Level Up Your Fundraising

Session Presenters Caitlin KaluzaAaron LongSarah M. Worthy

http://www.monkeyinthecage.com

Understanding the Psychology of What Makes People Donate Online

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Let’s Level Up!

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Let’s Level Up!

1. Why it Matters2. Strategy: Why

Do People Give?

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3. 7 Tactics of Influence on the Web

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#13NTCLVLUP

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Aaron Long@longstation

Caitlin Kaluza@qcait

Sarah M. Worthy@sarahmworthy Tendenci.com |

@Tendenci

#13NTCLVLUP

15 Years

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Let’s Chat!

Photo Credit: flickr.com/photos/bibamatt/2629402676

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Photo Credit: flickr.com/photos/brittanyg/1305797552

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LEVEL 1: Why Does it Matter?

Level Up Your Fundraising #13NTCLVLUP

Online Giving is Online Giving is on the Riseon the Rise

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Photo Credit: flickr.com/photos/sarahmworthy

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Giving is Digital

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Source: 2012 Digital Giving Index

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Source: 2012 Digital Giving IndexGiving is Social

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Organizations who incorporate social media into fundraising campaigns generate

more money10xLevel Up Your Fundraising

Source: 2012 Digital Giving IndexGiving is Social

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NYT Survey: 68% said they

“Share to give people a better sense of who they are and what they care about.”

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Fundraising =

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Photo Credit: flickr.com/photos/23889540@N00/1148435913

LEVEL 2: Visitor

Motivations

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Why Do People Give?

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1. Social2. Material3. Ideological

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Three Motivations of People

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Social

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Material

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NADR.orgNADR.org

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Ideological

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ChimpHaven.orgChimpHaven.org

1. What can I do here?2. Why should I do it?3. How do I get

started?

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7 Secondsto Tap IntoUser Motivations

Photo Credit: flickr.com/photos/smaedli/3271558744

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1.Impatient2.Smart

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Web Users are

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Visitors are Skeptical

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Source: credibility.stanford.edu

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1.Your Identity2.Your Motives

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Visitors Evaluate Credibility on:

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Content Builds Credibility

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Who’s Spending Their Donation?

How You’ll Use

Their Donation

Who Benefits from Their Donation?

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Storytelling

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Depelchin.orgDepelchin.org

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Stories connect us emotionally…

Emotions drive buy decisions.

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Photo Credit: flickr.com/photos/luschei/937166240

Emotions drive buy decisions

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LEVEL 3: 7 Tactics of Influence Online Photo Credit: flickr.com/photos/mikecogh/7961942978

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Photo Credit: flickr.com/photos/36041246@N00

1. Framing the “Ask”

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Keep it Consistent

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YMCAHouston.orYMCAHouston.orgg

Photo Credit: flickr.com/photos/mikecogh/7961942978

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Make the Ask Personal

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Branded Giving Pages Produce

More Dollars

Source: onlinegivingstudy.org/quarterlyindex

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6x#13NTCLVLUP

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2. Create Trust with Donors

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Content That Builds Credibility

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Social Motivations

Material Motivations

Ideological Motivations

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Showcase Your PeopleSlide 35Level Up Your Fundraising #13NTCLVLUP

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How Do You use Donations?

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Komen-Houston.orgKomen-Houston.org

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More than Money

Depelchin.orDepelchin.orgg

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Third Party Validation

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3. Apply Social Pressure

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Fire Up the Base

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iFest.orgiFest.org

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Engage New Supporters

Site Traffic Facebook Likes

Blogger Referrals

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Easy Places to Start

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4. Give Back... First

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Content Curation#13NTCLVLUP

InclusiveSchools.oInclusiveSchools.orgrg

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Content Curation#13NTCLVLUP

Neuhaus.orgNeuhaus.org

Listening

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Watch for what people want…And give it to them!

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bmtisd.cobmtisd.comm

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Photo Credit: flickr.com/photos/costinthampikutty

Level Up Your Fundraising

5. Aim for Slow Change

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Lower the Barrier to Entry

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PRSAHouston.oPRSAHouston.orgrg

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Know Your Audience’s Motivations

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Clear Calls to Action

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1. Hubspot Effective Calls-to-Action hubspot.com/how-to-create-effective-calls-to-action

2. 20 Do’s & Don’t’s for Clickable Calls to Actionslideshare.net/HubSpot/20-dos-donts-for-clickable-callstoaction

3. 200 Fundraising Headlinesnpengage.com/nonprofit-research/200-more-email-subject-lines-from-end-year-fundraising

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6. Inbound Marketing

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Current Methods Don’t Work for Generation Y

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Make it Easy to Give

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How Do You Want to be Contacted?

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CMHouston.orCMHouston.orgg

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7. Recognize Your Value......and charge for it

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Member Pricing

Member Only Events

Exclusivity

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The Value of Membership

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PharmacyTechnician.orPharmacyTechnician.orgg

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Events

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ThinkLA.orThinkLA.orgg

Recap!

1. Frame the Ask2. Create Trust with Donors3. Apply Social Pressure4. Give Back First5. Aim for Slow Change6. Inbound Marketing7. Recognize Your Value and Charge for It!

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Recap!

1. Why Online Fundraising Matters

2. Strategy: Why Do People Give?

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3. 7 Tactics of Influence on the Web

#13NTCLVLUP

#13NTCLVLUP

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Questions?

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Thank You!

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Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! 

or Online using #NTC13LVLUP at www.nten.org/ntc/eval

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Sarah M. Worthy@sarahmworthy

Aaron Long@longstation

Caitlin Kaluza@qcait

Tendenci.com | @Tendenci