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How To Raise
More Online
James Goalder
Partnerships Manager
Learn Best Practices And Tips To
Drive More Online Giving
James Goalder (@Goaldeje)
Partnerships Manager, Bloomerang
Your Presenter
Fun facts:
● 1st job: McDonald’s Drive-Thru
● LOVES to travel
● 4 kids, 4 cats, 1 dog
● Degrees in English and Art History from
James Madison U
● Married 27 years this May
What We Will Talk About Today!
Agenda
What We Studied
What We Learned
Why It Matters
Practical Takeaways
What We Studied?
Exploring The Donation Experience Across 400 Nonprofit Organizations
Exploring The Donation Experience
We Donated $25 To 400 Organizations
Across The US, 8 In Every State And
Tracked The Giving Experience And The
Thank You Results.
Check For:
● Broken Links
● Ease Of Use
● Engaging Content?
Takeaway
Tip
Review Your
Donation Process
Ask Yourself, If I Was A Donor Would I
Be Compelled To Give Here?
What We Studied
Donation Experience
Landing Page
Receipting Email
Thank You Process
Follow Up Activities
What We Learned?
Key Insights From Analyzing 400 Nonprofits' Donation Experiences.
Donation Experience:
❏ Ask To Cover Fees
❏ Require Cover Fees
❏ Gifts In Tribute Or In Memorial
❏ Give Donor Option To Designate Fund
❏ Payment Options Other Than Ccd - Apple/Google/Venmo
❏ Ask To Add To Newsletter/Further Communications
What Will Make A Difference To Your Donors?
Ask To Cover Fees Vs. Require To Cover Fees
Things To Consider:
● Don’t Alienate Your Donors
● Transparency Is Critical
Great To Do
Payment Options (Apple/Google/Venmo)
Things To Consider:
● Inclusive Giving
● Engage Younger Donor
Population (Millennial/Genz)
● Ease Of Use
Very Important
Designate Fund & Tribute/Memorial Gifts
Things To Consider:
● Emotional Connection
● Transparency
Very Important
Newsletter
Things To Consider:
● Build Trust
● Share Impact
Great To Do
Landing Page:
❏ Make It Easy To Donate
❏ Engage Your Donors
❏ Continue The Relationship
What Will Make A Difference To Your Donors?
Make It Easy To Donate
Is The Landing Page On The Organization’s Website?
Things To Consider:
● How Can You Make It Easy For People
To Donate?
● What Does Your Donor Need To
Know To Feel Confident About
Giving?
Very Important
Engage Your Donors
Are There Engaging Videos And/Or Pictures On The Landing
Page? Links To Volunteer Opportunities?
Things To Consider:
● How Do Your Share Your Nonprofits Impact Here?
● How Do You Connect With Your Donor?
● What Other Opportunities Can Your Offer Your
Donor To Get Involved?
Very Important
Continue The Relationship
What Are You Sending Your Donors Post Donation?
Things To Consider:
● Is There An Obvious Next Step For Them?
● Do They Know If Their Donation Was
Received?
● Do They Know The Impact Of Their Donation?
Very Important
Real World
Examples
Start By Saying
Thank You!
Real World
Examples
Start By Saying
Thank You!
Receipting Email:
❏ Was A Receipt Emailed?
❏ Was The Emailed Receipt Personalized/Customized?
❏ Did The Receipt Have Additional Information And/Or
Links To Engage With?
What Will Make A Difference To Your Donors?
Communicate With Your Donors
Was An Receipt Emailed?
Things To Consider:
● Are There Legal Requirements Requirements
You Need To Fulfill?
● How Can This Be A Meaningful Touch Point
With Your Donor?
Very Important
Make An Impact
Was An Receipt Personalized? Was There A Next Step To Engage?
Things To Consider:
● How Can You Make Your Donor Feel Like An
Important Part Of Your Cause?
● Have Your Offered Them A Way To Engage Further
With Your Cause?
Very Important
Real World Examples
Thank You Process:
❏ Receive Hard Copy Thank You Letter In 5 Days?
❏ 15 Days?
❏ 30 Days?
❏ 30+ Days
❏ Was There A Thank You Phone Call?
❏ 2nd Thank You Phone Call?
❏ Was There A Personalized/Customized Thank You Email?
What Will Make A Difference To Your Donors?
Say Thank You
Was A Thank You Letter Received?
Things To Consider:
● What Types Of Donors Appreciate A
Thank You Letter?
● How Else Can You Also Thank Your
Donors?
Very Important
Say Thank You
Was A Call Made To Your Donor?
Things To Consider:
● How Does Getting A Personal Thank
You Call Feel?
● How Can You Use That Time To Connect
Your Donors Back To Your Cause?
● Who On Your Team Can Help Make Calls
(Hint: Volunteers, Board Members, Etc.)
Very Important
Say Thank You And:
● Get Donor Motivation Information That
Can Be Used In Subsequent Appeals
● Ask About Preferred Communication
Methods
● Fill In Missing Contact Information
Takeaway
Tip
Start Calling Your
Donors
First-Time Donors Who
Get A Personal Thank
You Within 48 Hours Are
4x More Likely To Give
A Second Gift.
Source: Mcconkey-Johnston International Uk
A Thank-You Call From A Board
Member To A Newly Acquired
Donor Within 24 Hours Of
Receiving The Gifts Will
Increase Their Next Gift By 39%.
Source: Penelope Burk
Phone Calls To First-Time Donors
Increases Retention, Speed-To-Second-Gift, And Average Gift Amount
Phone Calls To First-Time Donors
Increases Retention, Speed-To-Second-Gift, And Average Gift Amount
Phone Calls To First-Time Donors
Increases Retention, Speed-To-Second-Gift, And Average Gift Amount
Say Thank You
Did You Send A Personalized Thank You Email?
Things To Consider:
● Do You Have The Tools To Easily (Or
Automatically) Send Personalized Thank
You Emails?
● How Are You Engaging The Donor In
These Emails?
Very Important
Real World Examples
What Kind Of Follow Up Actions Were Taken:
❏ Email Newsletter In First 30 Days?
❏ Email Invitation For Tour And/Or Volunteer Activity?
❏ Call Invitation For Tour And/Or Volunteer Activity?
❏ 2nd Donation Ask In First 30 Days?
❏ Recurring Donation Mention Or Ask In First 30 Days?
What Will Make A Difference To Your Donors?
Why It Matters?
How Can Your Nonprofit Raise More Online
it starts with retaining the donors you have
it’s easier and cheaper to retain a donor than it is to acquire one.
cost per acquisition = 5x cost per renewal
cost per acquisition = 2-3x initial donation amount
renewal response rates = 20x30 higher than acquisition response rates
source: adrian sargeant - iu lilly school of philanthropy
Source: Fundraising Effectiveness Project
19.1%
First Time
Donors
42.6%
Average
Donors
58.1%
Repeat
Donors
Average Donor Retention Rates
As of April 2023
Why Donors Stop Giving
2001 study by Adrian Sargeant
5% - Thought charity did not need them
8% - No info on how monies were used
9% - No memory of supporting
13% - Never got thanked for donating
16% - Death
18% - Poor service or communication
36% - Others more deserving
54% - Could no longer afford
INSIGHT: We can make
a meaningful impact
on the above reasons!
Why Donors
Keep Giving
2011 study by DonorVoice
1. Donor Perceives Organization To Be Effective
2. Donor Knows What To Expect With Each Interaction
3. Donor Receives A Timely Thank You
4. Donor Receives Opportunities To Make Views
Known
5. Donor Feels Like They’re Part Of An Important
Cause
6. Donor Feels His Or Her Involvement Is Appreciated
7. Donor Receives Info Showing Who Is Being Helped
Action: What Is Your Thank You Turnaround Time?
Emotional Connection To
Drive Donations.
4 Key Ingredients To A Compelling
Story
1. Character: Who Is The Story About?
2. Conflict: What Is Your Character Struggling With?
3. Goal: What Are They Working Toward And Why?
4. Change Over Time: What Is The Result?
Harness The Power Of Storytelling
To Show Your Impact.
Tell Stories Of Impact
Did You Send A Newsletter To Your New Donors?
Things To Consider:
● What Stories Can You Share In Your
Newsletter To Show The Impact Of Your
Nonprofit?
● What Upcoming Events, Volunteer
Opportunities, Etc. Can You Share?
Very Important
Tell Stories Of Impact
Have You Call Your Donors To Ask If They Want To Volunteer
Or Take A Tour?
Things To Consider:
● What Experiences Can You Share With
Your Donors First Hand?
● What Upcoming Events, Volunteer
Opportunities, Etc. Can You Invite Them
To?
Very Important
Tell Stories Of Impact
Who Are You Sending To And Why?
Things To Consider:
● What Is Your Segmentation For
Communication?
● Do You Have The Tools To Segment In A
Meaningful Way (Major Gifts, Volunteers,
Etc.)?
Very Important
Practical Tips To Increase Online Giving
1. Tell Stories That Matter
2. Give Donors Opportunities To Get Involved
3. Ask For Recurring Gifts
4. Use Segmentation To Give Meaningful Messages
• Innovative way to re-engage and retain
small and micro donors
• Provides a creative way for corporate
sponsors to meet their commitments
• Completely customizable to your brand
and messaging
• No cost to setup and use and a 25% of
net revenues go back to your
non-profit
“Amazon Smile” of travel that gives 5X more
back!
Americans spend $232 billion on lodging for travel each year!
With TravelingToGive a portion of that can be turned into DONATIONS!
Combining GIVING and TRAVELING is a powerful force
Check it out here:
https://travelingtogive.com/bloomerang/
Let’s Wrap Up
Small changes, big results.
1.) Make It Easy To Donate
2.) Provide Information
3.) Personalize Communication
4.) Make Phone Calls
5.) Invite Your Donors For Tours And Volunteer
Activities
6.) Invite Donors To Make Recurring Gifts
Scan or visit bloomerang.com/seedemo
Learn More
The donor database that thousands of nonprofits trust
Donor management
software that nonprofits
actually love to use.
Thank you
james.goalder@bloomerang.com

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02.20 Webinar - Online Giving Trends.pdf

  • 1. How To Raise More Online James Goalder Partnerships Manager Learn Best Practices And Tips To Drive More Online Giving
  • 2. James Goalder (@Goaldeje) Partnerships Manager, Bloomerang Your Presenter Fun facts: ● 1st job: McDonald’s Drive-Thru ● LOVES to travel ● 4 kids, 4 cats, 1 dog ● Degrees in English and Art History from James Madison U ● Married 27 years this May
  • 3. What We Will Talk About Today! Agenda What We Studied What We Learned Why It Matters Practical Takeaways
  • 4. What We Studied? Exploring The Donation Experience Across 400 Nonprofit Organizations
  • 5. Exploring The Donation Experience We Donated $25 To 400 Organizations Across The US, 8 In Every State And Tracked The Giving Experience And The Thank You Results.
  • 6. Check For: ● Broken Links ● Ease Of Use ● Engaging Content? Takeaway Tip Review Your Donation Process Ask Yourself, If I Was A Donor Would I Be Compelled To Give Here?
  • 7. What We Studied Donation Experience Landing Page Receipting Email Thank You Process Follow Up Activities
  • 8. What We Learned? Key Insights From Analyzing 400 Nonprofits' Donation Experiences.
  • 9. Donation Experience: ❏ Ask To Cover Fees ❏ Require Cover Fees ❏ Gifts In Tribute Or In Memorial ❏ Give Donor Option To Designate Fund ❏ Payment Options Other Than Ccd - Apple/Google/Venmo ❏ Ask To Add To Newsletter/Further Communications What Will Make A Difference To Your Donors?
  • 10. Ask To Cover Fees Vs. Require To Cover Fees Things To Consider: ● Don’t Alienate Your Donors ● Transparency Is Critical Great To Do
  • 11. Payment Options (Apple/Google/Venmo) Things To Consider: ● Inclusive Giving ● Engage Younger Donor Population (Millennial/Genz) ● Ease Of Use Very Important
  • 12. Designate Fund & Tribute/Memorial Gifts Things To Consider: ● Emotional Connection ● Transparency Very Important
  • 13. Newsletter Things To Consider: ● Build Trust ● Share Impact Great To Do
  • 14. Landing Page: ❏ Make It Easy To Donate ❏ Engage Your Donors ❏ Continue The Relationship What Will Make A Difference To Your Donors?
  • 15. Make It Easy To Donate Is The Landing Page On The Organization’s Website? Things To Consider: ● How Can You Make It Easy For People To Donate? ● What Does Your Donor Need To Know To Feel Confident About Giving? Very Important
  • 16. Engage Your Donors Are There Engaging Videos And/Or Pictures On The Landing Page? Links To Volunteer Opportunities? Things To Consider: ● How Do Your Share Your Nonprofits Impact Here? ● How Do You Connect With Your Donor? ● What Other Opportunities Can Your Offer Your Donor To Get Involved? Very Important
  • 17. Continue The Relationship What Are You Sending Your Donors Post Donation? Things To Consider: ● Is There An Obvious Next Step For Them? ● Do They Know If Their Donation Was Received? ● Do They Know The Impact Of Their Donation? Very Important
  • 18. Real World Examples Start By Saying Thank You!
  • 19. Real World Examples Start By Saying Thank You!
  • 20. Receipting Email: ❏ Was A Receipt Emailed? ❏ Was The Emailed Receipt Personalized/Customized? ❏ Did The Receipt Have Additional Information And/Or Links To Engage With? What Will Make A Difference To Your Donors?
  • 21. Communicate With Your Donors Was An Receipt Emailed? Things To Consider: ● Are There Legal Requirements Requirements You Need To Fulfill? ● How Can This Be A Meaningful Touch Point With Your Donor? Very Important
  • 22. Make An Impact Was An Receipt Personalized? Was There A Next Step To Engage? Things To Consider: ● How Can You Make Your Donor Feel Like An Important Part Of Your Cause? ● Have Your Offered Them A Way To Engage Further With Your Cause? Very Important
  • 24. Thank You Process: ❏ Receive Hard Copy Thank You Letter In 5 Days? ❏ 15 Days? ❏ 30 Days? ❏ 30+ Days ❏ Was There A Thank You Phone Call? ❏ 2nd Thank You Phone Call? ❏ Was There A Personalized/Customized Thank You Email? What Will Make A Difference To Your Donors?
  • 25. Say Thank You Was A Thank You Letter Received? Things To Consider: ● What Types Of Donors Appreciate A Thank You Letter? ● How Else Can You Also Thank Your Donors? Very Important
  • 26. Say Thank You Was A Call Made To Your Donor? Things To Consider: ● How Does Getting A Personal Thank You Call Feel? ● How Can You Use That Time To Connect Your Donors Back To Your Cause? ● Who On Your Team Can Help Make Calls (Hint: Volunteers, Board Members, Etc.) Very Important
  • 27. Say Thank You And: ● Get Donor Motivation Information That Can Be Used In Subsequent Appeals ● Ask About Preferred Communication Methods ● Fill In Missing Contact Information Takeaway Tip Start Calling Your Donors
  • 28. First-Time Donors Who Get A Personal Thank You Within 48 Hours Are 4x More Likely To Give A Second Gift. Source: Mcconkey-Johnston International Uk
  • 29. A Thank-You Call From A Board Member To A Newly Acquired Donor Within 24 Hours Of Receiving The Gifts Will Increase Their Next Gift By 39%. Source: Penelope Burk
  • 30. Phone Calls To First-Time Donors Increases Retention, Speed-To-Second-Gift, And Average Gift Amount
  • 31. Phone Calls To First-Time Donors Increases Retention, Speed-To-Second-Gift, And Average Gift Amount
  • 32. Phone Calls To First-Time Donors Increases Retention, Speed-To-Second-Gift, And Average Gift Amount
  • 33. Say Thank You Did You Send A Personalized Thank You Email? Things To Consider: ● Do You Have The Tools To Easily (Or Automatically) Send Personalized Thank You Emails? ● How Are You Engaging The Donor In These Emails? Very Important
  • 35. What Kind Of Follow Up Actions Were Taken: ❏ Email Newsletter In First 30 Days? ❏ Email Invitation For Tour And/Or Volunteer Activity? ❏ Call Invitation For Tour And/Or Volunteer Activity? ❏ 2nd Donation Ask In First 30 Days? ❏ Recurring Donation Mention Or Ask In First 30 Days? What Will Make A Difference To Your Donors?
  • 36. Why It Matters? How Can Your Nonprofit Raise More Online
  • 37. it starts with retaining the donors you have it’s easier and cheaper to retain a donor than it is to acquire one. cost per acquisition = 5x cost per renewal cost per acquisition = 2-3x initial donation amount renewal response rates = 20x30 higher than acquisition response rates source: adrian sargeant - iu lilly school of philanthropy
  • 38. Source: Fundraising Effectiveness Project 19.1% First Time Donors 42.6% Average Donors 58.1% Repeat Donors Average Donor Retention Rates As of April 2023
  • 39. Why Donors Stop Giving 2001 study by Adrian Sargeant 5% - Thought charity did not need them 8% - No info on how monies were used 9% - No memory of supporting 13% - Never got thanked for donating 16% - Death 18% - Poor service or communication 36% - Others more deserving 54% - Could no longer afford INSIGHT: We can make a meaningful impact on the above reasons!
  • 40. Why Donors Keep Giving 2011 study by DonorVoice 1. Donor Perceives Organization To Be Effective 2. Donor Knows What To Expect With Each Interaction 3. Donor Receives A Timely Thank You 4. Donor Receives Opportunities To Make Views Known 5. Donor Feels Like They’re Part Of An Important Cause 6. Donor Feels His Or Her Involvement Is Appreciated 7. Donor Receives Info Showing Who Is Being Helped Action: What Is Your Thank You Turnaround Time?
  • 42. 4 Key Ingredients To A Compelling Story 1. Character: Who Is The Story About? 2. Conflict: What Is Your Character Struggling With? 3. Goal: What Are They Working Toward And Why? 4. Change Over Time: What Is The Result?
  • 43. Harness The Power Of Storytelling To Show Your Impact.
  • 44. Tell Stories Of Impact Did You Send A Newsletter To Your New Donors? Things To Consider: ● What Stories Can You Share In Your Newsletter To Show The Impact Of Your Nonprofit? ● What Upcoming Events, Volunteer Opportunities, Etc. Can You Share? Very Important
  • 45. Tell Stories Of Impact Have You Call Your Donors To Ask If They Want To Volunteer Or Take A Tour? Things To Consider: ● What Experiences Can You Share With Your Donors First Hand? ● What Upcoming Events, Volunteer Opportunities, Etc. Can You Invite Them To? Very Important
  • 46. Tell Stories Of Impact Who Are You Sending To And Why? Things To Consider: ● What Is Your Segmentation For Communication? ● Do You Have The Tools To Segment In A Meaningful Way (Major Gifts, Volunteers, Etc.)? Very Important
  • 47. Practical Tips To Increase Online Giving 1. Tell Stories That Matter 2. Give Donors Opportunities To Get Involved 3. Ask For Recurring Gifts 4. Use Segmentation To Give Meaningful Messages
  • 48. • Innovative way to re-engage and retain small and micro donors • Provides a creative way for corporate sponsors to meet their commitments • Completely customizable to your brand and messaging • No cost to setup and use and a 25% of net revenues go back to your non-profit “Amazon Smile” of travel that gives 5X more back! Americans spend $232 billion on lodging for travel each year! With TravelingToGive a portion of that can be turned into DONATIONS! Combining GIVING and TRAVELING is a powerful force Check it out here: https://travelingtogive.com/bloomerang/
  • 49. Let’s Wrap Up Small changes, big results. 1.) Make It Easy To Donate 2.) Provide Information 3.) Personalize Communication 4.) Make Phone Calls 5.) Invite Your Donors For Tours And Volunteer Activities 6.) Invite Donors To Make Recurring Gifts
  • 50. Scan or visit bloomerang.com/seedemo Learn More The donor database that thousands of nonprofits trust Donor management software that nonprofits actually love to use.