1. Online Fundraising: Strategies,
Best Practices & Case Studies
James Appleyard
CEO + Chairman

2. When did the Internet begin for you?

3. The Internet Resulted from Search for a
Solution to a Cold War Problem
๐ Risk that Soviets would launch nuclear weapons &
knock out the US phone network – needed to
create redundant military communications system

5. The Web: “Bottom of the Food Chain”
for Gossip… & Worse?

7. How can this place be good?
How can good people spend
time in this place?

9. This is NOTabout
TECHNOLOGY.

10. This is about
TECHNOLOGY helping
charities’ supporters tell
THE STORIES
THAT MATTER

11. The faster things change...

12. ...the more people are the same
๐ People are BUSY
๐ People give to
people they know
๐ Great stories cause
people to take action

13. Without fundraising there are no programs. The less
we spend on it the less money there is for programs…
we need to "de-criminalize fundraising.”
Dan Pallotta www.danpallotta.com

14. Fundraisers’ Challenge #1
Traditional Fundraising Channels:
Expensive, Invasive, Declining

15. Fundraisers’ Challenge #2
Greater-than-Ever Competition for Donors
In a Weak Economy

17. “How Much Are Canadians Giving, How Are
They Giving and How Has This Changed in
the Digital World?”

18. Q12. Over the last year, have you donated to a charity you had never given money to before?
Q13. What was the main reason why you donated to this charity?
Main Reasons for Donating to New
Charity
24%24%
Friend/acquaintance/familyFriend/acquaintance/family
member asked me tomember asked me to
donatedonate
16%16%Particular charity does goodParticular charity does good
workwork
16%16%Charity asked me to donateCharity asked me to donate
12%12%Affected by the work they doAffected by the work they do
10%10%Memoriam GiftMemoriam Gift

19. Interest in Donating Online
Interested
Neutral
Not Interested
Q8. To what extent, if at all, are you interested in having the ability to make a financial donation online to a charity or non-for-
profit of your choice? Please use the following 7-point scale
41% of donors who are
interested in donating
online have not done so
before…

20.  Who undertakes an important fundraising event(s)…
such as a run, walk, climb, shave, gala, or telethon?
 Who has a website that supports online participant
registration for those events, AND “peer-to-peer”
fundraising in support of these events?
 Who undertakes fundraising WITHOUT an event?
 How much of your fundraising income comes via the
web today; who has an organizational target for it?

21. e-25

23. Thought:
If you have a successful
fundraising event – build
on its strengths

26. “Every donation made online saves
The Terry Fox Foundation 80 cents in
administrative costs – helping to keep
87 cents of every dollar raised going
to cancer research.”
“Please use this pledge sheet to
complement your online efforts.”
Online Donations Rose 50%+ y-o-y
in a “mature” event

27. Terry Fox Run - Lessons Learned
• You really CAN move donors from offline to online.
(72% of Canadian & 63% of U.S. donors have now
made a donation online)
• Pledge sheets & cheques will ‘never’ go away
• Use existing points of contact to inspire new
behaviour

28. Thought:
Identify your “Contagious”
Supporters…

29. ๐ The study of Epidemics
shows that disease spread
unevenly…
๐ Some individuals are
particularly contagious…
๐ What if instead of a cough
or a sneeze the contagion
spreads through requests
for support?

30. David Walliams
- 10h 34m -
- 35km -
£ 1 million
Not all digital fundraisers
are created equal…

31. Actual Artez Client Event 2008 2009 % Change
# Fundraisers Registered 381 606 +50%
# Teams 28 42 +50%
$ e-Gifts (Average) $507,365
($152)
$1,221,750
($152)
+63%
# e-Gifts 3,961 9,676 +64%
# Participants with 1+
online sponsors
263 457 +74%
Average # of e-Gifts /
Fundraiser
14.8 20.9 +41%
Ave $ e-Gifts / Fundraiser $1,942 $3,668 +89%
Top 10 Fundraisers $278,082 $452,112 +63%
“Contagion” Metrics

32. Thought:
Events raise lots of $$
online… but the possibilities
don’t end there…

33. How to (pretty much) climb Everest without
leaving town and raise a mountain of
cash for sick kids

34. ๐ Launched in 2007 as corporate team event, online
๐ 2007 – 2009: custom-built online interface for
registration & entering steps – but no peer-to-peer
fundraising pages
๐ Key issues – ongoing website glitches & problems
impacting on retention and participant & donor
satisfaction; weak fundraising outcomes

35. Financial Results
2007 2008 2009
Fundraising
income*
$39,215 $53,532 $65,578
*excludes registration fees + sponsorships
2010 Goals were:
Improve user experience
Add person to person fundraising
Raise >$70,000
2010 Goals were:
Improve user experience
Add person to person fundraising
Raise >$70,000

36. 2010 Solution
๐ ‘Everest’ microsite built in new Joomla CMS
๐ Artez for peer-to-peer fundraising… with
custom elements designed by Homemade
Digital in the UK to build ‘Stepping’ into existing
personal pages
๐ add social media ‘sparkle’

41. Actual Results
• Total fundraising $130,000 (goal was $70,000)
• 216 Facebook app users; 198 iPhone users –
more choices for supporters than ever
• 1,100 unique visitors to brisbanetimes scoreboard
– great exposure for their key sponsor

42. Lessons…
o Test, test, test… be flexible & quick on your feet
o Will supporters acquired from the web
eventually be contacted through ‘snail’ mail? – If
so, consider Address Verification (AVS)
o Rewards motivate online participants
o Don’t forget the potential of the ‘long tail’

43. Thought:
Even if you don’t have a
fundraising event or campaign…
Set-up a ‘Fundraise Now’
Button…

45. Empower supporters through
Community Fundraising

46. It’s Your Fundraisers’ Choice…

47. Board Member Fundraising

48. What is Alternative Giving?
๐ Fund a…
๐ Sponsor a…
๐ Give a…
๐ Adopt a…

50. …Tangible Impacts
It’s about hope, and showing people how their
actions can have a direct & tangible impact
It’s about hope, and showing people how their
actions can have a direct & tangible impact

51. Tribute Donations… Online
CDN$124,270 raised
online from this one
tribute page

52. Thought:
Be Where Your Supporters
Are Heading Now…

53. Once again…the “phone” is the
NEXT BIG thing!

54. 2 BILLION people will use the
INTERNET this month…
…BUT 5 BILLION will have a
MOBILE PHONE in 2011.

56. “3 Legs” of Mobile Donations
1. “Text to Give”
2. Secure Mobile Browser
3. Applications (‘Apps’)

57. Mobile Web Donations
PayPal Express Checkout allows
donors to quickly log into their
PayPal accounts & transfer
funds… without entering credit
card information

58. Event Listing on
iTunes.com
App Store
The Artez
App for
iPhone
The Artez
App for
iPhone

59. Get Sponsors
Event participants can access
iPhone address books to quickly
email friends & family
Sharing On Social
Networks
A fully-integrated way to share
fundraising goals & messages on
Twitter & Facebook
Donate Now
Users can pass their iPhone to a
friend & ask them to make a
secure donation… on the spot

60. Add mobile donations to existing
campaigns
Direct your mobile web donors straight to your secure
mobile donation form through strategies such as: QR code,
SMS messages (with consent!), or email
http://bit.ly/artezmobile

62. Over $85,000 raised in 3 weeks
>1,700 donors
>700 blogs linked to Pim's
fundraising page
Funds Raised By Year
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
$90,000
2003 2004 2005 2006 2007
Every year, Food Bloggers from all over the world join
together for a fundraising campaign. We call it 'Menu for
Hope'. Last year, we raised $60,925.12 for the UN World
Food Program.
This year Menu for Hope 4 again raises funds to support
the WFP. Specifically, the amount we raise will go to
support the school lunch program in Lesotho, Africa….
New Types of Social Media Campaigns:
“Blog-Based” Fundraiser

63. Thought:
Test, Measure,
Adjust. Repeat.

65. Thought:
“PCI”: Security & privacy for
charitable supporters isn’t just
‘best practice’ anymore…
now it’s a must

66. Top 6 Barriers to
Donating Online
Security
Security
Security
Security
Barriers To Online - For Those Not Interested
Q9. Why is the idea of making a financial donation online less appealing to you?

67. “The PCI DSS is a multifaceted
security standard that includes
requirements for security
management, policies,
procedures, network architecture,
software design and other critical
protective measures. This
comprehensive standard is
intended to help organizations
proactively protect customer
account data.”

68. Thought:
Focus on your mission…
& outsource what you can

70. A ‘Bit’ More About Artez
๐ Toronto-based, 45 employees; We’re in Australia,
UK & EU, US & Canada
๐ Most affordable among top-tier, global solutions
๐ “SaaS” (Software-as-a-Service) Model
๐ High Security – PCI level 1 compliant
๐ Client success – 90%+ annual client retention

71. Online Donation Toolkit
• One time
• Monthly/ Recurring
• Tribute
Mobile Fundraising
• PayPal App for Android
• Artez App for iPhone
• Mobile Optimized Pages
• Mobile Communicator
Social Network Fundraising
• Register
• Fundraise
• Donate
• Extend Brand Awareness
Partner Programs
• Memorial Donations Handler
• QAS Address Verification
• Preferred Payment Gateways
• Cornerstone (Canada)
• Rapidata (UK)
• ASI (Global)
Artez
SecureClou
d Platform
Artez Consulting
• Customization
• Web design &
development
• Project management
Artez Extensions
• Raiser’s Edge Data
Connector
• Salesforce Connector
Shop for a Cause
• Merchandise
• Alternative Gifts
• Event tickets

72. We’re proud of our
clients...big & small

75. many thanks!
See you next time…
james.appleyard@artez.com