Online Donor Behaviour for #GivingTuesdayCa and Beyond
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Online Donor Behaviour Insights from #GivingTuesday and beyond!
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Claire Kerr of Frontstream explains how social and mobile giving trends impact the donor relationship and how you can benefit for #GivingTuesdayCa and beyond.
Transcript of Online Donor Behaviour for #GivingTuesdayCa and Beyond
Online Donor Behaviour
Insights from #GivingTuesday
and beyond!
Our Nonprofit Division
#GivingTuesday in Canada
#1. Some unique data points about Giving Tuesday in Canada …
•Average gift sizes
•Mobile data
•Social data
•Location data
#2. How does this relate to what we already know about how Canadians give online, in social spaces &
on mobile devices?
#3. Useful tips & actionable takeaways for your #GivingTuesday 2014 programs
Let’s get started!
$166
Average online donation size on #GivingTuesday in Canada
Where were donors on #GivingTuesday?
We saw a “switch” in typical social traffic for a donation campaign!
What can we learn from this pattern?
• Twitter as a top referrer in a donation campaign is rare.
• Increased Facebook traffic indicates a general audience is sharing your message.
Canadians spend a lot of time on the internet …
4 hours 53 minutes a day (laptops)
1 hour 51 minutes a day (mobile)
Are you on Facebook right now?
85% of Canadians have a Facebook account…!
Facebook is king ...
14 million Canadians check their newsfeed every single day! (9.4 million
use a phone or tablet to log in daily) – Facebook Canada
You already know Facebook is a major player
0
5
10
15
20
25
30
All donation traffic Peer campaign traffic
Percentage of traffic to donation form from Facebook
16% 26% Why?
Why is peer-to-peer so powerful on social networks?
What is a peer-driven, grassroots or crowdsourced fundraising campaign?
Socially-referred donations in peer fundraising campaigns - 2014
Back to this chart …
Make your goal to expand #GivingTuesdaybeyond your staff, consultants & volunteers…
What do we know about NPOs and mobile technology?
Average mobile web donation size on #GivingTuesday
Top devices for your donors?
What’s unique about mobile web donation traffic?
Web traffic to donation pages rises to a peak in the mornings.
Web donation traffic
Mobile visits to donation pages rise to a peak in the evenings.
Mobile donation traffic
Your “Second Audience” is mobile
Why talk mobile when talking social?
Mobile Facebook users are
2x more activethan non-mobile users
#afpicon
Big Tips!
• Move the concept of #GivingTuesday from a one-to-one donation appeal to a peer-driven initiative.
Big Tips!
• Peer recommendations are influential - Encourage your donors to share #GivingTuesday on social networks.
Canadians are far more inclined to share charitable causes on Facebook.
What can we learn from donation activity inside Facebook?
What can we learn from donation activity inside Facebook?
• 63% of users were women!
• Largest group of users by age: 30 - 45
Women are more likely than men to update Facebook, use mobile devices for social networking,
and donate to charitable causes.
Natural overlap between your social supporters and your
charity’s online donor demographic
profile?
Big Tips!
• Average gift amounts are higher in the holiday period…
Experiment with raising the set suggested giving amounts on your donation forms.
Big Tips!
• Your supporters are already using smartphones and tablets to visit your site - Ensure they can complete a secure transaction on a mobile-optimized donation form.
Big Tips!
• Get into your OWN analytics.
How did you do last year? What will you prepare for this year?
( The majority of NPOs say they have raised less than $1000 on Facebook. )
Why are good analytics important?
Social media has increased sales by
15-30%
How’s industry doing?
Why don’t we see the same effect when researchers talk to NPOs?
NPO asks for donations on social media
Action Tracked: Donor response to organization
How are you tracking the impact of social media?
NPO’s supporters ask for donations on social media
Action tracked: Donor response to friends, family members, network contacts.
How we should be tracking the impact …
Actionable Takeaways …
Editorial Calendar Planning
Why Editorial Calendars?
•Simplifies your reporting•Quantifies the work you do!•Tracks the time spent on different channels•Visualizes “real estate” demands• Identifies top & poorly performing content
Reminds your coordinators to include solid call-to-action items.
What can I include in an editorial calendar for #GivingTuesday?
• Your own blogs/content pieces on #GivingTuesday
• Outside topical or partner articles on #GivingTuesday
• Corporate sponsored events/promotions
• Scheduled email campaigns
• Social media contests/challenges
• Multimedia designed to be reshared or personalized
How do we get people to generate social activity?
Social content curation
TREND!
Intelligently curated social activity
Intelligently curated social activity!
Easily embed social content on your website, blogs,
registration forms, petitions,
everywhere!
Social Media Toolkits
Try Canva.com
Piktochart.com, Infogr.am, Easel.ly
User generated content
New “asks” for corporate partners
How can corporate resources benefit charitable campaigns in new ways?
Build social and mobile into sponsor/corporate packages!
Apps for a campaign
Recommendations!
• Improve the call-to-action to include an emphasis on sharing the #GivingTuesdaymessage.
•Schedule your activities in your editorial calendar.
•Give supporters materials to share online.
• Involve corporate sponsors in new ways.
And, don’t forget …
Grab whitepapers for more data!
Artez.com
