Level Up YourFundraising                                       http://www.monkeyinthecage.comUnderstanding the Psychology ...
Let’s Level Up!#13NTCLVLUPbit.ly/NTCLVLUP              Level Up Your Fundraising   #13NTCLVLUP   Slide 2
Let’s Level Up!1. Why it Matters2. Strategy: Why Do  People Give?3. 7 Tactics of Influence on   the Web                   ...
Aaron Long                              Caitlin Kaluza@longstation                            @qcaitSarah M. Worthy@sarahm...
15 YearsLevel Up Your Fundraising   #13NTCLVLUP   Slide 5
Let’s Chat!          Photo Credit: flickr.com/photos/bibamatt/2629402676Level Up Your Fundraising      #13NTCLVLUP        ...
LEVEL 1: Why Does it Matter?                       Photo Credit: flickr.com/photos/brittanyg/1305797552           Level Up...
Online Giving is  on the Rise                     Photo Credit: flickr.com/photos/sarahmworthy  Level Up Your Fundraising ...
Giving is Digital                     Source: 2012 Digital Giving Index          Level Up Your Fundraising     #13NTCLVLUP...
Giving is Social                     Source: 2012 Digital Giving Index         Level Up Your Fundraising     #13NTCLVLUP  ...
Organizations who incorporate social mediainto fundraising campaigns generate      10x                                    ...
NYT Survey: 68% said they“Share to give people a better  sense of who they are and    what they care about.”            Le...
Fundraising =         Level Up Your Fundraising   #13NTCLVLUP   Slide 13
LEVEL 2:                              Visitor                            Motivations     Photo Credit: flickr.com/photos/2...
Why DoPeople Give? Level Up Your Fundraising   #13NTCLVLUP   Slide 15
Three Motivations of People1. Social2. Material3. Ideological           Level Up Your Fundraising   #13NTCLVLUP   Slide 16
Social         Level Up Your Fundraising   #13NTCLVLUP   Slide 17
Material                                         NADR.org           Level Up Your Fundraising   #13NTCLVLUP   Slide 18
Ideological                                              ChimpHaven.org              Level Up Your Fundraising   #13NTCLVL...
7 Seconds             to Tap Into             User Motivations            1. What can I do here?            2. Why should ...
Web Users are1.Impatient2.Smart        Level Up Your Fundraising   #13NTCLVLUP   Slide 21
Source: credibility.stanford.eduVisitors are Skeptical         Level Up Your Fundraising   #13NTCLVLUP              Slide 22
Visitors Evaluate Credibility on:1.Your Identity2.Your Motives            Level Up Your Fundraising   #13NTCLVLUP   Slide 23
Who’s Spending Their                                                            Donation?Who Benefits from Their     Donat...
Storytelling                                           Depelchin.org               Level Up Your Fundraising   #13NTCLVLUP...
Stories connect usemotionally…Emotions drive buydecisions.        Level Up Your Fundraising   #13NTCLVLUP   Slide 26
Emotions drive buy decisions                         Photo Credit: flickr.com/photos/luschei/937166240        Level Up You...
LEVEL 3: 7 Tactics of InfluenceOnline               Photo Credit: flickr.com/photos/mikecogh/7961942978            Level U...
1. Framing the “Ask”                         Photo Credit: flickr.com/photos/36041246@N00          Level Up Your Fundraisi...
YMCAHouston.org Keep it Consistent                  Level Up Your Fundraising   #13NTCLVLUP   Slide 30
Make the AskPersonal                   Photo Credit: flickr.com/photos/mikecogh/7961942978          Level Up Your Fundrais...
Branded Giving          Pages Produce             6x          More Dollars                    Source: onlinegivingstudy.or...
2. Create Trust with Donors           Level Up Your Fundraising   #13NTCLVLUP   Slide 33
Social MotivationsIdeological Motivations                            Material MotivationsContent That Builds Credibility  ...
Showcase Your People        Level Up Your Fundraising   #13NTCLVLUP   Slide 35
Komen-Houston.orgHow Do You use Donations?               Level Up Your Fundraising   #13NTCLVLUP   Slide 38
Depelchin.org  More than Money                Level Up Your Fundraising   #13NTCLVLUP   Slide 39
Third Party Validation         Level Up Your Fundraising   #13NTCLVLUP   Slide 40
3. Apply Social Pressure          Level Up Your Fundraising   #13NTCLVLUP   Slide 41
iFest.orgFire Up the Base        Level Up Your Fundraising   #13NTCLVLUP   Slide 42
Blogger Referrals      Site Traffic                                            Facebook LikesEngage New Supporters        ...
Easy Places to Start          Level Up Your Fundraising   #13NTCLVLUP   Slide 44
4. Give Back... First           Level Up Your Fundraising   #13NTCLVLUP   Slide 45
InclusiveSchools.org  Content Curation                 Level Up Your Fundraising   #13NTCLVLUP   Slide 48
Neuhaus.orgContent Curation          Level Up Your Fundraising   #13NTCLVLUP   Slide 49
Watch for what                                     people want                                     …And give it to        ...
5. Aim for Slow Change                         Photo Credit: flickr.com/photos/costinthampikutty         Level Up Your Fun...
PRSAHouston.orgLower the Barrier to Entry            Level Up Your Fundraising   #13NTCLVLUP   Slide 52
Know Your Audience’s Motivations            Level Up Your Fundraising   #13NTCLVLUP   Slide 53
1. Hubspot Effective Calls-to-            Action hubspot.com/how-to-create-              effective-calls-to-action        ...
6. Inbound Marketing          Level Up Your Fundraising   #13NTCLVLUP   Slide 55
Current Methods Don’tWork for Generation Y Level Up Your Fundraising   #13NTCLVLUP   Slide 56
Make it Easy to Give          Level Up Your Fundraising   #13NTCLVLUP   Slide 57
CMHouston.orgHow Do YouWant to beContacted?        Level Up Your Fundraising   #13NTCLVLUP   Slide 58
7. Recognize Your Value...          ...and charge for it           Level Up Your Fundraising   #13NTCLVLUP   Slide 59
Exclusivity                                                     Member PricingMember Only Events                     Level...
PharmacyTechnician.orgThe Value of Membership       Level Up Your Fundraising   #13NTCLVLUP   Slide 61
Events                                     ThinkLA.org         Level Up Your Fundraising   #13NTCLVLUP   Slide 62
Recap!1.   Frame the Ask2.   Create Trust with Donors3.   Apply Social Pressure4.   Give Back First5.   Aim for Slow Chang...
Recap!1. Why Online  Fundraising Matters2. Strategy: Why Do  People Give?3. 7 Tactics of Influence on the    Web          ...
Questions?Level Up Your Fundraising   #13NTCLVLUP   Slide 65
Thank You!Level Up Your Fundraising   #13NTCLVLUP   Slide 66
Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!                          INSERT                ...
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Level Up Your Fundraising, Understanding the Psychology Behind What Motivates People to Give - NTC 2013 Session

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Presentation to the 2013 Nonprofit Technology Conference (NTC) in Minneapolis on how to use psychology and web marketing fundamentals to increase online fundraising - including online giving and donations and other online revenue streams like event registration and sponsorship.

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  • Aaron Long, Caitlin Kaluza, and Sarah M. Worthy of Schipul Technologies in Houston, Texas, Our software is Tendenci Open Source Content Management Software built for Nonprofits. Learn more at tendenci.com or on Twitter @tendenci!
  • According to the 2012 Digital Giving Index, 65% of people they surveyed gave online
  • When we say “fundraising” we mean all of the transactions that happen with your organizations Wordle word cloud from: Online Donations, Events, Sponsorships, Job Board, Corporate Matching, Grants, Recurring Giving, In Kind Gifts
  • You have 7 Seconds to Tap Into Their Motivations
  • The more we treat people on the web like they are impatient and smart, the higher the conversion rate from visitor to phone call or contact forms. So how exactly does a web site treat visitors as impatient and smart? By giving them what they want, on their terms, immediately and with humility
  • Elliot had suffered brain damage to a part of the brain known as the ventromedial prefrontal cortex, which is implicated in the risk and benefit analysis of decision making. Elliot ostensibly seemed normal, with one glaring exception. He lacked the ability to make decisions, deliberating endlessly in the face of simple, mundane choices such as whether or not to use a black or blue pen or when to schedule his next appointment.
  • Use your logo and keep the colors consistent with your other marketing materials so your site visitor immediately knows exactly where they are. Use your logo and keep the colors consistent with your other marketing materials so your site visitor immediately knows exactly where they are
  • The YMCA of Houston does a great job of this – their personalize peer to peer giving pages get 4 times more traffic in aggregate than their standard donation form.
  • Surprisingly, Nielsen’s study found that donors couldn’t find where to give on 17% of the websites used. Using a simplistic homepage design with minimal banners, ads, and graphics is one way to avoid this problem. To avoid “banner blindness,” limit your graphics to only your key calls-to-action. And, of course, make “Give” or “Donate” clear in your navigation.  
  • Use testimonials and brand logos from your business partners (as allowed) assuring your site visitors that you are a “real” company with an honest reputation. Try not to let your success convince you that everyone knows you want their business.  
  • Start with networking – build a relationship – build to Ideological
  • Benchmark – 60-75% should be Search Engine Organic traffic
  • http://www.flickr.com/photos/loqueveelojo/3707477761 http://www.flickr.com/photos/pagedooley/1202823367 http://www.flickr.com/photos/33874499@N06/4862580749/ Old media that is on their own time Outbound marketing techniques was reliant on a timeline
  • http://www.pharmacytechnician.org/en/art/277/
  • Events that sell out – ThinkLA Digital Breakfast
  • Level Up Your Fundraising, Understanding the Psychology Behind What Motivates People to Give - NTC 2013 Session

    1. 1. Level Up YourFundraising http://www.monkeyinthecage.comUnderstanding the Psychology of WhatMakes People Donate OnlineUse Hashtag: #NTC13LvLUP Session Presenters Caitlin Kaluza Aaron Long Sarah M. Worthy
    2. 2. Let’s Level Up!#13NTCLVLUPbit.ly/NTCLVLUP Level Up Your Fundraising #13NTCLVLUP Slide 2
    3. 3. Let’s Level Up!1. Why it Matters2. Strategy: Why Do People Give?3. 7 Tactics of Influence on the Web #13NTCLVLUP Level Up Your Fundraising #13NTCLVLUP Slide 3
    4. 4. Aaron Long Caitlin Kaluza@longstation @qcaitSarah M. Worthy@sarahmworthy Tendenci.com | @Tendenci Level Up Your Fundraising #13NTCLVLUP Slide 4
    5. 5. 15 YearsLevel Up Your Fundraising #13NTCLVLUP Slide 5
    6. 6. Let’s Chat! Photo Credit: flickr.com/photos/bibamatt/2629402676Level Up Your Fundraising #13NTCLVLUP Slide 6
    7. 7. LEVEL 1: Why Does it Matter? Photo Credit: flickr.com/photos/brittanyg/1305797552 Level Up Your Fundraising #13NTCLVLUP Slide 7
    8. 8. Online Giving is on the Rise Photo Credit: flickr.com/photos/sarahmworthy Level Up Your Fundraising #13NTCLVLUP Slide 8
    9. 9. Giving is Digital Source: 2012 Digital Giving Index Level Up Your Fundraising #13NTCLVLUP Slide 9
    10. 10. Giving is Social Source: 2012 Digital Giving Index Level Up Your Fundraising #13NTCLVLUP Slide 10
    11. 11. Organizations who incorporate social mediainto fundraising campaigns generate 10x more money Giving is Social Source: 2012 Digital Giving Index Level Up Your Fundraising #13NTCLVLUP Slide 11
    12. 12. NYT Survey: 68% said they“Share to give people a better sense of who they are and what they care about.” Level Up Your Fundraising #13NTCLVLUP Slide 12
    13. 13. Fundraising = Level Up Your Fundraising #13NTCLVLUP Slide 13
    14. 14. LEVEL 2: Visitor Motivations Photo Credit: flickr.com/photos/23889540@N00/1148435913Level Up Your Fundraising #13NTCLVLUP Slide 14
    15. 15. Why DoPeople Give? Level Up Your Fundraising #13NTCLVLUP Slide 15
    16. 16. Three Motivations of People1. Social2. Material3. Ideological Level Up Your Fundraising #13NTCLVLUP Slide 16
    17. 17. Social Level Up Your Fundraising #13NTCLVLUP Slide 17
    18. 18. Material NADR.org Level Up Your Fundraising #13NTCLVLUP Slide 18
    19. 19. Ideological ChimpHaven.org Level Up Your Fundraising #13NTCLVLUP Slide 19
    20. 20. 7 Seconds to Tap Into User Motivations 1. What can I do here? 2. Why should I do it? 3. How do I get started? Photo Credit: flickr.com/photos/smaedli/3271558744Level Up Your Fundraising #13NTCLVLUP Slide 20
    21. 21. Web Users are1.Impatient2.Smart Level Up Your Fundraising #13NTCLVLUP Slide 21
    22. 22. Source: credibility.stanford.eduVisitors are Skeptical Level Up Your Fundraising #13NTCLVLUP Slide 22
    23. 23. Visitors Evaluate Credibility on:1.Your Identity2.Your Motives Level Up Your Fundraising #13NTCLVLUP Slide 23
    24. 24. Who’s Spending Their Donation?Who Benefits from Their Donation? How You’ll Use Their Donation Content Builds Credibility Level Up Your Fundraising #13NTCLVLUP Slide 24
    25. 25. Storytelling Depelchin.org Level Up Your Fundraising #13NTCLVLUP Slide 25
    26. 26. Stories connect usemotionally…Emotions drive buydecisions. Level Up Your Fundraising #13NTCLVLUP Slide 26
    27. 27. Emotions drive buy decisions Photo Credit: flickr.com/photos/luschei/937166240 Level Up Your Fundraising #13NTCLVLUP Slide 27
    28. 28. LEVEL 3: 7 Tactics of InfluenceOnline Photo Credit: flickr.com/photos/mikecogh/7961942978 Level Up Your Fundraising #13NTCLVLUP Slide 28
    29. 29. 1. Framing the “Ask” Photo Credit: flickr.com/photos/36041246@N00 Level Up Your Fundraising #13NTCLVLUP Slide 29
    30. 30. YMCAHouston.org Keep it Consistent Level Up Your Fundraising #13NTCLVLUP Slide 30
    31. 31. Make the AskPersonal Photo Credit: flickr.com/photos/mikecogh/7961942978 Level Up Your Fundraising #13NTCLVLUP Slide 31
    32. 32. Branded Giving Pages Produce 6x More Dollars Source: onlinegivingstudy.org/quarterlyindexLevel Up Your Fundraising #13NTCLVLUP Slide 32
    33. 33. 2. Create Trust with Donors Level Up Your Fundraising #13NTCLVLUP Slide 33
    34. 34. Social MotivationsIdeological Motivations Material MotivationsContent That Builds Credibility Level Up Your Fundraising #13NTCLVLUP Slide 34
    35. 35. Showcase Your People Level Up Your Fundraising #13NTCLVLUP Slide 35
    36. 36. Komen-Houston.orgHow Do You use Donations? Level Up Your Fundraising #13NTCLVLUP Slide 38
    37. 37. Depelchin.org More than Money Level Up Your Fundraising #13NTCLVLUP Slide 39
    38. 38. Third Party Validation Level Up Your Fundraising #13NTCLVLUP Slide 40
    39. 39. 3. Apply Social Pressure Level Up Your Fundraising #13NTCLVLUP Slide 41
    40. 40. iFest.orgFire Up the Base Level Up Your Fundraising #13NTCLVLUP Slide 42
    41. 41. Blogger Referrals Site Traffic Facebook LikesEngage New Supporters Level Up Your Fundraising #13NTCLVLUP Slide 43
    42. 42. Easy Places to Start Level Up Your Fundraising #13NTCLVLUP Slide 44
    43. 43. 4. Give Back... First Level Up Your Fundraising #13NTCLVLUP Slide 45
    44. 44. InclusiveSchools.org Content Curation Level Up Your Fundraising #13NTCLVLUP Slide 48
    45. 45. Neuhaus.orgContent Curation Level Up Your Fundraising #13NTCLVLUP Slide 49
    46. 46. Watch for what people want …And give it to them!bmtisd.com Listening Level Up Your Fundraising #13NTCLVLUP Slide 50
    47. 47. 5. Aim for Slow Change Photo Credit: flickr.com/photos/costinthampikutty Level Up Your Fundraising #13NTCLVLUP Slide 51
    48. 48. PRSAHouston.orgLower the Barrier to Entry Level Up Your Fundraising #13NTCLVLUP Slide 52
    49. 49. Know Your Audience’s Motivations Level Up Your Fundraising #13NTCLVLUP Slide 53
    50. 50. 1. Hubspot Effective Calls-to- Action hubspot.com/how-to-create- effective-calls-to-action 2. 20 Do’s & Don’t’s for Clickable Calls to Action slideshare.net/HubSpot/20-dos-donts- for-clickable-callstoaction 3. 200 Fundraising Headlines npengage.com/nonprofit-research/200- more-email-subject-lines-from-end-year- fundraisingClear Calls to Action Level Up Your Fundraising #13NTCLVLUP Slide 54
    51. 51. 6. Inbound Marketing Level Up Your Fundraising #13NTCLVLUP Slide 55
    52. 52. Current Methods Don’tWork for Generation Y Level Up Your Fundraising #13NTCLVLUP Slide 56
    53. 53. Make it Easy to Give Level Up Your Fundraising #13NTCLVLUP Slide 57
    54. 54. CMHouston.orgHow Do YouWant to beContacted? Level Up Your Fundraising #13NTCLVLUP Slide 58
    55. 55. 7. Recognize Your Value... ...and charge for it Level Up Your Fundraising #13NTCLVLUP Slide 59
    56. 56. Exclusivity Member PricingMember Only Events Level Up Your Fundraising #13NTCLVLUP Slide 60
    57. 57. PharmacyTechnician.orgThe Value of Membership Level Up Your Fundraising #13NTCLVLUP Slide 61
    58. 58. Events ThinkLA.org Level Up Your Fundraising #13NTCLVLUP Slide 62
    59. 59. Recap!1. Frame the Ask2. Create Trust with Donors3. Apply Social Pressure4. Give Back First5. Aim for Slow Change6. Inbound Marketing7. Recognize Your Value and Charge for It! Level Up Your Fundraising #13NTCLVLUP Slide 63
    60. 60. Recap!1. Why Online Fundraising Matters2. Strategy: Why Do People Give?3. 7 Tactics of Influence on the Web #13NTCLVLUP Level Up Your Fundraising #13NTCLVLUP Slide 64
    61. 61. Questions?Level Up Your Fundraising #13NTCLVLUP Slide 65
    62. 62. Thank You!Level Up Your Fundraising #13NTCLVLUP Slide 66
    63. 63. Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! INSERT QR CODE HEREor Online using #NTC13LVLUP at www.nten.org/ntc/eval Aaron Long @longstation Caitlin Kaluza @qcait Sarah M. Worthy Tendenci.com | @Tendenci @sarahmworthy

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