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Lfs Online Fundraising Preso Asw
 

Lfs Online Fundraising Preso Asw

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This is the slide deck from London Fundraising Summit on September 25, 2008 by Amy Sample Ward - Creative Commons Share and Share Alike

This is the slide deck from London Fundraising Summit on September 25, 2008 by Amy Sample Ward - Creative Commons Share and Share Alike

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Lfs Online Fundraising Preso Asw Lfs Online Fundraising Preso Asw Presentation Transcript

  • Online Fundraising: Harnessing technology to build and maintain relationships London Fundraising Summit 24 September, 2008
  • Agenda:
      • Presentation:
        • Conversations = Conversions
        • Management = Messages
        • Case studies, reports, resources...
      •   Networking break
      • Small group work session
      • Small group reports and closing 
      • Question & Answer
  • Conversations = Conversions Good tools are those that most easily, efficiently and effectively enable conversations between you and your constituents. Why is the conversation so important?
  • Flickr photo by suneko
  • Flickr photo by panayotis
  • Flickr photo by joe shlabotnik
  • Conversations = Conversions We have conversations all day long, right?  Over coffee, on the phone, etc. Why use social media instead of only face to face?
  • Flickr photo by lord of the flies
  • Flickr photo by gorgeoux
  • Flickr photo by two roses
  •  
  • Chart from OneNW
  • Management = Messages We have everything stored and sorted already, in our heads. Why use online tools to manage your constituents?
  • Flickr photo from Vermin Inc
  • Flickr photo from bill barber
  • Flickr photo from Dan Coulter
  • Software
      • The Raiser's Edge
      • Sage Software – Sage Fundraising 50 Version 7.0
      • DonorPerfect Visual Edition 8.0 (installed)
      • DonorPerfect Online (ASP)
      • Mission Research GiftWorks
      • eBase Version 2.12
      • eTapestry
      • Salesforce.com
      • Telosa Exceed! Basic
      • Telosa Exceed! Premier
      • TowerCare Technologies DonorPro
    •  
    • http://www.techsoup.org/learningcenter/databases/page5961.cfm
  • Management = Messages We've made lists and categories and ladders and more; can we be finished? Why not take a little time to test what you are doing for success?
  • Flickr photo from Animals in Japan
  • Flickr photo from Ce nest pas un JB
  • Testing Optimost http://www.optimost.com/   Google Website Optimizer http://www.google.com/websiteoptimizer   Offermatica http://www.omniture.com/en/
  • Case Studies Using the ladder of engagement with constituents. Amnesty Canada
  • Case Studies Testing your website and email messages. 2008 e-Nonprofit Benchmarks Study   http://www.e-benchmarksstudy.com/ Next 11 slides from Benchmarks Study presentation, NTEN
  •  
  • Year-end Homepage Test Results
      • Donation form won - brought in 8% more gifts (number of gifts)
      • Raised 8% more dollars in donations $1,000 and under
      • Raised 10% more dollars in donations $500 and under
      • Did not hinder homepage interaction – bounce rate for the homepage stayed relatively unchanged
  • AMNESTY INTERNATIONAL
  • We Publish Our Stats
      • We send meaningful stats to all staff and provide analysis to encourage them to focus on:
        • List growth: requires extraordinary efforts (paid marketing, SEO)
        • Current events and personal stories: actions perform better w/ either element
        • Syndication: web traffic and RSS feeds are email alternatives
        • Search rankings: dependent on good writing
        • Fundraising: everyone contributes to our fundraising success
      • By publishing comprehensive meaningful stats for the entire organization, we spark curiosity and competition among staff.
  •  
  • Action Web Confirmation
      • By comparing ourselves to other NGOs, we get good ideas to test.
      • Changing the web confirmation to donation form raised $46,000+ since December and tells us which issue inspires donors.
      • Top issues: torture, Tibet, Darfur.
        • Our Tibet action went to 450K+ and raised $15K+ via the web confirmation donation page.
      • Loser issue: death penalty
        • Best performing action in Feb., raised $0.
  • EXAMPLE ANALYSIS SENT TO STAFF: Fundraising: - We continue to monitor actions that inspire our activists to donate. Darfur consistently tops the list of actions garnering the most donations. This month, the Shi Tao action and war on terror related actions also performed well. The death penalty, although it brought in the most actions, did not prompt people to give. We’ve seen similar results in direct mail.
  • Multivariate testing
      • Make the most of your web traffic by testing variations of your design.
      • Tiny changes can have profound affects.
      • Doesn’t require you to use precious email capital and improves overall usability of your website
      • Improved usability leads to greater confidence in your organization and less frustrated supporters
  • Big red button
      • By changing the standard grey “submit” on our donation form to a large red “submit”, we got a 29% lift in our conversion rate .
  • Utility nav tweak
      • changing the order of the utility nav items and changing “donate” to a bold, green “donate now” provided a:
        • 70% lift in overall traffic to the donation form
        • 83% lift in total $ raised
  • Right pointing arrows
      • Adding some right pointing arrows to the word “Donate” on our homepage donate button provided a:
        • 5% lift in overall traffic to the donation form
        • 55% lift in total $ raised
  • Case Studies Having conversations online. Organizations using Twitter, Blogs, Social Networking sites, and more!
  • Strategy Building I have heard about lots of cool tools and I'm sold on using social media - let's go! Using the POST method will help you keep your goals in front of cool tools.
  • POST Method from Forrester
  • Resources
      • CommonCraft.org - Videos explaining social media tools in plain English
      • TechSoup.org - Reviews, forums, research and more
      • Idealware.org - Reviews and comparisons of tools/software
      • NTEN.org - Community network, reports, research and more
  • Us Jonathan Waddingham Justgiving.com [email_address] Twitter:  jon_bedford http://justgiving.wordpress.com Amy Sample Ward NetSquared.org [email_address] Twitter: amyrsward http://amysampleward.org