fundraising bootcamp week 2
TRANSCRIPT
Presented by Debra Askanase,
Community Organizer 2.0
FirstGiving Fundraising Bootcamp: Week 2
How this webinar works • A link to the slides and a recording will be
sent after the webinar
• If you’d like to ask a question during the webinar, you can type it in the box on the right side of your screen
• Use the hashtag #fgwebinars to tweet about this webinar
FirstGiving: Online Fundraising Solutions
Personal Support for your nonprofit, donors, and fundraisers Easy, tested, and secure transaction processes for the donor
Peer-to-Peer Fundraising Pages and Event Registrations Online Direct Donations
About the Presenter
Debra Askanase, @askdebra Digital Engagement Strategist Community Organizer 2.0 hFp://communityorganizer20.com [email protected]
Fundraising Bootcamp: Overview Fundraising bootcamp: what’s it all about
-‐ Four weeks of discussion, learning, and tesMng: -‐ The donate now buFon -‐ The fundraising landing page -‐ Driving donors to the website -‐ The plan for Giving Tuesday!
Plus… Answering your quesMons Peer-‐supported Facebook Group (lots of discussion!) hFps://www.facebook.com/groups/337397103024397/ Follow-‐up videos and content
Online Fundraising for Nonprofits: Facebook Group
Join the group! hFps://www.facebook.com/groups/337397103024397/
Purpose: discuss your challenges, share successes, ask quesMons online fundraising
Week 1 review: DonaGon BuHon
Six ways to make your donate buHon rise to the top
• Color is crucial: 30% greater conversion with red than grey (Network for Good). Use color contrast.
• 2-‐second test: can visitors find it in 2 seconds? • CreaMve verbiage: go beyond “Donate Now” with specific asks
• Incorporate an image with the buFon
• Test website posiMoning and buFon size • Is the buFon placed in a “disMnguished area?”
DonaGons through Facebook: hFp://donatetab.firstgiving.com/
Facebook donaMon customizable text
GivingTuesday.org
hFp://firstgiving.per.fm/free-‐account-‐promoMon/
1. Decide on a Giving Tuesday campaign
2. Install a donaMon buFon (if you don’t have one), and/or opMmize your donaMon buFon (if you have one)
3. Post your biggest challenge within the Facebook group
4. Answer someone else’s quesMon within the Facebook group
Bootcamp Challenge: Report-‐backs
Highlights from our Facebook discussion group
• Helping each other with dona1on bu4on text, feedback, thoughts
• Sharing what we’re working on • Thanks to Big Brother/Big Sister Miami, Gallant Few, and La1n America Working Group for great ques1ons
Week 2: OpGmizing Landing Pages
OpGmized, and always 1-‐click away
Examples and ideas DonaGon page opGmizaGon
Use engaging photos
Survey: System allows for donaGon category configuraGon
If yes, for what?
• 80 responses • Most popular:
Memory, in honor of, recurring, monthly, annual
• Other: Project-‐based, specific programs, matching gie opMon, special occasions, geographic designaMons for funding, sponsor someone or an event
Recommended giving levels, mulGple online giving opGons
Give something away
hFps://donate.mozilla.org/page/contribute/openwebfund
Tell a story
Types of donaGons
Show impact, preferred type of donaGon
DonaGon page giving opGons
Show where the money goes
Invisible Children: donaGon page
Show the steps in the giving process
Social sharing + clear process + story
Nine ideas for opGmizing your donaGon page
• Eye-‐catching headline • Offer different online giving levels • Offer different types of donaMons (in memory of, in honor of, etc.)
• Tell a story • Communicate payment security • Give something back (t-‐shirt, sMcker) • Equate giving to solving a specific need • Show where the money goes • Include social sharing buFons
-‐What is Giving Tuesday and what is FirstGiving doing for it?*
-‐How do you opMmize the donate buFon, page, and giving levels?*
-‐Is there a way to donate through Facebook?*
-‐How should we effecMvely drive donors to the website to donate?
-‐What is the best way to drive donors to make donaMons?
-‐How many Mmes should you ask for donaMons?
Most common quesGons from YOU
What are the best giving levels?
Survey: Recommended giving levels
Most direct donors give in $25, $50, and $100 amounts
65%
35%
Total number of direct donaGons
top 3 donaMon amounts
other donaMon amounts
Breakdown of common donaGon amounts from $101 to $1,000
0 2000 4000 6000 8000 10000 12000 14000 16000
DonaGons $101 -‐ $1,000
2007
2008
2009
2010
DonaGon giving levels + impact
Giving amounts based on what you need
DonaGon amount takeaways
• Encourage fundraisers to ask for specific donaMon amounts of $25, $50, and $100
• Consider semng up projects that can be funded for these amounts ($50 buys a week’s worth of food for one person)
• Don’t be afraid to ask for higher amounts: $200 is the most popular amount over $100
Determining donaGon levels
1. Look at overall donaMon history: a. Your low-‐level gies: start slightly higher than a
majority of your low-‐level gies b. Your high-‐level gies: end slightly higher than a
majority of your high-‐level gies
2. Offer 4-‐ 6 opMons 3. Cluster opMons closer together at the lower
end 4. Always offer an “other” value opMon
What is the best way to drive donors to make donaMons?
How many Mmes should you ask for donaMons? What is your biggest success thus far?
Follow-‐up from Facebook group conversaMons Check-‐in on meeMng your bootcamp challenge
Week 3: Driving donors to your giving page!
Facebook: facebook.com/firstgiving
Twitter: @FirstGiving
Online Fundraising blog: http://blog.firstgiving.com
Online Fundraising for Nonprofits Facebook Group: https://www.facebook.com/groups/337397103024397/
Connect with us through our social communities!
Interested in learning more about FirstGiving?
Contact: [email protected]
Nonprofit customer of FirstGiving with questions?
Contact: [email protected]
Thank you!