The 2017 Global NGO Online Technology Report published by Nonprofit Tech for Good highlighted the growth of online technology within the charity and not-for-profit sector. Global findings exposed the views on social media for NGOs as well as the use of a blog and mobile optimised websites. Below are some of their findings:
- 92% of global NGOs have a website. Of those, 78% are mobile-compatible.
- 38% regularly publish a blog.
- 67% accept online donations. Payment methods accepted include credit cards (78%), PayPal (50%), direct debit (42%), and digital wallets (6%).
- 34% have paid for advertising on social media.
- 95% agree that social media is effective for online brand awareness.
- 88% agree that social media is effective for creating social change.
It is clear that Globally, social media is being seen as an important factor and method to promote social change and engage with donors, with 95% of NGOs Globally, believing that social media is effective for online brand awareness.
It is great to see charities beginning to move towards online donations
The Zaffo team were interested to research the role of social media and how it factors into a fundraising raffle campaign specifically.
We recently launched Zaffo.com Beta where charities and good causes are invited to run online raffles for free using our platform. Since the launch we have had 16 charities and good causes sign up to use the platform to raise funds with raffles. The below findings have been compiled from the campaigns that have been run on zaffo.com to date. See our infographic below.
- Average conversion rate for an online raffle campaign on zaffo.com: 14%
- Average referral rate from Facebook: 32%
- Mobile devices mostly used with 41.52% of all traffic coming from mobile
We are beginning to see some interesting trends emerge from our previous campaigns, however every campaign is different as audiences are varied and methods of promotion are tailored to the individual campaign and charity mission. However, we have noticed that experiential prizes often worked better than cash prizes and provides the campaign with a more engaged audience on social media.
So how are charities and good causes engaging with their audiences? There is no definitive answer to this question. Every charity and mission is unique, however it's finding the right tone of voice and messaging that will help set you apart with your fundraising.
A community is made up of more than just numbers
Raffles that performed better often already had strong online communities, especially on Facebook. At Zaffo, we believe that there is more than big numbers, as we have seen multiple campaigns succeed with smaller audiences (under 1,000 Likes on Facebook). Creating an engaged audience begins with using the right materials and tools to get your message out. Copy, imagery and videos of the work your charity does is extremely valuable and creates an authentic and trustworthy voice.
A collaborative community is even better
To completely go against my first point; there is also strength in numbers (however, this is not to say that this is more important than your message; see above). The more organisations that work together to get their messages across the stronger the message becomes. Join forces with organisations, leaders, influencers and supporters of all kinds to spread your message to the right people. A raffle is a great way for charities to try this out, as organisations can join forced with corporate partners for a sponsored prize donations.
Your stories matter
There is much we can learn from charities like Wateraid with their website sharing real life stories. Campaigns that have a strong story attached perform very well and provides your audience with a reason to continue to support your cause. This is obvious, I am sure you all know this already. So how about about sharing your own stories, they also matter. Start talking to your dedicated volunteers, staff and even founders. These stories are often inspiring, motivating and shed some insight of all the hard work behind the scenes. Standing out from the crowd is now more important than ever and going against the tide is risky, however often pays off. Take Julias House, who raised over a whopping £1M with their raffle campaign with Johnny Depp.
It is interesting to see that our highest conversion rates have come from Facebook. There is a range of promotional methods that have been used which is ranked in order below;
- Email Marketing
- The charity's website
- Referral - articles, blogs, press etc
We are excited to see how this progresses into the later stages of our Beta Phase, but in the meantime, we can expect charities who sign up to Zaffo to continue to push boundaries and be creative to reach their fundraising goals. Great work to everyone who has been involved and let's continue to strive for a raffle revolution!