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Tell The Truth Today…Raise More Money Tomorrow!
Presented by:Debra Askanase, Community Organizer 2.0
Assessing Your Online Fundraising Capacity
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 fundraisersEasy, tested, and secure transaction processes for the donor
Peer-to-Peer Fundraising Pagesand Event Registrations Online Direct Donations
About the Presenter
Debra Askanase, @askdebraDigital Engagement StrategistCommunity Organizer 2.0http://[email protected]
Today’s webinar• Online fundraising capacity: 4 critical elements
o Website button and donation page optimizationo Online giving opportunitieso Donation payment processingo Nurturing online donors
• Pre-webinar benchmarking survey results throughout!
• Value of an online fundraising assessment• 5 ideas to prepare for end-of-year giving
Online Fundraising survey
• Eight questions, 223 respondents• Use it to benchmark your responses to your peers’• Most definitive response: Yes, we have a donation
button (88%)• Most unknown: I don’t know if we’ve tested the
website button (29%)
Examples and ideas
Website Button Optimization
Survey: Donation button yes/no
Six ways to make your donate button rise to the top
• Color is crucial: 30% greater conversion with red than grey (Network for Good). A/B test with colors
• 2-second test: can visitors find it in 2 seconds?• Creative verbiage: go beyond “Donate Now” with
specific asks• Incorporate an image with the button: baby seals,
anyone?• Test website positioning and button size• The fewer the clicks to the button from any page, the
better
Traditional “Donate Now”
Can you spot the pitfalls?
Survey: Tested & configured donation button
If yes, for what?
19/62 mentioned what they test it for- 9… “to see if it works”- 4… positioning, color, size, language and/or
utility- 6… complaints about the limitations of the
button customization
Survey: Number of clicks to donation button
Nine ideas for optimizing your donation page
• Eye-catching headline • Offer different online giving levels• Offer different types of donations (in memory of, in
honor of, etc.)• Tell a story• Communicate payment security• Give something back (t-shirt, sticker)• Equate giving to solving a specific need• Show where the money goes• Include social sharing buttons
Optimized, and always 1-click away
Examples and ideasDonation Page Optimization
Survey: System allows for donation category configuration
If yes, for what?
• 80 responses• Most popular:
Memory, in honor of, recurring, monthly, annual• Other:
Project-based, specific programs, matching gift option, special occasions, geographic designations for funding, sponsor someone or an event
Recommended giving levels, multiple online giving options
Use engaging photos
Give something away
https://donate.mozilla.org/page/contribute/openwebfund
Tell a story
Survey: Recommended giving levels
Donation giving levels + impact
Donation page giving options
Show where the money goes
Social sharing + clear process + story
http://www.flickr.com/photos/wwworks/4759535950/in/photostream/
Online Donation Payments
Seven online donation payment & processing ideals
• Limit number of clicks to payment• Limit unnecessary text• Limit the number of fields donors must
complete• Keep donors on your website• Show payment security badges• Thoughtful thank-you language• Mobile-optimized site and donation page
Nurturing donors
Survey: How donors prefer to give
Survey: segmented online giving plan
Survey: online donation mix
Nurturing online donors: Five questions to consider
• Is there a plan to collect and segment donor information?
• Do you have a CRM system, or donor tracking system, and does it meet your needs?
• How are you segmenting your online donation appeals?
• Do you have a donor communication plan?• What is your cross-channel donor nurturing
(and communication) plan?
Take Our Online Fundraising Assessment
http://www.flickr.com/photos/8525214@N06/4096728450/in/photostream/
Assessment components: Four online fundraising practice areas
• Website optimization• Payments
• Nurturing donors• The culture of social giving
The assessment is a measurement of systems, competence, and
maturity.
Look at what’s holding you back
http://www.flickr.com/photos/jox1989/4907642470/in/photostream/
Goals of an assessment
• Provide a snapshot of systems and processes
• Identify overall “foundation for success”
• Ease process of prioritizing next steps
• Allow for comparisons over time, track growth
Sets expectations
The Matrix – fundraising systems
5 things you can do right now…
http://www.flickr.com/photos/thomashawk/5896790695/in/photostream/
…to optimize your online giving potential!
• Test your donate button for color, size and positioning (add a donation button if needed)
• Analyze your donation page: what can you do to improve it?
• Test the 2-second rule: can donors find your donate button in 2 seconds?
• Take our online fundraising assessment with us• Develop an integrated donor communication plan
Request an online fundraising assessment with us!
Call us at 617-542-0010 x 4 orvisit:
http://firstgiving.per.fm/fundraising-assessment/
We will send out this link post webinar.
Resources• http://www.socialbrite.org/2010/12/09/how-to-optimize-your-nonprofits-donatio
n-button/
• http://feedingamerica.org/ways-to-give.aspx• http://www.thenonprofittimes.com/article/detail/4-ways-to-make-your-donate-no
w-button-shine-4492
• http://www.rositacortez.com/social-media-101/fundraising/tips-to-optimize-your-donate-now-button/
• http://www.npengage.com/online-fundraising/mobile-donation-forms/• http://blog.firstgiving.com/donate-now-button-series-take-donations-in-multiple-l
ocations/
• https://esiason.org/• http://www.tripwiremagazine.com/2011/09/designed-donation-pages.html
Facebook: facebook.com/firstgiving
Twitter: @FirstGiving
Online Fundraising blog: http://blog.firstgiving.com
Connect with us through our social communities!
@FirstGiving
#fgwebinars
Interested in learning more about FirstGiving?
Contact us: 617-542-0010 x 4Or [email protected]
Thank you!
@FirstGiving #fgwebinars
