1. Creating a
Digital Fundraising
Solution.
Sue Fidler, Digital Consultant,
Sue Fidler Associates
Paul Martin, Head of Fundraising and
Communications, MAF UK

2. MAF UK
• Mission to reach isolated communities through
aircraft and technology to transform lives physically and
spiritually.

3. MAF UK

4. MAF UK 2008
• MAF ‘medium’ not large at £8.x M
• Has been ‘traditional’ DM based
• Traditional successful but signs of
challenges.
• No clear strategy. No real external view.
• Organisation set up purely for print
• Same communications for nearly all.
• Old website, no email, no social media.

5. MAF UK 2008
Why change – everything is fine?

7. The 3 Most important messages:-
Why, Why & Why?
• Fundraising does not exist in isolation.
• Make the case, discuss it and reinforce it.
• Need data and external context

8. The 3 Most important messages:-
Why, Why & Why?
• More competition – all chasing same donors.
• Traditional...wonderful donors dying off.
• New donors... all generations are now different.
• Existing donors need time to change!

9. We need to be lighter on our feet
and pack more punch!

10. Fundraising Strategy Conclusions
• For MAF a Strategy alone was not enough
• Digital Fundraising a key method for growth.
• Needed;
– new teams – aligned to the priorities. E.g. New
supporters and donors
– new skills – design, copy, technical
– new approach – matrix working project teams

11. We called this the Transition Project.
This changes everything...

12. A Step Change – Balanced Growth.
• How do you step change and keep it all going?
– Don’t start unless you can take the pain.
– You need to win the board, time and resources.
– You need a great team – to keep on going.
– You need perseverance – change takes time.
– You need plan to adapt – it will need to change!

13. How can we change?
– Develop your team – understand their skills
– Create project team leaders – identify & train
– Multi-skilled – cross team – start to finish.
– Everyone owns the problem, solution & praise!
– Phase it or it will fail. Have a clear plan.
– Make change the day job – not an extra.
– Communicate frequently across methods.

14. Traditionally its a standoff
Digital vs Direct Mail – Who will
win?

15. The Third Way - Integration
– How do you add to a packed programme?
– Create new streamlined processes
– Don’t integrate for the sake of it.
– Bring all channels together – one hub.
– Have one plan not several parts.
– Encourage – push – people together.
– Create roles with integration built in.

16. Brand DNA & Digital
– Brand is the essence, the values in everything.
– It reflects trust, value and cause = fundraising
– Different digital style – same brand?
– Does the logo fit? Mobile = punchy, button like?
– Does the brand feel different online?
– Is there more room to express the brand?
– How do we look and feel the same charity?

17. A Consultants View
Starting from scratch.
The Effect of a Digital Change.

18. Fundraising is all about engagement.
So how do we engage people online?

19. Step 1 - Website
While the website is only a small part of
“digital” it is CORE to your online
presence

20. 2008

21. Now

22. Starting process for new site and CMS
– Developing a Digital Strategy to define
organisational objectives
– Reviewing brand and brand guidelines
– Stakeholder meetings to discuss functionality,
design, navigation, architecture and feel
– Statement of Requirements
– Invitation to tender
– New site and CMS build

23. Step 2 –
What engagement do we already have?

24. Prayer Diary
PDF version

25. BLOG version

26. Web version

27. TWITTER
version

28. Overseas Staff Stories

30. BLOG version

31. Web version

32. FACEBOOK
version

33. Enews version

34. Other changes:
– Developed email marketing using CharityeMail
• More regular, structured, audience specific editions
– Developed YouTube channel and Flickr
• More videos being made and published
– Extended use of Facebook and Twitter
• More staff input, more/mixed messages
– More information and advertising of regional
fundraising events

35. Other changes:
– Developed Search Engine optimisation
– Facebook Advertising
– Planned messaging
• Digital plans to ensure homepage, facebook, twitter,
YouTube and email all have the same threads
– Integration
• Forward planning on and offline messaging

36. Results

37. Results – web visitors
80000
70000
60000
50000
40000
30000
20000
10000
0
2009 2010 2011

38. Results - facebook fans

39. Results – Facebook interaction

40. Results – Twitter followers

41. Results - Youtube views

42. Results - Donations
EAST AFRICA APPEAL 2009
2010
2011
HAITI APPEAL
SUMATRA APPEAL
Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

43. So what has changed?
– Team development
Supporter
Fundraising Publications Comms Relations
& RE

44. RE
Web Dev Integration
Regional/
Ire/Scot
Integrated
Campaigns S/C and Online
MAF UK
Strategic Priorities
Prayer, Acquisition CMS CORE MATRIX TEAM Youth And
Fundraising, Project Children
PR, Recruitment
Social Networks
Digital Strategy And email
Site Dev

45. So what has changed?
– Team development
– Staff development
• Training
• Encouragement
• New posts – web manager, online copywriter
– Integration – showing how on and offline
supplement each other

46. So what has changed?
– Success
• Gained in skills
• Gained in awareness
• Gained in understanding
• Gained in confidence

47. Small Steps
- Small Changes

48. http://www.slideshare.net/suefidler/
Sue Fidler
Sue Fidler Associates
sue@suefidler.com