Latest Giving Trends for Nonprofits

Presented By:
Sean Tiner
Geoff Martinez
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 Audience Questions
#1) Have you ever donated to a nonprofit
through your mobile phone?
a) yes
b) no

#2) How many nonprofits Twitter accounts

are you following?
a) none
b) 1-5
c) 5-20
d) 20+
 Today’s Dilemma

2M emails sent per second

Source: Radicacti Group, 2008
900kBlog posts in 24 hours
Source: Technorati, 2008

8B web sites
Source: Yahoo, 2009

1,724 daily marketing messages

Source: Publicity.com, 2009
357
avg text msgs sent per month
Source: Nielsen Media, 2008
 Impact of the downturn on charities

$3 to $5B
35%
Decrease in Chicago’s Meals
on Wheels Foundation Budget
Shortfall in Church giving in 2008

68%
100%
Reported increase in Social Services
reported by State of Arizona
Increase in number of
calls for basic needs,
such as food or
shelter to the United
Way

Sources: W.K. Kellogg Foundation, Center for Philanthropy, Giving USA Spotlight,
AmeriCorps, Bureau of Labor Statistics, USA Today, 2009
 Charitable Giving Index
GuideStar reported 35% of
Nonprofit Organizations saw a
decrease in contributions,
Philanthropic Giving Index:
compare to 19% last October. 8.7 percent decrease in past 6 months
28.9 percent decrease from last year

Sources: The Center on Philanthropy at Indiana University, August 2009

 Hope for the Future
February AmeriCorps Applications

“ Corporations are rethinking

their giving in different ways
and individuals are revisiting
their philanthropic priorities.”
-Alexander Haas, fund-raising
advisory firm, 2009

2008 2009
3,159 Applicants 9,731 Applicants

Sources: Center for Philanthropy, Giving USA Spotlight, AmeriCorps, Bureau of Labor
Statistics, USA Today, 2009
 State of Micro-Giving
Average
online
donation is +
$57

Strategize
Contact Times:
Most Popular
Time to Donate
Source: 2008 Convio eNonprofits Benchmarks Study
is between 9am
and 10am
 Text2Give

“Bark”? –Okay, but I’d rather TEXT!”

Image Source: Vertu Replica Blog

 What’s the Reach?

850M 1.5 B 2.7 B

Currently 68.7% of all American Mobile phone subscribers are active user of text message

Source: Mobile Web Design by Cameron Moll, Telephia

 4 Billion Text Messages sent per day in the United States!

Sources: 2009 Social Media Revolution, 2009 CTIA Semi Annual Report
 Text2Give
*Estimated $15 Billion in 2017?

5
Nonprofits

Mobile Giving

$300,000

1st Year – 2007

Sources: Mobile Accord, USA Today, 2009, *Mobile Cause

Who is Using Text2Give?
 How Does it Work?

1) Keyword Text Message 2) Confirmation Text

“Give” to 50500 “Yes”

Opt-In
How Text 2 Give Works
 Strategies for Text2Give
1. Short-Term Events
2. Matching Gifts
3. Social Media
4. Partnerships
 1) Short-Term Events

Celebrity Endorsement

CASE STUDY: Stand up to

Cancer partners w/MLB

Constituent’s Passion for New Technology!

Sources: USA Today, Mobile Giving Foundation

 Case Study:
Red Cross Disaster Relief Fund
• Text “GIVE” to “2HELP”
(24357) to donate $5
• Help the southern
California fire victims.
• Donation appear on
customers’ monthly bills or
debited from a prepaid
CTIA Convention to raise funds for
account balance. Southern California fire victims.
 1) Short-Term Events Strategy

Small: Medium: Large:

• Promote campaign at • Promote campaign at •Partner with large
a grassroots events local community event, scale event to promote
such as a concert and feature campaign
• Partner with local TV
and newspapers to • Partner with regional • Leverage celebrities
promote campaign television programs
and large publications
• Develop relationships Make sure to feature
with local journalists and integrate
campaign in all
marketing materials!
 2) Matching Gifts

Share our Strength partners with AT&T

• Goal: Provide relief to the 12.4 million children at risk of hunger in America

• Donate $5 by texting “SHARE” to 20222

• AT&T encouraged employees to volunteer and participate

•Organized 32 food drives throughout the country
•AT&T matched up to $100,000 in text2give initiatives
Case Study: Toys For Tots
HASBRO Match “Text 4 Tots” donation

• Text “TOY” to “90999” to donate $5

• HASBRO matched up to 150k texts.

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 2) Matching Gifts Strategy

Small Tier: Medium Tier: Large Tier:

• Partner with an • Partner with • Partner with a large
influential donor or corporate employee corporation
“wired wealthy” matching donation
program
Establish a realistic
•Partner with group of
giving goal
influential donors
 3) Social Media

+
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Open Doors USA Text to Send a Bible Campaign

(Integrated w/YouTube Marketing Campaign)
 3) Social Media Strategy

Small Tier: Medium Tier: Large Tier:

• Post movies • Contact and • Leverage celebrities
promoting campaigns encourage influential to promote the films on
on social media sites, bloggers and media their social media
such as YouTube sites to feature movie accounts and websites

•Embed videos on • Encourage large

blogs and different scale websites to
Encourage your
sites feature movie
constituents to
“retweet” or embed
your video
 4) Partnerships

Fox Q13 and Food Lifelines partners for the 5th Annual Children's Holiday Campaign
 4) Partnerships Strategy

Small Tier: Medium Tier: Large Tier:

• Partner with local TV • Partner with regional • Partner with National
and newspapers to television programs TV Programs and
promote campaign and large publications Publications to
promote and feature
• Develop relationships campaign
with local journalists
• Leverage celebrities
Don’t be afraid to
leverage
relationships!
 Did you know?
As of June 2008, Mobile Texting Up
over 75 Billion 450% in Two
text messages Years, Outpaces
are sent every Voice calling
month compared
to just 18 Billion in
December 2006.
That number has
grown by 250%
each year for the
last two years.

Sources: CellSigns.com, Neilson Mobile

 Text2Broadcast
&
Mobile Giving Applications
 Text2Broadcast Case Study:
The National Law Enforcement Memorial Fund

• Connect visitors to event

sponsors through
Text2Broadcast
messages.

• Participants receive twice

daily updates with special
discounts, event info,
wallpapers and sponsor
specials.
Give it a Try!

www.pingie.com
Mobile Applications
 Application Case Study:
Convoy For a Cure
Fundraising target - $50k

• Send $5 donation through mobile

phone application

Cindy Stowe,
• Used a mobile application to send and One Person Making A Difference
receive money from anywhere for a
small fee (25 cents per transaction +
1.5% fee)
 Mobile Giving Requirements
1) 501 (C) (3) reporting gross revenues of at least $500,000
and filing a 990 form
2) Registered as a soliciting charity in all states that the
fundraiser takes place
3) Compliance with all state and federal laws
4) Operation for at least 1 year
5) Make truthful representations
6) Be accessible and responsive to the public and shall have
a donor privacy policy that allows for donor opt-outs

Source: Mobile Giving Foundation

Alternative Solution: Leasing Keywords

“Give”

Lease keywords for Special Events from charities that

meet Mobile Giving Foundations’ requirements and
have partnered with a text2give provider.
Mobile Giving Players
Questions
It’s Time for Twitter!

Image Source: elahnzetlin.com

43
21 Misconceptions
1) “Twitter Is A Short-Term Fad”

Image Source: I.znet.com

 The Facts

• Twitter 1,382% annual growth (April 2008 – April 2009) (Nielsen

Research)

• 75% of US online adults now participate in some form of social media activity (Forrester
Research)

• 63% of companies have increased social media budgets for 2009 (eMarketer)
 Users
Twitter Demographics

Twitter International Growth

Realtime search & the future
*Organic*
*Sponsored*

*Realtime*

*Local*
2) “We Don’t Have Enough Time”

Image Source: CurrentTopics.com

Schedule your Tweets
3) “We tweet too much”

Image Source: CurrentTopics.com

 “Birds of a Feather”

Case Study: Kiva

•Website:
KivaAlerts.com

Strategy:
•Peer-to-Peer Marketing

Implication:
•Daily Tweets from
Kiva’s Constituents

Source: Twitter.com/onlinefundrazor
4) “Twitter is a Social Tool.
NOT A Fundraising Tool”

Image Source: intomobile.com

 Encourage Micro-Donations
Case Study:
•Tweetsgiving.org

Goal:
•Raise $10,000 in a 48 hour giving period

Strategy:
•Connect w/Influential Users
•Engage Constituents
•Define Clear Goal
•Encourage MicroDonations
•Process Online Donations: Tipjoy.com

Source: Tweetsgiving.org

Fact: Currently 60 nonprofit groups have registered to accept “twollar” donations,

including Livestrong (Philanthropy, 2009)
Case Study: Charity:Water
 Case Study: #BeatCancer

• Guinness World Record: with 209,771 mentions in one day,

achieved 100 million impressions and raises over $70,000.
5) “Okay, We Tweet, but no one cares”

Image Source: Speechstarter.com

 Make it effective!

Design: Background
• Free Resource: twitbacks.com

Include: Call-to-Actions
• Promote your websites!

Source: Twitter.com/americancancer
 Twitter Fundraising Strategies
1) Define a short-term giving period

2) Use donation process services

• Resource: Tipjoy.com

3) Reward a Follower

4) Encourage Retweets

5) Interact with your constituents

• Ask a Question
• Respond with @replies
• Use a tracking URL (bit.ly)
Make It Part Of Your IMC Plan!

Integrated Marketing Communications

Awareness
Radio/TV/Print/Direct Mail – Email/Banner Ads/SEO –SEM/Facebook/Twitter

Knowledge
Visit YOUR WEBSITE
Interest
Goal 1: Email Registration
Trial
Goal 2: Donation
Loyal
Goal 3: Donor
Questions
 Geoff Martinez
Geoff.Martinez@trinetsolutions.com
Twitter: @onlinefundrazor
949.442.8900

Sean Tiner
Sean.Tiner@trinetsolutions.com
Twitter: @seantiner
949.442.8900

To receive a complimentary nonprofit social media guide,

please visit http://www.trinetsolutions.com/whitepapers/