digital fundraising - a success mantra

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Digital Fundraising A success Mantra

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Page 1: Digital Fundraising - A Success Mantra

Digital Fundraising – A success Mantra

Page 2: Digital Fundraising - A Success Mantra

Digital fundraising – A success mantra

Digital

Page 3: Digital Fundraising - A Success Mantra

Digital

Websites Search Social Email Search/Display/Video Advertising Mobile Videos

Digital includes

Page 4: Digital Fundraising - A Success Mantra

What research says?

75% of donors use

online resources tolook for information

on non-profits

42% increase in donations

made from mobile devices

57% made a donationafter watching an

online video

YoY change 2013-2014

Page 5: Digital Fundraising - A Success Mantra

Digital Fundraising – A Success Mantra

Digital Source Usage

Page 6: Digital Fundraising - A Success Mantra

Digital Source Usefulness

Digital Fundraising – A Success Mantra

Page 7: Digital Fundraising - A Success Mantra

Digital Fundraising – A success Mantra

Digital Own All ConversationsWebsite Video Social

MobileSearch

Page 8: Digital Fundraising - A Success Mantra

Digital fundraising – A success mantra

Websites

Page 9: Digital Fundraising - A Success Mantra

Why Websites?

47%of donors visited multiple

Non-profit websites beforedonation

Page 10: Digital Fundraising - A Success Mantra

Key Factors for Website

Website Architecture must be prepared keeping users in mind

Unique and engaging content should be prepared well in advance as per the website architecture

Website interface should be user-friendly Navigation should include all important pages and

avoid less important pages in navigation Website should be made responsive Call-to-Actions on the website should be placed

prominently such as sign up for newsletters, donate now etc.

Page 11: Digital Fundraising - A Success Mantra

Forms are important in the website

Page 12: Digital Fundraising - A Success Mantra

What to consider for donation forms?

1. Keep fields large, simple, and minimal

2. Consider making monthly donation a default

3. Use images that appeal to heartstrings

4. Show impact: demonstrate what a donation does

Donation forms should be simple

Page 13: Digital Fundraising - A Success Mantra

Digital fundraising – A success mantra

Search

Page 14: Digital Fundraising - A Success Mantra

What research says?

1 in 5donor spend > 1

month researching before donation

1 in 3 donor spend > than 2 weeks researching

YoY change 2013-2014

Page 15: Digital Fundraising - A Success Mantra

Importance of Search

Search is the 2nd most use source for researching charities

Page 16: Digital Fundraising - A Success Mantra

How to get presence in Search Engines

It helps in getting better visibility for the website in search engines on branded as well as non-branded search queries

An internet savvy person with little technical expertise can do SEO for the website

Keyword research is the most important activity to move forward in SEO

It helps in bringing traffic for the website in long run free of cost

Search Engine Optimization

Page 17: Digital Fundraising - A Success Mantra

Digital fundraising – A success mantra

Social Media

Page 18: Digital Fundraising - A Success Mantra

What is Social Media?

When we talk about “Social Media”, What comes first in our mind?

Page 19: Digital Fundraising - A Success Mantra

Stay Connected

Facebook

Twitter

Pinterest

Instagram

Whatsapp

And many more…

Page 20: Digital Fundraising - A Success Mantra

Why Social Media is Important?

You can build brand pages on social media platforms

You can engage the audience by making regular presence on different platforms

Target Audience will connect to you if having same interest

Community building is easy

Targeting is easy through paid adverts

Page 21: Digital Fundraising - A Success Mantra

Important Factors to Consider

Social Media brings real time engagement with the target audience

We need resources and expertise who can handle social media profiles

Brand monitoring is the most important thing

Real time response is required to deal with negative comments because social media is viral

Are you really on Social Media?

Page 22: Digital Fundraising - A Success Mantra

Digital fundraising – A success mantra

Email Marketing

Page 23: Digital Fundraising - A Success Mantra

Key Factors for Email Campaign

Email Database

Email Templates

Email is optimized for mobile devices

Social Media links

Tracking Established

Data Analysis

Page 24: Digital Fundraising - A Success Mantra

Digital fundraising – A success mantra

Advertising

Page 25: Digital Fundraising - A Success Mantra

Digital Advertising

Digital Advertising Drive Action

Page 26: Digital Fundraising - A Success Mantra

Search Advertising

AdWords Search/Google Grant• Budget• Keywords• Goals & Tracking• Ads• Landing Page

Page 27: Digital Fundraising - A Success Mantra

Remarketing

AdWords- Remarketing Tag users – All Visitors – Specific Actions – Donors Specific Messages Specific Times

Page 28: Digital Fundraising - A Success Mantra

Video Advertising

AdWords- Video TrueView InStream – Proactive – Push video content to

relevant audiences across YouTube

TrueView InDisplay

– Reactive – Promote your videos to

the top of the page when users are searching for

related content

Page 29: Digital Fundraising - A Success Mantra

Digital fundraising – A success mantra

Awesome Content

Page 30: Digital Fundraising - A Success Mantra

Content is the King

Websites

Social Media

Videos

Digital Advertising

Emails

Page 31: Digital Fundraising - A Success Mantra

Digital fundraising – A success mantra

Mobile

Page 32: Digital Fundraising - A Success Mantra

Website Should be Responsive i.e., mobile friendly

35% increase in web traffic going to mobile devices

42% increase in donations

made from mobile devices

35% increase in revenuegenerated via mobiledevice transactions

YoY change 2013-2014

For Non-profit websites:

Page 33: Digital Fundraising - A Success Mantra

Mobile Website

Page 34: Digital Fundraising - A Success Mantra

Key factors for mobile friendly website

1. Keep your user in a single browser window

2. Make site search visible

3. Minimize form errors with labelling and real-time validation

4. Fix issues to maximize speed

Mobile Website

Page 35: Digital Fundraising - A Success Mantra

Digital fundraising – A success mantra

Online Video

Page 36: Digital Fundraising - A Success Mantra

Why Videos?

57%of donors watched online video in journey before

donation

Page 37: Digital Fundraising - A Success Mantra

Online Video Impact

Online video is the

#2 source donors use to understand aNon-profit’s impact

Non Profit Website – 88%Online Video – 75%Search – 70%Direct Mail - 62%

Page 38: Digital Fundraising - A Success Mantra

Video Ads Drive Engagement Quickly

#1 place where donors watch online video is You Tube

Page 39: Digital Fundraising - A Success Mantra

Key Takeaway

Maximize your presence across all digital channels, so that whenever a relevant conversation is happening, you’re a part of it

Focus your website content on impact and constantly update and optimize your conversion funnel

Create compelling video content to better tell your story

Don’t be afraid of advertising. “You gotta spend money to make money” is a cliché for a reason

Way Forward......

Page 40: Digital Fundraising - A Success Mantra

Thank you