PowerPoint Presentation

Usando online e mobile para conseguir novos doadores e mant-los

Nick AllenSao Paulo, 6 May 2016

#Feel the Bern How the Bernie Sanders for President campaign got 4.5 million donations and raised $200m

4.5m donations, average USD $27

Everybody loves George Clooney...But that $353,000 is an outrageous sum of money. And one of the great questions of this campaign is whether people coming together can overcome the electoral influence of a small number of millionaires and billionaires who are buying our elections."

Make it work well on mobile (or you dont exist)

What Bernie does (and you should too)

Be authenticWrite emails that are personal, informal, directExplain what the money is forMake it easy to giveMake it social to giveTrust your supporters share the power!

Vary the voice candidate, campaign manager, volunteer, celebrityTreat donors like insidersDont ask only for money ask for other help!Takeaway: Run your email program like a campaign

Trust your supporters:What can you crowd-source?Hashtag #FeelTheBern came from the crowd, then adopted by campaignCan you ask your volunteers to do your telemarketing?Take advantage of social media, sophisticated free/cheap tools like Google Forms, Hangouts, Slack, Hustle, Trello

Fundraising = organizing = advocacy

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Fundraising wisdomWe find that people develop a deeper investment and appreciation for the campaign when theyre being counted as part of something bigger than themselves.

--Robin Curran, Sanders digital-production director

Direct response channelsCash collections in the streetFace to face (door to door, malls)Direct mailTelemarketingDirect response TV (DRTV) Digital (Web, email, social, and mobile)

Just another channelSame rules persuade people to give to youSome causes work better online than othersInternet and mobile -- not a miracle cure. 10-15% of small donor dollars in the U.S. Nothing is better than asking face to face

Build big email listEasy subscription form on Web site, socialOffer email subscriptionOffer advocacyInvite visitors to sign a pledge (and opt in for emails)Make it easy to sign up on mobile

Build your email list

Buy petition signer data from change.org

Build your mobile list

Converting leads into donorsPlan donor journeyWelcome, thank, involve your leads (and then your donors!)Send email appealsTelephone works best, but costs more

Email may seem old and boring compared to Facebook or Twitter or Pinterest, but it provides most of the online revenue for most NGOs, along with donations made directly on their Web sites. Here is a series of emails from the American group No Kid Hungry that fights childhood hunger in the United States. 47

TechnicalMobile, mobile, mobile what % read your emails on mobile?Make the ask clearMake action links easy to find esp. mobileSimplify donation pages: Why are you asking for date of birth?

Testing and optimizationTest emails (hard to do with small list)Subject linesSender Offers: Gift size, matching gifts, free stickersDeadline, urgency

Test donation pagesNumber of form fieldsAsk for non-essential info AFTER donation is processedGift array (5, 10, 20, 100, etc.)Call to action (and photos)Make it easier: Pre-populate forms from CRMAsk for CEP, fill in city/state

Be in the news, or make the newsBe part of the conversation in social mediaMake it easy to shareRespond to conversation ASAPOr make the news yourselfViral is hard, but keep trying

carlyfiorinaforvicepresident.com

How often is too often?Sanders and Hillary 2016: Two emails per day (but youre not Bernie Sanders)Average large U.S. NGO sent 60 emails/year, including 24 fundraising emailsMost NGOs dont send enough emails.Why do people donate? Because you ask!

Testing 1,2,3

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Can you telephone them?WelcomeThankInviteAsk for moneyUpgradeAsk to become regular monthly giverThank

Crowdfunding could work for you ifPlatform is easy for donors to usePayment method is comfortable for donorsYou have passionate supporter base online (email, Facebook, Twitter, Web traffic)You can present compelling project with reasonable budgetYou put effort into it!

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8 success factors for online fundraisingHave a great causeMake the case Make it urgentTake advantage of the news/memesVisibility (press, social media, events)Build your supporter base email, text, Facebook, etc.Make it easy in any channel Ask oftenKISS (Keep it simple, stupid)

And we can do more.

We can add street theatre. Were talking about propositions and props that make the experience more intriguing and engaging for the public.

Things that bring alive the complex problems and solutions that charities deal with every day.

Creating something memorable, so that when we ask for a monthly gift were building on something rather than starting from scratch.

There is nothing new in this. But we have found that by enhancing the street experience for the potential donor we get better results.67

Mail too

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Bluefrog69

Your to-do listMake effective Web site Build big email list and send out appealsDevelop compelling campaigns and distribute them via all channelsMake emails and Web forms work well on smartphonesUse Facebook, Twitter, etc.Figure out how to retain your donors!!

Retaining your donors

Thanks: Roger Craver

Thanks: Roger Craver

Retaining your online donorsSend immediate email thank youSend another email thank you 3-5 days laterTelephone to thank themAsk for their feedback, surveysRespond to their emails, comments on Facebook, etc.Provide excellent donor services

Video Thank you

Muito obrigado!

Nick AllenNuevo Fundraisingnick@nuevofundraising.comwww.nuevofundraising.com+1-415-531-4262