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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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
Level Up Your Fundraising #13NTCLVLUP
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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
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