Post on 05-Apr-2017
Digital Fundraising – A success Mantra
Digital fundraising – A success mantra
Digital
Digital
Websites Search Social Email Search/Display/Video Advertising Mobile Videos
Digital includes
What research says?
75% of donors use
online resources tolook for information
on non-profits
42% increase in donations
made from mobile devices
57% made a donationafter watching an
online video
YoY change 2013-2014
Digital Fundraising – A Success Mantra
Digital Source Usage
Digital Source Usefulness
Digital Fundraising – A Success Mantra
Digital Fundraising – A success Mantra
Digital Own All ConversationsWebsite Video Social
MobileSearch
Digital fundraising – A success mantra
Websites
Why Websites?
47%of donors visited multiple
Non-profit websites beforedonation
Key Factors for Website
Website Architecture must be prepared keeping users in mind
Unique and engaging content should be prepared well in advance as per the website architecture
Website interface should be user-friendly Navigation should include all important pages and
avoid less important pages in navigation Website should be made responsive Call-to-Actions on the website should be placed
prominently such as sign up for newsletters, donate now etc.
Forms are important in the website
What to consider for donation forms?
1. Keep fields large, simple, and minimal
2. Consider making monthly donation a default
3. Use images that appeal to heartstrings
4. Show impact: demonstrate what a donation does
Donation forms should be simple
Digital fundraising – A success mantra
Search
What research says?
1 in 5donor spend > 1
month researching before donation
1 in 3 donor spend > than 2 weeks researching
YoY change 2013-2014
Importance of Search
Search is the 2nd most use source for researching charities
How to get presence in Search Engines
It helps in getting better visibility for the website in search engines on branded as well as non-branded search queries
An internet savvy person with little technical expertise can do SEO for the website
Keyword research is the most important activity to move forward in SEO
It helps in bringing traffic for the website in long run free of cost
Search Engine Optimization
Digital fundraising – A success mantra
Social Media
What is Social Media?
When we talk about “Social Media”, What comes first in our mind?
Stay Connected
And many more…
Why Social Media is Important?
You can build brand pages on social media platforms
You can engage the audience by making regular presence on different platforms
Target Audience will connect to you if having same interest
Community building is easy
Targeting is easy through paid adverts
Important Factors to Consider
Social Media brings real time engagement with the target audience
We need resources and expertise who can handle social media profiles
Brand monitoring is the most important thing
Real time response is required to deal with negative comments because social media is viral
Are you really on Social Media?
Digital fundraising – A success mantra
Email Marketing
Key Factors for Email Campaign
Email Database
Email Templates
Email is optimized for mobile devices
Social Media links
Tracking Established
Data Analysis
Digital fundraising – A success mantra
Advertising
Digital Advertising
Digital Advertising Drive Action
Search Advertising
AdWords Search/Google Grant• Budget• Keywords• Goals & Tracking• Ads• Landing Page
Remarketing
AdWords- Remarketing Tag users – All Visitors – Specific Actions – Donors Specific Messages Specific Times
Video Advertising
AdWords- Video TrueView InStream – Proactive – Push video content to
relevant audiences across YouTube
TrueView InDisplay
– Reactive – Promote your videos to
the top of the page when users are searching for
related content
Digital fundraising – A success mantra
Awesome Content
Content is the King
Websites
Social Media
Videos
Digital Advertising
Emails
Digital fundraising – A success mantra
Mobile
Website Should be Responsive i.e., mobile friendly
35% increase in web traffic going to mobile devices
42% increase in donations
made from mobile devices
35% increase in revenuegenerated via mobiledevice transactions
YoY change 2013-2014
For Non-profit websites:
Mobile Website
Key factors for mobile friendly website
1. Keep your user in a single browser window
2. Make site search visible
3. Minimize form errors with labelling and real-time validation
4. Fix issues to maximize speed
Mobile Website
Digital fundraising – A success mantra
Online Video
Why Videos?
57%of donors watched online video in journey before
donation
Online Video Impact
Online video is the
#2 source donors use to understand aNon-profit’s impact
Non Profit Website – 88%Online Video – 75%Search – 70%Direct Mail - 62%
Video Ads Drive Engagement Quickly
#1 place where donors watch online video is You Tube
Key Takeaway
Maximize your presence across all digital channels, so that whenever a relevant conversation is happening, you’re a part of it
Focus your website content on impact and constantly update and optimize your conversion funnel
Create compelling video content to better tell your story
Don’t be afraid of advertising. “You gotta spend money to make money” is a cliché for a reason
Way Forward......
Thank you