How Personalisation Can Increase Donations, Supporter Loyalty And Advocacy

Personalisation is no longer a ‘nice-to-have’. It’s an expectation. In an increasingly competitive and crowded marketplace – delivering the right customer experience is essential. 

After all, who doesn’t like a personal touch? 

We all love being recognised and treated as an individual. Our relationship with our favourite charity is no different. 

What is personalisation?

Personalisation isn’t a recent revelation. Many marketers know about personalisation and are capitalising on it. If you haven’t heard of it before, personalisation is where an organisation creates tailored messages, stories, offers, and experiences for an individual based on the data the organisation has about the person. 

You have probably experienced it without even knowing about it. When you interact with a company and it just feels like their whole campaign was made for you. Maybe a little detail about the town you’re from, something in the copy that acknowledges your relationship, or at the other end of the scale, pre-filling your form so you can donate with the click of one button on your mobile when you’re on the go. 

What are the benefits of using personalisation?

Today, people are gravitating to the organisations that they feel actually listen to them and pay attention to their specific interests, wants, and needs. Personalisation provides organisations with a way to do this. 

But, personalisation doesn’t just benefit the user. It can also benefit the organisation by: 

  • Increasing conversions; 
  • Improving customer loyalty; and
  • Encouraging customer advocacy.

1. Increase Conversions

In its simplest form, personalisation helps increase conversions by reducing the number of form fields a person has to fill out and reducing the time it takes to donate. 

But it’s more than that…

In an increasingly crowded and competitive digital landscape, personalisation helps create cut-through in the market to help grab your audience’s attention. 

Personalisation also creates a seamless and tailored experience for the user, which reduces back clicks and bounce rates; ultimately increasing conversions. 

On top of this, people are more likely to take action on campaigns where their name is used! In fact, studies have shown that brain activity increases when you hear (or see) your name.

Foodbank Victoria noticed all of their key metrics improved through the use of personalisation. 

Our open rates, click-through rates, and most importantly conversion rates on the donation page have gone through the roof by using those personalisations. Instead of seeing a decline in engagement and donations or an increase in complaints and opt-outs we are seeing the opposite.”

Sarah Cobb   |   Fundraising Manager

Foodbank Victoria

Imagine you went to donate to your favourite charity…

Without personalisation you may see a cold bare bank-like form, asking you for a donation. Lots of fields to fill out, all the fields you’d filled in several times before. 

The second page, addressing you by name, acknowledging the amazing contributions you’d previously made and pre-filling all the details they already had on you. With the click of a button you are done. 

What page are you more likely to donate on?

2. Improve Customer Loyalty

Personalisation is equally effective in improving retention rates. People don’t want to receive irrelevant marketing material and many will often opt-out of communications from organisations that are out of touch with their interests.

According to Salesforce, 70% of consumers say a company’s understanding of their personal needs influences their loyalty. 

How many times have you unsubscribed from an organisation’s emails because they kept sending you irrelevant content? 

When personalisation is used correctly, it can make your audience feel valued and can successfully build long-lasting relationships and loyalty.

3. Encourage Customer Advocacy

When you have a positive experience with an organisation, you want to shout it from the rooftops! You’re more likely to share it with friends, family and across social media. 

Providing an exceptional customer experience increases conversions, it increases loyalty, but if you do it right it also creates brand advocates and influencers. This kind of brand awareness and reach is unparalleled and best of all, it’s free.

Chat to us about how you can use personalisation in your next campaign.

What to personalise and why

There are many things you can personalise with the right data. But that doesn’t mean you should personalise everything. 

There are some things donors expect you to know, and there are some things they don’t. It’s important to use personalisation to enhance your supporter’s experience but the golden rule of personalisation? DON’T BE CREEPY. 

Some things you should definitely personalise are:

1. Personalised pre-filled forms

This one is a no-brainer. If you already have the data you are asking for in your donation form, why not pre-fill this for your supporter! This makes the process of donating much easier (and quicker!) and therefore more likely to happen. 

After all, the less the supporter has to do before hitting that donate button the better for both you and the donor.

2. Personalised copy on your donation page, thank you page, and receipts

You’re likely already doing this in your email marketing. Addressing a supporter by name, including a variable paragraph. Don’t stop here. One of the easiest ways to personalise your donation experience is to include your supporter’s details in the copy of your donation page, thank you page, and receipts. 

Building continuity and consistency of message is critical. You’ve worked so hard on your email copy, you’ve added all the touches, so don’t drop it all at the most critical stage when someone hits the donation page.

Just like your favourite coffee shop remembering your order, it’s also nice as a donor when a charity remembers details about you. This can be as simple as the donor’s name, or if you have the data, the reason the donor supports your charity.

You can even go as far as to include information on how much they previously donated and the impact it’s had on your organisation. 

All these details can evoke a positive emotional response and make the donor feel truly valued for their generosity. 

If you are addressing an individual who has never donated before you can still use data such as their name, their interests, and where they live to personalise your copy. 

For example, if you’re a charity that helps a range of domestic animals and you have data that the person’s favourite animal are dogs then you can use this information to tailor your copy to be more dog focused to help get them across the line. 

Similarly, if you are a statewide charity and you know where the individual lives you can personalise your copy to be focused on the work your charity does in their area. 

3. Personalised asks and one-click donations

Now we’re getting into the nitty gritty. 

Personalised asks

Increasingly charities are using the formulas that work so well in direct mail to bring the same experience to their emails and donation pages. If a person has donated $50 previously, provide that person donation asks at $50, $75 and $110.

You can imagine that if you have a donor who has previously donated $500 then they receive a donation page without personalisation, it may say ‘Please donate $50, $75, $110 or your choice’ they will likely be confused and frustrated. 

And worst of all, they may only donate $50, because that’s all you’ve asked for. 

Charities have been using this method to encourage donors for years – because it works! Yet only recently have many begun to use this kind of personalisation across their digital experience. This lack of uptake for many charities has been due to rigid legacy websites and platforms that lack the needed functionality. However, with the rise of software like GiveEasy, features like personalisation are all a part of the service. No coding or developers needed. Meaning any charity can now use personalisation on their digital campaigns (even if you aren’t a digital expert). 

 

One-click donations

Paypal, Apple Pay, Google Pay, and tokenisation. What do they all have in common? You don’t need your credit card in your hand to be able to make a donation. 

You may be early in your journey when it comes to increasing payment methods or you may already have a full arsenal of payment options. At GiveEasy we provide tokenisation on all donations, so if that same user returns to donate, they won’t need to re-input their credit card details. 

This is the ultimate when it comes to ease of donation for second time donors, you don’t need your card or a password you may have forgotten, you simply click on the donation page link and confirm your donation. 

Most importantly GiveEasy provides security on tokenised payments with full PCI certification as well as regular and ongoing reviews. This ensures your donations are protected at every stage, even if your organisation doesn’t have an extensive IT, finance and security team.

Personalised Matched Giving Campaign Email By Lifeline 

This matched giving campaign email by Lifeline is a great example of putting all of the best of personalisation together. The team at Lifeline have created an experience so when you donate from an email, you see personalised asks based on your last gift, the content is directed to you, addressing you by name, and if you’ve previously donated, you’ll only have to click confirm and your donation is complete. 

PURLs through Give Easy have been a game changer for Lifeline. To be completely honest – we were reluctant to use them at first as we were uncertain we had the capacity to utilise them properly.

Jeremy and the team were fantastic supporting us, and once we did implement it, it was apparent we couldn’t go back! The results were amazing. (We went from eDMs bringing in around $5,000 to bringing in quadruple that!)

The area we’ve had most success, however, is through our Giving Days. The personalised landing pages, ask amounts and donation function make each ask truly feel relevant and personalised. The results have been incredible – our most recent Giving Day exceeded it’s stretch target of $550,000 to finish at more than $593,000.

Rochelle Nolan   |   National Manager, Strategic Fundraising

Lifeline Australia

Chat to us about how you can use personalisation in your next campaign.

A note on personalising outside of donation forms and pages

If you aren’t already personalising across Direct Mail, Email and SMS. You definitely should. We’ve included a few notes here but if in doubt our friends at Flat Earth Direct specialise in supporting charities across these areas of fundraising. 

4. Email and SMS subject line and copy

Email and SMS subject lines and copy are important to personalise. After all, it’s this communication that gets supporters to your donation page in the first place. 

Adding the first name to an email subject line has had proven results in increasing open rates. Using personalisation and tailoring your email and SMS copy to your supporter’s interests will have a positive impact on your click-through rate. Which ultimately gets more eyes on your donation page and therefore more chances for conversion. 

What’s more, it’s super simple to add personalisation and segment your audience based on data from most email software providers.

5. Mail packs

All donor mail packs are personalised in a sense as they all have to be addressed to an individual in the first place. But that doesn’t mean you can’t add personalisation in other ways. 

Adding a personalised QR code to your mail pack that directs supporters straight to a personalised donation page with a pre-filled donation form gives your donors another seamless and personalised online donation experience. It not only removes the hassle of needing to complete several steps to donate but also makes a donor feel valued from the tailored experience that has been provided just for them. 

The Royal Melbourne Hospital Donation Mail Pack

It’s important to note that for donation mail packs you should NOT include payment details in your personalisation, simply due to the risk that the person’s mail could fall into anyone’s hands. 

For more information on how you can use personalised QR codes read our article Print Goes Digital: 5 Ways You Can Use QR Codes At Tax Time 

Final Comments

Although personalisation can seem gimmicky at first (and sometimes creepy), increasingly, organisations are using it as a tried and tested tool for their campaigns, because it works. 

We hope this information helps you navigate the benefits and risks around personalisation to make it easier for your organisation to use as part of your next campaign.

Chat to us about how you can use personalisation in your next campaign.

Print Goes Digital: 5 Ways You Can Use QR Codes At Tax Time

As technology weaves its way into our everyday lives, digital fundraisers are given new and exciting ways to engage donors. QR codes now dominate the landscape, and many innovative charities are embracing their usage in a variety of ways. 

With tax time just around the corner, we thought we would share some of the great things you can do with QR codes on your marketing materials. 

Just in time, before your mail packs need to be finalised for your Tax Appeal!

Why are QR codes beneficial and how can you use them?

QR codes can instantly provide more information about your organisation to a donor OR seamlessly pre-fill donor’s information into a form to make it easier to donate. Either way, COVID has meant that for now QR codes are here to stay and there are countless ways to make use of them. 

Before we get into it, it’s important to highlight that there are two distinct types of QR codes we’ll talk through, whether you want to create one QR code for lots of people, or one QR code per person:

1. One QR code to many people

To create a QR code that directs many people to a single website is super simple. All you have to do is:

  • Google “free QR code generator”
  • Select a provider
  • Add the QR code website destination (and any relevant tracking)
  • Download the QR code file in your preferred format
  • Test your code to make sure it hits the right webpage
  • Add it to your marketing material

This is a great option for generic destinations but not the best for destinations that should be personalised.

2. One QR code to one person

When you’re looking to really personalise the donor experience, prefill a donation form and provide personalised content on the page. You need a single QR code for each person. The best way to do this is to work with GiveEasy and your favourite mailhouse. Here is our step by step:

  • Reach out to your mailhouse and see if they are able to print individual QR codes
  • Ask mailhouse what format the URL needs to be in
  • Let GiveEasy know you’d like to do personalised QR codes as part of your next campaign
  • Provide datafile to GiveEasy
  • GiveEasy provides appended datafile with personalised URLs in preferred mailhouse format
  • Provide file to mailhouse
  • Be sure to test QR codes on your proof sheets from the mailhouse before approving 

Please note: GiveEasy doesn’t charge additional fees for this service and in our experience, this process has no additional cost from the mailhouse. 

If you’re working in above-the-line marketing like billboards and digital screens you only have one option. On the other hand, if you do have someone’s details, why not make their life easier and yours, by pre-filling as much information as possible? But we’ll get to all that!

Five ways you can use QR codes in your tax campaign

1. Donation Mail Packs

Using QR codes, you can remove the hassle of a donor having to take several actions on their path to conversion. 

For example, adding a QR code on a mail pack that directs users straight to a donation page eliminates the extra hassle for the user to have to open a web browser, search for your website, and then try to navigate their way to the right page. By using a personalised QR code, you can pre-fill their details so all they need to enter are their payment details. 

After all, the more actions you require a donor to take, the more that will drop off and exit – meaning that fewer people make it to your donation page, and therefore less donations.

By using QR codes to reduce the amount of steps users have to take, this will ultimately mean more money for your organisation (YAY!).

Scan the QR code on The Royal Melbourne Hospital’s mail pack below for a demonstration of the personalised user experience:

NOTE: We strongly advise NOT including banking details in QR codes. This could be a risk if the mail is delivered to the wrong address or falls into the wrong hands.

How do QR codes stack up in a mail pack?

The key ways someone will donate are:

  • Filling out and returning the coupon
  • Phoning the call centre
  • Typing the vanity URL
  • Googling the charity
  • Scanning the QR code

None of these mechanisms are going away, but the way we use them is changing. More and more we see people receiving mail packs and donating online. It isn’t that mail is dead, it’s still a huge motivator for giving, but people are preferring to make the transaction online. 

When phone and call centre costs are so high, save them for mid-value and major donors. When predictive text and google mean you’re unable to track accurately, it can make it hard to justify your mail costs. QR codes provide a unique benefit; by creating personalised QR codes and adding tracking, not only can you see the direct revenue coming in from your mail pack, you can make the whole experience seamless for your donor. 

QR code revenue won’t turn everyone into an online donor; it may only make up 20-30% of revenue. However, we’re seeing an increasing number of donors choose this method, and it’s providing real data to the charities who are using it. Ultimately, this is guiding where they spend their fundraising budgets.

2. Receipts

Annual receipts for regular donors often see some of the highest attrition periods in the year across the industry.

Get creative and provide a personal thank you video to high-value donors, or an end-of-year wrap-up video to anyone who donated.

It’s also a great time to survey your donors and ask for feedback, what do they love, what grinds their gears?

Adding a QR code on your donation thank you pack or receipt is a great opportunity to engage with your donors. You are only limited by your imagination here.

In this scenario, both a generic or a personalised QR code could be used. If you are directing a donor to an anonymous survey then a generic QR code is all you need. If you are directing high-value donors to personalised thank you videos then you will obviously need a personalised QR code.

3. Invitations

Holding a fundraising event as part of your tax campaign? You can use QR codes on your mailed invites or flyers to allow users to easily register for your event.

If you’re mailing an invite then you already have the donor’s address. Take this opportunity to create a personalised experience for the user, by only showing the relevant event/s in their area.

In this scenario, a personalised QR code that pre-fills the donor’s name and email address in the event registration form would work perfectly. Again this saves the donor the extra hassle in filling in fields you already have.

4. Volunteer Packs

If you are holding an event for tax time and you need to direct volunteers to a particular location an easy way to do this is through a QR code.

Simply add a QR code to your volunteer information packs. Your volunteer will scan the QR code and a pre-filled address with specific directions are readily available.

This saves the person from having to manually search for the location.

A generic QR code would work perfectly fine in this scenario as you just need to provide the same location to all. If there are a few locations, creating three different QR codes would also work as you don’t need to create hundreds or thousands of these. As there is also no opportunity to make personalised directions a personalised QR code would be unnecessary.

5. Digital Screens

Whether you’re hosting a webinar, advertising in a lift lobby, or running a televised event like a telethon, QR codes on digital screens have become the norm. 

Think about where you can add value or be strategic about asking for a donation. 

Often during webinars you’re cutting and pasting links and promising to send PDFs after the event is over. What about providing a QR code on the closing notes with a link to a PDF on a hosted landing page? Or providing a quick survey users can complete on their mobile. 

During disasters and seasonal telethons avoid long URLs and support people while they are dual screening. Add a QR code to the bottom banner of the screen, either while the presenter makes a call out for donations, or while your most emotive content is on screen. 

Digital screens are all around us now and with support from your out-of-home advertising supplier you can get creative with where you put your QR code. Make it simple and ask for the fewest possible details as people are often in a rush.

Final Comments

You can use QR codes both on printed and digital marketing material, so the opportunities are almost endless! The above are just five examples of what you can do.

Ask your mailhouse today if they do personalised QR codes, or get in touch with GiveEasy to find out more. 

QR Code checklist:

  • Whenever you use QR codes ensure you provide clear indications on what the QR code is for and where the user will be taken after scanning.
  • Put the QR code in a location where people will be able to see and scan the QR code.
  • Make sure the QR code is big enough to be scannable.
  • Don’t add banking details of donors and supporters to QR codes.
  • Create a URL destination that is mobile-friendly. This is critical when scanning and visiting websites from your phone. As always, all GiveEasy donation pages and forms are mobile-friendly so you can check this one off already!
  • Be sure to add tracking to your URL so you can monitor the performance of your QR code vs other channels.
  • Don’t put a QR code on a platform that people primarily view on mobile. For example, social media is primarily viewed from a mobile device; if you put a QR code on a social media post, any person viewing the post from their mobile device won’t be able to open it – that’s because they are already on their phone and can’t use it to scan the QR code. 

“COVID-19 …. helped us to move to a digital-first, storytelling focused approach across campaigns fundraising and we completely smashed our fundraising targets. Lockdown meant that donors moved to responding digitally (over 70% of donors are now giving through online channels), and they have given more than ever before”

Natalie Barnett   |   Head of Fundraising Campaigns

Arts Centre Melbourne

Now Is The Time To Secure a Matched Giving Donation For Tax Time

With tax time just around the corner, we have all started to think about our end of financial year appeals and how to get the most from our campaigns. 

And no surprises here… the best way to do this continues to be matched giving. 

Matched giving is not a new concept but if you’re unfamiliar with it, it is essentially a promise made by a generous giving partner (or partners) that for every dollar donated by the public, they’ll match it (or triple it if you’re lucky!) to a set limit. There are some conditions around how this works but we’ll get those particulars later in this article.

What is matched giving?

Essentially, matched giving is a little bit of marketing magic for a charity. 

Matched giving focuses on creating an incentive for a donor and aligns that with a very specific time limit to take action. The aim is to get them across the line where they may otherwise hesitate and / or donate more than what they originally intended. 

For a matched Giving Partner it creates loyalty and the feeling of being part of something bigger than themselves, whether they are a single Major Donor, a group of donors, or an organisation. For a business or corporate partner who gets involved it can provide additional positive branding and awareness.

You can use matched giving as part of a specific giving day, as an addition to your wider appeal, or as a last big push to a significant campaign.

FACT: Donors in matched giving campaigns donate more and more often. 

The excitement that match giving builds becomes infectious both within your organisation and across your marketing and campaigning. Creating more awareness and inspiring and acquiring new donors along the way. 

Now I’m sure you’re saying well that sounds great and all, but how do I actually get someone to commit to a matched giving donation? 

HOT TIP: A matching donation is a donation that has been committed but not yet transferred to a charity. The campaign is based on ‘if you give $1, I will give $1 as well’. If the donation is already received you could get into hot water for misleading donors. 

Who can be a matched giving partner?

The short answer is – anyone. The challenge is that we need the matched amount to be significant enough to get the all-important hype around the campaign. With as little as $10k in matched funds you can still create a powerful campaign. This can be from one donor or a combination of donors. 

The most common matched giving sources are from:

  • A major donor

If you have a major donor that frequently gives generously at a particular time of year, ask if they would be willing to use their donation for a matched giving campaign instead. 

Often major donors are thrilled at the idea of encouraging and supporting more people to donate to a cause they already feel passionate about.

  • Several smaller benefactors

Pooling donation offers from several smaller benefactors is also another way you can get enough matched funding for a special campaign (albeit slightly more work). You can pool together multiple giving partners to simply hit a matched fund of $10,000 or more. 

An example of this is a campaign by Beyond Blue who teamed up with four corporate partners to triple any donation made up until 30 June or until the target of $300,000 had been reached. 

In this scenario, Beyond Blue pooled together the generous donations of 4 giving partners to make a seriously impactful matched giving campaign.

  • Corporate sponsors and donors

Approach corporate partners and new businesses and ask them to get involved. As part of being a Corporate Giving Partner you can highlight their logo through the campaign and related marketing materials where it is relevant. This is often a huge benefit to businesses who can do good while also highlighting their business is proactively supporting the community.

  • Your charity board

If your organisation has a board, you should leverage this. These people care about your cause and regularly donate funds to your charity. Ask your board members if you can use their next donation to help gamify your next campaign into matched giving.

  • Philanthropic and Government grants and funding

If you are lucky enough to secure grants and funding from philanthropic or government sources use these funds as a part of your next matched giving campaign. However, it’s important to read and ask about the terms and conditions of your funding to ensure the funds can be used for matched giving purposes. 

Sourcing a matched giving partner and creating a matched giving campaign takes time but if you put the work in early, it will pay off. You can also use a matched donation for any of your peak campaigns across Tax and Christmas if the idea of an independent campaign is too daunting at first.

What to do once you have secured a matched giving partner​

1. Determine the key details

Once you have secured a giving partner it’s important you discuss some of the key information around the campaign:

  • What are the minimum and maximum donation amounts?

Minimum and maximum amounts are the parameters around when donations will be matched. For example,“Your donation will be matched up to $50,000” “Your donation will be doubled if we raise a total of at least $15,000”. Most commonly campaigns focus on a maximum amount.

  • What is the deadline for the campaign?

Matched giving campaigns often also come with an end date. Setting a deadline of “your donations will be matched if you give before 30 June” is an example of a time-based deadline for the matched giving. Time-based deadlines can be used on their own if a matched giver is willing to match all donations made in that period. They can also be used in combination with a maximum amount, for example, “Your gift will be matched dollar for dollar until we raise $200,000 or until 30 June”.

  • What will the match ratio be?

The match ratio is the multiplier. Will the public’s donations be matched dollar for dollar 1:1 or will it be tripled, quadrupled, or even be multiplied by 10?

How much the donation is to be matched by is really up to you and your giving partner. More often than not the bigger the multiplier is, the more donations you receive from the public. However, it’s important not to have too big of a multiplier that your maximum matched funds run out too quickly. For example, if you have a matched fund of $10,000, don’t do a matched ratio of 10:1, as if even just ten people donate $100 then all your matched funding will be gone.

The most common matched multipliers are 1:1 or 2:1. If all you can manage is a dollar-for-dollar ratio that is completely fine and will still be extremely effective. Where matched giving isn’t as effective is when the match ratio falls below 1:1. Try to at least double a donation. 

  • Does the giving partner wish to be anonymous?

The final thing to discuss with your matched giving partner is whether or not they would like to be anonymous. Ideally, you want your giving partner to be known. This creates greater transparency to a donor and makes it easier with promotional materials and messaging. 

You may even be able to leverage your giving partner’s social platforms and connections to garner more donations.  

Ultimately, the decision comes down to the giving partner. If they agree, be sure to create a media kit with social assets and recommended copy to make it easy for them to share polished content. Not only will this make them more likely to promote on their own pages, but it will also make for a positive experience – making it as easy and fun to be involved. 

The better the experience for your matched giving partner, the more likely they will be inclined to do it again. 

2. Set up your matched giving campaign

Unlike normal appeals a matched giving campaign requires a few more features to make the most of all the hard work you’ve done securing a matched giving donation and to really gamify the experience. 

Don’t worry it’s not as scary as you think. 

The first thing that you will need is a donation page. But not just any donation page. A donation page that has a multiplier tool. This is for the match ratio we talked about earlier. With a multiplier tool any donations will be instantly matched and visible to the donor.

With the right software behind you, this is a simple process. All you have to do is add in your match ratio and watch the donations automatically be matched as they roll in.

Without the right software, adding a matched multiplier can be a technical nightmare. So unless you’re good with coding and numbers maybe use one one we’ve prepared for exactly this purpose.

Set up a GiveEasy matched giving donation page with all the features you need to get the most out of your campaign.

The second key feature your donation page will need is a thermometer bar. A thermometer bar gives donors a visual display of the progress of your campaign. And more importantly how much has been raised and how much is still to go. 

Thermometer bars create excitement and community engagement (we’re all in this together with a common goal). As you edge closer and closer to your matched goal, a donors excitement and motivation will increase. Just like a marathon runner with 1 km to go. You can see the finish line. You can see the end goal is in reach. Suddenly, every single person wants to help get you over the finish line.

Again with the right software (cough cough GiveEasy), adding thermometer bars can be as easy as selecting your appeal and setting you appeal goal. Without it, that headache will probably turn into a migraine.

Screen Shot 2022-03-04 at 2.57.48 pm

Set up a GiveEasy matched giving donation page with all the features you need to get the most out of your campaign.

Last but not least, your page needs a countdown timer. A countdown timer is a tool that ensures everyone can see how much time is left on the campaign and creates an urgency to give. 

With your matched giving deadline being highlighted in a countdown timer, not only does this help gamify the campaign it also calls attention to the fact that donations will only be matched for a limited time. Think of it like a boxing day sale. For 24 hours only you will get more bang for your buck. 

Just like a boxing sale, adding a countdown timer on your matched giving donation page has proven success. 

Now we’re probably sounding like a broken record at this point. But without the right software, adding this feature is much harder than it needs to be. 

Adding a countdown timer with GiveEasy software is as easy as just adding in your campaign end date. 

GiveEasy donation pages also have the ability to add:

  • Comments
  • Dollar handles
  • Choose your own form fields
  • Video
  • Social sharing
  • Customisation and personalisation
  • Mobile design
  • Stories
  • Branding
  • Tracking

So it’s really a no-brainer. Whether you’re still in fact finding mode or ready to set up a campaign. Get in touch and find out how our software can help you on your next matched giving campaign.

“Matched giving days are the secret weapon to time-based fundraising. They increase revenue, reactivate and acquire donors, raise awareness and importantly, they are fun for everyone involved!”

Claire Baxter   |   Head of Fundraising

Kidney Health Australia

Want to know more about matched giving appeals and how GiveEasy can help you?

How To Make Your Socials Donation Friendly (without any crazy set up)

29% of people consider social media to be the platform that inspires giving the most. Outranking email when it comes to first impressions. 

To ensure you are making the most of your social media channels it’s important to make your social channels donation friendly!

Many social media platforms like Facebook and Instagram have come out with their own donation tools. However, these are painful to set up and can also remove a crucial part of the donation recipe… data. 

Unfortunately, when using in-app donations, all data is optional. This means that unless someone actually selects to give you their personal details, (very rare) you won’t be able to capture any information using these tools. Not ideal.

To overcome this issue while still making your social channels donation friendly, we have set out 6 simple tips and tricks that you can implement right now to improve your conversions.

All while capturing key donor data using your existing donation forms and pages!

1. Set a strong, impactful bio

Your bio is extremely important for any new users coming across your organisation. Not only will people look at your social feed but also your bio to better understand who you are, what you do and most importantly if they care enough to donate. 

In roughly 10 words, you need to tell the user your organisation’s vision or mission. RSPCA Australia is a great example of this with their bio: “Our mission is to prevent cruelty to animals by actively promoting their care and protection.”

2. Add donation page links where it's relevant

The more places you have to donate the more chances you have to get a user to convert. Don’t go overboard and flood your poor audience, but where there is a clear call to action, make sure you add your donation URL.  

Some key places we recommend adding a donation page link are:

  • In your profile bios

Instagram, TikTok, and LinkedIn are just some platforms that allow you to add a website link. Use this to add a link to your donation page. If you have multiple important links that’s also fine, use a Linktree to highlight all of these in one location.

  • In your Instagram stories

Instagram stories are often the most viewed type of content on the platform. Adding a simple call to action to donate and using a link sticker to your donation page is an easy way to increase donation activity.

  • On your Facebook ‘learn more’ button

If you don’t have a website then add a donation page link to your learn more button. This will ensure that any person that wants to donate to your cause can do so easily. Ensure this donation page includes details about your organisation, and how donations can help so that everything a donor would want to know is one location.

  • On your YouTube profile and video captions

YouTube is the third most used social media platform in Australia – coming in just behind Facebook and TikTok. With video content being the preferred media type it’s definitely a platform that you should be taking advantage of. 

By adding a donate link to your Youtube profile and adding it in your relevant video captions this is a simple way to make donating easy for your viewers.

  • In meaningful posts

In posts where you are showing the positive impact that donations make, adding a link to a donation page can increase your chances of getting more donations as it is readily visible after they have just seen your impactful content.

Set up a GiveEasy donation page that you can link to straight from socials.

3. Boost posts, where it makes sense

Unfortunately it’s getting harder and harder for your posts to cut through the noise and be seen organically. For those posts that really matter, it isn’t that people don’t care, sometimes they genuinely can’t see your content. 

Where it matters (and especially where you have a strong call to action and a link), be selective and put some money behind your post. $50 is usually enough to ensure it gets to where it is needed and if it’s working well, consider a bit more. 

Make sure you include a budget for Facebook in your marketing plans, even if you aren’t running entire campaigns.

4. Highlight meaningful results

Use the content you post to highlight meaningful results your organisation has achieved with the support of your donors. 

Showcase your day-to-day work and what goes on behind the scenes. 

Create impact story posts highlighting the positive impact of the work your organisation does, because of donor support. 

And if you are running a giving day or live event, send real-time updates to your audience to point out your fundraising achievements and motivate others to contribute to achieve your goal. 

These are just some of the post types you can add donation page links to.

5. Pin posts where possible

Another way to increase your chances of donations is to pin one of your best or most important page posts that contain a link to your donation page. 

This will ensure the first post someone sees on your profile is strong AND has a donation link. 

Remember to keep the post short in length so that the donation link is visible.

Stuck for ideas? An easy way to have an effective pinned post with a short caption is to have a video that explains who the organisation is and how donations help. This allows the video to do the talking and allows for the caption to be a short call to action that asks the user to donate.

6. Make sure your donation page is mobile friendly

99% of social media users access their social networks via mobile. This means your donation form HAS to be mobile friendly. 

You do not want to spend time, energy and money in getting your donors to click through to donate only to have the page looking something like the left image. When it should look like the right image:

Feb Social Posts-2

Always test any donation technology you are using or setting up yourself is mobile friendly on all types of mobile devices. 

Ps: GiveEasy’s donation pages are 100% mobile friendly.

Set up a GiveEasy donation page that you can link to straight from socials.

Is Your Donation Form Killing Your Donations?

For many non-profits, donation forms can be the bane of your existence. You do all the hard work of attracting and inspiring supporters, and at the sight of the form (or a few scrolls in), they bail.

There are two main reasons donation forms send donors packing.

Reason #1: You're Asking Too Much

Many charities see the donation form as an opportunity to collect as much information as possible about their supporters.

When you’re in peak campaign mode and you’ve spent your hard earned marketing dollars to get the message out, conversions matter. 

Imagine that moment, the donor is on their computer, or more likely, their phone. Credit Card / PayPal login at the ready… Is now the time to ask them when their birthday is? Or what day of the week they’d like their newsletter sent? (Don’t laugh, it’s more common than you think). 

Most people hate filling in forms. We already know that people are wary of giving out their personal information. When you’re creating your donation form, focus on the conversion.

How To Fix The Problem:

Only ask for the essential information:

  • Name
  • Email
  • Donation amount
  • Frequency 
  • Payment option
  • Anything critical to the specific campaign (be selective!)

Data is important. Fundraising is only sustainable with good data. 

Be creative in your post donation journey. How can you follow up as part of your thank you email? What surveys have you got through the year as a light touchpoint? Hot tip, these double as a lovely engagement piece so you aren’t asking for money in every communication.

How Can GiveEasy Help?

Aside from offering fully customisable donation forms within minutes (try doing THAT with your legacy form), GiveEasy offers two incredibly important donation form features. 

Pre-filled forms: These used to be pretty rare but these days if you aren’t offering a pre-filled form with all the information you already have from a donor, you’re doing them a disservice. If they’ve told you their email once, don’t make them tell you again. 

One-click donations: Once a supporter has donated to you, we tokenise that payment with some of the highest security and safety protocols available. When that same donor returns they are offered the opportunity to click donate without having to fill in a single form field.

“Donors want a quick and easy way to make a donation and sending an SMS that clicks through to a pre-populated donation form has delivered great results for us during our Telethon and EOFY appeals.”

Amanda Schofield   |    Individual Giving Manager

Asylum Seeker Resource Centre

Set up a personalised donation form with pre-fill and one-click technology.

Reason #2: People Are Busy - And Mobile

Many donors will receive and respond to your appeal on their mobile. That means they’re typing one-fingered on a pop-up keyboard, fighting autocorrect every step of the way.

Is the mere sight of your donation form just too much to handle on mobile?

Look, committed donors MIGHT come back to it later, you know, when they’re near an actual keyboard. But I wouldn’t count on it. 

Stats show that site visits via mobile have well and truly overtaken desktop. But donations still only make up a tiny part of overall donation campaign revenue. 

Is your donation form and campaign page mobile ready?

How To Fix:

As above, only ask for critical information. 

Use GiveEasy tools to personalise, pre-fill and tokenise every step of the way. 

Make your donation page mobile friendly. An unresponsive page will impact a donors overall experience not only stop them from donating today, but potentially driving them to lose trust with your brand completely.

If the text is too small, the elements are out of sync, if they need to scroll too far to see important links, all of this will impact your bottom line today, and well into the future.

How Can GiveEasy Help?

GiveEasy pages focus on very specific templates that are analysed and evolved over time to ensure our charities are always using the best performing pages, based on the results of thousands of campaigns.

“RFDS Queensland has partnered with GiveEasy for over 5 years. We love how easy it is for our donors to donate online.”

Erin Kiely   |    Campaigns Lead

Royal Flying Doctors Service (QLD)

Set up a personalised donation form with pre-fill and one-click technology.

12 Proven tactics to raise more on digital at Christmas

(Spoiler alert: It all happens in the last two weeks!)

 

No matter where you are in your Christmas fundraising campaign, the truth is that the digital donations roll in during the last two weeks, if you have the right tactics in place.

Do you want to know how to make the most of this peak time?

The last two weeks before Christmas is one of the busiest times of the year for donations, so it’s important you take full advantage of peak giving.

We have just completed an in-depth webinar on 12 Proven tactics to raise more on digital at Christmas.

We stepped through set-up and implementation, so that you are able to get started quickly and easily within your organisation for this Christmas campaign.

Webinar -12 tactics to raise more on digital this christmas from Jeremy Tobias

SLIDE PACK

As requested, here is the presentation which will help you to start planning your digital campaign for Christmas.

LIVE RECORDING

Also, here is the recording of the webinar, if you missed it. There are lost of case studies and live examples from top performing charities.

Don’t waste your precious video in email

Don’t waste your precious video on email

🚏STOP! Before you embed video into your next email, you need to read this.

We know that the play video button is the most irresistible item on the internet.

When you send your emails with a video embedded, don’t make the mistake of sending your viewers just to Youtube. They will watch the video, but you will miss out on the donation.

You can make the most of this, be adding a simple trick.

How to take create a mock ‘play video’ button

STEP 1:

🚏Create a mock ‘play video’ button

Create a mock ‘play video’ button

This is the key to using the power of video. People will want to see the video, and so will click on the play button.

The trick here, is that it is only an image pointing to your donation page.

Start with a simple play icon

Find a play icon that suits your campaign. You can find a PNG file in many image libraries.

Add the icon to a screenshot from your video

This simple icon is the most irresistible button on the internet. Simply add it to a screenshot from your video.

Then use this graphic to send donors to your donation page.

STEP 2:

🚏 Add video to your donation page

Be sure to add video to your donation page

This will become the landing page that you send your viewers to, instead of YouTube.

Video is an immersive medium that resonates strongly with donors. So we added this to donation pages for you. Simply insert video clip in the page with a quick and easy button.

Play the video from your donation page

Instead of sending your donors to Youtube, send them to your donation page

You want to send your donors to a place where they can give once they have watched the video.

STEP 3:

🚏Pre-fill forms to make donation hassle free

Make giving even easier by personalising the donation form

Now that your donors are watching the video on your landing page, you can personalise the page to make it super simple to give.

Just pre-fill the donation form with first name, surname, email and donation amount.

18 charity life-hacks to get digital fit for Christmas

Special tips and tricks to get donation traction

18 charity life-hacks to get digital fit for Christmas

We are stepping through the digital bootcamp for charities, and are now in week 3!

Once you have mapped out your campaign, and have setup your social channels, there are a few special tips and tricks to get those extra donations for your charity.

As the digital giving specialists, we see hundreds of campaigns. We see what works wonders to make Christmas appeals highly successful.

To keep things super easy, we have earmarked things you can do now to setup your campaign for success. Then we have other tips you can set in place closer to Christmas, when you are ready to amp up your visibility.

Now you can make your donation experience fit for the Christmas rush with these tips:

 

Things you can do now

Right now, you can start to add a few ideas to your giving appeal, to make giving even easier for your donors:

 

  • Tip #1: Video click trick for email
    Experiment with an image in your email which looks like a video (instead it’s a button), set the link to a pre-filled donation form (video to watch on that form).

When donors click on the link to see the video, it actually jumps to your donation page, where the video is embedded.

  • Tip #2: Add an easy link to give on direct mail
    When your donors get a letter in the mail, some will want to donate quickly and easily online.So you can just add a simple URL for them to type in their phone or desktop on the response mechanism.Make sure you can track it so you know how it has gone.

For example: www.yourcharity.org/easy-link

 

  • Tip #3: Make it festive
    Make your donation page mimic your appeal messaging. Switch your general donation page to your Christmas appeal page.

 

  • Tip #4: Make it personal
    Personalise, personalise, personalise! If you are still unsure how to start, you can follow our webinar from week 2.

 

  • Tip #5: Pre-fill donation forms
    To reduce drop-off, you can add the first name, last name, email and donation amount.

 

  • Tip #6: Numerous buttons in email
    When you send your appeal donation emails, make sure there are numerous opportunities (buttons!) for your donors to click on. No point writing emotive content but the call to actions are buried in the email.

 

  • Tip #7: Add PayPal to make it easy to give
    PayPal is a very common method of payment. Give your donors choice when they want to donate. There is a proportion of donors that will only use PayPal, so implement PayPal as an alternative to credit card at the point of payment.

 

  • Tip #8: Keep your data capture fields to a minimum
    When donating, supporters want to give quickly without filling in too many fields on forms. So best practice is to keep the fields to a minimum.

 

  • Tip #9: Segment your data
    Be sure to send the right messages to the right audiences. Spending that extra time to segment your data is well worth the effort. See our bootcamp from week 1 to help map out your audiences.

 

  • Tip #10: Track everything
    It’s important to know which channel worked best and what improvements need to be made. Without tracking, you will not be able to properly analyse results and plan for your next appeal.

 

Things to switch later

Closer to Christmas, when you are in the middle of your appeal, here are a few tricks you can include to infuse a sense of urgency to give now.

  • Tip #11: Try a double donations day
    Double donations is a great way to motivate your donors. You can add a live thermometer for maximum effect. We have a donation page you can use to show donors the total amount raised.

 

  • Tip #12: Add a countdown timer
    Create a sense of urgency in the last week before Christmas by adding a count down timer on your donation page.

 

  • Tip #13: Pin giving post on social
    This is simple to do. Your social media audience are potential donors. You may be surprised but some organisations run their entire not for profit from social media.

 

  • Tip #14: Keep up the reminders
    At Christmas, people intend to give to charity, but it can slip their mind. Your donors will appreciate a gentle reminder to give. So don’t hold back with email and SMS, don’t be afraid to send multiple emails and SMS.

 

  • Tip #15: Answer the phones as we get closer to Christmas
    There’s nothing worse than a donor ringing up to donate and getting a recorded message. Make sure phones are diverted if necessary during lunch breaks and prepare your staff on the phones as to what to say to maximize donations.

 

  • Tip #16: Choose your words for SMS
    Make it super urgent to donate. Use words to create immediacy such as help, last chance, urgent or we are still short. Ask us to help setup your SMS campaign.

 

  • Tip #17: Split-test sending your SMS
    Send half on Friday, half on Monday – this year Christmas Eve falls on a Monday. Split test your SMS sends between the Friday and the Monday.

 

  • Tip #18: Say thanks swiftly
    Thank you donors immediately after their gift but just as important to keep them updated on where the funds are going as a warm up for your next campaign.

 

At GiveEasy, we specialise in digital giving. If you want help to setup your Christmas campaign today, just drop us an email at jeremy@giveeasy.org.

Reach your runners in the City2Surf

Yes, it is the City2Surf this weekend!

You can reach your walkers, joggers and runners directly in the City to Surf this weekend.

The countdown is on for the City to Surf just a few sleeps away! With thousands of supporters all preparing for the day, how do you reach them in the most direct, efficient and scalable way?

You can reach your donors swiftly, with an SMS sent directly to their phone. Are you wanting to motivate your runners, share their donation link and thank them for their support?

With an astonishing 98% of SMS messages being read, you can cut through the clutter and be sure your runners are informed in the crowds.

We have a few templates that are easy to setup and reach your donors quickly. These help to:

  • Motivate runners to raise more money
  • Send your best wishes before the race
  • Congratulate supporters on their achievement

Get start with these easy SMS templates

Flexible templates

We know what works, so here are some SMS templates to make the most out of the City2Surf event this weekend.

If you would like to setup any of these, feel free to get in touch.

 


#1: Last minute donations

Best sent on: Thursday and Friday
Quick reminder to runners and their supporters to give to support your cause.

Hi [Firstname], there’s 48 hours until the big race. It’s a great time to ask your supporters one last time for a donation. So don’t wait, share your page now – [Fundraising Page]!


#2: Good Luck SMS

Best sent on: Saturday
Send your runners good luck, and arrange to meet them after the race to say thanks and congratulations.

Hi [Firstname], good luck tomorrow in the race. We can’t thank you enough! We will see you at the finish line with some drinks and food.


#3: Thanks for your smiles, sweat and tears

Best sent on: Sunday
After all the training, early wake-up and time your supporters have given you for the day, they will appreciated a thank you message.

Congratulations for taking part in this year’s City2Surf! We think you are a hero for your efforts and appreciate your donations to Charity. Please join us for a drink in Marquee xyz.


Pre-program your messages

If you want to reach your supporters immediately, then setup SMS for your charity. All messages can be pre-programmed in advance so you too can enjoy the day. It’s just 9 cents per send, and takes less than 30 minutes to setup.

You can signup here: Setup SMS for City2Surf

These two tools will increase your digital fundraising by 400% this June

With less than 3 weeks until 30 June, we wanted to share with you two easy ways to significantly increase your digital donations.

These are:

1. Sending a last minute SMS to your donor; and

2. Adding a live donation tracker across your digital channels

GiveEasy has executed over 1,000 tax time campaigns for charities large and small over the past 5 years so we wanted to make sure you didn’t miss out on the winning formula.


FIRST TOOL:

Sending a last-minute SMS

There are so many reasons why sending a last-minute SMS is a must do. It is becoming part of every not-for-profit’s mix so if you aren’t doing it, you are missing out.

  1. Urgency

Firstly, SMS has the highest open rate of any medium we know of – 98% of text messages are read and astonishingly 90% are read in the first five minutes. This is a great way to get those last minute donations right at the end of the financial year.

2. Ease of donation

By pre-filling the donation form, (even including unique amounts for each donor) it just makes it simple to give. No questions asked.

3. Multi-channel approach

SMS fits nicely with your other channels. We can help you draft the SMS copy to mimic the messaging into your campaign and get winning results. For those of you who attended our webinar, we know what words work best.

4. Average ROI – It just stacks up!

Our average ROI at Christmas time was 4.0x – we know tax time will be even better.


SECOND TOOL:

Add a live donation tracker – Create momentum heading into 30 June.

We know that supporters want to feel part of a movement. If they see other people giving, it spurs them on to give and in bigger amounts!

So, there is a simple way to do this. Add a live tracker with a goal.

These pages can be created in less than 30 minutes across all your channels – and the best thing? The live thermometer bar ticks up in real time – no refreshing of the page needed!


EXAMPLE:

See an example with Save the Bilby!

Save the Bilby setup a live tracker for their current campaign.


Setup your tax time toolkit now