What the donor really thinks about online giving

What the Donor Really Thinks

Azadi SheridanCHASE 2015

Growth in online fundraising

Online Fundraising is

growing

year-on-year

Growth in online fundraising

14

86

2013 Organisations

Reported Accept-ing Online Dona-

tions

NoYes 30

70

2012 Organisations

Reported Accept-ing Online Dona-

tions

NoYes

Source: SONI 2013 and 2012, Blackbaud Europe

Image: Computer Girl http://www.idioplatform.com/uploads/2011/07/COMPUTER-GIRL.jpg

40% of UK consumers said online

giving is their main way of

donating to a cause

• Conducted via a YouGov Plc UK online survey between November 8 – 11, 2013

• Total sample size was 2088 adults (aged 18+)

Online Donation - Top Five Reasons

Chapter Section SlideUpward Trends

Upward trends

Social Sharing

Social Sharing has “traditionally” been used to generate awareness for causes and campaigns

• 15% of respondents reported “sharing” that they’d donated via a social network

• Rises to 25% among 25-44 year olds

Image: Social Sharing http://blog.vfmleonardo.com/wp-content/uploads/2012/09/Social-Sharing-02.jpg

Social Proof - Peer fundraising tactics

Fundraising page average = £176.62

Photo or video = £18.41

Blog post = £206.62

Personal thank you emails = £317.77

Upward trendsTransparency and Trust

47% of online donors never complete the donation form

Financial reasons and distrust of charities - two biggest reasons for non-donation.

If charities did a better job in the areas [the donor] cares about, donors could give up to £665m more,

Greater loyalty via branded sites

Sources: http://www.thinknpc.org/publications/money-for-good-uk/http://www1.networkforgood.org/online-giving-study-donations-driven-donor-experience-year-end-gifts-and-large-scale-disasters

How do people give?

Source: Blackbaud Next Generation of Giving

Put it together….

http://electricputty.co.uk/blog/how-to-get-more-online-donations-for-your-charity/

The rise of mobile…

Upward trends

Mobile Fundraising

Mobiles are quickly becoming the preferred device for accessing the Internet

• Over 17% of respondents said they’d donated via a smartphone or tablet

Image: [Mobile Fundraising] http://www.npengage.com/wp-content/uploads/2013/01/mobile-web-752x483.jpg

Why bother?

Would you be willing to use a smartphone to make a donation through a browser?

Gen Y36.4%Gen X25.3%Boomer 6.1%Mature 2.9%

Design for mobile = design for web

• Keep it simple• Use visuals

http://www.nomensa.com/blog/2012/creating-the-perfect-donation-experience

Design for mobile = design for web

Thank you or thank you

Thank you or thank you

Caution!

• 1 in 5 of respondents did not notice the charity they were supporting

• Possible causes:• Donating to a friend• Using a 3rd party application of website• Lack of information about the charity/campaign• Little to no follow up for online donations due to lack of data

Image: Warning Sign http://www.picgifs.com/graphics/w/warning-sign/graphics-warning-sign-954409.jpg

Do you have a communication plan?

Nearly half of respondents indicated they’d like to have easy access to further information about the cause

How donors like to stay engaged

We’re not a large charity, so for us the personal touch is really important to keep our brand in the minds of our supporters and keep them close to the organisation. Blackbaud Heroix helps us do this, which in turn will change short-term fundraisers into long-term supporters of the Charity

- David Rees, Fundraising Manager at Hope for Children

• How prominent is your campaign brand during the donation process?

• Start to Finish – across all mediums• How easy is it to learn more about your charity or cause? • Are you able to reinforce your message with updates on

campaign success/results?• How up-to-date is your website?• How accessible is your website?

• Mobilisation• Less adept users

In summary

Use your analytics – whatever you have Ensure you offer a variety of methods for support – web, social, mobile, direct

mail, face-to-face, etc Focus on the ask –

Use empathy and avoid guilt Use social validation Learn from ecommerce - Quality photography of individuals Minimise options - mobile experience now, one page forms Be clear – three price points.

Encourage social sharing; build engagement with the thank Take part in the dialogue where appropriate Be transparent about use of income Leverage your assets for a reward process

Be vigilant about your brand and message – make sure your intended message is out there

Make it easy to support, share, learn and participate

Thank you for attending!The Psychology of Online Giving UKSurvey Summary Report

To read more, visit:

https://www.blackbaud.co.uk/psychologyofonlinegiving

http://www.blackbaud.co.uk/nextgenukreport

http://npengage.com/nonprofit-fundraising/boost-donor-acquisition-online-fundraising/

If you have any questions, please email:

solutions@blackbaud.co.uk

Or connect @BlackbaudEurope & @AzSheridan