1. Online fundraising:
harnessing technology to
build and maintain
relationships
London Fundraising Summit
25 September 2008

2. Presentation Agenda
Promoting your organisation online
Online donor recruitment
Online donor renewal
Volunteer mobilisation
It’s all about engagement

3. 7 ways to build & maintain relationships through online
engagement
• Engagement is more than just a ‘donate now’ button
• It’s about building relationships with supporters
• Reaching out to people in their online world
• Go to where your supporters are, don’t expect them to come to you
• Hard to measure, may not reap immediate returns
• The investment is time more than money
• If you do it, do it well – be authentic

4. 1. YouTube – Dangerous Ground?
www.dangerousground.org
http://justgiving.wordpress.com/2007/12/07/dangerous-ground-charity-site-of-the-month

5. 1. YouTube – Dangerous Ground?
one
“over 85,000 people have viewed and of
the dangerous ground videos
thousands have visited the website.”
www.justgiving.com/dangerousground

6. 1. Videos – show what you do
www.acorns.org.uk

7. 2. Flickr
http://flickr.com/photos/justgiving/2592780349

8. 2. Flickr
Photo from http://www.flickr.com/photos/27717319@N06/2581829969/
Fundraising page: http://www.justgiving.com/simondeacon

9. 2. Flickr
Photo from http://flickr.com/photos/fstorr/2202454676/
Fundraising page at http://www.justgiving.com/francisstorr

10. 2. Flickr
www.flickr.com/photos/sightsavers

11. 2. Flickr
www.flickr.com/people/breastcancercare

12. 1. & 2. Flickr & YouTube on Justgiving
www.justgiving.com/laurahknight

13. 3. Facebook – find your fans!
8 million UK users and it’s Free!
http://www.new.facebook.com/pages/Dogs-Trust/6366026879

14. 3. Facebook – mixed media pages
http://snipurl.com/3tc25

15. 3. Facebook – biggest referrer to Justgiving
20% of people who come to
Justgiving, come from Facebook
Facebook referrals to Justgiving overtake Google
http://apps.new.facebook.com/justgiving

16. 3. Facebook – or other social networks
www2.saga.co.uk

17. 3. (other social networks)... Silver surfers!
Christian Aid performed a detailed analysis of their
2006 events and found that the event ‘In the
footsteps of Moses’, a trek through the Egyptian
Sinai desert, had not generated any income online.
This core audience wasn’t
completely familiar with the
internet and we wanted to let
them know all that the internet
has to offer in terms of online
sponsorship.
The reason for this became
clear when it was discovered
that the age range of the
participants for this event was
between fifty and seventy.
This particular trek raised £60,000 of which £23,000 (even excluding
Gift Aid) came in online, which wouldn’t have been raised otherwise
http://justgiving.wordpress.com/2007/11/21/silver-surfers-raise-38-more-online

18. 3. (other social networks)... De-mystification!
Some people are still wary of going online
…it’s a scary place only full of teenagers
…you need to be a computer expert
…online fraudsters will steal your identity
Show and tells really do work!
http://www.flickr.com/photos/bitterjug/870861414

19. 4. Your *own* social network
http://www.doggysnaps.com

20. 4. Your *own* social network
Note:
Not necessarily about
the charity *per se*
It’s about what the
charity does, its
objective, the people
(or pets) it serves...
http://www.allaboutpets.org.uk

21. 4. Your *own* social network (forums work too)
Serve a purpose; be useful
http://www.alzheimers.org.uk/talkingpoint

22. 5. Widgets (like ours)
http://justgiving.wordpress.com/2008/07/24/happy-birthday-to-the-justgiving-widget

23. 5. Widgets
http://www.qhotels.co.uk/hikinghoteliers

24. 5. Widgets
http://justgiving.wordpress.com/2008/06/24/ipledge-for-buwan-kothi-june-charit

25. 5. Widgets
www.bullying.co.uk

26. 6. Blogs – charity worker
http://www.msf.ca/blog

27. 6. Blogs – charity fundraiser & awareness raiser
http://pinkandsmiley.blogspot.com

28. 6. Blogs – charity CEO
http://ceoatlarge.blogspot.com

29. 7. Email newsletters
Cheap?
Not much effort?
Easy?
http://justgiving.wordpress.com/2007/12/12/great-seasonal-emails

30. 7. Email newsletters – top tips
•Less is more
•Focus on copy first, design second
•Give clear calls-to-action for people to click through
•Analyse your stats
•What time/day gets best open rates?
•What type of stories are clicked through most?
•Split your list and test different subject lines/content
•Test test test!

31. 7. Email newsletters – design & content best practice
www.moo.com/signup.php
http://goodexperience.com/newsletter.php
www.silverpop.com
http://www.pure360.com/newsletter_signup.html
http://family.innocentdrinks.co.uk

32. 7. Email newsletters – ours, feel free to criticise!
http://www.uploadlibrary.com/justgiving/july_08_newsletter.html

33. 7. Email newsletters – get your stats!
•Here are our stats
•Measure open & click throughs
•Not everyone opens emails 

34. 7. Email newsletters & *marketing* – more resources
www.marketingprofs.com/news/email-marketing/archive.asp
www.webinknow.com
www.davechaffey.com
www.davidmeermanscott.com/documents/New_Rules_of_PR.pdf

35. 7 ways to engage supporters online
1. YouTube
2. Flickr
3. Facebook
4. Your own network or forum
5. Widgets
6. Blogs
7. Email newsletters

36. Some or all can be incorporated into Online Fundraising
1. YouTube
2. Flickr
3. Facebook
4. Your own network or forum
5. Widgets
6. Blogs
7. Email newsletters
Online Fundraising

37. Online Fundraising can be incorporated into all or some of them
1. YouTube
2. Flickr
3. Facebook
Online Fundraising
4. Your own network or forum
5. Widgets
6. Blogs
7. Email newsletters

38. Some useful (and free) tools
• Google Alerts - http://www.google.com/alerts
• Alerts for mentions of specific words/phrases online
• Google Analytics - http://www.google.com/analytics
• Free website analytics – numbers of visitors etc.
• Crazy Egg - http://crazyegg.com
• Free website analytics – heat map of where people click
• Blog search (technorati) - http://technorati.com
• Search blogs for mentions of specific words/phrases
• Twitter search - http://search.twitter.com
• Search twitter for mentions of specific words/phrases
• Commoncraft - http://www.commoncraft.com
• Explanations in pain English of websites & online tools

39. Some useful sites to look at after the session
Summary of Mission fish report into online fundraising
http://www.nfpsynergy.net/reportdownload.php?pdf=MissionFishreportsummary.pdf
Full report:
http://www.nfpsynergy.net/reportdownload.php?pdf=nfpSynergy_Virtual_Promise_2007_Full_Results-FINAL.pdf
Five tools for listening online:
http://www.chrisbrogan.com/five-tools-i-use-for-listening
Social media statistics:
http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3
We are Media – non-profit social media starter kit:
http://www.wearemedia.org
NTen:
http://www.nten.org
Netsqaured:
http://netsquared.org
Beth Kanter’s blog:
http://beth.typepad.com/beths_blog
Amy’s blog:
http://www.amysampleward.org
The Justgiving blog:
http://justgiving.wordpress.com

40. Who are we? Get in touch!
• Jonathan Waddingham
• Justgiving.com
• jonathan@justgiving.com
• Twitter: jon_bedford
• http://justgiving.wordpress.com
• Amy Sample Ward
• NetSquared.org
• award@techsoup.org
• Twitter: amyrsward
• http://amysampleward.org