Follow Up Webinar

Downloads available at

NonprofitRD.com/RDexchange

Rich Dietz

rich@nonprofitrd.com

@RichDietz linkedin.com/in/richdietz

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This is not easy “There’s no doubt that you’ll need to work harder than ever to cultivate strong relationships with your constituents if you’re going to compete effectively for donor dollars.”

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But you MUST start now “The best time to plant a tree was 20 years ago.

The second best time is now.” -Chinese Proverb

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“If failure is not an option, then neither is success.” - Seth Godin

RD Exchange – Follow Up 5

Rich Dietz

Founder of Nonprofit R+D

Director of Fundraising Strategy at Abila

Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley.

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Agenda

1. Introduction

2. Questions from registration

3. Live Q & A

4. Other Topics (if time allows)

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Online Fundraising Bootcamp

Sells for $97 – “Free” for You

NonprofitRD.com/RDexchange

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2. Questions Submitted during Registration

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How can I consolidate options for an annual gift, monthly giving, and legacy giving without overwhelming the donor (i.e. too many options/too complicated) - Michelle

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Examples of websites that use different portals for various target markets (tailoring experience for different users) - Lauren

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Wordpress tips and tricks to make fundraising easier - Connie

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The question I have concerns Development Department structure for BGCA organizations that are over $4 million. And, this would include Marketing & Communications and Grants.

Thank you. - Darby

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3. Live Q & A

Just type your question

in the chat box

(Include website URL if you want me to review anything)

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4. Other Topics

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Peer to Peer Fundraising

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What do these really mean?

Crowd-Funding

Peer-to-Peer Fundraising

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Crowd-funding • practice of funding a project or venture by raising monetary

contributions from a large number of people, typically via the Internet and in smaller amounts.

• Initiator + Funders + Platform

Examples: • Kickstarter, Indiegogo, many, many more… • Reading Rainbow – $5.4 Million • Thousands and thousands of small projects

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Peer-to-peer fundraising • a process of empowering individuals and groups to raise funds on your

behalf by allowing (or assisting) them to communicate and solicit prospective donors from their own networks and communities.

• Friends asking friends

Examples: • Komen, MS150, Walk, Run, Ride… what most folks think • Can also be:

• Birthdays, weddings, dog walks, dance offs, etc. • Board Fundraising

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Crowd-funding & P2P Many similarities (see best practices)

Differences as well – platforms, approach, incentives, etc.

The biggest difference:

Who is doing the asking?

The organization or individuals in the community?

That is what makes it Peer Fundraising

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Traditional vs. P2P Traditional Fundraising

• One to Many (Org >> Supporters)

• Impersonal, one-way, expensive, controlled message

Peer Fundraising

• Many to Many (Supporter > Supporter > Supporter…..)

• Personal, Interactive, Inexpensive, uncontrolled message

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Empower Your Donors Seth Godin, author of the e-book “Flipping the Funnel” defines peer-to-peer fundraising this way:

Turn strangers into friends….

Turn friends into donors….

And then... do the most important job:

Turn your donors into FUNDRAISERS.

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Why Peer-to-Peer

Fundraising is Essential to Your Long-Term

Growth

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Donor Acquisition

Donor Engagement

Donor Loyalty

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Donor Acquisition Peer Fundraising: Can be much more effective than traditional means

• Response rates can be 100 times higher

• Email asks that get a donation – From Org – 1 in 1,250

– From peer – 1 in 4

Eg. / Red Cross vs. Grandma

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Donor Acquisition Increases engagement and community

• Example – Komen, dog walks, etc.

Cygnus Donor Survey • 71 % of respondents have sponsored at least one event

• 67% gave because of the participant

• 50% of sponsors said the mission of the host charity was influential

Millennial Engagement • 71.7% of Millennial donors said they’d be willing to communicate

with friends and family about ways to be involved in an organization they support

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Still room for Improvement:

• Only 32% were asked to make a second philanthropic gift since becoming a sponsor

• 14%-19% gave again (higher for younger donors, under 35)

• 57% -68% gave again because they had a positive event being a sponsor (higher for younger donors, under 35)

• How will they perform long term?

Cygnus Donor Survey

Donor Acquisition

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Donor Engagement / Loyalty

We discussed this a ton in Atlanta

Engaged Donors are those who are taking ACTIONS

– Donate, Attend events, Volunteer, Recruit new donors

Donor Engagement

Donor Loyalty

More Donations

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So… Peer fundraising allows you to • FIND new donors that you may not with traditional channels • ENGAGE with them where they are and, • gives you the opportunity to create LOYAL donors.

Donor Acquisition

Donor Engagement

Donor Loyalty

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6 Best Practices for P2P Fundraising

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1. The basics are the same Same basics of any good fundraising campaign

– Compelling story, call to action, urgency, deadline, etc.

Clear picture of impact and where the money is going

– Individual >> Collective Impact (“Yes we can”)

Strong Call-to-Action

– You still need to ask. Repeatedly.

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2. Simple tools for supporters Fundraising pages

• Place for supporters to send friends and family

• Upload photo and message / personalize

• Progress meters, donation forms, etc.

Pre-built Communications • #1 mistake I see nonprofits make with peer fundraising.

• Sample emails, blog posts, tweets to re-tweet, social media buttons, etc.

• Make it easy for supporters to reach out

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3. Train your Fundraisers Fundraising is hard (even for us)

– Nobody likes to ask for money

Need to coach / teach them how to be fundraisers – More than just providing the tools

– Who to ask, how to ask, what to say, etc.

– Teach them to tell THEIR story

Encourage them to keep asking! – Again, just like we do as fundraisers

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4. Micro Projects Basic idea –

– Breaking your fundraising up into smaller chunks, multiple campaigns throughout the year

• P2P and crowdfunding can work well here.

Examples • Smithsonian – Yogic Art exhibit

» “Yoga Messengers” raised over $170,000

• CharityWater – Start a Campaign

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5. Donate Your Big Day It does NOT have to be a walk / run / ride

• Those are so much work

Allow supporters to “donate” their big day

• Birthday, anniversary, graduation, event, etc.

Easier to organize, set up and run

• Year round opportunity for peer fundraisers

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6. Follow up / Donor loyalty Make sure to thank them… More than once!

• Build the relationship, further engagement, donor loyalty.

Personal thank you and public recognition • Ideas:

– Newsletter just for supports

– Contest, Special thanks / recognition of top supporters

Tracking and reporting

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• Explosion of Peer to Peer moving out of the “a-thon” only market into Annual and Capital Campaigns as micro projects or Donate your ______.

• Increased use of Crowdsourcing for volunteers, event organizing, project supplies and mission ideas and Crowdfunding for new projects and specific funding goals within Annual and Capital Campaigns – together they represent

Crowd-Contributing

So… Where is the “crowd” going?

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Online Video

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Why Online Video

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Why Online Video? More affordable and easier than ever

• Flipcam or phone, upload to YouTube

Best way to tell a story • Easily create that emotional connection • Utilizes more senses

More Effective • Wharton School of Business study showed marketing with video to

be 600% more effective than print alone • Videos shared 12x more than links and text posts combined

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Why Online Video? More likely to be shared

• 5-10x more shares than text alone • More likely to “go viral”

Search Engine Optimization • 50x easier to rank on page 1 (Forrester Research) • Video graphic in search results – higher clicks

YouTube • #2 search engine - Over 3 billion views per day • People love to watch videos

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Online Video Basics

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Online Video Basics Need Sound Fundamentals FIRST

• Online Hierarchy of Needs

What are you hoping to accomplish with video? • Leads, build email list, awareness?

KISS - Keep It Simple Stupid

• Keep it Short – under 2 min. for most • Keep it Simple – one main topic

Call to Action

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How to get better at video Do more video

• Only way to improve is to try

Watch other videos, imitate Wistia

• http://wistia.com/learning • Great resources and training

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Creating an Effective Video

Online Fundraising 45

www.NonprofitRD.com

Planning What is the story/message you want to tell

• What do you want to say? • What is the objective/goals • Why should it be told • Who wants to hear about it (audience) • What makes it unique

How will you use the video?

How will you distribute the video?

What is your “Call to Action”

Online Fundraising 46

www.NonprofitRD.com

Production Plan the Shoot

• Timeline, questions, list of shots needed

Shoot more than what you need

Call to Action

Have Fun! It shows on film.

Online Fundraising 47

www.NonprofitRD.com

Editing No edit version or “Fancy”?

Software

• YouTube for basic editing

• iMovie (Mac)

• Windows Movie Maker (PC)

Test and experiment (Have Fun!)

• Make the ugliest video ever.

Online Fundraising 48

www.NonprofitRD.com

Hosting your video Start with YouTube

• Easy to use and get started

• Its free

• Upload and grab the “embed code”

• Nonprofits get a Premium Channel for free too!

• http://www.google.com/nonprofits/

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Video Project Ideas &

What to Do With Video

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Ideas for Projects Testimonials / Client Stories “The Interview” – Staff, testimonial, State Rep. Video Tour of Office / Staff Seminars / Trainings How To / Tips

35 million searches each month on YouTube for “how to” videos

Video Annual Reports Music Video / Promo – Animoto.com Holiday Messages

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What to do with video Incorporate into your current marketing

• Website, Newsletter, Flyers, email signature

Blog, tweet, facebook • Reason to post, Most clicked on posts

Search Engine Optimization (SEO) • Videos rank very quickly (Google loves em’) • Keyword optimization - Great source of backlinks

Email Marketing • Very high click-through rates

Video Donation Page • Show video right on the donation page – Keep the emotion

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Video Examples and Case Study

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Video Examples

www.austinhumanesociety.org

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Video Examples

cej-oregon.org

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On the Scene Videos You can get these anywhere, anytime – just need a phone or flip cam. Example – TAPE.org Interview with Rep. Maldonado

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What’s Next?

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Online Fundraising Bootcamp

Sells for $97 – “Free” for You

NonprofitRD.com/RDexchange

Just fill out the survey or leave a testimonial

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Downloads available at NonprofitRD.com/RDexchange

Rich Dietz

rich@nonprofitrd.com

@RichDietz linkedin.com/in/richdietz