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Donor Experience in Mobile & Tablet Age

Donor Experience in Mobile & Tablet Age. Roland Csaki 24th May 201 2. How to adapt our fundraising to the small but powerful new devices?. Device Fragmentation Is there any difference?. Device Usage Characteristics. Device Usage Characteristics. Contact Value Piramide.

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Donor Experience in Mobile & Tablet Age

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

  2. Device Fragmentation Is there any difference?

  3. Device UsageCharacteristics

  4. Device UsageCharacteristics

  5. Contact Value Piramide

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

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

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

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

  10. 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

  11. 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

  12. 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

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

  14. 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 …

  15.  € Facebook: for love or money?

  16. 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

  17. 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

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

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

  20. 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

  21. . Facebook – WWF Canada - 39

  22. . Facebook – WWF Canada - 40

  23. 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€)

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

  25. 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/

  26. Smartphone Usage Behaviour

  27. Estimated Mobile Fundraising by Payment Methods

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

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

  30. Visitors Accessing via Mobile Phone 2012 2011

  31. Web DesignHow to design mobile pages?

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