My most awkward fundraising moment EVER

My most awkward fundraising moment EVER! (1)

Let me set the stage for you.

I’m in a meeting with a mid-level donor. She had very positively responded to my meeting request, and actually invited me to visit her at her home!!!

So we’re in her house – her kitchen, to be exact – drinking tea together, and talking very comfortably. I’m getting to know her, learning about why she’s giving to my organization, finding out what she’s passionate about…

It’s the most perfect mid-level donor meeting ever!

Then it gets better.

I ask her for her continued support of the organization, and make a specific ask for a gift today.

She says yes! And decides to give more than I ask her for.

WOO HOO! I’m feeling really good now.

After thanking her profusely, we get into the specifics and I tell her I’m happy to bring a cheque back to the office, or I can take down her credit card number and process the donation when I get back.

But this is a modern woman, so she says, “No no, how about I just make the donation online while you’re here?”

I enthusiastically say, sure! She pulls out her iPad and I tell her the URL.

And that is when things go sour…

The online donation page is barely mobile/tablet-friendly.

There are SO MANY fields to fill in!

The designation drop-down box is so long and has so many designations, but it still doesn’t have the one this generous donor wants to support.

As she struggles through the overly complicated online giving form, I’m sitting next to her CRINGING! It’s taking so long, the process is clunky at best, and even though this donor is patient and gracious and says nothing about it, I am holding my breath next to her feeling as awkward as I ever have in a donor meeting.

We barely made it to the end of the process. Her gift was made, but it’s a miracle she got through all the obstacles our online giving process threw her way.

Looking back, I can’t help but think what would’ve happen if she’d tried to make her gift online without me there.

If I go to read an article online, one of the first things I do is scroll down to see how long the article is. I need to know if I have time to read it now because if not, “I’ll do it later.”

That’s what I would’ve done if I was this generous donor. I’d go to the online giving page, be totally overwhelmed by how long and clunky it is, and decide “I’ll do it later.”

Only to never do it later. Or at all.

Who are we turning off giving? Who is deciding to “do it later” but never does? 

An awesome and slick online giving page and process isn’t a nice-to-have anymore. It’s a must-have. And it’s not about just looking good; it’s about being donor-centric, and ensuring we put no obstacles in the way of their giving.

Don’t put yourself in my position and sit cringing behind your generous donor. I can tell you from experience that it’s very awkward.

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Written by Maeve Strathy


Maeve is the Founder of What Gives Philanthropy and has been working in fundraising for over eight years. Click here to learn more about Maeve.

Connect with Maeve via:
Twitter | LinkedIn | Email

Guest Post: The Big Bang — How to get the most from your fundraising efforts

The Big Bang -- How to get the most from

We’ve all heard it: having optimized assets matters. But how much does it really matter? In my experience, it matters, a lot. If your communications aren’t creatively using cutting-edge trends, you are missing opportunities to engage with your audience, to make them care, to have a bigger impact.

It was a big priority for me to redesign and optimize the fundraising communications at Humane Society International, so once we found an amazingly creative consulting team to help make my dreams a reality and got the budget approved, we dove right in. Over a period of six weeks working hand-in-hand together, we redesigned everything: email templates, advocacy alerts and our donation pages. We even redesigned a major online fundraising platform for symbolic giving – and we obtained big results.

We spent a lot of time strategizing. We wanted to make it easy for people to give or take action. We strategically planned appeals based upon response – I spent a lot of time creating detailed reports so I could study our file and learn what was and wasn’t working. We integrated across channels online and used consistent campaign branding – from social to email to web. We made our assets fun and interactive; we even ‘gamified’ a donation form using Javascript. I searched international giving trends weekly so I could stay up-to-date. We wanted to give our constituents a voice by making donor care access easy on every page. We wanted to offer as many options as possible for payment and currency. And we weren’t afraid to fail or to take a risk.

Here’s what the outcome was: over one year…

  • Revenue from mobile devices doubled.
  • Conversion rates doubled.
  • Online fundraising increased by 76% (while email file size increased by 12%).
  • The number of monthly donors grew by 80%
  • The number of monthly gifts increased by 51%
  • The average number of gifts increased by 131%
  • The number of gifts per month increased by 129%

In one year. Can you image the lost potential and income if we hadn’t done this? It was well worth time time and energy spent coming up with a cohesive marketing plan.

Have I convinced you how important this is yet? No? Then register for my webinar (details below)!!! If I haven’t convinced you yet, let me try to change your mind.

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WEBINAR — The Big Bang: How to get the most from your fundraising efforts

In this session, you will learn tips on how to raise the most money and maximize your impact through your online communications efforts – from optimizing online assets to creating engaging online platforms.

Register today!

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Written by Elise Ledsinger

 

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Elise Ledsinger is the Senior Manager of Online Marketing Communications for Humane Society International, the international arm of The Humane Society of the United States, and is based in Washington, DC. Click here to read Elise’s full bio.

Connect with Elise via:
Twitter | Email

 

**SPONSORED POST** Email maeve@whatgivesphilanthropy.com for more information about advertising on www.whatgivesphilanthropy.com.

 

 

 

Guest Post: Five Must-Haves for Online Fundraising Success

Almost every nonprofit organization has embraced the Internet to help spread awareness for their cause, gain supporters, and raise money through online donations. When looking at the online fundraising campaigns that achieve the greatest success, they seem to include five critical elements.

  1. Enhance Digital Efforts & Go Mobile
    People are spending a greater amount of time online each year. In fact, over 11 billion searches are conducted each month on Google alone. Just like any business with an online presence, your organization not only needs a website, but it should include some important elements: simple, clear messaging, easy navigation, and, with more than 80% of internet users also using a smart phone, mobile optimization is key. By using fundraising software, such as DoJiggy, you can easily build a mobile-optimized fundraising website to manage all details for your fundraising event including: registration & ticket sales, collecting online donations, progress tracking and reporting.
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  2. Pay More Attention to Social Media
    Today more than 55% of Americans have social media profiles presenting a unique opportunity for the non-profit sector. Social media gives nonprofits an easy way to reach out to their donors, build and nurture relationships, and communicate news and updates. Facebook and Twitter are staples in the non-profit world. But remember it’s not just being present…it’s engaging. Don’t just post about your own charity, but find other organizations doing similar things and help them spread the word – retweet, share their posts, and chances are they’ll return the favor. Don’t forget about other networks that are rapidly growing, like Instagram and Pinterest which give you a unique opportunity to share visual imagery and attract more people to your cause. LinkedIn and Google Plus are also great ways to connect with other communities and talk to your peers.

  3. Communication Tactics to Engage with Different Generations
    When thinking about communication efforts, be sure to consider how your message will reach different generations. Some older donors may prefer letters sent in the mail, email newsletter updates, or personal phone calls. Keep in mind that in just a few short years, Millennials will make up the largest portion of the workforce, thus controlling a large portion of funds, and therefore will be critical to your fundraising success.  This generation relies heavily on the information they find on the Internet. They engage via social channels so be sure to have a presence here and give them the tools they need to share. They also look for organizations to be open and transparent, so including testimonials could be a nice tactic.pic2
  4. Free Online Resources for Participants
    In this day and age where information is so accessible, people are always looking online for help. By offering helpful fundraising resources to your supporters, you not only show them you care, but you can actually help them perform better – which results in greater success for your charity. Offer fundraising check-lists and timelines to help them plan. Offer tips for soliciting donations or sample donation request letters. Post short videos that explain more about the cause and give them sample pitches to use so they are prepared when they seek donations. You can even offer some stock images for people to use in their social posts or sample “tweets” for them to simply copy and paste when sharing your message.
  5. Analyze Metrics & Make Improvements
    Evaluation has always been an important part of any fundraising campaign. Yet, finding actual statistics used to be much more of a challenge. People distributed surveys or estimated attendance for events. Today data is easier to come by than ever before. Using tracking and analytics tools, like those included with DoJiggy’s fundraising software, allow your organization to better understand your donors and the results of your fundraising efforts. Did more donations come in from email campaigns, social sharing, from sponsor sites or blog posts? You can also use data to find out what your prospects are interested in. By looking at Social media, you can see which posts get the most engagement, likes, and clicks. Use this information to help with your future branding and messaging.

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Written by Kari Kiel

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Kari Kiel is the Marketing Director at DoJiggy – a company that’s been providing affordable, easy-to-use online fundraising software solutions for nonprofits, schools, churches & community organizations for more than a decade. www.DoJiggy.com

 

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**SPONSORED POST** Email maeve@whatgivesphilanthropy.com for more information about advertising on www.whatgivesphilanthropy.com.

Guest Post: The #1 Mistake Online Fundraisers Make

There is nothing more frustrating than not hitting a goal you’ve set. Especially when it comes to fundraising.

You start dreaming big and thinking of all the things you’ll do with the hundreds of thousands of dollars you’ll raise.

Then when you miss that goal, you feel like you’ve failed. Worse yet, you feel like you’ve let down the folks who actually did donate.

That’s not a good feeling.

Many times, missing a goal comes down to one thing: setting unrealistic goals.

What’s Realistic?

The most successful online fundraisers have two things going for them: strong online assets, and a plan to promote their campaign using those assets.

Through my job at WeDidIt, I’ve been able to look at the lots of successful crowdfunding pages and their traffic statistics.

I learned that a campaign’s performance is predictable. I can look at a page’s traffic and give you an idea of where each of those visitors came from (email, Facebook, Google, your organization’s website, etc).

Better yet: I can tell you how much money it probably raised.

It’s a great party trick. If the party you’re at is full of nonprofit people…

How I Do It

It’s all about averages.

By taking the total amount raised and dividing that by the total traffic a page received, we can get a dollars per visit value (how much, on average, each page visit is worth). This figure works out to $9/visit (it’s actually more, but I round down to be conservative).

We can reverse engineer this to figure out how much traffic your page needs to generate to raise a specific amount.

Want to raise $1000?

$1000 / $9 = 111 visits to the page. You’ll need at least that much to make it happen.

On average, here’s where that traffic comes from:

  • Email: 56%
  • Facebook: 25%
  • Your website: 10%
  • Search: 5%
  • Twitter: 3%
  • Other: 1%

Right away, you can see email is the biggest driver of traffic.

It makes sense then to set your goal based on how healthy your email list is.

If your email list is small or has a low open/click rate, setting a huge crowdfunding goal is not realistic.

For example:

If you want to raise $15,000, you’ll need about 1670 visits. 56% of those have to come from your email list, or 935. That means 935 people on your email list have to open the email and click the link to the page.

If your email list is 10,000 addresses strong, you’re in good shape!

If it’s 500 addresses…you get the idea.

Just as you would run a 5K before taking on an IronMan race, setting realistic crowdfunding goals helps you experience more success and have something to build on.

If you’re interested in those crowdfunding stats, I put together a handy little tool I call the Crowdfunding Calculator. It allows you to plug in how much you want to raise, then breaks down how much traffic you’ll need, where it needs to come from, and gives you an idea of whether your online assets are strong enough to support that goal.

I offer it for free to the nonprofit community, all I ask for in return is that you tell me what your biggest fundraising headache is (so I can get ideas for a my next tool to make!). Click here to check it out!

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Written by Andrew Littlefield

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Andrew is a marketer and nonprofit fan for WeDidIt, a startup based in Brooklyn, New York dedicated to helping nonprofits raise more money and reach new donors.

Connect with Andrew via:
Twitter |  WeDidIt Blog