online fundraising 101 - bcnpha conference
TRANSCRIPT
Today, Housekeeping & Agenda
● Will send out slides● Write things down. Write everything down.
○ Get 3 6 concrete things
● Contact○ [email protected], @bradyjosephson
● Agenda○ Part I - Giving & Fundraising
○ Part II - Storytelling & Communications
○ Break
○ Part III - Digital & Online Fundraising
○ Part IV - Case Study & Examples
○ Part V - Interview & Discussion
○ Part VI - Q & A & Q & A
Joseph Mixer
Why People Give
InternalPersonal or “I” Factors
● Acceptance, guilt reduction,
meaning/purpose, spirituality, survival
Social or “We” Factors
● Status, altruism, power, family,
interdependence
Negative or “They” Factors
● Frustration, fear/anxiety, complexity
ExternalRewards
● Recognition, personal, social
Stimulations
● Human needs, personal request, vision,
efficiency/effectiveness, tax deductions
Situations
● Involvement, peer pressure, culture,
tradition, role identity, disposable income
Joseph Mixer
Why People Give
InternalPersonal or “I” Factors
● Acceptance, guilt reduction,
meaning/purpose, spirituality, survival
Social or “We” Factors
● Status, altruism, power, family,
interdependence
Negative or “They” Factors
● Frustration, fear/anxiety, complexity
ExternalRewards
● Recognition, personal, social
Stimulations
● Human needs, personal request, vision,
efficiency/effectiveness, tax deductions
Situations
● Involvement, peer pressure, culture,
tradition, role identity, disposable income
Millennial Giving Characteristics
● Want to be more involved and included● Want to use social influence and time● Want to trust in the causes they support● Want to give (time and money) with peers● Want to see clear examples of how they are making a difference by giving (time
and money)● Want to get something back for their giving (impact, access, prestige, etc.)● Want to support more organizations, and friends, in smaller amounts
Millennial Giving Characteristics
● Want to be more involved and included● Want to use social influence and time● Want to trust in the causes they support● Want to give (time and money) with peers● Want to see clear examples of how they are making a difference by giving (time
and money)● Want to get something back for their giving (impact, access, prestige, etc.)● Want to support more organizations, and friends, in smaller amounts
Millennial Giving Characteristics
● Want to be more involved and included● Want to use social influence and time● Want to trust in the causes they support● Want to give (time and money) with peers● Want to see clear examples of how they are making a difference by giving (time
and money)● Want to get something back for their giving (impact, access, prestige, etc.)● Want to support more organizations, and friends, in smaller amounts
Joseph Mixer
Why People Don’t Give
Personal Characteristics● Personal preferences● Contrary believes
Communication Problems● Lack of information● Ineffective communication
Organizational Image Problems● Perceptions of poor
organizational behaviour
Reactions to Solicitations● Manner of asking● Solicitor● Finances● Situations● Relations with prospect● Timing
People don’t wake up in the morning and think “I’m going to give some money away today”.
Unfortunately.
Why People Don’t Give
1. Identifiable victim2. Sense of fairness3. Parochialism4. Money5. Diffusion of responsibility6. Futility
Why People Don’t Give
1. Identifiable victim2. Sense of fairness3. Parochialism4. Money5. Diffusion of responsibility6. Futility
Option A
Your $70 donation today will support water and health related projects around the world to help those who need it most.
Option B
Your $70 donation today will provide clean water for 2 people for life living in the remote village of Sasiga in Ethiopia.
Option A - Regular
Our goal in this campaign is to raise money for the projects. Implementing each project costs $20,000. Your tax-deductible gift makes a difference.
Option B - Seed
Our goal in this campaign is to raise money for the projects. Implementing each project costs $20,000. Your tax-deductible gift makes a difference.
A private donor who believes in the importance of the project has given this campaign seed money in the amount of $10,000.
Option C - Match
Our goal in this campaign is to raise money for the projects. Implementing each project costs $20,000. Your tax-deductible gift makes a difference.
A private donor who believes in the importance of the project has given this campaign a matching grant in the amount of $10,000. The matching grant will match every dollar given by donors like you with a dollar, up to a total of $20,000
Option D - No Overhead
Our goal in this campaign is to raise money for the projects. Implementing each project costs $20,000. Your tax-deductible gift makes a difference.
A private donor who believes in the importance of the project has given this campaign a grant in the amount of $10,000 to cover all the overhead costs associated with raising the needed donations…
Giving & Fundraising Recap
● Giving is good and we are wired for it● The reasons why people give are complex, convoluted, and vary● There are many reasons people don’t do it - namely futility and no opportunity● Fundraising is about having the good of giving outweigh the (perceived) bad● Framing the cause in tangible ways is hugely important● Incentives aren’t the reason to give but help people give now● Overhead is crap● Good fundraising is focused on Lifetime Value (LTV)● Donor retention and monthly giving key drives in LTV
Option A
Let me tell you about a young boy who dreams of becoming a doctor. A dream that was taken away from him when a classmate punched him in the face causing a traumatic cataract. He lost sight in one eye. A $150 donation today can restore his sight and with it his dream.
Option B
This is Hery Moreno from Madagascar. He’s 10 years old and dreams of becoming a doctor. A dream that was taken away from him when a classmate punched him in the face causing a traumatic cataract. He lost sight in one eye. A $150 donation today can restore Hery’s sight and with it his dream.
Why People Don’t Give
1. Identifiable victim2. Sense of fairness3. Parochialism4. Money5. Diffusion of responsibility6. Futility
Stories Spread. Stories Stick.
What Spreads• Social Currency
• Triggers
• Emotion
• Public
• Practical Value
• Stories
What Sticks• Simple
• Unexpectedness
• Credibility
• Concreteness
• Emotion
• Stories
Stories Spread. Stories Stick.
What Spreads• Social Currency
• Triggers
• Emotion
• Public
• Practical Value
• Stories
What Sticks• Simple
• Unexpectedness
• Credibility
• Concreteness
• Emotion
• Stories
Driven by Emotion
What Spreads• Social Currency
• Triggers
• Emotion• Public
• Practical Value
• Stories
What Sticks• Simple
• Unexpectedness
• Credibility
• Concreteness
• Emotion• Stories
Pixar Framework
Once upon a time…
Every day…
One day…
Because of that…
Because of that…
Until Finally…
Daniel Pink’s To Sell Is Human
Storytelling & Communications Recap
● The Curse of Knowledge is a massive hurdle to overcome but stories can help● Stories of one person allow us to connect better with them● Stories spread and stories stick● We are wired for story and participate in them● Good (fundraising) stories involve distress (cortisol) and empathy (oxytocin)● You are not the hero of the story● Think of the Pixar and Narrative frameworks for your stories● Stories can carry your values and beliefs for you - like trojan horses● Future and Beneficiary stories are most often told in fundraising
Aware Engaged Action
Attention Motivation Friction
Traffic Average Gift Conversion
Offer Qualify Decision
Fundraising & Online Fundraising Flows
We live in a search world.
Source: Internet Live Stats
We live in a (weird) search world.
Source: College Humor
We live in a (weird) search world.
Source: College Humor
We live in a (weird) search world.
Source: College Humor
We live in a (weird) search world where Google is King.
Source: Statista
Digital & Online Fundraising Recap
● Attention (Traffic) x Motivation (Average Gift) x Friction (Conversion Rate) = Revenue
● Through social, email, ads, etc. you make ‘offers’ that point to your website for people to ‘qualify’ the offer before making a ‘decision’
● Getting traffic to your website is half the battle and not easy (but a Google Ad Grant can help)
● Focusing on securing emails as a starting action and then welcoming and sending (frequent and quality) emails is key
● Point people to focused pages where they can take action● Integrate your offline online by translating - not just PDFs
Tools & Resources
● MailChimp
● WordPress
● Stripe
● Hootsuite
● Google Ad Grant
● CanadaHelps
● Chimp
● FundRazr
● NextAfter
● Classy
● Network for Good
● CanadaHelps
● CauseVox
● Future Fundraising Now
● Recharity.ca
● Made to Stick
● Winning the Story Wars
Online Fundraising Checklist❏ Test your own site
❏ Find and sign up for email
❏ Find and make a donation
❏ Host a donate page on your own site (even if that page links out)
❏ Chimp or CanadaHelps can work if you don’t (and are a charity)
❏ FundRazr can work if you aren’t a charity
❏ Have a custom welcome email after email sign up
❏ MailChimp can do this
❏ Try to thank people within 3 days of a gift
❏ Get your Google Ad Grant
❏ First need to register with TechSoup Canada
❏ Have thank-you pages after key actions
❏ Donate
❏ Email sign up
❏ Form complete
The Results
Metric
Nov 2014 -
Sep 2015
Nov 2015 -
Sep 2016 Change
Traffic 21,430 31,978 49.22%
Conversion Rate 1.81% 1.46% -19.17%
Donations 388 468 20.62%
Average Gift $128.46 $176.76 37.60%
Revenue $49,843.28 $82,724.31 65.97%
What We Did
● New website (focused on emails and donations)● Built goals and tracking (eCommerce)● More focused pages● Newsletter page & digital strategy● Google Ad Grant● Focus more on emails (getting, welcoming, sending)● More tangible asks and ask amounts● Deeper integration with offline● Stories of ONE person
Lessons Learned Along the Way
● All organizations’ donors are different● All donors are different● Getting content (photos, stories, etc.) can be difficult● Even with ‘cheap’ and ‘free’ digital, holistic and long-term strategies are best● Important to hear from donors - early and often● Managing, hosting, building, etc. technology is crazy (and expensive)● Learn (aka borrow/steal) from others who are doing it well● Start where you can, build from there● Track what you can, build from there