My Favourite Four Letter Word: What

The growth in donors and non profits increasing their online presence has brought with it an incredible shift in donor metrics and communication strategies. Yet, while we have data on just about everything, it doesn’t necessarily mean we need to act on every bit of data we have. The volume of statistics speaks to why non profits should have an online presence. However, let’s forget the why and look at these numbers from a what perspective. Looking big picture and ignoring the small ‘what’ questions (ie. should I hiring a social media person etc) let us take the following mission statement for your online presence: 

“communicating content, engaging donors and inspiring action.

and discuss some ideas around the what that could look like according to the statistics on online giving in Canada. 

 

  1. One in Five visitors go specifically to a charitable website to make a donation (20% of your visitors) and Visitors who are satisfied with your website are 48% more likely to donate.

This is perhaps one of the most important pieces of information out there, but still widely unknown. A great deal of non profits still do not have websites with donation capabilities online. That, or they are buried under drop down menus and complicated graphics. Website design and brand creation is a topic for other paper(s). I want to suggest however with this stat that you recognize that any web development project have built into it the understanding that 20% of your audience wants to give you money. This doesn’t have to cost you much (if anything) – so make it easy for them to give to you.

 

  1. 26% of offline donors consider themselves “loyal to the cause” versus 48% of online donors consider themselves loyal.

It’s about a balance – you can’t ditch one for the other. However, what this statistic means in the what context is the value of both engaging your donor with a personal / branded donation platform (ie. not just sending them to PayPall) but also viewing your donation strategy as more than just “collect the money and run.” Are you regularly looking at your donor data to find out who is giving and from where? Are you exporting your donation data to a mail program (like MailChimp – free, powerful and easy to use) to maintain communication via email? There are some exceptionally easy tools you can use to make the donation experience more than a ‘one off.’

 

  1. 84% of Canadians are Online, 12.7 million are on FaceBook (in Canada)

For an article looking at the what this stat would at first appear rather why orientated. However, with respect to the what, this statistic represents is the enormous variety of potential donors you will have online. The online donor is no longer the raven, the pioneer. They are no longer just the 20 something in tech school. They are everyday people and how you interact with them is going to need to be varied but personal and heartfelt. They are not all looking for uniform sterility but for personality and connection. There is tremendous freedom in this statistic to know that you can try a variety of things for a variety of demographics. One size will not fit all.

 

So before zeroing in on how questions (Twitter, Facebook, Site development etc) it is extremely important to understand the what. From these statistics here at least, part of your what should be: ease of use for website and donation platform; follow through and donor engagement through branded platforms, and communicating a heartfelt, meaningful manner in a variety of mediums. All non profits will end up online eventually; who will excel will be determined by a deeper understanding of the what and ensuring that their online models are as donor centric as their mission is.

 

* Statistics Canada: National Survey of Giving, Volunteering and Participating (NSGVP On-Line) 

* Statistics Canada: Givers by personal and economic characteristics 

* Imagine Canada & Statistics Canada: Caring Canadians, involved Canadians : highlights from the 2007 Canada Survey of Giving, Volunteering and Participating (PDF) * Imagine Canada: Sector Monitor report (and other research projects) 

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No pain no donation? ‘Extreme Fundraising’ a balance between benevolence and thrill-seeking

By Misty Harris, Postmedia News      September 28, 2010
 

Not long ago, “extreme fundraising” meant shaving your head. Today, it means risking that which holds it up.

From mountain climbing to skydiving, skyscraper rappelling to “death races,” Canadian necks are increasingly being put on the line for charity — often with impressive results. It’s not uncommon, for example, to see a participant in 4 Deserts — a series of weeklong foot races across some of the world’s most forbidding terrains — raise as much as $200,000 for a chosen cause.

 But as the trend is lauded for boosting philanthropy, experts warn it’s a delicate dance between selfless benevolence and tax-deductible thrill-seeking.

 ”There’s no reason fundraising can’t be fun,” says Ken Wyman, a professor at Toronto’s Humber College. “It’s when the balance starts to shift, and it’s more about people enjoying themselves than the actual cause, that I worry.”  Wyman, one of the world’s leading fundraisers, says it’s often a problem of enthusiasm trumping judgment. Such was the case with a man who, years ago, approached Oxfam with a proposal to carry medical supplies from Morocco to Ethiopia via camel caravan.

 ”A dramatic way of raising money but not really practical,” says Wyman. “He was heartbroken when we weren’t inclined to put up thousands of dollars for security and personnel to allow him to have the adventure of his lifetime.”

But for all their pitfalls, daredevil events are a proven way of drawing attention to a cause. Not least at a time when a quarter of Canadians give less than $200 a year to all charities combined.

“Charities face an uphill battle in trying to convince people that giving is good,” says Wyman. “There are only so many marathons and gala dinners you can do before it gets old.”

 Not only does an “extreme” component demonstrate a participant’s commitment to a cause, it helps the charity stand out in a glut of competing efforts; there are more than 85,000 registered charities, and around 100,000 non-profits, in Canada alone.

 To talk of taking a polar plunge for the Special Olympics, or traversing the Sahara for Operation Smile, is to see wallets unbolt as quickly as people’s jaws. ”If people think you’re going to suffer, they’ll give you more money,” says Brian Jones, laughing. Over the past five years, the Fredericton man has raised about $250,000 for various causes by climbing Kilimanjaro, skiing to the North Pole, and confronting both the Sahara and Gobi deserts.

 Though Jones confesses the primary motivation is personal growth, he says it “only makes sense” to attach a worthy cause to his adventures. Because where there’s potential danger, charitable dollars aren’t far behind.

Easter Seals’ highrise rappelling campaign Drop Zone, for example, saw the average participant raise 6 1/2 times the funds collected by participants in one of the organization’s more traditional events (the 24 Hour Relay) in 2009. The Drop Zone also gained more media attention — 173 stories versus 150 — despite being a much smaller event, with just 445 nationwide participants to the relay’s 4,600.

 ”It’s a really important awareness-builder for us,” says Easter Seals’ Cheryl McNamara, who describes the campaign as a metaphor for the organization’s mandate of “getting people out of their comfort zones.”

 According to Imagine Canada, sponsoring someone in an event accounts for 11 per cent of annual donations in this country. But it represents just three per cent of the total value of donations.

Though participants may downplay their radical approach to elevating those numbers — Jones jokes that “sometimes just getting into the car every day and driving to work is what’s crazy” — others emphasize the importance of acknowledging the risks involved.

 ”In some cases,” says Wyman, “people would donate money for you NOT to jump off the side of a building.”

 

mharrispostmedia.com

© Copyright (c) Postmedia News
 
 
 
 
 
 

Read more: http://www.vancouversun.com/news/pain+donation+Extreme+fundraising+balance+between+benevolence+thrill/3591512/story.html#ixzz111hqWMlm

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A Million Dollars Up For Grabs!

If you’ve got a great idea to create positive change within your community and are looking for funding, we’ve got a terrific opportunity for you.

Volunteer Canada is proud to support the Aviva Community Fund competition launching on September 27. Back for a second year with double the prize, Aviva is giving away $1,000,000.  Ruth MacKenzie, President and CEO of Volunteer Canada will be on the judging panel and will help select the final winners.

A new addition to the Aviva Community Fund competition is a donate button, which will be activated during the semi-final round in November for all ideas with a valid CRA charity registration number. It will allow your supporters and other members of the public to make donations to your community cause. 

Visit the Aviva Community Fund website to get basic information on how to create a winning entry.  After all, it could be worth a million dollars!

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The Right Volunteer in the Right Job

By , About.com Guide

In one chapter of her 2008 book, Visionary Leadership in Volunteer Programs, Marlene Wilson, says that motivation is not something you do to someone. Motivation comes from within, and we have to understand what people like to do and don’t like to do in order to match them to the right jobs.

The Motivational Types

Wilson uses a scheme developed by McClelland and Atkinson, two Harvard researchers, who found that people generally fall into three distinct motivational types: Achievers, Affiliators and Power (or Influence) People.

Here is a rough guide to the characteristics found in each of these types:

Achievers

Wilson says that Achievers are into accomplishments and results. They set goals and solve problems. They want to know where they are going and hate to have their time wasted. They are organized, willing to take modest risks, and tend to be articulate.

Affiliators

Affiliators are “people” people. They are sensitive, nurturing and caring. They crave interaction and love being part of a community. They are easily hurt and thus take up a lot of any leader’s time, but they also make organizations pleasant places to be. They are meeters and greeters and conversation starters.

Power People

Power People think about having an impact on people and outcomes. They think long-term and are good strategists. Power People are needed to make change, and you need them to be on your side.

However, Wilson says, there are negative power people and positive power people. The first type exerts “personal” power and the second exerts “social” power. Personal power people want power for their own aggrandizement…they use their power ON people and sometimes that can be toxic. They see power as finite and scarce. Either they have it or someone else does.

Social power people are enablers. They want to influence and impact others in a win-win way. They see power as infinite and don’t mind sharing it. Their goal is to help you succeed.

How to Identify and Place These Types

When being interviewed, the Achievers will usually describe a project or program they organized. Affiliators will often talk about the wonderful group they worked with, and will usually talk about helping. Power people will relate a long-term impact they had, such as a successful building project or a great fundraising drive.

Identifying the types will help you match the right people to the right jobs. For instance:

  • Jobs that suit an Achiever will have a way for the achiever to know when it is done. The Achiever will know how to evaluate it for success or failure. There will be clear goals and objectives. It will allow the Achiever to solve problems, decide methods and strategies. “Figuring out stuff” will be a big part of the job. The job will provide feedback and offer independence and challenge. 
  • Affiliators want a leader/friend. They will take up a lot of time, and they appreciate any sort of personal recognition such as notes, calls, coffee. They don’t want to work alone, but rather in groups with interaction. 
  • Power people want projects where they can influence long-range outcomes and get high visibility and recognition. The Personal Power Person is an autocrat and very controlling; while the Social Power Person is collaborative and seeks input from members of the group. The Social Power Person is encouraging to all, and makes effective use of the talents of each member of a team.

When training the different types of volunteers, you’ll find that Achievers and Power People are looking for content. They don’t want their time wasted. Affiliators want name tags so everybody knows everybody else, and they like group building experiences, doing exercises and breaking off into small discussion groups. Wilson says to vary your training style so that you please all of the types at least some of the time.

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Nominate an exceptional volunteer as a Champion of Change

Canada’s Champions of Change is celebrating the spirit of giving by honouring 10 Canadian volunteers. The top ten finalists will be selected by an independent panel of community and volunteer leaders. Two winners, one national and one international, will be chosen by the Canadian public. The two grand prize winners receive $25,000 each to their charity, while eight finalists receive $10,000 each to their charity. Winners will be revealed on CBC TV News in January 2011, the 10th anniversary of the International Year of the Volunteer. Nominees must have done some or all of their volunteering on or after July 1, 2009. For more information, visit: www.cbc.ca.

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ATM Fees to a good cause not the bank!

ATM machines offer embedded charity with each withdrawal what a great idea! 

Helping consumers find a certain level of gratification in paying ATM fees, New York-based Choose Change ATM empowers ATM users to contribute a portion of their fees to support their favourite charitable causes.

Launched in February, Choose Change ATM has developed a brand of ATMs that lets users donate USD 1 of each USD 2 transaction fee to a non-profit organization of their choice. Users select from a display of eight non-profits, supporting causes such as disaster aid, poverty relief and human rights. The ATMs are installed at no cost to retailers and Choose Change handles all of the maintenance and refills.

Choose Change ATM provides a convenient way for consumers to support causes they are passionate about. It’s a shining example of the kind of embedded corporate generosity increasingly sought after by disillusioned consumers seeking brands that are more in tune with a spirit of giving. Choose Change ATM welcomes partnership enquiries from retailers and non-profit organizations. One worth emulating for socially conscious ATM users around the globe. (Related: Credit union gives people ten-dollar bills to give awayGrocer lets customers direct its community giving.)

Website: www.choosechangeatm.com
Contact: victor@choosechangeatm.com

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New National Volunteer Week Date

New Date for National Volunteer Week 2011

 April 10-16 is the revised date for National Volunteer Week 2011. Our priority is to ensure that Canadian volunteers are the national focal point during NVW. As such, the date change was made to avoid overlap with other holidays that fall within the same time frame. This update has been adopted by both Volunteer Canada and its American affiliate, Points of Light Institute. NVW was originally slated for the third week in April.  We look forward to celebrating NVW 2011 with you.

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CCVO Weathering the Storm survey results

CCVO’s Latest Survey Release Weathering the Storm: An Economic Climate Survey of Alberta’s Nonprofits and Charities Weathering the Storm The results of CCVO’s third economic climate survey of Alberta’s nonprofits and charities indicate that the voluntary sector is still facing significant challenges. Click here to read a copy of the report and here to review the media release.

Key Insights: The economy is still the leading factor affecting organizations and the communities they serve. Organizations have mixed experiences ranging from relative stability to financial deterioration. Nonprofits and charities are increasingly vulnerable. Demand continues to rise for programs and services, but revenues have stayed the same or declined. Respondents are more confident in the recovery of Alberta’s economy than in the financial outlook of their own organizations. Staff recruitment for nonprofits has improved. Organizations are turning more to collaboration and partnerships as a way to deal with economic challenges.

State of the Sector Survey In last week’s CCVO E-Bulletin we announced a new survey that will provide much-needed and long-anticipated information about Alberta’s voluntary sector. Please note that this survey is separate from the economic climate survey we did in May 2010 (see above story). This State of the Sector Survey is being conducted by CCVO in partnership with the CanadaWest Foundation. The results of this survey will be used to make important decisions and will provide a source of meaningful and credible sector information for organizations, funders and policy makers. The more respondents to the survey, the more accurate the picture of Alberta’s nonprofit sector will be.

Please spend a few moments to TAKE THE SURVEY and encourage others in the sector to participate as well. If you have a regular newsletter or electronic news bulletin that you send out, please consider including a brief story about the State of the Sector Survey. Thanks. The results will be released in March 2011.

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Non-Profit Contest Campaigns Best Practices

Remember the launch of the second America’s Giving Challenge, late in 2009? Organized by the Case Foundation, Facebook Causes and PARADE Publications, the competition aimed to raise both awareness and funds for charitable causes by mobilizing your non-profit’s network of supporters.

Beth Kanter and Allison Fine of Zoetica, along with Geoff Livingston, carried out a detailed evaluation of the competition, and the results have been released in the “must-read” 2009 AGC Assessment and Reflection Report.

Here are a few key highlights:

  • More than 82,000 individual donors made 105,000 donations to nearly 8,000 causes with an average gift of $17.73
  • A demonstrated shift in the adoption of social media by nonprofit organizations themselves:  in the 2007-2008 Giving Challenge, a significant number of cause champions were volunteers; and in the 2009 Challenge, 40% of champions were staff of the competing nonprofit (only 25% identified as volunteers).
  • Personal connections, compelling use of videos and storytelling, and repeatedly thanking donors for gaining support for causes proved to be important elements for success in the challenge.
  • A review of the evolution of online contests, and recommendations to organizations for vetting them, given the significant rise in these types of competitions since the 2007-2008 Giving Challenge (and the risk of donor fatigue).

If America’s Giving Challenge is new on your radar, see also “Sharing lessons from America’s Giving Challenge: A different approach” by CEO Jean Case on the Case Foundation blog for a quick overview of the project and the results.

This “different approach” shared the findings through a series of “conversation case studies” and “encouraged the public to weigh in via comments to the blog posts, live CaseSoup video discussions, and Twitter” to continue the discussion and flow of ideas.

In one CaseSoup video, for example, Allison Fine, Beth Kanter, and Scott Beale discuss their research on America’s Giving Challenge, including what social media and fundraising strategies worked. Total running time for this recorded video is just over 55 minutes, but it’s loaded with information that any non-profit can put to good use right away.

As the researchers explain, their analysis of both the first America’s Giving Challenge, in 2007-2008, and the 2009 competition revealed some common characteristics of successful campaigns, including “immersion in the effort, viral communications, the success of smaller and volunteer organizations, a general lack of fundraising experience, and the ability to create campaigns on the fly.” A few new winning attributes for the best practices list came out of the 2009 contest, too, reflecting in large part the growing impact of social media:

  • Personal appeals to pre-existing networks of friends, family and colleagues, and existing donors; and
  • Use of distributed networks / social media to coordinate on- and offline “grassroots” activism.

Additional assets included:

  • Thankfulness: Many of the winners cited the importance of thanking donors profusely throughout the contest.
  • Transparency: Creating public spaces to share information about who is doing what is also a very effective strategy.
  • Videos: Most of the 2009 winners, including Conversational Case Study subject Darius Goes West, made good use of videos to chronicle their efforts. 
  • Storytelling: The ability to tell stories to compel people to act in short, funny and meaningful ways was an essential element of success.
  • Calls to Action: From YouTube’s annotations program to requests to tell five additional friends, strong campaigns included great calls-to-action, blending social stories with hard marketing.

This is just a sample of the useful insights you’ll find in the full report (available here). The best part? Lessons learned from America’s Giving Challenge can be replicated by other non-profits, of any size, both for contest campaigns and for social media outreach in general.

What ideas gleaned from America’s Giving Challenge will your own non-profit put to good use?

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One-Page Social Media Strategy

Overwhelmed by the task of developing a social media strategy for your non-profit organization? Don’t know whether you ought to “friend” or “like” or tweet” to get the best mileage for your message in the social networks? Jumpstart the planning process with Jay Baer’s smart one-page Social Media Strategy Worksheet.

Does this business-oriented worksheet apply just as well to non-profits?  Absolutely. 

For “client,” read “your organization.”

For “sales,” you can sub in “donations” or “memberships” or “event registrations”… whatever concrete goals you want to achieve through your interactions with people through social media – Twitter, Facebook, blogs, forums, or wherever you choose to engage. The other two points(“awaremess” and “loyalty”) are obviously right on target for non-profits, as is.

The “pitch” – 120 characters – will be a handy brief description of your organization and/or its mission. And the length of your pitch does matter!  For one thing, 120 characters is just about ideal for Twitter retweets, About Us boxes on blog sidebars, handshake-length introductions at networking events, brochures, and even the back of your business card. Even more important, however, is that a strict word-count limit will force you and your board to get to the core of your mission statement and keep focus on your organization’s one thing, its raison d’être.

social-technographics

How does the audience use social media?

Now, that’s an interesting question. In Baer’s 7-step plan, you’ll pick no more than two of five categories drawn from Forrester’s Social Technographics™ Ladder.   Make that six, now – the “Ladder” model  was updated earlier this year to include a sixth category of people/behaviors patterns to add to your worksheet: Conversationalists.

If you’re filling out the worksheet as a group exercise, you might want to start out the session with a review of Forrester’s explanation of the various groups who form the ladder’s rungs, just to be sure you’re all on the same page when it comes to identifying how your audience uses social media.

What’s your current relationship with the audience?

Are you trying to reach out to your existing members and donors? Or to prospective members and donors? Maybe, if awareness is your non-profit’s main point in social media marketing, the target audience will be people who have no relationship (yet) with your organization. Figuring out all this in advance will help you to know where to look for your audience online, and also how to shape your messages in terms of both content and tone.

Print a few copies of the worksheet to hand around at your next board meeting, get each person to fill it in independently, then compare results to see where everyone’s perceptions overlap – and where the gaps are!

“Before you begin,” however, Jay Baer cautions,

Commit to worrying about social media tools last, not first. Why? Because tools will change. They always do…. If you fall in love with tools, you’ll constantly be changing directions, with no real plan to guide your way.

Makes sense to you?

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