Online Giving Trends

8/14/2019 Online Giving Trends

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Latest Giving Trends for NonprofitsLatest Giving Trends for Nonprofits

Presented By:Sean Tiner

Geoff Martinez


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Audience Questions

#1) Have you ever donated to a nonprofitthrough your mobile phone?

a) yes

b) no

#2) How many nonprofits Twitter accountsare you following?

a) none

b) 1-5c) 5-20d) 20+


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900kBlog posts in 24 hours

1,724daily marketing messages8B

web sites

2Memails sent per second

Todays Dilemma

Source: Radicacti Group, 2008

Source: Yahoo, 2009

Source: Publicity.com, 2009

Source: Technorati, 2008

Source: Nielsen Media, 2008357avg text msgs sent per month


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$3 to $5B

100%Reported increase in Social Servicesreported by State of Arizona

35%Decrease in Chicagos Mealson Wheels Foundation Budget

Impact of the downturn on charities

Sources: W.K. Kellogg Foundation, Center for Philanthropy, Giving USA Spotlight,

AmeriCorps, Bureau of Labor Statistics, USA Today, 2009

68%Increase in number ofcalls for basic needs,

such as food orshelter to the UnitedWay

Shortfall in Church giving in 2008


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Charitable Giving Index

Sources: The Center on Philanthropy at Indiana University, August 2009

Philanthropic Giving Index:8.7 percent decrease in past 6 months28.9 percent decrease from last year

GuideStar reported 35% of

Nonprofit Organizations saw adecrease in contributions,compare to 19% last October.


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Hope for the Future

2008 20093,159 Applicants 9,731 Applicants

February AmeriCorps Applications

Sources: Center for Philanthropy, Giving USA Spotlight, AmeriCorps, Bureau of Labor

Statistics, USA Today, 2009

Corporations are rethinking

their giving in different waysand individuals are revisitingtheir philanthropic priorities.-Alexander Haas, fund-raising

advisory firm, 2009


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State of Micro-Giving

Source: 2008 Convio eNonprofits Benchmarks Study

+

Averageonline

donation is

$57

StrategizeContact Times:Most Popular

Time to Donateis between 9amand 10am


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Bark? Okay, but Id rather TEXT!

Text2Give

Image Source: Vertu Replica Blog


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Whats the Reach?

Source: Mobile Web Design by Cameron Moll, Telephia

850M 1.5 B 2.7 B

Currently 68.7% of all American Mobile phone subscribers are active user of text message


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Sources: 2009 Social Media Revolution, 2009 CTIA Semi Annual Report

4 Billion Text Messages sent per day in the United States!


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Text2Give

1st Year 2007

Mobile Giving

Sources: Mobile Accord, USA Today, 2009, *Mobile Cause

$300,000

*Estimated $15 Billion in 2017?

5Nonprofits


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Who is Using Text2Give?


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How Does it Work?

Give to 50500 Yes

2) Confirmation Text1) Keyword Text Message

Opt-In


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How Text 2 Give Works


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Strategies for Text2Give1. Short-Term Events

2. Matching Gifts

3. Social Media

4. Partnerships


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1) Short-Term Events

Sources: USA Today, Mobile Giving Foundation

CASE STUDY: Stand up to

Cancer partners w/MLB

Celebrity Endorsement

Constituents Passion for New Technology!


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Case Study:Red Cross Disaster Relief Fund

Text GIVE to 2HELP

(24357) to donate $5

Help the southernCalifornia fire victims.

Donation appear oncustomers monthly bills ordebited from a prepaid

account balance.CTIA Convention to raise funds forSouthern California fire victims.


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1) Short-Term Events Strategy

Promote campaign ata grassroots events

Partner with local TVand newspapers topromote campaign

Develop relationshipswith local journalists

Partner with largescale event to promoteand feature campaign

Leverage celebrities

Promote campaign atlocal community event,such as a concert

Partner with regionaltelevision programsand large publications

Medium: Large:Small:

Make sure to featureand integrate

campaign in allmarketing materials!


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2) Matching Gifts

Share our Strength partners with AT&T

Goal: Provide relief to the 12.4 million children at risk of hunger in America

Donate $5 by texting SHARE to 20222

AT&T encouraged employees to volunteer and participateOrganized 32 food drives throughout the countryAT&T matched up to $100,000 in text2give initiatives


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Case Study: Toys For TotsHASBRO Match Text 4 Tots donation

Text TOY to 90999 to donate $5 HASBRO matched up to 150k texts.

+


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2) Matching Gifts Strategy

Partner with aninfluential donor orwired wealthy

Partner with a largecorporation

Partner withcorporate employeematching donation

program

Partner with group ofinfluential donors

Medium Tier: Large Tier:Small Tier:

Establish a realisticgiving goal


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3) Social Media

Open Doors USA Text to Send a Bible Campaign(Integrated w/YouTube Marketing Campaign)

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=


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3) Social Media Strategy


Post moviespromoting campaignson social media sites,

such as YouTube

Embed videos onblogs and differentsites

Leverage celebritiesto promote the films ontheir social media

accounts and websites

Encourage largescale websites tofeature movie

Contact andencourage influentialbloggers and media

sites to feature movie

Encourage yourconstituents to

retweet or embed

your video


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4) Partnerships

Fox Q13 and Food Lifelines partners for the 5th Annual Children's Holiday Campaign


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4) Partnerships Strategy

Partner with local TVand newspapers topromote campaign

Develop relationshipswith local journalists

Partner with NationalTV Programs andPublications to

promote and featurecampaign

Leverage celebrities

Partner with regionaltelevision programsand large publications


Dont be afraid toleverage

relationships!


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Did you know?

That number hasgrown by 250%

each year for thelast two years.

Sources: CellSigns.com, Neilson Mobile

As of June 2008,

over 75 Billiontext messagesare sent every

month comparedto just 18 Billion in

December 2006.

Mobile Texting Up

450% in TwoYears, OutpacesVoice calling


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Text2Broadcast&

Mobile Giving Applications


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Text2Broadcast Case Study:

The National Law Enforcement Memorial Fund

Connect visitors to eventsponsors throughText2Broadcastmessages.

Participants receive twicedaily updates with specialdiscounts, event info,wallpapers and sponsorspecials.


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Give it a Try!

www.pingie.com


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Mobile Applications


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Application Case Study:Convoy For a Cure

Fundraising target - $50k

Send $5 donation through mobilephone application

Used a mobile application to send andreceive money from anywhere for asmall fee (25 cents per transaction +1.5% fee)

Cindy Stowe,One Person Making A Difference


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Mobile Giving Requirements1) 501 (C) (3) reporting gross revenues of at least $500,000

and filing a 990 form2) Registered as a soliciting charity in all states that the

fundraiser takes place3) Compliance with all state and federal laws

4) Operation for at least 1 year5) Make truthful representations6) Be accessible and responsive to the public and shall have

a donor privacy policy that allows for donor opt-outs

Source: Mobile Giving Foundation


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Alternative Solution: Leasing Keywords

Lease keywords for Special Events from charities thatmeet Mobile Giving Foundations requirements and

have partnered with a text2give provider.

Give


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Mobile Giving Players


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Questions


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Its Time for Twitter!

Image Source: elahnzetlin.com


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4 32 1 Misconceptions


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1) Twitter Is A Short-Term Fad

Image Source: I.znet.com


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The Facts

Twitter 1,382% annual growth (April 2008 April 2009) (NielsenResearch)

75% of US online adults now participate in some form of social media activity (ForresterResearch)

63% of companies have increased social media budgets for 2009 (eMarketer)


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UsersTwitter Demographics

Twitter International Growth


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Realtime search & the future*Sponsored*

*Realtime*

*Local*

*Organic*


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2) We Dont Have Enough Time

Image Source: CurrentTopics.com


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Schedule your Tweets


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3) We tweet too much

Image Source: CurrentTopics.com


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Birds of a Feather

Source: Twitter.com/onlinefundrazor

Case Study: Kiva

Website:KivaAlerts.com

Strategy:

Peer-to-Peer Marketing

Implication:Daily Tweets fromKivas Constituents

4) T itt i S i l T l


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4) Twitter is a Social Tool.

NOT A Fundraising Tool

Image Source: intomobile.com


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Encourage Micro-DonationsCase Study:Tweetsgiving.org

Goal:Raise $10,000 in a 48 hour giving period

Strategy:Connect w/Influential UsersEngage ConstituentsDefine Clear GoalEncourage MicroDonationsProcess Online Donations: Tipjoy.com

Fact: Currently 60 nonprofit groups have registered to accept twollar donations,including Livestrong(Philanthropy, 2009)

Source: Tweetsgiving.org


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Case Study: Charity:Water

Case Study: #BeatCancer


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Case Study: #BeatCancer

Guinness World Record: with 209,771 mentions in one day,achieved 100 million impressions and raises over $70,000.


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5) Okay, We Tweet, but no one cares

Image Source: Speechstarter.com


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Make it effective!

Design: Background Free Resource: twitbacks.com

Include: Call-to-Actions Promote your websites!

Source: Twitter.com/americancancer


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Twitter Fundraising Strategies1) Define a short-term giving period

2) Use donation process services Resource: Tipjoy.com

3) Reward a Follower

4) Encourage Retweets

5) Interact with your constituents Ask a Question Respond with @replies Use a tracking URL (bit.ly)


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Make It Part Of Your IMC Plan!

Awareness

Knowledge

Interest

Trial

LoyalDonor

Radio/TV/Print/Direct Mail Email/Banner Ads/SEO SEM/Facebook/Twitter

Visit YOUR WEBSITE

Email Registration

Donation

Goal 1:

Goal 2:

Goal 3:

Integrated Marketing Communications


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Questions


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Geoff [email protected]: @onlinefundrazor949.442.8900

Sean [email protected]

Twitter: @seantiner949.442.8900

To receive a complimentary nonprofit social media guide,please visit http://www.trinetsolutions.com/whitepapers/

Online Giving Trends

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