„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