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

2. WHO ARE WE?
Kenneth Kuhler
Interac2ve
Strategy
Manager,
Blackbaud
Mike Johnston
Founder,
hjc,
Integrated
Fundraising
Consultants
Integrated
Fundraising
Specialists

3. OUR AGENDA
• Mobile – what are we to do?
• Crowdfunding – why will it matter?
• Key Findings and Real World Examples
for social network fundraising
(Crowdfunding by another name)

5. YOUR SUPPORTERS ARE…
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...

6. YOUR SUPPORTERS ARE…
YOUR ORGANISATION…
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...
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

7. IT’S A MULTI-SCREEN UNIVERSE
NOW A TWO PART QUIZ TO KICK
IT OFF…

8. SMART PHONE WEBSITE VIEWS
Gen Y
3%
Gen X
19%
Boomers
24%
Civics
6%

9. TABLET WEBSITE VIEWS
Gen Y
19%
Gen X
25%
Boomers
14%
Civics
18%

10. Charity
Websites
Views
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Gen
Y
Gen
X
Tablet
Smartphone
Boomers
Desktop
Computer
Civics
Laptop

11. DO I NEED A MOBILE ENABLED
DIGITAL PRESENCE?

12. Those touch screen mobile phones – bah!

13. 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

14. HOWEVER, DOING IT RIGHT...
• A site optimised for mobiles is able to generate almost
average traffic per user than sites which haven’t
twice the
51% more likely
• On average, visitors are
to actually do
business with an online retailer if it has a mobile site
Source: KISS Metrics

15. SOME MOBILE SITE BEST PRACTICES
• Keep it quick
• Make it accessible
• Make it easy to convert
• Simplify navigation
• Be thumb-friendly
• Make it seamless
• Use mobile site redirects
• Design for visibility
And
most
importantly:
Listen,
Learn
and
Iterate

16. THE HITCHHIKER’S GUIDE TO MOBILE DESIGN
LINK5
LOGO
SEARCH
LINK LINK LINK3
LINK11 LINK2 2 LINK3 LINK4
Stretch
LINK44 LINK5 5 LINK6 6
LINK LINK LINK
CONTENT
FEATURED CONTENT
PRIMARY
• Know your sweet spots
• Recognize the space
• 85% of people are right handed
FEATURED CONTENT
CONTENT SECONDARY
Easy to
Reach
PROMO
Easily within a thumb’s reach
FOOTER
Stretch to get thumb here
Within reach, but can be awkward

17. Tribute Donation Form
General Donation Form
18% form
completion
45% form
completion
10% form
completion
37% form
completion
4% form
completion
28% form
completion

18. BC CANCER – IMPACT OF
GOING RESPONSIVE

20. Need
to
pinch
zoom
to
see
the
whole
form
Small
radio
buVons
hard
to
click
on
a
touch
screen
Drop-­‐down
menus
hard
to
use
on
a
phone
DistracWng
navigaWon
bars

21. Dedicated
responsive
forms

22. • More
that
978%
increase
in
conversion
rate
from
mobile
devices
• If
you
landed
on
the
dedicated
mobile
form
you
were
978%
more
inclined
to
complete
the
form
than
if
you
landed
on
the
desktop
form,
from
your
mobile
device

23. RESULTS FROM A RECENT SURVEY TO THE HSI
FILE: WHAT IS THE BEST WAY WE CAN IMPROVE
COMMUNICATION WITH YOU?
Make
sure
I
can
read
emails
and
take
acWon
from
my
mobile
device

24. WHAT ABOUT
CROWDFUNDING?!

25. SMALL DONATIONS
BEGINNING, MIDDLE AND
END (CAMPAIGN PERIOD)
REWARDS
COLLECTIVE GOAL

27. DON’T WE ALREADY DO
THIS?

29. Donated
Through
Crowdfunding
90.0%
94.0%
96.0%
82.0%
Yes
No
43.0%
Likely
in
the
Future
24.0%
12.0%
Gen
Y
13.0%
7.0%
Gen
X
4.0%
Boomers
4.0%
6.0%
Civics

30. Future
Text
to
Donate
vs.
Crowdfunding
GiDs
43.0%
24.0%
17.0%
13.0%
7.0%
6.0%
2.0%
Gen
Y
Gen
X
Text
to
Donate
Boomers
GiZ
through
Crowdfunding
2.0%
Civics

31. GEN
Y
Crowdfunding
Sites
You
Have
Used
GEN
X
BOOMERS
MATURES
Razoo
GoFundMe
Indiegogo
Kickstarter
-­‐-­‐
4%
-­‐-­‐
-­‐-­‐
-­‐-­‐
-­‐-­‐
7%
50%
57%
13%
-­‐-­‐
-­‐-­‐
-­‐-­‐
Razoo
Crowdrise
13%
Crowdrise
4%
7%
-­‐-­‐
-­‐-­‐
GoFundMe
8%
14%
13%
-­‐-­‐
Indiegogo
20.0%
Other
21%
Other
1.0%
4%
None
11.0%
Not
Sure
None
Not
Sure
42%
21%
13%
29%
Kickstarter
63%
43%
25%
14%
4.0%
4.0%
10.0%
27.0%
42.0%
*
The
majority
of
“other”
responses
donated
through
Kiva

32. Because we already do
Crowdfunding!:
Key Findings and Strategy
Opportunities for social network
fundraising

33. KEY FINDING:
PARTICIPANTS ARE MULTI-CHANNEL
COMMUNICATORS
While number of emails sent were down, online fundraising was up!
Participants are using truly multi-channel fundraisers.

34. ENSURE A POSITIVE USER EXPERIENCE

35. KEY FINDING: RETURNING VS. NEW
PARTICIPANTS

36. RETENTION STRATEGY
Event
Day
Segmented
RetenWon
Year
Round
Post
Event

37. KEY FINDING: THIRD PARTY
FUNDRAISING IS HOT
Peer-to-Peer Fundraising, DIY Fundraising, Independent Fundraising
Events, Marathon Fundraising, Crowdfunding, Virtual Events….

38. SOCIAL FUNDRAISING TRENDS

39. WHAT’S SOCIAL FUNDRAISING?
A style of fundraising where an organization
recruits individual supporters to ask their social
circles to donate to that organization.
Non
Profit

40. WHAT ARE THE TRENDS TODAY?
Trend
#1:
Expansion
of
Online
Tools
to
TradiWonal
Offline
Third
Party
Fundraising
AcWviWes

41. WHAT ARE THE TRENDS TODAY?
Trend
#2:
CreaWon
of
Online
Only
Social
Fundraising
campaigns

42. WHAT ARE THE TRENDS TODAY?
Trend
#3:
Increased
adopWon
of
charity
programs
in
conjuncWon
with
tradiWonal
athleWc
events

43. THE CONCEPT OF SOCIAL FUNDRAISING
Pressure from the Top:
Demand from
Organizational
Leadership
Pressure from the Bottom:
Demand from
Fundraisers
• Grow Overall Fundraising
• Keep costs low
• Increased competition from
competing organizations
• Diversify Fundraising Efforts
• Popularity of Social Media &
Smartphones
• Prevalence of Event
Fundraising
• Event Fundraising Fatigue

44. REAL WORLD EXAMPLES & TIPS

45.
WATERCAN:
DONATE YOUR
SPECIAL DAY

46. ALZHEIMER’S
ASSOCIATION:
THE LONGEST
DAY
In Year 1,
200 Teams
Raised $236K

47. SOCIAL FUNDRAISING CAMPAIGN
PLANNING
•
•
•
•
•
Brainstorm Opportunities
– What types of Social Fundraising Programs are right for
your org?
Map out a Plan
– Should you run a pilot before heavily investing?
– Budget? Staff?
– Marketing & Communication Plan
Tie the Campaign to your Mission & your Org
– Participants have choices, make your org the right choice
Have a Home Base for all tools and interactions
– Consolidate all your activities into a central online location
– Keep Social Media linked to your central online spot
Stay Constituent Focused
– Solicate feedback
– Acknowledge success

48. CONCLUSION
• Be Mobile
• Find the right way for Crowdfunding
to Fit In
• Be Social
• Integrate – think cross-channel to build
committed supporters

49. A fun, helpful reminder of highlights of the Next
Generation of Canadian Giving study
http://www.hjcnewmedia.com/
nextgencanadiangiving2013/infographic/