Online fundraising harnessing technology to build maintain relationships
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Online Fundraising: Harnessing Technology to Build & Maintain Relationships. AGENDA Relationship development for your organization (Lisa Vogt) - The relationship lifecycle - Targeting your messages Tactics for building the relationship (Lisa Vogt) Q& A / Break

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Online Fundraising: Harnessing Technology to Build & Maintain Relationships

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Online fundraising harnessing technology to build maintain relationships

Online Fundraising: Harnessing Technology to Build & Maintain Relationships

AGENDA

Relationship development for your organization (Lisa Vogt)

- The relationship lifecycle

- Targeting your messages

Tactics for building the relationship (Lisa Vogt)

Q& A / Break

Donor Management Systems (Alexandra Garcia)

Volunteer Mobilization (Alexandra Garcia)

Email campaigns / eNewsletters (Alexandra Garcia)

Q& A / Break

Direct mail concepts and examples (Valerie Lambert)

eMail concepts and examples (Valerie Lambert)

Q& A / Conclusion


Online fundraising harnessing technology to build maintain relationships1

Online Fundraising: Harnessing Technology to Build & Maintain Relationships

Lisa Vogt, APR

Director, Marketing & Communications

SOS Children’s Villages – USA

[email protected]


Lisa vogt mba apr director marketing communications sos children s villages usa

Lisa Vogt, MBA, APRDirector, Marketing & CommunicationsSOS Children’s Villages - USA

  • SOS Children’s Villages is the world’s largest organization dedicated to raising orphaned, abandoned and foster children.

  • We operate 540 Children’s Villages and have a presence in 133 countries.

  • Position responsibilities include:

  • Corporate partnerships

  • Web site content and development

  • Digital communications

  • Celebrity alliances

  • Advertising

  • Integrated Campaigns

  • Social media

  • Fund-raising

  • Media relations

  • Earned Accreditation in Public Relations (APR) in 2011


Online fundraising harnessing technology to build maintain relationships2

Online Fundraising: Harnessing Technology to Build & Maintain Relationships

Does anyone think we should switch the order of the title?!

Online Fundraising

Harnessing Technology

Build Relationships

Maintain Relationships


Online fundraising harnessing technology to build maintain relationships3

Online Fundraising: Harnessing Technology to Build & Maintain Relationships

Does anyone think we should switch the order of the title?!

Your Thoughts!

Online Fundraising

Harnessing Technology

Build Relationships

Maintain Relationships


Online fundraising harnessing technology to build maintain relationships4

Online Fundraising: Harnessing Technology to Build & Maintain Relationships

One option…

Harnessing Technology to Help Build & Maintain Relationships Leading to (Online) Fundraising

Online Fundraising

Harnessing Technology

Build Relationships

Maintain Relationships


Build relationships using multiple channels

Build Relationships Using Multiple Channels:

Blackbaud’s Target Analytics group just published a multichannel marketing study

https://www.blackbaud.com/multichannel

  • It has become increasingly common for new donors to give their first gift online.

  • In aggregate, online-acquired donors have much higher cumulative value over the long term than traditional mail-acquired donors.

  • Every year, large proportions of online-acquired donors switch from online giving to offline sources – primarily to direct mail.

  • Without the ability to become multichannel givers by renewing support via direct mail, online donors would be worth far less.

  • However, the number of mail-acquired donors who migrate to online giving is so small that it has very little impact on overall revenue.


Build relationships using multiple channels1

Build Relationships Using Multiple Channels

Source: Target Analytics 2011 Study


Build relationships using multiple channels2

Build Relationships Using Multiple Channels

Source: Target Analytics 2011 Study


Build maintain relationships

Build & Maintain Relationships

Innovation Adoption LifecycleAlso applies to developing relationships

Categories of Adopters:

Innovators

Early Adopters

Early Majority

Late Majority

Laggards

Graph by Everett Rogers

http://en.wikipedia.org/wiki/Diffusion_of_Innovations

Who are you targeting with your message?

Who is most likely to respond positively or negatively?

Is your message being sent to the appropriate targets, through an effective means through effective channels?


Build maintain relationships1

Build & Maintain Relationships

Innovation Adoption Lifecycle

Characteristics of Adopters:

Innovators: risk-takers, not social leaders, less concerned with others’ opinionsEarly Adopters: risk-takers who want to see proof first, very social, leaders, very high degree of opinion leadership, high social status

Early Majority: slower to adopt, want to see proof, above avg social status, not opinion leaders

Late Majority: will adopt only after the avg. member of society, highly skeptical

Laggards: last to adopt, extremely skeptical, focused on traditions, low social status


Build maintain relationships2

Build & Maintain Relationships

Where is your organization in the Adoption Lifecycle?


Build maintain relationships3

Build & Maintain Relationships

Movie Recommendation

The Joneses, with David Duchovny and Demi Moore, shows the social influence that Innovators and Early Adopters have and how their influence can be taken to an extreme. http://www.thejonesesmovie.com/


Build maintain relationships the adoption process

Build & Maintain Relationships: The Adoption Process

The Adoption Process

Each person, regardless of their adoption category, moves through the adoption process – innovators move faster than laggards!

Awareness

Interest

Evaluation

Trial

Adoption

Advocate!


Build maintain relationships the adoption process1

Build & Maintain Relationships: The Adoption Process

Awareness: A vague idea that the organization exists

(Digital behavior: see a banner ad, see a social media post, skim an article)

Interest: Get more information. Read/listen more closely. Seek opinions.

(Digital behavior: banner ad clickthrough, read a social media post, google the organization, sign-up for eNewsletter, follow on social media)

Evaluation: Consider whether or not to support.

(Digital behavior: more online research, seek more opinions)


Build maintain relationships the adoption process2

Build & Maintain Relationships: The Adoption Process

Trial: Take action to support in a relatively small way

(Digital behavior: volunteer, make a small donation, post to social media)

Adoption: Become a supporter!

(note that the organization may also be rejected at this or any other stage!)

(Digital behavior: make a larger donation, sponsor a child, write a blog post)

Advocate: Raving fan! Can’t stop talking about the organization

(Digital behavior: establishes online fundraiser, organizes a walk, holds cocktail party fund-raiser, lots of social media interaction)


Getting to donations building advocate relationships

Getting to Donations: Building Advocate Relationships

  • OWNED: Staff Control

  • Organizational web sites

  • Blog posts

  • eNewsletters

  • Free Press Releases

  • YouTube Channel

  • Contests

  • EARNED: Others Advocating

  • Search Rank

  • Media Coverage

  • Celebrity Endorsements

  • Links into digital content

  • Corporate partnerships

  • PAID: Pay for Play

  • Paid Search

  • Remarketing/Banner Ads

  • Petition Campaigns on other sites

  • Paid Press Releases

  • Events

  • Direct Mail

  • SOCIAL: Encouraging Engagement

  • Facebook

  • Twitter

  • LinkedIn

  • Pinterest

  • Employee Networks

  • SOS Advocates

= Public comment expected. Not in total control of message.


Getting to donations building advocate relationships1

Getting to Donations: Building Advocate Relationships

Owned: Staff Control with limited public comment

Our Africa micro site

SOS USA web site

Huffington Post Blog


Getting to donations building advocate relationships2

Getting to Donations: Building Advocate Relationships

Earned: Others Advocating

  • Corporate partnerships can serve multiple purposes

  • - Blog post advocating your work

  • Links to your web site enhance SEO

  • Inclusion in philanthropy reports is good for both sides

  • Social media from corporation

Celebrity Endorsements


Getting to donations building advocate relationships3

Getting to Donations: Building Advocate Relationships

Paid: Pay for Play

Wall Street Journal

SOS Postcard driving donors online


Getting to donations building advocate relationships4

Getting to Donations: Building Advocate Relationships

Paid: Pay for Play


Getting to donations building advocate relationships5

Getting to Donations: Building Advocate Relationships

Social: Encouraging Engagement


Build maintain relationships4

Build & Maintain Relationships

How do you find and target your Innovators / Early Adopters / Early Majority?

  • Base your tactics on the organizational focus

  • Sports

  • Literacy

  • Environment

  • Animals

  • Children

  • International Humanitarian Causes

  • You must be found where they are!


Build maintain relationships5

Build & Maintain Relationships

Thank you!

QUESTIONS?

Connect on LinkedIn…

http://www.linkedin.com/in/lisaconnersvogt

Communications Models & Theories for APR Online Prep Course, February 22, 2011


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