A presentation for Media Trust, on 9 July 2009, as part of a day's event covering Twitter for charities and online fundraising.
This presentation aimed to give a broad overview on the subject, before I handed over to Jonathan Waddingham, with his presentation on online giving - including some great research by Just Giving, and Jaz Cummins, who did a great presentation on Twestival - a case study in social fundraising: http://www.slideshare.net/JazCummins/twestival-twitter-for-charities-2993386
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Fundraising Online - An Introduction
1. Fundraising online
An Introduction
9 July, 2009
R ach e l Be e r, b e au t if u l wo r ld
2. Why fundraise online?
It’s where your audiences are now - and will
increasingly be in the future
Reach a large numbers of people cost-effectively
Small charities can punch above their weight
Returns from traditional media are diminishing
3. What are charities doing?
Most have realised that there needs to be a lot more
to online fundraising than a donate button on their
website and click-throughs from e-newsletters
Many are just beginning to integrate online into
‘traditional media’ appeals and campaigns
Many are piloting, testing and learning - but on a
limited scale
Most are still not doing enough - with notable
exceptions, including Oxfam, WWF, CRUK etc.
4. What are charities doing?
Events fundraising with online sponsorship has
been popular ever since Just Giving made it
possible ten years ago
Many of the larger charities run virtual gift
campaigns at Christmas
Some are quietly innovating and thinking more
strategically, but too much activity is very tactical
Trend for restricted giving to specific projects
7. What are charities doing?
Building communities of support
on platforms like Ammado.com
their own platforms - e.g. MyActionAid, Amnesty
blogs and community, Save the Children Kroo Bay,
Oxfam Get Involved pages
using social media - Facebook, Twitter etc.
integrating with other types of support -
campaigning, volunteering etc. - to develop greater
buy-in and deeper engagement
10. What else?
Paid advertising - either cost per thousand (CPM) or cost per click
(CPC) - banners, skyscrapers, MPUs etc.
Search
Organic search - optimisation
Paid search
Ads - and your own video content - on YouTube
Facebook display and engagement ads
Encouraging supporters to donate via selling goods on Ebay
Affiliate programmes
15. The landscape is changing
‘Web 2.0’ and social media are driving
behavioural change
People are becoming less responsive to old
fashioned ‘push marketing’, so brands are
moving towards ‘engagement marketing’
You can’t just fire your messages at people
anymore and expect a response (actually, you
should never have expected that!)
16. The model is changing
We are moving towards a long-tail model
Micro-donations could be big
We’ll need to deliver more holistic supporter
relationships, rather than just ask donors
repeatedly for money
Our aim should be to develop supporters as
long-term advocates and partners
17. The fundamentals
still apply
Online fundraising is still just fundraising -
understanding the mechanics alone is not
enough
First and foremost, you need to understand
how to be a good fundraiser
An integrated, strategic approach is vital for
long-term value