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Online Fundraising Trendsusing the internet, phones and credit cards

Tina Arnoldi

(843) 723-3635Twitter: @TinaArnoldi

Blog: http://blog.tinaarnoldi.comtina@coastalcommunityfoundation.org

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• What does it mean to be online?

• Web site

• Social Media

• Events

• Mobile use

• Then we’ll talk about online giving

AGENDA

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General online trends

• People are sending more email.

• Tablet users are on the rise.

• Mobile phone searching.

• 64% pay bills online – comScore

• 2/3rds use a social media platform – pewinternet.org

• Forrester predicts half of all purchases to be digital by 2012

Overall, more activity is happening online and people are finding new ways to use technology.

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Tablet use• 11% of Americans have a tablet (Pew, Nov 2011)

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Mobile Phone Use• 85% of people in the US report owning a cell phone

• (Pew, April 2011)

• 75% of cell phone owners in the world regularly send text messages.

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Mobile Phone Use

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You need a web site• Credibility – people will look for you online.

• Make sure people know the web address.• Put it in print.

• Email signatures.

• Platform for donating.

• It doesn’t have to be expensive.

• Buy your name now.• Make sure you own it.

• Forward it to Facebook short-term.

• Free hosting with Dream Host.

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Remember your audience

• Font size

• Readability

• What do you want them to know?

• Accessible – w3.org

• WAI conformance logo

• How are they viewing it? (Mobile? Tablet?)

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Remember your audienceWeb site optimization (phones & tablets)

• Mouse clicks & keyboards for desktops, finger sweeps & on-screen keyboards with devices.

• Another case for keeping the donation process simple.

• Videos and animations affect

the site speed.

• DudaMobile.com

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Online giving stats

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Online giving stats• Blackbaud Index of Giving

• Increased 10% during July, August, & September 2011

compared to same period in 2010.

• Overall online grow of 34.5% in 2010.

• Online giving was 7.7% of all fundraising in 2010.

• Average online gift in 2010 - $92 – Convio

• Online church member giving up 5.8% from 2009 to 2010 - ECFA

• About 8% of all fundraising is now done online. • Keep in mind that 92% of giving still comes from offline channels and

that 32% of online donors switch to give through offline channels.

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Online giving stats

If I make it possible for people to give through the internet, will the money start pouring in?

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Asking for money

• Build a relationship first.

• Be conversational.

• “Soft” ask with news updates.

• Demonstrate accountability.

• Support us or Get involved.

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Internet as a toolCreate a relationship before asking for money

• Eventbrite – public events• E-newsletter• AdWords• Social media• Facebook giving – donations• Mobile giving

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Eventbrite• Free to post

• Public

• Searchable

• 2% + .99

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E-newsletter• Don’t assume everyone wants it.

• Have a way to unsubscribe.

• Are people reading it? (html/text)

• More metrics available than written.

• Do they click your links? (Google Analytics)

• Do they even open it?

• Vary your subject lines.

• Have a (fairly) consistent schedule.

• Include a donate now button.

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Google AdWords for Nonprofits

• Target location.

• $1.00 max bid.

• “Long tail” keywords.

• Daily budget of $329.

• Must actively manage.

• Can take 5 months for approval.

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Google AdWords for Nonprofitskeyword search: “donate nonprofits”

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Social Media

• If you can only do one channel, use Facebook.

• 800 million people

• Events

• Viral

• Again… think relationship

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Facebook Giving

• Causes• List yourself as a supporter of a cause on your profile

• 4.75%

• Razoo• Facebook Donation App

• 2.9%

• Offerpop• Flat fee depending on # of fans

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Razoo

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Razoo

• QR code.

• Widget.

• Videos and pictures.

• Match gifts.

• Short URL – ex.www.razoo.com/ccf

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Online giving

• Donate now button on front page

• Don’t make it hard! (ex. Registration)

• Read the fine print

• Rates vary

• 2.9%

• 2.2% + 30 cents

• 2.6% + 26 cents

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Mobile

• Pay attention

• Optimized web site

• Square

• Start with text updates

• Who carries cash?

• Auction

• Bring items to sell like t-shirts (Gets people’s attention)

• Equip people with the device as they mingle, rather than at a

table

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Mobile Giving

• Consider building a list now (but don’t use without permission)

• Resources

• http://www.mgivefoundation.org/

• $500k+, $500/month

• http://mobipledge.com/

• Square – 2.75%, no monthly fee

• GoPayment – 2.7%, no fees

• http://mashable.com/2011/12/09/fundraising-mobile-card-reader/

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Text messaging

• Open rate of 95% compared to 35% email open rate.

• Include links.

• Start with staff first.

• Have a game plan what’s the point?

• Ask for ideas – “What info do you want to receive”?

• Use it to follow up on traditional fundraising appeals.

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Now what?

• Make sure you have a decent web site that conveys your mission.

• Ask your donors what they do online and what devices they utilize.

• Offer the option to donate online.

• Have a Facebook page where you post a couple times a week and tell

your donors about it.

• If you are interested in AdWords, apply today. It takes a while.

• Take advantage of www.palmettotechnologyhub.org.

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Online Fundraising Trendsusing the internet, phones and credit cards

Tina Arnoldi

(843) 723-3635Twitter: @TinaArnoldi

Blog: http://blog.tinaarnoldi.comtina@coastalcommunityfoundation.org