Kimbia: Sustaining Giving Made Easy With Technology
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This document is a summary of a webinar hosted by Kimbia about sustaining donors. It introduces the presenters and provides an agenda for the webinar that includes discussing communication workflows, best practices for setting up donation forms, making it simple for donors to give again, different payment types and managing donations, and measuring performance. The webinar focuses on automating communications, segmenting donors into groups, using technology like dynamic donation amounts on forms, reducing barriers for repeat donors, offering various payment options, tracking sustaining donor metrics, and setting goals to improve performance over time.
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Kimbia: Sustaining Giving Made Easy With Technology
- 1. Fundraise Faster. Est. in Austin, TX 2007
- 2. Week #2 Sustaining Donors: Make the Most of Your Campaign With the Right Technology #kimbiawebinars Gather around the campfire
- 3. Hello! • Nickname: “T-Shank” • Sr. Manager, Product Mktg @ Kimbia • Peer-to-peer Boss Lady • Nonprofit tech nerd and writer • Coffee, kids, wine • Follow @tshankcycles • Nickname: “Yoda” • Sr. Principle @ Kimbia • Strategy Ninja and Goddess • Nonprofit tech nerd and writer • Puppies! Who doesn’t love puppies! • Follow @miriamkagan Miriam Kagan Taylor Shanklin #kimbiawebinars
- 4. Kimbia provides an all-in-one solution for... Online Fundraising Event Registration Peer-to-Peer, Team & DIY Fundraising Giving Days / Crowdfunding Custom Forms #kimbiawebinars
- 5. Recap: Week 1 of Sustainer Summer Camp Sustainer Models How to Prospect Conversion Pathways Offering Incentives #kimbiawebinars
- 6. Agenda #kimbiawebinars Communication Workflow Best Practices: Setting Up Your Forms Make it Simple to Give Again Payment Types & “Managing It All” Measure & Track Q & A
- 8. Automate Communications #kimbiawebinars • Plan & Automate • Set Up A Calendar/Schedule • Use Your Email Marketing Provider’s Scheduling Tools • Use Social Scheduling Tools like Hootsuite or Buffer • Set Up Thank You Message Autoresponders from your Online Fundraising Provider
- 10. Prospect, then Segment Levels/Donor Groups #kimbiawebinars RECENCY FREQUENCY MONETARY SUSTAINER PROSPECT UNIVERSE If gave $50 in past 12 months, place in Group 1 Receives Ask amounts Level 1 If gave $500- $1000 in past 12 months, place in Group 3 Receives Ask Amounts Level 3 If gave $100 - $250 in past 12 months, place in Group 2 Receives Ask Amounts Level 2 If gave $1000+ in past 12 months, place in Group 4 Receives Ask Amounts Level 4 Different Messages for Different Donors
- 11. Segment Levels, Show Impact #kimbiawebinars
- 12. Technology On Your Forms What are the possibilities? #kimbiawebinars
- 13. Ask Amounts: Dynamic Impact #kimbiawebinars
- 15. Make Options Easily Accessible and Appropriate For the Ask #kimbiawebinars
- 16. Not Just for Everyday Giving Donation Forms #kimbiawebinars Peer-to-Peer and DIY Fundraising Campaigns Giving Tuesday and EOY Campaigns Giving Days
- 17. Make it SIMPLE. #kimbiawebinars 1, 2, 3 – Voila!
- 18. Reduce Clicks & Remove Barriers #kimbiawebinars • Repeat donors can give again faster • Two simple steps: Name & Zip code, click to donate • Secure information always remains with your payment gateway
- 19. Improve donor experience with faster transactions for returning donors • Keep it simple for your loyal, returning supporters • Pre-fill ID = Kimbia data tag containing interaction history data • Pre-fill form with donor details such as name/email Effective Results with Smart Data & Pre-fill ID
- 21. Offer wide variety in payment methods #kimbiawebinars
- 22. Tips for Managing Sustainers #kimbiawebinars • Run Reports: Use your online fundraising platform to identify donors who are close to CC expiration • Set up automation • Automate segment to build on a weekly or monthly basis and re-build the group that includes those who are a month away from CC expiration • Send automated emails to that group • Remind people their CC is about to expire • Send them a link to update their CC in your online fundraising system
- 23. Measure & Track #kimbiawebinars What is working and what isn’t?
- 24. Review Sustainer Performance #kimbiawebinars • Run reports to keep track of successful transactions • Run reports to see if sustainer are engaging in some other way with your organization • Upgrades: review who has been giving regularly for 2+ years and create upgrade program (think back to simple pay) • Create a major donor conversion funnel
- 25. Set Goals #kimbiawebinars • Determine what % of your file should be on a sustainer path. If you are not sure, set a realistic goal and work towards it. • Determine what % of your sustainers should be active 12 months from now. Understand key reasons that goal is not being met and measure it. • Determine by how much you’d like to upgrade sustainers. Test campaigns to upgrade.
- 26. Gather Back at the Campfire for Week 3 of Summer Camp on August 9 at 1pm CT. Register at Kimbia.com Thank you! Follow us on Twitter #kimbiawebinars @Kimbiainc @miriamkagan @tshankcycles Want to learn more about working with Kimbia? Sign up for a demo at: http://www.showmekimbia.com
- 27. Q &A Ask us now or send an email to kim@kimbia.com #kimbiawebinars
Editor's Notes
- Taylor opens up
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- Taylor Here at Kimbia we specialize in online fundraising and our online tools are all built around the principle of provide the absolute best donor experience. We do that through general online fundraising forms, event registrations, Peer to Peer, Giving Days and custom forms you may need for some other purpose like a donor survey.
- Taylor Last time we laid the ground work and talked about general guidelines in setting up a sustainer program, from choosing a model, learning how to prospect, we talked about how to then convert those prospects and discussed what you could be thinking about in terms of offering incentives for your program. This week we want to build upon that and get techy and talk about how to use techology to make all of that easier.
- Taylor We will teach you how to identify recruit and make the offer through a series of steps today. First we want to talk about and define the various sustained giving models because it’s not black and white. Then we will go prospecting and teach you how to look for great potential sustainers. After we find some prospects, we are going to talk about how to convert them into sustained donors, and finally we will wrap it up with some good ol Q&A at the end.
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- Taylor This is an example calendar of what a sustained giving communication calendar (over the course of let’s say a month-long campaign) should look like. This includes both the appeals (as part of your campaign), but I also outlined the automated workflows that should be in place which go out to those who sign up to become a sustainer. If you are using Kimbia as your online fundraising platform and a tool like Salesforce, you can automate reports that will run and automate email triggers to send out automate If you are using Microsoft Outlook for your email, you really should evaluate tools on the market such as Mailchimp, constant contact or My Emma that can integrate with your other tools
- Taylor
- Taylor Even think about taking a page from the corporate pricing world and think about your segments/audiences in basic, pro, enterprise (major donors)
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- Miriam There are caveats to managing this, but do evaluate internally whether or not you can add in a recurring option to your other programs
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- Taylor Simple Pay is the Amazon One-Click of the charitable world. Now, you can take pre-fill technology a step further in applying it to not only pre-filling form information but also pre-filling payment information. That is the power of Simple Pay. I like to think of it as the Amazon One-Click of the charitable world. You probably have ordered something from AMazon before, and you may even be a regular Amazon customer with one-click payment set up…making it easy to sign in, order and move onto the next thing. That’s essentially what Simple Pay does for your fundraising campaigns. It makes it as simple as just one click to give again. Now, a couple of t hings I will say about this. You do have to be a repeat donor, having given before through a Kimbia-hosted donation form. Also, Kimbia does not ever save credit card information. All of that is handled through the payment gateway. We have a secure tokenization process that allows us to pass a unique transaction key to the payment gateway. The donor then confirms their pre-filled name, credit card and enters in their zip code for authorization. Simple Pay customers see an average of an increase in donor conversion of 30+ percent. And, of the supporters targeted with a campaign that uses simple pay, over half of the funds tend to come from repeat donors who were able to use the simple pay pre-filled method. All of this is seamless to the donor, and again, only takes minutes for you to configure your campaign to use simple pay.
- Taylor This is personalization technology we used for all 20,000 employees to prefill their information. But Kimbia has some more sophisticated technology that can continue advancing your donors’ repeat experiences. Taylor is going to talk more about Kimbia’s PrefillID Technology, called SimplePay. Thanks, Beth. As Beth mentioned, in using Pre-fill ID technology with Kimbia forms, organizations are able to dramatically increase engagement and conversion. With every interaction a donor or event participant, for example, takes on a Kimbia form, our system saves a unique ID and a snapshot of the data they entered into the form. So, for example, details like name, email address, why you care about my cause, all of that data is saved on the interaction record with a unique data tag or ID. We can then apply unique ID (and history) to future campaigns. So for example, let’s say you had an event in 2015 and you are gearing up for your 2016 event and putting together your email campaign. You want to send emails to past participants telling them that the 2016 walk is open for registration. With Prefill ID technology, you can append the data tag into the links you send in your email. When a past participant clicks on that link (which includes their unique data tag for their registration interaction from the previous year) they are taken to a form where their information is pre-populated. They can of course make changes to it, but assuming all of their information is still correct, you as an organization just saved them time, streamlined the process and made it that much easier for them to complete their registration for this year.
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