What I've Learned About Online Engagement

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I've learned quite a bit in the past 14 years working with non-profits about online fundraising. From engagement ladders to building bridges between fundraising tools, it's been a fun ride. Here's 145 slides of goodness packing in a bunch of lessons learned with morsels of actionable tactics and strategies in every bite. Fundraisers and marketers will enjoy as much as techies. Thanks to the Direct Marketing Fundraisers Association for hosting me to present this at their October 10, 2012 meeting in Washington, DC. I hope you enjoy it!

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What I've Learned About Online Engagement

  1. 1. What I’ve learned about online engagement Ryan W. Ozimek CEO, PICnet President, Joomla! project Purveyor of affordable tech, the Internets October 10, 2012@PICnet
  2. 2. Everyone caffeinated? @PICnet
  3. 3. Good! Lots of great stuff today! @PICnet
  4. 4. Hi!@PICnet
  5. 5. Agenda• The big picture and motivation• Strategy and the online ladder of engagement• Demographics• Preparation and discovery• Tactics and examples• Questions and answers @PICnet
  6. 6. Who’s in the audience? @PICnet
  7. 7. Accidental techies rule @PICnet
  8. 8. This won’t be a stats course... @PICnet
  9. 9. ...but we can get really geeky. @PICnet
  10. 10. Who am I?@PICnet
  11. 11. Leader of a popular OSS project @PICnet X
  12. 12. What’s a Joomla? @PICnet
  13. 13. What’s a Joomla? @PICnet
  14. 14. What’s a Joomla? What’s up with that exclamation point? @PICnet
  15. 15. Lesson 1 If you put an exclamation point in your name, you’ll spend years dealing with it. @PICnet
  16. 16. Lesson 1 (Where were you guys in 2005?) @PICnet
  17. 17. Joomla, by the numbers 35,080,630 downloads @PICnet
  18. 18. Joomla, by the numbers 2,678,438 forum posts @PICnet
  19. 19. Joomla, by the numbers 582,753 users @PICnet
  20. 20. Joomla, by the numbers 190+ countries @PICnet
  21. 21. Joomla, by the numbers 64 languages @PICnet
  22. 22. Joomla, by the numbers 187x @PICnet
  23. 23. Joomla, by the numbers 2.8% of the Web @PICnet
  24. 24. Who am I? @PICnet X
  25. 25. Who am I? I traded in my Joomla! President suit for... @PICnet
  26. 26. Hi, I’m Ryan Ozimek, CEO @PICnet
  27. 27. Our PICnet crew @PICnet
  28. 28. Websites @PICnet
  29. 29. Engagement tools @PICnet
  30. 30. Mass email tools @PICnet
  31. 31. Our PICnet community of orgs 500+ organizations @PICnet
  32. 32. Our PICnet community 6 continents @PICnet
  33. 33. Our PICnet community 24 countries @PICnet
  34. 34. Our PICnet community @PICnet
  35. 35. Our PICnet community @PICnet
  36. 36. Our PICnet community @PICnet
  37. 37. Our PICnet community @PICnet
  38. 38. Our PICnet community @PICnet
  39. 39. Where am I from? @PICnet
  40. 40. Where am I from? @PICnet
  41. 41. I know what I’m not... @PICnet
  42. 42. ...but I know what I’m good at. @PICnet
  43. 43. My three tech mantras• Make it easy to use• Make it affordable• Share the knowledge @PICnet
  44. 44. I’m unabashedly super biased @PICnet
  45. 45. 5 ways I’m very biased • open source evangelist • open data, open data schemas supporter • less is more (especially in the tech world) • accidental techies rule • make it affordable or talk to someone else @PICnet
  46. 46. My core technology value > @PICnet
  47. 47. Agenda• The big picture and motivation• Strategy and the online ladder of engagement• Demographics• Preparation and discovery• Tactics and examples• Questions and answers @PICnet
  48. 48. What makes people take action? Motivation + passion = actionable goodness @PICnet
  49. 49. How do we motivate folks? @PICnet
  50. 50. Let’s dive into a scary subject @PICnet
  51. 51. The freaky economics of it all @PICnet
  52. 52. Reality check on motivation @PICnet
  53. 53. Their findings • Carrots and sticks do work, but... • Really works only when the task required utilizes rudimentary cognitive skills • Even crazier... • At some point, when you provide higher monetary rewards for more critical thinking tasks, you actually start to get worse results @PICnet
  54. 54. Autonomy @PICnet
  55. 55. Mastery @PICnet
  56. 56. Purpose @PICnet
  57. 57. For how much? How can we align this with online engagement? @PICnet
  58. 58. Agenda• The big picture and motivation• Strategy and the online ladder of engagement• Demographics• Preparation and discovery• Tactics and examples• Questions and answers @PICnet
  59. 59. The ladder of engagement @PICnet
  60. 60. 5 step ladder of engagement• Happy bystanders (Listen)• Spreaders (Share)• Donors (Money)• Evangelists (Solicit)• Instigators (Create) Thanks to Beth Kanter! @PICnet
  61. 61. Agenda• The big picture and motivation• Strategy and the online ladder of engagement• Demographics• Preparation and discovery• Tactics and examples• Questions and answers @PICnet
  62. 62. Demographics 1 in 5 adults have given online. @PICnet
  63. 63. Demographics - generational• Oldest generation: 79% donated in 2011• Baby boomers: 67%• Gen X donors: 58%• ...what about the youngest generation? Source: U of North Carolina @PICnet
  64. 64. Demographics - generational• Generation Y are born givers... • 80% of gave either fiscally or with goods in 2011 • 70% educated peers on a cause • 68% volunteered • 56% fundraised • 49% joined/created online social networking group based on social good • 35% texted donations, voted, or organized @PICnet
  65. 65. What else about Gen Y? @PICnet
  66. 66. The generational takeaway• “As Gen X and Y age and donate more, and Boomers and elders become more familiar with technology, the future of giving will go digital.” - University of North Carolina @PICnet
  67. 67. Online donors more valuable?• All donors giving online • 2007 - 7% • 2008 - 8% • 2009 - 9% • 2010 - 10% Source: Blackbaud @PICnet
  68. 68. Online donors more valuable• Donors that have their originating solicitation online give on average $62, versus $32 from those that are solicited via mail. Source: U of North Carolina @PICnet
  69. 69. Online giving YOY by org size • August 2012 • Small orgs: +13.6% • Mid-sized orgs: +7.3% Source: Blackbaud @PICnet
  70. 70. Bottom line• online giving is continuing to grow• it has strong potential for higher future donations• younger generations are having more of their first donations online with an organization• engaging younger generation donors via multiple, non-fundraising channels can likely increase future fundraising rates @PICnet
  71. 71. Agenda• The big picture and motivation• Strategy and the online ladder of engagement• Demographics• Preparation and discovery• Tactics and examples• Questions and answers @PICnet
  72. 72. Do your research @PICnet
  73. 73. 5 ways to create online personas • List your audiences, drill deep • Aim for your online influentials • Avoid the org chart • Make it clear where personas should start • Give clear calls-to-action @PICnet
  74. 74. Create online personas @PICnet
  75. 75. Agenda• The big picture and motivation• Strategy and the online ladder of engagement• Demographics• Preparation and discovery• Tactics and examples• Questions and answers @PICnet
  76. 76. Anchoring @PICnet
  77. 77. The Exploratorium experiment @PICnet
  78. 78. Give them pre-defined values @PICnet
  79. 79. The holy grail? • Predefined values... • Insight into your donor’s history... • Call to action based on past giving history. @PICnet
  80. 80. Kill the shopping cart @PICnet
  81. 81. 7 long steps to giving a donation 1. register for an account 2. open email to confirm registration 3. sign-in 4. fill-out donation form 5. go to shopping cart 6. fill-out credit card information 7. grab a water after the exercise @PICnet
  82. 82. 3 easy steps to giving happiness 1. fill-out donation page 2. smile that you’ve done good for the world 3. take another action @PICnet
  83. 83. Kill the shopping cart, always? One exception to the rule... @PICnet
  84. 84. Take them shopping... @PICnet
  85. 85. Take them shopping... @PICnet
  86. 86. The growing mobile wave @PICnet
  87. 87. Mobile giving skyrocketing • Up until 2010: ~ $1MM • After the Haiti earthquake: $50MM @PICnet
  88. 88. The mobile challenge... • There’s a good chance you don’t have... • one of the worst natural disasters in the Western Hemisphere • two US presidents personally supporting you • entire phone companies making it easy to give @PICnet
  89. 89. The mobile challenge... • You can still make it easier to give by... • thinking mobile giving at events • building “responsive” mobile-friendly designs @PICnet
  90. 90. Be responsive...in your design @PICnet
  91. 91. Great new mobile tools @PICnet
  92. 92. How to test for responsiveness @PICnet
  93. 93. How to test for responsiveness @PICnet
  94. 94. How to test for responsiveness @PICnet
  95. 95. Social mobilizing for a cause @PICnet
  96. 96. Snowmageddon results• significant PR with more than 30 news outlets, including NPR, Wired Magazine and Washington Post providing coverage• 130 incidents reported in the first 24 hours• 30 connections made within first 24 hours• could have had more impact if followed up with other activities for fundraising @PICnet
  97. 97. Providing multiple on-ramps @PICnet
  98. 98. Providing multiple on-ramps• follows from the online engagement ladder• can include a variety of activities, like... • newsletter sign-up • event registration, attendance • advocacy (i.e. write your representative, petition signing) @PICnet
  99. 99. Providing multiple on-ramps @PICnet
  100. 100. Providing multiple on-ramps• New organization started in Sept 2011• Sponsored by Auburn Seminary in NYC• “To combat hate and build love in response to violence against Muslim and Sikh Americans.”• “We provide avenues for people of all faiths and walks of life to take strategic social action around shared moral imperatives.”• Needed to hit the ground running @PICnet
  101. 101. Providing multiple on-ramps @PICnet
  102. 102. Providing multiple on-ramps @PICnet
  103. 103. Providing multiple on-ramps @PICnet
  104. 104. Providing multiple on-ramps @PICnet
  105. 105. Providing multiple on-ramps @PICnet
  106. 106. Providing multiple on-ramps @PICnet
  107. 107. Providing multiple on-ramps @PICnet
  108. 108. Top 5 results for Groundswell • Organization starts on Sept 11, 2011 with 20,000 supporters • Doubles to 40,000 supporters in 2 months • Receives 25,000-35,000 petition actions/month • On pace for 100,000 supporters by year’s end • 5x increase in potential donor pool in just 1.5 years based solely on ladder of engagement principles @PICnet
  109. 109. The ladder of engagement @PICnet
  110. 110. Online donors more valuable• New donors whose first gift is online • 2007 - 9% • 2008 - 12% • 2009 - 14% • 2010 - 16% Source: Blackbaud @PICnet
  111. 111. The path... • Compelling story (motivation) • Sign the petition (action) • Give money (financial contribution) • Social networking (sharing) @PICnet
  112. 112. Brand consistency• Keep your design and brand the same through all your touch points • mail • email • website • blog • call to action • donation page @PICnet
  113. 113. Avoid the data silos @PICnet
  114. 114. Avoid the data silos • Email marketing • CRM • Fundraising service • Spreadsheets • Outlook email • Someone’s yellow stickies @PICnet
  115. 115. Avoid the data silos • How to avoid the data silos? • Use tools that build bridges with open data models and open source code @PICnet
  116. 116. Bridge builders @PICnet
  117. 117. Diversify online giving options @PICnet
  118. 118. Diversify online giving options @PICnet
  119. 119. Diversify online giving options @PICnet
  120. 120. Diversify online giving options @PICnet
  121. 121. Diversify online giving options @PICnet
  122. 122. Diversify online giving options @PICnet
  123. 123. ABC’s of online CC processing• Three pieces to online credit card processing • website’s donation page • gateway • merchant account• What should you expect to spend? • 2.2% - 2.7% per transaction + $0.30 per transaction • potential additional charge from website host @PICnet
  124. 124. ABC’s of online CC processing• Popular gateways and processors • PayPal (Payments Pro, Standard) • Authorize.net • IATS • tons more... @PICnet
  125. 125. Tip jar to cover tranx costs • 30% of folks presented with a small request to cover transaction costs will pay it...so just ask! @PICnet
  126. 126. Tip jar to cover tranx costs @PICnet
  127. 127. Recurring donations @PICnet
  128. 128. Donors choose campaigns @PICnet
  129. 129. Memorial giving @PICnet
  130. 130. Memorial giving @PICnet
  131. 131. External Web fundraising• online fundraising doesn’t need to be limited to your own website• engage where the crowds already exist • social networks • crowd-fundraising @PICnet
  132. 132. Crowd-fundraising @PICnet
  133. 133. Peer-to-peer fundraising @PICnet
  134. 134. Peer-to-peer fundraising @PICnet
  135. 135. Crowd-fundraising @PICnet
  136. 136. Crowd-fundraising @PICnet
  137. 137. Crowd-fundraising @PICnet
  138. 138. Crowd-fundraising @PICnet
  139. 139. Thinking about external tools• Upsides • fast and easy to set up • communities and networks already formed• Downsides • often times can be more expensive in long-run for larger campaigns • lack of strong branding, consistent design @PICnet
  140. 140. Bringing all the tools together • CRM tools like Salesforce, example case • donor gives online • real-time transaction • data stored directly into system • email response auto-generated • drip marketing depending on cycle of donor begins @PICnet
  141. 141. Bringing all the tools together • different call to action made on thank you page • pre-built reports show real-time data • dashboard available • scoring and rewards for fundraisers • share the donation online, have donor get more donors • the virtuous cycle continues! @PICnet
  142. 142. The End?@PICnet
  143. 143. Thank you DMFA! @PICnet
  144. 144. More coffee! @PICnet
  145. 145. More questions? Contact me... Ryan Ozimek PICnet Twitter: @cozimek cozimek@picnet.net @PICnet

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