Museums online fundraising

Online Fundraising for Museums

Presented by

Alex MorrisonCogapp alexm@cogapp.com

26 November 2010. London    

Agenda Introduction

Opportunity

Case Study

How To

Online Fundraising for Museums

Introduction

Online Fundraising for Museums

Cogapp

Online Fundraising for Museums Cogapp

Cogapp

Founded 1985

Our business......helping our clients use digital media to grow their organisations

35 staffUK and US operations50% of turnover is work for museumsWebsites, kiosks, apps and technologies of engagement

Online Fundraising for Museums Cogapp

Opportunity

Online Fundraising for Museums

The OpportunityOnline Activity Weʼre wired.

60% of the UK adult population i.e. 30.1 million adults access the Internet every day or almost every day.

Nearly double the estimate in 2006 of 16.5 million.

source: Office of National Statistics

Online Fundraising for Museums Cogapp

The OpportunityOnline Museums Traffic on UK museum websites increased by 225% between 2003-4 and 2007-8

Annual growth rate ≈ 35%

source: DCMS

Online Fundraising for Museums Cogapp

The OpportunityOnline Museums In the last 18 days the top four museum twitter accounts (MoMA, Met, Tate, Smithsonian) all gained 7% more followers.

Equivalent growth rate of 400% p.a.

Source: Cogapp/Twitter Statistics

Online Fundraising for Museums Cogapp

The OpportunityOnline Giving Just Giving is the market leader in the UK

Personal accounts ≈ 12 million [i.e. 20% of UK adults]Charity accounts ≈ 9,000Money raised to date £700m

Average donations per charity ≈ £77k [by inference]

Museums and gallery accounts ≈ 50 [i.e. fewer than 5% of UK museums]

Source:

Online Fundraising for Museums Cogapp

The OpportunityStats Sources All the stats above, and many more, can be found online :-

delicious.com/cogapp/stats

Online Fundraising for Museums Cogapp

Case Study

Online Fundraising for Museums

The OpportunityCase StudiesAirborne Forces Museum - Paradata

ParaData: Online archive & museumWanted to move from registration fees to donations

What we did:Tweaked designSet up formsLinked to e-commerceReviewed and testedMonitored

Online Fundraising for Museums Cogapp

The OpportunityCase StudiesAirborne Forces Museum - Paradata

Results:≈5% of registered users donateAverage donation ≈ £15> 1 donation per user !Current max donation = £50

Still to do:More tweaksGiftAid support

Online Fundraising for Museums Cogapp

How To

Online Fundraising for Museums

Usability is critical

If your site currently generates £10,000 p.a. in donations,usability improvements will on average add £8,300 p.a. to your bottom line

In roughly 12% of cases, returns will be greater than 1000%

Source: Jakob Nielsen at useit.com

How ToWeb

Online Fundraising for Museums Cogapp

Explain the need

Make it easy to get engaged especially via e-mail

Make it easy to give

For more ideas see the full version of this presentation http://www.slideshare.net/cogapp

How ToWeb

Online Fundraising for Museums Cogapp

Online Fundraising for Museums

Presented by

Alex MorrisonCogapp alexm@cogapp.com

26 November 2010. London