Y-35: The Latest Trends in Online Giving from Around the World Presentation Topic: Digital/Online Giving Wednesday, November 20, 2013 10:30 am - 12:00 pm Jason Potts This session will take a look at the latest trends in online giving around the world and focus on the lessons that can be learned in developing your own online fundraising program. As it’s a trends session it will largely look at the new innovations rather than tried and tested techniques. Come prepared for lots of food for thought that will help you innovate when you get back to the office. Areas that will be covered will include, Crowdfunding, mobile giving and optimizing your donation experience. Learning Outcomes: Insights into latest online giving techniques in Canada and in the rest of the world Examples to consider that could be adapted to your organisations online giving The latest technology tricks in online giving and things that are just around the corner
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AFP Toronto Congress - Global Digital Trends Session 2014
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Y-35: The Latest Trends in Online Giving from Around the World
Presentation Topic: Digital/Online Giving
Wednesday, November 20, 2013 10:30 am - 12:00 pm Jason Potts
This session will take a look at the latest trends in online giving around the world and focus on the lessons that can be learned in developing your own online fundraising program. As it’s a
trends session it will largely look at the new innovations rather than tried and tested techniques. Come prepared for lots of food for thought that will help you innovate when you get back to the office. Areas that will be covered will include, Crowdfunding, mobile giving and optimizing your
donation experience.
Learning Outcomes: Insights into latest online giving techniques in Canada and in the rest of the world
Examples to consider that could be adapted to your organisations online giving
The latest technology tricks in online giving and things that are just around the corner
Number of people who entered 381 Number of new likes during the campaign 3,119 Number of new email addresses 3,260 (31% opt-in) Number of people who were exposed to the campaign Circa 1 million *
* Approx. 1m people reached = 15.4m ad impressions + 5.8m app
impressions divided by 15 (FB stat of how many times people viewed an ad)
88% mobile response, positive ROI in year one and a 3 year LTV ROI of 3:1
Growth committed giving-signups over 4 months :
Desktop 4.62%
Mobile 177%
What looks like 1 field is actually multiple fields for the card information but uses input masks to make interaction easier on small screens Step 2 – user enters card expiry
• When the user gets to the end of their card number they automatically move to the expiry date field and continue
Step 3 – user enters card CVV and postal code
• Following the expiry date the user enters their CVV
• The user finishes with their postal code or this can be moved to another section with their name and full address
Step 1 – user enters card number
• As the card number is being entered the small icon changes to match their card type
Payments
Easier mobile payments, less log in, more instant buying/giving
will drive new fundraising channels.
https://stripe.com/gb
TREND #7 Smart advertising
Australian organisation getting 3:1 ROI, serving ads to people similar to people who have just donated!
TREND #8 Building tribes
Market Size
We have estimated the size
of market to be 500,000 UK
women who give a 3 year
total of £234m to animal
charities.
She doesn’t respond to advertising.
She lives in a post advertising world.
She expects more choice and control
(iPlayer & YouTubevs TV)
She is more connected (she expects
to be connected globally with
people and brands)
How she is influenced has evolved
(her peers)
She lives in a world of 140 characters and 120 second video
She consumes more information, in smaller chunks
She is real-time. If something happens in the world she
expects to know about it now – right now
She is highly visual - she lives in a world where she can
take unlimited photos and HD video on her phone – she
is a highly visual person
Frank
Guardians of the
waterways
Daniel
Waterways
weekender
Mark & Kerry
Day trippers
Laura
Happy go lucky
influencer!
Ray
Mr Motivator
Frank
• Possibly already given a small cash
donation or subscribed to email
• Male, Aged 65 +
• Uses the waterways frequently,
considers themselves serious boater
• Feels a great sense of ownership
and responsibility
• Wants to do their bit
• Likes to be kept up to date
• Generally uses mobile for texting.
• Will browse Facebook and YouTube
• Can become a stalwart supporter
if nurtured
• Willing to support but need to
be asked!
Guardians of the waterways
Cash & Email (CDEs)
Website Responders (WBs) Social Responders (SRs)
170,658 called on their mobile
phones
9.65% conversion to monthly giving:
15,388
Average gift 3.28 dollars/month
7.6 million dollars LTV
(over 5 years)
1. What factors are underpinning the current landscape?
2. How are some of these trends starting to feature in fundraising?
3. Summary
“I don’t see how we can go forward without embedding IT into marketing.”
• I wouldn’t start here!
• Transparency largely outside your control
• Too much data, measurement and engagement tools are confusing and not necessary polished – caught between IT and ROI
• Talent is scarce
• Balancing existing revenue and the need to attract new audiences in fragmented multi-channel world
• Constant threat changes legislation, notably around privacy
The perfect storm?
Mobile devices + social media + simple ways to give?
Resources for more info
• 2013 vSurvey over 1,700 Global Heads of Marketing, IBM http://public.dhe.ibm.com/common/ssi/ecm/en/zzl03043usen/ZZL03043USEN.PDF