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Trends Winter 2016
The document outlines strategies for enhancing digital fundraising in nonprofits, focusing on areas such as unsubscribe management, user experience, DIY marketing, on-demand support, and sustainer upgrade programs. Key insights include the importance of retaining existing constituents over acquiring new ones, the role of technology in facilitating user engagement, and the trend of sustaining donor contributions. It also emphasizes the need for strategic planning in donation campaigns and adapting tactics based on audience feedback and behavior.
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Trends Winter 2016
- 1. Trends in Nonprofit DigitalFundraising Winter 2016
- 2. 2 Agenda Dolores McDonagh Principal Consultant Unsubscribe Management A GivingDay Report Card Amy Martin Sr UX Designer Expanding the Definition of UX Sue Dalos Principal Consultant DIY Marketing: Investment Required Jett Winders VP, Strategic Services On-Demand Support to Boost Fundraising Dolores McDonagh Principal Consultant Start a Trend: Sustainer Upgrade Program
- 3. Our purpose isto connect nonprofit fundraising and communication priorities to digital technology and platforms
- 4. 4 Quarterly Series ofPresentations Trends in Digital Fundraising Platforms & Technology User Experience & Analytics
- 5. 5 Projects & Results UX/ Analytics Platforms Trends How we use this information
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- 7. 7 • First timeonline donors and email registrants present an opportunity to develop a relationship. • But many new constituents unsubscribe from email at the time of registration • Others unsubscribe over time through interactions with emails • Maximizing engagement of existing constituents is more cost effective than acquiring new emails • Measure your unsubscribe rate from new email submissions by source • Review your opt-in/opt-out user experience on form submission • Stay ‘top of mind’ with those who have already unsubscribed • Digital Re-targeting through Facebook and Google What is it? How to respond Maximizing New Email Addresses
- 8. 8 Easy to measure •What % of last 30 day new emails are unsubscribed? • Identify areas for improvement Source Opt In Opt Out Grand Total Opt Out % Advocacy 5838 32 5870 1% Donation Forms 2543 284 2827 10% Survey 3138 583 3721 16% Event 16 38 54 70%
- 9. 9 Evaluate your UnsubscribeExperience Generic Opt-out opportunity Provide a reason to stay subscribed No Opt-out opportunity
- 10. 10 • Target problemforms • Test alternate user experiences • Use interests to allow customized email delivery • Topics • Frequency • Unsubscribed emails are receiving NO email communication stream • Look beyond email to target and engage digitally • Many are otherwise engaged donors / participants Prevention Re-activation Take Action
- 11. 11 Re-Activation Process -Immediate AR & TY Page Welcome Series Ongoing Stewardship / Campaigns
- 12. 12 Re-Activation Process –Over time Unsubscribed Emails Google / Facebook Audience Targeting CTA: Pledge Email ‘Re’ Sign-up Donation Welcome (Back) Series Ongoing Stewardship / Campaigns
- 13. A Giving DayReport Card
- 14. 14 • Single FocusDay of Giving, usually including some element of competition or matching grant incentive • Originally created by Regional Foundations then successfully adopted by Colleges & Universities to reach audiences untapped by traditional tactics • Mixed results outside of these early adopters • Think strategically about how a Day of Giving would fit into your overall program • Manage early expectations – Giving Days can take multiple years to hit their stride with your donors • Resist trying to put a square peg into a round hole – adapt only tactics from other markets that will fit your audience What is it? How to respond A Giving Day Report Card
- 15. 15 Foundation Sponsored Days Blanketed media coverage Local Pride Cashincentives for local charities to participate Benefactor/Beneficiary Partnership College & University Successful leveraging of competition between Departments Inserting a ‘leapfrog’ technology into a fundraising vacuum Regional Social Group Blanketed Media Coverage Strong Matching Message
- 16. 16 Successful Giving Day 1.Realistic + Clear Goal Setting • Financial • Awareness • Other Organization Priorities 2. Strong Value Proposition – Why give today? • Financial Incentive: Matching Gift/Local Competition • Dedicated Project • Community Effort – “Herd Effect”
- 17. 17 Successful Giving Day 3.Broad Visibility for Day • Social Ambassadors • Earned Media • Celebrity/Corporate Promotions 4. Community Activation • Strong Email, Site and Social Media Promotions • Strategic Engagement of Social Ambassadors
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- 19. 19 User Experience Just asresponsive design is no longer an option with the rise of mobile devices, neither is ignoring the importance and value of user experience in every aspect of your organization
- 20. 20 • Meeting theexact needs of your end- user through each interaction • A seamless experience that encompasses all of the senses • Forms a user’s perception of the whole entity • The coordination of interface elements to allow the best possible interaction • Responsive design - Ensuring web properties are universally consumable across ANY device • Know thy audience – Personas • Embrace flashy, new functionality only if it makes sense for YOUR audience • Web Accessibility • Test - Anyone familiar with your org can be a “tester” What is it? How to respond Expanding the definition of UX
- 21. 21 Personas • Strategically connectwith each of your audiences • Internalize the donor you are trying to attract • Relating to her/him as a human being By understand the motivations and needs of your audiences you can provide better information, services and user experience, resulting in greater retention, engagement and support from your constituents.
- 22. 22 Personas in Action:Easter Seals Existing Easter Seals Client Needs & Expectations: • Stay up to date on cerebral palsy research • Learn about new treatment options and find local facilities providing occupational therapies • Read general disability news and legislation • Be as self-sufficient as possible using assistive resources • Learn more about becoming an Easter Seals volunteer
- 23. 23 Accessibility • W3C compliantentities • Optimize for those with visual, physical and cognitive disabilities who may use assistive technologies • Design aesthetics AND code • Font style and size, color palettes • Code accordingly for screen readers, etc. • Site functionality • Google LOVES compliant code (It boosts crawling results!)
- 24. 24 • Paid Services www.usertesting.com •Observing and listening as real people use a design, then iterating based on results Good Better Testing Your UX Best • 5 Second Usability Test • Remote testing via screen sharing • User testing at donor events and organization meetings
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- 26. 26 True or False DIY… •Requires no marketing • Requires no staffing or internal resources • Requires no cultivation and stewardship • Requires no communication or coaching plan • Means ‘Build it and they will come’
- 27. 27 True or False DIY… •Requires no marketing • Requires no staffing or internal resources • Requires no cultivation and stewardship • Requires no communication or coaching plan • Means ‘Build it and they will come’
- 28. 28 True or False DIY… •Requires no marketing • Requires no staffing or internal resources • Requires no cultivation and stewardship • Requires no communication or coaching plan • Means ‘Build it and they will come’
- 29. 29 • Recruitment • Engagement •Retention • Marketing Channels • Content • “Blend giving with Living” • Data Analysis & Audience Segmentation • Autoresponders / Coaching Strategies • Participant Center & Tools • Milestones / Achievements • Event Experience • Recognition & Stewardship What is it? How to respond DIY Marketing: Investment Required
- 30. 30 Panda Nation launched“Wear it Wild” this past October to connect Halloween and raising funds. Fundraising campaign within a DIY program. Creative. Different.
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- 32. 32 • On-demand phone,chat, email • Emerging • Social • Self-service tools • Proactive Support Experiences • On-Demand Support is for your most committed, most valuable constituents • Evaluate Current Support avenues • Evaluate what your current support expense • You are already paying for support either through staff time, technology, or lost fundraising • Ensure support accessibility for key activities • Make a donation, Register, PC tools What is it? How to respond On-Demand Support to Boost Fundraising
- 33. 33 Support users raiseand donate more • Participants utilizing chat or email support raise nearly 5x more those who don’t • 2x more likely to make a self pledge, 3x more likely to update personal page, 4x more likely to send emails from the PC • Donors utilizing chat or email support give nearly 2x more than those who don’t • Support is about empowering your TOP Fundraisers and Donors!
- 34. 34 Self-Service Tools • 43%of users feel they can solve their own service issues if companies put better self-service tools in place. • 62% for the 18-24 year old crowd.* • 91% of people said they would use an online knowledgebase if it were available and tailored to their needs**
- 35. 35 Self-Service Tools Searchable FAQpage one way to empower your supporters to quickly find answers to their questions • Increased Fundraising and Registrations – participants who can quickly and easily find answers to their own questions are more likely to register, donate or fundraise • Reduce Cost – fewer constituent questions means less staff time spent responding to inquiries
- 36. 36 Pro-active Chat • Allowsfor a chat window to display to a user who sits on a designated page for longer than a set period of time or upon exit of page
- 37. 37 Social • 1 in5 consumers report using social media for customer service in the past year • Your customers are using these channels for more than marketing whether or not you are
- 38. Start a Trend SustainerUpgrade Program
- 39. 39 • Traditional donorsare asked to increase their annual gift through a variety of tactics • Sustaining / Recurring donors set their amount once and give in perpetuity at same amount • Technology limitations • Emphasis on longevity, not lifetime value of donor • Testing with some clients reveals sustaining members give LESS over time without upgrade opportunities • Develop upgrade program to encourage sustaining members to increase their gift amount • Luminate Online opportunity to leverage technology for online upgrade experience • Low tech call-to-upgrade potential What is it? How to respond Sustainer Upgrade Program
- 40. 40 The Opportunity • Sustainerdonations grew 16.8% in 2014 – 2x the overall growth rate of 8.07% • Sustainer revenue now growing to 8.5% of all online revenue from donations • An upgrade program can lift sustainer revenue by 5-10% annually *2014 Luminate Benchmarks
- 41. 41 Luminate Online APIUser Flow Annual Upgrade series – 3 messages - global message or anniversary based
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Editor's Notes
- #24 Alternative Text for Images – allows screen readers to read out loud Keyboard inputs – allows all site functionality via keyboard for those unable to use mouse Color contrast - tools allows you to specify a foreground and a background color to determine if they provide enough of a contrast for someone with color deficits or when viewed on a black and white screen
- #25 Blog post for these ideas: https://community.uservoice.com/blog/easy-usability-testing-methods/
- #33 Walk data - Internal Charity Dynamics performance reporting
- #35 * According to the Customer Service Handbook, 2014 ** Zen Desk Data – 91% of survey responses said they would use an online knowledgebase if it were available
- #36 * According to the Customer Service Handbook, 2014 ** Zen Desk Data – 91% of survey responses said they would use an online knowledgebase if it were available
- #38 Data from Zendesk - https://www.zendesk.com/resources/instaservice/
- #41 Add statistic sources