateSorum http://about.me/beatesorum

6. This is what we’ll talk about
• How (sadly) digital fundraising isn’t magic
• The digital consumer
• How digital marketing is like traditional direct marketing
• ..and how it really isn’t
@BeateSorum http://about.me/beatesorum

7. This is what we’ll talk about
• How (sadly) digital fundraising isn’t magic
• The digital consumer
• How digital marketing is like traditional direct marketing
• ..and how it really isn’t
• What it’s all about
@BeateSorum http://about.me/beatesorum

8. This is what we’ll talk about
• How (sadly) digital fundraising isn’t magic
• The digital consumer
• How digital marketing is like traditional direct marketing
• ..and how it really isn’t
• What it’s all about
• I’ll yell at you about conversions
@BeateSorum http://about.me/beatesorum

9. This is what we’ll talk about
• How (sadly) digital fundraising isn’t magic
• The digital consumer
• How digital marketing is like traditional direct marketing
• ..and how it really isn’t
• What it’s all about
• I’ll yell at you about conversions
• Easy pointers for some channels
@BeateSorum http://about.me/beatesorum

10. This is what we’ll talk about
• How (sadly) digital fundraising isn’t magic
• The digital consumer
• How digital marketing is like traditional direct marketing
• ..and how it really isn’t
• What it’s all about
• I’ll yell at you about conversions
• Easy pointers for some channels
• My top 10 tips for digital fundraising success
@BeateSorum http://about.me/beatesorum

11. VIDEO-SLIDE
You can find the video here:
http://www.youtube.com/watch?
v=x0EnhXn5boM
@BeateSorum http://about.me/beatesorum

12. @BeateSorum http://about.me/beatesorum

13. Source: http://www.flickr.com/photos/
intersectionconsulting/4935135462/
@BeateSorum http://about.me/beatesorum

14. Have you ever heard, or said, the following:
@BeateSorum http://about.me/beatesorum

15. Have you ever heard, or said, the following:
«We haven’t found the key to fundraising on facebook yet»
@BeateSorum http://about.me/beatesorum

16. Have you ever heard, or said, the following:
«We haven’t found the key to fundraising on facebook yet»
«Yes, we’re on facebook, but it’s not for fundraising»
@BeateSorum http://about.me/beatesorum

17. @BeateSorum http://about.me/beatesorum

18. @BeateSorum http://about.me/beatesorum

19. Automagically, mmmm. Nope!
Source: http://www.jonodoiron.com/?cat=1 @BeateSorum http://about.me/beatesorum

20. 59 % have never raised revenue directly
through facebook or twitter
40 % list budget / resources as main reason
* according to IFC fundraiser survey 2011
@BeateSorum http://about.me/beatesorum

21. 59 % have never raised revenue directly
through facebook or twitter
40 % list budget / resources as main reason
* according to IFC fundraiser survey 2011
@BeateSorum http://about.me/beatesorum

22. Raise your right hand
@BeateSorum http://about.me/beatesorum

23. Raise your right hand
I, [name], do solemnly swear to never ever again believe
that social media is a Magic Faucet of Free Cash.
@BeateSorum http://about.me/beatesorum

24. Raise your right hand
I, [name], do solemnly swear to never ever again believe
that social media is a Magic Faucet of Free Cash.
@BeateSorum http://about.me/beatesorum

25. Raise your right hand
I, [name], do solemnly swear to never ever again believe
that social media is a Magic Faucet of Free Cash.
(I also swear to inform my boss
of this unfortunate truth.)
@BeateSorum http://about.me/beatesorum

26. Who’s the digital consumer?
• Impatient
• High maintenance - customer service
• Demands love
• Will tell their friends. All 1.000 of them.
@BeateSorum http://about.me/beatesorum

27. @BeateSorum http://about.me/beatesorum

28. @BeateSorum http://about.me/beatesorum

29. @BeateSorum http://about.me/beatesorum

30. @BeateSorum http://about.me/beatesorum

31. VIDEO-SLIDE:
Link to video:
http://www.youtube.com/watch?v=9dDw_BNdt0g
@BeateSorum http://about.me/beatesorum

32. VIDEO-SLIDE:
Link to video:
http://www.youtube.com/watch?v=9dDw_BNdt0g
@BeateSorum http://about.me/beatesorum

33. @BeateSorum http://about.me/beatesorum

34. @BeateSorum http://about.me/beatesorum

35. @BeateSorum http://about.me/beatesorum

36. http://www.slideshare.net/jwaddingham/how-real-people-use-social-media-to-make-a-real-impact
@BeateSorum http://about.me/beatesorum

37. http://www.slideshare.net/jwaddingham/how-real-people-use-social-media-to-make-a-real-impact
@BeateSorum http://about.me/beatesorum

38. «EVERYTHING ON THE
INTERNET IS
ACCELRATED DIRECT
MARKETTING»
- quote from unknown smartie, picked up from twitter
@BeateSorum http://about.me/beatesorum

39. What makes a good DM?
@BeateSorum http://about.me/beatesorum

40. What makes a good DM?
• The ask
@BeateSorum http://about.me/beatesorum

41. What makes a good DM?
• The ask
• Frequency
@BeateSorum http://about.me/beatesorum

42. What makes a good DM?
• The ask
• Frequency
• Target demographic
@BeateSorum http://about.me/beatesorum

43. What makes a good DM?
• The ask
• Frequency
• Target demographic
• Emotions
@BeateSorum http://about.me/beatesorum

44. What makes a good DM?
• The ask
• Frequency
• Target demographic
• Emotions
• Being the solution to a defined problem
@BeateSorum http://about.me/beatesorum

45. Too much space
http://www.flickr.com/photos/28634332@N05/6725985751/in/ @BeateSorum http://about.me/beatesorum
photostream/

46. Too much space
..so we forget
to prioritize, we forget
to ask,
and we forget to
rigidly monitor
and analyze.
http://www.flickr.com/photos/28634332@N05/6725985751/in/ @BeateSorum http://about.me/beatesorum
photostream/

47. The ask
flickr.com/49889874@N05 @BeateSorum http://about.me/beatesorum

48. What makes a good DM?
✓ The ask
• Frequency
• Target demographic
• Emotions
• Being the solution to a defined problem
@BeateSorum http://about.me/beatesorum

49. Frequency
@BeateSorum http://about.me/beatesorum

50. Frequency
• How often do you send out a DM?
@BeateSorum http://about.me/beatesorum

51. Frequency
• How often do you send out a DM?
• How often do you ask in an e-mail?
@BeateSorum http://about.me/beatesorum

52. Frequency
• How often do you send out a DM?
• How often do you ask in an e-mail?
• How often on facebook?
@BeateSorum http://about.me/beatesorum

53. Frequency
• How often do you send out a DM?
• How often do you ask in an e-mail?
• How often on facebook?
• How often on twitter?
@BeateSorum http://about.me/beatesorum

54. Frequency
• How often do you send out a DM?
• How often do you ask in an e-mail?
• How often on facebook?
• How often on twitter?
• ..and do you know who gets what anymore?
@BeateSorum http://about.me/beatesorum

55. "users [on facebook] were annoyed by non-profits that
tried to push products or donations, or tried to get them
to sign up for other things like e-newsletters"
Jacob Nielsen
http://www.useit.com/alertbox/nonprofit-donations.html
@BeateSorum http://about.me/beatesorum

56. What makes a good DM?
✓ The ask
✓ Frequency
• Target demographic
• Emotions
• Being the solution to a defined problem
@BeateSorum http://about.me/beatesorum

57. Target demographic
Are your online donors the same
as your «regular» ones?
@BeateSorum http://about.me/beatesorum

58. Do we know who we’re talking to?
2011:
• 9 000 customers in our webshop
• 1 200 were in our database
= 13,3% «old donors»
= 86,7% new!
@BeateSorum http://about.me/beatesorum

59. Do we know who we’re talking to?
2011:
• 9 000 customers in our webshop
• 1 200 were in our database
= 13,3% «old donors»
= 86,7% new!
Who are these people?
@BeateSorum http://about.me/beatesorum

60. Facebook page of NCS
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61. @BeateSorum http://about.me/beatesorum

62. Demographic
has become
contextual
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63. @BeateSorum http://about.me/beatesorum

64. Erlend here is a nerd
He wanted to do something
for the starving people on the
Horn of Africa
@BeateSorum http://about.me/beatesorum

65. Results:
• 8 weeks
• only 26 days to reach goal
• 1289 donations
• Avg. donation: $ 148,5
• Total: € 191 570
@BeateSorum http://about.me/beatesorum

66. What makes a good DM?
✓ The ask
✓ Frequency
✓ Target demographic
• Emotions
• Being the solution to a defined problem
@BeateSorum http://about.me/beatesorum

67. Emotions are
supposed to be our
thing!
@BeateSorum http://about.me/beatesorum

68. VIDEO-SLIDE:
Link to video:
http://www.youtube.com/watch?
v=NB3NPNM4xgo
@BeateSorum http://about.me/beatesorum

69. How does that make you feel?
@BeateSorum http://about.me/beatesorum

70. @BeateSorum http://about.me/beatesorum

71. VIDEO-SLIDE:
Link to video:
http://www.youtube.com/watch?
v=xgOyTNtsWyY
@BeateSorum http://about.me/beatesorum

72. What makes a good DM?
✓ The ask
✓ Frequency
✓ Target demographic
✓ Emotions
• Being the solution to a defined problem
@BeateSorum http://about.me/beatesorum

73. A $14 donation = 2 Christmas Dinners
@BeateSorum http://about.me/beatesorum

74. A $14 donation = 2 Christmas Dinners
Results:
25.000 texts
= $350.000
@BeateSorum http://about.me/beatesorum

75. A $14 donation = 2 Christmas Dinners
if you never say «this is our
Results:
goal» - you can never say
25.000 texts -
«look! We reached it
= $350.000
thanks to you guys!»
@BeateSorum http://about.me/beatesorum

76. So digital fundraising is about
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77. So digital fundraising is about
• Sharing
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78. So digital fundraising is about
• Sharing
• Relations
@BeateSorum http://about.me/beatesorum

79. So digital fundraising is about
• Sharing
• Relations
• Old techniques
@BeateSorum http://about.me/beatesorum

80. So digital fundraising is about
• Sharing
• Relations
• Old techniques
• Creativity
@BeateSorum http://about.me/beatesorum

81. So digital fundraising is about
• Sharing
• Relations
• Old techniques
• Creativity
• Presence
@BeateSorum http://about.me/beatesorum

82. So digital fundraising is about
• Sharing
• Relations
• Old techniques
• Creativity
• Presence
• Storytelling
@BeateSorum http://about.me/beatesorum

83. So digital fundraising is about
• Sharing
• Relations
• Old techniques
• Creativity
• Presence
• Storytelling
• Conversions!!!!!
@BeateSorum http://about.me/beatesorum

84. «It's harder to give money away
than it is to spend money buying
stuff»
http://www.useit.com/alertbox/nonprofit-donations.html
@BeateSorum http://about.me/beatesorum

85. omg:-|
I feel so cheap donating my $50 :C
@BeateSorum http://about.me/beatesorum

86. wut?
Seriously?!
@BeateSorum http://about.me/beatesorum

87. For more:
http://baddonationforms.tumblr.com/
wut?
Seriously?!
@BeateSorum http://about.me/beatesorum

88. Do we need ALL the data
- all the time?
VIDEO SLIDE:
Link to video: http://
www.youtube.com/watch?
v=MvcQiVuEqfs
@BeateSorum http://about.me/beatesorum

89. @BeateSorum http://about.me/beatesorum

90. Please help
yourname@email.com
xxx $
[VISA details]
Give!
@BeateSorum http://about.me/beatesorum

91. What works on facebook
• Lighten up - even if your cause is serious, you’re allowed to
have fun.
• You’re a part of peoples everyday-life now
• - delight them!
• Love them - if you love your community you will
automatically do most things right.
@BeateSorum http://about.me/beatesorum

92. What works on facebook
@BeateSorum http://about.me/beatesorum

93. What works on facebook
• Lighten up - even if your cause is serious, you’re allowed to
have fun.
@BeateSorum http://about.me/beatesorum

94. What works on facebook
• Lighten up - even if your cause is serious, you’re allowed to
have fun.
• You’re a part of peoples everyday-life now
@BeateSorum http://about.me/beatesorum

95. What works on facebook
• Lighten up - even if your cause is serious, you’re allowed to
have fun.
• You’re a part of peoples everyday-life now
• - delight them!
@BeateSorum http://about.me/beatesorum

96. What works on facebook
• Lighten up - even if your cause is serious, you’re allowed to
have fun.
• You’re a part of peoples everyday-life now
• - delight them!
• Love them - if you love your community you will
automatically do most things right.
@BeateSorum http://about.me/beatesorum

97. @BeateSorum http://about.me/beatesorum

98. Facebook + e-commerce
@BeateSorum http://about.me/beatesorum

99. Facebook + e-commerce
❤
@BeateSorum http://about.me/beatesorum

100. • Pay to «show off» and identify with you
• Let them look good
@BeateSorum http://about.me/beatesorum

101. @BeateSorum http://about.me/beatesorum

102. @BeateSorum http://about.me/beatesorum

103. Results:
$8,68 x 5.000 = $43.400
@BeateSorum http://about.me/beatesorum

104. Twitter
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105. Twitter
• Microdonations - microgoals
@BeateSorum http://about.me/beatesorum

106. Twitter
• Microdonations - microgoals
• Great for advocacy
@BeateSorum http://about.me/beatesorum

107. Twitter
• Microdonations - microgoals
• Great for advocacy
• Identify key players and ask for help
@BeateSorum http://about.me/beatesorum

108. Twitter
• Microdonations - microgoals
• Great for advocacy
• Identify key players and ask for help
• Short, intense «drives»
@BeateSorum http://about.me/beatesorum

109. Twitter
• Microdonations - microgoals
• Great for advocacy
• Identify key players and ask for help
• Short, intense «drives»
• Make sure you have a good landing page and #hashtag.
@BeateSorum http://about.me/beatesorum

110. Twitter
• Microdonations - microgoals
• Great for advocacy
• Identify key players and ask for help
• Short, intense «drives»
• Make sure you have a good landing page and #hashtag.
• Great for weird and unusual demographics
@BeateSorum http://about.me/beatesorum

111. Working with bloggers
@BeateSorum http://about.me/beatesorum

112. Working with bloggers
• For the love of [insert your deity] - do your research.
@BeateSorum http://about.me/beatesorum

113. Working with bloggers
• For the love of [insert your deity] - do your research.
• Wrong blogger = PR disaster
@BeateSorum http://about.me/beatesorum

114. Working with bloggers
• For the love of [insert your deity] - do your research.
• Wrong blogger = PR disaster
• Wrong approach = PR disaster
@BeateSorum http://about.me/beatesorum

115. Working with bloggers
• For the love of [insert your deity] - do your research.
• Wrong blogger = PR disaster
• Wrong approach = PR disaster
• Picking right networker = PR gold
@BeateSorum http://about.me/beatesorum

116. Working with bloggers
• For the love of [insert your deity] - do your research.
• Wrong blogger = PR disaster
• Wrong approach = PR disaster
• Picking right networker = PR gold
• Providing right networker with exclusive content and
feeling of being special = best supporter ever.
@BeateSorum http://about.me/beatesorum

117. What may the future hold?
@BeateSorum http://about.me/beatesorum

118. What may the future hold?
• Charity:Water, Kony2012, Tom’s shoes
@BeateSorum http://about.me/beatesorum

119. What may the future hold?
• Charity:Water, Kony2012, Tom’s shoes
• «Micro-problems»
@BeateSorum http://about.me/beatesorum

120. What may the future hold?
• Charity:Water, Kony2012, Tom’s shoes
• «Micro-problems»
• Increased competition
@BeateSorum http://about.me/beatesorum

121. What may the future hold?
• Charity:Water, Kony2012, Tom’s shoes
• «Micro-problems»
• Increased competition
• Permission marketing
@BeateSorum http://about.me/beatesorum

122. What may the future hold?
• Charity:Water, Kony2012, Tom’s shoes
• «Micro-problems»
• Increased competition
• Permission marketing
• Micro texts - every word counts!
@BeateSorum http://about.me/beatesorum

123. What may the future hold?
• Charity:Water, Kony2012, Tom’s shoes
• «Micro-problems»
• Increased competition
• Permission marketing
• Micro texts - every word counts!
• Microdonations
@BeateSorum http://about.me/beatesorum

124. What may the future hold?
• Charity:Water, Kony2012, Tom’s shoes
• «Micro-problems»
• Increased competition
• Permission marketing
• Micro texts - every word counts!
• Microdonations
• Early adapters / driving forces hit the wall
@BeateSorum http://about.me/beatesorum

125. What may the future hold?
• Charity:Water, Kony2012, Tom’s shoes
• «Micro-problems»
• Increased competition
• Permission marketing
• Micro texts - every word counts!
• Microdonations
• Early adapters / driving forces hit the wall
• Beware of shiny toys
@BeateSorum http://about.me/beatesorum

126. VIDEO SLIDE:
Link to video:
http://www.youtube.com/watch?
v=V2rVYvylvZc
@BeateSorum http://about.me/beatesorum

127. VIDEO SLIDE:
Link to video:
http://www.youtube.com/watch?
v=V2rVYvylvZc
@BeateSorum http://about.me/beatesorum

128. My top 10 tips
1. Good landing pages
2.Invest in conversion rates
3.Measure social traffic
• What is effective? What effect? What is your end goal? Is it
reached?
4.Good social presence
5. Good, effective and relevant sharing
• Your supporters will tell your stories if you ask them
@BeateSorum http://about.me/beatesorum

129. My top 10 tips
6.Be specific. Dare to define success.
7.Do your research
8.Communicate visually
9.Lighten up!
10. Say please and thank you
@BeateSorum http://about.me/beatesorum

130. @BeateSorum http://about.me/beatesorum