Do you feel lost or confused when it comes to online fundraising? Do you know you should be raising money online, but don't know where to start? If you answered "yes" to either of these questions then join us at the Online Fundraising 101 session and learn how to start raising money online. During this jam packed session, we will cover • the core components you need to create a successful online fundraising campaign and • give you actionable steps to help you get started today. In this session we will cover: • Overview of online fundraising; • Importance of a strong foundation; • How to create a Fundraising Campaign; • Basics of email marketing; • Getting your first donations. Presenter: Richard Dietz, President, Nonprofit R+D

1. Online Fundraising 101
Richard Dietz
richard@NonprofitRD.com
@nonprofit_rd www.NonprofitRD.com/fb
1 of 49
www.NonprofitRD.com/IN

2. Richard Dietz
Richard has spent the last 20 years working both in and with a wide
variety of nonprofit, political, and government organizations, as well as
technology companies focused on the nonprofit sector, including Sage
Nonprofit, Convio and KIMBIA.
Richard holds a M.S.W. from the University of California at Berkeley as
well as a B.A. in Political Science from UCLA.
Online Fundraising 101 2 of 49
www.NonprofitRD.com

3. Nonprofit R+D is dedicated to helping emerging and
growing nonprofits fully utilize technology and the web to
support their missions through training, best practices, and
support.
Our definition of success is simple – we teach you how to use technology
to effectively further your organization’s mission and then you do it.
We want to work ourselves out of a job!
Think of it as the “teach a man to fish” model applied to technology use
by nonprofit organizations.
www.NonprofitRD.com
Online Fundraising 101 3 of 49
www.NonprofitRD.com

4. Agenda
1. Overview of Online Fundraising
2. Strong Foundation
3. Fundraising Campaigns
4. Email Marketing
(Text Heavy Slides)
Online Fundraising 101 4 of 49
www.NonprofitRD.com

5. Our Goals Today
• Get you thinking about some new ways to improve your
online fundraising efforts.
• Get you to take action and test out some new ideas ASAP
• No campaign is ever perfect or “ready”
• Only way to improve is to get something out there and test
• Pick one or two ideas and add them to your campaigns.
• A survey course
Online Fundraising 101 5 of 49
www.NonprofitRD.com

6. Soap Box
Online Fundraising 101 6 of 49
www.NonprofitRD.com

7. Don’t Panic
There is help out there
Google is your friend
Online Fundraising 101 7 of 49
www.NonprofitRD.com

8. What you talkin’ about Willis?
SaaS, CRM, CMS
ROI, API, SEO
wysiwyg
Open-Source
Fundraising Platform
Blah, Blah, Blah
Online Fundraising 101 8 of 49
www.NonprofitRD.com

9. Experts have all the answers…
No, not really
There are “best practices,” but you must test in your
organization
Testing is the key,
• Much easier to do online
• If it works, do more.
• If not, try something else.
Online Fundraising 101 9 of 49
www.NonprofitRD.com

10. “I already know this…”
We all have enough information right now to
raise more money online.
The key is what have you DONE with the information.
Just take one or two things from the presentation today and
Take Action
Online Fundraising 101 10 of 49
www.NonprofitRD.com

11. Off Soap Box
Online Fundraising 101 11 of 49
www.NonprofitRD.com

12. 1. Overview of
Online Fundraising
Online Fundraising 101 12 of 49
www.NonprofitRD.com

13. What is Online Fundraising?
Online Fundraising is NOT
a Donate Button
We see Online Fundraising as:
a coordinated, multi-faceted process of
soliciting donations using online tools, including
but not limited to websites, email, Search
Engine Optimization (SEO), video, social media,
etc.
Online Fundraising 101 13 of 49
www.NonprofitRD.com

14. Why Online Fundraising?
• Online giving is the fastest growing channel and is growing fastest for small
organizations
• Double digit growth year over year since 2009 (13-75%)
• 87% of orgs had at least one online gift of $1,000+
• 65% said they will make an online gift this year
» Young donors (86%), 35 – 64 (68%), Over 65 (53%)
• Direct mail donors – 29% made their gift online
• 93% of Millennials gave to nonprofits in 2010
– 21% gave $1,000 or more
• 26% who gave via mail said they were going to give LESS this way in 2011
www.cygresearch.com/download www.onlinegivingstudy.org
www.millennialdonors.com blackbaud.com/2011OnlineGivingReport
Online Fundraising 101 14 of 49
www.NonprofitRD.com

15. 2. Strong Foundation
Online Fundraising 101 15 of 49
www.NonprofitRD.com

16. Shiny Objects
There are many, many ways to raise money online
Much of the press focuses on “sexy” ways to do it:
• Social media, online video, text-to-give, Etc.
Shiny Object Syndrome
Most organizations still raise more money from the basics
It may not be as cool or exciting initially
• But you will raise more money in the long run
Online Fundraising 101 16 of 49
www.NonprofitRD.com

17. Maslow’s Hierarchy of Needs
http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs
Online Fundraising 101 17 of 49
www.NonprofitRD.com

18. Online Hierarchy of Needs
Online Fundraising 101 18 of 49
www.NonprofitRD.com

19. Strong Foundation
Clean, attractive website
Prominent donate button
Simple and easy donation process
– Where’s the checkout?
Capture Emails / Email Marketing
Fundraising campaigns
Online Fundraising 101 19 of 49
www.NonprofitRD.com

20. Higher Level Strategies
Once you have a strong base, you can focus on the more
advanced strategies
• Peer to Peer Fundraising
• Online Video
• Social Media
• Emerging technologies
A strong base lets you fully leverage these strategies.
• Would you be ready if something went viral?
Online Fundraising 101 20 of 49
www.NonprofitRD.com

21. Event Fundraising
The 890% Difference
• Event fundraising vs. Online donation forms
• Not just online vs. direct mail
• Another way to engage and stand out
• In-person meets increase sense of community and connection
• Great way to get businesses on board
• More likely to “sponsor” events (Win – Win)
• Tie events into other campaigns and the story
* Thank you Jamy Squillace – Sage North America
Sage Fundraising Online
Online Fundraising 101 21 of 49
www.NonprofitRD.com

22. Foundational
Tools
Online Fundraising 101 22 of 49
www.NonprofitRD.com

23. Tools: The Foundational Four
You only need four tools to run a solid online
fundraising campaign:
• Place to make your case – website
• Way to take money – donation form
• Way to connect with potential donors – Email marketing
• Way to track results – online analytics
Start where you are!
Online Fundraising 101 23 of 49
www.NonprofitRD.com

24. Website – Place to make your case
Remember the Fundamentals
• Online Hierarchy of Needs
Clean, Attractive,
Easy to Navigate
Use Photos and Stories
• People connect with people
• Online video is great – when you
are ready
Online Fundraising 101 24 of 49
www.NonprofitRD.com

25. Donation Form – Take money
Simple Donation Process
• Easy to find donate button
•Too many clicks and they are gone
• Where’s the checkout? (Shopping cart abandonment.)
Short, Easy to Fill Out Form
• Don’t ask too many questions
Make Them Feel Safe
• Privacy Policy and security logos
Online Fundraising 101 25 of 49
www.NonprofitRD.com

26. Email – Connect with donors
Email is still the most effective driver for most orgs
• Social media and Facebook may be hot, but email works
Easy way to stay in touch
• Remember the 7 Touches
Need to use an email service provider
• Outlook and bcc does not cut it anymore
Online Fundraising 101 26 of 49
www.NonprofitRD.com

27. Analytics – Track Results
How do you know if it’s working or not?
• You need to track results or you’re flying blind
Start simple and add more as you learn
• Don’t get overwhelmed with data
Testing is crucial. Analytics are the tools that allow
efficient and effective testing.
• You can’t test without data
Online Fundraising 101 27 of 49
www.NonprofitRD.com

28. 3. Fundraising Campaigns
Online Fundraising 101 28 of 49
www.NonprofitRD.com

29. Fundraising Campaigns
THE key to online fundraising.. Or any fundraising for
that matter
Fundraising Campaigns are the framework
• You could run a successful campaign with just this info
• The other Strategies and Tactics can then be added to this
framework
Online Fundraising 101 29 of 49
www.NonprofitRD.com

30. Definition: Fundraising Campaign
Most definitions something like:
“a campaign to raise money for some cause”
Our definition:
“A coordinated series of actions that utilize
• a specific goal
• a clear call to action
• a sense of urgency (Timeline),
• a compelling story, and
• part of a larger supporter cultivation system
Online Fundraising 101 30 of 49
www.NonprofitRD.com

31. Our Definition
Coordinated series of actions
• Not a donate button or a single email
• Multi-appeal (7 Touches)
Specific Goal
• Focus should be on a specific program or need
• Monetary goal should be relevant to the need
• Not just a number, but what that number will mean
Clear call to action
• What do you want them to do?
• Tied to the specific goal
Online Fundraising 101 31 of 49
www.NonprofitRD.com

32. Our Definition
Sense of urgency (Timeline)
• Don’t let them put it off until later
• Ex: If we don’t raise the money by Aug. 1st, then we can’t launch this
school year
Compelling Story (Storytelling)
• Stories increase emotion and donations
• Tie the story into all communications
Part of larger supporter cultivation system
• The donation is only a small part of the Fundraising Campaign
• Continuous follow up and engagement – Long term benefits
Online Fundraising 101 32 of 49
www.NonprofitRD.com

33. Storytelling
Inspire supporters with passion
• Get a nonprofit person talking about success
• Always write your own content
• You know your org the best and the passion will come out
– Especially with stories
Create emails and campaigns with “stories” in mind
• Individual stories
• Across emails.. The Cliffhanger
• Multichannel
Online Fundraising 101 33 of 49
www.NonprofitRD.com

34. Why Fundraising Campaigns
Campaigns are compelling.. Donation pages are not
People give to People (animals too)
• Individual stories are more effective
• Late night infomercials
• Childhood Hunger vs. four-year old Marie
http://www.austinfoodbank.org/hunger-is-unacceptable/
Online Fundraising 101 34 of 49
www.NonprofitRD.com

35. Why Fundraising Campaigns
Emotion >> Rationality
• Buy based on emotion / Rationalize it later with facts
A Reason Why
• Xerox study, Langer, Blank, and Chanowitz (1972)
• Cut in line to make copies
• 60% ---> 93% using only “because”
What donors want to hear about:
• Organizational Impact (80%)
• Success Stories (74%)
• More details about the organization (71%)
• Info on financial accountability (43%)
Community Philanthropy 2.0 survey
Online Fundraising 101 35 of 49
www.NonprofitRD.com

36. Campaign Overview
Timeline Tasks
Days 1-10 Brainstorm, research, and schedule your campaign
Days 11-25 Design, write and prepare communications
Days 25-30 Finalize all communications and test the campaign
Day 31 Launch Campaign
• Remember this is just a suggested outline. Your organization may be able to do this more
quickly or you may have to involve more people in the process and it could take longer.
• The important thing to take away is the order of the steps and the actions themselves.
Online Fundraising 101 36 of 49
www.NonprofitRD.com

37. Fundraising Campaign Planning
• Appeal 1 – Campaign Kickoff
• Sets up campaign and tone
• eCard - Reminder / Update / Acknowledgement
• Gentle reminder about the campaign / Stay “ Top of Mind“
• Can also update them about a success or progress
• Appeal 2 – Follow up / Last Chance
• Sense of urgency / time is running out
Online Fundraising 101 37 of 49
www.NonprofitRD.com

38. Fundraising Campaign Cycle
Traffic
(Email, DM,
Social Media)
Donor
Landing Page
Engagement (Website)
(Feed the Funnel)
Thanks / Action
Follow Up (Donate, signup, etc.)
Online Fundraising 101 38 of 49
www.NonprofitRD.com 3

39. 4. Email Marketing
Online Fundraising 101 39 of 49
www.NonprofitRD.com

40. Email is Still #1
Many new “tools”
in the press
Email still takes
the prize
Online Fundraising 101 40 of 49
www.NonprofitRD.com

41. Email Marketing
Email is still the most effective method
• 69% prefer electronic over print communication
• Cygnus Donor Survey
Email fits perfectly into
• Fundraising Campaigns
• Follow Up strategies
Relatively inexpensive
Start capturing emails now!
Online Fundraising 101 41 of 49
www.NonprofitRD.com

42. Email Best Practices
Monthly newsletters no longer work
• Too much content, lost in the inbox
• Need shorter, engaging content
• Tell stories over multiple emails
Relevant and enticing subject lines
• Literacy eNews – January 2011, OR 5 tips to create a life long reader
Easy to digest
Single Call to Action in every email
Online Fundraising 101 42 of 49
www.NonprofitRD.com

43. Frequency
Don’t fear the unsubscribe
• Probably not going to be supporters anyways
• May not happen anyways –
• Case study – High vs. Low Frequency Emails
• 23% more money
• 31% less unsubscribes
More frequent “asks”
• Not always for money – build a relationship
• Other small favors and actions
Online Fundraising 101 43 of 49
www.NonprofitRD.com

44. Follow Up / Thank You
Easiest way to build follow up – saying “Thank You”
The Power of Thank You
• Most folks don’t get thanked enough
• Makes both sides feel good (Maslow)
• Remember the emotional connection
Say “Thanks” right away (auto-generated email)
• Additional calls-to-action
• What can they do from here?
• Interest and support are high right now
Online Fundraising 101 44 of 49
www.NonprofitRD.com

45. Thank You Strategies
Thank them throughout the year
• Great reason to email
Thank you updates
• Highlight individual / Success stories if possible
• Let them know it could not have happened without them
• Still work to do – soft ask
• Call to Action… always.
Make them part of the fundraising campaign
Online Fundraising 101 45 of 49
www.NonprofitRD.com

46. Thank You Example
Generic: Personal:
Thanks to you, Marie and her family will
Thank you for your generous have something to eat every night this
donation of $xx to support XYZ year.
Nonprofit.
Your gift of $xx has helped Marie, and
We greatly appreciate your many more children like her, focus on
support of our organization and learning instead of hunger while in
our mission. school.
We look forward to sharing more of the
successes you have helped to build in
our newsletter.
Online Fundraising 101 46 of 49
www.NonprofitRD.com

47. Action Steps
Commit to doing Online Fundraising
Identify and set up a fundraising campaign
Email > Landing page > Donation Form > Follow up
Select a few strategies or ideas and test
Take action, collect results, evaluate results
Take another action
Online Fundraising 101 47 of 49
www.NonprofitRD.com

48. New Online Course
Just Launched!
Online Fundraising Bootcamp
www.NonprofitRD.com/OFB
Pg.15 of Program
Online Fundraising 101 48 of 49
www.NonprofitRD.com

49. Q&A
Download the Slides:
www.NonprofitRD.com/blog
Contact Info:
Richard Dietz
Richard@NonprofitRD.com
@nonprofit_rd www.NonprofitRD.com/fb
www.NonprofitRD.com/IN
Online Fundraising 101 49 of 49
www.NonprofitRD.com