Tell The Truth Today…Raise More Money Tomorrow! Assessing Your Online Fundraising Capacity Presented by: Debra Askanase, Community Organizer 2.0
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
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
About the PresenterDebra Askanase, @askdebraDigital Engagement StrategistCommunity Organizer 2.0http://firstname.lastname@example.org
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
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%)
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
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
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
Survey: System allows for donation category configuration
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
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
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?
Take Our OnlineFundraising Assessment http://www.flickr.com/photos/8525214@N06/4096728450/in/photostream/
Assessment components:Four online fundraising practice areas • Website optimization • Payments • Nurturing donors • The culture of social giving
The assessment is a measurement of systems, competence, and maturity.
Look at what’s holding you backhttp://www.flickr.com/photos/jox1989/4907642470/in/photostream/
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
The Matrix – fundraising systems Sets expectations
5 things you can do right now… http://www.flickr.com/photos/thomashawk/5896790695/in/photostream/
…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
Request an onlinefundraising assessment with us! Call us at 617-542-0010 x 4 or visit: http://firstgiving.per.fm/fundraising-assessment/We will send out this link post webinar.