2. How you can optimize your online
giving page?
#bbcon
2 #bbcon
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3. Take-away from today’s session
• What does multi-channel fundraising look like in 2014?
• How are eTapestry customers doing?
• How can we optimize eTapestry tools for multi-channel
fundraising?
• What we know about optimizing
• Donation forms
• Email
• What steps can you take to improve your donor’s multi-channel
experience when you get back to the office?
3 #bbcon
6. And they want online engagement
• More than half of donors received information
from their favorite charity via Web site (51%) and
by email (52%)
• Donors preferred to spread the word about their
favorite charity by email (51%), Facebook (15%)
and in person.
• When looking for information, the web is a donors’
top choice
• Donors aged 50+ preferred visiting the web and
receiving email to stay in touch
Did you know?
• 86% say they visit websites before making a gift
• Half say giving online is their preferred method
NTEN Donor Engagement Benchmark Study 2012
7. 2013 CHARITABLE GIVING TRENDS – KEY TAKEAWAYS
Online Giving was up 13.5% in
2013, compared to the overall
giving increase of 4.9%
8. 2013 Charitable giving trends – key takeaways
• Large organizations had the
greatest increase in overall
charitable giving in 2013,
while small organizations
had the greatest increase in
online giving during 2013.
• Online giving accounted for
6.4% of all charitable giving
in 2013.
• Faith-based organizations
had the greatest increase in
online giving in 2013 (18.1%)
8 #bbcon
9. 2013 Charitable giving trends – key takeaways
• More than one-third (33.6%) of overall
charitable giving happens in the last three
months of the year, with the highest
percentage (17.5%) coming in December.
• February is the slowest month for overall
giving.
• January is the slowest month for online giving.
• December is the biggest month for all online
and offline giving.
11. Some key take-away numbers:
• Over 5400 DIY
pages live!
• $187 average gift
• $77,152,473 raised
• 414,620
transactions
In 2013:
• $171 average gift
• $41,130,000 raised
• 255,926
transactions
Through
June
2014:
12. What if we optimized?
Sample eTapestry nonprofit (real customer)
• Assuming a 1% conversion rate on their online giving page.
• They raised $41,224 last year from 289 donors, $153 average gift
What if?
• Optimize giving experience and raise conversion by:
• 2% - could raise over $88,000
• 3% - could raise over $132,000
Wouldn’t you do it?
14. Are you optimizing YOUR DIY pages?
• Is it branded?
• Is it easy to find?
• How many clicks? Click
away?
• Landing pages?
• Is there a clear Call to
Action?
• How much info is
gathered?
• Is it mobile responsive?
• Recurring gifts?
• Targeted Gift Amounts?
• What happens after the
gift?
• Are communications after
targeted?
Source: Dunham + Companyy
21. Create follow up email ‘Welcome Series’ at the same time!
• Create branded welcome enewsletter series
in eTapestry
• Create a dynamic query for all online gifts, or
all new online gifts
• Schedule ahead of time and change the time
of delivery
C
• Invite them to volunteer, tell them about
another donor, ask again, invite, engage
• Drive to social media, multiple touchpoints
22. Location and Position of DIY page
• On average it takes 4 clicks to get to a nonprofit donation page!
• Eliminate multiple ‘clicks’ through before they can actually make the
donation!
23. How strong is the Call to Action?
• What’s the goal of an online giving page?
• TO GET A GIFT!!! But less than 50% of pages have a clear call to action
on the landing page!
• Only 14% of landing pages create a sense of urgency
• 17% have conflicting calls to action
• What gift amounts are you suggesting?
• Only 22% of pages have suggested giving amounts
• Select the one you’d like the donor to choose
• Change the Ask Amounts throughout the year
• Are you offering and encouraging recurring giving?
28. Ask Amounts & Holiday Giving Strategy
• Online Average Gift Size has Seasonality
• Do you change your ask amount?
• Can you test and change your ask this year?
• Online Average Gift Size More Than Doubles in December
30. Basic Segmentation
Group supporters based on common characteristics (you already know).
• When starting out, try to create a “BEST” segment (based on “best” offline segment).
• Others may include:
• New/Prospective
• Current/Major
• Lapsed
• Build a basic communication plan/goal for each segment.
• The better you know your audience, the more "personal" your message.
• Gain trust…greet the reader by name.
• Reference past interactions or observed behavior when possible.
• When in doubt, segment your email list like you would for direct mail.
• Try similar segments to your Direct Mail program; test out new segments at low cost.
31. Segments Organizational Goal Suggested Message(s)
New/Prospective Introduce yourself; engage prospect
Capture interests/preferences for future
communication/cultivation
Solicit some type of participation/activity
(donation, membership, event registration,
etc.)
Send Website "Welcome" Message
Share useful information; increase interest in your
cause (via newsletters/fact-based emails)
Provide opportunities to participate at various levels
(events, volunteer, advocacy, etc.)
Soft asks/appeals
Current/High May be considered your "BEST" supporters
Need to be kept happy/engaged
Need to feel like they are valued and that you
"know" them
Send (regular) eNewsletter / Annual Report
Send status/thank you emails often
Showcase successes; regularly communicate benefits
of supporting your organization
Survey 2-4x per year to capture preferences and user
feedback
Send regular appeals (targeted ask amounts)
Include in Planned and/or Major Giving communication
Current/Middle Need to upgrade these supporters; goal is to
move them up the ladder
Need to be kept happy/engaged
Need to find out what they really value –
leverage this to increase ask amount/frequency
Send (regular) eNewsletter / Annual Report
Send status/thank you emails after user action
Showcase successes; regularly communicate benefits
of supporting your organization
Survey 1-2x per year to capture preferences and user
feedback
Send regular appeals (upgrade ask amount)
Lapsed Need to re-engage or remove
Don’t waste paper/postage if possible
Find out what level of interest and what topics
of interest they have
Let them go if they are not interested – focus
on those who are
Communicate 2-4x per year (remind of available
subscriptions/upcoming events, etc.)
Survey 1x per year to capture interests
Send message with option to remove self entirely
and/or options for increasing/decreasing participation
("Don’t you like us anymore? If not, we’ll stop bugging
you")
33. Optimizing Multi-Channel Fundraising
with eTapestry
• You have the DIY pages, Advanced Email and CRM tools to
optimize your online giving.
• Online Giving grew 13.5% this year, imagine how much you can
grow your giving by optimizing your pages.
• Use best practices of embedding, landing pages, ask amounts,
recurring gifts on your pages.
• Query and segment your database; using Advanced Email and
other channels to engage donors.
• Test, adjust and PowerOn!
35. Are you pumped up and ready to go?
Don’t forget to complete
a session survey!
Each completed survey enters you into a drawing to win a
complimentary registration to bbcon 2015 in Austin, Texas*.
*Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be
exchanged, applied to, or combined with any other offer.
35 #bbcon
Notas do Editor
2013 GIVING TRENDS
Overall giving in 2013 grew 4.9% on a year-over-year basis for the
4,129 nonprofit organizations in the analysis. This was an increase
over the 2012 growth rate and points to positive signs that giving in
the United States is returning to pre-recession levels.
Fundraising by large organizations, with annual total fundraising more
than $10 million, was up by 5.7%. This was a significant rebound from
2012 and was the highest growth rate among organizations in the
analysis. Medium organizations, with annual total fundraising between
$1 million and $10 million, had an increase of 3.8% in 2013. Small
nonprofits, with annual total fundraising less than $1 million, grew their
fundraising 3.6% compared to 2012.
Online giving in 2013 grew 13.5% year-over-year for the 3,359
nonprofit organizations in the analysis. Online fundraising continues to
be a growth engine for nonprofit organizations, and there is no reason
to expect this growth to slow for the foreseeable future.
The analysis looked at the distribution of giving across all of 2013.
More than one-third of all charitable giving happens in the last three
months of the year, and this trend has remained consistent for several
years now. We did see a decrease in December giving, from 18% in
2012 to 17.5% in 2013.
There continues to be a spike in giving during June that happens
because of a focus by some nonprofit organizations on end-of-fiscal-
year giving. This trend continues to support the belief that nonprofit
organizations can diversify their giving across the calendar year with
the right amount of focus.
Online giving also has a significant amount of fundraising taking place
during the final months of the year. Just over 35% of online giving
happened during October, November, and December of 2013. Both
human services and public and society benefit organizations had very
high concentration of online giving at year’s end.
Almost every sector raised more than 20% of its annual online giving
during December. The exception was medical research, which raised
just 5.6% of its total online giving in December. This might seem
puzzling considering that medical research organizations raised 22.5%
of their entire fundraising in the last month of the year. This contrast
is likely because the vast majority of online giving to medical research
organizations is through peer-to-peer fundraising events. These run,
walk, and ride events are often held throughout the year and very few
happen during the month of December
Here is what we are doing. But, are we taking advantage? Growth is 13.5% for online……how can we make it even easier? We are engaging in a multi channel effort but if we understand the best practices of optimization we can make a real impact.
11 Donation Form Optimization Stats You Need to Know
72% of organizations put buttons, menus, or other elements on their landing pages that give potential donors the ability to “click-away” to other pages on their website. [tweet this]
12% of organizations offer an incentive to online donors in return for their gift. [tweet this]
93% of landing pages (e.g. a donation form) indicate that their page is secure. [tweet this]
1 out of 5 organizations don’t have a clear call to action on their landing pages. [tweet this]
17% have multiple conflicting calls to action [tweet this]
Less than 50% of landing pages convey a clear reason to take action (eg. donate). [tweet this]
Only 14% of landing pages convey a sense of urgency. [tweet this]
22% of landing pages include donation giving levels. [tweet this]
95% of landing pages include a link to their privacy policy. [tweet this]
1/3 of landing pages do not included 3rd party validation or credibility indicators. [tweet this]
Over 80% of landing pages are not optimized for mobile. [tweet this]
- See more at: http://npengage.com/nonprofit-fundraising/11-donation-form-optimization-stats-youll-wish-youd-known-yesterday-infographic/#sthash.N0y1PqRX.dpuf
Big visual on top.
Call to Action
Nothing distracting on the side
Match online form with thank you!
Get CSS from web designer
Or pantone colors
Create basic template to match
Change the message, signator etc. based on the season
The goal is to get a gift!
Most segments are based on three key factors:
Demographics and Lifestyle (observable…location, age, marital status, etc.)
Preference and Opinion (survey-able…poll/ask what they think)
Remember, segmentation is ongoing.
Try to refine/reduce the size of your segments over time.
The better you know your readers, the more targeted and relevant your messages will be.
Be specific…the more specific your message, the greater the impact.
Not all communications are for all of your constituents.
Communicate with each of your segments in unique and relevant ways.