A low value donation ‘embedded’ into activities or transactions that consumers are already undertaking.
Based on a small proportion of the countless millions of transactions that happen every day having a small donation attached.
ROUND-UP SCHEMES – which allow you to round-up your transaction to make a donation to your chosen charity;
AFFILIATE BUYING SCHEMES – where rather than you making a donation, a proportion of the affiliate premium earned by the shopping portal site you have chosen to shop through is given to the charity of your choice;
PERSONAL NUDGE SCHEMES – you choose what event triggers your microdonations. It might be every time you go to your local coffee shop (triggered by a Foursquare check-in) or every time your sports team wins a match (using live links to sports stats), or whatever else you like.
Only 4.5 years for Amazon to reach the point where it was selling more eBooks than print editions…
In the UK, YouGov Research reported that 5% of UK adults received a eBook reader last Christmas – with those aged over 55 twice as likely to receive one as those aged 18-24.
Add-in the massive growth in Smartphones, iPads and other Tablet PCs, which can also function as eBook readers, and the potential market of eBook reading…
Getting smarter with data and segmentation – avoid the ‘one size fits all’ broadcast campaign.
Getting smarter with evaluation – sea-change from direct mail etc… feedback!
Getting smarter with programme, content and creative – smarter segmentation…
Getting smarter with mobile – with ever more alumni reading and responding to your emails through mobile devices – Smartphones or Tablets – vital they are designed to be read on these devices and that any sites linked to for response are also optimised for mobile browsing.
Consider a well-written simple email with a clear call to action driving better results than an eNewsletter – and costing a fraction of the time…
Thomas Gensemer of Blue State Digital (Obama campaign) says newsletters don’t get read, yet they take more effort to prepare than a 250-word email.
Email is still a killer application, but only when used properly… Gensemer prefers instead…
“…short, personalised emails to supporters giving clear instructions for participation.”
* WEBSITE DONATION BASICS
Focus on getting the fundraising basics right – basic website journeys, fundraising messaging, and simple transaction pages.
A report released by User Experience Agency Nomensa highlighted that as many as 47% of donors give-up before they have made the donation – because the online journey is not intuitive and engaging.
Create the perfect donation experience! (What is the “perfect donation experience”?!)
* SOCIAL MEDIA FUNDRAISING GROWN-UP
Don’t obsess with trying to “make Facebook fundraising work” (or Twitter, or Google+, or Pinterest, or whatever).
Instead… consider where to focus on improving email and effective website design…
Explore how Social Media can be best applied to Alumni donor recruitment, engagement, and retention…
Integrated campaigns draw together:
Strong fundraising propositions and storytelling through blogs (and promotion through bloggers),
With Facebook and Twitter enabling sharing and conversation,
Well designed transactional pages capturing donations and donor data,
Email being used to keep donors informed when there’s a new chapter to the story they’re interested in – rather than ‘single strand’ Twitter or Facebook campaigns.
* JOINED-UP DIGITAL PLANNING
Approach digital planning in a joined-up way…
What are the requirements of all stakeholders?
What is the common structure to confirm objectives?
How may digital best be used to help achieve these objectives?
What is the gap between requirements and current capabilities?
Develop an objectives-led integrated strategy – with a common results reporting and evaluation programme, so you can assess progress against objectives and adapt things accordingly.
QUICK-FIRE DIGITAL ENGAGEMENT & FUNDRAISING TIPS & IDEAS…
* MULTIPLE CHANNELS
Multiple channels for communication, multiple messages, multiple variations, multiple “touchpoints”… alternative ways people will follow, engage etc.
No more single-channel communication.
Alumni & Development teams must be proficient with different medium their donors use.
* OLD AND NEW, TRIED AND TESTED, NOVEL AND UNPROVEN
Traditional media – direct mail, telecommunications
Online – web, social, mobile
As much or more e-mail now read on mobile devices as desktops.
Not just reading email, donating as well.
Need a mobile-friendly site, forms and e-mails.
* GOOD FUNDRAISING EMAIL SERIES, TARGETED = PAYOFF
1st EMAIL – educate the donor, provide a call to action.
2nd EMAIL – some education and a more urgent call to action.
3rd EMAIL – direct request for funding to address the need.
* ESTABLISH FUNDAMENTALS THEN INNOVATE AND EXPERIMENT
Set up strategy and basic efficiencies – processes, technical infrastructure, resourcing etc.
Try everything at least once for fundraising.
Learn lessons, review, evolve.
* TEST – LANDING PAGES
Choose aspects of your presentation/pitch to test and put resources in place to do so…
Call to action – wording, size, color and placement.
Form’s length and types of fields.
Layout and style of website.
Images, audio and video.
Words – theme, vocabulary, style, tone.
Amount of text on the page (short vs. long).
Test reducing page elements to a single focus – so the donor’s path is better defined.
Just enough copy to overcome obstacles to the call to action.
Test “you/benefits” copy against “what it is”.
Consider a nonstandard CMS template for landing page tests… limited navigation and promotion asks.
A / B SPLIT-TESTING – two versions of an element plus a metric that defines success. Simultaneous experimentation.
Randomly distributed to visitors.
A is the existing design – called the control. B is the new design.
Measure according to metrics care about – conversion rate… sign-up, donation etc.
GOAL: To increase the number of alumni contributing news and first donors…
What prevents alumni visitors from contributing news or donating?
Is the form’s length intimidating?
Are visitors concerned about privacy?
Or does the website do a bad job of convincing visitors to connect?
All of these questions can be answered one by one by testing the appropriate website elements.
Also test reducing your page elements to a single focus so the donor’s path is better defined.
DONT’S WITH TESTING
Don’t test separately, test alongside each other – same conditions/climate etc.
Don’t conclude early – statistical confidence.
Don’t surprise regular visitors – just new visitors.
Lightboxes can be a big boost for online donations or capturing valuable donor information.
Experiment and see what works, and customize lightboxes to achieve gift upgrades.
* WEBSITE “HEALTH CHECK” EVERY 3 MONTHS
Can your anyone over 8 years old tell you the purpose of your site in four seconds?
Give your family members from different generations 5 minutes with your website… then ask them the same questions about purpose, impact, engagement… what do they remember, what excited them?
Having only one link on a page to important content.
Putting headlines and links in your site graphics.
Very effective, inexpensive method of communication – a key tool in the dissemination of information and in relationship management.
Email is especially effective in driving traffic to web pages…
Some of the key principles for effective email communications include:
Email addresses (with permissions) and other relevant information for alumni (and former parents and staff) should be collected and stored securely.
The email “From” field should contain the School name or a name associated with the School.
The subject line and content for each email should be targeted as much as possible.
‘Content Is King’ – consideration should be given to the appropriateness of all content.
Bullet points and visual markers should be used where possible as people tend to scan email rather than read it.
A valid website and physical mailing address should be included, along with as much contact information as possible.
An ‘unsubscribe’ link should be included in all mass emails (emailshots/newsletters etc) but consider an “email less often” option to cut down on the number of people opting out.
Invite people to subscribe separately to email about specific subjects of interest.
Templates can improve presentation and have impact when done well… but multimedia should be used sparingly.
The entire URL should be given for any links.
Any HTML templates should include a link at the top (or in the header) for recipients to “view this email in your browser”, pointing to an archived version on the brand website.
Analytics should be used to measure the effectiveness of emailshots/newsletters (bounce-backs, click-through rates, time on-site, conversions etc) – an Email Service Provider will provide this as part of their service (Mailchimp, Constant Contact, iContact etc).
Care should be taken to follow good practice in creating emails, emailshots/email newsletters to avoid being classified as ‘junk’.
MULTIPLE APPROACHES… TELL DONORS WHAT YOU TOLD THEM
Try e-mailing a word-for-word copy of the direct-mail letter your donors recently received… without any rewriting to give it “e-mail speak.”
“I recently sent you a letter in the mail but haven’t heard back yet. Please take the time to respond today.” It may get an online response or prompt the donor to look for the mailer again.
THE RISE OF MOBILE
Web devices are reshaping every aspect of our society.
6 billion mobile subscribers = 87% of the world population.
Nokia remains the No. 1 handset manufacturer.
Samsung is the leading smartphone hardware vendor.
Android is the top smartphone operating system – powering more than 240 million devices, the Android OS runs on half of all smartphones shipped.
1.2 billion mobile web users worldwide.
8.5% of global website hits from mobile devices – in the US, 25% of Internet users are mobile only.
8 trillion text message sent in 2011.
PayPal expects to see $7 billion in mobile payment volume in 2012.
70% of smartphone users that see a captivating TV, press or mobile advertisement will immediately do a web search.
Hence fundraisers must optimize all e-mails and webpages for mobile access. Find new ways to integrate mobile usage — for examples, offer a text notification network or use mobile in action/advocacy campaigns…
All ‘owned presence’ for School Alumni & Development should be ‘mobile web’ enabled (wherever possible) for mobile web access using Google Android and the iPhone, ideally also for the RIM Blackberry.
Full advantage should be taken (at little or no cost) of Social Networking platforms like Facebook that offer powerful mobile applications and are regularly accessed by users using their mobile devices.
Use should be made of ‘Quick Response’ (QR) codes in all offline communications (linking to online),
‘Check-in’ phenomena (Facebook Places, Foursquare etc) should be exploited where relevant for viral impact,
Existing customers who use mobile smartphone should be encouraged to interact and contribute with messaging, images and video where appropriate (such as contributing photographs and video of their lives, reunions etc).
Research should be undertaken into how best to exploit the ‘mobile revolution’ to add value for alumni.
TEN WAYS TO REACH ALUMNI ON THEIR MOBILE DEVICES
TEXT MESSAGING (SMS)
Almost every phone has the ability to send and receive text messages – Short Message Service (SMS) in 140 characters.
MULTIMEDIA MESSAGING SERVICE (MMS)
Text messages with the ability to include more text as well as multimedia enhancements such as pictures, video and sound.
Many people access their email via mobiles, so make it mobile friendly.
INTERACTIVE VOICE RESPONSE (IVR)
Can send or receive voice calls from people and interact with them without involving a live person on your end of the call.
MOBILE SOCIAL MEDIA
Real-time conversations with a more mobile-friendly social media strategy.
Interacting through Facebook and Twitter by downloading applications etc.
Following comments, gathering insights, surveying, sharing multi-media records of reunions etc.
Short, quick appeals… possibly using short codes!
MOBILE LOCATION-BASED ENGAGEMENT
Checking-in at reunions and other events.
MOBILE INTERNET SITES
Browsing and interacting with web sites from almost anywhere – often requiring information to make quick decisions while away from their computer. Formatting is key.
Rich software-like experiences for smartphone owners and people who use mobile devices such as the iPad.
MOBILE-ENABLED TRADITIONAL MEDIA
Need to mobile-enable traditional and digital media by putting mobile call-to-actions in your communications… inviting alumni to pull out their mobile devices and contact you.
THE MOBILE WEB
An intimate one-to-one experience – often on the move (multi-tasking), for a specific purpose.
User’s mindset – busy, no time for digging or waiting.
Not about quick access to broadband web experience.
Not browsing – that’s for a computer…
Won’t be planning their vacation…
Won’t be looking for mortgage or savings advice and information…
Won’t be reading in-depth news reports…
Won’t be checking full product range…
You need a simple, clean home page that loads quickly on a mobile device over wide range of mobile networks and puts key information a click or two away.
Simplifying makes sense!
Short page title, ordered content.
Alumni using a mobile phone demand:
Easy navigation – no mouse, small screen,
Relevant content – task-oriented nature of content.
PURPOSE OF THE MOBILE SITE?
What are the needs of your mobile audience?
Needs of prospective visitors not of the company…
1) What are your alumni most likely to be trying to accomplish with your site? List all tasks.
2) What functionality do you need to give alumni on your site? Serve up content like…
3) Will your alumni be donating through your mobile site? If so need to accommodate payment gateways and security. Alternatively information on how to donate. (And can always use the phone as a phone!)
4) Will Social Media be a consideration?
TWEETING GOOD PRACTICE
Tweets are supposed to be casual and off-the-cuff rather than perfectly formed ideas, so have fun and don’t overthink it!
Profile, background etc. (Click the “Change background image” link under the Design tab of your profile). Adjust background and text colors.
Optimise Twitter profile – key words, URL etc.
Regularly promote your Twitter account.
Create your own.
Use existing ones.
KEEP IT SIMPLE
Keep it simple, real, human… don’t overthink it, don’t overcomplicate it.
Quick Response codes are specific matrix barcodes (or two-dimensional code) readable by dedicated QR barcode readers and camera telephones.
Code consists of black modules arranged in a square pattern on a white background. The information encoded may be text, URL, or other data.
QR codes storing addresses and Uniform Resource Locators (URLs) may appear in magazines, on signs, buses, business cards, or almost any object about which users might need information.
Scan the image of the QR code to display text, contact information, connect to a wireless network, or open a web page in the telephone’s browser. This act of linking from physical world objects is termed hardlinking or object hyperlinking.