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Getting your Message Stand Out Online Marketing

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Has your agency got a designate email address for fundraising? ... donor to voice out their opinion (using Newsgroup, Chatroom, Noticeboard) ... – PowerPoint PPT presentation

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Title: Getting your Message Stand Out Online Marketing


1
Getting your Message Stand Out - Online
Fundraising Rosanna Cheng The Hong Kong Council
of Social Service
2
Questions????
  • Does your agency have a webpage?
  • How frequently update your webpage?
  • Has your agency got a designate email address for
    fundraising?
  • Has your agency got specific donor database
    system?

3
Presentation Outline
  • Create effective online fundraising
  • Good Practice Example Korea
  • Is it workable in Hong Kong?

4
Conditions of effective online fundraising
Integrate online capacity to fundraising
Giving Culture
Successful online fundraising
IT infrastructure Usage
Confidence in online donation
5
Good Practice Country Korea
6
Giving Culture in Korea
  • Corporate giving
  • strategically giving (giving related to their
    business nature/corporate image)
  • Individual giving increased 10 times in the near
    future (focus on special issue like disaster)
  • Direct mail not well developed (constrained by
    privacy ordinance)
  • Fundraising events through media, street
    fundraising, personal contact, charities events
    (eg charities ball, raffle tickets)

7
IT infrastructure Usage in Korea
  • Using internet online services are very common
  • Normal Korean Netizen use 15 hours a week
  • 60 Netizen use online purchasing service
  • 83.1 open ad mail if necessary
  • 70 use credit card, mobile phone as paying
    method
  • Mobile internet (DMB) Short Message System
    (SMS) are very common method for communication
    and maintaining customer relationship

8
Netizen is interested in
  • Using internet for handling personal activities
    eg email, making payment, online shopping
  • Discussion group Newsgroup, Community online,
    Internet Discussion Forum perform as Ombudsman
    in key social critique
  • Internet Culture
  • Frequent users youth young adult
  • Searching information online
  • Create personal webpage

9
Confidence in online fundraising
  • Donor perspectives
  • Do my giving use properly?
  • Is it safe for using giving online?
  • Is there anyone answer my questions?
  • Agency respond
  • Valid email address enquiry email must be valid
    email address
  • 24 send an confirmation email when receive the
    giving and answer any questions in 24 hours
  • Security online system

10
Integrated online capacity to fundraising
Activism/Advocacy
Fundraising
Donor Database Management System
Volunteers Recruit and Management
Online support
Event Management
Sales
11
Successful Case Help Aged
12
Case Study Help Aged
  • Korea local NGO helps poor elderly
  • Target recruit monthly donors active members
  • Strategies (Donor database management
    volunteers recruitment Fundraising)
  • Donor database the best pool for e-mail
    marketing campaign
  • Sending portal site through campaign email to
    present members encourage them to fwd message
    to their friends

13
Case Study Help Aged
  • Achievement
  • Increase loyal members (potential donor
    frequently volunteers) pool rapidly in a year
    time from 0.2 million to 1 million
  • Monthly donor development online 50 of active
    members participate in monthly donation scheme
    have more sustainable money support from donors

14
Successful Case Korea Food for the Hungry
15
Case Study Korea Food for the Hungry
International
  • 1st NGOs in Korea for sending aid to foreign
    region
  • Current development sending aid to North Korea
    for helping people who are suffering by hungry
  • Target promote the awareness of famine in North
    Korea promoting fundraising events
  • Strategies (Activism/Advocacy Event Management
    Volunteer Recruitment Fundraising)

16
Case StudyKorea Food for the Hungry
International
  • Achievement
  • Advocacy a special team joined by corporate,
    scientist NGOs for helping people in North
    Korea in improving food water quality
  • Event Management charity race (twice a year),
    charity bazaar (once a year)
  • Volunteers recruitment through email online
    sign campaign recruit near 17,000 volunteers in
    1.5 year

17
Case StudyKorea Food for the Hungry
International
  • Fundraising through online in kind donation
    monthly sponsorship
  • 370 million won to hospital for improving medical
    equipments in 2004
  • Set up an organic fertilizer for recovering the
    soil and increase food production
  • Powered milk support for children in North Korea

18
Is it Workable in HK???
  • WHY NOT!
  • HK Netizens use 22 hours a week, the longest
    time for accessing Internet among 12 developed
    countries/regions (ACNielsen Netrating research
    March 2005)

19
Key Tips for Successful Online Fundraising
  • Make people aware of your agency
  • Get people to care of your agency
  • Encourage people to support your agency
  • Keep people connected to your agency

20
Keep in Mind
  • Drive traffic through your email to get support
  • Know your audience who will make donation to
    your agency?
  • Maintain brand promote your agency online
  • Stay fresh NOONE LIKE CLICK ON A WEBPAGE THAT
    LAST UPDATED IS 2004
  • Be clear, be brief DONT PUT ALL THE THINGS
    ONLINE

21
Keep in Mind
  • Get personal using time for personalize your
    email, DONT SEND JUCK EMAIL.
  • Make it interactive encourage donor to voice out
    their opinion (using Newsgroup, Chatroom,
    Noticeboard)
  • Keep response reply any email if it is necessary
  • Stay flexible and adapted some people like real
    person communication
  • Online Offline fundraising having relevant
    events for fundraising

22
Providing funny platform for your supporters to
support you
23
Miss Rosanna Cheng Officer Resource Development
Fundraising The Hong Kong Council of Social
Service Tel 2876-2438 Email rosanna.cheng_at_hkcss.
org.hk
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