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Webinar - Digital Fundraising Tools and Trends for 2018-2018-3-27

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Learn how to help your nonprofit improve its digital fundraising practices and better understand the latest digital fundraising tools.

Published in: Government & Nonprofit
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Webinar - Digital Fundraising Tools and Trends for 2018-2018-3-27

  1. 1. Digital Fundraising Tools & Trends 2018 March 27, 2018
  2. 2. • Chat to ask questions • All lines are muted • If you lose your Internet connection, reconnect using the link emailed to you. • You can find upcoming and past webinars on the TechSoup website: www.techsoup.org/community/events-webinars • You will receive an email with this presentation, recording, and links • Tweet us @TechSoup and use hashtag #tswebinars Using ReadyTalk Your audio will play through your computer’s speakers. Hear an echo? You may be logged in twice and will need to close one instance of ReadyTalk. BEFORE WE GET STARTED
  3. 3. The Need Is Global –And SoAre We • TechSoup’s mission is to build a dynamic bridge that enables civil society organizations and social change agents around the world to gain effective access to the resources they need to design and implement solutions for a more equitable planet. Where are you on the map? Countries Served TechSoup Partner Location NetSquared Local Group
  4. 4. • • Acclivity Adobe • • ClickTime Closerware • Alpha Software • • Atlas Business Solutions • • Atomic Training • Autodesk • Azavea • BetterWorld • Bitdefender • Blackbaud • Bloomerang • Box • Brocade • Bytes of Learning • Caspio • CauseVox • CDI Computer Dealers • Cisco • Citrix • CitySoft • CleverReach Comodo Connect2Give • Dell • Dharma Merchant Services • Digital Wish • Dolby • DonorPerfect • Efficient Elements • FileMaker • GoDaddy • GrantStation • Guide By Cell • Headsets.com • Horizon DataSys • HR Solutions Partners • Huddle • Idealware • InFocus • • Informz InterConnection • Intuit • JourneyEd • Litmos • Little Green Light • Mailshell • Microsoft • Mobile Beacon • NetSuite • Nielsen • NonProfitEasy • O&O Software • OneNFP • PayAnywhere • PC Rebuilders & Recyclers • People-OnTheGo • PhilanTech • Pitney Bowes • Quickbooks Made Easy • Reading Eggs • ReadyTalk • Red Earth Software • Sage Software • Shopify • Simple Charity Registration • Skillsoft • Smart Business Savings • Society for Nonprofit Organizations • Sparrow Mobile • Symantec • Tableau • TechBridge • Tech Impact • Teespring • Telosa • Tint • Ultralingua • Western Digital • Zoner
  5. 5. Presenters Assisting with chat: LaCheka Phillips,TechSoup Michael Stein Digital Marketing & Fundraising Professional Sima Thakkar Online Learning Producer, TechSoup
  6. 6. DIGITAL FUNDRAISING TOOLS & TRENDS FOR 2018 Webinar ~ March 27, 2018 Presented by Michael Stein
  7. 7. Today’s presenter: Michael Stein Digital strategist to nonprofits nationwide 7 Page 7
  8. 8. Digital Fundraising is about using all the digital channels at your disposal in an integrated way to reach your audiences (& their friends & family) with the goal of sparking engagement & growing your giving opportunities. 8 Page 8 Ploughshares Fund email, Dec 2013. www.ploughshares.org Corporate Accountability International email, Dec 2016. www.corporateaccountability.org
  9. 9. Your Digital Channels for Fundraising • Email list/messaging • Website visitors • Social platforms (Facebook, Twitter, Instagram) • Video (YouTube, Vimeo) • Facebook Live • Text messaging • Personal fundraising campaign • Digital advertising (Facebook, Google search ads) 9 Page 9 SETI Institute email, Nov 2017. www.seti.org
  10. 10. Digital Fundraising Tools & Trends for 2018 1. Make your website donor-ready 2. Improve your donation pages 3. Choose the right donor platform 4. Email fundraising campaigns 5. Promote monthly giving 6. Personal fundraising campaigns 7. Social media fundraising 8. Digital advertising to reach donors 10 Page 10
  11. 11. 1. Make Your Website Donor-Ready - Make donate button prominent in site navigation - Promote fundraising campaigns on homepage (top, carousel) - Anticipate multi- channel traffic - Consider screen sizes (mobile devices) 11 Page 11 East Bay Alliance for a Sustainable Economy website www.workingeastbay.org
  12. 12. 1. Trends in Donor-Ready Website - Use pop-up lightboxes during fundraising campaigns - On homepage & top 20 pages - Only show to new visitors 12 Page 12 Corporate Accountability International website, 2017. www.corporateaccountability.org SETI Institute website, Dec 2017. www.seti.org
  13. 13. 1. Make Your Website Donor-Ready - Middle East Children’s Alliance website lightbox - Year-end campaign 13 Page 13 Middle East Children’s Alliance website, Dec 2017. www.mecaforpeace.org
  14. 14. Mobile Usage Trends - 21% of online donations were made on a mobile device in 2017 (M+R Study) - All your donation pages need to be mobile responsive - All your email messages need to be mobile responsive - Track mobile traffic on your website (20% is tipping point) 14 Page 14
  15. 15. 2. Improve Your Donation Pages - Average fundraising page completion rates: 17% (M+R 2017 Benchmarks Study) - Use clear headlines, value proposition & images - Messaging should match emails & social media - Good photos move the needle 15 Page 15 Mercy for Animals website, Mar 2018. www.mercyforanimals.org
  16. 16. 2. Improve Your Donation Pages - Middle East Children’s Alliance - Use clear headline, value proposition, image 16 Page 16 Middle East Children’s Alliance website donation page, Dec 2017. www.mecaforpeace.org
  17. 17. 2. Improve Your Donation Pages - Defenders of Wildlife - Challenge match promotion 17 Page 17 Defenders of Wildlife website, Dec 2016. www.defenders.org
  18. 18. 2. Trends with Donation Pages - Simpler donation pages: remove fields, remove header & footer - Monthly giving as default - Adding PayPal - Embedded videos - Mobile responsive - Multi-step - Abandoned shopping cart recovery - Gift tracking by channel 18 Page 18 Mercy for Animals website donation page, www.mercyforanimals.org
  19. 19. - What worked year-over-year? - Revenue, donors, average gift - Monthly donor recruitment - Performance by audience segment - Traffic to donation pages - Donation page conversion rate - Track revenue from social media Digital Fundraising Analytics 19 Page 19
  20. 20. 3. Choose the Right Donor Platform - More choices than ever - Simple email tools (MailChimp, Emma, Constant Contact) - Simple donation tools: Network for Good - Understand your needs - Consider mobile - Project your growth - What’s your budget? - Read the reviews - Get demos & referrals 20 Page 20
  21. 21. 3. Choose the Right Donor Platform 21 Page 21 - A Consumers Guide to Low-Cost Donor Management Systems, Feb 2017. Idealware.org - Report targeted at small to medium- sized nonprofits - 32+ platforms
  22. 22. 3. Choose the Right Donor Platform 22 Page 22 - The Nonprofit Guide to Online Engagement Tools, Fall 2017, FireflyPartners.com - Report targeted at medium to large nonprofits - 7 platforms
  23. 23. 3. Trends in Donor Platforms - Many options to fit needs at all org size & budget - Prices have gone down - Improved mobile tools - Improved tool integration - Credit card management - Social media integration 23 Page 23
  24. 24. 4. Email Fundraising Campaigns • Email accounted for 26% of all online revenue in 2017 and grew 15% over 2016 • Email fundraising open rate: 13% • Email fundraising response rate: 0.05%. It takes 2,000 emails to generate a single donation • Average one-time gift from email appeal: $87 24 Page 24(M+R 2017 Benchmarks Study) SETI Institute email, Nov 2017. www.seti.org
  25. 25. 4. Email Fundraising Campaigns - Series of messages - Create campaign themes - Visual design template - Increase urgency 25 Page 25 Ploughshares Fund email, Dec 2013. www.ploughshares.org
  26. 26. 4. Email Fundraising Campaigns Page 26
  27. 27. 4. Trends in Email Fundraising a) Mobile responsive templates b) Graphic-rich emails c) Countdown clocks d) Email list growth 27 Page 27 Ploughshares Fund emails, 2013-16. www.ploughshares.org
  28. 28. 4. Trends in Email Fundraising a) Mobile responsive templates b) Graphic- rich emails c) Countdown clocks d) Email list growth 28 Page 28 Corporate Accountability email, 2017. www.corporateaccountability.org
  29. 29. 4. Trends in Email Fundraising a) Mobile responsive templates b) Graphic-rich emails c) Countdown clocks d) Email list growth 29 Page 29 Democratic National Committee email, Oct 2017. Corporate Accountability email, Dec 2016.
  30. 30. 4. Trends in Email List Growth 30 Page 30 - Organic list growth (website, social, events) - Email signup on website (pop-up lightboxes) - Converting social media followers (offers, quizzes) - Petitions & advocacy campaigns - Paid list growth - Acquiring emails from Direct Mail
  31. 31. - Fastest growing giving segment: 23% growth (13% growth for one-time giving) - Monthly giving = 16% of all online revenue in 2016 - Low giving level ($23 avg) - Increases lifetime donor value & engagement - Audience: Recent donors, frequent donors, multi- channel donors 5. Promote Monthly Giving 31 Page 31 Corporate Accountability International website, 2017. www.corporateaccountability.org (M+R 2017 Benchmarks Study)
  32. 32. 5. Promote Monthly Giving - Promote on donation page - Promote in email appeals - “A monthly gift does even more to help hungry kids” 32 Page 32 No Kid Hungry website, Mar 2018 www.nokidhungry.org
  33. 33. 5. Promote Monthly Giving - Sempervirens Fund - “Redwood Ranger” campaign - Gift for new signups - Goal of 50 signups - Local foundation match 33 Page 33 Sempervirens Fund email. www.sempervirens.org
  34. 34. 1. Month-long campaigns 2. Very low gift levels 3. Target lapsed donors 4. Upgrade existing monthly donors 5. Credit card management 5. Trends in Monthly Giving 34 Page 34 SETI Institute email, Mar 2017. www.seti.org
  35. 35. 1. Month-long campaigns 2. Very low gift levels 3. Target lapsed donors 4. Upgrade existing monthly donors 5. Better credit card management 5. Trends in Monthly Giving 35 Page 35 Corporate Accountability email, Mar 2017. www.corporateaccountability.org
  36. 36. 6. Personal Fundraising Campaigns - Personal donation pages - Good strategy for orgs with smaller email lists - Work with grassroots volunteers to reach out to friends, family, co-workers, social media - Many platform options 36 Page 36 Best Buddies Challenge website, Mar 2018. www.bestbuddieschallenge.org
  37. 37. 6. Personal Fundraising Campaigns 37 Page 37 The Peer-to-Peer Fundraising Technology Landscape: An Introductory Guide for Nonprofits, 2017 www.cathexispartners.com
  38. 38. 6. Trends in Personal Fundraising Campaigns 38 Page 38 - Volunteer team of cheerleaders - Tie in campaign with real-world fundraising event - Facebook Live - Welcome series for new donors - Upgrading donors
  39. 39. 7. Social Media Fundraising - Multi-channel content & messaging strategy - Slow growth as a direct fundraising channel - Measure impact w/ analytics - Boost your posts - Paid advertising to widen your reach 39 Page 39
  40. 40. 7. Trends in Social Media Fundraising - Facebook.com/Fundraisers - Facebook Birthday campaigns - Boost your content to reach followers - Facebook Live - Use advertising to widen your reach (“Look Alike Audiences” on Facebook) - Upload emails to Facebook to create “custom campaigns” to reach your donors 40 Page 40
  41. 41. 8. Trends in Digital Advertising - Out of the 133 participants in our M+R Study, 100 reported that they spent money on digital ads in 2016. - Retarget your website visitors with ads on Facebook and Google - Retarget your donation page “abandons” - Use Google Ads with either Google Ad Grants or Paid Google Ads to promote active fundraising campaigns 41 Page 41 (M+R 2017 Benchmarks Study)
  42. 42. In Closing… 42 Page 42 1. Integrate channels 2. Create campaigns 3. Improve mobile experience 4. Improve donation pages 5. Promote monthly giving 6. Increase activity on social media
  43. 43. • A Consumers Guide to Low-Cost Donor Management Systems, Feb 2017. Idealware.org. • The Nonprofit Guide to Online Engagement Tools, Fall 2017. FireflyPartners.com. • M+R 2017 Benchmark Study. 2018 edition coming in April. mrbenchmarks.com. • The Peer-to-Peer Fundraising Technology Landscape: An Introductory Guide for Nonprofits, 2017. CathexisPartners.com • Landscape of Digital Marketing Tools for Nonprofits, Nov 2017. Idealware.org Further Reading 43 Page 43
  44. 44. CONTACT MICHAEL STEIN - Follow Michael on Twitter @mstein63 - Contact Michael via email at mstein63@gmail.com - Michael writes regularly on fundraising for the TechSoup.org Blog 44 Page 44
  45. 45. This is your chance! Use the chat box to ask us any questions you have about this presentation. Q&A
  46. 46. • Chat in one thing that you learned in today’s webinar. • Please complete our post-event survey. Your feedback really helps. • Follow TechSoup on social media (FB, Instagram, Twitter) • Visit the TechSoup Blog at blog.techsoup.org • Join us for our upcoming webinars: • 4/17 Saving Time and Money: Why Cloud Integrations Matter • 5/1 Online Surveying for Nonprofits SHAREAND LEARN
  47. 47. For more information: www.techsoup.org/readytalk Please complete the post-event survey that will pop up once you close this window. Thank You to Our Webinar Sponsor!

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