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May

3

2017

A Quick Guide to Snapchat for Nonprofits

Published by in category Non-Profit, non-profit marketing, Social Media | Comments are closed

Snapchat-banner-1.png Snapchat is on the rise in a big way. The popular photo-sharing and messaging app is becoming so big that even other social networks – like Facebook and Instagram – are beginning to incorporate their own versions of Snapchat’s unique features.

Check out some of these statistics: 158 million active users creating 2.5 billion Snaps per day, with 9,000 Snaps every second. That’s a huge user base that you can leverage into potential supporters!

But first things first: How can you use a photo app to communicate your nonprofit’s story to the masses? Organizations such as Ocean Conservancy, Human Rights Campaign, and Girl Guides of Canada are all embracing this social network, and setting it up is more simple than you might think.

Snap to it

Snapchat’s two most famous functions are “Snaps” and “Stories”. The former is a quick photo you can take with the app that gets sent via messaging to friends, but then it deletes itself after 10 seconds. When it comes to Snaps, you can still save good ones before they disappear forever by saving them to your Memories tab – that way, anyone can view your curated collection of individual Snaps.

And then there are Stories – a feature which, as we mentioned, is rapidly spreading across other social networks as well. Stories are little video collections of your Snaps that you can put together which only last for 24 hours. Stories don’t have to be sent directly to your friends – instead, they can be visible for everyone to watch.

How nonprofits can use it

On the surface, these two functions seem pretty Millennial-focused and probably more used by teens sending each other selfies. But your nonprofit can leverage Snapchat to give a creative spin on visual storytelling – something that’s very important in terms of inspiring people.

For example, if you’ve got a peer-to-peer event happening, why not collect a few Snaps to Stories or Memories that show off how much fun everyone’s having and what a big impact the event is having on the community?

If it’s new donors and participants you’re looking for, try putting together some Snaps that tell a cohesive narrative when you put them into Stories. For example, if you work at an animal shelter, you could assemble Snaps of cute animals that are up for adoption. If you have a charity that works with impoverished people, put together some before-and-after Stories that show how your company is helping change lives for the better.

Geofilters!

Geofilters are another clever way to use Snapchat to promote your nonprofit. To understand geofilters and how they work with Snapchat, let’s break the word down: filters and geofencing.

First, filters in Snapchat are one of its defining – and super dynamic – features. They allow you to overlay fun animations or special effects on top of the photo you’ve snapped. (There are also lenses, which put the effects overtop of the photo while you’re snapping it.)

A geofence refers to the GPS coverage of geographical area, putting boundaries around it like a virtual fence. It’s perfect if you’re looking to restrict usage of a filter to only a specific region or venune.

Combining geofencing with an exclusive Snapchat filter for an event – also known as a geofilter – is a prime way to get supporter-created content online. Geofilters have a few restrictions: namely, you can’t put your nonprofit’s email, phone number, or hashtag on it, and you can’t use more than two lines of text. But what you can do is make it look pretty, exclusive, and fun, so even people who aren’t familiar with your nonprofit will want to use it!

For example, at FrontStream, we put together a geofilter for P2P Forum back in March. Here’s what it looked like:

People located within the radius of the P2P Forum venue were able to have access to this geofilter through Snapchat, and we encouraged everyone to try it out.

There are two options for geofilters. A community filter is free, so if there’s something happening in your town, like a parade or a run or an awareness day, you can submit your artwork for free as long as you don’t have a brand or organizational logo in there. The Snapchat team will decide whether or not to approve your filter based your content and what other filters are already available in the area.

The second option is a paid one, and it lets you include your NPO or charity’s logo. As an advertiser, you are more likely to be approved. Our Snapchat filter was created under this option, and coverage of 36,000 square feet for three days only cost $60 USD, so it can be very affordable for your nonprofit!

If you’re looking for additional ways for your nonprofit to use geofilters, check out this informative list of tips. Some suggestions include using a geofilter to make a virtual prop for people, to promote an international “day”, or simply foster a sense of inclusiveness when you use the geofilter.

Get promoting

Once you’ve set up your nonprofit’s Snapchat account, it’s important to get the word out and start building your friends list! Take this example from the Animal Humane Society – they use the “ghost” code image for easy access to their adorable feed of animal photos. Be sure to set up your own ghost code and start showing it off on all your nonprofit’s social networks!

There’s no reason to be wary of trying out new social media for your nonprofit – in fact, something like Snapchat could be just the thing to get new prospects interested as well as engage your current donor base. Give it a try and see what creative fundraising promotions you can come up with!

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Mar

24

2017

The 10 Digital Fundraising KPIs Your Non-Profit Must Track

Published by in category analytics, Non-Profit, non-profit marketing, Nonprofit | Comments are closed

SpyGlass_NP_KPI.jpgInbound marketing has flooded us with information and data. Some of us data geeks have never been happier. For others, the volume of metrics and KPIs (key performance indicators) can be overwhelming.

If you’re a non-profit focused on increasing donations and donors, here’s a list of the 10 KPIs, put together by Network for Good, of digital fundraising KPI’s you must have a handle on.

New donor acquisition rate

This KPI is a simple and as broad as it seems. You can look at by time frame: How many new donors come on by month, each year? You can also look at it by channel and by campaign. You can also look at new donor acquisition growth as percentage over similar timeframes or campaigns.

Donor renewal rate

The most immediate donor renewal rate is year-over-year. Get the number of donors from last year (LYD) and determine how many of those same donors gave again this year (TYD). Then divide TYD/LYD to get your donor renewal rate. So if you had 100 donors last year and 80 of them donated again this year, your donor renewal rate is 80%. The challenge here is how far back do you go to consider a donor a “renewal” or “lapsed.”

Net new donors

Net new donors looks at your new donors and renewed donors to reveal if you’re treading water, falling behind, or gathering force. Your donor acquisition rate is usually a raw number. If 100 people donated this year who’d never donated before, that’s 100 new donors. But what if your donor renewal rate is only 50% (50 people who donated last year didn’t donate again)? The low donor renewal rate undercuts the value of your newly acquired donors. Calculating your net new donors highlights this critical gap and adds context to your new donor acquisition rate. This KPI is also important for gauging the engagement level of your donor base.

While new donor acquisition rates are important, relying on them too much to fund your organization puts a lot of pressure on your development team. You’ll see when we talk about metrics such as cost to acquire donor and average donation. Repeat donations are vital to a strong, consistent flow of donations.

Time to first/second gift

This is a measure of time elapsed between a first and second gift. In essence, making sure your new donor is retained, and doesn’t become a net new donor casualty. According to the Fundraising Effectiveness Project’s 2015 report, only 19% of first time donors donate are retained, whereas 63% of repeat donors are retained. This argues strongly in favor of keeping the time lapse between first and second gifts as short as possible. The earlier you get a donor into a habit of giving to your organization, the higher that donor’s lifetime value is likely to be.

Donor reactivation rate

Let’s say you consider any donor who hasn’t donated in the past five years to be lapsed. This is the pool you’ll use to calculate how many you’ve reactivated. If you’ve run any donor reactivation campaigns targeting them (and you should!), you can also look at reactivation rates for each one to determine which are most effective.

Cost to acquire a donor (by channel)

This formula will tell whether a fundraising campaign or channel is worth the cost of operation. Take the cost of a campaign, e.g. you spent $8,000 on a PPC ad campaign driving traffic to your donations’ landing page. Then divide that cost by the number of people who arrived at the landing page via the ads and donated. If that campaign brought in 100 new donors, the acquisition cost for each of those donors was $80.

Average gift (by channel)

Now, if the average gift from that PPC campaign was $50, that might not seem like such a great campaign. Slow down. We’ll get to those metrics touching on the life time value of a donor. But now you can also see why knowing your donor retention and reactivation rates are so important. The cost to acquire a new donor will almost inevitably be higher than that first gift.

You can calculate average gift amounts by campaign and channel. The channel average is particularly important so you know where to focus your efforts, especially when you look at the average compared to the cost. For example, you may find that people donating through a dedicated donation landing page have a higher average gift than those who donate via the “donate” button on your organization’s website.

Revenue per donor (by channel)

The raw dollars donated via each channel over a fixed time or campaign divided by number of donors. These include your different digital donation avenues, such as email and social media solicitations, as well as traditional direct marketing or ad campaigns. So if $100,000 is donated by 500 people from email solicitations last year, the revenue per donor for this channel is $200.

Gross/net revenue

Put simply, this calculation shows your donation totals less the costs to generate those donations. You can look at this by channel, such as how much you raise via Facebook less how much you spend to maintain that channel. You can also calculate this by campaign and by donor type. When you calculate this by donor type, you’ll have better insight into the different costs of acquiring new donors versus retaining or reactivating donors.

Lifetime value (by channel)

Finally! I’ve been talking about it, but here we are. The lifetime value of a donor is critical to understanding if you’re attracting the right kinds of donors. That’s why you also want to look at lifetime value by channel. Some channels may attract higher value donors than others.

To calculate LTV (lifetime value) you need some underlying metrics. To calculate a donor’s LTV, you need their total donation amount, less the cost to acquire and retain that donor. The cost number will be less precise than total amount donated. If you calculate how much you spend per year on retention donation campaigns, you can add that average to the acquisition cost for that donor.

More valuable is the LTV by channel. To calculate LTV by channel, you need to know the average lifespan of that channel’s donors, its average donation amount, the total number of the channel’s donors and number of donations. Let’s work this out with an example, say donors acquired through Facebook.

5 (average lifespan in years) x 100 (average donation amount) x [1000 (# of donations)/ 500 (# of donors)] = $1000 in LTV per donor for the channel.

Now if you know that your cost to acquire a new donor via Facebook is $100, that’s $900 in mission money. Compare that to the $80 in cost to acquire a new donor via the PPC campaign, which has a LTV of $500. The PPC-acquired donors cost less to acquire, but have only half the LTV of your Facebook-acquired donors.

Conclusion

As you can see, no single KPI is an island. Individually they offer interesting snapshots. To get a more holistic view of how your fundraising is going and whether you’re spending your development and marketing budgets to maximize ROI, you need look at the complete story these KPIs tell together. Use this as your starting point how to analyze these KPIs in context of each other.

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Sep

17

2015

5 Marketing Campaign Improvements to Help Uncover More Donor Revenue

Modern marketing tools and tactics help nonprofits engage with donors, build trust, inspire support and, ultimately, turn one-time donors into charity advocates. But sometimes, even the most well planned marketing strategies fail to produce the desired results.

One possible reason is your team is missing the mark on some key campaign attributes. As you roll out new campaigns to generate stronger support for your nonprofit, don’t forget to incorporate the following focal points into your strategy. They may be just what you need to maximize donations.

1) Mobile Responsive Landing Page

If your website isn’t equipped with mobile responsive technology, it won’t look or function the same on a mobile device as it does on a desktop. This poses a problem for several reasons:

  1. 50 percent of the people who visit your nonprofit website will do so from a mobile device.
  2. If the page doesn’t look professional and well designed on all devices, a potential donor may not trust that your organization is reputable.
  3. If the donation process isn’t fast and simple from any device, visitors may leave the page before they complete their donation.

Websites that successfully implement mobile responsiveness (landing pages that automatically calibrate to fit any size screen on any device) are capable of generating up to 34 percent more donations.

If you already have a mobile responsive website, make sure donation forms can be accessed from all pages on the site by including a donate call to action (CTA) that visually grabs attention.

If you don’t already have a mobile responsive website, you can create an independent donation page that is mobile responsive and link to it from all donation buttons on your main website. Just make sure branding is consistent between the main website and the independent page so as not to confuse visitors.

2) Storytelling

People donate because they feel a connection to a cause and are inspired to help. Without creating that connection, it’s unlikely you’ll get a contribution, much less a generous one. The first step to connecting people with your cause is to share its story.

Help people understand what inspired the formation of the nonprofit, why its mission is important and how their contributions will make a difference.

Share these stories where your donors spend their time, like Facebook, Twitter and Instagram. Dedicate a portion of your website to telling your organization’s story and feature stories in blogs and social media posts. Lastly, illustrate stories with photos, videos and graphics that help readers visually indulge. Painting a vivid picture of who your organization is and how it’s making an impact builds donor interest and trust — two critical influencers of giving. 

3) Compelling CTAs, Headlines and Content

The average attention span today is about 8.25 seconds, which means you need more than a good story to inspire support. Make headlines catchy with relevant statistics and clever word-play to encourage visitors to click and read about your cause.

Make the story an easy read by breaking up the body of the content into short, digestible paragraphs with conversational narrative. Include pictures, videos and graphics to keep their attention. Finally, make CTA buttons stand out with bright design and witty wording to inspire clicks.

If you aren’t comfortable writing your own content, consider hiring a professional, who will expertly adapt tone to align with your nonprofit’s brand and voice. It is also advisable to optimize content with keywords to grab Search Engine attention.

4) Social Media Advertising

Social proof is a psychological occurrence in which people assume the actions of others in an attempt to mirror correct behavior for a giving situation. Social proof can have a profound impact on nonprofit missions. Take the 2014 Ice Bucket Challenge for example:

What began as a small “dare” to raise awareness and funds for amyotrophic lateral sclerosis (ALS) research shifted into a global movement that flooded social media walls and raised about $220 million. Before the Ice Bucket Challenge, most people had no idea what ALS was. Today, not only has awareness surrounding the condition skyrocketed, but also it’s likely you or someone you know contributed to the cause.

charity: water, a nonprofit dedicated to bringing clean, safe drinking water to people in developing countries, also found a unique way to inspire social proof. First, it built a connection between social media followers and its cause by sharing real life metrics about funds that have been raised and how many people have been helped.

Next, it fortifies donor connections with videos and pictures that illustrate how those funds are being put to use. Finally (and most impressively), they encourage others to take action on their own platforms by promoting a “Donate Your Birthday” campaign. Instead of someone receiving gifts for their birthday, charity: water supporters can ask friends and family to make a donation to the charity on their behalf. Thus far, the initiative has helped raise $9 million.

Bonus Tip! Facebook recently launched to ability to include a “Donate Now” call-to-action button option on both link ads and company Pages. Learn how to incorporate into your marketing campaigns here.

5) Accurate Ask Amounts

Research suggests when a specific donation amount is asked, people are 50 percent more likely to contribute and often times give anywhere from 20 to 30 percent more than they otherwise would have.[1]

However, asking the correct amount is critical to the success of this approach. Ask too much, and you risk turning away or offending a supporter. Ask too little, and you fail to maximize the contribution. The most effective way to determine ask amount is with predictive analytics.

Predictive analytics platforms, such as ExactAsk, source Big Data about your donors from places where existing information can be found, including:

  • Email marketing
  • Customer relationship management software, including HubSpot
  • Website activity (forms and surveys)
  • Donors’ history with your organization (how long they’ve been on file, what their lifetime contribute is, etc.)
  • Census Bureau
  • Facebook interactions 

Next, the platform sorts the information in search of trends, patterns and associations (especially as they relate to behavior) to generate a scientifically probable ask amount.

Predictive analytics eliminate confusing formulas and replace educated guessing with factual data that can be used for more than just asking the right donation amount. The data can also help with donor list segmentation and the redistribution of marketing efforts to target the donors most likely to gift large amounts or contribute regularly.

The Food Bank of South Jersey implemented predictive analytics when it was struggling to increase its fundraising ROI. While the organization continued to grow each year, average donations were too small to generate a positive return fast enough, especially with the growing cost of direct mail. As a result, the organization wanted to focus its resources on the donors and prospects that could generate the biggest returns – but didn’t know who these people were. 

Using the ExactAsk software, the Food Bank ran campaigns that generated 2x more revenue per day. In other words, the Food Bank was able to generate the same revenue in half the time. Here are the results:

  • Lists generated the same revenue in half the time (compared to other lists)
  • 2x the response rate
  • 2x the number of donations
  • 2x the average amount donated per day
  • Revenue is increasing at the same time costs are decreasing—overall profit margin grows

Predictive analytics allowed the Food Bank to shift focus from who has resources to give to who wants to give.

The Bottom Line

Ask for exactly the amount your donors are likely to contribute and align the function and beauty of your website with appetizing headlines, compelling content, beautiful graphics, emotionally charged photos and videos, and a simple and effective way to donate.

Broadcast your message on the channels your donors frequent, like Facebook and Twitter, and focus on building a long-term connection with donors instead of soliciting a one-time gift. When done successfully, revenue potential is limitless.

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[1] Doob, Anthony N. & McLaughlin, Danielle S. (1989). Ask and You Shall be Given: Request Size and Donations to a Good Cause. Journal of Applied Social Psychology. Volume 19, Issue 12, pages 1049–1056


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