Before you get started fundraising, you need to understand donors - why they do or do not give. Then using stories to connect and communicate - online and offline. Once that is in place, leveraging the cost effective, high learning, easy to spread nature of online to infuse your fundraising becomes easier.
9. Today, Housekeeping & Agenda
● Will send out slides
● Write things down. Write everything down.
○ Get 3 6 concrete things
● Contact
○ brady@shiftcharity.com, @bradyjosephson
● Agenda
○ Part I - Giving & Fundraising
○ Part II - Storytelling & Communications
○ Break
○ Part III - Digital & Online Fundraising
○ Part IV - Case Study & Examples
○ Part V - Interview & Discussion
○ Part VI - Q & A & Q & A
10.
11. To fundraise, you have to
understand why people give. Or at
least try.
26. Joseph Mixer
Why People Give
Internal
Personal or “I” Factors
● Acceptance, guilt reduction,
meaning/purpose, spirituality, survival
Social or “We” Factors
● Status, altruism, power, family,
interdependence
Negative or “They” Factors
● Frustration, fear/anxiety, complexity
External
Rewards
● Recognition, personal, social
Stimulations
● Human needs, personal request, vision,
efficiency/effectiveness, tax deductions
Situations
● Involvement, peer pressure, culture,
tradition, role identity, disposable income
27. Joseph Mixer
Why People Give
Internal
Personal or “I” Factors
● Acceptance, guilt reduction,
meaning/purpose, spirituality, survival
Social or “We” Factors
● Status, altruism, power, family,
interdependence
Negative or “They” Factors
● Frustration, fear/anxiety, complexity
External
Rewards
● Recognition, personal, social
Stimulations
● Human needs, personal request, vision,
efficiency/effectiveness, tax deductions
Situations
● Involvement, peer pressure, culture,
tradition, role identity, disposable income
30. Millennial Giving Characteristics
● Want to be more involved and included
● Want to use social influence and time
● Want to trust in the causes they support
● Want to give (time and money) with peers
● Want to see clear examples of how they are making a difference by giving (time
and money)
● Want to get something back for their giving (impact, access, prestige, etc.)
● Want to support more organizations, and friends, in smaller amounts
31. Millennial Giving Characteristics
● Want to be more involved and included
● Want to use social influence and time
● Want to trust in the causes they support
● Want to give (time and money) with peers
● Want to see clear examples of how they are making a difference by giving (time
and money)
● Want to get something back for their giving (impact, access, prestige, etc.)
● Want to support more organizations, and friends, in smaller amounts
32. Millennial Giving Characteristics
● Want to be more involved and included
● Want to use social influence and time
● Want to trust in the causes they support
● Want to give (time and money) with peers
● Want to see clear examples of how they are making a difference by giving (time
and money)
● Want to get something back for their giving (impact, access, prestige, etc.)
● Want to support more organizations, and friends, in smaller amounts
34. Joseph Mixer
Why People Don’t Give
Personal Characteristics
● Personal preferences
● Contrary believes
Communication Problems
● Lack of information
● Ineffective communication
Organizational Image Problems
● Perceptions of poor
organizational behaviour
Reactions to Solicitations
● Manner of asking
● Solicitor
● Finances
● Situations
● Relations with prospect
● Timing
47. Option A - Regular
Our goal in this campaign is to raise money for the
projects. Implementing each project costs $20,000. Your
tax-deductible gift makes a difference.
48. Option B - Seed
Our goal in this campaign is to raise money for the
projects. Implementing each project costs $20,000. Your
tax-deductible gift makes a difference.
A private donor who believes in the importance of the
project has given this campaign seed money in the
amount of $10,000.
49. Option C - Match
Our goal in this campaign is to raise money for the
projects. Implementing each project costs $20,000. Your
tax-deductible gift makes a difference.
A private donor who believes in the importance of the
project has given this campaign a matching grant in the
amount of $10,000. The matching grant will match every
dollar given by donors like you with a dollar, up to a total
of $20,000
50. Option D - No Overhead
Our goal in this campaign is to raise money for the
projects. Implementing each project costs $20,000. Your
tax-deductible gift makes a difference.
A private donor who believes in the importance of the
project has given this campaign a grant in the amount of
$10,000 to cover all the overhead costs associated with
raising the needed donations…
72. Giving & Fundraising Recap
● Giving is good and we are wired for it
● The reasons why people give are complex, convoluted, and vary
● There are many reasons people don’t do it - namely futility and no opportunity
● Fundraising is about having the good of giving outweigh the (perceived) bad
● Framing the cause in tangible ways is hugely important
● Incentives aren’t the reason to give but help people give now
● Overhead is crap
● Good fundraising is focused on Lifetime Value (LTV)
● Donor retention and monthly giving key drives in LTV
78. Option A
Let me tell you about a young boy who dreams of becoming a doctor. A dream
that was taken away from him when a classmate punched him in the face
causing a traumatic cataract. He lost sight in one eye. A $150 donation today
can restore his sight and with it his dream.
79. Option B
This is Hery Moreno from Madagascar. He’s 10 years old and dreams of
becoming a doctor. A dream that was taken away from him when a classmate
punched him in the face causing a traumatic cataract. He lost sight in one eye.
A $150 donation today can restore Hery’s sight and with it his dream.
110. Storytelling & Communications Recap
● The Curse of Knowledge is a massive hurdle to overcome but stories can help
● Stories of one person allow us to connect better with them
● Stories spread and stories stick
● We are wired for story and participate in them
● Good (fundraising) stories involve distress (cortisol) and empathy (oxytocin)
● You are not the hero of the story
● Think of the Pixar and Narrative frameworks for your stories
● Stories can carry your values and beliefs for you - like trojan horses
● Future and Beneficiary stories are most often told in fundraising
111.
112.
113.
114.
115. Traffic x Average Gift x Conversion = Revenue
Courtesy of NextAfter. Used with permission.
173. Digital & Online Fundraising Recap
● Attention (Traffic) x Motivation (Average Gift) x Friction (Conversion Rate) =
Revenue
● Through social, email, ads, etc. you make ‘offers’ that point to your website for
people to ‘qualify’ the offer before making a ‘decision’
● Getting traffic to your website is half the battle and not easy (but a Google Ad
Grant can help)
● Focusing on securing emails as a starting action and then welcoming and
sending (frequent and quality) emails is key
● Point people to focused pages where they can take action
● Integrate your offline online by translating - not just PDFs
174.
175. Tools & Resources
● MailChimp
● WordPress
● Stripe
● Hootsuite
● Google Ad Grant
● CanadaHelps
● Chimp
● FundRazr
● NextAfter
● Classy
● Network for Good
● CanadaHelps
● CauseVox
● Future Fundraising Now
● Recharity.ca
● Made to Stick
● Winning the Story Wars
176. Online Fundraising Checklist
❏ Test your own site
❏ Find and sign up for email
❏ Find and make a donation
❏ Host a donate page on your own site (even if that page links out)
❏ Chimp or CanadaHelps can work if you don’t (and are a charity)
❏ FundRazr can work if you aren’t a charity
❏ Have a custom welcome email after email sign up
❏ MailChimp can do this
❏ Try to thank people within 3 days of a gift
❏ Get your Google Ad Grant
❏ First need to register with TechSoup Canada
❏ Have thank-you pages after key actions
❏ Donate
❏ Email sign up
❏ Form complete
177.
178. The Results
Metric
Nov 2014 -
Sep 2015
Nov 2015 -
Sep 2016 Change
Traffic 21,430 31,978 49.22%
Conversion Rate 1.81% 1.46% -19.17%
Donations 388 468 20.62%
Average Gift $128.46 $176.76 37.60%
Revenue $49,843.28 $82,724.31 65.97%
179. What We Did
● New website (focused on emails and donations)
● Built goals and tracking (eCommerce)
● More focused pages
● Newsletter page & digital strategy
● Google Ad Grant
● Focus more on emails (getting, welcoming, sending)
● More tangible asks and ask amounts
● Deeper integration with offline
● Stories of ONE person
198. Lessons Learned Along the Way
● All organizations’ donors are different
● All donors are different
● Getting content (photos, stories, etc.) can be difficult
● Even with ‘cheap’ and ‘free’ digital, holistic and long-term strategies are best
● Important to hear from donors - early and often
● Managing, hosting, building, etc. technology is crazy (and expensive)
● Learn (aka borrow/steal) from others who are doing it well
● Start where you can, build from there
● Track what you can, build from there