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How to Win: Optimizing Your Online Giving Experience

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16NTC Session Presenters : Donna Wilkins from Charity Dynamics and Caryn Stein from Network for Good

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How to Win: Optimizing Your Online Giving Experience

  1. 1. How to Win: Optimizing Your Online Giving Experience March 23, 2016 Presenters: Caryn Stein & Donna Wilkins #16NTCOptimize
  2. 2. #16NTCOptimize Don’t hesitate to COLLABORATE Share your notes, ideas, links, campaigns and more: http://po.st/optimize-16NTC
  3. 3. #16NTCOptimize Hi there. Caryn Stein, VP Communications and Content Network for Good caryn@networkforgood.com @caryn74 | @network4good Donna Wilkins, Founder and CEO Charity Dynamics donna@charitydynamics.com @donnajwilkins | @charitydynamics
  4. 4. #16NTCOptimize What’s your status?
  5. 5. #16NTCOptimize Giveaway!
  6. 6. Some Quick Online Giving Stats
  7. 7. #16NTCOptimize Online Giving Continues to Grow Source: Network for Good giving platform data
  8. 8. #16NTCOptimize 2015 Online Giving by Month Source: Network for Good giving platform data
  9. 9. #16NTCOptimize 2015 Online Giving by Channel Source: Network for Good giving platform data
  10. 10. #16NTCOptimize Sneak Peek: 2015 Online Giving by State Source: Network for Good giving platform data
  11. 11. #16NTCOptimize Sneak Peak: 2015 Online Giving by City Source: Network for Good giving platform data
  12. 12. #16NTCOptimize The Entire Online Giving Experience?
  13. 13. #16NTCOptimize First: Don’t Overlook the Basics •Big Obvious Buttons •Clean, clear design •Clean, clear language •Easy, simple journey and process •Multichannel, pervasive marketing •Rooted in story •Suggested giving levels and impact ties
  14. 14. Consistent Design, Consistent Message
  15. 15. #16NTCOptimize Giving Experience Data When the giving experience matches the campaign and an organization’s brand, nonprofits see 44% larger average gifts and 17x dollars raised vs. a generic experience. Source: Network for Good giving platform data
  16. 16. #16NTCOptimize Shy Donate Button
  17. 17. #16NTCOptimize Vague Donate Button
  18. 18. #16NTCOptimize Lightbox Donate Ask
  19. 19. #16NTCOptimize Candidate Fundraising Report Card
  20. 20. #16NTCOptimize American Lung Association Original Donation Form
  21. 21. #16NTCOptimize Overall Results Group A Group B
  22. 22. #16NTCOptimize Overall Results Group A Group B
  23. 23. #16NTCOptimize Optimizing the Ask: Tips •Branded, story-focused experience •Consistent and clear message •No offramps—strip down navigation •Suggested gift amounts •Tie levels to impact •No extraneous questions/options •Mobile and social friendly
  24. 24. Timeliness & Dynamic Campaigns
  25. 25. #16NTCOptimize
  26. 26. #16NTCOptimize
  27. 27. #16NTCOptimize Front and Center Donate
  28. 28. Monthly Giving
  29. 29. #16NTCOptimize Monthly Giving Data Monthly Givers will donate 42% more in a year vs. a one-time giver. A branded giving experience makes a monthly gift 31% more likely. Online giving experiences can make monthly giving incredibly easy and cost-efficient for the donor as well as the organization. Source: Network for Good giving platform data
  30. 30. #16NTCOptimize Weekly Donation Ask Lightbox
  31. 31. #16NTCOptimize Monthly Donation Ask Lightbox
  32. 32. #16NTCOptimize Monthly Donation Ask Lightbox
  33. 33. The Challenge of Monthly Giving?
  34. 34. Sustainer Upgrade Program WHAT IS IT? Traditional donors are asked to increase their annual gift through a variety of tactics Sustaining / Recurring donors set their amount once and give in perpetuity at same amount Technology limitations Emphasis on longevity, not lifetime value of donor Testing with some clients reveals sustaining members give LESS over time without upgrade opportunities HOW TO RESPOND Develop upgrade program to encourage sustaining members to increase their gift amount Leverage technology for online upgrade experience Low tech call-to-upgrade potential
  35. 35. #16NTCOptimize The Opportunity 16.8% 2x 8.07% 8.5% 5- 10% *2014 Luminate Benchmarks
  36. 36. #16NTCOptimize Annual Upgrade series – 3 messages - global message or anniversary based
  37. 37. #16NTCOptimize
  38. 38. #16NTCOptimize Optimizing for Monthly Giving: Tips •Branded, story-focused experience •Prioritize the monthly ask •Dedicated monthly campaigns •Suggested sustainer levels •Tie levels to impact
  39. 39. Mobile
  40. 40. #16NTCOptimize Mobile Engagement Data 60% of all time spent on social media in the US occurs on mobile devices Mobile email opens have grown by 180% in 3 years Mobile conversion rates are up 64% YoY 55% of email opens now occur on mobile devices
  41. 41. #16NTCOptimize Mobile Giving Data Source: Network for Good giving platform data 75% YoY growth in mobile donation dollars 23% YoY growth in avg donation amount Mobile Donation Volume
  42. 42. #16NTCOptimize Responsive Sites & Donation Forms
  43. 43. #16NTCOptimize
  44. 44. #16NTCOptimize Optimizing for Mobile: Tips •Minimize text, typing •Streamline fields and options •Mobile-first from appeal through acknowledgement •Prioritize mobile web
  45. 45. Peer-to-Peer
  46. 46. #16NTCOptimize Peer-to-Peer Giving Data Source: Network for Good giving platform data 47% YoY growth in P2P donation dollars 11% YoY growth in avg donation amount Peer to Peer Donation Volume
  47. 47. #16NTCOptimize True or False? DIY… Requires no marketing Requires no staffing or internal resources Requires no cultivation and stewardship Requires no communication or coaching plan Means ‘Build it and they will come’
  48. 48. #16NTCOptimize DIY Marketing: Investment Required Recruitment Engagement Retention Marketing Channels Content “Blend giving with Living” Data Analysis & Audience Segmentation Autoresponders / Coaching Strategies Participant Center & Tools Milestones / Achievements Event Experience Recognition & Stewardship HOW TO RESPONDWHAT IS IT?
  49. 49. #16NTCOptimize Panda Nation launched “Wear it Wild” this past October to connect Halloween and raising funds. Fundraising campaign within a DIY program. Creative. Different.
  50. 50. #16NTCOptimize
  51. 51. #16NTCOptimize
  52. 52. #16NTCOptimize Optimizing for Peer-to-Peer: Tips •Build off of early adopters and influencers as examples. •Offer step-by-step guidance and pre-packaged messages. •Optimize for mobile and social. •Encourage and empower fundraisers to tell their story through photos and video. •Show and share social proof.
  53. 53. Support Options
  54. 54. On-Demand Support to Boost Fundraising WHAT IS IT? On-demand phone, chat, email Emerging Social Self-service tools Proactive Support Experiences On-Demand Support is for your most committed, most valuable constituents HOW TO RESPOND Evaluate Current Support avenues Evaluate what your current support expense You are already paying for support either through staff time, technology, or lost fundraising Ensure support accessibility for key activities Make a donation, Register, PC tools
  55. 55. #16NTCOptimize Support Users Raise and Donate More Donors utilizing chat or email support give nearly 2x more than those who don’t Participants utilizing chat or email support raise nearly 5x more those who don’t 2x more likely to make a self pledge, 3x more likely to update personal page, 4x more likely to send emails from the PC Support is about empowering your TOP Fundraisers and Donors!
  56. 56. #16NTCOptimize Self-Service Tools 43% of users feel they can solve their own service issues if companies put better self-service tools in place. 62% for the 18-24 year old crowd.* 91% of people said they would use an online knowledgebase if it were available and tailored to their needs**
  57. 57. #16NTCOptimize Self-Service Tools Searchable FAQ page one way to empower your supporters to quickly find answers to their questions Increased Fundraising and Registrations – participants who can quickly and easily find answers to their own questions are more likely to register, donate or fundraise Reduce Cost – fewer constituent questions means less staff time spent responding to inquiries
  58. 58. #16NTCOptimize Social Media for Customer Service 1 in 5 consumers report using social media for customer service in the past year Your donors/fundraisers are using these channels for more than marketing whether or not you are
  59. 59. LIVE CAMPAIGN CRITIQUES! QUESTIONS?
  60. 60. #16NTCOptimize Feedback? Yes, Please! Do this: http://po.st/q5aXZI

16NTC Session Presenters : Donna Wilkins from Charity Dynamics and Caryn Stein from Network for Good

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