beyond the donation form
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Beyond the Donation Form
Introduction
Jamy Squillace
Sr. Product Manager Sage Nonprofit Solutions
Responsible for Sage Fundraising 50, Sage
Fundraising Online, Sage Nonprofit Online and
Sage e-Marketing.
Jamy has 16 years experience in product planning
and management. Her goal is to create and
evolve solutions that fulfill customer desires and
exceed expectations.
You can find her blogging at SageWords.net or on
Twitter @jrsquillace.
The Donate Now Rut
Agenda
• Online Giving
• Going Beyond the Donation Page
• Examples
• Summary
• Questions
The Online Giving Pie
$17.65 Billion
Source: Ted Hart, Dr. James Austin, Harvard University Initiative on Social Enterprise
Increase Your Piece of the Pie
890% Events,
campaigns,
memorial/tributes
That’s a lot of pie!
You need this… But spend your
resources on these.
Remember…
FUNDraising Events
Going Beyond the Donation Page
Checklist
Start Now
Pick an event
Social media brand
Build fans and house file
Get the Right Tools
Online fundraising
Email marketing
Build a Good Form & Get it on Your Website
Promote
Analyze
Experiment
Start Now!
“The best time to plant a tree is 20 years ago.
The second best time is now.”
– Chinese Proverb
Start Now! • Pick your event/campaign
• Start building your social media brand
– YouTube
• Build Fans/House File
– Facebook registration page
– Website registration
– Make it easy, don’t ask for unnecessary information
– Referrals: Forward to a friend/give advocates the tools to share
your emails and your story
– Social media sharing icons
– Blog sign up
• Retain contacts by delivering value and making it
worthwhile for them to stay
Rebuilding Together
97% improvement
from 2011 to 2012
“Even though some might consider our first year a failure,
we had to start somewhere. Now our donors are
comfortable using the system but it’s raised our profile
among our peers. We can now say that it’s as easy to
donate with us as it is American Red Cross.”
-- Lee Berkeley Shaw, Director of Development at
Rebuilding Together Montgomery County
Example
Get the Right Tools
• Online Fundraising Tools & What they Should Do
– Unlimited # of forms
– Total control
– Form lives on your website
– Real-time reporting
– Peer-to-peer fundraising (nice to have but will get you to the next
step)
• Email Marketing
The Jazz Foundation of America
Sage Fundraising Online gives us more flexibility with our
online fundraising campaigns and events, plus allows us to
manage the event registration and ticket sales processes
with minimal staff—something that was unimaginable
before,” said Petr Verner, director of operations for Jazz
Foundation of America. “The fundraising service’s flexible
back-end lets us quickly and easily control everything
in-house, as well as adapt our online fundraising
strategies for customized events.”
Get It On Your Website
• Get your forms on the web early!
• Don’t bury your forms – put it as close to
your homepage as possible or on the
busiest page on your site
• Put it on a microsite
• Build a registration or donation form
specific to that event
18% You lose 18%
of your
visitors each
time they
have to click
a link.
Promote…and then promote again • Use your email marketing tools
– Inexpensive
– Immediate
– Effective way to communicate
– Able to quickly test and optimize
– Segmentation
• Get social
• Include links to your form in EVERYTHING
– Email signature
– Email communication
– Social media
– Printed materials
Promote Your Event
Analyze
Why?
• It’s free (Google Analytics)
• It’s informative
• It’s a requirement for experimentation
• It helps measure success
And, you analyze your donor information, don’t you?
Extend this to your website.
Analyze
• Google Analytics: www.google.com/analytics
• Don’t get overwhelmed
• Only track a few things to start
– Where are they coming from
• Emails
• Other websites
– How long are they staying, etc.
– What are the popular pages
• Steps
– Check out Google’s resources
– Sign up for an account
– Install tracking on your website
– Monitor your data – real time!
– Make informed decisions
Experiment
• Don’t be afraid to FAIL!
• Test new things and test now
– Set goals
– Gather current data (before)
– Take action
– Measure results (after)
– Compare and use data to inform
changes
– Try again
• Try something you haven’t
done before
Examples
• Run/Walk/Rides
• Luncheons/Galas
• Concerts
• No shave month
• Birthday/Anniversary
Giving
• Memorials/Tributes
• Pledging
• Dancing with the Stars
• Sponsorships
• Ticket sales
• Use forms to collect votes
for an event - votes equal
donation amounts
• Golf tournaments
• Classes/symposiums/
educational meetings
• Camp registrations
• Rapid response
campaigns
Summary
Checklist
Start Now
Pick an event
Social media brand
Build fans and house file
Get the Right Tools
Online fundraising
Email marketing
Build a Good Form & Get it on Your Website
Promote
Analyze
Experiment
Questions?
Contact Information
• Connect with Jamy via email at Jamy (dot) Squillace (at) Sage (dot)
com or Twitter @jrsquillace
• Connect with Sage
– Email nps <at> sage <dot> com
– Download the presentation and handouts from
www.slideshare.net/sagenonprofit
– Read our blog, http://www.SageWords.net.
– Like us on Facebook, http://www.facebook.com/sagenonprofit
– Follow us on Twitter, http://www.twitter.com/sagenonprofit
– Join the discussion in our group on LinkedIn.
– Watch and follow on YouTube,
http://www.youtube.com/user/SageNonprofit
– Pin with us on www.Pinterest.com/SageNonprofit
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