2. Did You Know?
More than 100,000,000 Americans are active Web and users
North 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

3. Key Considerations Fundraising is really about building relationships
All relationships are built on TRUST – the same goes for online relationships
Online fundraising should be PART OF a comprehensive and integrated Stewardship strategy
A successful integrated strategy requires an investment of time and resources

4. Why People Give
Emotional – ongoing support rests on an emotional connection to a cause or purpose
Rational – the cause must be credible and worthy based on vision, leadership and track record
Spiritual – generous living is rooted in spiritual values and beliefs

5. Making 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 Online
Resource: ePhilanthropy.org
Code of Ethical Online Philanthropic Practices
Ensure 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)

7. Building Trust Online, continued
Provide easy site navigation
Write clear instructions for making an online gift
Donors should be able to communicate and provide feedback easily
Respond quickly to concerns, questions or comments
Acknowledge all gifts

8. More 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 process
Personal acknowledgement not just an automated response or pre-printed postcards
Include a mention of the appeal that resulted in the gift
Never solicit a new gift in an acknowledgement

9. Integrated Approach
Consistent message for Stewardship, Evangelism, Communications and Marketing
Segment the audience to build meaningful relationships
Pay greater attention to cost-effectiveness than cost
Set an annual schedule and stick to it.
Success comes from persistence and timeliness

10. Online 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)

11. Drivers of Online Success
A compelling vision/mission
A clear, concise and consistent message
An engaging website
A very visible and easy way for visitors to contribute
An ongoing effort to acquire contact information – at least addresses

12. Planning/Implementation Cycle1.
Define the Audience 2.
Integrate the Message 5.
Review Data & Refine 3.
Engage the Audience 4.
Respond to donors

13. Lessons Learned
Even in hard economic times, people will give to a compelling vision/mission
Fewer and fewer people carry cash or write paper checks – we must adapt
A well-maintained mailing list (with addresses) is one of your most important assets
Every communication method should drive readers to your website (website is a brand)
Effective acknowledgements create enthusiastic supporters
Persistence is key

14. A Great Idea Free-for-all!
This Afternoon
We will share examples of:
Online appeals for special programs
Online Stewardship programs
Alternate online revenue streams
A Great Idea Free-for-all!