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IYELP 2016 Online Giving Presentation

IYELP 2016 Online Giving Presentation

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The Spark Mill

July 13, 2016
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Transcript

  1. 21ST CENTURY FUNDRAISING

  2. WHAT IS THE SPARK MILL?

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  4. TRENDS AND STATISTICS

  5. 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
  6. 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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  8. 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
  9. WHERE PEOPLE GIVE

  10. HOW MILLENIALS ARE RESHAPING GIVING

  11. BASICS OF ONLINE GIVING

  12. 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
  13. 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
  14. 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
  15. 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
  16. HOW TO RUN A CAMPAIGN

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

  18. MATCHING GIFTS

  19. BE PREPARED

  20. E-COMMUNICATIONS

  21. Online Fundraising Development Storytelling Technology

  22. SET UP AN E-NEWSLETTER

  23. CROWDFUNDING

  24. 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/
  25. 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.
  26. CROWDFUNDING: INDIEGOGO

  27. CROWDFUNDING – KEEP UP THE MOMENTUM

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  29. 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.
  30. SO WHY DO PEOPLE SHARE THINGS? http://nytmarketing.whsites.net/mediakit/pos/

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  32. 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
  33. 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
  34. 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
  35. SHIFT FROM NUMBERS TO PEOPLE

  36. 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.
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