1. „A few ways to build awareness
for fundraising target groups”
Azadi Sheridan
Productle (UK)
27th May 2015
2. Agenda
• What is crowdfunding?
• How to convince the unconvinced to give?
• The role of social media
• How to thank donors
• Some inspiration
3. Who am I?
• Approaching 20 years
in not-for-profit sector
• 11 years for with
world’s leading
fundraising software
vendor
• Now independent
consultant and social
entrepreneur
8. Tesla Museum – how?
1. Reach out on Social
Media to build support
2. Key Influencers
3. Network
4. Matched funding
http://duncanknox.com/4-ways-a-museum-can-crowdfund-1m/
12. Image: Computer Girl http://www.idioplatform.com/uploads/2011/07/COMPUTER-GIRL.jpg
40% of UK
consumers said
online giving is
their main way
of donating to a
cause
13. • Blackbaud Next Generation of Giving survey
• Conducted via a YouGov Plc UK online survey between November 8 – 11, 2013
• Total sample size was 2088 adults (aged 18+)
17. Social Proof - Peer fundraising
tactics
• Fundraising page average = £176.62
Photo or video = £18.41
Blog post = £206.62
Personal thank you emails = £317.77
18. Upward trends – Trust and
Transparency• 47% of online donors never
complete the donation form
• Financial reasons and
distrust of charities - two
biggest reasons for non-
donation.
• If charities did a better job in
the areas [the donor] cares
about, donors could give up
to £665m more,
• Greater loyalty via branded
Sources: http://www.thinknpc.org/publications/money-for-good-uk/
http://www1.networkforgood.org/online-giving-study-donations-driven-donor-
experience-year-end-gifts-and-large-scale-disasters
19. How do people give?
Source: Blackbaud Next Generation of Giving
21. Upward trends
• Mobiles are quickly
becoming the
preferred device for
accessing the
Internet
• Over 17% of
respondents said
they’d donated via a
smartphone or tabletImage: [Mobile Fundraising] http://www.npengage.com/wp-content/uploads/2013/01/mobile-web-752x483.jpg
22. Design for mobile = design for
web
• Keep it simple
• Use visuals
• http://www.nomensa.com/blog/2012/creati
ng-the-perfect-donation-experience
23.
24. Put it together….
• http://electricputty.co.uk/blog/how-to-get-
more-online-donations-for-your-charity/
25. Why bother?
Would you be willing to use a smartphone
to make a donation through a browser?
Gen Y 36.4%
Gen X 25.3%
Boomer 6.1%
Mature 2.9%
26. Design for mobile = design for
web
• http://www.nomensa.com/blog/2012/creati
ng-the-perfect-donation-experience
29. Caution!
• 1 in 5 of respondents did not notice the
charity they were supporting
• Possible causes:
– Donating to a friend
– Using a 3rd party application of website
– Lack of information about the charity/campaign
– Little to no follow up for online donations due to
lack of data
Image: Warning Sign http://www.picgifs.com/graphics/w/warning-sign/graphics-warning-sign-954409.jpg
30. Do you have a communication
plan?
Nearly half of respondents indicated they’d like to have easy access to further
information about the cause
33. In summary
Use your analytics – whatever you have
Ensure you offer a variety of methods for support – web, social,
mobile, direct mail, face-to-face, etc
Focus on the ask –
Use empathy and avoid guilt
Use social validation
Learn from ecommerce - Quality photography of individuals
Minimise options - mobile experience now, one page forms
Be clear – three price points.
Encourage social sharing; build engagement with the thank
Take part in the dialogue where appropriate
Be transparent about use of income
Leverage your assets for a reward process
Be vigilant about your brand and message. The donor needs to
easily know who you are.
Make it easy to support, share, learn and participate
34. Thank you for your attention!
Azadi Sheridan
e-mail: azadi@productle.com
Linkedin.com/in/AzadiSh
@AzSheridan
And it’s not just organisations reporting that online giving is growing in popularity…More and more individuals are turning online to support their favourite causes. In this survey – 40% reported that donating online is (or will be) their preferred method of giving.
And giving online draws lots of focus to your website. Nearly 60% of those who have given online gave directly through a charity’s website. This reinforces the importance of your organisation’s website in your communications and fundraising strategy.
– Our survey showed that giving via your charity’s website was popular across all age ranges!! So don’t let anyone tell you your older supporters aren’t online! We debunked that myth in our Next Generation of Giving UK report earlier this year.
1% - a celebrity
Acknowledging donor motivations allows us as fundraisers and marketers to better communicate and serve our supporters.
The average amount raised from a standard fundraising page was £176.62 Adding a photo or video took the average to £195.03
Adding a blog post saw an average of £206.62
Sending thank you emails took it to £317.77
Doing all of those actions resulted in an average of £643.04 raised
http://www1.networkforgood.org/online-giving-study-donations-driven-donor-experience-year-end-gifts-and-large-scale-disasters
Giving on social networks is significant, but donor loyalty is highest on charity websites that build strong connections with donors. Personality matters on these websites: The loyalty factor for donors acquired through generic giving pages is 66.7% lower than for donors who give via charity-branded giving pages.
UK Giving is profoundly multi-channel! Operating in multiple channels and providing many options to give is the key to reaching donors of all ages.
Interestingly - the definition of “giving” may need to be reconsidered for us internally as organisations. Our donors do not distinguish a difference between a donation at a shop counter and a direct donation to us via our website or direct mail appeal!
Is there an opportunity here?
UK donors are ahead of North American donors in the adoption of mobile giving
(11% of UK donors vs 8% of US donors and 3% of Canadian donors)
Harnessing this low value mobile giving into longer term, more profitable forms of giving (such as regular monthly giving) is the next challenge for UK fundraisers.
And if 11% isn’t that impressive to you…consider this…
Another trend on the rise is donations from smartphones and tablets. Mobile devices, whether smartphone or tablet, are close to outpacing desktops as the #1 way to go online.
Expectations about what users can and should be able to do via their mobile device are increasing. While our survey showed only 17% of respondents using a mobile device to make a donation – I expect this number to only rise.
Google reports that 50% off all UK web traffic TODAY to come from mobile devices. Tomorrow the figure will only be higher.
So, is it all roses in this survey? Not necessarily! 17% of respondents in this survey did not notice which charity they were supporting with their donation. This number slightly increases if we include those who responded “do not know”. There are a variety of reasons this could occur:
- supporting a friend, not a particular cause
the charity brand was not prominent or even there – often times when using challenge event tools (fun runs) – it’s their brand on display, not yours
There may be a lack of information or easy access to information about your cause
Sadly, all too often there is little to no follow up on donations made online
While speaking of communications – 49% of respondents wanted easy access to further information about the cause they were supporting. This is very encouraging. How are you addressing this in your communications plan?
Some questions to ask internally at your organisation are:
How prominent is your charity’s brand during the donation process?
Start to finish – across all mediums
How easy is it to learn more about your charity or cause?
Are you able to reinforce your message with updates on campaign success/results?
How up to date is your website?
How accessible is your website?
Furthermore, the report asked donors about ways in which to stay in touch. UK donors most frequently report visiting a charity's website as an important way to stay in touch. Older age groups are more likely to value mail communication — yet Generations Y and X follow fairly closely, confirming mail is still an important channel across generations.
As one might expect, the youngest age groups are more likely to value email updates, although neither Boomers nor Matures lag far behind.
And it’s so surprise that Gen Y lead the way with social media and text messaging!
Unless otherwise stated, all stats from today’s presentation are from The Psychology of Online Giving Report – download today!
Stay in touch!
