peter zehren ~ ftr 2015.power in palm
TRANSCRIPT
Power in the Palm
of Your Hand
Nonprofit Tech News: Fundraising & Technology Report
Z E H R E N C O N S U LT I N GN o n p r o fi t M a n a g e m e n t a n d L e a d e r s h i p © 2015
Take Aways
1. Responsive, Integrated
Design
2. Re-marketing and
Touchpoints
3. Developing a Tech
StrategyZehren Consulting ©2015
Steve McLaughlin - Blackbaud
“Mobile is no longer an option—newsflash.”
Zehren Consulting ©2015
Jon Biedermann– Donor Perfect
“Your donors are over the age of 65 and can’t
see their phones.” Zehren Consulting ©2015
Joel Hill– iGiveHere
“That train has left the station.
We don’t do anything without phones.” Zehren Consulting ©2015
-10% All Gifts Online
- 6% By Mobile
OfflineOnlineMobile
Zehren Consulting ©2015
It’s Not Just About Donations
Zehren Consulting ©2015
Zehren Consulting ©2015
Mobile Nonprofit Strategy
Caryn Stein– Network for Good
“You have a mobile strategy if you’re sending email.”
Zehren Consulting ©2015
While 60-80% of All People First Open Email by Phone…
Dunham & Company and Next After
Zehren Consulting ©2015
Online Fundraising Scorecard
While 60-80% of All People First Open Email by Phone…
Less Than 50% of All Nonprofits
Have a Mobile Friendly Giving Page.
Dunham & Company and Next After
Zehren Consulting ©2015
Online Fundraising Scorecard
Erin Shy– Abila
“Being mobile friendly is about responsive
design.” Zehren Consulting ©2015
Responsive, Integrated Design
- Transitions Seamless, Desk to
Mobile
- Programs Accessible Anywhere
- Increased Staff Flexibility
- Increased Access to
Organization Info
Zehren Consulting ©2015
Take A
way 1
Ray Gary– iDonate
a vehicle, or use a credit card,
or cell phone, the experience
is consistent.” Zehren Consulting ©2015
“If donors give
Design Integration
Software Multiple Platform
Design
- Modules
- FaceBook Integration
- Crowdfundraising / Peer-to-
peer Zehren Consulting ©2015
Shannon Arnold– DonorPro
“Total functionality integrates modules for
events, auctions, volunteers and membership.” Zehren Consulting ©2015
CRS Integration
Design Integration
Aware of Constraints of Mobile
- Channel Specific Copy
- Click-through Responsiveness
Zehren Consulting ©2015
Creative Data Mining
Segmenting Audience
Personalizing Message
Zehren Consulting ©2015
Steve Shattuck– Bloomerang
“There’s lots of tools helping smaller nonprofits
do things only large corporations could do.”
Zehren Consulting ©2015
Remarketing and Touchpoints
- Follow Path Before and After
- Place Personalized Messages
- Learn From Corporate
Examples
Zehren Consulting ©2015
Take A
way 2
Remarketing: SMARTERHQ, INC.
Re-engaging a
visitor based on a
recent interaction
with your brand,
often in an
automated
fashion.Zehren Consulting ©2015
Remarketing: SMARTERHQ, INC.
Re-engaging a
visitor based on a
recent interaction
with your brand,
often in an
automated
fashion.
MARKETING-PLAYBOOK®
Allows advertisers to
target people who
visit their website
with more specific
ads as the visitor
browses other sites.
Zehren Consulting ©2015
You Browse Fridges Online
Then Check Sports
Scores
Fridge Appears
on Sports Page
Remarketing
Zehren Consulting ©2015
Harry Lynch– Sanky Communications
“There’s real data to show value for organizations
acquiring donors online.”
Zehren Consulting ©2015
Critical Donor Insights
TRACKING SHOWS
• What Donors Are
Looking At
• How Often They Visit
Your Site
• How Many Visits Before
Giving
Zehren Consulting ©2015
Paul Habig– Sanky Communications
“These channels have proved
their efficacy… ”
Zehren Consulting ©2015
Proven ChannelsFOR TEN YEARS
• Pay Per Click
Advertising
• Search Engine
Marketing
• Ads on Google, Yahoo
& FB
Zehren Consulting ©2015
Zehren Consulting ©2015
The Real Challenge
How to get everybody to do this on mobile.
Seth Godin– Marketing Guru
- ‘Average’ has Broadened
- We Identify in ‘Tribes’
Zehren Consulting ©2015
Squash Average
Ray Gary– iDonate
“Take a look at other industries
and realize you have to make it easy for people to
give.” Zehren Consulting ©2015
Corporate
Corporate Leaders
eBay
Amazon
FB
18% Market Growth (2013)
13% All Online Retail (2011)
67% Market Share (2012)
61% Social Log-ins (2014)
Zehren Consulting ©2015
Amazon
Price
Assortment
Experience
5-13% Lower
Category Depth
Customers 13% More Satisfied*
*American Consumer Satisfaction Index, 2011 McKinsey & Company
Zehren Consulting ©2015
It’s all about the experience
Zehren Consulting ©2015
What People Expect
Developing a Tech Strategy
- Target Channels That Work
- Programs Accessible and
Flexible
- Develop an Overall Plan
Zehren Consulting ©2015
Take A
way 3
Social Media
Crowdfunding / P2P
Auction Sites
Donation Pages
Zehren Consulting ©2015
Platform Panacea
Steve Shattuck– Bloomerang
“Jumping on every channel can
waste a lot of effort and money.”
Zehren Consulting ©2015
Target Channels
Arts Center
Animal Rights
University
YouTube
Crowdfunding
ORGANIZAT
ION
CHANNEL
Zehren Consulting ©2015
Tom Ahern– Ahern Communications
“Direct mail will eventually go out of business…postage
will kill it.”
Zehren Consulting ©2015
Jon Biedermann– Donor Perfect
“2006-7 we stopped mailing…now response is creeping back and we’re mailing more and more.”
Zehren Consulting ©2015
Multi-channel Marketing
10% Mobile
60% Direct Mail
30% Other
JON BIEDERMANN
Smart Give Process
Print or Eblast One Click
Info Self Populates
25% Increase in Donations
JON BIEDERMANN
Crowdfunding: MERRIAM WEBSTER
Soliciting
financial
contributions
from a large
number of people
especially from
the online
community.Zehren Consulting ©2015
Crowdfunding: MERRIAM WEBSTER
Soliciting
financial
contributions
from a large
number of people
especially from
the online
community.
INVESTOPEDIA, LLC
The use of small
amounts of capital
from a large
number of
individuals to
finance a new
business venture. Zehren Consulting ©2015
Zehren Consulting ©2015
Zehren Consulting ©2015
Zehren Consulting ©2015
School tuition, sports teams, medical expenses, projects,
business ideas, events, travel expenses, even pets.
Fundraising Hijacked
Zehren Consulting ©2015
Andrew Shoaff– Blackbaud
“Crowdfunding is not about net worth, it’s about the network—the size, scale, strengths of a person’s
relationships.” Zehren Consulting ©2015
Miriam Kagan– Kimbia
“Loyalty to your class, school and clubs…all create
friendly competition for crowdfunding days.”
Zehren Consulting ©2015
University Edge
Crowdfunding Stats
• $88 is the Average Donation
• $534 Average Raised by
Individual
• $9,237 Average Raised by
Team
• 28% of Donors are Repeat
Donors
Zehren Consulting ©2015
It’s about access to capital, passion, innovation, hope, job creation and philanthropy.
Zehren Consulting ©2015
Beth Kanter– NP Tech Expert
“Marrying tried-and-true fundraising techniques with social media and online networks –taps the power of crowdfunding.”
Zehren Consulting ©2015
Crowdfunding Bill of Rights*
Includes• Show a Clear Connection
Zehren Consulting ©2015*David Neff and Miriam Kagan
Crowdfunding Bill of Rights*
Includes• Show a Clear Connection• Explain Organization
Benefit
Zehren Consulting ©2015*David Neff and Miriam Kagan
Crowdfunding Bill of Rights*
Includes• Show a Clear Connection• Explain Organization
Benefit • Fee Transparency &
ReportingZehren Consulting ©2015*David Neff and Miriam Kagan
Crowdfunding Bill of Rights*
Includes• Show a Clear Connection• Explain Organization
Benefit • Fee Transparency &
Reporting• List Risks and BenefitsZehren Consulting ©2015*David Neff and Miriam Kagan
Crowdfunding Bill of Rights
http://www.kimbia.com/need-feedback-crowdfunder-bill-rights/
Zehren Consulting ©2015
Programs and Platforms Need Ease and Flexibility
Zehren Consulting ©2015
Accessible & Flexible
Cloud Based Accessibility
Work Flexibility Office / Field
Share Reports with Donors
Zehren Consulting ©2015
Rich Dietz– Abila
“Mobile responsiveness means fundraisers have data in the palm of their
hands when they need it.” Zehren Consulting ©2015
Ken Miller– Denali Fundraising
“Have a plan—start by determining
if using technology is right for your time and
resources.” Zehren Consulting ©2015
Technology Strategy
1.Get the Best Website You Can
KEN MILLER
Zehren Consulting ©2015
Technology Strategy
1.Get the Best Website You Can
2.Spend Time Setting up Google (grants/ads/analytics)
KEN MILLER
Zehren Consulting ©2015
Technology Strategy
1.Get the Best Website You Can
2.Spend Time Setting up Google (grants/ads/analytics)
3.Have a Good FaceBook Presence (allows tailored targeting)
KEN MILLER
Zehren Consulting ©2015
Technology Strategy
1.Get the Best Website You Can
2.Spend Time Setting up Google (grants/ads/analytics)
3.Have a Good FaceBook Presence (allows tailored targeting)
4.Focus on Acquiring Email
KEN MILLER
Zehren Consulting ©2015
Ken Miller– Denali Fundraising
“The biggest challenges to reach donors online are: lack of knowledge, goals, analytics and donations.”
Zehren Consulting ©2015
Take Away Review
1. Responsive, Integrated
Design
2. Re-marketing and
Touchpoints
3. Developing a Tech
StrategyZehren Consulting ©2015
Final Thoughts
Online Giving is a Mature Channel With a Dizzying Pace of Change
Competition is From All Directions
Disposable Income Given to Charity Remains Stuck at 2% for 40 Years Zehren Consulting ©2015
Peter Zehren XMPA– [email protected] 880-1270
Z E H R E N C O N S U LT I N GN o n p r o fi t M a n a g e m e n t a n d L e a d e r s h i p © 2015
Questions?