Integrating on- and off-line fundraising Nick Harris, NSPCC, UK 30 October 2014.
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Transcript of Integrating on- and off-line fundraising Nick Harris, NSPCC, UK 30 October 2014.
![Page 1: Integrating on- and off-line fundraising Nick Harris, NSPCC, UK 30 October 2014.](https://reader030.fdocuments.net/reader030/viewer/2022032612/56649eaa5503460f94baed24/html5/thumbnails/1.jpg)
Integrating on- and off-line fundraising
Nick Harris, NSPCC, UK30 October 2014
![Page 2: Integrating on- and off-line fundraising Nick Harris, NSPCC, UK 30 October 2014.](https://reader030.fdocuments.net/reader030/viewer/2022032612/56649eaa5503460f94baed24/html5/thumbnails/2.jpg)
• Websites and microsites• Online advertising – PPC/SEO, Affiliates, Banners• Email marketing• Text message/SMS – one-off donation, monthly donation, lead
generation • Third-party sites. eBay for Charity, Eventbrite, JustGiving, etc• Apps and mobile/tablet marketing• Social Media • YouTube, VOD, Pre-roll ads, etc.
What is digital?
![Page 3: Integrating on- and off-line fundraising Nick Harris, NSPCC, UK 30 October 2014.](https://reader030.fdocuments.net/reader030/viewer/2022032612/56649eaa5503460f94baed24/html5/thumbnails/3.jpg)
How to approach digital
Treat it the same as all other fundraising or marketing:
• Remember your fundraising basics. Audience, value exchange, propositions
• Don’t forget promotion. This isn’t Field of Dreams
• Don’t forget targets. What’s the goal? How will you measure it? What is success?
The key difference is about the nature of the medium:
• Interactive. User journeys can’t be determined.
• Data. Mountains of information. Personalisation? Testing? Learning cycles?
• Immediacy. In seconds you can reach thousands of people with your message.
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Digital Fundraising Team vision
![Page 5: Integrating on- and off-line fundraising Nick Harris, NSPCC, UK 30 October 2014.](https://reader030.fdocuments.net/reader030/viewer/2022032612/56649eaa5503460f94baed24/html5/thumbnails/5.jpg)
“To enable the NSPCC to do digital fundraising”
not
“To do NSPCC’s digital fundraising”
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Digital Fundraising Team vision
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Two examples
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2011 2013
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My biggest trend?
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58% 79%
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My biggest trend?
![Page 9: Integrating on- and off-line fundraising Nick Harris, NSPCC, UK 30 October 2014.](https://reader030.fdocuments.net/reader030/viewer/2022032612/56649eaa5503460f94baed24/html5/thumbnails/9.jpg)
1/3rd 2/3rds
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My biggest trend?
![Page 10: Integrating on- and off-line fundraising Nick Harris, NSPCC, UK 30 October 2014.](https://reader030.fdocuments.net/reader030/viewer/2022032612/56649eaa5503460f94baed24/html5/thumbnails/10.jpg)
10
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What does this mean and how do we respond to it?
![Page 12: Integrating on- and off-line fundraising Nick Harris, NSPCC, UK 30 October 2014.](https://reader030.fdocuments.net/reader030/viewer/2022032612/56649eaa5503460f94baed24/html5/thumbnails/12.jpg)
Good news!