Top Banner
Beyond the Donation Form
23

Beyond the Donation Form

Sep 01, 2014

Download

Self Improvement

Abila

One donation form on your website just doesn’t cut it today. If that’s all you have on your site, you are missing opportunities with every visitor and missed opportunities are missed donation dollars. In this presentation, you’ll learn how to go beyond the donation form.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Beyond the Donation Form

Beyond the Donation Form

Page 2: Beyond the Donation Form

Introduction

Jamy Squillace

Sr. Product Manager Sage Nonprofit Solutions

Responsible for Sage Fundraising 50, Sage

Fundraising Online, Sage Nonprofit Online and

Sage e-Marketing.

Jamy has 16 years experience in product planning

and management. Her goal is to create and

evolve solutions that fulfill customer desires and

exceed expectations.

You can find her blogging at SageWords.net or on

Twitter @jrsquillace.

Page 3: Beyond the Donation Form

The Donate Now Rut

Page 4: Beyond the Donation Form

Agenda

• Online Giving

• Going Beyond the Donation Page

• Examples

• Summary

• Questions

Page 5: Beyond the Donation Form

The Online Giving Pie

$17.65 Billion

Source: Ted Hart, Dr. James Austin, Harvard University Initiative on Social Enterprise

Page 6: Beyond the Donation Form

Increase Your Piece of the Pie

890% Events,

campaigns,

memorial/tributes

That’s a lot of pie!

You need this… But spend your

resources on these.

Page 7: Beyond the Donation Form

Remember…

FUNDraising Events

Page 8: Beyond the Donation Form

Going Beyond the Donation Page

Checklist

Start Now

Pick an event

Social media brand

Build fans and house file

Get the Right Tools

Online fundraising

Email marketing

Build a Good Form & Get it on Your Website

Promote

Analyze

Experiment

Page 9: Beyond the Donation Form

Start Now!

“The best time to plant a tree is 20 years ago.

The second best time is now.”

– Chinese Proverb

Page 10: Beyond the Donation Form

Start Now! • Pick your event/campaign

• Start building your social media brand

– Facebook

– Twitter

– LinkedIn

– YouTube

• Build Fans/House File

– Facebook registration page

– Website registration

– Make it easy, don’t ask for unnecessary information

– Referrals: Forward to a friend/give advocates the tools to share

your emails and your story

– Social media sharing icons

– Blog sign up

• Retain contacts by delivering value and making it

worthwhile for them to stay

Page 11: Beyond the Donation Form

Rebuilding Together

97% improvement

from 2011 to 2012

“Even though some might consider our first year a failure,

we had to start somewhere. Now our donors are

comfortable using the system but it’s raised our profile

among our peers. We can now say that it’s as easy to

donate with us as it is American Red Cross.”

-- Lee Berkeley Shaw, Director of Development at

Rebuilding Together Montgomery County

Page 12: Beyond the Donation Form

Example

Page 13: Beyond the Donation Form

Get the Right Tools

• Online Fundraising Tools & What they Should Do

– Unlimited # of forms

– Total control

– Form lives on your website

– Real-time reporting

– Peer-to-peer fundraising (nice to have but will get you to the next

step)

• Email Marketing

Page 14: Beyond the Donation Form

The Jazz Foundation of America

Sage Fundraising Online gives us more flexibility with our

online fundraising campaigns and events, plus allows us to

manage the event registration and ticket sales processes

with minimal staff—something that was unimaginable

before,” said Petr Verner, director of operations for Jazz

Foundation of America. “The fundraising service’s flexible

back-end lets us quickly and easily control everything

in-house, as well as adapt our online fundraising

strategies for customized events.”

Page 15: Beyond the Donation Form

Get It On Your Website

• Get your forms on the web early!

• Don’t bury your forms – put it as close to

your homepage as possible or on the

busiest page on your site

• Put it on a microsite

• Build a registration or donation form

specific to that event

18% You lose 18%

of your

visitors each

time they

have to click

a link.

Page 16: Beyond the Donation Form

Promote…and then promote again • Use your email marketing tools

– Inexpensive

– Immediate

– Effective way to communicate

– Able to quickly test and optimize

– Segmentation

• Get social

• Include links to your form in EVERYTHING

– Email signature

– Email communication

– Social media

– Printed materials

Promote Your Event

Page 17: Beyond the Donation Form

Analyze

Why?

• It’s free (Google Analytics)

• It’s informative

• It’s a requirement for experimentation

• It helps measure success

And, you analyze your donor information, don’t you?

Extend this to your website.

Page 18: Beyond the Donation Form

Analyze

• Google Analytics: www.google.com/analytics

• Don’t get overwhelmed

• Only track a few things to start

– Where are they coming from

• Emails

• Other websites

– How long are they staying, etc.

– What are the popular pages

• Steps

– Check out Google’s resources

– Sign up for an account

– Install tracking on your website

– Monitor your data – real time!

– Make informed decisions

Page 19: Beyond the Donation Form

Experiment

• Don’t be afraid to FAIL!

• Test new things and test now

– Set goals

– Gather current data (before)

– Take action

– Measure results (after)

– Compare and use data to inform

changes

– Try again

• Try something you haven’t

done before

Page 20: Beyond the Donation Form

Examples

• Run/Walk/Rides

• Luncheons/Galas

• Concerts

• No shave month

• Birthday/Anniversary

Giving

• Memorials/Tributes

• Pledging

• Dancing with the Stars

• Sponsorships

• Ticket sales

• Use forms to collect votes

for an event - votes equal

donation amounts

• Golf tournaments

• Classes/symposiums/

educational meetings

• Camp registrations

• Rapid response

campaigns

Page 21: Beyond the Donation Form

Summary

Checklist

Start Now

Pick an event

Social media brand

Build fans and house file

Get the Right Tools

Online fundraising

Email marketing

Build a Good Form & Get it on Your Website

Promote

Analyze

Experiment

Page 22: Beyond the Donation Form

Questions?

Page 23: Beyond the Donation Form

Contact Information

• Connect with Jamy via email at Jamy (dot) Squillace (at) Sage (dot)

com or Twitter @jrsquillace

• Connect with Sage

– Email nps <at> sage <dot> com

– Download the presentation and handouts from

www.slideshare.net/sagenonprofit

– Read our blog, http://www.SageWords.net.

– Like us on Facebook, http://www.facebook.com/sagenonprofit

– Follow us on Twitter, http://www.twitter.com/sagenonprofit

– Join the discussion in our group on LinkedIn.

– Watch and follow on YouTube,

http://www.youtube.com/user/SageNonprofit

– Pin with us on www.Pinterest.com/SageNonprofit