Success! Donors have been stepping up in amazing ways in 2020, and this continued with Giving Tuesday. According to GivingTuesday.org, total giving increased from $1.97 billion to $2.47 billion in the United States—a 25% increase over Giving Tuesday 2019.
In our last post, we shared NextAfter’s strategies to increase year-end giving. This time, we’ll take a look at their research-proven tips for increasing sustainer donations. The following recommendations are based on NextAfter’s years of benchmarking research into online giving, including “mystery donor” studies of the online giving experience of 56 PBS stations in 2019 and 70 public radio stations in 2020.
Jackson River recently hosted a webinar with Brady Josephson from NextAfter Institute, who presented research-backed strategies to optimize online giving for public media, with a special emphasis on year-end giving. Some of the findings are listed below, along with examples of how Springboard supports these proven strategies to increase both the volume and total amount of online donations.
When it comes to fundraising, which delivers better results: doom and gloom? Or hope? I’ve been pondering the idea of framing, the way we present information to prospective and current donors, both positive and negative, in hopes of securing a contribution. While there are academic studies on behavioral biases, there is not an overwhelming body of research when it comes to the impact of positive versus negative spin on charitable giving. So let’s break down what we do know.
Our CEO Alice was recently interviewed on the Smart Communications Podcast, hosted by Big Duck, on what nonprofits can learn from the consumer marketing space. Listen to Alice talk everything from customer experience to chatbots to emerging payment methods [19 minutes].
Here's a short excerpt from the transcript:
PPC search has been a steady workhorse when it comes to donations-focused, down-funnel strategies: It’s relatively cost-efficient with a solid ROI (when done right). But what about all the fancy new stuff, like AI learning and audiences and voice? Having done some research of my own, I reached out to an old friend, Eric Werner, for an opinion.
About 307,000,000. That is the number of search results Google spits out in response to “marketing automation.” I am not going to undertake the gargantuan task of distilling all this information into a scannable read. Instead, I will share a few of the topics and considerations, far from comprehensive given the vastness of the subject, to begin thinking about your marketing automation.
This is a guest contribution by our smart friend Olga Moshinsky Woltman of LemonSkies. It’s the first of a two-part series on the recent impact of Facebook on fundraising in the social sector.
Facebook fundraising is like a really big deal, as in hit-the-billion-dollar-mark in November, and we will likely see its continued expansion and growth. Loads of Facebook users are now setting up fundraisers, usually because it is their birthday and Facebook reminds them to do something charitable. It only takes seconds to set up a fundraiser, and it’s easy to invite your friends (and people you vaguely remember) to contribute.