Assessing your online fundraising capacity final


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Assessing your online fundraising capacity final

  1. 1. Tell The Truth Today…Raise More Money Tomorrow! Assessing Your Online Fundraising Capacity Presented by: Debra Askanase, Community Organizer 2.0
  2. 2. How this webinar works• A link to the slides and a recording will be sent after the webinar• If you’d like to ask a question during the webinar, you can type it in the box on the right side of your screen• Use the hashtag #fgwebinars to tweet about this webinar
  3. 3. FirstGiving: Online Fundraising Solutions Peer-to-Peer Fundraising Pages and Event Registrations Online Direct Donations Personal Support for your nonprofit, donors, and fundraisers Easy, tested, and secure transaction processes for the donor
  4. 4. About the PresenterDebra Askanase, @askdebraDigital Engagement StrategistCommunity Organizer 2.0
  5. 5. Today’s webinar• Online fundraising capacity: 4 critical elements o Website button and donation page optimization o Online giving opportunities o Donation payment processing o Nurturing online donors• Pre-webinar benchmarking survey results throughout!• Value of an online fundraising assessment• 5 ideas to prepare for end-of-year giving
  6. 6. Online Fundraising survey• Eight questions, 223 respondents• Use it to benchmark your responses to your peers’• Most definitive response: Yes, we have a donation button (88%)• Most unknown: I don’t know if we’ve tested the website button (29%)
  7. 7. Website Button Optimization Examples and ideas
  8. 8. Survey: Donation button yes/no
  9. 9. Six ways to make your donate button rise to the top• Color is crucial: 30% greater conversion with red than grey (Network for Good). A/B test with colors• 2-second test: can visitors find it in 2 seconds?• Creative verbiage: go beyond “Donate Now” with specific asks• Incorporate an image with the button: baby seals, anyone?• Test website positioning and button size• The fewer the clicks to the button from any page, the better
  10. 10. Traditional “Donate Now”
  11. 11. Can you spot the pitfalls?
  12. 12. Survey: Tested & configured donation button
  13. 13. If yes, for what?19/62 mentioned what they test it for - 9… “to see if it works” - 4… positioning, color, size, language and/or utility - 6… complaints about the limitations of the button customization
  14. 14. Survey: Number of clicks to donation button
  15. 15. Nine ideas for optimizing your donation page• Eye-catching headline• Offer different online giving levels• Offer different types of donations (in memory of, in honor of, etc.)• Tell a story• Communicate payment security• Give something back (t-shirt, sticker)• Equate giving to solving a specific need• Show where the money goes• Include social sharing buttons
  16. 16. Optimized, and always 1-click away
  17. 17. Donation Page Optimization Examples and ideas
  18. 18. Survey: System allows for donation category configuration
  19. 19. If yes, for what?• 80 responses• Most popular: Memory, in honor of, recurring, monthly, annual• Other: Project-based, specific programs, matching gift option, special occasions, geographic designations for funding, sponsor someone or an event
  20. 20. Recommended giving levels, multiple online giving options
  21. 21. Use engaging photos
  22. 22. Give something away
  23. 23. Tell a story
  24. 24. Survey: Recommended giving levels
  25. 25. Donation giving levels + impact
  26. 26. Donation page giving options
  27. 27. Show where the money goes
  28. 28. Social sharing + clear process + story
  29. 29. Online Donation Payments
  30. 30. Seven online donation payment & processing ideals• Limit number of clicks to payment• Limit unnecessary text• Limit the number of fields donors must complete• Keep donors on your website• Show payment security badges• Thoughtful thank-you language• Mobile-optimized site and donation page
  31. 31. Nurturing donors
  32. 32. Survey: How donors prefer to give
  33. 33. Survey: segmented online giving plan
  34. 34. Survey: online donation mix
  35. 35. Nurturing online donors: Five questions to consider• Is there a plan to collect and segment donor information?• Do you have a CRM system, or donor tracking system, and does it meet your needs?• How are you segmenting your online donation appeals?• Do you have a donor communication plan?• What is your cross-channel donor nurturing (and communication) plan?
  36. 36. Take Our OnlineFundraising Assessment
  37. 37. Assessment components:Four online fundraising practice areas • Website optimization • Payments • Nurturing donors • The culture of social giving
  38. 38. The assessment is a measurement of systems, competence, and maturity.
  39. 39. Look at what’s holding you back
  40. 40. Goals of an assessment• Provide a snapshot of systems and processes• Identify overall “foundation for success”• Ease process of prioritizing next steps• Allow for comparisons over time, track growth
  41. 41. The Matrix – fundraising systems Sets expectations
  42. 42. 5 things you can do right now…
  43. 43. …to optimize your online giving potential!• Test your donate button for color, size and positioning (add a donation button if needed)• Analyze your donation page: what can you do to improve it?• Test the 2-second rule: can donors find your donate button in 2 seconds?• Take our online fundraising assessment with us• Develop an integrated donor communication plan
  44. 44. Request an onlinefundraising assessment with us! Call us at 617-542-0010 x 4 or visit: will send out this link post webinar.
  45. 45. Resources• donation-button/•• now-button-shine-4492• donate-now-button/•• locations/••
  46. 46. Connect with us through our social communities! Facebook: Twitter: @FirstGiving Online Fundraising blog: @FirstGiving #fgwebinars
  47. 47. Thank you!Interested in learning more about FirstGiving? Contact us: 617-542-0010 x 4 Or @FirstGiving #fgwebinars