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Online FundraisingIt’s more than a ‘donate now’ button

Tina Arnoldi

(843) 723-3635Twitter: @TinaArnoldi

Blog: http://blog.tinaarnoldi.com(Downloadable slides will be posted to blog)

tina@coastalcommunityfoundation.org

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• What does it mean to be “online”?

• Web site

• Social Media

• Events

• Mobile use

• Donate Now buttons

Agenda

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1. Online giving trends

2. Awareness of free tools for building an online presence

3. Potential vendors for collecting donations online

Learning Objectives

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People are online (no kidding)

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General online trends

• People are sending more email.

• Tablet users are on the rise.

• Mobile phone searching.

• 2/3rds pay bills online – comScore

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

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

year (2012).

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

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Mobile Phone Use

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

• Almost doubled (19%) after Christmas (Pew, Jan 2012)

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Tablet use

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But are people giving online?

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Online giving stats

https://www.blackbaud.com/onlinefundraising

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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 growth of 34.5% 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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Before you ask for money

• Build a relationship first.

• “Soft” ask with news updates.

• Be conversational.

• Demonstrate accountability.

• Support us or Get involved.

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Internet as a toolCreate a relationship before asking for money

• Web site - WordPress (wpchs.org)• Eventbrite - public events• E-newsletter - mail chimp• AdWords - free for NPs• Social media - heard of Facebook?

• Donate Now

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Your website should be first

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

• It doesn’t have to be expensive.

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

• Email signatures.

• Platform for donating.

• 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

• Accessible – w3.org

• WAI conformance logo

• What do you want them to know?

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Remember your audienceWeb site optimization (phones & tablets)

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

• 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.

• Howtogomo.com

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EventsEmail RSVPs

Phone RSVPs

Name spelled

wrong

But I told….

Over capacity

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Eventbrite• Free to post

• Public

• Searchable

• 2% + .99

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Eventbrite• Free to post

• Public

• Searchable

• 2% + .99

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Eventbrite

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E-newsletter

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

• Have a way to unsubscribe.

• Have a (fairly) consistent schedule.

• Are people reading it? (html/text).

• Do they click your links? (Google Analytics)

• Do they even open it?

• Vary your subject lines.

• Include a donate now button.

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E-newsletter

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Google AdWords for Nonprofitskeyword search: “donate nonprofits”

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Google AdWords for Nonprofits

• Target location.

• Daily budget of $329.

• Must actively manage.

• Can take 5 months for approval.

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Google AdWords for Nonprofits

KeywordsBroad foundation • Community foundation

• Foundation building

“phrase” “community Foundation”

• Coastal Community Foundation• Community Foundation donations

[exact] [community foundation]

• Community Foundation

-negative Community foundation –California

• Will exclude results for Coastal Community Foundation in California

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Social Media

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

• 900 million people (maybe 1 billion by the end of 2012)

• Events

• Viral

• Use your timeline to show progress.

• 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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Regardless of the tool you use for your online “reach”………

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Remember to….• Have a call to action. What do you want

people to do as a result of what they’re reading?

• Make it easy to give or to help.

• Include tools so they can spread the word.

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Donate Now - Razoo

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Donate Now - Razoo

• QR code.

• Widget.

• Videos and pictures.

• Match gifts.

• Short URL – ex.www.razoo.com/ccf

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Donate Now - Razoo

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Donate Now – Google Checkout• Not allowed to “alter the appearance or functionality of Donate buttons,

including their size, shape, and color.”• > $3,000 2.9% + $.30 • $3,000 - $9,999 2.5% + .30

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Donate Now - PayPal

• Donors don't need a PayPal account

• $100,000 or less in monthly volume: 2.2% + $.30 per domestic transaction.

• Can transfer from PayPal account to bank account in a few days.

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Donate Now - PayPal

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Donate Now -Blackbaud now• No setup fee or monthly fee

• 4.95% + $0.30 (includes PayPal fee)

• Payment on 1st & 16th of month

• Select your own domain name or use Blackbaud’s

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Donate Now - FirstGiving• EFT transfers • Fundraising pages• 7.5% - yikes!

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Donate Now - crowdrise

• “Transaction Fee pricing ranges from a flat 4.95% charge on each donation, to a 4.95% charge on each donation plus $1 on each donation, to a 5% charge on each donation plus $1 on donations under $25 and $2.50 on donations $25 and over.”

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Donate Now DonationTo.com

Huh?

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Donate Now – Things to think about

• Donate now button on front page.

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

• Read the fine print.

• Rates vary.

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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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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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Mobile at Events

• Square

• 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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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.

• Post public and private events on Eventbrite.

• 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.

• Offer the option to donate online.

• Take advantage of www.palmettotechnologyhub.org.

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Online FundraisingIt’s more than a ‘donate now’ button

Tina Arnoldi

(843) 723-3635Twitter: @TinaArnoldi

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

www.PalmettoTechnologyHub.org