0311 National Accounts Online Giving Trends.pdf
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James Goalder presented on best practices for raising more online donations. He discussed exploring the donation experiences of 500 nonprofits and key insights. Some important findings included personalizing thank you communications, making the donation process easy, and engaging donors through storytelling and opportunities to get involved. Practical tips included thanking donors quickly, inviting them to events, and asking for recurring gifts to increase retention and fundraising. The presentation provided actionable strategies for nonprofits to improve the donor experience and drive more online giving.
0311 National Accounts Online Giving Trends.pdf
- 1. How To Raise More Online James Goalder Partnerships Manager Learn Best Practices And Tips To Drive More Online Giving
- 2. James Goalder (@Goaldeje) Partnerships Manager, Bloomerang Your Presenter Fun facts: ● 1st job: McDonald’s Drive-Thru ● LOVES to travel ● 4 kids, 4 cats, 1 dog ● Degrees in English and Art History from James Madison U ● Married 27 years this May
- 3. What We Will Talk About Today! Agenda What We Studied What We Learned Why It Matters Practical Takeaways
- 4. What We Studied? Exploring The Donation Experience Across 500 Nonprofit Organizations
- 5. Exploring The Donation Experience We Donated $25 To 500 Organizations Across The US, 8 In Every State And Tracked The Giving Experience And The Thank You Results.
- 6. Check For: ● Broken Links ● Ease Of Use ● Engaging Content? Takeaway Tip Review Your Donation Process Ask Yourself, If I Was A Donor Would I Be Compelled To Give Here?
- 7. What We Studied Donation Experience Landing Page Receipting Email Thank You Process Follow Up Activities
- 8. What We Learned? Key Insights From Analyzing 500 Nonprofits' Donation Experiences.
- 9. Donation Experience: ❏ Ask To Cover Fees ❏ Require Cover Fees ❏ Gifts In Tribute Or In Memorial ❏ Give Donor Option To Designate Fund ❏ Payment Options Other Than Ccd - Apple/Google/Venmo ❏ Ask To Add To Newsletter/Further Communications What Will Make A Difference To Your Donors?
- 10. Ask To Cover Fees Vs. Require To Cover Fees Things To Consider: ● Don’t Alienate Your Donors ● Transparency Is Critical Great To Do
- 11. Payment Options (Apple/Google/Venmo) Things To Consider: ● Inclusive Giving ● Engage Younger Donor Population (Millennial/Genz) ● Ease Of Use Very Important
- 12. Designate Fund & Tribute/Memorial Gifts Things To Consider: ● Emotional Connection ● Transparency Very Important
- 13. Newsletter Things To Consider: ● Build Trust ● Share Impact Great To Do
- 14. Landing Page: ❏ Make It Easy To Donate ❏ Engage Your Donors ❏ Continue The Relationship What Will Make A Difference To Your Donors?
- 15. Make It Easy To Donate Is The Landing Page On The Organization’s Website? Things To Consider: ● How Can You Make It Easy For People To Donate? ● What Does Your Donor Need To Know To Feel Confident About Giving? Very Important
- 16. Engage Your Donors Are There Engaging Videos And/Or Pictures On The Landing Page? Links To Volunteer Opportunities? Things To Consider: ● How Do Your Share Your Nonprofits Impact Here? ● How Do You Connect With Your Donor? ● What Other Opportunities Can Your Offer Your Donor To Get Involved? Very Important
- 17. Continue The Relationship What Are You Sending Your Donors Post Donation? Things To Consider: ● Is There An Obvious Next Step For Them? ● Do They Know If Their Donation Was Received? ● Do They Know The Impact Of Their Donation? Very Important
- 18. Real World Examples Start By Saying Thank You!
- 19. Real World Examples Start By Saying Thank You!
- 20. Receipting Email: ❏ Was A Receipt Emailed? ❏ Was The Emailed Receipt Personalized/Customized? ❏ Did The Receipt Have Additional Information And/Or Links To Engage With? What Will Make A Difference To Your Donors?
- 21. Communicate With Your Donors Was An Receipt Emailed? Things To Consider: ● Are There Legal Requirements Requirements You Need To Fulfill? ● How Can This Be A Meaningful Touch Point With Your Donor? Very Important
- 22. Make An Impact Was An Receipt Personalized? Was There A Next Step To Engage? Things To Consider: ● How Can You Make Your Donor Feel Like An Important Part Of Your Cause? ● Have Your Offered Them A Way To Engage Further With Your Cause? Very Important
- 24. Thank You Process: ❏ Receive Hard Copy Thank You Letter In 5 Days? ❏ 15 Days? ❏ 30 Days? ❏ 30+ Days ❏ Was There A Thank You Phone Call? ❏ 2nd Thank You Phone Call? ❏ Was There A Personalized/Customized Thank You Email? What Will Make A Difference To Your Donors?
- 25. Say Thank You Was A Thank You Letter Received? Things To Consider: ● What Types Of Donors Appreciate A Thank You Letter? ● How Else Can You Also Thank Your Donors? Very Important
- 26. Say Thank You Was A Call Made To Your Donor? Things To Consider: ● How Does Getting A Personal Thank You Call Feel? ● How Can You Use That Time To Connect Your Donors Back To Your Cause? ● Who On Your Team Can Help Make Calls (Hint: Volunteers, Board Members, Etc.) Very Important
- 27. Say Thank You And: ● Get Donor Motivation Information That Can Be Used In Subsequent Appeals ● Ask About Preferred Communication Methods ● Fill In Missing Contact Information Takeaway Tip Start Calling Your Donors
- 28. First-Time Donors Who Get A Personal Thank You Within 48 Hours Are 4x More Likely To Give A Second Gift. Source: Mcconkey-Johnston International Uk
- 29. A Thank-You Call From A Board Member To A Newly Acquired Donor Within 24 Hours Of Receiving The Gifts Will Increase Their Next Gift By 39%. Source: Penelope Burk
- 30. Phone Calls To First-Time Donors Increases Retention, Speed-To-Second-Gift, And Average Gift Amount
- 31. Phone Calls To First-Time Donors Increases Retention, Speed-To-Second-Gift, And Average Gift Amount
- 32. Phone Calls To First-Time Donors Increases Retention, Speed-To-Second-Gift, And Average Gift Amount
- 33. Say Thank You Did You Send A Personalized Thank You Email? Things To Consider: ● Do You Have The Tools To Easily (Or Automatically) Send Personalized Thank You Emails? ● How Are You Engaging The Donor In These Emails? Very Important
- 34. Say Thank You Did You Send A Personalized Thank You Email? Things To Consider: ● Do You Have The Tools To Easily (Or Automatically) Send Personalized Thank You Emails? ● How Are You Engaging The Donor In These Emails? Very Important
- 36. What Kind Of Follow Up Actions Were Taken: ❏ Email Newsletter In First 30 Days? ❏ Email Invitation For Tour And/Or Volunteer Activity? ❏ Call Invitation For Tour And/Or Volunteer Activity? ❏ 2nd Donation Ask In First 30 Days? ❏ Recurring Donation Mention Or Ask In First 30 Days? What Will Make A Difference To Your Donors?
- 37. Why It Matters? How Can Your Nonprofit Raise More Online
- 38. it starts with retaining the donors you have it’s easier and cheaper to retain a donor than it is to acquire one. cost per acquisition = 5x cost per renewal cost per acquisition = 2-3x initial donation amount renewal response rates = 20x30 higher than acquisition response rates source: adrian sargeant - iu lilly school of philanthropy
- 39. Source: Fundraising Effectiveness Project 19.1% First Time Donors 42.6% Average Donors 58.1% Repeat Donors Average Donor Retention Rates As of April 2023
- 40. Why Donors Stop Giving 2001 study by Adrian Sargeant 5% - Thought charity did not need them 8% - No info on how monies were used 9% - No memory of supporting 13% - Never got thanked for donating 16% - Death 18% - Poor service or communication 36% - Others more deserving 54% - Could no longer afford INSIGHT: We can make a meaningful impact on the above reasons!
- 41. Why Donors Keep Giving 2011 study by DonorVoice 1. Donor Perceives Organization To Be Effective 2. Donor Knows What To Expect With Each Interaction 3. Donor Receives A Timely Thank You 4. Donor Receives Opportunities To Make Views Known 5. Donor Feels Like They’re Part Of An Important Cause 6. Donor Feels His Or Her Involvement Is Appreciated 7. Donor Receives Info Showing Who Is Being Helped Action: What Is Your Thank You Turnaround Time?
- 42. Emotional Connection To Drive Donations.
- 43. 4 Key Ingredients To A Compelling Story 1. Character: Who Is The Story About? 2. Conflict: What Is Your Character Struggling With? 3. Goal: What Are They Working Toward And Why? 4. Change Over Time: What Is The Result?
- 44. Harness The Power Of Storytelling To Show Your Impact.
- 45. Tell Stories Of Impact Did You Send A Newsletter To Your New Donors? Things To Consider: ● What Stories Can You Share In Your Newsletter To Show The Impact Of Your Nonprofit? ● What Upcoming Events, Volunteer Opportunities, Etc. Can You Share? Very Important
- 46. Tell Stories Of Impact Have You Call Your Donors To Ask If They Want To Volunteer Or Take A Tour? Things To Consider: ● What Experiences Can You Share With Your Donors First Hand? ● What Upcoming Events, Volunteer Opportunities, Etc. Can You Invite Them To? Very Important
- 47. Tell Stories Of Impact Who Are You Sending To And Why? Things To Consider: ● What Is Your Segmentation For Communication? ● Do You Have The Tools To Segment In A Meaningful Way (Major Gifts, Volunteers, Etc.)? Very Important
- 48. Practical Tips To Increase Online Giving 1. Tell Stories That Matter 2. Give Donors Opportunities To Get Involved 3. Ask For Recurring Gifts 4. Use Segmentation To Give Meaningful Messages
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- 50. Let’s Wrap Up Small changes, big results. 1.) Make It Easy To Donate 2.) Provide Information 3.) Personalize Communication 4.) Make Phone Calls 5.) Invite Your Donors For Tours And Volunteer Activities 6.) Invite Donors To Make Recurring Gifts
- 51. Let’s Wrap Up Small changes, big results. 1.) Make It Easy To Donate 2.) Provide Information 3.) Personalize Communication 4.) Make Phone Calls 5.) Invite Your Donors For Tours And Volunteer Activities 6.) Invite Donors To Make Recurring Gifts
- 52. Scan or visit bloomerang.com/seedemo Learn More The donor database that thousands of nonprofits trust Donor management software that nonprofits actually love to use.