Online Fundraising 101 - BCNPHA Conference

201

Transcript of Online Fundraising 101 - BCNPHA Conference

gofundme.com/2am4q7kk

A story.

Antonio Perez / Chicago Tribune

gofundme.com/2am4q7kk

It’s a new, (more) democratic, and (still) early era of fundraising.

gofundme.com/2am4q7kk

Your website, and online fundraising, isn’t just about

revenue.

Today, Housekeeping & Agenda

● Will send out slides● Write things down. Write everything down.

○ Get 3 6 concrete things

● Contact○ [email protected], @bradyjosephson

● Agenda○ Part I - Giving & Fundraising

○ Part II - Storytelling & Communications

○ Break

○ Part III - Digital & Online Fundraising

○ Part IV - Case Study & Examples

○ Part V - Interview & Discussion

○ Part VI - Q & A & Q & A

To fundraise, you have to understand why people give. Or at

least try.

We are wired for giving.

Science Magazine

Happify

Happify

Giving gives us pleasure.Giving makes us happy.

Giving helps us be healthy.

Don’t be afraid to ask people to give! To fundraise.

Why do you give?

Framework

Copyright MECLABS, Courtesy of NextAfter

Your Value Proposition+ Why People Give

- Why People Don’t Give= Fundraising

Joseph Mixer

Why People Give

InternalPersonal or “I” Factors

● Acceptance, guilt reduction,

meaning/purpose, spirituality, survival

Social or “We” Factors

● Status, altruism, power, family,

interdependence

Negative or “They” Factors

● Frustration, fear/anxiety, complexity

ExternalRewards

● Recognition, personal, social

Stimulations

● Human needs, personal request, vision,

efficiency/effectiveness, tax deductions

Situations

● Involvement, peer pressure, culture,

tradition, role identity, disposable income

Joseph Mixer

Why People Give

InternalPersonal or “I” Factors

● Acceptance, guilt reduction,

meaning/purpose, spirituality, survival

Social or “We” Factors

● Status, altruism, power, family,

interdependence

Negative or “They” Factors

● Frustration, fear/anxiety, complexity

ExternalRewards

● Recognition, personal, social

Stimulations

● Human needs, personal request, vision,

efficiency/effectiveness, tax deductions

Situations

● Involvement, peer pressure, culture,

tradition, role identity, disposable income

Science of Giving: Experimental Approaches to the Study of Charity

Millennials.

Millennial Giving Characteristics

● Want to be more involved and included● Want to use social influence and time● Want to trust in the causes they support● Want to give (time and money) with peers● Want to see clear examples of how they are making a difference by giving (time

and money)● Want to get something back for their giving (impact, access, prestige, etc.)● Want to support more organizations, and friends, in smaller amounts

Millennial Giving Characteristics

● Want to be more involved and included● Want to use social influence and time● Want to trust in the causes they support● Want to give (time and money) with peers● Want to see clear examples of how they are making a difference by giving (time

and money)● Want to get something back for their giving (impact, access, prestige, etc.)● Want to support more organizations, and friends, in smaller amounts

Millennial Giving Characteristics

● Want to be more involved and included● Want to use social influence and time● Want to trust in the causes they support● Want to give (time and money) with peers● Want to see clear examples of how they are making a difference by giving (time

and money)● Want to get something back for their giving (impact, access, prestige, etc.)● Want to support more organizations, and friends, in smaller amounts

Why don’t you give?

Joseph Mixer

Why People Don’t Give

Personal Characteristics● Personal preferences● Contrary believes

Communication Problems● Lack of information● Ineffective communication

Organizational Image Problems● Perceptions of poor

organizational behaviour

Reactions to Solicitations● Manner of asking● Solicitor● Finances● Situations● Relations with prospect● Timing

Donor Funnel

People Searching to Donate

People Searching Kim Kardashian

People don’t wake up in the morning and think “I’m going to give some money away today”.

Unfortunately.

Why People Don’t Give

1. Identifiable victim2. Sense of fairness3. Parochialism4. Money5. Diffusion of responsibility6. Futility

Why People Don’t Give

1. Identifiable victim2. Sense of fairness3. Parochialism4. Money5. Diffusion of responsibility6. Futility

Experiment/Quiz Time.

Option A

Your $70 donation today will support water and health related projects around the world to help those who need it most.

Option B

Your $70 donation today will provide clean water for 2 people for life living in the remote village of Sasiga in Ethiopia.

Science of Giving: Experimental Approaches to the Study of Charity

Science of Giving: Experimental Approaches to the Study of Charity

Experiment/Quiz Time.

Option A - Regular

Our goal in this campaign is to raise money for the projects. Implementing each project costs $20,000. Your tax-deductible gift makes a difference.

Option B - Seed

Our goal in this campaign is to raise money for the projects. Implementing each project costs $20,000. Your tax-deductible gift makes a difference.

A private donor who believes in the importance of the project has given this campaign seed money in the amount of $10,000.

Option C - Match

Our goal in this campaign is to raise money for the projects. Implementing each project costs $20,000. Your tax-deductible gift makes a difference.

A private donor who believes in the importance of the project has given this campaign a matching grant in the amount of $10,000. The matching grant will match every dollar given by donors like you with a dollar, up to a total of $20,000

Option D - No Overhead

Our goal in this campaign is to raise money for the projects. Implementing each project costs $20,000. Your tax-deductible gift makes a difference.

A private donor who believes in the importance of the project has given this campaign a grant in the amount of $10,000 to cover all the overhead costs associated with raising the needed donations…

Science Magazine

Science Magazine

Rob Marquardt /FLICKR

Does anyone here give monthly?

Some research.

Science of Giving: Experimental Approaches to the Study of Charity

Science of Giving: Experimental Approaches to the Study of Charity

Science of Giving: Experimental Approaches to the Study of Charity

Science of Giving: Experimental Approaches to the Study of Charity

Giving every month is great for people who give.

Network for Good

People who give every month is great for you.

Communications is the biggest driver of donor retention.

So...

Framework

Copyright MECLABS, Courtesy of NextAfter

Giving & Fundraising Recap

● Giving is good and we are wired for it● The reasons why people give are complex, convoluted, and vary● There are many reasons people don’t do it - namely futility and no opportunity● Fundraising is about having the good of giving outweigh the (perceived) bad● Framing the cause in tangible ways is hugely important● Incentives aren’t the reason to give but help people give now● Overhead is crap● Good fundraising is focused on Lifetime Value (LTV)● Donor retention and monthly giving key drives in LTV

Does anyone know what a pomelo is?

Curse of Knowledge.

Experiment/Quiz Time.

Option A

Let me tell you about a young boy who dreams of becoming a doctor. A dream that was taken away from him when a classmate punched him in the face causing a traumatic cataract. He lost sight in one eye. A $150 donation today can restore his sight and with it his dream.

Option B

This is Hery Moreno from Madagascar. He’s 10 years old and dreams of becoming a doctor. A dream that was taken away from him when a classmate punched him in the face causing a traumatic cataract. He lost sight in one eye. A $150 donation today can restore Hery’s sight and with it his dream.

Science of Giving: Experimental Approaches to the Study of Charity

Why People Don’t Give

1. Identifiable victim2. Sense of fairness3. Parochialism4. Money5. Diffusion of responsibility6. Futility

Stories Spread. Stories Stick.

What Spreads• Social Currency

• Triggers

• Emotion

• Public

• Practical Value

• Stories

What Sticks• Simple

• Unexpectedness

• Credibility

• Concreteness

• Emotion

• Stories

Stories Spread. Stories Stick.

What Spreads• Social Currency

• Triggers

• Emotion

• Public

• Practical Value

• Stories

What Sticks• Simple

• Unexpectedness

• Credibility

• Concreteness

• Emotion

• Stories

We are wired for story.

We participate in stories and we fill in the gaps.

Driven by Emotion

What Spreads• Social Currency

• Triggers

• Emotion• Public

• Practical Value

• Stories

What Sticks• Simple

• Unexpectedness

• Credibility

• Concreteness

• Emotion• Stories

A story without distress requires no intervention.

A story without empathy is just depressing.

A few story frameworks.

You are not the hero of the story.

Pixar Framework

Once upon a time…

Every day…

One day…

Because of that…

Because of that…

Until Finally…

Daniel Pink’s To Sell Is Human

Nemo

Disney

Charity water

charity: water

Narrative Framework

Hatch for Good

Stories are trojan horses.

A few story formats.

Story Formats

1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter

Story Formats

1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter

Story Formats

1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter

Story Formats

1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter

Story Formats

1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter

Story Formats

1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter

So...

Storytelling & Communications Recap

● The Curse of Knowledge is a massive hurdle to overcome but stories can help● Stories of one person allow us to connect better with them● Stories spread and stories stick● We are wired for story and participate in them● Good (fundraising) stories involve distress (cortisol) and empathy (oxytocin)● You are not the hero of the story● Think of the Pixar and Narrative frameworks for your stories● Stories can carry your values and beliefs for you - like trojan horses● Future and Beneficiary stories are most often told in fundraising

Traffic x Average Gift x Conversion = Revenue

Courtesy of NextAfter. Used with permission.

Impact Of Improvement In Each Area

Courtesy of NextAfter. Used with permission.

Three steps in online fundraising.

Aware Engaged Action

Attention Motivation Friction

Traffic Average Gift Conversion

Offer Qualify Decision

Fundraising & Online Fundraising Flows

Offer Qualify Decision

A (Quick) Story.

Traffic = Revenue

Traffic = More Than (Just) Revenue

We live in a search world.

We live in a search world.

Source: Internet Live Stats

We live in a (weird) search world.

Source: College Humor

We live in a (weird) search world.

Source: College Humor

We live in a (weird) search world.

Source: College Humor

We live in a (weird) search world where Google is King.

Source: Statista

Search - Paid & Organic - Drive Traffic

SEO = Earned.PPC = Bought.

PPC Strategy

SEO Alone

Ads Go To Desired & Relevant Landing Page

nonprofitsupply.co

Traffic is great. Repeat traffic is better.

Focus on getting emails as the start of the relationship.

Make It Easy to Find and Sign Up

Try to Communicate Value

Have a Dedicated Email Signup Page

Consider Pop Ups

Welcome new sign ups. Quickly.

Emails need to relevant, offer value, and reduce friction/anxiety.

Subject lines are hugely important!

Keep it simple and focused on one action.

Design Test

Point to focused landing pages.

Framework

Copyright MECLABS, Courtesy of NextAfter

Have a post donation thank you page.

Integrate your current offline strategies.

Direct Mail

Online

But with pages. Not PDFs.

Digital Newsletter

Use Goals - Time and Monetary

Use Goals - Time and Monetary

What about social...

People Have and Want to Use their Influence

Help People Use Their Influence

Peer to Peer & Crowdfunding

Peer to Peer & Crowdfunding Tips

Donor Testimonials & Social Influence

Natalie and First United social.

So...

Digital & Online Fundraising Recap

● Attention (Traffic) x Motivation (Average Gift) x Friction (Conversion Rate) = Revenue

● Through social, email, ads, etc. you make ‘offers’ that point to your website for people to ‘qualify’ the offer before making a ‘decision’

● Getting traffic to your website is half the battle and not easy (but a Google Ad Grant can help)

● Focusing on securing emails as a starting action and then welcoming and sending (frequent and quality) emails is key

● Point people to focused pages where they can take action● Integrate your offline online by translating - not just PDFs

Tools & Resources

● MailChimp

● WordPress

● Stripe

● Hootsuite

● Google Ad Grant

● CanadaHelps

● Chimp

● FundRazr

● NextAfter

● Classy

● Network for Good

● CanadaHelps

● CauseVox

● Future Fundraising Now

● Recharity.ca

● Made to Stick

● Winning the Story Wars

Online Fundraising Checklist❏ Test your own site

❏ Find and sign up for email

❏ Find and make a donation

❏ Host a donate page on your own site (even if that page links out)

❏ Chimp or CanadaHelps can work if you don’t (and are a charity)

❏ FundRazr can work if you aren’t a charity

❏ Have a custom welcome email after email sign up

❏ MailChimp can do this

❏ Try to thank people within 3 days of a gift

❏ Get your Google Ad Grant

❏ First need to register with TechSoup Canada

❏ Have thank-you pages after key actions

❏ Donate

❏ Email sign up

❏ Form complete

The Results

Metric

Nov 2014 -

Sep 2015

Nov 2015 -

Sep 2016 Change

Traffic 21,430 31,978 49.22%

Conversion Rate 1.81% 1.46% -19.17%

Donations 388 468 20.62%

Average Gift $128.46 $176.76 37.60%

Revenue $49,843.28 $82,724.31 65.97%

What We Did

● New website (focused on emails and donations)● Built goals and tracking (eCommerce)● More focused pages● Newsletter page & digital strategy● Google Ad Grant● Focus more on emails (getting, welcoming, sending)● More tangible asks and ask amounts● Deeper integration with offline● Stories of ONE person

Some examples.

New Website

New Website

Built Goals and Tracking

Built Goals and Tracking

More Focused Pages

Newsletter Page & Digital Strategy

Google Ad Grant

Learn from Search

Learn from Ads

Focused Landing Page Based on Ads & Search

Emails - Getting

Emails - Welcoming

Emails - Sending

More Tangible Asks & Ask Amounts

Integration

Integration

Stories of One Person

Lessons Learned Along the Way

● All organizations’ donors are different● All donors are different● Getting content (photos, stories, etc.) can be difficult● Even with ‘cheap’ and ‘free’ digital, holistic and long-term strategies are best● Important to hear from donors - early and often● Managing, hosting, building, etc. technology is crazy (and expensive)● Learn (aka borrow/steal) from others who are doing it well● Start where you can, build from there● Track what you can, build from there