1. Class #7, March 11, 2010 Online Fundraising Leah Kopperman, leah@makewavesnotnoise.comleah@makewavesnotnoise.com

2. Online Fundraising in 2009 According to Network for Good, online giving in December 2009 grew 25% compared to 2008. According to Blackbaud, it grew 32%. The average online gift size in December 2009 remained about the same as in December 2008. The average gift processed via Network for Good was $153 (a 4% drop), and the average gift processed via Blackbaud was $244.17 (a 2% drop).

3. Online Fundraising Statistics Resources Big Duck http://www.bigducknyc.com/resources/new sletter_detail/fundraising_2009_was_it_go od_for_you http://www.bigducknyc.com/resources/new sletter_detail/fundraising_2009_was_it_go od_for_you Blackbaud via SlideShare http://www.slideshare.net/smaclaughlin/20 09-online-giving-trends http://www.slideshare.net/smaclaughlin/20 09-online-giving-trends

4. “Community building is fundraising – you cannot separate the two.” Stephen R. MacLaughlin Fundraising should be a central focus in your online strategy, but that doesn’t mean that everything should be a solicitation. Just like offline, people give to organizations they feel connected to in some way. Your online strategy should work to build personal connections with your constituents.

5. Constituent Expectations People who live online spend time in places with well-developed services; their expectations are shaped there. http://www.alexa.com/topsites/countries/US –Google, Facebook, Yahoo, Wikipedia, eBay, Amazon raise the bar for everyone online.

6. Constituent Expectations Online audiences expect: –to find what they’re looking for quickly, easily and accurately –to have a wide variety of choices –to shape their own experience –to have unrestricted access to the information they seek –to connect and share easily with their friends and other people

7. Planning, compromise, coordination Your organization’s online strategy must serve a number of needs simultaneously It should not be drive by solely by the communications office or the IT staff; all important parts of the organization must participate in online planning and strategy Play nice with others, be willing to give and take

8. Online Strategy Development Resources We Are Media (NTEN) http://www.wearemedia.org/beginner http://www.wearemedia.org/beginner NonProfit Web Strategy http://www.nosamis.org/ http://www.nosamis.org/ NTEN http://nten.org/learn/bytopic/planning http://nten.org/learn/bytopic/planning

9. Turn Supporters into Fundraisers Online strategy should include support for developing peer-to-peer (social media) connections –Recruitment (how do you get them to come to you?) –Cultivation (how do you keep them interested in you?) –Activation (how do you get them to do something for you?)

10. Turn Supporters into Fundraisers Offer them tools to do what they want (widgets) Steward them: treat them as if they themselves gave you all of the money that they raise for you. All the things that work offline for you can work online: incentives, matches, live events

11. Volunteer Fundraiser Resources ChipIn http://www.chipin.com/overviewhttp://www.chipin.com/overview WeAreMedia “Social Networks (and widgets) for Community Building, Taking Action and/or Fundraising” http://www.wearemedia.org/Tactical+Track+Module+5 “Widget toolkit” http://www.wearemedia.org/Tool+Box+Fundraising+Widgets+and+Apps http://www.wearemedia.org/Tactical+Track+Module+5 http://www.wearemedia.org/Tool+Box+Fundraising+Widgets+and+Apps Facebook Causes http://apps.facebook.com/causes/about http://apps.facebook.com/causes/about Widgetbox (design your own) http://www.widgetbox.com/http://www.widgetbox.com/ Firstgiving http://www.firstgiving.com/statements/npo/http://www.firstgiving.com/statements/npo/

12. Don’t Forget the Basics: Data, Email, Gift Forms You can’t tailor your online services to your constituents unless you know what they want. Keep track of their interests. Email is still the best way to reach constituents –Have a schedule and stick to it –Plan stories in advance –Majority of email should NOT be solicitations, but should provide what your constituents want; keep them connected –Track, analyze, test, change

13. Don’t Forget the Basics: Data, Email, Gift Forms The more clicks it takes, the more gifts you lose. –Gift form should only be one click down from homepage –Gift form shouldn’t have too much information that will distract donors or links off to other pages –Gift form should be as short as possible (each click to next step will lose donors)

14. Things Change Fast Examples from readings, updated –http://www.guluwalk.com/http://www.guluwalk.com/ –https://www.kintera.org/site/c.ipINKTOAJsG/b. 3882839/k.8604/Donate_Today/apps/ka/sd/d onorcustom.asp?kntaw30544=32D67BA6FE3 84A7F9A254E5F4A8185B7https://www.kintera.org/site/c.ipINKTOAJsG/b. 3882839/k.8604/Donate_Today/apps/ka/sd/d onorcustom.asp?kntaw30544=32D67BA6FE3 84A7F9A254E5F4A8185B7 –http://support.madd.org/site/PageNavigator/D onation%20Pages/wp4_donate_generalhttp://support.madd.org/site/PageNavigator/D onation%20Pages/wp4_donate_general

15. Additional Resources Live chat widget for your website http://www.livehelper.com http://www.livehelper.com Google for nonprofits (Google grants, checkout, analytics, maps/earth, apps, monthly newsletter, YouTube) http://www.google.com/nonprofits/http://www.google.com/nonprofits/ Online fundraising professional resources –http://www.theagitator.nethttp://www.theagitator.net –http://www.nonprofitmarketingblog.com (from Network for Good)http://www.nonprofitmarketingblog.com

16. Additional Resources Email testing http://www.campaignmonitor.com/testing/ http://www.campaignmonitor.com/testing/ Facebook glossary http://www.howdoifacebook.com/glossary. htm http://www.howdoifacebook.com/glossary. htm Web 2.0 trends for nonprofits http://nonprofitorgs.wordpress.com/ Commoncraft “Twitter in plain English” http://commoncraft.com/twitter http://commoncraft.com/twitter