Trends in giving across Australian charities at tax time. Unveiling the giving trends you will have to see to believe. Once again, we have crunched the numbers and are proud of the charities who ran successful campaigns at tax time. Here are the five key trends sweeping charities this end of financial year.

1. Trends in giving
this tax time
Stand out trends this tax time

2. Congratulations!
To all the charities who
went all out to raise funds
for their cause this June.
We have seen some outstanding campaigns,
and can nowlook at what really tipped the
balance for donorsto give more this tax time.

3. TREND #1: Shift to give online, even from mail
TREND #2: Videos are trending upwards
TREND #3: SMS continued to outperform
TREND #4: Live thermometer bar powered ahead
TREND #5: Personalisation is the next frontier
5 TRENDS IN GIVING
THIS TAX TIME

4. This year we saw a significant
increase to give online, even
from mail.
TREND #1:
Shift to give
online, even
from mail

5. We found a significant uplift
YoY in on-line donations from
the mail response
mechanism.
TREND #1:
Donors give online,
even from mail

6. Direct mail pack Leading to fully trackable donation page

7. Video is a growing
trend across all
mediums
TREND #2:
Video
says it all

8. Examples of
landing pages
using video
TREND #2:
Emotive video
on donation
page
MS and
Emotive use of
video on
donation page

9. Guide Dogs
NSW/ACT took
video to the
next level
TREND #2:
Clever use of mimic video on email
Watch Yvonne meet Page…

10. CLEVER TRICK:
Actually linking to personalised
donation page
Alex
Legend
a.legend@mymail.com
$38
CLEVER TRICK:
Email with play
button on image
Watch Yvonne meet Page…

11. WINNING COMBINATION
Video +
prefilling
donation page
LINKS TO:
Personalised, pre-filled
donation form.
Alex
Legend
a.legend@mymail.com
$38
CLEVER TRICK:
Email with play
button on image
Watch Yvonne meet Page…

12. Great last-minute
donation channel
TREND #3:
SMS
continued to
outperform

13. SMS wins for
last-minute
giving
This tax season showed us
that we now have the
winning formula for SMS.
This year, a number of
charities split their sending
between Friday and Saturday.
Blog to follow with the
results… Stay tuned!

14. Winning SMS
copy
[Firstname], last chance for your
EOFY donation to connect
people and change lives! Give
$[amount] now: [URL]
uns STOP 0429562888
[Firstname], last chance
for your EOFY donation to
connect people and
change lives! Give
$[amount] now: [URL]
Urgency

15. Winning SMS
copy
[Firstname], you're 1 click away
from helping 24 organisations in
our local community. Please
donate today: [URL]
uns STOP 0427993770
[Firstname], you're 1 click
away from helping 24
organisations in our local
community.
Please donate today:
[URL]
1 click
away…

16. Winning SMS
copy
Hi [Firstname], please help us
achieve 1000 rescues this year &
save tax. Donate $[Amount] by
midnight here: [URL]
un STOP 0429847150
Hi [Firstname], please help
us achieve 1000 rescues
this year & save tax.
Donate $[Amount] by
midnight here: [URL]
A/B Test

17. See our next
blog on the
results of our
split test
Hi [Firstname], please help us
achieve 1000 rescues this year &
save tax. Donate $[Amount] by
30 June here: [URL]
un STOP 0429847150
Hi [Firstname], please help us
achieve 1000 rescues this year &
save tax. Donate $[Amount] by
midnight here: [URL]
un STOP 0429847150
Test A
Friday 29 June
Test B
Saturday 30June

18. All pages with live thermometer bar
exceeded target
TREND #4:
Live
thermometer
bar pages
powered ahead

19. TREND #4:
Live thermometer bar
pages exceed their goals

20. TREND #4:
Live thermometer bar
pages exceed their goals
(Original goal was $40,000)

21. Make the giving experience
personal.
TREND #5:
Shift to
personalised
giving

22. Personalised Email Personalised donation page

23. TREND #1: Shift to give online, even from mail
TREND #2: Videos are trending upwards
TREND #3: SMS continued to outperform
TREND #4: Live thermometer bar powered ahead
TREND #5: Personalisation is the next frontier
5 TRENDS IN GIVING
THIS TAX TIME

24. Get in touch today
We make digital giving easy
www.giveeasy.org
Call us on:
(02) 8668 5579
Or email:
theteam@giveeasy.org