Online Fundraising Best

PracticesFunding Your Mission in a Rapidly

Evolving Digital World

April 21, 2014

A little about me

Caryn SteinContent Strategist, Network for GoodMission: Empower and inspire online fundraisers.Reach me: @caryn74

A little about Network for Good

Network for Good helps nonprofits raise money online with easy, affordable online fundraising tools and training.

The State of Online Giving

54%

18%

12%

7%9% Nonprofit Website -

Branded

Peer to Peer

Portal Giving

Nonprofit Website - Generic

Employee Giving

2013 Distribution of Donation Dollars

Donation Growth Rate by Channel

Online Fundraising by Channel

Online Fundraising by Channel

The giving experience matters.

Online donors convert at a higher rate and give more with a personalized, consistent giving experience.

Online or off, your fundraising must:

Tap into emotion.Make it easy to take

action.Get social.

Tap into emotion.

americanbar.org

Make your cause personal.

Be specific.

Clearly show the impact of a donation.

To get the most out of online fundraising, you still need to:

Make it easy to take action.

The average attention span of a goldfish:

9 seconds

The average attention span in 2013: 8 seconds

The average attention span in 2000: 12 seconds

http://www.statisticbrain.com/attention-span-statistics/

Get social.

Use technology to amplify other voices. 

People on the front lines of your work

Fans who will champion your work

People with credibility and authority who can attest to the quality your work

Optimize forOnline Donations

5 Donation Page Musts

1. Feature one clear call to action that emphasizes why your mission is critical.

2. Connect the donor to your cause with a compelling photo, plus your branding and message.

3. Offer well-positioned recurring gift options. 4. Keep your form short and uncluttered – the more

fields to fill out, the higher the abandon rate.5. Include social proof like testimonials, tickers or

ratings.

Work Your Website

5 Ways to Instantly Improve Your Nonprofit Home Page

1. Feature an emotionally-engaging image.2. Include a 2-second statement that instantly

conveys who you are and what you do.3. Provide clear, intuitive navigation.4. Feature a big, bold donate button.5. Offer an easy way to engage people whose

interest has been captured (like an email signup).

Leverage Social Power

6%

Technology enables people’s most trusted sources - those perceived as their peers - to be the most influential and amplified messengers.

We are no longer the messengers in chief.

Set up a listening station

Maintain a consistent brand and voice

Share more than you ask

Use social media as a testing lab

Empower your champions by giving them the right tools and content

Being Socially Smart

Be Mobile Ready

Your cause must be mobile-friendly

Mobile51%

Webmail18%

Desktop31%

Email Opens by Platform

December 2013

Source: Litmus Email Analytics

Your cause is mobile, whether you are ready or not.

How do you start?

Take inventory of how accessible your nonprofit is via mobile.Learn how many of your visitors arrive via mobile.Recognize the opportunity (the chance to reach people more immediately) and the constraint (mobile experiences need to be simple and easy).Optimize for easy giving and pledging.

Remember:Technology doesn’t

inspire people …

YOU DO!

Questions?

Online Fundraising Learning Center: fundraising123.org

Free Nonprofit Webinars: nonprofit911.org

Digital Giving Index: onlinegivingstudy.org