DIGITAL FUNDRAISING What You Need to Have in Your Toolkit · •Digital Fundraising Overview •2013 Data across: • Digital Fundraising • Peer-to-peer (P2P) • Mobile •The

DIGITAL FUNDRAISING What You Need to Have in Your Toolkit

The Salvation Army National CRD Conference

Presenters:

Cathy Rosander-Montalvo Director of Digital Fundraising Services

The Salvation Army, National Headquarters

Nicole Nicklin Online Communications Manager

The Salvation Army Northern Division


Topics in this Workshop

• Digital Fundraising Overview

• 2013 Data across: • Digital Fundraising

• Peer-to-peer (P2P)

• Mobile

• The Salvation Army’s numbers

• Digital Fundraising Solutions Available to You

• Email / mobile donation forms / P2P events and more!

• Online Red Kettle & Most Amazing Race • Best Practices

• Marketing Tactics

• Strategies for Success


Digital Fundraising Overview


Digital Fundraising @ TSA The Salvation Army NHQ manages the national contract with three (3) main digital fundraising vendors:


Online Fundraising data – Blackbaud’s 2013 Charitable Giving Report


TSA – Digital Funds Raised Calendar Year 2013


TSA – Digital Funds Raised Year-End (Nov./Dec.) 2013


Central Eastern Southern Western

2011 4,601,794 2,994,739 6,321,989 4,102,102

2012 4,710,673 4,167,894 7,148,494 5,493,807

2013 5,315,571 3,645,223 7,490,706 5,079,966

-

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

Super Storm

Sandy &

Nor'easter

2013 Online Year-End Revenue: By Territory

Source: Blackbaud


So, what has increased over 13% ?


Online Red Kettle up 15% - better than P2P overall

Top 30 NPOs’ P2P Fundraising DOWN 2.9% overall In CONTRAST. . .


Top 10 Online Red Kettles (Company Kettles)

Reach out and ask why they were so successful


Mobile Industry And

Mobile TSA Data


Mobile Traffic Data

1.5 X


MOBILE TRAFFIC IN 2013 BEAT PREDICTIONS

Are you prepared for 2014?


2013 - Mobile % of Traffic for TSA


Looking Ahead in 2014 - Mobile % of Traffic

If mobile traffic increase keeps up with trend line


TSA websites - Mobile Responsive

Desktop

Tablet

Smart Phone

In November 2013: Salvationarmyusa.org Onlineredkettle.org Donate.salvationarmyusa.org


Mobile Optimization - website

• Eliminate horizontal scrolling • Make text easy to read without resizing or zooming • Make it easy to use thumbs for buttons and links • Enable fast page loads • Streamline navigation and content to focus on what mobile users want on your site (Google Analytics)


Mobile Optimization - email

• 30‐40‐50% of emails read on mobile • users will bail if it's not readable on mobile device

• Create a mobile friendly email template • Use a single column template – avoid zooming in • Big fonts for this template, easy to read • Images - use alt text and don't assume all images will be

shown to user • Donation form fields should be bigger (and minimize number of fields) • Design Buttons for Thumbs

• Test on a variety of devices


Mobile Optimization - email


Overview of Digital Fundraising Solutions via

Blackbaud


Blackbaud Solutions for your Digital Fundraising Toolkit

• Email Marketing via BBIS • Ad-hoc (local) Donation Pages via BBIS • Queries of the transactional database (BBCRM) • Online Red Kettle website • Other non-ORK events

• i.e. Most Amazing Race

Email Capabilities in BBIS

• Personalize emails using merge fields

• A/B Testing by constituent list

• Version email with conditional content

– New e-newsletter recipients

– Donated or not

• Schedule emails to send at certain time or monthly emails


Email Examples


Email Reporting

• # sent • # opened • # not sent • Click throughs • Conversions


Ad-hoc (Local) Donation Pages & Forms

Direct disbursement of online funds to corps merchant account

https://donate.salvationarmyusa.org/deloro/camp


Mobile Responsive Ad-hoc Donation Form

• Now your donation forms can be responsive like the USA site • Instructions available (handouts and a zip file), email:

[email protected] or THQ PMO

• Involves importing a stylesheet housed within the National Headquarters BBIS site via an unformatted text part (code included)

https://donate.salvationarmyusa.org/sslpage.aspx?pid=206

mailto:[email protected]


Reporting in Blackbaud BBCRM database

• Query on Revenue from Email Appeal • Query on Revenue from Donation Form Appeal • Use (Custom) “Donations Export” type of query to:

• find memorial and tribute information <Gift attribute <Tribute Acknowledgee field

• query on fields that mimic a daily export of donations (FTP files)

• target disaster donors in your area

• Handouts available


Online Red Kettle Benefits & Features


The Online Red Kettle is A P2P fundraising website where online supporters set up their own virtual Red Kettle web page and raise money for their local Salvation Army


ORK Structure Participants can register for O-R-K an individual or as part of a group (team or company) to encourage competition and grassroots efforts.


Payments Flow

Zip Code Mapping (one to many) Regional Corps Bank

Accounts

(Grouped by Zip – Many Accounts)

National or Local ORK

Donation Form

ORK Donation Disbursement


So, why should you participate in ORK?

• Help Increase percentage of those who raise funds • 2012 43% raised funds vs. only 30% in 2013 • Engage your Advisory Boards • Top 40 Group Kettles (team/co.) raised 80% donations

• Reach wider & diverse audience of donors & supporters • Online Advertising, and increased web and social media traffic and awareness due to Celebrity and Talk Show Host Kettles

• Turn existing donors into virtual bell ringers/fundraisers

• Stay relevant with tech trends and donor expectations (mobile app text messages)


In August 2011, TSA USA moved our online donation processing and ORK event to the Blackbaud platform Result was a more integrated system and several key changes to ORK operation: 1. Donations go to the virtual Bell Ringer’s community, not

donor’s. 2. Virtual Bell Ringers can change which local Salvation Army

they fundraise for. 3. ORK funds route as directly-as-possible to the designated local

community. 4. Reporting available on Donations, Lapsed Registrants,

Pending gifts


2013 ORK highlights:

10.08.2013 ORK launch date

11.15.2013 Mobile App launch date

1.31.2014 ORK close date

$2,402,714 Total raised

15% increase from 2012 total

$183 Avg. ORK donation


The Online Red Kettle:

2013 Features

www.onlineredkettle.org


New Design in 2013 and mobile responsive



Mobile App for ORK 2013

Send pre-populated email to email contacts 2014 Improvements Send pre-populated text messages to mobile numbers


Custom Fundraising Designations (Registration Step 3 - Profile)

Option One: Funds Designated By zip of your local community


Custom Fundraising Designations (My Account)

Option Two: Designate kettle funds to another community


Friendly URLs make it easy to share:

•


Social Networking:

• Automatically built into FAF platform • No more relying on third party providers • Pre-populated message & thumbnail


Participant Headquarters

Management Tools and Help:

•Tasks Reminders

•Kettle Page Customization

•Emails, Templates, and

Address Book

•Enter Offline Gifts

•Manage Friendly URLs

•Change Password/Username


Participant Headquarters

Provides real time updates on:

•Total $$ Raised

•Address Book Contacts

•Emails Sent

•Thanking Donors

•Recruiting Team Members


Custom Kettle Pages

Personalization:

• Profile Photo/Video

• Photo/Video Gallery

• Participant’s Unique Story

• Donor Recognition

• Team/Company Members

• Facebook Comments

• Custom Donation Amount Giving Descriptions


Custom Kettle Pages

Custom Donation Amount Descriptions


Participant E-mail Outreach:

The Salvation Army NHQ worked with leading industry experts to craft

engaging and clearly defined outreach messages pre-loaded for participants

in the Participant HQ

CHOOSE A DIFFERENT EMAIL to view different email templates

NHQ provides active support for all Kettle hosts: • Weekly/Bi-weekly engagement emails sent to 4,000 participants

o Messages and Tips crafted with P2P industry experts o Message is timely and brief, with clear call to action


Blackbaud Engagement Banners • Banners created for the

Fundraising Center to provide tips for ORK success.

• Banners added the ORK.org to showcase online bell ringers.


2013 Online Red Kettle FAF 3.0 Management Tools


ORK Admin Management Capability, NHQ, THQ, and DHQ: •Delete or Merge a Kettle

•Log in as Participant / resend password

•Add and confirm pending gift payments

•Move kettles to different Teams/Companies

•Change donation recognition credit


Available O-R-K reports offer quick, instant information on participants and revenue:

• Registrants dashboard report

• Groups dashboard report

• Donations dashboard report

• Lapsed registrants list

• Daily revenue and constituent exports provide daily info

that can be exported and imported into offline CRM

• NHQ or THQ can help with custom FAF queries

BBIS Roles Needed: ORK Base Role, ORK Div. Admin


Overview of

Digital Fundraising Solutions

Available Through MobileCause

Mobile Pledging Credit/Debit Card Donations

Mobile Marketing 99% Open Rates

Social Giving Peer to Peer giving

Online Giving 5 minute set up for CC

Donation

Smart Data Validate Mobile Numbers

Append donor data

Complete Mobile Solution Mobile Marketing, Fundraising and Database tools

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Mobile Marketing Example


Mobile Messaging

1. Easy

2. Repetitive promotion of message subscription list through multiple channels

3. Use first name and/or urgency

4. Document lessons learned and try something new

Metro Subscribers Salvation Army Alerts 365 KROC Center Alerts 273 Daily Motivational Quotes 348 Job Alerts 629 Disasters 12 Thrift Stores 106 Red Kettle Campaign 81

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Mobile Pledging Example

The Salvation Army of Philadelphia Text SANDY to 41444

Goal: $2000 Default amount: $25

Marketing: Social Media

Results:

o Raised $3,655 o Per donor average > $30 o 149 New mobile list members o 82 New donors


Resources

Mobile Traffic trends http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013 M&R consulting and NTEN 2013 benchmark study of 53 top non-profits http://mrbenchmarks.com/ Non-Profit Technology Conference 2014 presentation slides http://myntc.nten.org/14ntc/connect/resources/librarydocumentslist/?LibraryKey=cae69f4c-9344-4a74-997f-34334971a100

Questions? [email protected]

http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013









http://mrbenchmarks.com/

http://mrbenchmarks.com/

http://myntc.nten.org/14ntc/connect/resources/librarydocumentslist/?LibraryKey=cae69f4c-9344-4a74-997f-34334971a100












Best Practices, Tactics & Maximizing Success:

Online Red Kettle

Presenter: Nicole Nicklin The Salvation Army Northern Division


Best Practices: ORK

Use the hierarchy structure for easy goal tracking

• Fundraising progress reflected up the chain

Create instructional guides

• How to set up a kettle • How to fundraise • Point people to FAQs

COMPANY KETTLES

TEAM KETTLES

INDIVIDUAL KETTLES

http://www.redshieldtoolkit.org/advertising/online-red-kettle

http://www.onlineredkettle.org/page.aspx?pid=10176


Best Practices: ORK

• Write a unique story • Upload personal

photos and videos • Set a personal goal • Start your kettle with

a donation

Encourage kettle personalization


Marketing Tactics : ORK

Publicize virtual option alongside traditional bell ringing

Bell Ringing Page

http://salvationarmynorth.org/volunteer/bellringing/


Marketing Tactics: ORK

Promote using themes and tag lines • Ex: “Standing in the cold not your thing? Be a

virtual bell ringer from the comfort of home.”

Keep messaging simple • Ex: “Start a kettle. Make a donation. Spread

the word.”


Marketing Tactics: ORK

Invite year-round supporters to join through traditional email campaign


Maximizing Success: ORK

Dedicate staff time or recruit a volunteer • Kettle creation for donors/volunteers • Confirming offline gifts • Offering support and engaging users

Connect with most successful team kettles in your area and offer help to grow their effort this year


Maximizing Success: ORK

Incorporate fundraising component for participants at a kettle kickoff or other event

• Ex: Rock the Red Kettle Offer match to incentivize giving Partner with a local media outlet

• Ex: All-day radio station take over

*2012 event kettle raised more than $216,000


Best Practices, Tactics & Maximizing

Success:

MOST Amazing Race

(Friends Asking Friends)


Most Amazing Race

2011 2012 2013

Revenue $35,000 $65,300 $133,000

Participants 78 164 208


Getting Started: Race (FAF)

Work with divisional or territorial contact • Access to Blackbaud • Training: Recording and guides

(http://answers.armyconnections.org/) • Templates from similar events

Start early and allow time to build FAF site

• Determine event structure first • 6-8 weeks building first-time sites • 2 weeks for staff testing

http://answers.armyconnections.org/

http://answers.armyconnections.org/


Getting Started: Race (FAF)

New peer-to-peer site must be built each year • Registration and revenue start fresh

Establish a year-round web presence for event

• Separate page or full site • Link to FAF site for registration and fundraising • Ex: AmazingRaceMN.org

AmazingRaceMN.org

http://salvationarmynorth.org/amazing-race


Best Practices: Race (FAF)

Customization is key • Registration options • Color scheme • Menu structure • Website copy • Automated engagement emails • Social sharing text • Offline gift management

FAF Fundraising Site

http://donate.salvationarmyusa.org/amazingracemn2013/



Make registration easy and include instructions

Registration Page

https://donate.salvationarmyusa.org/amazingracemn2014/registration



Create an offline gifts form for cash and checks

http://salvationarmynorth.org/amazing-race/wp-content/uploads/2012/04/Pledge-Form-LoRes-2013.pdf


Marketing Tactics: FAF

Customize standard communications templates • Acknowledgement emails • Participant notification emails • Participant templates (donation asks, etc.) • Confirmation screens



Schedule participant touch points • Enable marketing messages • Option to use event merge fields in BBIS

email communications (fundraising benchmarks)

• Send traditional emails



Optimize for social sharing • Get creative with social sharing text • Include social URLs in engagement emails • Provide Facebook cover photos to participants



Build sponsorship packages around the event • Can enable sponsorship registration on site • Include sponsor mentions in emails to

participants

Incorporate a broader marketing strategy for event • Ex: Race partnership with media and

advertising campaign


Marketing tactics: FAF

Invite year-round supporters to join through traditional email campaign


Maximizing Success: FAF

Offer a discount for early registration Send retention emails to previous participants

• Include mission-based stories • Give example of how last year’s funds helped

Set a realistic goal and communicate it

• Align goal defaults during registration set up • Encourage team leaders to raise more


Maximizing Success: FAF

Offer incentives to participants for reaching fundraising benchmarks

• Head start in races • Entry for prizes

Partner with a local business to match donations


Questions?

[email protected]

[email protected]



DIGITAL FUNDRAISING What You Need to Have in Your Toolkit · •Digital Fundraising Overview •2013 Data across: • Digital Fundraising • Peer-to-peer (P2P) • Mobile •The

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