38 Degrees• Fully member- funded since 2011• Mixture of hypothecated asks, user-journey one- off donations and regular giving (since December 2011)
Sometimes it seems that organisations thatfollow the model of organisations likeMoveOn, Avaaz, etc are trialling a new way offundraising that might be hard to replicate inother contexts.But actually much of what they do re-applieslong-standing insights about what drives givingbehaviour and has parallels in organisations farolder than themselves (and many othercampaigning organisations).
Giving as an aspect of belonging• Giving as a way of expressing solidarity with a set of beliefs or a cause isn’t new• Nor is the process of giving alongside other forms of activism
Giving time vs giving moneyIt’s easy to assumethat there’s a set “Magnificantamount thatpeople will give, Seven” suggestsand that giving BUT otherwise…. Intime trades off fact, it might beagainst giving the Magnificentmoney. That givesrise to segregated 5…“lists” withinorganisations.
What’s changing?• Crowd-funding models especially as applied to hypothecated asks
What’s changing?• Potential for personalisation
What’s changing?• Mobile giving / other fast-giving innovation
What works?The way that people think about giving haschanged far less than the range of ways in whichthey actually give – so understanding what worksshould be informed by that:• When did you last give?• What did you last fundraise for outside work?• Why?
Ask well• One ask per communication• Be transparent• Be specific• Find the right person to make the ask• Ask the right people
Keep asking• Integrate fundraising asks with campaigning journey (but make it OK to say “no”)• Fixed-term regular giving as a stepping stone to open- ended regular giving
Make it easy• Simple user journey (clicks vs limited action per page?)• Establish trust with recognised providers
Test everything…and keep testing• Amounts• Text density• Images• Proximity of alternative actions• Video• Does newness have its own value?