1
Confidential document: Kimbia Inc. 2014
Hi!
Miriam KaganSenior Fundraising Principal
2
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Nonprofits Stuck at 10%
6.4% of fundraising from online sources in U.S.
Confidential document: Kimbia Inc. 2014
• Cystic Fibrosis Foundation raised 27% of donations online
• AmericCare generated 30% of gifts under $10K online
• YMCA of Austin raised 23% of their fundraising goal online via peer-to-peer
The Online Fundraising “Opportunity Gap”
Confidential document: Kimbia Inc. 2014
Direct mail donors who give online increase giving 35%-50%
Online acquired donors who then engage on multiple channels have highest lifetime value
Online campaigns engage major donors, major gifts and more participants
6
Online Fundraising Brings Results
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Social Media Isn’t Just for Millennials
8
• Number of Facebook friends for users over 45: 118-183
• Fastest growing demographic on Twitter: 55-64
• 43% of people over 65 use social networks
Confidential document: Kimbia Inc. 2014
Mobile Adoption Rates
9
• 80% of smartphone users use it to read email
• 90% of Americans keep phones within arms reach 24/7
• Top performing nonprofits received 20% of online donations via mobile
Confidential document: Kimbia Inc. 2014
Obama 2012 Campaign
10
Confidential document: Kimbia Inc. 2014
Practical Steps: How to Go Digital First
11
1. Use online measurement tools
2. Establish standard performance benchmarks
3. Conduct A/B split tests
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Supporters Use Multiple Devices, Channels
• Different Channels: Social Media, Email, Websites
• Multiple Devices: Smartphones, Laptops, Tablets, Smart TVs
Confidential document: Kimbia Inc. 2014
Are Often Siloed Fundraising Roles
• Email fundraising manager
• Social media fundraising manager
• Direct mail fundraising manager
Confidential document: Kimbia Inc. 2014
What is Omni-Channel FundraisingTM?
• Delivers a donor-centric approach across multiple-channels
• Ensures engaging and consistent communications
• Leverages new media, old-media, social, online, peer-to-peer
• Optimizes landing pages to mobile
Confidential document: Kimbia Inc. 2014
Practical Steps to adopt Omni-Channel FundraisingTM
• Create a strategic Omni-Channel FundraisingTM (OCF) Plan
• Form an OCF engagement team
• Design campaigns to cross-promote across channels
• Re-purpose content for each channel
• Use #Hashtags for live-tweeting
• Take photos of live events to share on social media
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Why Is Crowdfunding So Effective?
• Drives significant revenue
• Attracts new donors
• Generates buzz and excitement
Confidential document: Kimbia Inc. 2014
The 4 Phases of Crowdfunding Planning
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Benefits of Peer-to-Peer• Donation solicitations
from friends and relatives are 300% more effective than from an organization
• Peer-to-peer campaigns drove 26% of Facebook traffic vs. 16% for all campaigns
Confidential document: Kimbia Inc. 2014
Steps for Peer-to-Peer• Enable participants to
easily set up their own page without HTML or CSS skills
• Don’t require login
• Make forms/displays easily embeddable
• Embrace all fundraisers – embrace the long-tail
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
What is Content Marketing?
• Blogging
• Podcasting
• Video series
• Infographics
• Reports
• Guest articles
• Email newsletters
• Print newsletters
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Share Valuable Content
Rule of thumb: share 4 pieces of relevant, valuable content for every piece of promotional content
Confidential document: Kimbia Inc. 2014
Practical Steps to Implement Content Strategy
• Create a content mission statement
• Choose most appropriate mediums: blogging? Video? Podcasting?
• Follow a content calendar
• Include calls to action
• Share on social media
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
A Value Prop answers “Why”
• “Why should I donate $100 today?”
• “Why should I participate in your event?”
• “Why should I fundraise on your behalf?
Confidential document: Kimbia Inc. 2014
Practical Steps for a Value Proposition
• Tell how your organization solves a problem
• Show impact, and quantify
• State why your organization is unique
• Use language that resonates
• Make it highly visible
• Use images, not just words
Confidential document: Kimbia Inc. 2014
Georgetown University Value Proposition
“Support undergraduate students while helping your city rise above the rest to win the 2013 Georgetown University Alumni Association City Challenge.
Over a 24-hour period, we will boost Annual Giving participation and raise crucial funds for 1789 Scholarships for our students by leveraging social media, email and grassroots communications of all kinds. Participants will be able to monitor results in real time-minute by minute and city by city.
The City Challenge will focus on one day of giving–May 15–and kick off some healthy Hoya competition between our seven largest domestic alumni markets.
At the end of the day, the city with the highest percentage of alumni making a gift of any size from July 1, 2012-May 15, 2013, will win a $25,000 scholarship named for their city. Additional surprise challenges unique to each city will be revealed throughout the day.”
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Practical Steps for Prioritizing your Calls-to-Action
• Determine your most important CTAs
• Make your CTAs stand out
• Provide many call-to-action opportunities
Confidential document: Kimbia Inc. 2014
8. Make Forms Easy to Complete
Confidential document: Kimbia Inc. 2014
Practical Steps for Simplifying Forms
• Request only critical information from donors
• Provide secondary CTAs on thank you page
• Optimize your ask array
• Provide contextual content
• Remove distractions
• Move secondary info below the fold
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Practical Steps to Leverage Partners
• Encourage partners to embed your donation forms
• Organize joint webinars
• Exchange content with partners
• Run a social media contest
• Develop collaborative offers
Confidential document: Kimbia Inc. 2014
10. Make Your Site Mobile Responsive
Confidential document: Kimbia Inc. 2014
Mobile Statistics• 90% of Americans have mobile
phones
• 58% have smartphones
• 35% have tablet computers
• In 2012, the Dana-Farber Cancer Institute received almost 20% of online donations via mobile devices. Marine Toys for Tots Foundation received almost 21% of online donations from mobile devices
Confidential document: Kimbia Inc. 2014
Practical Steps to Make Your Site Mobile Friendly
• Re-design your website so it’s “mobile-responsive”
• Replace Text2Give with Pledge to Give
• Make sure your emails are mobile-optimized too
Confidential document: Kimbia Inc. 2014
11. Close the Circle
Confidential document: Kimbia Inc. 2014
Practical Steps to Nurture Long-Term Relationship with Donors
• Thank your donors
• Stay in regular contact
• Respond to social media inquiries right away
• Encourage supporters to be your ambassadors
Confidential document: Kimbia Inc. 201444
Omni-Channel FundraisingTM Solutions
Confidential document: Kimbia Inc. 2014
Want to Get Started?
• If you are serious about increasing your online revenue- email [email protected]
Confidential document: Kimbia Inc. 2014
Q&A
46
Confidential document: Kimbia Inc. 2014
Thank you!
48