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Level Up Your Fundraising - NTC2013 Presentation Deck

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This was originally presented at NTEN.org's 2013 NonProfit Technology Conference in Minneapolis by Sarah Worthy, Caitlin Kaluza, and Aaron Long. Learn the psychological motivators behind online giving.

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Level Up Your Fundraising - NTC2013 Presentation Deck

  1. 1. Level Up Your Fundraising http://www.monkeyinthecage.com Understanding the Psychology of What Makes People Donate Online Use Hashtag: #NTC13LvLUP Session Presenters Caitlin Kaluza Aaron Long Sarah M. Worthy
  2. 2. Let’s Level Up! #13NTCLVLUP bit.ly/NTCLVLUP Level Up Your Fundraising #13NTCLVLUP Slide 2
  3. 3. Let’s Level Up! 1. Why it Matters 2. Strategy: Why Do People Give? 3. 7 Tactics of Influence on the Web #13NTCLVLUP Level Up Your Fundraising #13NTCLVLUP Slide 3
  4. 4. Aaron Long @longstation Caitlin Kaluza @qcait Sarah M. Worthy @sarahmworthy Tendenci.com | @Tendenci Level Up Your Fundraising #13NTCLVLUP Slide 4
  5. 5. 15 Years Level Up Your Fundraising #13NTCLVLUP Slide 5
  6. 6. Let’s Chat! Photo Credit: flickr.com/photos/bibamatt/2629402676 Level Up Your Fundraising #13NTCLVLUP Slide 6
  7. 7. LEVEL 1: Why Does it Matter? Photo Credit: flickr.com/photos/brittanyg/1305797552 Level Up Your Fundraising #13NTCLVLUP Slide 7
  8. 8. Online Giving is on the Rise Photo Credit: flickr.com/photos/sarahmworthy Level Up Your Fundraising #13NTCLVLUP Slide 8
  9. 9. Giving is Digital Level Up Your Fundraising Source: 2012 Digital Giving Index #13NTCLVLUP Slide 9
  10. 10. Giving is Social Level Up Your Fundraising Source: 2012 Digital Giving Index #13NTCLVLUP Slide 10
  11. 11. Organizations who incorporate social media into fundraising campaigns generate 10x Giving is Social Level Up Your Fundraising more money Source: 2012 Digital Giving Index #13NTCLVLUP Slide 11
  12. 12. NYT Survey: 68% said they “Share to give people a better sense of who they are and what they care about.” Level Up Your Fundraising #13NTCLVLUP Slide 12
  13. 13. Fundraising = Level Up Your Fundraising #13NTCLVLUP Slide 13
  14. 14. LEVEL 2: Visitor Motivations Photo Credit: flickr.com/photos/23889540@N00/1148435913 Level Up Your Fundraising #13NTCLVLUP Slide 14
  15. 15. Why Do People Give? Level Up Your Fundraising #13NTCLVLUP Slide 15
  16. 16. Three Motivations of People 1. Social 2. Material 3. Ideological Level Up Your Fundraising #13NTCLVLUP Slide 16
  17. 17. Social Level Up Your Fundraising #13NTCLVLUP Slide 17
  18. 18. Material NADR.org Level Up Your Fundraising #13NTCLVLUP Slide 18
  19. 19. Ideological ChimpHaven.org Level Up Your Fundraising #13NTCLVLUP Slide 19
  20. 20. 7 Seconds to Tap Into User Motivations 1. What can I do here? 2. Why should I do it? 3. How do I get started? Photo Credit: flickr.com/photos/smaedli/3271558744 Level Up Your Fundraising #13NTCLVLUP Slide 20
  21. 21. Web Users are 1.Impatient 2.Smart Level Up Your Fundraising #13NTCLVLUP Slide 21
  22. 22. Source: credibility.stanford.edu Visitors are Skeptical Level Up Your Fundraising #13NTCLVLUP Slide 22
  23. 23. Visitors Evaluate Credibility on: 1.Your Identity 2.Your Motives Level Up Your Fundraising #13NTCLVLUP Slide 23
  24. 24. Who’s Spending Their Donation? Who Benefits from Their Donation? How You’ll Use Their Donation Content Builds Credibility Level Up Your Fundraising #13NTCLVLUP Slide 24
  25. 25. Storytelling Depelchin.org Level Up Your Fundraising #13NTCLVLUP Slide 25
  26. 26. Stories connect us emotionally… Emotions drive buy decisions. Level Up Your Fundraising #13NTCLVLUP Slide 26
  27. 27. Emotions drive buy decisions Photo Credit: flickr.com/photos/luschei/937166240 Level Up Your Fundraising #13NTCLVLUP Slide 27
  28. 28. LEVEL 3: 7 Tactics of Influence Online Photo Credit: flickr.com/photos/mikecogh/7961942978 Level Up Your Fundraising #13NTCLVLUP Slide 28
  29. 29. 1. Framing the “Ask” Photo Credit: flickr.com/photos/36041246@N00 Level Up Your Fundraising #13NTCLVLUP Slide 29
  30. 30. YMCAHouston.org Keep it Consistent Level Up Your Fundraising #13NTCLVLUP Slide 30
  31. 31. Make the Ask Personal Photo Credit: flickr.com/photos/mikecogh/7961942978 Level Up Your Fundraising #13NTCLVLUP Slide 31
  32. 32. Branded Giving Pages Produce 6x More Dollars Source: onlinegivingstudy.org/quarterlyindex Level Up Your Fundraising #13NTCLVLUP Slide 32
  33. 33. 2. Create Trust with Donors Level Up Your Fundraising #13NTCLVLUP Slide 33
  34. 34. Social Motivations Ideological Motivations Material Motivations Content That Builds Credibility Level Up Your Fundraising #13NTCLVLUP Slide 34
  35. 35. Showcase Your People Level Up Your Fundraising #13NTCLVLUP Slide 35
  36. 36. Komen-Houston.org How Do You use Donations? Level Up Your Fundraising #13NTCLVLUP Slide 38
  37. 37. Depelchin.org More than Money Level Up Your Fundraising #13NTCLVLUP Slide 39
  38. 38. Third Party Validation Level Up Your Fundraising #13NTCLVLUP Slide 40
  39. 39. 3. Apply Social Pressure Level Up Your Fundraising #13NTCLVLUP Slide 41
  40. 40. iFest.org Fire Up the Base Level Up Your Fundraising #13NTCLVLUP Slide 42
  41. 41. Blogger Referrals Site Traffic Facebook Likes Engage New Supporters Level Up Your Fundraising #13NTCLVLUP Slide 43
  42. 42. Easy Places to Start Level Up Your Fundraising #13NTCLVLUP Slide 44
  43. 43. 4. Give Back... First Level Up Your Fundraising #13NTCLVLUP Slide 45
  44. 44. InclusiveSchools.org Content Curation Level Up Your Fundraising #13NTCLVLUP Slide 48
  45. 45. Neuhaus.org Content Curation Level Up Your Fundraising #13NTCLVLUP Slide 49
  46. 46. Watch for what people want …And give it to them! bmtisd.com Listening Level Up Your Fundraising #13NTCLVLUP Slide 50
  47. 47. 5. Aim for Slow Change Photo Credit: flickr.com/photos/costinthampikutty Level Up Your Fundraising #13NTCLVLUP Slide 51
  48. 48. PRSAHouston.org Lower the Barrier to Entry Level Up Your Fundraising #13NTCLVLUP Slide 52
  49. 49. Know Your Audience’s Motivations Level Up Your Fundraising #13NTCLVLUP Slide 53
  50. 50. 1. Hubspot Effective Calls-toAction hubspot.com/how-to-createeffective-calls-to-action 2. 20 Do’s & Don’t’s for Clickable Calls to Action slideshare.net/HubSpot/20-dos-dontsfor-clickable-callstoaction 3. 200 Fundraising Headlines npengage.com/nonprofit-research/200more-email-subject-lines-from-end-yearfundraising Clear Calls to Action Level Up Your Fundraising #13NTCLVLUP Slide 54
  51. 51. 6. Inbound Marketing Level Up Your Fundraising #13NTCLVLUP Slide 55
  52. 52. Current Methods Don’t Work for Generation Y Level Up Your Fundraising #13NTCLVLUP Slide 56
  53. 53. Make it Easy to Give Level Up Your Fundraising #13NTCLVLUP Slide 57
  54. 54. How Do You Want to be Contacted? Level Up Your Fundraising CMHouston.org #13NTCLVLUP Slide 58
  55. 55. 7. Recognize Your Value... ...and charge for it Level Up Your Fundraising #13NTCLVLUP Slide 59
  56. 56. Exclusivity Member Pricing Member Only Events Level Up Your Fundraising #13NTCLVLUP Slide 60
  57. 57. PharmacyTechnician.org The Value of Membership Level Up Your Fundraising #13NTCLVLUP Slide 61
  58. 58. Events ThinkLA.org Level Up Your Fundraising #13NTCLVLUP Slide 62
  59. 59. Recap! 1. 2. 3. 4. 5. 6. 7. Frame the Ask Create Trust with Donors Apply Social Pressure Give Back First Aim for Slow Change Inbound Marketing Recognize Your Value and Charge for It! Level Up Your Fundraising #13NTCLVLUP Slide 63
  60. 60. Recap! 1. Why Online Fundraising Matters 2. Strategy: Why Do People Give? 3. 7 Tactics of Influence on the Web #13NTCLVLUP Level Up Your Fundraising #13NTCLVLUP Slide 64
  61. 61. Questions? Level Up Your Fundraising #13NTCLVLUP Slide 65
  62. 62. Thank You! Level Up Your Fundraising #13NTCLVLUP Slide 66
  63. 63. Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad! INSERT QR CODE HERE or Online using #NTC13LVLUP at www.nten.org/ntc/eval Aaron Long @longstation Caitlin Kaluza @qcait Sarah M. Worthy @sarahmworthy Tendenci.com | @Tendenci

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