15ntc digital tools for fundraising
TRANSCRIPT
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Full Introductions
Matthew MielcarekVP Creative + Strategy
Charity Dynamics
Caryn D. SteinVP Communications & Content
Network for Good
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• Provide insight on trends• Help you to identify opportunity for your
fundraising programs today• Identify long-term opportunity in the
future
Agenda
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• Interactive programs vary in scale and scope; their role in direct response is vital• All sectors are growing online• Online fundraising accounts for 7% of total direct
response fundraising• Digital is an increasingly significant source of new
donor acquisition
Digital IS Direct Response
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2014 Distribution of Dollars by Channel
Generic Giving PageBranded Giving PagePortal GivingP2P/SocialEmployee Giving
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The Experience Matters
Generic Giving Page Branded Giving Page
43% larger gift size
7x donations
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Attract a Wider + Qualified Audience
White papers
Info-graphics
Ebooks
PodcastsSocial Media
Blogs
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Content Marketing focuses on earning person's attention through content desired to attract and convert. • Interesting• Informative • Adds value• Connects with constituent
Attract a Wider + Qualified Audience
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Attract a Wider + Qualified Audience
Content
Goals
Personas
Support Group ReferralsDiscussion Tips
Helpline Referral
Make a Tribute Gift
“Friend/Family of Diagnosed”
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Giving is Spikey
01/01 01/16 01/31 02/15 03/02 03/17 04/01 04/16 05/01 05/16 05/31 06/15 06/30 07/15 07/30 08/14 08/29 09/13 09/28 10/13 10/28 11/12 11/27 12/12 12/27$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
$16,000,000
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 $-
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
2014 Donation $ Total 2013 Donation $ Total
2014 December Giving by Day
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Columbia Giving Day raised $11M in year three event• Alumni, faculty, staff, students,
family member participation • Inspired offline donors to
contribute over $3.7 million• Activates all constituencies
including students, alumni, corporate sponsors, major donors
Create Your Giving Spike
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Freestore Foodbank hosts “Double Your Dollars Day”• Early November, EOY kick off• Leverages matching gifts to
inspire all donors to participate
• Raised more in a single day online than any previous day
Create Your Giving Spike
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• Own your Giving Day• Participate in
Giving Tuesday• Begin with
Matching Gift Campaigns
Create Your Giving Spike
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The Power of the Peer
Average P2P Gift Size is Growing
The pie is getting bigger, and this slice is growing.
(mmm. pie.)
2013 vs. 2014
23% increase in # of donations
70% increase in donation dollars
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• Independent Fundraising Events (IFEs) allow supporters to fundraise as they choose, instead of exclusively through events• Could include tribute, birthday, anniversary, car
wash, athletic event – or unstructured• Growth outpacing online and traditional event
growth• Serve as fundraising innovation incubator
Launch an IFE
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Launch an IFE• Complementing existing portfolio• Short and long term impact• Expense
Business Case
• Program structure• Coaching, staffing, support• Case for giving
Strategy & Branding
• Requirements• Existing versus new platforms• Data integration
Technology Evaluation
• Branding• Unique look and feel• Consistent organizational branding
Design
• Technical configuration• Ongoing supportImplementation
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• In 2015, more mobile than desktop visitors for most nonprofits
• Digital wallet and biometric applications emerging
• Apple Watch launch in April
Do More with Mobile
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Do More with Mobile
Deliver responsive experiences
Simplify engagement through geolocation, mobile payment solutions
Reevaluate content for mobile visitors
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Donation/E-Commerce
Constituent Engagement/Social Media
Data Management (CRM)
Mobile
Business Intelligence/Analytics
(Highest Priority for 2014, Highest to Lowest)
Digital Investment Driving Growth
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• Identify and track meaningful benchmarks for your program and organization
• Determine the role that digital and interactive will play in overall revenue growth
• Audit ability of existing tools and resources to meet needs
• Pursue new opportunities!
Create Your Game Plan
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• Insight on trends• Identify short and long-term fundraising
opportunities• Inspire you with creative ideas for 2015
Summary