Donor Experience in Mobile & Tablet Age

1. Donor Experience in Mobile & Tablet Age Roland Csaki 24thMay 2012 How to adapt our fundraising to the small but powerful new devices?

8. Device Fragmentation Is there any difference?

9. Device UsageCharacteristics

10. Device UsageCharacteristics

11. Contact Value Piramide

12. Fundraising Funnel Sign up Visit to the website Click on „Donate” Pay Loyalty communication: Keep the donor pay again

13. Well Established Funnel Facebook fan Visitor E-Newsletter subscriber Sign up Pay Donor

14. Malfunctioning Funnel Facebook fan Visitor E-Newsletter subscriber Sign up Game player Facebook fan Donor

15. Put clear donation ask on every page, above the fold 1. Convert more visitors to donors

17. Minimalize aborts in signup process The less steps the less aborts Keep forms as short as possible Do not offer „side exit” from the fundraising funnel 5 ways to improve websites for fundraising

22. 2. Capture visitor email addresses Enable visitors to enter their email addresses in a form on home page above the fold Organise opinion polls, petitions Offer downloads after email confirmation

28. The more often you ask, the more money you raise Newsletters don’t raise much money; dedicated email appeals are more effective because they are focused on fundraising 4. Send Email appeals more often

29. Take the money right after signup Limit the variety of payment methods 4. Easy Payment

30. Payment methods How easy it is to pay to you? Online registration Email reminder 30-70% Drop off Online registration Electronic payment During the website visitSometime later… or never …

31.   € Facebook: for love or money?

32. Facebook: for love or money? • 700 million users, x million hours online • Donation tabs, Causes, apps available • Few fundraising success stories on FB • Mentally associated with FRIENDS and FREE • The Facebook Challenge: • Make money on a site people use but consider FREE

33. NGO income via Social Networks Frank Barry, Blackbaud, http://www.netwitsthinktank.com/online-fundraising/facebook-is-great-but-does-it-really-work-for-fundraising.htm

34. Typical example of Facebook fundraising result • MSF Spain: • Horn of Africa crisis • 100.000€ via Google AdWords • 120€ on Facebook landing page

35. Having FB fans isn’t enough, drive them to the website

36. Facebook – WWF Netherlands • 23.000 visits from Facebook to website (8 months) • 25 members + 250 leads (adoptions+address) • 0,1% conversion rate (visit/action) • Facebook visitors visit 1 page less on website than regulares

39. . Facebook – WWF Canada - 39

40. . Facebook – WWF Canada - 40

41. WWF Austria – Climate Angel 2010 E-card campaign with donation button: click to WWF donation page results: • FB fan base grew from 3.000 to 6.800 • 32 adopters • 11.509€ costs • (ads cost 500€)

42. WWF Austria – Climate Angel 2010 • Donation Button CTR: 15% • Conversion rate: • Website: 6,6% • FB app user to donor: 0,1%

43. Avinash Kaushik’sSocial media measurement • Conversation Rate: Conversation Rate = # of audience comments (or replies) per post.   • Amplification Rate: Rate at which your followers share your content through their networks (shares, retweets) • Applause Rate: “like” button or 1+ button or favorite button on Twitter.   • Economic Value: Short and long-term revenue and cost savings.   http://www.kaushik.net/avinash/

45. Smartphone Usage Behaviour

46. Estimated Mobile Fundraising by Payment Methods

47. Mobile Fundraising Paradox User time on smartphones = Tele- communication = Non-telecom activities

48. The Mobile Challenge How to make money from users in 68% of their time on mobile

49. Visitors Accessing via Mobile Phone 2012 2011

50. Web DesignHow to design mobile pages?