Donor Acquisition Through Webinars?

Lastly, I think it’s always important to ensure that people don’t feel surprised or tricked when they are asked to donate, so be up front and at regular intervals let participants know that they will have the chance to support your work being discussed.

Handling interactions
Having a skilled webinar host is the most important element in ensuring a smooth flow between elements. Here we can learn a lot from telethon hosts who seamlessly move between interviewing interesting guests, introducing recorded material, handling questions and confidently asking for donations. Host and guests should be well briefed and practiced on what talking points are important. From a technical point of view it’s important to ensure that participant cameras and microphones and text boxes are controlled and moderated. Many people will be content to listen and watch; others will be keen to ask questions when permitted. Have a few questions already lined up for answering to get the ball rolling.

The ask
Structure your webinar so that participants have multiple opportunities to donate online or to enter their phone number for an individual phone or voice over IP (VoIP) conversation straight after the webinar has ended. Build up to a large thank-you and think about giving potential donors an incentive to donate online right away.

What services exist?
Some webinar services can comfortably handle 3,000 interactive participants (some can host thousands more with more limited interactive features): Webex.com is perhaps the most well know, but others are rated here: webinar-services-review.toptenreviews.com.

Lastly, if anyone reading this has tried webinar donor acquisition please let us know [how it worked out for you].

Jack Ryan is a Europe-based fundraiser, trainer and coach. Reach him at jackityjack@gmail.com