AFP Toronto Congress - Global Digital Trends Session 2014
1. Y-35: The Latest Trends in Online Giving from Around the World
Presentation
Topic: Digital/Online Giving
Wednesday, November 20, 2013 10:30 am - 12:00 pm Jason Potts
This session will take a look at the latest trends in online giving around the world and focus on
the lessons that can be learned in developing your own online fundraising program. As it’s a
trends session it will largely look at the new innovations rather than tried and tested techniques.
Come prepared for lots of food for thought that will help you innovate when you get back to the
office. Areas that will be covered will include, Crowdfunding, mobile giving and optimizing your
donation experience.
Learning Outcomes:
Insights into latest online giving techniques in Canada and in the rest of the world
Examples to consider that could be adapted to your organisations online giving
The latest technology tricks in online giving and things that are just around the corner
11. Average Facebook user
posts 90 pieces of
content a month
Twitter’s users 140
million tweets a day
YouTube’s users upload
more video content in a
60-day period than the
three major U.S. TV
networks created
in 60 years
We now create as much
information every two
days as we did from the
dawn of civilization!
12. Tomorrow’s donor …
• can shop around the globe, 24x7x365;
• find out more than ever about your organization,
usually from peers or experts (not you!) ;
• share their views with hundreds of thousands, if not
millions, of fellow potential donors;
• they don’t just want to give, they want to be part of a
tangible solution;
• what they say is sometimes different to what they do.
15. Tomorrow’s fundraiser will …
• have more, often unstructured data to track and
understand
• be familiar with ever increasing channels and devices
• be a champion to all staff who need to consistently
exemplify the organization’s values
• have to use tools and technologies that are at best not
fit for purpose or not invented yet
16. Your job will be as much about …
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HR
IT/IS
Marketing
Communications
… as actual fundraising!
17. 1. What factors are underpinning
the current landscape?
2. How are some of these trends
starting to feature in
fundraising?
3. Summary
19. Number of people
who entered 381
Number of new likes during
the campaign 3,119
Number of new email
addresses
3,260 (31% opt-in)
Number of people who were
exposed to the campaign
Circa 1 million *
* Approx. 1m people reached = 15.4m ad impressions + 5.8m app
impressions divided by 15 (FB stat of how many times people viewed an ad)
37. A test (original)
B test (new)
Views = 3,140
TOTAL GIFTS = 155
OVERALL CONVERSION = 4.9%
TOTAL VALUE (Yr1) = £6,000
TOTAL LTV = £13,452
Views = 3,140
TOTAL GIFTS = 254 (x1.6)
OVERALL CONVERSION = 8.1%
TOTAL VALUE (Yr1) = £13,296 (x2.2)
TOTAL LTV = £50,094 (x3.7)
42. Payments
What looks like 1 field is
actually multiple fields
for the card information
but uses input masks to
make interaction easier
on small screens
Step 1 – user enters card
number
•
As the card number is
being entered the small
icon changes to match
their card type
Step 2 – user enters card expiry
•
When the user gets to the end of their card
number they automatically move to the expiry
date field and continue
Step 3 – user enters card CVV and postal code
•
Following the expiry date the user enters their
CVV
•
The user finishes with their postal code or this
can be moved to another section with their
name and full address
Easier mobile payments, less log in, more instant buying/giving
will drive new fundraising channels.
48. Market Size
We have estimated the size
of market to be 500,000 UK
women who give a 3 year
total of £234m to animal
charities.
She doesn’t respond to advertising.
She lives in a post advertising world.
She expects more choice and control
(iPlayer & YouTubevs TV)
She is more connected (she expects
to be connected globally with
people and brands)
How she is influenced has evolved
(her peers)
She lives in a world of 140 characters and 120 second video
She consumes more information, in smaller chunks
She is real-time. If something happens in the world she
expects to know about it now – right now
She is highly visual - she lives in a world where she can
take unlimited photos and HD video on her phone – she
is a highly visual person
50. •
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Possibly already given a small cash
donation or subscribed to email
Male, Aged 65 +
Uses the waterways frequently,
considers themselves serious boater
Feels a great sense of ownership
and responsibility
Wants to do their bit
Likes to be kept up to date
Generally uses mobile for texting.
Will browse Facebook and YouTube
Can become a stalwart supporter
if nurtured
Willing to support but need to
be asked!
Frank
Guardians of the waterways
52. 170,658 called on
their mobile
phones
9.65% conversion
to monthly giving:
15,388
Average gift 3.28
dollars/month
7.6 million
dollars LTV
(over 5 years)
53. 1. What factors are underpinning
the current landscape?
2. How are some of these trends
starting to feature in
fundraising?
3. Summary
54. “I don’t see how we can go forward without
embedding IT into marketing.”
55. • I wouldn’t start here!
• Transparency largely outside your control
• Too much data, measurement and engagement tools are
confusing and not necessary polished – caught between
IT and ROI
• Talent is scarce
• Balancing existing revenue and the need to attract new
audiences in fragmented multi-channel world
• Constant threat changes legislation, notably around
privacy
57. Resources for more info
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2013 vSurvey over 1,700 Global Heads of Marketing, IBM
http://public.dhe.ibm.com/common/ssi/ecm/en/zzl03043usen/ZZL03
043USEN.PDF
Gartner technology trends 2013/2014
http://public.dhe.ibm.com/common/ssi/ecm/en/zzl03043usen/ZZL03
043USEN.PDF
Sofii, great examples from around the world, www.sofii.org
Network for Good, http://www1.networkforgood.org/fornonprofits/nonprofit-fundraising-resource-center
TheAgitator.net (daily newsletter)
Blackbaud’s NP Engage, http://www.npengage.com/
NFP Synergy, http://nfpsynergy.net/
Google Nonprofit Blog, http://googlefornonprofits.blogspot.com.es/