1. Online Fundraising Trends
using the internet, phones and credit cards
Tina Arnoldi
(843) 723-3635
Twitter: @TinaArnoldi
Blog: http://blog.tinaarnoldi.com
tina@coastalcommunityfoundation.org
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2. AGENDA
• What does it mean to be online?
• Web site
• Social Media
• Events
• Mobile use
• Then we’ll talk about online giving
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3. General online trends
• People are sending more email.
• Tablet users are on the rise.
• Mobile phone searching.
• 64% pay bills online – comScore
• 2/3rds use a social media platform – pewinternet.org
• Forrester predicts half of all purchases to be digital by 2012
Overall, more activity is happening online and people are
finding new ways to use technology.
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4. Tablet use
• 11% of Americans have a tablet (Pew, Nov 2011)
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5. Mobile Phone Use
• 85% of people in the US report owning a cell phone
• (Pew, April 2011)
• 75% of cell phone owners in the world regularly send text messages.
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6. Mobile Phone Use
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7. You need a web site
• Credibility – people will look for you online.
• Make sure people know the web address.
• Put it in print.
• Email signatures.
• Platform for donating.
• It doesn’t have to be expensive.
• Buy your name now.
• Make sure you own it.
• Forward it to Facebook short-term.
• Free hosting with Dream Host.
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8. Remember your audience
• Font size
• Readability
• What do you want them to know?
• Accessible – w3.org
• WAI conformance logo
• How are they viewing it? (Mobile? Tablet?)
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9. Remember your audience
Web site optimization (phones & tablets)
• Mouse clicks & keyboards for
desktops, finger sweeps &
on-screen keyboards with
devices.
• Another case for keeping the
donation process simple.
• Videos and animations affect
the site speed.
• DudaMobile.com
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10. Online giving stats
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11. Online giving stats
• Blackbaud Index of Giving
• Increased 10% during July, August, & September 2011
compared to same period in 2010.
• Overall online grow of 34.5% in 2010.
• Online giving was 7.7% of all fundraising in 2010.
• Average online gift in 2010 - $92 – Convio
• Online church member giving up 5.8% from 2009 to 2010 - ECFA
• About 8% of all fundraising is now done online.
• Keep in mind that 92% of giving still comes from offline channels and
that 32% of online donors switch to give through offline channels.
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12. Online giving stats
If I make it
possible for
people to give
through the
internet, will the
money start
pouring in?
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13. Asking for money
• Build a relationship first.
• Be conversational.
• “Soft” ask with news updates.
• Demonstrate accountability.
• Support us or Get involved.
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14. Internet as a tool
Create a relationship before asking for money
• Eventbrite – public events
• E-newsletter
• AdWords
• Social media
• Facebook giving – donations
• Mobile giving
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15. Eventbrite
• Free to post
• Public
• Searchable
• 2% + .99
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16. E-newsletter
• Don’t assume everyone wants it.
• Have a way to unsubscribe.
• Are people reading it? (html/text)
• More metrics available than written.
• Do they click your links? (Google Analytics)
• Do they even open it?
• Vary your subject lines.
• Have a (fairly) consistent schedule.
• Include a donate now button.
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17. Google AdWords for Nonprofits
• Target location.
• $1.00 max bid.
• “Long tail” keywords.
• Daily budget of $329.
• Must actively manage.
• Can take 5 months for approval.
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18. Google AdWords for Nonprofits
keyword search: “donate nonprofits”
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19. Social Media
• If you can only do one channel, use Facebook.
• 800 million people
• Events
• Viral
• Again… think relationship
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20. Facebook Giving
• Causes
• List yourself as a supporter of a cause on your profile
• 4.75%
• Razoo
• Facebook Donation App
• 2.9%
• Offerpop
• Flat fee depending on # of fans
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21. Razoo
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22. Razoo
• QR code.
• Widget.
• Videos and pictures.
• Match gifts.
• Short URL – ex.www.razoo.com/ccf
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23. Online giving
• Donate now button on front page
• Don’t make it hard! (ex. Registration)
• Read the fine print
• Rates vary
• 2.9%
• 2.2% + 30 cents
• 2.6% + 26 cents
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24. Mobile
• Pay attention
• Optimized web site
• Square
• Start with text updates
• Who carries cash?
• Auction
• Bring items to sell like t-shirts (Gets people’s attention)
• Equip people with the device as they mingle, rather than at a
table
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25. Mobile Giving
• Consider building a list now (but don’t use without permission)
• Resources
• http://www.mgivefoundation.org/
• $500k+, $500/month
• http://mobipledge.com/
• Square – 2.75%, no monthly fee
• GoPayment – 2.7%, no fees
• http://mashable.com/2011/12/09/fundraising-mobile-card-reader/
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26. Text messaging
• Open rate of 95% compared to 35% email open rate.
• Include links.
• Start with staff first.
• Have a game plan  what’s the point?
• Ask for ideas – “What info do you want to receive”?
• Use it to follow up on traditional fundraising appeals.
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27. Now what?
• Make sure you have a decent web site that conveys your mission.
• Ask your donors what they do online and what devices they utilize.
• Offer the option to donate online.
• Have a Facebook page where you post a couple times a week and tell
your donors about it.
• If you are interested in AdWords, apply today. It takes a while.
• Take advantage of www.palmettotechnologyhub.org.
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28. Online Fundraising Trends
using the internet, phones and credit cards
Tina Arnoldi
(843) 723-3635
Twitter: @TinaArnoldi
Blog: http://blog.tinaarnoldi.com
tina@coastalcommunityfoundation.org
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