A couple of weeks ago I spoke at the Indiana Library Federation Conference in Indianapolis. I was asked to to a 50-minute presentation on how libraries can get results with online fundraising (a huge task!).
Following are the 11 points I discussed in each slide:
- Social media stinks for fundraising – All the research says that social media don’t work that well – for fundraising transactions.
- A handshake is not the best tool to collect money – You would never go to shake someone’s hand, and then reach around to grab their wallet. A handshake is the wrong tool for that job. Same thing with Facebook.
- Facebook is relational, not transactional – Friends are the focus on Facebook. Connections, not commerce.
- Phases of engagement – It’s important to understand the various ways people support your cause. They donate, fundraise, share, and influence others to do the same.
- Stairway to engagement – Facebook users follow specific paths on their way from awareness to conversion. Understanding this helps you make the right ask, at the right time, in the right place.
- Smart email segmentation – Email is one of the best digital channels to convert donors. People are much more comfortable pulling out their credit card when asked in the inbox.
- Make it mobile – Your supporters are interacting with your organization with their iPad, iPhone and on their desktop. Your site needs to be easy to use across all touch points.
- Pitch projects not funds – Donors want to part of something specific and attainable. Better still if it’s tangible.
- Make it personal – Tells stories about real people. Stories that show before and after benefiting from your organization.
- Make effective appeals – Donor-centered, jargon-free, emotional stories with a strong call-to-action.
- Pick up the phone – A call to say “thanks” increases revenue and retention by 20%. Your mother was right about good manners!
