21st Century Fundraising

Trends in online giving

Transcript

1. 21ST CENTURY FUNDRAISING
2. WHAT IS THE SPARK MILL?
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)
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
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
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
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/
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