WHO ARE WE?

Mike Johnston Founder,  hjc,  

Integrated  Fundraising  Consultants  

Integrated  Fundraising  Specialists  

Kenneth Kuhler

Interac2ve  Strategy  Manager,    Blackbaud  

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 UNIVERSENOW 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 • Recognize 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

Tribute Donation Form General Donation Form

18% form completion

10% form completion

4% form completion

45% form completion

37% form completion

28% form completion

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  buVons  hard  to  click  on  a  touch  screen  

DistracWng  navigaWon  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  acWon  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  GiDs  

Text  to  Donate   GiZ  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.

ENSURE A POSITIVE USER EXPERIENCE

KEY FINDING: RETURNING VS. NEW PARTICIPANTS

RetenWon  

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  TradiWonal  Offline  Third  Party  Fundraising  AcWviWes  

WHAT ARE THE TRENDS TODAY? Trend  #2:  CreaWon  of  Online  Only  Social  Fundraising  campaigns  

WHAT ARE THE TRENDS TODAY? Trend  #3:  Increased  adopWon  of  charity  programs  in  conjuncWon  with  tradiWonal  athleWc  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

WATERCAN:

DONATE YOUR SPECIAL DAY

ALZHEIMER’S ASSOCIATION: 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/nextgencanadiangiving2013/infographic/