Digital strategies for raising funds from Christian audiences Peter Kerridge CEO, Premier
The digital fundraising landscape £2.4bn given online in UK per annum. 16% of giving was online in 2015 vs 7% in 2012. (Source: CAF) 8% by cheque. 10%-20% online growth per year. 14% of online gifts made on a mobile device. (Source: npEngage 2015) 45% YoY mobile gift growth.
The heart of digital fundraising Traffic Conversion Rate Revenue Average Gift Revenue = Traffic x Conversion Rate x Average Gift. All digital fundraising strategies should be targeting at least one of these metrics.
The heart of digital fundraising Traffic Conversion Rate Revenue Average Gift Revenue = Traffic x Conversion Rate x Average Gift. All digital fundraising strategies should be targeting at least one of these metrics.
The donor journey Awareness Interest Desire Action Video Email Website Social Media SMS Awareness Interest Desire Action
Improving your conversion rate Motivation Friction
Motivating your traffic Motivated Traffic Clear goal Why? Testimony Social Proof Clear ask Urgency
Clear goal
Why?
Testimony
Social Proof
Clear ask
Urgency
Improving your conversion rate Motivation Friction
Digital Fundraising 101: Conversion Rate Donors Friction Page load time Layout Inconsistency Quality Length Unclear or inappropriate ask Motivation A/B testing Mobile optimisation : 50% emails read on mobile, 14% of gifts (PocketCause.org)
Page load time
Bad layout
Inconsistency
Poor quality
Length
Digital strategies for raising funds from Christian audiences Peter Kerridge CEO, Premier