Trends Winter 2016

Trends in Nonprofit Digital FundraisingWinter 2016

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Agenda

Dolores McDonagh

Principal Consultant

Unsubscribe ManagementA Giving Day Report Card

AmyMartin

Sr UX Designer

Expanding the Definition of UX

SueDalos

Principal Consultant

DIY Marketing: Investment Required

JettWinders

VP, Strategic Services

On-Demand Support to

Boost Fundraising

Dolores McDonagh

Principal Consultant

Start a Trend: Sustainer Upgrade Program

Our purpose is to connect nonprofit fundraising and communication priorities to digital technology and platforms

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Quarterly Series of Presentations

Trends in Digital Fundraising

Platforms & Technology

User Experience & Analytics

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Projects & Results

UX / Analytics

PlatformsTrends

How we use this information

Unsubscribe Management

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• First time online donors and email registrants present an opportunity to develop a relationship.

• But many new constituents unsubscribe from email at the time of registration

• Others unsubscribe over time through interactions with emails

• Maximizing engagement of existing constituents is more cost effective than acquiring new emails

• Measure your unsubscribe rate from new email submissions by source

• Review your opt-in/opt-out user experience on form submission

• Stay ‘top of mind’ with those who have already unsubscribed

• Digital Re-targeting through Facebook and Google

What is it? How to respond

Maximizing New Email Addresses

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Easy to measure

• What % of last 30 day new emails are unsubscribed?• Identify areas for improvement

Source Opt In Opt Out Grand Total Opt Out %

Advocacy 5838 32 5870 1%

Donation Forms 2543 284 2827 10%

Survey 3138 583 3721 16%

Event 16 38 54 70%

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Evaluate your Unsubscribe Experience

Generic Opt-out opportunity

Provide a reason to stay subscribed

No Opt-out opportunity

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• Target problem forms• Test alternate user

experiences• Use interests to allow

customized email delivery• Topics• Frequency

• Unsubscribed emails are receiving NO email communication stream

• Look beyond email to target and engage digitally

• Many are otherwise engaged donors / participants

Prevention Re-activation

Take Action

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Re-Activation Process - Immediate

AR & TY Page Welcome SeriesOngoing

Stewardship / Campaigns

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Re-Activation Process – Over time

Unsubscribed Emails

Google / Facebook Audience Targeting

CTA:Pledge

Email ‘Re’ Sign-upDonation

Welcome (Back) Series

Ongoing Stewardship / Campaigns

A Giving Day Report Card

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• Single Focus Day of Giving, usually including some element of competition or matching grant incentive

• Originally created by Regional Foundations then successfully adopted by Colleges & Universities to reach audiences untapped by traditional tactics

• Mixed results outside of these early adopters

• Think strategically about how a Day of Giving would fit into your overall program

• Manage early expectations – Giving Days can take multiple years to hit their stride with your donors

• Resist trying to put a square peg into a round hole – adapt only tactics from other markets that will fit your audience

What is it? How to respond

A Giving Day Report Card

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Foundation Sponsored

DaysBlanketed media

coverage

Local Pride

Cash incentives for local charities to

participate

Benefactor/Beneficiary Partnership

College & University

Successful leveraging of competition

between Departments

Inserting a ‘leapfrog’ technology into a

fundraising vacuum

Regional Social Group

Blanketed Media Coverage

Strong Matching Message

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Successful Giving Day

1. Realistic + Clear Goal Setting• Financial• Awareness• Other Organization Priorities

2. Strong Value Proposition – Why give today?• Financial Incentive: Matching Gift/Local Competition• Dedicated Project• Community Effort – “Herd Effect”

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Successful Giving Day

3. Broad Visibility for Day• Social Ambassadors• Earned Media• Celebrity/Corporate Promotions

4. Community Activation• Strong Email, Site and Social Media Promotions• Strategic Engagement of Social Ambassadors

Expanding the definition of UX

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User Experience

Just as responsive design is no longer an option with the rise of mobile devices, neither is ignoring

the importance and value of user experience in every aspect of your organization

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• Meeting the exact needs of your end-user through each interaction

• A seamless experience that encompasses all of the senses

• Forms a user’s perception of the whole entity

• The coordination of interface elements to allow the best possible interaction

• Responsive design - Ensuring web properties are universally consumable across ANY device

• Know thy audience – Personas

• Embrace flashy, new functionality only if it makes sense for YOUR audience

• Web Accessibility

• Test - Anyone familiar with your org can be a “tester”

What is it? How to respond

Expanding the definition of UX

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Personas

• Strategically connect with each of your audiences• Internalize the donor you are trying to attract• Relating to her/him as a human being

By understand the motivations and needs of your audiences you can provide better information, services and user experience, resulting in greater retention, engagement and support from your constituents.

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Personas in Action: Easter Seals

Existing Easter Seals ClientNeeds & Expectations:

• Stay up to date on cerebral palsy research

• Learn about new treatment options and find local facilities providing occupational therapies

• Read general disability news and legislation

• Be as self-sufficient as possible using assistive resources

• Learn more about becoming an Easter Seals volunteer

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Accessibility

• W3C compliant entities• Optimize for those with visual, physical and cognitive disabilities

who may use assistive technologies• Design aesthetics AND code

• Font style and size, color palettes• Code accordingly for screen readers, etc.• Site functionality

• Google LOVES compliant code (It boosts crawling results!)

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• Paid Services

www.usertesting.com

• Observing and listening as real people use a design, then iterating based on results

Good Better

Testing Your UX

Best

• 5 Second Usability Test

• Remote testing via screen sharing

• User testing at donor events and organization meetings

DIY Marketing: Investment Required

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True or False

DIY…• Requires no marketing• Requires no staffing or internal resources• Requires no cultivation and stewardship• Requires no communication or coaching plan• Means ‘Build it and they will come’

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True or False

DIY…• Requires no marketing• Requires no staffing or internal resources• Requires no cultivation and stewardship• Requires no communication or coaching plan• Means ‘Build it and they will come’

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True or False

DIY…• Requires no marketing• Requires no staffing or internal resources• Requires no cultivation and stewardship• Requires no communication or coaching plan• Means ‘Build it and they will come’

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• Recruitment

• Engagement

• Retention

• Marketing Channels • Content • “Blend giving with Living”

• Data Analysis & Audience Segmentation • Autoresponders / Coaching Strategies• Participant Center & Tools• Milestones / Achievements

• Event Experience• Recognition & Stewardship

What is it? How to respond

DIY Marketing: Investment Required

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Panda Nation launched “Wear it Wild” this past October to connect Halloween and raising funds.

Fundraising campaign within a DIY program.

Creative. Different.

On-Demand Support to Boost Fundraising

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• On-demand phone, chat, email

• Emerging

• Social

• Self-service tools

• Proactive Support Experiences

• On-Demand Support is for your most committed, most valuable constituents

• Evaluate Current Support avenues

• Evaluate what your current support expense

• You are already paying for support either through staff time, technology, or lost fundraising

• Ensure support accessibility for key activities

• Make a donation, Register, PC tools

What is it? How to respond

On-Demand Support to Boost Fundraising

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Support users raise and donate more• Participants utilizing chat or email support raise nearly 5x more those

who don’t• 2x more likely to make a self pledge, 3x more likely to update personal page, 4x

more likely to send emails from the PC

• Donors utilizing chat or email support give nearly 2x more than those who don’t

• Support is about empowering your TOP Fundraisers and Donors!

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Self-Service Tools

• 43% of users feel they can solve their own service issues if companies put better self-service tools in place. • 62% for the 18-24 year old crowd.*

• 91% of people said they would use an online knowledgebase if it were available and tailored to their needs**

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Self-Service Tools

Searchable FAQ page one way to empower your supporters to quickly find answers to their questions

• Increased Fundraising and Registrations – participants who can quickly and easily find answers to their own questions are more likely to register, donate or fundraise

• Reduce Cost – fewer constituent questions means less staff time spent responding to inquiries

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Pro-active Chat

• Allows for a chat window to display to a user who sits on a designated page for longer than a set period of time or upon exit of page

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Social• 1 in 5 consumers report using social media for

customer service in the past year• Your customers are using these channels for more

than marketing whether or not you are

Start a TrendSustainer Upgrade Program

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• Traditional donors are asked to increase their annual gift through a variety of tactics

• Sustaining / Recurring donors set their amount once and give in perpetuity at same amount

• Technology limitations

• Emphasis on longevity, not lifetime value of donor

• Testing with some clients reveals sustaining members give LESS over time without upgrade opportunities

• Develop upgrade program to encourage sustaining members to increase their gift amount

• Luminate Online opportunity to leverage technology for online upgrade experience

• Low tech call-to-upgrade potential

What is it? How to respond

Sustainer Upgrade Program

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The Opportunity• Sustainer donations grew 16.8% in 2014 –

2x the overall growth rate of 8.07%• Sustainer revenue now growing to 8.5% of all

online revenue from donations• An upgrade program can lift sustainer revenue

by 5-10% annually

*2014 Luminate Benchmarks

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Luminate Online API User Flow

Annual Upgrade series – 3 messages - global message or anniversary based

Questions?

info@charitydynamics.com