Online Fundraising Sue Fidler, Director, Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd The basics.

Online Fundraising – How to make it work Sue Fidler Ltd - Planning - Audience - Ask - Ease of Use - Donor Choice

Online Fundraising – How to make it work Sue Fidler Ltd Planning

Online Fundraising – How to make it work Sue Fidler Ltd Planning… Objectives Audience Ask On/Offline integration User journey Ways to give Tools Thanking and banking Data management Feedback

Online Fundraising – How to make it work Sue Fidler Ltd Audience

Online Fundraising – How to make it work Sue Fidler Ltd Back to Basics ENQUIRER SINGLE GIFT REGULAR GIFT LEGACY AGE

Online Fundraising – How to make it work Sue Fidler Ltd Back to Basics WEB GENERATION EARLY ADOPTERS BUSINESS USERS SILVER SURFERS

Online Fundraising – How to make it work Sue Fidler Ltd Potential Online Supporters Expect good service, fast/ instant response Read before snail mail and news online Demand information Give higher than average gifts Higher than average income Busy active lives – “cash rich” - time poor Expect personalisation and options

Online Fundraising – How to make it work Sue Fidler Ltd Ask

Online Fundraising – How to make it work Sue Fidler Ltd Donate Sign Up Many ways to give

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd User journey - Where have they come from? What have they seen?

Online Fundraising – How to make it work Sue Fidler Ltd Where have they come from? Donate page Appeal Branded Appeal specific URL

Online Fundraising – How to make it work Sue Fidler Ltd Where have they come from? FULL STORY (WEB COPY) Donate

Online Fundraising – How to make it work Sue Fidler Ltd Where have they come from? ASK/STORY (WEB COPY) Donate Homepage

Online Fundraising – How to make it work Sue Fidler Ltd Where have they come from? ASK/STORY (WEB COPY) Donate THE SAME COPY???

Online Fundraising – How to make it work Sue Fidler Ltd Ease of Use

Online Fundraising – How to make it work Sue Fidler Ltd Ease of Use: -Can they find it? -Is appeal on homepage -Are buttons obvious/above the fold -Appeal specific URL -Short and simple forms -As few steps as possible

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd Donor Choice

Online Fundraising – How to make it work Sue Fidler Ltd I would like to hear from charity X by: –Post – –Phone

Online Fundraising – How to make it work Sue Fidler Ltd Payment types: –Credit Cards –Debit Cards –Repeat Card Payments –Direct Debit –PayPal –Don’t forget: »Offline DD form/Standing Order »CAF card »Postal address »Phone number »Help line?

Online Fundraising – How to make it work Sue Fidler Ltd Donor Choice – Offering alternate ways to give

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd What works....

Online Fundraising – How to make it work Sue Fidler Ltd What works Engaging with supporters Using stories and UGC Allowing them to feel part of something Knowing who they are and what they want Making friends Being informal Integrating on and offline messages Offering multiple ways to give Facilitating easy giving mechanisms

Online Fundraising – How to make it work Sue Fidler Ltd Moving forwards: Expanding the network

Online Fundraising – How to make it work Sue Fidler Ltd Facebook has 500 million users and 50% of these people log on daily. ( Twitter users send out 65 million tweets per day. ( YouTube exceeds 2 billion views a day with the average user spending 15 minutes on the site. ( More than 126 million blogs are on the Internet. ( So just how popular are they?

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd In every generation more than 80% of people think friends asking them to support a charity is an acceptable means of solicitation. Sue Fidler

Online Fundraising – How to make it work Sue Fidler Ltd Getting started:

Online Fundraising – How to make it work Sue Fidler Ltd 1) think about your audience - where are they?

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd Facebook:

Online Fundraising – How to make it work Sue Fidler Ltd But where are they?

Online Fundraising – How to make it work Sue Fidler Ltd Sue Fidler

Online Fundraising – How to make it work Sue Fidler Ltd A place to start: Ask the audience… – and website “quick questionnaire” Which social networks do you use Facebook, MySpace, Linked in… Do you use twitter Do you like watching videos on YouTube Do you read blogs and news feeds like RSS

Online Fundraising – How to make it work Sue Fidler Ltd a surprising example: Sue Fidler

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd Stardoll generated more signups than Facebook, Twitter and YouTube combined Duane Raymond - Fairsay

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd Duane Raymond - Fairsay Alexa's website audience profile for 1GOAL shows that it was disproportionally (vs. the Internet norm) young and female.

Online Fundraising – How to make it work Sue Fidler Ltd 2) Be appropriate Sue Fidler

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd 1. Tell people who you are. 2. Choose a good picture to suit the audience. 3. Don’t setup a profile on every network. 4. Own your subject. 5. Don’t be fake. 6. Be Available. 7. Be Transparent. 8. Write for the web.

Online Fundraising – How to make it work Sue Fidler Ltd 3) Driving traffic to the website.. to sign up, donate etc

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd Use social media as a tool to spread the word it’s a recruitment and relationship building tool

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd Write as a person Talk to people as friends Less formal than “corporate style” Build a relationship Personalise whe re possible

Online Fundraising – How to make it work Sue Fidler Ltd Finally – Monitor and evaluate are you meeting your objectives?

Online Fundraising – How to make it work Sue Fidler Ltd Return on Insight: What you are getting back is learning about how people feel about your organization and the issues you work on. Sometimes nonprofits don’t value this enough. Return on Interaction: How well you are engaging with people. Return on Investment: Are you converting people into supporters? Examining conversions will help you learn how to do social media better and where to invest your time. Return on Impact: Track all the results online and on land. The four I’s: Beth Kanter Care2

Online Fundraising – How to make it work Sue Fidler Ltd Sue Fidler Director Sue Fidler Ltd