15NTC Digital Tools for Fundraising
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The digital tools that will boost your fundraising in 2015 & beyond!
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15NTC Digital Tools for Fundraising
- 1. Your Guide to 2015 Digital Opportunity and Finding Tools to Get You There #15NTCDIGTOOLS NTC 2015
- 2. 2 #15NTCDIGTOOLS You will raise more online this year than you would have otherwise
- 3. 3 #15NTCDIGTOOLS Full Introductions Matthew Mielcarek VP Creative + Strategy Charity Dynamics Caryn D. Stein VP Communications & Content Network for Good
- 4. 4 #15NTCDIGTOOLS • Provide insight on trends • Help you to identify opportunity for your fundraising programs today • Identify long-term opportunity in the future Agenda
- 5. 5 #15NTCDIGTOOLS Digital is a Vital Component of Direct Response Programs
- 6. 6 #15NTCDIGTOOLS • Interactive programs vary in scale and scope; their role in direct response is vital • All sectors are growing online • Online fundraising accounts for 7% of total direct response fundraising • Digital is an increasingly significant source of new donor acquisition Digital IS Direct Response
- 7. 7 #15NTCDIGTOOLS Online Giving Continues to Grow
- 8. 8 #15NTCDIGTOOLS 2014 Distribution of Dollars by Channel Generic Giving Page Branded Giving Page Portal Giving P2P/Social Employee Giving
- 12. 12 #15NTCDIGTOOLS The Experience Matters Generic Giving Page Branded Giving Page 43% larger gift size 7x donations
- 14. 14 #15NTCDIGTOOLS Attract a Wider + Qualified Audience White papers Info- graphics Ebooks Podcasts Social Media Blogs
- 15. 15 #15NTCDIGTOOLS Content Marketing focuses on earning person's attention through content desired to attract and convert. • Interesting • Informative • Adds value • Connects with constituent Attract a Wider + Qualified Audience
- 16. 16 #15NTCDIGTOOLS Attract a Wider + Qualified Audience Content Goals Personas Support Group Referrals Discussion Tips Helpline Referral Make a Tribute Gift “Friend/Family of Diagnosed”
- 18. 18 #15NTCDIGTOOLS Big Giving on Big Days
- 20. 20 #15NTCDIGTOOLS $- $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000 $12,000,000 $14,000,000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 2014 Donation $ Total 2013 Donation $ Total 2014 December Giving by Day
- 21. 21 #15NTCDIGTOOLS Giving Days Are Growing
- 22. 22 #15NTCDIGTOOLS Columbia Giving Day raised $11M in year three event • Alumni, faculty, staff, students, family member participation • Inspired offline donors to contribute over $3.7 million • Activates all constituencies including students, alumni, corporate sponsors, major donors Create Your Giving Spike
- 23. 23 #15NTCDIGTOOLS Freestore Foodbank hosts “Double Your Dollars Day” • Early November, EOY kick off • Leverages matching gifts to inspire all donors to participate • Raised more in a single day online than any previous day Create Your Giving Spike
- 24. 24 #15NTCDIGTOOLS • Own your Giving Day • Participate in Giving Tuesday • Begin with Matching Gift Campaigns Create Your Giving Spike
- 25. 25 #15NTCDIGTOOLS The Power of the Peer Average P2P Gift Size is Growing The pie is getting bigger, and this slice is growing. (mmm. pie.) 2013 vs. 2014 23% increase in # of donations 70% increase in donation dollars
- 26. 26 #15NTCDIGTOOLS Fundraising Gets (More) Personal
- 27. 27 #15NTCDIGTOOLS Fundraising Gets (More) Personal
- 28. 28 #15NTCDIGTOOLS • Independent Fundraising Events (IFEs) allow supporters to fundraise as they choose, instead of exclusively through events • Could include tribute, birthday, anniversary, car wash, athletic event – or unstructured • Growth outpacing online and traditional event growth • Serve as fundraising innovation incubator Launch an IFE
- 29. 29 #15NTCDIGTOOLS Launch an IFE • Complementing existing portfolio • Short and long term impact • Expense Business Case • Program structure • Coaching, staffing, support • Case for giving Strategy & Branding • Requirements • Existing versus new platforms • Data integration Technology Evaluation • Branding • Unique look and feel • Consistent organizational branding Design • Technical configuration • Ongoing support Implementation
- 34. 34 #15NTCDIGTOOLS • In 2015, more mobile than desktop visitors for most nonprofits • Digital wallet and biometric applications emerging • Apple Watch launch in April Do More with Mobile
- 35. 35 #15NTCDIGTOOLS Do More with Mobile Deliver responsive experiences Simplify engagement through geolocation, mobile payment solutions Reevaluate content for mobile visitors
- 36. 36 #15NTCDIGTOOLS Do More with Mobile
- 38. 38 #15NTCDIGTOOLS Donation/E-Commerce Constituent Engagement/Social Media Data Management (CRM) Mobile Business Intelligence/Analytics (Highest Priority for 2014, Highest to Lowest) Digital Investment Driving Growth
- 39. 39 #15NTCDIGTOOLS • Identify and track meaningful benchmarks for your program and organization • Determine the role that digital and interactive will play in overall revenue growth • Audit ability of existing tools and resources to meet needs • Pursue new opportunities! Create Your Game Plan
- 42. 42 #15NTCDIGTOOLS • Insight on trends • Identify short and long-term fundraising opportunities • Inspire you with creative ideas for 2015 Summary
Editor's Notes
- Today is your lucky day. Oh boy did you pick the right session. We project that you will raise… Just because you picked this session! …and we’re going to tell you how.
- I’m joined by Caryn. Caryn: As you may know, Network for Good works with nonprofits to provide online fundraising tools, plus the training they need to connect with donors and raise more money online. As part of the Network for Good team, I am responsible for the content and training across our organization. Matthew: I’m Matthew Mielcarek, Vice President of Creative + Strategy. At Charity Dynamics I lead a team of Fundraising Consultants that deliver BUSINESS STRATEGIES on behalf of the nonprofit organizations that we serve. We work with clients to implement and develop fundraising and marketing campaigns or identify and use technology to achieve their goals. WE ARE ON YOUR TEAM
- CARYN … and raise more money than if you’d never attended our session toay.
- CARYN: Overview of online growth. Describe Digital Giving Index. Data represents 233M in giving for 2014, 45K charities represented. Total giving estimated at $335.17 billion in 2013 by Giving USA.
- CARYN: We know giving is going (and growing) online, but where and how are donors giving online? On Network for Good’s platform, most online gifts are still made through a charity’s website.
- CARYN:
- CARYN:
- CARYN: Talk about why giving experience is important, nonprofit branding, content, website as a hub. Prospective donors want to know: -- Are you legit? -- Can I trust you? -- Where does the money go? What happens when I give? Also: who else will vouch for you. (Endorsements, testimonials, ratings.) They also want to be able to find out more about your cause.
- CARYN: Talk about difference in donations for donation pages and how this bears out in the data.
- CARYN: Talk about Recurring Giving factors, data findings; Recurring Giving Challenge >>> So, MATTHEW, what do you think nonprofits can do to boost the impact of their website and core donation page?
- After focusing on EXPERIENCE and OPTIMIZATION of the visitors who are on our websites, giving areas, and donation forms, we advise organizations that we work with to then focus on EXPANDING THEIR AUDIENCES. Many organizations have always delivered website content, white paper, infographics, compelling imagery since website were launched on day one. NOW, organizations should invest in attracting the right kind of constituent to visit the website and ultimately convert to be a donor. Our clients are specifically focused on CONTENT MARKETING as an acquisition tactic.
- CONTENT MARKETING focuses on earning, not buying, a person's attention, which is done through social media and engaging content, such as blogs, podcasts and white papers. This content is interesting, informative and adds value, creating a positive connection in the eyes of the consumer, thus making him more likely to engage your brand and buy the product. So it costs less and has better a ROI. So the headline for 2015 is that MarCom and Dev are viewing content as an acquisition vehicle and are shifting resources to content production to attract the RIGHT audiences.
- Simplified methodology is personas-goals-content. All of sudden we are attracting a subset of donors to a specific giving program – one that Caryn had optimized – and digital opportunity is expanded through new audiences whose needs may not have been previously catered to.
- CARYN
- CARYN: Average online donation amounts shift with events or seasonality.
- CARYN: Notes on a big #Giving Tuesday not cannibalizing last 3 days of giving. Add in stats about overall growth in December.
- CARYN: Here’s another closeup view of that spikey behavior. This is December giving by day on the NFG platform. Daily $ totals across orgs who raised funds through NFG in December) in both 2013 and 2014. (18,947 orgs) YoY Donation #: +25% YoY Donation $: +23% YoY Avg Donation: -1.5%
- CARYN: We know that giving days are becoming more prevalent, but can you create your own giving spike? >>>MATTHEW, what do you think?
- So how can you create your OWN giving spike? Here’s an extreme and effective example from Kimbia – an online fundraising platform technology provider based in Austin. They worked with Columbia University to create a Giving Day – now in year three – that raises millions of dollars and has progressively grown each year to $11M today. Again three years old. Like many higher ed giving days, columbia selects a day for a single crowdfunding event. Despite it being a one day event – there’s substantial preparation in advance to ensure success – typically involves engaging….
- Columbia may have the most successful Giving Day, but we see smaller, even regional organizations having great success. FSFB in Cincinnati is a great example. Charity Dynamics works with them to field Double Your Dollars Day. Giving Day strategically chosen in early November to KICK OFF the end of year giving season, and in fact accelerate gifts that might traditionally come in at thanksgiving or end of year. Like most Giving Days – MATCHING GIFTS can create a legitimate case for givign for THIS DAY versus another. Corporate sponsors, major donors and previous year donors are invited to contribute to a single match pool. Raised $130k and $100k online – more than any day online in the organization’s history. So real opportunity and growth for the organization last year.
- CARYN: Peer to Peer/Social growth pull out. Describe social fundraising inclusion. Of course all fundraising is personal and peer fundraising obviously predates online giving. However, the power of social media and those p2p networks—coupled with the ease of online giving--have enabled peer to peer giving to really take off online. P2P dollars are additive and nonprofits who add P2P to their portfolio see overall growth. Not just channel shift.
- CARYN: Example from client on project-based peer campaign. Cite best practices and convergence of social, personal, project-specific, Millennial.
- CARYN: Example from client on project-based peer campaign. Cite best practices and convergence of social, personal, project-specific, Millennial.
- So how can you find opportunity in 2015 from peer to peer events? For many organizations the answer is IFEs or independent fundraising events. In fact, IFEs are MOST COMMONLY CITED as the highest priority for investment for the organizations that we work with. This is a popular concept for the past few years and continues to be. Here’s an extreme and effective example from Kimbia
- At Charity Dynamics we’ve worked with quite a few clients on various aspects of their IFE program to help support launch. We want to share our approach and methodology. IFEs are unique. Flavors vary from one extreme to another. For instance – TRIBUTE PAGES ALONE – highly structured versus completely unstructured. Some organizations offer about six options.
- CARYN: Mobile Giving Data, not in index as mobile drives all giving across our channel types, not a complete representation of NFG mobile data. Insert total $, % of total, Avg gift size. Mobile giving increases toward end of year and disaster. Urgency can drive mobile, but also dependent on email and social trends.
- CARYN: Provide context on mobile giving thru NFG Google One Today (on the spot giving/charity exposure) Microsoft Help Bridge (disaster/crisis relief) Nonprofit’s core donation experience
- So how can you find opportunity in 2015 from mobile? Here’s an example. Overwhelming! What are we even supposed to do with Apple Watch?
- So how can you find opportunity in 2015 from mobile? Here’s an example. Here’s a framework and process…
- Fully responsive, user-experience focused website and TeamRaiser design to increase registration and donation conversions Integrated Geo-location recognition functionality to ease event look up process * Integrated social share functionality on all pages, including registration and donation processes, as well as Facebook commenting on personal and team pages
- So what will your priorities be for 2015? Last year Charity Dynamics surveyed over 300 nonprofit fundraising professionals and asked them about their plans for the year ahead about digital investment and digital spend. We wanted to know how they stated their priorities and asked them to rank five areas of spend. In order of HIGHEST priority to lowest, Donation/ECommerce rated first. Next was… Incidentally within the same survey, 55% expected their online budgets to grow while 42% felt they would remain flat. Nearly 50% of all respondents described their mobile programs as “insignificant or non-existent” – except for those reporting revenue of $50 million or greater who reported robust mobile programs.
- We hope that we were able to… Whether you raise 9% or 90% percent more online next year we hope that we’ve INSPIRED YOU…
- Before we close Caryn and I need to offer an admission. We’ve been doing this for A LONG time. I started my career working with nonprofits and technology 14 years ago at Convio. That was before Facebook and Twitter, before TeamRaiser, before ONLINE peer to peer GMAIL and smartphones. Caryn started… Other than making the point that we’re old. We’d also like to highlight that we’ve come A LONG WAY in such a SHORT TIME. We couldn’t be more excited about that fundraising opportunities that lie ahead in digital and look forward to exploring them with all of you.
- We invite you to connect with us to discuss your plans and opportunities for the year ahead.