Posted by & filed under Crowdfunding, Digital, Marketing/Communications, Mobile Giving, Next Generation Philanthropy, Social Media, Special Events.

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Jessica Lewis, Fundraising Innovation Consultant, hjc

With all the buzz surrounding the Boston marathon this week, it brings back memories of my last race in New York in November. I caught the marathon bug a few years ago, running my first one in Toronto in 2012 and then Chicago the following year. After running Chicago, I decided that I wanted to complete another major marathon and was determined to run New York.

You can get into the New York marathon by either gaining entry through the lottery system, qualifying with extremely fast race times (speedier than Boston) or signing up with a charity team. I decided to sign up to run and fundraise for Team for Kids, which is the New York marathon’s partner charity that supports New York Road Runners by offering health and fitness programs to children in under-served schools across the United States.

I chose to run with Team for Kids for two main reasons. One, I felt a connection to the cause. Two, the minimum fundraising goal was $2,620 which seemed achievable in comparison to other participating charity requirements. It might not seem like a lot of money, but I knew that I would likely depend on the support of my peers for micro-donations of $25 on average. Breaking down my total goal meant that I would need to get over 100 people to donate to my personal fundraising page. According to The Next Generation of Canadian Giving, 64% of Gen Ys are 1-2 times more likely than Gen X, Boomers and Matures to support someone else raising money on behalf of a charity. Most of my peers fall within Gen Y, so at least I had a better chance at gaining their support!

At hjc, we have been doing a lot more work with our clients around mapping optimal donor journeys, which has often led to improving the overall experience (and conversion rates) for event participants. It got me thinking about my journey running with Team for Kids – from the first touch point of creating a profile online to receiving the alumni newsletter.

If I were to map out my own journey with Team for Kids it would look something like this:

  • I created a profile with Team for Kids and received a confirmation email
  • I received multiple confirmation emails, including an acknowledgment of my self-pledge, a summary of my registration payment and a fundraising agreement outlining my commitment to raise $2,620 by October 1st
  • I received a fundraising kick-off email with ample resources to kick start my fundraising and sent out my first donation e-appeal asking friends and family for support
  • I received the first donation to my personal fundraising page!
  • I received weekly coaching emails over the 5 months leading up to the event, which included both fundraising and training tips, and inspired me to host my own fundraising event
  • I posted a link to my personal fundraising page on Facebook asking my friends for support
  • There were other emails, videos, conference calls that included multiple resources for both fundraising and running. These resources were inspirational and connected me to the cause.
  • I hosted a cocktail party to raise money for Team for Kids and reached my fundraising goal!
  • I got race day reminders (e.g. transportation, pre marathon breakfast) and started packing for my trip to New York
  • I ran the New York marathon!
  • After the event, I received a congratulations email
  • I received a post event survey
  • I am now subscribed to the Team for Kids alumni newsletter

In addition to receiving email communications from Team for Kids, I followed their charity page on Facebook to connect with other participants. Because of this, on the day of the marathon I got the VIP experience and was able to jump on the charity bus to go to the starting line and huddle inside the Team for Kids tent to stay warm. Not to mention, the charity had also arranged for access to hot water for my pre-race ritual meal of oatmeal and a banana. After crossing the finish line, I was welcomed by a nice volunteer who helped me stumble over to the finisher’s tent to rest my tired legs after a grueling 42 kilometers through all 5 boroughs of the city.

My journey from start to finish was fantastic – from the first Team for Kids coaching email to the post-race tent. This could have been dramatically different if the charity didn’t provide me with resources to help me reach my fundraising goal, such as social media banners I could re-purpose for my efforts, or inspirational stories that were shared with me along the way to build my connection to the cause. Not to mention, the race day support like hot water and a cozy post marathon tent. These were moments that mattered to me.

Putting on my consultant hat, they did everything right. Team for Kids provided me with the tools and support to reach my fundraising goal. We know from our work with non-profit clients that journey mapping is effective in increasing donor conversion rates and building more personal relationships with constituents.

Does your organization personalize and optimize the experience for event participants? What does your current journey look like for participants from the time they register to the day of the event? Do you know what your supporters would consider the ‘moments that matter?’

Jessica Lewis is a Fjessicalewisundraising Innovation Consultant at hjc, a global consulting agency in the nonprofit sector. She helps her clients use online technologies to fundraise, advocate and build brand awareness. If you want to chat further about this topic you can reach Jessica at jessica.lewis@hjcnewmedia.comYou can follow her on Twitter @jessklewis.

 

Posted by & filed under Campaign, Digital, Marketing/Communications, Mobile Giving, Next Generation Philanthropy.

Beate Sørum

Digital Fundraising Consultant, b.bold

Photo: Nick Ares

People like me always tell you you are losing money by not optimising your web page for mobile, making better forms and clearer content and calls to action. But do you know just how much? I’ve seen some real world-examples lately, and even I was shocked at the sheer amount of money left on the table.

I worked with several appeals for different charities over Christmas, but let’s focus on two of them. Traffic sources where quite similar, and the call to action was pretty much equal, and both campaigns where very successful, and the landing pages where both as close as possible to the actual payment.

One charity managed to get 8% of its mobile visitors to pay. The other only managed to convert 2,5% of its mobile visitors. I did the math. If charity two also managed to convert 8% of their mobile visitors, they would have raised CAD $56.000 more. That is some serious money to walk away from!

Even if we take a lower estimate, like 5%, they would have raised CAD $22.000 more.

So what does this mean for you?

It means that if on a dedicated landing page, you are converting less than 5% of mobile visitors, you are leaving money on the table. Lots of money. I strongly encourage you to find out.

These are some of the things you should look into fixing:

  1. Make sure forms work for mobile visitors. Even if they make up a small share of your donations today, that might just be because you are scaring them away.
  2. Don’t ask unnecessary questions. Yes, it’s nice to know how old your donors are, or how they found you, but is it crucial to processing the donation? If not – get rid of it. Every extra field in your donation forms lower your conversions. You can always ask follow-up questions later.
  3. Does your layout indicate clear paths forward for the user? Pressing the wrong button and having to start over might just make someone give up. This is especially true on mobile, where horisontal scrolling suddenly has to happen to find action buttons.
  4. Remove distractions. Does the landing page for donations have banners leading elsewhere? Is the form hidden far down the page, under menus, copy and unnecessary images? Make it front and center.

Good landing page design is an art and requires expertise, but the tips above should get you started pretty good! Think about the donor first – what are his or her needs in this situation? Make sure you fulfill them – and you’ll see your digital donations climb steadily.

Beate is a well-known international public speaker, who runs digital fundraising consultancy b.bold. She has more than five years of digital fundraising expertise, most of which is from  the Norwegian Cancer Society, where she among other things doubled the digital fundraising return. Her special interests are user experience, landing page and donation form design, content strategy and using social media for donor stewardship. You can follow her on Twitter @BeateSorum

 

 

 

Posted by & filed under Analytics, Crowdfunding, Digital, Marketing/Communications, Mobile Giving, Social Media.

Beate Sørum

Digital Fundraising Consultant, b.bold

1. Not having clear, prioritized goals

If you ask around your organization why you have a website – the answers may be embarrassing. A lot of the time it’ll be “just cuz”.

The first step in any successful strategy is to set goals. Web strategies are no exception. How does your webpage tie in with your organizations overall goals? Define 3-4 objectives in prioritized order, with measurable Key Performance Indicators (KPI’s).

The objectives should be decided by high level management to give you mandate to operate. Business objectives can be different; raising money, improving retention, providing a service to the public, raising knowledge of a certain problem etc.

2. Not knowing your users needsbsblog

It is really hard to attract users to your page if you don’t know what they want from you.

Invest in research to find out. From extensive surveys, to talking to a few users or potential users – anything is better than nothing. The more complex your webpage, the more research you must do.

Once you know what the users want, you know why they come. Focus your energy on the pages where business goals and users needs overlap. Make sure these are updated, prioritized and have clear ways forward to other actions you’d like them to take (like donating).

3. Violating best practice in donation forms

Since digital income is still a small part of our total income, we tend to forget about all the money we’re losing out on by not paying proper attention to usability and interaction design. The other day, I went to make a donation to a big international charity, only to find a non mobile-friendly page
that asked far too much information, and eventually crashed. No money for them.

Forms should be mobile friendly, ask as little information as you can get away with (need-to-know basis only!), field lengths adapted to the information that go in them, fields that belong together grouped (like name-fields, address-fields and electronic addresses), remove buttons that hurt more than help, clearly labelled buttons – just to mention a few.

Have an interaction designer look your forms over.

4. Presenting your donors with the paradox of choice

We want everyone to engage in our cause, no matter their level of commitment/income. So we heap on with ways to support us. Make a donation! Recurring donor! Become a member! Like us on Facebook! Post to instagram! Join the newsletter! Run a marathon!… you get the picture.

It’s nice that we want to allow anyone to support us. But then we’re not telling anyone what we need them to do. Your donors are confused. They want to help, but don’t what you need help with. Studies have shown that when presented with too many options, we don’t make a choice at all.

Have one preferred action prominent as the «normal» thing to do. Then by all means present all other ways to support, below. People who don’t want the default action will look for the others. People who just want to support you, will know what to do. Win-win-win.

5. Relying on your “Donate Now!” button

We write compelling impact stories, showing how we make a difference in the world. And then at the end of them – nothing. We expect people to go look for the donate now-button to give if they are so inclined.

What’s the number one rule of fundraising? Ask! Attention is on the content. Making the donate now-button bigger is just like making web banners flashier. They still won’t work. Studies show that we don’t see them. It’s not that we ignore them – if it looks like advertising, we don’t see it at all.

So ask in the content. “Would you like to make a donation to help us do more work like this?” Not only are you asking – you are also not averting peoples attention by having them start thinking logically to find how to give. Giving is an emotional decision – not a rational one. Making people think loses you the gift.

Even better than a text link, is including the donation form itself. Then you can keep people in the same emotional context as when they decided to give.

6. Not testing

The only way to know what works is to test. Think another default amount will give you higher donations? Test it. Think a different wording in your ask will be more effective? Test it! Think people are not finding things on your page? Test it.

There are many ways to do user testing, from looking at web statistics, to lab research with eye-tracking. Somewhere in the middle sits my favorite – guerrilla-testing. Grab a mobile device, go to the nearest shopping centre and ask people to do the tasks you’ve set up, from donating to finding information. You’ll learn lots from observing users trying out your product.

7. Not following up on your objectives and KPI’s

Once you’ve set your goals – how will you know if you’re reaching them if you’re not following up? Be sure to follow up on the right statistics, and making adjustments where you need to, to reach your goals.

If you avoid these 7 deadly sins, I see a bright web future for you! Come to my Congress session in November to learn more about all of the above.

Beate is a well-known international public speaker, who runs digital fundraising consultancy b.bold. She has more than five years of digital fundraising expertise, most of which is from  the Norwegian Cancer Society, where she among other things doubled the digital fundraising return. Her special interests are user experience, landing page and donation form design, content strategy and using social media for donor stewardship. Beate will be presenting at Congress 2014 in Toronto. You can follow her on Twitter @BeateSorum

 

Posted by & filed under Analytics, Marketing/Communications, Mobile Giving, Next Generation Philanthropy, Social Media.

Philip King, Founder, The Donation Funnel Project

You’ve probably heard about the new Apple watch, but don’t plan to buy one soon. Unless you’re super geeky, and if so please see me after one of my presentations at this year’s Congress!

But I’ll bet you’ve upgraded your smartphone in the past 18 months.applewatch

Did it hit your radar that Facebook purchased WhatsApp for $19 billion earlier this year? Wonder why a social networking company would pay so much for a messaging app that is popular in Africa and India? The world is changing, particularly from a marketing and communications perspective, and it is becoming harder to get anyone’s attention, including donors.

Let’s consider your new smartphone: I’ll bet you spend more time on it than you did on your old one. In fact, I’ll bet you read your email pretty easily now on that small screen. You may even spend more time on Facebook than you did when Facebook was a desktop/laptop-only experience for you. And with recent upgrades to the cellular data speeds you spend more time using your mobile browser to visit websites, often linked from your email or Facebook.

If you’re having this experience, it’s not hard to imagine that your donors are too. Of course you’ll have all sorts of demographic tribes in your donor base: young/old, male/female, rich/not-so-rich. And these tribes will all behave in slightly different ways. But one thing is for sure: they’re all going mobile!

I’ll jump straight to the punchline: take out your smartphone. Go to your charity’s website. Make a $5 donation.

How did that feel? For most of you not so great. Still using only your smartphone try registering for that run/walk next month, or buying tickets to the gala dinner. You get the point. Our websites haven’t kept up with our donors’ handheld technology. Even websites that are “responsive” can be clumsy to use and result in “bounce” or an “abandoned visit”: two of the most dreaded terms for online fundraisers.

Now fast forward to the not-too-distant future and imagine when donors start reading their email, checking Facebook and visiting websites on their watch… Last year we could comfort ourselves and say “that’s OK, most of our donors visit our website or Facebook page on their laptops or desktops.” But for many fundraisers this changed in 2014. The mobile tipping point has already passed, or will happen sometime in the next 12 months. Try this: get your team to estimate which month your “tipping point” will occur for your organization: the month at which most of your website audience will view you through a mobile device.

If you’re interested in topics like this I hope you’ll join me for one of my sessions at Congress, and we’ll discuss questions such as:

  • How much lower are average smartphone donations compared to laptops and tablets?
  • Who is doing a great job with mobile communications, and what does that look like?
  • What opportunities will mobile give us to find new donors and new dollars?

Philip King is the founder of The Donation Funnel Project: an experiment in online and mobile fundraising. Prior to that he has a long and successful track record as a digital fundraiser as the President and CEO of Artez Interactive, VP of Mobile for Cornerstone, and VP of E-Business at the United Way of Greater Toronto. He has worked with some of the world’s leading fundraising teams including Comic Relief in the UK, Leukaemia Foundation in Australia, UNICEF and SickKids Foundation in Canada, and the Humane Society of the United States. Philip will be presenting at Congress 2014 and you can follow him on Twitter @PhilipKingIV

 

 

 

Posted by & filed under Crowdfunding, Gamification, Marketing/Communications, Mobile Giving, Next Generation Philanthropy.

Angela Simo Brown – Director of Social Change Strategy and Co-founder

AIR MILES for Social Change, AIR MILES Reward Program/LoyaltyOne

Gamification is here to stay – and charities would do well to use this concept to make giving fun. It is important for charities to capitalize on our human habits and desires in order to grow donations in a shrinking donor base environment. We like games, we like our phones, and we like being winners. We also are looking for purpose and meaning and how we can make a difference. Mobile gamification for charitable causes can give us what we need.

And it doesn’t have to be complicated or expensive either. Instead of building a game from scratch, charities should look to a corporate partner to co-create the solution. One example is mobile game developer XEOPlay who created Tilt World, a game that helps to reforest Madagascar. Points earned in the game translate to tree seeds purchased for and on behalf of the tree-planting charity WeForest. XEOPlay’s goal is to plant 1 million trees in Madagascar, which is suffering from the effects of deforestation. Another example is Games for Good, who donates a fraction of a cent to charity every time you play their games. Or more simply, it can be a voting game, like Fido and Evergreen’s 2011 ‘Share Your Care’ program. Fido donated $100,000 that was divided between 20 different local environmental projects based on Canadians voting online for their favourite project.gamification

AIR MILES for Social Change has been partnering with different charities for the past 4 years by using reward miles as a carrot to increase giving and engagement with nonprofits. We infused gamification and behavioural economics motivational concepts into these initiatives with good success and have learned a lot in the process. Here is a list of top 5 lessons we’ve observed on how charities can best engage with today’s donor:

  1. People give to be personally recognized, not necessarily because they are emotionally connected to the cause: People like to be seen giving – in fact for many nowadays this is the main reason they give. They want their peers to see the good they have done, and some are defining their giving as a social measure of their personal success. So a tax receipt and thank you letter just aren’t enough anymore. Charities need to make sure that they are giving the types of recognition that people want today, and often social media recognition to the most cost-effective tool to use.
  2. People give to support their friends vs the cause more than ever: Fundraisers where donors reach out to their network have been around for years. These programs are generally more successful because people like to support their friends. The next evolution of fundraising is in driving more value from peer-to-peer donor networks. Crowdfunding is exploding. See the amazing success of pooling platforms such as Kickstarter, Indiegogo and Causevox. Charities should piggyback off of these platforms and capitalize on their popularity.
  3. People want frequent touch points of thanks and celebration for their giving: Social media has trained us all to expect frequent virtual hugs and celebration by way of badges, trophies, congratulations and thank yous. We want to be told all the time how good we are. Rightly or wrongly, these are the new table stakes and charities need to give this recognition and appreciation to their donors more frequently. The thanks and recognition can be small, fleeting, and inexpensive to deliver at a regular cadence via social media.
  4. People want experiences to be social and fun: Gamification is one way to do this, as well as events where donors can be active participants, plus consumer-led social media movements like the Ice Bucket Challenge. Although movements are a fleeting and time-limited way to fundraise, the way that people engaged with the Ice Bucket campaign is different than ever before. Making giving into a game has proven to be a great way to engage a high number of people across multiple demographics and regions, and is an emerging trend that charities can’t afford to ignore.
  5. Youth want to make a difference hands-on: Youth want to tangibly experience the difference they are making, and just making a donation to an organization to do the work for them doesn’t suffice for this cohort. They want to donate their time, energy, spirit and dollars to grassroots organizations, and the most successful programs are going to be led by youth. See the popularity of giving initiatives such as community Giving Days, or PhilanthroTeens.” In addition to the hands-on experience, youth want to be able to share their experiences with others.  Social media and games are the best way to engage the new youth donor segment.

The other key success factor is of course, mobile. People love their phones and the more they can do with their phones the more they will engage with your brand and the cause.

A megatrend of our time is that people are actively looking for new and impactful ways to make a difference. Charities offer up all the things we are looking for but they need to proactively shake up the way giving is done today. Gamification, crowdfunding and behavioural economics will be three key elements for successful, fun and rewarding giving programs of the future.

AngelaSB

Angela leads the shared value, cause marketing strategy and program development for the AIR MILES Reward Program, Canada’s premier coalition loyalty program. Under Angela’s leadership, AIR MILES has developed over 25 innovative program partnerships across the public, nonprofit and private sectors that have driven record increases in positive behavior change in healthy living, energy conservation and increased transit use. An engaging speaker, Angela has spoken at many conferences about the power of creating shared value using social change and cause marketing strategies.

Posted by & filed under Analytics, Metrics, Mobile Giving, Social Media.

Brock Warner

If you’ve been to a conference session about fundraising using social media, you know there is always someone that eventually says “yeah this is nice and all, but how much money did it raise?

Stop asking that question.

What you need to start asking is “how did you track your fundraising results?” because all the keyword strategy, timing tests, creative tests or anything else is worthless, if we can’t adequately track the true fundraising results. Innovation tomorrow will come when our present-day strategies prove worthy of investment.

Read more »

Posted by & filed under Congress, Data Management, Marketing/Communications, Metrics, Mobile Giving, Social Media.

Claire Kerr, Director of Digital Philanthropy, Artez Interactive

woman-with-smartphone

Many nonprofit organizations are closely measuring online activity across their websites and donation forms… And with good reason! Tools like Google Analytics can be more useful than user surveys when we want accurate information about what our donors and supporters are really doing online.

When diving into your own numbers, have you noticed the difference between web traffic from laptops or PCs, and mobile traffic from smartphones and tablets? At Artez Interactive, we track fundraising activity for millions of visitors to charity and nonprofit donation pages every year. We’ve noticed that for most organizations, the peak time of day for online donations is between 9am – 11am.

What’s driving this pattern? A few things! Donors are responding to email solicitations in their inboxes and logging onto social sites like Facebook at the start of the day; often while at work. It makes sense that charities and nonprofits would see a spike in donations during this period. Read more »