2. what’s the plan?
we’ll review aggregate benchmark data for key metrics in digital fundraising
we’ll look at a nonprofit that exceeds the metric and consider the keys to their success
we’ll assemble a list of takeaways that any nonprofit can implement

3. what is the data source?
organizations using the Engaging Networks platform
international data set
50 million data records
client grouping used to aggregate data
consistent rules on data exclusions

5. email and social drive mobile
Mobile will account for 15 to 70% of opens, depending on your target audience, product and type. monday– “the Ultimate mobile stats” (2015)

6. mobile Transaction Type Percentage 2014 Percentage 2015 Petition
21.34%
31.55%
Advocacy
19.13%
28.97%
Data Capture
19.82%
25.45%
Signup
13.59%
30.61%
Single Donation
9.21%
10.71%
Recurring Donation
2.93%
4.58%
*6 million advocacy
*200,000 single donations

7. design for all mobile devices

8. mobile challenges Lower Average Page Visits Shorter Visit Durations
Higher Bounce Rates
Lower Conversions

9. mobile challenges !
According to KISSmetrics, 40 percent of people abandon a website that takes more than three seconds to load.

10. Humane Society International
8.56% of recurring gifts processed on mobile
25.8% of single gifts processed on mobile

11. Simplify the process for mobile
Overcome limitations around screen real-estate
A multi-step process makes giving easy

12. The results in one year after optimizing all online donation forms;
Revenue from mobile devices doubled
Conversion rates doubled
Online fundraising increased by 76%
# of monthly donors increased by 80%
# of monthly gifts increased by 51%
average # of gifts increased by 131%
Not a 1-1 relationship between monthly donors and monthly gifts.

13. Yulin Campaign: increased mobile donations by 30%
year-on year comparison for Yulin campaign versus Interesting: HSI did nothing to change their content strategy for mobile or target mobile channels. This data came through from standard marketing.

14. Amnesty International Canada experienced a surge in traffic emanating from their social media platforms, but did not have a mobile experience that could optimize conversions.

15. Before the form was redesigned, the journey was not mobile optimized.

16. The aim was to build a form that has a fixed action button, and then a multi-step process that makes taking action easy.
Multi-step is particularly useful if you can pre-fill data. Allows you to avoid further steps altogether. Google Smart Address or API to validate data directly in Engaging Networks. Each additional field reduces conversion rates by 5%.
TAKE ACTION

17. This campaign was driven by social media so it generated a higher percentage of mobile usage. Conversion rates for mobile increased by 103%. 11% pre-redesign and 23% post-redesign. 77% of users visited the alert on a mobile device

18. Mobile page conversion rate:
the key mobile metric
Mobile page conversion rate:
= number of page conversions on mobile / number of page views on mobile * 100

19. technology check list responsive pages across devices
pre-population of constituent data from – encrypted link that does not populate when forwarded
one-click donations that re-process stored token

20. mobile giudance be visible scale to size be concise reduce friction
two thumbs down
be slim
simple forms
be fast
be single minded
be legible
test
ref: adapted from a list on hubspot.com

21. activist-donor conversion
Transaction Type
Percentage 2015
Petition
1.97%
Advocacy
3.42%
*3.05 million advocacy
*3.13 million petition

22. hypothetically, based on actual data
196,315 advocacy unique records over the period
conversion rate to donor of 1.28%
average gift of $84 representing $212,000 raised
WHAT IF…
conversion rate to donor of 6.17%
average gift of $84 representing $1.01 MILLION raised

23. !
Post-Action is an important part of the supporter journey where they have the opportunity to reinforce their commitment by donating or sharing.

24. y % y
ACTION
POST
ACTION 2 % $

25. It’s very hard to do two things at once.

28. $ v increase social sharing and organic growth
add new donors and sustainers

29. Window shade.

30. …22% of which were new monthly donors
So 55% of the donations came from hard appeals. Completely changed their strategy for campaigns that were not converting well with direct fundraising appeal. They now send them into the petition, then post-action. Then follow-up with everyone that took action and did not donate, and send them a hard appeal.
Typically send four s for a single campaign. two in week one. then one the following week. then one the foillowing week.
In 2013, when HSI first launched their page 2 donation ask, 11% of total donations from the year came from this tactic…
…22% of which were new monthly donors
On a recent campaign, 45% of the total number of donations came from post-action.

31. acquisition Transaction Type Percentage 2014 -2015 Email Signup 63.47%
Petition
43.02%
Advocacy
32.32%
Single Donation **
19.44%
Recurring Donation **
1.34%
January 2014 – September 2015

32. gamification

33. more gamification
86% new supporters = 46,840

34. leverage awareness
79% new supporters = 409,515

35. technology check list
do you control your page brand (design and layout)?
do you control the form fields, field sequence and groupings, field labels, field validations?
do you have ability to use javascript / jQuery to target and manipulate page elements?
are you able to easily create variations for testing?

36. retention Transaction Type Percentage Sept 2015 Donor 31.67% Activist
28.45%
donor pool (unique) between October 1st 2013 and September 30th 2014
retained donors from pool between October 1st 2014 to September 30th 2015
same number applied to activists

37. hypothetically, based on actual data
2,756 unique donors in the initial 12 month period
15.05% retention rate = 415 gifts in the second 12 month period
average gift of £54 representing £22,410 raised
WHAT IF…
donor retention rate raised to of 44%
average gift of £54 representing £63,057 raised

38. don’t treat ‘everyone like everyone’
donor capacity
recency
program interests
issues
demographics
affiliation
engagement level

39. Analyzing data, results, patterns Building persona profiles
A 'persona' is a fictional, yet realistic, description of a typical or target user.
Gain insight into your current file and determine where there are holes.
You can accomplished this by:
Collecting data
Building 'attributes'
GA is used to collect biographical data: language, gender, age. GA: traffic spikes (time of day.) Facebook Insights: gender and age trends by time of day.
Google Analytics
Analyzing data, results, patterns
Facebook insights
Building persona profiles

41. HSI personas
Give her opportunities to donate on the issues she supports. Let her know how important her contributions are and the impact they are having.

42. email segmentation for difference audiences

44. TECHNOLOGY CHECK LIST can you collect data to easily build segments?
can you build donor segments based on engagement type, engagement level, interest, demographics, donor capacity?
can you automate segments that that they remain up-to-date?
can you personalize content based on the segment each donor belongs to?
can you personalize page content based on the segment each donor belongs to?
can you automate communication based on donor segments?

45. two year acquisition break even:
THE METRIC YOU REALLY NEED !!
two year acquisition break even:
= net cost of acquisition campaign (year 1) / number of retained donors in year two
credit: theaggitator.net

46. email engagement Level 1: 1+ page converted Level 2: 1 link clicked
3 months
Level 1: 1+ page converted
Level 2: 1 link clicked
Level 3: 2+ links clicked
6 months
Level 4: 1+ page converted
Level 5: 1 link clicked
Level 6: 2+ links clicked
9 months
Level 7: 1+ page converted
Level 8: 1 link clicked
Level 9: 2+ links clicked

47. engagement data Engagement Level Percentage (March 2016)
Friends of Canadian Broadcasting
Level 1-3
6.12%
9.42%
Level 4-6
3.45%
8.62%
Level 7-9
3.62%
4.63%
Active
12.79%
22.73%
*302 million s sent in the last 90 days
*38 million total records

48. email frequency Engagement Performance
Average Number of s Sent Per Record (last 90 days)
Top 20 Nonprofits
7.18
Bottom 20 Nonprofits
3.08

49. keep it simple
Compassion in World farming (France) had the highest overall engagement level with over 40% active on their file

50. Reactivation Campaigns
World Development Movement
47% said they don’t read s because they don’t have time.
30% said that they do actually read our s.
6% said ‘who are you?’
4% said we send too many s
2% said they don’t read s from organizations
1% said our s were boring

51. poised for the future: average gift
Transaction Type
Mobile Average Gift (USD)
Desktop Average Gift (USD)
Single
$69.48
$115.76
Recurring
$18.78
$22.77
10.44% of single gifts on mobile. 2.56% of recurring gifts on mobile.

52. j j UPSEll JOURNEY ? ✓ ✖︎ Continue with Donation Override Form Submit
Show Upsell Lightbox j ?
SET GATES j
CHECK GATES
Set recurring status to true
Submit Form ✓

53. x * $ j UPSELL GATES SINGLE DONATION DONATION RANGE PREVIOUS CHOICES
Is the donation a single gift?
Does the amount fall within the specified range?
Has the user previously been asked for a monthly gift or already refused the upsell?

54. ! AVOID CONFUSION Clear Ask Clear Buttons Clear Skip Process
SOS Villages did a 1:1 with no cap. It failed miserably.
In designing an upsell, its necessary to address the possibility of user confusion. These three key components need to be designed in a way that does not aggravate the user to abandon the donation process.

55. 1:1 UPSELL

56. 1:1 UPSELL
Straight 1:1 upsell takes the donation amount and repeats the gift monthly.
More clear “ask” to give monthly at a pre-selected amount.
Lower conversions because of the high increase in cost.
Useful for lower-value donations in the $5-$25 range.

57. conversion rate from single donors
from single donation
2.17%
conversion rate from single donors
1329 donations
246 recurring
donations
24 converted by upsell
10%

58. ALGORITHMIC UPSELL

59. ALGORITHMIC UPSELL
Algorithm recommends a lower overall donation amount to be repeated monthly.
Based on a donation recovery period of 4-6 months or longer depending on average retention rates of clients.
Aims for 200% to 300% of original donation within first months.
Range is probably best between $25 and up to $500. Up to what you consider a major gift.

60. conversion rate from single donors
620 donations
58 recurring
donations
24 converted by upsell
41%
7.3%
conversion rate from single donors

61. four threads
content
mechanics
personalization
testing

62. Thank you! graham@engagingnetworks.net www.engagingnetworks.net