“Start now. Don’t wait for perfection.” My notes from Fundraising Everywhere’s IG Summit
Now this was a superb 2.5 hours. A virtual seminar devoted entirely to Individual Giving. A great line-up of excellent speakers delivering great learning. As ever, below you can find all my notes from the sessions I attended all on the same page. You can also click through to get access to all the presentations on the Fundraising Everywhere site.
“Hello awesome humans! I’ve got IG in my blood.” Lovely to see @WayneTheMurray & @fiona_pattison hosting the @FundEverywhere #IGSummit – IG stands for Individual Giving. It’s a great line-up. My notes will be below. Join me.
“How can we harness the power & energy of the feminist movement? How do we create new models to attract the public at scale? More reach, action, money, impact… to drive meaningful engagement.”
@LouiseFirthLDN & @pauldegregorio on @RefugeCharity’s Digital Revolution.
Online donations have gone up as a result:
Phase 1: Strategy set up – set principles & values, overhauled donation pages, empowering the internal team
Phase 2: Covid recovery
Phase 3: New normal!
@LouiseFirthLDN & @pauldegregorio on @RefugeCharity’s Digital Revolution.
#IGSummit
“March 2020 was to be an important month for us, but then the pandemic struck. Lockdown exacerbated abuse and demand for our services increased”
But public understanding of domestic abuse was starting to cut through. It was our moment. We invested.
@LouiseFirthLDN “Response to our Covid appeal was successful. We continued to invest in appeals/activity thanks to board’s agile decision making”
Launched virtual event – 100 squats for 30 days – contuing to run challenges today
New normal: always on, email growth
@LouiseFirthLDN
#IGSummit
@LouiseFirthLDN Fundraising grew hugely & is a greater % of @RefugeCharity overall income – despite statutory income also growing.
Team collaboration drives success
Remove barriers to response
Easy compelling opportunities for donors to take 2nd action
@LouiseFirthLDN @pauldegregorio
#IGSummit
Test.
Optimise.
Scale.
Repeat.
Start now. The moment of perfection never arrives.
@LouiseFirthLDN @pauldegregorio
#IGSummit
“Nike aligned with their audience and deepened their engagement with them… For B corporations, purpose is paramount… new purposeful brands are launching.”
What does the rise of purposeful brands mean for charities? asks @amy_hutchings #IGSummit
@amy_hutchings Brewdog learned from Pink IPA mistake & focused on climate.
Bake meaningful purpose into strategy
Report on impact
This blurs lines with charities. Products sound like causes. Millennials (& others) expect it and believe in their purchasing power.
@amy_hutchings Your competitor set just got bigger! There are companies that are doing a better job of telling stories similar to ours. Lines are blurring, and it’s the B corps inthe middle of the spectrum that are particularly interesting. We’re in a race for trust.
Trust that if they aim for purpose, profits follow.
Brands starting to sound like causes. Their user experience is better than most charities’.
Your competitor set got a lot bigger! Think about brands that offer our audiences another way to do good.
@amy_hutchings
#IGSummit
The sector needs a rebrand. We need to compete with these brands. But ultimately this is how the world gets better.
@amy_hutchings
#IGSummit
@amy_hutchings “It’s important to consider the whole end to end experience your supporter has… Understand their rational and emotional needs.”
Supporter experience is both a strategy & a mindset.
Now @Skipinder & Ami O’Neill from @BritishRedCross on supporter experience.
This is genuine feedback. All our scores are now going up.
Great presentation. #IGSummit
And a career goal must now be to find a colleague who looks at you as proudly and lovingly as @Skipinder looks at Ami.
@Skipinder “The word audience is a misnomer. They’re not captive, passive recipients of our broadcast activity.”
Now it’s @brandbycollette on knowing your audience. She’s speaking live I think & responding to the chat messages about the biggest challenge we’re facing right now!
#IGSummit
“A lot of our data is quantitative, but often it’s the qualitative data that helps us to connect. It doesn’t need to be expensive. About attitudes, motivations, needs, habits, that paints a picture around the transactional numbers data.”
@brandbycollette
#IGSummit
“Ask specific non-leading interesting questions that evoke a response. Build it into your existing tools. Make your data work hard for you. Ask the right questions that allow you to build this insight.”
Understanding mindsets, habits, attitudes
“If you use personas, make them as real as possible. Round them out with real data. They’re not just all positive. Why and how they engage, but also why they disengage! Base these on real people.”
“If people are rejecting us because of our values, we need to let that go. Remember who you’re for & what you stand for. If a trope is damaging to work you do, you need to draw a line. If someone is rejecting you because of that … not your audience!”
@brandbycollette “We noticed that when we were asking for regular gifts, people were giving (sometimes large) cash gifts. We wanted to find out why.”
Finally in room 1 it’s @derekhumphries on falling back inlove with one off cash donors.
#IGSummit
We looked at 2,000+ people in March 2021 – robust research.
4 groupings shown in the pic attached – note 27% giving one-off gifts. What’s the potential in these people? What if we see it as important in its own right rather than trying to convert them?
“Cash donors are not just ATMs. They are participants.”
One off only donors are pledging legacies at the same rate as regular givers!
Younger donors increased their giving more than other groups in the last year.
@derekhumphries There’s been no campassion fatigue in the pandemic. But supporters have been cautious about making long term commitments in their giving. And they call themselves supporters on their first gift. Engage with them in the correct way.
@derekhumphries Why fall back in love with 1-off donors? There’s lots of them, they give more than £, & are legacy prospects. People are ready to love you if you love them. Develop & test cash giving propositions. Not just in emergencies or to convert to regular giving.
@derekhumphries #IGSummit