masterclass draft final oct 13 2014

What’s mark Zuckerberg, indiegogo,

and snapchat got to teach us about

fundraising?

A Masterclass to explore how to attract,

motivate, and retain young people.

Two-Day Agenda

DAY ONE

14:00-14:10 – introductions

14:10-14:30 – why do young people

matter? Why do young people care

about giving back?

14:30-15:00 – Gen X characteristics

15:00-16:00 – Gen Y characteristics

16:00-17:00 – Journey Mapping

9:00-9:30 – Review of the journey mapping process and two presentations

9:30-10:15 – Crowdfunding and mobile and why they matter

10:15-11:15 – 3 case studies: Humane Society International and Amnesty Denmark, WaterAid www.tobeagirl.org,

11:15-12:00 – Organizational change and wrap up

Two-Day Agenda

DAY TWO

Who Am I?

Mike Johnston

Founder, HJC,Integrated Fundraising Consultants

Integrated Fundraising SpecialistsAerobics Instructor, Hockey Dad

@hjcnewmedia

Who Are We?

THE LEAGUE OF PITY

THE YOUTH CONSUMER DEMAND (AND POSSIBLY OLDER)

• Now!• Can I?• For Me• Simply

GEN Z (10 – 20)

GEN Y (21 – 31)

WHY SO POWERFUL?

• They influence other family members

• Trend setters for other generations

YOUTH AND PHILANTHROPY – WHAT CAN IT MEAN TO THEM?

For Youth:

• Answer their deeper questions• Empower their leadership

abilities• Help them set and reach goals

• Researchers* found:

1. Brings clarity to the organization’s mission2. Improves involvement and responsiveness to

the community3. Improves organization’s commitment to

inclusion and representation4. Finds new ways to reach out to communities

* 4-H Council Study of Youth Philanthropy, 2007

FOR THE NONPROFIT:

• Nurture future donors• New perspectives for us ‘oldies’• Innovation with technology and popular culture

FOR THE SECTOR:

LET’S REMIND OURSELVES OF ALL THE

GENERATIONS AND WHERE YOUNG

PEOPLE FIT IN….

$1,000

$1,200

$1,400

$1,600

$1,800

40% 46% 52% 58% 64% 70% 76% 82% 88% 94% 100%

% Giving

59% Give39.5M donors$732 yr/avg3.9 charities$28.9 B/yr

Boomers Matures

Generational Giving

Bubble size is ‘Estimated Annual Contributions’

An overview of annual giving by generation confirms the importance of Boomers in the charitable giving space.

Gen Z?

% Giving

$1,000

$1,200

$1,400

$1,600

$1,800

40% 46% 52% 58% 64% 70% 76% 82% 88% 94% 100%

Boomers Matures

WHAT DO YOUR BUBBLES LOOK LIKE?

Bubble size is ‘Estimated Annual Contributions’

Gen Z?

Do different generations prefer different

ways to support your nonprofit?

A Grade Two test…

Gen X Online Giving

Mature Retail Checkout Giving

Gen Y Street Fundraising

Boomer Email Solicitation

GEN Y GEN X BOOMERS MATURES

52% 51% 53% 44%

39% 42% 41% 36%

47% 40% 42% 27%

22% 39% 39% 38%

17% 24% 42% 42%

10% 22% 40% 52%

25% 29% 26% 19%

29% 27% 16% 14%

12% 12% 16% 17%

6% 7% 12% 19%

6% 9% 7% 9%

15% 9% 5% 2%

8% 10% 5% 1%

8% 6% 4% 4%

4% 7% 4% 5%

4% 4% 5% 7%

4% 0% 2% 2%

Donated this way in last 2 years

Checkout Donation

Purchase for Proceeds

Online Donation

Pledge

Honor/Tribute Gift

Mailed Check/Credit…

Street Canvassing*

Third Party Vendor

Email*

Door to Door*

Mobile/Text

Social Networking Site

Online Ad*

Will/Planned Gift

Radio/TV*

Stocks, Bonds, Property

↑ ↑

*New or changed attribute, no tracking data

*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

Acceptable Solicitation Channel(from organizations with an established relationship)

Very AcceptableVery UnacceptableNET GEN Y GEN X BOOMERS MATURES

+77 +78 +87 +77 +63

+69 +70 +76 +68 +62

+46 +53 +40 +46 +47

+34 +51 +43 +30 +13

+25 +50 +41 +11 +5

+8 +45 +26 -2 -33

-24 -4 -21 -37 -24

-26 +24 -5 -46 -65

-35 -6 -29 -49 -46

-35 -26 -38 -41 -30

-46 -17 -38 -54 -67

-57 -29 -48 -76 -63

Friend

Friend's child/grandchild

Letter/message

Radio or TV program

Opt-in for extra charge on ticket/recording

Phone call

Message via social media

Voice message

Door-to-door canvassing

Street canvassing

Text message

Acceptable Solicitation Channel

Net (Acceptable – Unacceptable)

Smwt Smwt

Channels with a personal connection are most acceptable, followed by letters or TV/radio.

*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

Gen Y Donors

• Giving is more random

• Have more time than money

• Like promotional events and giveaways

• Engage with NP in variety of ways (incl.social media)

How do we reach Gen Y?

• Premiums/Contests

• Event Fundraising Participation (vs. Donation)

• Social Media

• Mobile Outreach

What’s in it for me?

Time to give back

I’m going to let you cheat!

Youth Needs?

Generation Gen Y Gen Z

Attitudes/Values

Time to Give BackWhat’s In It For Me? Random.

Who am I? How do I fit in?

Tactics + Strategies

Family oriented

Event Participation (vs.. Donation)

Social Media

Mobile Outreach

Gamification

Premiums/Contests

Gen Z Donors (approx. 10 to 18 years old)

• Giving is peer driven (school, classmates)

• It’s all about their volunteer effort• Gamification e.g. “I’ve earned the

Fundraiser badge…”• Need technology to leverage

adults• Digital Natives (online sharing

thoughts and observations online)• In many transition economies they

are the first born into developed world

• Privacy and age are vital elements

Gen Z: Tactics + Strategies: Family Oriented

• Raised $255 selling cupcakes in 2

• Now the school has sent out

messages to parents in the school

• $15,000 has been raised

by local parents in 2 weeks

Gen Z: Tactics + Strategies: Family Oriented

proprietary and confidential10/10/2014

Youth Needs?

Gen Y Gen Z

Family oriented

Fundraising at School

Social Media

Mobile Outreach

Gamification

Premiums/Contests

Gen Z: Tactics + Strategies: Fundraising at School

Youth Specific Campaigns engage a younger audience in a way that interests them most and

can take place in their own school

Free the Children offer

lesson plans for both

elementary and

secondary school

teachers – free to

download online

The Heart and

Stroke Foundation

has campaign

specific school

curriculum

enabling teachers

easy to use hands

on material to

promote and teach

about the

fundraising

campaign

Youth Needs?

Gen Y Gen Z

Family oriented

Social Media Social Network Technology to influence adults to give

Mobile Outreach

Gamification

Premiums/Contests

Gen Z: Tactics + Strategies: Social Network

Technology

Gen Z: Tactics + Strategies: Social Network Technology

Youth communicate through their smart phones, fundraising apps reach them through all technology mediums

Youth Needs?

Gen Y Gen Z

Family oriented

Mobile Outreach Digital Community (sharing, connecting)

Gamification

Premiums/Contests

Right to Play’s School Zone is a youth friendly space on the website

which educates and encourages youth to get involved

Gen Z: Tactics + Strategies: Digital Communities

Room for improvement:

• Youth memberships to

exclusive online venters

Gen Z: Tactics + Strategies: Digital Communities

Youth Needs?

Gen Y Gen Z

Family oriented

Gamification Multimedia as an engagement tool

Premiums/Contests

Gen Z: Tactics + Strategies: Multimedia as an

Engagement Tool

Youth Needs?

Gen Y Gen Z

Family oriented

Gamification; Sport; Celebrity

Premiums/Contests

Gen Z: Tactics + Strategies: Gamification

"Let my playing be my

learning, and my learning be

my playing.”

Will you miss a gamer?

•A Gamer•Guild Wars•Pink Day in LA•Goal of $1,300•Raised almost $12,000

How many of you have had someone come forward to talk about their gaming and you said no?

GEN Z: TACTICS + STRATEGIES: GAMIFICATION

Key game mechanics:

•points, •badges, •levels, •challenges, •leaderboards •rewards

•BUT•Games are MUCH MORE than that•WOW Guilds: rewards, but also culture, narrative, game play, social interaction, collective endeavour

GEN Z: TACTICS + STRATEGIES: GAMIFICATION

•Badges examples

• In 2004, global sales were $25 billion

• In 2007: $42 billion

• In 2012: estimate of $68 billion

• Prediction for 2015: $91 billion

• 11 countries had over $1 billion in sales in 2008

• It surpassed the movie industry in 2005 and the music industry in 2008. Also bigger than the global DVD and book industry

In Game Revenue by 2015 for Mobile

Phones – $11 billion USD

Juniper Research, 2011

Gen Z: Tactics + Strategies: Sports Engagement

Um… youth influence…?

Gen Z: Tactics + Strategies: Celebrity Engagement – Popular Culture

• 197,000 ‘fans’ contacted electronically

• $1,200 USD raised• Not a donor herself, not fully

committed

Now with this in mind,

let’s plot out two youth

journeys…

Gen Y Gen Z

Family oriented

Gamification; Sport; Celebrity – Popular Culture

Privacy (Law)

Premiums/Contests

The ‘youth’ donor journey

http://dschool.stanford.edu/student/doug-dietz/

{ The Experience }Journey Mapping the Patient Experience

GOES TO

INITIAL

DOCTOR

RIDES TO

HOSPIT’LCHECKS IN

WALKS TO MRI

SEES MRI

MACHINE

CRIES &

RESISTS

SEES DOCTOR

ENTERGETS A SHOT

THROUGH MRI

………

AM I REALLY

THAT LOOKS

SCARY!

WILL IT HURT

MOM CAN’T

NO! NO!

PLEASE NO!

I’M REALLY

NERVOUS

WISH I WAS AT

SCHOOL

TECH. WRITERSYSTEM

ADMIN.

HOSPIT’L BLDG

MGRDOUG

PATIENT

SAFETY TEAMIMAGING TECH

STAFF PAGING

SYSTEM

PATIENT

RECORD

SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

DRUG ROOM

BEHAVIORS

ATTITUDES

PEOPLE

THINGS

PEOPLE

THINGS

Select a specific customer to map

DOCTOR MOMCHECKIN

NURSEIMAGING TECH MOM

DOCTOR

ANESTH.IMAGING TECH

MRI MACHINEDESK &

COMPUTERCHARTCAR

TAKE-HOME

PACKETMRI MACHINESHOT & DRUGS

TISSUES

CREATE INITIAL MAP

Attitudes, Behaviors and Experiences

GOES TO

INITIAL

DOCTOR

RIDES TO

HOSPIT’LCHECKS IN

WALKS TO MRI

SEES MRI

MACHINE

CRIES &

RESISTS

SEES DOCTOR

ENTERGETS A SHOT

THROUGH MRI

………

DOCTOR MOMCHECKIN

DOCTOR

ANESTH.IMAGING TECH

MRI MACHINEDESK &

COMPUT.CHARTCAR

TAKE-HOME

AM I REALLY

THAT LOOKS

SCARY!

WILL IT HURT

MOM CAN’T

NO! NO!

PLEASE NO!

I’M REALLY

NERVOUS

WISH I WAS AT

SCHOOL

TECH. WRITERSYSTEM

ADMIN.

HOSPIT’L BLDG

MGRDOUG

PATIENT

STAFF PAGING

SYSTEM

PATIENT

RECORD

SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

DRUG ROOM

EVALUATE & PRIORITIZE

Identify moments that matter for the customer and the organization

TISSUES

IMPACTMORE STAFF

COST OF

DRUGSIMAGING TIME SIDE EFFECTS

GOES TO

INITIAL

DOCTOR

RIDES TO

HOSPIT’LCHECKS IN

WALKS TO MRI

SEES MRI

MACHINE

CRIES &

RESISTS

SEES DOCTOR

ENTERGETS A SHOT

THROUGH MRI

………

DOCTOR MOMCHECKIN

DOCTOR

ANESTH.IMAGING TECH

MRI MACHINEDESK &

COMPUT.CHARTCAR

TAKE-HOME

AM I REALLY

THAT LOOKS

SCARY!

WILL IT HURT

MOM CAN’T

NO! NO!

PLEASE NO!

I’M REALLY

NERVOUS

WISH I WAS AT

SCHOOL

TECH. WRITERSYSTEM

ADMIN.

HOSPIT’L BLDG

MGRDOUG

PATIENT

STAFF PAGING

SYSTEM

PATIENT

RECORD

SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

DRUG ROOM

TISSUES

ADD DETAIL TO UNDERSTAND

Gain deeper understanding of needs, and how those needs are fulfilled

FEEL SAFEFEEL BETTER

TAKE IMAGE DEVELOP IMAGE

Roles & Processes POSITION

PATIENT

GOES TO

INITIAL

DOCTOR

RIDES TO

HOSPIT’LCHECKS IN

WALKS TO MRI

SEES MRI

MACHINE

CRIES &

RESISTS

SEES DOCTOR

ENTERGETS A SHOT

THROUGH MRI

………

DOCTOR MOMCHECKIN

DOCTOR

ANESTH.IMAGING TECH

MRI MACHINEDESK &

COMPUT.CHARTCAR

TAKE-HOME

AM I REALLY

THAT LOOKS

SCARY!

WILL IT HURT

MOM CAN’T

NO! NO!

PLEASE NO!

I’M REALLY

NERVOUS

WISH I WAS AT

SCHOOL

TECH. WRITERSYSTEM

ADMIN.

HOSPIT’L BLDG

MGRDOUG

PATIENT

STAFF PAGING

SYSTEM

PATIENT

RECORD

SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

DRUG ROOM

EVALUATE & FRAME ISSUE OR OPPORTUNITY

Based on deep customer understanding

FEEL SAFEFEEL BETTER

TISSUES

POSITION

PATIENTTAKE IMAGE DEVELOP IMAGE

http://dschool.stanford.edu/student/doug-dietz/

GOES TO

INITIAL

DOCTOR

RIDES TO

HOSPIT’LCHECKS IN

WALKS TO MRI

SEES MRI

MACHINE

CRIES &

RESISTS

SEES DOCTOR

ENTERGETS A SHOT

THROUGH MRI

………

DOCTOR MOMCHECKIN

DOCTOR

ANESTH.IMAGING TECH

MRI MACHINEDESK &

COMPUT.CHARTCAR

TAKE-HOME

AM I REALLY

THAT LOOKS

SCARY!

WILL IT HURT

MOM CAN’T

NO! NO!

PLEASE NO!

I’M REALLY

NERVOUS

WISH I WAS AT

SCHOOL

TECH. WRITERSYSTEM

ADMIN.

HOSPIT’L BLDG

MGRDOUG

PATIENT

STAFF PAGING

SYSTEM

PATIENT

RECORD

SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

DRUG ROOM

DESIGN NEW EXPERIENCES

Influence attitudes to change behaviors

TISSUES

FEEL SAFE

IDEA: LET’S GO

CAMPING

GOES TO

INITIAL

DOCTOR

RIDES TO

HOSPIT’LCHECKS IN

WALKS TO MRI

SEES MRI

MACHINE

CRIES &

RESISTS

SEES DOCTOR

THROUGH MRI

………

DOCTOR MOMCHECKIN

NURSEIMAGING TECH MOM IMAGING TECH

MRI MACHINEDESK &

COMPUT.CHARTCAR

TAKE-HOME

PACKETMRI MACHINE

AM I REALLY

THAT LOOKS

SCARY!

WILL IT HURT

MOM CAN’T

NO! NO!

PLEASE NO!

I’M REALLY

NERVOUS

WISH I WAS AT

SCHOOL

TECH. WRITERSYSTEM

ADMIN.

HOSPIT’L BLDG

MGRDOUG IMAGING TECH

PATIENT

RECORD

SYSTEM

RESERV.

SYSTEM

IMAGING

RECORD

SYSTEM

IDEA: CAMP

WOW, A CAMP-

FEELS LIKE I’M

CAMPING

THIS ISN’T TOO

CAN WE DO IT

AGAIN??THIS PLACE IS

TODAY COULD

BE FUN

LAYS DOWN IN

MACHINE

LISTENS TO

CRICKETS …

TEST NEW EXPERIENCES

New attitudes, new behaviors….different result

MRI SCAN

IDEA: CAMPING

IDEA: CAMP

BACKPK

FEWER STAFF NO DRUGSIMAGING TIME

↓↓ SIDE EFFECTS

Sample Journey Plan

24 July 2014 82

What I want you to do in 2 groups

• Identify “moments that matter” for your youth donor persona

• Review impact (fundraising) - GREEN

• Outline Needs e.g. attitude/emotional improvement –LARGE YELLOW

• Roles and Process (people and things interacting on this moment) - PINK

• New experience, improvement outlined – SMALL YELLOW

DESIGNING DONOR

JOURNEYS

24 July 2014Slide 84

Lifecycle Marketing

You recognize that people go through stages as

they interact with your organization, and that

each stage requires different marketing actions.

Content Creation

You create targeted

content that answers

your donor's basic

questions and needs,

and you share that

content far and wide.

Personalization & Context

As you learn more

about your donors over

time, you can better

personalize your

messages to their

specific needs.

Multi-Channel Presence

Inbound marketing is

multi-channel by nature

because it approaches

people where they are,

in the channel where

they want to interact

with you.

Retail

giving

Check in

the mail

Mobile

Social

Online

funding

Peer-to-

Transactional OutreachEngagement

Direct

Website

Volunteer

/Meetups

Monthly

giving

Directed

giving8924 July 2014

Integration

Your CRM & analytics

tools all work together

like a well-oiled

machine, allowing you

to focus on deploying

the right content in the

right place at the right

Data & Systems Matter

• CRM Solution is Must.

• Data Integration is Must.

• Marketing Automation Capability is a Must.

Objectives:

• Define a clear strategy for increasing the flow of donor information and

support within the charity, with clear measures for success

• Build deeper relationships with donors and become more empathetic

to donors

• Create opportunities for donor movement, increasing cross-selling

opportunities, through strategic cross-team communication

• Maximize long term value from donors

Step 1: Analyze & Identify

a. Start with your database

b. Look at your analytics

c. Solicit feedback through surveys

d. Build profiles / personas

Why a database audit?

• Benchmark

• Identify Trends

• Identify Pain Points

• Identify Opportunities

Analytics Review

• Google Analytics • Top Referrals• Audience Demographics• Keyword Performance

• Facebook Insights• Audience Demographics• Popular Posts

• Email Analytics• Popular Content &

Clicks

• Alexa.com• Competitor Web

Analysis

24 July 2014 Slide 95

A Good Supporter Survey Should:

Collect demographic information

Collect information on giving potential and interests

Collect information on first interest and interaction with your charity

Find legacy bequests

Collect information on communication preferences

Integrate back into your CRM for future marketing opportunities &

segmentation

Help you build profiles / personas

Online Sample

• Sent to 57,400 donors

• 3 key segments:

• Monthly, Active &

Lapsed

• 5,530 responses

(response rate of 11%)

• Raised $7,574

• Reactivated 30 donors

• Found 85 expectances

and 292 legacy leads

24 July 2014 Slide 98

And the mail will pay for itself…

Build Profiles / Personas

Buyer personas are fictional, generalized representations of your ideal

donors. They help you understand your donors (and prospective donors)

better, and make it easier for you to tailor content to the specific needs,

behaviors, and concerns of different groups.

Step 2: Map & Improve

a. Map Current Journeys

b. Improve & Innovate

c. Build Infrastructure & Processes to Succeed

Team Facilitation

• Good to have outside party / consultant facilitate

• Invite anyone who ‘touches’ the donor – events, service, direct

marketing, donor services, advocacy

• Set-up your journey mapping canvas…

Crowdfunding – What is it and Why it

Matters to you and young supporters…

What about crowdfunding?!

0.120.07

0.04 0.04

0.90.94 0.96

Gen Y Gen X Boomers Civics

Donated Through Crowdfunding

Likely in the Future

0.02 0.02

Future Text to Donate vs. Crowdfunding Gifts

Text to Donate Gift through Crowdfunding

GEN Y GEN X BOOMERS MATURES

Not Sure 4% 21% 13% --

None 4% -- -- --

Other -- 7% 50% 57%

Crowdrise 13% -- -- --

Razoo 4% 7% -- --

GoFundMe 8% 14% 13% --

Indiegogo 42% 21% 13% 29%

Kickstarter 63% 43% 25% 14%

Kickstarter

Indiegogo

GoFundMe

Crowdrise

Not Sure

Crowdfunding Sites You Have Used

* The majority of “other” responses donated through Kiva

Kite™ Patch, a breakthrough mosquito-fighting

technology designed to block mosquitoes' ability

to track humans and spread disease, raised

funds thanks to the support of 11,254 funders

through Indiegogo.

Kite Patchraised $557,254

Goal $75,000

CAUSE Riverside, CA

Parkinson’s. We’re In This Togetherraised $554,061

Goal $100,000

Parkinson’s. We’re In This Together, a World-

Class Care Working Hand in Hand with Cutting

Edge Research, raised funds thanks to the

support of 472 funders through Indiegogo.

HEALTH Sunnyvale, CA

Coast Mountain Academyraised $150,288

Goal $150,000

Coast Mountain Academy, an innovative

independent school that creates inspired

students, raised funds thanks to the support of

86 funders through Indiegogo.

EDUCATION Squamish BC

Global

• 200K+ campaigns from

224 countries/territories

• 12M+ UMVs

• 5 currencies, 4

languages, Paypal

• No

application/appro

• Merit-based

Customer Focused

• Customer Happiness

24-hour response time

• Educational materials;

data-filled dashboard

• Flexible & Fixed funding

Why Indiegogo?

Indiegogo Impact

• Millions of dollars disbursed each week

• 200,000+ campaigns, 7,000+ active at any time

• 9M UMV’s from over 224 countries + territories

• 70+ countries contribute each day

• 1,000% growth in funds raised the past two years

• 275% growth in contributions to non-US campaigns in the past year

A higher goal does not

mean you’ll raise more

funds.

The Green Bar Effect

87% of campaigns that reach their goal exceed

it by an average of 32%.

• Digital goods

• Physical goods

• Recognition

• Experiences

Give contributors perks they’ll get

excited about!

Activate your network

Indiegogo Page

• Update your funders regularly

Person-to-Person Outreach

• Attend networking events, hold a launch

party, shake hands

Email Outreach

• Email brings in 20% more funding than any

other source

Social Media

• Twitter, Facebook, etc.

• 22% of a campaign’s funds raised comes

from social media engagement

Press/Bloggers

• Websites, blogs, local press

Keep up Momentum

This is a two-way

conversation!

Keep your community

engaged, and let them

shape the direction of your

campaign and your

nonprofit!

WHY MOBILE MATTERS…

On the go

Impulse driven

Have a shorter attention span

Increasingly use social networks

More demanding

Want more personalisation

Want more visibility

Want more more more...

YOUR SUPPORTERS ARE…YOUR ORGANISATION…

Must be accessible from new channels

Must catch people in the moment

Needs impactful messages and

collateral

Needs to go where they are

Needs to adapt to new demands and

utilise new tools

On the go

Impulse driven

Have a shorter attention span

Increasingly use social networks

More demanding

Want more personalisation

Want more visibility

Want more more more...

IT’S A MULTI-SCREEN UNIVERSE

NOW A TWO PART QUIZ TO KICK IT OFF…

Gen Y 3%

Gen X 19%

Boomers 24%

Civics 6%

SMART PHONE WEBSITE VIEWS

Gen Y 19%

Gen X 25%

Boomers 14%

Civics 18%

TABLET WEBSITE VIEWS

Charity Websites Views

Tablet Smartphone

Desktop Computer Laptop

DO I NEED A MOBILE ENABLED DIGITAL

PRESENCE?

Those touch screen mobile phones – bah!

What happens if you don’t go mobile?

• In a recent survey of mobile web users:

• 71% expected websites to load as quickly on their mobile phones as their

desktops

• 57% are unlikely to recommend the site to friends and family

• 46% would be unlikely to return to a website that they had trouble

accessing via their phone

• 34% said they’d likely visit a competitor’s mobile site instead

Source: Compuware Corporation Survey: What Users Want from Mobile

However, Doing it right...

• A site optimised for mobiles is able to generate almost twice the

average traffic per user than sites which haven’t

• On average, visitors are 51% more likely to actually do

business with an online retailer if it has a mobile site

Source: KISS Metrics

Some Mobile site best practices

• Keep it quick

• Simplify navigation

• Be thumb-friendly

• Design for visibility

• Make it accessible

• Make it easy to convert

• Make it seamless

• Use mobile site redirects

And most importantly: Listen, Learn and Iterate

The Hitchhiker’s Guide to Mobile Design

CONTENT

PRIMARY

SEARCHLINK1 LINK2 LINK3

LINK4 LINK5 LINK6

FEATURED CONTENT

Easy to

Stretch

• Know your sweet spots

• Recognise the space

• 85% of people are right handed

Easily within a thumb’s reach

Stretch to get thumb here

Within reach, but can be awkward

Tribute Donation Form General Donation Form

18% form

completion

10% form

completion

4% form

completion

45% form

completion

37% form

completion

28% form

completion

Youth case study one

Main points:

• Make it easy

• Brand your giving campaigns

• Integrate across channels

• Make it fun and interactive

• Stay up-to-date with the trends: Redesign, optimize, make

responsive

• Unlock donors!

35.81%

Donations by frequency 2013

One-time

Monthly2012 2013

Annual comparison # of monthly gifts

• Using these tactics, HSI increased online fundraising by 76% from 2012-2013 • HSI increased monthly donors by 80%, nearly doubling the # of active monthly donors from Q1 to

Q4 2013• HSI also increased the # of monthly gifts by 51% 2012 to 2013• Increased our average gift by 16.5% since 2012• Increased mobile/tablet donations by 3% from 2012 to 2013• Increased average # of gifts by 131% since 2012

Q1 Q2 Q3 Q4

2013 active monthly donors

+17%+27%

#1. Make it easy!

• You have to ask for gifts (to your most-engaged segments)

• Give a reason for people to give monthly

• Include option to give monthly (and onetime) on the same donation

• Offer as many payment options as possible: credit/debit card, bank

transfer,

• Offer easy access for donor issues/care

Make it easy:

Appeal strategy and

email design

• Monthly gift call out in inset –big, bold button

• Ask is above the fold• Explains exactly what our

campaign is doing, what your monthly gift will help us achieve

• Donor-centric• Appeal is specific to the

campaign the constituent gave 1x to

• This upgrade appeal: • Segmented to 1x donors to

Street Dog campaign• 36% open rate, 3.1% click

rate• 30 new monthly gifts

(average $19) and 24 onetime gifts (average $34)

Try something

different: Use fun

visuals!

• We used a postcard-style appeal for some of our upgrade appeals

• Big, bold, fun

• Use imagery/visuals

• Positive message, encouraging information

• This upgrade appeal:• We wanted to try something different • Segmented to 1x donors to any

unrestricted campaign in previous 6 months

• Open rate of 17%, click rate of 0.7%• 15 new monthly donors (average gift

$18) and 20 onetime gifts (average $27)• We learned: trying something new is

good, we got lots of positive feedback from donors, try using less text next time

Make it easy: Stewardship

• Any time there’s a victory or

happy news, thank your donors

• Make it all about YOU! (the

donor)

• Tailor your message to the

campaign they are giving to as

much as possible

• In addition to calling out monthly

donors whenever applicable, we

also send quarterly updates for

each campaign to monthly donors

• This stewardship email:

• Open rate of 40%

• Click rate of 7%

• Unsubscribe rate of 0%

• Monthly donations are a

tab next to one-time

donations

• Big, bold buttons

• Large imagery

• Responsive design

• Remove unnecessary

form fields

• Join “special community” –

be a part of a group

Make it easy:

Donation forms

#2: Brand your campaigns!

• Imagery, colors

• Segment by issue, campaign they’ve taken action on or given to

before

• Follow an email series: engagement, appeal, monthly upgrade

Integrate your channels!

• Social proof/sharing directly speaks to younger donors

• Make it easy for them to participate

• Find your path to reach them

• Know your audience, age range

• Know what your file engages in and what performs best for your audience

• Know what channels are most successful for your organization: email?

web? social? phone?

• Emailed our audience about this

issue, posted on website

• FB post: Our audience is more

inclined to share a compelling

photo, embedded link in post

• We know this issue resonates

with our audience

• This post:• 28,000 new names to file (which

would’ve cost us about $40,000 for

list acquisition

• Post was shown to 2.3 MILLION

people organically

• More than 22,000 shares and 19,000

comments

• 35,000 unique action takers

• Over $55,000 raised from the action

landing on a donation form!

Facebook and action: coordination is key!

#3: Make it fun!

And stay up-to-date with technology trends

• Learn your market, demographic, audience – and what is trending

• Make your assets interactive, encourage them to give regularly

• Invest in redesigning your assets if need be

• Learn by testing. Test, test, test!

Step 1 of HSI redesign: Gamification

Step 2: take it further – responsive style

HSI’s data proves it

works!

• Mobile/tablet usage for donations went from 6% before redesign to responsive format to 9%

• 78% increase in # of gifts after HSI redesigned donation form to responsive style

• Increase of 85% in mobile donations

• Increase in # of monthly donors by 80%

*Timeframe was 4/8/2012 – 4/8/2013 “before redesign”. Timeframe “after

Before responsive After responsive

Mobile/tablet

Total gifts

# of gifts before/after responsive redesign

Why responsive matters

• Almost 1 in 4 registrants in a fundraising

campaign will use mobile to raise money if the

option is made available*

• 75% of smartphone owners even bring device to

bathroom with them*

*2014 Artez White Paper: Mobile Matters

Other methods to acquire donors

• Grow your file size

• Send targeted welcome series to new

constituents

• Segment

• Focus on stewardship, cultivation and retention of

monthly donors

• Offer special incentives to regular givers

• Treat monthly donors differently

• Learn why you might be failing*

Tips to unlock ‘hidden’ donors

• Appeal to people who have taken action on an alert or petition,

campaign-specific

• Don’t just appeal – use a confirmation page to capture their donation

immediately

• In 2013, 11% of HSI’s total donations came from action alert widgets –

22% of which were new monthly donors! (without asking!)

• In 2014 Q1, an average of 23% of new monthly donors came from action

alert donation widgets

Youth case study two

THE CHALLENGE

Amnesty is a well-known and highly respected brand

However: •We struggle with explaining a complex mandate to the general public, and sometimes even to our own members.•Surveys indicate that Amnesty is associated with the generation of 1968.•In a time where e-mail and mobile communications have replaced letterwriting, traditional activities no longer mobilise people as effectively as before. •It is difficult to achieve real growth with existing product (membership).•High entry barrier: Do I have to write letters? Human Rights skills?•Participation in politics (in the traditional sense) is decreasing…

In this perspective it was important for us to create a product/concept that lowers the entry barrier and appeals to a wider and younger audience.

IN A NUTSHELL

High response rate

Instant campaigning

Short and precise communication

Relationship

Tangible call to action

Instant reply

Ease of sharing

Excisting supporters: grow value and retention New subscribers:

High value leads and high value suporters

Income generator on campaigning (if over-chage model is possible)

Ease of entry and ease of action

SMS Networks in Amnesty

25,000

50,000

75,000

100,000

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

SwedenIcelandNorwayIrelandAustriaDenmarkAustraliaUK

India: off the chart, but not quite comparable model

FR 101

• ASK AND THANK!

Non-financial supporters

Traditional

RETENTION

AVG VALUE

VOLUME

REVENUE

LOYAL ACTIVISTS

AVG ENGAGEMENT

VOLUME

ACTIVISMREVENUE OR

ENGAGEMENT

RETURN ON ENGAGEMENT

CAN SUPER-CHARGE

GROWTH

RETURN ON ENGAGEMENT

CAN SUPER-CHARGE

GROWTH

RETENTION

AVG VALUE

VOLUME

REVENUE

LOYAL ACTIVISTS

AVG ENGAGEMENT

VOLUME

ACTIVISMREVENUE

THE THEORY

SMS activists

Acq cost Avg amount Lifetime (months) LTV ROI

F2F 549 60 30 1.800 3,28

Cold TM 842 62 41 2.542 3,02

Lifeline2Member 420 74 60 4.465 10,63

UPGRADE: Hitrate comparison (enganement vs no engagement)

Engagement No Engagement

1 2 3 4 5 6 7 8 9 10 11 12 13

Cumulative monthly attrition on monthly supporters

DOCUMENTATION

FREE MODEL OVERCHARGE MODEL

EX DENMARK:70,000Free to recieve and to respond3 actions per month

EX NORWAY:80,000 Ca 1 EURO to recieve each SMS (subscription)Free to respond3 actions per month

Activism boostCampaign boost Lead generatorBut risk to die of success

Activism boostCampaign boost Lead generatorIncome generator

Message from short code 1919

Bahrain: activist Nabeel Rajab imprisoned for peaceful demostrations and tweeting for reforms. SMS: action to 1919 and demand his freedom (unsubscribe: lifeline stop)

Response from short code 1919

Thanks for your signature in support for the human rights activist Nabeel Rajab. Please forward the action SMS. You can read more about him and his case at amnesty.dk/ll. Best Amnesty

My response to the short code 1919: Action

Income/Volume 20.000 40.000 60.000 80.000 100.000 120.000 140.000 160.000

Monthly (Euros) 60.000 120.000 180.000 240.000 300.000 360.000 420.000 480.000

Annual (Euros) 720.000 1.440.000 2.160.000 2.880.000 3.600.000 4.320.000 5.040.000 5.760.000

AI NORWAY LEVEL (in a 4,5M population country)

AI DK: Lead generation + conversion is the most valuable channel and now up to 20% of mix

High conversion rates: depending on the market 15-40% conversion to monthly regular giving

HIGH RESPONSE AND HIGH FREQUENCY

• HIGH RESPONSE: SMS GENERATES HIGH RESPONSE: IT’S EASY AND YOU’LL ALWAYS READ AN SMS (UNLIKE EMAILS)

• HIGH FREQUENCY: WEEKLY INTERACTION – IN MOST OF OUR MARKETS WHERE WE HAVE SMS ACTION NETWORKS IT’S BASED UPON 3-4 ACTIONS PER MONTH

Norway Sweden India

Response Rates

Avg 2014

Youth case study three

Step One for Youth Fundraising

• make sure you’ve got the right young staff, in the right positions, with the right authority

First Step

• PMHF chose a young, internal event staff person to be

trained, and transition, to more integrated, mobile friendly, social friendly, e-philanthropy responsibilities

•one of the biggest barriers is determining not just who does what but who pays for what… this person helps facilitate shared budgeting; responsibilities and goal setting in an integrated program

•A commitment to longer return on investment with young donors

Not just the right person in the right position, but create a culture to support youth focused e-philanthropy

• the CEO and even more impotant, the CFO, champions youth initiatives

• Failures

•Long term investment

Second Step

• with limited time and budget, prioritize

the different youth focused initiatives

Third Step

• make sure that the youth experience speaks to what we began with… Now, Can I, For Me, Simply…

•And fits the characteristics we have listed

•And leverages a thoughtful youth journey

Thanks!

masterclass draft final oct 13 2014

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