fundraising trends mobile and crowdfunding

WHO ARE WE?

Mike Johnston

Founder, hjc, Integrated Fundraising Consultants

Integrated Fundraising Specialists

Kenneth Kuhler

Interactive Strategy Manager, Blackbaud

Take our survey at the end of

the session!

At the end of the session, we’ll ask you to go online and fill out

our integration survey. We’ll select 1 WINNER to receive

complimentary 1-hour hjc/Blackbaud consulting session

https://www.surveymonkey.com/s/CX9CRDD

OUR AGENDA

• Mobile – what are we to do?

• Crowdfunding – why will it matter?

• Key Findings and Real World Examples

for social network fundraising

(Crowdfunding by another name)

YOUR SUPPORTERS ARE…

On the go

Impulse driven

Have a shorter attention span

Increasingly use social

networks

More demanding

Want more personalisation

Want more visibility

Want more more more...

YOUR SUPPORTERS ARE… YOUR ORGANISATION…

Must be accessible from new channels

Must catch people in the moment

Needs impactful messages and

collateral

Needs to go where they are

Needs to adapt to new demands and

utilise new tools

On the go

Impulse driven

Have a shorter attention span

Increasingly use social

networks

More demanding

Want more personalisation

Want more visibility

Want more more more...

IT’S A MULTI-SCREEN UNIVERSE

NOW A TWO PART QUIZ TO KICK IT

OFF…

Gen Y 3%

Gen X 19%

Boomers 24%

Civics 6%

SMART PHONE WEBSITE VIEWS

Gen Y 19%

Gen X 25%

Boomers 14%

Civics 18%

TABLET WEBSITE VIEWS

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

Gen Y Gen X Boomers Civics

Charity Websites Views

Tablet Smartphone Desktop Computer Laptop

DO I NEED A MOBILE ENABLED

DIGITAL PRESENCE?

Those touch screen mobile phones – bah!

WHAT HAPPENS IF YOU DON’T GO

MOBILE?

• In a recent survey of mobile web users:

– 71% expected websites to load as quickly on their mobile phones

as their desktops

– 57% are unlikely to recommend the site to friends and family

– 46% would be unlikely to return to a website that they had trouble

accessing via their phone

– 34% said they’d likely visit a competitor’s mobile site instead

Source: Compuware Corporation Survey: What Users Want from Mobile

HOWEVER, DOING IT RIGHT...

• A site optimised for mobiles is able to generate almost twice the

average traffic per user than sites which haven’t

• On average, visitors are 51% more likely to actually do

business with an online retailer if it has a mobile site

Source: KISS Metrics

SOME MOBILE SITE BEST PRACTICES

• Keep it quick

• Simplify navigation

• Be thumb-friendly

• Design for visibility

• Make it accessible

• Make it easy to convert

• Make it seamless

• Use mobile site redirects

And most importantly: Listen, Learn and Iterate

THE HITCHHIKER’S GUIDE TO MOBILE DESIGN

CONTENT

PRIMARY

SEARCH LINK1 LINK2 LINK3

LINK4 LINK5 LINK6

FEATURED CONTENT

FOOTER

CONTENT SECONDARY

PROMO PROMO PROMO PROMO

LOGO LINK1 LINK2 LINK3 LINK4

LINK4 LINK5 LINK6

LINK5

FEATURED CONTENT

Easy to

Reach

Stretch

• Know your sweet spots

• Recognise the space

• 85% of people are right handed

Easily within a thumb’s reach

Stretch to get thumb here

Within reach, but can be awkward

BC CANCER – IMPACT OF

GOING RESPONSIVE

Drop-down menus hard to use on a phone

Need to pinch zoom to see the whole form

Small radio buttons hard to click on a touch screen

Distracting navigation bars

Dedicated responsive forms

• More that 978% increase in conversion rate from mobile devices

• If you landed on the dedicated mobile form you

were 978% more inclined to complete the form than if you landed on the desktop form, from your mobile device

RESULTS FROM A RECENT SURVEY TO THE HSI

FILE: WHAT IS THE BEST WAY WE CAN IMPROVE

COMMUNICATION WITH YOU?

Make sure I can read emails and take action from my mobile device

WHAT ABOUT

CROWDFUNDING?!

SMALL DONATIONS

BEGINNING, MIDDLE AND

END (CAMPAIGN PERIOD)

REWARDS

COLLECTIVE GOAL

DON’T WE ALREADY DO

THIS?

12.0% 7.0%

4.0% 4.0%

82.0%

90.0% 94.0% 96.0%

43.0%

24.0%

13.0%

6.0%

Gen Y Gen X Boomers Civics

Donated Through Crowdfunding

Yes

No

Likely in the Future

17.0%

7.0%

2.0% 2.0%

43.0%

24.0%

13.0%

6.0%

Gen Y Gen X Boomers Civics

Future Text to Donate vs. Crowdfunding Gifts

Text to Donate Gift through Crowdfunding

42.0%

27.0%

10.0%

4.0%

4.0%

20.0%

1.0%

11.0%

Kickstarter

Indiegogo

GoFundMe

Razoo

Crowdrise

Other

None

Not Sure

Crowdfunding Sites You Have Used

GEN Y GEN X BOOMERS MATURES

Not Sure 4% 21% 13% --

None 4% -- -- --

Other -- 7% 50% 57%

Crowdrise 13% -- -- --

Razoo 4% 7% -- --

GoFundMe 8% 14% 13% --

Indiegogo 42% 21% 13% 29%

Kickstarter 63% 43% 25% 14%

* The majority of “other” responses donated through Kiva

Because we already do Crowdfunding!:

Key Findings and Strategy Opportunities for social network fundraising

KEY FINDING:

PARTICIPANTS ARE MULTI-CHANNEL

COMMUNICATORS While number of emails sent were down, online fundraising was up!

Participants are using truly multi-channel fundraisers.

ENSURE A POSITIVE USER EXPERIENCE

KEY FINDING: RETURNING VS. NEW

PARTICIPANTS

Retention

Event Day

Post Event

Year Round

Segmented

RETENTION STRATEGY

KEY FINDING: THIRD PARTY

FUNDRAISING IS HOT Peer-to-Peer Fundraising, DIY Fundraising, Independent Fundraising

Events, Marathon Fundraising, Crowdfunding, Virtual Events….

Social Fundraising Trends

A style of fundraising where an organization recruits individual supporters to ask their social circles to donate to that organization.

WHAT’S SOCIAL FUNDRAISING?

Non Profit

WHAT ARE THE TRENDS TODAY?

Trend #1: Expansion of Online Tools to Traditional Offline Third Party Fundraising Activities

WHAT ARE THE TRENDS TODAY? Trend #2: Creation of Online Only Social Fundraising campaigns

WHAT ARE THE TRENDS TODAY?

Trend #3: Increased adoption of charity programs in conjunction with traditional athletic events

THE CONCEPT OF SOCIAL

FUNDRAISING

Pressure from the Bottom:

Demand from

Fundraisers

Pressure from the Top:

Demand from

Organizational

Leadership

• Grow Overall Fundraising

• Keep costs low

• Increased competition from

competing organizations

• Diversify Fundraising Efforts

• Popularity of Social Media &

Smartphones

• Prevalence of Event

Fundraising

• Event Fundraising Fatigue

Real World Examples & Tips

7/14/2014 Blackbaud Confidential 46

WATERCAN:

DONATE YOUR

SPECIAL DAY

7/14/2014 Blackbaud Confidential 47

ALZHEIMER’S ASSN:

THE LONGEST DAY

In Year 1,

200 Teams

Raised $236K

• Brainstorm Opportunities

– What types of Social Fundraising Programs are right for your org? • Map out a Plan

– Should you run a pilot before heavily investing?

– Budget? Staff?

– Marketing & Communication Plan • Tie the Campaign to your Mission & your Org

– Participants have choices, make your org the right choice • Have a Home Base for all tools and interactions

– Consolidate all your activities into a central online location

– Keep Social Media linked to your central online spot • Stay Constituent Focused

– Solicate feedback

– Acknowledge success

SOCIAL FUNDRAISING CAMPAIGN

PLANNING

CONCLUSION

• Be Mobile

• Find the right way for Crowdfunding to Fit

In

• Be Social

• Integrate – think cross-channel to build

committed supporters

A fun, helpful reminder of highlights of the Next

Generation of Canadian Giving study

http://www.hjcnewmedia.com/nextgencanadiangiving2

013/infographic/

Take our survey after the

session – we’ll send out the link!

At the end of the session, we’ll ask you to go online and fill out

our integration survey. We’ll select 1 WINNER to receive

complimentary 1-hour hjc/Blackbaud consulting session

https://www.surveymonkey.com/s/CX9CRDD