How to Win: Optimizing Your Online Giving Experience

How to Win: Optimizing Your Online Giving Experience

March 23, 2016Presenters: Caryn Stein & Donna Wilkins#16NTCOptimize

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Don’t hesitate to COLLABORATEShare your notes, ideas, links, campaigns and more:

http://po.st/optimize-16NTC

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Hi there.

Caryn Stein, VP Communications and Content Network for Goodcaryn@networkforgood.com

@caryn74 | @network4good Donna Wilkins, Founder and CEOCharity Dynamics donna@charitydynamics.com

@donnajwilkins | @charitydynamics

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What’s your status?

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Giveaway!

Some Quick Online Giving Stats

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Online Giving Continues to Grow

Source: Network for Good giving platform data

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2015 Online Giving by Month

Source: Network for Good giving platform data

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2015 Online Giving by Channel

Source: Network for Good giving platform data

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Sneak Peek: 2015 Online Giving by State

Source: Network for Good giving platform data

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Sneak Peak: 2015 Online Giving by City

Source: Network for Good giving platform data

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The Entire Online Giving Experience?

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First: Don’t Overlook the Basics

•Big Obvious Buttons•Clean, clear design•Clean, clear language•Easy, simple journey and process •Multichannel, pervasive marketing•Rooted in story•Suggested giving levels and impact ties

Consistent Design, Consistent Message

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Giving Experience Data

When the giving experience matches the campaign and an organization’s brand, nonprofits see 44% larger average gifts and 17x dollars raised vs. a generic experience.

Source: Network for Good giving platform data

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Shy Donate Button

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Vague Donate Button

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Lightbox Donate Ask

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Candidate Fundraising Report Card

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American Lung Association Original Donation Form New Donation Form

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Overall ResultsGroup A Group B

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Overall ResultsGroup A – ALA’s legacy asking string – was the clear winner, generating 37% more gifts and 81% higher revenues than the new ask.

Average gift was 32% higher for Group A – in spite of the fact that the ask string started at a lower level.

Group A Group B

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Optimizing the Ask: Tips

•Branded, story-focused experience•Consistent and clear message•No offramps—strip down navigation•Suggested gift amounts•Tie levels to impact•No extraneous questions/options•Mobile and social friendly

Timeliness & Dynamic Campaigns

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Front and Center Donate

Monthly Giving

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Monthly Giving Data

Monthly Givers will donate 42% more in a year vs. a one-time giver.A branded giving experience makes a monthly gift 31% more likely.Online giving experiences can make monthly giving incredibly easy and cost-efficient for the donor as well as the organization.

Source: Network for Good giving platform data

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Weekly Donation Ask Lightbox

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Monthly Donation Ask Lightbox

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Monthly Donation Ask Lightbox

The Challenge of Monthly Giving?

Sustainer Upgrade ProgramWHAT IS IT? 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

HOW TO RESPOND Develop upgrade program to

encourage sustaining members to increase their gift amount

Leverage technology for online upgrade experience

Low tech call-to-upgrade potential

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

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Optimizing for Monthly Giving: Tips

•Branded, story-focused experience•Prioritize the monthly ask•Dedicated monthly campaigns•Suggested sustainer levels•Tie levels to impact

Mobile

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Mobile Engagement Data

60% of all time spent on social media in the US occurs on mobile devices

Mobile email opens have grown by 180% in 3 years Mobile conversion rates are up 64% YoY

55% of email opens now occur on mobile devices

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Mobile Giving Data

Source: Network for Good giving platform data

75% YoY growth in mobile donation dollars

23% YoY growth in avg donation amount

Mobile Donation Volume

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Responsive Sites & Donation Forms

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Optimizing for Mobile: Tips

•Minimize text, typing•Streamline fields and options•Mobile-first from appeal through acknowledgement•Prioritize mobile web

Peer-to-Peer

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Peer-to-Peer Giving Data

Source: Network for Good giving platform data

47% YoY growth in P2P donation dollars

11% YoY growth in avg donation amount

Peer to Peer Donation Volume

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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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DIY Marketing: Investment Required

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

HOW TO RESPOND WHAT IS IT?

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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.

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Optimizing for Peer-to-Peer: Tips•Build off of early adopters and influencers as examples.•Offer step-by-step guidance and pre-packaged messages.•Optimize for mobile and social.•Encourage and empower fundraisers to tell their story through photos and video.•Show and share social proof.

Support Options

On-Demand Support to Boost Fundraising

WHAT IS IT? On-demand phone, chat, email Emerging Social Self-service tools Proactive Support Experiences On-Demand Support is for your most committed, most valuable constituents

HOW TO RESPOND 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

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Support Users Raise and Donate More Donors utilizing chat or email support give nearly 2x more than those who don’t

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

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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Social Media for Customer Service 1 in 5 consumers report using social media for customer service in the past year Your donors/fundraisers are using these channels for more than marketing whether or not you are

LIVE CAMPAIGN CRITIQUES!QUESTIONS?

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Feedback? Yes, Please!

Do this:

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