Doing What You Do Best Offline, Online

Doing What You Do Best Offline, Online #12NTCbol

Anne Diaz, Causes Leah Newman, Village Enterprise Steve Cox, Room to Read

Welcome!

Your presenters:

• Anne Diaz, Product and Usability, Causes.com

• Leah Newman, Associate Director of Development, Village Enterprise

• Steve Cox, Online Strategy Manager, Room to Read

Slide 1 DOING WHAT YOU DO BEST OFFLINE, ONLINE

Who’s in the room?

Share:

• Your name and role at your organization

• One thing you want to learn from this session

• In one sentence: the best tip you’ve learned so far at NTC

Slide 2 DOING WHAT YOU DO BEST OFFLINE, ONLINE

How do you raise money offline?

Some assumptions:

• When you ask people for money in person, you’ve had some kind of contact with them before

• You research how much money to ask for beforehand – you set a realistic goal

• You tell stories of the actual work you do – and even bring donors to see your work in action

• You follow up with the donors who gave in person – whether at an event, or during a site visit or meeting – because individual donors can be your most consistent supporters

• Many of your largest, most consistent donors are your Board Members – people who are intimately familiar with the way your organization operates

Slide 3 DOING WHAT YOU DO BEST OFFLINE, ONLINE

The Data

Where this data comes from:

• 1,671 fundraising campaigns on Causes.com, from July 2010 to February 2012

• Of these campaigns:

- Fundraising goals ranged from $3 to $1,000,000

- Dollars raised ranged from $0 to $323,757

Slide 4 DOING WHAT YOU DO BEST OFFLINE, ONLINE

Successful Campaigns

• 78% set a deadline

- 1 week: 3%

- 2 weeks: 12%

- 3-4 weeks: 30%

- 4-5 weeks: 7%

- 5-6 weeks: 9%

- 6 weeks+: 36% • 22% set no deadline at all

Practice realistic urgency. Otherwise, give donors a chance to really get to know you first – but don’t forget about them.

Slide 5 DOING WHAT YOU DO BEST OFFLINE, ONLINE

• 58% set a deadline

- 1 week: 12%

- 2 weeks: 11%

- 3-4 weeks: 23%

- 4-5 weeks: 10%

- 5-6 weeks: 10%

- 6 weeks+: 66% • 42% set no deadline at all

Unsuccessful Campaigns

• Median goal: $751

• Median amount raised: $3,182

• Median percentage raised, over goal: 29%

Realistic fundraising goals lead to more enthusiastic participation from your supporters. Campaigns that get your core supporters involved first pay off in the end.

Slide 6 DOING WHAT YOU DO BEST OFFLINE, ONLINE

Successful Campaigns

Unsuccessful Campaigns

• Median goal: $7,000

• Median amount raised: $50

• Median percentage raised, under goal: 99%

•Campaigns that raise $0: 41%

Successful Campaigns

• Storytelling

- Successful campaigns used words like “Help” in the title, in lieu of “Give”

- All used at least one media item – photo or video – to draw people in

- Lower fundraising goals make it easier to tell a specific, tangible story, instead of a general, more distant one

Incorporating storytelling into online campaigns brings that personal touch to what can feel like an impersonal medium.

Slide 7 DOING WHAT YOU DO BEST OFFLINE, ONLINE

BUT….there’s no silver bullet to raising money online. You have to meet your supporters where they are.

Slide 8 DOING WHAT YOU DO BEST OFFLINE, ONLINE

Slide 9 DOING WHAT YOU DO BEST OFFLINE, ONLINE

Slide 10 DOING WHAT YOU DO BEST OFFLINE, ONLINE

Slide 11 DOING WHAT YOU DO BEST OFFLINE, ONLINE

Not all fundraisers ask for money

Slide 12 DOING WHAT YOU DO BEST OFFLINE, ONLINE

Steve Cox, Room to Read

Slide 13 DOING WHAT YOU DO BEST OFFLINE, ONLINE

Slide 14 DOING WHAT YOU DO BEST OFFLINE, ONLINE

Leah Newman, Village Enterprise

Slide 15 DOING WHAT YOU DO BEST OFFLINE, ONLINE

Slide 16 DOING WHAT YOU DO BEST OFFLINE, ONLINE

Slide 17 DOING WHAT YOU DO BEST OFFLINE, ONLINE

http://youtu.be/m4PL1H7m-HQ

Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad!

or Online using #12NTCbol

at www.nten.org/ntc/eval