Tech Trends in Fundraising

Online Fundraising Trendsusing the internet, phones and credit cards Tina Arnoldi (843) 723-3635 Twitter: @TinaArnoldi Blog: http://blog.tinaarnoldi.comtina@coastalcommunityfoundation.org 1

AGENDA• What does it mean to be online? • Web site • Social Media • Events • Mobile use• Then we’ll talk about online giving 2

General online trends• People are sending more email.• Tablet users are on the rise.• Mobile phone searching.• 64% pay bills online – comScore• 2/3rds use a social media platform – pewinternet.org• Forrester predicts half of all purchases to be digital by 2012 Overall, more activity is happening online and people are finding new ways to use technology. 3

Tablet use• 11% of Americans have a tablet (Pew, Nov 2011) 4

Mobile Phone Use• 85% of people in the US report owning a cell phone • (Pew, April 2011)• 75% of cell phone owners in the world regularly send text messages. 5

Mobile Phone Use 6

You need a web site• Credibility – people will look for you online.• Make sure people know the web address. • Put it in print. • Email signatures.• Platform for donating.• It doesn’t have to be expensive.• Buy your name now. • Make sure you own it. • Forward it to Facebook short-term.• Free hosting with Dream Host. 7

Remember your audience• Font size• Readability• What do you want them to know?• Accessible – w3.org • WAI conformance logo• How are they viewing it? (Mobile? Tablet?) 8

Remember your audience Web site optimization (phones & tablets)• Mouse clicks & keyboards for desktops, finger sweeps & on-screen keyboards with devices. • Another case for keeping the donation process simple.• Videos and animations affect the site speed.• DudaMobile.com 9

Online giving stats 10

Online giving stats• Blackbaud Index of Giving • Increased 10% during July, August, & September 2011 compared to same period in 2010. • Overall online grow of 34.5% in 2010. • Online giving was 7.7% of all fundraising in 2010.• Average online gift in 2010 - $92 – Convio• Online church member giving up 5.8% from 2009 to 2010 - ECFA• About 8% of all fundraising is now done online. • Keep in mind that 92% of giving still comes from offline channels and that 32% of online donors switch to give through offline channels. 11

Online giving statsIf I make itpossible forpeople to givethrough theinternet, will themoney startpouring in? 12

Asking for money• Build a relationship first.• Be conversational.• “Soft” ask with news updates.• Demonstrate accountability.• Support us or Get involved. 13

Internet as a toolCreate a relationship before asking for money• Eventbrite – public events• E-newsletter• AdWords• Social media• Facebook giving – donations• Mobile giving 14

Eventbrite• Free to post• Public• Searchable• 2% + .99 15

E-newsletter• Don’t assume everyone wants it.• Have a way to unsubscribe.• Are people reading it? (html/text)• More metrics available than written. • Do they click your links? (Google Analytics) • Do they even open it?• Vary your subject lines.• Have a (fairly) consistent schedule.• Include a donate now button. 16

Google AdWords for Nonprofits• Target location.• $1.00 max bid.• “Long tail” keywords.• Daily budget of $329.• Must actively manage.• Can take 5 months for approval. 17

Google AdWords for Nonprofitskeyword search: “donate nonprofits” 18

Social Media• If you can only do one channel, use Facebook. • 800 million people • Events • Viral• Again… think relationship 19

Facebook Giving• Causes • List yourself as a supporter of a cause on your profile • 4.75%• Razoo • Facebook Donation App • 2.9%• Offerpop • Flat fee depending on # of fans 20

Razoo 21

Razoo• QR code.• Widget.• Videos and pictures.• Match gifts.• Short URL – ex.www.razoo.com/ccf 22

Online giving• Donate now button on front page• Don’t make it hard! (ex. Registration)• Read the fine print• Rates vary • 2.9% • 2.2% + 30 cents • 2.6% + 26 cents 23

Mobile• Pay attention• Optimized web site• Square• Start with text updates• Who carries cash?• Auction• Bring items to sell like t-shirts (Gets people’s attention)• Equip people with the device as they mingle, rather than at a table 24

Mobile Giving• Consider building a list now (but don’t use without permission)• Resources • http://www.mgivefoundation.org/ • $500k+, $500/month • http://mobipledge.com/• Square – 2.75%, no monthly fee• GoPayment – 2.7%, no fees• http://mashable.com/2011/12/09/fundraising-mobile-card-reader/ 25

Text messaging• Open rate of 95% compared to 35% email open rate.• Include links.• Start with staff first.• Have a game plan  what’s the point?• Ask for ideas – “What info do you want to receive”?• Use it to follow up on traditional fundraising appeals. 26

Now what?• Make sure you have a decent web site that conveys your mission.• Ask your donors what they do online and what devices they utilize.• Offer the option to donate online.• Have a Facebook page where you post a couple times a week and tell your donors about it.• If you are interested in AdWords, apply today. It takes a while.• Take advantage of www.palmettotechnologyhub.org. 27

Online Fundraising Trendsusing the internet, phones and credit cards Tina Arnoldi (843) 723-3635 Twitter: @TinaArnoldi Blog: http://blog.tinaarnoldi.comtina@coastalcommunityfoundation.org 28

Tech Trends in Fundraising

by Coastal Community Foundation

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