donating online how to make it work for your nonprofit 4 11
TRANSCRIPT
Donating Online
How to Make It Work Best for
Your Nonprofit
Marion Conway
Literacy Volunteers of NJ
April 30, 2011
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Engagement with Donors’ Top Charity
GEN Y GEN X BOOMERS MATURES
50% 66% 76% 81%
26% 30% 30% 23%
34% 23% 20% 13%
14% 17% 11% 7%
16% 13% 11% 6%
19% 14% 9% 5%
13% 8% 7% 4%
13% 9% 5% 3%
8% 9% 5% 2%
Convio 2010 Next Generation of American Giving Report
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Giving Channels% donated this way in last 2 years
GEN Y GEN X BOOMERS MATURES
48% 57% 52% 48%
26% 43% 54% 77%
28% 35% 32% 30%
29% 35% 31% 25%
22% 28% 28% 31%
22% 22% 27% 35%
25% 27% 17% 12%
8% 10% 16% 25%
11% 17% 14% 11%
14% 13% 4% 2%
9% 6% 4% 2%Emerging
Channels
Convio 2010 Next Generation of American Giving Report
Wired Wealthy Study
• 51% Prefer to give online
• 80% have made donations online
• Benefits of making donations online:
– speed and efficiency
– less cost for admin
– credit card miles
– donation-tracking abilities
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What does this all mean?
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Fundraising is profoundly multichannel
How the Donating Online Process Works
Visitor at your website clicks on “Donate Now”
Visitor arrives at Donate Now page and makes various choices – amount, one time/recurring and provides credit card information
Visitor makes final click to submit payment
Payment Gateway checks to make sure that the credit card number is valid. If the card is rejected, the Payment Gateway sends back word to your website so that you can notify the visitor. Otherwise, the process continues.
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How the Donating Online Process Works
The money is routed by the Payment Gateway into a bank account - a Merchant Account.
Your vendor will send you all payments gathered in a merchant account – usually once a month.
The visitor is shown a confirmation screen indicating that the transaction was successful. They are also emailed a receipt. You account reports are updated, so that you’ll be able to see that a payment was made.
You should send a personal thank you –email is okay
Synchronize your transaction reports with your database
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Which One is Best For Me? It Depends…….
This Is Important to Me…….
Has the lowest cost
Have recurring donation capability
Have the form tailored to colors and fonts of our website
Be able to sign up for an eNewsletter
Be able to designate gift to specifc programs
Support for tributes, memorials, premiums
Vendor has a donor website where donors can see all of their donations
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If This Describes You….
Small organization
Have a website
Have a donor database
Do not have a donor database
Have few online donations
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Here Are Some “Starter” Online Donation Tools
Network for Good
(Uncustomized Version)
Click and Pledge
Razoo
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Network for Good - Basic DonateNow
• Low-cost
• Cannot be customized
• Donor leaves your website and makes donation to
Network for Good – impact on your brand
• Supports recurring giving clearly
• The only charge is a 5% transaction fee
• NFG also offers a fully customized product
http://www.networkforgood.org
A good choice for organizations getting
started with an online donation program
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Click and Pledge
• Reasonable functionality and cost
• The donation form can be integrated somewhat with
the look of your website
• The tool also has strong international support
• $5 monthly fee, plus 4.5% and $0.35 of each
donation
http://www.clickandpledge.com
Click and Pledge is a good choice if you want a
little more functionality than NFG Basic.
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Razoo
• Basic and “cool” functionality at low cost• Works with a widget on your website• Individual fundraising pages• Team and event fundraising • Integrated with Facebook and Twitter• 2.9% transaction fee; Additional 2% for team
features
http://www.razoo.com
Good choice for certain types of donors and fundraising approaches
Cool features will connect with social media enthusiasts
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Razoo Sample – Support Words Work
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Razoo and Other Choices on Charity Navigator
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Step Up from the Starter Tool
• Customized Network for Good
• Integrate with your Donor Management
System
– Giftworks (Desktop solution)
– eTapestry (Web based solution)
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Network for Good
Custom DonateNow
• Branded donation page - Customized,
professional form integrates into your website
• $50 per month, and 3% per donation
http://www.networkforgood.org
At $30000 per year this is a breakeven with
the Basic DonateNow
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Charity Navigator - Customized Network for Good
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Could This Happen to Your Organization?
• Marion leaves Branch Book Park where she enjoyed the cherry blossoms in full bloom. Still in a good mood, she is thinking about making a donation and goes to your website
• Marion searches and finds after scrolling a discrete “Donate Now” button but decides to read about News and Events first
• Marion reads a delightful story about a children’s event. There is no mention of “Donate Now” on this page and Marion leaves forgetting why she came to the website in the first place
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If You Build It Will They Come?
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Working Together
Website – Email – Social Media Sites
• Connect with links and widgets
• Consistent branding in all venues
• Coordinate editorial content calendar
• Ensure landing page content linkage – Vary links
• Provide easy opportunity for multiple connections
• Analyze and understand paths among sites
• Listen to the conversation and bring back to content
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Get Your Web Presence in Order
• Website – Update Frequently
• Link! Link! Link!
• Eliminate Outdated Info
• Donate now capability on EVERY page
• Email Newsletter
• Update Guidestar
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Listening
• Keyword Search
• Google Alerts
• Google Analytics
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Celebration Giving with Your Website
Party with Laptop
“In lieu of gifts, you’ll
be able to make a
donation to Mary’s
favorite charity at the
party”
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Celebration Giving with Social Media
“Help celebrate my 26th birthday with a donation to my favorite cause” (Link)
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Badges
• A small image that you invitepeople to grab
• Tiny piece of sharablecontent
• It should be cool looking
• Incorporate your logo
• Opportunity to give
• Explain how to join a cause
• Anything you want others to talk about for you
See the Presentation
Search People (Not Content)
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http://slideshare.net
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Resources
Idealware – http://idealware.org• A few good online donations tools
Online Giving Study by Network for Good
• http://www.onlinegivingstudy.org./
Convio – http://convio.com
• Next Generation of American Giving – March 2010
• The Wired Wealthy – March 2008
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Marion Conway
• Email: [email protected]
• Blog: marionconwaynonprofitconsultant.blogspot.com
• Website: marionconwayconsulting.com
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All photos courtesy of Creative Commons License
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