Online Fundraising Best Practices Funding Your Mission in a Rapidly Evolving Digital World April 21, 2014

A little about me Caryn Stein Content Strategist, Network for Good Mission: Empower and inspire online fundraisers. Reach

A little about Network for Good Network for Good helps nonprofits raise money online with easy, affordable online fundraising tools and training.

The State of Online GivingThe State of Online Giving

Donation Growth Rate by Channel

Online Fundraising by Channel

The giving experience matters.

Online donors convert at a higher rate and give more with a personalized, consistent giving experience.

Online or off, your fundraising must: Tap into emotion. Make it easy to take action. Get social.

Tap into emotion.

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Make your cause personal. Be specific. Clearly show the impact of a donation. To get the most out of online fundraising, you still need to:

Make it easy to take action.

The average attention span of a goldfish: 9 seconds The average attention span in 2013: 8 seconds The average attention span in 2000: 12 seconds

Get social.

Use technology to amplify other voices. People on the front lines of your work Fans who will champion your work People with credibility and authority who can attest to the quality your work

Optimize for Online Donations

5 Donation Page Musts 1.Feature one clear call to action that emphasizes why your mission is critical. 2.Connect the donor to your cause with a compelling photo, plus your branding and message. 3.Offer well-positioned recurring gift options. 4.Keep your form short and uncluttered – the more fields to fill out, the higher the abandon rate. 5.Include social proof like testimonials, tickers or ratings.

Work Your Website

5 Ways to Instantly Improve Your Nonprofit Home Page 1.Feature an emotionally-engaging image. 2.Include a 2-second statement that instantly conveys who you are and what you do. 3.Provide clear, intuitive navigation. 4.Feature a big, bold donate button. 5.Offer an easy way to engage people whose interest has been captured (like an signup).

Leverage Social Power

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Technology enables people’s most trusted sources - those perceived as their peers - to be the most influential and amplified messengers. We are no longer the messengers in chief.

Set up a listening station Maintain a consistent brand and voice Share more than you ask Use social media as a testing lab Empower your champions by giving them the right tools and content Being Socially Smart

Be Mobile ReadyBe Mobile Ready

Your cause must be mobile-friendly

Your cause is mobile, whether you are ready or not.

How do you start? Take inventory of how accessible your nonprofit is via mobile. Learn how many of your visitors arrive via mobile. Recognize the opportunity (the chance to reach people more immediately) and the constraint (mobile experiences need to be simple and easy). Optimize for easy giving and pledging.

Remember: Technology doesn’t inspire people … YOU DO!

Questions?

Online Fundraising Learning Center: fundraising123.org fundraising123.org Free Nonprofit Webinars: nonprofit911.orgnonprofit911.org Digital Giving Index: onlinegivingstudy.orgonlinegivingstudy.org Online Fundraising Learning Center: fundraising123.org fundraising123.org Free Nonprofit Webinars: nonprofit911.orgnonprofit911.org Digital Giving Index: onlinegivingstudy.orgonlinegivingstudy.org