WHO ARE WE?

Kenneth Kuhler
Interac2ve	
  Strategy	
  Manager,	
  	
  
Blackbaud	
  

Mike Johnston
Founder,	
  hjc,	
  
I...
OUR AGENDA
•  Mobile – what are we to do?
•  Crowdfunding – why will it matter?
•  Key Findings and Real World Examples
fo...
YOUR SUPPORTERS ARE… 
 

On the go
Impulse driven
Have a shorter attention span
Increasingly use social
networks
More dema...
YOUR SUPPORTERS ARE…
YOUR ORGANISATION…
On the go
Impulse driven
Have a shorter attention span
Increasingly use social
net...
IT’S A MULTI-SCREEN UNIVERSE







NOW A TWO PART QUIZ TO KICK
IT OFF…
SMART PHONE WEBSITE VIEWS 
Gen Y

3%

Gen X

19%

Boomers

24%

Civics

6%
TABLET WEBSITE VIEWS 
Gen Y

19%

Gen X

25%

Boomers

14%

Civics

18%
Charity	
  Websites	
  Views	
  
90.0%	
  
80.0%	
  
70.0%	
  
60.0%	
  
50.0%	
  
40.0%	
  
30.0%	
  
20.0%	
  
10.0%	
  ...
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 quickl...
HOWEVER, DOING IT RIGHT...
•  A site optimised for mobiles is able to generate almost
average traffic per user than sites ...
SOME MOBILE SITE BEST PRACTICES
•  Keep it quick

•  Make it accessible
•  Make it easy to convert

•  Simplify navigation...
THE HITCHHIKER’S GUIDE TO MOBILE DESIGN

LINK5
LOGO
SEARCH
LINK LINK LINK3
LINK11 LINK2 2 LINK3 LINK4
Stretch
LINK44 LINK5...
Tribute Donation Form

General Donation Form

18% form
completion

45% form
completion

10% form
completion

37% form
comp...
BC CANCER – IMPACT OF
GOING RESPONSIVE
Need	
  to	
  
pinch	
  zoom	
  
to	
  see	
  the	
  
whole	
  form	
  

Small	
  radio	
  
buVons	
  hard	
  
to	
  click...
Dedicated	
  
responsive	
  
forms	
  	
  
•  More	
  that	
  978%	
  increase	
  in	
  
conversion	
  rate	
  from	
  mobile	
  
devices	
  
	
  

•  If	
  you	
  l...
RESULTS FROM A RECENT SURVEY TO THE HSI
FILE: WHAT IS THE BEST WAY WE CAN IMPROVE
COMMUNICATION WITH YOU? 

Make	
  sure	
...
WHAT ABOUT
CROWDFUNDING?!
SMALL DONATIONS
BEGINNING, MIDDLE AND
END (CAMPAIGN PERIOD)
REWARDS
COLLECTIVE GOAL
DON’T WE ALREADY DO
THIS?
Donated	
  Through	
  Crowdfunding	
  
90.0%	
  

94.0%	
  

96.0%	
  

82.0%	
  

Yes	
  
No	
  

43.0%	
  

Likely	
  in...
Future	
  Text	
  to	
  Donate	
  vs.	
  	
  
Crowdfunding	
  GiDs	
  
43.0%	
  

24.0%	
  
17.0%	
  
13.0%	
  
7.0%	
  

...
GEN	
  Y	
  

Crowdfunding	
  Sites	
  You	
  Have	
  Used	
  

GEN	
  X	
   BOOMERS	
   MATURES	
  

Razoo	
  
GoFundMe	
...
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 ...
ENSURE A POSITIVE USER EXPERIENCE
KEY FINDING: RETURNING VS. NEW
PARTICIPANTS
RETENTION STRATEGY 
Event	
  Day	
  

Segmented	
  	
  

RetenWon	
  

Year	
  Round	
  

Post	
  Event	
  
KEY FINDING: THIRD PARTY
FUNDRAISING IS HOT

Peer-to-Peer Fundraising, DIY Fundraising, Independent Fundraising
Events, Ma...
SOCIAL FUNDRAISING TRENDS
WHAT’S SOCIAL FUNDRAISING?
A style of fundraising where an organization
recruits individual supporters to ask their social...
WHAT ARE THE TRENDS TODAY?
Trend	
  #1:	
  
Expansion	
  of	
  Online	
  Tools	
  to	
  TradiWonal	
  Offline	
  
Third	
  P...
WHAT ARE THE TRENDS TODAY?
Trend	
  #2:	
  
CreaWon	
  of	
  Online	
  Only	
  Social	
  Fundraising	
  campaigns	
  
WHAT ARE THE TRENDS TODAY?
Trend	
  #3:	
  
Increased	
  adopWon	
  of	
  charity	
  programs	
  in	
  conjuncWon	
  with	...
THE CONCEPT OF SOCIAL FUNDRAISING
Pressure from the Top:

Demand from
Organizational
Leadership

Pressure from the Bottom:...
REAL WORLD EXAMPLES & TIPS


WATERCAN:
DONATE YOUR
SPECIAL DAY
ALZHEIMER’S
ASSOCIATION:

THE LONGEST
DAY
In Year 1,
200 Teams
Raised $236K
SOCIAL FUNDRAISING CAMPAIGN
PLANNING
• 

• 

• 
• 

• 

Brainstorm Opportunities
–  What types of Social Fundraising Progr...
CONCLUSION
•  Be Mobile
•  Find the right way for Crowdfunding
to Fit In
•  Be Social
•  Integrate – think cross-channel t...
A fun, helpful reminder of highlights of the Next
Generation of Canadian Giving study
http://www.hjcnewmedia.com/
nextgenc...
Next Gen Mobile Crowdfunding Webinar
Next Gen Mobile Crowdfunding Webinar
Next Gen Mobile Crowdfunding Webinar
Next Gen Mobile Crowdfunding Webinar
Next Gen Mobile Crowdfunding Webinar
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Next Gen Mobile Crowdfunding Webinar

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How to leverage mobile technology and crowdfunding to engage more effectively with four generations of Canadian donors.

In this session, Michael Johnston, Founder and President at hjc, and Ken Kuhler, Interactive Strategy Manager at Blackbaud, cover the following topics:
• Mobile phone preferences and engagement habits of four generations of Canadian donors
• What crowdfunding is, and how it can help you fund your organization’s next big project
• Can’t-miss data, real-world examples, and useful tips for engaging with Canadian donors

Published in: Business, Technology
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Next Gen Mobile Crowdfunding Webinar

  1. 1. WHO ARE WE? Kenneth Kuhler Interac2ve  Strategy  Manager,     Blackbaud   Mike Johnston Founder,  hjc,   Integrated  Fundraising  Consultants   Integrated  Fundraising  Specialists  
  2. 2. 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)
  3. 3. 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...
  4. 4. YOUR SUPPORTERS ARE… YOUR ORGANISATION… 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... 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
  5. 5. IT’S A MULTI-SCREEN UNIVERSE
 
 
 
 NOW A TWO PART QUIZ TO KICK IT OFF…
  6. 6. SMART PHONE WEBSITE VIEWS Gen Y 3% Gen X 19% Boomers 24% Civics 6%
  7. 7. TABLET WEBSITE VIEWS Gen Y 19% Gen X 25% Boomers 14% Civics 18%
  8. 8. Charity  Websites  Views   90.0%   80.0%   70.0%   60.0%   50.0%   40.0%   30.0%   20.0%   10.0%   0.0%   Gen  Y   Gen  X   Tablet   Smartphone   Boomers   Desktop  Computer   Civics   Laptop  
  9. 9. DO I NEED A MOBILE ENABLED DIGITAL PRESENCE?
  10. 10. Those touch screen mobile phones – bah!
  11. 11. 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
  12. 12. HOWEVER, DOING IT RIGHT... •  A site optimised for mobiles is able to generate almost average traffic per user than sites which haven’t twice the 51% more likely •  On average, visitors are to actually do business with an online retailer if it has a mobile site Source: KISS Metrics
  13. 13. SOME MOBILE SITE BEST PRACTICES •  Keep it quick •  Make it accessible •  Make it easy to convert •  Simplify navigation •  Be thumb-friendly •  Make it seamless •  Use mobile site redirects •  Design for visibility And  most  importantly:  Listen,  Learn  and  Iterate    
  14. 14. THE HITCHHIKER’S GUIDE TO MOBILE DESIGN LINK5 LOGO SEARCH LINK LINK LINK3 LINK11 LINK2 2 LINK3 LINK4 Stretch LINK44 LINK5 5 LINK6 6 LINK LINK LINK CONTENT FEATURED CONTENT PRIMARY •  Know your sweet spots •  Recognize the space •  85% of people are right handed FEATURED CONTENT CONTENT SECONDARY Easy to Reach PROMO Easily within a thumb’s reach FOOTER Stretch to get thumb here Within reach, but can be awkward
  15. 15. Tribute Donation Form General Donation Form 18% form completion 45% form completion 10% form completion 37% form completion 4% form completion 28% form completion
  16. 16. BC CANCER – IMPACT OF GOING RESPONSIVE
  17. 17. Need  to   pinch  zoom   to  see  the   whole  form   Small  radio   buVons  hard   to  click  on  a   touch  screen   Drop-­‐down   menus  hard   to  use  on  a   phone   DistracWng  navigaWon  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  acWon   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. Donated  Through  Crowdfunding   90.0%   94.0%   96.0%   82.0%   Yes   No   43.0%   Likely  in  the  Future   24.0%   12.0%   Gen  Y   13.0%   7.0%   Gen  X   4.0%   Boomers   4.0%   6.0%   Civics  
  25. 25. Future  Text  to  Donate  vs.     Crowdfunding  GiDs   43.0%   24.0%   17.0%   13.0%   7.0%   6.0%   2.0%   Gen  Y   Gen  X   Text  to  Donate   Boomers   GiZ  through  Crowdfunding   2.0%   Civics  
  26. 26. GEN  Y   Crowdfunding  Sites  You  Have  Used   GEN  X   BOOMERS   MATURES   Razoo   GoFundMe   Indiegogo   Kickstarter     -­‐-­‐   4%   -­‐-­‐   -­‐-­‐   -­‐-­‐   -­‐-­‐   7%   50%   57%   13%   -­‐-­‐   -­‐-­‐   -­‐-­‐   Razoo   Crowdrise   13%   Crowdrise   4%   7%   -­‐-­‐   -­‐-­‐   GoFundMe   8%   14%   13%   -­‐-­‐   Indiegogo   20.0%   Other   21%   Other   1.0%   4%   None   11.0%   Not  Sure   None   Not  Sure   42%   21%   13%   29%   Kickstarter   63%   43%   25%   14%   4.0%   4.0%   10.0%   27.0%   42.0%   *  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 STRATEGY Event  Day   Segmented     RetenWon   Year  Round   Post  Event  
  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. WHAT’S SOCIAL FUNDRAISING? A style of fundraising where an organization recruits individual supporters to ask their social circles to donate to that organization. Non  Profit  
  35. 35. WHAT ARE THE TRENDS TODAY? Trend  #1:   Expansion  of  Online  Tools  to  TradiWonal  Offline   Third  Party  Fundraising  AcWviWes  
  36. 36. WHAT ARE THE TRENDS TODAY? Trend  #2:   CreaWon  of  Online  Only  Social  Fundraising  campaigns  
  37. 37. WHAT ARE THE TRENDS TODAY? Trend  #3:   Increased  adopWon  of  charity  programs  in  conjuncWon  with  tradiWonal   athleWc  events    
  38. 38. THE CONCEPT OF SOCIAL FUNDRAISING Pressure from the Top: Demand from Organizational Leadership Pressure from the Bottom: Demand from Fundraisers •  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. 
 WATERCAN: DONATE YOUR SPECIAL DAY
  41. 41. ALZHEIMER’S ASSOCIATION:
 THE LONGEST DAY In Year 1, 200 Teams Raised $236K
  42. 42. SOCIAL FUNDRAISING CAMPAIGN PLANNING •  •  •  •  •  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
  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/ nextgencanadiangiving2013/infographic/

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