Post on 13-Aug-2015
transcript
„A few ways to build awareness for fundraising target groups”
Azadi SheridanProductle (UK)27th May 2015
Agenda
• What is crowdfunding?• How to convince the unconvinced to
give?• The role of social media• How to thank donors• Some inspiration
Who am I?
• Approaching 20 years in not-for-profit sector
• 11 years for with world’s leading fundraising software vendor
• Now independent consultant and social entrepreneur
Crowdfunding
Guess how much donated?
$850,000!
or 3.2m zł...in a week!
$850,000 (3,2m zł)
Tesla Museum – how?
1. Reach out on Social Media to build support
2. Key Influencers3. Network4. Matched funding
http://duncanknox.com/4-ways-a-museum-can-crowdfund-1m/
All shapes and sizes
Non-non-profits
Crowdfunding IS NOT Crowdfundraising
Image: Computer Girl http://www.idioplatform.com/uploads/2011/07/COMPUTER-GIRL.jpg
40% of UK consumers said online giving is their main way of donating to a
cause
• Blackbaud Next Generation of Giving survey• Conducted via a YouGov Plc UK online survey between November 8 – 11,
2013 • Total sample size was 2088 adults (aged 18+)
Online Donation - Top Five Reasons
AcquisitionAdvertising Transactions Retention
Look at the follows…
Social Proof - Peer fundraising tactics
• Fundraising page average = £176.62
Photo or video = £18.41
Blog post = £206.62
Personal thank you emails = £317.77
Upward trends – Trust and Transparency
• 47% of online donors never complete the donation form
• Financial reasons and distrust of charities - two biggest reasons for non-donation.
• If charities did a better job in the areas [the donor] cares about, donors could give up to £665m more,
• Greater loyalty via branded sites
Sources: http://www.thinknpc.org/publications/money-for-good-uk/http://www1.networkforgood.org/online-giving-study-donations-driven-donor-experience-year-end-gifts-and-large-scale-disasters
How do people give?
Source: Blackbaud Next Generation of Giving
The rise of mobile…
Upward trends
• Mobiles are quickly becoming the preferred device for accessing the Internet
• Over 17% of respondents said they’d donated via a smartphone or tablet
Image: [Mobile Fundraising] http://www.npengage.com/wp-content/uploads/2013/01/mobile-web-752x483.jpg
Design for mobile = design for web
• Keep it simple•Use visuals
• http://www.nomensa.com/blog/2012/creating-the-perfect-donation-experience
Put it together….
• http://electricputty.co.uk/blog/how-to-get-more-online-donations-for-your-charity/
Why bother?
Would you be willing to use a smartphone to make a donation through a browser?
Gen Y 36.4%Gen X 25.3%Boomer 6.1%Mature 2.9%
Design for mobile = design for web
• http://www.nomensa.com/blog/2012/creating-the-perfect-donation-experience
Thank you or thank you
Thank you or thank you
Caution!
• 1 in 5 of respondents did not notice the charity they were supporting
• Possible causes:– Donating to a friend– Using a 3rd party application of website– Lack of information about the
charity/campaign– Little to no follow up for online donations
due to lack of data
Image: Warning Sign http://www.picgifs.com/graphics/w/warning-sign/graphics-warning-sign-954409.jpg
Do you have a communication plan?
Nearly half of respondents indicated they’d like to have easy access to further information about the cause
How donors like to stay engaged
In summaryUse your analytics – whatever you haveEnsure you offer a variety of methods for support – web, social,
mobile, direct mail, face-to-face, etcFocus on the ask –
Use empathy and avoid guiltUse social validationLearn from ecommerce - Quality photography of individualsMinimise options - mobile experience now, one page formsBe clear – three price points.
Encourage social sharing; build engagement with the thankTake part in the dialogue where appropriateBe transparent about use of incomeLeverage your assets for a reward process
Be vigilant about your brand and message. The donor needs to easily know who you are.
Make it easy to support, share, learn and participate
Thank you for your attention!
Azadi Sheridan
e-mail: azadi@productle.comLinkedin.com/in/AzadiSh@AzSheridan