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Museums online fundraising

This document summarizes a presentation about online fundraising for museums. It discusses the opportunity for museums to fundraise online given rising internet and social media usage. A case study is presented of a military museum that saw a 5% donation rate and average gift of £15 after setting up online donation forms and linking to ecommerce. Tips are provided about usability, explaining the need for donations, and making it easy for people to get engaged and donate online to help museums take advantage of this opportunity.

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Online Fundraising for Museums Presented by Alex Morrison Cogapp alexm@cogapp.com 26 November 2010. London    
Agenda Introduction Opportunity Case Study How To Online Fundraising for Museums
Introduction Online Fundraising for Museums
Cogapp Online Fundraising for Museums Cogapp
Cogapp Founded 1985 Our business... ...helping our clients use digital media to grow their organisations 35 staff UK and US operations 50% of turnover is work for museums Websites, kiosks, apps and technologies of engagement Online Fundraising for Museums Cogapp
Opportunity Online Fundraising for Museums
The Opportunity Online Activity Weʼre wired. 60% of the UK adult population i.e. 30.1 million adults access the Internet every day or almost every day. Nearly double the estimate in 2006 of 16.5 million. source: Office of National Statistics Online Fundraising for Museums Cogapp
The Opportunity Online Museums Traffic on UK museum websites increased by 225% between 2003-4 and 2007-8 Annual growth rate ≈ 35% source: DCMS Online Fundraising for Museums Cogapp
The Opportunity Online Museums In the last 18 days the top four museum twitter accounts (MoMA, Met, Tate, Smithsonian) all gained 7% more followers. Equivalent growth rate of 400% p.a. Source: Cogapp/Twitter Statistics Online Fundraising for Museums Cogapp
The Opportunity Online Giving Just Giving is the market leader in the UK Personal accounts ≈ 12 million [i.e. 20% of UK adults] Charity accounts ≈ 9,000 Money raised to date £700m Average donations per charity ≈ £77k [by inference] Museums and gallery accounts ≈ 50 [i.e. fewer than 5% of UK museums] Source: Online Fundraising for Museums Cogapp
The Opportunity Stats Sources All the stats above, and many more, can be found online :- delicious.com/cogapp/stats Online Fundraising for Museums Cogapp
Case Study Online Fundraising for Museums
The Opportunity Case Studies Airborne Forces Museum - Paradata ParaData: Online archive & museum Wanted to move from registration fees to donations What we did: Tweaked design Set up forms Linked to e-commerce Reviewed and tested Monitored Online Fundraising for Museums Cogapp
The Opportunity Case Studies Airborne Forces Museum - Paradata Results: ≈5% of registered users donate Average donation ≈ £15 > 1 donation per user ! Current max donation = £50 Still to do: More tweaks GiftAid support Online Fundraising for Museums Cogapp
How To Online Fundraising for Museums
Usability is critical If your site currently generates £10,000 p.a. in donations, usability improvements will on average add £8,300 p.a. to your bottom line In roughly 12% of cases, returns will be greater than 1000% Source: Jakob Nielsen at useit.com How To Web Online Fundraising for Museums Cogapp
Explain the need Make it easy to get engaged especially via e-mail Make it easy to give For more ideas see the full version of this presentation http://www.slideshare.net/cogapp How To Web Online Fundraising for Museums Cogapp
Online Fundraising for Museums Presented by Alex Morrison Cogapp alexm@cogapp.com 26 November 2010. London