The impact of social media and mobile technology on peer-driven fundraising campaigns - #AFPicon 2014

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If you’re like most non-profit professionals, you’ve already noticed the rise of social media and mobile technology as “buzz worthy” trends in fundraising. Did you know that with so many charitable organizations experimenting in these new spaces, research can now prove a visible (and positive!) impact on fundraising success when social and mobile tools are present in a campaign?

We’ve collected and analyzed data from hundreds of peer-driven and “crowdsourced” fundraising campaigns, and examined the patterns of millions of visitors to charity & non-profit websites in order to understand how social and mobile usage affects fundraising success.

In this session, we’ll unpack the latest numbers and give you the trends you need to take home. We’ll also explore how charities and non-profit organizations like yours are using seamless social login, online video, Google tools, social fundraising toolkits, mobile strategies, social advertising & more to support and enhance their online fundraising results. Presented March 24, 2014 AFP International Conference http://conference.afpnet.org/

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  • IndiGoGo.com and GoFundMe.com
  • Understanding benchmarks
  • Understanding benchmarks
  • FrontStream Payments / Artez Interactive data 2014
  • FrontStream Payments / Artez Interactive data 2014
  • http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014
  • Facebook unveiled new U.S. user metrics on Tuesday, announcing that more than 128 million users log into the web version of the site every day. That's more than 40% of all Americans.
  • Survey of 135 peer-driven or crowdsourced events & fundraising campaigns – “Fundraising with Facebook” Artez Interactive 2014
  • FirstGiving.com data 2014
  • “Fundraising with Facebook” Artez Interactive 2014
  • Does “app” here mean non-fundraising software (application) users or non-Facebook specially-created application users?
  • Friendship Powered Fundraising App for Facebook – Artez Interactive 2014
  • Moms are more likely than the general population to be involved in social networking. Nielsen found that three in four moms visits Facebook on a monthly basis, and 50 percent of moms use their smartphone to access social networking apps and sites (compared to 37% of the non-mom population). http://www.pcmag.com/article2/0,2817,2404329,00.asp
  • Pinterest.com / IndieGoGo.com
  • GoFundMe.com
  • Chipmunk: http://static.lockerz.com/decalz/W600/image001341523478601lstkdm.jpeg
  • “Fundraising with Facebook” Artez Interactive 2014
  • The data showed that 69% of the “Facebook Registrants” raised over $0, compared to only 52% of the traditional registrants. “Fundraising with Facebook” Artez Interactive 2014
  • Spring data pull Artez Interactive March 2014 - 120,000 registrants – 70% increase over those not connect to Facebook.
  • Pic: http://static.guim.co.uk/sys-images/Technology/Pix/pictures/2008/03/05/ComputerHug460x276.jpg
  • The average donation made through a desktop computer on #GivingTuesday was$166, while the average donation made through a mobile browser was $147. As the average gift by text-to-donate is only $10, mobile optimization of websites, blogs and transactional forms should be a major theme for charities and nonprofits in 2014. This is especially important in the run-up to the busy holiday period. For example, mobile web donations in December 2013 have increased by an amazing 137% over 2012! – Artez.com
  • The average donation made through a desktop computer on #GivingTuesday was$166, while the average donation made through a mobile browser was $147. As the average gift by text-to-donate is only $10, mobile optimization of websites, blogs and transactional forms should be a major theme for charities and nonprofits in 2014. This is especially important in the run-up to the busy holiday period. For example, mobile web donations in December 2013 have increased by an amazing 137% over 2012! – Artez.com
  • Artez Interactive traffic statistics – 2014
  • FirstGiving.comMarch 201437% of traffic is from smartphones10% from tablets26.1% of donations were made through mobile devices. The average mobile donation is $52.60
  • Artez Interactive 2014
  • Desktop visits to donation pages peak during morning hours – 8 – 11 am
  • Artez Interactive Mobile visits to charity donation pages peak during commuting and evening hours – 8 – 10 pm
  • http://www.csmonitor.com/var/ezflow_site/storage/images/media/content/2013/7-3-13-winklevoss-twins/16264015-1-eng-US/7-3-13-Winklevoss-twins_full_600.jpg
  • Percentage of socially-referred donations that were made on mobile devices, Artez Interactive 2014
  • Percentage of donations made inside Facebook through the Friendship Powered Fundraising App that were made on mobile devices, Artez Interactive 2014
  • “Mobile Matters” whitepaper – Artez Interactive 2014
  • WorldsGreatestShave.com
  • Febfast.org.au
  • “Mobile Matters: The impact of mobile technology on peer-driven fundraising campaigns”, Artez Interactive
  • “Mobile Matters: The impact of mobile technology on peer-driven fundraising campaigns”, Artez InteractiveCat: http://c1345842.cdn.cloudfiles.rackspacecloud.com/assets/cdn_files/assets/000/005/197/original.jpg?1330460714
  • “Mobile Matters: The impact of mobile technology on peer-driven fundraising campaigns”, Artez Interactive
  • “Mobile Matters: The impact of mobile technology on peer-driven fundraising campaigns”, Artez Interactive
  • “Mobile Matters: The impact of mobile technology on peer-driven fundraising campaigns”, Artez Interactive
  • “Mobile Matters: The impact of mobile technology on peer-driven fundraising campaigns”, Artez Interactive
  • http://primatology.files.wordpress.com/2008/04/orangutan-tool-use-fishing.jpg
  • LawnSummerNights.com
  • Epilogger.com
  • LiveBelowTheLive.co.uk
  • ColdestNightOfTheYear.com
  • To Write Love On Her Arms instagramhttp://instagram.com/p/lvnMbgC_oY/
  • These might be too
  • Custom audiences allow advertisers to target their Sponsored Story or ad to a specific set of users with whom they have already established a relationship on/off Facebook. Audiences can be defined by either user email address, Facebook UIDs, user phone numbers, app user IDs, or Apple's IDFA. - Facebook.com/Developer
  • http://www.scotiabankproam.com/
  • ColdestNightofTheyear.com
  • http://www.fundraising.co.uk/blog/2013/09/05/diabetes-uk-encourages-event-fundraisers-photos-and-vine-video
  • MealExchange Trick or Eat campaign.
  • http://febfast.org.au/whereyourmoneygoes/
  • 40 Hour Famine World Vision Australia
  • KidsHelpPhone.ca
  • Cancer Council New South Wales
  • WWF Canada
  • American Association for Cancer Research
  • World Aid for Homeless Children – Donate bitcoin through a bitcoin exchange
  • Meal Exchange Trick or Eat campaign
  • Relay For Life – Cancer UK
  • http://coffee.macmillan.org.uk/Share/tweetmap.aspx#.UyxeT1cqMwA
  • http://coffee.macmillan.org.uk/Home.aspx
  • Mobile Matters: The Impact of Mobile Technology on Peer-Driven Fundraising CampaignsFundraising with Facebook Artez.com
  • Facebook.com/ArtezInteractiveTwitter.com/ArtezOnline
  • The impact of social media and mobile technology on peer-driven fundraising campaigns - #AFPicon 2014

    1. 1. Claire Kerr Director of Digital Philanthropy Artez Interactive, www.artez.com BEYOND THE BUZZ: The impact of social media and mobile technology on peer-driven fundraising campaigns
    2. 2. www.slideshare.net/clairekerr
    3. 3. Our Nonprofit Division
    4. 4. 1. Numbers: How do donors interact with social media & mobile devices in fundraising campaigns? 2. Numbers: What is the effect of social & mobile tools on participants in P2P campaigns? 3. Takeaway: Great tactics to integrate social & mobile strategies into your next online fundraising campaign! Today’s awesome agenda
    5. 5. #AFPicon - @snotforprofit Go ahead n’ tweet!
    6. 6. What is a peer-driven or crowdsourced campaign?
    7. 7. You’ve been reading reports…
    8. 8. Why conflicting reports? Donor response to organization NPO asks for donations on social media NPO’s supporters ask for donations on social media Donor response to friend or family member VS. Action tracked Action tracked
    9. 9. Why conflicting reports? Donor response to organization NPO asks for donations on social media NPO’s supporters ask for donations on social media Donor response to friend or family member VS. Action tracked Gotta get better at this!
    10. 10. Socially-referred donations in peer fundraising campaigns - 2014
    11. 11. You already know Facebook is a major player 0 5 10 15 20 25 All donation traffic Peer campaigns Percentage of traffic from Facebook 16% 26%
    12. 12. Are you on Facebook right now? 40% of Americans log into Facebook every day…!
    13. 13. 15-18% of P2P donations were referred by Facebook Facebook is “far and away the king”
    14. 14. 41% of traffic comes from Facebook. 31% of donations were referred by Facebook. Crowdfunding platforms see the same trends!
    15. 15. What does a Facebook- referred donation look like?
    16. 16. What’s unique about socially-referred donations? Network for Good described this effect in social giving as: “Broad appeals to friends of friends can result in smaller gifts as the relationship between the fundraiser and the donor gets weaker.” Did you know? The average age of a Facebook user is 40!
    17. 17. Hey, there ARE Twitter gifts …
    18. 18. What about peer-driven donations inside Facebook?
    19. 19. What about peer-driven donations inside Facebook? • The majority of impressions and click- throughs to donate were from non-app users. • 63% of users were women! • Largest group of users by age: 25 - 44
    20. 20. Women are more likely than men to update Facebook, use mobile devices for social networking, and donate to charitable causes. Natural overlap between your social supporters and your charity’s online donor demographic profile?
    21. 21. 25
    22. 22. Social Login & Fundraising Success!
    23. 23. Why social login for NPOs? • Ease of use • Popularity with users • Clean data!!!!!
    24. 24. • 60,000+ registrants • At least 100+ social registrants in each event • $5.7 million in solicited donations Lots o’ data! How does social login affect fundraising success? How does social login impact P2P participants?
    25. 25. In those online fundraising campaigns... 40% more than regular registrants Fundraisers who connected their account to Facebook raised on average… And, were more likely to fundraise
    26. 26. Raising more individual gifts 30% more individual donations Fundraisers who connected their account to Facebook solicited more gifts… So, what about Spring 2014?
    27. 27. Easier to make asks?
    28. 28. People who love you, love social?
    29. 29. 34
    30. 30. Why talk mobile when talking social? #GivingTuesday
    31. 31. #GivingTuesday Average gift size on mobile web
    32. 32. Mobile Browsers Mobile Apps SMS (Text) Three pillars of mobile with P2P
    33. 33. 30% Mobile traffic to peer-driven charity donation & fundraising pages
    34. 34. Crowdsourced mobile giving 48% of traffic is from mobile devices (mostly smartphones) 26.1% of donations are made through mobile devices.
    35. 35. Top devices?
    36. 36. What’s unique about mobile browser donation traffic?
    37. 37. Web traffic to donation pages rises to a peak in the mornings. Web donation traffic
    38. 38. Mobile visits to donation pages rise to a peak in the evenings. Mobile donation traffic
    39. 39. Your “Second Audience” is mobile
    40. 40. • Twitter: 35.9% • Facebook: 23.2% Big mobile percentages for socially-referred donations Why is Twitter higher?
    41. 41. And, remember those donations made inside Facebook?
    42. 42.  Almost HALF of peer-driven donations processed inside Facebook were made through smartphones & mobile devices. 42.4% Donations made inside Facebook are occurring on mobile devices! Percentage of donations made inside Facebook through the Friendship Powered Fundraising that were made on mobile devices, Artez Interactive 2014
    43. 43. Does mobile technology make participants better fundraisers? What about P2P specifically?
    44. 44. What do we mean when we talk about “mobile tools” for P2P participants?
    45. 45. 1. Mobile Internet WorldsGreatestShave.com
    46. 46. 2. Fundraising Apps
    47. 47. What was evaluated? • Accessed Website on “Big” browser • Accessed Website On Mobile Brower • Used Mobile Fundraising App
    48. 48. What we discovered... 23% of fundraisers will use a mobile tool if available
    49. 49. How successful are mobile fundraisers? Raised 2.2xmore than the non-mobile group Participants using one mobile tool (mobile web or mobile app)
    50. 50. The more mobile, the more engaged? Raised 2.95xmore than the non-mobile group Participants using both (mobile web or mobile app)
    51. 51. Maybe these folks just have richer friends?
    52. 52. More individual gifts 0 2 4 6 8 10 12 5.1 8.4 11.4 Online One mobile tool Mobile web + app
    53. 53. Mobile also positively affects “activation” % of participants raising over $0
    54. 54. The technology itself helps people fundraise?
    55. 55. Your most engaged & enthusiastic supporters love mobile & social tools?
    56. 56. Insights for your next campaign: More tools, more fundraising activity
    57. 57. 63
    58. 58. 64 •Encourage fundraising •Encourage registration •Encourage cause awareness What kinds of trends?
    59. 59. 65 •Encourage fundraising •Encourage registration •Encourage cause awareness And are low-cost too!
    60. 60. Social content curation & social toolkits! TREND!
    61. 61. Intelligently curated social activity
    62. 62. Intelligently curated social activity!
    63. 63. Yep, you’ve got one-sheets & PDFs
    64. 64. Create & integrate social content
    65. 65. Remember your mobile audience
    66. 66. Using social to promote offline pieces
    67. 67. Take fundraising toolkits mobile!
    68. 68. Other uses for mobile devices on event day On-site mobile payment & event check-in options have expanded...TREND!
    69. 69. What would you do with push notifications?
    70. 70. Social advertising - love or hate it! TREND!
    71. 71. Intelligently targeted social ads = ROI
    72. 72. Creative bidding on keywords!
    73. 73. TIP: Target online supporters even better! “Custom Audiences”
    74. 74. Leverage online video intelligently To generate actions... TREND!
    75. 75. Leverage online video intelligently To encourage your social participants...
    76. 76. To report successes ...
    77. 77. Rethink the uses of Google+ Hangouts!
    78. 78. Gamification: What are we really talking about? TREND!
    79. 79. Gamification powered by incentivization
    80. 80. Individualized, targeted messaging
    81. 81. Virtual events & “evergreen” portals Slide 95#NTCP2P TREND!
    82. 82. 96
    83. 83. Bitcoin & digital currencies! TREND!
    84. 84. Bitcoin100.org - $1000 grants
    85. 85. Leveraging Google geolocation tools TREND! To register ...
    86. 86. To collect user generated content (UGC)
    87. 87. To generate more activity!
    88. 88. To search and donate!
    89. 89. Grab whitepapers for more data! Artez.com
    90. 90. Facebook.com/ArtezInteractive Twitter.com/ArtezOnline
    91. 91. Thank you! FrontStream Payments Booth 246

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