This document provides tactics for effective online fundraising. It outlines elements of an online fundraising game plan such as strategy, ambassadors, website, and metrics. It recommends answering questions about targets, goals, story, and impact before launching a campaign. Fundamentals include clear goals, strong visuals, leveraging your team, and thanking donors. Top plays include incentives, matching funds, and videos. Factors to consider are campaign length, segmentation, backup plans, and competition. Resources for additional information are also provided.

1. TACTICS FOR EFFECTIVE
ONLINE FUNDRAISING
#GGonline The Case Foundation: @CaseFoundation
Jenna Sauber: @cajunjen
May 17, 2012
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2. ELEMENTS OF A GAME PLAN
Playbook: Strategy & tactics
Roster: Ambassadors, Champions, Board, Staff
Uniforms & Equipment: Website, messaging, social
media, video/photos
Fans & Cheerleaders: Your supporters and activists
Scorecard: Metrics, ROI, results
ONLINE FUNDRAISING TACTICS | ELEMENTS OF A GAME PLAN 2

3. GAME PREP
Answer these questions first:
‣ Who is your TARGET? (the opposing team!)  new donors, current
donors, geographical, demos
‣ What are the GOALS of the online fundraising campaign?  $ raised, #
donors, donor cultivation, maintenance, exposure
‣ What is the STORY?  is there a theme? Do you have a compelling hook?
‣ Why will my donation make an IMPACT?  Theory of change
‣ How does it INTEGRATE with a larger strategy, or does it?  Direct
mail, event-based, competition/challenge, peer-to-peer, etc.
‣ What does SUCCESS look like?  Look at Q1 again, and set ROI based on
your goals.
ONLINE FUNDRAISING TACTICS | GAME PREP 3

4. FUNDAMENTALS, FUNDAMENTALS
• State the campaign’s goals clearly. i.e. • Don’t wear out the ask.
“Donate $25 by July 1 so we can give 5,000 books to Use email, your website, & social media to
Northview Public Library for their summer programs.” educate, share stories, & capture other small
actions.
• Leverage ALL of your team.
Ask your partners, champions, and staff to help
promote your campaign. Ask your mom.
• Create strong visuals & a human
element. Photos/videos that tell a story, a focus on
one person/animal/place that will be impacted by a • High Fives at the end.
donation (small group at most). Say thanks – to your donors, to your activists, to
your champions. Say “Good game,” no matter
• Use the plays that you know will work, the outcome.
with a few trick plays ready to go. Thank you so much for your gift! Come take a tour and meet
Multiple asks, big donate buttons…promoted tweets? our clients to see how your gift makes a difference call or email
Babe Ruth at ###-###-#### or baberuth@nonprofit.org
ONLINE FUNDRAISING TACTICS | FUNDAMENTALS 4

5. TOP PLAYS: HIGHLIGHT REEL
ONLINE FUNDRAISING TACTICS | TOP PLAYS 5

6. THINGS TO CONSIDER Are you using
advertising?
How long will the campaign run for? Chaperoned emails?
Google AdWords?
Is your ask tangible
Are you segmenting donors vs. non-
and relatable?
donors, recurring donors?
Have you included a report back in
How many voices will the
your editorial schedule?
campaign have?
What’s the long-tail? Are there incentives? Do
Do you have a backup
Will it be repeated? you need incentives?
plan if you don’t reach
your $ goal?
Is there a match How many clicks does it take to donate?
opportunity? Contest
or sweeps? Gaming What’s the competition
elements? Videos/Photos/Mobile/Social/Local landscape?
ONLINE FUNDRAISING TACTICS | THINGS TO CONSIDER 6

7. RESOURCES:
Case Foundation Good Giving Hub
CaseFoundation.org/topic/good-giving
Global Giving’s Nonprofits section:
http://www.globalgiving.org/non-profits/
Katya’s Nonprofit Marketing Blog:
http://www.nonprofitmarketingblog.com/
ONLINE FUNDRAISING TACTICS | RESOURCES 7