When I started with
looked like this
When I started with
the Web, this was the
I work at RNWmedia (and NGO) as the Technical
Lead - it was WereldOmroep
I run a company focused on technology for NGO’s,
Charities and Governmental Organizations
I’m also the CTO of SpeckyBoy Design
Its where the big bucks come
World wide they give out over $60 billion per year from foundations and
Some well known foundations that give
• Foundations like
• The Gates Foundation (Bill and Melisa Gates)
• Gave out over $3.5billion so far for initiatives in education, world health and population,
• The Ford Foundation
• Gave out over $525million so far for a just, fair, and peaceful world
• And many more
• Most money come from governmental agencies
• RNW gets a lot of money from BuZa
• The Red Cross gets 83% of its $1.8 billion from Governments
• Oxfam UK got £49 million from Department for International Development,
and £26m from the European Commission.
There are roughly 3.7million
NGO’s in the world asking for this
Or $16126 each if it was shared evenly…. But of course it is not.
Asking for lots of money, means
making a clear reason for it.
Key things needed on a site
asking for institutional funding
Every page is a landing page, with calls to
• Every page on the site should
have more than one sort of call
to action on it.
• Every page has a contact area.
• Follow the rules for making a
landing page and you can’t go
• Funnel the visitor on a journey
that ends with them making
Donors love to be visually entertained
• Interactive map of all projects
• Infographics about success
• Easy to select links, with thematic connection
• Show off Partners and previous Donor Logos
• *make sure it is easy to consume*
Talk about success, not achievements
(Examples based on RNW)
• We helped over 10million people across the world
people to make the right choice about sex.
• We offer open and anonymous forums to millions
of people to discuss emotive subjects such as sex
and good governance, offering response from
• We bring together polarized countries after civil
wars or dictatorship collapse.
• We provide VPN’s so that social media is still
available to people when governments shut them
down during elections and troubling times.
• We successfully exploit social media to bring
messages to our 5million followers.
• We work in the most dangerous places in the
world bringing about measurable change.
• We are in 17 countries
• We use 7 languages
• We have popular websites
• We are in China, India, Africa,
Cuba, Middle East
• We are the experts on SHSR
• We help people have free speech
• Across all programs we have over
5million social media followers
Talk about the change your brought
• Can you present facts and figures over the change you have brought
to the world?
• Can you show examples where your NGO made a difference in
• What makes your expertise better than anyone else at providing this
Clear facts and figures
Taken from Oxfam UK Taken for the International Committee
of the Red Cross.
Transparency over Vision, Income and
As PDF and on the site
• Where your money comes from
• Where it was spent, a full breakdown
• What it is you do an why. What your story is.
Tell one user story. Only one!
• Tell the story of 1 person and how your NGO helped bring about
change for them per thematic sector.
• Donors can identify with 1 person easily and love their story, show
more than 1 story and it will blind them
• Choose your story well. Spend time to select the best one.
If you have a successful program
or project, create a website for its
Most donors only want to sponsor items that relate to their field.
To finish this section, some examples
Websites for donations and
sponsorships from people.
Remember: this is e-commerce.
The different types of Donor
• One off money Donor
• Monthly reoccurring money donor
• Sponsored event participant
• Sponsored event supporter
• Donation of goods or service for prizes
• Donation of goods or service for the benefit of others
The donate button…...
• Does not matter if it is paypal or another method, it yields very low
• Maybe 0.02% of visitors will use it.
• Don’t do it! No, don’t.
• It does not work because there is no compulsion to do it. Ask plugin
makers that use this…
All donations begin with a great story
• Make sure you have a tag line why people should give you money
• Compare the value of the donation with something real
• Research the Science Of Persuasion to create a value proposition
1. Reciprocity – If you give to the visitor you will receive donations
2. Consistency – Prove it works and people will donate more
3. Social Proof - Show who else donates
4. Sympathy/Like-ability – Influenced by people we like into donating
5. Authority – Present a duty to donate by being the authority
6. Scarcity – Point out how few other are performing in this arean
The Donate Dropdown strategy
• Provide relative products
• Provide instant gratification from donation
“A cuddly toy for an orphan, €5”
• Relate the products to the author of the page
“Get Brian internet access for a month €15”
• Things to consider
• A/B testing to see what is most popular
• Reversing the list to put the most expensive first
• Put most popular first
• Create a middle product that offers better value for money
The cumulative total
• Set a reasonable goal
• Seed the pot
• Give regular feedback to donators on progress
• Make a video, show how human you are and why you need help
• Set an end date so that people know they should do it now!
• Color coding at stages can help highlight success
• Consider stretch goals like on kickstarter
• A cross between a membership site and a donation site
• People register (maybe as a group) and perform the task
• Some options to consider
• Personal goals
• Group goals
• Goal of event
• End value raised
• One off donations
• Leader board
• Business sponsorship (advertising)
Things you have to remember
• Secure website (SSL)
• Simple checkout process
• Payments in a currency and system your visitors can use
• Consider your target audience….
• In China, they use their mobile phones and NFC to donate to crowdfunding
• In Africa, they often use SMS payments as banking is difficult
• In the Netherlands, we love iDeal
• Give a valid reciept
• Try to get them to be a regular sponsor
Geo-Targeting your donation requests
• For a website called This Is Africa http://thisisafrica.me/ we setup
geo-targeted donation dropdown buttons that supported authors.
• In Africa we asked for much lower sums of money than in America
• All diaspora were asked for more, than people that stayed on the
• In Africa we asked for peoples time as volunteers.
Remember to do Analytics
• Push an event every time that a dropdown is touched to see what is
most popular (but not chosen)
• Push an event every time a donation is made so you can see trending
• A/B testing against different setups, stories, buttons, requests.
PROVE YOU ARE DOING THE BEST YOU CAN.
Not everything is about money… you
can also ask for products, time, liking,
sharing, voting, signing ….. And many
Thanks for listening.