1. FirstGiving
Fundraising Bootcamp:
Week 4

2. How this webinar works
• A link to the slides and a recording will be
sent after the webinar
• If you’d like to ask a question during the
webinar, you can type it in the box on the
right side of your screen
• Use the hashtag #fgwebinars to tweet
about this webinar

3. FirstGiving: Online Fundraising Solutions
Peer-to-Peer Fundraising Pages
and Event Registrations Online Direct Donations
Personal Support for your nonprofit, donors, and
fundraisers
Easy, tested, and secure transaction processes for the
donor

4. About the Presenter
Debra Askanase, @askdebra
Digital Engagement Strategist
Community Organizer 2.0
http://communityorganizer20.com
debra@communityorganizer20.com

5. Fundraising Bootcamp Overview
Fundraising bootcamp: what’s it all about
- Four weeks of discussion, learning, and testing:
- The donate now button
- The fundraising landing page
- Driving donors to the website
- Giving Tuesday wrap-up
Plus…
Answering your questions
Online Fundraising for Nonprofits Facebook Group (lots of
discussion!)
https://www.facebook.com/groups/337397103024397/
Follow-up videos and content

6. Week 4: It’s all about
YOU
Brief survey results included with previous content overview
Check-in on Giving Tuesday projects
The Donor View:
• One donor’s Giving Tuesday challenge
• Drivers to online giving: new research

7. Did you change your
donation button?
“Before the bootcamp I had the standard FirstGiving donate now
button on our side bar. After the first session, I made our rotating
picture header into a donate button with a call to action.”

8. Previously, it was the standard "Paypal" button with credit card
logos. I've changed it to a leaf design to stand out on the
homepage.

9. Donations through Facebook:
http://donatetab.firstgiving.com/
Added a “Donate” button to the Facebook Page

10. Did you make any changes
your donation Page?
0% - yes
12.5% - no
87.5% - not yet, but planning on it

11. Types of donations

12. Show impact, preferred
type of donation

13. Most direct donors give in $25, $50,
and $100 amounts
Total number of direct donations
35%
top 3 donation amounts
other donation amounts
65%

14. Breakdown of common donation
amounts from $101 to $1,000
Donations $101 - $1,000
16000
14000
12000
10000
8000 2007
6000 2008
4000 2009
2000 2010
0

15. Week 3 Review: Driving donors to your
site with six key steps

16. Step 1: Develop your assets
• Grow your email list
• Identify one to two social media spaces and
nurture fans in those spaces
• Identify your online and offline superfans and
plan to cultivate them
• Assess your email communications – are they
effective?

17. Step 2: Build relationships with fans one by
one

18. Step 3: Create an online donation
campaign plan

19. Step 4: Craft the story

20. Step 5: Cross-promote: socially

21. Email + social takeaways
• Use social media sharing icons in your email
messages and calls to action
• Enable donors to share their donations
socially
• Encourage social sharing of the online
campaign

22. Step 6: Thank your donors
>> Front Row Foundation

23. Week 4 Bootcamp
Challenges – share
your story:
1. Have you made any changes to your online giving button, or
donation page, as a result of this bootcamp series?
Post to the Facebook Group what you’ve changes or
optimized as a result of this bootcamp series – add photos,
links, before/after photos.
2. What did you do for #GivingTuesday?
Share your GivingTuesday project to the FB group. Be sure to
include a link, what you did, and share how it went!

24. Giving Tuesday:
http://www.westernvirginialandtrust.org/

28. Georgia River Network

30. Lynne Wester’s Giving Tuesday
Challenge Test: The Donor View
• Donated $10 - $1,000 to 15 organizations.
• Tested usability, socialization, responsiveness, and donor
attention.
• Blogged about it publicly. (My post about it
here:http://www.communityorganizer20.com/2012/11/30/one-donors-
2012-giving-tuesday-challenge-test/)
• Made her data spreadsheet public:
https://docs.google.com/file/d/0Bz8mTc-
hHxzkLU9kVGMxNGgxUG8/edit?pli=1
**Follow her on Twitter @donorguru, and read her
blog:http://donorguru.blogspot.com/2012/11/the-2012-giving-
tuesday-challenge.html

31. What Lynne found:The Good
• Showing the impact: look at charity:water
• Sites are starting to be better about where to
find them on social media
• A good response from those that I tweeted (5
out of 15)
• I saw one site’s button that said “Save a Life,”
which is much better than “Submit” or “Add
to Cart”

32. The overall winner!

33. The Bad
• Not enough social media exposure
• Giving websites were not mobile-friendly
• Not enough places gave me the option of giving in
honor of someone and even then, only in written
format and not through email. The Red Cross told my
honoree how much I gave – ARGH!!
• I’ve already been solicited again!! (Feed the Children)
• There is no excuse for having a “CAPTCHA” hurdle in
order to give
• Sites are arduous and repetitive, too many sites
prescribe the dollar amount to give

35. All about giving, not about impact

36. More solicitation with thanks?
No, thank you

37. Research: What prompts online
giving?
The Campbell Rinker
Donor Confidence
Survey of 494 adult
donors who gave at
least $20 in 2011

38. Research: What’s the best way to ask?
Direct mail, actually!
• Direct mail prompts online giving more than
emails!
– 50% surveyed in 2012 say they prefer to give
online when receive a letter in the mail, up from
38% in 2010.
– 17% who gave online in 2011 did so because of a
direct mail letter, vs. 5% who did so because of an
online solicitation
– Ages 49 – 60 are most likely to give as a result of a
direct mail prompt

39. Research: What’s the best way to ask?
Direct mail, actually!
• Online mail prompts some segments to give
– HH income of $75K+
– 52% of women
• Social media drives online gifts of donors
under age 40
– 30% of those those < 40 have given as a result of a
a social media prompt, up from 24% in 2010
http://dunhamandcompany.com/2012/05/dunhamcompany-study-direct-mail-growing-as-source-for-
online-donations/

40. Thank YOU!
http://www.flickr.com/photos/thomashawk/6954844640/in/photostream/

41. Connect with us through our
social communities!
Facebook: facebook.com/firstgiving
Twitter: @FirstGiving
Online Fundraising blog:
http://blog.firstgiving.com
Online Fundraising for Nonprofits Facebook Group:
https://www.facebook.com/groups/337397103024397/

42. Thank you!
Interested in learning more about FirstGiving?
Contact: sales@firstgiving.com
Nonprofit customer of FirstGiving with questions?
Contact: nonprofits@firstgiving.com