1. The outline – 1 hour and 10 minutes…
1. What’s so special about new media giving? Why
should I do it?
• What are people doing online? Who is giving online?
• Do they give in the Nederlands? Mama Cash
New Media: Exciting opportunities for • Web sites, giving forms, and emails. How do I master
the new media basics
fundraisers
2. Why should I integrate new media with traditional
fundraising?
• Because you’ll make more money
• People are doing more than just give small gifts online:
legacy; major gifts; etc
3. Social Network Fundraising online: Nierstichting
Vakdag Fondsenwerving 2007 Elfstadentocht case study
4. Trends, planning and human resources
Michael Johnston • Alternative Giving and in Tribute giving; Mobile phones;
Hyves and Facebook
• Making a 3 year plan
• Finding the right people – human resources
1 2
So… what’s so great about online donors anyway? So… what’s so great about online donors anyway?
Online Donor
Demographics vs. Direct Mail Demographics – Online Donor
2007 study Demographics vs. Direct Mail Demographics –
2007 study
Age Online Direct Mail
Education: Online Direct Mail
<35 41% 15%
35-44 26% 26% UNIVERSITY 82% 68%
45-54 19% 15%
55+ 14% 39%
3 4
So… what’s so great about online donors anyway? So… what’s so great about online donors anyway?
Online Donor
Online Donor Demographics vs. Direct Mail Demographics –
Demographics vs. Direct Mail Demographics – 2007 study
2007 study
Gender:
Family Income: Online Direct Mail Online Direct Mail
<$35,000 8% 32% (why?) MALE
$35,000 TO $50,000 42% 40%
26% 22% FEMALE
$50,000 TO $80,000 58% 60%
43% 17%
$80,000 + However, it’s important to note that with some
23% 17% charities, especially animal welfare – up to 80%
of online donors are female.
5 6
1

2. Do you have a personal page online? Personal pages for Alzheimer Society of Canada…
Would you be willing to create a personal
fundraising page to help support the nonprofit
YES 21.2% organization?
NO 78.8%
YES 20.1%
NO 79.9%
7 8
How would you like future correspondence? Who are online donors?
• Younger online than traditional direct response
fundraising, but it’s just not young people…
• More women than men in all areas of online giving
Over the Internet 74.3%
• More wealthly and better educated than traditional
Regular mail 27.3% direct response donors
Telephone 0.6% • Some have personal pages and they would raise
money through personal pages (we’ll com e back to
In person 1.3%
this)
• They want email, then m ail – and NOT the phone as
follow up, BUT more on that in a few m inutes with
integration
9 10
What are they doing in the commercial world online…
Let’s get this over at the start!
Are there successful online giving campaigns
in the Nederlands?
Who has heard of Mama Cash and the 88 day
campaign?
11 12
2

3. Campaign achievements
Media support to drive online giving
TV interviews:
* Goedemorgen Nederland
Lots of national and regional media coverage.
* Nederland Helpt
Ten thousands of people received the
* RTL Lijn 4
campaign e-zines.
People created their own online fundraising pages.
Radio interviews:
More than 1,5 million hits on the campaign website.
* BNN /Eddy Zoey
* Radio 528/ Giel Beelen
Approximately € 200.000 raised in online
* Llink/Desmet Live
donations in the Netherlands
* Skunk
13 14
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Now, how about online alternative giving?
15 16
Now… the online fundraising basics – home page, Home page – capturing emails and getting
giving form, emails, and e-newsletters gifts
17 18
3

4. Getting emails… Grow the List
38,086
690% + Annual
List Growth
3000 new online
members added
each month
6,459
4,800
Apr-01 Apr-02 Jul-02 Jan-03 Jul-03
19 20
Hijacking the home page for fundraising… Clickable
banner –
not just
Press Advertisement button…
Is your Dutch
nonprofit missing
anything on the home
blogs/
page…?
posts
podcasts
user input/
feedback
3rd party
tools
RSS feeds
21 22
Results: over 800
responses and
$19,000
Is your organization
remembering to use
passion in its email
fundraising?
Now what works with email and
Outrage
enewsletters…
…passion
email fundraising…
Problem,
solution,
solicitation
Further
narrative…
23 24
4

5. The Narrative Arc…
• This appeal made $19,000 with $16,000 to
go…
How many of you have forgotten to
• But a 7 year old child raised $165 in a garage attach something to an email – or
sale… forgotten to cc someone?
• What if a 2nd appeal went out? And what if it
outlined how we need $10,000 more – and if
a 7 year old child can give $165 then so can
Whoops I forgot to send you this… 15
you!
minutes later… high open rate!
• Remember to write an e-appeal with multiple
messages…
25 26
Subject: A better way to buy gifts this holiday season
Holiday
Eappeal
Nov ember 28,
2006
19 gifts in the
first 5 days
Reminders – multiple emails asking for
money – not just one Use images to conv ey
urgency or
convenience of
donating online
27 28
Reminder #2
Reminder #1
December 19,
December 12,
2006
2006
15 gifts within 2
25 gifts in the
days
next 5 days
Emotional
Refer to prior appeals
Convenience
What gift can accomplish
29 30
5

6. Donations Per Date
Reminder #3 25
December 21,
2006 20
20
32 gifts in the 4
Final Reminder
days before 16
Number of Donations
Christmas 15
12
First Reminder
10
8
7 7
Last Minute Gift- 6
Focus on service Initial Appeal Second
5 4 4 4 4
to donor Reminder
3 3 3 3
2 2 2 2 2 2
1 1 1 1 1 1 1
0
n
n
n
29 ov
30 ov
1- v
2- c
3c
4c
5- c
6- c
7- c
8c
9c
10 ec
11 ec
12 ec
1 ec
14 ec
15 ec
16 ec
17 ec
1 ec
1 ec
20 ec
21 ec
22 ec
23 ec
2 ec
2 ec
26 ec
27 ec
28 ec
29 ec
3 ec
31 ec
1- c
o
e
e
e
e
e
e
e
e
e
Ja
Ja
a
-N
-N
-N
D
D
-D
-D
D
D
D
-D
-D
-D
-D
-D
D
-D
-D
-D
-D
D
D
-D
-D
-D
-D
D
D
-D
-D
-D
-D
D
-D
3-J
2-
3-
8-
9-
4-
5-
0-
28
Dat e
Donations
31 32
33 34
More than just your mission in the e-
newsletter to improve open rates…
20% increase
in
clickthroughs
35 36
6

7. The Salvation Army
California – e -newsletter fundraising basics!
37 38
Upfront monthly giving choices, accomplishments…
online giving forms
39 40
Here’s a quick hint…
Offer an opt
out box
about
RENEWING
Integration is multi-faced and must be planned
their single
gift next
year…
41 42
7

8. Does your Dutch organization look at online this w ay for fundraising… not yet
Three levels of
integration:
1. channel;
2. team;
3. donor
development
43 44
Direct Mail integration (with email)
For Amnesty…
a picture
blacked out and
donor told to
Integration basics: email and the mail; web wait for dm
and the phone appeal to see
shocking
photo…
45 46
Pop Up to convert donors… Pop Ups…
In-bound
calls…or skype
calls…
Live chat…
Out-bound
Best ROI to calls…
monthly
conversion
47 48
8

9. Oxfam Canada The email
• Post tsunami: 18,000 single gift online
donors and 18,000 single gift phone donors.
• Challenge: how to convert them to monthly
committed giving. Solution: test three
streams
Stream One: Web donors get an email
Stream Two: Web donors get a phone call
Stream Three: Phone donors get a phone call
Tell us the best integration stream?
49 50
Results …
• Results:
• 13% conversion rate for web to phone vs.
• .2% for web to email and
Online Social Network Fundraising – an exciting
• 7% to phone to phone
opportunity in the Nederlands – a part of
• $11 per m onth average
integrated fundraising
• These donors are NOT on the Oxfam data base and
are new, first time donors
51 52
How do the Dutch define themselves? Rule One: focus on the passionate few
New way: electronic
Old way: physical communities typical distribution of fundraisers
communities of interest
your top fundraisers for a pledge-based special event
100%
neighborhood
raise most of
your 80%
professional
top 5% of participants
Online book clubs networks 60%
raise >50% of pledges
% of $
raised
40%
‘virtual’
church
friends
20%
How many of you?...
0%
workplace 100%
0% 20% 40% 60% 80%
% of participants
53 54
9

10. Rule Two: encourage storytelling Emotion from the supporter…
please support Maeve
in supporting charitable
causes, most people
respond to
emotion
especially when asked by
people
they know and trust
55 56
Rule Three: Create Action, Drive Results Social Network Online Fundraising – the first Dutch case study
successful fundraising is all about creating/driving action
• in every interaction you have and A pretty video…
every promotional or communication
piece you produce, as k:
– what is it telling me to do?
– is it obvious what action I am
being asked to take?
– is it directing me to your
preferred option?
57 58
What happens when you connect culture and
What happens when you connect culture and fundraising?
fundraising?
People told their own
reasons for skating and
raising money… and they
set their goals
59 60
10

11. Individuals put up
Teams were created –
personal messages with
and they set higher goals
their photos to ask for
than individuals…
others to support their
fundraising
And we leveraged
celebrity via radio to
drive traffic
…
61 62
Where is the Elfstadentocht headed? –
First year online fundraising an example of growth in online giving….
• Approximately € 100.000 was raised online through • over the last seven years, the CIBC Run
3.923 donations for the Cure has increased online
fundraising Online Dollars Raised
• 66% of online registrants raised m oney online by approximately 25 x $7,500
– The average num ber of sponsors was 5.17 $6,500
– total donations roughly
doubled over the same
– The average amount raised per fundraiser was $5,000
time period $5,000
€118.57 • online now accounts for over 50% of Ra ise d
• The average online gift was € 25.49 $0 00s $3,000
registrants and more than 35% of public
funds raised $2,500
• The top 10 fundraisers raised 36% of funds – $1,500
• on average, online gifts are twice as large
€ 36.000 $650
as gifts made by cash/check ($51.30 vs. $250
$50
$26.70) $0
• 15% of fundraising occurred in the week prior to 1999 2000 2001 2002 2003 2004 2005
• Best fundraisers are teams
the event
• Best fundraisers u se paper too
• In 2007, over 10 million was raised
online!
63
63 64
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What is culturally resonant for you? What actions could supporters take online to improve
their relationship with WSPA?
• Jumping in the North Sea every new
year!
• Skating!
• What else in Holland?
65 66
11

12. Show the network
Show the Network
67 68
Select your message Take a picture
69 70
The projection The Results
33 days (May 18th to June
Campaign duration
19th)
People marching 61,684
Pictures uploaded (approved) 36,669
Countries participating 152
Pictures sent by MMS 128
Unique em ails collected 27.925
Unique cyberactivists 8.285
Unique visitors to the website 221.583
(May&June)
Participation rate (visitors/pics 16.55%
approved)
Site versions 11
Site languages 5
71 72
12

13. 73 74
Kiva – LOAN/GIVE
Online trend – donors who want to choose a Oxfam Canada populates the back end
country; then an area of work; then right down people can choose country, theme, project and
to a person – and give… then give money, make a loan, make a team or
personal page…
75 76
Kiva – LOAN/GIVE
Oxfam Canada populates the back end
people can choose country, theme, project and Facebook: Hyves
then give money, make a loan, make a team or
personal page…
77 78
13

14. The online environment Anyone in Holland have personal pages?
79 80
Micro fundraising on Hyves or Facebook Micro fundraising on Hyves or Facebook
81 82
Facebook is allowing fundraising
1. Users could buy virtual gifts or icons to send to
their friends to benefit charity
2. February 07, the Facebook Gift Shop began
selling 28 icons created by Mac icon designer,
Susan Kare, for $1 each
3. 7 million gifts were bought in February with .50
cents going to Susan G. Komen for the Cure
4. That’s $3.5 million dollars to the nonprofit!
83 84
14

15. But let’s be careful
• Latest stats for Facebook for NSPCC:
1) Generating overall to the site - 0.2% of overall traffic -
2) 8% of all 'referer' traffic to site
3) Generating to the credit card confirm page - 4.6% of all
successful credit card cash donations
So… it can get micro gifts… general traffic… and general donations…
all good!
85 86
Big gifts and little gifts online Endowopb.org
First two
months: 4
• Don’t be afraid to ask for large gifts in
expectancies
emails
and one
• It could be legacies… major gifts… or in $175,000 gift
the following example, gifts of stock: of stock…
endowUNICEF.org?
87 88
Targeted Landing Page
Mount Sinai Hospital and the Toronto Stock Exchange
• Objective – To
Promote the Gift
of stoc k
Donation
program
• Time Fram e –
One Month
• $200,000 in gifts
of stock!
89 90
15

16. Tribute gifts – and tribute pages…
Two important online trends…
Interactive engagem ent tool
Offers a permanent way for
• Alternative, holiday gifts
your donors to remem ber their
• In tribute, in memory, in honour online loved ones.
Provides a continued
destination for donations in
memory of loved ones. It could
be connected to a hyves page!
91 92
Corporate support for alternative giving… Corporate support for alternative giving…
93 94
Corporate support for alternative giving…
Mobile
95 96
16

17. The basics: here’s IFAW’s web site on a mobile Here are a few examples of best practice…
browser… not good…how is yours in the Nederlands?
First Screen……..down 1 screen…….down 2 screens…..down 3 screens…down 5 screens... Greenpeace……..GP Whale Love……….WWF…..………..BBC News……Oxfam Canada?
97 98
MSF Austria – integration… MSF Austria
50% conv erted 50% conv erted
to monthly to monthly
5% of total 50% converted 282,000 Euros
giv ing givYour
ing
donations to to monthly
MSF Austria MSF Austria 60% said YES in single gifts organization?
tsunami giving
99 100
Advocacy - Greenpeace
MSF Austria
Greenpeace sent an eappeal to people from
Quebec to raise money for an ad in Le Devoir
newspaper right before the Kyoto meeting in
Montreal
50% conv erted
to monthly
1.3 text 6 -23% giv ing
Greenpeace
Dutch NGO?
petitions: conversion to
Argentina 400,000 phone monthly
numbers opted
in…
101 102
17

18. Advocacy - Amnesty One last trend
An Amnesty USA email
Online workplace giving
103 104
Productivity (Revenue per Employee) and Community Involvement
Context
220
200
180
160
Productivity 140
(In Revenue 120
100 1989
Per Employee) 80
1991
60
40
20
0
Low Medium High
Community Involvement
105 106
Internal Employee Giving – health related content
Context
107 108
18

19. Internal competition between Departments Transparency between goals and results
109 110
Everyone touches on ephilanthropy but not concentrated on it…
W hat could your ladder of engagement for online giving look like?
legacy/major gift
host a party page
team leader page
… but nobody is focused on it!
personal page
memory/tribute gift
buy an ad
alternative gift
single gift/monthly gift
Make a micro-gift
111 112
Where do they come from? What should be in their job description?
Timely reporting of
maintain online
metrics, key findings
solicitation
calendar/schedule Assist in email growth
and cleansing strategies
• the direct response fundraising world Advocate/educate
internally for new media Establish self as
(dm/telephone/face to face)
fundraising operational expert
• the commercial online marketing world Lead strategy, concept Stay current with trends
and execution of online
• the commercial direct response marketing world Work closely with other
campaigns and programs
departments – like
dressing up as Santa for
• maybe IT – but probably NOT Comms and Marketing
holiday giving in the
Manage multiple internal
office
and external relationships
ensure online fundraising
Tactical autonomy
reflects branding and
positioning Getting coffee for the
boss
work with internal and
external channel experts ongoing analysis and
measure online
113 114
effectiveness
19

20. What skills do they need?
University education 3+ years experience in
relevant areas?
Proven fundraising
experience Some knowledge of
HTM L and design
Proven commercial
concepts
online marketing
experience Ability to do web design
Planning
Proven computer Creative problem solving
programming skills
Team player
Proven direct response
Proficient in M S Office
commercial marketing
suite
experience
Preferably experience
Segementation and
with email management
measurement knowledge
systems and/or online
Excellent verbal skills fundraising tools
Proven ability to Knowledge of online
negotiate (internally and marketing tools e.g.
externally) Google Analytics
115 116
Strong written skills
Quick Wins:
1. monthly ask is default – test this
2. capture phone numbers in monthly and single gift
Quick wins for a global animal online giving form – test
welfare organization: 3. yearly renewal tick box tested, call me tick box
4. main page links for legacy, major gift and other
giving pages
5. email primer on legacies with endowment focused
web site
6. adding web address to DRTV and test in countries
where running
7. mobile IFAW home page
117 118
1. phone non-donor online activists with phone overlay
to begin with and then capture phone numbers for
online actions in future
Short term (1 year) wins 2. crisis in a can – social network tool test, also have
other crisis in a can read
3. online video testimonials of legacy givers, major
givers, etc
4. Monthly donor upgrade – strategies and cancellation
strategies
5. higher giving asks online - $125,000
119 120
20

21. 1. More developed memorial ability
2. year round alternative gift
3. social network fundraising – whale parties, etc
Longer term (2 year) wins 4. mobile phone solicitations
5. circle club online area – special area online for
larger gift donors
6. mall kiosk tied to campaigns and brand building e.g.
the Hague
7. Host party in home idea – something with minimal
effort
121 122
The conclusion
New Fundraising Cycle
Issues of loyalty,
1. What’s so special about new media giving? Why should I do it?
renewal and • All age groups are giving online… they are wealthier and more educated
and shifted y ounger
stewardship… • People giv e online in the Nederlands – Mama Cash!
Social
Legacies • Get your home page; giv ing form, emails and e-newsletters much more
network: fundraising effective
higher first
2. Why should I integrate new media with traditional fundraising?
Major Donors
point of • Because Oxfam proves phone and web go together to conv ert monthly
Virtual, alt
entry: donors
gift: first gift • Because Oregon Public Broadcasting and Mount Sinai Hospital prov e
$5,000 you get legacy and major gifts online
Middle Donors is for
raised first
someone...
time... 3. Why should I do social network fundraising online:
• Because people are defining themselves electronically on Hyves and
elsewhere and the Nierstichting Elfstadentocht shows people will raise
One off and monthly supporters
Make take money f or y ou online
action first –
4. Trends, planning and human resources
or make • People are making Alternative Giv ing and in Tribute giv ing; Mobile
Non Financial supporters :
micro gift phones need to integrate text and v oice; Hyves and Facebook should be
used more for f undraising
on line and mobile • Making a 3 y ear plan – just do it!
• Finding the right people – human resources – good luck!
Suspects and prospects 123 124
Adapted from A. Botti and M. Inniara 2007
The conclusion
Make your
own luck –
make your
own future...
125
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21