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Building Community – the brand new world of individual fundraising

Building Community – the brand new world of individual fundraising. Stephen Pidgeon. Building ‘Community’. Community working for you examples and research Community working against you Community based on multi-channel …and you’ll end up with (at least) nine new ideas.

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Building Community – the brand new world of individual fundraising

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  1. Building Community – the brand new world of individual fundraising Stephen Pidgeon

  2. Building ‘Community’ • Community working for you • examples and research • Community working against you • Community based on multi-channel • …and you’ll end up with (at least) nine new ideas

  3. How exciting is this… • It starts with a mailing • You sign up to a project • You can visit the project on-line • Oxfam sets up a Facebook etc site for people supporting that project • You begin linking with them • One of you actually goes to see the site • ….and reports back to the group Wow!

  4. Malabone’s fundraising law ‘People give to things that are close to them’ Two examples…..

  5. So, is on-line taking over • No way!! • Some statistics*: • In US, 2010 on-line income up 34.5% from 2009 • But…up only 7.4% only in health sector and 131% in overseas aid sector… • …which included Haiti • And even then, on-line still only accounted for 7.6% of income in 2010 * Blackbaud’s 2010 On-line Giving Report – 1,438 charities, $5.1bn income

  6. But…multi-channel is crucial In 2009, median revenue per donor multi-channel - $339, offline - $88, online - $170 First year retention multi-channel - 51%, offline 30%, online 22% Multi-year donor retention multi-channel - 75%, offline 30%, online 22% Reactivation rate multi-channel - 16%, online and offline - 7% *2009 Trends from Target Analytics (Blackbaud) donorCentrics Internet Giving Benchmarking Group

  7. Nine ideas…and lots to ponder on! • Virtual events mirror-ing real events • Video accessed through a PURL • Picture compilations also through a PURL or special URL • Use the wonders of Google Earth or even simple webcams • Giving choice on what the supporter pays for • Talk to your Financial Director with courage • Protect your brand through central printing • Do you have a clear strategy for social media pressures? • Communities will be built through multi-channel

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