2. Case studies - recruiting new donors
3. Ways your organisations can reach new people
4. Testing and Optimisation
6. Retention
1. Key principles of digital fundraising
5. Legacies
1. War on Want
2. Refugee Action
3. Liberty
182 new members since January 2018
£20,000 of annual income
Retain 90% of online members each year
Start with a campaign action (petition)
£30,806 in donations since January 2018
721 donations
Average donation £42.73
Until October 2016 no donation page on their website
Start with a campaign action (petition)
15 new members each month since January 2018
It costs them £50 to recruit each new donor
On average a member donates £600 during 5 years of membership
£600 income from £50 investment
ROI 11:1
Start with a campaign action (petition)
1. Bring new people to a campaign action = prospecting
2. Engage them with interesting emails and other things to do = building trust
3. Convert to donor = fundraising
Every step in the process is crucial
Same principles apply to organic social media content
Who will you advertise to?
Content of the ads
Spending as little as possible on the adverts
Create one advert set for each audience
eg. People who like your Facebook page
Always set the payment basis as cost per click (not impression)
Start low eg. €0.25 per click
Wait 7 days
Then increase by €0.10
Wait 7 days
(Repeat until you're bringing in supporters at the right cost)
A range of content
Supporter journey
Opportunity to build relationship with supporter
before asking for a donation
Proposition
Web pages
Membership?
Why should someone donate?
What's the benefit to them, and what's the benefit to the organisation?
What difference will it make?
What will you spend the money on?
Every week, people seeking asylum come to us looking for help because they have nowhere else to turn. Right now, we’re able to help around 84 of them. Sadly, we can’t afford to help the others. You can help us change this: start a £3 monthly gift today.
What's your proposition?
Why should someone donate to your organisation?
Facebook, Twitter, Email
WhatsApp, Messenger
(making it "go viral")
Storytelling
Also part of number 2 in the funnel - building trust
Language used
- Think of a story that relates to your organisation or your work
- Write a Facebook post to tell this story
- Most organisations that try this see this as the aim
- But the aim should be for the people who donate to your crowdfunding campaign to become members/regular donors
Environment
- think about your 1-2 campaign priorities
- who else might be interested in those campaigns?
Important when your organisation or Tibet is in the news
Global Witness - Mossack Fonseca
Hundreds of visits to their website, at around €0.10 per visit
Headline: 60 characters
Content: 80 characters
Important when your organisation or Tibet is in the news
It needs to work for your supporters and potential supporters.
And it needs to work for search engine bots so that they can display what you want to display in search results, for the most relevant search terms.
Headings - especially the page title
Page content - especially the first paragraph
Alt text of images
6
Donor retention specialist - how to thank people well
Video
Banner adverts
SOFII
Showcase of Fundraising Inspiration and Innovation
1. Take part in campaign and join email list
2. Learn more about your organisation via email
and/or social media content
3. Do another campaign action/quiz/survey
4. Make a small first donation eg to a crowdfunder - small amount, very specific purpose
5. Stewardship - thank them, demonstrate made a difference
6. Become a member - use all this knowledge you've gained to personalise the ask
Patience
Hard work
glyn@glyn-thomas.co.uk