Is Your Checkout Burning Money?

Thursday, June 20th, 2019

If you don’t want to read the next few paragraphs and suffer any more ham-fisted memes then here’s the headline. Asking people for loads of data that they don’t feel like giving you (at least not yet) is annoying for them and probably destroys a ton of value in our sector. And we’ve got evidence.

I can’t post the actual numbers publicly because they’re not mine to share in that way. But if anyone wants to catch up for coffee, we can show you  graphs that demonstrate pretty conclusively that focusing on taking people’s money rather than generating a whole bunch of contact details results in the following:

  • Slightly higher levels of conversion to Regular Giving
  • Slightly higher value regular gifts
  • MUCH higher numbers of one-off cash gifts
  • MUCH higher value cash gifts

As a consequence, we obviously collected fewer postal addresses relative to the number of donations. But we got everyone’s email and, fascinatingly, over half of the people who gave cash using our super-frictionless checkout agreed to store their card details in case they wanted to give again.

In short, our client raised a lot more money by simply letting people donate when they hit the donation page – rather than insisting they first do things that bore and annoy them. And the majority of those people expressed some indication that they’d give again.

Now before anyone who’s known Open for a while calls me out on this, I’m well aware that this is a bit of a U-turn for us. We used to be big advocates of getting as much data as we could because, as Direct Marketers, it’s how we do our job. It’s how we turn impulsive acts of generosity into lasting engagement with the causes we work with, right?

But the fact is that not everyone wants to engage – perhaps because they’ve not particularly enjoyed being ‘stewarded’ in the past.

More to the point, if we’re going to inspire people to give again then we’re probably best off i) trying to do so in the same channel they came to us in and ii) making the experience really, really easy.

I’m not advocating giving up on Relationship Fundraising and turning giving into the kind of thoughtless button-pushing with which we summon cabs, food, movies and pretty much everything else we buy online. But based on what we’ve seen in recent months, it might be a good idea to give people what they want and see where we can take it from there…

James

 

 

 

 

 


Good, fast and free. Soon you can pick all three!

Wednesday, December 5th, 2018

At the heart of good fundraising is an intimate understanding of the supporter.

And I think we all know that as the world around us changes at ever increasing speed, public expectations, perceptions and passions for causes are changing, too.

How do you keep track of what the public thinks of your fundraising programme? How do you sense check whether that new fundraising idea actually has an audience willing to support it? How do you know you’re asking for support in the right channels at the right time?

The tools are there, but often they don’t come cheap. Or they don’t come quick. Or, sometimes, they simply aren’t very good.

Which is why we’re really excited to be working with GlobalWebIndex to bring their incredible skills to our sector – for free.

We love GlobalWebIndex

If you haven’t used it before, GlobalWebIndex is a super accurate, up-to-date and granular intelligence platform providing brands with detailed insight into the perceptions and digital behaviours of their consumers. And they do this in 44 countries around the world.

GlobalWebIndex has grown rapidly by providing commercial brands with genuinely useful and actionable insight and now they want to bring their skills to help fundraisers around the world.

The team at GlobalWebIndex has asked Open to help recruit a gang of willing fundraisers to help inform and participate in the development of a brand new charity dataset.

Together we want to ensure that the dataset (accessed via GlobalWebIndex’s super intuitive and informative online platform) will be as useful as possible in helping you better serve, and fundraise from, your supporters.

This is where you come in. We need volunteers to take part in a series of interviews and workshops with the folks at GlobalWebIndex to help them understand your needs and challenges.

In return, they will develop a charity dataset and make it available to the sector for FREE!

In my mind, that’s an amazing way to help us all.

Please do get involved by dropping them an email on: hello@globalwebindex.com

Mark


The power of positive feedback…

Monday, August 8th, 2016

Inpirational quote 6

 

Everyone imagines that being a creative is awesome. But, far from brainstorming zany ideas while playing table tennis, the reality is that we spend a large chunk of our time being told what we’ve done wrong and what we could do better.

 

That’s why, when one wonderful client started typing compliments into the margins of our work to tell us what we’re doing right, it came as something of a surprise. So much so, in fact, that our designers turned his comments into a series of inspirational posters…

 

Inpirational quote 4

 

Inpirational quote 1

 

Step forward, lovely Jim from Concern – who, coincidentally, are enjoying a year of stellar results in fundraising.

 

Izzy