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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)
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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://[email protected]
www.PalmettoTechnologyHub.org
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