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A presentation I gave at the Indiana Library Federation conference in Indianapolis.
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Getting Results with Online Fundraising
• Social media stinks for fundraising• A handshake is not the best tool to collect money• Phases of engagement and fundraising• Stairway to engagement• Email segmentation• Make it mobile• Pitch projects• Make it personal• Create an effective appeal• The ROI of thanks
Getting Results with Online Fundraising
Agenda
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?Getting Results with Online Fundraising
Social media stinks for fundraising
A Handshake is not the best tool to collect donationsGetting Results with Online Fundraising
A Handshake is not the best tool to collect money
Facebook and Twitter are relational, not transactional
Getting Results with Online Fundraising
A Handshake is not the best tool to collect money
© Razoo Global Corporation 2013. All rights reserved. 6
Ignorance Awareness Action
Donating(money)
Sharing(influence)
Fundraising(time)
Phases of engagement
Getting Results with Online Fundraising
Via Razoo
Become aware of your cause when friends talk about your Page
Like, comment on, and share your updates
Continue engaging and like your Page
Share their donation on Facebook
Donate for the first time via e-mail
Getting Results with Online Fundraising
Stairway to engagement
E-mail acquisition!
Join your e-mail list
Getting Results with Online Fundraising
Stairway to engagement
Segment lists
2
Right people | Right content | Right time
Smart email segmentation = more $$$
Getting Results with Online Fundraising
Getting Results with Online Fundraising
Make it mobile
Pitch projects
Getting Results with Online Fundraising
Make it personal
Getting Results with Online Fundraising
Create an effective appeal
Getting Results with Online FundraisingVia Pamela Grow
Getting Results with Online Fundraising
The ROI of Thanks
Calling people to say thanks:
• Increases retention by 20%• Increases revenue by 20%• A message is 25% as effective as a live call.
- Chuck Long!eld, Chief Scientist at Blackbaud
How to get more
Subscribe to my blog
Like the Nonprofit Facebook Page
Getting Results with Online Fundraising
Founder: Inbound Zombie - a non-pro"t social media consultancy in Cambridge, MA and the Social Media Fundraising Club.
Trainer: Charityhowto and MarketingProfs.
Speaker: Nonpro"t Technology Conference, New Media Expo, 140 Conference, Blackbaud BBCon, Social Media for Nonpro"ts Boston, etc.
Contributing Writer: Huffington Post, SocialBrite, Care2 Frog Loop, Social Media Today, Digital Marketing Monthly.
Author: Facebook Marketing for Dummies and All-in-One (2014).
Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Bucks County Library System, Scholastic, TechSoup, MarketingProfs, WaterAid America, Twin Cities Habitat for Humanity, University of Massachusetts, National Wildlife Federation and Susan G. Komen Greater NYC.
Who is this guy?
Getting Results with Online Fundraising