WHO ARE WE?
Mike Johnston
Founder, hjc,
Integrated Fundraising Consultants
Integrated Fundraising Specialists
Kenneth Kuhl...
Take our survey at the end of
the session!
At the end of the session, we’ll ask you to go online and fill out
our integrat...
OUR AGENDA
• Mobile – what are we to do?
• Crowdfunding – why will it matter?
• Key Findings and Real World Examples
for s...
YOUR SUPPORTERS ARE…
On the go
Impulse driven
Have a shorter attention span
Increasingly use social
networks
More demandin...
YOUR SUPPORTERS ARE…YOUR ORGANISATION…
Must be accessible from new channels
Must catch people in the moment
Needs impactfu...
IT’S A MULTI-SCREEN UNIVERSE
NOW A TWO PART QUIZ TO KICK IT
OFF…
Gen Y 3%
Gen X 19%
Boomers 24%
Civics 6%
SMART PHONE WEBSITE VIEWS
Gen Y 19%
Gen X 25%
Boomers 14%
Civics 18%
TABLET WEBSITE VIEWS
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Gen Y Gen X Boomers Civics
Charity Websites Views
Tablet Smartp...
DO I NEED A MOBILE ENABLED
DIGITAL PRESENCE?
Those touch screen mobile
phones – bah!
WHAT HAPPENS IF YOU DON’T GO
MOBILE?
• In a recent survey of mobile web users:
– 71% expected websites to load as quickly ...
HOWEVER, DOING IT RIGHT...
• A site optimised for mobiles is able to generate almost twice the
average traffic per user th...
SOME MOBILE SITE BEST PRACTICES
• Keep it quick
• Simplify navigation
• Be thumb-friendly
• Design for visibility
• Make i...
THE HITCHHIKER’S GUIDE TO MOBILE DESIGN
CONTENT
PRIMARY
SEARCH
LINK1 LINK2 LINK3
LINK4 LINK5 LINK6
FEATURED CONTENT
FOOTER...
BC CANCER – IMPACT OF
GOING RESPONSIVE
Drop-down
menus hard
to use on a
phone
Need to
pinch zoom
to see the
whole form
Small radio
buttons
hard to click
on a tou...
Dedicated
responsive
forms
• More that 978% increase in
conversion rate from mobile
devices
• If you landed on the dedicated mobile form you
were 978...
RESULTS FROM A RECENT SURVEY TO THE HSI
FILE: WHAT IS THE BEST WAY WE CAN IMPROVE
COMMUNICATION WITH YOU?
Make sure I
can ...
WHAT ABOUT
CROWDFUNDING?!
SMALL DONATIONS
BEGINNING, MIDDLE AND
END (CAMPAIGN PERIOD)
REWARDS
COLLECTIVE GOAL
DON’T WE ALREADY DO
THIS?
12.0%
7.0%
4.0% 4.0%
82.0%
90.0%
94.0% 96.0%
43.0%
24.0%
13.0%
6.0%
Gen Y Gen X Boomers Civics
Donated Through Crowdfundin...
17.0%
7.0%
2.0% 2.0%
43.0%
24.0%
13.0%
6.0%
Gen Y Gen X Boomers Civics
Future Text to Donate vs.
Crowdfunding Gifts
Text t...
42.0%
27.0%
10.0%
4.0%
4.0%
20.0%
1.0%
11.0%
Kickstarter
Indiegogo
GoFundMe
Razoo
Crowdrise
Other
None
Not Sure
Crowdfundi...
Because we already do Crowdfunding!:
Key Findings and Strategy Opportunities for
social network fundraising
KEY FINDING:
PARTICIPANTS ARE MULTI-CHANNEL
COMMUNICATORS
While number of emails sent were down, online fundraising was up...
ENSURE A POSITIVE USER EXPERIENCE
KEY FINDING: RETURNING VS. NEW
PARTICIPANTS
Retention
Event Day
Post Event
Year Round
Segmented
RETENTION STRATEGY
KEY FINDING: THIRD PARTY
FUNDRAISING IS HOT
Peer-to-Peer Fundraising, DIY Fundraising, Independent Fundraising
Events, Mar...
Social Fundraising Trends
A style of fundraising where an organization
recruits individual supporters to ask their social
circles to donate to that ...
WHAT ARE THE TRENDS TODAY?
Trend #1:
Expansion of Online Tools to Traditional Offline
Third Party Fundraising Activities
WHAT ARE THE TRENDS TODAY?
Trend #2:
Creation of Online Only Social Fundraising campaigns
WHAT ARE THE TRENDS TODAY?
Trend #3:
Increased adoption of charity programs in conjunction with traditional
athletic events
THE CONCEPT OF SOCIAL
FUNDRAISING
Pressure from the Bottom:
Demand from
Fundraisers
Pressure from the Top:
Demand from
Org...
Real World Examples & Tips
7/14/2014 Blackbaud Confidential 46
WATERCAN:
DONATE YOUR
SPECIAL DAY
7/14/2014 Blackbaud Confidential 47
ALZHEIMER’S ASSN:
THE LONGEST DAY
In Year 1,
200 Teams
Raised $236K
• Brainstorm Opportunities
– What types of Social Fundraising Programs are right for your org?
• Map out a Plan
– Should y...
CONCLUSION
• Be Mobile
• Find the right way for Crowdfunding to Fit
In
• Be Social
• Integrate – think cross-channel to bu...
A fun, helpful reminder of highlights of the Next
Generation of Canadian Giving study
http://www.hjcnewmedia.com/nextgenca...
Take our survey after the
session – we’ll send out the link!
At the end of the session, we’ll ask you to go online and fil...
Fundraising trends mobile and crowdfunding
Fundraising trends mobile and crowdfunding
Fundraising trends mobile and crowdfunding
Fundraising trends mobile and crowdfunding
Fundraising trends mobile and crowdfunding
Fundraising trends mobile and crowdfunding
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Fundraising trends mobile and crowdfunding

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Fundraising trends in mobile and crowdfunding and the need of younger donors for more directed giving and transparency.

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Fundraising trends mobile and crowdfunding

  1. 1. WHO ARE WE? Mike Johnston Founder, hjc, Integrated Fundraising Consultants Integrated Fundraising Specialists Kenneth Kuhler Interactive Strategy Manager, Blackbaud
  2. 2. Take our survey at the end of the session! At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour hjc/Blackbaud consulting session https://www.surveymonkey.com/s/CX9CRDD
  3. 3. OUR AGENDA • Mobile – what are we to do? • Crowdfunding – why will it matter? • Key Findings and Real World Examples for social network fundraising (Crowdfunding by another name)
  4. 4. YOUR SUPPORTERS ARE… On the go Impulse driven Have a shorter attention span Increasingly use social networks More demanding Want more personalisation Want more visibility Want more more more...
  5. 5. YOUR SUPPORTERS ARE…YOUR ORGANISATION… Must be accessible from new channels Must catch people in the moment Needs impactful messages and collateral Needs to go where they are Needs to adapt to new demands and utilise new tools On the go Impulse driven Have a shorter attention span Increasingly use social networks More demanding Want more personalisation Want more visibility Want more more more...
  6. 6. IT’S A MULTI-SCREEN UNIVERSE NOW A TWO PART QUIZ TO KICK IT OFF…
  7. 7. Gen Y 3% Gen X 19% Boomers 24% Civics 6% SMART PHONE WEBSITE VIEWS
  8. 8. Gen Y 19% Gen X 25% Boomers 14% Civics 18% TABLET WEBSITE VIEWS
  9. 9. 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% Gen Y Gen X Boomers Civics Charity Websites Views Tablet Smartphone Desktop Computer Laptop
  10. 10. DO I NEED A MOBILE ENABLED DIGITAL PRESENCE?
  11. 11. Those touch screen mobile phones – bah!
  12. 12. WHAT HAPPENS IF YOU DON’T GO MOBILE? • In a recent survey of mobile web users: – 71% expected websites to load as quickly on their mobile phones as their desktops – 57% are unlikely to recommend the site to friends and family – 46% would be unlikely to return to a website that they had trouble accessing via their phone – 34% said they’d likely visit a competitor’s mobile site instead Source: Compuware Corporation Survey: What Users Want from Mobile
  13. 13. HOWEVER, DOING IT RIGHT... • A site optimised for mobiles is able to generate almost twice the average traffic per user than sites which haven’t • On average, visitors are 51% more likely to actually do business with an online retailer if it has a mobile site Source: KISS Metrics
  14. 14. SOME MOBILE SITE BEST PRACTICES • Keep it quick • Simplify navigation • Be thumb-friendly • Design for visibility • Make it accessible • Make it easy to convert • Make it seamless • Use mobile site redirects And most importantly: Listen, Learn and Iterate
  15. 15. THE HITCHHIKER’S GUIDE TO MOBILE DESIGN CONTENT PRIMARY SEARCH LINK1 LINK2 LINK3 LINK4 LINK5 LINK6 FEATURED CONTENT FOOTER CONTENT SECONDARY PROMOPROMOPROMOPROMO LOGO LINK1 LINK2 LINK3 LINK4 LINK4 LINK5 LINK6 LINK5 FEATURED CONTENT Easy to Reach Stretch • Know your sweet spots • Recognise the space • 85% of people are right handed Easily within a thumb’s reach Stretch to get thumb here Within reach, but can be awkward
  16. 16. BC CANCER – IMPACT OF GOING RESPONSIVE
  17. 17. Drop-down menus hard to use on a phone Need to pinch zoom to see the whole form Small radio buttons hard to click on a touch screen Distracting navigation bars
  18. 18. Dedicated responsive forms
  19. 19. • More that 978% increase in conversion rate from mobile devices • If you landed on the dedicated mobile form you were 978% more inclined to complete the form than if you landed on the desktop form, from your mobile device
  20. 20. RESULTS FROM A RECENT SURVEY TO THE HSI FILE: WHAT IS THE BEST WAY WE CAN IMPROVE COMMUNICATION WITH YOU? Make sure I can read emails and take action from my mobile device
  21. 21. WHAT ABOUT CROWDFUNDING?!
  22. 22. SMALL DONATIONS BEGINNING, MIDDLE AND END (CAMPAIGN PERIOD) REWARDS COLLECTIVE GOAL
  23. 23. DON’T WE ALREADY DO THIS?
  24. 24. 12.0% 7.0% 4.0% 4.0% 82.0% 90.0% 94.0% 96.0% 43.0% 24.0% 13.0% 6.0% Gen Y Gen X Boomers Civics Donated Through Crowdfunding Yes No Likely in the Future
  25. 25. 17.0% 7.0% 2.0% 2.0% 43.0% 24.0% 13.0% 6.0% Gen Y Gen X Boomers Civics Future Text to Donate vs. Crowdfunding Gifts Text to Donate Gift through Crowdfunding
  26. 26. 42.0% 27.0% 10.0% 4.0% 4.0% 20.0% 1.0% 11.0% Kickstarter Indiegogo GoFundMe Razoo Crowdrise Other None Not Sure Crowdfunding Sites You Have Used GEN Y GEN X BOOMERS MATURES Not Sure 4% 21% 13% -- None 4% -- -- -- Other -- 7% 50% 57% Crowdrise 13% -- -- -- Razoo 4% 7% -- -- GoFundMe 8% 14% 13% -- Indiegogo 42% 21% 13% 29% Kickstarter 63% 43% 25% 14% * The majority of “other” responses donated through Kiva
  27. 27. Because we already do Crowdfunding!: Key Findings and Strategy Opportunities for social network fundraising
  28. 28. KEY FINDING: PARTICIPANTS ARE MULTI-CHANNEL COMMUNICATORS While number of emails sent were down, online fundraising was up! Participants are using truly multi-channel fundraisers.
  29. 29. ENSURE A POSITIVE USER EXPERIENCE
  30. 30. KEY FINDING: RETURNING VS. NEW PARTICIPANTS
  31. 31. Retention Event Day Post Event Year Round Segmented RETENTION STRATEGY
  32. 32. KEY FINDING: THIRD PARTY FUNDRAISING IS HOT Peer-to-Peer Fundraising, DIY Fundraising, Independent Fundraising Events, Marathon Fundraising, Crowdfunding, Virtual Events….
  33. 33. Social Fundraising Trends
  34. 34. A style of fundraising where an organization recruits individual supporters to ask their social circles to donate to that organization. WHAT’S SOCIAL FUNDRAISING? Non Profit
  35. 35. WHAT ARE THE TRENDS TODAY? Trend #1: Expansion of Online Tools to Traditional Offline Third Party Fundraising Activities
  36. 36. WHAT ARE THE TRENDS TODAY? Trend #2: Creation of Online Only Social Fundraising campaigns
  37. 37. WHAT ARE THE TRENDS TODAY? Trend #3: Increased adoption of charity programs in conjunction with traditional athletic events
  38. 38. THE CONCEPT OF SOCIAL FUNDRAISING Pressure from the Bottom: Demand from Fundraisers Pressure from the Top: Demand from Organizational Leadership • Grow Overall Fundraising • Keep costs low • Increased competition from competing organizations • Diversify Fundraising Efforts • Popularity of Social Media & Smartphones • Prevalence of Event Fundraising • Event Fundraising Fatigue
  39. 39. Real World Examples & Tips
  40. 40. 7/14/2014 Blackbaud Confidential 46 WATERCAN: DONATE YOUR SPECIAL DAY
  41. 41. 7/14/2014 Blackbaud Confidential 47 ALZHEIMER’S ASSN: THE LONGEST DAY In Year 1, 200 Teams Raised $236K
  42. 42. • Brainstorm Opportunities – What types of Social Fundraising Programs are right for your org? • Map out a Plan – Should you run a pilot before heavily investing? – Budget? Staff? – Marketing & Communication Plan • Tie the Campaign to your Mission & your Org – Participants have choices, make your org the right choice • Have a Home Base for all tools and interactions – Consolidate all your activities into a central online location – Keep Social Media linked to your central online spot • Stay Constituent Focused – Solicate feedback – Acknowledge success SOCIAL FUNDRAISING CAMPAIGN PLANNING
  43. 43. CONCLUSION • Be Mobile • Find the right way for Crowdfunding to Fit In • Be Social • Integrate – think cross-channel to build committed supporters
  44. 44. A fun, helpful reminder of highlights of the Next Generation of Canadian Giving study http://www.hjcnewmedia.com/nextgencanadiangiving2 013/infographic/
  45. 45. Take our survey after the session – we’ll send out the link! At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour hjc/Blackbaud consulting session https://www.surveymonkey.com/s/CX9CRDD

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