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21st Century Fundraising

21st Century Fundraising

Trends in online giving

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The Spark Mill

June 07, 2016
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Transcript

  1. 21ST CENTURY FUNDRAISING

  2. WHAT IS THE SPARK MILL?

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  4. SHIFTING CONVERSATIONS WITH DONORS • Sustainability • Investment • Long-Term ROI • Innovation • Infrastructure

  5. •  Volunteers want impact •  More organized Opportunities •  Want

    to volunteer as a family with rich family focused events •  Millenials will give after volunteering
  6. SAVVIER BOARD MEMBERS •  More needy •  Less patience for

    an underinvestment in infrastructure •  Requests for “Dashboards”
  7. 2014 contributions: $358.38 billion by source (in billions of dollars

    – all figures are rounded)
  8. 2014 contributions: $358.38 billion by type of recipient organization (in

    billions of dollars – all figures are rounded)
  9. TOTAL GIVING, 1974-2014 (IN BILLIONS OF DOLLARS)

  10. TRENDS AND STATISTICS

  11. BUT WILL IT HURT MY OTHER GIVING? •  People who

    give both online and offline are more likely to keep giving than those who donate exclusively online or offline. •  Organizations retain about 58% of multi-channel first time donors as opposed to retaining only 29% of offline-only donors and 23% of online-only donors (2013). https://upleaf.com/online-fundraising-trends
  12. STATISTICS •  90% of online giving comes as a response

    to online appeals, direct response to disasters or as an annual contribution (2012) •  14% of online giving originated on a mobile device (2015) •  9% of online giving falls into the peer-to-peer bracket-- usually in response to a real-world fundraising event and independent fundraising (2012) •  1% of online giving was social--generated from Facebook and Twitter (2012)
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  14. •  http://www.dunhamandcompany.com/2014/07/new-study-shows-older-donors-now-just-as-likely-to-give-to-charities- online-as-younger-donors/#sthash.DtQ0jUwx.dpbs

  15. TOP 5 THINGS YOU CAN DO NOW •  Use online

    communications to support your existing development efforts. •  Build a foundation for the future. •  Target Millennials •  Optimize your donations for mobile. •  GIVING TUESDAY, Organized Give Days
  16. WHERE PEOPLE GIVE

  17. HOW MILLENIALS ARE RESHAPING GIVING

  18. BASICS OF ONLINE GIVING

  19. WHO ARE ONLINE DONORS •  90% shop online •  78%

    do banking and bill paying online •  Younger, more generous, in a hurry •  Comparing you to netflix and amazon •  Average age is 30-49
  20. 1.  Test your website 2. E-Newsletter Metrics 3. Donation Page

    Checklist •  Donate Button on Homepage •  1 click from homepage •  Monthly giving option •  Branded Page •  Easy directions
  21. BENCHMARKS •  For every 1000 visits to web, $612 raised

    •  7.2% of web visitors become donors •  Average one time online gift $104 •  Average monthly gift, $23 •  Average email open rate 15% •  Fundraising page completion rate 13% •  Average tweets per day 5 •  Average facebook posts per day 1.1 •  15-20% of annual donations come during December
  22. OPTIMIZE YOUR WEBSITE FOR ONLINE GIVING • Mobile Optimization • Revamp your

    About Us page, pictures, bios • Tell stories, don’t write books • Your premium spot is your website, above the fold • Link to GiveRichmond, 990s • Don’t add other links • Keep choices simple
  23. HOW TO RUN A CAMPAIGN

  24. BUILD A MULTI-CHANNEL CAMPAIGN •  Video, Social Media, Web, Email

  25. MATCHING GIFTS

  26. BE PREPARED

  27. E-COMMUNICATIONS

  28. Online Fundraising Development Storytelling Technology

  29. SET UP AN E-NEWSLETTER

  30. CROWDFUNDING

  31. CROWDFUNDING •  Indiegogo •  Kickstarter (no guaranteed payout) •  Gofundme

    (no Paypal) •  Crowdrise Each has different characteristics – pay special attention to the requirements for getting the money raised. http://www.forbes.com/sites/chancebarnett/2013/05/08/top-10-crowdfunding-sites-for-fundraising/
  32. CROWDFUNDING •  Videos are more likely to go viral than

    just photos. •  why videos are more likely to go viral. http://www.ted.com/talks/kevin_allocca_why_videos_go_viral? language=en •  Your ability to tell your story is significantly increased by using video as a medium. •  http://www.ssireview.org/blog/entry/crowdfunding_for_nonprofits •  Using an organized platform gives you more legitimacy. •  Read more about the pluses and minuses of different platforms http://www.shareable.net/blog/how-to-crowdfund-your-campaign-or- non-profit •  Platforms help by creating and housing content that is easily shareable and low impact for donors. They are seamless and easy to use.
  33. CROWDFUNDING: INDIEGOGO

  34. CROWDFUNDING – KEEP UP THE MOMENTUM

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  36. IF DIY: BASICS OF GOOD DESIGN 1.  2-3 Fonts 2. 

    3-4 Colors 3.  Clean Alignment 4.  White Space 5.  Specifications •  Formats •  Distributions •  Branding Guidelines
  37. IMPORTANCE OF BRAND STANDARDS

  38. SELF AUDIT • Current State •  What do you look like?

    •  Tools •  Talent •  Budget •  Skills • Future State •  Needs •  Resources •  Campaigns
  39. CREATE YOUR OWN

  40. MAKING GRAPHICS: CANVA

  41. EDITING ON YOUR PHONE Beautiful Mess

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  43. MAKE VIDEOS •  Use what you have •  Prepare ahead

    of time •  Keep it short •  Choose your words carefully •  Include a call to action •  Choose good music https://www.youtube.com/watch?v=szpN6nn2sMo
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  45. WHY CREATE AND FIND CHAMPIONS 1. The power of a

    " testimonial will outperform " anything you create. 2. Champions can open " doors faster than you can. 3. It isn’t marketing, " its genuine.
  46. WHY CREATE AND FIND CHAMPIONS 1. The power of a

    testimonial will outperform anything you create. 2. Champions can open doors faster than you can. 3. It isn’t marketing, its genuine.
  47. RECRUIT INFLUENCERS •  Find Them •  Reach out to them

    •  Give them all the tools they need Source: http://www.bethkanter.org/ambassadors/
  48. SO WHY DO PEOPLE SHARE THINGS? http://nytmarketing.whsites.net/mediakit/pos/

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  50. WHO MAKES A GOOD CHAMPION? •  Basic communication skills • 

    Enthusiasm for the cause •  Personal connection to the NPO •  Active Facebook profile & basic social media etiquette •  Positive outlook on life •  Willingness to learn •  Time to spend on social media
  51. WHERE ARE THEY? •  Your email newsletter – who is

    clicking and opening? •  Twitter – who is engaging? •  Facebook – who is engaging? •  Staff, board, volunteers, donors •  Online donors
  52. HOW TO GET CONTENT SHARED •  Appeal to people’s motivation

    to connect •  Inspire Trust •  Keep your messages simple •  Use humor •  Embrace a sense of urgency •  One share is the beginning •  Email is your best engine
  53. SHIFT FROM NUMBERS TO PEOPLE

  54. See our post? What can you do to help? 1. 

    Click like. 2.  Better yet, comment. 3.  Even better, click the share button! 4.  The best, share this link (www.blahblah.com) on your page and challenge your friends to participate.
  55. GIVE THEM TOOLS

  56. FACEBOOK

  57. FACEBOOK NEWSFEED •  Newsfeed is no longer filled with status

    updates
  58. TO AD OR NOT TO AD

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