"Digital Fundraising - less magic, more hard work". From International Fundraising Congress 2011

Editor's Notes

1. \n
2. \n
3. Warning! Geeky humour and references abound. Apologies in advance. There WILL be unicorns. \n\nAnd I might leave you with more questions than answers - sorry about that. But if at the end of this, you walk away from this thinking wow - it can be done, we just need to fit the pieces together - then I shall consider this a success. \n
4. Warning! Geeky humour and references abound. Apologies in advance. There WILL be unicorns. \n\nAnd I might leave you with more questions than answers - sorry about that. But if at the end of this, you walk away from this thinking wow - it can be done, we just need to fit the pieces together - then I shall consider this a success. \n
5. Small survey: How many of you run a facebook page? More than 1000 fans? 10 000? 100 000?\nSize of org; more than 10 employees? 50? 100? 500? \n\n
6. \n
7. \n
8. \n
9. \n
10. \n
11. \n
12. \n
13. \n
14. Are you all feeling the halleluja? We’ve been feeling the halleluja for a few years now. And guess what? It’s starting to wear off. \n
15. Are you all feeling the halleluja? We’ve been feeling the halleluja for a few years now. And guess what? It’s starting to wear off. \n
16. Are you all feeling the halleluja? We’ve been feeling the halleluja for a few years now. And guess what? It’s starting to wear off. \n
17. Are you all feeling the halleluja? We’ve been feeling the halleluja for a few years now. And guess what? It’s starting to wear off. \n
18. \n
19. Facebook IS for fundraising - it’s just not a magic faucet of money. \n
20. Facebook IS for fundraising - it’s just not a magic faucet of money. \n
21. Facebook IS for fundraising - it’s just not a magic faucet of money. \n
22. Facebook IS for fundraising - it’s just not a magic faucet of money. \n
23. Let’s do a little experiment. Let’s ask the question again. Have you ever raised revenue directly through facebook or twitter? Alright. Now what if we do this. Does your answer change? Take a second to think. \nThe second part baffles me, because most tools are free! Sure you can do fancy things if you pay, but you can do very very much for free. I think this is the misguided belief that fundraising digitally is magic. \n
24. \n
25. \n
26. \n
27. \n
28. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
29. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
30. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
31. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
32. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
33. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
34. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
35. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
36. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
37. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
38. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
39. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
40. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
41. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
42. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
43. I think most of you have indeed generated revenue from facebook. It just didn’t happen through a sign-up form or a facebook-app the way we expected. Instead; it is the best traffic-generator in the world!\n
44. \n
45. Eventbrite, tickets - march this year\nShare button all over the site. 40% of all sharing happens before purchase - 60% after. So sharing AFTER is more interesting to the consumer. In fact, 10x more interesting. And as a post purchase share drives 20% more ticket sales - that is good news. \n
46. De har sett på hvilke eventer som deles mest, og selv om nettverkingseventer er de som deles mest - er det musikk og fundraisingseventer som gir mest i kassa. \n\nFor eventbrite - every music event that is shared on facebook is worth 12$. Now that’s revenue to me! \n
47. De har sett på hvilke eventer som deles mest, og selv om nettverkingseventer er de som deles mest - er det musikk og fundraisingseventer som gir mest i kassa. \n\nFor eventbrite - every music event that is shared on facebook is worth 12$. Now that’s revenue to me! \n
48. It is important to integrate all of your marketing channels. Your webpage needs to not suck. You need to say the same thing in all your messages. But someone else will teach you these things. I’ll try to focus on the social channels. \n
49. It is important to integrate all of your marketing channels. Your webpage needs to not suck. You need to say the same thing in all your messages. But someone else will teach you these things. I’ll try to focus on the social channels. \n
50. It is important to integrate all of your marketing channels. Your webpage needs to not suck. You need to say the same thing in all your messages. But someone else will teach you these things. I’ll try to focus on the social channels. \n
51. It is important to integrate all of your marketing channels. Your webpage needs to not suck. You need to say the same thing in all your messages. But someone else will teach you these things. I’ll try to focus on the social channels. \n
52. It is important to integrate all of your marketing channels. Your webpage needs to not suck. You need to say the same thing in all your messages. But someone else will teach you these things. I’ll try to focus on the social channels. \n
53. It is important to integrate all of your marketing channels. Your webpage needs to not suck. You need to say the same thing in all your messages. But someone else will teach you these things. I’ll try to focus on the social channels. \n
54. \n
55. - This shouldn’t be hard, right? We’ve always taken good care of our donors, right? \n- These people are used to free postage. Handwritten notes in their packages. The CEO replying to their every need around the clock! \n
56. \n
57. Sometimes, loving your donors is really a bit hard to do. \n
58. \n
59. \n
60. \n
61. \n
62. Now that’s just magic customer service. Charity:water has secured a life time donor here in young mackenzie, just by offering great customer service. Or thank you, as we used to call it. \n
63. There are so many great examples of people starting different things that charities did not instigate or have control over, and caring for these volunteers is a whole different subject. I think we are somewhat wrong to put this into the same context as digital fundraising - this is community management\n
64. There are so many great examples of people starting different things that charities did not instigate or have control over, and caring for these volunteers is a whole different subject. I think we are somewhat wrong to put this into the same context as digital fundraising - this is community management\n
65. There are so many great examples of people starting different things that charities did not instigate or have control over, and caring for these volunteers is a whole different subject. I think we are somewhat wrong to put this into the same context as digital fundraising - this is community management\n
66. \n
67. \n
68. Same elements - same techniques, different channel\n
69. \n
70. A DM in your mailbox will always contain a solid ask, but online we tend to think that our ever-present «donate now»-button is the solution to every problem. Why don’t you ask me directly, in the blogpost? \nIf a facebook share is worth 12$ - why are you okay with that puny little f on the top of your pages? Why do you not have a pop-up that says «please share this donation with your facebook friends, chances are they’ll donate too»\n
71. \n
72. we need new CRM tools to sort out all this data. You need to be careful about the balance. \n
73. The most important thing you can do for fundraising through facebook, is to not really fundraise on facebook. Now, I know this sounds contradictory to what I just said about asking, but it’s a matter of how and when. While you might not ask on facebook, you might share a story - that has an ask at the bottom. \nI also find that this varies greatly within different charities and the type of people on your page. On the pink ribbon-page, i can be very commercial and push products. On the cancer society main page i cannot. \n
74. This is one of my favourite examples of the lack of crm. So we need to work out new methods for CRM, social CRM if you will, to make sure this doesn’t happen. And we need to start over on the donor journey. Buzzword-alert: Social CRM. \n
75. This is one of my favourite examples of the lack of crm. So we need to work out new methods for CRM, social CRM if you will, to make sure this doesn’t happen. And we need to start over on the donor journey. Buzzword-alert: Social CRM. \n
76. This is one of my favourite examples of the lack of crm. So we need to work out new methods for CRM, social CRM if you will, to make sure this doesn’t happen. And we need to start over on the donor journey. Buzzword-alert: Social CRM. \n
77. This is one of my favourite examples of the lack of crm. So we need to work out new methods for CRM, social CRM if you will, to make sure this doesn’t happen. And we need to start over on the donor journey. Buzzword-alert: Social CRM. \n
78. This is one of my favourite examples of the lack of crm. So we need to work out new methods for CRM, social CRM if you will, to make sure this doesn’t happen. And we need to start over on the donor journey. Buzzword-alert: Social CRM. \n
79. The term «Demographic» kind of needs to be redefined. We are used to thinking of demographic in terms of age, gender and geographical location. I would be single 30 year old woman, Oslo Norway. You can no longer define me thus. I am public speaker - identifying with 50 year old men. I am techie, identifying with severe geeks. I am a passionate super-aunt, identifying with mommy-bloggers. I am a politician, identifying with people of the same political views. I am a traveler. I am a commuter. I am a daughter. I am a fundraiser. I like the band Foo Fighters. All of this define me. Do not treat me as woman, 30. \n
80. \n
81. If I don’t know who these people are - how do we communicate with them? We need to gain insight. We need to know when are they logged on to fb? When do they respond? Monday or friday? Am or Pm? Do they like to be adressed via photo, video, link or status? You need to measure this and find out. \n
82. This means that these are likely to be different people. We don’t really know much about them. And the trouble is; the term demographic in a traditional sense doesn’t really help us anymore. It is nice to know that we are reaching people 20 years earlier, that they might be loyal donors ten years longer - but we don’t know the context of why they are here. \n
83. We are used to thinking of demographic in terms of age, gender and geographical location. I would be single 30 year old woman, Oslo Norway. You can no longer define me thus. I am public speaker - identifying with 50 year old men who are public speakers. I am techie, identifying with severe geeks. I am a passionate super-aunt, identifying with mommy-bloggers. I am a politician, identifying with people of the same political views. I am a traveler. I am a commuter. I am a daughter. I am a fundraiser. I like the band Foo Fighters. All of this defines me. Do not treat me as woman, 30.\nSIMPSONS. Not saying change your logo to barts picture, but perhaps it speaks of their sense of humour? \n\nWe have all of this new data. We need to learn how to use it. \n
84. \n
85. Isn’t that just heart warming? Makes me almost want to become a bus driver. \n
86. I do not know why you are listing budget as a reason not to do this. This is cheap. This you can do with your mobile phone. And this sort of thing will make people speak of you. And if they speak of you, they donate. \n
87. Now, if you don’t want to donate after watching this - there is something wrong with you. But the experience of the video needs to match the experience on the website, you can’t be met with policy-babble. In digital there’s no line between the fundraising departement and the communication-people. Their work affects yours. Buy them chocolate.\n
88. \n
89. This is being the solution to a problem. This is really showing how Charity:Water makes a difference as a charity. And how you as a donor make a difference. \n\nYou can be spesific as a cancer charity too, you just have to think harder. LiveStrong asked me to help fund just ONE extra communicty class. That’s spesific. \n\nThe thing is; if you never say «this is our goal» - you can never say «look! We reached it - thanks to you guys!»\n
90. \n
91. \n
92. «Old» marketing is all about promising to do something. In new marketing - we can prove to you, right here and now, how we can fulfill this promise. \n«Old» marketing is about popping in and out of the consumers mind - with new, social media you can have a lingering presence where the consumer relates to you on a long term basis. \n
93. \n
94. \n
95. «you are part of this community, you have contributed this much together, x nr of you have spread this, advertised this etc. \n
96. \n
97. Even though we’ve established that the importance of facebook probably isn’t to directly generate revenue - there are a few things we know to work\n
98. Even though we’ve established that the importance of facebook probably isn’t to directly generate revenue - there are a few things we know to work\n
99. Even though we’ve established that the importance of facebook probably isn’t to directly generate revenue - there are a few things we know to work\n
100. Even though we’ve established that the importance of facebook probably isn’t to directly generate revenue - there are a few things we know to work\n
101. Even though we’ve established that the importance of facebook probably isn’t to directly generate revenue - there are a few things we know to work\n
102. Chart from september, the october numbers this year are reordbreaking, so they scew the data. \n
103. Pay to show off - applications that let you paste something onto your profile picture or make some small contribution. This is effective if your brand is well known or your communication clever. \n
104. \n
105. The only thing these people have in common is identifying as nerds. Nothing else. But he was able to tap this demographic.\n
106. wrong approach say a form letter to an irrelevant blogger\ncontacting someone you saw tweeting about your charity or cause, and asking them to help out, give them content to share. \n
107. \n
108. We need to do the work e-commerce sites have been doing for years. Driving traffic and moving people is useless if they don’t know how to donate. \n
109. \n
110. \n
111. \n
112. \n
113. \n
114. \n
115. \n
116. \n
117. \n
118. \n
119. Not all of us can be as specific as Charity:water. But we can all define what a success is to us. And let your donors be part of reaching that success. \n
120. Not all of us can be as specific as Charity:water. But we can all define what a success is to us. And let your donors be part of reaching that success. \n
121. Not all of us can be as specific as Charity:water. But we can all define what a success is to us. And let your donors be part of reaching that success. \n
122. Not all of us can be as specific as Charity:water. But we can all define what a success is to us. And let your donors be part of reaching that success. \n
123. Not all of us can be as specific as Charity:water. But we can all define what a success is to us. And let your donors be part of reaching that success. \n
124. \n