There are plenty of resources and case studies out there about telling you how to go about fundraising online, but what are some things you should NOT do? Websites such as Facebook and Twitter are becoming a primary method of building community, awareness, and funds for non-profit organizations. But to be successful, it must be done right. This webinar will discuss some common online fundraising misstakes that others have made so you can get the online working for your organization! Presentation by: Kirstin Beardsley, Marketing & Communications Manager, CanadaHelps Registration for MyCharityConnects webinars is open to employees, volunteers, and board members of Canadian charities and nonprofits. The 2011 MyCharityConnects Webinar Series is generously supported by Direct Energy.

1. Top 10 Online
Fundraising Mistakes
February 23, 2011
The 2011 MyCharityConnects
Webinar Series is generously
supported by Direct Energy.

2. reminders
 You can hear us, but we can’t hear you
 Presentation slides will be available on
www.mycharityconnects.org/pastwebinars
 For the best webinar experience, close all other applications
 Turn up your computer’s volume
 Have questions? Type questions in the Questions Log

3. What is CanadaHelps?
A public charitable foundation that provides accessible and
affordable online technology to both donors and charities.
For Charities
A cost-effective means of raising funds online.
For Donors
A one-stop-shop for giving.
CanadaHelps is a charity helping charities.
CanadaHelps is giving made simple.

4. Today’s Presenter
Kirstin Beardsley
Marketing & Communications Manager
CanadaHelps

5. Webinar Agenda
Importance of online fundraising
Top 10 online fundraising mistakes
MyCharityConnects
Q&A

6. ONLINE FUNDRAISING TODAY

7. The biggest mistake of all?
Not fundraising online

8. Online giving is growing…
75% of Canadian donors
said they would make at
least one online transaction
in 2010.
- Cygnus Applied Research

9. Mistake #1
Having the wrong people in charge
of your online strategy

11. Put the right people
in charge
• Those in charge of your
communications strategy should
lead your online strategy
• It’s not about the technology

12. Mistake #2
Not having a plan

14. If you fail to plan,
you plan to fail
• Incorporate online communications into
existing plans
• Develop content plans for all channels

15. Mistake #3
Not connecting across channels

17. Think multi-channel
• Keep messaging and branding consistent
across channels
• Think of the different ways the public “meets”
your organization

18. Mistake #4
Not paying attention to usability
principles

22. Think like your donors
• Make navigation easy
• Provide necessary information on all of your
online profiles

23. Don’t hide
your calls to
action

25. Mistake #5
Ignoring the power of
peer-to-peer

26. • Peer-to-peer fundraising is even easier online!

27. Your own
initiatives

28. Self-
directed
fundraising

29. Mistake #6
Out of date content

31. Content
Management
System
• Have an easy way to update your website
• Communications and/or fundraising staff (not
IT) should be making changes

32. Social Media

33. Mistake #7
No personality

36. People Give to People 

37. Mistake #8
Expecting people to find you just
because you’re there

39. Search Engine Optimization
(SEO) 101
• Well organized content
• Clear, well-written
content

40. Promote, promote, promote!

41. Mistake #9
Not providing value

43. • Why do people want to join your community
online?
• What value does your website, Facebook
Page, Twitter feed provide to them?

44. Mistake #10
Failing to track and measure
impact

46. Websites
• Top content
• Traffic source
• Change in
visitor numbers

47. E-Newsletters & Email Appeals
• Open rates • Most popular content
• Click rates • Fulfilled calls to action

48. Social Media
• Fans, followers
• Conversations
• Fulfilled calls to
action
• New connections

49. ABOUT MYCHARITYCONNECTS

50. www.mycharityconnects.org
free online resources
 Information about technology
 Video demonstrations
 More webinars
 Past webinar recordings & slides
 Learning opportunities
 Events across the country

51. MyCharityConnects Conference 2011
JUNE 6 – 7 | MaRS Centre, Toronto
• Join us for thought-provoking keynotes, practical how-to
workshops and plenty of chances to learn from other non-
profits about what works online… and what doesn’t.
• Proud partner in Net Change week
Registration opens March 1!
www.mycharityconnects.org/2011Conference

52. Upcoming Webinars
www.mycharityconnects.org/webinars
• March 9 – Facebook Basics for Your Organization
• March 23 – The Art of Storytelling: 2.0 Edition
• April 13 – Blogging Basics
• April 27 – Social Media Done Right: 5 Case Studies
• May 11 – Spruce up your E-newsletter
• May 25 – 10 Tips to Improve Your Website
• June 15 – Getting the Most From your MyCharity
Account & Reports

53. QUESTIONS
 You can hear us, but
we can’t hear you
 Type questions in the
Questions Log
The 2011 MyCharityConnects
Webinar Series is generously
supported by Direct Energy.

54. Keep in touch!
info@canadahelps.org
www.twitter.com/canadahelps
www.slideshare.net/MyCharityConnects
www.facebook.com/canadahelps