donating online how to make it work for your nonprofit 4 11

Donating Online

How to Make It Work Best for

Your Nonprofit

Marion Conway

Literacy Volunteers of NJ

April 30, 2011

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Engagement with Donors’ Top Charity

GEN Y GEN X BOOMERS MATURES

50% 66% 76% 81%

26% 30% 30% 23%

34% 23% 20% 13%

14% 17% 11% 7%

16% 13% 11% 6%

19% 14% 9% 5%

13% 8% 7% 4%

13% 9% 5% 3%

8% 9% 5% 2%

Convio 2010 Next Generation of American Giving Report

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Giving Channels% donated this way in last 2 years

GEN Y GEN X BOOMERS MATURES

48% 57% 52% 48%

26% 43% 54% 77%

28% 35% 32% 30%

29% 35% 31% 25%

22% 28% 28% 31%

22% 22% 27% 35%

25% 27% 17% 12%

8% 10% 16% 25%

11% 17% 14% 11%

14% 13% 4% 2%

9% 6% 4% 2%Emerging

Channels

Convio 2010 Next Generation of American Giving Report

Wired Wealthy Study

• 51% Prefer to give online

• 80% have made donations online

• Benefits of making donations online:

– speed and efficiency

– less cost for admin

– credit card miles

– donation-tracking abilities

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What does this all mean?

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Fundraising is profoundly multichannel

How the Donating Online Process Works

Visitor at your website clicks on “Donate Now”

Visitor arrives at Donate Now page and makes various choices – amount, one time/recurring and provides credit card information

Visitor makes final click to submit payment

Payment Gateway checks to make sure that the credit card number is valid. If the card is rejected, the Payment Gateway sends back word to your website so that you can notify the visitor. Otherwise, the process continues.

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How the Donating Online Process Works

The money is routed by the Payment Gateway into a bank account - a Merchant Account.

Your vendor will send you all payments gathered in a merchant account – usually once a month.

The visitor is shown a confirmation screen indicating that the transaction was successful. They are also emailed a receipt. You account reports are updated, so that you’ll be able to see that a payment was made.

You should send a personal thank you –email is okay

Synchronize your transaction reports with your database

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Which One is Best For Me? It Depends…….

This Is Important to Me…….

Has the lowest cost

Have recurring donation capability

Have the form tailored to colors and fonts of our website

Be able to sign up for an eNewsletter

Be able to designate gift to specifc programs

Support for tributes, memorials, premiums

Vendor has a donor website where donors can see all of their donations

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If This Describes You….

Small organization

Have a website

Have a donor database

Do not have a donor database

Have few online donations

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Here Are Some “Starter” Online Donation Tools

Network for Good

(Uncustomized Version)

Click and Pledge

Razoo

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Network for Good - Basic DonateNow

• Low-cost

• Cannot be customized

• Donor leaves your website and makes donation to

Network for Good – impact on your brand

• Supports recurring giving clearly

• The only charge is a 5% transaction fee

• NFG also offers a fully customized product

http://www.networkforgood.org

A good choice for organizations getting

started with an online donation program

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Click and Pledge

• Reasonable functionality and cost

• The donation form can be integrated somewhat with

the look of your website

• The tool also has strong international support

• $5 monthly fee, plus 4.5% and $0.35 of each

donation

http://www.clickandpledge.com

Click and Pledge is a good choice if you want a

little more functionality than NFG Basic.

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Razoo

• Basic and “cool” functionality at low cost• Works with a widget on your website• Individual fundraising pages• Team and event fundraising • Integrated with Facebook and Twitter• 2.9% transaction fee; Additional 2% for team

features

http://www.razoo.com

Good choice for certain types of donors and fundraising approaches

Cool features will connect with social media enthusiasts

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Razoo Sample – Support Words Work

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Razoo and Other Choices on Charity Navigator

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Step Up from the Starter Tool

• Customized Network for Good

• Integrate with your Donor Management

System

– Giftworks (Desktop solution)

– eTapestry (Web based solution)

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Network for Good

Custom DonateNow

• Branded donation page - Customized,

professional form integrates into your website

• $50 per month, and 3% per donation

http://www.networkforgood.org

At $30000 per year this is a breakeven with

the Basic DonateNow

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Charity Navigator - Customized Network for Good

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Could This Happen to Your Organization?

• Marion leaves Branch Book Park where she enjoyed the cherry blossoms in full bloom. Still in a good mood, she is thinking about making a donation and goes to your website

• Marion searches and finds after scrolling a discrete “Donate Now” button but decides to read about News and Events first

• Marion reads a delightful story about a children’s event. There is no mention of “Donate Now” on this page and Marion leaves forgetting why she came to the website in the first place

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If You Build It Will They Come?

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Working Together

Website – Email – Social Media Sites

• Connect with links and widgets

• Consistent branding in all venues

• Coordinate editorial content calendar

• Ensure landing page content linkage – Vary links

• Provide easy opportunity for multiple connections

• Analyze and understand paths among sites

• Listen to the conversation and bring back to content

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Get Your Web Presence in Order

• Website – Update Frequently

• Link! Link! Link!

• Eliminate Outdated Info

• Donate now capability on EVERY page

• Email Newsletter

• Update Guidestar

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Listening

• Keyword Search

• Google Alerts

• Google Analytics

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Celebration Giving with Your Website

Party with Laptop

“In lieu of gifts, you’ll

be able to make a

donation to Mary’s

favorite charity at the

party”

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Celebration Giving with Social Media

“Help celebrate my 26th birthday with a donation to my favorite cause” (Link)

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Badges

• A small image that you invitepeople to grab

• Tiny piece of sharablecontent

• It should be cool looking

• Incorporate your logo

• Opportunity to give

• Explain how to join a cause

• Anything you want others to talk about for you

See the Presentation

Search People (Not Content)

Marion Conway

http://slideshare.net

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Resources

Idealware – http://idealware.org• A few good online donations tools

Online Giving Study by Network for Good

• http://www.onlinegivingstudy.org./

Convio – http://convio.com

• Next Generation of American Giving – March 2010

• The Wired Wealthy – March 2008

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Marion Conway

• Email: marionconway@aol.com

• Blog: marionconwaynonprofitconsultant.blogspot.com

• Website: marionconwayconsulting.com

• Twitter: MarionConway

• LinkedIn: Marion Conway

• Facebook: Marion Conway – Nonprofit ConsultantBecome a fan - and see my blog feed

All photos courtesy of Creative Commons License

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