level up your fundraising, understanding the psychology behind what motivates people to give - ntc...
DESCRIPTION
Presentation to the 2013 Nonprofit Technology Conference (NTC) in Minneapolis on how to use psychology and web marketing fundamentals to increase online fundraising - including online giving and donations and other online revenue streams like event registration and sponsorship.TRANSCRIPT
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Level Up Your Fundraising
Session Presenters Caitlin KaluzaAaron LongSarah M. Worthy
http://www.monkeyinthecage.com
Understanding the Psychology of What Makes People Donate Online
Use Hashtag: #NTC13LvLUP
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Let’s Level Up!
#13NTCLVLUPbit.ly/NTCLVLUP
Slide 2Level Up Your Fundraising #13NTCLVLUP
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Let’s Level Up!
1. Why it Matters2. Strategy: Why
Do People Give?
Slide 3Level Up Your Fundraising
3. 7 Tactics of Influence on the Web
#13NTCLVLUP
#13NTCLVLUP
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Slide 4Level Up Your Fundraising
Aaron Long@longstation
Caitlin Kaluza@qcait
Sarah M. Worthy@sarahmworthy Tendenci.com |
@Tendenci
#13NTCLVLUP
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15 Years
Slide 5Level Up Your Fundraising #13NTCLVLUP
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Slide 6Level Up Your Fundraising
Let’s Chat!
Photo Credit: flickr.com/photos/bibamatt/2629402676
#13NTCLVLUP
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Photo Credit: flickr.com/photos/brittanyg/1305797552
Slide 7
LEVEL 1: Why Does it Matter?
Level Up Your Fundraising #13NTCLVLUP
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Online Giving is Online Giving is on the Riseon the Rise
Slide 8Level Up Your Fundraising
Photo Credit: flickr.com/photos/sarahmworthy
#13NTCLVLUP
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Giving is Digital
Slide 9
Source: 2012 Digital Giving Index
Level Up Your Fundraising #13NTCLVLUP
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Slide 10Level Up Your Fundraising
Source: 2012 Digital Giving IndexGiving is Social
#13NTCLVLUP
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Slide 11
Organizations who incorporate social media into fundraising campaigns generate
more money10xLevel Up Your Fundraising
Source: 2012 Digital Giving IndexGiving is Social
#13NTCLVLUP
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NYT Survey: 68% said they
“Share to give people a better sense of who they are and what they care about.”
Slide 12Level Up Your Fundraising #13NTCLVLUP
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Slide 13Level Up Your Fundraising
Fundraising =
#13NTCLVLUP
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Slide 14Level Up Your Fundraising
Photo Credit: flickr.com/photos/23889540@N00/1148435913
LEVEL 2: Visitor
Motivations
#13NTCLVLUP
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Why Do People Give?
Slide 15Level Up Your Fundraising #13NTCLVLUP
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1. Social2. Material3. Ideological
Slide 16Level Up Your Fundraising
Three Motivations of People
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Slide 17Level Up Your Fundraising
Social
#13NTCLVLUP
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Slide 18Level Up Your Fundraising
Material
#13NTCLVLUP
NADR.orgNADR.org
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Slide 19Level Up Your Fundraising
Ideological
#13NTCLVLUP
ChimpHaven.orgChimpHaven.org
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1. What can I do here?2. Why should I do it?3. How do I get
started?
Slide 20Level Up Your Fundraising
7 Secondsto Tap IntoUser Motivations
Photo Credit: flickr.com/photos/smaedli/3271558744
#13NTCLVLUP
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1.Impatient2.Smart
Slide 21Level Up Your Fundraising
Web Users are
#13NTCLVLUP
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Visitors are Skeptical
Slide 22Level Up Your Fundraising
Source: credibility.stanford.edu
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1.Your Identity2.Your Motives
Slide 23Level Up Your Fundraising
Visitors Evaluate Credibility on:
#13NTCLVLUP
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Content Builds Credibility
Slide 24Level Up Your Fundraising
Who’s Spending Their Donation?
How You’ll Use
Their Donation
Who Benefits from Their Donation?
#13NTCLVLUP
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Slide 25Level Up Your Fundraising
Storytelling
#13NTCLVLUP
Depelchin.orgDepelchin.org
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Slide 26Level Up Your Fundraising
Stories connect us emotionally…
Emotions drive buy decisions.
#13NTCLVLUP
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Slide 27Level Up Your Fundraising
Photo Credit: flickr.com/photos/luschei/937166240
Emotions drive buy decisions
#13NTCLVLUP
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LEVEL 3: 7 Tactics of Influence Online Photo Credit: flickr.com/photos/mikecogh/7961942978
Slide 28Level Up Your Fundraising #13NTCLVLUP
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Slide 29
Photo Credit: flickr.com/photos/36041246@N00
1. Framing the “Ask”
Level Up Your Fundraising #13NTCLVLUP
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Slide 30Level Up Your Fundraising
Keep it Consistent
#13NTCLVLUP
YMCAHouston.orYMCAHouston.orgg
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Photo Credit: flickr.com/photos/mikecogh/7961942978
Slide 31Level Up Your Fundraising
Make the Ask Personal
#13NTCLVLUP
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Branded Giving Pages Produce
More Dollars
Source: onlinegivingstudy.org/quarterlyindex
Slide 32Level Up Your Fundraising
6x#13NTCLVLUP
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Slide 33Level Up Your Fundraising
2. Create Trust with Donors
#13NTCLVLUP
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Content That Builds Credibility
Slide 34Level Up Your Fundraising
Social Motivations
Material Motivations
Ideological Motivations
#13NTCLVLUP
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Showcase Your PeopleSlide 35Level Up Your Fundraising #13NTCLVLUP
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Slide 38Level Up Your Fundraising
How Do You use Donations?
#13NTCLVLUP
Komen-Houston.orgKomen-Houston.org
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Slide 39Level Up Your Fundraising #13NTCLVLUP
More than Money
Depelchin.orDepelchin.orgg
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Slide 40Level Up Your Fundraising
Third Party Validation
#13NTCLVLUP
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Slide 41Level Up Your Fundraising
3. Apply Social Pressure
#13NTCLVLUP
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Slide 42Level Up Your Fundraising
Fire Up the Base
#13NTCLVLUP
iFest.orgiFest.org
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Slide 43Level Up Your Fundraising
Engage New Supporters
Site Traffic Facebook Likes
Blogger Referrals
#13NTCLVLUP
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Slide 44Level Up Your Fundraising
Easy Places to Start
#13NTCLVLUP
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Slide 45Level Up Your Fundraising
4. Give Back... First
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Slide 48Level Up Your Fundraising
Content Curation#13NTCLVLUP
InclusiveSchools.oInclusiveSchools.orgrg
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Slide 49Level Up Your Fundraising
Content Curation#13NTCLVLUP
Neuhaus.orgNeuhaus.org
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Listening
Slide 50Level Up Your Fundraising
Watch for what people want…And give it to them!
#13NTCLVLUP
bmtisd.cobmtisd.comm
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Slide 51
Photo Credit: flickr.com/photos/costinthampikutty
Level Up Your Fundraising
5. Aim for Slow Change
#13NTCLVLUP
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Slide 52Level Up Your Fundraising
Lower the Barrier to Entry
#13NTCLVLUP
PRSAHouston.oPRSAHouston.orgrg
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Slide 53Level Up Your Fundraising
Know Your Audience’s Motivations
#13NTCLVLUP
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Clear Calls to Action
Slide 54Level Up Your Fundraising
1. Hubspot Effective Calls-to-Action hubspot.com/how-to-create-effective-calls-to-action
2. 20 Do’s & Don’t’s for Clickable Calls to Actionslideshare.net/HubSpot/20-dos-donts-for-clickable-callstoaction
3. 200 Fundraising Headlinesnpengage.com/nonprofit-research/200-more-email-subject-lines-from-end-year-fundraising
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Slide 55Level Up Your Fundraising #13NTCLVLUP
6. Inbound Marketing
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Slide 56Level Up Your Fundraising
Current Methods Don’t Work for Generation Y
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Slide 57Level Up Your Fundraising
Make it Easy to Give
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Slide 58Level Up Your Fundraising
How Do You Want to be Contacted?
#13NTCLVLUP
CMHouston.orCMHouston.orgg
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Slide 59Level Up Your Fundraising
7. Recognize Your Value......and charge for it
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Slide 60Level Up Your Fundraising
Member Pricing
Member Only Events
Exclusivity
#13NTCLVLUP
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Slide 61Level Up Your Fundraising
The Value of Membership
#13NTCLVLUP
PharmacyTechnician.orPharmacyTechnician.orgg
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Slide 62Level Up Your Fundraising
Events
#13NTCLVLUP
ThinkLA.orThinkLA.orgg
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Recap!
1. Frame the Ask2. Create Trust with Donors3. Apply Social Pressure4. Give Back First5. Aim for Slow Change6. Inbound Marketing7. Recognize Your Value and Charge for It!
Slide 63Level Up Your Fundraising #13NTCLVLUP
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Recap!
1. Why Online Fundraising Matters
2. Strategy: Why Do People Give?
Slide 64Level Up Your Fundraising
3. 7 Tactics of Influence on the Web
#13NTCLVLUP
#13NTCLVLUP
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Slide 65Level Up Your Fundraising
Questions?
#13NTCLVLUP
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Slide 66Level Up Your Fundraising
Thank You!
#13NTCLVLUP
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Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!
or Online using #NTC13LVLUP at www.nten.org/ntc/eval
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HERE
Sarah M. Worthy@sarahmworthy
Aaron Long@longstation
Caitlin Kaluza@qcait
Tendenci.com | @Tendenci