Presentation to the 2013 Nonprofit Technology Conference (NTC) in Minneapolis on how to use psychology and web marketing fundamentals to increase online fundraising - including online giving and donations and other online revenue streams like event registration and sponsorship.
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
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
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
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
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
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
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
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!
According to the 2012 Digital Giving Index, 65% of people they surveyed gave online
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
You have 7 Seconds to Tap Into Their Motivations
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
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.
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
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.
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.
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.
Start with networking – build a relationship – build to Ideological
Benchmark – 60-75% should be Search Engine Organic traffic
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