Your Guide to 2015 Digital Opportunity and Finding Tools to Get You There

#15NTCDIGTOOLSNTC 2015

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You will raise more online this year than you would have otherwise

9%

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Full Introductions

Matthew MielcarekVP Creative + Strategy

Charity Dynamics

Caryn D. SteinVP Communications & Content

Network for Good

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• Provide insight on trends• Help you to identify opportunity for your

fundraising programs today• Identify long-term opportunity in the

future

Agenda

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Digital is a Vital Component of Direct Response Programs

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• Interactive programs vary in scale and scope; their role in direct response is vital• All sectors are growing online• Online fundraising accounts for 7% of total direct

response fundraising• Digital is an increasingly significant source of new

donor acquisition

Digital IS Direct Response

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Online Giving Continues to Grow

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2014 Distribution of Dollars by Channel

Generic Giving PageBranded Giving PagePortal GivingP2P/SocialEmployee Giving

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Growth by Channel

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The Channel Matters

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The Experience Matters

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The Experience Matters

Generic Giving Page Branded Giving Page

43% larger gift size

7x donations

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Recurring Giving

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Attract a Wider + Qualified Audience

White papers

Info-graphics

Ebooks

PodcastsSocial Media

Blogs

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Content Marketing focuses on earning person's attention through content desired to attract and convert. • Interesting• Informative • Adds value• Connects with constituent

Attract a Wider + Qualified Audience

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Attract a Wider + Qualified Audience

Content

Goals

Personas

Support Group ReferralsDiscussion Tips

Helpline Referral

Make a Tribute Gift

“Friend/Family of Diagnosed”

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Giving is Spikey

01/01 01/16 01/31 02/15 03/02 03/17 04/01 04/16 05/01 05/16 05/31 06/15 06/30 07/15 07/30 08/14 08/29 09/13 09/28 10/13 10/28 11/12 11/27 12/12 12/27$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

$16,000,000

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Big Giving on Big Days

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Year-End Giving

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 $-

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

2014 Donation $ Total 2013 Donation $ Total

2014 December Giving by Day

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Giving Days Are Growing

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Columbia Giving Day raised $11M in year three event• Alumni, faculty, staff, students,

family member participation • Inspired offline donors to

contribute over $3.7 million• Activates all constituencies

including students, alumni, corporate sponsors, major donors

Create Your Giving Spike

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Freestore Foodbank hosts “Double Your Dollars Day”• Early November, EOY kick off• Leverages matching gifts to

inspire all donors to participate

• Raised more in a single day online than any previous day

Create Your Giving Spike

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• Own your Giving Day• Participate in

Giving Tuesday• Begin with

Matching Gift Campaigns

Create Your Giving Spike

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The Power of the Peer

Average P2P Gift Size is Growing

The pie is getting bigger, and this slice is growing.

(mmm. pie.)

2013 vs. 2014

23% increase in # of donations

70% increase in donation dollars

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Fundraising Gets (More) Personal

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Fundraising Gets (More) Personal

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• Independent Fundraising Events (IFEs) allow supporters to fundraise as they choose, instead of exclusively through events• Could include tribute, birthday, anniversary, car

wash, athletic event – or unstructured• Growth outpacing online and traditional event

growth• Serve as fundraising innovation incubator

Launch an IFE

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Launch an IFE• Complementing existing portfolio• Short and long term impact• Expense

Business Case

• Program structure• Coaching, staffing, support• Case for giving

Strategy & Branding

• Requirements• Existing versus new platforms• Data integration

Technology Evaluation

• Branding• Unique look and feel• Consistent organizational branding

Design

• Technical configuration• Ongoing supportImplementation

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Launch an IFE

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Launch an IFE

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Mobile Giving

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Mobile Experience

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• In 2015, more mobile than desktop visitors for most nonprofits

• Digital wallet and biometric applications emerging

• Apple Watch launch in April

Do More with Mobile

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Do More with Mobile

Deliver responsive experiences

Simplify engagement through geolocation, mobile payment solutions

Reevaluate content for mobile visitors

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Do More with Mobile

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Growth Priorities

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Donation/E-Commerce

Constituent Engagement/Social Media

Data Management (CRM)

Mobile

Business Intelligence/Analytics

(Highest Priority for 2014, Highest to Lowest)

Digital Investment Driving Growth

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• Identify and track meaningful benchmarks for your program and organization

• Determine the role that digital and interactive will play in overall revenue growth

• Audit ability of existing tools and resources to meet needs

• Pursue new opportunities!

Create Your Game Plan

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Conclusion

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• Insight on trends• Identify short and long-term fundraising

opportunities• Inspire you with creative ideas for 2015

Summary

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Flashback

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Thank You!