Peter zehren ~ ftr 2015.power in palm

Power in the Palm
of Your Hand
Nonprofit Tech News: Fundraising & Technology Report
Z E H R E N C O N S U L T I N G
N o n p r o f i t M a n a g e m e n t a n d L e a d e r s h i p © 2015

Take Aways
1. Responsive, Integrated Design
2. Re-marketing and Touchpoints
3. Developing a Tech Strategy
Zehren Consulting ©2015

Steve McLaughlin -
Blackbaud
“Mobile is no longer an option—
newsflash.”

Jon Biedermann–
Donor Perfect
“Your donors are over the age of
65 and can’t see their phones.”

Joel Hill–
iGiveHere
“That train has left the station.
We don’t do anything without phones.”

-10% All Gifts Online
- 6% By Mobile
Offline
Online
Mobile

Mobile Nonprofit Strategy

Caryn Stein–
Network for Good
“You have a mobile strategy if
you’re sending email.”

While 60-80% of All People
First Open Email by Phone…
Dunham & Company and Next After
Online Fundraising Scorecard

While 60-80% of All People
First Open Email by Phone…
Less Than 50% of All Nonprofits
Have a Mobile Friendly Giving Page.
Dunham & Company and Next After
Online Fundraising Scorecard

Erin Shy–
Abila
“Being mobile friendly is about
responsive design.”

Responsive,
Integrated Design
- Transitions Seamless, Desk to Mobile
- Programs Accessible Anywhere
- Increased Staff Flexibility
- Increased Access to Organization Info
TakeAway1

Ray Gary–
iDonate
a vehicle, or use a credit card,
or cell phone, the experience
is consistent.”
“If donors give

Design Integration
Software Multiple Platform Design
- Modules
- FaceBook Integration
- Crowdfundraising / Peer-to-peer

Shannon Arnold–
DonorPro
“Total functionality integrates
modules for events, auctions,
volunteers and membership.”
CRS Integration

Design Integration
Aware of Constraints of Mobile
- Channel Specific Copy
- Click-through Responsiveness

Steve Shattuck–
Bloomerang
“There’s lots of tools helping smaller
nonprofits do things only large
corporations could do.”

Remarketing and
Touchpoints
- Follow Path Before and After
- Place Personalized Messages
- Learn From Corporate Examples
TakeAway2

Remarketing:
SMARTERHQ, INC.
Re-engaging a visitor
based on a recent
interaction with your
brand, often in an
automated fashion.

Remarketing:
SMARTERHQ, INC.
Re-engaging a visitor
based on a recent
interaction with your
brand, often in an
automated fashion.
MARKETING-PLAYBOOK®
Allows advertisers to
target people who visit
their website with more
specific ads as the visitor
browses other sites.

You Browse
Fridges Online
Then Check
Sports
Scores
Fridge
Appears on
Sports Page
Remarketing

Harry Lynch–
Sanky Communications
“There’s real data to show value for
organizations acquiring donors online.”

Critical Donor Insights
TRACKING SHOWS
• What Donors Are Looking At
• How Often They Visit Your Site
• How Many Visits Before Giving

Paul Habig–
Sanky Communications
“These channels have proved
their efficacy… ”

Proven Channels
FOR TEN YEARS
• Pay Per Click Advertising
• Search Engine Marketing
• Ads on Google, Yahoo & FB

The Real Challenge
How to get everybody
to do this on mobile.

Seth Godin–
Marketing Guru
- ‘Average’ has Broadened
- We Identify in ‘Tribes’
Squash Average

Ray Gary–
iDonate
“Take a look at other industries
and realize you have to make it easy
for people to give.”
Corporate

Corporate Leaders
eBay
Amazon
Google
FB
18% Market Growth (2013)
13% All Online Retail (2011)
67% Market Share (2012)
61% Social Log-ins (2014)

Amazon
Price
Assortment
Experience
5-13% Lower
Category Depth
Customers 13%
More Satisfied*
*American Consumer Satisfaction Index, 2011 McKinsey & Company

It’s all about the experience
What People Expect

Developing a Tech
Strategy
- Target Channels That Work
- Programs Accessible and Flexible
- Develop an Overall Plan
TakeAway3

Social
Media
Email
Crowdfunding
/ P2P
Auction
Sites
Donation
Pages
Platform Panacea

Steve Shattuck–
Bloomerang
“Jumping on every channel can
waste a lot of effort and money.”

Target Channels
Arts Center
Animal Rights
University
Pinterest
YouTube
Crowdfunding
ORGANIZATION CHANNEL

Tom Ahern–
Ahern Communications
“Direct mail will eventually go out of
business…postage will kill it.”

Jon Biedermann–
Donor Perfect
“2006-7 we stopped mailing…now
response is creeping back and we’re
mailing more and more.”

Multi-channel Marketing
10% Mobile
60% Direct Mail
30% Other
JON BIEDERMANN

Smart Give Process
Print or Eblast One Click
Info Self Populates
25% Increase in Donations
JON BIEDERMANN

Crowdfunding:
MERRIAM WEBSTER
Soliciting financial
contributions from a
large number of
people especially from
the online community.

Crowdfunding:
MERRIAM WEBSTER
Soliciting financial
contributions from a
large number of
people especially from
the online community.
INVESTOPEDIA, LLC
The use of small amounts
of capital from a large
number of individuals to
finance a new business
venture.

School tuition, sports teams, medical
expenses, projects, business ideas,
events, travel expenses, even pets.

Fundraising Hijacked

Andrew Shoaff–
Blackbaud
“Crowdfunding is not about net worth,
it’s about the network—the size, scale,
strengths of a person’s relationships.”

Miriam Kagan–
Kimbia
“Loyalty to your class, school and
clubs…all create friendly competition
for crowdfunding days.”
University Edge

Crowdfunding Stats
• $88 is the Average Donation
• $534 Average Raised by Individual
• $9,237 Average Raised by Team
• 28% of Donors are Repeat Donors

It’s about access to capital, passion,
innovation, hope, job creation and
philanthropy.

Beth Kanter–
NP Tech Expert
“Marrying tried-and-true
fundraising techniques with social
media and online networks –taps the
power of crowdfunding.”

Crowdfunding
• Explain Organization Benefit

Crowdfunding
• Fee Transparency & Reporting

Crowdfunding
• Fee Transparency & Reporting
• List Risks and Benefits

Crowdfunding
Bill of Rights
http://www.kimbia.com/need-
feedback-crowdfunder-bill-rights/

Programs and Platforms
Need Ease and Flexibility

Accessible & Flexible
Cloud Based Accessibility
Work Flexibility Office / Field
Share Reports with Donors

Rich Dietz–
Abila
“Mobile responsiveness means
fundraisers have data in the palm of
their hands when they need it.”

Ken Miller–
Denali Fundraising
“Have a plan—start by determining
if using technology is right for your
time and resources.”

Technology Strategy
1. Get the Best Website You Can
KEN MILLER

Technology Strategy
2. Spend Time Setting up Google
(grants/ads/analytics)
KEN MILLER

Technology Strategy
3. Have a Good FaceBook Presence
(allows tailored targeting)
KEN MILLER

Technology Strategy
3. Have a Good FaceBook Presence
(allows tailored targeting)
4.Focus on Acquiring Email
KEN MILLER

Ken Miller–
Denali Fundraising
“The biggest challenges to reach
donors online are: lack of knowledge,
goals, analytics and donations.”

Take Away Review
1. Responsive, Integrated Design
2. Re-marketing and Touchpoints
3. Developing a Tech Strategy

Final Thoughts
Online Giving is a Mature Channel
With a Dizzying Pace of Change
Competition is From All Directions
Disposable Income Given to Charity
Remains Stuck at 2% for 40 Years

Peter Zehren XMPA–
zehrenpeter@gmail.com
262 880-1270
Z E H R E N C O N S U L T I N G
N o n p r o f i t M a n a g e m e n t a n d L e a d e r s h i p © 2015
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Peter zehren ~ ftr 2015.power in palm

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