Google Grant Success
Posted by Rob Leighton| 03.12.2015| in Online Strategy
What is a Google grant? A big online advertising credit from the world’s largest search engine. Use it to reach out to knew clients, grow your donor database and advocate for the change.
The key to getting success with a Google grant.
$10,000 per month in online advertising may sound like a lot, but for most nonprofits, it’s difficult to spend this monthly gap. The reasons include:
- Search Volume: depending on your geographic reach, there may not be a sufficient number of online searchers to show the ad. The wider your geographic scope, like an international aid organization, the greater the number of searchers. Local organization likely will not spend to the monthly gap, but the exposure can still be a useful outreach tool.
- Google places restrictions on how the grant can be used. The ads are restricted to only a portion of their advertising network. Google also uses a ‘bidding’ approach among competing advertisers to determine which ads are placed. Under the grants program, the amount you bid is limited. Google’s ‘paying’ customers can outbid the Google grantee.
Nonetheless, the Google grant program can bring many new people into your online ecosystem. We’ve seen as much as a 30% growth in online traffic, leading to 1000s of potential new donors, advocate and volunteers.
What’s more important: learning how you get your Google grant to perform will deliver tremendous returns to your entire online engagement effort. This can move the 30% increase in online traffic to 100%, 200% or even 300% growth in the number of online visitors that become donors, volunteers or advocates.
CT Nonprofits Win Online with Low Cost Strategies
Posted by Rob Leighton| 09.18.2014| in Online Strategy
Just thought you’d like a link to download the iMission article on how nonprofits win online.
It has been published in Nonprofit Advantage, CANP’s quarterly magazine. The article was published to complement our upcoming seminar WINNING ONLINE: BEST PRACTICE STRATEGY FOR NONPROFITS, also sponsored by Connecticut Association of Nonprofits. Rob Leighton, iMission’s founding partner, also will be leading a discussion on Innovations in Social Funding at CANP upcoming annual conference.
Nonprofits Win Online: Seminar Description
If the Ice Bucket Challenge $100+ million campaign has left asking how and why, then you should be coming to this seminar.
You may be thinking that the Ice Bucket success is a minor miracle for the ALS Foundation, but, in fact, there are some fundamental reasons that enabled this campaign to move from a very moving and sad story about an heroic ALS victim to this year’s viral phenomenon. Any nonprofit will be well served to understand these fundamentals.
Beyond the mega viral successes, here is what is also very true. Day-to-day, online giving is rising many times faster than offline donations. These trends will continue. Growth likely will accelerate.
Here’s what also true. Online success extends beyond increased funding. It excites staff, clients, advocates and volunteers. It facilitates organizational effectiveness. It advances community and legislative passions to support an organization’s mission.
Some nonprofits are achieving great results – even start-up nonprofit with few resources. For others, the financial and human resource investment fails generate meaningful returns. What’s the difference? A simple and clear strategy that integrates existing online tactic and tools while providing an inclusive framework for deploying emerging technologies.
Top 5 Reasons Why Donors Stop Giving
Posted by Rob Leighton| 06.08.2014| in Online Strategy
Thirty percent of wealthy donors stop giving to an organization that they supported in the previous year, a Bank of America report found. Here are the five top reason:
- The donor received too many solicitations or the nonprofit asked for an inappropriate amount (38%),
- The organization changed leadership or its activities (29%).
- The donor changed philanthropic focus to support other causes (27%).
- The donor’s personal situation changed (financial, relocation, employment) (22%).
- The donor no longer was personally involved in the organization (12%).
Yes, these are interesting facts, but here’s my view: don’t spend too much time worrying about these numbers. Stay focused on why people are giving and look for ways to keep people engaged.
Why The Rich Give
Feeling moved about how a gift can make a difference remained a top motivation for high net worth donors in 2011, with 74 percent citing this as a reason to give that year (relative to 72.4 percent in 2009).
Annually supporting the same causes and giving to an efficient organization held steady as motivations for high net worth donors between 2009 and 2011, with between 66 percent and 71 percent of donors citing these motivations for giving in those years.
The report also highlights a strengthening relationship between volunteering and giving. High net worth donors gave the highest average amount in contributions to organizations both where they volunteered and believed their gift would have the largest impact ($102,642). By comparison, in 2009, high net worth donors gave the highest average amount to organizations where they served on the board or had an oversight role ($84,551, adjusted to 2011 dollars).
Most high net worth donors derive great satisfaction and fulfillment from their charitable giving. In this context, satisfaction relates to the perception that these donors have about the outcomes and effects of their charitable activity, while fulfillment relates to the feelings that their charitable activity engenders.
Wealthy donors are becoming much more strategic in terms of giving both their time and money. “The majority of these donors relied on a strategy to guide their giving and focused their giving on particular causes or geographical areas,” the research found. “In addition, compared with 2009, fewer high net worth donors gave spontaneously in response to a need and a greater proportion funded nonprofit general operations.”
The 2012 Bank of America Study of High Net Worth Philanthropy examines the giving patterns, priorities, and attitudes of America’s wealthiest households for the year 2011. This study, the fourth in a series written and researched by the Center on Philanthropy at Indiana University. Click here to review the full report.
Getting Strategic About Why Donors Stop Giving
Here’s is another important fact. The rate of growth in online giving is growing much faster than overall philanthropy. What’s even more important is that a well developed online relationship marketing strategy – integrated with the right offline engagement tools – can sharply increasing donor retention, and drive down the reasons why donors stop giving — and move many more stakeholders to engage in your organization passionately. Learn more in “Unleash the Power of Relationship Marketing” (see right column for download).
How Nonprofits Win With Online Petitions – Action Guide
Posted by Rob Leighton| 04.21.2014| in Online Strategy
There’s a no-cost, quick way to connect with thousands of people who care about what your organization is doing. It’s online petitioning.
Every nonprofit organization needs to test this tactic! It’s an incredible engagement tool that will let you: 1) build new networks; 2) excite current stakeholders; and, 3) advance your broad mission.
You can succeed with our latest action guide. You may be just a few clicks away from 1000+ new supporters.
Nonprofit Online Petitions Appeal to Broader Mission
Your nonprofit is more than a collection of programs, events and services. It’s guided by a broader mission to make a more humane, more beautiful, more sustainable or more equitable world.
You and your staff are not alone in your pursuit of a broader mission: you’re joined by your donors, advocates, volunteers and even many of your clients.
Leverage this common commitment to mission. Engage your current and future stakeholders by conveying how teaming with your organization not only supports specific programming, but also advances a broader mission.
Online petitions are powerful tools for mission-driven engagement. The online petition allows your organization to:
- Identify many people that are first and foremost passionate about a mission, but not yet aware of your organization’s good works
- Establish thought-leadership around the key issues
- Develop alliances with other organizations for common benefit
- Meaningfully advance your broader mission
In truth, every nonprofit organization should have a point of view about some mission-based initiative outside the organizational walls. It may be the passage (or defeat) of legislation. It may be addressing how regulations are crafted and enforced. It also may be challenging certain corporate policies or practices. It’s about creating a more favorable environment to achieve goals. In taking a stand, you will tap passions for good that can drive your organization’s success.