Y-35: The Latest Trends in Online Giving from Around the World
Presentation
Topic: Digital/Online Giving
Wednesday, Novemb...
jason@thinkds.org

+44(0)7740
483795

The Latest Trends in Online Giving
from Around the World
November 2013
Jason Potts, ...
1. What factors are underpinning
the current landscape?
2. How are some of these trends
starting to feature in
fundraising...
1. What factors are underpinning
the current landscape?
2. How are some of these trends
starting to feature in
fundraising...
The world has changed …
2.4 BILLION USERS WORLDWIDE
6.8 BILLION USERS WORLDWIDE
Our donors are changing …
Early adopters
Mainstreaming
Natives
Average Facebook user
posts 90 pieces of
content a month

Twitter’s users 140
million tweets a day
YouTube’s users upload
...
Tomorrow’s donor …
• can shop around the globe, 24x7x365;
• find out more than ever about your organization,
usually from ...
We need to change …
Tomorrow’s fundraiser will …
• have more, often unstructured data to track and
understand
• be familiar with ever increasi...
Your job will be as much about …

•
•
•
•

HR
IT/IS
Marketing
Communications

… as actual fundraising!
1. What factors are underpinning
the current landscape?
2. How are some of these trends
starting to feature in
fundraising...
TREND #1
Storytelling
Number of people
who entered 381
Number of new likes during
the campaign 3,119

Number of new email
addresses
3,260 (31% o...
TREND #2
Earned media
Results
•
•
•
•
•
•
•

£40,000 new income
400 new donors acquired
£6,000 spend
ROI of 6.66
1.6m impressions to Twitter acc...
TREND #3
Multichannel
F2F

DRTV

Event

Phone

Brand
TV

Mobile

(Outbound)

(Outbound)

Outdoor
Phone
(inbound)

Direct
Mail
Email
Web
(Owned, ...
Start with...

A QUIZ OR A VIDEO

TREND #4
Transparency
TREND #5
Optimisation
A test (original)

B test (new)

Views = 3,140
TOTAL GIFTS = 155
OVERALL CONVERSION = 4.9%
TOTAL VALUE (Yr1) = £6,000
TOTA...
TREND #6
Mobile
88% mobile response, positive ROI in
year one and a 3 year LTV ROI of 3:1
Growth committed
giving-signups over
4 months :

Desktop 4.62%
Mobile 177%
Payments
What looks like 1 field is
actually multiple fields
for the card information
but uses input masks to
make interac...
https://stripe.com/gb
TREND #7
Smart advertising
Australian organisation getting 3:1 ROI, serving ads to people
similar to people who have just donated!
TREND #8
Building tribes
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
chariti...
Daniel

Frank

Mark & Kerry

Guardians of the
waterways

Day trippers

Waterways
weekender

Laura

Ray

Happy go lucky
inf...
•

•
•
•

•
•
•
•
•
•

Possibly already given a small cash
donation or subscribed to email
Male, Aged 65 +
Uses the waterw...
Cash & Email (CDEs)

Website Responders (WBs)

Social Responders (SRs)
170,658 called on
their mobile
phones

9.65% conversion
to monthly giving:
15,388

Average gift 3.28
dollars/month

7.6 mi...
1. What factors are underpinning
the current landscape?
2. How are some of these trends
starting to feature in
fundraising...
“I don’t see how we can go forward without
embedding IT into marketing.”
• I wouldn’t start here!
• Transparency largely outside your control
• Too much data, measurement and engagement tools are...
The perfect storm?
Mobile devices + social media + simple
ways to give?
Resources for more info
•
•
•
•
•
•
•
•

2013 vSurvey over 1,700 Global Heads of Marketing, IBM
http://public.dhe.ibm.com/...
Thank you.

http://www.slideshare.net/JasonPotts1
AFP Toronto Congress - Global Digital Trends Session 2014
AFP Toronto Congress - Global Digital Trends Session 2014
AFP Toronto Congress - Global Digital Trends Session 2014
AFP Toronto Congress - Global Digital Trends Session 2014
AFP Toronto Congress - Global Digital Trends Session 2014
AFP Toronto Congress - Global Digital Trends Session 2014
AFP Toronto Congress - Global Digital Trends Session 2014
AFP Toronto Congress - Global Digital Trends Session 2014
AFP Toronto Congress - Global Digital Trends Session 2014
AFP Toronto Congress - Global Digital Trends Session 2014
AFP Toronto Congress - Global Digital Trends Session 2014
AFP Toronto Congress - Global Digital Trends Session 2014
AFP Toronto Congress - Global Digital Trends Session 2014
AFP Toronto Congress - Global Digital Trends Session 2014
AFP Toronto Congress - Global Digital Trends Session 2014
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AFP Toronto Congress - Global Digital Trends Session 2014

  1. 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
  2. 2. jason@thinkds.org +44(0)7740 483795 The Latest Trends in Online Giving from Around the World November 2013 Jason Potts, CEO JasonSeanPotts
  3. 3. 1. What factors are underpinning the current landscape? 2. How are some of these trends starting to feature in fundraising? 3. Summary
  4. 4. 1. What factors are underpinning the current landscape? 2. How are some of these trends starting to feature in fundraising? 3. Summary
  5. 5. The world has changed …
  6. 6. 2.4 BILLION USERS WORLDWIDE
  7. 7. 6.8 BILLION USERS WORLDWIDE
  8. 8. Our donors are changing …
  9. 9. Early adopters Mainstreaming Natives
  10. 10. 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!
  11. 11. 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.
  12. 12. We need to change …
  13. 13. 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
  14. 14. Your job will be as much about … • • • • HR IT/IS Marketing Communications … as actual fundraising!
  15. 15. 1. What factors are underpinning the current landscape? 2. How are some of these trends starting to feature in fundraising? 3. Summary
  16. 16. TREND #1 Storytelling
  17. 17. 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)
  18. 18. TREND #2 Earned media
  19. 19. Results • • • • • • • £40,000 new income 400 new donors acquired £6,000 spend ROI of 6.66 1.6m impressions to Twitter accounts 900 new Twitter followers 5 new celebrities
  20. 20. TREND #3 Multichannel
  21. 21. F2F DRTV Event Phone Brand TV Mobile (Outbound) (Outbound) Outdoor Phone (inbound) Direct Mail Email Web (Owned, earned, paid) Mobile Web Annual reports SMS Social (UGR*) THE MULTICHANNEL FUNDRAISING UNIVERSE 06/02/2014 * UGR = User Generated Recommendation 28
  22. 22. Start with... A QUIZ OR A VIDEO TREND #4 Transparency
  23. 23. TREND #5 Optimisation
  24. 24. 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)
  25. 25. TREND #6 Mobile
  26. 26. 88% mobile response, positive ROI in year one and a 3 year LTV ROI of 3:1
  27. 27. Growth committed giving-signups over 4 months : Desktop 4.62% Mobile 177%
  28. 28. 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.
  29. 29. https://stripe.com/gb
  30. 30. TREND #7 Smart advertising
  31. 31. Australian organisation getting 3:1 ROI, serving ads to people similar to people who have just donated!
  32. 32. TREND #8 Building tribes
  33. 33. 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
  34. 34. Daniel Frank Mark & Kerry Guardians of the waterways Day trippers Waterways weekender Laura Ray Happy go lucky influencer! Mr Motivator
  35. 35. • • • • • • • • • • 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
  36. 36. Cash & Email (CDEs) Website Responders (WBs) Social Responders (SRs)
  37. 37. 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)
  38. 38. 1. What factors are underpinning the current landscape? 2. How are some of these trends starting to feature in fundraising? 3. Summary
  39. 39. “I don’t see how we can go forward without embedding IT into marketing.”
  40. 40. • 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
  41. 41. The perfect storm? Mobile devices + social media + simple ways to give?
  42. 42. Resources for more info • • • • • • • • 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/
  43. 43. Thank you. http://www.slideshare.net/JasonPotts1

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