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14 Things Your Website Needs for Effective Fundraising in 2014

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Rich Dietz, Founder of Nonprofit R+D – Technology training for Nonprofit Professionals and Jamy Squillace, Director of Product Management, Abila, discuss the importance of the content on your website …

Rich Dietz, Founder of Nonprofit R+D – Technology training for Nonprofit Professionals and Jamy Squillace, Director of Product Management, Abila, discuss the importance of the content on your website and increasing fundraising efforts.

This presentation is intended to aid you in getting the most out of your fundraising efforts in 2014. Our fundraising experts, Rich and Jamy, 14 things you can do this year to drive fundraising success. Topics include donor engagement, social media usage, and online fundraising.

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Rich Dietz, Founder of Nonprofit R+D – Technology training for Nonprofit Professionals
Jamy Squillace, Director of Product Management, Abila

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  • 1. 14 THINGS YOUR FUNDRAISING NEEDS IN 2014 Rich Dietz, Nonprofit R+D Jamy Squillace, Abila, Inc. Slides at www.slideshare.net/Abila/ © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA 2014
  • 2. PRESENTERS © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 3. RICH DIETZ Founder of Nonprofit R+D Technology Training for Nonprofit Professionals Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley. You can find Rich on his website http://www.nonprofitrd.com or tweeting @nonprofitrd. @nonprofitrd www.NonprofitRD.com/FB www.NonprofitRD.com/IN www.NonprofitRD.com/gplus 3 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 4. JAMY SQUILLACE Director of Product Management - Abila Responsible for Abila Fundraising 50, Abila Fundraising Online, Abila Grant Management and netFORUM Pro. Jamy has 16 years experience in product planning and management. Her goal is to create and evolve solutions that fulfill customer desires and exceed expectations. 4 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 5. AGENDA • Introduction • How to use this information • 14 Things Your Fundraising Needs • Website • Communications • Fundraising Campaigns • Donor Loyalty • Q&A 5 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 6. INTRODUCTION © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 7. MASLOW’S HIERARCHY OF NEEDS http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 8. ONLINE HIERARCHY OF NEEDS Need a strong Foundation © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 9. BEST PRACTICES? HOW TO USE? A “best practice” = what works in your org Its like a buffet • Try and few things and see if you like them • If it works, go back for more • If not, try something else Testing is the key, • Much easier to do online © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 10. YOUR WEBSITE © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 11. 1. MOST WANTED RESPONSE (MWR) What do you want folks to do when they reach your site? • • • Who visits your site What are they looking for What do you need them to do Too many choices = No action • Jam Study © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 12. 1. MOST WANTED RESPONSE (MWR) www.bestieswithtesties.org © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 13. 2. PROMINENT DONATE BUTTON Could be your MWR Big, bold and easy to see • Don’t make supporters work for it On Homepage and EVERY page • Every click loses conversions • Where’s the checkout? © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 14. 2. PROMINENT DONATE BUTTON www.coloncancerpreventionproject.org/ © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 15. 3. CAPTURE EMAIL #1 way to raise money online…still • Email >> Landing Page Opt-in box • Incentive to sign up • What’s in it for them? Easiest way to connect and follow-up • 7 touches – marketing principle • Follow up can be very effective – progress, success, more help © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 16. 3. CAPTURE EMAIL www.greenpeace.org/usa/en/ © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 17. 4. SIMPLE DONATION / REG PROCESS 47% of donors give up before they have made a donation because the online journey is not intuitive and engaging (http://www.nomensa.com/insights/creating-perfect-donation-experience) Shorter is better • You can always ask more questions later Strong single call to action • Remember the jam study Form should be embedded on your website • At very least it should look like your website © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 18. 4. SIMPLE DONATION/REG PROCESS www.napervillehumanesociety.org © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 19. 5. SOCIAL MEDIA SHARING BUTTONS Allow supporters to spread the word • Let them share in the ways they want to share (options) Social signals are key with Google now Simple “Tell a Friend” Button • Add a strong call to action for them to do it © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 20. 5. SOCIAL MEDIA SHARING BUTTONS www.hcz.org © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 21. 6. IMAGES AND VIDEO Best way to tell a story • Much easier to create the emotional connection • Utilizes more senses Most likely to be shared • 5-10x more shared over text • More likely to “go viral” 50x easier to get page 1 with video • Forrester Research © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 22. 6. IMAGES AND VIDEO cej-oregon.org © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 23. COMMUNICATIONS © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 24. 7. MONTHLY NEWSLETTER - #FAIL Monthly newsletters no longer work • Too much content, lost in the inbox • Need shorter, engaging content • Tell stories over multiple emails Easy to digest / “Scanable” Get the click • Don’t put the whole article, click to read more • Video will have the highest click-through rates (3-5x higher) Single Call to Action in every email © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 25. 8. WELCOME SERIES Series of emails automatically sent • New subscribers, new donors, new volunteers… get creative! • Automated with your email provider (constant contact, mailchip) • Allows them to get to know you better over time Excellent Engagement • 4x more opens, 5x more clicks – Experian Marketing Services Ideal • • • • Don’t ask for money again right away Don’t bore them DO tell them more about your work, staff, clients and especially… Success stories © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 26. 9. MOBILE Need to work on this now … • More email opens on mobile than desktop in early 2014 • 69% close or delete email if not mobile optimized • 52% of users said a bad mobile experience made them less likely to engage • hubspot.com / litmus.com • Check your stats Website AND email need to be mobile optimized • • • What happens if they click through to your site? Website redesign? Make it “responsive” Email – use “mobile friendly” email templates © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 27. FUNDRAISING CAMPAIGNS © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 28. 10. MULTIPLE CAMPAIGNS It’s no longer enough to run an End of Year campaign and a Gala. You need to pepper your calendar with multiple campaigns throughout the year. More success with multiple, smaller campaigns for specific purposes • • • • • • • Creates a sense of urgency Shows donors where the dollars are going Easier to show impact Allows donors to fund projects they feel passionate about Easier to test, track and make improvements Lowers risk, increases ROI Connect with all types of donors © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 29. 11. STORYTELLING Tell a Great Story • Inspire them with your passion • Individual stories are best • • VS People give to people Emotion >> Rationality • Make it timely • Online Video is great way to do this What donors want to hear about: • • • • http://www.austinfoodbank.org/hunger-isunacceptable/ Organizational Impact (80%) Success Stories (74%) More details about the organization (71%) Info on financial accountability (43%) Community Philanthropy 2.0 survey © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA 29
  • 30. 12. PEER-TO-PEER FUNDRAISING “The process of empowering individuals and groups to raise funds on your behalf” Increases engagement and more effective • • Creates community and deepens relationship Response rates can be 100 times higher • Red Cross vs. Grandma Great way to engage Millennials • 71.7% of Millennial donors said they’d do it © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 31. 13. EVENT FUNDRAISING The planning, managing, and execution of an event designed to raise money for a nonprofit organization. • • Fundraising is the key The purpose of the event is more important than the type of event being held. 890% EVENTS You need this… But spend your resources on these. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 32. DONOR LOYALTY © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 33. 14. DONOR LOYALTY • Definition: • “The ongoing process of engaging with your donors so that they contribute with donations and time to your organization over the long term”. • Also called – donor retention, donor engagement, donor cultivation • Key is to think about the “lifetime value” of your donors • And then build relationships with those donors • Maximizing lifetime value is something you do FOR donors • Increase “use” 33 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 34. WHY IS DONOR LOYALTY IMPORTANT? Easy way to stand out from the crowd Vital for long-term health of your organization • Much harder and more expensive to get first time donors • 10% improvement in attrition can create a 200% increase in projected value (Sargeant and Shang – Growing Philanthropy in the United States – 2011) Real life example – NJ Institute of Technology • Lifetime value is not always obvious 34 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 35. STRATEGIES FOR DONOR LOYALTY Thank you, thank you, thank you • The power of “thanks” • 21% of donors say they were never thanked • 10% decrease in attrition, 200% increase in projected value • Thank them multiple times throughout the year • Create a thank you series (like the welcome series) • Think of “next level” thank you strategies • Calls, hand written notes, cards from the kids, etc. • Stand out >> Increase donor loyalty Welcome Series • Increased engagement, increased retention 35 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 36. SUMMARY 1. Define Your Most Wanted Response 2. Have a Prominent Donate Button 3. Capture Email 4. Simplify Your Donation/Registration Process 5. Add Social Media Sharing Buttons 6. Use Images & Video 7. Improve Your “Monthly Newsletter” 8. Add a Welcome Series 9. Work on Mobile NOW 10. Add New, Smaller Campaigns to Your Campaign Schedule 11. Tell a Great Story 12. Get Your Donors Involved in Peer-to-Peer Fundraising 13. Add an Event 14. Increase Your Donor Loyalty 36 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 37. CONCLUSION Don’t get overwhelmed by all of the strategies Take action – Pick one or two ideas and implement Only YOU can figure out what works for YOUR organization © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 38. NONPROFIT R+D - EMAIL LIST Get updates about our upcoming webinars and get our 5 part e-course: www.NonprofitRD.com/of101e © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  • 39. Q&A Contact Rich Dietz www.NonprofitRD.com rich@nonprofitrd.com Contact Jamy Squillace www.Abilia.com jamy.squillace@abila.com © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA Download the Webcast Slides www.slideshare.net/Abila/ Learn about Abila Fundraising Online http://www.abila.com/solutions/fundraising-online
  • 40. THANK YOU © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA