Thursday, May 14, 2015

#FundraisingOnline conference - notes and links

Hi everyone.

If you were at #FundraisingOnline and attended my session - thank you for being there. You can see my session again here until mid July.

If you were not able to be there, you can also see the slides and the session by signing up for FREE here You will need to register quickly though as places are limited.

I am happy to share the Digital Integration Checklist with you from the session and some of the key links of pages to visit.

Digital Integration Checklist 

1. Dedicated landing pages

2. Home page 'take over'
- Test using a lightbox that pops up that is about the story you are using in your fundraising ask

3. Supporting website content
- If you can't do the above, make sure you have the story on your home page

4. Email
- Send a pre and post email to an appeal to reinforce the story and the ask, this will help increase donations
- Include a link to donate online as well
- We are not trying to take donors away from direct mail

5. Social media
- Test using offline DM messaging online
- Tell a good story and encourage sharing
- Facebook - has proven to be the best so far in bringing a return

6. Online advertising
- Best return is from Facebook from charities I have worked with

7. SMS
- Use this if you didn't get through to the donor on pre-calls to an appeal

Key links

Good and bad landing pages

Sign up for more tips, techniques and knowledge from me

For insight into long and short emails and letters (as well as other insights)

For insights and learning on older donors

Wednesday, April 29, 2015

Finding committed donors from disaster responders

A full step by step guide to finding committed donors from disaster responders is now available.  Please click here to order one!

A devastating earthquake hits Nepal.  Many people are killed, and tens of thousands are without shelter, clean water and food.  International organisations from nation states, UN and NGOs respond fast. 

People all over the world see the disaster on TV, are stirred emotionally and want to help.

They want to do something to help.  So they do what they can – and make a donation. 

These are beautiful human beings that want to help others.  They want to help strangers, often on the other side of the world in place they have never been and will never go.  But they care. 

Some of these people are not ‘traditional’ donors.  They have not responded to other media.  Jeff Brooks, author of the best fundraising blog Future Fundraising Now wrote in his recent blog… 

“New donors you get through disaster fundraising will have terrible retention rates -- tens of percentage points less than you're used to. That's because you get a lot of younger and less-committed donors who have no intention of ever giving again. There's not much you can do about it other than avoid throwing good money after bad.” 

I agree with his first bit, but not his last.  You can do something about it. Our latest study of Australian donors shows that the average regular giver (sustainer in American) is much younger than your traditional cash donor. 

Mean ages are around 43 and 72 respectively.  So, if emergency donors are younger they could be good regular giving prospects. 

Indeed, they are.  Many charities spend lots of money generating ‘leads’ for calling people to get regular gifts.  They are pleased if they get 6% conversion on the phone.  This usually means the donor acquisition costs are cheaper than their normal largest source of new donors, face to face. 

But with emergency donor conversion in excess of 7% after a couple of weeks, and the leads effectively ‘free’ we should be getting even better returns.  

Charities who are already working on regular giver (sustainer) calling programs will find specialist agencies can quickly switch calls to emergency donors for a better return.  If this could be done within days I imagine 10% response of those we speak to should be achievable.   

But we can do even more – calling and emailing people and asking them for a second donation makes a lot of sense too. And it is worth testing a second gift ask, then a regular gift ask vs straight to regular giving. 

In lieu of established testing, I propose this donor journey for new donors 

1. Charity appeals for funds in media: Press ads, social media, digital advertising, TV ads, TV presenters appeal directly, Phone, direct mail, email, radio, through churches, temples and through corporate supporters. 

2.Donations come in through these channels: 
a. Online 
b. Post 
c. Phone 
d. Fax (yes, there are still some!) 
e. Collection points (eg banks) 

3. Thank quickly – email, explaining that the donors money is having an impact straight away.  DEBIT FAST. It doesn’t make sense to have an emergency appeal then not debit as quick as possible. 

4. Follow up all donations that meet a certain criteria with a second cash gift ask within hours – whilst the media frenzy is still happening. 

5. Follow up AGAIN as media dies down, or within ten days – whichever is sooner, and ask for a regular gift (sustainer). 

6. Thanking and updating throughout by email. 

7. Use retargeting and social media to ‘follow’ these donors with ads and posts relevant to the emergency. And post emergency, keep them in mind for acquisition campaigns. 

When the Nepal earthquake hit I was working on an interactive article giving more detail on this plan.  

I decided to make this available as a step by step guide, which will include how to work with the data, make the most out of the targeting, how to use social information, lot of examples and more.   

Monday, February 23, 2015

FIA 2015 State of Donation Plenary

The 2015 'State of Donation' Prezi about big picture stats in Australia is here!

Let me know if useful, and please feel free to fire questions at me.

Friday, September 19, 2014

Surprise helps video sharing

Good learning at Pareto staff conference today.  
Cameron Pratt 'Content Consultant' showing us some neat tactics that can increase chance of your video going viral. 
Good fun, but even when these videos (like the one below) went viral (3m) what did they achieve?  Ice bucket challenge went viral and had a clear call to action.

Here is another good one but with a better call to action.

Tuesday, September 16, 2014

Public Brand Awareness: Useful for charity?

Jeff Brooks' brilliant book on branding The Money-Raising Nonprofit Brand is an essential read for all fundraisers.

But while you wait for it to arrive after you just ordered it on Amazon, check our my little two penneth on 101fundraising.

Thursday, September 11, 2014

Mythbusters and story telling FINZ 360

My second New Zealand conference of the week was in Christchurch, where I presented a short Mythbusters session and a longer session about story telling.

Story telling is here.

And Mythbusting below...

Tuesday, September 9, 2014

Soi Dog case study: Facebook in action

I have just finished presenting at the MA Conference (Inspire) in Auckland.

Thanks to the chaps at Soi Dog and James Herlihy at Pareto, I pulled together an interesting (I hope) and useful (ditto) case study of how Soi Dog has used Facebook well.
Next year from their regular givers and online donors, they should raise NZ$4m (US$3.3m) from donors.

Here is how.