Masterclass draft final oct 13 2014
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This document provides an agenda and overview for a two-day masterclass on attracting, motivating, and retaining young donors. Day one covers characteristics of Generations X and Y and journey mapping. Day two discusses case studies and organizational change. Additional sections discuss tactics for engaging Generations Y and Z, including event participation, social media, gamification, and fundraising in schools. Generational giving patterns are shown, and acceptable solicitation channels by generation are discussed.
Masterclass draft final oct 13 2014
- 2. What’s mark Zuckerberg, indiegogo, and snapchat got to teach us about fundraising? A Masterclass to explore how to attract, motivate, and retain young people.
- 3. Two-Day AgendaDAY ONE 14:00-14:10 –introductions 14:10-14:30 –why do young people matter? Why do young people care about giving back? 14:30-15:00 –Gen X characteristics 15:00-16:00 –Gen Y characteristics 16:00-17:00 –Journey Mapping
- 4. 9:00-9:30 –Review of the journey mapping process and two presentations 9:30-10:15 –Crowdfunding and mobile and why they matter 10:15-11:15 –3 case studies: Humane Society International and Amnesty Denmark, WaterAid www.tobeagirl.org, 11:15-12:00 –Organizational change and wrap up Two-Day AgendaDAY TWO
- 5. Who Am I? Mike Johnston Founder, HJC, Integrated Fundraising Consultants Integrated Fundraising Specialists Aerobics Instructor, Hockey Dad @hjcnewmedia
- 6. Who Are We?
- 7. THE LEAGUE OF PITY
- 10. THE YOUTH CONSUMER DEMAND (AND POSSIBLY OLDER) •Now! •Can I? •For Me •Simply
- 11. GEN Z (10 –20) GEN Y (21 –31)
- 12. WHY SO POWERFUL? •They influence other family members •Trend setters for other generations
- 13. YOUTH AND PHILANTHROPY –WHAT CAN IT MEAN TO THEM? For Youth: •Answertheir deeper questions •Empower their leadership abilities •Help them setand reach goals
- 14. •Researchers* found: 1.Brings clarity to the organization’s mission 2.Improves involvement and responsiveness to the community 3.Improves organization’s commitment to inclusion and representation 4.Finds new ways to reach out to communities * 4-H Council Study of Youth Philanthropy, 2007 FOR THE NONPROFIT:
- 15. •Nurture future donors •New perspectives for us ‘oldies’ •Innovation with technology and popular culture FOR THE SECTOR:
- 16. LET’S REMIND OURSELVES OF ALL THE GENERATIONS AND WHERE YOUNG PEOPLE FIT IN….
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- 19. $0 $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 $1,800 40% 46% 52% 58% 64% 70% 76% 82% 88% 94% 100% % Giving Total annual giving 59% Give 39.5M donors $732 yr/avg 3.9 charities $28.9 B/yr 60% Give 32.8M donors $481 yr/avg 3.3 charities $15.8 B/yr 72% Give 51.0M donors $1212 yr/avg 4.5 charities $61.9 B/yr 88% Give 27.1M donors $1367 yr/avg 6.2 charities $37.0 B/yr Gen Y Gen X Boomers Matures Generational Giving Bubble size is ‘Estimated Annual Contributions’ An overview of annual giving by generation confirms the importance of Boomers in the charitable giving space. Gen Z?
- 20. % Giving Total annual giving $0 $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 $1,800 40% 46% 52% 58% 64% 70% 76% 82% 88% 94% 100% Gen Y Gen X Boomers Matures WHAT DO YOUR BUBBLES LOOK LIKE? Bubble size is ‘Estimated Annual Contributions’ Gen Z?
- 21. Do different generations prefer different ways to support your nonprofit? A Grade Two test…
- 22. Gen XOnline Giving MatureRetail Checkout Giving Gen YStreet Fundraising Boomer Email Solicitation
- 23. GEN Y GEN X BOOMERS MATURES 52% 51% 53% 44% 39% 42% 41% 36% 47% 40% 42% 27% 22% 39% 39% 38% 17% 24% 42% 42% 10% 22% 40% 52% 25% 29% 26% 19% 29% 27% 16% 14% 12% 12% 16% 17% 6% 7% 12% 19% 6% 9% 7% 9% 15% 9% 5% 2% 8% 10% 5% 1% 8% 6% 4% 4% 4% 7% 4% 5% 4% 4% 5% 7% 4% 0% 2% 2% Donated this way in last 2 years 50% 40% 39% 35% 32% 32% 25% 21% 15% 11% 8% 8% 6% 6% 5% 5% 2% Checkout Donation Purchase for Proceeds Online Donation Pledge Honor/Tribute Gift Mailed Check/Credit… Street Canvassing* Third Party Vendor Email* Phone Door to Door* Mobile/Text Social Networking Site Online Ad* Will/Planned Gift Radio/TV* Stocks, Bonds, Property ↓ ↑ ↑ ↑ ↑ ↑ ↑ ↑ ↑ ↑ ↑ ↑ 22 *New or changed attribute, no tracking data *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
- 24. 1% 1% 5% 6% 12% 18% 25% 33% 34% 34% 35% 43% 3% 6% 9% 9% 12% 14% 25% 16% 21% 23% 25% 24% 34% 36% 36% 30% 34% 29% 22% 15% 17% 16% 12% 9% 47% 41% 23% 18% 15% 11% 4% 8% 3% 6% 2% 1% 24 Acceptable Solicitation Channel (from organizations with an established relationship) Very Acceptable Very Unacceptable NET GEN Y GEN X BOOMERS MATURES +77 +78 +87 +77 +63 +69 +70 +76 +68 +62 +46 +53 +40 +46 +47 +34 +51 +43 +30 +13 +25 +50 +41 +11 +5 +8 +45 +26 -2 -33 -24 -4 -21 -37 -24 -26 +24 -5 -46 -65 -35 -6 -29 -49 -46 -35 -26 -38 -41 -30 -46 -17 -38 -54 -67 -57 -29 -48 -76 -63 Friend Friend's child/grandchild Letter/message Radio or TV program Email Opt-in for extra charge on ticket/recording Phone call Message via social media Voice message Door-to-door canvassing Street canvassing Text message Acceptable Solicitation Channel Net (Acceptable –Unacceptable) Smwt Smwt Channels with a personal connection are most acceptable, followed by letters or TV/radio. *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
- 26. Gen Y Donors •Giving is more random •Have more time than money •Like promotional events and giveaways •Engage with NP in variety of ways (incl.social media) 26
- 27. How do we reach Gen Y? •Premiums/Contests •Event Fundraising Participation (vs. Donation) •Social Media •Mobile Outreach What’s in it for me? Time to give back
- 28. I’m going to let you cheat!
- 29. Youth Needs? Generation Gen Y Gen Z Attitudes/ Values Time to Give Back What’s In It For Me? Random. Who am I? How do I fit in? Tactics + Strategies Family oriented Event Participation (vs.. Donation) Social Media Mobile Outreach Gamification Premiums/Contests
- 30. Gen Z Donors (approx. 10 to 18 years old) •Giving is peer driven (school, classmates) •It’s all about their volunteer effort •Gamificatione.g. “I’ve earned the Fundraiser badge…” •Need technologyto leverage adults •Digital Natives (online sharing thoughts and observations online) •In many transition economies they are the first born into developed world •Privacy and age are vital elements
- 31. Gen Z: Tactics + Strategies: Family Oriented
- 32. •Raised $255 selling cupcakes in 2 weeks •Now the school has sent out messages to parents in the school •$15,000 has been raised by local parents in 2 weeks Gen Z: Tactics + Strategies: Family Oriented
- 34. proprietary and confidential 10/10/2014
- 35. proprietary and confidential 10/10/2014
- 36. Youth Needs? Gen Y Gen Z Time to Give Back What’s In It For Me? Random. Who am I? How do I fit in? Family oriented Event Participation (vs.. Donation) Fundraising at School Social Media Mobile Outreach Gamification Premiums/Contests
- 37. Gen Z: Tactics + Strategies: Fundraising at School Youth Specific Campaigns engage a younger audience in a way that interests them most and can take place in their own school
- 38. Free the Children offer lesson plans for both elementary and secondary school teachers –free to download online Gen Z: Tactics + Strategies: Fundraising at School
- 39. The Heart and Stroke Foundation has campaign specific school curriculum enabling teachers easy to use hands on material to promote and teach about the fundraising campaign Gen Z: Tactics + Strategies: Fundraising at School
- 40. Youth Needs? Gen Y Gen Z Time to Give Back What’s In It For Me? Random. Who am I? How do I fit in? Family oriented Event Participation (vs.. Donation) Fundraising at School Social Media Social Network Technology to influence adults to give Mobile Outreach Gamification Premiums/Contests
- 41. Gen Z: Tactics + Strategies: Social Network Technology
- 42. Gen Z: Tactics + Strategies: Social Network Technology
- 43. Gen Z: Tactics + Strategies: Social Network Technology Youth communicate through their smart phones, fundraising apps reach them through all technology mediums
- 44. Youth Needs? Gen Y Gen Z Time to Give Back What’s In It For Me? Random. Who am I? How do I fit in? Family oriented Event Participation (vs.. Donation) Fundraising at School Social Media Social Network Technology to influence adults to give Mobile Outreach Digital Community (sharing, connecting) Gamification Premiums/Contests
- 45. Right to Play’s School Zone is a youth friendly space on the website which educates and encourages youth to get involved Gen Z: Tactics + Strategies: Digital Communities
- 46. Room for improvement: •Youth memberships to exclusive online venters Gen Z: Tactics + Strategies: Digital Communities
- 47. Youth Needs? Gen Y Gen Z Time to Give Back What’s In It For Me? Random. Who am I? How do I fit in? Family oriented Event Participation (vs.. Donation) Fundraising at School Social Media Social Network Technology to influence adults to give Mobile Outreach Digital Community (sharing, connecting) Gamification Multimedia as an engagement tool Premiums/Contests
- 48. Gen Z: Tactics + Strategies: Multimedia as an Engagement Tool
- 49. Youth Needs? Gen Y Gen Z Time to Give Back What’s In It For Me? Random. Who am I? How do I fit in? Family oriented Event Participation (vs.. Donation) Fundraising at School Social Media Social Network Technology to influence adults to give Mobile Outreach Digital Community (sharing, connecting) Gamification Multimedia as an engagement tool Gamification; Sport; Celebrity Premiums/Contests
- 50. Gen Z: Tactics + Strategies: Gamification "Let my playing be my learning, and my learning be my playing.”
- 52. Will you miss a gamer? •A Gamer •Guild Wars •Pink Day in LA •Goal of $1,300 •Raised almost $12,000 How many of you have had someone come forward to talk about their gaming and you said no? GEN Z: TACTICS + STRATEGIES: GAMIFICATION
- 53. Key game mechanics: •points, •badges, •levels, •challenges, •leaderboards •rewards •BUT •Games are MUCH MORE than that •WOW Guilds: rewards, but also culture, narrative, game play, social interaction, collective endeavour GEN Z: TACTICS + STRATEGIES: GAMIFICATION
- 54. GEN Z: TACTICS + STRATEGIES: GAMIFICATION
- 55. •Badges examples
- 56. •Badges examples
- 57. •In 2004, global sales were $25 billion •In 2007: $42 billion •In 2012: estimate of $68billion •Prediction for 2015: $91 billion •11countries had over $1 billion in sales in 2008 •It surpassed the movie industry in 2005 and the music industry in 2008. Also bigger than the global DVD and book industry Gen Z: Tactics + Strategies: Gamification
- 60. Gen Z: Tactics + Strategies: Gamification
- 61. In Game Revenue by 2015 for Mobile Phones –$11 billion USD Juniper Research, 2011 Gen Z: Tactics + Strategies: Gamification
- 62. Gen Z: Tactics + Strategies: Sports Engagement
- 64. Gen Z: Tactics + Strategies: Celebrity Engagement –Popular Culture
- 65. •197,000 ‘fans’ contacted electronically •$1,200 USD raised •Not a donor herself, not fully committed
- 66. Now with this in mind, let’s plot out two youth journeys… Gen Y Gen Z Time to Give Back What’s In It For Me? Random. Who am I? How do I fit in? Family oriented Event Participation (vs.. Donation) Fundraising at School Social Media Social Network Technology to influence adults to give Mobile Outreach Digital Community (sharing, connecting) Gamification Multimedia as an engagement tool Gamification; Sport; Celebrity –Popular Culture Privacy (Law) Premiums/Contests
- 67. The ‘youth’ donor journey
- 73. { The Experience } Journey Mapping the Patient Experience
- 74. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI … … … AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM BEHAVIORS ATTITUDES PEOPLE THINGS ON STAGE EXPERIENCE PEOPLE THINGS BACK STAGE SUPPORT Select a specific customer to map DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUTER CHART CAR TAKE-HOME PACKET MRI MACHINE SHOT & DRUGS NURSE TISSUES CREATE INITIAL MAP Attitudes, Behaviors and Experiences
- 75. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI … … … DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHART CAR TAKE-HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM EVALUATE & PRIORITIZE Identify moments that matter for the customer and the organization NURSE TISSUES IMPACT MORE STAFF COST OF DRUGS IMAGING TIME SIDE EFFECTS
- 76. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI … … … DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHART CAR TAKE-HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM TISSUES NURSE ADD DETAIL TO UNDERSTAND Gain deeper understanding of needs, and how those needs are fulfilled FEEL SAFE FEEL BETTER TAKE IMAGE DEVELOP IMAGE NEEDS Roles & Processes POSITION PATIENT
- 77. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI … … … DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHART CAR TAKE-HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM EVALUATE & FRAME ISSUE OR OPPORTUNITY Based on deep customer understanding NURSE FEEL SAFE FEEL BETTER TISSUES POSITION PATIENT TAKE IMAGE DEVELOP IMAGE
- 79. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GETS A SHOT GOES THROUGH MRI … … … DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM DOCTOR ANESTH. IMAGING TECH MRI MACHINE DESK & COMPUT. CHART CAR TAKE-HOME PACKET MRI MACHINE SHOT & DRUGS AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG PATIENT SAFETY TEAM IMAGING TECH STAFF PAGING SYSTEM PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM DRUG ROOM DESIGN NEW EXPERIENCES Influence attitudes to change behaviors TISSUES NURSE FEEL SAFE IDEA: LET’S GO CAMPING
- 81. GOES TO INITIAL DOCTOR RIDES TO HOSPIT’L CHECKS IN WALKS TO MRI ROOM SEES MRI MACHINE CRIES & RESISTS SEES DOCTOR ENTER GOES THROUGH MRI … … … DOCTOR MOM CHECKIN NURSE IMAGING TECH MOM IMAGING TECH MRI MACHINE DESK & COMPUT. CHART CAR TAKE-HOME PACKET MRI MACHINE AM I REALLY SICK? THAT LOOKS SCARY! WILL IT HURT ME?! MOM CAN’T HELP? NO! NO! PLEASE NO! I’M REALLY NERVOUS WISH I WAS AT SCHOOL TECH. WRITER SYSTEM ADMIN. HOSPIT’L BLDG MGR DOUG IMAGING TECH PATIENT RECORD SYSTEM RESERV. SYSTEM IMAGING RECORD SYSTEM IDEA: CAMP GUIDE WOW, A CAMP- FIRE! FEELS LIKE I’M CAMPING THIS ISN’T TOO BAD CAN WE DO IT AGAIN?? THIS PLACE IS NEAT! TODAY COULD BE FUN LAYS DOWN IN MACHINE LISTENS TO CRICKETS … TEST NEW EXPERIENCES New attitudes, new behaviors….different result NURSE HAS MRI SCAN IDEA: CAMPING SITE IDEA: CAMP BACKPK FEWER STAFF NO DRUGS IMAGING TIME ↓ ↓ SIDE EFFECTS
- 82. Sample Journey Plan 24 July 2014 82
- 83. What I want you to do in 2 groups •Identify “moments that matter” for your youth donor persona •Review impact (fundraising) -GREEN •Outline Needs e.g. attitude/emotional improvement – LARGE YELLOW •Roles and Process (people and things interacting on this moment) -PINK •New experience, improvement outlined –SMALL YELLOW
- 84. DESIGNING DONOR JOURNEYS S2li4d eJu 8ly4 2014
- 85. Lifecycle Marketing You recognize that people go through stages as they interact with your organization, and that each stage requires different marketing actions. S2li4d eJu 8ly5 2014
- 86. Content Creation You create targeted content that answers your donor's basic questions and needs, and you share that content far and wide. S2li4d eJu 8ly6 2014
- 87. Personalization & Context As you learn more about your donors over time, you can better personalize your messages to their specific needs. S2li4d eJu 8ly7 2014
- 88. Multi-Channel Presence Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you. S2li4d eJu 8ly8 2014
- 89. Work place Retail giving Check in the mail Mobile Social media Online Email Crowd funding Text/ SMS Peer-to- Peer Transactional Outreach Engagement Direct mail Website Volunteer/Meetups Monthly giving Directed giving 89 24 July 2014
- 90. Integration Your CRM & analytics tools all work together like a well-oiled machine, allowing you to focus on deploying the right content in the right place at the right time. S2li4d eJu 9ly0 2014
- 91. Data & Systems Matter •CRM Solution is Must. •Data Integration is Must. •Marketing Automation Capability is a Must. S2li4d eJu 9ly1 2014
- 92. Objectives: •Define a clear strategyfor increasing the flow of donor information and support within the charity, with clear measures for success •Build deeper relationships with donors and become more empathetic to donors •Create opportunities for donor movement, increasing cross-selling opportunities, through strategic cross-team communication •Maximize long term valuefrom donors S2li4d eJu 9ly2 2014
- 93. Step 1: Analyze & Identify a.Start with your database b.Look at your analytics c.Solicit feedback through surveys d.Build profiles / personas S2li4d eJu 9ly3 2014
- 94. Why a database audit? •Benchmark •Identify Trends •Identify Pain Points •Identify Opportunities S2li4d eJu 9ly4 2014
- 95. Analytics Review •Google Analytics •Top Referrals •Audience Demographics •Keyword Performance •Facebook Insights •Audience Demographics •Popular Posts •Email Analytics •Popular Content & Clicks •Alexa.com •Competitor Web Analysis 24 July 2014 Slide 95
- 96. S2li4d eJu 9ly6 2014
- 97. A Good Supporter Survey Should: Collect demographic information Collect information on giving potential and interests Collect information on first interest and interaction with your charity Find legacy bequests Collect information on communication preferences Integrate back into your CRM for future marketing opportunities & segmentation Help you build profiles / personas S2li4d eJu 9ly7 2014
- 98. Online Sample •Sent to 57,400 donors •3 key segments: •Monthly, Active & Lapsed •5,530 responses (response rate of 11%) •Raised $7,574 •Reactivated 30 donors •Found 85 expectances and 292 legacy leads 24 July 2014 Slide 98
- 99. And the mail will pay for itself… S2li4d eJu 9ly9 2014
- 100. Build Profiles / Personas Buyer personas are fictional, generalized representations of your ideal donors. They help you understand your donors (and prospective donors) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups. S2li4d eJu 1ly0 02014
- 101. S2li4d eJu 1ly0 12014
- 102. Step 2: Map & Improve a.Map Current Journeys b.Improve & Innovate c.Build Infrastructure & Processes to Succeed S2li4d eJu 1ly0 2014
- 103. Team Facilitation •Good to have outside party / consultant facilitate •Invite anyone who ‘touches’ the donor –events, service, direct marketing, donor services, advocacy •Set-up your journey mapping canvas… S2li4d eJu 1ly0 32014
- 104. Crowdfunding–What is it and Why it Matters to you and young supporters…
- 108. 0.12 0.07 0.04 0.04 0.82 0.9 0.94 0.96 0.43 0.24 0.13 0.06 Gen Y Gen X Boomers Civics Donated Through Crowdfunding Yes No Likely in the Future
- 109. 0.17 0.07 0.02 0.02 0.43 0.24 0.13 0.06 Gen Y Gen X Boomers Civics Future Text to Donate vs. Crowdfunding Gifts Text to Donate Gift through Crowdfunding
- 110. 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% 0.42 0.27 0.1 0.04 0.04 0.2 0.01 0.11 Kickstarter Indiegogo GoFundMe Razoo Crowdrise Other None Not Sure Crowdfunding Sites You Have Used * The majority of “other” responses donated through Kiva
- 115. Kite™ Patch, a breakthrough mosquito-fighting technology designed to block mosquitoes' ability to track humans and spread disease, raised funds thanks to the support of 11,254 funders through Indiegogo. Kite Patchraised $557,254 Goal $75,000 CAUSE Riverside, CA
- 116. Parkinson’s. We’re In This Togetherraised $554,061 Goal $100,000 Parkinson’s. We’re In This Together, a World- Class Care Working Hand in Hand with CuttingEdge Research, raised funds thanks to the support of 472 funders through Indiegogo. HEALTH Sunnyvale, CA
- 117. Coast Mountain Academyraised $150,288 Goal $150,000 Coast Mountain Academy, an innovative independent school that creates inspired students, raised funds thanks to the support of 86 funders through Indiegogo. EDUCATION Squamish BC
- 118. Global •200K+ campaigns from 224 countries/territories •12M+ UMVs •5 currencies, 4 languages, Paypal Open •No application/approval •Merit-based Customer Focused •Customer Happiness 24-hour response time •Educational materials; data-filled dashboard •Flexible & Fixed funding Why Indiegogo?
- 119. Indiegogo Impact •Millionsof dollars disbursed each week •200,000+ campaigns, 7,000+ active at any time •9MUMV’s from over 224countries + territories •70+ countries contribute each day •1,000% growth in funds raised the past two years •275% growth in contributions to non-US campaigns in the past year
- 120. A higher goal does not mean you’ll raise more funds. The Green Bar Effect 87% of campaigns that reach their goal exceed it by an average of 32%.
- 121. Perks •Digital goods •Physical goods •Recognition •Experiences Give contributors perks they’ll get excited about!
- 122. Activate your network Indiegogo Page •Update your funders regularly Person-to-Person Outreach •Attend networking events, hold a launch party, shake hands Email Outreach •Email brings in20% more funding than any other source Social Media •Twitter, Facebook, etc. •22% of a campaign’s funds raised comes from social media engagement Press/Bloggers •Websites, blogs, local press
- 123. Keep up Momentum This is a two-way conversation! Keep your community engaged, and let them shape the direction of your campaign and your nonprofit!
- 124. WHY MOBILE MATTERS… 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...
- 125. 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...
- 126. IT’S A MULTI-SCREEN UNIVERSENOW A TWO PART QUIZ TO KICK IT OFF…
- 127. Gen Y3% Gen X19% Boomers24% Civics 6% SMART PHONE WEBSITE VIEWS
- 128. Gen Y19% Gen X25% Boomers14% Civics 18% TABLET WEBSITE VIEWS
- 129. 0.0% 22.5% 45.0% 67.5% 90.0% Gen Y Gen X Boomers Civics Charity Websites Views Tablet Smartphone Desktop Computer Laptop
- 130. DO I NEED A MOBILE ENABLED DIGITAL PRESENCE?
- 131. Those touch screen mobile phones –bah!
- 132. 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
- 133. However, Doing it right... •A site optimised for mobiles is able to generate almost twicethe 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
- 134. 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
- 135. The Hitchhiker’s Guide to Mobile Design CONTENT PRIMARY SEARCH LINK1LINK2LINK3LINK4LINK5LINK6 FEATURED CONTENT FOOTER CONTENT SECONDARY PROMO LOGO LINK1LINK2LINK3 LINK4LINK4LINK5LINK6 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
- 136. Tribute Donation Form General Donation Form 18% form completion 10% form completion 4% form completion 45% form completion 37% form completion 28% form completion
- 137. Youth case study one
- 138. Main points: •Make it easy •Brand your giving campaigns •Integrate across channels •Make it fun and interactive •Stay up-to-date with the trends: Redesign, optimize, make responsive •Unlock donors!
- 139. 64% 35.81% Donations by frequency 2013 One-time Monthly 2012 2013 Annual comparison # of monthly gifts +51% •Using these tactics, HSI increased online fundraising by 76% from 2012-2013 •HSI increased monthly donors by 80%, nearly doubling the # of active monthly donors from Q1 to Q4 2013 •HSI also increased the # of monthly gifts by 51% 2012 to 2013 •Increased our average gift by 16.5% since 2012 •Increased mobile/tablet donations by 3% from 2012 to 2013 •Increased average # of gifts by 131% since 2012 Q1 Q2 Q3 Q4 2013 active monthly donors +23% +17% +27%
- 140. #1. Make it easy! •You have to ask for gifts (to your most-engaged segments) •Give a reason for people to give monthly •Include option to give monthly (and onetime) on the same donation form •Offer as many payment options as possible: credit/debit card, bank transfer, •Offer easy access for donor issues/care
- 141. Make it easy: Appeal strategy and email design •Monthly gift call out in inset – big, bold button •Ask is above the fold •Explains exactly what our campaign is doing, what your monthly gift will help us achieve •Donor-centric •Appeal is specific to the campaign the constituent gave 1x to •This upgrade appeal: •Segmented to 1x donors to Street Dog campaign •36% open rate, 3.1% click rate •30 new monthly gifts (average $19) and 24 onetime gifts (average $34)
- 142. Try something different: Use fun visuals! •We used a postcard-style appeal for some of our upgrade appeals •Big, bold, fun •Use imagery/visuals •Positive message, encouraging information •This upgrade appeal: •We wanted to try something different •Segmented to 1x donors to any unrestricted campaign in previous 6 months •Open rate of 17%, click rate of 0.7% •15 new monthly donors (average gift $18) and 20 onetime gifts (average $27) •We learned: trying something new is good, we got lots of positive feedback from donors, try using less text next time
- 143. Make it easy: Stewardship •Any time there’s a victory or happy news, thank your donors •Make it all about YOU! (the donor) •Tailor your message to the campaign they are giving to as much as possible •In addition to calling out monthly donors whenever applicable, we also send quarterly updates for each campaign to monthly donors •This stewardship email: •Open rate of 40% •Click rate of 7% •Unsubscribe rate of 0%
- 144. •Monthly donations are a tab next to one-time donations •Big, bold buttons •Large imagery •Responsive design •Remove unnecessary form fields •Join “special community” – be a part of a group Make it easy: Donation forms
- 145. #2: Brand your campaigns! •Imagery, colors •Segment by issue, campaign they’ve taken action on or given to before •Follow an email series: engagement, appeal, monthly upgrade
- 147. Integrate your channels! •Social proof/sharing directly speaks to younger donors •Make it easy for them to participate •Find your path to reach them •Know your audience, age range •Know what your file engages in and what performs best for your audience •Know what channels are most successful for your organization: email? web? social? phone?
- 148. •Emailed our audience about this issue, posted on website •FB post: Our audience is more inclined to share a compelling photo, embedded link in post •We know this issue resonates with our audience •This post: •28,000 new names to file (which would’ve cost us about $40,000 for list acquisition •Post was shown to 2.3 MILLION people organically •More than 22,000 shares and 19,000 comments •35,000 unique action takers •Over $55,000 raised from the action landing on a donation form! Facebook and action: coordination is key!
- 149. #3: Make it fun! And stay up-to-date with technology trends •Learn your market, demographic, audience –and what is trending •Make your assets interactive, encourage them to give regularly •Invest in redesigning your assets if need be •Learn by testing. Test, test, test!
- 150. Step 1 of HSI redesign: Gamification
- 151. Step 2: take it further –responsive style
- 152. HSI’s data proves it works! •Mobile/tablet usage for donations went from 6% before redesign to responsive format to 9% •78% increase in # of gifts after HSI redesigned donation form to responsive style •Increase of 85% in mobile donations •Increase in # of monthly donors by 80% *Timeframe was 4/8/2012 –4/8/2013 “before redesign”. Timeframe “after 0 7500 15000 22500 30000 Before responsive After responsive Mobile/tablet Total gifts # of gifts before/after responsive redesign
- 153. Why responsive matters •Almost 1 in 4 registrants in a fundraising campaign will use mobile to raise money if the option is made available* •75% of smartphone owners even bring device to bathroom with them* *2014 Artez White Paper: Mobile Matters
- 154. Other methods to acquire donors •Grow your file size •Send targeted welcome series to new constituents •Segment •Focus on stewardship, cultivation and retention of monthly donors •Offer special incentives to regular givers •Treat monthly donors differently •Learn why you might be failing*
- 155. Tips to unlock ‘hidden’ donors •Appeal to people who have taken action on an alert or petition, campaign-specific •Don’t just appeal –use a confirmation page to capture their donation immediately •In 2013, 11%of HSI’s total donations came from action alert widgets – 22% of which were new monthly donors! (without asking!) •In 2014 Q1, an average of 23%of new monthly donors came from action alert donation widgets
- 157. Youth case study two
- 158. THE CHALLENGE Amnesty is a well-known and highly respected brand However: •We struggle with explaining a complex mandate to the general public, and sometimes even to our own members. •Surveys indicate that Amnesty is associated with the generation of 1968. •In a time where e-mail and mobile communications have replaced letterwriting, traditional activities no longer mobilise people as effectively as before. •It is difficult to achieve real growth with existing product (membership). •High entry barrier: Do I have to write letters? Human Rights skills? •Participation in politics (in the traditional sense) is decreasing… In this perspective it was important for us to create a product/concept that lowers the entry barrier and appeals to a wider and younger audience.
- 159. IN A NUTSHELL High response rate Instant campaigning Short and precise communication Relationship Tangible call to action Instant reply Ease of sharing Ease of sharing Excisting supporters: grow value and retention New subscribers: High value leads and high value suporters Income generator on campaigning (if over-chage model is possible) Ease of entry and ease of action
- 160. SMS Networks in Amnesty - 25,000 50,000 75,000 100,000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Sweden Iceland Norway Ireland Austria Denmark Australia UK India: off the chart, but not quite comparable model
- 161. FR 101 •ASK AND THANK! Non-financial supporters Traditional SMS
- 162. RETENTION AVG VALUE VOLUME REVENUE LOYAL ACTIVISTS AVG ENGAGEMENT VOLUME ACTIVISM REVENUE OR ENGAGEMENT RETURN ON ENGAGEMENTCAN SUPER-CHARGE GROWTH
- 163. RETURN ON ENGAGEMENTCAN SUPER-CHARGE GROWTH RETENTION AVG VALUE VOLUME REVENUE LOYAL ACTIVISTS AVG ENGAGEMENT VOLUME ACTIVISM REVENUE
- 164. THE THEORY SMS activists
- 165. Acq cost Avg amount Lifetime (months) LTV ROI F2F 549 60 30 1.800 3,28 Cold TM 842 62 41 2.542 3,02 Lifeline2Member 420 74 60 4.465 10,63 0.0% 15.0% 30.0% 45.0% 60.0% UPGRADE: Hitrate comparison (enganement vs no engagement) Engagement No Engagement 0.0% 10.0% 20.0% 30.0% 40.0% 1 2 3 4 5 6 7 8 9 10 11 12 13 Cumulative monthly attrition on monthly supporters F2F TM ENG DOCUMENTATION
- 166. FREE MODEL OVERCHARGE MODEL EX DENMARK: 70,000 Free to recieve and to respond 3 actions per month EX NORWAY: 80,000 Ca 1 EURO to recieve each SMS (subscription) Free to respond 3 actions per month Activism boost Campaign boost Lead generator But risk to die of success Activism boost Campaign boost Lead generator Income generator
- 167. FLOW Message from short code 1919 Bahrain: activist Nabeel Rajab imprisoned for peaceful demostrations and tweeting for reforms. SMS: action to 1919 and demand his freedom (unsubscribe: lifeline stop) Response from short code 1919 Thanks for your signature in support for the human rights activist Nabeel Rajab. Please forward the action SMS. You can read more about him and his case at amnesty.dk/ll. Best Amnesty My response to the short code 1919: Action
- 168. Income/Volume 20.000 40.000 60.000 80.000 100.000 120.000 140.000 160.000 Monthly (Euros) 60.000 120.000 180.000 240.000 300.000 360.000 420.000 480.000 Annual (Euros) 720.000 1.440.000 2.160.000 2.880.000 3.600.000 4.320.000 5.040.000 5.760.000 AI NORWAY LEVEL (in a 4,5M population country) AI DK: Lead generation + conversion is the most valuable channel and now up to 20% of mix High conversion rates: depending on the market 15- 40% conversion to monthly regular giving
- 169. HIGH RESPONSE AND HIGH FREQUENCY •HIGH RESPONSE:SMS GENERATES HIGH RESPONSE: IT’S EASY AND YOU’LL ALWAYS READ AN SMS (UNLIKE EMAILS) •HIGH FREQUENCY:WEEKLY INTERACTION –IN MOST OF OUR MARKETS WHERE WE HAVE SMS ACTION NETWORKS IT’S BASED UPON 3-4 ACTIONS PER MONTH 0% 10% 20% 30% 40% 50% Norway Sweden India Response Rates Avg 2014
- 170. Youth case study three
- 173. Step One for Youth Fundraising •make sure you’ve got the right young staff, in the right positions, with the right authority
- 174. First Step •PMHF chose a young,internal event staff person to be trained, and transition, to more integrated, mobile friendly, social friendly, e-philanthropy responsibilities •one of the biggest barriers is determining not just who does what but who pays for what… this person helps facilitate shared budgeting; responsibilities and goal setting in an integrated program •A commitment to longer return on investment with young donors
- 175. Not just the right person in the right position, but create a culture to support youth focused e-philanthropy •the CEO and even more impotant, the CFO, champions youth initiatives •Failures •Long term investment
- 176. Second Step •with limited time and budget, prioritize the different youth focused initiatives
- 179. Third Step •make sure that the youth experience speaks to what we began with… Now, Can I, For Me, Simply… •And fits the characteristics we have listed •And leverages a thoughtful youth journey
- 180. Thanks!