What the Donor Really Thinks
Azadi SheridanCHASE 2015
Growth in online fundraising
Online Fundraising is
growing
year-on-year
Growth in online fundraising
14
86
2013 Organisations
Reported Accept-ing Online Dona-
tions
NoYes 30
70
2012 Organisations
Reported Accept-ing Online Dona-
tions
NoYes
Source: SONI 2013 and 2012, Blackbaud Europe
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
• Conducted via a YouGov Plc UK online survey between November 8 – 11, 2013
• Total sample size was 2088 adults (aged 18+)
Online Donation - Top Five Reasons
Chapter Section SlideUpward Trends
Upward trends
Social Sharing
Social Sharing has “traditionally” been used to generate awareness for causes and campaigns
• 15% of respondents reported “sharing” that they’d donated via a social network
• Rises to 25% among 25-44 year olds
Image: Social Sharing http://blog.vfmleonardo.com/wp-content/uploads/2012/09/Social-Sharing-02.jpg
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 trendsTransparency and Trust
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
How do people give?
Source: Blackbaud Next Generation of Giving
Put it together….
http://electricputty.co.uk/blog/how-to-get-more-online-donations-for-your-charity/
The rise of mobile…
Upward trends
Mobile Fundraising
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
Why bother?
Would you be willing to use a smartphone to make a donation through a browser?
Gen Y36.4%Gen X25.3%Boomer 6.1%Mature 2.9%
Design for mobile = design for web
• Keep it simple• Use visuals
http://www.nomensa.com/blog/2012/creating-the-perfect-donation-experience
Design for mobile = design for web
Thank you or thank you
Thank you or thank you
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
How donors like to stay engaged
We’re not a large charity, so for us the personal touch is really important to keep our brand in the minds of our supporters and keep them close to the organisation. Blackbaud Heroix helps us do this, which in turn will change short-term fundraisers into long-term supporters of the Charity
- David Rees, Fundraising Manager at Hope for Children
• How prominent is your campaign brand during the donation process?
• Start to Finish – across all mediums• How easy is it to learn more about your charity or cause? • Are you able to reinforce your message with updates on
campaign success/results?• How up-to-date is your website?• How accessible is your website?
• Mobilisation• Less adept users
In summary
Use your analytics – whatever you have Ensure you offer a variety of methods for support – web, social, mobile, direct
mail, face-to-face, etc Focus on the ask –
Use empathy and avoid guilt Use social validation Learn from ecommerce - Quality photography of individuals Minimise options - mobile experience now, one page forms Be clear – three price points.
Encourage social sharing; build engagement with the thank Take part in the dialogue where appropriate Be transparent about use of income Leverage your assets for a reward process
Be vigilant about your brand and message – make sure your intended message is out there
Make it easy to support, share, learn and participate
Thank you for attending!The Psychology of Online Giving UKSurvey Summary Report
To read more, visit:
https://www.blackbaud.co.uk/psychologyofonlinegiving
http://www.blackbaud.co.uk/nextgenukreport
http://npengage.com/nonprofit-fundraising/boost-donor-acquisition-online-fundraising/
If you have any questions, please email:
Or connect @BlackbaudEurope & @AzSheridan