Bbcon digital experiments october 22 2016

bbcon Speaker PPT Template

Donna Wilkins, Charity DynamicsKate Giblin-Rooper, MDATeamRaiserTM Experiments

Copyright 2016 Duarte Inc. Confidential.#

Your Speakers .2Donna WilkinsChief Executive OfficerCharity Dynamics@donnajwilkins@charitydynamicsKate RooperVice President Community EngagementMuscular Dystrophy Association@mdanews

Kate and I are here today to share some of our experiments in this area (some raging successes and some dismal failures) so that we can learn from each other.

Attention-getter: Find some examples of risk-takers and their experiments and see what we can learn from them. Tie in that Today, we hope to share with you our successes and failures so that you can learn from our experiences in using digital technology to raise funds for non-profits.Credibility: Photos of you both with researcher-type garb on. Talk about how long youve been experimenting in this space as an official job.Connect: Like us, we bet youve been experimenting using new technologies to help you find and keep more participants and raise more funds for your cause.Forecast: (Agenda slide) Today, wed like to share some of our experiments in this area (some raging successes and some dismal failures) so that we can learn from each other.2Copyright 2016 Duarte Inc. Confidential.#

Integrated Solution

UsabilityBusiness Process TechnicalCommunication

One of the first steps in finding a solution, is breaking down the problem. There are really several categories that problems and their solutions fall into:Usability: Is it that the solution is there, but its too hard to use? Is there something in the experience that makes users struggle or uncomfortable or uncertain?Business Process: Are there limitations in how data is collected, how information needs to be shared or integrated that limit you from putting in the most elegant technical solution; we find this often w payment method innovations, sometimes the back off changes are just too challenging to take onTechnical: Can it be done, youll see many of the experiments and solutions here take advantage of the TEamRaiser APIs, which has opened up a wealth of innovations. APIs have allowed robust, maintainable, and reliable innovations to be put in place.Communication: sometimes all the tools and processes are there, and its just a matter of getting the word out and sharing information. Youll see some examples of experiments that are all about getting the word out on innovations

And as you pursue your own experiments, remember to consider that often an innovation requires solving across all these categories.


What Makes a Good Solution

Compare new results Solve the problem? Create a new problems?

Level of effortMaintenance effortReuse and reusability

Part of your analysis also needs to include not just the total results, but what was the level of effort and cost. For everyone here, we know that there are always lots of good ideas and more ideas than time and money. So, its important to understand the effort. Its also important to think about how the solution is going to scale consider, what will it take you to put the solution in place for another program, next year? What if you want to change copy or text? How long would it take to implement? And consider scale what if the solution is a wild success? How many users can you handle at once?


Experiment Basics

Interesting problem to solveExperimentResults and analysisTaking it to the next level

For each of these experiments, were going to look at this in the context of Whats the interesting problem to solve whats the gain and how big of an impact could it makeDefining the experiment how did we build the solution, and here youre going to see a couple of approaches; sometimes its putting together a manual solution to validate if its worth automating the solution, other times its building out a full solution and giving careful thought to how are we going to maintain this solution and how the solution scalesResults and analysis is an important piece, not all failures are failures, and its important to look at the underlying KPIs / Key Performance Indicators, many times theres success under the surface that leads you to your next experimentCopyright 2016 Duarte Inc. Confidential.#

Myth of Innovation

Innovation is about new productsInnovation is only for geniusesInnovation is riskyInnovation is too costly

Myth 1: One myth is that it is all about new products. That is not necessarily so. New products are, of course, important but not the entire picture. When innovation is at the center of a company's way of doing things, it finds ways to innovate not just in products, but also in functions, logistics, business models, and processes. Myth 2: The notion that innovation occurs only when a lone genius or small team beaver away in the metaphorical (or actual) garage leads to a destructive sense of resignation; it is fatal to the creation of an innovative enterprise.Of course, geniuses exist and, of course, they can contribute bottom-line-bending inventions (see Jobs, Steven). But companies that wait for "Eureka!" moments may well die waitingGenerating ideas is important, but it's pointless unless there is a repeatable process in place to turn inspiration into financial performance.Myth 3: This is an excuse, not a real reason. To succeed, companies need to see innovation not as something special that only special people can do, but as something that can become routine and methodical, taking advantage of the capabilities of ordinary people, especially those deemed by Peter Drucker as knowledge workers.Myth 4: It will cost your organization more NOT to innovate.The organization that doesnt innovate will eventually age and declineIn this period of rapid change, that will happen faster and faster


7

Text to AdoptSend mobile adoption promotion through text messaging

Why is this interesting? Participants who download Boundless Fundraising smartphone raise on average raise 40% more than others*Only about 11% of participants download the app todayText messages are more likely to be read and more quickly than email messages**90% of text message reminders are read in 3 minutes**

* Boundless Fundraising 2015 Benchmark report**Mobile Cause

ExperimentUse text messaging to promote application adoptionText messages are more likely to be read and more quickly than email messages. 90% of text message reminders are read in 3 minutes*

Proof of concept: set up as a manual process to upload new participants to text messaging service

* Mobile Cause9

9Copyright 2016 Duarte Inc. Confidential.#

Results & AnalysisSome impact on adoption and fundraising 2.7% Increase in adoption of the mobile app3% click through rate23% opt-outs of text messaging after 2 message series (typical email opt-out percentage is approximately 0.06%)32 additional users of 1,118AnalysisMDA was new to text messaging and had not build up significant text message list or engagement through text messagingRe-test with MDA in a year or with a program with text messaging programMedium development effort required to automate, current manual process labor intensive

10

Overall analysis maybe and worth relooking at:To give some context, while not a slam dunk and fabulous resultWhen compared to digital ads, 3% click through is amazing its about the same as our email click-through rate.Opt-out is in a new communication channel, had not established benchmarks yetWhat other messaging and promotions will MDA use for this communication channel? What is the opportunity cost?


Taking it to the next levelFor a text messaging campaign to work, constituents need to be consistently communicated to through this channel.

Our next steps:Develop text messaging house file by always request mobile phone numbers during registrations and donationsIntegrate text messaging into multi-channel communication

11

Weve all spent so much effort figuring out how to respond to mobile users, how do we get in front of it and promote participants to use our investments?MDA launched text messaging this year what focus is on building mobile housefile, what is overall strategy for managing and maximizing this channel?


12

Matching GiftsIntegrate matching gifts into peer to peer program

Why is this interesting?65% of Fortune 500 companies match donations from employees to a wide variety of nonprofits18 million people work for companies with matching gifts$6-10 billion in matching gifts go unclaimed each year

* Double the Donation


ExperimentUse an unproven widget to increase matching gift donationsMDA matching gifts were far from reaching potentialDonate Double offered a unique opportunity to ease the matching gift process for the donor

Include a widget on every donation form, including Teamraiser forms

* Mobile Cause14


Results & AnalysisSome impact on fundraisingMatching gifts increased by 155% year-over-yearDouble the confirmed gifts are still eligible, but have not been processed because the donors have yet to complete the paperwork.

AnalysisWithout Charity Dynamics, we probably could not have implemented this widget, but after the initial investment, this tool has proven its worth.Making the matching gift process easier for the donor can, in fact, increase your income in this area.Win!15


Next Steps: Optimize!A large number of gifts were in the Not Eligible category because they were below the company minimum requirement. This is not communicated to the donor if they knew up front, would they give more?As many matches that were made, there are twice as many eligible that have not been completed. An ongoing process of personal follow-up needs to be implemented.Further integrate with TeamraiserThe original intention was to get the match back to the participants fundraising page and give them credit for the match. The report-back has not yet been successful.16


17

Responsive Participant Center

Access Participant Center tools and fundraise from any device

Why is this interesting? 51% of nonprofit emails read on mobile devices*81% smartphone adoption rate for US adults*Walk fundraisers who sent email raised 7 to 20 times more funds than non-emailers**Uploading a photo increases the total amount raised by an average of 26%***

* Mobile Cause** Blackbaud Peer to Peer 3 Year Study*** FlipGive https://www.flipgive.com/pages/fundraiser-guide

18

19

Results:4% of revenues through app in year 1 (2011) Over 11.5% of online revenue now (2016) coming through the App (all 4 combined) with FB first ($765K) and mobile ($250K) secondParticipant Center Bounce rates dropped from 49% to 43% Donations that occurred following a visit to the Participant Center increased by nearly 3x Participants updated their personal page 30% more often after the mobile implementation


ExperimentOrganizations looking for a cost effective way to provide a mobile responsive fundraising environmentA turnkey solution that allows for low-cost, fast implementation utilizing standard set of customizationsStreamlined set-up that can be applied to many eventsCustomizations by program to ensure brand consistency

,

20


ALS Association PC: Home Desktop21OldNew

ALS Association PC: Home Mobile

22OldNew

Kennedy Krieger Institute PC: Home Mobile

23OldNew

Results & AnalysisIncreased fundraising and participant satisfactionParticipant Center Bounce rates dropped from 49% to 43% Donations following a visit to the Participant Center increased by nearly 3x Participants updated their personal page 30% more often after the mobile implementation Cost effective solution for organizations raising $50k annually through Peer to Peer programs24

Overall analysis maybe and worth relooking at:To give some context, while not a slam dunk and fabulous resultWhen compared to digital ads, 3% click through is amazingOpt-out is in a new communication channel, had not established benchmarks yetWhat other messaging and promotions will MDA use for this communication channel? What is the opportunity cost?


Taking it to the next level

25

Weve all spent so much effort figuring out how to respond to mobile users, how do we get in front of it and promote participants to use our investments?MDA launched text messaging this year what focus is on building mobile housefile, what is overall strategy for managing and maximizing this channel?


27

Participant Support

Provide quick-response technical support through multiple channels

Why is this interesting79% of customers take their business to a competitor within a week of experiencing poor customer service*

76% of Americans view customer service as a true test of how much a brand values them.**

* 2016 Customer Engagement Index from 24/7 ** Aspect Software

Why is this interesting?

29

ExperimentProvide responsive technical support to participantsProvide response within 24 hoursChannelsWeb portalChatPhone30

Results Analysis - SuccessParticipants using support are more successful fundraisersRaised 2-5 times more $s4 times more likely to send emails3 times more likely to update personal pageDonors donated twice as much as average gift amount

31

32

Taking it to the next levelText to ChatProactive Chat33

Trend in Websites Today: ChatPro-active chat allows for a window to display to a user who sits on a designated page for longer than a set period of time or upon exiting the page

35

Text to Chat

36

TeamRaiser Image Editor

Resize and edit photos right in the Personal Page.

Why is this interesting?Uploading a photo increases the total amount raised by an average of 26%*Participants on average are raising between $31 and $614** Only 45% fundraisers personalize their fundraising page ***

* Source: FlipGive https://www.flipgive.com/pages/fundraiser-guide** Blackbaud Peer to Peer Fundraising Study*** Blackbaud and the Run Walk Ride Fundraising CouncilPeer-to-Peer FundraisingConsumer Survey37

26% means $8 - $15937Copyright 2016 Duarte Inc. Confidential.#

ExperimentWanted to streamline and simplify the processParticipants were experiencing file size limits when uploading images to their Participant CenterMany do not have the knowledge or tools to resize images, and it adds an additional layer of complication to their fundraising experience 38

Cant find BB benchmark that details $ increase for those that update pages38Copyright 2016 Duarte Inc. Confidential.#

Personal Page Image EditorAutomatically resizes image to fit Luminate Online size requirements

Innovation EnhancementBuilt in the ability for participants to add design elements and personalization to their photos39

https://drive.google.com/file/d/0BywjP0P4x-EWUUY4V3Z1MlJGR1k/viewCan we determine any metrics on this to date?39Copyright 2016 Duarte Inc. Confidential.#

Experiment in Progress

40

AnalysisMeasurements # of participants using the image editor

How does participant performance using the image editor compare?

Is there an increase in the # of participants adding photos?

Does it decrease photo support cases?

42

Community Building

Provide engagement and support among participants

Why is this interesting?43Returning participants raise as much as twice as much as first time participantsOther communities see 11% increase in retention from community participation

Experiment Can a community increase increase retention rate of participants and volunteersThe more engaged participants are, the more successful their fundraising activitiesPre- and Post event experience just as important as day ofProvide cost effective engagement options for participants during the other 364 days of the year

44

Motivation why is this interesting44Copyright 2016 Duarte Inc. Confidential.#

45

Donna

Fundraising Community. Relay Nation. ACS's community is integrated with its existing registration and login system for a seamless user experience and data synchronizes with ACS's fundraising database and CRM. In Relay Nation, participants are able to share fundraising ideas, compare notes, and discuss the challenges that each person faces in meeting their goals. Engagement options and knowledge resources are targeted to each member type, whether they be a first time participant, veteran team captain, or event committee member, maximizing the value of each interaction.45Copyright 2016 Duarte Inc. Confidential.#

Results and AnalysisWithin three months of launch Relay Nation is generated more than 30,000 member to member actions, with participants sharing fundraising strategies, ideas, pitfalls, and successes

Participants who are members of the community raise 352% more than those who arent members

46

47

48

Taking it to the next levelCharity Dynamics leveraging our expertise to:Segment email communications based on activity in fundraising communitiesIdentify and engage top fundraisers using communities Integrate into eCommunications strategyIntegrate with Boundless Fundraising49

50

Participant Center Mobile Emails

Send fundraising messages and access your phones entire contact list right from the Participant Center on your device.


Why is this interestingParticipant emails achieve impressive open and click-through rates. Emails sent by walkers had an impressive 42.3% open rate and 27.9% click-through rate*

Across all event types, participants who sent email messages raised more than their peers who did not send email. Walk fundraisers who sent email raised 7 to 20 times more funds than non-emailers*

81% smartphone adoption rate for US adults**

51

Experiment

52

Mobile email functionality that sends suggested messages through the participants email client, when accessed from a mobile device

Is the MDA version live? Need screen capture Can we determine how much has been raised through this tool?52Copyright 2016 Duarte Inc. Confidential.#

Experiment in Progress53

AnalysisMeasurements # of participants using mobile device email

How does participant performance using mobile device email compare?

Number of donations received from a mobile device email solicitation

Does it decrease email send support cases?

55

Event Donation Form with Participant or Team Search

Search and donate in one simple step.

Why is this interestingAverage online donation amounts have increased each year for three years. The average walk donation was $71.81, up 8% from 2014 to 2015. Cycle events see the largest donations, with a $94.91 average gift size in 2015.

56

ExperimentDonors were challenged finding the search functionality to find the participant or team they wanted to support Significant resource drain as staff were required to provide support to help donors find the correct recipient or to re-allocate donations after the factLoss of potential donations as visitors become frustrated and leave the sitePoor user experience reflects on the value of the organizations brand

57


Event Donation Form with Integrated Search58

Event Donation Form with Integrated Search59


Boundless Fundraising Innovation Story .60

The Power of the Suite

$500 Million

Keys to SuccessPresented and refined the ideaOver and over again

Constant measurementIndividual client dashboardsBenchmarking

Continuous InnovationListening to clientsWatching top fundraiser behaviors

64

Booth 102

www.charitydynamics.com65

Date: Thursday, October 27thTime: 6:30 PM - 8:30 PMVenue: National Harbor 8 (located inside Gaylord National)Address: 201 Waterfront Street, Oxon Hill MD, 20745

Did we leave you inspired, wired, or fired up?

Tell us in a session survey on the mobile app, and youll be entered to win a complimentary pass to bbcon 2017 in Baltimore!


Marketing

Bbcon digital experiments october 22 2016