3. Why hjc?
• 20 Years Experience in Online
Fundraising and Integration
• President, Michael Johnston one of
the first online fundraisers
• Working with some of the world‟s
biggest and most demanding org’s
• Constantly pushing the nonprofit
sector online – new innovation, tools,
concepts, techniques
• Created the first ever multi-
lingual/multi-currency social network
fundraising campaign
11/12/2012 Online Fundraising - Jump Seminar 3
5. Dressing for success
Make your organization easy to find
Make your website and all forms user-friendly
Go to where your constituents are on the web
Make your communications engaging and relevant
Vary the call to action
Integrate across all organizational activities and channels
Target your ask – segmentation and tracking are key
Custom landing pages and donation forms
Engage new supporters immediately
Make it viral – give supporters the space to have their own
conversations and tap into their own networks
Continuous, dedicated investment to the channel
11/12/2012 Online Fundraising - Jump Seminar 5
6. The Basics: Homepage
Prominent,
strong ask
button
Email capture
opportunity
Offer different
opportunities to
give from the
The homepage homepage – tribute
belongs to the entire / monthly, etc.
organization yet
everything is
clean, clear and
visible
11/12/2012 Online Fundraising - Jump Seminar 6
7. The Basics: Giving Forms
uses
images
affirmative
statement
different forms
for different
types of giving
monthly giving
ask is prominent
11/12/2012 Online Fundraising - Jump Seminar 7
8. Donate
options clear
from the
home page
11/12/2012 Online Fundraising - Jump Seminar 8
9. What makes a good homepage?
• Donate button
• Focused call to action
• Clean, visually appealing, on brand
• Easy to navigate, user friendly
• Contact info
• Readable font, ability to increase font
• Up to date info
• Mission statement, org history
• Explaining updates to site
• Photo/copy balance
• “search” option/site map
• No Flash on main page
11/12/2012 Online Fundraising - Jump Seminar 9
11. Start at the beginning - Email collection
• Consistent collection through the website, online
registrations, awareness & education outreach,
donations, etc. should continue
• organizational consensus on accepted
practices/business rules will drive how people opt-in
– Some organizations will use a separate opt-in for various
channels – phone, email, mail
– Best practice would be to set the rules for general contact
– If there is a phone support option for events then offer a
separate opt-in for this
11/12/2012 Online Fundraising - Jump Seminar 11
12. E-newsletter sign-up
on the website
Welcome
User Visits
Email / First
Website
e-news
Confirmation
Email / Enters email
Additional address
fields
Thank You /
Notification
page
11/12/2012 Online Fundraising - Jump Seminar 12
13. Why an eNewsletter?
• Helps grow the email list
• Key and inexpensive means to communicate with
your supporters
• Provides a degree of interactivity for the user
• Gives up to date and constant information to
supporters who want to learn more about the
organization
• Share success stories and allow people to learn
how fundraising dollars are spent
• Stewards supporters in preparation of a
fundraising ask – makes supporters feel
comfortable with emails from your organization
11/12/2012 Online Fundraising - Jump Seminar 13
14. Email acquisition from the homepage
Subscribe to our newsletter Stay informed Participate Act 1. “Like 3 million
internet users
worldwide, you‟ll
receive free
news and calls to
action from
Greenpeace
several times a
month.”
2. “Click here to
close this
window and visit
the Greenpeace
France website
without
subscribing. You
can subscribe
anytime by
clicking the
„Subscribe‟
heading in the
navigation.”
11/12/2012 Online Fundraising - Jump Seminar 14
15. • Inclusive across the
entire organization
• Interactive
elements
• Clearly defined
areas for
information, events,
news stories
11/12/2012 Online Fundraising - Jump Seminar 15
16. “If you want to have high
performing web pages
make sure that:
1. You have a clear
understanding of
what the purpose of
that page is.
2. You have a clear
understanding of
what drove visitors
to the page and
what they wanted to
accomplish.”
- Source: Avinash
Kaushik, 4Q creator
and analytics
evangelist for Google
11/12/2012 Online Fundraising - Jump Seminar 16
17. A few more of hjc’s content tips
• Create a seamless giving experience for a visitor
to the website
– Use inspirational and explicit outcome statements
throughout the website
• Connect stories with a call to action
– Integrate within website stories – patients, donors,
recipients, etc.
– Include a call to action near the beginning of a story
– Explain the problem and the solution within the 1st
couple of paragraphs
– By integrating call to actions within a story, the
reason for donating will sound more authentic and
seamless throughout the website
11/12/2012 Online Fundraising - Jump Seminar 17
18. What does this mean for you?
• Users will not read your content
thoroughly
– Sure, some will read more than others, most
will scan
• The 1st two paragraphs need to state the
most important information
• Use standout words as subheadings and
within paragraphs to catch the user
scanning down the left had side
11/12/2012 Online Fundraising - Jump Seminar 18
19. • If it is too complicated, cumbersome,
intimidating or ugly no one will use it.
• If it is too bubbly, cute, fun, flashy or
impractical no one will trust it.
• Think about your experiences buying,
registering and donating online.
– What do you like ?
– What do you dislike?
11/12/2012 Online Fundraising - Jump Seminar 19
20. Mike Johnston
• Present
– President, Founder, Senior Consultant at hjc
• Past
– 25 years in fundraising
– Written 4 books in AFP Fund Development Series
– Fundraised in over 40 countries
– Chair of only global charitable online lottery
– Founding board member and Education Chair of
the E-philanthropy Foundation
– Written over 60 industry articles and research
papers
11/12/2012 Online Fundraising - Jump Seminar 20
22. Online Fundraising – The Numbers
Online Giving in the US alone surpasses $15 Billion in
2009 and globally surpasses $30 Billion!
Source: Ted Hart / Harvard University Initiative on Social
Enterprise
Up from $10 Million in the US in 1999
Online giving accounted for just over 5% of total giving to
charities in the US during 2008 steadily growing year after
year
16% of new donors and 27% of new revenue came from
online sources in 2008
11/12/2012 Online Fundraising - Jump Seminar 22
23. Why Online Matters
Which channel do you think will be most important to your
annual/regular giving program in 10 years?
4%
7%
14%
Online
Events
Face-to-face
Direct Mail
Phone 14%
61%
11/12/2012 Online Fundraising - Jump Seminar 23
24. Who is the Online Donor?
• Online donors are younger and have higher
incomes than traditional direct mail donors.
• recent donorCentrics study found that 11% of
online donors were under 35 compared to only
3% of offline donors in that that age group.
11/12/2012 Online Fundraising - Jump Seminar 24
25. The Online Donor
• 34% of online donors earned over $100,000 annually
versus only 24% of offline donors in the same income
range.
• Target Analytics found that 37% of the donors acquired
online in 2006 who gave in both 2007 and 2008 never
gave online again in either of their subsequent years of
giving after their acquisition year
• Acquire Online, but renew with Phone or Mail.
INTEGRATE!!
11/12/2012 Online Fundraising - Jump Seminar 25
44. Social media is #1 online
activity
Source: comScore Media Metrix, March 2007 - October 2011
45. Popular across generations…
GEN Y BOOMERS
•Trendsetters •Frequent
•Early Adopters internet users
•Willingness to try •Less likely to upload
new social networks Videos or listen
to podcasts
GEN X CIVICS
•Similar to Gen Y but •More passive on
not as quick to adopt social media
•More ‘regular’ users •50% using Facebook
of LinkedIn and YouTube
45
47. 4 steps for social media success
1. Make sharing easy
2. Empower your supporters
3. Communicate regularly
4. Measure, refine, repeat
47
48. 1. Make sharing easy
• Add sharing buttons to your website,
emails, all collateral so people know
where you are
48
49. 2. Empower your supporters
• Give them clear direction on how they
can help
• Give them tools to help raise
awareness/money/goodwill/loyalty
through social channels
49
50. 3. Communicate regularly
• Social media has got to be “all in”
• Keep the “social” in social media, can’t just push your
organization’s content, need to engage in a dialogue
• Reserve time to monitor your social media channels on
a regular basis
• Respond to comments or questions made by your
followers on your posts
• Ask logical, relevant questions of your followers in posts
• Repost/retweet interesting relevant posts from others
engaging with you on social media
• Keep your social media activities going year-round
50
52. 4. Measure, refine, repeat
• Shocking how many orgs go through the
trouble of a social media strategy with no
plans to track its success
• Track everything you can to the best of your
ability
– Messaging: polls, photos, positive/negative
sentiment
– Social cues: likes, shares, retweets
– Fundraising: donations, registrations
– Website: pages/visit, time on site, bounce rate
52
53. Social media summary
• Your constituents are on (multiple) social
media networks, are you?
• 4 steps to social media success
1. Make sharing easy
2. Empower your supporters
3. Communicate regularly
4. Measure, refine, repeat
53
(64% of US adults qualifiedAbout 148 million donors)Pie Chart size represents size of ADULT population for that Generation(Animated- Matures First) Matures have the highest percentage of donors. Highest yearly average donation, and, the highest aggregate projected donation. But, they are our smallest population and have one of the smallest actual number of donors by Generation . Plus, by virtue of their age, their lifetime potential is dwindling. Boomers average yearly donation is smaller than matures, but have a high percentage of donors, and given their population size, actually generate more in dollars than any other generation. Our Gen Xers, the next largest population actually generate more than Matures, due to donor population size. Their average annual contribution is lower vs. older groups, but still impressive. Plus, their lifetime potential is much greater. Gen Y is more about future potential, with over half currently donating, posting annual contributions averaging about $340, generating over $28 B a year. Another trend we see is that younger generations give give to fewer charities, but when they give, they give similar amounts as older donorsSpend a lot of time focused and soliciting these groups (point to Matures), But the vast majority of the donor universe are Boomers, Gen Y and X – represent huge opportunity in terms of sheer numbers, and will only get more valuable (from a dollar perspective) over timeHence as a fundraiser, if you have the ability to attract them, they can be economic in current terms, and of course constitute higher potential life time value, plus contribute to outreach due to their social networks/ peer influence.Hence as a fundraiser, if you have the ability to attract them, they can be economic in current terms, and of course constitute higher potential life time value, plus contribute to outreach due to their social networks/ peer influence.Question wording:Q4. Approximately how many nonprofit organizations and charitable causes have you donated to in the past 12 months? Q6. Approximately how much do you give in total each year to all charitable or cause-oriented organizations, excluding your school and place of worship? Blue numbering in the table on the right indicates significance at the 95% confidence level
While pluralities to majorities of each age cohort plan to maintain their current level of giving to their top charity A higher proportion of younger donors plan to increase their donations to their top charity next year Older you get, more likely to maintain the status quoQ21: Are you likely to: Increase your donation next year, decrease your donation next year, continue giving the same amount next year.
Time to Give BackJust starting out, don’t have a lot time or money to giveAt point in life where would like to increase my $/time commitment to charityWhat’s In It For Me?Like promotional give-awaysLike to support through social events. (i.e. parties, runs, etc)Online ConnectionPromote through social networks Visit a website prior to supporting
Random, Peer Motivated SupportMost of the charitable giving is random (who asks, emotions)More likely to support a charity when friends/family ask vs. the charity Time vs. MoneyVolunteering is a priority for me Can make more of a difference volunteering my time What’s In It For Me?Like promotional give-awaysLike to support through social events. (i.e. parties, runs, etc)Online ConnectionPromote through social networks Visit a website prior to supporting
Random, Peer Motivated SupportMost of the charitable giving is random (who asks, emotions)More likely to support a charity when friends/family ask vs. the charity Time vs. MoneyVolunteering is a priority for me Can make more of a difference volunteering my time What’s In It For Me?Like promotional give-awaysLike to support through social events. (i.e. parties, runs, etc)Online ConnectionPromote through social networks Visit a website prior to supporting
Random, Peer Motivated SupportMost of the charitable giving is random (who asks, emotions)More likely to support a charity when friends/family ask vs. the charity Time vs. MoneyVolunteering is a priority for me Can make more of a difference volunteering my time What’s In It For Me?Like promotional give-awaysLike to support through social events. (i.e. parties, runs, etc)Online ConnectionPromote through social networks Visit a website prior to supporting
Lot of information on this chart. Two most common ways to “give back” are what I know some of you refer to as “tipping” – leaving a buck for charity here or there at the supermarket, etc; and of course check by mail. But what I really want to focus on is some of the generational differences. Gen Y most likely to give in small ways -- $1 at checkout type of gift. No one prevalent channel beyond that -- as likely to give via website as check, same numbers at gift shop, event, etc. More than 1-in-10 say they have participated in mobile philanthropy. Giving thru SM more prevalent than other generations, but still small. Gen X true multi-channel givers -- more likely to give through many of these channels than other generations. Most likely to make online donations (though still a little less than good old check). Both X and Y more likely to participate in something like Gap Red campaign where part of the proceeds fr third party vendor purchase goes to charity. In focus groups we heard that this is a way that they can easily and affordably be charitable. Win-win (i.e. Gap – “I shop there anyway, and it’s a way to feel good”). X using monthly debit more than other cohorts. –NOT REALLY -- THE DIFFERENCE IS WITHIN THE MOE Matures (and Boomers) most likely to mail in a check. A third of Matures have made tribute gifts. More have given via phone solicitation than other generations (though still just a quarter).Q7: Which of the following giving methods have you used in the past 2 years (select all that apply).Bold numbering in the table on the right indicates significance at the 95% confidence level
Direct donation most prevalent, but more likely to be first form of support as age Y (followed by X) more likely to check out the charity’s website as a way to get involved. Also more likely to attend an event and volunteer. Finally, Y most likely to promote charity to others through email, FB, etc. Suggests that younger groups need to go through one or more cultivation steps to build a relationship that can lead to a financial transactionQ12: When you first learned of [Top Charity], in what ways did you become involved with the charity/group? Blue numbering indicates significance at the 95% confidence level
Fundraising is profoundly multichannel
Message/channel integration is a more urgent priority than ever.
Social media can seem overwhelming. Don’t worry, focus on 1 or 2 key sites to start. Most orgs that would be more than sufficient.
Source: Next generation of Canadian givingHeavy internet users, eager to stay connectedTrendsetters and early adoptersWillingness to try new networks but have preferencesMost willing to connect, promote, and donate to your charity via social mediaMost active group on Facebook, Twitter, Foursquare, Flickr, Delicious, Google Buzz, YouTube, MySpace, Digg
18.5 Million Canadians on Facebook. (source: socialbakers.com) 70% of online population
On average sharing your site with a comment is typically worth over 100 likes on an organization’s own Facebook page. This is because an organization is only talking to the people who like them and relying on comments or shares to reach new audiences, where as an individual is sharing directly with their audience, which averages 130 people.
Tools also available to schedule all your posts in advance. Removes some of the work, but must remember to actively monitor!
None of this is as important as the content you produce
