Next Gen Mobile Crowdfunding Webinar
description
Transcript of Next Gen Mobile Crowdfunding Webinar
![Page 1: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/1.jpg)
![Page 2: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/2.jpg)
WHO ARE WE?
Mike Johnston Founder, hjc,
Integrated Fundraising Consultants
Integrated Fundraising Specialists
Kenneth Kuhler
Interac2ve Strategy Manager, Blackbaud
![Page 3: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/3.jpg)
OUR AGENDA
• Mobile – what are we to do? • Crowdfunding – why will it matter? • Key Findings and Real World Examples
for social network fundraising (Crowdfunding by another name)
![Page 4: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/4.jpg)
![Page 5: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/5.jpg)
YOUR SUPPORTERS ARE…
On the go
Impulse driven
Have a shorter attention span
Increasingly use social networks
More demanding
Want more personalisation Want more visibility
Want more more more...
![Page 6: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/6.jpg)
YOUR SUPPORTERS ARE… YOUR ORGANISATION…
Must be accessible from new channels Must catch people in the moment Needs impactful messages and
collateral Needs to go where they are Needs to adapt to new demands and
utilise new tools
On the go
Impulse driven
Have a shorter attention span
Increasingly use social networks
More demanding
Want more personalisation Want more visibility
Want more more more...
![Page 7: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/7.jpg)
IT’S A MULTI-SCREEN UNIVERSENOW A TWO PART QUIZ TO KICK IT OFF…
![Page 8: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/8.jpg)
Gen Y 3% Gen X 19% Boomers 24% Civics 6%
SMART PHONE WEBSITE VIEWS
![Page 9: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/9.jpg)
Gen Y 19% Gen X 25% Boomers 14% Civics 18%
TABLET WEBSITE VIEWS
![Page 10: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/10.jpg)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Gen Y Gen X Boomers Civics
Charity Websites Views
Tablet Smartphone Desktop Computer Laptop
![Page 11: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/11.jpg)
DO I NEED A MOBILE ENABLED DIGITAL PRESENCE?
![Page 12: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/12.jpg)
Those touch screen mobile phones – bah!
![Page 13: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/13.jpg)
WHAT HAPPENS IF YOU DON’T GO MOBILE?
• In a recent survey of mobile web users:
– 71% expected websites to load as quickly on their mobile phones as their desktops
– 57% are unlikely to recommend the site to friends and family
– 46% would be unlikely to return to a website that they had trouble accessing via their phone
– 34% said they’d likely visit a competitor’s mobile site instead
Source: Compuware Corporation Survey: What Users Want from Mobile
![Page 14: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/14.jpg)
HOWEVER, DOING IT RIGHT...
• A site optimised for mobiles is able to generate almost twice the average traffic per user than sites which haven’t
• On average, visitors are 51% more likely to actually do business with an online retailer if it has a mobile site
Source: KISS Metrics
![Page 15: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/15.jpg)
SOME MOBILE SITE BEST PRACTICES • Keep it quick
• Simplify navigation
• Be thumb-friendly
• Design for visibility
• Make it accessible
• Make it easy to convert
• Make it seamless
• Use mobile site redirects
And most importantly: Listen, Learn and Iterate
![Page 16: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/16.jpg)
THE HITCHHIKER’S GUIDE TO MOBILE DESIGN
CONTENT PRIMARY
SEARCH LINK1 LINK2 LINK3 LINK4 LINK5 LINK6
FEATURED CONTENT
FOOTER
CONTENT SECONDARY
PROMO PROMO PROMO PROMO
LOGO LINK1 LINK2 LINK3 LINK4 LINK4 LINK5 LINK6
LINK5
FEATURED CONTENT Easy to Reach
Stretch
• Know your sweet spots • Recognize the space • 85% of people are right handed
Easily within a thumb’s reach Stretch to get thumb here Within reach, but can be awkward
![Page 17: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/17.jpg)
Tribute Donation Form General Donation Form
18% form completion
10% form completion
4% form completion
45% form completion
37% form completion
28% form completion
![Page 18: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/18.jpg)
BC CANCER – IMPACT OF GOING RESPONSIVE
![Page 19: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/19.jpg)
![Page 20: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/20.jpg)
Drop-‐down menus hard to use on a phone
Need to pinch zoom to see the whole form
Small radio buVons hard to click on a touch screen
DistracWng navigaWon bars
![Page 21: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/21.jpg)
Dedicated responsive forms
![Page 22: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/22.jpg)
• More that 978% increase in conversion rate from mobile devices
• If you landed on the dedicated mobile form you
were 978% more inclined to complete the form than if you landed on the desktop form, from your mobile device
![Page 23: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/23.jpg)
RESULTS FROM A RECENT SURVEY TO THE HSI FILE: WHAT IS THE BEST WAY WE CAN IMPROVE
COMMUNICATION WITH YOU?
Make sure I can read emails and take acWon from my mobile device
![Page 24: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/24.jpg)
WHAT ABOUT CROWDFUNDING?!
![Page 25: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/25.jpg)
SMALL DONATIONS BEGINNING, MIDDLE AND END (CAMPAIGN PERIOD) REWARDS COLLECTIVE GOAL
![Page 26: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/26.jpg)
![Page 27: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/27.jpg)
DON’T WE ALREADY DO THIS?
![Page 28: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/28.jpg)
![Page 29: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/29.jpg)
12.0% 7.0% 4.0% 4.0%
82.0%
90.0% 94.0% 96.0%
43.0%
24.0%
13.0% 6.0%
Gen Y Gen X Boomers Civics
Donated Through Crowdfunding
Yes
No
Likely in the Future
![Page 30: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/30.jpg)
17.0%
7.0%
2.0% 2.0%
43.0%
24.0%
13.0%
6.0%
Gen Y Gen X Boomers Civics
Future Text to Donate vs. Crowdfunding GiDs
Text to Donate GiZ through Crowdfunding
![Page 31: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/31.jpg)
42.0%
27.0%
10.0%
4.0%
4.0%
20.0%
1.0%
11.0%
Kickstarter
Indiegogo
GoFundMe
Razoo
Crowdrise
Other
None
Not Sure
Crowdfunding Sites You Have Used
GEN Y GEN X BOOMERS MATURES
Not Sure 4% 21% 13% -‐-‐
None 4% -‐-‐ -‐-‐ -‐-‐
Other -‐-‐ 7% 50% 57%
Crowdrise 13% -‐-‐ -‐-‐ -‐-‐
Razoo 4% 7% -‐-‐ -‐-‐
GoFundMe 8% 14% 13% -‐-‐
Indiegogo 42% 21% 13% 29%
Kickstarter 63% 43% 25% 14%
* The majority of “other” responses donated through Kiva
![Page 32: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/32.jpg)
Because we already do Crowdfunding!:
Key Findings and Strategy
Opportunities for social network fundraising
![Page 33: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/33.jpg)
KEY FINDING: PARTICIPANTS ARE MULTI-CHANNEL
COMMUNICATORS While number of emails sent were down, online fundraising was up! Participants are using truly multi-channel fundraisers.
![Page 34: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/34.jpg)
ENSURE A POSITIVE USER EXPERIENCE
![Page 35: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/35.jpg)
KEY FINDING: RETURNING VS. NEW PARTICIPANTS
![Page 36: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/36.jpg)
RetenWon
Event Day
Post Event
Year Round
Segmented
RETENTION STRATEGY
![Page 37: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/37.jpg)
KEY FINDING: THIRD PARTY FUNDRAISING IS HOT
Peer-to-Peer Fundraising, DIY Fundraising, Independent Fundraising Events, Marathon Fundraising, Crowdfunding, Virtual Events….
![Page 38: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/38.jpg)
SOCIAL FUNDRAISING TRENDS
![Page 39: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/39.jpg)
A style of fundraising where an organization recruits individual supporters to ask their social circles to donate to that organization.
WHAT’S SOCIAL FUNDRAISING?
Non Profit
![Page 40: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/40.jpg)
WHAT ARE THE TRENDS TODAY? Trend #1: Expansion of Online Tools to TradiWonal Offline Third Party Fundraising AcWviWes
![Page 41: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/41.jpg)
WHAT ARE THE TRENDS TODAY? Trend #2: CreaWon of Online Only Social Fundraising campaigns
![Page 42: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/42.jpg)
WHAT ARE THE TRENDS TODAY? Trend #3: Increased adopWon of charity programs in conjuncWon with tradiWonal athleWc events
![Page 43: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/43.jpg)
THE CONCEPT OF SOCIAL FUNDRAISING
Pressure from the Bottom: Demand from
Fundraisers
Pressure from the Top: Demand from
Organizational Leadership
• Grow Overall Fundraising • Keep costs low • Increased competition from
competing organizations • Diversify Fundraising Efforts
• Popularity of Social Media &
Smartphones • Prevalence of Event
Fundraising • Event Fundraising Fatigue
![Page 44: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/44.jpg)
REAL WORLD EXAMPLES & TIPS
![Page 45: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/45.jpg)
WATERCAN:
DONATE YOUR SPECIAL DAY
![Page 46: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/46.jpg)
ALZHEIMER’S ASSOCIATION: THE LONGEST
DAY
In Year 1, 200 Teams
Raised $236K
![Page 47: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/47.jpg)
• Brainstorm Opportunities – What types of Social Fundraising Programs are right for
your org? • Map out a Plan
– Should you run a pilot before heavily investing? – Budget? Staff? – Marketing & Communication Plan
• Tie the Campaign to your Mission & your Org – Participants have choices, make your org the right choice
• Have a Home Base for all tools and interactions – Consolidate all your activities into a central online location – Keep Social Media linked to your central online spot
• Stay Constituent Focused – Solicate feedback – Acknowledge success
SOCIAL FUNDRAISING CAMPAIGN PLANNING
![Page 48: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/48.jpg)
CONCLUSION
• Be Mobile • Find the right way for Crowdfunding to Fit In • Be Social • Integrate – think cross-channel to build
committed supporters
![Page 49: Next Gen Mobile Crowdfunding Webinar](https://reader034.fdocuments.net/reader034/viewer/2022051413/555a24f6d8b42a900d8b47b6/html5/thumbnails/49.jpg)
A fun, helpful reminder of highlights of the Next Generation of Canadian Giving study
http://www.hjcnewmedia.com/nextgencanadiangiving2013/infographic/