American red cross heroes site audit and diy concept overview 11 5_12

04/10/2023 Footer 1

TEAMRAISER SITE AUDIT & DO-IT-YOURSELF FUNDRAISING OVERVIEW

American Red Cross – November 5, 2012

Deepa Karani, Senior Solutions Consultant

04/10/2023 Blackbaud Confidential 2

• Heroes for the ARC Usability Review (30 mins)

• Key Findings

• Recommendations

• DIY Fundraising Overview (30 mins)

• What is it?

• Industry Trends

• Case Study

DISCUSSION TOPICS


Key areas identified to improve & enhance website usability:

1. Refresh event landing page

2. Enhance registration flow

3. Coach and cultivate Team Captains differently from Individual Participants

4. Activate key functionality (Milestones, Returning teams, Social Share, Social Login)

HE ROE S CAM PAIGN T R AUDIT KE Y F INDINGS


FINDING THE HEROES PROGRAM FROM ARC HOME PAGE

Currently, there is no promotion or link to the ARC Heroes program.

Is it purposefully not an evergreen fundraising program or does it run a certain time of year?

Add a direct link under ‘Ways to Give’ or a dedicated widget so its intuitive for a participant or donor to get to the signature Heroes event page.


EVENT LANDING PAGE - CURRENT How the page stands today:

Functional Simple to navigate Most best practices

are being applied

Enhancement Opportunities:

1. Make it SOCIAL2. Enhance prominence

of info buttons (red bar)

3. Recognize Top Teams4. Refresh campaign

fundraising thermometer


Info buttons and action buttons are easy to read and identify

Social Share empowers supporters to virally promote event

Top Team/Participant recognition

Modern event thermometer

Social plugin increases relevancy with dynamic content

Eye-catching rotating image gallery


F IL L IN T IT L E

Example of a more contemporary event landing page.

Less content – heavy with more graphical appeal and focus on key action opportunities.


1. Adopt NEW mobile-optimized Event Registration Flow

2. Add ability to reclaim teams

3. Add suggested giving levels for Additional Gift ask

4. Add Social Login option

5. Enhance TY for Registering screen to include coaching content on what to do next

RE GIS T RAT ION F L OW OP P ORT UNIT IE S


• Responsive Web Design

T H E M O B I L I Z AT I O N O F T E A M R A I S E R R E G I S T R AT I O N


MOBILE OPTIMIZED EVENT REGISTRATION


MOBILE - OPTIMIZED EVENT REGISTRATION


RESPONSIVE LAYOUT EXAMPLE


RE T URNING T E AMS F UNCT IONAL IT Y F OR HE ROE S

• Empower your past Heroes Team Captains to re-activate their team profiles from prior years

Can add reclaim team functionality on this page

Returning participants raise 3x more $ than New participants.

It is imperative to make their returning experience simple and effective to increase participant retention.


RETURNING TEAMS USER EXPERIENCE EXAMPLES


ADD S UGGE S T E D G IV ING L E V E L S F OR ADDIT IONAL G IF T AS K

Consider adding value props or levels for additional gifts to prompt participant (see next page).


ADDITIONAL GIFT ASK EXAMPLES

Option 1 List giving levels (minimum 3) along w/ Other Amount option

Option 2 Provide 1 value prop (mission item)

Option 3 Multiple levels/value props


S OCIAL IZ E US E R L OGIN S CRE E N

Add Social Login functionality here


SOCIAL LOGIN - OPPORTUNITY


ADD CAL L -TO- ACT ION ON T HANK Y OU F OR RE GIS T E RING PAGE

Include call-to-actions on ‘TY for Reg’ screen to prompt activity that encourages Heroes to visit Participant Ctr immediately

1. Personalize web page2. Send emails3. Track progress towards your goal


T Y F OR RE GIS T E RING S CRE E N E X AMP L E S


1. Enhance home page content to make it more dynamic and meaningful to participant type

PART IC IPANT CE NT E R OP P ORT UNIT IE S


E NHANCE PART IC IPANT CE NT E R HOM E PAGE CONT E NT

Best practices on Home Page content:

1. Less content-heavy with more graphical elements

2. Conditionalize content in the main body

Currently, the same content appears for an individual participant and team captain. Do you treat these audiences the same….or differently?


PART IC IPANT CE NT E R HOM E PAGE E X AM P L E S


PARTICIPANT CENTER EXAMPLE: CONDITIONAL CONTENT

This is content conditionalized for a youth participant


PARTICIPANT CENTER EXAMPLE: CONDITIONAL CONTENT

This is homepage content conditionalized for a team captain

What is the cultivation of Team Captains for the Lung Walk?


1. Activate Milestones (badges and/or dedicated milestone emails)

2. Implement coaching email series

ADDIT IONAL OP P ORT UNIT IE S


MILESTONE: BADGES & EMAILS

Fundraisin

g

badges

•Reward/recognize participants for achieving milestone fundraising levels (can complement an incentive/thank-you gift structure)

Badges for

Action

taken

•Reward/recognize participants for taking desired action that spreads the word of event and moves fundraising efforts forward

Emails

• ARC Heroes has 1 autoresponder to recognize participants for funds raised (level unknown)

•There is the option of turning on autoresponder or milestone emails to recognize milestone fundraising levels


MILESTONES: FUNDRAISING BADGE EXAMPLES


MILESTONES: ACTION BADGE EXAMPLES


COACHING, COACHING, COACHING


SEGMENTATION, SEGMENTATION, SEGMENTATION

Team Captains

All Other Participants


EVENT EMAIL COMMUNICATION - THE BIG PICTURE16

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RECRUITMENT: Past Team Captains

RECRUITMENT: Past Individual Top Fundraisers

RECRUITMENT: Past Participants

RECRUITMENT: New Acquisition

COACHING: Team Captains

COACHING: Participants

Milestones

Autoresponders

Suggested Messages


THE POWER OF TEAMRAISER’S COACHING EMAILS


DO- IT- Y OURS E L F F UNDRAIS ING OV E RV IE W


• Allow you to say YES more

• More people raising more money in the ways that are most comfortable to them

• Online toolkits make it easy for you to say yes to more people

‘DO IT YOURSELF’ (DIY) FUNDRAISING


IT’S ABOUT THE DIY HOST

• High quality donor experience for the “host”

- Create a page with photos, updates, etc.

- Professionally request support for your organization and the mission you care about

- Track donations, follow ups, thank you’s

- Introduce friends and family to the organization


AP P ROACHE S TO D IY E V E NT S


ALL INCLUSIVE


SEGMENTED BY COMMUNITY VS. ATHLETIC IN DIFFERENT CAMPAIGNS


SEGMENTED BY COMMUNITY VS. ATHLETIC IN THE SAME CAMPAIGN


DEFINED OPPORTUNITIES TO FUNDRAISE


FUNDRAISING FOR A MILESTONE


DEFINED FUNDRAISING DAY

04/10/2023 Footer 52

NATIONAL MS SOCIETY DO IT YOURSELF FUNDRAISINGReview of DIY TeamRaiser Campaign

Nancy Palo, Senior Consultant Strategic Services


“We saw a lot of innovation in Do-It-Yourself fundraising without the technology to support it and realized we were leaving money on the table. TeamRaiser not only provided us the platform to raise more money, it enabled us to improve our business practices around DIY and cultivate a new audience of fundraisers.

Betty Ross, AVP, Campaign Development at National MS Society


• Our constituents who did not want to participate in one of our traditional fundraising events wanted access to the same online tools and we needed to find a way to meet their needs

• This type of fundraising was being done 45 different ways offline and we needed to create one online campaign with the flexibility to customize locally

• There were limited staff resources to manage a new campaign

• A shift in culture and attitudes was needed in order for the campaign to be successful

• Risk management, financial control concerns, and branding requirements were obstacles that needed to be overcome

• Previous DIY fundraisers were not cultivated, many times NMSS did not know that they were hosting a fundraiser until we received the donations.

CHALLENGES


• We engaged with Strategic Services to develop the Do-It-Yourself fundraising campaign strategy. We asked Blackbaud to lead the way so we didn’t have to recreate the wheel and could learn from our peers in the industry. Knowing their wins and losses enabled us to make an immediate impact.

• We formed a project team of fundraising, IT and finance staff to partner with Blackbaud staff to develop the campaign. The first time we have brought these three groups together to develop a fundraising campaign.

• Developing the new campaign forced us to review our out-dated risk management plans and improve the business practices around DIY fundraising.

• DIY is the same technology that our constituents were already using with Walk and Bike and as a result reduced the amount of staff time needed to learn the tool and the need to teach most fundraisers how to use it.

THE PROCESS


T HE RE S ULT S


ONE PLATFORM FOR ALL DIY FUNDRAISING


BLUEPRINTED FOR 45 AFFILIATES BY ZIP CODE


• Launched a national campaign on 45 TeamRaisers with one consistent brand all on the same day.

• Set a first year goal of $300K and raised more than $1 million online in first 8 months. Projecting $1.5 million.

• One Chapter found that those DIY fundraisers that utilize the tools raise an average of $8,294, while those who do not raised an average of $680

• The notification feature in TeamRaiser enabled us to validate the campaigns and then cultivate the fundraisers.

• DIY was a great entry way into blueprinting and we are now moving all of our Peer to Peer fundraising campaigns to it. More then 750 different Team Raisers will now live in five blueprints.

• The risk of volunteers collecting donations was significantly limited with the move to TeamRaiser because now all donations made online come directly to the Society.

THE RESULTS CONTINUED


FEEDBACK FROM AFFILIATES• We have had a lot of success with those volunteer fundraisers willing

to meet with us, learn the tools and include us on the front end of the process.

• The new online tools have helped some of the events we work with grow tremendously by being able to now accept online donations through credit cards.

• We drive people to the website to check out the toolkit that is available online. We also let them know that the events they host have potential to be more successful if they have the ability to register online and utilize all the wonderful tools the DIY page has to offer.

• DIY is the same technology that our constituents were already using with Walk and Bike and as a result reduced the amount of staff time needed to learn the tool and the need to teach most fundraisers how to use it.


Boot Camp will help you:• Adopt a healthy fundraising lifestyle• Tone up your mid level fundraisers• Turn flab into social fundraisers• Build a rock solid core by engaging top performers

For more details on webinar topics and guest speakers:

MARK YOUR CALENDARS FOR PEER-TO-PEER BOOT CAMP NOVEMBER 6-8, 2012!

http://www.npengage.com/event-fundraising/its-time-for-peer-peer-boot-camp-have-you-signed/




American red cross heroes site audit and diy concept overview 11 5_12

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