A 1.25 hour session presented at the 2009 LGBT Giving Conference in Toronto, Ontario. In the spring of 2008, the Ten Oaks Project launched an online component to augment its annual giving campaign. Targeted specifically to individuals on its eNewsletter mailing list, the Ten Oaks Project wanted to be able to encourage a small first gift from the people who had been following their work, but who had never personally invested in sending kids to Camp Ten Oaks. Through the “Change from $10” campaign, the organization raised an incredible $2,300 in under two weeks for an entirely volunteer-driven, small not-for-profit. Learn how we did it, what tools we used, highlights and lowlights of this first attempt at fundraising online. This session will also incorporate best practices in online fundraising, as well as include examples from other not-for-profits on great ways to easily integrate social media like Facebook, Twitter and YouTube to raise funds for the time and resource strapped small charity.

1. Online Fundraising for Small Charities

3. A social innovation that uses the arts to transform teaching and learning in Canada

5. You know you work in a small shop when…

6. 1 2 3 Learning outcomes

7. Get Your Feet Wet

8. Where it all started

10. Web 1.0

11. WebsiteDonate Buttone-newsletter

12. Unidirectional

13. Web 2.0

14. Social mix

15. Going social = Two Way

16. Rule of thirds

17. 1/3WEbsite

18. a + 1/3WEbsite 1/3OneWaY

19. a 1/3WEbsite + 1/3Social + 1/3One WaY

20. Which comes first?

21. When you’re in a small shop… Laura S. Quinn - A Pyramid of Online Communication Methods

22. Take a Poll

23. COnnecting

24. Inspired

25. Why Go online

26. Who is on the list?

27. Business case?

28. Our Campaign – The Plan

29. Don’t be Late to the party

30. KIds

31. Send 5 Kids to camp Ten Oaks 2 1 1 4 5 3 Cost per camper $600. Total cost $3,000.

32. Pick your tools

33. online donation options

34. Our Campaign - Execution

37. #1 #2 #3 #4

38. Email #1 Change from $10 - Help us send 5 kids to Camp Ten Oaks

39. Email #1 Change from $10 - Help us send 5 kids to Camp Ten Oaks Subject line

40. Email #1 Change from $10 - Help us send 5 kids to Camp Ten Oaks From line

41. Email #1 Change from $10 - Help us send 5 kids to Camp Ten Oaks Preview pane

42. Email #1 Change from $10 - Help us send 5 kids to Camp Ten Oaks

43. Email #1 Change from $10 - Help us send 5 kids to Camp Ten Oaks

44. Structure of an Effective email Dear <<First Name>>, Two paragraphs http:// Link to action on website Two paragraphs http:// Link to same action on website Two paragraphs Closing Signed, (name) PS http:// Link to same action on website

45. Email #2 We're 30% of the Way to Our Goal - Give $10 to Help Us Send 5 Kids to Camp Ten Oaks

46. Email #2 We're 30% of the Way to Our Goal - Give $10 to Help Us Send 5 Kids to Camp Ten Oaks

47. Email #2 We're 30% of the Way to Our Goal - Give $10 to Help Us Send 5 Kids to Camp Ten Oaks

48. Email #3 Only 2.5 More Kids to Go - Donate $10 to Help Us Send Kids to Camp Ten Oaks

49. Email #3 Only 2.5 More Kids to Go - Donate $10 to Help Us Send Kids to Camp Ten Oaks

50. Email #3 Only 2.5 More Kids to Go - Donate $10 to Help Us Send Kids to Camp Ten Oaks

51. Email #3 Only 2.5 More Kids to Go - Donate $10 to Help Us Send Kids to Camp Ten Oaks

52. Email #4 Last Chance to Create Change for 5 Kids - Donate $10 to Camp Ten Oaks Today

53. How did we do?

54. 102

55. 59

56. 43

57. $2,331 average gift size $39

58. How do others do?

59. Surprises!

60. Size matters. Really?

61. Explore. And Borrow.

62. Just enough planning

63. Embrace your Mistakes

64. Integrated Campaigns

67. Holly WaggTwitter @HollyWagghwagg@artssmarts.ca613.567.2787www.artssmarts.cawww.tenoaksproject.org