Beyond Smoke and Mirrors Getting Clear about Generating Revenues On line ! Kristina Carlson President FundraisingInfo.Com

Housekeeping...  One Thing – Business Cards  Participatory – now 2 in a row  Questions  Have a web site  Accept donations  Collect addresses  2002 ePhilanthropyFoundation.org

Some Smoke...  has been called “the next big wave” -Boston Globe  “the potential to save nonprofits big dollars” -Chronicle of Philanthropy  2002 ePhilanthropyFoundation.org

FACTS...  Hope is not a strategy  Money follows involvement  Every dollar counts

Some Smoke...  we are going to revolutionalize workplace giving  This will replace your current events  We don’t have to spend money on that…my son/daughter/fellow board member can build your web-site  2002 ePhilanthropyFoundation.org

Facts!  In 1999, about 4 percent of donors contributed online, giving about $10-million.  In 2000, an estimated $250-million.  Maybe $550 million in 2002  2002 ePhilanthropyFoundation.org

A little smoke…  By 2010 one-third of money donated will be given online.  At current levels, this represents $64 Billion. -Harvard University: Initiative on Social Enterprise  2002 ePhilanthropyFoundation.org

Reality: Internet Unites  $138 million online from Sept 11 – Jan 16, 2002, from over 1.4 million donors  2002 ePhilanthropyFoundation.org

Post-September 11 Lessons ePhilanthropy success accentuates:  1) relationships matter  2) credible and available online technology is essential  3) the mission of the organization/cause is paramount (sense of urgency is essential)  2002 ePhilanthropyFoundation.org

Fact: the speed of the Internet No other twentieth century technology, not even the telephone, has enjoyed such rapid growth, not even the computer itself. To reach 10 million users?  Radio ………………………20 years  Television ……………….. 10 years  Netscape ………………… 28 months  Hotmail ………………….. 7 months - According to Newsweek  2002 ePhilanthropyFoundation.org

What We Know  Most make first gift or second gift via the Internet  Give higher than average gifts  Currently average age approximately 35 years old  But, 55+ is fastest growing segment of Internet users Internet Users and Donor Profiles  2002 ePhilanthropyFoundation.org

New Breed of Donor  Reads before snail mail  Give higher than average direct mail gifts  Busy, satisfy interests on their schedule  Expects information to be personalized  Expects immediate feedback  Demands information/stewardship  2002 ePhilanthropyFoundation.org

50 million Americans over age 18 have Internet access AND give time to charities and cause related groups. »Craver, Mathews, Smith & Co., Landmark Study on Socially Engaged Internet Users, 1999  2002 ePhilanthropyFoundation.org

THE RULES STILL APPLY sm (it is all about relationships, not technology)  2002 ePhilanthropyFoundation.org

ePhilanthropy Toolbox  ePhilanthropy techniques fall into six categories: 1.Communication/Education and Stewardship 2.Online Donations and Membership 3.Event Registration and Management 4.Prospect Research 5.Volunteer Recruitment and Management 6.Relationship Building and Activism  2002 ePhilanthropyFoundation.org

10 Rules of ePhilanthropy Rule #1: Don't become invisible If you build it, they won’t just come. Building an online brand is just as important and just as difficult as building an off-line brand Rule #2: It takes "know how" and vision Your organization’s website is a marketing and fundraising tool. NOT A TECHNOLOGY TOOL. Fundraisers and marketers need to be driving the content, not the web developer.  2002 ePhilanthropyFoundation.org

10 Rules of e Philanthropy Rule #3: Its all about the donor Put the Donor First! Know your contributors. Allow donors to tell you what they want to see Rule #4: Keep savvy donors, stay fresh & current Make online giving enjoyable and easy. Give the donor options. Use the latest technology. Show your donor how their funds are being used.  2002 ePhilanthropyFoundation.org

10 Rules of e Philanthropy Rule #5: Integrate into everything you do Your website alone will do nothing. Every activity you have should drive traffic to your site. Rule #6: Don’t trade your mission for a shopping mall Many nonprofit websites fail to emphasize mission, instead turning themselves into online shopping malls, without even knowing why.  2002 ePhilanthropyFoundation.org

10 Rules of e Philanthropy Rule #7: Ethics, privacy and security are not buzzwords Many donors are just now deciding to make their first online contribution. They will expect that your organization maintains the highest standards of ethics, privacy and security. Rule #8: It takes the Internet to build a community Many nonprofits (particularly smaller ones) lack the resources to communicate effectively. The Internet offers the opportunity to cost effectively build a community of supporters.  2002 ePhilanthropyFoundation.org

10 Rules of e Philanthropy Rule #9: Success online means being targeted The website alone is not enough. You must target your audience and drive their attention to the wealth of information and services offered by your website. Rule #10: ePhilanthropy is more than just e-money ePhilanthropy is a tool to be used in your fund raising strategy. IT SHOULD NOT be viewed as quick money. There are no short cuts to building effective relationships. But the Internet will enhance your efforts.  2002 ePhilanthropyFoundation.org

National Organization 80+ page bond, magazine Reply card had no place for an address & no mention of on-line donations but thanked me for using my own stamp to save them money. Because of cause had references to the need to save paper. Planned gift response card…pointed to web-site and asked for .

Small Organization Web-site has many places to “register” and/or “join” Registered users get e-newsletter Registered users can send Organization’s greeting cards to friends and/family Registered users can use interactive section of site to play games, plan outings and more Every page with significant content has a “tell-a- friend” page. 10% of visitors become registered users = excellent.

3/8/2001

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 People give to people  Case, Leadership, Strategy Last Thought…

Thank you! Kristina Carlson President FundraisingINFO.com and ePhilanthropy Foundation Trustee 133 Carnegie Way, Suite 1150 Atlanta, GA