DIGITAL MARKETING TOOLS AND FUNDRAISING. Nancy Benavente. Philanthropy
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1 DIGITAL MARKETING TOOLS AND FUNDRAISING MAY 2013 Nancy Benavente Philanthropy 2 Philanthropy is all about making a positive difference in the world by devoting your resources and your time to causes you believe in. In my case, I like to support causes where a lot of good comes from a little bit of good, or, in other words, where the positive social returns vastly exceed the amount of time and money invested. Jeff Skoll 1
2 Fundraising Strategy 3 Develop a Digital Strategy that integrates and aligns with the audience and the engagement strategy. Increase your social reach strategically and weave together an ecosystem Leverage your supporters work smarter Leverage the new Digital Tools Digital Trends 4 The Rise of Digital Omnivores: Digital Media Consumption Occurs on Different Platforms Throughout the Day 2
3 Mobile Platforms 5 Mobile Media % of internet users will be accessing the web thru tablets Mobile Platforms 6 Tablet Consumption by Generation Under 12 and Over 65 3
4 Media Selection 7 The Audience determines selection of Media & Mix Factors Age Purpose Psychographics Message/Media Options s Text Messages Websites Pictures/Infographics Videos Games ~ Social Gaming and /or Cause Education Media Frequency/Consumption 8 s 13% of donors read all s Text Message 90% are read Websites over 60% of donors visit charity website 1 a year Pictures/Infographics on the rise, fun factor Videos viewers average 286 videos a month Games ~ 33% of people play games on mobile devices 4
5 Mobile Apps Native (ROI) 9 Apple ITunes 2012 Figures: Number of apps: 650,000. Number of downloads: 30 billion. Revenue shared between developers: US $5 billion. This comes out to Average downloads per app: 46,154. Average revenue per app: US $7,692 Or taking into account that 29 percent of apps are free (according to 148Apps): Average revenue per paid-app: US $10,834 Mobile Demographics 10 5
6 Smart Phone Usage 11 Majority using Apps to access Websites vs. Mobile Browser Mobile Uses 12 6
7 Web Browsing with Mobile Financial Transactions -Mobile Google Wallet 7
8 Mobile Platform Considerations 15 Question: What is your mobile strategy? 1. Native Mobile app 2. Mobile Website 3. Hybrid - mobile website and native app 4. Responsive Web Design Mobile Platform Considerations 16 Several ways to approach mobile development 1. Native mobile app 2. Mobile Website 3. Hybrid mobile website and native app 4. Responsive Web Design * *HTML5 is a game changer in terms of functionality 8
9 17 Responsive Web Design 18 Digital Tools Fundraising Uses Personal Internet Fundraising Pages Integrate individual and group fundraising Mobile Applications Engagement programs, apps, giving opportunities and volunteer tools Website/Microsites/Social Networks Support Groups, Events, and Programs Videos Sharing video is great way to tell your story ** Games Social Gaming for Causes /Texting Immediate access and sharing 9
10 Social Networks 19 LinkedIn 218 Million Users Building out Non Profit services Targeted Status Updates Launched PinInterest 48 Million Instagram 100 Million users 20 Digital Tools Fundraising Support Question: What mobile and/or digital tools have you used for fundraising in your organization? Please type your response in the chat box on the left side the screen 10
11 21 Digital Tools Fundraising Support CheckInEasy - Mobile Event Guestlist Text to Pledge Event Mobile Fundraising * Swipe Mobile credit card processing Square Mobile credit card processing Boundless Fundraising Facebook API & Mobile * Youtopia Volunteer connection platform Sparked Volunteer connection platform 22 Digital Tools Fundraising Support OnSwipe Mobile optimizer, IPad Scvnger - Game creation * Livestream stream events live over the web * Animoto video creation from photos * Stupeflix video creation, personalize videos* Evernote Productivity * DropBox File syncing Engajer Interactive Video 11
12 23 Digital Tools Fundraising Support SupporterWall - set up virtual Supporter Walls Viddler Video hosting, users submit video Pinterest Content Sharing MoFuse Mobile website CMS Zeen - Digital magazine creation site (Beta) Visual.ly Infographics Instagram Mobile photos, editing, share LiveClicker Embed Video in Digital Fundraising 24 12
13 Digital Fundraising 25 Mobile Case Statements 26 Case Statements On the Go Private mobile microsite for potential prospects Interactive features type name on the bridge IPads used for engagement 13
14 Digital Funding Opportunity 27 IPad Pilot Donor Recognition Opportunity *upfront and personal Mobile Social Network 28 14
15 Digital Tools 29 Facebook APIs and Mobile API widgets can connect your database with a fundraiser s Facebook account Use to ask friends to support their cause Stream stories Drive traffic back to your website Digital Tools 30 Social Marketing Tools Spread the Word 15
16 Digital Tools 31 Social Marketing Tools Part II InteractiveE cards Personal/Group Internet Fundraisers 32 Microfunding/Crowdfunding - online platforms for funding social causes Websites (a few) Crowdrise Fundraise.com Fundly First Giving Start Something Good 16
17 Social Gaming for Causes 33 This is the New Trend Zynga s success UC San Francisco New games for charity are multiplying Social Gaming for Social Good 34 17
18 Social Gaming for Social Good 35 Social Gaming for Social Good 36 18
19 Social Gaming for Social Good 37 Personal/Social Responsibility 38 19
20 39 Major Gift Strategy - Digital Digital Fundraising 40 Major Gift Strategy Success! 20
21 New Tools and Trends 41 With the growth of personal internet fundraising pages, social gaming and social networks we have a new fundraising paradigm. New models and strategies for cultivating relationships will be created generating positive social benefits. 42 Questions 21
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