Sylvia Lorenzini Posts

Securing Monthly Donations Online – Recurring Donations

Securing Monthly Donations Online – Recurring Donations

Webinar link: https://www.anymeeting.com/WebConference-beta/RecordingDefault.aspx?c_psrid=EF57D781824B

Guest speaker: Chris Hines, from Apopo US

Why do recurring donations matter?

Because they are a consistent and reliable source of income! Recurring donors are your most loyal supporters. Once a donor signs up, they give on average for 8 consecutive months, and the main cause of cancelation is expired credit cards.

A little background on Apopo

Apopo trains rats to detect landmines and TB in Tanzania and Mozambique. Their Adopt a HeroRAT campaign where donors could “adopt” a rat was starting to stagnate. Donors would get updates and pictures, but no interaction or social media engagement. So, Apopo launched a new recurring donation experience with myapopo.org, a personalized, engaging platform for donors.

Experimenting to increase recurring donations!

-Testing on the website homepage

  • Support button – changed the color, background, and added small animation to the button and found that it drew more clicks and a higher percentage of website visits
  • “Help us save lives” banner – moved up the banner higher on the homepage and received more clicks and more donations

-Testing on donation page

  • Donation pictures – saw increase in recurring donations when switched the Adopt image. Always test new images to see which ones attract the most clicks
  • Donation amounts – track how many donations received for the amounts and descriptions given
  • Default to monthly donation instead of annual donation – Focus more on monthly donations and had more engagement and less cancellation
  • Put video on page to better explain recurring donations
  • Added other currencies to donation pages to make it easier for more donors to give
  • Got feedback that PayPal page discouraged donors from giving. Made changes and got a higher completion rate for recurring donations

-Testing communication frequency

  • Allow donors to choose how frequently they want to get emails – give more options to customize for donors
  • FB sharing link on top right – to make donors feel comfortable sharing stories on FB, Apopo provided examples of what stories will be shared that has increased FB sharing among donors

-Testing subject lines

  • Fun, mysterious, unique subject lines got higher open and click through rates

Lessons learned

  • Plan campaigns well in advance and know when communications are going out
  • Inspire, motivate and engage donors so they feel more involved and get others to join
  • Bring in more interactive, fun elements
  • Reward recurring donors with exclusive content – make donors feel like they’re getting something in return
  • Keep testing!

How much did experimentation cost? The A/B testing that Apopo did cost only Chris’ time. There are a lot of free tools you can use to do A/B testing including tools on GlobalGiving and on Optimizely.

How GlobalGiving Doubled Recurring Donations

GlobalGiving experimented with different calls-to-action to get one-time donors to upgrade to monthly recurring donations. Here are the three types of calls-to-action GlobalGiving put on donor’s shopping cart pages:

–          Simple call to action

–          Call-to-action offering different match percentages for new recurring donations

–          A group offer, so the more people who upgraded got a higher match percentage

We found that the group offer with the 75% match drove the highest number of upgrades.

Here’s a blogpost explaining more on how we doubled recurring donations on our site: http://tools.blog.globalgiving.org/2012/07/31/how-to-double-your-recurring-donations/

What did we learn?

Never Settle! Always keep experimenting to improve your fundraising. Run your own recurring donation experiments. Look at how you communicate with your recurring donors. And take advantage of week-long recurring donation matching opportunities on GlobalGiving.

 

All the best,

Jen Masutani

 

Announcing the GlobalGiving Storytelling Fund winners!

storytelling

Many thanks to all who submitted applications to the GlobalGiving Storytelling Fund! We are pleased to recognize the following organizations as recipients of the Storytelling Fund:

  • Center for Peacebuilding
  • Encompass- the Daniel Braden Reconciliation Trust
  • Guitars in the Classroom
  • La Reserva Forest Foundation
  • Partnership for Every Child
  • Tanzania Development Trust
  • Vacha Charitable Trust
  • Vijana Amani Pamoja

We are very excited to be working with each of these organizations to support their storytelling and feedback efforts! These organizations will be reaching beyond the constituents they touch directly to field feedback and collect stories from their wider communities, in order to build as holistic an understanding as possible of the needs of their communities and learn how they can better affect change. To explore the story collection and analysis tool, visit the growing database here.

Take a look below to see a short description of each organization, followed by the story prompt they have chosen to drive their story collection.

  1. Center for Peacebuilding (Bosnia): Center for Peacebuilding develops peacebuilding programs to foster peace and reconciliation among different ethnic and religious groups in Bosnia and Herzegovina. Our activities are designed to bring about comprehensive social change focusing on youth.
  • Their story prompt: “Talk about a time when a person or organization tried to help someone of change something in your community. What happened?”
  1. Encompass – the Daniel Braden Reconciliation Trust (UK): Encompass works to bring together young people from different cultures and backgrounds, supporting them to become more understanding and tolerant of each other while giving them the skills and confidence to promote intercultural understanding in their communities.
  • Their story prompt: “Please tell a story about a time when a conflict arose because you had to work with someone from a different background (religious, cultural, ethnic etc.) to yourself.”
  1. Guitars in the Classroom (USA): Since 1998, Guitars in the Classroom (GITC) has been inspiring, training and equipping classroom teachers to integrate music making across the academic curriculum through “song-based instruction” so students of all ages have educational, musical access & opportunity at school every day. Our work prepares educators to lead music, employing it as a dynamic tool for reaching all learners, teaching all subjects, and building character, creativity and community. Programs & materials are free.
  • Their story prompt: “We are excited to learn about how your experience with Guitars in the Classroom has affected you personally and, if you are an educator, professionally. We also hope to learn about other experiences you have had as a volunteer or participant with another charity. Thanks for participating!”
  1. La Reserva Forrest Foundation (Costa Rica): La Reserva Forest Foundation is a Costa Rican non-profit working to restore and preserve native tropical forests, dedicated to creating “tree bridges” linking isolated forest islands using volunteers and the local school communities, and fighting global warming through various carbon neutral projects.
  • Their story prompt: “Please tell a story about a time when you had to choose between protecting the environment and maintaining a livelihood. Include if/how individuals or organizations were involved in the conflict.”
  1. Partnership for Every Child (Ukraine): Our vision is the world where every child grows up in a lovely and secure family. Mission. We professionally assist families, communities and governments in their work to ensure the rights of every child to live and develop in safe and secure family environments. Our main focus until 2015 is to prevent separation of children from families and placement in institutional care; support and strengthening parental capacities of vulnerable families; support to children leaving care.
  • Their story prompt: Please tell a story about a time when a person or an organization tried to help someone or change something in your community.
  1. Tanzania Development Trust (Tanzania): The Trust Deed of 1975 says “The objects of the Trust shall be to relieve poverty and sickness among the people of Tanzania by means of the development of education, health and other social services, the improvement of water supplies and other communal facilities and the promotion of self- help activities.” Interpreting the Trust Deed for the needs of the 21st Century we add: “In making grants, the Trust tries to promote equal opportunities and projects which improve the environment”.
  • Their story prompt: Please tell a story about a time when a person or an organization tried to help someone or change something in your community.
  1. Vacha Charitable Trust (India): Our mission is to focus on issues of women and girls through educational programs, resource creation, research, training, campaigns, networking and advocacy. Our vision is of a world without exploitation, oppression, discrimination and injustice against women or any other section of society.
  • Their story prompt: Please tell a story about a time when a person or an organization tried to help someone or change something in your community.
  1. Vijana Amani Pamoja (Kenya): VAP’s mission is to integrate social and economic values through football/soccer by creating a proactive health environment.
  • Their story prompt: Please tell a story about a time when a person or an organization tried to help someone or change something in your community.

Congratulations to the winners!
For reflections on their progress so far, click here.

GlobalGiving encourages all of our partner organizations to explore the use of the Storytelling Tool as a way to collect feedback from your community. Please visit this page to learn more about the tool and methodology, and contact Marc Maxson or Sarah Hennessy with any questions!