Post on 16-May-2015
Online Fundraising: Harnessing technology to
build and maintain relationships
London Fundraising Summit24 September, 2008
Agenda:• Presentation:
o Conversations = Conversionso Management = Messageso Case studies, reports, resources...
• Networking break• Small group work session• Small group reports and closing • Question & Answer
Conversations = ConversionsGood tools are those that most easily,
efficiently and effectively enable conversations between you and your
constituents.
Why is the conversation so important?
Flickr photo by suneko
Flickr photo by panayotis
Flickr photo by joe shlabotnik
Conversations = ConversionsWe have conversations all day long, right?
Over coffee, on the phone, etc.
Why use social media instead of only face to face?
Flickr photo by lord of the flies
Flickr photo by gorgeoux
Flickr photo by two roses
Chart from OneNW
Management = MessagesWe have everything stored and sorted
already, in our heads.
Why use online tools to manage your constituents?
Flickr photo from Vermin Inc
Flickr photo from bill barber
Flickr photo from Dan Coulter
Software• The Raiser's Edge• Sage Software – Sage Fundraising 50 Version 7.0• DonorPerfect Visual Edition 8.0 (installed)• DonorPerfect Online (ASP)• Mission Research GiftWorks• eBase Version 2.12• eTapestry• Salesforce.com• Telosa Exceed! Basic• Telosa Exceed! Premier• TowerCare Technologies DonorPro
http://www.techsoup.org/learningcenter/databases/page5961.cfm
Management = MessagesWe've made lists and categories and ladders
and more; can we be finished?
Why not take a little time to test what you are doing for success?
Flickr photo from Animals in Japan
Flickr photo from Ce nest pas un JB
TestingOptimost
http://www.optimost.com/
Google Website Optimizerhttp://www.google.com/websiteoptimizer
Offermatica
http://www.omniture.com/en/
Case StudiesUsing the ladder of engagement with
constituents.
Amnesty Canada
Case StudiesTesting your website and email messages.
2008 e-Nonprofit Benchmarks Study
http://www.e-benchmarksstudy.com/
Next 11 slides from Benchmarks Study presentation, NTEN
Year-end Homepage Test Results
• Donation form won - brought in 8% more gifts (number of gifts)
• Raised 8% more dollars in donations $1,000 and under
• Raised 10% more dollars in donations $500 and under
• Did not hinder homepage interaction – bounce rate for the homepage stayed relatively unchanged
AMNESTY INTERNATIONAL
We Publish Our Stats
• We send meaningful stats to all staff and provide analysis to encourage them to focus on:o List growth: requires extraordinary efforts (paid marketing,
SEO)o Current events and personal stories: actions perform better
w/ either elemento Syndication: web traffic and RSS feeds are email
alternativeso Search rankings: dependent on good writingo Fundraising: everyone contributes to our fundraising
success• By publishing comprehensive meaningful stats for the
entire organization, we spark curiosity and competition among staff.
Action Web Confirmation
• By comparing ourselves to other NGOs, we get good ideas to test.
• Changing the web confirmation to donation form raised $46,000+ since December and tells us which issue inspires donors.
• Top issues: torture, Tibet, Darfur.o Our Tibet action went to 450K+ and raised $15K+
via the web confirmation donation page.• Loser issue: death penalty
o Best performing action in Feb., raised $0.
EXAMPLE ANALYSIS SENT TO STAFF:
Fundraising: - We continue to monitor actions that inspire our activists to donate. Darfur consistently tops the list of actions garnering the most donations. This month, the Shi Tao action and war on terror related actions also performed well. The death penalty, although it brought in the most actions, did not prompt people to give. We’ve seen similar results in direct mail.
Multivariate testing
• Make the most of your web traffic by testing variations of your design.
• Tiny changes can have profound affects.• Doesn’t require you to use precious email
capital and improves overall usability of your website
• Improved usability leads to greater confidence in your organization and less frustrated supporters
Big red button
• By changing the standard grey “submit” on our donation form to a large red “submit”, we got a 29% lift in our conversion rate.
Utility nav tweak
• changing the order of the utility nav items and changing “donate” to a bold, green “donate now” provided a:o 70% lift in overall traffic to the donation
formo 83% lift in total $ raised
Right pointing arrows
• Adding some right pointing arrows to the word “Donate” on our homepage donate button provided a: o 5% lift in overall traffic to the donation formo 55% lift in total $ raised
Case StudiesHaving conversations online.
Organizations using Twitter, Blogs, Social Networking sites, and more!
Strategy BuildingI have heard about lots of cool tools and I'm
sold on using social media - let's go!
Using the POST method will help you keep your goals in front of cool tools.
POST Method from Forrester
Resources• CommonCraft.org - Videos explaining
social media tools in plain English• TechSoup.org - Reviews, forums,
research and more• Idealware.org - Reviews and comparisons
of tools/software• NTEN.org - Community network, reports,
research and more
UsJonathan Waddingham
Justgiving.comjonathan@justgiving.com
Twitter: jon_bedfordhttp://justgiving.wordpress.com
Amy Sample WardNetSquared.org
award@techsoup.orgTwitter: amyrsward
http://amysampleward.org