1 Solid Advice for Success Online: Fundraising and Social Networking Presented by Ted Hart
Ted Hart 11 Am June 15 2009 Digital Leap Success Online
Jul 02, 2015
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1
Solid Advice for Success
Online: Fundraising and
Social Networking
Presented by Ted Hart
2
-3.7% -5.4%
0.7%
-2.2%-3.9% -5.3%
-2.4% -3.9%
-0.2%
-5.0%
-3.0%
7.7%
-16.6%
-6.5%
11.0%
5.6%
Total Individual Foundation Corporation
1970 1974 1982 2001
Percentage change in giving during years with 8 months or more of
recession
Data provided by Center on Philanthropy at Indiana
$0
$50
$100
$150
$200
$250
$300
$350
1967 1972 1977 1982 1987 1992 1997 2002 2007
Year with at least one month of recession
"Slowdown" year
Inflation-adjusted total giving, 1967–2007
Showing recession years and years with decreases
Data provided by Center on Philanthropy at Indiana($ in billions)
Data from Giving USA Report
3
Communicateo Time for communication with donors
The Shift to Online
MarketingSherpa’s 5th Annual Business Technology Marketing Benchmark Guide 2008–09
Decreasing Traditional
Marketing Increasing Online
Marketing
©2009 Ted Hart
4
It’s All About Relationships!
…not technology
©2009 Ted Hart
Concentrating on
the needs, wants,
and satisfaction of
your donors.
©2009 Ted Hart
Fundraising
5
StartInspiring
Action
©2009 Ted Hart
©2009 Ted Hart
Marketing
6
StartCommunicating
WITH
©2009 Ted Hart
The Next Generationof ePhilanthropy
©2009 Ted Hart
People to People (P2P) Fundraising – Fundraising
that is inspired by charities but is initiated or untaken by
people connecting with their family, friends and colleagues to
raise money for the causes they support.
Social Networking and Web 2.0 Sites –Interactive sites where both the site owner and the site visitors
create the content.
ePhilanthropy – The use of the Internet for philanthropic
purposes.
7
Online Basics
There are almost as many strategies as there are nonprofits. However, to get started:
1. Establish an Informative Website (Content)
2. Collect Email Addresses
3. Communicate with those who opt in
4. Offer the option of online giving (encrypted)
5. Recruit and manage Volunteers online
6. Comply with Regulations and laws
7. Understand Privacy and Security Issues
©2009 Ted Hart
Online Giving Estimates:
The United States represents:
Slightly more than ½ the Global Online Philanthropic Market
Globally more than $20 billion (’07)
Estimates in: 2001 = $550 Million
2002 = $1.1 Billion
2003 = $1.9 Billion
2004 = $2.62 Billion
2005= $4.53 Billion
2006= $6.87 Billion
2007 = $10.44 Billion
©2009 Ted Hart
Source: tedhart.com and
Harvard University Initiative
on Social Enterprise
0 2000 4000 6000 8000 10000 12000
1999
2000
2001
2002
2003
2004
2005
2006
2007
$Mil (USD*)
8
0
10
20
30
40
50
60
70
Av. Revenue
Donors withemail
Donorswithout email
$68
$32
ASPCA donors with email:
Gave 112% more on
and offline
Gave 85% more gifts
54% increase in
recency
15-20% higher
average gift Data provided by
convio.com
Donors Who Get Email Give +
©2009 Ted Hart
Online Toolbox
1. Social Networking and Community Building
2. Communication/Education and Stewardship
3. Online Donations and Membership
4. Event Registration and Management
5. Prospect Research
6. Volunteer Recruitment and Management
7. Advocacy and Activism
©2009 Ted Hart
Ted’s 7 Areas For Online Planning
9
Online Fundraising
+ Social Networking
======================
People to People (P2P)
Fundraising
The Equation
People to People (P2P) Fundraising – Fundraising
that is inspired by charities but is initiated or untaken by
people connecting with their family, friends and colleagues to
raise money for the causes they support.
©2009 Ted Hart
P2Pfundraising.org
Virtual
Seminars
•Boards
•Communications
•ePhilanthropy
•Nonprofit Law
•Fundraising
•Volunteer
Management
Live Training
New Book
Online
Forums
Newsletter
The Next Generation of ePhilanthropy
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A New Breed of Donor:
• Read email before snail mail
• Give higher than average direct mail gifts
• Busy, satisfy interests on their schedule
• Expect personalized information
• Require immediate feedback
• Demand information
©2009 Ted Hart
Tradition….
Charities
Donors
Charity
Benefits,
Telethons
Marathons,
Direct Mail,
Events
Periodic Donor Outreach
Provided by
©2009 Ted Hart
11
ePhilanthropy
Communication To Individuals
DonorsCharities
Web Site
Online
Donations
Newsletter
Provided by
©2009Ted Hart
How to Really Succeed….
People to People Fundraising
DonorsCharities
Social
Networking
Online
campaigns
Groups Friends
Provided by
©2009 Ted Hart
12
See The Future…
More Affluent Donors
Age 45-75+Age 21-45
Social
Networking
Users
Provided by
©2009 Ted Hart
Organization
Existing Members
Peers
Peers
Peers
Peers
Peers
Peers
People to People Fundraising
Where Fundraising
and
Social Networking
Meet
©2009 Ted Hart
13
The Aunt Mable
Effect
©2009 Ted Hart
The Future Is Now
Then… Now.
Thank you Bryan Miller and Optimus (France)
©2009 Ted Hart
14
From the Washington Post and Barack Obama.com
-- Obama raised more than $500 million online in his 21-month
campaign.
-- 3 million donors
-- 6.5 million donations
-- 6 million donations in increments of $100 or less
-- Average donation was $80, and the average Obama donor gave
more than once.
-- Obama had 5 million supporters in Social Networks. He maintained
a profile in more than 15 online communities, including BlackPlanet,
Eons, Facebook. On Facebook, about 3.2 million signed up as his
supporters.
-- A million people signed up for Obama's text-messaging program.
Barack Obama
©2009 Ted Hart
MyBarackObama.com
o 2 million profiles were created. 200,000 offline
events were planned, about 400,000 blog posts were
written and more than 35,000 volunteer groups were
created.
o 3 million calls were made in the final four days of
the campaign using MyBO's virtual phone-banking
platform.
o 70,000 people raised $30 million.
o 13 million addresses. Over the course of the
campaign, aides sent more than 7,000 different
messages. In total, more than 1 billion e-mails
landed in inboxes.
©2009 Ted Hart
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Ted’s Relationship Tips1. Faces
Post photos of your clients, supporters, events etc. Avoid pictures of just buildings. This helps visitors feel like they know you.
o http://www.flickr.com
o http://www.slide.com
2. VideoAdd Video clips to your website. Many of us learn with our ears as well as our eyes --don't miss out on this additional way to connect.
o http://youtube.com/nonprofits (USA)
o http:/fr.youtube.com (France)
o http://youtube.com/youtubeonyoursite
©2009 Ted Hart
Ted’s Relationship Tips
3. TeachWe all like learning new things. Help supporters connect by providing them with useful articles and FAQ lists instead of just trying solicit a gift.
4. LinkShowcase your generosity by providing visitors with other articles and links to helpful websites (with permission).
©2009 Ted Hart
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5. FeedbackAsk for feedback and comments. This helps supporters know that you're in the business of serving them and that you take their opinions seriously.
6. DefineDefine any confusing terms in your copy. Let them know exactly what action you want them to take. People respond better to clear instructions. When people feel comfortable with their online experience, they're more willing to support.
Ted’s Relationship Tips
©2009 Ted Hart
Ted’s Relationship Tips
7. Differentiate Don't let people choose between you and your competitors. Let them know that you're the only one who can help them. Write articles, create presentations and demonstrate your expertise.
8. Genuine CopyWhen writing website copy, direct your message to one person who represents your target audience. Speak to him or her from the heart. Whenever possible, personalize your emails by using first names and other personal information.
©2009 Ted Hart
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Ted’s Relationship Tips
9. RelevantConvince your target audience that you know and understand their problems by sharing stories and specific examples.
10. CommunicateDon't let prospective supporters slip away. Make every effort to get them to give you their first name and email address by offering them a free e-book, report or other content of value. Stay in touch with prospective clients by sending them a regular e-newsletter with useful tips and friendly updates about your company.
©2009 Ted Hart
Google for Nonprofits
©2009 Ted Hart
http://www.google.co.uk/nonprofits/
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http://www.google.co.uk/grants/
"AdWords quickly
became one of our most
powerful
communications tools
and most efficient
funding channels." In
Two months online traffic
grew 2000%.
Annie Maxwell
COO, Direct Relief
International
Awards free AdWords advertising – up to $10,000 per month – to qualified organisations
Google Analytics
Google Analytics is FREE, tells you everything you want to know about how your visitors found you and how they interact with your site.
•track visitor flow through your site
•view the source of referrals
•see how well visitors make it through a conversion process
•such making a donation or
•signing up for a newsletter.
http://www.google.com/analytics/
©2009 Ted Hart
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Free Services
©2009 Ted Hart
•PC Magazine Tips: http://www.pcmag.com/print_article/0,3048,a=25845,00.asp
http://www.yahoogroups.com
Includes community building tools: calendar, a file-sharing area,
chats, and polls
http://groups.google.com
http://groups.msn.com
http://www.coollist.com
http://www.topica.com
doesn't insert advertising into your listserv messages but does
include ads when you send newsletter-style e-mail messages
Security
Be sure that the website's URL always begins with https://
The "s" in "https://" at the beginning of the URL means you are logging into a secure page.Look for:
©2009 Ted Hart
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Privacy
o DMA Privacy Policy Generator: Answer 16 Questions and a Privacy Policy will be generated for your website
http://www.the-dma.org/privacy/creating.shtml
©2009 Ted Hart
Social Networking Sites
©2009 Ted Hart
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Key Trends Driving Social Networking
o Power is moving from institutions to communities
o Business innovation is shifting to bottom-up model
o Value is shifting from ownership to experiences
o User generated content, reliance on viral marketing
SOURCE:
Forrester Research
Social Computing: How Networks Erode Institutional Power, And What to Do About It
Feb 2006
©2009 Ted Hart
myspace.com
- ~ 263 million monthly active users
- record 4.5 billion page views in one day
- 14 Billion comments on the site
- 50 Million mails per day
- 10 Billion friend relationships
- Purchased by Newscorp for $580 million in 2005
www.web-strategist.com
22
- ~ 200 million active users
- 250,000 new registrations per day
- More than 14 million photos uploaded daily
- More than 6 million active user groups on the
site
- Microsoft paid $240 million in 2007 for 1.6%
stake ($15 Billion valuation)
www.web-strategist.com
Facebook Reaches 200 Million
©2009 Ted Hart
Fastest Growing
Populations in
2009
35- 54 276.4%
55+ 194.3%
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-~ 40 million registered users
- 2006-2007 - 189% growth for Linkedin versus
125% growth for Facebook
WebProNews
Ning Social Networking
ASPCA has
24,500+
members in their
ning social
network
800% increase
over 2008
TU Diabetes has 8000+
members in their ning
social network
©2009 Ted Hart
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Un exemple de réseau social créé avec la plate-forme Ning : WWF
Facebook Causes
©2009 Ted Hart
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For Example
©2009 Ted Hart
For Example
©2009 Ted Hart
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For Example
©2009 Ted Hart
Ted Hart’s 10 TipsFor Nonprofit Social Networking
©2009 Ted Hart
1.Join several social networking sites
2.Write profiles that establish your credentials
3. Take advantage of applications and widgets
4.Join groups and forums
5.Seek out recognized authorities
27
Ted Hart’s 10 TipsFor Nonprofit Social Networking
©2008 Ted Hart
6. Be selective about your “friends”
7. Proactively write recommendations for
valued clients
8. Build your own network
9. Use privacy settings and street smarts
10. Avoid aggressive marketing
53
THANK YOU!
Ted Hart, ACFRE, ePMT
Presidenthttp://tedhart.com
9101 Carriage House Lane
Columbia, MD 21045
v 410.303.8370
f 563-405-5966
AOL & Y! Instant Messenger: tedhartusa
Skype: tedhartusa
Email: [email protected]
TXT Messenger: [email protected]
©2009 Ted Hart
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