Connecting Online Advocacy to Fundraising January 26, 2010 Steve Daigneault, VP eCampaigns, M+R Strategic Services (Amnesty International USA) [email protected]Mark Davis, Director Technical Solutions, Blackbaud [email protected]Justin Perkins, Director of Nonprofit Strategy, Care2 [email protected]
This presentation covers the benefit of nonprofit advocacy as a means of cultivating donors, and discusses strategies for fundraising and advocacy such as taking advantage of current events and news cycles for improving nonprofit campaign results.
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Connecting Online Advocacy to Fundraising
January 26, 2010
Steve Daigneault, VP eCampaigns, M+R Strategic Services(Amnesty International USA) [email protected]
Introductions Advocacy Overview and Industry Benchmarks The “Issues Du Jour” Concept and Case Studies Connecting Advocacy and Fundraising Best Practices Case Study Discussions
Source: Charitable Memberships, Volunteering and Discounts: Evidence from a Large-Scale Online Field Experiment. May 2009, National Bureau of Economic Research, A. Lange, A. Stocking.
Activists are seven (7) times more likely to donate, compared to supporters who did not previously take an online action for the organization
Targeting the Right Activists for Fundraising Appeals
• Repeat activist who took action within the last 24 hours• Current donor who took action within the last month• Super Activist (6+ actions in last 12 months)
Best Targets
• First-time activist who took action within the last 24 hours• Repeat activists who took action within the last week• Lapsed donor who took action within the last month• Basic Activist (2-5 actions within last 12 months)
Better Targets
• 1-Time Activists (1 action within last 12 months)
Relevance required for any online engagement No one cares about yesterday’s newspaper Make sure your message isn’t yesterday’s news Immediacy is Required for Online Advocacy and Fundraising
Turning actions into money News: drop scheduled stuff to respond. Tell them your plan. That Moment: after they act, ask them to give. Integrate: actions + fundraising = Oreos + milk. Case for action = case for giving: know it! Report back: even if mixed. Show success.