A presentation I gave at the Indiana Library Federation conference in Indianapolis.

1. Getting Results with Online Fundraising

2. Agenda
• Social media stinks for fundraising
• A handshake is not the best tool to collect money
• Phases of engagement and fundraising
• Stairway to engagement
• Email segmentation
• Make it mobile
• Pitch projects
• Make it personal
• Create an effective appeal
• The ROI of thanks
Getting Results with Online Fundraising

3. Social media stinks for fundraising
.
.
?
Getting Results with Online Fundraising

4. A Handshake is not the best tool to collect money
A Handshake is not the best tool to collect donations
Getting Results with Online Fundraising

5. A Handshake is not the best tool to collect money
Facebook and Twitter
are relational, not
transactional
Getting Results with Online Fundraising

6. Phases of engagement
Donating
(money)
Ignorance
Awareness
Action
Sharing
(influence)
Fundraising
(time)
Getting Results with Online Fundraising
© Razoo Global Corporation 2013. All rights reserved.
Via Razoo
6

7. Stairway to engagement
E-mail acquisition!
Share their donation
on Facebook
Donate for the first time via e-mail
Join your e-mail list
Continue engaging and like your Page
Like, comment on, and share your updates
Become aware of your cause when friends talk about your Page
Getting Results with Online Fundraising

8. Stairway to engagement
Getting Results with Online Fundraising

9. 2
Smart email segmentation = more $$$
Right people | Right content | Right time
Segment lists
Getting Results with Online Fundraising

10. Make it mobile
Getting Results with Online Fundraising

11. Pitch projects
Getting Results with Online Fundraising

12. Make it personal
Getting Results with Online Fundraising

13. Create an effective appeal
Via Pamela Grow
Getting Results with Online Fundraising

14. The ROI of Thanks
Calling people to say thanks:
• Increases retention by 20%
• Increases revenue by 20%
• A message is 25% as effective as a live call.
- Chuck Longfield, Chief Scientist at Blackbaud
Getting Results with Online Fundraising

15. How to get more
Subscribe to my blog
Like the Nonprofit Facebook Page
Getting Results with Online Fundraising

16. Who is this guy?
Founder: Inbound Zombie - a non-profit social media consultancy in
Cambridge, MA and the Social Media Fundraising Club.
Trainer: Charityhowto and MarketingProfs.
Speaker: Nonprofit Technology Conference, New Media Expo, 140
Conference, Blackbaud BBCon, Social Media for Nonprofits Boston,
etc.
Contributing Writer: Huffington Post, SocialBrite, Care2 Frog Loop,
Social Media Today, Digital Marketing Monthly.
Author: Facebook Marketing for Dummies and All-in-One (2014).
Clients include: Oceana, EpicChange, Share Our Strength,
Environmental Defense Fund, Shriners Hospitals for Children, Bucks
County Library System, Scholastic, TechSoup, MarketingProfs,
WaterAid America, Twin Cities Habitat for Humanity, University of
Massachusetts, National Wildlife Federation and Susan G. Komen
Greater NYC.
Getting Results with Online Fundraising