The non-profit sector, including community health centers, are seeing online donations increase rapidly. Health centers must create an online presence that is enticing to potential donors and partners. Additionally, they need to balance their storytelling and explanation of offerings, while making the donation experience simple and easy for donors. In a world of Facebook fundraisers, “ice bucket” challenges, and everyone hoping their request goes “viral,” how can health centers navigate the world of online donor cultivation while staying true to their mission? Panelists will discuss strategies for creating an engaging online experience for current and potential donors. As health centers explore ways to diversify their revenues, individual donor engagement is essential to that. Panelists will highlight their approach to building their online presence for donors and discuss how they go beyond the ‘donate’ button in engaging these audiences. Learning Objectives: * Identify positive ways to engage audiences online and barriers that may discourage engagement. * Understand approaches, utilized by peer-centers, to online donor engagement. * Identify practical tips to assess your own individual donor cultivation via your website and online presence.

1. August 27, 2018 • NACHC CHI & EXPO
GOING
BEYOND
THE DONATE
BUTTON

2. 1. Phones out!
2. Go to your
organization’s website.
3. Click DONATE

3. Online giving is
INCREASING
Source: Blackbaud 2017 Charitable Giving Report and How Fundraising Performed In the Healthcare Sector
+10.7% in 2017, YOY
in Healthcare

4. DECEMBER is the
largest giving month
Source: Blackbaud 2017 Charitable Giving Report
22% in 2017
overall and online giving

5. GIVING TUESDAY
is blowing up
Source: 2017 Giving Tuesday By the Numbers
$274 million in 2017
total $ raised

6. Donations made
from a MOBILE DEVICE.
Source: Blackbaud 2017 Charitable Giving Report
26% in 2017
#GivingTuesday

7. Who are you?
1

8. Courtney Clark
Managing Director of User Experience
@circlish
www.linkedin.com/in/clarkcourtney/
cclark@forumone.com

11. Online giving
Mobile website traffic
Good donation experience

12. Donate

13. TIP 1
Optimize for mobile. Does
it load quickly?

14. Are you familiar with the donor
journey?
2

18. They get invited to
an event
CRM, email, event
registration
They research your
organization
Google, website, social
media
They connect with your
Executive Director
Email, social media,
in-person
They have a meeting
with you
CRM, email, research
databases, PDF, PPT
They make their first
gift
Donation processing,
CRM, finance software,
email automation
They learn more
about your work
Email, website,
marketing automation,
social media, video,
phone, site visits
Major Donor Journey

19. TIP 2
Talk to donors. Understand
their touchpoints, needs,
and journey.

20. Are your tools in order?
3

23. Salesforce Nonprofit
Success Pack
MailChimp for
Salesforce APP
DonorBox Digital
Fundraising Platform

24. TIP 3
Assess your tools. Are
your tools connected?
Eliminate manual work.

25. Do you have quality data?
4

26. GOOD BAD UGLY
90% of nonprofits are
collecting data
49% don’t know ways
their org is collecting
13% never or rarely use
data.
Source: Everyaction • 2016 • The State of Nonprofit Data white paper

29. TIP 4
Review your data. Where
are your donors dropping
off? Engaging most?

30. Are you telling a story?
5

34. TIP 5
Tell better stories. Pull
them in. Share your
impact.

35. TIP 6
Segment your audiences.
Customize messages and
experiences based on
donors’ interests.

36. Now what?
6

37. Optimize for Mobile Talk to Donors
Review Data Tell Better Stories
Where are donors dropping off?
Engaging most?
Pull them in.
Share your impact.
Go through the whole donation
process on your phone.
Understand their touchpoints,
needs, and questions.
Segment Audiences
Customize based on the
donor’s interests.
Assess Tools
Make sure your tools are
connected. Eliminate manual work.

38. So what?
7

39. DECEMBER is the
largest giving month
Source: Blackbaud 2017 Charitable Giving Report
22% in 2017
overall and online giving

40. You can get a lot
done in 3 months!