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Trends in giving across Australian charities

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We have crunched the numbers across the charity campaigns for Christmas 2017, and are impressed by the successful campaigns.

Here are the staggering results for digital giving in Australian charities for year end of 2017.

Published in: Government & Nonprofit

Trends in giving across Australian charities

  1. 1. Australian charity giving trends Digital giving wrap-up for Christmas 2017
  2. 2. Trends in giving acrossAustralian charities Wehave crunchedthe numbersacrossthe charity campaigns for Christmas 2017,andareimpressed bythe successfulcampaigns. Herearethe staggering results fordigital giving inAustralian charities for yearendof2017. Pre-filled emails SMS donations Social media Donation pages
  3. 3. Pre-filled emails Personalisedgivingisour specialty Pre-filled emails Emails sent to donors with pre-filled name and unique donation amount developed by GiveEasy.
  4. 4. $90 Average gift Average donation via pre-filled email $5,000 Highest amount donated Highest donation via pre-filled email Pre-fill the donation amounts Best tip for making donations fast and easy Trends in giving via email Wrap up of giving trends across Australian charities for Christmas 2017
  5. 5. Tips for successful giving via email Be sure to add a number of donation buttons throughout your email. This may seem obvious, but it makes a significant difference when you see examples of emails that raise funds quickly. The Pyjama Foundation successfully reached their donors with enticing donate buttons. TIP #1: Add clear donate buttons
  6. 6. Tips for successful giving via email Giving donors a clear call to action makes giving much easier. We have seen that colourful buttons work much better than hyperlinks. Also, you can add unique amounts for each donor. This highly targeted approach offers amounts to suit their giving patterns. We worked with Save the Bilby to setup email links with unique amounts based on their segmented database. TIP #2: Add buttons rather than hyperlinks
  7. 7. Tips for successful giving via email We saw a clever play on forwarding emails to remind donors to give. For example, FW: You may have missed our earlier email Borneo Orangutans forwarded their first email with an emotive invitation to give. TIP #3: Email forwarding is trending FW: You may have missed our previous note
  8. 8. Tips for successful giving via email Sending three emails in a row really paid off for many charities over the festive season. • The first is to explain the need to give. • The second reminds donors of the impact their funds will make • The third is sent in the last week, with a reminder of the urgency to give with time sensitivity. Remember: The average donation via email was $90. Email one: (One month out) Gives context to the reason to give Email two: (Two weeks out) Reminds donors of the impact their dollars will make Email three: (Two days to go) Sent just before the end of the campaign, is the most time sensitive. TIP #4: Frequent emails simply work
  9. 9. Tips for successful giving via email TIP #5: Add a donation tracker to your page People want to know their donation is making a tangible difference. This is where a donation tracker, or live thermometer bar works. Set your target, and each donation will automatically update. Remember: Add a live donation tracker to your donation page to show live donations. Remember: With GiveEasy, every email form is pre-filled with name and unique donation amount
  10. 10. How to setup pre-filled emails withGiveEasy Step 1: Create your own giving page In just 30 minutes, you can add beautiful imagery and your personalised story. Create your own beautiful donation page. Step 2: Collect your data Send your segmented data to GiveEasy to pre- fill your forms. You can include up to 3 unique amounts per donor. Step 3: We generate links for you The GiveEasy team will generate pre-filled links, ready for you to send in your next email. Step 4: Send your email when ready You prepare the emails, write and send when you are ready. Follow easy step-by-step instructions for mailing programs such as Mailchimp or Campaign Monitor.
  11. 11. Preview of pre-filled donation pages Pre-filled donation amount Pre-filled first name Each donor will see a unique form, with their own details Making is easier to give Pre-filled last name Unique amount for each donor https://st-kilda-mums.giveeasy.org/help-us-now
  12. 12. Trends in SMS giving FromtheSMSexperts Pre-filled SMS donations Outbound SMS campaigns sent with pre-filled name and unique donation amount developed by GiveEasy.
  13. 13. $89 Average gift Average donation via prefilled SMS $3,000 Highest amount donated Highest donation via prefilled SMS ROI: 3.3x for SMS Average conversion rate for SMS: Trends in giving via SMS ROI: 4.5x for SMS Conversion with vanity URL: Friday 22nd December 2017 Best day to send SMS Wrap up of giving trends across Australian charities for Christmas 2017
  14. 14. Tips for successful giving via SMS We call this a vanity URL, which shows your charity name in the SMS link. Donors trust links that clearly show the organisation name, and this update has made all the difference. SMS setup with GiveEasy is quick and easy. TIP #1: Include your charity name in the links
  15. 15. Tips for successful giving via SMS Text messaging is the most direct communication tool for charities. To make the most of this, we have seen campaigns that are highly emotive and create a sense of urgency get the best responses. Utilising urgent or time sensitive wording that tie into the rest of the campaign. TIP #2: SMS works best with urgency
  16. 16. Tips for successful giving via SMS Remember that each SMS is limited to 160 characters. You want your first message to be direct, emotive and brief. Naturally, you can send additional messages as needed. TIP #3: Keep it short and emotive
  17. 17. How to setup pre-filled SMS withGiveEasy Step 1: Prepare you SMS copy GiveEasy can assist to keep your message short with high impact. Step 2: Collect your data Gather your data that includes one amount, which can be personalised for each donor. Step 3: We generate links for you The GiveEasy team will generate pre-filled links, ready for you to send out via SMS. Step 4: Send your SMS when ready When you are ready, you can hit send on the SMS. For large campaigns, GiveEasy can assist with sending high volume SMSes.
  18. 18. Trends in social media campaigns Social media campaigns Customizable donation pages to track across multiple social channels.
  19. 19. Tips for amplifying giving across all channels Social media can amplify your message in an instant. St Kilda Mums learned the power of social media, when they 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. TIP #1: Share on social media
  20. 20. Tips for amplifying giving across all channels Boost the right posts on Facebook. Reach more donors by boosting posts during your campaigns. Contact us if you need your posts boosted over Facebook. Save the Bilby Fund raised over $50,000 over Christmas across all digital channels. TIP #2: Share on social media
  21. 21. Tips for amplifying giving across all channels Live video on Facebook and Instagram are growing in popularity. Facebook is now actively promoting live video streams on Facebook and Instagram. Don’t be afraid to try out new and emergent content types to reach a much bigger audience. The Pyjama Foundation took to Facebook with live videos to raise over $30,000 at Christmas. TIP #3: Go live on social media
  22. 22. Trends in donation pages for websites Website donation pages Fully customizable donation pages to add to your website. No coding required, just drag and drop images and text to create your own donation page.
  23. 23. Add video Videos can now be added to the donation pages Add live donation tracker Donors can easily see their gift towards the total Personalise forms for fuss-free giving With GiveEasy across all pages you can: Features of donation pages Track donations Multiple versions per campaign Mobile friendly All pages are responsive design New features added to our beautiful donation pages Unlimited fields Add your own fields to capture more information
  24. 24. Tips for website donation pages Make an impact with images and video Start with beautiful images, a short description and your logo. Then you can add video and live donation thermometer bar. TIP #1: Build your own donation page for your website https://demo-charity.giveeasy.org/xmas-wish
  25. 25. Tips for website donation pages You can now add unlimited fields We know that some charities want to collect postcodes or addresses at the moment of donation. You can now add these fields into our new donation pages. See how Dress for success added “Organisation” field to their donation page. TIP #2: Build your own form https://dress-for-success-sydney-inc.giveeasy.org/empower-hour-18
  26. 26. Preview of beautiful donation pages Add you own images Fonts and colours Add your own donation page to your website Mobile friendly design Unique tracking links
  27. 27. Preview of beautiful donation pages Live thermometer bar Pre-filling available Live giving tracker now available Across email, social and SMS Customised donation page
  28. 28. Get in touch today We make digital giving easy www.giveeasy.org Call us on: (02) 8668 5579 Or email: theteam@giveeasy.org

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