sector 3.0_a few ways to build awarenessfor fundraising target groups_azadi_sheridan
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„A few ways to build awareness for fundraising target groups”
Azadi SheridanProductle (UK)27th May 2015
Agenda
• What is crowdfunding?• How to convince the unconvinced to
give?• The role of social media• How to thank donors• Some inspiration
Who am I?
• Approaching 20 years in not-for-profit sector
• 11 years for with world’s leading fundraising software vendor
• Now independent consultant and social entrepreneur
Tesla Museum – how?
1. Reach out on Social Media to build support
2. Key Influencers3. Network4. Matched funding
http://duncanknox.com/4-ways-a-museum-can-crowdfund-1m/
Image: Computer Girl http://www.idioplatform.com/uploads/2011/07/COMPUTER-GIRL.jpg
40% of UK consumers said online giving is their main way of donating to a
cause
• Blackbaud Next Generation of Giving survey• Conducted via a YouGov Plc UK online survey between November 8 – 11,
2013 • Total sample size was 2088 adults (aged 18+)
Social Proof - Peer fundraising tactics
• Fundraising page average = £176.62
Photo or video = £18.41
Blog post = £206.62
Personal thank you emails = £317.77
Upward trends – Trust and Transparency
• 47% of online donors never complete the donation form
• Financial reasons and distrust of charities - two biggest reasons for non-donation.
• If charities did a better job in the areas [the donor] cares about, donors could give up to £665m more,
• Greater loyalty via branded sites
Sources: http://www.thinknpc.org/publications/money-for-good-uk/http://www1.networkforgood.org/online-giving-study-donations-driven-donor-experience-year-end-gifts-and-large-scale-disasters
Upward trends
• Mobiles are quickly becoming the preferred device for accessing the Internet
• Over 17% of respondents said they’d donated via a smartphone or tablet
Image: [Mobile Fundraising] http://www.npengage.com/wp-content/uploads/2013/01/mobile-web-752x483.jpg
Design for mobile = design for web
• Keep it simple•Use visuals
• http://www.nomensa.com/blog/2012/creating-the-perfect-donation-experience
Put it together….
• http://electricputty.co.uk/blog/how-to-get-more-online-donations-for-your-charity/
Why bother?
Would you be willing to use a smartphone to make a donation through a browser?
Gen Y 36.4%Gen X 25.3%Boomer 6.1%Mature 2.9%
Design for mobile = design for web
• http://www.nomensa.com/blog/2012/creating-the-perfect-donation-experience
Caution!
• 1 in 5 of respondents did not notice the charity they were supporting
• Possible causes:– Donating to a friend– Using a 3rd party application of website– Lack of information about the
charity/campaign– Little to no follow up for online donations
due to lack of data
Image: Warning Sign http://www.picgifs.com/graphics/w/warning-sign/graphics-warning-sign-954409.jpg
Do you have a communication plan?
Nearly half of respondents indicated they’d like to have easy access to further information about the cause
In summaryUse your analytics – whatever you haveEnsure you offer a variety of methods for support – web, social,
mobile, direct mail, face-to-face, etcFocus on the ask –
Use empathy and avoid guiltUse social validationLearn from ecommerce - Quality photography of individualsMinimise options - mobile experience now, one page formsBe clear – three price points.
Encourage social sharing; build engagement with the thankTake part in the dialogue where appropriateBe transparent about use of incomeLeverage your assets for a reward process
Be vigilant about your brand and message. The donor needs to easily know who you are.
Make it easy to support, share, learn and participate