F O R N E C S O N L I N E D O N O R S. An introduction to a simple audit process used to optimize the online donation experience

Transcription

1 THE GIVING EXPERIENCE F O R N E C S O N L I N E D O N O R S An audit of NEC s online donation process 10/15/ /31/2013 Footer 1 ABOUT THIS SESSION An introduction to a simple audit process used to optimize the online donation experience This presentation is the output of an audit performed with New England Conservatory in the fall of Includes an appendix with a before and after view of the website, post audit The audit template will be available to all attendees Your questions, experience and comments are welcomed via chat 10/31/2013 Footer 2 1

2 AUDIENCE POLL How much money (outright credit card gifts) does your school raise through online giving in a 12 month period? Less than $50,000 $50,001 - $100,000 $100,001 - $300,000 $300,001 - $500,000 Great than $500,000 Not sure 10/31/2013 Footer 3 THE GIVING EXPERIENCE F O R N E C S O N L I N E D O N O R S An audit of NEC s online donation process 10/15/ /31/2013 Footer 4 2

3 AUDIT METHODOLOGY An online gift is made with one question in mind: Are there changes NEC can make to drive more online giving? A Blackbaud Interactive Consultant uses peer benchmarks and a checklist of best practices to review the process. Search Navigation Donation Form Stewardship 10/31/2013 Footer 5 BENCHMARKS Source: Blackbaud s 2011 Online Giving Report 10/31/2013 Footer 6 3

4 BENCHMARKS Online Giving at NEC YoY Change Total Given $121,933 $156, % # of Gifts % AVG Gift Amount $440 $ % % of Total Fundraising 1.3%.9% -- 10/31/2013 Footer 7 Search (Google) Search Term give to NEC NEC annual fund support NEC Give to New England Conservatory Rank of Donation Page Not Ranked (main.edu page) Not Ranked (AF landing page) Not Ranked 4th 10/31/2013 Footer 8 4

5 SEARCH CONSULTANT S THOUGHTS Search engine optimization is not as important to higher ed fundraising as to other types of non profits. However, there are a few things NEC can do to reduce the effort of making an online gift. Work on keyword and metadata tags on the giving forms to help donors to go directly to the form. 10/31/2013 Footer 9 Navigation Criteria Give Now prominent on main.edu page? Comments Give to NEC is a 1 st class navigation item, but fairly subtle amongst a busy home page # of clicks from main.edu page to giving form: Three; 1 is ideal. The landing page CTA is very subtle. # of clicks from main alumni page to giving form: Three; 1 is ideal Clear conversion path from.edu to giving form? No; slideshow, video, AF landing page don t provide enough guidance 10/31/2013 Footer 10 5

6 Navigation Criteria Deep linking from appeals directly to conversion pages Comments N/A Prominent capture options? No; consider adding low barrier sign up opportunities: newsletter, swag giveaways, polls, etc Light-box ask on main landing pages? No; consider testing this assertive approach at fiscal & calendar year end 10/31/2013 Footer 11 Navigation 10/31/2013 Footer 12 6

7 10/31/2013 Footer 13 10/31/2013 Footer 14 7

8 Landing Page 10/31/2013 Footer 15 Navigation 10/31/2013 Footer 16 8

9 Navigation 10/31/2013 Footer 17 Donation Form Criteria Vertical/horizontal scroll required? Design of form consistent with primary brand? Comments Minimal; consider shrinking header image to get more of the form above fold Yes Distinct forms for each giving priority or appeal No; consider creating a form for each appeal that carries through the appeal messaging & branding Clean/simple giving form? No; busy w/lots of distractions Fields ordered to drive conversion? 10/31/2013 Footer 18 No; consider testing gift amount and designation as first fields 9

10 Criteria Donation Form Suggested giving amounts? Opportunities for abandonment? Recurring Gift Option? Comments No; consider an array that includes a description of the impact that each level can have Lots; consider removing or limiting navigation options away from the form. Yes; kudos! Excessive # of fields? Giving form rendering appropriately for mobile users? Borderline; consider suppressing tribute, MG, relationship, etc No Use of confidence seals? 10/31/2013 Footer 19 Yes; consider testing w/multiple seals Donation Form 10/31/2013 Footer 20 10

11 BAD HABIT #4 10/31/2013 Footer 21 Mobile 10/31/2013 Footer 22 11

12 Mobile 10/31/2013 Footer 23 AUDIENCE POLL Does your school offer mobile friendly online giving options? Yes No Not sure 10/31/2013 Footer 24 12

13 Stewardship Criteria Transaction completion confirmation? Comments Yes, automated & professional; consider options to continue engaging (sign up for newsletter, share on facebook, tell us about yourself, etc) Gift acknowledgement? from Entango with a username & password; consider a more donor centric acknowledgement. Impact statement? Kind of Additional engagement paths? No; tell the donor where to go next 10/31/2013 Footer 25 Stewardship Criteria Social media? Comments No; consider adding ShareThis to allow donors to promote NEC giving Hard copy acknowledgement with additional engagement paths? Hard copy gift acknowledgement received; no options for additional engagement. Welcome series? No. 10/31/2013 Footer 26 13

14 Upon Gift Confirmation 10/31/2013 Footer 27 Upon Gift Confirmation 10/31/2013 Footer 28 14

15 Upon Gift Confirmation 10/31/2013 Footer 29 Upon Gift Confirmation 10/31/2013 Footer 30 15

16 Stewardship 10/31/2013 Footer 31 Stewardship Confirmation Immediate Tax info Photo album Welcome A +3 days Impact Engagement options Welcome B +7 days Testimonial Monthly giving ask Welcome C +21 days Testimonial Give now 10/31/2013 Footer 32 16

17 Observations/Recommendations SEO needs attention Navigation not optimized for donor conversion Lots of upside in stewardship Biggest opportunities for increasing online giving: Get more people to the site with better marketing (segmentation/content/frequency) Streamline navigation and donation form Better stewardship & engagement post gift 10/31/2013 Footer 33 AUDIENCE QUESTIONS Use chat to submit questions 10/31/2013 Footer 34 17

18 NEC UPDATE THE AFTER 10/31/2013 Footer 35 NEC UPDATE THE AFTER Search results for Give to NEC now ranking in top 1, 2 & 3 on Google NEC has streamlined navigation from main landing pages to donation forms Donation form has a modern and clean feel Donation form renders beautifully on mobile devices 10/31/2013 Footer 36 18

19 NEC UPDATE THE AFTER AFTER 10/31/2013 Footer 37 NEC UPDATE THE AFTER Automated confirmation and acknowledgement much more personal and donor-centric appeals include deep links to donation forms, rather than landing pages Suggested giving amounts now on giving form Plans to test impact statements 10/31/2013 Footer 38 19

20 BENCHMARKS Online Giving at NEC YoY Change Total Given $151,391 $185, % # of Gifts % AVG Gift Amount $490 $425-13% % of Total Fundraising <1% <1% -- 10/31/2013 Footer 39 NEC UPDATE THE NEXT Test impact statements with gift amount strings Build in engagement paths with donation confirmations and acknowledgements Initial forays into social media options 10/31/2013 Footer 40 20

21 QUESTIONS? Thank you for your time! For a copy of the Donor Experience Audit Template tool, meckstein@case.org 10/31/2013 Footer 41 21