This was originally presented at NTEN.org's 2013 NonProfit Technology Conference in Minneapolis by Sarah Worthy, Caitlin Kaluza, and Aaron Long. Learn the psychological motivators behind online giving.
3. Let’s Level Up!
1. Why it Matters
2. Strategy: Why Do
People Give?
3. 7 Tactics of Influence on
the Web
#13NTCLVLUP
Level Up Your Fundraising
#13NTCLVLUP
Slide 3
6. Let’s Chat!
Photo Credit: flickr.com/photos/bibamatt/2629402676
Level Up Your Fundraising
#13NTCLVLUP
Slide 6
7. LEVEL 1: Why Does it Matter?
Photo Credit: flickr.com/photos/brittanyg/1305797552
Level Up Your Fundraising
#13NTCLVLUP
Slide 7
8. Online Giving is
on the Rise
Photo Credit: flickr.com/photos/sarahmworthy
Level Up Your Fundraising
#13NTCLVLUP
Slide 8
9. Giving is Digital
Level Up Your Fundraising
Source: 2012 Digital Giving Index
#13NTCLVLUP
Slide 9
10. Giving is Social
Level Up Your Fundraising
Source: 2012 Digital Giving Index
#13NTCLVLUP
Slide 10
11. Organizations who incorporate social media
into fundraising campaigns generate
10x
Giving is Social
Level Up Your Fundraising
more money
Source: 2012 Digital Giving Index
#13NTCLVLUP
Slide 11
12. NYT Survey: 68% said they
“Share to give people a better
sense of who they are and
what they care about.”
Level Up Your Fundraising
#13NTCLVLUP
Slide 12
20. 7 Seconds
to Tap Into
User Motivations
1. What can I do here?
2. Why should I do it?
3. How do I get started?
Photo Credit: flickr.com/photos/smaedli/3271558744
Level Up Your Fundraising
#13NTCLVLUP
Slide 20
24. Who’s Spending Their
Donation?
Who Benefits from Their
Donation?
How You’ll Use
Their Donation
Content Builds Credibility
Level Up Your Fundraising
#13NTCLVLUP
Slide 24
59. Recap!
1.
2.
3.
4.
5.
6.
7.
Frame the Ask
Create Trust with Donors
Apply Social Pressure
Give Back First
Aim for Slow Change
Inbound Marketing
Recognize Your Value and Charge for It!
Level Up Your Fundraising
#13NTCLVLUP
Slide 63
60. Recap!
1. Why Online
Fundraising Matters
2. Strategy: Why Do
People Give?
3. 7 Tactics of Influence on the
Web
#13NTCLVLUP
Level Up Your Fundraising
#13NTCLVLUP
Slide 64
63. Evaluate This Session!
Each entry is a chance to win an NTEN engraved iPad!
INSERT
QR CODE
HERE
or Online using #NTC13LVLUP at www.nten.org/ntc/eval
Aaron Long
@longstation
Caitlin Kaluza
@qcait
Sarah M. Worthy
@sarahmworthy
Tendenci.com | @Tendenci
Hinweis der Redaktion
Pitched at NTEN.org’s annual nonprofit technology conference by Sarah M. Worthy.
Aaron Long, Caitlin Kaluza, and Sarah M. Worthy of Schipul Technologies in Houston, Texas, Our software is Tendenci Open Source Content Management Software built for Nonprofits. Learn more at tendenci.com or on Twitter @tendenci!
According to the 2012 Digital Giving Index, 65% of people they surveyed gave online
When we say “fundraising” we mean all of the transactions that happen with your organizations
Wordle word cloud from: Online Donations, Events, Sponsorships, Job Board, Corporate Matching, Grants, Recurring Giving, In Kind Gifts
You have 7 Seconds to Tap Into Their Motivations
The more we treat people on the web like they are impatient and smart, the higher the conversion rate from visitor to phone call or contact forms. So how exactly does a web site treat visitors as impatient and smart? By giving them what they want, on their terms, immediately and with humility
Elliot had suffered brain damage to a part of the brain known as the ventromedial prefrontal cortex, which is implicated in the risk and benefit analysis of decision making. Elliot ostensibly seemed normal, with one glaring exception. He lacked the ability to make decisions, deliberating endlessly in the face of simple, mundane choices such as whether or not to use a black or blue pen or when to schedule his next appointment.
Use your logo and keep the colors consistent with your other marketing materials so your site visitor immediately knows exactly where they are. Use your logo and keep the colors consistent with your other marketing materials so your site visitor immediately knows exactly where they are
The YMCA of Houston does a great job of this – their personalize peer to peer giving pages get 4 times more traffic in aggregate than their standard donation form.
Surprisingly, Nielsen’s study found that donors couldn’t find where to give on 17% of the websites used. Using a simplistic homepage design with minimal banners, ads, and graphics is one way to avoid this problem. To avoid “banner blindness,” limit your graphics to only your key calls-to-action. And, of course, make “Give” or “Donate” clear in your navigation.
Use testimonials and brand logos from your business partners (as allowed) assuring your site visitors that you are a “real” company with an honest reputation. Try not to let your success convince you that everyone knows you want their business.
Start with networking – build a relationship – build to Ideological
Benchmark – 60-75% should be Search Engine Organic traffic
http://www.flickr.com/photos/loqueveelojo/3707477761
http://www.flickr.com/photos/pagedooley/1202823367
http://www.flickr.com/photos/33874499@N06/4862580749/
Old media that is on their own time
Outbound marketing techniques was reliant on a timeline