I’ve gone a bit techy this week. On Tuesday I went to the launch of ‘More than shaking an online tin – How can we take technology-enabled giving to a new level?’ – a new report by nfpSynergy for Spring.
Yesterday I went to the Institute of Fundraising technology group’s conference.
In particular I enjoyed the opening plenary by James Kliffen, Head of Fundraising at Medecins sans Frontieres on fundraisers making the digital transformation. My key take outs were;
- The importance of recruiting and keeping monthly givers.
- Volunteer doctors and nurses working in difficult and dangerous places tell their stories to engage donors. Brilliant.
- Thank you letters are written by the doctors and nurses working on the front line – very special and powerful.
- When their emergency tsunami appeal raised all that they could responsibly spend on aid for tsunami after 5 days they stopped their appeal. Brave and transparent.
- Their newsletters are sent only when there is news and they never make an ask for money. Interesting given the recent and ongoing ‘how often should we ask’ debate.
- The pinball effect when people ‘bounce’ off different messages but only remember the last message they saw, so when you ask them how they found you the answer is often ‘I Googled it’ so its hard to measure what activity is more effective at driving traffic to your site.
- The biggest challenge is data integration and there was no single answer on how to do it.
I heard a case study from Deniz Hassan from Merlin about their experience of fundraising from Facebook. He talked through the mechanics of how Merlin used Facebook to engage and grow their donor base. Three key take outs were;
- Any campaign must be integrated into other fundraising and campaigning activities.
- You have to test and refine and test and refine and test and refine…..
- Do not forget the fundamentals of fundraising, engaging hearts and minds and telling stories.
Howard Lake did a great session, ‘Creation, curation, donation’ with lots of practical tools that you can use to find, edit, sort and present strategic messages and make the most of the good and relevant information that already exists on the web. My three favourites are;
- Scoop it – for publishing your own magazine style content.
- Storify – to build stories from a range of media on the web.
- Wordle – for generating word clouds.
The conclusions from both the report and the conference are broadly the same.
- Mobile is big, use of smartphones is increasing and there are real opportunities for charities to develop in this marketplace.
- Integrating and measuring the impact of different digital tools is difficult, which also makes it difficult to choose which tools to use in the first place.
- It’s important to remember the fundraising basics, engaging donors through storytelling and showing them how their support makes a difference.
- Do not underestimate the resource needed to ensure you get the most from your use of technology.
- Charities must take risks and test new technology to remain competitive.
- It was much easier before the internet came along and wrecked everything.
You can also download the presentations from the Institute of Fundraising Technology conference here.