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6 Tips to make digital giving personal this Christmas

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Tangible ways you can personalise the donation experience this Christmas across donation pages, email, SMS and social.

Published in: Government & Nonprofit
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6 Tips to make digital giving personal this Christmas

  1. 1. Digital giving made easy 6 TIPS TO MAKE DIGITAL GIVING PERSONAL THIS CHRISTMAS
  2. 2. An entire suite of fundraising solutions available in one click. Digital giving made easy
  3. 3. Why is personalisation important?
  4. 4. Why make digital giving personal? 60% of donors would give more in exchange for a more personalised experience. In Australia 44% said they would be willing to donate more for a personalised experience. Source: Accenture study, July 2017 Donors want an experience
  5. 5. The secret to raising more money is to build strong community with the donors your have. It is much easier to grow givings from loyal donors, than to begin again. This means it is all about knowing your donors. Which is about data. Donors want to feel like a valued contributor
  6. 6. AWARENESS Aware of issue to be supported DONATE Make a difference today INTEREST Research the projects you support ADVOCATE Follow your progress FUNDRAISER Support your cause as a fundraiser CURIOUS CONCERNED MOVED & SATISFIED PROUD INSPIRED DONOR STAGE: Understand where your donor is on the giving journey THINKING AND FEELING | Match your content and tone of voice. Map out your donor journey Personalise the experience at every stage of the giving journey
  7. 7. Match to your fundraising journey INSPIRE With the good work you are doing. THANK YOU You are making a difference to the world! IMPACT STORY Emotive story about your impact UPDATE Milestones achieved with donations CHARITY PEER Invite to join a peer to peer event CHARITY CAMPAIGN: Match your fundraising strategy to donor journey CHANNEL | Use best channel for each stage of donor journey Social media Website Advertising Website Social media Email SMS Donation page Thank you Email Email SMS Peer to peer SMS Personalise the experience at every stage of the giving journey CURIOUS CONCERNED MOVED & SATISFIED PROUD INSPIRED CONTENT | Match your content and tone of voice.
  8. 8. Aligned donor journey AWARENESS Aware of issue to be supported DONATE Make a difference today INTEREST Research the projects you support ADVOCATE Follow your progress FUNDRAISER Support your cause as a fundraiser CURIOUS CONCERNED MOVED & SATISFIED PROUD INSPIRED INSPIRE With the good work you are doing. THANK YOU You are making a difference to the world! IMPACT STORY Emotive story about your impact UPDATE Milestones achieved with donations CHARITY PEER Invite to join a peer to peer event DONOR STAGECHARITY CAMPAIGNCHANNEL Social media Website Adversiting Website Social media Email SMS Donation page Thank you Email Email SMS Peer to peer SMS TONE OF VOICE Personalise the experience at every stage of the giving journey
  9. 9. Make giving personal in just a few steps Emails that simply work!2 Make it an experience1 Go straight to mobile3 Social is personal4 Thanking is natural5 Keeping track of givings6
  10. 10. HOW TO: Create a personal experience for your donors Make it an experience1
  11. 11. Give your donors an experience this Christmas Give plenty of context on what you need funds for Make donors feel valued • No matter what gift they give Add a Christmas giving banner to your website • It makes a big difference Make is simple and easy to donate • (Paypal, limited fields) Make it an experience1
  12. 12. CURIOUS Keep the theme across all channels Christmas donation banner on home page Make it an experience1 AWARENESS Aware of issue to be supported INSPIRE With the good work you are doing.
  13. 13. Make it an experience1 DONATE Make a difference today MOVED & SATISFIED IMPACT STORY Emotive story about your impact Donation page with emotive video
  14. 14. Make it an experience1 DONATE Make a difference today MOVED & SATISFIED IMPACT STORY Emotive story about your impact Donation page with easy payment options
  15. 15. ADVOCATE Follow your progress PROUD UPDATE Milestones achieved with donations Make it an experience1 Mobile experience Give on any device
  16. 16. The power of segmenting your data What can you personalise? Emails that simply work! Emails that simply work!2
  17. 17. Emails go directly to your donor Email is the perfect place to create a experience unique for your donor Segmenting your data makes all the difference. Know your audience Emails that simply work!2
  18. 18. Personalise at every step Tailor copy to suit donor groups • Curious • Concerned • Ready to take action • Proud supporter • Lapsed supporter It’s all in a name Use the first name throughout your communications. You can add this to the subject line, email subheading and intoduction. Unique donation amounts • First time donors • Repeat donors <$100 • Repeat donors $100 - $200 • Donors above $200 WHAT CAN YOU PERSONALISE? Write copy that is campaign specific • 10 days to go • Christmas giving
  19. 19. Even better… Effortless giving Pre-fill the donation form Words on the landing page unique to the donor – e.g. first name Make giving even easier by pre-filling the donation form Personal email Tailored donation page Personal thankyou page Pre-filled donation form Add links to pre-populated donation page Setup personalised thank you
  20. 20. 18 sleeps to go… Emotive email with donation options
  21. 21. Jeremy, you can help save bilbies from extinction Personalised email with different giving amounts
  22. 22. Alex, baby orangutans need your help Personalised email with video
  23. 23. $ 50 Alex Legend a.legend@yourmail.com Pre-filled donation form
  24. 24. $ 50 Alex Legend A.Legend@mymail.com First time donation Second time donation $ 50 Alex Legend A.Legend@mymail.com
  25. 25. Just in time for Christmas Personalised donation pages Hi Alex,
  26. 26. Go straight to mobile with SMS Go straight to mobile3
  27. 27. Choose your own adventure on SMS! Customise messages for donors Names Greet your donors with their name Customize the message Make it relevant to their interests Include unique giving amount Use unique ask amounts in the email copy that mirror your direct mail piece Go straight to mobile3
  28. 28. Alex, We're still short! Donate $50 by midnight: http://donate.asrc.org.au/ uns STOP 04xxxxxxxxx SMS is now super personal Sender ID: Max 11 characters Firstname: Use donor’s name Copy to suit tone and message Unique gift amount Remember: With GiveEasy each link is unique to the donor, with pre-filled form. Kon from ASRC Name Copy Gift amount Link: UNS: Unsubscribe number. Always included. Customise your mobile giving with highly targeted SMS
  29. 29. Alex, It's World Refugee Day and Maurice Blackburn Lawyers are doubling donations to the Asylum Seeker Resource Centre until 10am! Stand with refugees. Donate $15 to fund a night of housing: http://donate.asrc.org.au/xxx uns STOP 0428424979 Alex, It's World Refugee Day and Maurice Blackburn Lawyers are doubling donations to the Asylum Seeker Resource Centre until 10am! Stand with refugees. Donate $15 to fund a night of housing: http://donate.asrc.org.au/xxx uns STOP 0428424979 Gift $15
  30. 30. Outbound SMS First time donor experience Alex, It's World Refugee Day and Maurice Blackburn Lawyers are doubling donations to the Asylum Seeker Resource Centre until 10am! Stand with refugees. Donate $15 to fund a night of housing: http://donate.asrc.org.au/xxx uns STOP 0428424979 Pre-filled donation page
  31. 31. Alex, It's World Refugee Day and Maurice Blackburn Lawyers are doubling donations to the Asylum Seeker Resource Centre until 10am! Stand with refugees. Donate $15 to fund a night of housing: http://donate.asrc.org.au/xxx uns STOP 0428424979 Alex, it's World Refugee Day & the Telethon is live. Let's beat last year's tally so we can provide urgent safety & sanctuary. Maurice Blackburn Lawyers doubling donations NOW until 10am! Stand with us. Donate $41 to fund an employment consult: http://donate.asrc.org.au/xxx uns STOP 0428424979 Alex, It's World Refugee Day and Maurice Blackburn Lawyers are doubling donations to the Asylum Seeker Resource Centre until 10am! Stand with refugees. Donate $105 to fund a week of housing: http://donate.asrc.org.au/xxx uns STOP 0428424979 Gift $15 Gift $41 Gift $105
  32. 32. Alex, last chance for your EOFY donation to connect people and change lives! Give now: https://donate.redcross.org uns STOP 0429562888 Alex, last chance for your EOFY donation to connect people and change lives! Give now: https://donate.redcross.org uns STOP 0429562888 Alex, last chance for your EOFY donation to connect people and change lives! Give [Amount]: https://donate.redcross.org uns STOP 0429562888 Unique amount per donor Give now
  33. 33. Outbound SMS First time donor experience Pre-filled donation page with Name, Surname, Email, amount already added to the page.
  34. 34. Social is designed to be personal Social is personal4
  35. 35. Social is made to be personal! Give both donors and benefactors a chance to be part of your community Everyone has different supporters on social: • Some are donor centric • Others are support/service orientated Social is personal3
  36. 36. Include everyone, to build your community Talk to your crowd of supporters With just a small amount, you can make an enormous difference to this community. Social media can amplify your message in an instant. St Kilda Mums added a powerful post on Instagram a few days before Christmas, and it was then shared by Megan Gale, which took their campaign to instant fame overnight.
  37. 37. Share stories from the heart
  38. 38. Fully customizable donation page
  39. 39. Key things to test on social Here is what you can customise on social Total fundraising goal • Live thermometer bar • Adjust the total as you reach the goal Message content • Urgent message Ask amount • Lower donation amounts to encourage giving by many people First person wording • We need your support
  40. 40. Your supporters want to make an impact, so ask for help!
  41. 41. Tell your story on your crowdfunding page
  42. 42. Thank you, you are now part of our community. Thanking is natural5
  43. 43. Say thanks at every stage. At the moment someone gives, you want to reward them immediately. Saying thank you is the start of a communications journey to bring new donors into your community. Saying thank you is the easiest thing to do. However, many charities miss out on this step. With digital it is now easy to setup instantly. Thanking is natural5
  44. 44. Channels to say thanks Donation page thanks On screen Mail is too expensive to say thanks Give context on how the funds will help your community. Email is the obvious channel Read rates are down SMS or MMS Think about other ways to say thank you in a personal way.
  45. 45. Personalise at every step Thank you at donation On donation screen. Receipt sent via email Give context on how the funds will help your community. Follow up with milestones Send a thank you SMS. [Firstname], we reached the $100,000 target for our Intensive Care Unit upgrade, which means more critically ill patients like Erin will receive the life-saving care they so desperately need. We just wanted to keep you up to date, and let you know that we could not be more appreciative of the role our supporters played in this fantastic result.uns STOP 0417672291 Thanks You can now tailor each thank you stage with GiveEasy.
  46. 46. Other ways to say thanks Find ways of showing the impact, and say thank you from different people. • Video from team • Thank you from benefactors • Message from key ambassadors
  47. 47. Keeping track of givings Keeping track of givings6
  48. 48. Setup tracking in minutes Super easy to monitor Track every page to see what works With GiveEasy, you can create mulitple versions of your donation pages. Keeping track of givings6
  49. 49. Add a pixel for to track gifts or near misses. You can target donors across your social platforms with ease. Set up tracking and retargeting based on where they last visited to mimic the content from that channel – not just a standard donation page – the advert should mimic the current campaign as well. Keeping track of givings6
  50. 50. Follow the giving journey AWARENESS AND INTEREST Plenty of targeted posts before giving • Build visibility for your brand across all social channels DONATION Once they have donated, change to your brand story • If they gave, remove facebook ads UNMOVED If they don’t give • Target donors with another, more urgent channel like SMS AWARENESS Aware of issue to be supported DONATE Make a difference today INTEREST Research the projects you support CURIOUS CONCERNED MOVED & SATISFIED
  51. 51. Make giving personal in just a few steps Emails that simply work!2 Make it an experience1 Go straight to mobile3 Social is personal4 Thanking is natural5 Keeping track of givings6
  52. 52. | 52 Questions? To find out how we can help you increase your digital giving this Christmas: www.giveeasy.org/
  53. 53. Join us next week for the special tricks to get traction on your Christmas giving Join us next week for digital giving

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