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Online Fundraising Trends
using the internet, phones and credit cards


             Tina Arnoldi

            (843) 723-3635
         Twitter: @TinaArnoldi
   Blog: http://blog.tinaarnoldi.com
tina@coastalcommunityfoundation.org

                                              1
AGENDA
• What does it mean to be online?
  • Web site
  • Social Media
  • Events
  • Mobile use
• Then we’ll talk about online giving


                                        2
General online trends
• People are sending more email.
• Tablet users are on the rise.
• Mobile phone searching.
• 64% pay bills online – comScore
• 2/3rds use a social media platform – pewinternet.org
• Forrester predicts half of all purchases to be digital by 2012


    Overall, more activity is happening online and people are
              finding new ways to use technology.
                                                                3
Tablet use
• 11% of Americans have a tablet (Pew, Nov 2011)




                                                   4
Mobile Phone Use
• 85% of people in the US report owning a cell phone
   • (Pew, April 2011)
• 75% of cell phone owners in the world regularly send text messages.




                                                                   5
Mobile Phone Use




                   6
You need a web site
• Credibility – people will look for you online.
• Make sure people know the web address.
   • Put it in print.
   • Email signatures.

• Platform for donating.
• It doesn’t have to be expensive.
• Buy your name now.
   • Make sure you own it.
   • Forward it to Facebook short-term.

• Free hosting with Dream Host.

                                                   7
Remember your audience

• Font size
• Readability
• What do you want them to know?
• Accessible – w3.org
   • WAI conformance logo
• How are they viewing it? (Mobile? Tablet?)


                                               8
Remember your audience
       Web site optimization (phones & tablets)
• Mouse clicks & keyboards for
  desktops, finger sweeps &
  on-screen keyboards with
  devices.
   • Another case for keeping the
     donation process simple.
• Videos and animations affect
  the site speed.
• DudaMobile.com


                                                  9
Online giving stats




                      10
Online giving stats
• Blackbaud Index of Giving
   • Increased 10% during July, August, & September 2011
      compared to same period in 2010.
   • Overall online grow of 34.5% in 2010.
   • Online giving was 7.7% of all fundraising in 2010.
• Average online gift in 2010 - $92 – Convio
• Online church member giving up 5.8% from 2009 to 2010 - ECFA
• About 8% of all fundraising is now done online.
   • Keep in mind that 92% of giving still comes from offline channels and
      that 32% of online donors switch to give through offline channels.

                                                                           11
Online giving stats

If I make it
possible for
people to give
through the
internet, will the
money start
pouring in?


                                       12
Asking for money
• Build a relationship first.
• Be conversational.
• “Soft” ask with news updates.
• Demonstrate accountability.
• Support us or Get involved.



                                      13
Internet as a tool
Create a relationship before asking for money
• Eventbrite – public events
• E-newsletter
• AdWords
• Social media
• Facebook giving – donations
• Mobile giving


                                            14
Eventbrite
• Free to post
• Public
• Searchable
• 2% + .99




                              15
E-newsletter
• Don’t assume everyone wants it.
• Have a way to unsubscribe.
• Are people reading it? (html/text)
• More metrics available than written.
   • Do they click your links? (Google Analytics)
   • Do they even open it?
• Vary your subject lines.
• Have a (fairly) consistent schedule.
• Include a donate now button.

                                                    16
Google AdWords for Nonprofits


• Target location.
• $1.00 max bid.
• “Long tail” keywords.
• Daily budget of $329.
• Must actively manage.
• Can take 5 months for approval.



                                         17
Google AdWords for Nonprofits
keyword search: “donate nonprofits”




                                      18
Social Media

• If you can only do one channel, use Facebook.
   • 800 million people
   • Events
   • Viral
• Again… think relationship




                                                  19
Facebook Giving
• Causes
  • List yourself as a supporter of a cause on your profile
  • 4.75%

• Razoo
  • Facebook Donation App
  • 2.9%

• Offerpop
  • Flat fee depending on # of fans

                                                              20
Razoo




        21
Razoo
• QR code.
• Widget.
• Videos and pictures.
• Match gifts.
• Short URL – ex.www.razoo.com/ccf



                                     22
Online giving
• Donate now button on front page
• Don’t make it hard! (ex. Registration)
• Read the fine print
• Rates vary
   • 2.9%
   • 2.2% + 30 cents
   • 2.6% + 26 cents



                                           23
Mobile
• Pay attention
• Optimized web site
• Square
• Start with text updates
• Who carries cash?
• Auction

• Bring items to sell like t-shirts (Gets people’s attention)
• Equip people with the device as they mingle, rather than at a
   table
                                                                  24
Mobile Giving
• Consider building a list now (but don’t use without permission)
• Resources
   • http://www.mgivefoundation.org/
       • $500k+, $500/month
   • http://mobipledge.com/
• Square – 2.75%, no monthly fee
• GoPayment – 2.7%, no fees
• http://mashable.com/2011/12/09/fundraising-mobile-card-reader/


                                                                    25
Text messaging
• Open rate of 95% compared to 35% email open rate.
• Include links.
• Start with staff first.
• Have a game plan  what’s the point?
• Ask for ideas – “What info do you want to receive”?
• Use it to follow up on traditional fundraising appeals.




                                                            26
Now what?
• Make sure you have a decent web site that conveys your mission.
• Ask your donors what they do online and what devices they utilize.
• Offer the option to donate online.
• Have a Facebook page where you post a couple times a week and tell
  your donors about it.
• If you are interested in AdWords, apply today. It takes a while.
• Take advantage of www.palmettotechnologyhub.org.




                                                                     27
Online Fundraising Trends
using the internet, phones and credit cards


             Tina Arnoldi

            (843) 723-3635
         Twitter: @TinaArnoldi
   Blog: http://blog.tinaarnoldi.com
tina@coastalcommunityfoundation.org

                                              28

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Tech Trends in Fundraising

  • 1. Online Fundraising Trends using the internet, phones and credit cards Tina Arnoldi (843) 723-3635 Twitter: @TinaArnoldi Blog: http://blog.tinaarnoldi.com tina@coastalcommunityfoundation.org 1
  • 2. AGENDA • What does it mean to be online? • Web site • Social Media • Events • Mobile use • Then we’ll talk about online giving 2
  • 3. General online trends • People are sending more email. • Tablet users are on the rise. • Mobile phone searching. • 64% pay bills online – comScore • 2/3rds use a social media platform – pewinternet.org • Forrester predicts half of all purchases to be digital by 2012 Overall, more activity is happening online and people are finding new ways to use technology. 3
  • 4. Tablet use • 11% of Americans have a tablet (Pew, Nov 2011) 4
  • 5. Mobile Phone Use • 85% of people in the US report owning a cell phone • (Pew, April 2011) • 75% of cell phone owners in the world regularly send text messages. 5
  • 7. You need a web site • Credibility – people will look for you online. • Make sure people know the web address. • Put it in print. • Email signatures. • Platform for donating. • It doesn’t have to be expensive. • Buy your name now. • Make sure you own it. • Forward it to Facebook short-term. • Free hosting with Dream Host. 7
  • 8. Remember your audience • Font size • Readability • What do you want them to know? • Accessible – w3.org • WAI conformance logo • How are they viewing it? (Mobile? Tablet?) 8
  • 9. Remember your audience Web site optimization (phones & tablets) • Mouse clicks & keyboards for desktops, finger sweeps & on-screen keyboards with devices. • Another case for keeping the donation process simple. • Videos and animations affect the site speed. • DudaMobile.com 9
  • 11. Online giving stats • Blackbaud Index of Giving • Increased 10% during July, August, & September 2011 compared to same period in 2010. • Overall online grow of 34.5% in 2010. • Online giving was 7.7% of all fundraising in 2010. • Average online gift in 2010 - $92 – Convio • Online church member giving up 5.8% from 2009 to 2010 - ECFA • About 8% of all fundraising is now done online. • Keep in mind that 92% of giving still comes from offline channels and that 32% of online donors switch to give through offline channels. 11
  • 12. Online giving stats If I make it possible for people to give through the internet, will the money start pouring in? 12
  • 13. Asking for money • Build a relationship first. • Be conversational. • “Soft” ask with news updates. • Demonstrate accountability. • Support us or Get involved. 13
  • 14. Internet as a tool Create a relationship before asking for money • Eventbrite – public events • E-newsletter • AdWords • Social media • Facebook giving – donations • Mobile giving 14
  • 15. Eventbrite • Free to post • Public • Searchable • 2% + .99 15
  • 16. E-newsletter • Don’t assume everyone wants it. • Have a way to unsubscribe. • Are people reading it? (html/text) • More metrics available than written. • Do they click your links? (Google Analytics) • Do they even open it? • Vary your subject lines. • Have a (fairly) consistent schedule. • Include a donate now button. 16
  • 17. Google AdWords for Nonprofits • Target location. • $1.00 max bid. • “Long tail” keywords. • Daily budget of $329. • Must actively manage. • Can take 5 months for approval. 17
  • 18. Google AdWords for Nonprofits keyword search: “donate nonprofits” 18
  • 19. Social Media • If you can only do one channel, use Facebook. • 800 million people • Events • Viral • Again… think relationship 19
  • 20. Facebook Giving • Causes • List yourself as a supporter of a cause on your profile • 4.75% • Razoo • Facebook Donation App • 2.9% • Offerpop • Flat fee depending on # of fans 20
  • 21. Razoo 21
  • 22. Razoo • QR code. • Widget. • Videos and pictures. • Match gifts. • Short URL – ex.www.razoo.com/ccf 22
  • 23. Online giving • Donate now button on front page • Don’t make it hard! (ex. Registration) • Read the fine print • Rates vary • 2.9% • 2.2% + 30 cents • 2.6% + 26 cents 23
  • 24. Mobile • Pay attention • Optimized web site • Square • Start with text updates • Who carries cash? • Auction • Bring items to sell like t-shirts (Gets people’s attention) • Equip people with the device as they mingle, rather than at a table 24
  • 25. Mobile Giving • Consider building a list now (but don’t use without permission) • Resources • http://www.mgivefoundation.org/ • $500k+, $500/month • http://mobipledge.com/ • Square – 2.75%, no monthly fee • GoPayment – 2.7%, no fees • http://mashable.com/2011/12/09/fundraising-mobile-card-reader/ 25
  • 26. Text messaging • Open rate of 95% compared to 35% email open rate. • Include links. • Start with staff first. • Have a game plan  what’s the point? • Ask for ideas – “What info do you want to receive”? • Use it to follow up on traditional fundraising appeals. 26
  • 27. Now what? • Make sure you have a decent web site that conveys your mission. • Ask your donors what they do online and what devices they utilize. • Offer the option to donate online. • Have a Facebook page where you post a couple times a week and tell your donors about it. • If you are interested in AdWords, apply today. It takes a while. • Take advantage of www.palmettotechnologyhub.org. 27
  • 28. Online Fundraising Trends using the internet, phones and credit cards Tina Arnoldi (843) 723-3635 Twitter: @TinaArnoldi Blog: http://blog.tinaarnoldi.com tina@coastalcommunityfoundation.org 28