MadTech: Online Donations- The Quick
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Online Donations: The Quick will provide a quick and painless introduction into online giving. Regardless if your organization currently accepts online donations or just wants to get started accepting online donations, this MadTech presentation will generate discussion on building your capacity to raise funds online. You'll learn about the growth of online giving; appealing to web users and potential donors; selecting a credit card process; and even some basics strategies around donate button placement and landing pages.
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MadTech: Online Donations- The Quick
- 1. Online Donations: The Quick What You Need to Know To Start Accepting Online Contributions MadTech
- 2. Do Something
- 3. ❏ Do Something ❏ Do Nothing Indecision is worse than deciding not to…
- 4. Why Online Donations Matter? Despite a fairly bad economy, online giving is still growing, up 26% year over from 2008/2009. Time, Energy, and Perseverance Work. Take Small Steps. Not Leaps.
- 5. Why Online Donations Matter? Despite a fairly bad economy, online giving is still growing, up 26% year over from 2008/2009. Online Giving is Growing Time, Energy, and Perseverance Work. Take Small Steps. Not Leaps.
- 6. Why Online Donations Matter? Despite a fairly bad economy, online giving is still growing, up 26% year over from 2008/2009. Online Giving is Growing New Donors are Online Time, Energy, and Perseverance Work. Take Small Steps. Not Leaps.
- 7. Why Online Donations Matter? Despite a fairly bad economy, online giving is still growing, up 26% year over from 2008/2009. Online Giving is Growing New Donors are Online New Advocates are Online Time, Energy, and Perseverance Work. Take Small Steps. Not Leaps.
- 8. Why Online Donations Matter? Despite a fairly bad economy, online giving is still growing, up 26% year over from 2008/2009. Online Giving is Growing New Donors are Online New Advocates are Online Gifts Are Smaller & More Frequent Time, Energy, and Perseverance Work. Take Small Steps. Not Leaps.
- 9. Why Online Donations Matter? Despite a fairly bad economy, online giving is still growing, up 26% year over from 2008/2009. Online Giving is Growing New Donors are Online New Advocates are Online Gifts Are Smaller & More Frequent Grow Your Appeals & Donations Time, Energy, and Perseverance Work. Take Small Steps. Not Leaps.
- 10. Why Online Donations Matter? Despite a fairly bad economy, online giving is still growing, up 26% year over from 2008/2009. Online Giving is Growing New Donors are Online New Advocates are Online Gifts Are Smaller & More Frequent Grow Your Appeals & Donations Measure and Learn Time, Energy, and Perseverance Work. Take Small Steps. Not Leaps.
- 11. ✓ Do Something ❏ Do Nothing Online Giving is growing now. Now is the time to get on board; learn the ropes; establish your brand and identity. If you wait until you desperately need online donations, to replace dwindling contributions from other arenas, you’re too late!
- 12. Things To Know
- 13. Be Legal, Register 40 States, including Wisconsin regulate charitable fundraising by requiring registration before solicitation of contributions. Register with the Department of Regulation & Licensing Cost is ~$30 Learn More: http://www.lawforchange.org/images/lfc/WisconsinFundraising.pdf
- 14. Processing Credit Cards Understanding Your Options
- 15. Metrics: The Measure of a Plan Collect Data, Minimally Set Goals Measure Goals Test Conversions Adjust, Adjust, Adjust Build Trust
- 16. Give Me MONEY
- 17. Nonprofit Donation Services Network For Good: http://www1.networkforgood.org/ JustGive: https://www.justgive.org/ FirstGiving: http://www.firstgiving.com/ GlobalGiving: http://www.globalgiving.org/ Causes: http://www.causes.org/
- 18. Commercial Donation Services PayPal https://www.paypal.com/ Google Checkout http://checkout.google.com/ Amazon Donations https://payments.amazon.com/sdui/sdui/business/asp/donations
- 19. Network for Good Emma: http://www.myemma.com GiveZooks: http://www.givezooks.com
- 22. How Does It Work? 1) Create an Account 2) Place a Donation Button on Your Website 3) Promote Your Efforts
- 23. Nooooo!
- 24. Don’t Leap Stand, Walk… Then Run
- 25. Take Steps A Simple Donate Now Button will eventually get you to a beautiful landing page like this.
- 26. What You Can Learn? • Your website traffic is too low to meet your goals; • You need to announce that donating online is now an option; • That you’re trying to collect too much data, without building trust; • That your message is muddled; That you need a better landing page; etc.
- 27. Small Steps, Turn Into a Plan
- 28. Where Am I Going?
- 29. Some Tools… Google Analytics Compete.com Quarkbase.com UserFly.com Google Webmaster
- 30. What We Bypassed… Software Solutions Democracy In Action's Salsa CivicCRM: http://civicrm.org/ SalesForce: http://www.salesforce.com/ Blackbaud: http://www.blackbaud.com/ Convio: http://www.convio.com/ eTapestry (Blackbaud Aquired) Wild Apricot
- 31. What We Bypassed… Landing Pages A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result. CopyBlogger: Landing Pages UnBounce: Your Landing Page Sucks Social Media 4 Nonprofits: 10 Tips to Optimize Your Landing Page CharityWater.org (just beautiful) FormStack: Anatomy of a Landing Page
- 32. Summary
- 33. Five Things to Remember (1) Start Now. Just Do It. (2) Make Sure You’re Registered (3) Create Accounts at Selected Vendors (it can be more than one) (4) Activate Your Donation Button (5) Set Small Goals and Measure
- 34. Some Additions… Starting Tasks for You (1) Create a Landing Page (2) Reduce Text, Solidify Message (3) Learn Google Analytics: Basic (4) Learn Who Your Audience Is (5) Communicate! It’s not just about the donation, but building trust and ongoing communications
- 35. Credits by Alnisa Allgood, Coordinator, MadTech Insights from: Fundrasing 1, 2, 3; Pew Research, IdealWare, About.com, Quora, Network for Good, and UnBounce
Notes de l'éditeur
- The goal of this presentation/discussion is to get you and your organization accepting online donations quickly. We do plan to do a more advanced workshop on this topic at a later date, but for tonight we want you to understand the basics of online donation, provide info to get you up and running by tomorrow, if you wanted to, and then discuss the steps you should be taking.\n\nAs always, feel free to ask question or share your expertise at anytime. I’ll pause during the presentation to provide opportunity, but if I don’t you can discretely signal me or just interrupt. I’m fine with both.\n\n
- Before we get to the basics, lets begin with a “precept”. Do Something…\n
- First off, make the decision to get on board and accept online donations.\n\nThere are only a few reasons not to. One, you don’t solicit donations. Two, your organization is fairly large and requires board approval of a strategic plan, before accepting online donations.\n\nOtherwise, having a donation button there is a no brainer. Then everything else is about setting it up and then making it work for you. Two very different processes.\n
- Everyone’s talking about the new millennials, the x and y generations, or generation-next. Currently or at least for the past 10 years, donations to nonprofits have primarily been the realm of the Baby Boomers. Generation X hasn’t surpassed the Boomer in terms of giving, yet. But the Millennials (born after 1981 is growing rapidly.\n\nGreat: Born before 1929 (used in some analyses here but not all)\nSilent: Born 1929 to 1945\nBoomer: Born 1946 to 1963\nX: Born 1964 to 1981\nMillennial: Born since 1981\n\nWhat this means, in general is, current donors are starting to age out, and access to new donors— Generation X and Y (Millennials) will be needed. And generation X and Y give differently than Baby Boomers.\n\n
- Everyone’s talking about the new millennials, the x and y generations, or generation-next. Currently or at least for the past 10 years, donations to nonprofits have primarily been the realm of the Baby Boomers. Generation X hasn’t surpassed the Boomer in terms of giving, yet. But the Millennials (born after 1981 is growing rapidly.\n\nGreat: Born before 1929 (used in some analyses here but not all)\nSilent: Born 1929 to 1945\nBoomer: Born 1946 to 1963\nX: Born 1964 to 1981\nMillennial: Born since 1981\n\nWhat this means, in general is, current donors are starting to age out, and access to new donors— Generation X and Y (Millennials) will be needed. And generation X and Y give differently than Baby Boomers.\n\n
- Everyone’s talking about the new millennials, the x and y generations, or generation-next. Currently or at least for the past 10 years, donations to nonprofits have primarily been the realm of the Baby Boomers. Generation X hasn’t surpassed the Boomer in terms of giving, yet. But the Millennials (born after 1981 is growing rapidly.\n\nGreat: Born before 1929 (used in some analyses here but not all)\nSilent: Born 1929 to 1945\nBoomer: Born 1946 to 1963\nX: Born 1964 to 1981\nMillennial: Born since 1981\n\nWhat this means, in general is, current donors are starting to age out, and access to new donors— Generation X and Y (Millennials) will be needed. And generation X and Y give differently than Baby Boomers.\n\n
- Everyone’s talking about the new millennials, the x and y generations, or generation-next. Currently or at least for the past 10 years, donations to nonprofits have primarily been the realm of the Baby Boomers. Generation X hasn’t surpassed the Boomer in terms of giving, yet. But the Millennials (born after 1981 is growing rapidly.\n\nGreat: Born before 1929 (used in some analyses here but not all)\nSilent: Born 1929 to 1945\nBoomer: Born 1946 to 1963\nX: Born 1964 to 1981\nMillennial: Born since 1981\n\nWhat this means, in general is, current donors are starting to age out, and access to new donors— Generation X and Y (Millennials) will be needed. And generation X and Y give differently than Baby Boomers.\n\n
- Everyone’s talking about the new millennials, the x and y generations, or generation-next. Currently or at least for the past 10 years, donations to nonprofits have primarily been the realm of the Baby Boomers. Generation X hasn’t surpassed the Boomer in terms of giving, yet. But the Millennials (born after 1981 is growing rapidly.\n\nGreat: Born before 1929 (used in some analyses here but not all)\nSilent: Born 1929 to 1945\nBoomer: Born 1946 to 1963\nX: Born 1964 to 1981\nMillennial: Born since 1981\n\nWhat this means, in general is, current donors are starting to age out, and access to new donors— Generation X and Y (Millennials) will be needed. And generation X and Y give differently than Baby Boomers.\n\n
- Everyone’s talking about the new millennials, the x and y generations, or generation-next. Currently or at least for the past 10 years, donations to nonprofits have primarily been the realm of the Baby Boomers. Generation X hasn’t surpassed the Boomer in terms of giving, yet. But the Millennials (born after 1981 is growing rapidly.\n\nGreat: Born before 1929 (used in some analyses here but not all)\nSilent: Born 1929 to 1945\nBoomer: Born 1946 to 1963\nX: Born 1964 to 1981\nMillennial: Born since 1981\n\nWhat this means, in general is, current donors are starting to age out, and access to new donors— Generation X and Y (Millennials) will be needed. And generation X and Y give differently than Baby Boomers.\n\n
- Quick summary. Do something, now. Don’t wait until you’re desperate. Online donations can take time and energy. Just like many things online, you have to cultivate trust, loyalty, and activism. Some people may give because of your offline reputation, but for many, you’re just introducing yourself. \n\nThe other key component of starting now (soon) is to give yourself time to test what works and get in the habit of measuring results. We’ll get back to metrics later.\n
- We’ll hit most of these quickly. \n\n1) Make Sure You Are Legal\n2) Decision on Processing Credit Cards\n3) Collecting Data: As Little as Required\n4) Metrics and Measures\n\n
- Many of the 40 states requiring registration will accept the Unified Registration Statement (URS)— an alternative to filing state registration forms in cases where covered charitable organizations are soliciting contributions in multiple states.\nWe’ll address this more later, but some credit card processors extend their coverage to you. They maintain state registrations in all states, so that you don’t have to. Network for Good does. I believe PayPal, Google Checkout. But you should check with the vendor.\nThe Charleston Principle:State registration is a concern and a consideration, but nothing to be put off by. Generally speaking, the Charleston Principle applies for most states. Meaning your primary consideration is: (1) Register in the state you reside. This registration covers all types of solicitations, mail, telemarketing, then online solicitations. The direct one to one/targeted solicitations are generally what is of concern, and most online donation forms don’t qualify as direct solicitation. So you’re good. (2) Register in any state that you explicitly target for appeals. So if your mailing list targets Wisconsin and Minnesota, register in both states or use a vendor that covers you.\n\n
- In general, let’s just say that processing credit cards can be complicated. Far more complication than what the average nonprofit wants or needs to deal with. So to simplify the process, to a degree there are what I consider three large groupings of services:\n\nNonprofit Donation Services\nNetwork For Good: http://www1.networkforgood.org/\nJustGive: https://www.justgive.org/\nFirstGiving: http://www.firstgiving.com/\nGlobalGiving: http://www.globalgiving.org/\nCauses: http://www.causes.org/\n\nCommercial Services\nPayPal: https://www.paypal.com/\nGoogle Checkout: http://checkout.google.com/\nAmazon Donations: https://payments.amazon.com/sdui...\n\nSoftware Solutions (Hosted and Desktop)\nDemocracy In Action's Salsa: http://www2.democracyinaction.org\nCivicCRM: http://civicrm.org/\nSalesForce: http://www.salesforce.com/\nBlackbaud: http://www.blackbaud.com/\nConvio: http://www.convio.com/\neTapestry (Blackbaud Aquired): http://www.etapestry.com/\nWild Apricot: http://www.wildapricot.com/fundr...\n\nWe are going to Primarily talk about Nonprofit Donation Services and we may stray a little into the Commercial Services as well, since those are the easiest and quickest ways to get started with online donations.\n\n\n
- I frequently say, “just do it”. And this is true for a number of things; but this doesn’t just mean do things willy-nilly. But the fear of failure that makes a number of nonprofits incapable of making decisions. Being frozen in fear, being indecisive is worse than saying no.\n \nThat said, while I maybe encouraging you to a leap, those leaps are the equivalent of standing, not diving off a cliff. In this context, there should always be a plan, even if its minimal, and the knowledge that you may fail, but that’s alright.\n\nWhat does this have to do with metrics? Well, you can’t really succeed without metrics. You need something to measure. We had 25 RSVPs for a room that seats 20. We had 50 volunteers, we were hoping for 15. We got 5 donations this month. We were hoping for 1. Metrics allow you to measure a plan and provides feedback on whats working or not working.\n
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- The nonprofit online donor services typically serve two primary functions— to make it easier for nonprofits to collect and manage donations while complying with various regulations, including security; and two providing potential donors a charitable bazaar/mall of sorts. It provides ease of access, background information, and a convenient relationship with those who want to give. \n\nThese sites process credit cards for you, but also serve the donor and their need for privacy and security.\n
- The Commercial Services also offer convenience, privacy, and security as well, but additionally they offer flexibility. Typically, on top of processing donations they will also process sells— so memberships, events, products, publications, etc. They are at their heart ‘credit card’ processing services. Processing donations is just a natural component or side venture (depending on your perspective).\n
- Network for Good is the powerhouse. They merged with GroundSpring, which was a Tides Foundation project/service for providing fundraising services. They offer a free/light version, two paid versions, and additional services such as email and events.\n\nTheir email services are powered by Emma, which you can learn more about at myemma.com\n\nTheir event services are powered by GiveZooks, you can learn more about at GiveZooks.com.\n\nTheir services are designed to grow with you. So you can start with the Lite version, move up to the standard version, then graduate to the Deluxe version as you grow and your needs expand.\n
- Personally, JustGive is a favorite service of mine. Purely for simplicity. It’s dead simple to get set-up. If you are a registered 501c3 nonprofit, who has filed a Form 990 before. You are in their database, which is leased from GuideStar. You create an account with your EIN and you are ready to go.\n\nNow the downside is, they don’t give you much room to grow. Once you’ve adjusted to collecting donation, and have started receiving them regularly, you may decided that JustGive no longer meets your needs.\n\nThat said, we typically start clients out with both Network for Good and JustGive, because its more bang for your buck. People can donate through the vendor THEY trust more or already have an account with, and a custom landing page on your site can override the need for buying/purchasing customized services from the vendor.\n
- A third vendor that should be looked at, especially if you have been working to build a strong community via social media, like Facebook or Twitter is Causes. If you have a Facebook fan page, and you are using social media and you have a growing community (200 or more fans or followers), than you should consider “ADDING” causes to your efforts.\n\nI wouldn’t recommend it to replace Network for Good, Just Give or even PayPal or Google. But it does make a great addition for types of campaigns like birthday gifts, member/fan driven fundraising, etc.\n
- It sounds simple and it pretty much is. You can start accepting donations tomorrow with most of these sites. Two steps will get you up and running. Create an account, then place a Donate Now button or option on your website. That’s it.\n\nNow the caveats (cav • e • oughts). Setting your site up to accept donations is only your first step.\n
- Sorry! Yes! Just step 1.\n
- So remember when I said, take a leap of faith.\nYeah, that leap was the equivalent of a stand. Make a decision, get up and get started, or remain sitting on the sidelines. But once you’ve stood. We want you to stretch out your back. Get your feet a little wet, so you get better understanding of what’s needed to make online donations work for you. Take small steps to you have a better understanding of your needs, your abilities, your focus, and how to build towards it.\n\n
- The first step is a button. The next step is set some simple goals. Don’t be afraid if you don’t meet them. Make them small, make them starter goals, then start thinking about what needs to be done to make them happen.\n\nSo once the donate now button is there, you can say. I want 50 people to click on the link per month, and 10% of them to donate. It’s a small goal. It’s a measurable goal. But it may be totally unrealistic, but now you have the chance to learn.\n\n\n
- The first step is a button. The next step is set some simple goals. Don’t be afraid if you don’t meet them. Make them small, make them starter goals, then start thinking about what needs to be done to make them happen.\n\nSo once the donate now button is there, you can say. I want 50 people to click on the link per month, and 10% of them to donate. It’s a small goal. It’s a measurable goal. But it may be totally unrealistic, but now you have the chance to learn.\n\n\n
- Your dealing with people not sheep. You can try to herd them into a single direction, but it’s most likely they won’t all go.\n\nPoor relationships with constituents eventually translates into lost revenue, greater costs\n
- Your starting a process. It’s well worth understanding, comprehending, drilling into your head and your organizations fiber that “You are starting a process.”\n\nThis is important to understand, because your organization may grow, retract, grow again. Your needs will change, you’ll have new stories to tell, and new donors/listeners to tell them to. \n
- Just as with Email Campaigns, you want to look for these five overarching things, then the feature set you organization needs.\n\n
- These are typically tools to grow into. These tools offer full fledge solutions, that you pay for upfront. Which means, ideally you should have a full scale fundraising strategy in place. You should understand how your mail campaigns and face-to-face donor meetings, telecommunication strategy, and social media strategy fit in with online giving. How do they meld, how do they differ. What’s the difference between the target audiences. Is your mailing list the baby Boomer generation and your online giving generation x or y?\n\nTypically, if you can’t answer those questions and similar ones, you aren’t ready for these tools; and you maybe wasting money and resources to jump to them. Now, that hasn’t stopped a number of nonprofits from jumping. But I’m a big advocate for walking before running.\n
- Landing pages SHOULD become your friend in your goals to increase online donations.\n\nthe better your landing page for donations, the more conversions* you’ll get (donor dollars), you’ll start building trust, and others will start working for you to increase your donations, value, and trust in the world. That’s the ultimate goal, when a donor decides that just giving isn’t enough and independently (using tools you may provide) decides to solicit donations on your behalf.\n
- What did we learn?\n
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