Digital fundraising is not a brave new world, it employs the same marketing and fundraising principles as traditional fundraising and advertising. Learn the emerging digital channels that are important for you to master - Mobile, Social Media and Content Marketing. There is also a longer version of this presentation which goes into more detail about each of the Digital Media channels. Looks for Shanelle Newton Clapham

1. Some things to think about
before you build a
digital fundraising strategy
Tuesday, 24 July 2012

2. Digital is
Constantly changing
Now in close proximity
Better ROI
Full of opportunities.

3. Digital is not a brave new world
• Don’t be afraid
Digital fundraising employs the same marketing principles
that you already know

4. Test, report, optimise, repeat
Strategy
Iden,fy
Analysis
prospects
Conversion
Messaging

5. Digital should integrate into your
existing fundraising strategy
• Support
• Enhance
• Streamline.
Good fundraising gives the supporter options,
right?
• Different ways to donate
• A choice of communication channels
• Multiple ways to interact and engage.

6. Different ways to donate

7. More communication channels

8. Multiple ways to interact & engage

9. Just in case you weren’t sure,
Digital now includes …
Content
Mobile Social
Website
Search
Email

10. Digital media channels
Of course it depends how you employ these channels
Digital
Channels
Acquisi1on
Reten1on
Engagement
Email
✔
✔✔
☐
Social
Media
☐
✔
✔✔
Paid
Search
✔✔
✖
✖
Video
☐
✔
✔✔
SMS
✔
✔
✖
SEO
✔✔
✔
✖
Display
Banner
☐
✔
✖
✔
Adver,sing
Website
✔
✔
✔
Mobile
–
sites,
apps
✔
✔
✔
etc
Website
-­‐
✔
✔
✔
eCommerce

11. Mobile will be a must
• Mobile is
• the future, you cannot ignore it
• highly personal and can have an almost guaranteed open rate
• always on … even when its off
• Convenient
• practical, brief & task orientated
• Mobile includes: Mobile is NOT:
• Tablets, Phones, Bluetooth, Outdoor, NFC • highly visual
• Mobile websites • long form
• Apps
• complicated
• SMS
• Local
• Advertising – still very cost effective.

12. WEB
.mobi or m.domain.org
MOBILE

13. Mobi site versus Smartphone App
Smartphone App Mobile Site

14. Not for profit
Nature Conservancy WWF International

15. Who is doing mobile well?
Mobile Banking Automotive Social Networking

16. Always remember for mobile
• Must be practical and convenient
• Some people have fat fingers – make buttons and links BIGGER
• It’s about functionality, not design – help them achieve their goal faster
• Tablets are different to phones.
HOW TO DO IT
• Figure out what mobile solution suits your organisation best
• Get a plugin for your website that detects mobile devices
• Chunk up your content – reduce & simplify (see ABC example)
• Get a mobile specialist to plan and design your mobi site.

17. Content is King
• Content marketing is about expanding the telling of the story and
spreading it across every (digital) channel
• Content is
• Video
• Images
• Games
• Infographics
• Text
• Polls & surveys
• Petitions and campaigns
• And anything else you can think of.

18. Content comes in many forms
WWF + Ben Lee – Song for the divine mother of the universe
http://vimeo.com/11127915

19. Content is
emotional & powerful

20. Content gives the back story
Greenpeace – Ken & Barbie

21. Social media
Social media is
• An organisation wide initiative
• harder than it looks – creating a
real 2 way relationship
• an excellent PR and
customer service channel,
IF its not censored
• LIVE and Public
• creates advocates.
The power of social media is in the opportunity created by
leveraging the friends of your fans.
For every fan, there are 34 additional friends of fans that can be
reached.
For Organisation Pages:
*Source: The power of LIKE study Comscore and Facebook in 2011
Only 16% of fans are reached

22. Social Media is a commitment, not a
campaign
Dermot O’Gorman is
the CEO of
WWF-Australia.
He has been tweeting
for less than a year
but he now tweets up to
10 times a day, with at
least 3 posts.

23. Cool stuff – Dalai Lama G+ Hangout

24. Having a cause makes it even better
36,000 people have liked
the Movember Australia site.

25. Where to start with social
1. Listen first
2. Create social media guidelines & response timelines for your
organisation
3. Outline a content plan – but don’t plan and approve every tweet
4. Create content that will keep your stories going
• Video
• Images
• Infographics
• Survey’s
• Games
• Campaigns, promotions, competitions
5. Be committed – there is no start and end date
6. Put experienced, senior staff as social ambassadors. Social media is
not just for the youth
7. Social media is always on, it’s the front lines, full time
8. THEN go live.

26. Integrating fundraising channels
Online and Offline fundraising
should be complimentary

27. Synergies, support & enhance
• Digital fundraising should support and piggy back off of your
existing traditional fundraising channels
Offline
Online
Comparison
Online
Support
Direct
Mail
Email
SMS
Media
Social
Media
Website
Face
2
Face
NA
NA
Direct
Response
TV
Video
Telemarke1ng
-­‐
Outbound
SMS
Email
Supporter
Rela1ons
–
Inbound
Search
Website
Print
Adver1sing
Display
Banner
Adver,sing
Brochure/
Insert
Website
Email
Word
of
Mouth
Social
Media
Email

28. Integrated Fundraising Case Study:
WWF Christmas Tiger Adoption 2010
Offline
Online
Learning’s
DM
Email
Created
instant
demand
Supporter
Magazine
Website
Consistent
presence
eCommerce
Website
Offline
ac,vity
difficult
to
manage
inventory
Social
Media
Emo,onal
bragging
DRTV
SMS
Ability
to
easily
ac,on
Display
Banner
Adver,sing
Increased
frequency
&
sales
Search
Engine
Marke,ng
Spikes
aOer
DRTV
aired
The online & offline campaign were perfectly aligned – except for stock control.

29. Understand the differences
But digital does require a different
approach sometimes

30. Understand the differences
1. Invest in developing the right technology, systems, processes and
2. Resources – get a digital specialist
3. Understand the role each digital channel plays in the engagement &
consideration cycle
4. Analytics is essential. Yes, there is lots of data.
But getting the tracking right takes time
5. Usability testing and focus on the user will be a differentiator
6. User experience is paramount
1. Shorter copy, less formal content, chunk it up
2. Functionality is more important than design
3. Content is King!

31. 1. Systems & digital infrastructure
CRM/
eDB
CMS
+
Email
Payment
3rd
Gateway
Analy-­‐ Party
,cs
Systems

32. 2. Skillsets and resources
• Web Developer + CMS
+
Digital Producer +
Content Curator/ Producer
• Digital Fundraising Manager Email
+
• Data Hygienist CRM/
eDB
• Fundraising Analyst Anal-­‐
y,cs
Payment
Gateway

33. 3. Consideration cycle touch-points
• Donors use search at both the beginning &
end of their consideration cycle
• Mobile is used for convenience during the
day, but is more integrated with other
channels & transactional at night
• Email can also be the first &/ or last touch
point for many donors
• Social media is sometimes the first contact
but is most often used during the
information/ sentiment gathering stage
• Websites are used for research, reputation
and transaction.

34. Donor journey’s cross over channels
First touch-point Message validation Follow up
& convert

35. User journey’s cross over
First touch-point Message validation Follow up
& convert

36. 4. Analytics is essential
Invest in some Google Analytics training
• Custom reporting
• Track user scenarios
• Apply a value to each goal,
especially the combination of
actions that show an engaged
user
• Setting goals and conversion
• Campaign tracking parameters
http://www.wwf.org.au/?utm_source=Adconion&utm_medium=CPA-
Banner&utm_campaign=Adopt-Tiger
• Understand where your direct traffic comes from (often email)
• Apply the secondary dimension metrics to find the hidden insights.

37. What to measure
• The days of measuring impressions and clicks are over but CTR still
shows relevance
• Focus on conversions – but also on engagement, time spent on site
(duration) and bounce/ exit rates
• Track month on month and year on year growth & conversion rates – not
raw numbers
• Know which content engages your users most, converts them faster,
compels them to share with a friend
• Monitor how much of your supporter base is using mobile
• Put a value on a Share or a Subscriber (non-financial supporters) as
well as a donor. These are still prospects
• Online is direct response – don’t let anyone tell you its for awareness!

38. 5. Usability is a differentiator
Usability measures the ease of use of your website by its visitors.
Basically, how easy is it for your audience to achieve their intended goal?
Usability looks at 3 primary areas of a website:
1. Accessibility
1. Page load times
Forrester’s are the
2. Colour contrast , font size leading usability experts
3. Optimised for screen readers globally.
2. Functionality
1. How intuitive is the process They carry out usability
2. Does the website behave as expected benchmarking and
3. Navigation & Content testing.
1. Clear & concise labels
2. Adequate linking
3. SEO and user friend urls
4. Design is consistent
Usability cannot be successful if its an after though. When planning,
Put the donor first.

39. 6. Online user expectations
People behave differently online.
Digital is about research, engagement & transaction.
Therefore, the content must fit the medium.
• Shorter sentences, less formal language, shorter
copy in general
• Keyword rich content for search engines – say
exactly what you mean, no puns or metaphors
• Engagement objects like games, video, infographics,
polls & images help tell the story at a glance
• Real time transactions & automated responses –
users expect their receipt immediately.

40. The role of online
Make sure that you are using digital
for the right reasons

41. Many reasons to go online
• Its where people are spending more time
• Direct Response
• Personalisation
• Data is power
• Automation
• Fast & reactive
• Always on – never miss an opportunity
• Interactivity
• Customer service channel
• Multiple touch-points
• Online will save you time and money.

42. But there are some drawbacks
• Few proven models
• There are risks
• Cluttered
• Hard to build trust
• It changes quickly, Innovation is a must.

43. Achieve your objectives
Digital
Channels
Acquisi1on
Reten1on
Engagement
Email
✔
✔✔
☐
Social
Media
☐
✔
✔✔
Paid
Search
✔✔
✖
✖
Video
☐
✔
✔✔
SMS
✔
✔
✖
SEO
✔✔
✔
✖
Display
Banner
☐
✔
✖
✔
Adver,sing
Website
✔
✔
✔
Mobile
–
sites,
apps
✔
✔
✔
etc
Website
-­‐
✔
✔
✔
eCommerce

44. Digital fundraising is not a brave
new world. It’s about
More options
Richer stories
Personalisation & engagement
Automation & efficiency.

45. But if you’re just getting started
Here are 4 things you can start now
1. If you don’t have Google Analytics on your site, get it
added – it’s FREE
2. Start cleansing and segmenting your email database,
based on financial vs non-financial supporters and then
any interest or behavioural info you have
3. Get a payment gateway for online donations – even if its
just through Paypal
4. Identify the social not for profits and start listening.

46. If you have a digital
problem,
I will create a
solution that will
work for you.
Call me to talk about
your digital strategy.

47. Parachute Digital
Digital Strategy
Digital Fundraising
Digital Training

48. Parachute Digital
Shanelle Newton Clapham
shanelle@parachutedigital.com.au
0406 691 030
www.parachutedigitalmarketing.com.au