Facebook, with its audience of 1.2 billion worldwide and 128 million daily users in America, has long been touted as a great way to help nonprofits find supporters. Many fundraisers in the past have been less-than-impressed with Facebook’s partnership for a variety of reasons, and their concerns may have just been answered with the “Donate Now” button, which allows users to stay on the site and give to a nonprofit organization.
Currently, only 1% of all online fundraising can be attributed to social media, including Facebook, according to Blackbaud’s research. “Only 2 percent of nonprofits in the United States raised $10,000 to $25,000 through Facebook in a 12-month period, and 1 percent raised $25,000 to $100,000, according to a report released last year by [Blackbaud].” It will be interesting to see if this changes with the new “Donate Now” feature.
In May 2015 Facebook raised more than $15 million in response to the deadly earthquake in Nepal from 754,000 people after inserting a request for donations into its users’ feeds. The money went to International Medical Corps, which was providing emergency services in the country.
An earlier test conducted in 2013 had problems, the main one being that the donate button did not appear in the Facebook mobile app, which is how roughly 78% of daily users access the platform. Another issue with that pilot? The 19 chosen nonprofits participating did not get the names or e-mail addresses of people who used the donate button. Developing relationships with donors depends on the ability to contact them, and the nonprofits were not happy with this feature. The previous test also did not allow people to stay on the site and donate, and social media experts found the disclaimer telling users they were being directed to an external website may turn some people off.
Time will tell what this new feature will bear in terms of dollars and donors, but this is certainly a positive development for all nonprofits on Facebook. Here are links to the news pieces consulted to write this post:
We received notes of thanks from stations enjoying Ben & Jerry’s ice cream as their reward for signing up for new projects during these “dog days” of summer. But this picture from RMPBS really touched our hearts, and we just had to share it with all of you. We are truly feeling the CDP love here in Boston.
We’re all adults here, but it’s OK to get a little excited over ice cream. And after scrupulous testing of the Ben & Jerry’s ice cream delivery service here at CDP, we have decided to roll it out to stations.
So let this be your friendly reminder: stations with pending CDP contracts should hustle those signatures back to us by the end of this week for a Ben & Jerry’s ice cream party for your Membership staff.
So far our sweet treats go out to the teams from Rocky Mountain PBS, VegasPBS, WVTF, WETA and WBST – congrats! Being proactive has its rewards; contact us.
Currently, ROAR reports measure the number of donors who give $1000 or more cumulatively over a 12-month period and gives a grand total of the revenue from these donors on your file. In addition to this, future ROAR reports will also provide analysis on the percentage of revenue that these donors bring to your station.
This enables your station to truly compare your program to others in the system. It qualifies not just the number of donors but also the return on the donor relationship that you establish. The percentage of revenue derived from donors giving more than $1000 per year is a key measure that stations should watch: Major donors present a tremendous opportunity to every station.
We hope you were able to catch today’s webinar, Digital Marketing II (part of CDP’s 30-Minute Deep Dive series). As promised, below are some resources to help you jump-start web optimization efforts at your station.
Digital marketing tools and tactics present tremendous opportunities for fundraisers. Data-driven optimization helps us use these tools to serve our mission and deliver value to members in support of membership fundraising.
The key takeaway is to have conversation around data driven optimization with the person most responsible for your station’s website. These resources should become a helpful addition to the work you are already doing.
Occam’s Razor, by Avinash Kaushik
Ten Hidden Gems in Google Analytics
This particular post discusses affinity and in-market segment. Overall this is a great blog and I recommend taking a look around.
Speed is a Killer – Why Decreasing Page Load Time Can Drastically Increase Conversions
Contains a link to the infographic on page load impact
Google PageSpeed Tools
As I mentioned on the webinar, don’t panic if you see a “bad” score. Use this information to start a conversation with the manager of your station’s website.
A service that tracks site performance.
“CrazyEgg is like a pair of x-ray glasses that lets you see exactly what people are doing on your website.”
“The leading platform for testing and personalization across devices”
I’m looking forward to the webinar this afternoon and wanted to pass along these resources in support of today’s topic.
Build Your Own List Growth and Churn Report
Digital Marketing consultant Lisa Schumacher published this handy step-by-step guide, illustrating one way to approach creating list growth and churn reports.
How to Measure Your Email Marketing List Churn Rate http://www.shoplickanalytics.com/insight/how-to-measure-your-email-marketing-list-churn-rate-a-step-by-step-guide/
Boosting Your Email Revenue with Small Scale Facebook Ads
According to Brian O’Grady at Trilogy Interactive in a recent post on the Netroots Foundation website there are multiple studies that show that people who see fundraising ads on Facebook are more likely to respond to email for those campaigns. This is an interesting exercise in understanding how other digital platforms work with your email efforts to lift your response and engagement.
Here is the whitepaper from the study:
Frank Auer at WGBH is running a small test of this right now for WGBH’s end of fiscal year fundraising. We’ll publish the creative, the method, and the results here in July.
Have a great day!
Check out this cool infographic created by the VTC Centre for Learning and Teaching. The data collected is for 2014. Click on the image for a larger view or read more about it and other similar studies here: https://clt.vtc.edu.hk/what-happens-online-in-60-seconds/.