Demystifying Digital Fundraising_Part 1.pptx
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Demystifying Digital Fundraising_Part 1.pptx
- 1. Demystifying Digital Fundraising W E B I N A R S E R I E S B R O U G H T T O Y O U B Y
- 2. Your Hosts Meg Brackett Manager Christa Chappel Senior Account Executive
- 3. PA R T 1 : W E B S I T E S Ideas To Integrate Your Direct Mail Program With Digital Fundraising Efforts
- 4. OUR GOA L integrated fundraising solutions More than 50% of online givers are 55 years or older and 70% of donors that give online and offline are also 55 years or older. SOURCE: Target Analytics 2016 S U C C E S S F U L D O N O R E N G A G E M E N T S T R AT E G Y I N VO LV E S B OT H O N L I N E A N D O F F L I N E G I V I N G
- 5. In this series, we will discuss how various parts—website, email and social media— integrate with your fundraising efforts. Your website is the starting point.
- 6. Today's Agenda: WEBSITES Digital Fundraising Overview Donate Button Donation Page User Giving Experience After the Gift Tracking Tools Best Practices for Integrated Fundraising
- 10. G O O D Donate Button on the Home Page
- 11. B E T T E R Prominent Donate Button On Home Page
- 12. Best Campaign Banner On Home Page With Donate Button B E S T
- 14. Donation Page
- 15. Good A designated donation page G O O D
- 16. B E T T E R A fully customizable donation form that can be changed out to match the mail campaigns.
- 17. An individual donation form separate from your main donation form used specifically for tracking direct response efforts B E S T
- 19. Good A page that takes you directly from the donate button to a trusted donation site G O O D
- 20. Better Takes you to the donation page B E T T E R
- 21. Best More optimized page B E S T
- 22. After the Gift
- 23. Good A thank you email and receipt is sent to donor within 24 hours! G O O D
- 24. A thank you email and receipt sent immediately B E T T E R
- 25. Confirmation of gift and thank you immediately, acknowledgement email immediately and the donor’s email is added into your welcome series. B E S T
- 26. Tracking Tools
- 27. Google Analytics What is Google Analytics? • It’s an online tool that tracks and reports website traffic. By installing the free program, it will tell you who is coming to your site, what those visitors are looking at, when they’re visiting, and where they’re coming from. Do you need to install it? • The short answer is yes. Even if you don’t look at the data for months, having it there can be eye-opening when you’re ready to redesign your site or dive into the behind-the-scenes numbers. Here’s the good news. • It’s quick and easy to set up. This should only take you fifteen minutes, max. Here’s how to do it: • 1. Log on to Gmail. • 2. Go here: https://support.google.com/analytics/answer/1008015?hl=en • 3. Link your Gmail account to your website and follow the instructions onscreen. • 4. Get your unique code and add it to the top of each page on your site.
- 28. Page Speed Run a free diagnostic on your website: https://developers.google.com /speed/pagespeed/insights/
- 29. Best Practices for Your Website
- 30. A Few Things to Keep Top-of-Mind NAVIGATION SHOULD BE INTUITIVE READABILITY IS KEY STAY UP TO DATE WITH URGENT INFORMATION REVIEW SITE WITH SOMEONE OUTSIDE OF ORGANIZATION EVERY SIX MONTHS MONITOR TRAFFIC, INQUIRIES, PROCESSES
- 31. Make sure people can find your website when they search Take advantage of Google Grants
- 32. Make it easy for people to interact with you Add social icons to your page headers or footers
- 33. Offer compelling reasons for people to hear more from you
- 34. Offer other ways to give
- 35. Questions
- 36. THANK YOU! E M A I L U S : coop@lautmandc.com V I S I T : mealsonwheelscoop.com
Editor's Notes
- Tell us where you are from while we are waiting, ask people to open the terms, we are recording this and will share the slide, Lautman Maska Neill & Company - COOP : Webinar Glossary (mealsonwheelscoop.com) Remember to record!
- Christa: Introduce the webinar and parts 2 and 3, wish good health of community Christa Introduce LMNC Lautman Maska Neill & Company is an award-winning direct response consulting firm specializing in fully-integrated fundraising exclusively for nonprofits. Since our founding in 1992, we have had the privilege of helping hundreds of organizations meet their financial and organizational goals through our work as direct response fundraisers. Along the way, we have earned a reputation of being one of the most well-respected firms in the industry. Christa to introduce Meg: Meg Brackett Manager, Co-op Operations @Lautman Maska Neill & Company As Manager — Co-op Operations, Meg joins Lautman Maska Neill & Company with more than eight years of experience in production, marketing, and communications. At Lautman, Meg is a part of the digital team leading efforts for Facebook, Google Search, and Display online advertising. Meg to introduce Christa: Christa Chappel Senior Account Executive, Co-op @Lautman Maska Neill & Company Christa has a wealth of integrated direct response fundraising knowledge from working with many national and regional nonprofits ranging from human services to environmental and international outreach. At her prior agency, she helped spearhead the digital division and truly stands behind the multi-channel, integrated marketing approach. Her experience ranges from production management, list brokerage, digital implementation, strategic and analytical collaboration and, most importantly, client service. She brings her passion and enthusiasm to our Meals on Wheels Co-op team where she will help drive Lautman’s donor-centric fundraising strategies and provide the customer-centric support that our clients need to achieve fundraising success.
- Meg: chat box, breaks after each sections, q&a the end, we will send the slides in a follow up email, recording Meg to poll “scale from 1-10…” How do you feel about your digital fundraising program overall? Christa to explain series again
- Meg’s Slide (Christa at end) https://npengage.com/nonprofit-fundraising/4-facts-online-donors/ The #1 question we receive is “how do we get younger people to donate” and the #1 response is always going to be “wait until they are older” - Christa to elaborate Although marketing and PR efforts do fall in line with most fundraising efforts our recommendations are merely keeping fundraising top of mind. Remember our demographics in targeting individuals for fundraising online is slightly younger than in the mail but still 50+ - there are opportunities for younger age engagement online. But the goal there is to keep cultivating those relationships so that when they can donate with disposable income they will. We always want to keep in mind that we are not our donors or supporters (although we may donate and support causes) but we don’t want to get a tunnel vision that we know best. Recommendations are based on historical results within the nonprofit industry, Lautman Maska Neill & Company’s clientele and Meals on Wheels Co-op Partners
- Christa’s slide If a supporter or prospective supporter cannot find your website or navigate on your website – how can they stay up to date on your good works, donate to your efforts and support your cause? Feel free to ask any questions during this presentation or feel free to reach out after today’s session. And thank you so much for joining us! Meg: The importance of your website in the pandemic/folks staying at home
- Christa’s slide These are the best practice topics for websites that we will be covering today.
- Meg’s Slide Before we jump into best practices, we did want to share some platforms that other MOW co-op partners are using and what other nonprofits that LMNC works with are using. As an agency, we have experience and knowledge in all of these and many more. So again, if you have a platform specific question at any point, feel free to ask away. Also we know that your platforms can limit you so some of our recommendations to day are dependent on your platform but we can always provide you with solutions to challenges you may face.
- Meg’s slide Some send emails, some have donation pages, and some do both
- Christa Can be on home page or lightboxes
- Christa Having a donate button on the home page is a good place to stat. I know some of you may think this is silly for us to start with but you’d be surprised how many organizations out there do not have donate buttons on the home page.
- Meg’s RIF home page
- Best – Christa _ BUT WAIT THERE IS MORE LIGHTBOX NEXT FOR MEG
- Meg’s Light boxes act like donate buttons—talk about them here
- Meg
- Meg
- Christa – Again you want to be able to have a donation form. There are many organizations that still don’t allow you to donate online so even if you have a donation form that pushes you to a third party trusted donation site (which we will talk about a bit later) this a good place to start. If you do have an ECRM and the capabilities, the better practice is to have a customizable diatom form. You can customize to a direct mail campaign like an annual fund drive or with this client example they were able to adjust copy to reflect void and the times we are in.
- Meg: specific link in mail on other online channels Questions?
- Christa Our next topic is the donor/supporter/potential supporter giving experience. – how are they going to make that gift honey… A few things to keep in mind – number of clicks, unnecessary fields, distractions throughout the process – like can they navigate off this page. Are there distraction pictures, confusing language, etc.
- Like I mentioned before – many ofyou may not have an ECRM but have no fear you can still do a great job but having your donate button capture your gift by directing the supporter to a trsuted donation site like this example here with Paypal. So if you can still do this without having the investment of an ECRM. Great job to this organization. If you don’t have an ECRM, you can still ask for donations online
- Meg Takes you directly to the donation site, so you’re asking the donor to make two clicks
- Christa Mobile optimization, zero navigation, save info Ask for questions Recap: Make it easy for donors to give Minimize clicks! Minimize distractions
- Meg
- Meg Christa to compliment the photo and mention how especially during these times we need to connect more with people online and this is a simple friendly way.. Love it sorry for interrupting Meg.
- Christa – Also mention how we can show you how to even set this up on your ECRM or email platform in Part 2 of the webinar – which Cats out of the bag… Part 2 will be on emails!
- Best RIF Questions?
- Meg
- Meg
- Meg
- Meg About not Getting to know Meals on Wheels
- Meg What is Google Grants? The Google Ad Grants program provides free Google Ads to select charitable organizations. It's designed to help organizations extend their public service messages to a global audience to make a greater impact on the world. Do you need to install it? Maybe. Here’s the good news. You’ll get $10,000 in kind ad spend each month towards your ads.
- Christa Remember to be sure the social platforms you still do hav an account. I was actually on a client’s today and they had a youtube icon and I clicked on it – as nosey as I am - and it went to a “No longer exists” page. So make sure that is up to date but this is a great way to connect through other channels and as we go along in the series we will discuss more and more about integrating digital channels as well as integrating with the mail campaigns.
- Christa Don’t call it a newsletter This is a great way to capture emails and add on to your already established email list or for many organizations wondering how to build an email list.. This is a great way to do so.
- Christa