Museums online fundraising

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Museums Computer Group

Technology Education Entertainment & Humor

Online Fundraising
for Museums
Presented by
Alex Morrison
Cogapp
alexm@cogapp.com
26 November 2010. London

Agenda
Introduction
Opportunity
Case Study
How To
Online Fundraising for Museums

Introduction
Online Fundraising for Museums

Cogapp
Online Fundraising for Museums Cogapp

Cogapp
Founded 1985
Our business...
...helping our clients use digital media to grow their
organisations
35 staff
UK and US operations
50% of turnover is work for museums
Websites, kiosks, apps and technologies of engagement
Online Fundraising for Museums Cogapp

Opportunity
Online Fundraising for Museums

The Opportunity
Online Activity
Weʼre wired.
60% of the UK adult population i.e. 30.1 million adults
access the Internet every day or almost every day.
Nearly double the estimate in 2006 of 16.5 million.
source: Ofﬁce of National Statistics
Online Fundraising for Museums Cogapp

The Opportunity
Online Museums
Trafﬁc on UK museum websites increased by 225%
between 2003-4 and 2007-8
Annual growth rate ≈ 35%
source: DCMS
Online Fundraising for Museums Cogapp

The Opportunity
Online Museums
In the last 18 days the top four museum twitter accounts
(MoMA, Met, Tate, Smithsonian) all gained 7% more
followers.
Equivalent growth rate of 400% p.a.
Source: Cogapp/Twitter Statistics
Online Fundraising for Museums Cogapp

The Opportunity
Online Giving
Just Giving is the market leader in the UK
Personal accounts ≈ 12 million [i.e. 20% of UK adults]
Charity accounts ≈ 9,000
Money raised to date £700m
Average donations per charity ≈ £77k [by inference]
Museums and gallery accounts ≈ 50 [i.e. fewer than 5% of UK museums]
Source:
Online Fundraising for Museums Cogapp

The Opportunity
Stats Sources
All the stats above, and many more, can be found
online :-
delicious.com/cogapp/stats
Online Fundraising for Museums Cogapp

Case Study
Online Fundraising for Museums

The Opportunity
Case Studies
Airborne Forces Museum - Paradata
ParaData:
Online archive & museum
Wanted to move from registration
fees to donations
What we did:
Tweaked design
Set up forms
Linked to e-commerce
Reviewed and tested
Monitored
Online Fundraising for Museums Cogapp

The Opportunity
Case Studies
Airborne Forces Museum - Paradata
Results:
≈5% of registered users
donate
Average donation ≈ £15
> 1 donation per user !
Current max donation = £50
Still to do:
More tweaks
GiftAid support
Online Fundraising for Museums Cogapp

Usability is critical
If your site currently generates £10,000 p.a. in donations,
usability improvements will on average add £8,300 p.a.
to your bottom line
In roughly 12% of cases, returns will be
greater than 1000%
Source: Jakob Nielsen at useit.com
How To
Web
Online Fundraising for Museums Cogapp

Explain the need
Make it easy to get engaged
especially via e-mail
Make it easy to give
For more ideas see the full version of this presentation
http://www.slideshare.net/cogapp
How To
Web
Online Fundraising for Museums Cogapp

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