2Did You Know?More than 100,000,000 Americans are active Web and usersNorth Americans alone exchange more than 8 billion messages a day.As of January million people have a FaceBook account.*35 to 55 yr. old grew 276.4% in the past 6 mo.55 and better grew 194.3% in the past 6 mo.25 to 34 yr. old population doubles every 6 months*FB Data Source: istrategylabs.com
3Key Considerations Fundraising is really about building relationships All relationships are built on TRUST – the same goes for online relationshipsOnline fundraising should be PART OF a comprehensive and integrated Stewardship strategyA successful integrated strategy requires an investment of time and resources
4Why People GiveEmotional – ongoing support rests on an emotional connection to a cause or purposeRational – the cause must be credible and worthy based on vision, leadership and track recordSpiritual – generous living is rooted in spiritual values and beliefs
5Making an Effective Appeal How will the mission will be achieved if you receive the necessary funds?How will the gifts help you achieve specific objectives of the campaign?What ways (tangible and intangible) will the donor benefit from contributing to the cause.
6(Starfield Technologies, VeriSign, BBBOnline, TRUSTe) Building Trust OnlineResource: ePhilanthropy.orgCode of Ethical Online Philanthropic PracticesEnsure online security with seals of approval and a security statement:“We take the confidentiality of your information very seriously. For this reason, we use the highest level of security that technology provides when dealing with your credit card information. To guard against fraud, your information is securely encrypted and automatically passed directly to the financial network for processing. At no time is this information made available to anyone else.”(Starfield Technologies, VeriSign, BBBOnline, TRUSTe)
7Building Trust Online, continued Provide easy site navigationWrite clear instructions for making an online giftDonors should be able to communicate and provide feedback easilyRespond quickly to concerns, questions or commentsAcknowledge all gifts
8More on Acknowledgement Donors demand and deserve heartfelt appreciation, considerate and responsive treatment, and information that inspires their trust.Document a Donor Response Plan and ensure all involved understand their role in the processPersonal acknowledgement not just an automated response or pre-printed postcardsInclude a mention of the appeal that resulted in the giftNever solicit a new gift in an acknowledgement
9Integrated ApproachConsistent message for Stewardship, Evangelism, Communications and MarketingSegment the audience to build meaningful relationshipsPay greater attention to cost-effectiveness than costSet an annual schedule and stick to it.Success comes from persistence and timeliness
10Online Approaches Search Engines communications (daily devotions, e-newsletters, event/service promotion, invitations)Viral marketing (MySpace, YouTube)Interactive Public Relations (media kits and press releases)Social Networking Sites (FaceBook, Twitter)Partnerships (for profit companies partnering with non-profits to promote philanthropic programs)
11Drivers of Online Success A compelling vision/missionA clear, concise and consistent messageAn engaging websiteA very visible and easy way for visitors to contributeAn ongoing effort to acquire contact information – at least addresses
12Planning/Implementation Cycle 1.Define the Audience2.Integrate the Message5.Review Data & Refine3.Engage the Audience4.Respond to donors
13Lessons LearnedEven in hard economic times, people will give to a compelling vision/missionFewer and fewer people carry cash or write paper checks – we must adaptA well-maintained mailing list (with addresses) is one of your most important assetsEvery communication method should drive readers to your website (website is a brand)Effective acknowledgements create enthusiastic supportersPersistence is key
14A Great Idea Free-for-all! This AfternoonWe will share examples of:Online appeals for special programsOnline Stewardship programsAlternate online revenue streamsA Great Idea Free-for-all!