Optimizing multi channel fundraising with etapestry 2014

Editor's Notes

• #8: 2013 GIVING TRENDS Overall giving in 2013 grew 4.9% on a year-over-year basis for the 4,129 nonprofit organizations in the analysis. This was an increase over the 2012 growth rate and points to positive signs that giving in the United States is returning to pre-recession levels. Fundraising by large organizations, with annual total fundraising more than $10 million, was up by 5.7%. This was a significant rebound from 2012 and was the highest growth rate among organizations in the analysis. Medium organizations, with annual total fundraising between $1 million and $10 million, had an increase of 3.8% in 2013. Small nonprofits, with annual total fundraising less than $1 million, grew their fundraising 3.6% compared to 2012. Online giving in 2013 grew 13.5% year-over-year for the 3,359 nonprofit organizations in the analysis. Online fundraising continues to be a growth engine for nonprofit organizations, and there is no reason to expect this growth to slow for the foreseeable future.
• #10: The analysis looked at the distribution of giving across all of 2013. More than one-third of all charitable giving happens in the last three months of the year, and this trend has remained consistent for several years now. We did see a decrease in December giving, from 18% in 2012 to 17.5% in 2013. There continues to be a spike in giving during June that happens because of a focus by some nonprofit organizations on end-of-fiscal- year giving. This trend continues to support the belief that nonprofit organizations can diversify their giving across the calendar year with the right amount of focus. Online giving also has a significant amount of fundraising taking place during the final months of the year. Just over 35% of online giving happened during October, November, and December of 2013. Both human services and public and society benefit organizations had very high concentration of online giving at year’s end. Almost every sector raised more than 20% of its annual online giving during December. The exception was medical research, which raised just 5.6% of its total online giving in December. This might seem puzzling considering that medical research organizations raised 22.5% of their entire fundraising in the last month of the year. This contrast is likely because the vast majority of online giving to medical research organizations is through peer-to-peer fundraising events. These run, walk, and ride events are often held throughout the year and very few happen during the month of December
• #11: Totals 1/1/2014 through 6/30/2014 Application Count USD Amount eTapestry 255,926 $41,300,885.61   255,926 $41,300,885.61 Totals 1/1/2013 through 12/31/2013 Application Count USD Amount eTapestry 418,620 $77,152,473.69   418,620 $77,152,473.69
• #12: Here is what we are doing. But, are we taking advantage? Growth is 13.5% for online……how can we make it even easier? We are engaging in a multi channel effort but if we understand the best practices of optimization we can make a real impact.
• #15: 11 Donation Form Optimization Stats You Need to Know 72% of organizations put buttons, menus, or other elements on their landing pages that give potential donors the ability to “click-away” to other pages on their website. [tweet this] 12% of organizations offer an incentive to online donors in return for their gift. [tweet this] 93% of landing pages (e.g. a donation form) indicate that their page is secure. [tweet this] 1 out of 5 organizations don’t have a clear call to action on their landing pages. [tweet this] 17% have multiple conflicting calls to action [tweet this] Less than 50% of landing pages convey a clear reason to take action (eg. donate). [tweet this] Only 14% of landing pages convey a sense of urgency. [tweet this] 22% of landing pages include donation giving levels. [tweet this] 95% of landing pages include a link to their privacy policy. [tweet this] 1/3 of landing pages do not included 3rd party validation or credibility indicators. [tweet this] Over 80% of landing pages are not optimized for mobile. [tweet this] - See more at: http://npengage.com/nonprofit-fundraising/11-donation-form-optimization-stats-youll-wish-youd-known-yesterday-infographic/#sthash.N0y1PqRX.dpuf
• #18: Big visual on top. Call to Action Nothing distracting on the side Match online form with thank you!
• #21: Get CSS from web designer Or pantone colors Create basic template to match Change the message, signator etc. based on the season
• #23: The goal is to get a gift!
• #31: Most segments are based on three key factors: Demographics and Lifestyle (observable…location, age, marital status, etc.) Preference and Opinion (survey-able…poll/ask what they think) Remember, segmentation is ongoing. Try to refine/reduce the size of your segments over time. The better you know your readers, the more targeted and relevant your messages will be. Be specific…the more specific your message, the greater the impact. Not all communications are for all of your constituents. Communicate with each of your segments in unique and relevant ways.