1. 7 things my grandparents taught me about DIGITAL FUNDRAISING
Key messages:
We think digital is the ‘new’ way however the fundraising is most effective when based on the trusted ‘old’ way of raising money.
Statistics show that online fundraising has not grown as quickly as thought and still most donations are canvassed offline
Digital can help us in both awareness and fundraising
Janie Alcock

2. Treat people like family
Key messages:
Know your donors in order to effectively use digital for fundraising
Ways to gather data include - website, online campaign, survey, petition, free content, webinar, games, networking & offline
Personalisation expected and necessary to cut through
Trust needs to be earnt
Nurture the ongoing relationship
Facts;
Focus on users not competition (c)

3. Tell a good story Key messages:
Consistency of messaging throughout offline and online and
Remove silos across organisation and create cohesive storylines e.g events, comms
Make an ask
Working well online – videos, strong imagery, good experience
Break down goals to bite size achievable amounts
Facts;
2 in 5 donors respond to hearing a specific need
(e) Dynamic content is more effective

4. Know your tools Key Messages: Digital tools include; Website
Donation platform
Cloud based database
Social Media
Peer to peer platform
Crowdfunding sites
Big data
Not all digital tools are appropriate to use for your campaign
Need to upskill staff
Digital needs wise investment
People have no tolerance for online issues
Must keep up to date
Facts;
Dynamic content key for all industries e.g. Netflix thumbnails differ for different users
(a) Blockers to donations include – not being aware of need, not seeing impact. Enablers to donations include – communicating impact, mission and vision, positive donor experience, simple giving process
(b) revenue increased by 24% in 2017 and accounted for 28% of all online giving. Increase to 40% of mobile visitors, 68% donors use a desktop. Retention key – online first time donors had a retention rate of 25%
(d) has a median ROI (Return On Investment) of 122% – over 4x higher than other marketing formats including social media, direct mail, and paid search. 

5. The power of involvement
Key messages:
Provide meaningful engagement
A donation is more likely from someone involved in a non-financial way
‘Listen’ to your donors online
Facts
(d) 79% of donors have volunteered within the last 12 months.
(f) People who volunteer donate twice as much money to charity as other donors

6. News travels fast Key Messages:
Promotion essential to cut through online
Digital tools help promote your cause as well as your own website and social media – SEO, Google Ad words, Google grants
Facts:
Advocacy and awareness on the rise online

7. Taste it Key Messages: Must have a strategic plan
Importance of following a plan
Carry out data analysis
Test and monitor
What is working and isn’t working?
Make changes constantly
Facts;
(c) Use data not opinions

8. Say thank you Key messages: Thanking needs to be timely
Thanking needs to be personalised
Consider creative ways to thank using digital

9. Off we go All fundraising needs strategy, expertise and resources.
Key Conclusions:
Best combination for long-term fundraising for coming year needs combination of offline and online efforts
Digital is not a quick, cheap solution
At the moment, digital is not a replacement for face-to-face or direct mail fundraising
It is needed for engagement, simplifying tasks, supporting other fundraising efforts and generating leads
Approaching digital fundraising needs the same strategic planning, innovation and expertise as offline

10. I would love to answer any questions hellojanie@alineado.com.au
RESEARCH used in key messages
FURTHER REFERENCES
FIA –
IoF -
McCrindle –
M+R -
Heartburst Digital –
Ntegrity –
Moceanic -
Pareto Fundraising –
FnP -