1. International Fundraising Festival
Prague - April / 2013
INTERNET AND NEW MEDIA
FUNDR@ISING

2. What we do?
OUR MISSION:
To promote philanthropy as way of life.
WHAT WE ACTUALLY DO?
Trough our own activities, services, and
programs we strengthen nongovernmental
nonprofit organizations and their position
within society.
WE PROVIDE:
 Grants (mainly trough our partners parters)
 Services (for NGOs and business)
 Know-how

3. What I do? 
I’m fundraiser with practical experience from
SK, CZ, HU, PL and New Zealand.
I believe that:
 NGOs should run they fundraising
programs in-house,
 fundraising does not have to be expensive,
 nothing is ipossible,
 the world is changing and NGOs can
benefit from it.
I do fundraising consultancy and I founded
DARUJME.sk

4. My mission today?
TO CONVICNE YOU
IN 90 MINUTES
TO TAKE ONLINE
FUNDRAISING SERIOUSLY

5. DARUJME
DARUJME.sk is online
service for NGOs allowing
them to create they own
fully customable (!)
donation pages.
DARUJME includes back-
end, online database and
powerful statistical tools.
It is used by NGOs such
Greenpeace, Blind Union,
Amnesty International,
Transparency International
and many others.
We were inspired by our
partners from
DARUJME.cz. And we did
the same but bit better :-p

7. Why online fundraising?
It’s relatively cheap and it can be very effective.
It’s trendy.
It’s easy to play with (test).
It’s social and interactive.
It’s personal.
It’ allowes to address different target groups than offline FR.
You can receive one off or recurring donations! (monthly).
Allows you to create multichannel FR strategies which leads to
higher donations and retention)
And the most important: it works! 

8. Yes, you can even finance your NGO
trough online fundraising!

9. Example: The Czech online population
6 mil. users
8/2012
4 mil. users
mobile inte
Grow of th
1/2007
rnet
e
Source: NetMonitor (08/2012)

10. Where do they connect? Gender
47,9%
52,1%
13,7%
15,6%
36,8%
39,4%
9,8%
3,2%
Education Level
Primary 18,6%
Age Secondary lover 39,0%
22,5%
21,3%
18,5%
16,1%
Secondary upper 25,2%
10,8%
6,4%
4,4%
University 17,3%
10-14 15-24 25-34 35-44 45-54 55-64 65+
Source: NetMonitor (08/2012)

11. And they do pay online!

12. Numbes speaks…
10 000 000
9 000 000
8 000 000 8,6 mil.
7 000 000
6 000 000
5 000 000
4 000 000
3 000 000
2 000 000
1 000 000
0
2007 2008 2009 2010 2011 2012
Number of online payments by credit or debit card in milions
Source: Sdružení pro bankovní karty (SBK)

13. Interestig fact
56% of the Czech internet users are
willing to pay online.
69% of Czech mobile internet users
are willing to pay online
88% of Czech mobile internet users
owning tablets are willing to pay
online
Source: IAB Europe and Sdružení pro internetovou reklamu 10/2012

14. The classical e-fundraising model
corner stone of
your actions harwesting 
your campaign
email database email appeals donation
• existing donors (!) • donation campaign • third part site
• convert site traffic • campaignner to donor (portals) 
(incentives, petitions, conversion
• integrated donation
quiz…) • incentive for donation
Inspired by Engaging Networks
page 
• social networks (aps) (T-shirt or bicycle
• direct marketing lottery)
agencies (???) • regular giving
• adverts
• donor gets donor
• offline events

15. The activist / donor flow
Email
Make a donation Take action
(Donation page) (Petition page)
Share Beautiful and inspirational Make a donation
(social network
plugins) Thank you page (Donation page)

16. Email
Is the backbone of your digital cmapaign.
Personalize it (“Dearest John”).
Keep it short.
Readable on mobile.
2-3 links to donate page are the best.
Avoid spam words 
Track the results (click rate, opening rate…)
and conect them with the concrete donor.

17. You can do better than this 
Not very elegant…
Attachment
PDF

18. How do we read emails?
webma
il
desktop
mobile
Source: UKOM/Nielsen March 2012

19. How to write email
Make it:
 personal,
 experiential,
 exclusive,
 shareable,
 authentic
 urgent.
Make ⇢ measure ⇢ learn…

20. Petition page (& data collection)
Collect data online and offline
(petitions, action alerts, FB apps…)
The basic must to have data:
• name & email
Great to have:
• Demographics data (gender,
age, city, title)
• Constituent data (donor,
activist, actions taken…)
• Social data (Facebook, Twitter,
LinkedIn…)

21. Example what you can do with data
If you store your data well, you can
use them for donor segmentation
and more individual communication…
AVAZZ is offering different sums
to different donors according data they
have (demographic, past donation…???)

22. The donation form / page
Test it!
Less is more 
No exit options please!!!
Safe to donate and safe for
personal data (seal sybol).
Offer more ways how to
donate (Credit/Debit Cards,
Bank Payment Buttons,
Online Direct debit forms…).

23. You can do better than this
Donation portals can help, but be
aware they are not customable and
there are many exit links from the
form. Go for your own donation
page if you can.

24. What about your webpage?
Don’t be afraid to ask supporters to donate or fundraise for you.
Even on the Home page. DONATE button has to be visible.
Make the donation process super-easy!
Don’t send donors to third party websites to donate!
The FR ask must be built-in to the whole web (end of the blog,
event registration…)
Thank supporters after donation (use nice picture or video)!
Have a strong reason for donors to donate! Why me, why now!
Think about mobile and tablet users (no flash, tab design).

25. Consistent communication
Use the same design &
messages on:
 offline communication
 social media (header, avatar…)
 email
 web
 donation page
 thank you page
 thank you email ⇡ Petition page
⇢
Thank you page combined with
donation pagePetition page
Greenpeace UK

26. Tool box you need…
You need a good online database
(crmproneziskovky.cz or CiviCRM.org can help).
Widgets (for data collections).
Your own donation page.
API interface (connects everything together).
You need to be on social media (Facebook is a must!)
but do not relay they easily will bring donors to you.
Emailing client (for example MailChimp).

27. Engagement is the key!
If you engage people
on your web they act! engagement
They do what you ask
them to do (support prospects
€
convert to
donor
petition, share
things…) and they they influence
other people
regular
social networks donor
DONATE! can help
donors
became
getting more
♥
relationship
Social media are great advocates
data, building building
for engagement. offline relationship
…

28. Effective story telling
Donating is not rational but emotional process.
You have to be able to tell a short story to convince
donors to donate
 use blog or magazine-like articles
 images (including info-graphics )
 video
 even games or quiz if you can.
People will share good story, image or video.
Make the donor a hero.

29. From activist to donor
If you get an activist to support a specific case
(eg. online petition) you are on a good way to
covert him to a donor. But:
 be consistent with the message!
 use the campaign as a hook
 do it rather now than later!
 same design for the petition page & the donation page
 make it super-easy to donate!!!
If you don’t get donation, get an advocate (share).

30. Why to connect
campaigning & fundraising
You will have much more committed and engaged
supporter base.
You will have closer cooperation between campaigning
and fundraising teams – FR is integrated from the
beginning, donors are first to be informed…
Easier to manage your supporter data:
 everything will be in one place
 fewer providers required to process your actions

31. Donating is a form of protest

32. Examples how to personalize
Have a different thank you for single and recurring gifts.
Consistent thank you on the web and email.
Same/similar design, same words, same pictures, same
story all the way (if they donate to campaign, use the
campaign in thank you too...)
Offer other ways to be involved after donating. Donor
will not feel as a cash cow but as a part of your team.

33. Mobile
Do you know how many people read
your emails or FB posts on mobile phone? I think you
should!
Can you estimate the grow in next 12 months?
Optimize landing pages for the mobile browser:
 email readable on mobile
 responsive web design – eg. links to your web posted on FB has to
switch to mobile mode if used on mobile (more than 50% of FB users
use also or exclusively FB mobile application).
Use tab friendly and responsive design on your web for
tablets and mobiles.

34. Mobile donation
fotomontáž
mobile application email mobile web

35. Urgent vs. long term FR campaign
1 800,00 € 200
1 600,00 € 180
1 400,00 € 160
1 200,00 € 140
1 000,00 € 120
800,00 € 100
600,00 € 80
400,00 € 60
200,00 € 40
0,00 € 20
- 200,00 € 0
€
1 200,00 € 35
1 000,00 € 30
25
800,00 €
20
600,00 €
15
400,00 €
10
200,00 € 5
0,00 € 0
€
14-dec.
21-dec.
28-dec.
4-jan.
16-nov.
23-nov.
30-nov.
15-feb.
22-feb.
1-mar.
8-mar.
19-okt.
26-okt.
7-dec.
11-jan.
18-jan.
25-jan.
2-nov.
9-nov.
1-feb.
8-feb.
Source: DARUJME.sk

36. Helping the donor to donate
From a widget to donation page
Only open summs make donors think too
much about the donation. Tickboxes with
sums will make donor understand hu much
are you asking.
DARUJME.sk

37. Donate on Facebook
Not outstanding results,
but good to have…

38. Inspirations all around us
A guy programing
web-browsers addons
is asking for donation too
http://chromeadblock.com/pay/

39. And don’t forget - fundraising is fun!

40. THANK YOU!
Igor Polakovič
Centrum pre filantropiu ⎪ Center for Philanthropy
polakovic@changenet.sk ⎪ linkedin.com
SlideShare.net/polakovic ⎪ blog.fundraising.sk
www.cpf.sk ⎪ www.darujme.sk ⎪ www.darcovstvo.sk