Building Donor Relationships Sue Fidler

and Internet The solution to the DM fundraisers dream cheap, segmented, personalized and instant communication with full, real-time reporting Sue Fidler Building Donor Relationships

Sue Fidler Introduction – who’s using the web? The Mechanics The Ask Improving Donations Building Relationships The Future of Fundraising

Sue Fidler Who’s using the web? Building Donor Relationships

Who is using “e” communications? 36+ Million people have access in UK > 65% of the UK population > 75% have broadband *Neilson Net Ratings Sue Fidler Spend 10 hours a month on line - 25 million active surfers* Mobile penetration will top 100% in more mobiles than people Building Donor Relationships

> 32 million texts sent per day in UK What are they doing? Sue Fidler > 60 billion s sent daily worldwide > over a billion web pages Building Donor Relationships

Making Sense of New Media Sue Fidler

HIGHEST INCOME MIDDLE INCOME LOWEST INCOME

Sue Fidler Online Fundraising – The Mechanics Building Donor Relationships

Sue Fidler Building Donor Relationships Credit and Debit Cards: Worldpay, Secpay, Secure Trading, CTT … CAF, Justgiving, Be My Charity Direct Debits: Rapidata, Secpay, Secure Trading, CTT … CAF, Justgiving, Be My Charity

Sue Fidler Building Donor Relationships Shopping: Build/buy a shop linked to a credit card provider In-house or outsourced fulfilment? Use an outsource shop provider – either fulfilment agency or shop provider ebay

Sue Fidler Building Donor Relationships What you should be looking for Flexibility – multiple appeals, source codes Security Integration – look and feel control Options – gift aid, data protection statements, Import capabilities, automated replies etc

Sue Fidler Building Donor Relationships SMS Giving Reverse Billing - charges 40-50% of donation Paypal LUUP Lower costs but need to open an account

Sue Fidler Building Donor Relationships Other Asks: Shares, Gifts in Kind In celebration, in memoriam, birthdays etc Payroll giving Legacies Corporates, Community, Trusts and Grants

Sue Fidler Online Fundraising – The Ask Building Donor Relationships

Sue Fidler

But… Building Donor Relationships Most charities report doing less than 5% of their voluntary income online So why aren't donors giving online?

Back to Basics Building Donor Relationships Sue Fidler ENQUIRER SINGLE GIFT REGULAR GIFT LEGACY AGE

Back to Basics Building Donor Relationships Sue Fidler WEB GENERATION EARLY ADOPTERS BUSINESS USERS SILVER SURFERS

HIGHEST INCOME MIDDLE INCOME LOWEST INCOME

Potential Online Donors Building Donor Relationships Sue Fidler 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

So how can we improve donations? Building Donor Relationships Sue Fidler

Make it easy Make it obvious Building Donor Relationships

Basic Rules Informative website Collect names and s on EVERYTHING Online donate options on all offline materials Offer every way to give Building Donor Relationships Sue Fidler Put ASK or ACTION at the top of the site Make it a one click activity

Donate Sign Up Many ways to give Sue Fidler

Integrate On and Offline Campaigns Building Donor Relationships

dM Ask ReminderTeaser Building Donor Relationships Sue Fidler Traditional DM appeal

dM Ask Teaser Reminder Building Donor Relationships Sue Fidler Online users open before post 1p

dM Ask Teaser Reminder Magazine Above the line TV Donate on website newsletter Story on website Building Donor Relationships Sue Fidler Integrate on-line and offline messages

Case Study - Upgrade Campaign Launched in magazine Supported by Banner on members site Greenpeace Building Donor Relationships Sue Fidler 42% of responses were made online before dM started Average upgrade online was 36% higher than offline

Building Relationships The Future Of Fundraising Building Donor Relationships Sue Fidler

Donors and Enquirers want to feel involved… Building Donor Relationships Sue Fidler And are beginning to coalesce around online communities

What is a community? Sue Fidler it provides a venue for exchanges between individuals as part of a more or less defined group. it encourages the sharing of opinion, knowledge and/or information between those individuals. it elicits or builds on a sense of "belonging" to a group in the individuals who participate. Building Donor Relationships

What is an online community? Sue Fidler Is an Interactive Space: Has a distinctive focus Integrates content and communication Incorporates member-generated content From Net Gain: Expanding Markets Through Virtual Communities by John Hagel III and Arthur Armstrong Building Donor Relationships

Who is your online community? Sue Fidler Most important question No.1 Building Donor Relationships

Audiences Sue Fidler Supporters family friends colleagues community Building Donor Relationships

Audiences Sue Fidler So each potential audience group may have a network that you can expand your ‘community’ into Building Donor Relationships

What are they looking for? Sue Fidler Most important question No.2 Building Donor Relationships

Purpose Sue Fidler Provide Networking Build brand Provide Support Provide Service Building Donor Relationships Campaigning Fundraising

What tools suit the audience and purpose? Sue Fidler Most important question No.3 Building Donor Relationships

Tools: Sue Fidler Website SMS Building Donor Relationships Telling your stories/communicating with supporters:

Tools: Sue Fidler Chat room Discussion Forum Blogs Pictures Videos Building Donor Relationships Allowing supporters to communicate:

Building Donor Relationships Sue Fidler

Building Donor Relationships

Sue Fidler Building Donor Relationships

Sue Fidler

Back to Basics Building Donor Relationships Sue Fidler WEB GENERATION EARLY ADOPTERS BUSINESS USERS SILVER SURFERS

Tools: Sue Fidler Networking: MySpace/Bebo/Facebook - build networks around people personal profiles blogs chat photos music videos Building Donor Relationships

Conclusion Sue Fidler Building Donor Relationships Web is not yet a major income generator Internet, and SMS are extremely good for collecting names, building relationships and developing donors Online communities can extend the brand and give supporters a social community Online fundraising is extremely cost effective for collection, thanking and banking Today’s web generation are tomorrows donors

Building Donor Relationships Sue Fidler