Level Up Your
Fundraising
http://www.monkeyinthecage.com

Understanding the Psychology of What
Makes People Donate Online
...
Let’s Level Up!

#13NTCLVLUP
bit.ly/NTCLVLUP

Level Up Your Fundraising

#13NTCLVLUP

Slide 2
Let’s Level Up!

1. Why it Matters
2. Strategy: Why Do
People Give?
3. 7 Tactics of Influence on
the Web

#13NTCLVLUP

Lev...
Aaron Long
@longstation

Caitlin Kaluza
@qcait

Sarah M. Worthy
@sarahmworthy
Tendenci.com | @Tendenci

Level Up Your Fund...
15 Years

Level Up Your Fundraising

#13NTCLVLUP

Slide 5
Let’s Chat!

Photo Credit: flickr.com/photos/bibamatt/2629402676
Level Up Your Fundraising

#13NTCLVLUP

Slide 6
LEVEL 1: Why Does it Matter?
Photo Credit: flickr.com/photos/brittanyg/1305797552

Level Up Your Fundraising

#13NTCLVLUP
...
Online Giving is
on the Rise

Photo Credit: flickr.com/photos/sarahmworthy
Level Up Your Fundraising

#13NTCLVLUP

Slide 8
Giving is Digital
Level Up Your Fundraising

Source: 2012 Digital Giving Index

#13NTCLVLUP

Slide 9
Giving is Social
Level Up Your Fundraising

Source: 2012 Digital Giving Index

#13NTCLVLUP

Slide 10
Organizations who incorporate social media
into fundraising campaigns generate

10x
Giving is Social
Level Up Your Fundrai...
NYT Survey: 68% said they

“Share to give people a better
sense of who they are and
what they care about.”

Level Up Your ...
Fundraising =
Level Up Your Fundraising

#13NTCLVLUP

Slide 13
LEVEL 2:
Visitor
Motivations

Photo Credit: flickr.com/photos/23889540@N00/1148435913
Level Up Your Fundraising

#13NTCLVL...
Why Do
People
Give?
Level Up Your Fundraising

#13NTCLVLUP

Slide 15
Three Motivations of People

1. Social
2. Material
3. Ideological
Level Up Your Fundraising

#13NTCLVLUP

Slide 16
Social
Level Up Your Fundraising

#13NTCLVLUP

Slide 17
Material
NADR.org
Level Up Your Fundraising

#13NTCLVLUP

Slide 18
Ideological
ChimpHaven.org
Level Up Your Fundraising

#13NTCLVLUP

Slide 19
7 Seconds
to Tap Into
User Motivations

1. What can I do here?
2. Why should I do it?
3. How do I get started?
Photo Credi...
Web Users are

1.Impatient
2.Smart
Level Up Your Fundraising

#13NTCLVLUP

Slide 21
Source: credibility.stanford.edu

Visitors are Skeptical
Level Up Your Fundraising

#13NTCLVLUP

Slide 22
Visitors Evaluate Credibility on:

1.Your Identity
2.Your Motives
Level Up Your Fundraising

#13NTCLVLUP

Slide 23
Who’s Spending Their
Donation?

Who Benefits from Their
Donation?
How You’ll Use
Their Donation

Content Builds Credibilit...
Storytelling

Depelchin.org

Level Up Your Fundraising

#13NTCLVLUP

Slide 25
Stories connect us
emotionally…
Emotions drive buy
decisions.

Level Up Your Fundraising

#13NTCLVLUP

Slide 26
Emotions drive buy decisions

Photo Credit: flickr.com/photos/luschei/937166240
Level Up Your Fundraising

#13NTCLVLUP

Sl...
LEVEL 3: 7 Tactics of Influence
Online

Photo Credit: flickr.com/photos/mikecogh/7961942978

Level Up Your Fundraising

#1...
1. Framing the “Ask”
Photo Credit: flickr.com/photos/36041246@N00

Level Up Your Fundraising

#13NTCLVLUP

Slide 29
YMCAHouston.org

Keep it Consistent
Level Up Your Fundraising

#13NTCLVLUP

Slide 30
Make the Ask
Personal
Photo Credit: flickr.com/photos/mikecogh/7961942978

Level Up Your Fundraising

#13NTCLVLUP

Slide 3...
Branded Giving
Pages Produce

6x

More Dollars

Source: onlinegivingstudy.org/quarterlyindex

Level Up Your Fundraising

#...
2. Create Trust with Donors
Level Up Your Fundraising

#13NTCLVLUP

Slide 33
Social Motivations
Ideological Motivations
Material Motivations

Content That Builds Credibility
Level Up Your Fundraising...
Showcase Your People
Level Up Your Fundraising

#13NTCLVLUP

Slide 35
Komen-Houston.org

How Do You use Donations?
Level Up Your Fundraising

#13NTCLVLUP

Slide 38
Depelchin.org

More than Money
Level Up Your Fundraising

#13NTCLVLUP

Slide 39
Third Party Validation
Level Up Your Fundraising

#13NTCLVLUP

Slide 40
3. Apply Social Pressure

Level Up Your Fundraising

#13NTCLVLUP

Slide 41
iFest.org

Fire Up the Base
Level Up Your Fundraising

#13NTCLVLUP

Slide 42
Blogger Referrals

Site Traffic

Facebook Likes

Engage New Supporters
Level Up Your Fundraising

#13NTCLVLUP

Slide 43
Easy Places to Start
Level Up Your Fundraising

#13NTCLVLUP

Slide 44
4. Give Back... First

Level Up Your Fundraising

#13NTCLVLUP

Slide 45
InclusiveSchools.org

Content Curation
Level Up Your Fundraising

#13NTCLVLUP

Slide 48
Neuhaus.org

Content Curation
Level Up Your Fundraising

#13NTCLVLUP

Slide 49
Watch for what
people want
…And give it to
them!

bmtisd.com

Listening
Level Up Your Fundraising

#13NTCLVLUP

Slide 50
5. Aim for Slow Change

Photo Credit: flickr.com/photos/costinthampikutty
Level Up Your Fundraising

#13NTCLVLUP

Slide 51
PRSAHouston.org

Lower the Barrier to Entry
Level Up Your Fundraising

#13NTCLVLUP

Slide 52
Know Your Audience’s Motivations
Level Up Your Fundraising

#13NTCLVLUP

Slide 53
1. Hubspot Effective Calls-toAction hubspot.com/how-to-createeffective-calls-to-action

2. 20 Do’s & Don’t’s for Clickable...
6. Inbound Marketing

Level Up Your Fundraising

#13NTCLVLUP

Slide 55
Current Methods Don’t
Work for Generation Y
Level Up Your Fundraising

#13NTCLVLUP

Slide 56
Make it Easy to Give
Level Up Your Fundraising

#13NTCLVLUP

Slide 57
How Do You
Want to be
Contacted?

Level Up Your Fundraising

CMHouston.org

#13NTCLVLUP

Slide 58
7. Recognize Your Value...
...and charge for it
Level Up Your Fundraising

#13NTCLVLUP

Slide 59
Exclusivity

Member Pricing

Member Only Events

Level Up Your Fundraising

#13NTCLVLUP

Slide 60
PharmacyTechnician.org

The Value of Membership
Level Up Your Fundraising

#13NTCLVLUP

Slide 61
Events
ThinkLA.org
Level Up Your Fundraising

#13NTCLVLUP

Slide 62
Recap!
1.
2.
3.
4.
5.
6.
7.

Frame the Ask
Create Trust with Donors
Apply Social Pressure
Give Back First
Aim for Slow Cha...
Recap!

1. Why Online
Fundraising Matters
2. Strategy: Why Do
People Give?
3. 7 Tactics of Influence on the
Web

#13NTCLVL...
Questions?
Level Up Your Fundraising

#13NTCLVLUP

Slide 65
Thank You!

Level Up Your Fundraising

#13NTCLVLUP

Slide 66
Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!
INSERT
QR CODE
HERE

or Online using #NTC13LVL...
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Level Up Your Fundraising - NTC2013 Presentation Deck

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This was originally presented at NTEN.org's 2013 NonProfit Technology Conference in Minneapolis by Sarah Worthy, Caitlin Kaluza, and Aaron Long. Learn the psychological motivators behind online giving.

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  • Pitched at NTEN.org’s annual nonprofit technology conference by Sarah M. Worthy.
  • Aaron Long, Caitlin Kaluza, and Sarah M. Worthy of Schipul Technologies in Houston, Texas, Our software is Tendenci Open Source Content Management Software built for Nonprofits. Learn more at tendenci.com or on Twitter @tendenci!
  • According to the 2012 Digital Giving Index, 65% of people they surveyed gave online
  • When we say “fundraising” we mean all of the transactions that happen with your organizations
    Wordle word cloud from: Online Donations, Events, Sponsorships, Job Board, Corporate Matching, Grants, Recurring Giving, In Kind Gifts
  • You have 7 Seconds to Tap Into Their Motivations
  • The more we treat people on the web like they are impatient and smart, the higher the conversion rate from visitor to phone call or contact forms. So how exactly does a web site treat visitors as impatient and smart? By giving them what they want, on their terms, immediately and with humility
  • Elliot had suffered brain damage to a part of the brain known as the ventromedial prefrontal cortex, which is implicated in the risk and benefit analysis of decision making. Elliot ostensibly seemed normal, with one glaring exception. He lacked the ability to make decisions, deliberating endlessly in the face of simple, mundane choices such as whether or not to use a black or blue pen or when to schedule his next appointment.
  • Use your logo and keep the colors consistent with your other marketing materials so your site visitor immediately knows exactly where they are. Use your logo and keep the colors consistent with your other marketing materials so your site visitor immediately knows exactly where they are
  • The YMCA of Houston does a great job of this – their personalize peer to peer giving pages get 4 times more traffic in aggregate than their standard donation form.
  • Surprisingly, Nielsen’s study found that donors couldn’t find where to give on 17% of the websites used. Using a simplistic homepage design with minimal banners, ads, and graphics is one way to avoid this problem. To avoid “banner blindness,” limit your graphics to only your key calls-to-action. And, of course, make “Give” or “Donate” clear in your navigation.
     
  • Use testimonials and brand logos from your business partners (as allowed) assuring your site visitors that you are a “real” company with an honest reputation. Try not to let your success convince you that everyone knows you want their business.
     
  • Start with networking – build a relationship – build to Ideological
  • Benchmark – 60-75% should be Search Engine Organic traffic
  • http://www.flickr.com/photos/loqueveelojo/3707477761
    http://www.flickr.com/photos/pagedooley/1202823367
    http://www.flickr.com/photos/33874499@N06/4862580749/
    Old media that is on their own time
    Outbound marketing techniques was reliant on a timeline
  • http://www.pharmacytechnician.org/en/art/277/
  • Events that sell out – ThinkLA Digital Breakfast
  • Level Up Your Fundraising - NTC2013 Presentation Deck

    1. 1. Level Up Your Fundraising http://www.monkeyinthecage.com Understanding the Psychology of What Makes People Donate Online Use Hashtag: #NTC13LvLUP Session Presenters Caitlin Kaluza Aaron Long Sarah M. Worthy
    2. 2. Let’s Level Up! #13NTCLVLUP bit.ly/NTCLVLUP Level Up Your Fundraising #13NTCLVLUP Slide 2
    3. 3. Let’s Level Up! 1. Why it Matters 2. Strategy: Why Do People Give? 3. 7 Tactics of Influence on the Web #13NTCLVLUP Level Up Your Fundraising #13NTCLVLUP Slide 3
    4. 4. Aaron Long @longstation Caitlin Kaluza @qcait Sarah M. Worthy @sarahmworthy Tendenci.com | @Tendenci Level Up Your Fundraising #13NTCLVLUP Slide 4
    5. 5. 15 Years Level Up Your Fundraising #13NTCLVLUP Slide 5
    6. 6. Let’s Chat! Photo Credit: flickr.com/photos/bibamatt/2629402676 Level Up Your Fundraising #13NTCLVLUP Slide 6
    7. 7. LEVEL 1: Why Does it Matter? Photo Credit: flickr.com/photos/brittanyg/1305797552 Level Up Your Fundraising #13NTCLVLUP Slide 7
    8. 8. Online Giving is on the Rise Photo Credit: flickr.com/photos/sarahmworthy Level Up Your Fundraising #13NTCLVLUP Slide 8
    9. 9. Giving is Digital Level Up Your Fundraising Source: 2012 Digital Giving Index #13NTCLVLUP Slide 9
    10. 10. Giving is Social Level Up Your Fundraising Source: 2012 Digital Giving Index #13NTCLVLUP Slide 10
    11. 11. Organizations who incorporate social media into fundraising campaigns generate 10x Giving is Social Level Up Your Fundraising more money Source: 2012 Digital Giving Index #13NTCLVLUP Slide 11
    12. 12. NYT Survey: 68% said they “Share to give people a better sense of who they are and what they care about.” Level Up Your Fundraising #13NTCLVLUP Slide 12
    13. 13. Fundraising = Level Up Your Fundraising #13NTCLVLUP Slide 13
    14. 14. LEVEL 2: Visitor Motivations Photo Credit: flickr.com/photos/23889540@N00/1148435913 Level Up Your Fundraising #13NTCLVLUP Slide 14
    15. 15. Why Do People Give? Level Up Your Fundraising #13NTCLVLUP Slide 15
    16. 16. Three Motivations of People 1. Social 2. Material 3. Ideological Level Up Your Fundraising #13NTCLVLUP Slide 16
    17. 17. Social Level Up Your Fundraising #13NTCLVLUP Slide 17
    18. 18. Material NADR.org Level Up Your Fundraising #13NTCLVLUP Slide 18
    19. 19. Ideological ChimpHaven.org Level Up Your Fundraising #13NTCLVLUP Slide 19
    20. 20. 7 Seconds to Tap Into User Motivations 1. What can I do here? 2. Why should I do it? 3. How do I get started? Photo Credit: flickr.com/photos/smaedli/3271558744 Level Up Your Fundraising #13NTCLVLUP Slide 20
    21. 21. Web Users are 1.Impatient 2.Smart Level Up Your Fundraising #13NTCLVLUP Slide 21
    22. 22. Source: credibility.stanford.edu Visitors are Skeptical Level Up Your Fundraising #13NTCLVLUP Slide 22
    23. 23. Visitors Evaluate Credibility on: 1.Your Identity 2.Your Motives Level Up Your Fundraising #13NTCLVLUP Slide 23
    24. 24. Who’s Spending Their Donation? Who Benefits from Their Donation? How You’ll Use Their Donation Content Builds Credibility Level Up Your Fundraising #13NTCLVLUP Slide 24
    25. 25. Storytelling Depelchin.org Level Up Your Fundraising #13NTCLVLUP Slide 25
    26. 26. Stories connect us emotionally… Emotions drive buy decisions. Level Up Your Fundraising #13NTCLVLUP Slide 26
    27. 27. Emotions drive buy decisions Photo Credit: flickr.com/photos/luschei/937166240 Level Up Your Fundraising #13NTCLVLUP Slide 27
    28. 28. LEVEL 3: 7 Tactics of Influence Online Photo Credit: flickr.com/photos/mikecogh/7961942978 Level Up Your Fundraising #13NTCLVLUP Slide 28
    29. 29. 1. Framing the “Ask” Photo Credit: flickr.com/photos/36041246@N00 Level Up Your Fundraising #13NTCLVLUP Slide 29
    30. 30. YMCAHouston.org Keep it Consistent Level Up Your Fundraising #13NTCLVLUP Slide 30
    31. 31. Make the Ask Personal Photo Credit: flickr.com/photos/mikecogh/7961942978 Level Up Your Fundraising #13NTCLVLUP Slide 31
    32. 32. Branded Giving Pages Produce 6x More Dollars Source: onlinegivingstudy.org/quarterlyindex Level Up Your Fundraising #13NTCLVLUP Slide 32
    33. 33. 2. Create Trust with Donors Level Up Your Fundraising #13NTCLVLUP Slide 33
    34. 34. Social Motivations Ideological Motivations Material Motivations Content That Builds Credibility Level Up Your Fundraising #13NTCLVLUP Slide 34
    35. 35. Showcase Your People Level Up Your Fundraising #13NTCLVLUP Slide 35
    36. 36. Komen-Houston.org How Do You use Donations? Level Up Your Fundraising #13NTCLVLUP Slide 38
    37. 37. Depelchin.org More than Money Level Up Your Fundraising #13NTCLVLUP Slide 39
    38. 38. Third Party Validation Level Up Your Fundraising #13NTCLVLUP Slide 40
    39. 39. 3. Apply Social Pressure Level Up Your Fundraising #13NTCLVLUP Slide 41
    40. 40. iFest.org Fire Up the Base Level Up Your Fundraising #13NTCLVLUP Slide 42
    41. 41. Blogger Referrals Site Traffic Facebook Likes Engage New Supporters Level Up Your Fundraising #13NTCLVLUP Slide 43
    42. 42. Easy Places to Start Level Up Your Fundraising #13NTCLVLUP Slide 44
    43. 43. 4. Give Back... First Level Up Your Fundraising #13NTCLVLUP Slide 45
    44. 44. InclusiveSchools.org Content Curation Level Up Your Fundraising #13NTCLVLUP Slide 48
    45. 45. Neuhaus.org Content Curation Level Up Your Fundraising #13NTCLVLUP Slide 49
    46. 46. Watch for what people want …And give it to them! bmtisd.com Listening Level Up Your Fundraising #13NTCLVLUP Slide 50
    47. 47. 5. Aim for Slow Change Photo Credit: flickr.com/photos/costinthampikutty Level Up Your Fundraising #13NTCLVLUP Slide 51
    48. 48. PRSAHouston.org Lower the Barrier to Entry Level Up Your Fundraising #13NTCLVLUP Slide 52
    49. 49. Know Your Audience’s Motivations Level Up Your Fundraising #13NTCLVLUP Slide 53
    50. 50. 1. Hubspot Effective Calls-toAction hubspot.com/how-to-createeffective-calls-to-action 2. 20 Do’s & Don’t’s for Clickable Calls to Action slideshare.net/HubSpot/20-dos-dontsfor-clickable-callstoaction 3. 200 Fundraising Headlines npengage.com/nonprofit-research/200more-email-subject-lines-from-end-yearfundraising Clear Calls to Action Level Up Your Fundraising #13NTCLVLUP Slide 54
    51. 51. 6. Inbound Marketing Level Up Your Fundraising #13NTCLVLUP Slide 55
    52. 52. Current Methods Don’t Work for Generation Y Level Up Your Fundraising #13NTCLVLUP Slide 56
    53. 53. Make it Easy to Give Level Up Your Fundraising #13NTCLVLUP Slide 57
    54. 54. How Do You Want to be Contacted? Level Up Your Fundraising CMHouston.org #13NTCLVLUP Slide 58
    55. 55. 7. Recognize Your Value... ...and charge for it Level Up Your Fundraising #13NTCLVLUP Slide 59
    56. 56. Exclusivity Member Pricing Member Only Events Level Up Your Fundraising #13NTCLVLUP Slide 60
    57. 57. PharmacyTechnician.org The Value of Membership Level Up Your Fundraising #13NTCLVLUP Slide 61
    58. 58. Events ThinkLA.org Level Up Your Fundraising #13NTCLVLUP Slide 62
    59. 59. Recap! 1. 2. 3. 4. 5. 6. 7. Frame the Ask Create Trust with Donors Apply Social Pressure Give Back First Aim for Slow Change Inbound Marketing Recognize Your Value and Charge for It! Level Up Your Fundraising #13NTCLVLUP Slide 63
    60. 60. Recap! 1. Why Online Fundraising Matters 2. Strategy: Why Do People Give? 3. 7 Tactics of Influence on the Web #13NTCLVLUP Level Up Your Fundraising #13NTCLVLUP Slide 64
    61. 61. Questions? Level Up Your Fundraising #13NTCLVLUP Slide 65
    62. 62. Thank You! Level Up Your Fundraising #13NTCLVLUP Slide 66
    63. 63. Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad! INSERT QR CODE HERE or Online using #NTC13LVLUP at www.nten.org/ntc/eval Aaron Long @longstation Caitlin Kaluza @qcait Sarah M. Worthy @sarahmworthy Tendenci.com | @Tendenci

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