This document provides an agenda and overview for a two-day masterclass on attracting, motivating, and retaining young donors. Day one covers characteristics of Generations X and Y and journey mapping. Day two discusses case studies and organizational change. Additional sections discuss tactics for engaging Generations Y and Z, including event participation, social media, gamification, and fundraising in schools. Generational giving patterns are shown, and acceptable solicitation channels by generation are discussed.
Fundraising Today and Tomorrow: The Next Generation of Canadian Giving - Fund...hjc
Michael and Ken discussed fundraising trends such as social media, mobile, and crowdfunding and other can’t-miss insights from the 2013 Next Generation of Canadian Giving study.
Generational Giving, The Charitable Habits of Generation Baby Boomers and Mat...Blackbaud
Presented by Michael Johnston President and Founder of HJC
All generations are not created equal. Are you optimizing your outreach and
fundraising to connect with each group? In this 45 min session Michael will lead us
through key giving treads for the baby boomers and matures, offering tips and
tricks on how to optimize your fundraising efforts and much more. Boomers
contribute 43% of all giving, are you neglecting this important generation in your
everyday efforts?
Everything you need to know about Give to the Max Day 2012Jeff Achen
Whether it's your first year participating in Give to the Max Day or your fourth, this webinar will bring you up to speed on all the ins and outs of this year's event. This includes:
*Prize grant amounts, golden tickets and competition structure
*How to get your page ready for the big day
*Ways to get involved with offline events happening throughout the day
*And, strategies to consider to raise more money in the 24 hour event period.
It's EVERYTHING you need to know about Give to the Max Day 2012!
Fundraising Today and Tomorrow: The Next Generation of Canadian Giving - Fund...hjc
Michael and Ken discussed fundraising trends such as social media, mobile, and crowdfunding and other can’t-miss insights from the 2013 Next Generation of Canadian Giving study.
Generational Giving, The Charitable Habits of Generation Baby Boomers and Mat...Blackbaud
Presented by Michael Johnston President and Founder of HJC
All generations are not created equal. Are you optimizing your outreach and
fundraising to connect with each group? In this 45 min session Michael will lead us
through key giving treads for the baby boomers and matures, offering tips and
tricks on how to optimize your fundraising efforts and much more. Boomers
contribute 43% of all giving, are you neglecting this important generation in your
everyday efforts?
Everything you need to know about Give to the Max Day 2012Jeff Achen
Whether it's your first year participating in Give to the Max Day or your fourth, this webinar will bring you up to speed on all the ins and outs of this year's event. This includes:
*Prize grant amounts, golden tickets and competition structure
*How to get your page ready for the big day
*Ways to get involved with offline events happening throughout the day
*And, strategies to consider to raise more money in the 24 hour event period.
It's EVERYTHING you need to know about Give to the Max Day 2012!
AFP FL, First Coast Chapter: The Importance of using Social Media and What it Means to Nonprofits
January 15, 2013
Social Media isn’t a fad, it’s a fundamental shift in the way we engage our stakeholders. Join us as we learn from Georgette Dumont and Heather Corey about the trends in social media and how social media can enhance your organization's relationships.
“We don’t have a choice on whether we DO social media; the question is how well we DO it.”
– Erik Qualman, Author of Socialnomics: How social media transforms the way we live and do business
Guest speakers:
Dr. Georgette Dumont, Assistant Professor at the University of North Florida in the Department of Political Science and Public Administration (Social Media Persona is Gette in Jax)
Heather R. Corey, CFRE
Director of Development & Marketing at Jewish Family & Community Services (JFCS) and founder of JaxPHILville
There is a lot of cool stuff being done by charities in the digital space. We focus on the 5 key digital channels - Search, Email, Mobile, Social Media and Display.
This presentation is designed to inspire non-profit organisations to do more in the digital space. This is cool stuff that is possible to implement, rather than out of reach cool stuff that requires massive budgets and resources.
How the Digital Revolution Can Reverse Declining Alumni ParticipationEverTrue
Today, one of the biggest challenges in advancement is the decline in alumni participation and engagement. Powered by statistical evidence, this presentation explores the latest trends in alumni participation and how to better engage alumni as the digital revolution takes hold.
Now is a very exciting time for charitable fundraising. Not only is economic confidence slowly recovering,
there has also been a fundamental change in the way causes are promoted which is having a massive
impact on public donations.
Play it Again, Sam: Monthly Giving Programs for Sustaining Donations "As Time...hjc
Speakers: SPEAKERS: Wendy Marinaccio Husman, Donordigital, Drew Seman, Senior Manager of Fundraising and Outreach, Ocean Conservancy
This session will highlight efforts you can take to grow your organization's monthly donor program. We’ll feature examples from The Ocean Conservancy, No Kid Hungry, and other nonprofits representing a variety of organization and sustainer program sizes. Learn strategies for monthly donor recruitment, upgrades, retention, and reinstatement; gather ideas for sustainer campaigns and conversion tactics; and come away with some information you can put to use right away.
Whether you have a bit of experience or you're brand new to code, this webinar is right for you. Walk away with:
Valuable resources that will save you time during the holiday season
The ability to update your email design like a veteran developer
Tips on how to to update your HTML more efficiently
A decrease in daily frustrations when making web updates and more!
Unlock the true potential of your event participantshjc
The donor journey doesn’t end at the finish line with event participants. With limited resources, every nonprofit organization has to maximize their Return on Investment (ROI) with every fundraising endeavor – including pledge events. That’s why hjc is beginning to obsess about a key question connected to the lifetime value (LTV) of an event participant: How much are they worth?
Do you know the Lifetime Value of your event participants? You should.
View this webinar to learn:
- Why stewardship is a vital investment that will lead to greater LTV of your event participants
- How to measure success of ROI
- Best practices on stewardship methods that will work for your nonprofit
Using best practices and up-to-date case studies, learn how two best-of-breed organizations with large annual pledge events step up to begin to answer that key questions of LTV for loyal fundraising event participants.
AFP FL, First Coast Chapter: The Importance of using Social Media and What it Means to Nonprofits
January 15, 2013
Social Media isn’t a fad, it’s a fundamental shift in the way we engage our stakeholders. Join us as we learn from Georgette Dumont and Heather Corey about the trends in social media and how social media can enhance your organization's relationships.
“We don’t have a choice on whether we DO social media; the question is how well we DO it.”
– Erik Qualman, Author of Socialnomics: How social media transforms the way we live and do business
Guest speakers:
Dr. Georgette Dumont, Assistant Professor at the University of North Florida in the Department of Political Science and Public Administration (Social Media Persona is Gette in Jax)
Heather R. Corey, CFRE
Director of Development & Marketing at Jewish Family & Community Services (JFCS) and founder of JaxPHILville
There is a lot of cool stuff being done by charities in the digital space. We focus on the 5 key digital channels - Search, Email, Mobile, Social Media and Display.
This presentation is designed to inspire non-profit organisations to do more in the digital space. This is cool stuff that is possible to implement, rather than out of reach cool stuff that requires massive budgets and resources.
How the Digital Revolution Can Reverse Declining Alumni ParticipationEverTrue
Today, one of the biggest challenges in advancement is the decline in alumni participation and engagement. Powered by statistical evidence, this presentation explores the latest trends in alumni participation and how to better engage alumni as the digital revolution takes hold.
Now is a very exciting time for charitable fundraising. Not only is economic confidence slowly recovering,
there has also been a fundamental change in the way causes are promoted which is having a massive
impact on public donations.
Play it Again, Sam: Monthly Giving Programs for Sustaining Donations "As Time...hjc
Speakers: SPEAKERS: Wendy Marinaccio Husman, Donordigital, Drew Seman, Senior Manager of Fundraising and Outreach, Ocean Conservancy
This session will highlight efforts you can take to grow your organization's monthly donor program. We’ll feature examples from The Ocean Conservancy, No Kid Hungry, and other nonprofits representing a variety of organization and sustainer program sizes. Learn strategies for monthly donor recruitment, upgrades, retention, and reinstatement; gather ideas for sustainer campaigns and conversion tactics; and come away with some information you can put to use right away.
Whether you have a bit of experience or you're brand new to code, this webinar is right for you. Walk away with:
Valuable resources that will save you time during the holiday season
The ability to update your email design like a veteran developer
Tips on how to to update your HTML more efficiently
A decrease in daily frustrations when making web updates and more!
Unlock the true potential of your event participantshjc
The donor journey doesn’t end at the finish line with event participants. With limited resources, every nonprofit organization has to maximize their Return on Investment (ROI) with every fundraising endeavor – including pledge events. That’s why hjc is beginning to obsess about a key question connected to the lifetime value (LTV) of an event participant: How much are they worth?
Do you know the Lifetime Value of your event participants? You should.
View this webinar to learn:
- Why stewardship is a vital investment that will lead to greater LTV of your event participants
- How to measure success of ROI
- Best practices on stewardship methods that will work for your nonprofit
Using best practices and up-to-date case studies, learn how two best-of-breed organizations with large annual pledge events step up to begin to answer that key questions of LTV for loyal fundraising event participants.
SPEAKERS: Heather McLean, hjc, Brian Walsh, Oracle
Is your nonprofit struggling to get your donor to make a second gift? Has your nonprofit thought about integrating a multi-channel presence to reach your donors? You can’t ignore it: a one-channel touch point just isn’t cutting it anymore and donor communication preferences are becoming more complex and demanding. This exciting session will explore a new and innovative way of thinking when it comes to attracting, motivating, and retaining your donor base through different touchpoints. Using best practices and up-to-date case studies that introduce the new Oracle methodology, Heather McLean, Senior Fundraising Advisor of hjc, and Brian Walsh, CX Architect North American Applications of Oracle, will show you how your organization can tap into your donor base and build deeper relationships through a multi-channel presence.
The Donor Journey: A Step-by-Step Guide to Lifecycle Marketing for your Nonpr...hjc
Join hjc and Oracle where we'll explain the importance of integrating a multi-channel presence to build stronger and long lasting relationships. You will walk away with:
hands on examples of everything from customer experience to personalizing donor journeys
a fool proof system for uncovering, cultivating, and soliciting existing and new donors
how to implement a multi-channel presence
best practices on the do's and donts' of creating a good supporter survey
how to measure success of breakthrough fundraising results
Heather McLean, Senior Fundraising Advisor of hjc, and Brian Walsh, CX Architect North American Applications of Oracle, will show you how your organization can tap into your donor base and build deeper relationships through a multi-channel presence. Using the latest data and riveting case studies, you’ll learn how to maximize your organization’s fundraising potential.
Online Giving: Trends, Tactics, and Getting Them To The DoorDebra Askanase
New to online giving, or just want an overview? In this presentation, we cover the most recent online giving stats, trends, online donation page and button optimization techniques, and engagement tactics to bring donors to the door. The presentation includes stats on generational giving preferences, mobile giving, crowdfunding, and giving by sector.
Integrating Social Media and Mobile Marketing ProgramsPaul Redfern
A presentation at the July 2010 STAFF conference. Hear how Gettysburg and St. Olaf Colleges are using Facebook, YouTube, Twitter, Flickr and LinkedIn to increase word-of-mouth marketing and to integrate these new tools into a traditional communications strategy. You have heard about these smart phones how do you also take advantage of the mobile revolution? But most importantly how do you measure the results?
Last year, the number of #GivingTuesday gifts reached 3,600,000, with the dollar amount peaking at $400 million.
There is no question that people are making hefty contributions…but are they making these donations to your organization? And if not, why?
The truth is that while #GivingTuesday provides an opportunity to bring in large donations and expand your donor base, you should be aware of the challenges that come with making fundraising appeals during this popular event in order to be successful.
During Give by Cell’s webinar, we discussed how to handle:
* Stiff holiday competition
* The limitations of social media
* Converting one-time gifts in recurring donations
In this webinar, you will learn about the differences and similarities among Matures, Baby Boomers, Generation X and Y in their approaches to giving. You'll also hear how experts at Amnesty International USA and AARP/AARP Foundation are using age segmentation to achieve better fundraising and communications results.
The Future of Online Giving - Are You Awake?Blackbaud
Although author/columnist Malcolm Gladwell discredits social media for facilitating the revolutions we are currently seeing around the world, we disagree. Come find out how the future of social media is being played out across our nonprofit landscape. Learn from advanced case studies and groundbreaking research, and take a glimpse into where fundraising in social media is heading in the future.
In this presentation, you will learn about the differences and similarities among Matures, Baby Boomers, Generation X and Y in their approaches to giving. You'll also hear how experts at Amnesty International USA and AARP/AARP Foundation are using age segmentation to achieve better fundraising and communications results.
Creating community with digital tech 080416NetSquared
LA Tech4Good Event
http://www.meetup.com/LATech4Good/events/230301998/
Come out on Aug 4 for three great presenters and conversation on community engagement through digital technology.
Frank Hong: How socially conscious groups can find value in online social networks for promoting community engagement.
Marcy Rye: What Pokémon Go and augmented reality mean for the future of tech and community engagement.
Rebecca Campbell: How online communities are fostering greater in-person connections with digital tech and human interaction.
Frank Hong is CEO & Founder of One World CGI, a public benefit corporation that operates an online social platform helping people discover and connect to good things happening in their communities.
Marcy Rye is Founder & Principal of Wire Media, a certified B Corp enabling nonprofits and social good companies to communicate better with their audiences through brand strategy and visual storytelling.
Rebecca Campbell is VP, Client Success at Causecast, an online platform that helps corporations, employees, and nonprofit partners connect and do more good.
Shoutout to Cross Campus Pasadena, a community of creative professionals, for hosting us. We're looking forward to seeing old & new friends at our first Pasadena event!
Giving Days & the Great Canadian Fundraising Landscape hjc
This week, hjc and Kimbia presents Giving Days & the Great Canadian Landscape webinar. Register for this webinar to learn:
- What is a Giving Day, and why your nonprofit should start now
- The state of the Canadian Fundraising landscape
- Real life case studies and how to benchmark yourselves
Speed Dating the Data Geeks: What you need to know about Nonprofit Analytic T...hjc
Speakers: Richard Becker, Blackbaud, John Blackwell, INtegral, Joe Churpek, Analytical Ones, John Ernst, Integral, Julie Wilson, Integral
With more nonprofits investing in advanced measurement technologies and analytics to drive their multi-channel fundraising programs, the need to understand what to measure, what to model and what to expect from an analytic partner is greater than ever. Join leaders from some of the nonprofit industry’s top analytic consulting firms for a candid panel discussion on how programs at every maturity level should approach analytics.
Let it Go! Let it Go!: Adapting Fundraising and Engagement Messaging to Today...hjc
Speakers: Madeline Stanionis, M+R Strategic Services
Your work belongs to everybody now, and that's cool. Remember the good ol' days when you could pretty much hold your whole direct response program on a couple floppy disks and great big file cabinet -- and nobody commented on Facebook how much they hate your new logo? Well, that world is loooong gone and it's time to let go of all our outdated notions about controlling your message and your brand. In fact, letting go and watching how your supporters and volunteers and activists take your message, your work, and your brand out for a spin is totally awesome. In this session, we'll take a look at how the best and the bravest organizations have adapted their fundraising and engagement to this crazy new world and thrived (and how you can too)
Integrated Direct Response: Basics From the On and Offline Sides of the Marke...hjc
Speakers: Andrew Magnuson, American Heart Association Sherry Minton, American Heart Association
Do you work in digital fundraising and have no idea what your offline direct response colleagues mean when they talk about nickel packages and lot splits? Are you a direct mail guru who can’t figure out why your digital counterpart is obsessing over canonical tags and concatenation? Join us for this integrated direct marketing session and find out what really happens on the other side of the aisle. The leads of the on and offline direct response fundraising programs for the American Heart Association will take us through what they’ve learned about the similarities and differences of fundraising in their respective channels. We’ll examine whether the goals, planning cycles, metrics, donor life cycles, creative approaches, etc. are all that different, or is it, as the saying goes, “the more things change the more they remain the same"?
View this webinar to learn:
- How crowdfunding can find you new supporters
- How to use what’s working in the commercial world and bring the right elements over to make your charitable crowdfunding successful
- How to benchmark for success in crowdfunding
Using best practices and up-to-date case studies, learn how to do more than just raise money to make potato salad – learn how to raise money, find new supporters, build brand and make your organization stronger with crowdfunding.
Using examples and data from the Blackbaud 2013 benchmark study; we’ll challenge your strategic thinking and help you understand how to be more successful as fundraisers, marketers and industry leaders.
A Critical Conversation after the launch of the new Blackbaud Index Canadahjc
Using examples and data from the new Index, and adding data from last year's major study of generational giving in Canada, we’ll challenge your strategic thinking and help you understand how to be more successful as fundraisers, marketers and industry leaders.
We will cover the following topics:
• how the new Blackbaud Index for Canada will transform the use of data for charities in Canada
• strategic and tactical takeaways now, and in the future, of this ever-fresh Blackbaud Index
• how to think critically about your Foundation, and how to remain at the forefront of fundraising excellence in Canada
How to leverage mobile technology and crowdfunding to engage more effectively with four generations of Canadian donors.
In this session, Michael Johnston, Founder and President at hjc, and Ken Kuhler, Interactive Strategy Manager at Blackbaud, cover the following topics:
• Mobile phone preferences and engagement habits of four generations of Canadian donors
• What crowdfunding is, and how it can help you fund your organization’s next big project
• Can’t-miss data, real-world examples, and useful tips for engaging with Canadian donors
Fundraising Trends and the Next Generation of Canadian Giving hjc
Fundraising Trends in 2013
Michael and Danielle focussed on fundraising trends such as social media, mobile, and crowdfunding and other can’t-miss insights from the 2013 Next Generation of Canadian Giving study.
Monthly Giving and The Next Generation of Givinghjc
Monthly Giving and the Next Generation of Giving
Lynne Boardman, Managing Director, Harvey McKinnon Associates, lead us through the data on how different generations of donors engage differently with monthly giving and what you can do to ensure success with your monthly giving program.
It's and Not or
Danielle Johnson Vermenton, Senior Interactive Consultant, Blackbaud, on the latest trends of online philanthropy and the impact on nonprofits. Learn how online philanthropy is the pipeline for all your fundraising goals - and tips on how to get started.
Fundraising Today and Tomorrow and the Next Generation of Canadian Givinghjc
Canadian Fundraising Today and Tomorrow
Michael Johnston, Founder and President, hjc, gives a profile of four generations of Canadian donors: how do they give, where do they give, and how can you build the most effective relationship with them.
Toronto Seminar, October 22 2013
Next Generation of Fundraising Today and Tomorrowhjc
Michael Johnston, Founder and President, hjc, gives a profile of four generations of Canadian donors: how do they give, where do they give and how can you build the most effective relationship with them.
Fundraising Today and Tomorrow: Monthly Giving the Next Generation of Givinghjc
Harvey McKinnon, a world renowned expert on monthly giving and President of Harvey McKinnon Associates, led us through the data on how different generations of donors engage differently with monthly giving and what you can do to ensure success with your monthly giving program.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
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5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
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Benefits Digital Marketing Services at Techvolt software :
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Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
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Coimbatore,Tamilnadu.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...
Masterclass draft final oct 13 2014
1.
2. What’s mark Zuckerberg, indiegogo, and snapchat got to teach us about fundraising? A Masterclass to explore how to attract, motivate, and retain young people.
3. Two-Day AgendaDAY ONE
14:00-14:10 –introductions
14:10-14:30 –why do young people matter? Why do young people care about giving back?
14:30-15:00 –Gen X characteristics
15:00-16:00 –Gen Y characteristics
16:00-17:00 –Journey Mapping
4. 9:00-9:30 –Review of the journey mapping process and two presentations
9:30-10:15 –Crowdfunding and mobile and why they matter
10:15-11:15 –3 case studies: Humane Society International and Amnesty Denmark, WaterAid www.tobeagirl.org,
11:15-12:00 –Organizational change and wrap up
Two-Day AgendaDAY TWO
5. Who Am I?
Mike Johnston
Founder, HJC, Integrated Fundraising Consultants
Integrated Fundraising Specialists
Aerobics Instructor, Hockey Dad
@hjcnewmedia
12. WHY SO POWERFUL?
•They influence other family members
•Trend setters for other generations
13. YOUTH AND PHILANTHROPY –WHAT CAN IT MEAN TO THEM?
For Youth:
•Answertheir deeper questions
•Empower their leadership abilities
•Help them setand reach goals
14. •Researchers* found:
1.Brings clarity to the organization’s mission
2.Improves involvement and responsiveness to the community
3.Improves organization’s commitment to inclusion and representation
4.Finds new ways to reach out to communities
* 4-H Council Study of Youth Philanthropy, 2007
FOR THE NONPROFIT:
15. •Nurture future donors
•New perspectives for us ‘oldies’
•Innovation with technology and popular culture
FOR THE SECTOR:
19. $0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
40%
46%
52%
58%
64%
70%
76%
82%
88%
94%
100%
% Giving
Total annual giving
59% Give
39.5M donors
$732 yr/avg
3.9 charities
$28.9 B/yr
60% Give
32.8M donors
$481 yr/avg
3.3 charities
$15.8 B/yr
72% Give
51.0M donors
$1212 yr/avg
4.5 charities
$61.9 B/yr
88% Give
27.1M donors
$1367 yr/avg
6.2 charities
$37.0 B/yr
Gen Y
Gen X
Boomers
Matures
Generational Giving
Bubble size is ‘Estimated Annual Contributions’
An overview of annual giving by generation confirms the importance of Boomers in the charitable giving space.
Gen Z?
20. % Giving
Total annual giving
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
40%
46%
52%
58%
64%
70%
76%
82%
88%
94%
100%
Gen Y
Gen X
Boomers
Matures
WHAT DO YOUR BUBBLES LOOK LIKE?
Bubble size is ‘Estimated Annual Contributions’
Gen Z?
22. Gen XOnline Giving
MatureRetail Checkout Giving
Gen YStreet Fundraising
Boomer Email Solicitation
23. GEN Y
GEN X
BOOMERS
MATURES
52%
51%
53%
44%
39%
42%
41%
36%
47%
40%
42%
27%
22%
39%
39%
38%
17%
24%
42%
42%
10%
22%
40%
52%
25%
29%
26%
19%
29%
27%
16%
14%
12%
12%
16%
17%
6%
7%
12%
19%
6%
9%
7%
9%
15%
9%
5%
2%
8%
10%
5%
1%
8%
6%
4%
4%
4%
7%
4%
5%
4%
4%
5%
7%
4%
0%
2%
2%
Donated this way in last 2 years
50%
40%
39%
35%
32%
32%
25%
21%
15%
11%
8%
8%
6%
6%
5%
5%
2%
Checkout Donation
Purchase for Proceeds
Online Donation
Pledge
Honor/Tribute Gift
Mailed Check/Credit…
Street Canvassing*
Third Party Vendor
Email*
Phone
Door to Door*
Mobile/Text
Social Networking Site
Online Ad*
Will/Planned Gift
Radio/TV*
Stocks, Bonds, Property
↓
↑
↑
↑
↑
↑
↑
↑
↑
↑
↑
↑
22
*New or changed attribute, no tracking data
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
24. 1%
1%
5%
6%
12%
18%
25%
33%
34%
34%
35%
43%
3%
6%
9%
9%
12%
14%
25%
16%
21%
23%
25%
24%
34%
36%
36%
30%
34%
29%
22%
15%
17%
16%
12%
9%
47%
41%
23%
18%
15%
11%
4%
8%
3%
6%
2%
1%
24
Acceptable Solicitation Channel
(from organizations with an established relationship)
Very Acceptable
Very Unacceptable
NET
GEN Y
GEN X
BOOMERS
MATURES
+77
+78
+87
+77
+63
+69
+70
+76
+68
+62
+46
+53
+40
+46
+47
+34
+51
+43
+30
+13
+25
+50
+41
+11
+5
+8
+45
+26
-2
-33
-24
-4
-21
-37
-24
-26
+24
-5
-46
-65
-35
-6
-29
-49
-46
-35
-26
-38
-41
-30
-46
-17
-38
-54
-67
-57
-29
-48
-76
-63
Friend
Friend's child/grandchild
Letter/message
Radio or TV program
Email
Opt-in for extra charge on ticket/recording
Phone call
Message via social media
Voice message
Door-to-door canvassing
Street canvassing
Text message
Acceptable Solicitation Channel
Net (Acceptable –Unacceptable)
Smwt
Smwt
Channels with a personal connection are most acceptable, followed by letters or TV/radio.
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
25.
26. Gen Y Donors
•Giving is more random
•Have more time than money
•Like promotional events and giveaways
•Engage with NP in variety of ways (incl.social media)
26
27. How do we reach Gen Y?
•Premiums/Contests
•Event Fundraising Participation (vs. Donation)
•Social Media
•Mobile Outreach
What’s in it for me?
Time to give back
29. Youth Needs?
Generation
Gen Y
Gen Z
Attitudes/ Values
Time to Give Back
What’s In It For Me? Random.
Who am I? How do I fit in?
Tactics + Strategies
Family oriented
Event Participation (vs.. Donation)
Social Media
Mobile Outreach
Gamification
Premiums/Contests
30. Gen Z Donors (approx. 10 to 18 years old)
•Giving is peer driven (school, classmates)
•It’s all about their volunteer effort
•Gamificatione.g. “I’ve earned the Fundraiser badge…”
•Need technologyto leverage adults
•Digital Natives (online sharing thoughts and observations online)
•In many transition economies they are the first born into developed world
•Privacy and age are vital elements
32. •Raised $255 selling cupcakes in 2 weeks
•Now the school has sent out messages to parents in the school
•$15,000 has been raised
by local parents in 2 weeks
Gen Z: Tactics + Strategies: Family Oriented
36. Youth Needs?
Gen Y
Gen Z
Time to Give Back
What’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media
Mobile Outreach
Gamification
Premiums/Contests
37. Gen Z: Tactics + Strategies: Fundraising at School
Youth Specific Campaigns engage a younger audience in a way that interests them most and can take place in their own school
38. Free the Children offer lesson plans for both elementary and secondary school teachers –free to download online
Gen Z: Tactics + Strategies: Fundraising at School
39. The Heart and Stroke Foundation has campaign specific school curriculum enabling teachers easy to use hands on material to promote and teach about the fundraising campaign
Gen Z: Tactics + Strategies: Fundraising at School
40. Youth Needs?
Gen Y
Gen Z
Time to Give Back
What’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media
Social Network Technology to influence adults to give
Mobile Outreach
Gamification
Premiums/Contests
43. Gen Z: Tactics + Strategies: Social Network Technology
Youth communicate through their smart phones, fundraising apps reach them through all technology mediums
44. Youth Needs?
Gen Y
Gen Z
Time to Give Back
What’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media
Social Network Technology to influence adults to give
Mobile Outreach
Digital Community (sharing, connecting)
Gamification
Premiums/Contests
45. Right to Play’s School Zone is a youth friendly space on the website which educates and encourages youth to get involved
Gen Z: Tactics + Strategies: Digital Communities
46. Room for improvement:
•Youth memberships to exclusive online venters
Gen Z: Tactics + Strategies: Digital Communities
47. Youth Needs?
Gen Y
Gen Z
Time to Give Back
What’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media
Social Network Technology to influence adults to give
Mobile Outreach
Digital Community (sharing, connecting)
Gamification
Multimedia as an engagement tool
Premiums/Contests
48. Gen Z: Tactics + Strategies: Multimedia as an Engagement Tool
49. Youth Needs?
Gen Y
Gen Z
Time to Give Back
What’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media
Social Network Technology to influence adults to give
Mobile Outreach
Digital Community (sharing, connecting)
Gamification
Multimedia as an engagement tool
Gamification; Sport; Celebrity
Premiums/Contests
50. Gen Z: Tactics + Strategies: Gamification
"Let my playing be my learning, and my learning be my playing.”
51.
52. Will you miss a gamer?
•A Gamer
•Guild Wars
•Pink Day in LA
•Goal of $1,300
•Raised almost $12,000
How many of you have had someone come forward to talk about their gaming and you said no?
GEN Z: TACTICS + STRATEGIES: GAMIFICATION
53. Key game mechanics:
•points,
•badges,
•levels,
•challenges,
•leaderboards
•rewards
•BUT
•Games are MUCH MORE than that
•WOW Guilds: rewards, but also culture, narrative, game play, social interaction, collective endeavour
GEN Z: TACTICS + STRATEGIES: GAMIFICATION
57. •In 2004, global sales were $25 billion
•In 2007: $42 billion
•In 2012: estimate of $68billion
•Prediction for 2015: $91 billion
•11countries had over $1 billion in sales in 2008
•It surpassed the movie industry in 2005 and the music industry in 2008. Also bigger than the global DVD and book industry
Gen Z: Tactics + Strategies: Gamification
64. Gen Z: Tactics + Strategies: Celebrity Engagement –Popular Culture
65. •197,000 ‘fans’ contacted electronically
•$1,200 USD raised
•Not a donor herself, not fully committed
66. Now with this in mind, let’s plot out two youth journeys…
Gen Y
Gen Z
Time to Give Back
What’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media
Social Network Technology to influence adults to give
Mobile Outreach
Digital Community (sharing, connecting)
Gamification
Multimedia as an engagement tool
Gamification; Sport; Celebrity –Popular Culture
Privacy (Law)
Premiums/Contests
74. GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH MRI
…
…
…
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG
PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
BEHAVIORS
ATTITUDES
PEOPLE
THINGS
ON STAGE
EXPERIENCE
PEOPLE
THINGS
BACK STAGE
SUPPORT
Select a specific customer to map
DOCTOR
MOM
CHECKIN NURSE
IMAGING TECH
MOM
DOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUTER
CHART
CAR
TAKE-HOME PACKET
MRI MACHINE
SHOT & DRUGS
NURSE
TISSUES
CREATE INITIAL MAP
Attitudes, Behaviors and Experiences
75. GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH MRI
…
…
…
DOCTOR
MOM
CHECKIN NURSE
IMAGING TECH
MOM
DOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHART
CAR
TAKE-HOME PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG
PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
EVALUATE & PRIORITIZE
Identify moments that matter for the customer and the organization
NURSE
TISSUES
IMPACT
MORE STAFF
COST OF DRUGS
IMAGING TIME
SIDE EFFECTS
76. GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH MRI
…
…
…
DOCTOR
MOM
CHECKIN NURSE
IMAGING TECH
MOM
DOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHART
CAR
TAKE-HOME PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG
PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
TISSUES
NURSE
ADD DETAIL TO UNDERSTAND
Gain deeper understanding of needs, and how those needs are fulfilled
FEEL SAFE
FEEL BETTER
TAKE IMAGE
DEVELOP IMAGE
NEEDS
Roles & Processes
POSITION PATIENT
77. GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH MRI
…
…
…
DOCTOR
MOM
CHECKIN NURSE
IMAGING TECH
MOM
DOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHART
CAR
TAKE-HOME PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG
PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
EVALUATE & FRAME ISSUE OR OPPORTUNITY
Based on deep customer understanding
NURSE
FEEL SAFE
FEEL BETTER
TISSUES
POSITION PATIENT
TAKE IMAGE
DEVELOP IMAGE
79. GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GETS A SHOT
GOES THROUGH MRI
…
…
…
DOCTOR
MOM
CHECKIN NURSE
IMAGING TECH
MOM
DOCTOR ANESTH.
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHART
CAR
TAKE-HOME PACKET
MRI MACHINE
SHOT & DRUGS
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG
PATIENT SAFETY TEAM
IMAGING TECH
STAFF PAGING SYSTEM
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
DRUG ROOM
DESIGN NEW EXPERIENCES
Influence attitudes to change behaviors
TISSUES
NURSE
FEEL SAFE
IDEA: LET’S GO CAMPING
80.
81. GOES TO INITIAL DOCTOR
RIDES TO HOSPIT’L
CHECKS IN
WALKS TO MRI ROOM
SEES MRI MACHINE
CRIES & RESISTS
SEES DOCTOR ENTER
GOES THROUGH MRI
…
…
…
DOCTOR
MOM
CHECKIN NURSE
IMAGING TECH
MOM
IMAGING TECH
MRI MACHINE
DESK & COMPUT.
CHART
CAR
TAKE-HOME PACKET
MRI MACHINE
AM I REALLY SICK?
THAT LOOKS SCARY!
WILL IT HURT ME?!
MOM CAN’T HELP?
NO! NO! PLEASE NO!
I’M REALLY NERVOUS
WISH I WAS AT SCHOOL
TECH. WRITER
SYSTEM ADMIN.
HOSPIT’L BLDG MGR
DOUG
IMAGING TECH
PATIENT RECORD SYSTEM
RESERV. SYSTEM
IMAGING RECORD SYSTEM
IDEA: CAMP GUIDE
WOW, A CAMP- FIRE!
FEELS LIKE I’M CAMPING
THIS ISN’T TOO BAD
CAN WE DO IT AGAIN??
THIS PLACE IS NEAT!
TODAY COULD BE FUN
LAYS DOWN IN MACHINE
LISTENS TO CRICKETS
…
TEST NEW EXPERIENCES
New attitudes, new behaviors….different result
NURSE
HAS
MRI SCAN
IDEA: CAMPING SITE
IDEA: CAMP BACKPK
FEWER STAFF
NO DRUGS
IMAGING TIME ↓
↓ SIDE EFFECTS
83. What I want you to do in 2 groups
•Identify “moments that matter” for your youth donor persona
•Review impact (fundraising) -GREEN
•Outline Needs e.g. attitude/emotional improvement – LARGE YELLOW
•Roles and Process (people and things interacting on this moment) -PINK
•New experience, improvement outlined –SMALL YELLOW
85. Lifecycle Marketing
You recognize that people go through stages as they interact with your organization, and that each stage requires different marketing actions.
S2li4d eJu 8ly5 2014
86. Content Creation
You create targeted content that answers your donor's basic questions and needs, and you share that content far and wide.
S2li4d eJu 8ly6 2014
87. Personalization & Context
As you learn more about your donors over time, you can better personalize your messages to their specific needs.
S2li4d eJu 8ly7 2014
88. Multi-Channel Presence
Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.
S2li4d eJu 8ly8 2014
89. Work place
Retail giving
Check in the mail
Mobile
Social media
Online
Email
Crowd funding
Text/ SMS
Peer-to- Peer
Transactional
Outreach
Engagement
Direct mail
Website
Volunteer/Meetups
Monthly giving
Directed giving
89 24 July 2014
90. Integration
Your CRM & analytics tools all work together like a well-oiled machine, allowing you to focus on deploying the right content in the right place at the right time.
S2li4d eJu 9ly0 2014
91. Data & Systems Matter
•CRM Solution is Must.
•Data Integration is Must.
•Marketing Automation Capability is a Must.
S2li4d eJu 9ly1 2014
92. Objectives:
•Define a clear strategyfor increasing the flow of donor information and support within the charity, with clear measures for success
•Build deeper relationships with donors and become more empathetic to donors
•Create opportunities for donor movement, increasing cross-selling opportunities, through strategic cross-team communication
•Maximize long term valuefrom donors
S2li4d eJu 9ly2 2014
93. Step 1: Analyze & Identify
a.Start with your database
b.Look at your analytics
c.Solicit feedback through surveys
d.Build profiles / personas
S2li4d eJu 9ly3 2014
97. A Good Supporter Survey Should:
Collect demographic information
Collect information on giving potential and interests
Collect information on first interest and interaction with your charity
Find legacy bequests
Collect information on communication preferences
Integrate back into your CRM for future marketing opportunities & segmentation
Help you build profiles / personas
S2li4d eJu 9ly7 2014
98. Online Sample
•Sent to 57,400 donors
•3 key segments:
•Monthly, Active & Lapsed
•5,530 responses (response rate of 11%)
•Raised $7,574
•Reactivated 30 donors
•Found 85 expectances and 292 legacy leads
24 July 2014 Slide 98
99. And the mail will pay for itself…
S2li4d eJu 9ly9 2014
100. Build Profiles / Personas
Buyer personas are fictional, generalized representations of your ideal donors. They help you understand your donors (and prospective donors) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.
S2li4d eJu 1ly0 02014
103. Team Facilitation
•Good to have outside party / consultant facilitate
•Invite anyone who ‘touches’ the donor –events, service, direct marketing, donor services, advocacy
•Set-up your journey mapping canvas…
S2li4d eJu 1ly0 32014
108. 0.12
0.07
0.04
0.04
0.82
0.9
0.94
0.96
0.43
0.24
0.13
0.06
Gen Y
Gen X
Boomers
Civics
Donated Through Crowdfunding
Yes
No
Likely in the Future
109. 0.17
0.07
0.02
0.02
0.43
0.24
0.13
0.06
Gen Y
Gen X
Boomers
Civics
Future Text to Donate vs. Crowdfunding Gifts
Text to Donate
Gift through Crowdfunding
110. GEN Y
GEN X
BOOMERS
MATURES
Not Sure
4%
21%
13%
--
None
4%
--
--
--
Other
--
7%
50%
57%
Crowdrise
13%
--
--
--
Razoo
4%
7%
--
--
GoFundMe
8%
14%
13%
--
Indiegogo
42%
21%
13%
29%
Kickstarter
63%
43%
25%
14%
0.42
0.27
0.1
0.04
0.04
0.2
0.01
0.11
Kickstarter
Indiegogo
GoFundMe
Razoo
Crowdrise
Other
None
Not Sure
Crowdfunding Sites You Have Used
* The majority of “other” responses donated through Kiva
111.
112.
113.
114.
115. Kite™ Patch, a breakthrough mosquito-fighting technology designed to block mosquitoes' ability to track humans and spread disease, raised funds thanks to the support of 11,254 funders through Indiegogo.
Kite Patchraised $557,254
Goal $75,000
CAUSE Riverside, CA
116. Parkinson’s. We’re In This Togetherraised $554,061
Goal $100,000
Parkinson’s. We’re In This Together, a World- Class Care Working Hand in Hand with CuttingEdge Research, raised funds thanks to the support of 472 funders through Indiegogo.
HEALTH Sunnyvale, CA
117. Coast Mountain Academyraised $150,288
Goal $150,000
Coast Mountain Academy, an innovative independent school that creates inspired students, raised funds thanks to the support of 86 funders through Indiegogo.
EDUCATION Squamish BC
118. Global
•200K+ campaigns from 224 countries/territories
•12M+ UMVs
•5 currencies, 4 languages, Paypal
Open
•No application/approval
•Merit-based
Customer Focused
•Customer Happiness 24-hour response time
•Educational materials; data-filled dashboard
•Flexible & Fixed funding
Why Indiegogo?
119. Indiegogo Impact
•Millionsof dollars disbursed each week
•200,000+ campaigns, 7,000+ active at any time
•9MUMV’s from over 224countries + territories
•70+ countries contribute each day
•1,000% growth in funds raised the past two years
•275% growth in contributions to non-US campaigns in the past year
120. A higher goal does not mean you’ll raise more funds.
The Green Bar Effect
87% of campaigns that reach their goal exceed it by an average of 32%.
121. Perks
•Digital goods
•Physical goods
•Recognition
•Experiences
Give contributors perks they’ll get excited about!
122. Activate your network
Indiegogo Page
•Update your funders regularly
Person-to-Person Outreach
•Attend networking events, hold a launch party, shake hands
Email Outreach
•Email brings in20% more funding than any other source
Social Media
•Twitter, Facebook, etc.
•22% of a campaign’s funds raised comes from social media engagement
Press/Bloggers
•Websites, blogs, local press
123. Keep up Momentum
This is a two-way conversation!
Keep your community engaged, and let them shape the direction of your campaign and your nonprofit!
124. WHY MOBILE MATTERS…
On the go
Impulse driven
Have a shorter attention span
Increasingly use social networks
More demanding
Want more personalisation
Want more visibility
Want more more more...
125. YOUR SUPPORTERS ARE…YOUR ORGANISATION…
Must be accessible from new channels
Must catch people in the moment
Needs impactful messages and collateral
Needs to go where they are
Needs to adapt to new demands and utilise new tools
On the go
Impulse driven
Have a shorter attention span
Increasingly use social networks
More demanding
Want more personalisation
Want more visibility
Want more more more...
132. What happens if you don’t go mobile?
•In a recent survey of mobile web users:
•71% expected websites to load as quickly on their mobile phones as their desktops
•57% are unlikely to recommend the site to friends and family
•46% would be unlikely to return to a website that they had trouble accessing via their phone
•34% said they’d likely visit a competitor’s mobile site instead
Source: Compuware Corporation Survey: What Users Want from Mobile
133. However, Doing it right...
•A site optimised for mobiles is able to generate almost twicethe average traffic per user than sites which haven’t
•On average, visitors are 51% more likely to actually do business with an online retailer if it has a mobile site
Source: KISS Metrics
134. Some Mobile site best practices
•Keep it quick
•Simplify navigation
•Be thumb-friendly
•Design for visibility
•Make it accessible
•Make it easy to convert
•Make it seamless
•Use mobile site redirects
And most importantly: Listen, Learn and Iterate
135. The Hitchhiker’s Guide to Mobile Design
CONTENT
PRIMARY
SEARCH
LINK1LINK2LINK3LINK4LINK5LINK6
FEATURED CONTENT
FOOTER
CONTENT SECONDARY
PROMO
LOGO
LINK1LINK2LINK3 LINK4LINK4LINK5LINK6
LINK5
FEATURED CONTENT
Easy to
Reach
Stretch
•Know your sweet spots
•Recognise the space
•85% of people are right handed
Easily within a thumb’s reach
Stretch to get thumb here
Within reach, but can be awkward
136. Tribute Donation Form
General Donation Form
18% form completion
10% form completion
4% form completion
45% form completion
37% form completion
28% form completion
138. Main points:
•Make it easy
•Brand your giving campaigns
•Integrate across channels
•Make it fun and interactive
•Stay up-to-date with the trends: Redesign, optimize, make responsive
•Unlock donors!
139. 64%
35.81%
Donations by frequency 2013
One-time
Monthly
2012
2013
Annual comparison # of monthly gifts
+51%
•Using these tactics, HSI increased online fundraising
by 76% from 2012-2013
•HSI increased monthly donors by 80%, nearly doubling the # of active monthly donors from Q1 to Q4 2013
•HSI also increased the # of monthly gifts by 51% 2012 to 2013
•Increased our average gift by 16.5% since 2012
•Increased mobile/tablet donations by 3% from 2012 to 2013
•Increased average # of gifts by 131% since 2012
Q1
Q2
Q3
Q4
2013 active monthly donors
+23%
+17%
+27%
140. #1. Make it easy!
•You have to ask for gifts (to your most-engaged segments)
•Give a reason for people to give monthly
•Include option to give monthly (and onetime) on the same donation form
•Offer as many payment options as possible: credit/debit card, bank transfer,
•Offer easy access for donor issues/care
141. Make it easy: Appeal strategy and email design
•Monthly gift call out in inset – big, bold button
•Ask is above the fold
•Explains exactly what our campaign is doing, what your monthly gift will help us achieve
•Donor-centric
•Appeal is specific to the campaign the constituent gave 1x to
•This upgrade appeal:
•Segmented to 1x donors to Street Dog campaign
•36% open rate, 3.1% click rate
•30 new monthly gifts (average $19) and 24 onetime gifts (average $34)
142. Try something different: Use fun visuals!
•We used a postcard-style appeal for some of our upgrade appeals
•Big, bold, fun
•Use imagery/visuals
•Positive message, encouraging information
•This upgrade appeal:
•We wanted to try something different
•Segmented to 1x donors to any unrestricted campaign in previous 6 months
•Open rate of 17%, click rate of 0.7%
•15 new monthly donors (average gift $18) and 20 onetime gifts (average $27)
•We learned: trying something new is good, we got lots of positive feedback from donors, try using less text next time
143. Make it easy: Stewardship
•Any time there’s a victory or happy news, thank your donors
•Make it all about YOU! (the donor)
•Tailor your message to the campaign they are giving to as much as possible
•In addition to calling out monthly donors whenever applicable, we also send quarterly updates for each campaign to monthly donors
•This stewardship email:
•Open rate of 40%
•Click rate of 7%
•Unsubscribe rate of 0%
144. •Monthly donations are a tab next to one-time donations
•Big, bold buttons
•Large imagery
•Responsive design
•Remove unnecessary form fields
•Join “special community” – be a part of a group
Make it easy: Donation forms
145. #2: Brand your campaigns!
•Imagery, colors
•Segment by issue, campaign they’ve taken action on or given to before
•Follow an email series: engagement, appeal, monthly upgrade
146.
147. Integrate your channels!
•Social proof/sharing directly speaks to younger donors
•Make it easy for them to participate
•Find your path to reach them
•Know your audience, age range
•Know what your file engages in and what performs best for your audience
•Know what channels are most successful for your organization: email? web? social? phone?
148. •Emailed our audience about this issue, posted on website
•FB post: Our audience is more inclined to share a compelling photo, embedded link in post
•We know this issue resonates with our audience
•This post:
•28,000 new names to file (which would’ve cost us about $40,000 for list acquisition
•Post was shown to 2.3 MILLION people organically
•More than 22,000 shares and 19,000 comments
•35,000 unique action takers
•Over $55,000 raised from the action landing on a donation form!
Facebook and action: coordination is key!
149. #3: Make it fun! And stay up-to-date with technology trends
•Learn your market, demographic, audience –and what is trending
•Make your assets interactive, encourage them to give regularly
•Invest in redesigning your assets if need be
•Learn by testing. Test, test, test!
152. HSI’s data proves it works!
•Mobile/tablet usage for donations went from 6% before redesign to responsive format to 9%
•78% increase in # of gifts after HSI redesigned donation form to responsive style
•Increase of 85% in mobile donations
•Increase in # of monthly donors by 80%
*Timeframe was 4/8/2012 –4/8/2013 “before redesign”. Timeframe “after
0
7500
15000
22500
30000
Before responsive
After responsive
Mobile/tablet
Total gifts
# of gifts before/after responsive redesign
153. Why responsive matters
•Almost 1 in 4 registrants in a fundraising campaign will use mobile to raise money if the option is made available*
•75% of smartphone owners even bring device to bathroom with them*
*2014 Artez White Paper: Mobile Matters
154. Other methods to acquire donors
•Grow your file size
•Send targeted welcome series to new constituents
•Segment
•Focus on stewardship, cultivation and retention of monthly donors
•Offer special incentives to regular givers
•Treat monthly donors differently
•Learn why you might be failing*
155. Tips to unlock ‘hidden’ donors
•Appeal to people who have taken action on an alert or petition, campaign-specific
•Don’t just appeal –use a confirmation page to capture their donation immediately
•In 2013, 11%of HSI’s total donations came from action alert widgets – 22% of which were new monthly donors! (without asking!)
•In 2014 Q1, an average of 23%of new monthly donors came from action alert donation widgets
158. THE CHALLENGE
Amnesty is a well-known and highly respected brand
However:
•We struggle with explaining a complex mandate to the general public, and sometimes even to our own members.
•Surveys indicate that Amnesty is associated with the generation of 1968.
•In a time where e-mail and mobile communications have replaced letterwriting, traditional activities no longer mobilise people as effectively as before.
•It is difficult to achieve real growth with existing product (membership).
•High entry barrier: Do I have to write letters? Human Rights skills?
•Participation in politics (in the traditional sense) is decreasing…
In this perspective it was important for us to create a product/concept that lowers the entry barrier and appeals to a wider and younger audience.
159. IN A NUTSHELL
High response rate
Instant campaigning
Short and precise communication
Relationship
Tangible call to action
Instant reply
Ease of sharing
Ease of sharing
Excisting supporters: grow value and retention
New subscribers: High value leads and high value suporters
Income generator on campaigning (if over-chage model is possible)
Ease of entry and ease of action
160. SMS Networks in Amnesty
-
25,000
50,000
75,000
100,000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Sweden
Iceland
Norway
Ireland
Austria
Denmark
Australia
UK
India: off the chart, but not quite comparable model
161. FR 101
•ASK AND THANK!
Non-financial supporters
Traditional
SMS
162. RETENTION
AVG VALUE
VOLUME
REVENUE
LOYAL ACTIVISTS
AVG ENGAGEMENT
VOLUME
ACTIVISM
REVENUE OR
ENGAGEMENT
RETURN ON ENGAGEMENTCAN SUPER-CHARGE GROWTH
163. RETURN ON ENGAGEMENTCAN SUPER-CHARGE GROWTH
RETENTION
AVG VALUE
VOLUME
REVENUE
LOYAL ACTIVISTS
AVG ENGAGEMENT
VOLUME
ACTIVISM
REVENUE
166. FREE MODEL
OVERCHARGE MODEL
EX DENMARK:
70,000
Free to recieve and to respond
3 actions per month
EX NORWAY:
80,000
Ca 1 EURO to recieve each SMS (subscription)
Free to respond
3 actions per month
Activism boost
Campaign boost
Lead generator
But risk to die of success
Activism boost
Campaign boost
Lead generator
Income generator
167. FLOW
Message from short code 1919
Bahrain: activist Nabeel Rajab imprisoned for peaceful demostrations and tweeting for reforms. SMS: action to 1919 and demand his freedom (unsubscribe: lifeline stop)
Response from short code 1919
Thanks for your signature in support for the human rights activist Nabeel Rajab. Please forward the action SMS. You can read more about him and his case at amnesty.dk/ll. Best Amnesty
My response to the short code 1919:
Action
168. Income/Volume
20.000
40.000
60.000
80.000
100.000
120.000
140.000
160.000
Monthly (Euros)
60.000
120.000
180.000
240.000
300.000
360.000
420.000
480.000
Annual (Euros)
720.000
1.440.000
2.160.000
2.880.000
3.600.000
4.320.000
5.040.000
5.760.000
AI NORWAY LEVEL (in a 4,5M population country)
AI DK: Lead generation + conversion is the most valuable channel and now up to 20% of mix
High conversion rates: depending on the market 15- 40% conversion to monthly regular giving
169. HIGH RESPONSE AND HIGH FREQUENCY
•HIGH RESPONSE:SMS GENERATES HIGH RESPONSE: IT’S EASY AND YOU’LL ALWAYS READ AN SMS (UNLIKE EMAILS)
•HIGH FREQUENCY:WEEKLY INTERACTION –IN MOST OF OUR MARKETS WHERE WE HAVE SMS ACTION NETWORKS IT’S BASED UPON 3-4 ACTIONS PER MONTH
0%
10%
20%
30%
40%
50%
Norway
Sweden
India
Response Rates
Avg 2014
173. Step One for Youth Fundraising
•make sure you’ve got the right young staff, in the right positions, with the right authority
174. First Step
•PMHF chose a young,internal event staff person to be trained, and transition, to more integrated, mobile friendly, social friendly, e-philanthropy responsibilities
•one of the biggest barriers is determining not just who does what but who pays for what… this person helps facilitate shared budgeting; responsibilities and goal setting in an integrated program
•A commitment to longer return on investment with young donors
175. Not just the right person in the right position, but create a culture to support youth focused e-philanthropy
•the CEO and even more impotant, the CFO, champions youth initiatives
•Failures
•Long term investment
176. Second Step
•with limited time and budget, prioritize
the different youth focused initiatives
177.
178.
179. Third Step
•make sure that the youth experience speaks to what we began with… Now, Can I, For Me, Simply…
•And fits the characteristics we have listed
•And leverages a thoughtful youth journey