Online Giving

RDSP Conference

March 24, 2015

Your workshop presenters

Kevin MartoneTechnology Program ManagerJCamp 180 and PJ Library@kmartone

Ask me about: Siena Saints, Yiddish words I know, technology

Debra AskanaseDigital Engagement StrategistCommunity Organizer 2.0Faculty, Marlboro College Graduate School@askdebraAsk me about: living in Israel, community organizing, ceramics, social & digital media

nonprofit organization

supporter list

Yearly

appeal

Special

appeals

Fundraising

events

The old way

Every. Single. Day.

Nonprofits must earn donor loyalty

The donor revolution is not on

its way. It has arrived.

It’s about causes, not the organization

Donor legacy mindset is a thing of the past

Non-profit

Non-profit

DonorDonor

Donor

DonorDonor

Donor

Donor

Donor

To young donors, nonprofitsthemselves are not important

Non-profit

…and they now choose how they donate

to which organizationand where

Technology has put donors in the driver’s seat

Access to information

The rise of influence networks

Donation solutions where donors live…online

The ability to rate and communicate with each other

FRAMING TRENDS

Online GivingGiving Days

Mobile Giving

TREND: ONLINE GIVING

www.blackbaud.com/charitablegiving

Size matters in online giving

www.blackbaud.com/charitablegiving

Online giving by generation

Next Generation of American Giving Blackbaud Report 2013

Monetary donations

Volunteering and social

sharing

Matures and Baby Boomers

Gen X and Millennials

Tweet this

The donor revolution is not on its way. It has arrived.

9% growth in online giving in 2014 over 2013. Smaller orgs see larger growth. #onlinegiving #fundraising

Gen Xers and Millennials want to make an impact first through volunteering, social shares. Then they donate. #fundraising

TREND: GIVING DAYS

Giving Tuesday

2012: $13.46M2013: $28.09M

People/time/pressure

Tweet this

Giving Days continue to grow greatly year over year. A huge trend to watch in online #fundraising.

TREND: MOBILE GIVING (MOBILE EVERYTHING…)

Mobile giving

• 84% of nonprofits do not have donation forms optimized for mobile

– Remember: 9.5% of online donations are made on a mobile device

• 34% = percentage increase in conversion rate for responsive websites and donation forms.

Next Generation of American Giving Blackbaud Report 2013

Tweet this

9.5% of online donations are made on a mobile device. And growing yearly. Think mobile first. #fundraising #nptech

Your giving pages on a mobile device…

ONLINE GIVING FRAMING

Be where the giving happens

YouOffline

On website Peer-to-peer

Crowdfunding

SPECTRUM OF PRACTICE EXERCISE

WEBSITE DONATIONS

Optimize your website for online giving

• Big, prominent DonateNow button on every page

• Button clicks directly to online donation form

• Test your auto-thank you (online and via email) – Is it warm? Helpful?

Donation button optimization

Optimized, and always 1-click away

Can you spot the pitfalls?

Giving levels + impact

Six ways to make your donate button rise to the top

• Color is crucial: 30% greater conversion with red than grey (Network for Good). A/B test with colors

• 2-second test: can visitors find it in 2 seconds?

• Creative verbiage: go beyond “Donate Now” with specific asks

• Incorporate an image with the button: baby seals, anyone?

• Test website positioning and button size

Tweet this

Your donate button should always be 1 click away. Can visitors find it in 2 secs? #fundraising

Test & improve your landing page

Donation form

Connect appeal to the landing page

Thank

You!

What’s the issue here?

Just a couple of fields…

= 30% increase in the conversion rate

(30% more people actually gave when they reached the donation page!)

Source: NTEN Blog

Seven online donation payment & processing ideals

• Limit number of clicks to payment

• Limit unnecessary text

• Limit the number of fields donors must complete

• Keep donors on your website

• Show payment security badges

• Thoughtful thank-you language

• Mobile-optimized site and donation page

Real-time examples! Your donation form and landing page

• How many clicks?

• What language do you use for the button?

• Is it easily found?

• Landing page (language, look, feel)

• Number of fields on donation form

• Number of pages for donation form

Peer-to-Peer and Crowdfunding

Peer-to-Peer Crowdfunding

Friends asking Friends Think Kickstarter, Indiegogo

Participants make their own fundraising pages

Single fundraising page, rewards offered;

Best used for rides/walks/swims Best used for specific projects

Existing participant base

http://craigconnects.org/crowdfundinginfographic

Peer-to-Peer and Crowdfunding

Next Generation of American Giving Blackbaud Report 2013

BRINGING DONORS TO THE DOOR

Multi-Channel Communications

BlogLocation-

based apps

Social networks

Video/Photo

Website

We use email and social media to support print/mail solicitations and campaigns - so they work in tandem. So when we are getting ready

to close a campaign, we do a reminder via email. This generally produces a lot of online

gifts but also a mini-surge in snail-mail contributions too.

Holly GuncheonHerzl Camp

Direct mail reply with online giving option

“Social media fundraising” usually means this

Soci

al M

edia EngageC

reat

e

Trust

Mo

ve t

o

Action

Focus on the social media ladder of engagement

Step #1: Engage and create trust

60

61

Conversational

Step #2: Make it about them

Step #3: Move stakeholders to action

ROE of social media actions: Lily the Black Bear

http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/

Offline supports online

http://www.causes.com/causes/601441-support-sar-academy/actions/1367612

Connect channels proactively

Don’t forget ABT: Always Be Thankful

73

Thank you Wednesday

Tweet this

The social media ladder of engagement: engage, create trust, move to action via @askdebra #commbuild

The key for nonprofits is to focus on the experience a donor has when they switch channels via @smaclaughlin #fundraising

You can’t bring donors to the door if you haven’t created a welcoming entry #fundraising

Debra email: debra@communityorganizer20.com

Website: communityorganizer20.com

Twitter: @askdebra

Telephone: (617) 682-2977

We’re always happy to answer follow-up questions!

Kevin email: kevin@hgf.org

Twitter: @kmartone

Telephone: (413) 313-1424