Donating online how to make it work for your nonprofit 4 11


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Donating online how to make it work for your nonprofit 4 11

  1. 1. Donating OnlineHow to Make It Work Best for Your Nonprofit Marion Conway Literacy Volunteers of NJ April 30, 2011 Marion Conway Consulting 1
  2. 2. Engagement with Donors’ Top Charity GEN Y GEN X BOOMERS MATURES 50% 66% 76% 81% 26% 30% 30% 23% 34% 23% 20% 13% 14% 17% 11% 7% 16% 13% 11% 6% 19% 14% 9% 5% 13% 8% 7% 4% 13% 9% 5% 3% 8% 9% 5% 2%Convio 2010 Next Generation of American Giving Report Marion Conway Consulting 2
  3. 3. Giving Channels % donated this way in last 2 years GEN Y GEN X BOOMERS MATURES 48% 57% 52% 48% 26% 43% 54% 77% 28% 35% 32% 30% 29% 35% 31% 25% 22% 28% 28% 31% 22% 22% 27% 35% 25% 27% 17% 12% 8% 10% 16% 25% 11% 17% 14% 11% 14% 13% 4% 2% Emerging Channels 9% 6% 4% 2%Convio 2010 Next Generation of American Giving Report Marion Conway Consulting 3
  4. 4. Wired Wealthy Study• 51% Prefer to give online• 80% have made donations online• Benefits of making donations online: – speed and efficiency – less cost for admin – credit card miles – donation-tracking abilities Marion Conway Consulting 4
  5. 5. What does this all mean? Marion Conway Consulting 5
  6. 6. Fundraising isprofoundly multichannel Marion Conway Consulting 6
  7. 7. How the Donating Online Process Works Payment Gateway checks to make sure that the credit card number is valid. If the Visitor arrives at card is rejected, the Donate Now page Payment Gateway and makes various sends back word to choices – amount, your website so that one time/recurring you can notify the and provides credit visitor. Otherwise, the Visitor at your card information process continues. website clicks on Visitor makes final “Donate Now” click to submit payment Marion Conway Consulting 7
  8. 8. How the Donating Online Process Works You should send a personal thank you – email is okay The visitor is shown a Synchronize your confirmation screen transaction reports indicating that the with your database transaction was successful. They are also emailed a receipt. You account reports are updated, so that you’ll The money is routed by the be able to see that a Payment Gateway into a payment was made. bank account - a Merchant Account. Your vendor will send you all payments gathered in a merchant account – usually once a month. Marion Conway Consulting 8
  9. 9. Which One is Best For Me? It Depends…….This Is Important to Me…….Has the lowest costHave recurring donation capabilityHave the form tailored to colors and fonts of our websiteBe able to sign up for an eNewsletterBe able to designate gift to specifc programsSupport for tributes, memorials, premiumsVendor has a donor website where donors can see all of their donations Marion Conway Consulting 9
  10. 10. If This Describes You…. Small organization Have a website Have a donor database Do not have a donor database Have few online donations Marion Conway Consulting 10
  11. 11. Here Are Some “Starter” Online Donation Tools Network for Good (Uncustomized Version) Click and Pledge Razoo Marion Conway Consulting 11
  12. 12. Network for Good - Basic DonateNow• Low-cost• Cannot be customized• Donor leaves your website and makes donation to Network for Good – impact on your brand• Supports recurring giving clearly• The only charge is a 5% transaction fee• NFG also offers a fully customized product A good choice for organizations getting started with an online donation program Marion Conway Consulting 12
  13. 13. Click and Pledge• Reasonable functionality and cost• The donation form can be integrated somewhat with the look of your website• The tool also has strong international support• $5 monthly fee, plus 4.5% and $0.35 of each donation Click and Pledge is a good choice if you want a little more functionality than NFG Basic. Marion Conway Consulting 13
  14. 14. Razoo• Basic and “cool” functionality at low cost• Works with a widget on your website• Individual fundraising pages• Team and event fundraising• Integrated with Facebook and Twitter• 2.9% transaction fee; Additional 2% for team features Good choice for certain types of donors and fundraising approaches Cool features will connect with social media enthusiasts Marion Conway Consulting 14
  15. 15. Marion Conway Consulting 15
  16. 16. Razoo Sample – Support Words Work Marion Conway Consulting 16
  17. 17. Razoo and Other Choices on Charity Navigator Marion Conway Consulting 17
  18. 18. Step Up from the Starter Tool• Customized Network for Good• Integrate with your Donor Management System – Giftworks (Desktop solution) – eTapestry (Web based solution) Marion Conway Consulting 18
  19. 19. Network for GoodCustom DonateNow• Branded donation page - Customized, professional form integrates into your website• $50 per month, and 3% per donation At $30000 per year this is a breakeven with the Basic DonateNow Marion Conway Consulting 19
  20. 20. Charity Navigator - Customized Network for Good Marion Conway Consulting 20
  21. 21. Marion Conway Consulting 21
  22. 22. Could This Happen to Your Organization? • Marion leaves Branch Book Park where she enjoyed the cherry blossoms in full bloom. Still in a good mood, she is thinking about making a donation and goes to your website • Marion searches and finds after scrolling a discrete “Donate Now” button but decides to read about News and Events first • Marion reads a delightful story about a children’s event. There is no mention of “Donate Now” on this page and Marion leaves forgetting why she came to the website in the first place Marion Conway Consulting 22
  23. 23. If You Build It Will They Come? Marion Conway Consulting 23
  24. 24. Working Together Website – Email – Social Media Sites• Connect with links and widgets• Consistent branding in all venues• Coordinate editorial content calendar• Ensure landing page content linkage – Vary links• Provide easy opportunity for multiple connections• Analyze and understand paths among sites• Listen to the conversation and bring back to content Marion Conway Consulting 24
  25. 25. Get Your Web Presence in Order• Website – Update Frequently• Link! Link! Link!• Eliminate Outdated Info• Donate now capability on EVERY page• Email Newsletter• Update Guidestar Marion Conway Consulting 25
  26. 26. Listening• Keyword Search• Google Alerts• Google Analytics Marion Conway Consulting 26
  27. 27. Celebration Giving with Your Website Party with Laptop“In lieu of gifts, you’ll be able to make a donation to Mary’sfavorite charity at the party” Marion Conway Consulting 27
  28. 28. Celebration Giving with Social Media “Help celebrate my 26th birthday with a donation to my favorite cause” (Link) Marion Conway Consulting 28
  29. 29. Badges• A small image that you invite people to grab• Tiny piece of sharable content• It should be cool looking• Incorporate your logo• Opportunity to give• Explain how to join a cause• Anything you want others to talk about for you Marion Conway Consulting 29
  30. 30. See the PresentationSearch People (Not Content) Marion Conway Marion Conway Consulting 30
  31. 31. ResourcesIdealware –• A few good online donations toolsOnline Giving Study by Network for Good• –• Next Generation of American Giving – March 2010• The Wired Wealthy – March 2008 Marion Conway Consulting 31
  32. 32. Marion Conway• Email:• Blog:• Website:• Twitter: MarionConway• LinkedIn: Marion Conway• Facebook: Marion Conway – Nonprofit Consultant Become a fan - and see my blog feedAll photos courtesy of Creative Commons License Marion Conway Consulting 32