The document discusses strategies for maximizing online fundraising capabilities for synagogues, emphasizing the importance of user experience in donation processes. It highlights trends in online giving, the significance of storytelling and emotional appeals, and how to engage small donors effectively. Additionally, it addresses the role of social media in fundraising and provides actionable steps for enhancing online donation systems.

1. Maximizing Your Synagogue’s Online Fundraising Capability Lisa Colton Founder and President Darim Online [email_address] 434.977.1170 March 15, 2009

2. Overview Online Donations as a Norm of Doing Business Culture of Online Giving User Experience Design Implementation and Tools Social Media Campaigns

3. Online Giving Trends The number of online donations has increased by 15% from 2007-2008. Total $ raised Sept 07-Sept 08: Increase 34% Total $ raised Oct 07-Oct 08: Increase 5% Giving in Dec 08 QUADRUPALED compared to previous 3 months. Lesson: More donations, smaller amounts, still worth investing in online donations. Small donors today may be repeat and future donors. Mentioning global financial crisis: 12% fewer donations

4. Types of Givers and Strategies Increase # of donors, & frequency of smaller gifts Marketing matters. Ask for small donations, with approach that their small gift makes an important difference. Specificity, storytelling, emotions. Follow through - these are the people to cultivate for the future. “ Wired Wealthy” (1% of donors, 32% of gifts): Give at least $1000 to a single org; avg $4500/yr 29% Relationship Seekers - socially involved, web may influence gifts 41% Casual Connectors - Influenced by how efficiently gift will be used (educate!) 30% All Business - want easy, efficient process. Also tend to give larger gifts.

5. Mindset: This is about People Customer service - ease of use, convenience Give to specific, emotional needs Give to friends as much or more than to institutions Surface stories by donors, about donors AJWS videos with donors and volunteers talking about what’s important to them. http://www.youtube.com/watch?v=-wQgm2e1IHk

6. User Experience Matters More people make immediate, spontaneous small donations One click from an email or other online link is easier than pulling out a checkbook, stamp, etc. Make interface easy, short, few clicks.

7. User Experience: Home Page Clarity of mission & need Energy, passion, people-focused Motivate action - use active verbs Obvious one click to donate Remember: every entry page is a “home page”

8. User Experience - Tips Have at least one “Donate Now” button on every page of your site. Don’t use fuzzy language for this button, like “help us”. Make it a graphic, not just words. “ Donate Now” should take a user to the form - with NO INTERMEDIATE STEPS. Limit choices on that page - if you have a gazillion funds, provide a link to another page (pop up is good) with info about those funds)

9. In Marketing Your Needs, Be Specific Want to feel we can make a difference. Be specific in needs, and goals. Blogs can be effective tool for such storytelling The good you’re doing The needs you have The stories from donors/volunteers

10. In Articulating Your Needs, Say“Us” and “Our” Build community ownership of the needs. Use language that helps the members, not the staff, feel responsible for creative problem solving. Solutions may include options other than giving dollars. Consider asking for time, frequent flyer miles, etc. too This is about people and community, not institutions.

11. Preparation and Execution $ User Experience Design Information to Collect Processing Transaction Data Entry Procedures Thank You & Follow Through Measure & Refine CYCLE OF ONLINE DONATIONS MANAGEMENT

12. Info To Collect Keep it minimal. Name Address Phone Email In Honor/Memory If in honor/memory, name/address for notification to be sent Amount Credit card info Other possible fields: Do you want donation to be listed? Name or anonymous? Are you a member? (if not, flag for follow up?) Option for regular monthly donation?

13. Third Party Providers NetworkForGood.com JustGive.org Donortownsquare.com Leave synagogue web site to complete transaction They cut check or direct deposit May limit data to collect No or low set up fees, may have slightly higher per transaction fees.

14. Small Business Accounts PayPal.com GoogleCheckout Simple: put a “badge” on your site, auto populates the amount when you get to PayPal More: Build a form within your site, that uses PayPal to complete transaction Sign in and/or complete transaction More simple for the donor, SSL on your site

15. Simple Google Checkout Example Details of funds Ability to donate in one click to each fund through Google Checkout Not a shopping cart to add $18 here and $36 there, pay at once

16. Merchant Account More expensive set up Fully integrated form Can add a shopping cart which enables donors to select $18 for X fund and $360 for Y fund, and 2 tickets to the gala dinner, and pay all at once. Enter CC info Passes through Gateway Verification Debits $ from donor’s account Deposits $ in your merchant account You access data, reporting and $

17. Costs -- Approximate $2500-5000 set up Monthly fee per your bank Per transaction fee per your bank $150-200 annual SSL license fee. No set up costs 2.5-3%+20-30¢ per transaction If integrated, $150-200 annual SSL license (Can use account for non-donations payments too.) $199 set up $30/month with customized features 3% of each transaction Merchant Acct Small Business Third Party

18. Follow Through When designing your online donations system, pay careful attention to process: Where data is collected? Who is responsible and how often is the data retrieved and processed? What is the data entry procedure, who are all the players? How are thank you’s and acknowledgements sent? Once it’s up and running, measure and refine What is your conversation rate? (# people clicking “donate” vs. # donations made) Where are you losing them? What pages are they coming from to donate? How do # donations and amount of each donation change when particular marketing efforts?

19. SOCIAL MEDIA REVOLUTION Social Media is fundamentally changing the way people relate to one another, and provides not just new opportunities, but new norms for relationship building and doing business. Implications for fundraising! Volume Immediacy, medium Volume, Viral, and Personal

20. New Perspective on the 80/20 Rule 80/20 Rule example: 80% of your fundraising comes from 20% of the wealthiest donors. New Perspective: 80% of your message is distributed through 20% of your most connected constituents. Connect with the well-connected! Leverage their networks and trust.

21. Institutions -> Collaborations Institution Huge resources spent to coordinate & bring people into the institution Add coordination to the infrastructure of the group - more results, less cost. Bring the “problem” to the people.

22. The Long Tail Institution can be enabler, or obstacle. Often can only afford to reach up to 20% What is the value of the other 80%? What is the current cost to reach that 80%? How might that change? E.g. Amazon, Linux, Flickr, Wikipedia, Newspapers, etc.

23. Using Networks Smartly Unaffiliated but strongly connected. Prospective consumers. Affiliated, but not well connected to the community as a whole. At risk for dropping dropping out at key moments, & good focus for engagement. These are your 80/20 people: Mavens and Connectors More effective at Expanding our Reach than the “ institution”. Circle represents current “community”, the tight(er) inner network. In general, the thicker the interior network, the stronger the community.

24. People Give to People as much as Organizations Example: Beth Kanter Highly connected Highly trusted Uses her networks to promote a cause Campaigns with urgency, but no pressure Results!

25. Facebook Causes Facebook application Processes donations through NetworkForGood Spreads msg through networks Birthday feature

26. Chip In Flash Widget to embed on your site - FREE! Ex: TweetsGiving Short term Focused goal Put in the hands of the members/constituents Processed through PayPal (transaction fees apply)

27. Take Home Action Steps Set up online donations on your web site. Explore how you can surface stories - of need and of giving - in your marketing, thanking, educating Step inside social media to experience as a user Consider using social media, and your most connected and enthusiastic members, for specific campaigns Reflect, measure and refine Share experiences and learn from others (inside the Jewish community and outside)

28. Q/A and Discussion