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Fundraising trends in mobile and crowdfunding and the need of younger donors for more directed giving and transparency.
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WHO ARE WE?
Mike Johnston
Founder, hjc, Integrated Fundraising Consultants
Integrated Fundraising Specialists
Kenneth Kuhler
Interactive Strategy Manager, Blackbaud
Take our survey at the end of
the session!
At the end of the session, we’ll ask you to go online and fill out
our integration survey. We’ll select 1 WINNER to receive
complimentary 1-hour hjc/Blackbaud consulting session
https://www.surveymonkey.com/s/CX9CRDD
OUR AGENDA
• Mobile – what are we to do?
• Crowdfunding – why will it matter?
• Key Findings and Real World Examples
for social network fundraising
(Crowdfunding by another name)
YOUR SUPPORTERS ARE…
On the go
Impulse driven
Have a shorter attention span
Increasingly use social
networks
More demanding
Want more personalisation
Want more visibility
Want more more more...
YOUR SUPPORTERS ARE… YOUR ORGANISATION…
Must be accessible from new channels
Must catch people in the moment
Needs impactful messages and
collateral
Needs to go where they are
Needs to adapt to new demands and
utilise new tools
On the go
Impulse driven
Have a shorter attention span
Increasingly use social
networks
More demanding
Want more personalisation
Want more visibility
Want more more more...
IT’S A MULTI-SCREEN UNIVERSE
NOW A TWO PART QUIZ TO KICK IT
OFF…
Gen Y 3%
Gen X 19%
Boomers 24%
Civics 6%
SMART PHONE WEBSITE VIEWS
Gen Y 19%
Gen X 25%
Boomers 14%
Civics 18%
TABLET WEBSITE VIEWS
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Gen Y Gen X Boomers Civics
Charity Websites Views
Tablet Smartphone Desktop Computer Laptop
DO I NEED A MOBILE ENABLED
DIGITAL PRESENCE?
Those touch screen mobile phones – bah!
WHAT HAPPENS IF YOU DON’T GO
MOBILE?
• In a recent survey of mobile web users:
– 71% expected websites to load as quickly on their mobile phones
as their desktops
– 57% are unlikely to recommend the site to friends and family
– 46% would be unlikely to return to a website that they had trouble
accessing via their phone
– 34% said they’d likely visit a competitor’s mobile site instead
Source: Compuware Corporation Survey: What Users Want from Mobile
HOWEVER, DOING IT RIGHT...
• A site optimised for mobiles is able to generate almost twice the
average traffic per user than sites which haven’t
• On average, visitors are 51% more likely to actually do
business with an online retailer if it has a mobile site
Source: KISS Metrics
SOME MOBILE SITE BEST PRACTICES
• Keep it quick
• Simplify navigation
• Be thumb-friendly
• Design for visibility
• Make it accessible
• Make it easy to convert
• Make it seamless
• Use mobile site redirects
And most importantly: Listen, Learn and Iterate
THE HITCHHIKER’S GUIDE TO MOBILE DESIGN
CONTENT
PRIMARY
SEARCH LINK1 LINK2 LINK3
LINK4 LINK5 LINK6
FEATURED CONTENT
FOOTER
CONTENT SECONDARY
PROMO PROMO PROMO PROMO
LOGO LINK1 LINK2 LINK3 LINK4
LINK4 LINK5 LINK6
LINK5
FEATURED CONTENT
Easy to
Reach
Stretch
• Know your sweet spots
• Recognise the space
• 85% of people are right handed
Easily within a thumb’s reach
Stretch to get thumb here
Within reach, but can be awkward
BC CANCER – IMPACT OF
GOING RESPONSIVE
Drop-down menus hard to use on a phone
Need to pinch zoom to see the whole form
Small radio buttons hard to click on a touch screen
Distracting navigation bars
Dedicated responsive forms
• More that 978% increase in conversion rate from mobile devices
• If you landed on the dedicated mobile form you
were 978% more inclined to complete the form than if you landed on the desktop form, from your mobile device
RESULTS FROM A RECENT SURVEY TO THE HSI
FILE: WHAT IS THE BEST WAY WE CAN IMPROVE
COMMUNICATION WITH YOU?
Make sure I can read emails and take action from my mobile device
WHAT ABOUT
CROWDFUNDING?!
SMALL DONATIONS
BEGINNING, MIDDLE AND
END (CAMPAIGN PERIOD)
REWARDS
COLLECTIVE GOAL
DON’T WE ALREADY DO
THIS?
12.0% 7.0%
4.0% 4.0%
82.0%
90.0% 94.0% 96.0%
43.0%
24.0%
13.0%
6.0%
Gen Y Gen X Boomers Civics
Donated Through Crowdfunding
Yes
No
Likely in the Future
17.0%
7.0%
2.0% 2.0%
43.0%
24.0%
13.0%
6.0%
Gen Y Gen X Boomers Civics
Future Text to Donate vs. Crowdfunding Gifts
Text to Donate Gift through Crowdfunding
42.0%
27.0%
10.0%
4.0%
4.0%
20.0%
1.0%
11.0%
Kickstarter
Indiegogo
GoFundMe
Razoo
Crowdrise
Other
None
Not Sure
Crowdfunding Sites You Have Used
GEN Y GEN X BOOMERS MATURES
Not Sure 4% 21% 13% --
None 4% -- -- --
Other -- 7% 50% 57%
Crowdrise 13% -- -- --
Razoo 4% 7% -- --
GoFundMe 8% 14% 13% --
Indiegogo 42% 21% 13% 29%
Kickstarter 63% 43% 25% 14%
* The majority of “other” responses donated through Kiva
Because we already do Crowdfunding!:
Key Findings and Strategy Opportunities for social network fundraising
KEY FINDING:
PARTICIPANTS ARE MULTI-CHANNEL
COMMUNICATORS While number of emails sent were down, online fundraising was up!
Participants are using truly multi-channel fundraisers.
KEY FINDING: RETURNING VS. NEW
PARTICIPANTS
Retention
Event Day
Post Event
Year Round
Segmented
RETENTION STRATEGY
KEY FINDING: THIRD PARTY
FUNDRAISING IS HOT Peer-to-Peer Fundraising, DIY Fundraising, Independent Fundraising
Events, Marathon Fundraising, Crowdfunding, Virtual Events….
Social Fundraising Trends
A style of fundraising where an organization recruits individual supporters to ask their social circles to donate to that organization.
WHAT’S SOCIAL FUNDRAISING?
Non Profit
WHAT ARE THE TRENDS TODAY?
Trend #1: Expansion of Online Tools to Traditional Offline Third Party Fundraising Activities
WHAT ARE THE TRENDS TODAY? Trend #2: Creation of Online Only Social Fundraising campaigns
WHAT ARE THE TRENDS TODAY?
Trend #3: Increased adoption of charity programs in conjunction with traditional athletic events
THE CONCEPT OF SOCIAL
FUNDRAISING
Pressure from the Bottom:
Demand from
Fundraisers
Pressure from the Top:
Demand from
Organizational
Leadership
• Grow Overall Fundraising
• Keep costs low
• Increased competition from
competing organizations
• Diversify Fundraising Efforts
• Popularity of Social Media &
Smartphones
• Prevalence of Event
Fundraising
• Event Fundraising Fatigue
Real World Examples & Tips
7/14/2014 Blackbaud Confidential 46
WATERCAN:
DONATE YOUR
SPECIAL DAY
7/14/2014 Blackbaud Confidential 47
ALZHEIMER’S ASSN:
THE LONGEST DAY
In Year 1,
200 Teams
Raised $236K
• Brainstorm Opportunities
– What types of Social Fundraising Programs are right for your org? • Map out a Plan
– Should you run a pilot before heavily investing?
– Budget? Staff?
– Marketing & Communication Plan • Tie the Campaign to your Mission & your Org
– Participants have choices, make your org the right choice • Have a Home Base for all tools and interactions
– Consolidate all your activities into a central online location
– Keep Social Media linked to your central online spot • Stay Constituent Focused
– Solicate feedback
– Acknowledge success
SOCIAL FUNDRAISING CAMPAIGN
PLANNING
CONCLUSION
• Be Mobile
• Find the right way for Crowdfunding to Fit
In
• Be Social
• Integrate – think cross-channel to build
committed supporters
A fun, helpful reminder of highlights of the Next
Generation of Canadian Giving study
http://www.hjcnewmedia.com/nextgencanadiangiving2
013/infographic/
Take our survey after the
session – we’ll send out the link!
At the end of the session, we’ll ask you to go online and fill out
our integration survey. We’ll select 1 WINNER to receive
complimentary 1-hour hjc/Blackbaud consulting session
https://www.surveymonkey.com/s/CX9CRDD