DIGITAL FUNDRAISING What You Need to Have in Your Toolkit · •Digital Fundraising Overview...
Transcript of DIGITAL FUNDRAISING What You Need to Have in Your Toolkit · •Digital Fundraising Overview...
DIGITAL FUNDRAISING What You Need to Have in Your Toolkit
The Salvation Army National CRD Conference
Presenters:
Cathy Rosander-Montalvo Director of Digital Fundraising Services
The Salvation Army, National Headquarters
Nicole Nicklin Online Communications Manager
The Salvation Army Northern Division
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Topics in this Workshop
• Digital Fundraising Overview
• 2013 Data across: • Digital Fundraising
• Peer-to-peer (P2P)
• Mobile
• The Salvation Army’s numbers
• Digital Fundraising Solutions Available to You
• Email / mobile donation forms / P2P events and more!
• Online Red Kettle & Most Amazing Race • Best Practices
• Marketing Tactics
• Strategies for Success
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Digital Fundraising Overview
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Digital Fundraising @ TSA The Salvation Army NHQ manages the national contract with three (3) main digital fundraising vendors:
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Online Fundraising data – Blackbaud’s 2013 Charitable Giving Report
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TSA – Digital Funds Raised Calendar Year 2013
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TSA – Digital Funds Raised Year-End (Nov./Dec.) 2013
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Central Eastern Southern Western
2011 4,601,794 2,994,739 6,321,989 4,102,102
2012 4,710,673 4,167,894 7,148,494 5,493,807
2013 5,315,571 3,645,223 7,490,706 5,079,966
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
Super Storm
Sandy &
Nor'easter
2013 Online Year-End Revenue: By Territory
Source: Blackbaud
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So, what has increased over 13% ?
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Online Red Kettle up 15% - better than P2P overall
Top 30 NPOs’ P2P Fundraising DOWN 2.9% overall In CONTRAST. . .
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Top 10 Online Red Kettles (Company Kettles)
Reach out and ask why they were so successful
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Mobile Industry And
Mobile TSA Data
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Mobile Traffic Data
1.5 X
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MOBILE TRAFFIC IN 2013 BEAT PREDICTIONS
Are you prepared for 2014?
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2013 - Mobile % of Traffic for TSA
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Looking Ahead in 2014 - Mobile % of Traffic
If mobile traffic increase keeps up with trend line
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TSA websites - Mobile Responsive
Desktop
Tablet
Smart Phone
In November 2013: Salvationarmyusa.org Onlineredkettle.org Donate.salvationarmyusa.org
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Mobile Optimization - website
• Eliminate horizontal scrolling • Make text easy to read without resizing or zooming • Make it easy to use thumbs for buttons and links • Enable fast page loads • Streamline navigation and content to focus on what mobile users want on your site (Google Analytics)
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Mobile Optimization - email
• 30‐40‐50% of emails read on mobile • users will bail if it's not readable on mobile device
• Create a mobile friendly email template • Use a single column template – avoid zooming in • Big fonts for this template, easy to read • Images - use alt text and don't assume all images will be
shown to user • Donation form fields should be bigger (and minimize number of fields) • Design Buttons for Thumbs
• Test on a variety of devices
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Mobile Optimization - email
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Overview of Digital Fundraising Solutions via
Blackbaud
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Blackbaud Solutions for your Digital Fundraising Toolkit
• Email Marketing via BBIS • Ad-hoc (local) Donation Pages via BBIS • Queries of the transactional database (BBCRM) • Online Red Kettle website • Other non-ORK events
• i.e. Most Amazing Race
Email Capabilities in BBIS
• Personalize emails using merge fields
• A/B Testing by constituent list
• Version email with conditional content
– New e-newsletter recipients
– Donated or not
• Schedule emails to send at certain time or monthly emails
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Email Examples
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Email Reporting
• # sent • # opened • # not sent • Click throughs • Conversions
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Ad-hoc (Local) Donation Pages & Forms
Direct disbursement of online funds to corps merchant account
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Mobile Responsive Ad-hoc Donation Form
• Now your donation forms can be responsive like the USA site • Instructions available (handouts and a zip file), email:
[email protected] or THQ PMO
• Involves importing a stylesheet housed within the National Headquarters BBIS site via an unformatted text part (code included)
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Reporting in Blackbaud BBCRM database
• Query on Revenue from Email Appeal • Query on Revenue from Donation Form Appeal • Use (Custom) “Donations Export” type of query to:
• find memorial and tribute information <Gift attribute <Tribute Acknowledgee field
• query on fields that mimic a daily export of donations (FTP files)
• target disaster donors in your area
• Handouts available
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Online Red Kettle Benefits & Features
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The Online Red Kettle is A P2P fundraising website where online supporters set up their own virtual Red Kettle web page and raise money for their local Salvation Army
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ORK Structure Participants can register for O-R-K an individual or as part of a group (team or company) to encourage competition and grassroots efforts.
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Payments Flow
Zip Code Mapping (one to many) Regional Corps Bank
Accounts
(Grouped by Zip – Many Accounts)
National or Local ORK
Donation Form
ORK Donation Disbursement
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So, why should you participate in ORK?
• Help Increase percentage of those who raise funds • 2012 43% raised funds vs. only 30% in 2013 • Engage your Advisory Boards • Top 40 Group Kettles (team/co.) raised 80% donations
• Reach wider & diverse audience of donors & supporters • Online Advertising, and increased web and social media traffic and awareness due to Celebrity and Talk Show Host Kettles
• Turn existing donors into virtual bell ringers/fundraisers
• Stay relevant with tech trends and donor expectations (mobile app text messages)
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In August 2011, TSA USA moved our online donation processing and ORK event to the Blackbaud platform Result was a more integrated system and several key changes to ORK operation: 1. Donations go to the virtual Bell Ringer’s community, not
donor’s. 2. Virtual Bell Ringers can change which local Salvation Army
they fundraise for. 3. ORK funds route as directly-as-possible to the designated local
community. 4. Reporting available on Donations, Lapsed Registrants,
Pending gifts
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2013 ORK highlights:
10.08.2013 ORK launch date
11.15.2013 Mobile App launch date
1.31.2014 ORK close date
$2,402,714 Total raised
15% increase from 2012 total
$183 Avg. ORK donation
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The Online Red Kettle:
2013 Features
www.onlineredkettle.org
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New Design in 2013 and mobile responsive
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Mobile App for ORK 2013
Send pre-populated email to email contacts 2014 Improvements Send pre-populated text messages to mobile numbers
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Custom Fundraising Designations (Registration Step 3 - Profile)
Option One: Funds Designated By zip of your local community
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Custom Fundraising Designations (My Account)
Option Two: Designate kettle funds to another community
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Friendly URLs make it easy to share:
•
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Social Networking:
• Automatically built into FAF platform • No more relying on third party providers • Pre-populated message & thumbnail
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Participant Headquarters
Management Tools and Help:
•Tasks Reminders
•Kettle Page Customization
•Emails, Templates, and
Address Book
•Enter Offline Gifts
•Manage Friendly URLs
•Change Password/Username
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Participant Headquarters
Provides real time updates on:
•Total $$ Raised
•Address Book Contacts
•Emails Sent
•Thanking Donors
•Recruiting Team Members
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Custom Kettle Pages
Personalization:
• Profile Photo/Video
• Photo/Video Gallery
• Participant’s Unique Story
• Donor Recognition
• Team/Company Members
• Facebook Comments
• Custom Donation Amount Giving Descriptions
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Custom Kettle Pages
Custom Donation Amount Descriptions
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Participant E-mail Outreach:
The Salvation Army NHQ worked with leading industry experts to craft
engaging and clearly defined outreach messages pre-loaded for participants
in the Participant HQ
CHOOSE A DIFFERENT EMAIL to view different email templates
NHQ provides active support for all Kettle hosts: • Weekly/Bi-weekly engagement emails sent to 4,000 participants
o Messages and Tips crafted with P2P industry experts o Message is timely and brief, with clear call to action
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Blackbaud Engagement Banners • Banners created for the
Fundraising Center to provide tips for ORK success.
• Banners added the ORK.org to showcase online bell ringers.
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2013 Online Red Kettle FAF 3.0 Management Tools
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ORK Admin Management Capability, NHQ, THQ, and DHQ: •Delete or Merge a Kettle
•Log in as Participant / resend password
•Add and confirm pending gift payments
•Move kettles to different Teams/Companies
•Change donation recognition credit
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Available O-R-K reports offer quick, instant information on participants and revenue:
• Registrants dashboard report
• Groups dashboard report
• Donations dashboard report
• Lapsed registrants list
• Daily revenue and constituent exports provide daily info
that can be exported and imported into offline CRM
• NHQ or THQ can help with custom FAF queries
BBIS Roles Needed: ORK Base Role, ORK Div. Admin
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Overview of
Digital Fundraising Solutions
Available Through MobileCause
Mobile Pledging Credit/Debit Card Donations
Mobile Marketing 99% Open Rates
Social Giving Peer to Peer giving
Online Giving 5 minute set up for CC
Donation
Smart Data Validate Mobile Numbers
Append donor data
Complete Mobile Solution Mobile Marketing, Fundraising and Database tools
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Mobile Marketing Example
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Mobile Messaging
1. Easy
2. Repetitive promotion of message subscription list through multiple channels
3. Use first name and/or urgency
4. Document lessons learned and try something new
Metro Subscribers Salvation Army Alerts 365 KROC Center Alerts 273 Daily Motivational Quotes 348 Job Alerts 629 Disasters 12 Thrift Stores 106 Red Kettle Campaign 81
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Mobile Pledging Example
The Salvation Army of Philadelphia Text SANDY to 41444
Goal: $2000 Default amount: $25
Marketing: Social Media
Results:
o Raised $3,655 o Per donor average > $30 o 149 New mobile list members o 82 New donors
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Resources
Mobile Traffic trends http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013 M&R consulting and NTEN 2013 benchmark study of 53 top non-profits http://mrbenchmarks.com/ Non-Profit Technology Conference 2014 presentation slides http://myntc.nten.org/14ntc/connect/resources/librarydocumentslist/?LibraryKey=cae69f4c-9344-4a74-997f-34334971a100
Questions? [email protected]
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Best Practices, Tactics & Maximizing Success:
Online Red Kettle
Presenter: Nicole Nicklin The Salvation Army Northern Division
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Best Practices: ORK
Use the hierarchy structure for easy goal tracking
• Fundraising progress reflected up the chain
Create instructional guides
• How to set up a kettle • How to fundraise • Point people to FAQs
COMPANY KETTLES
TEAM KETTLES
INDIVIDUAL KETTLES
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Best Practices: ORK
• Write a unique story • Upload personal
photos and videos • Set a personal goal • Start your kettle with
a donation
Encourage kettle personalization
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Marketing Tactics : ORK
Publicize virtual option alongside traditional bell ringing
Bell Ringing Page
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Marketing Tactics: ORK
Promote using themes and tag lines • Ex: “Standing in the cold not your thing? Be a
virtual bell ringer from the comfort of home.”
Keep messaging simple • Ex: “Start a kettle. Make a donation. Spread
the word.”
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Marketing Tactics: ORK
Invite year-round supporters to join through traditional email campaign
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Maximizing Success: ORK
Dedicate staff time or recruit a volunteer • Kettle creation for donors/volunteers • Confirming offline gifts • Offering support and engaging users
Connect with most successful team kettles in your area and offer help to grow their effort this year
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Maximizing Success: ORK
Incorporate fundraising component for participants at a kettle kickoff or other event
• Ex: Rock the Red Kettle Offer match to incentivize giving Partner with a local media outlet
• Ex: All-day radio station take over
*2012 event kettle raised more than $216,000
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Best Practices, Tactics & Maximizing
Success:
MOST Amazing Race
(Friends Asking Friends)
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Most Amazing Race
2011 2012 2013
Revenue $35,000 $65,300 $133,000
Participants 78 164 208
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Getting Started: Race (FAF)
Work with divisional or territorial contact • Access to Blackbaud • Training: Recording and guides
(http://answers.armyconnections.org/) • Templates from similar events
Start early and allow time to build FAF site
• Determine event structure first • 6-8 weeks building first-time sites • 2 weeks for staff testing
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Getting Started: Race (FAF)
New peer-to-peer site must be built each year • Registration and revenue start fresh
Establish a year-round web presence for event
• Separate page or full site • Link to FAF site for registration and fundraising • Ex: AmazingRaceMN.org
AmazingRaceMN.org
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Best Practices: Race (FAF)
Customization is key • Registration options • Color scheme • Menu structure • Website copy • Automated engagement emails • Social sharing text • Offline gift management
FAF Fundraising Site
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Best Practices: Race (FAF)
Make registration easy and include instructions
Registration Page
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Best Practices: Race (FAF)
Create an offline gifts form for cash and checks
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Marketing Tactics: FAF
Customize standard communications templates • Acknowledgement emails • Participant notification emails • Participant templates (donation asks, etc.) • Confirmation screens
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Marketing Tactics: FAF
Schedule participant touch points • Enable marketing messages • Option to use event merge fields in BBIS
email communications (fundraising benchmarks)
• Send traditional emails
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Marketing Tactics: FAF
Optimize for social sharing • Get creative with social sharing text • Include social URLs in engagement emails • Provide Facebook cover photos to participants
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Marketing Tactics: FAF
Build sponsorship packages around the event • Can enable sponsorship registration on site • Include sponsor mentions in emails to
participants
Incorporate a broader marketing strategy for event • Ex: Race partnership with media and
advertising campaign
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Marketing tactics: FAF
Invite year-round supporters to join through traditional email campaign
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Maximizing Success: FAF
Offer a discount for early registration Send retention emails to previous participants
• Include mission-based stories • Give example of how last year’s funds helped
Set a realistic goal and communicate it
• Align goal defaults during registration set up • Encourage team leaders to raise more
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Maximizing Success: FAF
Offer incentives to participants for reaching fundraising benchmarks
• Head start in races • Entry for prizes
Partner with a local business to match donations
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Questions?