Ted Hart at Digital Leap 09

1. Solid Advice for Success
Online: Fundraising and
Social Networking
Presented by Ted Hart
1

2. Percentage change in giving during years with 8 months or more of
recession
Total Individual Foundation Corporation
11
1970 1974 1982 2001
.0
%
7.
7%
5.
6%
0.
7%
-0
.
2%
-2
-2
.
.
-3
2%
4%
.
-3
0%
-3
-3
.
.
.
7%
9%
9%
-5
-5
-5
.
0%
.
.
3%
4%
-6
.5%
Data provided by Center on Philanthropy at Indiana
-1
6
.6
%
Inflation-adjusted total giving, 1967–2007
Showing recession years and years with decreases
$350 Data provided by Center on Philanthropy at Indiana
($ in billions)
$300
Year with at least one month of recession
"Slowdown" year
$250
Data from Giving USA Report
$200
$150
$100
$50
$0
1967 1972 1977 1982 1987 1992 1997 2002 2007
2

3. Communicate
o Time for communication with donors
The Shift to Online
Decreasing Traditional
Marketing Increasing Online
Marketing
MarketingSherpa’s 5th Annual Business Technology Marketing
Benchmark Guide 2008–09
©2009 Ted Hart
3

4. It’s All About Relationships!
…not technology
Concentrating on
the needs, wants,
and satisfaction of
your donors.
©2009 Ted Hart
Fundraising
©2009 Ted Hart
4

5. Start
Inspiring
Action
©2009 Ted Hart
Marketing
©2009 Ted Hart
5

6. Start
Communicating
WITH
©2009 Ted Hart
The Next Generation
of ePhilanthropy
ePhilanthropy – The use of the Internet for philanthropic
purposes.
Social Networking and Web 2.0 Sites –
Interactive sites where both the site owner and the site visitors
create the content.
People to People (P2P) Fundraising – Fundraising
that is inspired by charities but is initiated or untaken by
people connecting with their family, friends and colleagues to
raise money for the causes they support.
©2009 Ted Hart
6

7. Online Basics
There are almost as many strategies as there are
nonprofits. However, to get started:
1. Establish an Informative Website (Content)
2. Collect Email Addresses
3. Communicate with those who opt in
4. Offer the option of online giving (encrypted)
5. Recruit and manage Volunteers online
6. Comply with Regulations and laws
7. Understand Privacy and Security Issues
©2009 Ted Hart
Online Giving Estimates:
$Mil (USD*)
Estimates in:
2007
 2001 = $550 Million
2006
 2002 = $1.1 Billion
2005
2004
 2003 = $1.9 Billion
2003
 2004 = $2.62 Billion
2002  2005= $4.53 Billion
2001  2006= $6.87 Billion
2000 2007 = $10.44 Billion
1999
0 2000 4000 6000 8000 10000 12000
The United States represents:
Source: tedhart.com and
Harvard University Initiative  Slightly more than ½ the Global Online
on Social Enterprise Philanthropic Market
 Globally more than $20 billion (’07)
©2009 Ted Hart
7

8. Donors Who Get Email Give +
ASPCA donors 70
with email: 60 $68
Gave 112% more on 50
and offline 40 Donors with
email
Gave 85% more gifts 30 Donors
$32 without email
54% increase in 20
recency
10
15-20% higher 0
average gift Av. Revenue Data provided by
convio.com
©2009 Ted Hart
Online Toolbox
Ted’s 7 Areas For Online Planning
1. Social Networking and Community Building
2. Communication/Education and Stewardship
3. Online Donations and Membership
4. Event Registration and Management
5. Prospect Research
6. Volunteer Recruitment and Management
7. Advocacy and Activism
©2009 Ted Hart
8

9. The Equation
Online Fundraising
+ Social Networking
======================
People to People (P2P)
Fundraising
People to People (P2P) Fundraising – Fundraising
that is inspired by charities but is initiated or untaken by
people connecting with their family, friends and colleagues to
raise money for the causes they support.
©2009 Ted Hart
P2Pfundraising.org
Newsletter New Book
Online
Forums Virtual
Seminars
•Boards
•Communications
•ePhilanthropy
•Nonprofit Law
•Fundraising
•Volunteer
Management
Live Training
The Next Generation of ePhilanthropy
9

10. A New Breed of Donor:
• Read email before snail mail
• Give higher than average direct mail gifts
• Busy, satisfy interests on their schedule
• Expect personalized information
• Require immediate feedback
• Demand information
©2009 Ted Hart
Tradition….
Periodic Donor Outreach
Charity
Benefits,
Telethons
Marathons, Donors
Direct Mail,
Charities Events
Provided by
©2009 Ted Hart
10

11. ePhilanthropy
Communication To Individuals
Web Site
Email
Online
Donations
Charities Donors
Newsletter
Provided by
©2009Ted Hart
How to Really Succeed….
People to People Fundraising
Social
Networking
Online
campaigns
Charities Groups Donors Friends
Provided by
©2009 Ted Hart
11

12. See The Future…
Social More Affluent Donors
Networking
Users
Age 21-45 Age 45-75+
Provided by
©2009 Ted Hart
People to People Fundraising
Organization
Where Fundraising
and
Social Networking
Existing Meet
Members
Peers Peers Peers
Peers Peers Peers
©2009 Ted Hart
12

13. The Aunt Mable
Effect
©2009 Ted Hart
The Future Is Now
Then… Now.
Thank you Bryan Miller and Optimus (France)
©2009 Ted Hart
13

14. Barack Obama
From the Washington Post and Barack Obama.com
-- Obama raised more than $500 million online in his 21-month
campaign.
-- 3 million donors
-- 6.5 million donations
-- 6 million donations in increments of $100 or less
-- Average donation was $80, and the average Obama donor gave
more than once.
-- Obama had 5 million supporters in Social Networks. He maintained
a profile in more than 15 online communities, including BlackPlanet,
Eons, Facebook. On Facebook, about 3.2 million signed up as his
supporters.
-- A million people signed up for Obama's text-messaging program.
©2009 Ted Hart
MyBarackObama.com
o 2 million profiles were created. 200,000 offline
events were planned, about 400,000 blog posts were
written and more than 35,000 volunteer groups were
created.
o 3 million calls were made in the final four days of
the campaign using MyBO's virtual phone-banking
platform.
o 70,000 people raised $30 million.
o 13 million addresses. Over the course of the
campaign, aides sent more than 7,000 different
messages. In total, more than 1 billion e-mails
landed in inboxes.
©2009 Ted Hart
14

15. Ted’s Relationship Tips
1. Faces
Post photos of your clients, supporters,
events etc. Avoid pictures of just buildings.
This helps visitors feel like they know you.
o http://www.flickr.com
o http://www.slide.com
2. Video
Add Video clips to your website. Many of
us learn with our ears as well as our eyes --
don't miss out on this additional way to
connect.
o http://youtube.com/nonprofits (USA)
o http:/fr.youtube.com (France)
o http://youtube.com/youtubeonyoursite
©2009 Ted Hart
Ted’s Relationship Tips
3. Teach
We all like learning new things.
Help supporters connect by
providing them with useful articles
and FAQ lists instead of just trying
solicit a gift.
4. Link
Showcase your generosity by
providing visitors with other
articles and links to helpful
websites (with permission).
©2009 Ted Hart
15

16. Ted’s Relationship Tips
5. Feedback
Ask for feedback and comments. This
helps supporters know that you're in the
business of serving them and that you
take their opinions seriously.
6. Define
Define any confusing terms in your
copy. Let them know exactly what
action you want them to take. People
respond better to clear instructions.
When people feel comfortable with
their online experience, they're more
willing to support.
©2009 Ted Hart
Ted’s Relationship Tips
7. Differentiate
Don't let people choose between
you and your competitors. Let them
know that you're the only one who
can help them. Write articles,
create presentations and
demonstrate your expertise.
8. Genuine Copy
When writing website copy, direct
your message to one person who
represents your target audience.
Speak to him or her from the heart.
Whenever possible, personalize
your emails by using first names and
other personal information.
©2009 Ted Hart
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17. Ted’s Relationship Tips
9. Relevant
Convince your target audience that you
know and understand their problems by
sharing stories and specific examples.
10. Communicate
Don't let prospective supporters slip away.
Make every effort to get them to give you
their first name and email address by
offering them a free e-book, report or other
content of value. Stay in touch with
prospective clients by sending them a
regular e-newsletter with useful tips and
friendly updates about your company.
©2009 Ted Hart
Google for Nonprofits
http://www.google.co.uk/nonprofits/
©2009 Ted Hart
17

18. http://www.google.co.uk/grants/
Awards free AdWords advertising – up to $10,000 per month – to qualified organisations
"AdWords quickly
became one of our most
powerful
communications tools
and most efficient
funding channels." In
Two months online traffic
grew 2000%.
Annie Maxwell
COO, Direct Relief
International
Google Analytics
http://www.google.com/analytics/
Google Analytics is FREE, tells
you everything you want to
know about how your visitors
found you and how they
interact with your site.
•track visitor flow through your site
•view the source of referrals
•see how well visitors make it
through a conversion process
•such making a donation or
•signing up for a newsletter.
©2009 Ted Hart
18

19. Free Services
http://www.yahoogroups.com
Includes community building tools: calendar, a file-sharing area,
chats, and polls
http://groups.google.com
http://groups.msn.com
http://www.coollist.com
http://www.topica.com
doesn't insert advertising into your listserv messages but does
include ads when you send newsletter-style e-mail messages
•PC Magazine Tips:
http://www.pcmag.com/print_article/0,3048,a=25845,00.asp
©2009 Ted Hart
Security
Be sure that the website's URL always
begins with https://
The "s" in "https://" at the beginning of
the URL means you are logging into a
secure page.
Look for:
©2009 Ted Hart
19

20. Privacy
o DMA Privacy Policy
Generator: Answer 16
Questions and a
Privacy Policy will be
generated for your
website
http://www.the-dma.org/privacy/creating.shtml
©2009 Ted Hart
Social Networking Sites
©2009 Ted Hart
20

21. Key Trends Driving Social Networking
o Power is moving from institutions to
communities
o Business innovation is shifting to
bottom-up model
o Value is shifting from ownership to
experiences
o User generated content, reliance on
viral marketing
SOURCE:
Forrester Research
Social Computing: How Networks Erode Institutional Power, And What to Do About It
Feb 2006
©2009 Ted Hart
myspace.com
- ~ 263 million monthly active users
- record 4.5 billion page views in one day
- 14 Billion comments on the site
- 50 Million mails per day
- 10 Billion friend relationships
- Purchased by Newscorp for $580 million in 2005
www.web-strategist.com
21

22. facebook
- ~ 200 million active users
- 250,000 new registrations per day
- More than 14 million photos uploaded daily
- More than 6 million active user groups on the
site
- Microsoft paid $240 million in 2007 for 1.6%
stake ($15 Billion valuation)
www.web-strategist.com
Facebook Reaches 200 Million
Fastest Growing
Populations in
2009
35- 54 276.4%
55+ 194.3%
©2009 Ted Hart
22

23. Linkedin
-~ 40 million registered users
- 2006-2007 - 189% growth for Linkedin versus
125% growth for Facebook
WebProNews
Ning Social Networking
TU Diabetes has 8000+
members in their ning
social network
ASPCA has
24,500+
members in their
ning social
network
800% increase
over 2008
©2009 Ted Hart
23

24. Un exemple de réseau social créé avec
la plate-forme Ning : WWF
Facebook Causes
©2009 Ted Hart
24

25. For Example
©2009 Ted Hart
For Example
©2009 Ted Hart
25

26. For Example
©2009 Ted Hart
Ted Hart’s 10 Tips
For Nonprofit Social Networking
1. Join several social networking sites
2. Write profiles that establish your
credentials
3. Take advantage of applications and
widgets
4. Join groups and forums
5. Seek out recognized authorities
©2009 Ted Hart
26

27. Ted Hart’s 10 Tips
For Nonprofit Social Networking
6. Be selective about your “friends”
7. Proactively write recommendations for
valued clients
8. Build your own network
9. Use privacy settings and street smarts
10. Avoid aggressive marketing
©2008 Ted Hart 53
THANK YOU!
Ted Hart, ACFRE, ePMT
President
http://tedhart.com
9101 Carriage House Lane
Columbia, MD 21045
v 410.303.8370
f 563-405-5966
AOL & Y! Instant Messenger: tedhartusa
Skype: tedhartusa
Email: tedhart@tedhart.com
TXT Messenger: tedhart@vtext.com
©2009 Ted Hart
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