Fundraising trends in mobile and crowdfunding and the need of younger donors for more directed giving and transparency.

2. WHO ARE WE?
Mike Johnston
Founder, hjc,
Integrated Fundraising Consultants
Integrated Fundraising Specialists
Kenneth Kuhler
Interactive Strategy Manager,
Blackbaud

3. Take our survey at the end of
the session!
At the end of the session, we’ll ask you to go online and fill out
our integration survey. We’ll select 1 WINNER to receive
complimentary 1-hour hjc/Blackbaud consulting session
https://www.surveymonkey.com/s/CX9CRDD

4. OUR AGENDA
• Mobile – what are we to do?
• Crowdfunding – why will it matter?
• Key Findings and Real World Examples
for social network fundraising
(Crowdfunding by another name)

6. YOUR SUPPORTERS ARE…
On the go
Impulse driven
Have a shorter attention span
Increasingly use social
networks
More demanding
Want more personalisation
Want more visibility
Want more more more...

7. YOUR SUPPORTERS ARE…YOUR ORGANISATION…
Must be accessible from new channels
Must catch people in the moment
Needs impactful messages and
collateral
Needs to go where they are
Needs to adapt to new demands and
utilise new tools
On the go
Impulse driven
Have a shorter attention span
Increasingly use social
networks
More demanding
Want more personalisation
Want more visibility
Want more more more...

8. IT’S A MULTI-SCREEN UNIVERSE
NOW A TWO PART QUIZ TO KICK IT
OFF…

9. Gen Y 3%
Gen X 19%
Boomers 24%
Civics 6%
SMART PHONE WEBSITE VIEWS

10. Gen Y 19%
Gen X 25%
Boomers 14%
Civics 18%
TABLET WEBSITE VIEWS

11. 0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Gen Y Gen X Boomers Civics
Charity Websites Views
Tablet Smartphone Desktop Computer Laptop

12. DO I NEED A MOBILE ENABLED
DIGITAL PRESENCE?

13. Those touch screen mobile
phones – bah!

14. WHAT HAPPENS IF YOU DON’T GO
MOBILE?
• In a recent survey of mobile web users:
– 71% expected websites to load as quickly on their mobile phones
as their desktops
– 57% are unlikely to recommend the site to friends and family
– 46% would be unlikely to return to a website that they had trouble
accessing via their phone
– 34% said they’d likely visit a competitor’s mobile site instead
Source: Compuware Corporation Survey: What Users Want from Mobile

15. HOWEVER, DOING IT RIGHT...
• A site optimised for mobiles is able to generate almost twice the
average traffic per user than sites which haven’t
• On average, visitors are 51% more likely to actually do
business with an online retailer if it has a mobile site
Source: KISS Metrics

16. SOME MOBILE SITE BEST PRACTICES
• Keep it quick
• Simplify navigation
• Be thumb-friendly
• Design for visibility
• Make it accessible
• Make it easy to convert
• Make it seamless
• Use mobile site redirects
And most importantly: Listen, Learn and Iterate

17. THE HITCHHIKER’S GUIDE TO MOBILE DESIGN
CONTENT
PRIMARY
SEARCH
LINK1 LINK2 LINK3
LINK4 LINK5 LINK6
FEATURED CONTENT
FOOTER
CONTENT SECONDARY
PROMOPROMOPROMOPROMO
LOGO
LINK1 LINK2 LINK3 LINK4
LINK4 LINK5 LINK6
LINK5
FEATURED CONTENT
Easy to
Reach
Stretch
• Know your sweet spots
• Recognise the space
• 85% of people are right handed
Easily within a thumb’s reach
Stretch to get thumb here
Within reach, but can be awkward

19. BC CANCER – IMPACT OF
GOING RESPONSIVE

21. Drop-down
menus hard
to use on a
phone
Need to
pinch zoom
to see the
whole form
Small radio
buttons
hard to click
on a touch
screen
Distracting navigation bars

22. Dedicated
responsive
forms

23. • More that 978% increase in
conversion rate from mobile
devices
• If you landed on the dedicated mobile form you
were 978% more inclined to complete the form
than if you landed on the desktop form, from
your mobile device

24. RESULTS FROM A RECENT SURVEY TO THE HSI
FILE: WHAT IS THE BEST WAY WE CAN IMPROVE
COMMUNICATION WITH YOU?
Make sure I
can read
emails and
take action
from my
mobile device

25. WHAT ABOUT
CROWDFUNDING?!

26. SMALL DONATIONS
BEGINNING, MIDDLE AND
END (CAMPAIGN PERIOD)
REWARDS
COLLECTIVE GOAL

28. DON’T WE ALREADY DO
THIS?

30. 12.0%
7.0%
4.0% 4.0%
82.0%
90.0%
94.0% 96.0%
43.0%
24.0%
13.0%
6.0%
Gen Y Gen X Boomers Civics
Donated Through Crowdfunding
Yes
No
Likely in the Future

31. 17.0%
7.0%
2.0% 2.0%
43.0%
24.0%
13.0%
6.0%
Gen Y Gen X Boomers Civics
Future Text to Donate vs.
Crowdfunding Gifts
Text to Donate Gift through Crowdfunding

32. 42.0%
27.0%
10.0%
4.0%
4.0%
20.0%
1.0%
11.0%
Kickstarter
Indiegogo
GoFundMe
Razoo
Crowdrise
Other
None
Not Sure
Crowdfunding Sites You Have Used
GEN Y GEN X BOOMERS MATURES
Not Sure 4% 21% 13% --
None 4% -- -- --
Other -- 7% 50% 57%
Crowdrise 13% -- -- --
Razoo 4% 7% -- --
GoFundMe 8% 14% 13% --
Indiegogo 42% 21% 13% 29%
Kickstarter 63% 43% 25% 14%
* The majority of “other” responses donated through Kiva

33. Because we already do Crowdfunding!:
Key Findings and Strategy Opportunities for
social network fundraising

34. KEY FINDING:
PARTICIPANTS ARE MULTI-CHANNEL
COMMUNICATORS
While number of emails sent were down, online fundraising was up!
Participants are using truly multi-channel fundraisers.

35. ENSURE A POSITIVE USER EXPERIENCE

36. KEY FINDING: RETURNING VS. NEW
PARTICIPANTS

37. Retention
Event Day
Post Event
Year Round
Segmented
RETENTION STRATEGY

38. KEY FINDING: THIRD PARTY
FUNDRAISING IS HOT
Peer-to-Peer Fundraising, DIY Fundraising, Independent Fundraising
Events, Marathon Fundraising, Crowdfunding, Virtual Events….

39. Social Fundraising Trends

40. A style of fundraising where an organization
recruits individual supporters to ask their social
circles to donate to that organization.
WHAT’S SOCIAL FUNDRAISING?
Non Profit

41. WHAT ARE THE TRENDS TODAY?
Trend #1:
Expansion of Online Tools to Traditional Offline
Third Party Fundraising Activities

42. WHAT ARE THE TRENDS TODAY?
Trend #2:
Creation of Online Only Social Fundraising campaigns

43. WHAT ARE THE TRENDS TODAY?
Trend #3:
Increased adoption of charity programs in conjunction with traditional
athletic events

44. THE CONCEPT OF SOCIAL
FUNDRAISING
Pressure from the Bottom:
Demand from
Fundraisers
Pressure from the Top:
Demand from
Organizational
Leadership
• Grow Overall Fundraising
• Keep costs low
• Increased competition from
competing organizations
• Diversify Fundraising Efforts
• Popularity of Social Media &
Smartphones
• Prevalence of Event
Fundraising
• Event Fundraising Fatigue

45. Real World Examples & Tips

46. 7/14/2014 Blackbaud Confidential 46
WATERCAN:
DONATE YOUR
SPECIAL DAY

47. 7/14/2014 Blackbaud Confidential 47
ALZHEIMER’S ASSN:
THE LONGEST DAY
In Year 1,
200 Teams
Raised $236K

48. • Brainstorm Opportunities
– What types of Social Fundraising Programs are right for your org?
• Map out a Plan
– Should you run a pilot before heavily investing?
– Budget? Staff?
– Marketing & Communication Plan
• Tie the Campaign to your Mission & your Org
– Participants have choices, make your org the right choice
• Have a Home Base for all tools and interactions
– Consolidate all your activities into a central online location
– Keep Social Media linked to your central online spot
• Stay Constituent Focused
– Solicate feedback
– Acknowledge success
SOCIAL FUNDRAISING CAMPAIGN
PLANNING

49. CONCLUSION
• Be Mobile
• Find the right way for Crowdfunding to Fit
In
• Be Social
• Integrate – think cross-channel to build
committed supporters

50. A fun, helpful reminder of highlights of the Next
Generation of Canadian Giving study
http://www.hjcnewmedia.com/nextgencanadiangiving2
013/infographic/

51. Take our survey after the
session – we’ll send out the link!
At the end of the session, we’ll ask you to go online and fill out
our integration survey. We’ll select 1 WINNER to receive
complimentary 1-hour hjc/Blackbaud consulting session
https://www.surveymonkey.com/s/CX9CRDD