 Hey guys, welcome to today's webinar from Mighty Cause called Building a Donation page that works So before we go ahead and get started I just want to make sure that everyone can hear me okay, and that you can see me moving in between the slides Okay, so if you wouldn't mind just chatting in and letting me know that you can hear me. Thanks Awesome. Thanks guys. All right, so Today's webinar. I'm really excited about for a couple of reasons But the biggest one being that this is our first webinar as Mighty Cause. We are no longer Razoo So this might be a little confusing because when you signed up for the webinar you signed up for a Razoo webinar But the great news that it's the same team the same company the same mission Just a new name So all the content that you've come to love from Razoo is now part of Mighty Cause and Mighty Cause We'll continue to provide you guys with some great editorial content. So good information about fundraising and development and online fundraising And we'll continue to try to share some best practices that we find on the website as well So if you do have questions about the rebrand from Razoo to Mighty Cause We are having a Webinar tomorrow with the CEO Tom Matthews And so Tom will be answering any questions that you have about the rebrand And giving you some exciting updates about new features and things like that So if you do have questions about that definitely make sure to check out the webinar For Mighty Cause and I did just get a question that Someone asked Will my Razoo login still work for Mighty Cause? The answer is yes And all of your live links that you had for Razoo.com will automatically just reroute to Mighty Cause.com So if you have any other questions like that definitely feel free to chat them in and I can send them along and we'll address them in the webinar tomorrow And this is actually a good point for me too to to mention if you have any questions as we go through the webinar today Please be sure to chat them in and we will make sure to answer them at the end during the Q&A session And So and I will send out in the follow-up link or the follow-up email I will send out the link to register for the Demo or for the webinar for tomorrow, but you can also find it just by going to mightycause.com there's a little pop-up bar that pops up at the top that says Razoo is now Mighty Cause with a link to a blog if you click on that link There's a link in there to register if you want to go ahead and do that right now before you forget But after the call I will also be sending that out So again, you know Mighty Cause What's in a name? We're mightier than ever, but we're still the same mission as Razoo And still the same group of employees that are very mission driven So we you know, we're one of the top nonprofit fundraising platforms. We've been doing this for 12 years We've helped nonprofits raise more than and that says 550 million But it's actually more than 600 million dollars And we're the market innovator for giving days and also for premium fundraising subscription plans so And our information our social media handles if you were following us on Razoo giving You're now following Mighty Cause, but you can also find us on Twitter or on Facebook at Mighty Cause So definitely check that out And who am I? I am someone who will hopefully not call us Razoo at all today But if I do you guys hold me accountable So I am Ashley and if you've been on a webinar for Razoo now Mighty Cause Before you've probably heard my bio a thousand times and you're probably sick of it by now But just as a little refresher I have worked at Mighty Cause for a couple of years now and before then I was working at the development department for a pretty large nonprofit the largest regional Hunger relief organization in Washington, DC and while I was there I really helped to build out their online fundraising Strategies so this is all stuff that Fascinates me that I love talking about and I love sharing best practices from my own work But also from what we're seeing on the platform with all of you today So hopefully you'll get you'll come away with some really good information that'll work for you guys And we'll work with what you have currently on Mighty Cause or on any other platform So let's take a look at the agenda for today. First of all One key element to making a donation page that works is figuring out what do donors Want to see or what compels donors to give? So that's the first thing that we'll address is kind of going through that psychology and figuring out Why do donors give what is it on the page that's most appealing to them? Next we'll talk about how to motivate donors through various platforms whether it's through Mighty Cause through your own website through social media So we'll talk about a few tips there and then of course, you know How you can apply these learnings on Mighty Cause? How can you apply them to your own organization page? Your own fundraisers that you're currently running on the platform and then again as I said all Attendees are in listen-only mode. So if you do have any questions, don't hesitate to chat them in and We will get to them at the end during the Q&A So the first thing that we really need to talk about is why do Donors give and that says what do donors give but really it should the question is why do donors give? and there can be a lot of really great reasons for that there can be a lot of Reasons that maybe you aren't as familiar with and that's kind of what we're going to talk about today is the reasons that people give that Maybe aren't as obvious to you as the nonprofit So of course, why do donors give because a friend asked them to give that is the number one reason Why people give and that's a reason why peer-to-peer fundraising is super successful because people want to support their friends They want to support the people in their life that are Making a difference or are trying to reach new goals And so often if you see one of those fundraisers floating around on social media You probably support your friend because you you support your friend not necessarily as much about the nonprofit or about the Organization itself or the mission itself So that's you know one really compelling reason that donors give and so if you haven't checked out our resources about peer-to-peer fundraising I would definitely recommend doing that and using that as a great entryway into online fundraising for your organization And of course another great reason why people give is that they've benefited from your nonprofit service. So whether it's You know for me I actually got involved with a local nonprofit because I bought their cookies while I was in line at Whole Foods And then I read the back of it and I thought oh my gosh, this is a great mission I'm gonna get involved with this nonprofit if you were a recipient at a Food pantry and now you're you've gotten on your feet You may want to help and give back to them because you know the great services that they've provided and even you know thinking about Dogs if you adopted a dog from a great animal rescue You may want to then support them and help them get even more dogs adopted to great families. So Thinking about that really personal tie. That's a huge reason why people also get involved with nonprofits and why donors give And then the last thing So impulse of course having that gamification is a huge draw Being able to say, you know today only we're doubling your impact with the matching grant Taking part in a giving day. So if you're in the Tampa Bay area, you should definitely Register for give day Tampa Bay, which is coming up on May 1st and if you're You know, you should definitely check out in your local community What giving events are currently happening or are planned two of the busiest times for giving days are in the spring and in The fall and so that's a great time to get involved bring in new donors get some some great Gamification going for your nonprofit, especially with that online giving element. So think about, you know Who can you encourage to to participate in your giving day? Who can you encourage to give during a giving day? And that's often a great way to encourage new donors to give There's often prize money involved in the giving event. So make sure to check out what's happening in your local area But the last thing Here and I think this is a really important one that we can talk about more because it's a little bit broader is Why do donors give because they connected with your mission and that can mean a couple of different things? It could be that, you know, it could be someone like me who I saw this This package of cookies and line at Whole Foods and so I bought it and then I read about this on profit And I said I want to help them I want to volunteer with them or it could be that They come to your they found you through your social media advertisements And they really liked the message that you had on your social media ad So there's a variety of different ways that donors are finding you And a variety of different reasons why donors are giving but the most important thing that you have control over as the nonprofit is Connecting donors with your mission So really taking them across the finish line from learning about your nonprofit whether it's through a friend Whether it's through a dog that they rescued and or through a giving event and then connecting them to your mission So that they come back and they create donor loyalty and there can be a lot of barriers Especially on your donation page So today we're going to talk about some of the ways that you can build a donation page that will really emphasize Your story and reasons Why donors should be giving and connecting with your nonprofit? So of course as I just mentioned one of the key elements here is Connect donors with your mission. This is so important So of course, you know, it it can be really difficult to think about a good story format, especially for For a nonprofit because we see so many great success stories. It's hard to find one. Maybe that sounds super genuine super unique So here are some ways to think about the story So first of all telling the story of me the story of us the story of now this comes from a Harvard professor who created this This idea of how to tell a story and so what that means is telling, you know For me I can say I found this package of cookies at Whole Foods That's my story But then when I read about what good this nonprofit was doing in our community I realized that there were so many women who could benefit from the services that they provide and the story of now Um, you know, there are a million different ways that we could connect that to you know, whether it's local law laws happening or just helping more women get into the workforce things like that There's so many ways to connect that story of me to the story of now And I encourage you too to think about that unique perspective. So for me as a volunteer that is a unique perspective I'm not a beneficiary of the program of that nonprofit that I support Which is a great story to tell and one that can't be told enough But it does bring in that interesting thing that says hey, I'm a volunteer I came across them in the checkout aisle at my grocery store You can do that too and you too can get involved and help this really great cause So think about that that unique perspective with your storytelling also I like to read text. Um, it's one thing when you get a direct mail piece in the mail, but when it comes to online People are used to scrolling through their instagram feeds or their facebook feeds Or scrolling through news Sites and they don't want to see a ton of text. They want you to be able to break it down They might be on the subway. They might be on the metro. They might be running between meetings They might be sitting down waiting for a friend to get coffee They don't have a lot of time when they're looking at the internet on their phone So they need you to Captivate them to draw them in and to say it in a way that doesn't use a lot of words So definitely try to be as visual as possible And then lastly, of course use video videos are huge We've known this for quite a while, but it's so important to try to use videos wherever possible There's actually a ton of really great tools available now that you can use to create slideshows Which are different than stories because it it has that animated element to it But it's still easy enough to put together for anyone whether they have videography experience or not So consider looking at a couple of those tools too You know again this stat I think speaks for itself Donors go from being 97% likely to purchase to 139% When they see a video and what they mean by purchase is just to click through that link and complete that process to making that donation So try to add all of these elements into your donation page Wherever you can and that'll really help you to connect donors with your mission a little bit more So what are those Quick keys to great storytelling? First let's talk about what doesn't work and some of these I think are going to be a little bit Obvious some maybe not so much. So of course Cliches nobody wants to hear that typical story about you know, this person was in need We helped them and now they're not in need anymore Get into some more details Explain how their their situation was unique or explain how their situation relates to someone else Was it someone who was a lawyer who fell on hard times and now they're getting And now they're the recipient of a food pantry Is there someone who came became connected to the food pantry because they were volunteering at an organization next door Came across a woman in need who directed them to this food pantry so they could come volunteer There's so many different ways to get to the meat of the story without being cliche Um, of course another important thing here personal triumphs as I mentioned It's a great way to start the story not a great way to end this story People don't really care about you. They care about themselves. Um, you know, unfortunately But they want to know how does this relate to me? How can I benefit from this story? So make sure that you're telling the story in a clear way that explains how it relates to people at large or at broad um Again, you know, I think this is kind of emphasized in that no clear impact on the reader Point as well. And then lastly too many details to track. We all have our key messages We all have those key Statistics that we love sharing that we want to be included in our 30 second elevator pitch But guess what for a donor who's either not familiar with your work or doesn't have a lot of time to get familiar with your work Those can really bog down that key important message. Why should I give? Why should I connect with this nonprofit when you bog it down with a lot of statistics? People don't really connect with that on an emotional level Pick one key statistic that you're really trying to emphasize and that really makes your broader point So what are the keys to great storytelling? Of course? Having a clear start a clear arch in the middle a clear ending That's across the board. Whether you're writing a novel whether you're writing Um, an essay or whether you're writing your story on your mighty cause fundraiser Secondly make it relatable So make your story something that people can connect with Hey, I was someone just like you before I fell on hard times and I needed help from this great nonprofit Hey, I was considering adopting a dog, but I had nowhere to start and this nonprofit made it super easy Think about how you can make your story relate to the average person to the average donor and not just that specific audience that you might be thinking about with your specific emails So email segmentation is a great way to really tell a story that is super segmented super specific to that audience That's not the case with a donation page. So make sure you're making it general making it broader making it more relatable at large um Also conflict every good story has conflict every great story has a reason why things might not have worked out Why did this nonprofit get started? What is that real story that really makes it genuine and makes it an honest story? So what are you know? Don't be afraid to tell donors about some of the the early learnings that you had when your nonprofit was getting started What are some of the hiccups that you that you had across the Across the way that you were trying to learn from and grow from maybe you realized that you had expanded your Food distribution too quickly and you didn't have that infrastructure So now you need to raise money to get more trucks to get your food distributed to other food pantries Whatever it is. Don't be afraid to tell donors. Hey, you know, we're having this issue This is how we're hoping to solve it. Here's how you can help us and then of course Tie it all back to your impact So this is really thinking about what is that one piece of information that will really stick with donors that will really emphasize impact So I always like to tell my own personal story of working at a nonprofit where we were a hunger relief organization So for us We provided what did we provide we provided food? So how could we convey that in a tangible? term to our to our donors So every dollar that was donated equaled two and a half meals for People in the community So that was our tangible term if you give us a dollar we're going to put that into the community in the form of two and a half meals That's a huge impact And then what how can you use that as a thread for your story? So think about you know But if we raise $10,000 that is 25,000 meals that we're putting out into the community So think about things in that way of how can your key message really thread through the story? How can it really tell the story without getting bogged down in too many key messages too many facts? So now that we have a good understanding of what connects donors to your mission how to connect them to your mission Let's talk about three things that you can apply to your donation page First of all keep it simple. You'll notice this slide is very simple It helps to emphasize that message Don't distract your donors from making their donation with a lot of other opportunities for them to engage with your organization So maybe you want to promote an upcoming event But you also have a fundraising appeal going on and you also have a really big volunteer opportunity And you're also looking for people to help out with planning your fall gala That's four different opportunities for people to get involved and it sounds great to have choices But that can be really overwhelming for someone who just wants to help just wants to give make it easy Tell them here's how you can help right now. You can give us five dollars to go towards x y and z that'll provide 10 meals for neighbors in need whatever it is keep it simple Oh Second make your ask really clear. So this comes from a fundraiser on mighty cause one. That's really great. It's from pause Which is an organization and they're currently running a fundraiser if you click that link, you'll be able to go visit them Their page on mighty cause, but they're doing a fundraiser specifically to get the money to purchase dirt Which is really essential to elephants And it's a it's a huge part of of you know the survival of elephants So they're helping out elephants by trying to raise funds And so for them they said every six hundred dollars we raise we get one truckload full of dirt for elephants at pause That's a great Tangible way to remind donors Hey, if you get us three hundred dollars, you just got us half a truckload of dirt for elephants And of course, we know that there's some administration costs truck fuel things like that Donors don't care about that. They just want to know how much am I getting for what I'm getting and this is a great way to To emphasize that Make it easy to give anywhere So again, you know, most donors these days most people are on their phones 24 7 so don't send them a link to a web page. That's not mobile responsive Send them a link to your mighty cause page, which will make it super easy for them to give on any device We are mobile responsive. We're actually device responsive Which means you can give on an ipad. You can give on an iphone any type of device that has internet access So make sure that you are making it Super easy eliminating any barriers for people to give What's what would be an example of making it difficult for someone to give? It would be something like saying hey, you should donate to this cause and they say great. Tell me how to do it Okay, well when you get home first create an account on this website And then they'll send you instructions you type in your address They're going to mail you a form that has a link that you can then go online How many people would actually do that? Not many If anyone if they do then you definitely found yourself a very loyal donor But definitely think about what is the most um, what are the fewest obstacles that I can Present sorry present to a donor when they're going to make their donation So let's talk about how to apply some of those things to your mighty cause donation forms So first of all the mighty cause fundraiser Creating a fundraiser on mighty cause is something that we talk about all the time as a really great way to Tell your story and there's a couple of key elements here that are on any page on any subscription plan on our free plan Anything that do a really great job of tying your story together So first of all a compelling story that tells the story of me story of us story of now You can see um, you probably can't read this but this is for a boston marathon fundraiser This woman um became involved in the community growing ink And she has always wanted to run the boston marathon and so she decided to run it in honor of the community rowing ink and Her goal is to raise five thousand dollars to support them as part of her her um ambition to Race in boston marathon So that's a great clear story of me then she goes in to talk about the story of us Who is community rowing? Why is there work important then the story of now? Well, the boston marathon was actually yesterday. I think um, or Yeah, yesterday was monday. Um, so the boston marathon was yesterday, which means It was super critical for her to raise those funds before the boston marathon So that's just one thing to consider Um, when you're putting your your fundraiser together is what are those goals? What are those time specific elements that you can tie into your story? Also a great visual that captivates people draws them in Weaving pictures throughout your stories so that you can really see Okay, you know, it might be easier to digest this text if it's not just one solid text block Also have a goal that relates to your story. She was hoping to raise five thousand dollars for this organization That's the goal that she said on her page. Um, and that's what she ended up exceeding which is great There's some other behind the scenes things that you can do for uh on your mighty cause fundraiser So one of them is adding in a custom thank you message So when someone makes a donation to my organization to my hunger relief nonprofit I can say thank you so much for your impact every dollar that you just gave provided two and a half meals That's a huge impact. Please help us again by sharing this with two and a half of your friends on facebook or two of your friends on um on Through email and encourage them to give to so think about what are those ways that you can be weaving it even across the finish line after the donor has made that donation Creating a custom url Of course something more memorable than just a couple of numbers and a couple of letters Make it really memorable to Your donor so that if they're if they are trying to tell a friend on the bus Hey, I just gave to this great nonprofit. You should donate too Make it something memorable so that if you don't have the link on hand You can still tell them how to get And then of course check out customization What are those key levels that you want people to give at is it 10 dollars because it provides 25 meals for families in need Is it 10 dollars because it provides one vaccine for an animal in need? Whatever it is make sure that you're weaving it through in all the places that you can so that your message really carries through Next your organization page on mighty cause So use a compelling background This is pause that organization. Um that had that really great fundraiser for dirt for elephants um When you go to their page you are immediately drawn in by this great photo of elephants out in the wild In this beautiful area So make sure to to really draw people in with that captivating photo Of course tell donors who you are and what you do. How did you get started? What do you do? Make sure that donors are Can understand who you are no matter how they get to your page So don't try to be too campaign specific Always keep it broad always keep it general so that the general donor who may not have gone to your Nonprofit or may not have been familiar with your nonprofit before they went to your fundraiser page can still learn about who you are um And then of course show off your branding in your theme color really keep your branding consistent You want donors to come to your mighty cause page and say this is a fundraiser for pause You don't want them to see the branding of mighty cause and say, oh Who am I giving to again? Where's this money going? so make sure that you're really making it as Customize as possible to fit your organization's branding and your organization's logo and and your marketing efforts and then lastly Or actually this is another piece of the mighty cause organization page Show your donors. What are you fundraising for right now? If you're bringing them to your organization page What's a way that you can showcase to them? What other projects you're fundraising for at this time? So of course you can see here. They have their dollars for dirt feature fundraising effort for elephants. They're also doing a project for rescue tigers right now So try to use the elements on the page to showcase. Hey, you can give that general donation to us We would love to have that But if you're looking for a project that you can specifically support and you can specifically get behind Here's a couple of the ways that you can support us and give donors those options without overwhelming them With the widget. Um, oops, so this is supposed to be a gift But I don't think it's uh loading into the pdf properly But we do offer a widget too Which will automatically sync your donor data from your widget to your Organization page on mighty cause. So make sure that you are taking advantage of the widget Here's how a widget is building a donation page that works First of all, you're keeping your donors where they are. So whether they came to your website Whether they went to your events page whether they went to your blog Wherever they went because you sent them there now they can make their donation without leaving that place You can also let donors make their donation anywhere, which means our widget you can use on mobile You can use on any device. So make sure that you're encouraging donors to be To or I'm sorry that you're in cute that you're encouraging your staff to be Using the widget wherever possible so that donors can make their donation And and it's a simple part of the process simple part of your website And you can add the mighty cause widget to any long form blog You can add it for your fundraiser. You can add it for your organization page And you can add this to your medium blog to your wordpress blog go daddy any of those We have the code for both of them So definitely make sure to be using this to kind of be a nice accessory to the primary Focus of what you're trying to talk about on your blog or on your Events page or whatever it is And then of course this is Our newest offering which is part of our premium subscription plans But this is a great donation form which does a lot of the things that I talked about today It keeps it simple your general online donation form Which you can get by signing up for a premium plus or a premium pro subscription plan Your general online donation form drops donors right into the donation flow They don't have to make that decision about do I want to give to the organization? Do I want to give to one of their projects? Do I want to check out a team? Do I want to sign up for a volunteer opportunity? You're dropping donors right into the donation flow It's very obvious that they're making a donation here the branding And this is an old screenshot. I think it still says razu, but It says powered by mighty cause very faintly at the bottom But your branding is the primary focus of this page And it's super simple super streamlined so you can use this in lieu of your online donation form year round And you can still customize your checkout levels So you can even choose what page donors will go to after they're done filling out this form So definitely if you're considering having a general online donation form available on your website I highly recommend checking out the mighty cause donation form for a couple of reasons one because I think it's a really great sophisticated way of showcasing your online donations Ability, but it's also Keeping that donor experience consistent It's the same checkout flow that they would experience on mighty cause if they went to the platform Or if they went to your widget or if they went to a fundraiser So no matter where they are. It's that same experience that they're getting across the platform So before we hop into the queue and take a look at what questions you guys have I do want to just quickly review a few things that I think are some simple steps That will help you to build a donation page that will work So first of all make your story really compelling so that donors who are looking for a reason will give Um, and that's you know the the elements that you have control over you don't have control over Whether or not a friend is going to share that fundraiser with their friends And those friends will give you don't have control over whether or not people who have volunteered or Or have connected with your nonprofit in some way in a checkout line are going to give But you do have control over that connection. So making sure that you're really engaging people in a compelling way Keep it simple Eliminate those distractions Make your page simple make the ask clear Keep your messaging really clean Don't get bogged down in statistics And then lastly leave the technical stuff to mighty cause so use us so that we can take care of tracking your donation information for you We've done the research So when you create a fundraiser on mighty cause when you create or when you use your organization page on mighty cause All of our design is research driven. We've done the research. We know What user experience is we know where to place that donate button Let us do that for you. Let us take care of that research and help you maximize Your ability to get donations from those donors Yeah, so with that I'm going to take a minute and just hop into the queue see what questions you guys have But please feel free to send in your questions and we'll we'll address them now Okay, so we have some good questions. It looks like we have a lot of people on the call who will be Signing up or who are participating in a giving event on mighty cause Which is awesome. So one of the questions here is So Everything so the organization pages creating a fundraiser all of that is available on our free pricing plan So everything I've shown you today excluding that last screenshot of that general online donation form That's available on our free standard pricing plan. Um, so if you are curious about how to get um a A premium plus or premium pro subscription plan Definitely reach out to us. Uh, you can email support at mighty cause dot com You can email premium at mighty cause dot com and I'm happy to set up a demo with you to go over how to get that um information How long should oh, this is a great question. How long should a non-profit's video be? So I I'm sure you all are familiar with vine, which was a great um video service and what a vine is Um, it's no longer in existence. But what a vine is is a 10 second video So think about that this entire business got started by Only allowing people to create 10 second videos So I would say 30 seconds is a good benchmark A little bit longer Definitely no more than two and a half minutes for getting longer than two and a half minutes You might as well turn it into a documentary and see if uh, see if you can sell it to Steven Spielberg Yes, are there any other help pages for setting up our organization page? Great question Yes, so our blog our mighty blog as we now call it, which is just blog dot mighty cause dot com Has some great resources available to you Um and our support forum you can also find on the blog We have things like how to make your donation or how to make your organization page look great How to make your fundraiser look great. There's a ton of really good Um That are available through the support forum So definitely check that out if you looked at it and you weren't sure where to find it reach out to us that support at mighty cause dot com And we can share those links with you Okay, so I think that was it Um, thank you all so much for Oh last question here, which um Which brings us back to brazu versus mighty cause um No need to update anything on your current razu.com link if you have a live fundraiser that started before last week Um, you can just share that information as is and it'll automatically redirect people to the mighty cause dot com page So, um, it's the same exact page information stored in the same place It just changes that link when someone types in razu.com takes them to mighty cause dot com So it'll automatically redirect us our redirect For for you guys But yeah, if you do have specific questions It looks like someone is having a couple of issues with their link If you are experiencing any issues Definitely definitely reach out to us at support at mighty cause dot com and I will follow up with this webinar With a link to the recording and I will also share with you guys later today That link to register for the webinar for tomorrow in case you're interested in just learning a little bit more about the rebranding as a whole So thank you guys again so much for For joining me on this hopefully sunnier day wherever you are We just got out of a massive flood here in virginia And hopefully sunny skies for the rest of spring If you do have any questions as always, please feel free to reach out to us We are here to help you and have a great rest of your day. Thank you