Online Giving: Trends, Tactics, and Getting Them To The Door
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New to online giving, or just want an overview? In this presentation, we cover the most recent online giving stats, trends, online donation page and button optimization techniques, and engagement tactics to bring donors to the door. The presentation includes stats on generational giving preferences, mobile giving, crowdfunding, and giving by sector.
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Online Giving: Trends, Tactics, and Getting Them To The Door
- 2. Your workshop presenters Kevin Martone Technology Program Manager JCamp 180 and PJ Library @kmartone Ask me about: Siena Saints, Yiddish words I know, technology Debra Askanase Digital Engagement Strategist Community Organizer 2.0 Faculty, Marlboro College Graduate School @askdebra Ask me about: living in Israel, community organizing, ceramics, social & digital media
- 3. nonprofit organization supporter list Yearly appeal Special appeals Fundraising events The old way
- 4. Every. Single. Day. Nonprofits must earn donor loyalty The donor revolution is not on its way. It has arrived. It’s about causes, not the organization Donor legacy mindset is a thing of the past
- 5. Non- profit Non- profit DonorDonor Donor Donor Donor Donor Donor Donor To young donors, nonprofits themselves are not important Non- profit
- 6. …and they now choose how they donate to which organization and where
- 7. Technology has put donors in the driver’s seat Access to information The rise of influence networks Donation solutions where donors live…online The ability to rate and communicate with each other
- 9. FRAMING TRENDS Online Giving Giving Days Mobile Giving
- 12. Size matters in online giving www.blackbaud.com/charitablegiving
- 14. Online giving by generation Next Generation of American Giving Blackbaud Report 2013
- 15. Monetary donations Volunteering and social sharing Matures and Baby Boomers Gen X and Millennials
- 16. Tweet this The donor revolution is not on its way. It has arrived. 9% growth in online giving in 2014 over 2013. Smaller orgs see larger growth. #onlinegiving #fundraising Gen Xers and Millennials want to make an impact first through volunteering, social shares. Then they donate. #fundraising
- 18. Giving Tuesday 2012: $13.46M 2013: $28.09M
- 20. Tweet this Giving Days continue to grow greatly year over year. A huge trend to watch in online #fundraising.
- 21. TREND: MOBILE GIVING (MOBILE EVERYTHING…)
- 22. Mobile giving • 84% of nonprofits do not have donation forms optimized for mobile – Remember: 9.5% of online donations are made on a mobile device • 34% = percentage increase in conversion rate for responsive websites and donation forms.
- 23. Next Generation of American Giving Blackbaud Report 2013
- 25. Tweet this 9.5% of online donations are made on a mobile device. And growing yearly. Think mobile first. #fundraising #nptech
- 26. Your giving pages on a mobile device…
- 28. Be where the giving happens You Offline On website Peer-to-peer Crowdfunding
- 32. Optimize your website for online giving • Big, prominent DonateNow button on every page • Button clicks directly to online donation form • Test your auto-thank you (online and via email) – Is it warm? Helpful?
- 34. Optimized, and always 1-click away
- 36. Can you spot the pitfalls?
- 37. Giving levels + impact
- 38. Six ways to make your donate button rise to the top • Color is crucial: 30% greater conversion with red than grey (Network for Good). A/B test with colors • 2-second test: can visitors find it in 2 seconds? • Creative verbiage: go beyond “Donate Now” with specific asks • Incorporate an image with the button: baby seals, anyone? • Test website positioning and button size
- 39. Tweet this Your donate button should always be 1 click away. Can visitors find it in 2 secs? #fundraising
- 40. Test & improve your landing page
- 41. Donation form
- 42. Connect appeal to the landing page Thank You!
- 43. What’s the issue here?
- 44. Just a couple of fields… = 30% increase in the conversion rate (30% more people actually gave when they reached the donation page!) Source: NTEN Blog
- 46. Seven online donation payment & processing ideals • Limit number of clicks to payment • Limit unnecessary text • Limit the number of fields donors must complete • Keep donors on your website • Show payment security badges • Thoughtful thank-you language • Mobile-optimized site and donation page
- 47. Real-time examples! Your donation form and landing page • How many clicks? • What language do you use for the button? • Is it easily found? • Landing page (language, look, feel) • Number of fields on donation form • Number of pages for donation form
- 48. Peer-to-Peer and Crowdfunding Peer-to-Peer Crowdfunding Friends asking Friends Think Kickstarter, Indiegogo Participants make their own fundraising pages Single fundraising page, rewards offered; Best used for rides/walks/swims Best used for specific projects Existing participant base
- 50. Next Generation of American Giving Blackbaud Report 2013
- 52. BRINGING DONORS TO THE DOOR
- 55. We use email and social media to support print/mail solicitations and campaigns - so they work in tandem. So when we are getting ready to close a campaign, we do a reminder via email. This generally produces a lot of online gifts but also a mini-surge in snail-mail contributions too. Holly Guncheon Herzl Camp
- 56. Direct mail reply with online giving option
- 57. “Social media fundraising” usually means this
- 59. SocialMedia Engage Create Trust Moveto Action Focus on the social media ladder of engagement
- 60. Step #1: Engage and create trust 60
- 64. Step #2: Make it about them
- 68. Step #3: Move stakeholders to action
- 69. ROE of social media actions: Lily the Black Bear http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-
- 73. Don’t forget ABT: Always Be Thankful 73
- 75. Tweet this The social media ladder of engagement: engage, create trust, move to action via @askdebra #commbuild The key for nonprofits is to focus on the experience a donor has when they switch channels via @smaclaughlin #fundraising You can’t bring donors to the door if you haven’t created a welcoming entry #fundraising
- 77. Debra email: debra@communityorganizer20.com Website: communityorganizer20.com Twitter: @askdebra Telephone: (617) 682-2977 We’re always happy to answer follow-up questions! Kevin email: kevin@hgf.org Twitter: @kmartone Telephone: (413) 313-1424
Notas del editor
- https://www.flickr.com/photos/36959242@N00/334203826/
- www.blackbaud.com/charitablegiving
- How each generation wants to make an impact on society
- Valley Gives: $1M in 2012, $2M in 2013, $2.6M in 2014 Columbia U raised $7M in one day first year. Raised $11M in one day second year, 2014. Inspired $3.7M in offline gifts.
- Gamification
- Not optimized for giving (Oceana) and optimized for giving (Red Cross)
- Look at NBTS and easterseals.org Can we hook up our phone to show on a screen via bluetooth?
- It’s great for annual fund, mitzvah projects, dues, building fund, scholarship, special projects
- Circle: processors, often on the website. Usually appears as a “donate now” button
- Continuum Activity – Line up! Do we have them stand up in line from – no donate button/form on their website have form but no button button and form but lots of clicks to give button and form but little online giving activity button and form and lots of online giving activity ????
- Home-grown systems = processed by a system they et up with merchant account, an authorized gateway, a shopping cart, OR a payment processing platform such as Google checkout, Amazon payments, or Paypal. Includes website donation form. Donation button – processed through a third party such as Paypal, NFG, FG
- Also: EmanuElHouston.org as a bad example No donate button Unoptimized donation page
- The mere rise of crowdfunding sites is a result of influence of people and media. And what they want: Transparency, communication, results. Crowdfunding raised more than $5.1B in 2013 (craigconnects.org/crowdfundinginfographic) 60% increase in funds raised through crowdfunding from 2012-2013 for nonprofits 30% of the $5 billion crowdfunded went to social causes according the “Cracking the Crowd Funding Code“ Next Gen Am Giving Report 2013
- https://www.indiegogo.com/projects/launch-dor-l-dor-college-style-invest-in-israel-internships-jewish-camp
- Next Gen Am Giving Report 2013 https://www.blackbaud.com/nonprofit-resources/generational-giving-report
- Talk about how giving up control deepens ownership. What is the limit of giving up control for you?
- Lilypad event – engages superfans IRL. Event takes online engagement further to that space of trust and engagement. Establishes the cause’s commitment to the fans, and trust amongst fans.
- SAR video and avi chai match campaign – didn’t just ask for $, were very social and friendly about it (biggest fundraiser on causes’ class got an ice cream party, kids with ipads at dropoff and pickup, tried F2F, but not only online…) Won a $25K award for innovation in fundraiser. Then got a donor who would give if every single alum gave, and they met the goal, excuse to have a convo with alumni.
- URJ Camp George example? http://jcamp180.org/Knowledge-Center/Technology/Technology-Tools-for-Fundraising/Fundraising-with-Social-Media-.aspx
- Split into 3 groups? 1) On website donor experience; 2) Crowdfunding/peer-to-peer; 3) Social Media