1. Building Donor Relationships Sue Fidler www.suefidler.com sue@suefidler.com

2. Email 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

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

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

5. 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 2007 - more mobiles than people Building Donor Relationships

6. > 32 million texts sent per day in UK What are they doing? Sue Fidler > 60 billion emails sent daily worldwide > over a billion web pages Building Donor Relationships

7. Making Sense of New Media Sue Fidler

8. HIGHEST INCOME MIDDLE INCOME LOWEST INCOME

9. Sue Fidler Online Fundraising – The Mechanics Building Donor Relationships

10. 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

11. 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

12. 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 email replies etc

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

14. 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

15. Sue Fidler Online Fundraising – The Ask Building Donor Relationships

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

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

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

22. HIGHEST INCOME MIDDLE INCOME LOWEST INCOME

23. Potential Online Donors Building Donor Relationships Sue Fidler Expect good service, fast/ instant response Read email 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

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

25. Make it easy Make it obvious Building Donor Relationships

26. Basic Rules Informative website Collect names and emails 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

27. Donate Sign Up Many ways to give Sue Fidler

30. Integrate On and Offline Campaigns Building Donor Relationships

31. dM Ask ReminderTeaser Building Donor Relationships Sue Fidler Traditional DM appeal

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

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

34. Case Study - Upgrade Campaign Launched in magazine Supported by email 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

35. Building Relationships The Future Of Fundraising Building Donor Relationships Sue Fidler

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

37. 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

38. 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

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

40. Audiences Sue Fidler Supporters family friends colleagues community Building Donor Relationships

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

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

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

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

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

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

47. Building Donor Relationships Sue Fidler

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

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

55. Conclusion Sue Fidler Building Donor Relationships Web is not yet a major income generator Internet, email 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

56. Building Donor Relationships Sue Fidler www.suefidler.com sue@suefidler.com