masterclass draft final oct 13 2014
DESCRIPTION
Mike Johnston at Amsterdam, for IFC 2014 with a Masterclass in reaching gen y and gen zTRANSCRIPT
What’s mark Zuckerberg, indiegogo,
and snapchat got to teach us about
fundraising?
A Masterclass to explore how to attract,
motivate, and retain young people.
Two-Day Agenda
DAY ONE
14:00-14:10 – introductions
14:10-14:30 – why do young people
matter? Why do young people care
about giving back?
14:30-15:00 – Gen X characteristics
15:00-16:00 – Gen Y characteristics
16:00-17:00 – Journey Mapping
9:00-9:30 – Review of the journey mapping process and two presentations
9:30-10:15 – Crowdfunding and mobile and why they matter
10:15-11:15 – 3 case studies: Humane Society International and Amnesty Denmark, WaterAid www.tobeagirl.org,
11:15-12:00 – Organizational change and wrap up
Two-Day Agenda
DAY TWO
Who Am I?
Mike Johnston
Founder, HJC,Integrated Fundraising Consultants
Integrated Fundraising SpecialistsAerobics Instructor, Hockey Dad
@hjcnewmedia
Who Are We?
THE LEAGUE OF PITY
THE YOUTH CONSUMER DEMAND (AND POSSIBLY OLDER)
• Now!• Can I?• For Me• Simply
GEN Z (10 – 20)
GEN Y (21 – 31)
WHY SO POWERFUL?
• They influence other family members
• Trend setters for other generations
YOUTH AND PHILANTHROPY – WHAT CAN IT MEAN TO THEM?
For Youth:
• Answer their deeper questions• Empower their leadership
abilities• Help them set and reach goals
• Researchers* found:
1. Brings clarity to the organization’s mission2. Improves involvement and responsiveness to
the community3. Improves organization’s commitment to
inclusion and representation4. Finds new ways to reach out to communities
* 4-H Council Study of Youth Philanthropy, 2007
FOR THE NONPROFIT:
• Nurture future donors• New perspectives for us ‘oldies’• Innovation with technology and popular culture
FOR THE SECTOR:
LET’S REMIND OURSELVES OF ALL THE
GENERATIONS AND WHERE YOUNG
PEOPLE FIT IN….
17
18
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
40% 46% 52% 58% 64% 70% 76% 82% 88% 94% 100%
% Giving
Tota
l an
nu
al g
ivin
g
59% Give39.5M donors$732 yr/avg3.9 charities$28.9 B/yr
60% Give32.8M donors$481 yr/avg3.3 charities$15.8 B/yr
72% Give51.0M donors$1212 yr/avg4.5 charities$61.9 B/yr
88% Give27.1M donors$1367 yr/avg6.2 charities$37.0 B/yr
Gen Y
Gen X
Boomers Matures
Generational Giving
Bubble size is ‘Estimated Annual Contributions’
An overview of annual giving by generation confirms the importance of Boomers in the charitable giving space.
Gen Z?
% Giving
Tota
l an
nu
al g
ivin
g
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
40% 46% 52% 58% 64% 70% 76% 82% 88% 94% 100%
Gen Y
Gen X
Boomers Matures
WHAT DO YOUR BUBBLES LOOK LIKE?
Bubble size is ‘Estimated Annual Contributions’
Gen Z?
Do different generations prefer different
ways to support your nonprofit?
A Grade Two test…
Gen X Online Giving
Mature Retail Checkout Giving
Gen Y Street Fundraising
Boomer Email Solicitation
GEN Y GEN X BOOMERS MATURES
52% 51% 53% 44%
39% 42% 41% 36%
47% 40% 42% 27%
22% 39% 39% 38%
17% 24% 42% 42%
10% 22% 40% 52%
25% 29% 26% 19%
29% 27% 16% 14%
12% 12% 16% 17%
6% 7% 12% 19%
6% 9% 7% 9%
15% 9% 5% 2%
8% 10% 5% 1%
8% 6% 4% 4%
4% 7% 4% 5%
4% 4% 5% 7%
4% 0% 2% 2%
Donated this way in last 2 years
50%
40%
39%
35%
32%
32%
25%
21%
15%
11%
8%
8%
6%
6%
5%
5%
2%
Checkout Donation
Purchase for Proceeds
Online Donation
Pledge
Honor/Tribute Gift
Mailed Check/Credit…
Street Canvassing*
Third Party Vendor
Email*
Phone
Door to Door*
Mobile/Text
Social Networking Site
Online Ad*
Will/Planned Gift
Radio/TV*
Stocks, Bonds, Property
↓
↑
↑
↑
↑
↑ ↑
↑
↑
↑
↑
↑
22
*New or changed attribute, no tracking data
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
1%
1%
5%
6%
12%
18%
25%
33%
34%
34%
35%
43%
3%
6%
9%
9%
12%
14%
25%
16%
21%
23%
25%
24%
34%
36%
36%
30%
34%
29%
22%
15%
17%
16%
12%
9%
47%
41%
23%
18%
15%
11%
4%
8%
3%
6%
2%
1%
24
Acceptable Solicitation Channel(from organizations with an established relationship)
Very AcceptableVery UnacceptableNET GEN Y GEN X BOOMERS MATURES
+77 +78 +87 +77 +63
+69 +70 +76 +68 +62
+46 +53 +40 +46 +47
+34 +51 +43 +30 +13
+25 +50 +41 +11 +5
+8 +45 +26 -2 -33
-24 -4 -21 -37 -24
-26 +24 -5 -46 -65
-35 -6 -29 -49 -46
-35 -26 -38 -41 -30
-46 -17 -38 -54 -67
-57 -29 -48 -76 -63
Friend
Friend's child/grandchild
Letter/message
Radio or TV program
Opt-in for extra charge on ticket/recording
Phone call
Message via social media
Voice message
Door-to-door canvassing
Street canvassing
Text message
Acceptable Solicitation Channel
Net (Acceptable – Unacceptable)
Smwt Smwt
Channels with a personal connection are most acceptable, followed by letters or TV/radio.
*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
Gen Y Donors
• Giving is more random
• Have more time than money
• Like promotional events and giveaways
• Engage with NP in variety of ways (incl.social media)
26
How do we reach Gen Y?
• Premiums/Contests
• Event Fundraising Participation (vs. Donation)
• Social Media
• Mobile Outreach
What’s in it for me?
Time to give back
I’m going to let you cheat!
Youth Needs?
Generation Gen Y Gen Z
Attitudes/Values
Time to Give BackWhat’s In It For Me? Random.
Who am I? How do I fit in?
Tactics + Strategies
Family oriented
Event Participation (vs.. Donation)
Social Media
Mobile Outreach
Gamification
Premiums/Contests
Gen Z Donors (approx. 10 to 18 years old)
• Giving is peer driven (school, classmates)
• It’s all about their volunteer effort• Gamification e.g. “I’ve earned the
Fundraiser badge…”• Need technology to leverage
adults• Digital Natives (online sharing
thoughts and observations online)• In many transition economies they
are the first born into developed world
• Privacy and age are vital elements
Gen Z: Tactics + Strategies: Family Oriented
• Raised $255 selling cupcakes in 2
weeks
• Now the school has sent out
messages to parents in the school
• $15,000 has been raised
by local parents in 2 weeks
Gen Z: Tactics + Strategies: Family Oriented
proprietary and confidential10/10/2014
proprietary and confidential10/10/2014
Youth Needs?
Gen Y Gen Z
Time to Give BackWhat’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media
Mobile Outreach
Gamification
Premiums/Contests
Gen Z: Tactics + Strategies: Fundraising at School
Youth Specific Campaigns engage a younger audience in a way that interests them most and
can take place in their own school
Free the Children offer
lesson plans for both
elementary and
secondary school
teachers – free to
download online
Gen Z: Tactics + Strategies: Fundraising at School
The Heart and
Stroke Foundation
has campaign
specific school
curriculum
enabling teachers
easy to use hands
on material to
promote and teach
about the
fundraising
campaign
Gen Z: Tactics + Strategies: Fundraising at School
Youth Needs?
Gen Y Gen Z
Time to Give BackWhat’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media Social Network Technology to influence adults to give
Mobile Outreach
Gamification
Premiums/Contests
Gen Z: Tactics + Strategies: Social Network
Technology
Gen Z: Tactics + Strategies: Social Network Technology
Gen Z: Tactics + Strategies: Social Network Technology
Youth communicate through their smart phones, fundraising apps reach them through all technology mediums
Youth Needs?
Gen Y Gen Z
Time to Give BackWhat’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media Social Network Technology to influence adults to give
Mobile Outreach Digital Community (sharing, connecting)
Gamification
Premiums/Contests
Right to Play’s School Zone is a youth friendly space on the website
which educates and encourages youth to get involved
Gen Z: Tactics + Strategies: Digital Communities
Room for improvement:
• Youth memberships to
exclusive online venters
Gen Z: Tactics + Strategies: Digital Communities
Youth Needs?
Gen Y Gen Z
Time to Give BackWhat’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media Social Network Technology to influence adults to give
Mobile Outreach Digital Community (sharing, connecting)
Gamification Multimedia as an engagement tool
Premiums/Contests
Gen Z: Tactics + Strategies: Multimedia as an
Engagement Tool
Youth Needs?
Gen Y Gen Z
Time to Give BackWhat’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media Social Network Technology to influence adults to give
Mobile Outreach Digital Community (sharing, connecting)
Gamification Multimedia as an engagement tool
Gamification; Sport; Celebrity
Premiums/Contests
Gen Z: Tactics + Strategies: Gamification
"Let my playing be my
learning, and my learning be
my playing.”
Will you miss a gamer?
•A Gamer•Guild Wars•Pink Day in LA•Goal of $1,300•Raised almost $12,000
How many of you have had someone come forward to talk about their gaming and you said no?
GEN Z: TACTICS + STRATEGIES: GAMIFICATION
Key game mechanics:
•points, •badges, •levels, •challenges, •leaderboards •rewards
•BUT•Games are MUCH MORE than that•WOW Guilds: rewards, but also culture, narrative, game play, social interaction, collective endeavour
GEN Z: TACTICS + STRATEGIES: GAMIFICATION
GEN Z: TACTICS + STRATEGIES: GAMIFICATION
•Badges examples
•Badges examples
• In 2004, global sales were $25 billion
• In 2007: $42 billion
• In 2012: estimate of $68 billion
• Prediction for 2015: $91 billion
• 11 countries had over $1 billion in sales in 2008
• It surpassed the movie industry in 2005 and the music industry in 2008. Also bigger than the global DVD and book industry
Gen Z: Tactics + Strategies: Gamification
Gen Z: Tactics + Strategies: Gamification
In Game Revenue by 2015 for Mobile
Phones – $11 billion USD
Juniper Research, 2011
Gen Z: Tactics + Strategies: Gamification
Gen Z: Tactics + Strategies: Sports Engagement
Um… youth influence…?
Gen Z: Tactics + Strategies: Celebrity Engagement – Popular Culture
• 197,000 ‘fans’ contacted electronically
• $1,200 USD raised• Not a donor herself, not fully
committed
Now with this in mind,
let’s plot out two youth
journeys…
Gen Y Gen Z
Time to Give BackWhat’s In It For Me? Random.
Who am I? How do I fit in?
Family oriented
Event Participation (vs.. Donation)
Fundraising at School
Social Media Social Network Technology to influence adults to give
Mobile Outreach Digital Community (sharing, connecting)
Gamification Multimedia as an engagement tool
Gamification; Sport; Celebrity – Popular Culture
Privacy (Law)
Premiums/Contests
The ‘youth’ donor journey
http://dschool.stanford.edu/student/doug-dietz/
{ The Experience }Journey Mapping the Patient Experience
GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’LCHECKS IN
WALKS TO MRI
ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES DOCTOR
ENTERGETS A SHOT
GOES
THROUGH MRI
………
AM I REALLY
SICK?
THAT LOOKS
SCARY!
WILL IT HURT
ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE NO!
I’M REALLY
NERVOUS
WISH I WAS AT
SCHOOL
TECH. WRITERSYSTEM
ADMIN.
HOSPIT’L BLDG
MGRDOUG
PATIENT
SAFETY TEAMIMAGING TECH
STAFF PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG ROOM
BEHAVIORS
ATTITUDES
PEOPLE
THINGS
ON
STA
GE
EXP
ERIE
NC
E
PEOPLE
THINGS
BA
CK
STA
GE
SUP
PO
RT
Select a specific customer to map
DOCTOR MOMCHECKIN
NURSEIMAGING TECH MOM
DOCTOR
ANESTH.IMAGING TECH
MRI MACHINEDESK &
COMPUTERCHARTCAR
TAKE-HOME
PACKETMRI MACHINESHOT & DRUGS
NURSE
TISSUES
CREATE INITIAL MAP
Attitudes, Behaviors and Experiences
GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’LCHECKS IN
WALKS TO MRI
ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES DOCTOR
ENTERGETS A SHOT
GOES
THROUGH MRI
………
DOCTOR MOMCHECKIN
NURSEIMAGING TECH MOM
DOCTOR
ANESTH.IMAGING TECH
MRI MACHINEDESK &
COMPUT.CHARTCAR
TAKE-HOME
PACKETMRI MACHINESHOT & DRUGS
AM I REALLY
SICK?
THAT LOOKS
SCARY!
WILL IT HURT
ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE NO!
I’M REALLY
NERVOUS
WISH I WAS AT
SCHOOL
TECH. WRITERSYSTEM
ADMIN.
HOSPIT’L BLDG
MGRDOUG
PATIENT
SAFETY TEAMIMAGING TECH
STAFF PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG ROOM
EVALUATE & PRIORITIZE
Identify moments that matter for the customer and the organization
NURSE
TISSUES
IMPACTMORE STAFF
COST OF
DRUGSIMAGING TIME SIDE EFFECTS
GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’LCHECKS IN
WALKS TO MRI
ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES DOCTOR
ENTERGETS A SHOT
GOES
THROUGH MRI
………
DOCTOR MOMCHECKIN
NURSEIMAGING TECH MOM
DOCTOR
ANESTH.IMAGING TECH
MRI MACHINEDESK &
COMPUT.CHARTCAR
TAKE-HOME
PACKETMRI MACHINESHOT & DRUGS
AM I REALLY
SICK?
THAT LOOKS
SCARY!
WILL IT HURT
ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE NO!
I’M REALLY
NERVOUS
WISH I WAS AT
SCHOOL
TECH. WRITERSYSTEM
ADMIN.
HOSPIT’L BLDG
MGRDOUG
PATIENT
SAFETY TEAMIMAGING TECH
STAFF PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG ROOM
TISSUES
NURSE
ADD DETAIL TO UNDERSTAND
Gain deeper understanding of needs, and how those needs are fulfilled
FEEL SAFEFEEL BETTER
TAKE IMAGE DEVELOP IMAGE
NEEDS
Roles & Processes POSITION
PATIENT
GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’LCHECKS IN
WALKS TO MRI
ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES DOCTOR
ENTERGETS A SHOT
GOES
THROUGH MRI
………
DOCTOR MOMCHECKIN
NURSEIMAGING TECH MOM
DOCTOR
ANESTH.IMAGING TECH
MRI MACHINEDESK &
COMPUT.CHARTCAR
TAKE-HOME
PACKETMRI MACHINESHOT & DRUGS
AM I REALLY
SICK?
THAT LOOKS
SCARY!
WILL IT HURT
ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE NO!
I’M REALLY
NERVOUS
WISH I WAS AT
SCHOOL
TECH. WRITERSYSTEM
ADMIN.
HOSPIT’L BLDG
MGRDOUG
PATIENT
SAFETY TEAMIMAGING TECH
STAFF PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG ROOM
EVALUATE & FRAME ISSUE OR OPPORTUNITY
Based on deep customer understanding
NURSE
FEEL SAFEFEEL BETTER
TISSUES
POSITION
PATIENTTAKE IMAGE DEVELOP IMAGE
http://dschool.stanford.edu/student/doug-dietz/
GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’LCHECKS IN
WALKS TO MRI
ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES DOCTOR
ENTERGETS A SHOT
GOES
THROUGH MRI
………
DOCTOR MOMCHECKIN
NURSEIMAGING TECH MOM
DOCTOR
ANESTH.IMAGING TECH
MRI MACHINEDESK &
COMPUT.CHARTCAR
TAKE-HOME
PACKETMRI MACHINESHOT & DRUGS
AM I REALLY
SICK?
THAT LOOKS
SCARY!
WILL IT HURT
ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE NO!
I’M REALLY
NERVOUS
WISH I WAS AT
SCHOOL
TECH. WRITERSYSTEM
ADMIN.
HOSPIT’L BLDG
MGRDOUG
PATIENT
SAFETY TEAMIMAGING TECH
STAFF PAGING
SYSTEM
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
DRUG ROOM
DESIGN NEW EXPERIENCES
Influence attitudes to change behaviors
TISSUES
NURSE
FEEL SAFE
IDEA: LET’S GO
CAMPING
GOES TO
INITIAL
DOCTOR
RIDES TO
HOSPIT’LCHECKS IN
WALKS TO MRI
ROOM
SEES MRI
MACHINE
CRIES &
RESISTS
SEES DOCTOR
ENTER
GOES
THROUGH MRI
………
DOCTOR MOMCHECKIN
NURSEIMAGING TECH MOM IMAGING TECH
MRI MACHINEDESK &
COMPUT.CHARTCAR
TAKE-HOME
PACKETMRI MACHINE
AM I REALLY
SICK?
THAT LOOKS
SCARY!
WILL IT HURT
ME?!
MOM CAN’T
HELP?
NO! NO!
PLEASE NO!
I’M REALLY
NERVOUS
WISH I WAS AT
SCHOOL
TECH. WRITERSYSTEM
ADMIN.
HOSPIT’L BLDG
MGRDOUG IMAGING TECH
PATIENT
RECORD
SYSTEM
RESERV.
SYSTEM
IMAGING
RECORD
SYSTEM
IDEA: CAMP
GUIDE
WOW, A CAMP-
FIRE!
FEELS LIKE I’M
CAMPING
THIS ISN’T TOO
BAD
CAN WE DO IT
AGAIN??THIS PLACE IS
NEAT!
TODAY COULD
BE FUN
LAYS DOWN IN
MACHINE
LISTENS TO
CRICKETS …
TEST NEW EXPERIENCES
New attitudes, new behaviors….different result
NURSE
HAS
MRI SCAN
IDEA: CAMPING
SITE
IDEA: CAMP
BACKPK
FEWER STAFF NO DRUGSIMAGING TIME
↓↓ SIDE EFFECTS
Sample Journey Plan
24 July 2014 82
What I want you to do in 2 groups
• Identify “moments that matter” for your youth donor persona
• Review impact (fundraising) - GREEN
• Outline Needs e.g. attitude/emotional improvement –LARGE YELLOW
• Roles and Process (people and things interacting on this moment) - PINK
• New experience, improvement outlined – SMALL YELLOW
DESIGNING DONOR
JOURNEYS
24 July 2014Slide 84
Lifecycle Marketing
You recognize that people go through stages as
they interact with your organization, and that
each stage requires different marketing actions.
24 July 2014Slide 85
Content Creation
You create targeted
content that answers
your donor's basic
questions and needs,
and you share that
content far and wide.
24 July 2014Slide 86
Personalization & Context
As you learn more
about your donors over
time, you can better
personalize your
messages to their
specific needs.
24 July 2014Slide 87
Multi-Channel Presence
Inbound marketing is
multi-channel by nature
because it approaches
people where they are,
in the channel where
they want to interact
with you.
24 July 2014Slide 88
Work
place
Retail
giving
Check in
the mail
Mobile
Social
media
Online
Crowd
funding
Text/
SMS
Peer-to-
Peer
Transactional OutreachEngagement
Direct
Website
Volunteer
/Meetups
Monthly
giving
Directed
giving8924 July 2014
Integration
Your CRM & analytics
tools all work together
like a well-oiled
machine, allowing you
to focus on deploying
the right content in the
right place at the right
time.
24 July 2014Slide 90
Data & Systems Matter
• CRM Solution is Must.
• Data Integration is Must.
• Marketing Automation Capability is a Must.
24 July 2014Slide 91
Objectives:
• Define a clear strategy for increasing the flow of donor information and
support within the charity, with clear measures for success
• Build deeper relationships with donors and become more empathetic
to donors
• Create opportunities for donor movement, increasing cross-selling
opportunities, through strategic cross-team communication
• Maximize long term value from donors
24 July 2014Slide 92
Step 1: Analyze & Identify
a. Start with your database
b. Look at your analytics
c. Solicit feedback through surveys
d. Build profiles / personas
24 July 2014Slide 93
Why a database audit?
• Benchmark
• Identify Trends
• Identify Pain Points
• Identify Opportunities
24 July 2014Slide 94
Analytics Review
• Google Analytics • Top Referrals• Audience Demographics• Keyword Performance
• Facebook Insights• Audience Demographics• Popular Posts
• Email Analytics• Popular Content &
Clicks
• Alexa.com• Competitor Web
Analysis
24 July 2014 Slide 95
24 July 2014Slide 96
A Good Supporter Survey Should:
Collect demographic information
Collect information on giving potential and interests
Collect information on first interest and interaction with your charity
Find legacy bequests
Collect information on communication preferences
Integrate back into your CRM for future marketing opportunities &
segmentation
Help you build profiles / personas
24 July 2014Slide 97
Online Sample
• Sent to 57,400 donors
• 3 key segments:
• Monthly, Active &
Lapsed
• 5,530 responses
(response rate of 11%)
• Raised $7,574
• Reactivated 30 donors
• Found 85 expectances
and 292 legacy leads
24 July 2014 Slide 98
And the mail will pay for itself…
24 July 2014Slide 99
Build Profiles / Personas
Buyer personas are fictional, generalized representations of your ideal
donors. They help you understand your donors (and prospective donors)
better, and make it easier for you to tailor content to the specific needs,
behaviors, and concerns of different groups.
24 July 2014Slide 100
24 July 2014Slide 101
Step 2: Map & Improve
a. Map Current Journeys
b. Improve & Innovate
c. Build Infrastructure & Processes to Succeed
24 July 2014Slide 102
Team Facilitation
• Good to have outside party / consultant facilitate
• Invite anyone who ‘touches’ the donor – events, service, direct
marketing, donor services, advocacy
• Set-up your journey mapping canvas…
24 July 2014Slide 103
Crowdfunding – What is it and Why it
Matters to you and young supporters…
What about crowdfunding?!
0.120.07
0.04 0.04
0.82
0.90.94 0.96
0.43
0.24
0.13
0.06
Gen Y Gen X Boomers Civics
Donated Through Crowdfunding
Yes
No
Likely in the Future
0.17
0.07
0.02 0.02
0.43
0.24
0.13
0.06
Gen Y Gen X Boomers Civics
Future Text to Donate vs. Crowdfunding Gifts
Text to Donate Gift through Crowdfunding
GEN Y GEN X BOOMERS MATURES
Not Sure 4% 21% 13% --
None 4% -- -- --
Other -- 7% 50% 57%
Crowdrise 13% -- -- --
Razoo 4% 7% -- --
GoFundMe 8% 14% 13% --
Indiegogo 42% 21% 13% 29%
Kickstarter 63% 43% 25% 14%
0.42
0.27
0.1
0.04
0.04
0.2
0.01
0.11
Kickstarter
Indiegogo
GoFundMe
Razoo
Crowdrise
Other
None
Not Sure
Crowdfunding Sites You Have Used
* The majority of “other” responses donated through Kiva
Kite™ Patch, a breakthrough mosquito-fighting
technology designed to block mosquitoes' ability
to track humans and spread disease, raised
funds thanks to the support of 11,254 funders
through Indiegogo.
Kite Patchraised $557,254
Goal $75,000
CAUSE Riverside, CA
Parkinson’s. We’re In This Togetherraised $554,061
Goal $100,000
Parkinson’s. We’re In This Together, a World-
Class Care Working Hand in Hand with Cutting
Edge Research, raised funds thanks to the
support of 472 funders through Indiegogo.
HEALTH Sunnyvale, CA
Coast Mountain Academyraised $150,288
Goal $150,000
Coast Mountain Academy, an innovative
independent school that creates inspired
students, raised funds thanks to the support of
86 funders through Indiegogo.
EDUCATION Squamish BC
Global
• 200K+ campaigns from
224 countries/territories
• 12M+ UMVs
• 5 currencies, 4
languages, Paypal
Open
• No
application/appro
val
• Merit-based
Customer Focused
• Customer Happiness
24-hour response time
• Educational materials;
data-filled dashboard
• Flexible & Fixed funding
Why Indiegogo?
Indiegogo Impact
• Millions of dollars disbursed each week
• 200,000+ campaigns, 7,000+ active at any time
• 9M UMV’s from over 224 countries + territories
• 70+ countries contribute each day
• 1,000% growth in funds raised the past two years
• 275% growth in contributions to non-US campaigns in the past year
A higher goal does not
mean you’ll raise more
funds.
The Green Bar Effect
87% of campaigns that reach their goal exceed
it by an average of 32%.
Perks
• Digital goods
• Physical goods
• Recognition
• Experiences
Give contributors perks they’ll get
excited about!
Activate your network
Indiegogo Page
• Update your funders regularly
Person-to-Person Outreach
• Attend networking events, hold a launch
party, shake hands
Email Outreach
• Email brings in 20% more funding than any
other source
Social Media
• Twitter, Facebook, etc.
• 22% of a campaign’s funds raised comes
from social media engagement
Press/Bloggers
• Websites, blogs, local press
Keep up Momentum
This is a two-way
conversation!
Keep your community
engaged, and let them
shape the direction of your
campaign and your
nonprofit!
WHY MOBILE MATTERS…
On the go
Impulse driven
Have a shorter attention span
Increasingly use social networks
More demanding
Want more personalisation
Want more visibility
Want more more more...
YOUR SUPPORTERS ARE…YOUR ORGANISATION…
Must be accessible from new channels
Must catch people in the moment
Needs impactful messages and
collateral
Needs to go where they are
Needs to adapt to new demands and
utilise new tools
On the go
Impulse driven
Have a shorter attention span
Increasingly use social networks
More demanding
Want more personalisation
Want more visibility
Want more more more...
IT’S A MULTI-SCREEN UNIVERSE
NOW A TWO PART QUIZ TO KICK IT OFF…
Gen Y 3%
Gen X 19%
Boomers 24%
Civics 6%
SMART PHONE WEBSITE VIEWS
Gen Y 19%
Gen X 25%
Boomers 14%
Civics 18%
TABLET WEBSITE VIEWS
0.0%
22.5%
45.0%
67.5%
90.0%
Gen Y Gen X Boomers Civics
Charity Websites Views
Tablet Smartphone
Desktop Computer Laptop
DO I NEED A MOBILE ENABLED DIGITAL
PRESENCE?
Those touch screen mobile phones – bah!
What happens if you don’t go mobile?
• In a recent survey of mobile web users:
• 71% expected websites to load as quickly on their mobile phones as their
desktops
• 57% are unlikely to recommend the site to friends and family
• 46% would be unlikely to return to a website that they had trouble
accessing via their phone
• 34% said they’d likely visit a competitor’s mobile site instead
Source: Compuware Corporation Survey: What Users Want from Mobile
However, Doing it right...
• A site optimised for mobiles is able to generate almost twice the
average traffic per user than sites which haven’t
• On average, visitors are 51% more likely to actually do
business with an online retailer if it has a mobile site
Source: KISS Metrics
Some Mobile site best practices
• Keep it quick
• Simplify navigation
• Be thumb-friendly
• Design for visibility
• Make it accessible
• Make it easy to convert
• Make it seamless
• Use mobile site redirects
And most importantly: Listen, Learn and Iterate
The Hitchhiker’s Guide to Mobile Design
CONTENT
PRIMARY
SEARCHLINK1 LINK2 LINK3
LINK4 LINK5 LINK6
FEATURED CONTENT
FOOTER
CONTENT SECONDARY
PROMOPROMOPROMOPROMO
LOGOLINK1 LINK2 LINK3 LINK4
LINK4 LINK5 LINK6
LINK5
FEATURED CONTENT
Easy to
Reach
Stretch
• Know your sweet spots
• Recognise the space
• 85% of people are right handed
Easily within a thumb’s reach
Stretch to get thumb here
Within reach, but can be awkward
Tribute Donation Form General Donation Form
18% form
completion
10% form
completion
4% form
completion
45% form
completion
37% form
completion
28% form
completion
Youth case study one
Main points:
• Make it easy
• Brand your giving campaigns
• Integrate across channels
• Make it fun and interactive
• Stay up-to-date with the trends: Redesign, optimize, make
responsive
• Unlock donors!
64%
35.81%
Donations by frequency 2013
One-time
Monthly2012 2013
Annual comparison # of monthly gifts
+51%
• Using these tactics, HSI increased online fundraising by 76% from 2012-2013 • HSI increased monthly donors by 80%, nearly doubling the # of active monthly donors from Q1 to
Q4 2013• HSI also increased the # of monthly gifts by 51% 2012 to 2013• Increased our average gift by 16.5% since 2012• Increased mobile/tablet donations by 3% from 2012 to 2013• Increased average # of gifts by 131% since 2012
Q1 Q2 Q3 Q4
2013 active monthly donors
+23%
+17%+27%
#1. Make it easy!
• You have to ask for gifts (to your most-engaged segments)
• Give a reason for people to give monthly
• Include option to give monthly (and onetime) on the same donation
form
• Offer as many payment options as possible: credit/debit card, bank
transfer,
• Offer easy access for donor issues/care
Make it easy:
Appeal strategy and
email design
• Monthly gift call out in inset –big, bold button
• Ask is above the fold• Explains exactly what our
campaign is doing, what your monthly gift will help us achieve
• Donor-centric• Appeal is specific to the
campaign the constituent gave 1x to
• This upgrade appeal: • Segmented to 1x donors to
Street Dog campaign• 36% open rate, 3.1% click
rate• 30 new monthly gifts
(average $19) and 24 onetime gifts (average $34)
Try something
different: Use fun
visuals!
• We used a postcard-style appeal for some of our upgrade appeals
• Big, bold, fun
• Use imagery/visuals
• Positive message, encouraging information
• This upgrade appeal:• We wanted to try something different • Segmented to 1x donors to any
unrestricted campaign in previous 6 months
• Open rate of 17%, click rate of 0.7%• 15 new monthly donors (average gift
$18) and 20 onetime gifts (average $27)• We learned: trying something new is
good, we got lots of positive feedback from donors, try using less text next time
Make it easy: Stewardship
• Any time there’s a victory or
happy news, thank your donors
• Make it all about YOU! (the
donor)
• Tailor your message to the
campaign they are giving to as
much as possible
• In addition to calling out monthly
donors whenever applicable, we
also send quarterly updates for
each campaign to monthly donors
• This stewardship email:
• Open rate of 40%
• Click rate of 7%
• Unsubscribe rate of 0%
• Monthly donations are a
tab next to one-time
donations
• Big, bold buttons
• Large imagery
• Responsive design
• Remove unnecessary
form fields
• Join “special community” –
be a part of a group
Make it easy:
Donation forms
#2: Brand your campaigns!
• Imagery, colors
• Segment by issue, campaign they’ve taken action on or given to
before
• Follow an email series: engagement, appeal, monthly upgrade
Integrate your channels!
• Social proof/sharing directly speaks to younger donors
• Make it easy for them to participate
• Find your path to reach them
• Know your audience, age range
• Know what your file engages in and what performs best for your audience
• Know what channels are most successful for your organization: email?
web? social? phone?
• Emailed our audience about this
issue, posted on website
• FB post: Our audience is more
inclined to share a compelling
photo, embedded link in post
• We know this issue resonates
with our audience
• This post:• 28,000 new names to file (which
would’ve cost us about $40,000 for
list acquisition
• Post was shown to 2.3 MILLION
people organically
• More than 22,000 shares and 19,000
comments
• 35,000 unique action takers
• Over $55,000 raised from the action
landing on a donation form!
Facebook and action: coordination is key!
#3: Make it fun!
And stay up-to-date with technology trends
• Learn your market, demographic, audience – and what is trending
• Make your assets interactive, encourage them to give regularly
• Invest in redesigning your assets if need be
• Learn by testing. Test, test, test!
Step 1 of HSI redesign: Gamification
Step 2: take it further – responsive style
HSI’s data proves it
works!
• Mobile/tablet usage for donations went from 6% before redesign to responsive format to 9%
• 78% increase in # of gifts after HSI redesigned donation form to responsive style
• Increase of 85% in mobile donations
• Increase in # of monthly donors by 80%
*Timeframe was 4/8/2012 – 4/8/2013 “before redesign”. Timeframe “after
0
7500
15000
22500
30000
Before responsive After responsive
Mobile/tablet
Total gifts
# of gifts before/after responsive redesign
Why responsive matters
• Almost 1 in 4 registrants in a fundraising
campaign will use mobile to raise money if the
option is made available*
• 75% of smartphone owners even bring device to
bathroom with them*
*2014 Artez White Paper: Mobile Matters
Other methods to acquire donors
• Grow your file size
• Send targeted welcome series to new
constituents
• Segment
• Focus on stewardship, cultivation and retention of
monthly donors
• Offer special incentives to regular givers
• Treat monthly donors differently
• Learn why you might be failing*
Tips to unlock ‘hidden’ donors
• Appeal to people who have taken action on an alert or petition,
campaign-specific
• Don’t just appeal – use a confirmation page to capture their donation
immediately
• In 2013, 11% of HSI’s total donations came from action alert widgets –
22% of which were new monthly donors! (without asking!)
• In 2014 Q1, an average of 23% of new monthly donors came from action
alert donation widgets
Youth case study two
THE CHALLENGE
Amnesty is a well-known and highly respected brand
However: •We struggle with explaining a complex mandate to the general public, and sometimes even to our own members.•Surveys indicate that Amnesty is associated with the generation of 1968.•In a time where e-mail and mobile communications have replaced letterwriting, traditional activities no longer mobilise people as effectively as before. •It is difficult to achieve real growth with existing product (membership).•High entry barrier: Do I have to write letters? Human Rights skills?•Participation in politics (in the traditional sense) is decreasing…
In this perspective it was important for us to create a product/concept that lowers the entry barrier and appeals to a wider and younger audience.
IN A NUTSHELL
High response rate
Instant campaigning
Short and precise communication
Relationship
Tangible call to action
Instant reply
Ease of sharing
Ease of sharing
Excisting supporters: grow value and retention New subscribers:
High value leads and high value suporters
Income generator on campaigning (if over-chage model is possible)
Ease of entry and ease of action
SMS Networks in Amnesty
-
25,000
50,000
75,000
100,000
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
SwedenIcelandNorwayIrelandAustriaDenmarkAustraliaUK
India: off the chart, but not quite comparable model
FR 101
• ASK AND THANK!
Non-financial supporters
Traditional
SMS
RETENTION
AVG VALUE
VOLUME
REVENUE
LOYAL ACTIVISTS
AVG ENGAGEMENT
VOLUME
ACTIVISMREVENUE OR
ENGAGEMENT
RETURN ON ENGAGEMENT
CAN SUPER-CHARGE
GROWTH
RETURN ON ENGAGEMENT
CAN SUPER-CHARGE
GROWTH
RETENTION
AVG VALUE
VOLUME
REVENUE
LOYAL ACTIVISTS
AVG ENGAGEMENT
VOLUME
ACTIVISMREVENUE
THE THEORY
SMS activists
Acq cost Avg amount Lifetime (months) LTV ROI
F2F 549 60 30 1.800 3,28
Cold TM 842 62 41 2.542 3,02
Lifeline2Member 420 74 60 4.465 10,63
0.0%
15.0%
30.0%
45.0%
60.0%
UPGRADE: Hitrate comparison (enganement vs no engagement)
Engagement No Engagement
0.0%
10.0%
20.0%
30.0%
40.0%
1 2 3 4 5 6 7 8 9 10 11 12 13
Cumulative monthly attrition on monthly supporters
F2F
TM
ENG
DOCUMENTATION
FREE MODEL OVERCHARGE MODEL
EX DENMARK:70,000Free to recieve and to respond3 actions per month
EX NORWAY:80,000 Ca 1 EURO to recieve each SMS (subscription)Free to respond3 actions per month
Activism boostCampaign boost Lead generatorBut risk to die of success
Activism boostCampaign boost Lead generatorIncome generator
FLOW
Message from short code 1919
Bahrain: activist Nabeel Rajab imprisoned for peaceful demostrations and tweeting for reforms. SMS: action to 1919 and demand his freedom (unsubscribe: lifeline stop)
Response from short code 1919
Thanks for your signature in support for the human rights activist Nabeel Rajab. Please forward the action SMS. You can read more about him and his case at amnesty.dk/ll. Best Amnesty
My response to the short code 1919: Action
Income/Volume 20.000 40.000 60.000 80.000 100.000 120.000 140.000 160.000
Monthly (Euros) 60.000 120.000 180.000 240.000 300.000 360.000 420.000 480.000
Annual (Euros) 720.000 1.440.000 2.160.000 2.880.000 3.600.000 4.320.000 5.040.000 5.760.000
AI NORWAY LEVEL (in a 4,5M population country)
AI DK: Lead generation + conversion is the most valuable channel and now up to 20% of mix
High conversion rates: depending on the market 15-40% conversion to monthly regular giving
HIGH RESPONSE AND HIGH FREQUENCY
• HIGH RESPONSE: SMS GENERATES HIGH RESPONSE: IT’S EASY AND YOU’LL ALWAYS READ AN SMS (UNLIKE EMAILS)
• HIGH FREQUENCY: WEEKLY INTERACTION – IN MOST OF OUR MARKETS WHERE WE HAVE SMS ACTION NETWORKS IT’S BASED UPON 3-4 ACTIONS PER MONTH
0%
10%
20%
30%
40%
50%
Norway Sweden India
Response Rates
Avg 2014
Youth case study three
Step One for Youth Fundraising
• make sure you’ve got the right young staff, in the right positions, with the right authority
First Step
• PMHF chose a young, internal event staff person to be
trained, and transition, to more integrated, mobile friendly, social friendly, e-philanthropy responsibilities
•one of the biggest barriers is determining not just who does what but who pays for what… this person helps facilitate shared budgeting; responsibilities and goal setting in an integrated program
•A commitment to longer return on investment with young donors
Not just the right person in the right position, but create a culture to support youth focused e-philanthropy
• the CEO and even more impotant, the CFO, champions youth initiatives
• Failures
•Long term investment
Second Step
• with limited time and budget, prioritize
the different youth focused initiatives
Third Step
• make sure that the youth experience speaks to what we began with… Now, Can I, For Me, Simply…
•And fits the characteristics we have listed
•And leverages a thoughtful youth journey
Thanks!