Hot or Not? Fundraising in 2012
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Fundraising in 2012. Half of the American population is active on Facebook, but is that the right channel to promote your nonprofit? Twitter has over 145 million users, but what type of content should you be posting? With so many new fundraising channels, how do you combine the old with the new? Join industry Internet thought leader, Frank Barry, to find out what is REALLY HOT and REALLY NOT when it comes to fundraising.
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Hot or Not? Fundraising in 2012
- 1. www.npENGAGE.com 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 1
- 2. Frank Barry Digital Marketing Director Blackbaud @franswaa www.npENGAGE.com 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 2
- 3. IF YOU’RE TWEETING: #HOTORNOT 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 3
- 4. AGENDA • What’s Hot or Not in Online Giving & Multi-Channel Communication • What’s Hot or Not in Social Media & Peer-to-Peer Fundraising • Questions & Answers #HOTORNOT 4
- 5. ONLINE FUND- RAISING IS HOT! #HotOrNot 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 5
- 6. ONLINE GIFTS ACCOUNT FOR 6% Source: 2011 Online Giving Report, Blackbaud http://bit.ly/2011OnlineGiving 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 6
- 7. ONLINE GIVING UP 13% Y0Y Source: 2011 Online Giving Report, Blackbaud http://bit.ly/2011OnlineGiving 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 7
- 8. INT’L AFFAIRS TAKES A HIT, BUT … 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 8
- 9. MOST GIVING HAPPENS IN Q4 End-of-year giving accounts for 34.8% of online giving (Q4) and December represented 20.3% of the total. Source: 2011 Online Giving Report, Blackbaud http://bit.ly/2011OnlineGiving 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 9
- 10. PEOPLE ARE GETTING MORE COMFORTABLE 87% of nonprofits had at least one online gift of $1,000 or more Source: 2011 Online Giving Report, Blackbaud http://bit.ly/2011OnlineGiving 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 10
- 11. MOST SECTORS ARE SEEING GREAT GROWTH • We have seen double- digit growth across the board since 2009. • Even with a significant drop in online giving to International Affairs groups in 2011, they are still up over 75% since 2009. • Online giving to the Education sector is up 40% since 2009. Source: 2011 Online Giving Report, Blackbaud http://bit.ly/2011OnlineGiving 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 11
- 12. NOT: THINKING MOST WON’T GIVE ONLINE Source: 2011 Multichannel Giving Report, Blackbaud http://bit.ly/2011MultichannelGivingReport 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 12
- 13. NOT: THINKING ONLINE DONORS WON’T GIVE OFFLINE Source: 2011 Multichannel Giving Report, Blackbaud http://bit.ly/2011MultichannelGivingReport 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 13
- 14. #HotOrNot SINGLE CHANNEL FUND- RAISING IS NOT! 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 14
- 15. ONLINE ACQUIRED DONORS ARE NOT AS LOYAL AS THOSE WHO GIVE THROUGH MANY CHANNELS. Source: 2011 Multichannel Giving Report, Blackbaud http://bit.ly/2011MultichannelGivingReport 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 15
- 16. ONLINE ACQUIRED DONORS ARE WORTH MORE, BUT ONLY IF YOU CAN MOVE THEM OFFLINE. Source: 2011 Multichannel Giving Report, Blackbaud http://bit.ly/2011MultichannelGivingReport 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 16
- 17. MOBILE FUNDRAISING IS HOT, BUT … #HotOrNot 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 17
- 18. MOBILE GIVING IS HOT … BUT … What’s Hot: Text-to-Web What’s Not: Text-to-Give 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 18
- 19. SOCIAL MEDIA IS HOT. WHY? #HotOrNot 11/15/2012 Footer 19
- 20. % of people in America use Facebook 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 20
- 21. people on the planet use Facebook today in 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 21
- 22. Hours of video is uploaded to YouTube every single minute 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 22
- 23. Million people around the world use Twitter 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 23
- 24. BUT, … IS SOCIAL [FUNDRAISING] HOT? Source: http://bit.ly/gvvyNz 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 24
- 25. H O T: U S I N G I N D I V I D U A L S O C I A L S I T E S #HotOrNot 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 25
- 26. HOT: FACEBOOK 26
- 27. HOT: FACEBOOK 27
- 28. HOT: HOT: TWITTER TWITTER 28
- 29. HOT: HOT: YOUTUBE YOUTUBE 29
- 30. 30
- 31. 31
- 32. N O T: M Y S PA C E , C L A S S M AT E S , E T C 32
- 33. H O T: I N T E G R AT I N G S O C I A L FUNDRAISING #HotOrNot 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 33
- 34. HOT: INTEGRATING SOCIAL FUNDRAISING 34
- 35. NOT: BROCHURE-WARE 35
- 36. H O T: A M P L I F Y I N G S U P P O R T E R N E T W O R K S #HotOrNot 11/15/2012 Hot or Not: Fundraising in 2012 | @franswaa 36
- 37. LIVESTRONG: FATCYCLIST 135K IN 7 DAYS 37
- 39. NOT: PAPER PLEDGE FORMS pic by Chris Campbell 39
- 40. WHAT TO DO ABOUT IT? 5 Things Your Nonprofit Can Do Today 40
- 41. HAVE PEOPLE OVER YEAR ROUND • Partner up with like minded organizations. • Content marketing (i.e. blogging) • Search Engine Optimization • Paid Search (i.e. Google Adwords) • Social Media Engagement • Email Communication (i.e. eNewsletter) • Paid advertising (Facebook, Twitter, Google display network, etc) 41
- 42. PUT YOUR BEST FOOT FORWARD 42
- 43. CLEAN UP YOUR HOUSE 43
- 44. KEEP IN TOUCH (RETENTION) 44
- 45. MAKE PEOPLE WANT TO TELL OTHERS • ToMamaWithLove • EpicThanks • Charity:Water • Puzzle Builder 45
- 46. Questions? 11/15/2012 Footer 46
- 47. Thank you! Keep up the conversation …. @franswaa on Twitter www.npENGAGE.com http://bit.ly/2011OnlineGiving http://www.npengage.com/online-fundraising/2011-online-giving-5-nonprofit-tactics/ 11/15/2012 Footer 47
Notas del editor
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- Up 13% year-over-year.54% of the organizations experienced results at or above this growth rate.
- Haiti in 2010*Excluding large International Affairs organizations.
- End-of-year giving accounts for 34.8% of online giving (Q4). December represented 20.3% of this total.
- Distribution of $1k online gifts - The largest online gift made in 2011 was $260,00087% of organizations had at least one online gift of $1,000+.The largest online gift made in 2011 was $260,000.
- Less than 3% have raised over $10k
- Fatcyclist135k in 7 daysBlogTwitterFacebookFAF
- 1.5 Million raised through Facebook and Twitter last yearGive supporters simple to use online fundraising toolsMake it simple for supporters to leverage their networks (and track the success)Show impact
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- Most of online giving happens in December.In fact, a lot happens in the final few days of the year.But there is risk in relying too much on year end giving because the inbox keeps getting more and more crowded.
- Humane societyRecurring giving focus
- Charity:WaterClean websiteClear call to actionSimple, focused giving formGreat reason for giving% of gift that goes to the misionWhere the money goes
- HOPE Worldwide retain 15% of their new Haiti-related donors in the first yearImplemented a year-long multichannel campaign to keep new donors informed on progress.Tell people what you’ve doneUse email effectively