Stratégies Nouveaux Médias : comment créer la meilleure stratégie fundraising basée sur l’utilisation de médias encore sous-exploités en France

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Strategies Nouveau Medias: comment créer la meilleure strategie fundraising basee sur l’utilization de medias encore

sous-exploites en France

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Qui aidons nous …

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Attention! Les fundraisers français

vont probablement souffrir de maux de tête, de nausées, de vertiges et de désorientation au cours de cette session.

Participation à vos risques et périls !

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Sommaire

1. Etat de la collecte de fonds en Amérique du Nord : les chiffres…

2. Le “camembert” de la collecte de fonds en Amérique du Nord

3. Le “camembert” de la collecte de fonds en France

4. EXERCISE 1 : A quoi ressemble votre « camembert » de collecte aujourd’hui?

5. All the things you can do: email appeals; marketing; alternative gift; in memory giving; social network fundraising; workplace; mobile

6. EXERCISE 2 : Vous disposez de 5 ans pour développer votre collecte de fonds. Quelles seront les 5 initiatives que vous prendrez ?

7. Make your quick win/short term/long term 3 year plan!

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Etat de la collecte de fonds en Amérique du Nord : les chiffres…

• Le désastre peut engendrer un sursaut, mais c’est tout…

• Une large proportion des dons vont aux institutions religieuses - environ 45-50% dans les deux pays (Canada et Etats-Unis)

• 85-90% de la population des deux pays donnent à des œuvres caritatives ( en France : 46% des plus de 18 ans)

• Source des statistiques : Giving USA 2005, Giving and Volunteering Canada 2004 and www.fdf.org 2002 statistics

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Etat de la collecte de fonds en Amérique du Nord : les chiffres…

• Dons aux Etats-Unis en 2005: $260 milliards

• Dons au Canada en 2004: $8.9 milliards

• Les américains de plus de 15 ans donnent en moyenne $1,300 par donateur

• Les canadiens de plus de 15 ans donnent en moyenne $400 par donateur

• Les dons individuels sont tout !

• Depuis 40 ans la part due aux entreprises n’a pas évoluée : 5%

• Progression du marketing caritatif au delà du champ des donateurs traditionnels

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Camembert de la collecte de fonds en Amérique du Nord

Source revenus associations humanitaires (Canada, 2004)

83,0%

6,0%

6,0%5,0%

individuelsLegsFondationsInstitutionnels

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Camembert de la collecte de fonds en Amérique du Nord

Source revenus associations humanitaires (US, 2005)

82,4%

6,7%

5,6%

5,3%

IndividuelsLegsFondationsInstitutionels

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Camembert de la collecte de fonds en France

Sources revenus associations humanitaires (France, 2005)

60,0%

12,5%

7,4%

20,1%

Individuels

Legs

Fondations

Institutionels

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EXERCISE 1 : VOTRE CAMEMBERT

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Un nombre d’utilisateurs importants…

•29 millions d’internautes dont 90 % connectés en haut débit.

•49% se connectent tous les jours. (France, 3ème

pays Européen) •25 % des internautes interrogés déclarent avoir visité au moins un blog dans le mois en cours et plus de 18% en ont déjà publiés un. (France, 1er pays au monde)

•11 % des internautes utilisent des flux RSS et 14% utilisent des podcast.

Ipsos-Media, septembre 2006Journal du Net, december 2006Médiamétrie // NetRatings 2007Médiamétrie -eStat - CybereStat 2007

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Une part relativement mineure mais…

Nature Montant Collecté Pourcentage

Chèque et Autres 281 043 857 € 82%

Prélèvement Automatique 57 484 093 € 17%

Don en ligne 3 299 073 € 1%

TOTAL 341 827 023 € 100%Source : Unogep - Baromètre de la Générosité 2006 - 23 associations membres

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US

Online donors Offline donors

Charities 110,00 € 40,00 €FR

3 fois plus !!

2 fois plus!!

Les donateurs online sont de meilleurs qualités

… un don moyen 3 fois plus important…

ePhilanthropy.orgUNOGEP 2006

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Dons online sur le lieu de travail en fonction des heures de la journée

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Top 4 Email Tips

1. Emotion

2. Urgency

3. Storytelling/Personalization

4. Reminders

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Averages for Emails

Averages

E-appeals E-newsletters Primers

Open Rates 30% 39% 31%

Click-Through Rates 6% 17% 4%

Unsubscribe Rate 0% 1% 1%

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Emotion

• Leave cleverness behind, tapping into the recipients’ emotions is the major factor in successful fundraising or advocacy emails

• In the next 2 slides we’ll look at clever vs. emotional appeals to see which one works better

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White Ribbon Campaign-Don’t be afraid of your emotions

White Ribbon Campaign is a decades old global campaign led by men who want to end violence against women

In the spring of 2006, the campaign was given a ‘pro bono’ concept from an ad agency for an online appeal

HJC asked that a test be conducted against the ‘pro bono’ campaign

Here were the products…

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Be careful with clever!

What is this? An undershirt or a wife beater?

What if they get the answer wrong?

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Shocking statistics and graphic images work together to stir reader’s emotions

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Summary & Overview – 70 Women Appeal

70 Women Appeal Summary

Test Email #1 vs. #2 Results

Number of emails sent 2000/2000

Number of responses 140/0

70 Women eappeal Results

Number of emails sent 34,960

Number of responses 1840

Percentage of emails opened (Open Rate)

39%

Percentage of emails clicked through

12%

Percentage of petitions signed

5%

Here are the results . . .

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Urgency

• When the topic is in the news, it’s time to get the email out . . .

• In 2007, the Iranian government arrested 33 women protesting the practice of stoning women to death (on International Women’s Day no less). A week after the protest, 2 women were still being held. Amnesty International Canada used email to mobilize their supporters in a protest/letter-writing campaign.

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Urgency

A. If the content of you appeal relates to urgent topics in the news OR . . .

B. If you can make your ongoing work seem more urgent . . .

then your email will have a higher open rate, higher click through rate and higher response rate.

Provocative question used to stir emotions

Reminder of event that just passed

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Results from Urgent Appeal

Date Sent Subject Sent Received % Emails Opened Unique % Click Through Rate%

15-Mar-07 Urgent: two women jailed for saying NO to stoning - take action

21,766 98% 30% 13%

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Results to the Urgent Appeal

Over 800 emails to the Iranian Embassy sent in the first 4 hours (with 80% giving their telephone number.)

As a result of a thank you message that included an invitation to all of the 2,450 people who sent an email to the Iranian embassy, we had at least 271 people subscribe to our Urgent Action Network - increasing its numbers by 25 percent! On the donation side they received 43 gifts: 33 one time gifts @ $48.70 for $1,607 10 monthly gifts @ $16.70 for $167

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Thank you email to activists and donors

Use past action and positive development to build list for future appeals

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Creating Urgency

• Ongoing conflicts and crisis provide a particular kind of challenge to the organizations working to fight against them.

• When an ongoing emergency is out of the news, be strategic and capitalize on important dates to send out your appeals.

• Even when the crisis is not in the news, you can remind your supporters that it’s still happening.

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Timely Appeals

Striking Images and strong action words like “NOW!” work to convey urgency.

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Storytelling/Personalization

• Facts and stats are important, but telling a person’s story and personalizing the appeal applies in email as it does in mail.

• However, get the personalization right – or else!

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CHF’s Mother’s Day Appeal

• CHF’s programs focus on rural development in very poor countries. Their partners in Africa run programs that teach the orphans of the AIDS skills that their parents would have otherwise taught them.

• On Mother’s Day they faced the challenge of personifying the AIDS pandemic and appealing to mothers everywhere.

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• Personalize a faceless tragedy by telling one person’s story.

• Use a close up shot to capture the personality behind the story.

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• Tell the story behind the ask.

• The benefits of a garden to an orphan were illustrated in this appeal.

• CHF also spelled out exactly what each gift level could accomplish in the garden.

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The final reminder . . .

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Results

Emails Sent 6127

Avg. Open Rate % 21%1287 people opened the email

Avg. Click Through Rate % 13.8%

178 people got to the giving form

Conversion Rate % 27.5% conversion 49 people donated

Average Gift $82 ROI 4:1

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A Little Reminder Never Hurt

• What was that again? Remind me . . .• Some us may cringe at the thought, but

multiple email reminders help to boost results to an email appeal.

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Holiday Eappeal

November 28, 2006

19 gifts in the first 5 days

Use images to convey urgency or convenience of donating online

Subject: A better way to buy gifts this holiday season

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Refer to prior appeals

Reminder #1

December 12, 2006

25 gifts in the next 5 days

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Reminder #2

December 19, 2006

15 gifts within 2 days

Emotional

Convenience

What gift can accomplish

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Reminder #3

December 21, 2006

32 gifts in the 4 days before Christmas

Last Minute Gift-Focus on service to donor

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Results of Reminders

Date SubjectEmails

Sent Open RateMessage Click-through

Rate

28-Nov-06 A better way to buy

gifts this holiday season

6,335 22.80% 3.60%

12-Dec-06 It's not too late to give a CHLA Gift for Kids!

5,784 18.30% 2.00%

19-Dec-07 There's still time to

help a sick child at CHLA! 5,662 16.10% 1.20%

21-Dec-07 Last chance to make

a gift for children this year! 5,616 13.20% 1.10%

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Donations Per Date

4

7

32

3

1 1 1 12

16

32

4

12

87

20

6

4

1 12

43

2 21

0

5

10

15

20

25

28-Nov29-Nov30-Nov1-Dec2-Dec3-Dec4-Dec5-Dec6-Dec7-Dec8-Dec9-Dec10-Dec11-Dec12-Dec13-Dec14-Dec15-Dec16-Dec17-Dec18-Dec19-Dec20-Dec21-Dec22-Dec23-Dec24-Dec25-Dec26-Dec27-Dec28-Dec29-Dec30-Dec31-Dec1-Jan2-Jan3-Jan

Date

Number of Donations

Donations

First Reminder

Initial Appeal Second Reminder

Final Reminder

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Online Fundraising

Best Practice Marketing

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• Lung Association

– High profile– Breath of Hope Relay – first time online – Marketing on home page and a few other initiatives– 1:7 return on investment

• Aga Khan Foundation– Same online tool set as Lung– www.worldpartnershipwalk.com – first time – More thorough marketing plan– 4:1 return on investment

Marketing is key for online events

Same technology, very different results.

Variable: Marketing plans.

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An integrated e-philanthropy acquisition campaign…

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Integrated giving form

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Viral element - ecard

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Google keyword ad

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Yahoo keyword ad

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Chatelaine.com

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Interpares 2

Dear Friend,

I know you lead a busy life so I’ll make this very brief.

Most likely, your holiday season will be a time of plenty. But for some many people around the world – this holiday will be a struggle to survive. With your help today, we can make their lives better by giving them a donkey.

You heard me correctly – a donkey! Let me explain.

Zahra is a hard working mother who lives in the Bati district of Ethiopia — an area of the country that, for decades, has struggled with recurring drought and famine.

Once a week, to make ends meet, she walks to market with a couple of her hand-made pieces to sell. Unfortunately…

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CKCU Radio Station Appeal button

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The top five results online…

1)keywords2)banners on well known sites - Chatelaine3)banners on CHF web4)email Sweetspot5)email Interpares26)email current online donors7)direct mail letter to all current donors8)print ad in the National Post9)bookmarks all public libraries - Ottawa10)media release11)interview CBC radio12)interview CTV local news13)radio ad CKCU14)promotion through our Global Ed program15)peer-to-peer emails

#1#2

#5

#4

#3

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They spent $20,000 and found 597 donors who gave $39,765 for a 2:1 ROI.

82% of the donors were new donors!

The CHF example reminds me that PR support is vital for integrated

campaigns… especially online…

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Dons alternatifs

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So…

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So…

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Year End Online/Offline Campaign

• online/offline gift catalogue

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Quoi d’autres si vous n’avez pas de chèvre?

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Amnesty’s alternative gifts

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Alternative and personalized giving e.g. registries, in tribute in memoriam…

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Philanthropic consumerism..

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How can you have a gift of HOPE?

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Amnesty’s alternative gift catalogue

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Read about each gift

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The opportunity of EGO and online technology…

• Did you know that ego doesn’t even exist in eastern tradition e.g. Buddhism

• Civics were less ego-centric – built communal institutions when society was under stress

• Boomer and post-boomers are more ego-focused

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• However, that doesn’t mean ‘look at me’ technologies can’t be utilized for collective good

• In some ways, philanthropy is the western path from being overly self-aware to being more aware of others – and to see the world around you

• These new tools and opportunities will give you the chance to engage boomers and post-boomers – like more traditional fundraising methods engaged civics and some boomers

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• Give younger fundraisers more responsibility, more risk, to innovate and test in these new areas

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Social Network Fundraising

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what are people doing online?

findingthings out

learningmore

staying intouch

expressingthemselves

sharing interests

buying/trading

findingothers

goingplaces

stayingcurrent

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focus on the passionate few

raise most of your

0%

20%

40%

60%

80%

100%

0% 20% 40% 60% 80%

typical distribution of fundraisersfor a pledge-based special event

top 5% of participants raise >50% of pledges

% of $ raised

% of participants

100%

yourtop fundraisers

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encourage storytelling

please support Maeve

in supporting charitable causes, most people respond to

emotionespecially when asked by

they know and trust

people

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Create Action, Drive Results

• in every interaction you have and every promotional or communication piece you produce, ask:

– what is it telling me to do?

– is it obvious what action I am being asked to take?

– is it directing me to your preferred option?

successful fundraising is all about creating/driving action

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use incentives (appropriately)

• almost all gifts are motivated by some personal interest

• different types of incentives motivate different people

or achanceto go

or achanceto meeta

?or achanceto name

or achanceto give

or thechanceto save

or an

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Baycrest Pro-Am Hockey

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• over the last seven years, the CIBC Run for the Cure has increased online fundraising by approximately 25 x

– total donations roughly doubled over the same time period

• online now accounts for over 50% of registrants and more than 35% of public funds raised

• on average, online gifts are twice as large as gifts made by cash/check ($51.30 vs. $26.70)

$50 $250$650

$1,500

$3,000

$5,000

$6,500

$0

$2,500

$5,000

$7,500

1999 2000 2001 2002 2003 2004 2005

Online Dollars Raised

Raised$000s

Run for the Cure

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Taste for Justice

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86

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Taste for Justice

• Integrated team: media, marketing, fundraising, membership, campaigns

• Long development timeline: 6-9 months• Very high resourcing: Host kits, Posters, buttons, stickers,

TV/Web PSAs, Website, Stewardship & ongoing support to hosts

• Extensive media/promotion plan, recruit/use celebrities• Outreach to restaurants, caterers, etc. in 2006

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Myspace, facebook… the future of fundraising?

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Teenagers to 20 somethings…

1. Myspace – celebrities and bands

“the primary engine of MySpace’s stupendous growth isn’t the Internet, but the fathomless narcissism of the young”

Considering all this – it is our duty to add fundraising and civil society to these spaces…

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Ashton Kutcher - the fundraiser

•Kutcher donated $1 for each of the first 50,000 Myspace users that became his friend on the Ashton Kutcher page launched for Habitat For Humanity® International•He started with less than 9000 friends…

Celebrity MySpace Fundraising

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Celebrity (self) Endorsements

• In just over a week, he had over 53,000 friends.

• It’s good self-advertising.• And Habitat for Humanity got $50,000

through his MySpace efforts!

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1. Facebook.com

• There are 617,000 personal facebook pages associated with Toronto!

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The online environment

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Facebook is allowing fundraising

1. Users can buy virtual gifts or icons to send to their friends to benefit charity

2. Feb 07, the Facebook Gift Shop began selling 28 icons created by Mac icon designer, Susan Kare, for $1 each

3. 7 million gifts were bought in February with .50 cents going to Susan G. Komen for the Cure

4. Facebook realized 800,000 users on their network were connected to breast cancer…

5. Komen is now creating a more robust presence in Facebook: a place for in memoriam pages; tips; and general awareness raising

6. Facebook is looking for more nonprofit partners

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Marketing Timeline for supporting Online Social Network Fundraising

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Virtual worlds

• Second Life

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White Ribbon Campaign-Don’t be afraid of your emotions

White Ribbon Campaign is a decades old global campaign led by men who want to end violence against women

In the spring of 2006, the campaign was given a ‘pro bono’ concept from an ad agency for an online appeal

HJC asked that a test be conducted against the ‘pro bono’ campaign

Here were the products…

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Urgency

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IFAW and others

1. A presentation to visitors on the Seal Hunt2. A kiosk to allow people to learn more and to

make micro-donations3. There were IFAW T-shirts to purchase and put

on as well4. There is an Anne Frank Memorial that has had

130,000 Second Life visitors…

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Dons sur le lieu de travail

2/20/2002 107

United Way @ Work

Donner sur son lieu de travail est devenu en Amérique du nord quelque chose de courant: plus de $1 milliard collecté en ligne l’année dernière. Dans tous les pays, y compris en France, les sociétés ont du mal à garder leurs employés. Les campagnes de dons collectives augmentent la satisfaction des employés…

2/20/2002 108

United Way @ Work

Dons online sur le lieu de travail

2003 2004

Montant collecté en dollars

$29 million $38 million

Contributions des employés

90,000 110,000

Don annuel moyen $330 $350

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Productivité (Retour par salarié) et implication de la communité

020406080

100120140160180200220

Productivité (Revenu par

salarié)

Low Medium High

Implication de la communuté

19891991

2/20/2002 110

Campagnes sur le lieu de travail

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112

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Dons in mémoriam et en hommage

Les associations de santé et dons « à la mémoire de » en ligne

2004 On-line Donations

2117

34

48

37

46

62

87 88

79

1 2 4

13 11 12

6

22

151011

7

1 1

0

10

20

30

40

50

60

70

80

90

100

2002/12002/22002/32002/42003/12003/22003/32003/4JanuaryFebruaryMarch

April May June JulyAugust

SeptemberOctober

NovemberDecember

In-Mem.

Other

Sp. Event

Does Rethink have in tribute donors in overwhelming numbers online?

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Heifer International

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Murs du souvenir

outil interactif d’inscription

Offre à vos donateurs un outil permanent pour faire vivre le souvenir de leurs proches

Crée une raison permanente de collecter des dons en mémoire d’un proche..

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Legs online

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Legs online

Liz Gibbs, Responsable

marketing de Save NZ :

“Sur le site de save the children NZ, la section legs est la deuxième la plus

visitée.”

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• over the last seven years, the CIBC Run for the Cure has increased online fundraising by approximately 25 x

– total donations roughly doubled over the same time period

• online now accounts for over 50% of registrants and more than 35% of public funds raised

• on average, online gifts are twice as large as gifts made by cash/check ($51.30 vs. $26.70)

$50 $250$650

$1,500

$3,000

$5,000

$6,500

$0

$2,500

$5,000

$7,500

1999 2000 2001 2002 2003 2004 2005

Online Dollars Raised

Raised$000s

Run for the Cure

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Ladder of Engagement

• Think about long term, not just immediate goal

• Focus on the relationship• Show the ladder• Complete the cycle (acknowledge

& thank)• Invite to take next steps• Show the Network

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Ladder of Engagement

• Join

• Join/create a fundraising team

• Sign up to fundraise

• Hold a public event

• Invite friends to participate

• Sign up to participate

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Innovative Fundraising - Text Messaging

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SMS-activism-fundraising

How Amnesty International Norway uses SMS as a mean for activism and

fundraising –

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SMS-activism in AI Norway

• 20,000 sms-activists in the database• They receive approximately 2 messages a

month – in which they ask SMS activists to sign a monthly petition (URGENT actions)

• Approx 40% respond per message/appeal

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€€€€€€€€€

• Price per message 0,25€ (let’s call it 25 cents)

• Total price per action (if you respond) 0,50€– Message received 0,25€– Thank you return message 0,25€– Amnesty share (0,12€ per message) – 50%!

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€€€€€€€€€

• Budget AI Norway 06 (sms-income only)– 25,000 people receive 25 messages a year, 40%

(10,000 people) respond to each message =

35,000 x 0.12€ x 25 =105.000 €

– so.. $100,000 bucks per year for this medium.. Not bad in engaging youth people

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Cross selling

• Every 3 months we offer ”new sms-activists” to do more (membership – a regular supporter

• Sign-up rate has varied from 2-6%

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‘ The call of the wild …’

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MSF Austria

5% of total 5% of total donations to donations to

tsunamitsunamiMSF AustriaMSF Austria

50% converted 50% converted to monthly to monthly

givinggivingMSF AustriaMSF Austria

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MSF Austria


givinggiving60% said YES60% said YES


givinggivingWould it Would it work in the work in the

US?US?

282,000 Euros 282,000 Euros in single giftsin single gifts

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Medicos sin fronteras - Austria

• Campaña de SMS para la victimas del Tsunami.

• Gracias a la union de SMS y telemarketing out bound sobre una base de 500.000 telefonos celulares se recaudaron 282.000 euros solo con SMS.

• Fuente.www.fundraisinginnovation.com

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EXERCISE DEUX : VOTRE CAMEMBERT DANS 5 ANS

5 initiatives pour votre collecte de fonds :

1.

2.

3.

4.

5.

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Je vous remercie de m’avoir écouté

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Making a Plan: CARE Canada

92,000 Total constituents in Database

68,075 Made a gift in 2005

4039 Monthly donors

14,211 Donors with email addresses (no way to track if they are just online or not)

1621 Lapsed donors with email addresses

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Short-Term Objectives Identified By CARE (First Year)

Area of Improvement

Improvement To do

Technology

e-Cards Update and increase e-cards for enhanced donor options and brand awareness and engage donors on a higher level.

Gift catalogue Implement for holiday season to attract new donors and increase brand awareness. CARE PACKAGE

Improve donation forms Optimize donation forms for greater ease of use.

Email management system (EMS)

To increase brand awareness, and enhance supporter communications via email solicitations and e-newsletter. Initiate the vendor relationship this year, become familiar with the technology, and begin testing solicitations.

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Creative

Telegiving script HJC to recommend script changes for telegiving campaign. Ability to capture email addresses, issue e-tax receipts

E-philanthropy

Keyword marketing Develop a keyword campaign to drive more traffic to the CARE website and gift catalogue.

Short-Term Objectives Identified By CARE (First Year)

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Medium-term Objectives identified by CARE (Second Year)

E-philanthropy Improvement To do

E-philanthropy Signature (and social network) event

Plan a nation-wide, third-party dinner party fundraiser (Come Together with CARE).

Technology Peer-to-peer tool For the Triathlon event.

E-newsletter improvements and regular mailings

Incorporate fundraising elements, stories from the field, and success stories and money raised connected to an accomplishment, to make the e-newsletter donor focused.

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Regular, scheduled e-appeals

e-appeals using the new EMS that are fundraising and awareness focused.

CAREConnects Be a guardian angel – shift on site is happening already – market site better (more donor focused) to compete with World Vision.

Advocacy/Campaigning

Direct mail suggestions Use CARE African handicrafts as premium

Medium-term Objectives identified by CARE (Second Year)

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E-philanthropy Emergency Template Develop a mostly pre-populated emergency template to be used during crisis including staff resources needed to execute campaigns

Online/offline fundraising

Personalization Survey CARE donors and supporters and develop a profile on each. After information is collected, use it to personalize campaigns and e-newsletters to further engage your donors

Longer-term Objectives identified by CARE (Second Year)

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Celebrities Maximize this for brand awareness

Corporate Relationships

To further the reach of CARE events, once technology is in place

Upgrading Donors Using the Internet to upgrade donors.

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Online/offline fundraising

Personalization Survey CARE donors and supporters and develop a profile on each. After information is collected, use it to personalize campaigns and e-newsletters to further engage your donors




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Upgrading Donors Using the Internet to upgrade donors.

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Putting and integrated plan together: UJA NY

Economy & Finance

Stratégies Nouveaux Médias : comment créer la meilleure stratégie fundraising basée sur l’utilisation de médias encore sous-exploités en France