Nonprofit internet strategies phần 7 ppt

As the following e-mail analysis shows, participants opened the e-mail at a very high rate: 78 percent. Thank You E-mail Analysis Total % of Total Received Recipients 1212 N/A Recipients who opened e-mail 942 78% Recipients who clicked any link 39 3% Click-throughs 51 4% Recipients who replied to e-mail 4 0% Recipients who unsubscribed 1 0% A month later, the president sent another personalized e-mail, this time giving participants a sense of the impact that their fundraising was having on wildlife (see Exhibit 15.9). 202 SPECIAL EVENTS AND SPONSORSHIPS EXHIBIT 15.3 WWF Canada Personalization Form Power of the Few 203 EXHIBIT 15.4 Sponsor Acquisition Form EXHIBIT 15.5 Donor E-Receipt 204 SPECIAL EVENTS AND SPONSORSHIPS 2003 Online Registrants 2003 Total Registrants 2002 Offline Registrants 0 500 1000 1500 2000 2500 3000 3500 4000 4500 event12345678 Weeks Prior to Event EXHIBIT 15.6 Registrants by Week Although the open rates were less for this e-mail (67 percent), it still demonstrated that the vast majority of participants would open e-mail from this organization: a privilege WWF Canada is careful not to overuse. Impact E-mail Analysis Total % of Total Received Recipients 1192 N/A Recipients who opened e-mail 803 67% Recipients who clicked any link 129 11% Click-throughs 211 18% Recipients who replied to e-mail 1 0% Recipients who unsubscribed 5 0% DEFINING THE DIGITAL DONOR ELITE The story of Janet and her thirtieth birthday is exceptional, but it isn’t unique. All around the world, the Internet is amplifying the impact that passionate people can have on a fundraising campaign. When we looked at our data we found many examples of the digital donor elite: One volunteer raised $9,010 from 139 donations. Another volunteer raised $15,059 from 98 donations. Still another raised $25,974 from 944 e-mails. Clearly these are exceptional individuals who have passion for their causes. The online tools allowed them to share their passion in numbers and geographies that otherwise would have been unthinkable with paper pledge forms. When we studied online campaigns we found that the aggregate data told a strik- ing story: on average, the top 10 percent of online fundraisers accounted for more than 50 percent of all online dollars collected. When we shared these statistics with experienced offline fundraisers, the reaction we received was “Of course—we’ve known for a long time that it only takes a small percentage of people to account for most of our fundraising.” But this message hasn’t played a central role in online fundraising discussions. Too often, we find organizations with no plan, or insufficient plans, to follow up and communicate with this digital donor elite in a way that could be distinguished from plans for their general online donors. Think of how your organization would steward someone who wrote a check for $25,000. How about someone who e-mailed friends, family, and colleagues to col- lectively raise $25,000 online? Defining the Digital Donor Elite 205 EXHIBIT 15.7 Online Measurement Tool PEOPLE GIVE TO PEOPLE High Tech and High Touch For years we’ve heard how the Internet will radically change the operations of non- profit organizations in the future. But bear in mind that high tech without high touch won’t go very far. 206 SPECIAL EVENTS AND SPONSORSHIPS EXHIBIT 15.8 Personalized Thank You Recall the last time you made a contribution to a charity. Did you wake up one morning with the desire to give and then seek out a worthy organization to accept your generosity? Or were you prompted to give? If you’re like most of us, the reason you didn’t give to a cause is because you were never asked to give. If you were asked to give but didn’t give, then the wrong person is asking you. People Give to People 207 EXHIBIT 15.9 Follow-Up E-Mail The Internet gives us the ability to take this simple concept—getting the right per- son to ask you to give—to tremendous scale. Imagine a charity that you care for deeply. Now imagine that charity asking you to ask two friends for a gift. You’d likely call them, or mention it to them the next time you met. But what if the charity needed you to ask 50 friends? At that point, you’d have to turn to e-mail. Getting Your E-Mails Read: The Power of “From” We’ve been fretting over e-mail newsletters for some time now. At first we were daz- zled by the ability to personalize the e-mail “Dear Philip.” If we knew something about Philip (such as my past year’s gift), we could go even further: “Dear Philip, thank you so much for your gift last year of $100. . . .” We would also play with the subject line, trying to measure which phrase would increase the open rate of the e-mail. Some of us would apply good direct-mail logic and create test cells to understand if the subject line “You can help today,” or “Today, you can help,” would be better. I’m sorry to break this news, but in e-mail much of this doesn’t matter! The real magic is in the “From” field. Your inbox likely resembles the image in Exhibit 15.10. We all have too much e-mail. As you read this chapter, you might experience a slight sense of stress that you’ve spent too much time away from your e-mail inbox, and that as the minutes tick by, it’s becoming more and more congested. 208 SPECIAL EVENTS AND SPONSORSHIPS EXHIBIT 15.10 Sample Inbox How do we sort through too much information in our inboxes? We look to see who sent it. If it’s from our boss, our friend, an important client or donor, we’ll open it first. If it’s from someone we don’t know, we might delete it without opening it for fear of a virus. In fact, I’ve found that there is a certain satisfaction in rapidly deleting any message that doesn’t appear at first glance to be important, thus pruning my overflowing inbox. This trend of deleting messages that aren’t “From” the right person will only in- crease in the future. If you’ve upgraded your Microsoft Outlook lately, you’ll notice that much effort has been put into the Junk E-mail and Trusted E-mail filters. With the click of a mouse, I can label someone—or some organization—as junk. As a nonprofit organization, you never want to be labeled as junk. And in the future, we might only be able to reach some people who have labeled us as “trusted.” People with the Right “From” Field Can Raise the Money You Need Given this situation online, organizations should rely on their connected supporters. Let’s say I am a supporter of Charity A, and Charity A wishes to find new donors and dollars. There are several big benefits for Charity A to ask me to leverage my online net- work. First, I know many people that Charity A does not. I also have abundant infor- mation about my personal network that Charity A does not (e.g., who would consider giving to Charity A, who just received a raise, etc.). Finally, I have the power of “from” that Charity A does not—my e-mail will be opened by my peers. If Charity A provides me with an easy way to help find donors (and possibly fun incentives for doing so), I’ll help (see Exhibit 15.11). This is not rocket science. We’re simply finding new ways to more efficiently execute old ideas. MANY THINGS CAN BE AN ONLINE SPECIAL EVENT When we refer to special events, nonprofits typically envision some type of -thon ac- tivity: a walk-a-thon, a bowl-a-thon, and so on. They tend to imagine large-scale ac- tivities that involve street-closures, T-shirts, and waiver forms. While these types of special events will continue to do well and will continue to generate a tremendous num- ber of online donations for charities, the Internet has allowed many groups to reframe the online special events discussion. Brainstorming activity: Sit down on the floor, take off your shoes, and take a deep breath. Exhale slowly. Now, think of programs or activities that you currently man- age, and write them down on a set of Post-Its. Use a different color of Post-Its and write online on each of them. Simply match up one of your activities with online and consider the result. BAKE SALE + ONLINE = ? DOOR-TO-DOOR CANVASSING + ONLINE = ? ETC. The following are just a few examples of how forward-thinking charities have begun to redefine online special events. Many Things Can Be an Online Special Event 209 Golf Tournaments A nonprofit named Kids Help Phone (http:// kidshelp.sympatico.ca) is dedicated to providing online and telephone counseling to teens in distress. It has become a leader in online campaigning. Its flagship special event is the Bell Walk for Kids, a national event in two languages that has been online for three years. In the spring of 2003, the nonprofit was interested to know if it could take some of its lessons learned in the Bell Walk for Kids and apply them to smaller-scale ac- tivities. Its focus was an annual golf tournament that attracted many of the city’s fi- nancial services community. The plan: Utilize its Internet-based event management technology and ask golfers to register and solicit pledges online. Although many doubted that an activity such as playing golf could generate pledge dollars (the common wisdom being that someone had to at least sweat a little to ask for a donation), Kids Help Phone proved them wrong. Golfers were asked to create a personal page explaining why they felt Kids Help Phone was a worthy cause, and e-mail personalized solicitations to their coworkers, suppliers, and clients (see Exhibit 15.12). 210 SPECIAL EVENTS AND SPONSORSHIPS EXHIBIT 15.11 Leveraging on Online Network Many Things Can Be an Online Special Event 211 EXHIBIT 15.12 Online Golf [...]... skilled communicator and his skills are known throughout the nonprofit community He is the author of The Fund Raiser’s Guide to the Internet and The Nonprofit Guide to the Internet and the editor of Direct Response Fund Raising, all published by John Wiley & Sons He has worked with a range of educational institutions, lecturing on the Internet and the nonprofit sector, and has spoken at five AFP International... other uses of technology we haven’t imagined yet It’s an exciting future, and one the author urges the nonprofit reader to explore ABOUT THE AUTHOR Michael Johnston, president of HJC, is an expert in fundraising and the use of the Internet by nonprofit agencies Mike has worked with more than 100 nonprofit organizations ranging from third-world development organizations, to hospitals, to peace and disarmament... offer free financial information on companies and foundations Professional fundraisers have wisely realized that the Internet has the potential to dramatically affect their corporate and foundation fundraising efforts F 236 The Internet s Relationship to Institutional Support 2 37 The Internet now provides charities around the world with these advantages: Access to data Retrieval on demand Speed of retrieval... successful solicitation strategies THE INTERNET S RELATIONSHIP TO INSTITUTIONAL SUPPORT To fully appreciate and understand how to use the Internet s great assets, one must understand a bit about the culture of institutional support Finding Corporate Prospects In 2003, U.S corporations contributed $12.19 billion to charitable institutions With literally billions of dollars at stake, every nonprofit organization... calculator would provide returns depicted in Exhibit 16.6 The visitor would get a significant tax deduction of $95 ,71 3.44, and an income of $18,300.00 a year until death Each of the person’s next 19.1 years’ payments of $18,300.00 will contain $10,695.63 of tax-free income and $7, 604. 37 of ordinary income All income will be ordinary after 19.1 years Suddenly, online planned gift calculators give everyone—not... lives with his wife, Leta, and two sons, Adam (7 years old) and Sam (3 years old) Seeking new and more effective ways to bring community passion and fundraising strategies together online is Dianne Sheridan’s role with Artez Interactive Not a Silver Bullet 221 Dianne joined Artez in January 2003, after more than 12 years of national and local experience in the nonprofit sector Prior to Artez Dianne worked... Peel and Peterborough Dianne also has experience working with several nonprofits in a volunteer and board member capacity You can e-mail Dianne at dsheridan@artez.com CHAPTER 16 Seeking Big Gifts Online: Planned Giving and Major Gifts Michael Johnston, ePMT HJC New Media INTRODUCTION Many nonprofit professionals don’t believe that the Internet, planned giving, and major gifts deserve to be spoken in the... seminars and short workshops From his seminars to television appearances to his published articles, Mike has been able to analyze the implications of the Internet for thousands of people in the nonprofit sector Michael Johnston is committed to the nonprofit sector and dedicated to helping organizations reach their charitable goals You can e-mail Mike at mjohnston@hjcnewmedia.com ENDNOTES 1 MediaMetrix... years old This user group accesses the Web more often, stays online longer, and visits more Web sites than younger Internet users In addition, the study revealed that the oldest surfers (those 65 and older) have these characteristics: Surfed an average of 14 .7 days per month Visited more than 75 unique sites per month Viewed more than 500 Web pages Clicked on an average of 1.8 banners per month 222 Electronic... about visitors to planned giving sites shows the potential of online planned giving content for an organization If a nonprofit goes without a planned giving site, then they’re likely missing out on the 72 year-old donor who’s decided to support a few charities in their will, and are surfing nonprofit Web sites to learn about leaving a bequest ELECTRONIC MEDIA AND THEIR EFFECT ON ALLIED PROFESSIONALS IN . opened the e-mail at a very high rate: 78 percent. Thank You E-mail Analysis Total % of Total Received Recipients 1212 N/A Recipients who opened e-mail 942 78 % Recipients who clicked any link 39. Registrants 0 500 1000 1500 2000 2500 3000 3500 4000 4500 event12345 678 Weeks Prior to Event EXHIBIT 15.6 Registrants by Week Although the open rates were less for this e-mail ( 67 percent), it still demonstrated that the. online? Defining the Digital Donor Elite 205 EXHIBIT 15 .7 Online Measurement Tool PEOPLE GIVE TO PEOPLE High Tech and High Touch For years we’ve heard how the Internet will radically change the operations