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Level Up Your
Fundraising
                                       http://www.monkeyinthecage.com



Understanding the Psychology of What
Makes People Donate Online
Use Hashtag: #NTC13LvLUP


  Session Presenters
  Caitlin Kaluza
  Aaron Long
  Sarah M. Worthy
Let’s Level Up!


#13NTCLVLUP
bit.ly/NTCLVLUP




              Level Up Your Fundraising   #13NTCLVLUP   Slide 2
Let’s Level Up!

1. Why it Matters
2. Strategy: Why Do
  People Give?
3. 7 Tactics of Influence on
   the Web
                                #13NTCLVLUP


             Level Up Your Fundraising   #13NTCLVLUP   Slide 3
Aaron Long                              Caitlin Kaluza
@longstation                            @qcait




Sarah M. Worthy
@sarahmworthy

                           Tendenci.com | @Tendenci




       Level Up Your Fundraising   #13NTCLVLUP        Slide 4
15 Years




Level Up Your Fundraising   #13NTCLVLUP   Slide 5
Let’s Chat!




          Photo Credit: flickr.com/photos/bibamatt/2629402676


Level Up Your Fundraising      #13NTCLVLUP             Slide 6
LEVEL 1: Why Does it Matter?
                       Photo Credit: flickr.com/photos/brittanyg/1305797552




           Level Up Your Fundraising         #13NTCLVLUP           Slide 7
Online Giving is
  on the Rise




                     Photo Credit: flickr.com/photos/sarahmworthy


  Level Up Your Fundraising       #13NTCLVLUP              Slide 8
Giving is Digital                     Source: 2012 Digital Giving Index




          Level Up Your Fundraising     #13NTCLVLUP               Slide 9
Giving is Social                     Source: 2012 Digital Giving Index




         Level Up Your Fundraising     #13NTCLVLUP              Slide 10
Organizations who incorporate social media
into fundraising campaigns generate




      10x                                       more money



  Giving is Social                          Source: 2012 Digital Giving Index




                Level Up Your Fundraising     #13NTCLVLUP              Slide 11
NYT Survey: 68% said they

“Share to give people a better
  sense of who they are and
    what they care about.”



            Level Up Your Fundraising   #13NTCLVLUP   Slide 12
Fundraising =
         Level Up Your Fundraising   #13NTCLVLUP   Slide 13
LEVEL 2:
                              Visitor
                            Motivations


     Photo Credit: flickr.com/photos/23889540@N00/1148435913


Level Up Your Fundraising     #13NTCLVLUP           Slide 14
Why Do
People
 Give?
 Level Up Your Fundraising   #13NTCLVLUP   Slide 15
Three Motivations of People



1. Social
2. Material
3. Ideological
           Level Up Your Fundraising   #13NTCLVLUP   Slide 16
Social

         Level Up Your Fundraising   #13NTCLVLUP   Slide 17
Material
                                         NADR.org

           Level Up Your Fundraising   #13NTCLVLUP   Slide 18
Ideological
                                              ChimpHaven.org

              Level Up Your Fundraising   #13NTCLVLUP   Slide 19
7 Seconds
             to Tap Into
             User Motivations



            1. What can I do here?
            2. Why should I do it?
            3. How do I get started?

               Photo Credit: flickr.com/photos/smaedli/3271558744

Level Up Your Fundraising        #13NTCLVLUP            Slide 20
Web Users are


1.Impatient
2.Smart
        Level Up Your Fundraising   #13NTCLVLUP   Slide 21
Source: credibility.stanford.edu




Visitors are Skeptical
         Level Up Your Fundraising   #13NTCLVLUP              Slide 22
Visitors Evaluate Credibility on:



1.Your Identity
2.Your Motives

            Level Up Your Fundraising   #13NTCLVLUP   Slide 23
Who’s Spending Their
                                                            Donation?
Who Benefits from Their
     Donation?
                               How You’ll Use
                               Their Donation



   Content Builds Credibility
                          Level Up Your Fundraising   #13NTCLVLUP   Slide 24
Storytelling




                                           Depelchin.org



               Level Up Your Fundraising   #13NTCLVLUP   Slide 25
Stories connect us
emotionally…


Emotions drive buy
decisions.


        Level Up Your Fundraising   #13NTCLVLUP   Slide 26
Emotions drive buy decisions




                         Photo Credit: flickr.com/photos/luschei/937166240

        Level Up Your Fundraising         #13NTCLVLUP            Slide 27
LEVEL 3: 7 Tactics of Influence
Online               Photo Credit: flickr.com/photos/mikecogh/7961942978




            Level Up Your Fundraising     #13NTCLVLUP          Slide 28
1. Framing the “Ask”
                         Photo Credit: flickr.com/photos/36041246@N00




          Level Up Your Fundraising      #13NTCLVLUP         Slide 29
YMCAHouston.org



 Keep it Consistent
                  Level Up Your Fundraising   #13NTCLVLUP   Slide 30
Make the Ask
Personal
                   Photo Credit: flickr.com/photos/mikecogh/7961942978




          Level Up Your Fundraising      #13NTCLVLUP         Slide 31
Branded Giving
          Pages Produce



             6x
          More Dollars
                    Source: onlinegivingstudy.org/quarterlyindex




Level Up Your Fundraising       #13NTCLVLUP            Slide 32
2. Create Trust with Donors

           Level Up Your Fundraising   #13NTCLVLUP   Slide 33
Social Motivations

Ideological Motivations

                            Material Motivations




Content That Builds Credibility

                          Level Up Your Fundraising   #13NTCLVLUP     Slide 34
Showcase Your People
        Level Up Your Fundraising   #13NTCLVLUP   Slide 35
Komen-Houston.org


How Do You use Donations?
               Level Up Your Fundraising   #13NTCLVLUP   Slide 38
Depelchin.org


  More than Money
                Level Up Your Fundraising   #13NTCLVLUP   Slide 39
Third Party Validation
         Level Up Your Fundraising   #13NTCLVLUP   Slide 40
3. Apply Social Pressure




          Level Up Your Fundraising   #13NTCLVLUP   Slide 41
iFest.org




Fire Up the Base
        Level Up Your Fundraising   #13NTCLVLUP   Slide 42
Blogger Referrals




      Site Traffic
                                            Facebook Likes




Engage New Supporters
             Level Up Your Fundraising   #13NTCLVLUP   Slide 43
Easy Places to Start
          Level Up Your Fundraising   #13NTCLVLUP   Slide 44
4. Give Back... First




           Level Up Your Fundraising   #13NTCLVLUP   Slide 45
InclusiveSchools.org

  Content Curation
                 Level Up Your Fundraising   #13NTCLVLUP   Slide 48
Neuhaus.org


Content Curation
          Level Up Your Fundraising   #13NTCLVLUP   Slide 49
Watch for what
                                     people want
                                     …And give it to
                                     them!




bmtisd.com


  Listening
              Level Up Your Fundraising   #13NTCLVLUP   Slide 50
5. Aim for Slow Change




                         Photo Credit: flickr.com/photos/costinthampikutty

         Level Up Your Fundraising       #13NTCLVLUP             Slide 51
PRSAHouston.org


Lower the Barrier to Entry
            Level Up Your Fundraising   #13NTCLVLUP   Slide 52
Know Your Audience’s Motivations

            Level Up Your Fundraising   #13NTCLVLUP   Slide 53
1. Hubspot Effective Calls-to-
            Action hubspot.com/how-to-create-
              effective-calls-to-action
         2. 20 Do’s & Don’t’s for Clickable
            Calls to Action
              slideshare.net/HubSpot/20-dos-donts-
              for-clickable-callstoaction
         3. 200 Fundraising Headlines
              npengage.com/nonprofit-research/200-
              more-email-subject-lines-from-end-year-
              fundraising




Clear Calls to Action
          Level Up Your Fundraising   #13NTCLVLUP   Slide 54
6. Inbound Marketing




          Level Up Your Fundraising   #13NTCLVLUP   Slide 55
Current Methods Don’t
Work for Generation Y

 Level Up Your Fundraising   #13NTCLVLUP   Slide 56
Make it Easy to Give
          Level Up Your Fundraising   #13NTCLVLUP   Slide 57
CMHouston.org
How Do You
Want to be
Contacted?
        Level Up Your Fundraising   #13NTCLVLUP   Slide 58
7. Recognize Your Value...
          ...and charge for it
           Level Up Your Fundraising   #13NTCLVLUP   Slide 59
Exclusivity



                                                     Member Pricing




Member Only Events



                     Level Up Your Fundraising   #13NTCLVLUP   Slide 60
PharmacyTechnician.org




The Value of Membership
       Level Up Your Fundraising   #13NTCLVLUP   Slide 61
Events
                                     ThinkLA.org

         Level Up Your Fundraising   #13NTCLVLUP   Slide 62
Recap!
1.   Frame the Ask
2.   Create Trust with Donors
3.   Apply Social Pressure
4.   Give Back First
5.   Aim for Slow Change
6.   Inbound Marketing
7.   Recognize Your Value and Charge for It!




                    Level Up Your Fundraising   #13NTCLVLUP   Slide 63
Recap!

1. Why Online
  Fundraising Matters
2. Strategy: Why Do
  People Give?
3. 7 Tactics of Influence on the
    Web
                                #13NTCLVLUP


             Level Up Your Fundraising   #13NTCLVLUP   Slide 64
Questions?
Level Up Your Fundraising   #13NTCLVLUP   Slide 65
Thank You!




Level Up Your Fundraising   #13NTCLVLUP   Slide 66
Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!

                          INSERT
                         QR CODE
                           HERE



or Online using #NTC13LVLUP at www.nten.org/ntc/eval
       Aaron Long
       @longstation

       Caitlin Kaluza
       @qcait

       Sarah M. Worthy             Tendenci.com | @Tendenci
       @sarahmworthy

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Level Up Your Fundraising, Understanding the Psychology Behind What Motivates People to Give - NTC 2013 Session

  • 1. Level Up Your Fundraising http://www.monkeyinthecage.com Understanding the Psychology of What Makes People Donate Online Use Hashtag: #NTC13LvLUP Session Presenters Caitlin Kaluza Aaron Long Sarah M. Worthy
  • 2. Let’s Level Up! #13NTCLVLUP bit.ly/NTCLVLUP Level Up Your Fundraising #13NTCLVLUP Slide 2
  • 3. Let’s Level Up! 1. Why it Matters 2. Strategy: Why Do People Give? 3. 7 Tactics of Influence on the Web #13NTCLVLUP Level Up Your Fundraising #13NTCLVLUP Slide 3
  • 4. Aaron Long Caitlin Kaluza @longstation @qcait Sarah M. Worthy @sarahmworthy Tendenci.com | @Tendenci Level Up Your Fundraising #13NTCLVLUP Slide 4
  • 5. 15 Years Level Up Your Fundraising #13NTCLVLUP Slide 5
  • 6. Let’s Chat! Photo Credit: flickr.com/photos/bibamatt/2629402676 Level Up Your Fundraising #13NTCLVLUP Slide 6
  • 7. LEVEL 1: Why Does it Matter? Photo Credit: flickr.com/photos/brittanyg/1305797552 Level Up Your Fundraising #13NTCLVLUP Slide 7
  • 8. Online Giving is on the Rise Photo Credit: flickr.com/photos/sarahmworthy Level Up Your Fundraising #13NTCLVLUP Slide 8
  • 9. Giving is Digital Source: 2012 Digital Giving Index Level Up Your Fundraising #13NTCLVLUP Slide 9
  • 10. Giving is Social Source: 2012 Digital Giving Index Level Up Your Fundraising #13NTCLVLUP Slide 10
  • 11. Organizations who incorporate social media into fundraising campaigns generate 10x more money Giving is Social Source: 2012 Digital Giving Index Level Up Your Fundraising #13NTCLVLUP Slide 11
  • 12. NYT Survey: 68% said they “Share to give people a better sense of who they are and what they care about.” Level Up Your Fundraising #13NTCLVLUP Slide 12
  • 13. Fundraising = Level Up Your Fundraising #13NTCLVLUP Slide 13
  • 14. LEVEL 2: Visitor Motivations Photo Credit: flickr.com/photos/23889540@N00/1148435913 Level Up Your Fundraising #13NTCLVLUP Slide 14
  • 15. Why Do People Give? Level Up Your Fundraising #13NTCLVLUP Slide 15
  • 16. Three Motivations of People 1. Social 2. Material 3. Ideological Level Up Your Fundraising #13NTCLVLUP Slide 16
  • 17. Social Level Up Your Fundraising #13NTCLVLUP Slide 17
  • 18. Material NADR.org Level Up Your Fundraising #13NTCLVLUP Slide 18
  • 19. Ideological ChimpHaven.org Level Up Your Fundraising #13NTCLVLUP Slide 19
  • 20. 7 Seconds to Tap Into User Motivations 1. What can I do here? 2. Why should I do it? 3. How do I get started? Photo Credit: flickr.com/photos/smaedli/3271558744 Level Up Your Fundraising #13NTCLVLUP Slide 20
  • 21. Web Users are 1.Impatient 2.Smart Level Up Your Fundraising #13NTCLVLUP Slide 21
  • 22. Source: credibility.stanford.edu Visitors are Skeptical Level Up Your Fundraising #13NTCLVLUP Slide 22
  • 23. Visitors Evaluate Credibility on: 1.Your Identity 2.Your Motives Level Up Your Fundraising #13NTCLVLUP Slide 23
  • 24. Who’s Spending Their Donation? Who Benefits from Their Donation? How You’ll Use Their Donation Content Builds Credibility Level Up Your Fundraising #13NTCLVLUP Slide 24
  • 25. Storytelling Depelchin.org Level Up Your Fundraising #13NTCLVLUP Slide 25
  • 26. Stories connect us emotionally… Emotions drive buy decisions. Level Up Your Fundraising #13NTCLVLUP Slide 26
  • 27. Emotions drive buy decisions Photo Credit: flickr.com/photos/luschei/937166240 Level Up Your Fundraising #13NTCLVLUP Slide 27
  • 28. LEVEL 3: 7 Tactics of Influence Online Photo Credit: flickr.com/photos/mikecogh/7961942978 Level Up Your Fundraising #13NTCLVLUP Slide 28
  • 29. 1. Framing the “Ask” Photo Credit: flickr.com/photos/36041246@N00 Level Up Your Fundraising #13NTCLVLUP Slide 29
  • 30. YMCAHouston.org Keep it Consistent Level Up Your Fundraising #13NTCLVLUP Slide 30
  • 31. Make the Ask Personal Photo Credit: flickr.com/photos/mikecogh/7961942978 Level Up Your Fundraising #13NTCLVLUP Slide 31
  • 32. Branded Giving Pages Produce 6x More Dollars Source: onlinegivingstudy.org/quarterlyindex Level Up Your Fundraising #13NTCLVLUP Slide 32
  • 33. 2. Create Trust with Donors Level Up Your Fundraising #13NTCLVLUP Slide 33
  • 34. Social Motivations Ideological Motivations Material Motivations Content That Builds Credibility Level Up Your Fundraising #13NTCLVLUP Slide 34
  • 35. Showcase Your People Level Up Your Fundraising #13NTCLVLUP Slide 35
  • 36. Komen-Houston.org How Do You use Donations? Level Up Your Fundraising #13NTCLVLUP Slide 38
  • 37. Depelchin.org More than Money Level Up Your Fundraising #13NTCLVLUP Slide 39
  • 38. Third Party Validation Level Up Your Fundraising #13NTCLVLUP Slide 40
  • 39. 3. Apply Social Pressure Level Up Your Fundraising #13NTCLVLUP Slide 41
  • 40. iFest.org Fire Up the Base Level Up Your Fundraising #13NTCLVLUP Slide 42
  • 41. Blogger Referrals Site Traffic Facebook Likes Engage New Supporters Level Up Your Fundraising #13NTCLVLUP Slide 43
  • 42. Easy Places to Start Level Up Your Fundraising #13NTCLVLUP Slide 44
  • 43. 4. Give Back... First Level Up Your Fundraising #13NTCLVLUP Slide 45
  • 44. InclusiveSchools.org Content Curation Level Up Your Fundraising #13NTCLVLUP Slide 48
  • 45. Neuhaus.org Content Curation Level Up Your Fundraising #13NTCLVLUP Slide 49
  • 46. Watch for what people want …And give it to them! bmtisd.com Listening Level Up Your Fundraising #13NTCLVLUP Slide 50
  • 47. 5. Aim for Slow Change Photo Credit: flickr.com/photos/costinthampikutty Level Up Your Fundraising #13NTCLVLUP Slide 51
  • 48. PRSAHouston.org Lower the Barrier to Entry Level Up Your Fundraising #13NTCLVLUP Slide 52
  • 49. Know Your Audience’s Motivations Level Up Your Fundraising #13NTCLVLUP Slide 53
  • 50. 1. Hubspot Effective Calls-to- Action hubspot.com/how-to-create- effective-calls-to-action 2. 20 Do’s & Don’t’s for Clickable Calls to Action slideshare.net/HubSpot/20-dos-donts- for-clickable-callstoaction 3. 200 Fundraising Headlines npengage.com/nonprofit-research/200- more-email-subject-lines-from-end-year- fundraising Clear Calls to Action Level Up Your Fundraising #13NTCLVLUP Slide 54
  • 51. 6. Inbound Marketing Level Up Your Fundraising #13NTCLVLUP Slide 55
  • 52. Current Methods Don’t Work for Generation Y Level Up Your Fundraising #13NTCLVLUP Slide 56
  • 53. Make it Easy to Give Level Up Your Fundraising #13NTCLVLUP Slide 57
  • 54. CMHouston.org How Do You Want to be Contacted? Level Up Your Fundraising #13NTCLVLUP Slide 58
  • 55. 7. Recognize Your Value... ...and charge for it Level Up Your Fundraising #13NTCLVLUP Slide 59
  • 56. Exclusivity Member Pricing Member Only Events Level Up Your Fundraising #13NTCLVLUP Slide 60
  • 57. PharmacyTechnician.org The Value of Membership Level Up Your Fundraising #13NTCLVLUP Slide 61
  • 58. Events ThinkLA.org Level Up Your Fundraising #13NTCLVLUP Slide 62
  • 59. Recap! 1. Frame the Ask 2. Create Trust with Donors 3. Apply Social Pressure 4. Give Back First 5. Aim for Slow Change 6. Inbound Marketing 7. Recognize Your Value and Charge for It! Level Up Your Fundraising #13NTCLVLUP Slide 63
  • 60. Recap! 1. Why Online Fundraising Matters 2. Strategy: Why Do People Give? 3. 7 Tactics of Influence on the Web #13NTCLVLUP Level Up Your Fundraising #13NTCLVLUP Slide 64
  • 61. Questions? Level Up Your Fundraising #13NTCLVLUP Slide 65
  • 62. Thank You! Level Up Your Fundraising #13NTCLVLUP Slide 66
  • 63. Evaluate This Session! Each entry is a chance to win an NTEN engraved iPad! INSERT QR CODE HERE or Online using #NTC13LVLUP at www.nten.org/ntc/eval Aaron Long @longstation Caitlin Kaluza @qcait Sarah M. Worthy Tendenci.com | @Tendenci @sarahmworthy

Notas do Editor

  1. Aaron Long, Caitlin Kaluza, and Sarah M. Worthy of Schipul Technologies in Houston, Texas, Our software is Tendenci Open Source Content Management Software built for Nonprofits. Learn more at tendenci.com or on Twitter @tendenci!
  2. According to the 2012 Digital Giving Index, 65% of people they surveyed gave online
  3. When we say “fundraising” we mean all of the transactions that happen with your organizations Wordle word cloud from: Online Donations, Events, Sponsorships, Job Board, Corporate Matching, Grants, Recurring Giving, In Kind Gifts
  4. You have 7 Seconds to Tap Into Their Motivations
  5. The more we treat people on the web like they are impatient and smart, the higher the conversion rate from visitor to phone call or contact forms. So how exactly does a web site treat visitors as impatient and smart? By giving them what they want, on their terms, immediately and with humility
  6. Elliot had suffered brain damage to a part of the brain known as the ventromedial prefrontal cortex, which is implicated in the risk and benefit analysis of decision making. Elliot ostensibly seemed normal, with one glaring exception. He lacked the ability to make decisions, deliberating endlessly in the face of simple, mundane choices such as whether or not to use a black or blue pen or when to schedule his next appointment.
  7. Use your logo and keep the colors consistent with your other marketing materials so your site visitor immediately knows exactly where they are. Use your logo and keep the colors consistent with your other marketing materials so your site visitor immediately knows exactly where they are
  8. The YMCA of Houston does a great job of this – their personalize peer to peer giving pages get 4 times more traffic in aggregate than their standard donation form.
  9. Surprisingly, Nielsen’s study found that donors couldn’t find where to give on 17% of the websites used. Using a simplistic homepage design with minimal banners, ads, and graphics is one way to avoid this problem. To avoid “banner blindness,” limit your graphics to only your key calls-to-action. And, of course, make “Give” or “Donate” clear in your navigation.  
  10. Use testimonials and brand logos from your business partners (as allowed) assuring your site visitors that you are a “real” company with an honest reputation. Try not to let your success convince you that everyone knows you want their business.  
  11. Start with networking – build a relationship – build to Ideological
  12. Benchmark – 60-75% should be Search Engine Organic traffic
  13. http://www.flickr.com/photos/loqueveelojo/3707477761 http://www.flickr.com/photos/pagedooley/1202823367 http://www.flickr.com/photos/33874499@N06/4862580749/ Old media that is on their own time Outbound marketing techniques was reliant on a timeline
  14. http://www.pharmacytechnician.org/en/art/277/
  15. Events that sell out – ThinkLA Digital Breakfast