Webinar: 10% is Not Enough – 11 Proven Practices for Online Fundraising Success

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Confidential document: Kimbia Inc. 2014

Hi!

Miriam KaganSenior Fundraising Principal

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Nonprofits Stuck at 10%

6.4% of fundraising from online sources in U.S.


• 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”


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

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Online Fundraising Brings Results



Social Media Isn’t Just for Millennials

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• 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


Mobile Adoption Rates

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• 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


Obama 2012 Campaign

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Practical Steps: How to Go Digital First

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1. Use online measurement tools

2. Establish standard performance benchmarks

3. Conduct A/B split tests



Supporters Use Multiple Devices, Channels

• Different Channels: Social Media, Email, Websites

• Multiple Devices: Smartphones, Laptops, Tablets, Smart TVs


Are Often Siloed Fundraising Roles

• Email fundraising manager

• Social media fundraising manager

• Direct mail fundraising manager


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


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



Why Is Crowdfunding So Effective?

• Drives significant revenue

• Attracts new donors

• Generates buzz and excitement


The 4 Phases of Crowdfunding Planning



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


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



What is Content Marketing?

• Blogging

• Podcasting

• Video series

• Infographics

• Reports

• Guest articles

• Email newsletters

• Print newsletters



Share Valuable Content

Rule of thumb: share 4 pieces of relevant, valuable content for every piece of promotional content


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



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?


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


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.”




Practical Steps for Prioritizing your Calls-to-Action

• Determine your most important CTAs

• Make your CTAs stand out

• Provide many call-to-action opportunities


8. Make Forms Easy to Complete


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



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


10. Make Your Site Mobile Responsive


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


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


11. Close the Circle


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


Omni-Channel FundraisingTM Solutions


Want to Get Started?

• If you are serious about increasing your online revenue- email [email protected]


Q&A

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www.kimbia.com@kimbiainc

[email protected]@miriamkagan

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Thank you!

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Government & Nonprofit

Webinar: 10% is Not Enough – 11 Proven Practices for Online Fundraising Success