Mike Johnston at Amsterdam, for IFC 2014 with a Masterclass in reaching gen y and gen z

2. What’s mark Zuckerberg, indiegogo, and snapchat got to teach us about fundraising? A Masterclass to explore how to attract, motivate, and retain young people.

3. Two-Day AgendaDAY ONE
14:00-14:10 –introductions
14:10-14:30 –why do young people matter? Why do young people care about giving back?
14:30-15:00 –Gen X characteristics
15:00-16:00 –Gen Y characteristics
16:00-17:00 –Journey Mapping

4. 9:00-9:30 –Review of the journey mapping process and two presentations
9:30-10:15 –Crowdfunding and mobile and why they matter
10:15-11:15 –3 case studies: Humane Society International and Amnesty Denmark, WaterAid www.tobeagirl.org,
11:15-12:00 –Organizational change and wrap up
Two-Day AgendaDAY TWO

5. Who Am I?
Mike Johnston
Founder, HJC, Integrated Fundraising Consultants
Integrated Fundraising Specialists
Aerobics Instructor, Hockey Dad
@hjcnewmedia

6. Who Are We?

7. THE LEAGUE OF PITY

10. THE YOUTH CONSUMER DEMAND (AND POSSIBLY OLDER)
•Now!
•Can I?
•For Me
•Simply

11. GEN Z (10 –20)
GEN Y (21 –31)

12. WHY SO POWERFUL?
•They influence other family members
•Trend setters for other generations

13. YOUTH AND PHILANTHROPY –WHAT CAN IT MEAN TO THEM?
For Youth:
•Answertheir deeper questions
•Empower their leadership abilities
•Help them setand reach goals

14. •Researchers* found:
1.Brings clarity to the organization’s mission
2.Improves involvement and responsiveness to the community
3.Improves organization’s commitment to inclusion and representation
4.Finds new ways to reach out to communities
* 4-H Council Study of Youth Philanthropy, 2007
FOR THE NONPROFIT:

15. •Nurture future donors
•New perspectives for us ‘oldies’
•Innovation with technology and popular culture
FOR THE SECTOR:

16. LET’S REMIND OURSELVES OF ALL THE GENERATIONS AND WHERE YOUNG PEOPLE FIT IN….

17. 17

18. 18

19. $0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
40%
46%
52%
58%
64%
70%
76%
82%
88%
94%
100%
% Giving
Total annual giving
59% Give
39.5M donors
$732 yr/avg
3.9 charities
$28.9 B/yr
60% Give
32.8M donors
$481 yr/avg
3.3 charities
$15.8 B/yr
72% Give
51.0M donors
$1212 yr/avg
4.5 charities
$61.9 B/yr
88% Give
27.1M donors
$1367 yr/avg
6.2 charities
$37.0 B/yr
Gen Y
Gen X
Boomers
Matures
Generational Giving
Bubble size is ‘Estimated Annual Contributions’
An overview of annual giving by generation confirms the importance of Boomers in the charitable giving space.
Gen Z?

20. % Giving
Total annual giving
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
40%
46%
52%
58%
64%
70%
76%
82%
88%
94%
100%
Gen Y
Gen X
Boomers
Matures
WHAT DO YOUR BUBBLES LOOK LIKE?
Bubble size is ‘Estimated Annual Contributions’
Gen Z?

21. Do different generations prefer different ways to support your nonprofit? A Grade Two test…

22. Gen XOnline Giving
MatureRetail Checkout Giving
Gen YStreet Fundraising
Boomer Email Solicitation

23. GEN Y
GEN X
BOOMERS
MATURES
52%
51%
53%
44%
39%
42%
41%
36%
47%
40%
42%
27%
22%
39%
39%
38%
17%
24%
42%
42%
10%
22%
40%
52%
25%
29%
26%
19%
29%
27%
16%
14%
12%
12%
16%
17%
6%
7%
12%
19%
6%
9%
7%
9%
15%
9%
5%
2%
8%
10%
5%
1%
8%
6%
4%
4%
4%
7%
4%
5%
4%
4%
5%
7%
4%
0%
2%
2%
Donated this way in last 2 years
50%
40%
39%
35%
32%
32%
25%
21%
15%
11%
8%
8%
6%
6%
5%
5%
2%
Checkout Donation
Purchase for Proceeds
Online Donation
Pledge
Honor/Tribute Gift
Mailed Check/Credit…
Street Canvassing*
Third Party Vendor
Email*
Phone
Door to Door*
Mobile/Text
Social Networking Site
Online Ad*
Will/Planned Gift
Radio/TV*
Stocks, Bonds, Property
↓
↑
↑
↑
↑
↑
↑
↑
↑
↑
↑
↑
22
*New or changed attribute, no tracking data
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

24. 1%
1%
5%
6%
12%
18%
25%
33%
34%
34%
35%
43%
3%
6%
9%
9%
12%
14%
25%
16%
21%
23%
25%
24%
34%
36%
36%
30%
34%
29%
22%
15%
17%
16%
12%
9%
47%
41%
23%
18%
15%
11%
4%
8%
3%
6%
2%
1%
24
Acceptable Solicitation Channel
(from organizations with an established relationship)
Very Acceptable
Very Unacceptable
NET
GEN Y
GEN X
BOOMERS
MATURES
+77
+78
+87
+77
+63
+69
+70
+76
+68
+62
+46
+53
+40
+46
+47
+34
+51
+43
+30
+13
+25
+50
+41
+11
+5
+8
+45
+26
-2
-33
-24
-4
-21
-37
-24
-26
+24
-5
-46
-65
-35
-6
-29
-49
-46
-35
-26
-38
-41
-30
-46
-17
-38
-54
-67
-57
-29
-48
-76
-63
Friend
Friend's child/grandchild
Letter/message
Radio or TV program
Email
Opt-in for extra charge on ticket/recording
Phone call
Message via social media
Voice message
Door-to-door canvassing
Street canvassing
Text message
Acceptable Solicitation Channel
Net (Acceptable –Unacceptable)
Smwt
Smwt
Channels with a personal connection are most acceptable, followed by letters or TV/radio.
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

26. Gen Y Donors
•Giving is more random
•Have more time than money
•Like promotional events and giveaways
•Engage with NP in variety of ways (incl.social media)
26

27. How do we reach Gen Y?
•Premiums/Contests
•Event Fundraising Participation (vs. Donation)
•Social Media
•Mobile Outreach
What’s in it for me?
Time to give back

28. I’m going to let you cheat!

29. Youth Needs?
Generation
Gen Y
Gen Z
Attitudes/ Values
Time to Give Back
What’s In It For Me? Random.
Who am I? How do I fit in?
Tactics + Strategies
Family oriented
Event Participation (vs.. Donation)
Social Media
Mobile Outreach
Gamification
Premiums/Contests

30. Gen Z Donors (approx. 10 to 18 years old)
•Giving is peer driven (school, classmates)
•It’s all about their volunteer effort
•Gamificatione.g. “I’ve earned the Fundraiser badge…”
•Need technologyto leverage adults
•Digital Natives (online sharing thoughts and observations online)
•In many transition economies they are the first born into developed world
•Privacy and age are vital elements

31. Gen Z: Tactics + Strategies: Family Oriented

32. •Raised $255 selling cupcakes in 2 weeks
•Now the school has sent out messages to parents in the school
•$15,000 has been raised
by local parents in 2 weeks
Gen Z: Tactics + Strategies: Family Oriented

34. proprietary and confidential
10/10/2014

35. proprietary and confidential
10/10/2014

36. Youth Needs?
Gen Y
Gen Z
Time to Give Back
What’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media
Mobile Outreach
Gamification
Premiums/Contests

37. Gen Z: Tactics + Strategies: Fundraising at School
Youth Specific Campaigns engage a younger audience in a way that interests them most and can take place in their own school

38. Free the Children offer lesson plans for both elementary and secondary school teachers –free to download online
Gen Z: Tactics + Strategies: Fundraising at School

39. The Heart and Stroke Foundation has campaign specific school curriculum enabling teachers easy to use hands on material to promote and teach about the fundraising campaign
Gen Z: Tactics + Strategies: Fundraising at School

40. Youth Needs?
Gen Y
Gen Z
Time to Give Back
What’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media
Social Network Technology to influence adults to give
Mobile Outreach
Gamification
Premiums/Contests

41. Gen Z: Tactics + Strategies: Social Network Technology

42. Gen Z: Tactics + Strategies: Social Network Technology

43. Gen Z: Tactics + Strategies: Social Network Technology
Youth communicate through their smart phones, fundraising apps reach them through all technology mediums

44. Youth Needs?
Gen Y
Gen Z
Time to Give Back
What’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media
Social Network Technology to influence adults to give
Mobile Outreach
Digital Community (sharing, connecting)
Gamification
Premiums/Contests

45. Right to Play’s School Zone is a youth friendly space on the website which educates and encourages youth to get involved
Gen Z: Tactics + Strategies: Digital Communities

46. Room for improvement:
•Youth memberships to exclusive online venters
Gen Z: Tactics + Strategies: Digital Communities

47. Youth Needs?
Gen Y
Gen Z
Time to Give Back
What’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media
Social Network Technology to influence adults to give
Mobile Outreach
Digital Community (sharing, connecting)
Gamification
Multimedia as an engagement tool
Premiums/Contests

48. Gen Z: Tactics + Strategies: Multimedia as an Engagement Tool

49. Youth Needs?
Gen Y
Gen Z
Time to Give Back
What’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media
Social Network Technology to influence adults to give
Mobile Outreach
Digital Community (sharing, connecting)
Gamification
Multimedia as an engagement tool
Gamification; Sport; Celebrity
Premiums/Contests

50. Gen Z: Tactics + Strategies: Gamification
"Let my playing be my learning, and my learning be my playing.”

52. Will you miss a gamer?
•A Gamer
•Guild Wars
•Pink Day in LA
•Goal of $1,300
•Raised almost $12,000
How many of you have had someone come forward to talk about their gaming and you said no?
GEN Z: TACTICS + STRATEGIES: GAMIFICATION

53. Key game mechanics:
•points,
•badges,
•levels,
•challenges,
•leaderboards
•rewards
•BUT
•Games are MUCH MORE than that
•WOW Guilds: rewards, but also culture, narrative, game play, social interaction, collective endeavour
GEN Z: TACTICS + STRATEGIES: GAMIFICATION

54. GEN Z: TACTICS + STRATEGIES: GAMIFICATION

55. •Badges examples

56. •Badges examples

57. •In 2004, global sales were $25 billion
•In 2007: $42 billion
•In 2012: estimate of $68billion
•Prediction for 2015: $91 billion
•11countries had over $1 billion in sales in 2008
•It surpassed the movie industry in 2005 and the music industry in 2008. Also bigger than the global DVD and book industry
Gen Z: Tactics + Strategies: Gamification

60. Gen Z: Tactics + Strategies: Gamification

61. In Game Revenue by 2015 for Mobile Phones –$11 billion USD
Juniper Research, 2011
Gen Z: Tactics + Strategies: Gamification

62. Gen Z: Tactics + Strategies: Sports Engagement

63. Um… youth influence…?

64. Gen Z: Tactics + Strategies: Celebrity Engagement –Popular Culture

65. •197,000 ‘fans’ contacted electronically
•$1,200 USD raised
•Not a donor herself, not fully committed

66. Now with this in mind, let’s plot out two youth journeys…
Gen Y
Gen Z
Time to Give Back
What’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media
Social Network Technology to influence adults to give
Mobile Outreach
Digital Community (sharing, connecting)
Gamification
Multimedia as an engagement tool
Gamification; Sport; Celebrity –Popular Culture
Privacy (Law)
Premiums/Contests

67. The ‘youth’ donor journey

70. http://dschool.stanford.edu/student/doug-dietz/

73. { The Experience }
Journey Mapping the Patient Experience

74. GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH MRI
…
…
…
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG
PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
BEHAVIORS
ATTITUDES
PEOPLE
THINGS
ON STAGE
EXPERIENCE
PEOPLE
THINGS
BACK STAGE
SUPPORT
Select a specific customer to map
DOCTOR
MOM
CHECKIN NURSE
IMAGING TECH
MOM
DOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUTER
CHART
CAR
TAKE-HOME PACKET
MRI MACHINE
SHOT & DRUGS
NURSE
TISSUES
CREATE INITIAL MAP
Attitudes, Behaviors and Experiences

75. GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH MRI
…
…
…
DOCTOR
MOM
CHECKIN NURSE
IMAGING TECH
MOM
DOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHART
CAR
TAKE-HOME PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG
PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
EVALUATE & PRIORITIZE
Identify moments that matter for the customer and the organization
NURSE
TISSUES
IMPACT
MORE STAFF
COST OF DRUGS
IMAGING TIME
SIDE EFFECTS

76. GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH MRI
…
…
…
DOCTOR
MOM
CHECKIN NURSE
IMAGING TECH
MOM
DOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHART
CAR
TAKE-HOME PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG
PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
TISSUES
NURSE
ADD DETAIL TO UNDERSTAND
Gain deeper understanding of needs, and how those needs are fulfilled
FEEL SAFE
FEEL BETTER
TAKE IMAGE
DEVELOP IMAGE
NEEDS
Roles & Processes
POSITION PATIENT

77. GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH MRI
…
…
…
DOCTOR
MOM
CHECKIN NURSE
IMAGING TECH
MOM
DOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHART
CAR
TAKE-HOME PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG
PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
EVALUATE & FRAME ISSUE OR OPPORTUNITY
Based on deep customer understanding
NURSE
FEEL SAFE
FEEL BETTER
TISSUES
POSITION PATIENT
TAKE IMAGE
DEVELOP IMAGE

78. http://dschool.stanford.edu/student/doug-dietz/

79. GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH MRI
…
…
…
DOCTOR
MOM
CHECKIN NURSE
IMAGING TECH
MOM
DOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHART
CAR
TAKE-HOME PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG
PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
DESIGN NEW EXPERIENCES
Influence attitudes to change behaviors
TISSUES
NURSE
FEEL SAFE
IDEA: LET’S GO CAMPING

81. GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GOES THROUGH MRI
…
…
…
DOCTOR
MOM
CHECKIN NURSE
IMAGING TECH
MOM
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHART
CAR
TAKE-HOME PACKET
MRI MACHINE
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG
IMAGING TECH
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
IDEA: CAMP GUIDE
WOW, A CAMP- FIRE!
FEELS LIKE I’M CAMPING
THIS ISN’T TOO BAD
CAN WE DO IT AGAIN??
THIS PLACE IS NEAT!
TODAY COULD BE FUN
LAYS DOWN IN MACHINE
LISTENS TO CRICKETS
…
TEST NEW EXPERIENCES
New attitudes, new behaviors….different result
NURSE
HAS
MRI SCAN
IDEA: CAMPING SITE
IDEA: CAMP BACKPK
FEWER STAFF
NO DRUGS
IMAGING TIME ↓
↓ SIDE EFFECTS

82. Sample Journey Plan
24 July 2014 82

83. What I want you to do in 2 groups
•Identify “moments that matter” for your youth donor persona
•Review impact (fundraising) -GREEN
•Outline Needs e.g. attitude/emotional improvement – LARGE YELLOW
•Roles and Process (people and things interacting on this moment) -PINK
•New experience, improvement outlined –SMALL YELLOW

84. DESIGNING DONOR JOURNEYS
S2li4d eJu 8ly4 2014

85. Lifecycle Marketing
You recognize that people go through stages as they interact with your organization, and that each stage requires different marketing actions.
S2li4d eJu 8ly5 2014

86. Content Creation
You create targeted content that answers your donor's basic questions and needs, and you share that content far and wide.
S2li4d eJu 8ly6 2014

87. Personalization & Context
As you learn more about your donors over time, you can better personalize your messages to their specific needs.
S2li4d eJu 8ly7 2014

88. Multi-Channel Presence
Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.
S2li4d eJu 8ly8 2014

89. Work place
Retail giving
Check in the mail
Mobile
Social media
Online
Email
Crowd funding
Text/ SMS
Peer-to- Peer
Transactional
Outreach
Engagement
Direct mail
Website
Volunteer/Meetups
Monthly giving
Directed giving
89 24 July 2014

90. Integration
Your CRM & analytics tools all work together like a well-oiled machine, allowing you to focus on deploying the right content in the right place at the right time.
S2li4d eJu 9ly0 2014

91. Data & Systems Matter
•CRM Solution is Must.
•Data Integration is Must.
•Marketing Automation Capability is a Must.
S2li4d eJu 9ly1 2014

92. Objectives:
•Define a clear strategyfor increasing the flow of donor information and support within the charity, with clear measures for success
•Build deeper relationships with donors and become more empathetic to donors
•Create opportunities for donor movement, increasing cross-selling opportunities, through strategic cross-team communication
•Maximize long term valuefrom donors
S2li4d eJu 9ly2 2014

93. Step 1: Analyze & Identify
a.Start with your database
b.Look at your analytics
c.Solicit feedback through surveys
d.Build profiles / personas
S2li4d eJu 9ly3 2014

94. Why a database audit?
•Benchmark
•Identify Trends
•Identify Pain Points
•Identify Opportunities
S2li4d eJu 9ly4 2014

95. Analytics Review
•Google Analytics
•Top Referrals
•Audience Demographics
•Keyword Performance
•Facebook Insights
•Audience Demographics
•Popular Posts
•Email Analytics
•Popular Content & Clicks
•Alexa.com
•Competitor Web Analysis
24 July 2014 Slide 95

96. S2li4d eJu 9ly6 2014

97. A Good Supporter Survey Should:
Collect demographic information
Collect information on giving potential and interests
Collect information on first interest and interaction with your charity
Find legacy bequests
Collect information on communication preferences
Integrate back into your CRM for future marketing opportunities & segmentation
Help you build profiles / personas
S2li4d eJu 9ly7 2014

98. Online Sample
•Sent to 57,400 donors
•3 key segments:
•Monthly, Active & Lapsed
•5,530 responses (response rate of 11%)
•Raised $7,574
•Reactivated 30 donors
•Found 85 expectances and 292 legacy leads
24 July 2014 Slide 98

99. And the mail will pay for itself…
S2li4d eJu 9ly9 2014

100. Build Profiles / Personas
Buyer personas are fictional, generalized representations of your ideal donors. They help you understand your donors (and prospective donors) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.
S2li4d eJu 1ly0 02014

101. S2li4d eJu 1ly0 12014

102. Step 2: Map & Improve
a.Map Current Journeys
b.Improve & Innovate
c.Build Infrastructure & Processes to Succeed
S2li4d eJu 1ly0 2014

103. Team Facilitation
•Good to have outside party / consultant facilitate
•Invite anyone who ‘touches’ the donor –events, service, direct marketing, donor services, advocacy
•Set-up your journey mapping canvas…
S2li4d eJu 1ly0 32014

104. Crowdfunding–What is it and Why it Matters to you and young supporters…

105. What about crowdfunding?!

108. 0.12
0.07
0.04
0.04
0.82
0.9
0.94
0.96
0.43
0.24
0.13
0.06
Gen Y
Gen X
Boomers
Civics
Donated Through Crowdfunding
Yes
No
Likely in the Future

109. 0.17
0.07
0.02
0.02
0.43
0.24
0.13
0.06
Gen Y
Gen X
Boomers
Civics
Future Text to Donate vs. Crowdfunding Gifts
Text to Donate
Gift through Crowdfunding

110. GEN Y
GEN X
BOOMERS
MATURES
Not Sure
4%
21%
13%
--
None
4%
--
--
--
Other
--
7%
50%
57%
Crowdrise
13%
--
--
--
Razoo
4%
7%
--
--
GoFundMe
8%
14%
13%
--
Indiegogo
42%
21%
13%
29%
Kickstarter
63%
43%
25%
14%
0.42
0.27
0.1
0.04
0.04
0.2
0.01
0.11
Kickstarter
Indiegogo
GoFundMe
Razoo
Crowdrise
Other
None
Not Sure
Crowdfunding Sites You Have Used
* The majority of “other” responses donated through Kiva

115. Kite™ Patch, a breakthrough mosquito-fighting technology designed to block mosquitoes' ability to track humans and spread disease, raised funds thanks to the support of 11,254 funders through Indiegogo.
Kite Patchraised $557,254
Goal $75,000
CAUSE Riverside, CA

116. Parkinson’s. We’re In This Togetherraised $554,061
Goal $100,000
Parkinson’s. We’re In This Together, a World- Class Care Working Hand in Hand with CuttingEdge Research, raised funds thanks to the support of 472 funders through Indiegogo.
HEALTH Sunnyvale, CA

117. Coast Mountain Academyraised $150,288
Goal $150,000
Coast Mountain Academy, an innovative independent school that creates inspired students, raised funds thanks to the support of 86 funders through Indiegogo.
EDUCATION Squamish BC

118. Global
•200K+ campaigns from 224 countries/territories
•12M+ UMVs
•5 currencies, 4 languages, Paypal
Open
•No application/approval
•Merit-based
Customer Focused
•Customer Happiness 24-hour response time
•Educational materials; data-filled dashboard
•Flexible & Fixed funding
Why Indiegogo?

119. Indiegogo Impact
•Millionsof dollars disbursed each week
•200,000+ campaigns, 7,000+ active at any time
•9MUMV’s from over 224countries + territories
•70+ countries contribute each day
•1,000% growth in funds raised the past two years
•275% growth in contributions to non-US campaigns in the past year

120. A higher goal does not mean you’ll raise more funds.
The Green Bar Effect
87% of campaigns that reach their goal exceed it by an average of 32%.

121. Perks
•Digital goods
•Physical goods
•Recognition
•Experiences
Give contributors perks they’ll get excited about!

122. Activate your network
Indiegogo Page
•Update your funders regularly
Person-to-Person Outreach
•Attend networking events, hold a launch party, shake hands
Email Outreach
•Email brings in20% more funding than any other source
Social Media
•Twitter, Facebook, etc.
•22% of a campaign’s funds raised comes from social media engagement
Press/Bloggers
•Websites, blogs, local press

123. Keep up Momentum
This is a two-way conversation!
Keep your community engaged, and let them shape the direction of your campaign and your nonprofit!

124. WHY MOBILE MATTERS…
On the go
Impulse driven
Have a shorter attention span
Increasingly use social networks
More demanding
Want more personalisation
Want more visibility
Want more more more...

125. YOUR SUPPORTERS ARE…YOUR ORGANISATION…
Must be accessible from new channels
Must catch people in the moment
Needs impactful messages and collateral
Needs to go where they are
Needs to adapt to new demands and utilise new tools
On the go
Impulse driven
Have a shorter attention span
Increasingly use social networks
More demanding
Want more personalisation
Want more visibility
Want more more more...

126. IT’S A MULTI-SCREEN UNIVERSENOW A TWO PART QUIZ TO KICK IT OFF…

127. Gen Y3%
Gen X19%
Boomers24%
Civics 6%
SMART PHONE WEBSITE VIEWS

128. Gen Y19%
Gen X25%
Boomers14%
Civics 18%
TABLET WEBSITE VIEWS

129. 0.0%
22.5%
45.0%
67.5%
90.0%
Gen Y
Gen X
Boomers
Civics
Charity Websites Views
Tablet
Smartphone
Desktop Computer
Laptop

130. DO I NEED A MOBILE ENABLED DIGITAL PRESENCE?

131. Those touch screen mobile phones –bah!

132. What happens if you don’t go mobile?
•In a recent survey of mobile web users:
•71% expected websites to load as quickly on their mobile phones as their desktops
•57% are unlikely to recommend the site to friends and family
•46% would be unlikely to return to a website that they had trouble accessing via their phone
•34% said they’d likely visit a competitor’s mobile site instead
Source: Compuware Corporation Survey: What Users Want from Mobile

133. However, Doing it right...
•A site optimised for mobiles is able to generate almost twicethe average traffic per user than sites which haven’t
•On average, visitors are 51% more likely to actually do business with an online retailer if it has a mobile site
Source: KISS Metrics

134. Some Mobile site best practices
•Keep it quick
•Simplify navigation
•Be thumb-friendly
•Design for visibility
•Make it accessible
•Make it easy to convert
•Make it seamless
•Use mobile site redirects
And most importantly: Listen, Learn and Iterate

135. The Hitchhiker’s Guide to Mobile Design
CONTENT
PRIMARY
SEARCH
LINK1LINK2LINK3LINK4LINK5LINK6
FEATURED CONTENT
FOOTER
CONTENT SECONDARY
PROMO
LOGO
LINK1LINK2LINK3 LINK4LINK4LINK5LINK6
LINK5
FEATURED CONTENT
Easy to
Reach
Stretch
•Know your sweet spots
•Recognise the space
•85% of people are right handed
Easily within a thumb’s reach
Stretch to get thumb here
Within reach, but can be awkward

136. Tribute Donation Form
General Donation Form
18% form completion
10% form completion
4% form completion
45% form completion
37% form completion
28% form completion

137. Youth case study one

138. Main points:
•Make it easy
•Brand your giving campaigns
•Integrate across channels
•Make it fun and interactive
•Stay up-to-date with the trends: Redesign, optimize, make responsive
•Unlock donors!

139. 64%
35.81%
Donations by frequency 2013
One-time
Monthly
2012
2013
Annual comparison # of monthly gifts
+51%
•Using these tactics, HSI increased online fundraising
by 76% from 2012-2013
•HSI increased monthly donors by 80%, nearly doubling the # of active monthly donors from Q1 to Q4 2013
•HSI also increased the # of monthly gifts by 51% 2012 to 2013
•Increased our average gift by 16.5% since 2012
•Increased mobile/tablet donations by 3% from 2012 to 2013
•Increased average # of gifts by 131% since 2012
Q1
Q2
Q3
Q4
2013 active monthly donors
+23%
+17%
+27%

140. #1. Make it easy!
•You have to ask for gifts (to your most-engaged segments)
•Give a reason for people to give monthly
•Include option to give monthly (and onetime) on the same donation form
•Offer as many payment options as possible: credit/debit card, bank transfer,
•Offer easy access for donor issues/care

141. Make it easy: Appeal strategy and email design
•Monthly gift call out in inset – big, bold button
•Ask is above the fold
•Explains exactly what our campaign is doing, what your monthly gift will help us achieve
•Donor-centric
•Appeal is specific to the campaign the constituent gave 1x to
•This upgrade appeal:
•Segmented to 1x donors to Street Dog campaign
•36% open rate, 3.1% click rate
•30 new monthly gifts (average $19) and 24 onetime gifts (average $34)

142. Try something different: Use fun visuals!
•We used a postcard-style appeal for some of our upgrade appeals
•Big, bold, fun
•Use imagery/visuals
•Positive message, encouraging information
•This upgrade appeal:
•We wanted to try something different
•Segmented to 1x donors to any unrestricted campaign in previous 6 months
•Open rate of 17%, click rate of 0.7%
•15 new monthly donors (average gift $18) and 20 onetime gifts (average $27)
•We learned: trying something new is good, we got lots of positive feedback from donors, try using less text next time

143. Make it easy: Stewardship
•Any time there’s a victory or happy news, thank your donors
•Make it all about YOU! (the donor)
•Tailor your message to the campaign they are giving to as much as possible
•In addition to calling out monthly donors whenever applicable, we also send quarterly updates for each campaign to monthly donors
•This stewardship email:
•Open rate of 40%
•Click rate of 7%
•Unsubscribe rate of 0%

144. •Monthly donations are a tab next to one-time donations
•Big, bold buttons
•Large imagery
•Responsive design
•Remove unnecessary form fields
•Join “special community” – be a part of a group
Make it easy: Donation forms

145. #2: Brand your campaigns!
•Imagery, colors
•Segment by issue, campaign they’ve taken action on or given to before
•Follow an email series: engagement, appeal, monthly upgrade

147. Integrate your channels!
•Social proof/sharing directly speaks to younger donors
•Make it easy for them to participate
•Find your path to reach them
•Know your audience, age range
•Know what your file engages in and what performs best for your audience
•Know what channels are most successful for your organization: email? web? social? phone?

148. •Emailed our audience about this issue, posted on website
•FB post: Our audience is more inclined to share a compelling photo, embedded link in post
•We know this issue resonates with our audience
•This post:
•28,000 new names to file (which would’ve cost us about $40,000 for list acquisition
•Post was shown to 2.3 MILLION people organically
•More than 22,000 shares and 19,000 comments
•35,000 unique action takers
•Over $55,000 raised from the action landing on a donation form!
Facebook and action: coordination is key!

149. #3: Make it fun! And stay up-to-date with technology trends
•Learn your market, demographic, audience –and what is trending
•Make your assets interactive, encourage them to give regularly
•Invest in redesigning your assets if need be
•Learn by testing. Test, test, test!

150. Step 1 of HSI redesign: Gamification

151. Step 2: take it further –responsive style

152. HSI’s data proves it works!
•Mobile/tablet usage for donations went from 6% before redesign to responsive format to 9%
•78% increase in # of gifts after HSI redesigned donation form to responsive style
•Increase of 85% in mobile donations
•Increase in # of monthly donors by 80%
*Timeframe was 4/8/2012 –4/8/2013 “before redesign”. Timeframe “after
0
7500
15000
22500
30000
Before responsive
After responsive
Mobile/tablet
Total gifts
# of gifts before/after responsive redesign

153. Why responsive matters
•Almost 1 in 4 registrants in a fundraising campaign will use mobile to raise money if the option is made available*
•75% of smartphone owners even bring device to bathroom with them*
*2014 Artez White Paper: Mobile Matters

154. Other methods to acquire donors
•Grow your file size
•Send targeted welcome series to new constituents
•Segment
•Focus on stewardship, cultivation and retention of monthly donors
•Offer special incentives to regular givers
•Treat monthly donors differently
•Learn why you might be failing*

155. Tips to unlock ‘hidden’ donors
•Appeal to people who have taken action on an alert or petition, campaign-specific
•Don’t just appeal –use a confirmation page to capture their donation immediately
•In 2013, 11%of HSI’s total donations came from action alert widgets – 22% of which were new monthly donors! (without asking!)
•In 2014 Q1, an average of 23%of new monthly donors came from action alert donation widgets

157. Youth case study two

158. THE CHALLENGE
Amnesty is a well-known and highly respected brand
However:
•We struggle with explaining a complex mandate to the general public, and sometimes even to our own members.
•Surveys indicate that Amnesty is associated with the generation of 1968.
•In a time where e-mail and mobile communications have replaced letterwriting, traditional activities no longer mobilise people as effectively as before.
•It is difficult to achieve real growth with existing product (membership).
•High entry barrier: Do I have to write letters? Human Rights skills?
•Participation in politics (in the traditional sense) is decreasing…
In this perspective it was important for us to create a product/concept that lowers the entry barrier and appeals to a wider and younger audience.

159. IN A NUTSHELL
High response rate
Instant campaigning
Short and precise communication
Relationship
Tangible call to action
Instant reply
Ease of sharing
Ease of sharing
Excisting supporters: grow value and retention
New subscribers: High value leads and high value suporters
Income generator on campaigning (if over-chage model is possible)
Ease of entry and ease of action

160. SMS Networks in Amnesty
-
25,000
50,000
75,000
100,000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Sweden
Iceland
Norway
Ireland
Austria
Denmark
Australia
UK
India: off the chart, but not quite comparable model

161. FR 101
•ASK AND THANK!
Non-financial supporters
Traditional
SMS

162. RETENTION
AVG VALUE
VOLUME
REVENUE
LOYAL ACTIVISTS
AVG ENGAGEMENT
VOLUME
ACTIVISM
REVENUE OR
ENGAGEMENT
RETURN ON ENGAGEMENTCAN SUPER-CHARGE GROWTH

163. RETURN ON ENGAGEMENTCAN SUPER-CHARGE GROWTH
RETENTION
AVG VALUE
VOLUME
REVENUE
LOYAL ACTIVISTS
AVG ENGAGEMENT
VOLUME
ACTIVISM
REVENUE

164. THE THEORY
SMS activists

165. Acq cost
Avg amount
Lifetime (months)
LTV
ROI
F2F
549
60
30
1.800
3,28
Cold TM
842
62
41
2.542
3,02
Lifeline2Member
420
74
60
4.465
10,63
0.0%
15.0%
30.0%
45.0%
60.0%
UPGRADE: Hitrate comparison (enganement vs no engagement)
Engagement
No Engagement
0.0%
10.0%
20.0%
30.0%
40.0%
1
2
3
4
5
6
7
8
9
10
11
12
13
Cumulative monthly attrition on monthly supporters
F2F
TM
ENG
DOCUMENTATION

166. FREE MODEL
OVERCHARGE MODEL
EX DENMARK:
70,000
Free to recieve and to respond
3 actions per month
EX NORWAY:
80,000
Ca 1 EURO to recieve each SMS (subscription)
Free to respond
3 actions per month
Activism boost
Campaign boost
Lead generator
But risk to die of success
Activism boost
Campaign boost
Lead generator
Income generator

167. FLOW
Message from short code 1919
Bahrain: activist Nabeel Rajab imprisoned for peaceful demostrations and tweeting for reforms. SMS: action to 1919 and demand his freedom (unsubscribe: lifeline stop)
Response from short code 1919
Thanks for your signature in support for the human rights activist Nabeel Rajab. Please forward the action SMS. You can read more about him and his case at amnesty.dk/ll. Best Amnesty
My response to the short code 1919:
Action

168. Income/Volume
20.000
40.000
60.000
80.000
100.000
120.000
140.000
160.000
Monthly (Euros)
60.000
120.000
180.000
240.000
300.000
360.000
420.000
480.000
Annual (Euros)
720.000
1.440.000
2.160.000
2.880.000
3.600.000
4.320.000
5.040.000
5.760.000
AI NORWAY LEVEL (in a 4,5M population country)
AI DK: Lead generation + conversion is the most valuable channel and now up to 20% of mix
High conversion rates: depending on the market 15- 40% conversion to monthly regular giving

169. HIGH RESPONSE AND HIGH FREQUENCY
•HIGH RESPONSE:SMS GENERATES HIGH RESPONSE: IT’S EASY AND YOU’LL ALWAYS READ AN SMS (UNLIKE EMAILS)
•HIGH FREQUENCY:WEEKLY INTERACTION –IN MOST OF OUR MARKETS WHERE WE HAVE SMS ACTION NETWORKS IT’S BASED UPON 3-4 ACTIONS PER MONTH
0%
10%
20%
30%
40%
50%
Norway
Sweden
India
Response Rates
Avg 2014

170. Youth case study three

173. Step One for Youth Fundraising
•make sure you’ve got the right young staff, in the right positions, with the right authority

174. First Step
•PMHF chose a young,internal event staff person to be trained, and transition, to more integrated, mobile friendly, social friendly, e-philanthropy responsibilities
•one of the biggest barriers is determining not just who does what but who pays for what… this person helps facilitate shared budgeting; responsibilities and goal setting in an integrated program
•A commitment to longer return on investment with young donors

175. Not just the right person in the right position, but create a culture to support youth focused e-philanthropy
•the CEO and even more impotant, the CFO, champions youth initiatives
•Failures
•Long term investment

176. Second Step
•with limited time and budget, prioritize
the different youth focused initiatives

179. Third Step
•make sure that the youth experience speaks to what we began with… Now, Can I, For Me, Simply…
•And fits the characteristics we have listed
•And leverages a thoughtful youth journey

180. Thanks!