Webinar – Mobile Impact 301: How to Raise More Money via Mobile – 2014-06-19


Welcome to Mobile Impact 301: How
to Raise More Money Via Mobile. We are joined today by two excellent presenters
that I know will share a lot of wisdom with you about how to use mobile at
your organization to raise money. My name is Becky Wiegand and I am
Webinar Program Manager here at TechSoup. I’ve been with the organization for about 6
years, and have spent about a decade before that working in Washington DC and Oakland,
California, with smaller nonprofits where I was also the accidental techie
trying to figure out what solutions would work for our organization’s needs. I am happy to be your
host today and hope that I’ll be able to facilitate this event to the best solutions
for your organization’s needs. Also joining us is Caryn Stein. She is with
Network for Good as their VP of Communications and Content, where she empowers nonprofits
and corporate partners with the tools they need to advance their good causes. She manages
their wealth of nonprofit content and training. She runs events like this for
Network for Good’s services. We also have joining us today
Tanya Urschel who is with PayPal, and she’s been with the
organization for over eight years leading their product and marketing
launches for B2B and consumer segments. And she also now works with the Nonprofit
Engagement sector, so she specializes in how to do this for nonprofits.
We’re glad to have them with us today. Also, on the back end, you’ll see Ale Bezdikian
who is an Interactive Events and a Video Producer here at TechSoup. She will be on hand to
help you with any tech problems you might have and to grab your questions. A quick look at today’s agenda, we’ll do a
quick introduction to TechSoup for those of you who may not already be familiar with us, and we’ll
talk a little about this mobile webinar series that we’re running, of which this is Part 3.
We’ll have a quick poll to see where you’re at in your organization with mobile activities, and
then we’ll hand off to Caryn to talk a little bit about how we define mobile, what that actually
means, and to talk about why mobile is important for fundraising. And then both of them,
Tonya and Caryn, will take some time to talk about how to engage your donors in mobile
activities and how to connect with them mobily, and then how to optimize your mobile
donation experience. We’ll have time for Q&A, and toward the end I’ll also spend a couple of
minutes sharing the different mobile programs that are available to nonprofits
through TechSoup’s donation program. If you’re not already familiar with TechSoup,
we are a 501(c)(3) working toward the day when every nonprofit, library, and
social benefit organization on the planet has access to the knowledge, and resources
around technology to serve their mission. We’ve been around since 1987 serving more than
200,000 nonprofit organizations around the world in more than 60 countries. We have a variety
of new services available all the time in TechSoup’s catalog, so if you’re not familiar,
we’ve recently added consulting services, Windows 8.1, QuickBooks 2014, and more. And
you can find all of these things and more by visiting TechSoup.org. So a little bit about the Mobile Impact series,
this is Part 3 in a four-part webinar series that we’re doing in conjunction these sponsors,
PayPal, Network for Good, Better World Wireless, and TechSoup Global. The first two webinars
covered how to take your cause mobile, that was the first one. The second
one was focused on digital content and what you do with your content to
make it most useable on a mobile platform, or for your mobile users. I’ll share links
to both of those later on in the program. In addition we have today’s webinar on raising
funds via mobile, and then we have another one on July 10 that we’ll have a link to later
on that’s focused on the actual technology, using tablets in your office, and having
policies around bringing your own device to work, things like that, and what kinds of mobile devices
you can leverage for your staff and your office. We’ve also been supported with this Mobile
Impact series by the following partners, Social Media for Nonprofits, Volunteer Match,
Mobile Beacon, NTEN, the Case Foundation, Foundation Center, and GuideStar. All of
these organizations have come together, recognizing that as a mobile audience
continues to grow in our world, we want to make sure nonprofits aren’t behind
the curve and missing out on leveraging mobile for their good causes. So to get an idea of what you’re already
doing and where you’re at on mobile, go ahead and take a moment to click on your
screen. This will help give our presenters some background on what
your experience already is. Do you already have a responsive
platform for your email, so that when somebody opens an email on their
phone it automatically responds to the fact that it’s on a mobile device and makes it look
good? Do you have a website that’s optimized for mobile devices? Have you created
your own apps? Do you share QR codes, those little black and white boxes that people
can scan with their phones to get more information, or get taken to your website? Have
you run “text to give” campaigns? Maybe you haven’t done any of the above, and
if there’s something I’m missing from the list, go ahead and comment in the chat and
let us know where you’re at with mobile. This will help give us an idea of your personal and
your organizational expertise on this area already. Just so people know, we are assuming this
is going to be talking about fundraising. And we’re looking at sort of the 301 level
that assumes that you’ve got some background. But it doesn’t necessarily mean that you
all have background in the same areas. That’s why we’ll be pointing you to
those other webinars we’ve already done, as well as a variety of other mobile resources
later on, so that if you’re just starting out, we can just point you
to the those things, too. I’m going to go ahead and skip to the
results, but it looks like we have about 45%, almost half of our audience has said
that they aren’t doing any of the above, which I would venture a guess is
pretty typical of many nonprofits where mobile is not necessarily ,and
technology is not necessarily your priority. But it certainly can help you reach your
priorities. It looks like about 30% or 32% are using responsive email design,a little bit
less than that have mobile-optimized websites and are sharing QR codes.
So those are the big areas. With that, I’d like to go ahead and invite
Caryn onto the line to talk to us a little bit about that initial how to raise more money
via mobile and what do we define as mobile for the context of today’s webinar.
Welcome, Caryn, and we’re glad to have you. Caryn: Thanks so much, Becky. On behalf of Tanya
and myself, I want to just say thanks to you and the folks at TechSoup and everyone on
the line for allowing us to come here today and talk a little about mobile, why it’s
important, how you might be able to leverage this for your organization, and then to talk a
little bit about maybe some of the questions that you might have in terms of some of
the things that Becky asked in that survey. I think it is quite fascinating to see who’s doing
what with mobile, and I think that even though, as Becky mentioned, the results are probably
very typical, especially for those folks working in small to mid-size organizations,
as I think most of you might be. But I am actually pleasantly surprised that
there are quite a few of you that are doing some of these things. I think that’s great. So
you should give yourself a big pat on the back because it means that you’re “out there,”
really trying to find the best way to connect with those folks that are supporting you, those
people that are willing and able to give back to your organizations. So, good job so far.
Hopefully, we can give you some additional tips to add to your tool kit. Today, what we want to talk about,
Becky went through some of the agenda, but what we want to think about is how
do we understand the landscape of mobile. We want to understand why it’s important.
We want to understand really the scope and also the trajectory of mobile growth in
the US and beyond. There is one aspect of it, that’s what’s happening now. And then
there’s this bigger, looming aspect of it that is coming at us very quickly as
we see more and more folks going online with their mobile devices, as we see more
and more people connecting with each other, communicating with each other, and making all
sorts of transactions with their smart phones. So that’s one of the things we’d like to talk
about. Then we want to really talk about how to leverage the opportunity and also
how to manage the constraint of mobile to really best connect with those folks. One of those things that you need to do
while we talk through this is really recognize where you are in the process. I think
she said that over about 35% of folks, maybe more on the line may not be doing
anything. I think it’s important to recognize where you are in this process, and that’s going
to give you some ideas of how to prioritize in moving forward. So even though you may
not be able to take some of these things today and go implement them immediately,
they’re going to give you a nice background to take back to your staff, to your board,
to the folks that you’re working with, to try to come up with a plan
that best suits your organization. At the same time, mobile is really just
one piece of that overall digital strategy. What we really want to encourage
everyone here today to think about is, before you try to dive too deep into
mobile, it’s really important to make sure you have your online fundraising
strategy in general nailed down. So those are things like either thinking
about how your website is adapted to mobile, thinking about do you already have some
type of online donation processing capacity, whether that’s mobile or not, and then what are
you doing in terms of your email in outreach, and to think about what your online fundraising
goals might be versus your other channels that you might be pursuing. So
think about what percentage of funds might come from online fundraising versus other
funding sources, and offline channels, grants, and other funding that you might have. What I’d like to do is pass it on over to
Tonya, and she’s going to talk a little bit about all of the different ways you
might be able to connect with mobile and the ones where we feel you might
want to focus more directly on. Tanya? Tanya: Hi Caryn. Thank you so much, and thanks
again to TechSoup and Better World Wireless for having us here. I’m going to start with
focusing on mobile web where there’s a lot of aspects to optimizing and to having that mobile
strategy. We’re going to start with mobile web because it’s probably the most important part
that is going to impact how you fundraise. What do we mean by mobile web? We mean any
time you use your browser on a mobile device to access internet whether it’s Safari,
Chrome, Firefox, etc. If you view a website on a smart phone or a tablet computer,
you are basically using the mobile web. The challenge for nonprofits and other
organizations is creating an online presence that works well for both mobile devices and
computer users regardless of the screen size or of the keyboard types out there. So mobile web is still the most common
and the easiest medium for people to find information about you. It is also the
easiest for you to manage and keep updated. On the downside, it’s the obvious needing
good Internet connection to browse fluently. Also when it comes to payment, entering
credit card information can be a challenge on small devices, if not optimized properly. So
those are sort of the pros and cons of mobile web. Why mobile matters for fundraising. I’m going to
let Caryn dive a little deeper on what’s important for nonprofits and why this is really so crucial
to think about optimizing your mobile web. Caryn: Thank you, Tanya. So what
I’d love to do is dig a little bit. We’re going to get into some juicy mobile
stats right now, and hopefully these are the key tweetable moments of this webinar. I know
that they shouted out a couple of hash-tags and handles at the beginning, so
if you are Tweeting along with us, please share some of these
stats with your community. And that just goes to illustrate how connected
our society is and how connected your donors are and how we do have this opportunity
to reach so many more people , not just through our typical online and social
media connections, but now we can reach them wherever they are, whenever they
might be accessing the internet. They don’t have to be sitting at their
desks. They don’t have to be at work, or they don’t have to even take that time
out to go check for a message from you. They can be doing that, you know, when they’re
on a train, or they may be doing that at an event, or they may be doing that when they are
waiting in line at the grocery store. There’s a lot of opportunity for you to connect
with folks. The wealth of growth that we have and that we see for nonprofits is such a great
thing for us, because it will really allow us to think about connecting with our
supporters and donors any time that we want. Really, what we see is that there are more and
more devices, and more and more opportunity. People are using them in a way that’s
not just transforming how they communicate and connect with family members and coworkers,
but it’s going to profoundly affect philanthropy just as it’s affecting how we shop
and do other transactions like banking. I know Tanya can talk a little bit more
about that later on in the presentation. What I wanted to share though, is that what we saw
last year in 2013 is that the average smart phone usage grew 50%, which is a pretty big
jump. And smart phones make the whole idea of the mobile web much easier and much more
ubiquitous. So think about how the advent of mobile has really affected your interaction
with your coworkers, and think about how many times a day you check your Twitter or your Facebook or
your email, and your donors and your supporters are doing just the same thing. Really, it’s a mobile world and I thought
this number was staggering. By the end of 2014, the number of mobile connected devices will
actually exceed the number of people on earth. I find that astounding, but it’s true. This is
some data coming out of the Cisco Visual Networking Index which is a fascinating report
that comes out about every February. There is a link on the slides. And Becky,
I’m assuming that those links will be active when folks can get these downloads. If not,
we are happy to pass along some of those URLs but that number is about 7 billion. So by
the end of this year, there will be 7 billion mobile connected devices on this planet, and that
includes smart phones, tablets and other devices. Tanya is going to share a few other
stats that talk a little bit more about how that might
affect you and your cause. Tanya: In the US actually the numbers are
pretty staggering. In the recent studies that I was looking through recently, around
58% now of all adults on a smart phone and 42% on a tablet. And this is just growing
exponentially, constantly. It’s pretty impressive. Of all the people that have mobile devices,
34% use their devices as their main way to browse the Internet and browse the
web. I suspect that in the coming years this number will multiply as websites are
optimized and Internet connectivity improves. Another great stat we found is basically, 31.2% of
the mobile traffic out there is already happening on your site. So basically your site is already
being viewed by many, many people on a mobile device which means you might be losing out on folks
that get frustrated if your site’s not optimized. They’re just going to drop
off and go somewhere else. We have a lot of partners here at PayPal that
integrate people into their fundraising technology, and I’ve been talking to many of them.
Most of them now are seeing over 50% of all the campaigns that they have on their
platform are being viewed on mobile devices. In fact, just recently, I talked to someone
who was seeing up to 65% of the campaigns are being viewed on a smart phone or tablet. What
this indicates is also not only you have to optimize your own website, but when you
use a partner, if you start using maybe some of the crowd-funding companies or
any of the tools out there that you might leverage, make sure that those partners have
technology that has been optimized because this is really going to create a big impact
on additional donations that you can get from that. Here at PayPal we see a lot of data
that reveals people’s spending behavior. We’ve notice how nonprofits are kind
of behind retail in mobile payments, but nonprofits are beginning to catch up. Last
year, we saw a 204% increase in transactions going through our nonprofits. Last year,
we transacted over 5.7 billion dollars through our nonprofit base, and last
year the increase of mobile payments were 7.3% versus the year before,
which was 3%. Did I say that right? Last year 7%; 3% the year before, so big
increase. In particular, we saw a huge growth during the holidays. So at the end of the year
there was a big push, and we saw the transactions going through nonprofits were up
to 9.3% versus only 4.9% in 2012. So now the question is: how do you get donors
attention in these mediums as you present yourself in the different channels? I’ll let Caryn to
talk a little bit more about how to engage donors in this mobile world that we’re in now. Caryn: Thanks so much, Tanya. One of those
ways is really just to recognize how folks are using mobile and how they may be
experiencing your site through mobile. But one of the things that you need to
think about when you think about mobile and think about your donors, think about
the folks that you’re communicating with, it’s really to some extent about being
courteous to them. If we know that so many people are on their mobile devices and accessing your
information, it’s really a matter of courtesy and respect that you want to offer them
to communicate with them on the platforms that they are using. The great thing about this
is that mobile really now can underscore one of the wonderful principles of giving.
It can really allow people to be generous in the instant that they are inspired to do
so. So it can actually reduce the friction between that wanting to give and then completing
the act. We really need to think about that in many cases, the decision to give
is often impulsive and spontaneous and driven by an emotional reaction to
a message that you’ve sent, maybe a photo that really just touched someone
and they want to give in the moment. Because it makes it easy to act, mobile
is going to be, we feel, a game changer in the world of philanthropy. Just a couple of other things to share to really kind
of hit this point home, the average adult in the US spends around 34 hours per month on their smart
phone. And I’d love maybe just a couple folks to shout out in the window, does that
sound like you? Am I talking about you? I know I’m probably talking about
myself here because I do have a bad habit of reaching for my phone at any given time of
the day. It just feels like it keeps me connected to all of the things I care about. And
then the same thing, Mary says she’s guilty. I’m with you, Mary. I
know I got your number. So 66% of consumers over 60 actually
open emails on mobile devices as well. That’s a really interesting stat
because I think as we think about mobile, and we think about online giving, we
think, “Oh, it’s about millennials. It’s about folks who may not really be
in their prime charitable-giving years.” That’s actually not the case as we see that
those millennials may be the force driving a lot of that behavior. That behavior and
those habits are actually bleeding out into many other demographic segments. So
you really want to keep that in mind as well. As Tonya said, you’re mobile already.
Here’s that stat around an email opened. Over 66% of emails are now being
opened on a smart phone or tablet. And this is a study done earlier this year
from MovableInk and so, again, it is really says that it’s not just about your fund raising
experience. It’s about that entire experience. It’s not just about the act of donation. It’s
about every time you’re touching those donors. You want them to be able to read
your message on whatever device they may be holding at the moment. Here’s just an illustration. All of these
components really build your fundraising strategy. It’s not just a one-touch point. It’s not
just that one fundraising appeal email. It’s not just that donation page. It’s
every time you reach out to donors. They’re likely doing something
with your cause via mobile. And so here we’ve got social media, email events,
donations. I’m not sure if we have this stat in our deck today, but I know that a large
majority of mobile traffic is now being made up of video views. And so video is now being very
popular, and we also know that video can be, if done well, video can be a very compelling
fundraising hook, so getting that story out there. Just think about how all of these components
tie into your mobile fundraising experience. Mobile can keep donors in that moment of
giving. As soon as they read that appeal, they’re emotionally involved. They’re
inspired. They’re motivated to act. And clicking through and immediately being able
to give to your organization right from their phone keeps them in that moment of giving. It keeps them
in that spirit of continuity that’s going to help you convert them at a higher rate, because
they don’t really have to think about it. They don’t have to come back later and fill
out a form, and give from a different channel. Of course, mobile can make giving fast and easy,
right? That’s one of the things that we often say in general about online fundraising, is that
anything that you do online needs to be fast and easy. People are busy, people are on the go, so
it’s really about speed and convenience. We’re going to talk a little bit about how to do this
but it gets really into the heart of clearing away the clutter and making it as simple as
possible. I know that when I go on to a site and I can’t easily use it on mobile, I’m
probably not going to spend very much time there. I’m probably going to try to come back
later, if I do remember to do that, or I’m going to feel really frustrated
with the experience, which is not something we want to convey to the people that
we’d like to give back to our causes. And then again, here are some great
examples of how mobile can underscore or leverage that sense of urgency. So things
like disaster giving, and things like giving days, those are highly social, highly time-bound events
that we want people to give right in that moment, and mobile can help them to do that. I’m going to pass it on over to Tanya and
she’s going to tell you a little bit more about how you can optimize your
donation experience from mobile. Tonya: So now you have tons of facts that
you can use to go convince the researchers inside your company to get on board. I want to
give you a few tactics that you can implement to help your mobile strategy. First of all, the first thing you need to do
is look at what’s happening in your web site. Go to Google Analytics. There are so
many Google Analytics tools out there, and just do a lay of the land.
How many people come to your site? Do a benchmark of where they’re
coming from, which type of devices. What happens when they get to the site?
Where exactly are they dropping off? Try to find out also — and it’s not only your site.
It’s also your email and how they use both of these on the different devices. One big thing is
trying to figure out —there are tools out there that can figure out how long are they are
on each page, and where they drop off to, if you can find that. One thing that we do here is figure out
how long does it takes from beginning to end on the payment section. [Incistinct]
can view PayPal. You can maybe do that and see how much time they’re spending,
say on your donation page or other pages. So set your mobile priorities. Find someone to
focus on mobile optimization in your organization. Have one person figure out how to prioritize
and what components of your website should be updated. We always suggest the
donation page, of course, to be mobile friendly, but you may might have other pages that
are important, especially your home page is another one, and just make sure that
those couple of pages are as simple and clean as possible. I’m going to go into even more
details here. Make sure that your load times are really short. It is suggested that they
should be between three and five seconds. People are sometimes walking, commuting,
watching TV, and maybe even texting, while hanging on your donation page. You must
make those load times short to keep them there and be able to speed
them to the donate page. Use the absolute amount minimum of fields as
possible. We see that the more fields you put in there the bigger drop-off you’ll have.
Make sure that the buttons are big enough, and usually capital, I guess, but also
not too big that increases scrolling. That also has a lot of drop-offs if people
have to scroll too much. They get frustrated. On the homepage and other main pages, make
sure there are donate buttons on the top and bottom. That really works great. On the
donation page itself if you offer PayPal, not only it cuts down dramatically
on the donor data entry, but you also get all that donor contact
information on the back end so you can use it for future data base cultivation. I know
that’s a really big concern for nonprofits, and part of the reason why they add so
many extra fields to get information. But for each field — we see it all the time —
for each field, there’s a huge percent drop off, so I highly recommend
streamlining as much as you can. A couple more things, depending on
your website, you might be able to use a uto-populate functionality. Also a
progress bar helps people stay on your site. If you know there are only a few more
steps to go to give, that’s really helpful. The biggest hurdle I’ve seen through the years
here at PayPal is also forcing both buyers and donors to log into a site. There is just a huge
drop off when they’re forced to have some sort of l og-in actions to take. If you have log in
screens, if you have to, and I have seen this on many websites, they sort of have to have
this log-in. Just make sure you also provide a guest experience for those who just
want to give quickly on your site. And as usual, make sure every step of the
way is really, really simple and clean. One thing that we see here at PayPal, and
this is what we spend a lot of our time doing is looking at abandonment rates
and abandonment reasons why people will not either buy or give. There
is some interesting similarities but there’s also some differences between drop-off
rates of payment on retailers versus nonprofits. When some of the reasons someone’s going
to buy something, a reason they drop off would be because maybe they were
just browsing or window shopping. Sometimes when they are about to pay, they
realize the shipping is too expensive, or tax, or they just figure out it
may be cheaper somewhere else, or maybe they found a
coupon for some other store. On nonprofits, it’s different. People are going to
give, not because they are trying to buy something, but because there’s an emotional connection,
right? And it’s kind of an impulse action to give. I think it’s way more important
actually, to have mobile-optimized pages on nonprofit donation pages because unlike
retail where people really are motivated to buy this one thing, with nonprofits you
have this small, little window of opportunity for that emotional impulse to pay and
to donate. If you make it frustrating, they’re just going to walk away. They’ll
be like, “Well, I tried. I did my best.” There’s nothing there additional to
engage them somehow, and they want that. That’s why I’m a big proponent of making sure that
donation flow is really, really simple and fast. Just one more stat, we’ve been doing a lot
of studies recently of course, on mobile. And it’s really staggering how, if you have a mobile
website or a website that is not mobile optimized, then you optimize that giving or payment
flow, we’ve seen up to 35% increase in mobile conversion. And that
means payments being completed. For a retailer, that’s a lot of money. For a
nonprofit, it can be a huge difference on your mission and the impact that you can do if you
have 34% more donations coming through. This is really, really important. I’m going
to pass it on to Caryn who is going to give us some examples of what’s out
there and what people are doing. Caryn: Thanks so much, Tonya. I think those stats
are so fascinating, and it’s really important to understand. Tonya has such a
wealth of information and it’s great because she’s able to kind of compare and
contrast that traditional retailer e-commerce experience with what we’re also seeing
on the nonprofit or charitable side. And as you know, some of that behavior is
similar and some of it is very different. I think some of the behavior is similar,
but the motivations are different so it’s really interesting
to be able to look at that. What I have up here on the screen is actually
one of our clients at Networks for Good, mothers2mothers. And they’re one of my
favorite organizations. They’ve done a great job at really thinking through their mobile strategy,
and understanding how to present a really clean and clear experience through their
website, emails, and donation experience. What I have on the screen is their home
page. This is a much different homepage than if you were to go to
their site from a desktop. They’ve altered this quite a bit so that it’s
streamlined. They’re featuring just a few key things that they want you to be able to know or do
when you go to their site from a mobile device. You’ll see that it’s a pretty stripped-down
design but it’s clean, it’s attractive. It really retains a lot of the same motifs that you’ll
see on their site and on their campaign materials. I loved this example from mothers2mothers. It
makes it easy to understand it and take action. Now I want to show you a special
campaign page from this same organization. They recently did a Mother’s Day campaign
that they called “double your mommy.” It was actually a matching gift campaign where
if you donated, your gift would be doubled for Mother’s Day. I really liked this campaign
and I was able to take some screen shots of what that experience might look like on your
mobile device if it wasn’t mobile-optimized, and that’s there on the left. That shows
the kind of traditional desktop experience, and it has a lot more options
and some different information. Then on the right, we have kind of the “after,”
what happens when we do actually take that donation experience and optimize it for a
smart phone. At Network for Good, we’ve really worked with PayPal to optimize
this and provide some auto-detection when folks come to your site. When we see
that they’re coming from a smart Phone, we’ll pop that up there instead of the desktop
site. Then we give them some very clear paths to go down. When they choose to donate,
we give them some clear payment options, and that includes exactly what Tonya was
talking about. They can still go ahead and give in what we may consider a more traditional way
by entering their information and their credit or debit card, or they can choose
PayPal and get authorized through PayPal. That pulls up all their details,
and there’s a little less data entry. If you’ve ever tried to do a lot of data entry
on your phone you’ll know how time consuming and frustrating that can be, especially if you’re
like me. I’m not a very fast smart phone typer, not like my daughter who is a texting
machine. I guess I need to practice that. So this actually reduces a lot of that frustration and
friction, and that’s really important for your donors when they’re on the go and you’ve inspired
them to give. I really love this example, and if you go sign up for
some of mothers2mothers emails, you’ll see how they’ve really incorporated
that throughout their campaign. The next slide here just shows the different flows,
and it might be a little hard to see on this screen but you’ll get this slide and you
can examine these in more detail. It just shows the different experience that
happens when you’ve chosen to pay by PayPal versus paying by credit card. Of course, if
you’ve ever used PayPal to pay for something, you know how easy that is, to just log
into your account. It pulls up all your info and you don’t have to choose your
expiration date and all of those things, especially if you’re trying to recall all that from
memory and not actually take your credit card out of your wallet, which I often try to
do. Here’s another example that I thought was really great, and Tanya and I had a really
great chat about this because we were just in love with this frog, which is not a phrase I thought
I would every say. But this frog is very adorable. This is an organization called Save the Frogs!
It’s another Network for Good client here. I pulled this example out because what I wanted
to just share is that you don’t need a huge budget, or a large fundraising team, or large tech team
to implement a solid mobile fundraising strategy. If you align yourself with the right
partners and kind of pick the right technology that fits your organization, most often you will be
able to get some of these things already built in. This is a great example of an
organization that is doing a good job and they’ve been able to include
that image in their mobile experience. That gets back to what Tanya was saying.
How are you continuing that emotional impact? We’re not just allowing that to be
quick and easy but we’re also reinforcing and evoking that emotional impact that people
that are interested in Saving the Frogs! probably have this connection with
this image here, so another great job. The next example is Feeding America. I
picked a couple of larger organizations to show the difference here, and this is their
home page. You see they have positioned here “Donate Now” at the very top, which they’re
really prioritizing that. They’re thinking, “Well, if folks are coming here from the mobile,
they’re likely ready to take some sort of action. They are likely probably not researching
the cause. They’re probably there to do some very specific things. And so they
prioritized that button, right on top of the page. It would be very easy to click with your
thumb, big enough to find it and click easily, but not too big that it’s bumping some
of the other information off the page. Then the last example I have here
is Best Friends Animal Society, and of course they have a very adorable cat
here. What I really loved about this example — and this is also their mobile home page.
They’ve really started you out by picking that donation amount, so they’re already
getting you on track to make that donation to their organization. I thought this was
a great screen to have as their home page. And then of course you can get into the other
aspects of their site. Again, I liked the image there. I really just now noticed that all of those three
last examples have orange as the primary color. I don’t know if that’s a trend, but
maybe I have a preference for orange. Anyway, that wasn’t on purpose but it leaves
some great examples for you to think about, maybe how you may want to position
your mobile home page to your donors and to your constituents. I’m going to hand it
back over to Tanya and she’s going to tell you a little bit more about the full spectrum of
mobile. We’ve really focused more on the mobile web and the mobile donation experience, but
she has a great vantage point at PayPal for some of the emerging technologies. Tonya: Thank you, Caryn. I just want to
add to what she was just talking about and all these great examples from Network
for Good, just driving home the idea that you can partner with a lot of
fundraising technologies out there, whether it’s Network for Good or PayPal or other
platforms out there. We’d rather you use us, but there’s many others who are really
dedicated to improving the experience and you can leverage them. You don’t have to do all
this integration if you don’t have the resources. But I want to move on. We have just a few more
minutes and I just want to give the big picture of what’s happening out there. I think this
is what’s super exciting. What’s coming up? What’s in the future? There’s so much happening
out there, great technology being ideated, a lot of it around events in particular.
Like how do you collect payments at events, whether it’s with digital card swipers, or here
at PayPal now, we have this thing called Check-In where people can find what’s in the vicinity
area and pay or donate, in a case of a charity. And there’s many other things coming out
there. It’s all being built mainly for retail, but how is this going to pan out for nonprofits?
I’m super excited to see how nonprofits are going to start using this and how it’s
going to really help in creative ways we can use this new mobile technology for fundraising.
I’m not going to go through all of these, but I think you get the idea
of what’s happening out there. Now I think we’re just going to go
to the Q&A section of the webinar. Again, thank you so much for being here.
In case I don’t have time to tell you again, it’s been really a pleasure to be here, and I really,
really hope that you’ve be able to learn something. Becky, do you want to go the next round and
see where we could start with the questions? Becky: Absolutely. Thank you both so much
for that really interesting information. One of the questions that came up in our
room here with the people who are running this was when you mentioned 5.7 billion with a “B”
dollars that was processed for nonprofits last year. Is that correct? Is that just
in the US or is that world-wide? Tanya: That’s USA and Canada. It’s North
America, and we’re expecting around 7 billion this year. Yeah, we have over 400,000
nonprofits using PayPal in one way or another. Becky: That’s huge. Tanya: Yeah, and so we get to have this
awesome insight of what’s happening out there. Becky: Right, and that’s a lot of flow of
money for the nonprofit sector coming through, so that’s amazing. Tanya: Yeah, but you know what is interesting, and
this is something Caryn and I were talking about. We’re in the middle of writing a white
paper. We’re almost done with it, on mobile, and we’re looking for samples. Of course,
every day I’m constantly testing donation flows on nonprofit websites, and it’s amazing how
many are not updated. It’s almost heartbreaking because I know the numbers and I know how
much more impact and donations can go through if you optimize, and so hopefully that’s why we’re
here, and hopefully we’ll motivate some people to get some ideas on how
to improve the payments. Becky: There are some other questions.
We’ve got a bunch here stacked up so I’m going to go ahead and get
us started on this. Gwendolyn asked, “Should our nonprofit have a PayPal
account connected to our website?” And with that, does the link that takes people to
PayPal, is it already going to be mobile optimized on PayPal’s end? Tanya: Great question. Yes. When you
sign up for PayPal we have many products. We have really simple ways that you
can fundraise with a HTML Donate button which you’ve probably seen it out there.
It’s the most common button out there. It’s just a cut and paste HTML, super easy.
Or you can also get our higher end API products that can do a lot more things. In both case,
all cases actually, they’ll be mobile-optimized. So when someone does pay, the second
that you get routed from that button, the next screen you’re going to see is very
much mobile-optimized. All the donor has to do is enter their email address and
login, and then pay with PayPal quickly. Or we also have a guest checkout where
if you don’t have a PayPal account, you can pay with credit cards. But we’ve created
the fields really, really simple for mobile but it’s also mobile optimized for
those who don’t have a PayPal account. Becky: Great, thanks for that. And
we had a question, actually for Caryn, asking is this interface only possible
if your part of Network for Good. And I think that this was on these slides
where you were sharing some examples. So are these types of interfaces only
available through Network for Good, or can you use any number of
platforms to help you create this? Caryn: Sure. No, definitely. The examples that I
showed, the first few examples there are examples from the Network for Good platform
using the Donate Now product. That’s the customizable donation page
that you can add different options to and we provide a lot of other tools for
you to use. Definitely, if you are going through Network for Good, this is part of every
one that has Donate Now. But to Tanya’s point too, you know, there are other services out there
that do provide some similar opportunity because every one really understands
the need to be mobile-optimized. So you really want to really pick a partner or
a fundraising provider that’s going to have done a lot of that heavy tech lifting for you so that
you don’t have to go back in and try to figure out how to create that mobile experience on your
own, because that would be quite an undertaking. Becky: That’s great, and I think that speaks to
the point that there are a lot of tools out there. And one of the things that I know confuses a lot
of users is a question that we have from Dave, who’s asking, “Can you speak a little bit about
costs?” So when you’re looking for a vendor or a tool to use for example, that might
be processing your online donations, what should they be looking for in
regards to costs around transactions. So each credit card transaction, is there
a fee associated and what’s the percentage? Can you explain a little bit of that? And this
might be a little bit wonky but this is a great way to compare when you’re looking for a mobile
vendor. So maybe this is one for Tonya. Tonya: I can start with that and then Caryn can also
fill in on her side. With PayPal, you basically pay, for the most part you pay transaction fees, just
like if you are using a MasterCard or a Visa card. You have to give a percentage to them. So
we’re just kind of the in-between folks, between the credit card companies. Usually
for a regular business, our basic products, it’s 2.9% plus thirty cents per transaction.
But for nonprofits, we have a discount and it’s 2.2% plus thirty cents per transaction
with a Donate button, the regular HTML button or actually some of the API’s as well. We also have even higher-end accounts that
you can have, business accounts called Pro, Website Payments Pro, and for that there is
a monthly fee. But you get a really long list of other capabilities and more control of what
you are doing. And then when a partner integrates PayPal into their platform, like Network for Good
and many others, they will usually add also fees on top, depending on what it is.
Especially the crowd-funding companies you can see the total with PayPal
fees will be anywhere between 5 and 9 % depending on who you choose.
Caryn, do you have any insights? Caryn: No. I think that’s great info Tonya. And
I think that Tonya brings up a couple of things that are important when you’re thinking about
anything in terms of donation processing, but also in terms of mobile in particular. I think
it’s what are you getting for what you’re spending, and how much mobile fundraising do you
expect to do, or how much online fundraising do you expect to do. And kind of calculate
what’s the ROI on the investment that you have. At Networks for Good, we do
have a monthly subscription fee which pays for your customized donation page, all
the hosting, all the security, as well as support and some really hands-on training in terms
of onboarding, getting your page set up, optimizing that, and taking advantage
of some of our internal experts. Then there is a transaction fee. And the transaction
fee for anyone that’s on the Donate Now platform. It’s a 3% flat fee, and we don’t have
an additional per transaction fee. So I think those are some of the things to think
about. What are all the different cost structures out there? What are you getting for that?
Sometimes it might be a monthly subscription fee or an annual contract or whatever that may be.
There will always be typically that transaction fee that covers the credit card processing, and
that’s kind of just the cost of doing business in the world today. Some platforms do
have that per transaction, one off fee. So I think those are some things to think about
and to think about how that fits into your budget. Think about how it fits in your overall
strategy to see how are you going to use that. How many problems does that solve
for you, and what’s that worth? Becky: That’s helpful. And one rule of thumb is to
look at the fundraising that you’re doing currently in your organization. If you’re getting
maybe a handful of really big lump donations that are large in size, so you have ten donors
that give you $5,000 at your annual event, you may want to opt for a different fee
structure account than somebody who processes two thousand $5 donations, because you might find
that there is a big difference in the cost to you based on what that fee structure is. So it
really helps to evaluate the types of donations that you’re getting individually at your
organization, and then decide based on that which is going to be the
most bang for your buck. We have a lot of other questions about
the platforms. Kathy asks, they use PayPal to accept donations already, and is there
one-on-one help to make the interface better? Kind of in conjunction with that, Purvy asks,
“Can we customize our donation page on PayPal to say which amounts, which denominations
you want to allow people to donate in? If you want to have a $5 and a $29 option or
something, can you customize those fields?” Those are both for Tonya Tonya: Yes. It depends. This coule be a
very long answer. It depends on the product, but yes, you can customize. For instance,
with the website payment standard which is just the HTML button, in the back end,
you can select a particular amount, say $20. Say there’s a registration fee for your
event. You can just set that up as one number, or you can make it open so people can type
in whatever they want, or even have options. You can also use different buttons, but you just
want to use a simple button that has $20 here, then a different part of your website for
something else is $50. You can also designate and have multiple buttons, if you like. The higher
end products that we have, the API’s we have, you can really customize and do a
lot more customization with that. It also depends if you’re using a third-party
vendor, Network for Good or some of the others, where depending on how it’s integrated the
experience of drop-downs or radio buttons will be different on what you can choose. So,
really, honestly, the options are out there. The question is how you want to use it and
which very specific tool you want to use. But yes, the options
are out there to do that. Becky: Great. Let’s switch gears a little
bit to answer some questions about websites. Norman asks, “If you’re getting a new
website designed or if you’re redesigning your existing site, would you recommend
that people opt for responsive design which is the type of site that knows that you’re
on a desktop, or knows that you’re on a tablet, or knows that you’re on a phone and responds
to those different designs automatically and shifts the page around?
Would you recommend those?” That’s for either of you to answer. Caryn: I would say yes. You want to really
think about how do you get the most bang for your technology buck, and I think that if
you’re using systems that already offer responsive templates and designs, thinking about how
you’re building in a mobile-friendly experience automatically as your building the rest of your
experience, whether those folks are on a desktop, tablet, or a mobile. I think you really want to
think about that. I don’t think that at this point it’s optional. But the great thing is it’s just like
the folks that are offering online donation processing and fundraising tools, like Network
for Good, PayPal, or other folks, there are a lot of web development shops out
there and CMSs and platforms that are offering a lot of the same things. They are really
building a lot of that into their platforms. Becky: And I think if anybody does a
Google search for responsive design websites or templates, a lot of different
options will come up there. Robert is asking, “Are there any
suggestions or frameworks that you recommend for building mobile-optimized web sites? So if you
are a small nonprofit and don’t have a lot of budget and you need to do it yourself,
can you use Word Press or Joomla? Or do you have recommendations for any
tools that they might look to, to start?” Caryn: I think that again, most of the bigger
folks that are going to offer some of those pre-packaged templates are going to have
some mobile-responsive ones to choose from. You want to keep an eye out for those. I think
that you can definitely do it on a budget. I think it also has to do with a lot of
the concepts that we talked about today in terms of optimizing that whole experience.
There are just certain philosophies when it comes to mobile that will
actually benefit you across the board. So thinking about things like clearing
out the clutter, offering very clear and strong calls to actions, reducing the
number of things that you are asking anyone to do at any given time. Those are definitely
things that will benefit you when you think about putting your page together for mobile,
but will actually benefit you across the board whether they’re on a desktop,
tablet, or a mobile device. Becky: Great. We also have somebody asking
how many steps in the mobile process. If you’re on your mobile device and you decide you
want to donate, some of the examples that we saw had four or five or six different screens that needed
to be completed in order to finish that transaction. Do you know if there’s a best practice around
that, of how many screens people may have to go through or that’s ideal, so that
you don’t see that drop off in the process? Caryn: Yes, and Tanya may have
some different information on that. I think that you definitely want to reduce
the number of screens. I think what we showed is the complete set, and so that includes the first
page you hit all the way to the confirmation page. I think it’s also about the number
of things that you do on those screens as well as what you’re asking them to do.
So how easy is it to burn through those? What we’ve found is that it can take about a
minute or less to complete that whole process. Point taken that those screens may be a
little much on the work flow that I posted. But Tonya, do you have
anything else to add to that? Tonya: Yeah, our product is just like three screens.
So basically it depends on how you integrate. But if you have a PayPal button, if
someone’s paying with actual PayPal, there’s the Click to Donate button, then
you log in, then you go into your account, and basically you confirm. It can be really fast.
In fact, this is not a tool you see often out there, but some of our developers, when they
use a specific developer, API from PayPal, there’s a way that you can check
a check box if your a PayPal user, and every time you log in it recognizes
you and you can complete the payment and you give it that permission. So that’s out
there. It’s not widely used but it’s out there, and I think probably in the
future there will be more of that. We now have also — and this is interesting.
We have various ways where you can check in with your PayPal apps. Say you have, you’re a
regular donor and you have PayPal on your phone, your little app to pay, there are actually
many stores now where you can check in and basically just swipe with one stroke
that you’re checking into that store. You’re basically giving them permission
to bill you for whatever the amount is when you’re at the register. You can
also pay ahead and also just do one swipe, and it’s already because you’re already
in your PayPal account and you’re logged in that’s all you have to do. One swipe, you’re
done. And that’s happening more in retail, but I can foresee a nonprofit starting to use that
for their events. I mean, that’s the ultimate, right? You just walk in, check in, and that’s it. You’re
done. Online it takes right now a few more steps, like three screens, but the shorter
you can make it the better of course. Becky: And that is a good moral to the
story. Before we go ahead and wrap up here, since we’re almost at the top of the
hour, I want to just take a moment and talk a little about BetterWorld Wireless which is one of
the providers here that’s co-sponsoring this series of events. They offer a donation
program through TechSoup that provides access to discounted mobile services and
devices. So if you’re looking for devices, definitely check out the BetterWorld Wireless
program. And if you’re looking for a service for your organization, wireless service,
they can help connect you to discounted rates. Additionally, we have some other mobile programs
in our catalog. There were a couple of folks that asked about text-to-give plans
and different offers that are out there. Connect2Give does offer mobile
marketing and donation services, as well as website optimized
for mobile. So does Guide by Cell which offers mobile-optimized website
design services. Pay Anywhere has one of those little card swipers that you can attach
to your phone to allow you to process payments if you’re out at an in-person event or fundraiser.
CDI, which is one of our donation programs, offers recertified tablets so if you’re
looking for devices for your organization, that’s a great place to look. And Mobile
Beacon offers mobile broadband and hotspots so if you need access to the Web while you’re
on the go or at an event, they can hook you up with that. So definitely check out those programs.
Additionally, as we wrap up, I want to let you know about some up coming webinars. We hold these
webinars usually once a week on Thursdays at 11:00 Pacific, 2:00 pm Eastern. All of
these are on those dates except for July 1st which is a Tuesday since we have a holiday
that week, so join us if you are interested in learning more about Tumblr for Social Good.
If you’re a faith-based or religious organization, join us on July 1st to learn about the different
offers that are available to your organization. And you can learn more about
Mobile Tech for Offices and People, which is Part 4 of this webinar series. Additionally, if you are from a library today,
we will be running a series of mobile webinars starting in July and running through August.
We’ll have three webinars that are specifically on how to serve your patrons and to enable your
patrons to use mobile devices in your library as well. That one is going to
be targeted for that community. Thank you so much to Tonya and Caryn for your
wonderful presentations and for taking time to answer your questions today. I know we
didn’t get through all of your questions but know that we will be including links to
some of the resources in our follow-up email that you’ll receive later this afternoon.
So for those of you who want to know more about mobile-optimized websites, we’ll send
a link to the webinar that we did last year that was just on that topic. And we’ll
include links to a number of other things. Thank you also to Ale and Dave on
our end for helping in the back end to respond to Chat questions. And lastly
thank you to Ready Talk, our webinar platform for providing the use of this tool for us to
present these webinars to you on a weekly basis. Feel free once you leave this webinar
to complete the pop-up post-event survey that will open up in a new tab on your
browser to let us know how we did today so we can continue to improve
our webinar programming. Thank you so much, everybody. Have a terrific day. Bye-bye.

Leave a Reply

Your email address will not be published. Required fields are marked *