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Fundraising 101

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by

Anne-Laure Pernee Kapoor

on 6 October 2014

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Transcript of Fundraising 101

Fundraising definition
FUNDRAISING or DEVELOPMENT is the process of soliciting voluntary
contributions of money
or other resources by requesting donations from
individuals
, businesses, charitable foundations or governments.
Fundraising 101
Webmasters Summit May 2014
All these elements contribute to
grow the number of donors & ultimately generate $$$
the Fundraising journey
donor acquisition techniques
mail
phone
TV
face-2-face
events
online
spontaneous

Develop relationship with donors

"Honey moon period"
Involve donors & Upgrade them

Frequent, relevant, targeted, planned
communications with the donors
Winning donors back through targeted and tested message
Data & content are key
acquire
new donors
build loyalty
& engagement
with existing donors
retain
existing donors
reactivate existing donors
who have gone to sleep
AWARENESS
Organization & Cause Awareness
Case for Support
Expose the need
I've heard
CONSIDERATION
DONATION
AWARENESS
I know
I 'd like
I donate
I love
Four
Digital
Fundraising Fundamentals
making the
USER EXPERIENCE
as quick and easy as possible
creating digital
CONTENT
to tell a
COMPELLING STORY
.
OPTIMIZE
it
using
DATA & BEHAVIORAL
analysis to target the right people for our message
INTEGRATE

online
fundraising communications with
offline
fundraising campaigns. Also aligned with
marketing
and
public
communication.
COMMUNICATIONS & FUNDRAISING
FUNNEL
Developing a great online experience for the supporters and donors is really about keeping it as simple as possible.
Donors love online because it is convenient: they want to access the information or appeal while they’re on the go. They want it to be quick and easy to complete the task we've asked them to do (donate, subscribe, sign a petition etc.).
http://www.wspaliveexport.org.au/
http://www.unicef.org.au/Donate/One-off-Donation/Typhoon-Haiyan-hits-Philippines.aspx
http://www.change.org/en-AU/petitions/stop-dumping-on-the-great-barrier-reef
https://www.getup.org.au/campaigns/refugees/stop-the-secrecy/help-end-the-secrecy
If the people don't connect with the message we’re trying to convey. they won't donate.
Donors support a cause because it matches their own individual values.
To win the donor over, the story needs to be compelling. Find the right content to tell the ICRC's stories. Ensure that they are true to the ICRC brand yet that donors will respond to them.
http://www.warchild.org.uk/issues/child-soldiers
Protect the innocent victims of war
Online, we can track and monitor every click, comment, download, donation and page view – that means that we can determine, without much room for error, what our audience/ supporters care about most and what stories will be most successful and should be used for case for support, donor engagement and acquisition campaigns.

The ICRC works across a dozen key areas – all of which we like to promote to our audience. But not all of our work will be interesting to the majority of people. Talking to the general public similarly to fundraising needs to work to the majority, not a minority.

This will mean a difficult conversation to navigate internally.
Yet, we can use web analytics and data to put forward a case for what our audience/ supporters care about based on how they interact and behave online.

Finally, analyse, test, analyse, implement...
Successful fundraising is based on a strong case for support. Recent data shows that when an organization’s communications strategies are clear and focused, its fundraising dollars increase substantially.

Strong communications helps build awareness for the organization and cause. This foundation builds a pipeline for fundraising activities and facilitates the “ask.”
A strong brand identity helps speak with a single voice, delivering a clear message that resonates with current and future donors.

When communications and fundraising are in sync, one supports the other through simple, consistent, compelling messages, delivered in a way that builds trust. Trust makes people want to get involved, support your cause and donate dollars.
Effective communications for fundraising is transparent, delivers on the brand promise and always reflects the org'n identity. This ensures messaging is believable and memorable, helping to build trust among new donors and loyalty among existing donors.
acquire
new donors
TV
phone
build loyalty
& engagement
with existing donors
retain
existing donors
reactivate existing donors
who have gone to sleep
Full transcript