Parachute Digital's Tania Ahmed, Marcos Sastre and Shanelle Newton Clapham show charities how to leverage digital fundraising platforms in Australia to raise more money online for their cause.

1. Raise more money online
> How to leverage your digital
fundraising platform for better
results
Tania Ahmed
Marcos Sastre
Shanelle Newton Clapham

2. Learn how to leverage your
digital fundraising platform to:
 Stand out from the other orgs
 Improve your conversion rate %
 Increase your fundraising income $.

3. For you today

4. Features
PayPal ✅ ⚙️ ✅ ✅
PURLs (personalisation + ask
amounts + pre-filled forms)
⚙️ ✅ ✅ ⚙️
Conditional content based on
URL parameter
⚙️ ✅ ✅ ✅
Friend get Friend sign up for
P2P
⚙️ ✅ ❌ ⚙️
Show Comments/ message
stream from donors
✅ ✅ ✅ ✅
Live donation ticker/ stream ✅ ✅ ✅ ✅
Fundraising progress bar ✅ ✅ ✅ ✅
Ability to use for lead
generation
✅ ⚙️ ❌ ✅
Image gallery ⚙️ ⚙️ ❌ ✅
SMS within system ⚙️ ⚙️ ✅ ⚙️
Video on landing page ✅ ✅ ✅ ✅
Custom Components ⚙️ ⚙️ ❌ ⚙️
Platform Features Overview
⚙️ =
Possible, but it requires
Customisation

5. Cool Stuff
 Birthday fundraisers
 Personalised QR codes
 Customisation of platforms
 Crowdfunding

6. Birthday fundraisers
Site dedicated to birthday fundraisers
with Giphy integration for donors

7. Appealing to the public for
a capitol campaign
Easy giving process + PR + Social Proof
= Success

8. Donation Pages
 PayPal as a payment option
 PURLs + Personalisation
 Social Proof +
Customisation of platforms
 Crowdfunding

9. Make giving easier – add PayPal
1. Make online giving faster and simpler,
especially with mobile devices
2. Speeds up the donation process
3. PayPal is an option provided on
the Raisley platform
for single cash gifts.

10. Setup is simple

11. Add PayPal to your donation
pages
Tested PayPal
payment option for
tax appeal in 2019

12. The Result
 24% of online donations were
made through PayPal
 Supporters can quickly and
safely donate using mobile
 Expanded payment options
for existing and new supporters.

13. Does my platform offer
PayPal?
Features
PayPal ✅ ⚙️ ✅ ✅
⚙️ =
Possible, but it requires
Customisation

15. Personalisation gets better results
PURLs = Personalised URLs
By using PURLs, charities can see their donation page
conversion rates triple.
It’s a fundraising fundamental to
personalise the donor experience:
• Firstname Personalisation
• Variable text for each donor segment
to acknowledge their giving history/
type/ lived experience
• Personalised donation ask amounts
• Pre-fill the donation form

16. How to Personalise your donation page
PURLs = parameter or query string added to your
website donation page URL

17. Personalise the donation page
from the email
?Firstname=Shanelle

18. Personalise the donation page
from the email

19. Personalised ask arrays for each
donor via email & into Donation
page
Personalise
d
ask
amounts

20. PURLs increase
ave. gift $ and donation
conversion rate %
Personalise
anywhere on the
donation page
via email and SMS
Resulting in an increase in
average gift and
conversions.

21. Test & Segment:
Dollar handles by donor group
Segment A: 4 x dollar amounts starting at $69
Segment B: 3 x dollar amounts starting at $99 (removed $69)
$170 ave. gift >>
<< $85 ave. gift
A
B

22. The impact of using PURLs
and personalised asks
 Donation conversion rate unbelievable 70% for FoodBank
 Conversion rate doubled for MSRA
 Average gift doubled when removing lowest dollar amount
 Income was 10X higher went asks were personalized.

23. Features
PURLs (personalisation + ask
amounts + pre-filled forms)
⚙️ ✅ ✅ ⚙️
Conditional content based on
URL parameter
⚙️ ✅ ✅ ✅
⚙️ =
Possible, but it requires
Customisation
Does my platform offer
PURL?

24. Social Proof

25. Social Proof to build trust
 Phenomenon where other people’s actions and opinions
influence someone else
 87% of consumers read online reviews*, which
indicates that the behavior of others matters when
making decisions online
that involve spending,
like donating.
*https://www.brightlocal.com/research/local-consumer-review-survey/

26. Live Donation Stream
Other people’s
experience with the
organisation
Reinforce the visual cues
for matched donations
Proof that other
people are doing it

27. Features
Show Comments/ message
stream from donors
✅ ✅ ✅ ✅
Live donation ticker/ stream ✅ ✅ ✅ ✅
⚙️ =
Possible, but it requires
Customisation
Does my platform offer
Donations Stream &
donors' comments?

28. Dollar matching
Donor messages
Image gallery
Counters & Tallies
Public
Capitol
Campaign

29. Crowdfundin
g
Live
donation
stream
Counters & Tickers

30. Crowdfundin
g
Donate
for
Rewards
Live donation stream
Counters & Tickers

31. The impact of customising
your donation experience
 Show the need and the impact with an image gallery
 Starship raised $250k in 2 weeks with dollar matching
 Make your donors feel part of a tribe with
Live donation ticker
Donor message stream
 Create a sense of urgency with
Counters & tallies (more than a progress bar)
Pledges and rewards.

32. Features
Fundraising progress bar ✅ ✅ ✅ ✅
Image gallery ⚙️ ✅ ❌ ✅
Video on landing page ✅ ✅ ✅ ✅
Show Comments/ message
stream from donors
✅ ✅ ✅ ✅
Live donation ticker/ stream ✅ ✅ ✅ ✅
⚙️ =
Possible, but it requires
Customisation
Does my platform allow these
donation page features?

33. Peer 2 Peer
 Friend get Friend
 QR Codes

34. Friend get Friend
People who do an activity, event or challenge with a friend,
or in a group, participate at higher volumes and fundraise
more.
The “Friend get Friend” functionality is built into the
Funraisin platform – and is used to great effect by

35. 2 bites at the cherry

36. The impact of the
‘Friend get Friend’ feature
 2/3 of K’s for R U OK? registrations were organic via
the “invite friends” feature
 9,000 extra people signed up to the May50K 2020
via the “add a friend” feature

37. Fundraiser QR codes
integrate online with offline
• Personalised dashboard with
stages of impact
• Download Unique QR poster for
every fundraiser.

38. Features
Friend get Friend sign up for
P2P
⚙️ ✅ ⚙️ ⚙️
⚙️ =
Possible, but it requires
Customisation
Does my platform offer
‘Friend get Friend’?

39. Lead Generation
 Lead/ Data capture
 Petitions/ SoS

40. Lead Generation
A LOT of organisations are running 2-step lead generation
campaigns
How and Where to capture the data are big ticket items
Having data in fewer systems, is better.

41. Lead gen form
+ image gallery
Sign up

42. Lead generation
landing pages
Sign your name

43. The impact of having a
‘Lead Gen’ feature
 VERY quick to concept and get live
 Low cost to implement
 Data flows via BAU process to CRM
 Few platforms in the ‘ecosystem’.

44. Features
Ability to use for lead
generation
✅ ⚙️* ❌ ✅
⚙️ =
Possible, but it requires
Customisation
Does my platform offer
‘Lead Generation’?
* Funraisin do have a lead gen page template, but it does not allow the level of
content and customisation that many orgs will want and need.

45. Leveraging the platforms
 Donation pages
 Peer 2 Peer
 Lead Gen
 MORE (– see Appendix)

46. Now you know how to leverage
your digital fundraising platform to:
 Stand out from the other orgs (Cool Stuff)
 Improve your (donation) conversion rate %
 Increase your fundraising income $.

47. Features
PayPal ✅ ⚙️ ✅ ✅
PURLs (personalisation + ask
amounts + pre-filled forms)
⚙️ ✅ ✅ ⚙️
Conditional content based on
URL parameter
⚙️ ✅ ✅ ✅
Friend get Friend sign up for
P2P
⚙️ ✅ ❌ ⚙️
Show Comments/ message
stream from donors
✅ ✅ ✅ ✅
Live donation ticker/ stream ✅ ✅ ✅ ✅
Fundraising progress bar ✅ ✅ ✅ ✅
Ability to use for lead
generation
✅ ⚙️ ❌ ✅
Image gallery ⚙️ ⚙️ ❌ ✅
SMS within system ⚙️ ⚙️ ✅ ⚙️
Video on landing page ✅ ✅ ✅ ✅
Custom Components ⚙️ ⚙️ ❌ ⚙️
Platform Features Overview
⚙️ =
Possible, but it requires
Customisation

49. Thank you 
Questions?

50. A little something extra 
And appendix of charity case studies
on digital fundraising platforms.

51. Donation pages

52. Personalise
d
ask
amounts
Matched
giving
Progress
bar
Donor live
stream +
comments

53. The
Nature
Conservancy
Step 1
Step 2
Quick & Easy donation page
- Absolute minimum form fields

54. Social proof
+ visual
+ minimum
form fields
X ?

55. Virtual gifts shown
in real time
Supporters choose to
‘Give a Gift’ or ‘Create a Tree’
- ‘Give a Gift’ enables the donor
to choose a bauble or present for
the tree
- ‘Create a Tree’ creates a P2P
fundraising page with their own
tree to decorate with donations.

56. Lead Generation
 Lead/ Data capture
 Petitions/ SoS
 Quiz
 Value exchange

57. Lead generation
Petitions & SoS
Petition
Statement
of Support

58. Lead generation
PDF download & Quiz
Quiz
Value
Exchange
(PDF)

59. Lead generation
Quiz Statement
of Support Quiz

60. Peer 2 Peer events
 Gamification badges
 Choose your own adventure
 Quiz
 Value exchange

61. Hero the IMPACT of the
funds raised – for the
Fundraiser & their
donors.
Shifting the focus from
amount raised, to the
impact – saw the ave. gift
increase.
Showcase the impact

62. Participants walk 24 miles
over 12 days of Christmas.
Entrants choose from 3
levels of difficulty.
Each 2 miles logged triggers
a new ‘mission’ to solve.
The fundraisers’ profile page
had a unique virtual medal
and confetti to celebrate the
end.
Choose your
own P2P adventure

63. Gamification Badges
Personalised event participation
medal for each fundraiser,
pulling their their individual stats,
tier, motivational messages from
donors & more.

64. Logged in users can take a tour of their fundraising
dashboard that prompts them to complete keys tasks.
P2P
Fundraisers
’Wizard

65. Engagement

66. Engaging donors
Imagine if you were able to capture a lead, nurture that prospective
donor and ask them to give all in the same platform?
The more touch-points your supporter engages with, the higher the
likelihood they will convert to a donor.
By creating ‘engagement objects’, your user can CLICK, ENGAGE
and be scored for prioritizing them for an ask.

67. Engaging donors

68. Polls, Pledges & Videos

69. The impact of having
‘Engagement Objects’?
 Give your donors something to DO at each touch-point.
RG Donors who are kept active on a nurture journey
retain at 83% at 3 months, instead of 65-70% without.
 Provide a second ask/ opportunity to capture data for
personalisation and segmentation
 Score their engagement and propensity to give.

70. Features
Custom Components ✅ ✅ ❌ ✅
⚙️ =
Possible, but it requires
Customisation
Does my platform offer
custom components to create
‘Engagement Objects’?

71. Thank you again 
That’s it. The END.