These trends presentations are something we serve to our strategic retainer clients on a regular basis, in depth, personalized and as part of a results oriented strategy conversation. These are the trends in Nonprofit Digital Fundraising for winter 2016.

1. Trends in Nonprofit
Digital Fundraising
Winter 2016

2. 2
Agenda
Dolores
McDonagh
Principal Consultant
Unsubscribe
Management
A Giving Day
Report Card
Amy
Martin
Sr UX Designer
Expanding the
Definition of UX
Sue
Dalos
Principal Consultant
DIY Marketing:
Investment
Required
Jett
Winders
VP, Strategic Services
On-Demand
Support to Boost
Fundraising
Dolores
McDonagh
Principal Consultant
Start a Trend:
Sustainer
Upgrade
Program

3. Our purpose is to connect
nonprofit fundraising and
communication priorities to
digital technology and platforms

4. 4
Quarterly Series of Presentations
Trends in Digital
Fundraising
Platforms &
Technology
User Experience
& Analytics

5. 5
Projects & Results
UX /
Analytics
Platforms
Trends
How we use this information

6. Unsubscribe
Management

7. 7
• First time online donors and email
registrants present an opportunity to
develop a relationship.
• But many new constituents unsubscribe
from email at the time of registration
• Others unsubscribe over time through
interactions with emails
• Maximizing engagement of existing
constituents is more cost effective than
acquiring new emails
• Measure your unsubscribe rate from new
email submissions by source
• Review your opt-in/opt-out user experience
on form submission
• Stay ‘top of mind’ with those who have
already unsubscribed
• Digital Re-targeting through Facebook
and Google
What is it? How to respond
Maximizing New Email Addresses

8. 8
Easy to measure
• What % of last 30 day new emails are unsubscribed?
• Identify areas for improvement
Source Opt In Opt Out Grand Total Opt Out %
Advocacy 5838 32 5870 1%
Donation Forms 2543 284 2827 10%
Survey 3138 583 3721 16%
Event 16 38 54 70%

9. 9
Evaluate your Unsubscribe Experience
Generic Opt-out opportunity
Provide a reason to stay
subscribed
No Opt-out opportunity

10. 10
• Target problem forms
• Test alternate user
experiences
• Use interests to allow
customized email delivery
• Topics
• Frequency
• Unsubscribed emails are
receiving NO email
communication stream
• Look beyond email to target
and engage digitally
• Many are otherwise engaged
donors / participants
Prevention Re-activation
Take Action

11. 11
Re-Activation Process - Immediate
AR & TY Page Welcome Series
Ongoing
Stewardship /
Campaigns

12. 12
Re-Activation Process – Over time
Unsubscribed
Emails
Google /
Facebook
Audience
Targeting
CTA:
Pledge
Email ‘Re’ Sign-up
Donation
Welcome (Back)
Series
Ongoing
Stewardship /
Campaigns

13. A Giving Day Report
Card

14. 14
• Single Focus Day of Giving, usually
including some element of competition
or matching grant incentive
• Originally created by Regional
Foundations then successfully adopted
by Colleges & Universities to reach
audiences untapped by traditional
tactics
• Mixed results outside of these early
adopters
• Think strategically about how a Day of
Giving would fit into your overall
program
• Manage early expectations – Giving
Days can take multiple years to hit
their stride with your donors
• Resist trying to put a square peg into a
round hole – adapt only tactics from
other markets that will fit your
audience
What is it? How to respond
A Giving Day Report Card

15. 15
Foundation
Sponsored
Days
Blanketed media
coverage
Local Pride
Cash incentives for local
charities to participate
Benefactor/Beneficiary
Partnership
College &
University
Successful leveraging
of competition
between Departments
Inserting a ‘leapfrog’
technology into a
fundraising vacuum
Regional Social
Group
Blanketed Media
Coverage
Strong Matching
Message

16. 16
Successful Giving Day
1. Realistic + Clear Goal Setting
• Financial
• Awareness
• Other Organization Priorities
2. Strong Value Proposition – Why give today?
• Financial Incentive: Matching Gift/Local Competition
• Dedicated Project
• Community Effort – “Herd Effect”

17. 17
Successful Giving Day
3. Broad Visibility for Day
• Social Ambassadors
• Earned Media
• Celebrity/Corporate Promotions
4. Community Activation
• Strong Email, Site and Social Media Promotions
• Strategic Engagement of Social Ambassadors

18. Expanding the
definition of UX

19. 19
User Experience
Just as responsive design is no longer an option
with the rise of mobile devices, neither is ignoring
the importance and value of user experience in
every aspect of your organization

20. 20
• Meeting the exact needs of your end-
user through each interaction
• A seamless experience that
encompasses all of the senses
• Forms a user’s perception of the
whole entity
• The coordination of interface
elements to allow the best possible
interaction
• Responsive design - Ensuring web
properties are universally consumable
across ANY device
• Know thy audience – Personas
• Embrace flashy, new functionality only
if it makes sense for YOUR audience
• Web Accessibility
• Test - Anyone familiar with your org can
be a “tester”
What is it? How to respond
Expanding the definition of UX

21. 21
Personas
• Strategically connect with each of your audiences
• Internalize the donor you are trying to attract
• Relating to her/him as a human being
By understand the motivations and needs of your
audiences you can provide better information, services
and user experience, resulting in greater retention,
engagement and support from your constituents.

22. 22
Personas in Action: Easter Seals
Existing Easter Seals Client
Needs & Expectations:
• Stay up to date on cerebral palsy research
• Learn about new treatment options and find local
facilities providing occupational therapies
• Read general disability news and legislation
• Be as self-sufficient as possible using assistive
resources
• Learn more about becoming an Easter Seals
volunteer

23. 23
Accessibility
• W3C compliant entities
• Optimize for those with visual, physical and cognitive disabilities
who may use assistive technologies
• Design aesthetics AND code
• Font style and size, color palettes
• Code accordingly for screen readers, etc.
• Site functionality
• Google LOVES compliant code (It boosts crawling results!)

24. 24
• Paid Services
www.usertesting.com
• Observing and
listening as real people
use a design, then
iterating based on
results
Good Better
Testing Your UX
Best
• 5 Second Usability Test
• Remote testing via
screen sharing
• User testing at donor
events and organization
meetings

25. DIY Marketing:
Investment Required

26. 26
True or False
DIY…
• Requires no marketing
• Requires no staffing or internal resources
• Requires no cultivation and stewardship
• Requires no communication or coaching plan
• Means ‘Build it and they will come’

27. 27
True or False
DIY…
• Requires no marketing
• Requires no staffing or internal resources
• Requires no cultivation and stewardship
• Requires no communication or coaching plan
• Means ‘Build it and they will come’

28. 28
True or False
DIY…
• Requires no marketing
• Requires no staffing or internal resources
• Requires no cultivation and stewardship
• Requires no communication or coaching plan
• Means ‘Build it and they will come’

29. 29
• Recruitment
• Engagement
• Retention
• Marketing Channels
• Content
• “Blend giving with Living”
• Data Analysis & Audience Segmentation
• Autoresponders / Coaching Strategies
• Participant Center & Tools
• Milestones / Achievements
• Event Experience
• Recognition & Stewardship
What is it? How to respond
DIY Marketing: Investment Required

30. 30
Panda Nation launched “Wear it
Wild” this past October to
connect Halloween and raising
funds.
Fundraising campaign within a
DIY program.
Creative. Different.

31. On-Demand
Support to Boost
Fundraising

32. 32
• On-demand phone, chat, email
• Emerging
• Social
• Self-service tools
• Proactive Support Experiences
• On-Demand Support is for your most
committed, most valuable
constituents
• Evaluate Current Support avenues
• Evaluate what your current support
expense
• You are already paying for support
either through staff time,
technology, or lost fundraising
• Ensure support accessibility for key
activities
• Make a donation, Register, PC tools
What is it? How to respond
On-Demand Support to Boost Fundraising

33. 33
Support users raise and donate more
• Participants utilizing chat or email support raise nearly 5x more those
who don’t
• 2x more likely to make a self pledge, 3x more likely to update personal page, 4x
more likely to send emails from the PC
• Donors utilizing chat or email support give nearly 2x more than those
who don’t
• Support is about empowering your TOP Fundraisers and Donors!

34. 34
Self-Service Tools
• 43% of users feel they can solve their own service
issues if companies put better self-service tools in
place.
• 62% for the 18-24 year old crowd.*
• 91% of people said they would use an online
knowledgebase if it were available and tailored to their
needs**

35. 35
Self-Service Tools
Searchable FAQ page one way to empower your
supporters to quickly find answers to their questions
• Increased Fundraising and Registrations – participants
who can quickly and easily find answers to their own
questions are more likely to register, donate or fundraise
• Reduce Cost – fewer constituent questions means less
staff time spent responding to inquiries

36. 36
Pro-active Chat
• Allows for a chat window
to display to a user who
sits on a designated page
for longer than a set
period of time or upon
exit of page

37. 37
Social
• 1 in 5 consumers report using social media for
customer service in the past year
• Your customers are using these channels for more
than marketing whether or not you are

38. Start a Trend
Sustainer Upgrade
Program

39. 39
• Traditional donors are asked to increase
their annual gift through a variety of tactics
• Sustaining / Recurring donors set their
amount once and give in perpetuity at
same amount
• Technology limitations
• Emphasis on longevity, not lifetime
value of donor
• Testing with some clients reveals sustaining
members give LESS over time without
upgrade opportunities
• Develop upgrade program to
encourage sustaining members to
increase their gift amount
• Luminate Online opportunity to
leverage technology for online upgrade
experience
• Low tech call-to-upgrade potential
What is it? How to respond
Sustainer Upgrade Program

40. 40
The Opportunity
• Sustainer donations grew 16.8% in 2014 –
2x the overall growth rate of 8.07%
• Sustainer revenue now growing to 8.5% of all
online revenue from donations
• An upgrade program can lift sustainer revenue
by 5-10% annually
*2014 Luminate Benchmarks

41. 41
Luminate Online API User Flow
Annual Upgrade series – 3 messages - global message or anniversary based

42. Questions?
info@charitydynamics.com