afp toronto congress - global digital trends session 2014

Y-35: The Latest Trends in Online Giving from Around the World

Presentation Topic: Digital/Online Giving

Wednesday, November 20, 2013 10:30 am - 12:00 pm Jason Potts

This session will take a look at the latest trends in online giving around the world and focus on the lessons that can be learned in developing your own online fundraising program. As it’s a

trends session it will largely look at the new innovations rather than tried and tested techniques. Come prepared for lots of food for thought that will help you innovate when you get back to the office. Areas that will be covered will include, Crowdfunding, mobile giving and optimizing your

donation experience.

Learning Outcomes: Insights into latest online giving techniques in Canada and in the rest of the world

Examples to consider that could be adapted to your organisations online giving

The latest technology tricks in online giving and things that are just around the corner

jason@thinkds.org JasonSeanPotts

The Latest Trends in Online Giving

from Around the World November 2013 Jason Potts, CEO

+44(0)7740

483795

1. What factors are underpinning the current landscape?

2. How are some of these trends starting to feature in fundraising?

3. Summary

1. What factors are underpinning the current landscape?

2. How are some of these trends starting to feature in fundraising?

3. Summary

The world has changed …

2.4 BILLION USERS WORLDWIDE

6.8 BILLION USERS WORLDWIDE

Our donors are changing …

Early adopters Mainstreaming Natives

Average Facebook user

posts 90 pieces of content a month

Twitter’s users 140

million tweets a day

YouTube’s users upload more video content in a 60-day period than the

three major U.S. TV networks created

in 60 years

We now create as much information every two

days as we did from the dawn of civilization!

Tomorrow’s donor …

• can shop around the globe, 24x7x365;

• find out more than ever about your organization, usually from peers or experts (not you!) ;

• share their views with hundreds of thousands, if not millions, of fellow potential donors;

• they don’t just want to give, they want to be part of a tangible solution;

• what they say is sometimes different to what they do.

We need to change …

Tomorrow’s fundraiser will …

• have more, often unstructured data to track and understand

• be familiar with ever increasing channels and devices

• be a champion to all staff who need to consistently exemplify the organization’s values

• have to use tools and technologies that are at best not fit for purpose or not invented yet

Your job will be as much about …

• HR

• IT/IS

• Marketing

• Communications

… as actual fundraising!

1. What factors are underpinning the current landscape?

2. How are some of these trends starting to feature in fundraising?

3. Summary

TREND #1 Storytelling

Number of people who entered 381 Number of new likes during the campaign 3,119 Number of new email addresses 3,260 (31% opt-in) Number of people who were exposed to the campaign Circa 1 million *

* Approx. 1m people reached = 15.4m ad impressions + 5.8m app

impressions divided by 15 (FB stat of how many times people viewed an ad)

TREND #2 Earned media

Results • £40,000 new income

• 400 new donors acquired

• £6,000 spend

• ROI of 6.66

• 1.6m impressions to Twitter accounts

• 900 new Twitter followers

• 5 new celebrities

TREND #3 Multichannel

THE MULTICHANNEL

FUNDRAISING UNIVERSE

Web (Owned, earned,

paid)

Email Mobile

Web Social (UGR*)

Direct

Mail

Outdoor

Annual

reports

06/02/2014 28

Phone (inbound)

Phone (Outbound)

Mobile (Outbound)

SMS

DRTV Brand

TV

F2F

* UGR = User Generated Recommendation

Event

Start with...

A QUIZ OR A VIDEO

TREND #4 Transparency

TREND #5 Optimisation

A test (original) Views = 3,140

TOTAL GIFTS = 155

OVERALL CONVERSION = 4.9%

TOTAL VALUE (Yr1) = £6,000

TOTAL LTV = £13,452

B test (new) Views = 3,140

TOTAL GIFTS = 254 (x1.6)

OVERALL CONVERSION = 8.1%

TOTAL VALUE (Yr1) = £13,296 (x2.2)

TOTAL LTV = £50,094 (x3.7)

TREND #6 Mobile

88% mobile response, positive ROI in year one and a 3 year LTV ROI of 3:1

Growth committed giving-signups over 4 months :

Desktop 4.62%

Mobile 177%

What looks like 1 field is actually multiple fields for the card information but uses input masks to make interaction easier on small screens Step 2 – user enters card expiry

• When the user gets to the end of their card number they automatically move to the expiry date field and continue

Step 3 – user enters card CVV and postal code

• Following the expiry date the user enters their CVV

• The user finishes with their postal code or this can be moved to another section with their name and full address

Step 1 – user enters card number

• As the card number is being entered the small icon changes to match their card type

Payments

Easier mobile payments, less log in, more instant buying/giving

will drive new fundraising channels.

https://stripe.com/gb

TREND #7 Smart advertising

Australian organisation getting 3:1 ROI, serving ads to people similar to people who have just donated!

TREND #8 Building tribes

Market Size

We have estimated the size

of market to be 500,000 UK

women who give a 3 year

total of £234m to animal

charities.

She doesn’t respond to advertising.

She lives in a post advertising world.

She expects more choice and control

(iPlayer & YouTubevs TV)

She is more connected (she expects

to be connected globally with

people and brands)

How she is influenced has evolved

(her peers)

She lives in a world of 140 characters and 120 second video

She consumes more information, in smaller chunks

She is real-time. If something happens in the world she

expects to know about it now – right now

She is highly visual - she lives in a world where she can

take unlimited photos and HD video on her phone – she

is a highly visual person

Frank

Guardians of the

waterways

Daniel

Waterways

weekender

Mark & Kerry

Day trippers

Laura

Happy go lucky

influencer!

Ray

Mr Motivator

Frank

• Possibly already given a small cash

donation or subscribed to email

• Male, Aged 65 +

• Uses the waterways frequently,

considers themselves serious boater

• Feels a great sense of ownership

and responsibility

• Wants to do their bit

• Likes to be kept up to date

• Generally uses mobile for texting.

• Will browse Facebook and YouTube

• Can become a stalwart supporter

if nurtured

• Willing to support but need to

be asked!

Guardians of the waterways

Cash & Email (CDEs)

Website Responders (WBs) Social Responders (SRs)

170,658 called on their mobile

phones

9.65% conversion to monthly giving:

15,388

Average gift 3.28 dollars/month

7.6 million dollars LTV

(over 5 years)

1. What factors are underpinning the current landscape?

2. How are some of these trends starting to feature in fundraising?

3. Summary

“I don’t see how we can go forward without embedding IT into marketing.”

• I wouldn’t start here!

• Transparency largely outside your control

• Too much data, measurement and engagement tools are confusing and not necessary polished – caught between IT and ROI

• Talent is scarce

• Balancing existing revenue and the need to attract new audiences in fragmented multi-channel world

• Constant threat changes legislation, notably around privacy

The perfect storm?

Mobile devices + social media + simple ways to give?

Resources for more info

• 2013 vSurvey over 1,700 Global Heads of Marketing, IBM http://public.dhe.ibm.com/common/ssi/ecm/en/zzl03043usen/ZZL03043USEN.PDF

• Gartner technology trends 2013/2014 http://public.dhe.ibm.com/common/ssi/ecm/en/zzl03043usen/ZZL03043USEN.PDF

• Sofii, great examples from around the world, www.sofii.org • Network for Good, http://www1.networkforgood.org/for-

nonprofits/nonprofit-fundraising-resource-center • TheAgitator.net (daily newsletter) • Blackbaud’s NP Engage, http://www.npengage.com/ • NFP Synergy, http://nfpsynergy.net/ • Google Nonprofit Blog, http://googlefornonprofits.blogspot.com.es/

Thank you.

http://www.slideshare.net/JasonPotts1