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10 Secrets to Optimizing Your Online Donation Process for Maximum Dollars Raised & Retained (AFP NEPA 2019)

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10 Secrets to Optimizing Your Online Donation Process for Maximum Dollars Raised & Retained (AFP NEPA 2019)

  1. 1. 10 Secrets to Optimizing Your Online Donation Process for Maximum Dollars Raised and Retained
  2. 2. About Steven » @StevenShattuck Chief Engagement Officer, Bloomerang Co-founder/ED, Launch Cause Contributor: Fundraising Principles and Practice: Second Edition Member: Fundraising Effectiveness Project (FEP) Project Work Group, AFP Center for Fundraising Innovation (CFI) Fun facts: • 1st job: producing fundraising videos • prefers tea to coffee • allergic to rhubarb • won the David Letterman scholarship
  3. 3. @StevenShattuck Welcome to the world of conversion rate optimization!
  4. 4. @StevenShattuck 1. Begin with retention in mind.
  5. 5. @StevenShattuck Donor retention » Source: Fundraising Effectiveness Project http://afpfep.org 43.4% 20.2% 61% 90+%
  6. 6. @StevenShattuck http://www.huffingtonpost.com/entry/3-truths-and-1-lie-about-online-donors_us_595cf48de4b0326c0a8d13fb? Donor retention by age/channel »
  7. 7. @StevenShattuck Start stewarding immediately!
  8. 8. 1. Confirmation page 2. Email confirmation Personalize your automation » https://bloomerang.co/blog/3-things-your-nonprofit-must-do-well-after-an-online-donation @StevenShattuck
  9. 9. Confirmation page » @StevenShattuck
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  12. 12. Confirmation page » @StevenShattuck
  13. 13. Confirmation page » @StevenShattuck
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  18. 18. @StevenShattuck 2. Make Sure Donors Can Donate On Your Website!
  19. 19. @StevenShattuck
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  23. 23. Donation page URL » http://coburnplace.org/donate/ https://www.kintera.org/site/c. 7oJILSPwFfJSG/b.8649985/k. 8414/Donate_to_AJC/apps/ka/ sd/donorcustom.asp? msource=ChicagoEMA @StevenShattuck
  24. 24. @StevenShattuck
  25. 25. @StevenShattuck 3. Optimize for mobile.
  26. 26. Why mobile? » @StevenShattuck http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
  27. 27. http://www.donordrive.com/blog/sneak-peak-of-our-white-paper-responsive-design-doubles-mobile-giving/ @StevenShattuck Power of responsive design » Tablet dollars raised up 96% Mobile dollars raised up 126%
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  29. 29. @StevenShattuck 4. No escape!
  30. 30. @StevenShattuck http://www.masterworks.com/2016/03/the-psychology-of-giving-nothing/#axzz44IqEPeqA
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  36. 36. @StevenShattuck • Remove all distractions • Remove all links away from donation page • Place donation form as high on page as possible (definitely above the fold) No escape! »
  37. 37. @StevenShattuck 5. Collect minimal information, only what you will use immediately.
  38. 38. @StevenShattuck • Name • Email • Payment info • Billing address • Phone (non-required) • Communication preference • phone • snail mail • email The essentials »
  39. 39. @StevenShattuck 6. Include suggested gift amounts, with justification.
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  41. 41. @StevenShattuck • Odd gift amounts • Include justifications • Test often • Increase your lowest suggested amount Giving ladders »
  42. 42. @StevenShattuck 7. Have a recurring donation option.
  43. 43. @StevenShattuck Current state of donor retention » Source: Fundraising Effectiveness Project http://afpfep.org 43.4% 20.2% 61% 90+%
  44. 44. Monthly giving » @StevenShattuck
  45. 45. @StevenShattuck Monthly donors » • 7x more likely to leave a bequest! • - Richard Radcliffe
  46. 46. @StevenShattuck 8. Include social proof.
  47. 47. @StevenShattuck
  48. 48. @StevenShattuck 9. Make donating satisfying.
  49. 49. @StevenShattuck • Bad: “submit” • Okay: “donate” • Best: something impactful • “change a life” • “make a difference” • “feed the hungry” • “save the wetlands” Donate button »
  50. 50. @StevenShattuck 10. Measure and adjust.
  51. 51. @StevenShattuck • Page layout • colors • imagery • supporting text • Giving ladder • Requested donor info • Security icons Always be testing »
  52. 52. • Have a plan for retention • Have a branded giving page w/ embedded form • Have a mobile-responsive website • Avoid too many choices/distractions • Make the donor feel like an active participant in your mission Final thoughts » @StevenShattuck
  53. 53. https://bloomerang.co/resources •Nonprofit Wrap-Up •Research •Case Studies •Daily blog post •Weekly webinars •Downloadables
  54. 54. 3 @StevenShattuck https://bloomerang.co/demo/video
  55. 55. @StevenShattuck Donation Thank You Email Template » https://bloomerang.co/resources/ downloadables/sample-donation- thank-you-email-template/
  56. 56. steven.shattuck@bloomerang.co @StevenShattuck @StevenShattuck Questions? 
 Slides and eBook: bloomerang.co/resources/guides Thank you! »

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