Beyond the Donate Bu6on

Transcription

1 Online Fundraising Today Rich Dietz Nonprofit /FB /IN /gplus 1

2 Our Speaker Rich Dietz Founder of Nonprofit R+D - Technology Training for Nonprofit Professionals Richard has over 20 years' experience working in and with a wide variety of nonprofit, poliical, and government organizaions and holds a Masters in Social Welfare (MSW) from UC Berkeley. You can find Rich on his website h6p:// or 2

3 Agenda 1. Quick Review of Session 1 and 2 2. IntegraIng Channels 3. Storytelling 4. Video 5. Mobile 3

4 Our Goals Today Get you thinking about some new ways to improve your online fundraising efforts. Get you to take acion and test out some new ideas ASAP No campaign is ever perfect or ready Only way to improve is to get something out there and test Pick one or two ideas and add them to your campaigns. 4

5 Text Heavy Slides oh no! I promise I do not just read the slides Boring! Why text heavy slides You don t have to take notes the info is there for you later You can focus on the ah- ha moments They will sill make sense 6 months from now I am a teacher, not a presenter Want you to learn and take acion Download at /beyond 5

6 What you talkin about Willis? SaaS, CRM, CMS ROI, API, wysiwyg Open- Source Fundraising Plagorm Blah, Blah, Blah 6

7 Best PracXces? A best pracice = what works in your org TesIng is the key, Much easier to do online If it works, do more. If not, try something else. 7

8 Review 8

9 Online Fundraising is NOT a Donate Bu6on We see Online Fundraising as: a coordinated, muli- faceted process of soliciing donaions using online tools, including but not limited to websites, , Search Engine OpImizaIon (SEO), video, social media, etc. 9

10 Online Hierarchy of Needs 10

11 Maslow s Hierarchy of Needs h6p://en.wikipedia.org/wiki/maslows_hierarchy_of_needs 11

12 Online Hierarchy of Needs Need a strong FoundaIon Avoid Shiny Objects 12

13 Strong FoundaXon Sessions 1 & 2 Website Best PracIces Simple and easy donaion process Fundraising campaigns Capture s / MarkeIng 13

14 Higher Level Strategies - Beyond Once you have a strong base, you can focus on the more advanced strategies Storytelling IntegraIng Channels Online Video Mobile MarkeIng A strong base lets you fully leverage these strategies. Would you be ready if something went viral? 14

15 Go (further) Beyond the Donate Bu6on 15

16 Go Storytelling 16

17 Stories = ConnecXon Stories create an emoional connecion EmoIon >> RaIonality Buy based on emoion / RaIonalize it later with facts People give to People (animals too) Individual stories are more effecive Dan Ariely IdenIfiable VicIm Effect h6p:// Raise at least 2x with stories of individuals danariely.com 17

18 Storytelling in Campaigns Campaigns (stories) are compelling DonaIon pages are not Create s and campaigns with stories in mind Individual stories Across s.. The Clioanger MulIchannel Childhood Hunger vs. four- year old Marie h6p:// is- unacceptable/ 18

19 Storytelling Example rememberme.ushmm.org/ 19

20 Go Integrate Channels (MulI- channel MarkeIng) 20

21 MulXchannel MarkeXng MarkeIng simultaneously across muliple channels print, web, tv, radio, phone, mobile, events, etc enonprofit Benchmark Study MulIchannel fundraising increased quanity of online donaions by 19% (h6p:// benchmarksstudy.com/) Direct mail donors 29% made their gis online 26% who gave via mail said they were going to give LESS this way in 2011 Need to engage your donors where they ARE Not where YOU want to engage them 21

22 MulXchannel MarkeXng Keys for MulIchannel MarkeIng Online should enhance and compliment your offline And vice versa Don t think of them as separate items Coordinate both into a cohesive conversaion Integrate the story across your channels Keep the conversaion going in their head MulI- Part as well 7 touches Ask supporters for their preference 22

23 Offline Be6er? Blackbaud 2011 MulIchannel Fundraising Report Online acquired donors more valuable.. IF they are converted to offline donors Online donors tend to be one- hit wonders (h6ps:// Can that really be true? Data from 28 large orgs and had well developed direct mail How does the org treat online donors? Same Ime and effort online as offline? Kivi Leroux Miller Great aricle talking more about this h6p://buff.ly/pbpfin 23

24 Event Fundraising The 890% Difference Event fundraising vs. Online donaion forms Not just online vs. direct mail Another way to engage and stand out In- person meets increase sense of community and connecion Great way to get businesses on board More likely to sponsor events (Win Win) Tie events into other campaigns and the story * Thank you Jamy Squillace Sage Nonprofit Sage Fundraising Online 24

25 Go Online Video 25

26 Why Online Video? More affordable and easier than ever Flipcam or phone, upload to YouTube Best way to tell a story Easily create that emoional connecion UIlizes more senses More EffecIve Wharton School of Business study showed markeing with video to be 600% more effecive than print alone Videos shared 12x more than links and text posts combined 26

27 Why Online Video? More likely to be shared 5-10x more shares than text alone More likely to go viral Search Engine OpImizaIon 50x easier to rank on page 1 (Forrester Research) Video graphic in search results higher clicks YouTube #2 search engine Over 3 billion views per day People love to watch videos 27

28 Online video and social media Joined at the Hip Online video IS social media The Big 3 Facebook, Twi6er and YouTube YouTube Channel, subscribers, friends, comments Video gives you something to talk about Google loves it In fact they own it Video ranks much faster than wri6en content Videos are 50x easier to rank in Google (Forrester Research) 28

29 EmoXonal ConnecXon Many reasons, but. The story is powerful Individual stories more effecive IdenIfiable VicIm Effect Personal connecion EmoIon = AcIon Video can do this easier than other mediums Reading vs. watching/listening 29

30 Online Video Basics Need Sound Fundamentals FIRST Online Hierarchy of Needs What are you hoping to accomplish with video? Leads, build list, awareness? KISS - Keep It Simple Stupid Keep it Short under 2 min. for most Keep it Simple one main topic Call to AcIon 30

31 How to get be6er at video Do more video Only way to improve is to try Watch other videos, imitate Lights. Camera. Help. h6p://lightscamerahelp.org/ Great resources and training 31

32 Ideas for Projects TesImonials / Client Stories The Interview Staff, tesimonial, State Rep. Video Tour of Office / Staff Seminars / Trainings How To / Tips 35 million searches each month on YouTube for how to videos Video Annual Reports Music Video / Promo Animoto.com Holiday Messages 32

33 What to do with video Incorporate into your current markeing Website, Newsle6er, Flyers, signature Blog, tweet, facebook Reason to post, Most clicked on posts Search Engine OpImizaIon (SEO) Videos rank very quickly (Google loves em ) Keyword opimizaion - Great source of backlinks MarkeIng Very high click- through rates Video DonaIon Page Show video right on the donaion page Keep the emoion 33

34 Video Examples cej-oregon.org

35 Case Study Final of End of Year Campaign 35

36 Case Study - Video Results Landing page #4 most visited for Dec Much higher avg. Ime on page Video link most popular click- through by far Click- through % higher in 2010 for the final Year End 37% click- through from landing page to donaion form 36

37 Go Mobile MarkeIng 37

38 What is mobile markexng Wikipedia.com markeing on or with a mobile device. Mobile MarkeXng AssociaXon (MMA) a set of pracices that enables organizaions to communicate and engage with their audience in an interacxve and relevant manner through any mobile device or network. MMA Glossary h6p://mmaglobal.com/wiki/mma- glossary 38

39 Mobile Growth Because they are everywhere and growing: 4 Billion mobile phones in world / 1.08 Billion smartphones 90% of US populaion has mobile phones / 50% have smartphones 327 Million wireless subscribers in US 103.9% of populaion. More subscribers than people?!? It s the devices, people have more than one now. 90% of Americans would rather lose their wallet than their smartphone 33% would rather give up sex than their smartphone By 2014 Mobile internet will surpass desktop internet traffic (some say 2013!) 39

40 We have seen this before Remember people asking: Why do I need to have a website? (mid 1990 s) Why do I need to do online fundraising? Why do I need a social media presence? This is where the users are going and hanging out Will they see you or someone else? I skate to where the puck is going to be, not where it has been. - Wayne Gretzky 40

41 Where to start? Our suggested order Based on ease of implementaion and bang for your buck Beginner / Intermediate Mobile website Mobile QR codes Advanced Mobile giving SMS / Text Text2Give Mobile Apps Remember the Online Hierarchy build on the base 41

42 Mobile websites The web is changing its now muli- device PC, laptop, netbook, tablet, smartphone, ereader, etc. The New MulI- screen World Google / Ipsos h6p://buff.ly/tvm36t More purchases moving online 83% PC, 63% tablet, 31% phone Expect similar trends in mobile fundraising as we are seeing in online fundraising 42

43 People are starxng to expect it More and more are expecing some mobile presence 57% would not recommend a business with a bad mobile website 40% have turned to a compeitors site aser a bad mobile experience 43

44 The right Xme When is the right Ime to create your mobile site? Convio s Guide to Mobile Web says do it when mobile traffic hits 5% Looking to engage younger donors Your content management system makes it easy Doing a redesign or update Responsive Design Reminder: Focus on fundamentals first Don t chase shiny objects Get your foundaion in place first 44

45 How to get your site mobile ready First quesion - Hire someone or Do- it- yourself? What type of site do you currently have? CMS most have easy to use plugins to get mobile ready Even be6er a responsive theme StaIc HTML build a separate site, or upgrade to a CMS Mobile website Services Free and paid services Help you create a mobile friendly site without any code 45

46 Mobile website services h6p:// Google s mobile informaion site landing- pages/mlpb.html h6p:// free and paid plans h6p:// - Free and paid plans h6p://mofuse.com/plans/ - Paid Your webhost may offer a built- in soluion Search Google for others * We have not used these services, but have heard posiive reviews. We use Wordpress and a plugin currently. 46

47 Example Nonprofit R+D Nonprofit R+D currently at 2% mobile traffic StarIng to track and experiment Ugly? Yes, but be6er to test now 47

48 Mobile 82% of smartphone users check and send 41% of is opened on a mobile device 61% of recipients close or delete if not mobile opimized What happens if they click to your site? This is another reason you need a mobile website Mobile templates Most providers now offer these Easy to use and set up Strongly linked to your mobile site No sense in doing mobile if your site is not ready for them 48

49 AcXon Steps Start where you are Select a few strategies or ideas and test Take acion, collect results, evaluate results Take another acion 49

50 Sign Up Online Get updates about our upcoming webinars and more. NonprofitRD.com 50

51 Rich 51 /FB /IN /gplus

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53 Online Course Online Fundraising Bootcamp /OFB 53