Donating online how to make it work for your nonprofit 4 11

Donating Online
How to Make It Work Best for
Your Nonprofit

Marion Conway
Literacy Volunteers of NJ
April 30, 2011

Marion Conway Consulting 1

Engagement with Donors’ Top Charity
GEN Y GEN X BOOMERS MATURES

50% 66% 76% 81%
26% 30% 30% 23%
34% 23% 20% 13%
14% 17% 11% 7%
16% 13% 11% 6%
19% 14% 9% 5%
13% 8% 7% 4%
13% 9% 5% 3%
8% 9% 5% 2%
Convio 2010 Next Generation of American Giving Report

Giving Channels
% donated this way in last 2 years
GEN Y GEN X BOOMERS MATURES

48% 57% 52% 48%
26% 43% 54% 77%
28% 35% 32% 30%
29% 35% 31% 25%
22% 28% 28% 31%
22% 22% 27% 35%
25% 27% 17% 12%
8% 10% 16% 25%
11% 17% 14% 11%
14% 13% 4% 2%
Emerging
Channels 9% 6% 4% 2%
Convio 2010 Next Generation of American Giving Report


Wired Wealthy Study
• 51% Prefer to give online
• 80% have made donations
online
• Benefits of making
donations online:
– speed and efficiency
– less cost for admin
– credit card miles
– donation-tracking abilities


What does this all mean?


Fundraising is
profoundly multichannel


How the Donating Online Process Works

Payment Gateway
checks to make sure
that the credit card
number is valid. If the
Visitor arrives at card is rejected, the
Donate Now page Payment Gateway
and makes various sends back word to
choices – amount, your website so that
one time/recurring you can notify the
and provides credit visitor. Otherwise, the
Visitor at your card information process continues.
website clicks on
Visitor makes final
“Donate Now”
click to submit
payment


How the Donating Online Process Works

You should send a
personal thank you –
email is okay
The visitor is shown a Synchronize your
confirmation screen transaction reports
indicating that the with your database
transaction was successful.
They are also emailed a
receipt. You account reports
are updated, so that you’ll
The money is routed by the be able to see that a
Payment Gateway into a payment was made.
bank account - a Merchant
Account.
Your vendor will send you
all payments gathered in a
merchant account – usually
once a month.


Which One is Best For Me? It Depends…….
This Is Important to Me…….
Has the lowest cost

Have recurring donation capability

Have the form tailored to colors and fonts of our website

Be able to sign up for an eNewsletter

Be able to designate gift to specifc programs

Support for tributes, memorials, premiums

Vendor has a donor website where donors can see all of their donations


If This Describes You….
Small organization
Have a website
Have a donor database
Do not have a donor database
Have few online donations


Here Are Some “Starter” Online Donation Tools

Network for Good
(Uncustomized Version)

Click and Pledge

Razoo


Network for Good - Basic DonateNow
• Low-cost
• Cannot be customized
• Donor leaves your website and makes donation to
Network for Good – impact on your brand
• Supports recurring giving clearly
• The only charge is a 5% transaction fee
• NFG also offers a fully customized product
http://www.networkforgood.org
A good choice for organizations getting
started with an online donation program

Click and Pledge
• Reasonable functionality and cost
• The donation form can be integrated somewhat with
the look of your website
• The tool also has strong international support
• $5 monthly fee, plus 4.5% and $0.35 of each
donation
http://www.clickandpledge.com

Click and Pledge is a good choice if you want a
little more functionality than NFG Basic.

Razoo
• Basic and “cool” functionality at low cost
• Works with a widget on your website
• Individual fundraising pages
• Team and event fundraising
• Integrated with Facebook and Twitter
• 2.9% transaction fee; Additional 2% for team
features
http://www.razoo.com
Good choice for certain types of donors and fundraising approaches
Cool features will connect with social media enthusiasts


Razoo Sample – Support Words Work


Razoo and Other Choices on Charity Navigator


Step Up from the Starter Tool
• Customized Network for Good
• Integrate with your Donor Management
System
– Giftworks (Desktop solution)
– eTapestry (Web based solution)


Network for Good
Custom DonateNow
• Branded donation page - Customized,
professional form integrates into your website
• $50 per month, and 3% per donation
http://www.networkforgood.org

At $30000 per year this is a breakeven with
the Basic DonateNow


Charity Navigator - Customized Network for Good


Could This Happen to Your Organization?

• Marion leaves Branch Book Park where she enjoyed the cherry
blossoms in full bloom. Still in a good mood, she is thinking
about making a donation and goes to your website

• Marion searches and finds after scrolling a discrete “Donate
Now” button but decides to read about News and Events first

• Marion reads a delightful story about a children’s event. There
is no mention of “Donate Now” on this page and Marion leaves
forgetting why she came to the website in the first place


If You Build It Will They Come?


Working Together
Website – Email – Social Media Sites
• Connect with links and widgets
• Consistent branding in all venues
• Coordinate editorial content calendar
• Ensure landing page content linkage – Vary links
• Provide easy opportunity for multiple
connections
• Analyze and understand paths among sites
• Listen to the conversation and bring back to
content


Get Your Web Presence in Order

• Website – Update Frequently
• Link! Link! Link!
• Eliminate Outdated Info
• Donate now capability on EVERY page
• Email Newsletter
• Update Guidestar


Listening
• Keyword
Search
• Google Alerts
• Google
Analytics


Celebration Giving with Your Website

Party with Laptop
“In lieu of gifts, you’ll
be able to make a
donation to Mary’s
favorite charity at the
party”


Celebration Giving with Social Media
“Help celebrate my 26th birthday with a
donation to my favorite cause” (Link)


Badges
• A small image that you invite
people to grab
• Tiny piece of sharable
content
• It should be cool looking
• Incorporate your logo
• Opportunity to give
• Explain how to join a cause
• Anything you want others to
talk about for you


See the Presentation

Search People (Not Content)

Marion Conway
http://slideshare.net

Resources
Idealware – http://idealware.org
• A few good online donations tools

Online Giving Study by Network for Good
• http://www.onlinegivingstudy.org./

Convio – http://convio.com
• Next Generation of American Giving – March 2010
• The Wired Wealthy – March 2008


Marion Conway
• Email: marionconway@aol.com
• Blog: marionconwaynonprofitconsultant.blogspot.com
• Website: marionconwayconsulting.com
• Twitter: MarionConway
• LinkedIn: Marion Conway
• Facebook: Marion Conway – Nonprofit Consultant
Become a fan - and see my blog feed

All photos courtesy of Creative Commons License


Donating online how to make it work for your nonprofit 4 11

Recommandé

Recommandé

Contenu connexe

Similaire à Donating online how to make it work for your nonprofit 4 11

Similaire à Donating online how to make it work for your nonprofit 4 11 (20)

Dernier

Dernier (20)

Donating online how to make it work for your nonprofit 4 11