Feb. 25: Clearly, everyone should stop doing digital

*Beate Sørum added Claire Kerr to the chat*

Beate

Time zone check: everyone ready in fifteen?

Simon

Yes

John

No

Picture from inside the passenger seat of a car, showing a busy road

John

lol

Beate

you’re not on the driver’s side so you’re fine

John

I’ll do my best

Claire

Here!

John

Claire!!!!

Simon

CK!

Claire

😀

Beate

Did you remember your lobster fact this time, Simon?

If not you have two minutes

Simon

Oh fuck

Beate

one minute

though it doesn’t have to live up to Jen’s standards of being relevant to topic, I don’t know when that started being a rule

😄

Find me a digital lobster

Simon

OK sorted

Claire

The only lobster fact I have is that Pinchy deserved better

Simon

Pinchy

😭😭😭

Gif of Homer Simpson eating his pet lobster Pinchy, licking his fingers in joy while crying

Beate

Sooo Simon, wanna start us off before John has to jump through security?

Simon

Yep let’s go

We have a guest lobster

Claire

Hello!

Simon

Can’t remember who she is replacing

Hello Claire Kerr!

Beate

One of the canadians

John

🧐

Beate

they’re all the same

Simon

The interchangeable canadians

Claire

We blend together like maple syrup and snow

Beate

Initials JL I believe

Simon

Ha

So Claire is a good guest this week because she’s a digital legend

And it’s the week that Blackbaud’s stats came out

Beate

🙌🏼🙌🏼🙌🏼

Claire

You have to be careful with the number of Canadians you invite to a group before they derail the convo to that one time they backpacked through Europe

Simon

With a flag on their rucksack

Claire

Yes we love to point that out. Ok sit down Jacques Cousteau

Beate

hah

Well. The stats are out.

Claire

STATS!

Beate

Cue the annual cool-fest of dunking on digital

Simon

I have put their main digital stat in to graph format

Line graph of percentage of overall fundraising revenue raised online from 2012 to 2019. The line increases almost imperceptibly from somewhere around 6,5% to 8% out of the 100% over the near-decade.

Claire

I think this proves we should stop fundraising online immediately.

Simon

Well I’m not sure it’s a dunk-fest as such. Maybe. But it’s more kind of “look! Can we realign our priorities now!”

Claire with a curve ball

Beate

It’s a bit of a dunk-fest.

Simon

Yes a bit

John

Guys… sorry just moving through the airport…

Simon

Uh-oh…now I’m outnumbered by digital gurus

Claire

I’m suggesting all clients throw effort into asking for change at the cash register. Those plastic boxes aren’t going to fill themselves.

Beate

It’s a yes-and thing I think

Yes, of course you need to figure out your actual fundraising first and just shifting to digital isn’t going to fix those glaring issues of not recognising donors or talking a language they like/understand

Simon

It’s a yes-but so many other factors

Beate

AND no one is actually suggesting that

Simon

I think some people are

Beate

no serious people are saying it😄

Only “gurus”

Claire

I think we should also give a shoutout to Canadian orgs with the higher growth rate in online fundraising (more opportunity to grow?) at 9.23% vs 3.11%

🙂

Simon

Stick a flag on it

Beate

I believe the stat also lies quite a bit (lies damn lies and statistics)

Simon

I think there is an actual pressure to shift to digital and be everywhere

Beate

Because it tracks digital conversions, if I understand it correctly. But it doesn’t track how many first-time donors came through digital, who ended up donating on their next DM. Or signing up to a direct debit. Or getting to know you and responding when they in some other way ended up in your file.

Simon

Correct…that’s a flaw. But of course it works the other way too. People who see offline and then donate online.

Beate

Absolutely!

Beate

which is why I think the whole digital vs the rest debate is bonkers

Claire

Yes I think this is confusing to track for many organizations. I hear from folks all the time especially if they have multiple systems with data in them.

Simon

The stat that I always find interested is from the private sector…where apparently only abotu 12% of purchases are online

Which I think is incredible

Beate

is that across all industries?

Simon

Yeh…so obvs massively skewed in some industries

Beate

I would think so

Claire

Retailers also know the power of digital marketing to equal sales in person. You don’t have to explain that to Nike, etc.

Beate

exactlhy

Claire

There are many charities who have a well known brand “offline” – like a brand name essentially, and market on non-digital channels, so online all they have to do is direct marketing (Donate Now) vs. explain the value of their org. When I see other orgs compare themselves to their digital success I have to SMH

Simon

OK what about this…what percentage of a nonprofits spend should be on digital? (And you can only answer with a number and no other caveats or I will eject you from chat)

Beate

I wanna caveat and explain so bad

😬

*Simon Scriver removed Beate Sørum from the chat*

*Simon Scriver added Beate Sørum to the chat*

Beate

I DIDN’T!

Claire

LOL we removed you

Simon

ha

Claire

LOL I think the stat everyone remembers from marketing classes is 8% of revenue to marketing

Simon

Yeh we do forget that…that digital is so much more than donating

Claire

But underneath that you can segment digital

However – Not all of a charity’s mission is marketing

Organizations doing program delivery should be spending on digital too

There are are so many ways that digital channels can help an organization complete their goals whether or not fundraising is included in the mix.

Simon

Maybe it’s because we have the wrong impression that digital is social

Like it’s hard to even classify email as digital

Claire

And often they work together —- The Measuring People Power report by MobLabs that just came out actually explains how orgs can quantify the power of online movements, advocates, volunteers

Simon

Ooh I have to read that

Claire

Care2 also sponsored – they survey 500 (!) organizations and grassroots groups.

Beate

It is asking “how much is a car”. It’s going to be very different for different orgs, wether they have big databases or not, what kind of giving they are after, and how digtially mature their target audience is

And we have the idea that digital is “free”

It’s weird how no one minds paying €1200 for a street recruited regular donor, but balks at paying €800 for a digitally recruited one

Simon

Hmm…I think people balk at all donor recruitment spend…but you’re right

Beate

one zero too many in those numbers

😂

Simon

There is an unreasonable demand on what digital should return immediately

Beate

For the love of god balk if it costs you €800 to recruit a donor

Simon

Norwegian numbering – K$€5.000,00Ó per donor!

Beate

🙄

Simon

Depends on the ROI

Beate

dønor

Claire

I think what is happening here is that face to face and direct mail use trusty formulas that many development professionals recognize as reasonable long term investments. When it comes to digital, there’s a trust gap. I’m not saying the gap makes sense but you can feel it in the concern many professionals have about proving to the board that they should invests in online acquisition.

Beate

YES!

Simon

IS there a Norwegian agency called dønor?

Beate

“dø” means die, so no.

Simon

Which is weird because digital is easier to track over the longterm

But so many times it’s one facebook post or one email and the “It doesn’t work”

Beate

But many are not willing to even DO longterm

exactly

Claire

And as a sector, we are not great at sharing results with each other. So many orgs feel they aren’t confident that THEIR program will be the “successful one”

Simon

So is our problem that we treat online and offline too differently? There’s a big divide but in reality not so much

Beate

And all experience shows that you have to invest in longterm, always-on digital for it to yield the real results. And invest in testing and learning

Simon

Like what we say in the Donor Love Academy…your donor isn’t online or offline. They’re a human being who sometimes goes online

Beate

“sometimes”

not sharing *my* screen stats…

😬

Claire

Thankfully in Canada I’ve seen some great multi-channel case studies that show how digital can work with other channels. Because monthly giving is such a buzz right now, this is a great time to talk about these issues because successful recurring giving programs integrate lots of different things.

Simon

That’s important

Phone boosts email, email boosts events, everything boosts everything

Beate

I wish we could say fundraising digital instead of digital fundraising

Simon

“Fundraising Digital”…interesting

“Screen fundraising”

Claire

I think that many professionals see digital as unknowable or unreliable and it creates a fear factor that stops them from learning more.

Simon

Maybe there’s too much info out there

Let’s stop reading these reports

Beate

One org I know well here, recruits 5-10.000 regular donors a year on facebook alone

those are volumes previously only thought to be possible face to face (remember only five million norwegians all together)

Simon

What’s 10.000 ?

In English

Beate

10,000

ffs

🙄

Simon

lol

That’s a lot

Beate

that IS a lot

times €20 a month times 5-10 years

Simon

That’s like Eøøøøøø! krone!

Claire

I love all the reports in aggregate! You also have to look at who is included, who is excluded, and what kind of vertical the orgs are in.

Simon

Yeh good call…the Blackbaud report is only their customers

Beate

And is it US/Canada only?

or all markets?

Simon

It’s mainly US but they have little sections on UK, Canada and NZ/Oz

Which aren’t too different

Beate

So basically the least digital markets out there

they still use checks ffs

Simon

Yeh I mean it would be interseting to see Norway

So far ahead in terms of money

Ireland is so chequey and cashy

Beate

Depends on how you count, but we’re approaching 100% of our transactions already being digital

When you receive a DM, you’ll open your banking app and pay from your account

We wouldn’t classify that as a digital transaction though – channel is still offline

Simon

But it would be recorded as digital prob?

In a databse I mean

Beate

No

Simon

You know I’ve never seen Norwegian cash?

Beate

can’t remember the last time I was in possession of cash

like for real

Simon

lol

A few Norwegian 200 krone bills. They have a drawing of a cod on them.

Simon

Give a man a fish

Claire

I think the most money-digital forward place I’ve ever been was Kenya

I wish we could do all payments so easily as through phones. But Canada is not there though

Simon

Yeh when whatsapp roll out money transfers it will be a gamechanger

Beate

We already have that

not whatsapp, but similar

I open it, type in someone’s phone number and whoosh money out

instantly transferred

however – those apps don’t share ANY data

Which poses it’s own set of problems of course.

Simon

I liked Revolut until I got banned for money laundering

Oh our time is up! Give me a conclusion each please

What should we learn from these stats?

Claire

I also find that some professionals worry too much about the payment side – which is the end of the transaction. They have weird or elaborate donor journeys set up to accommodate an existing payment gateway or CRM configuration instead of accommodating the donor

Beate

yeah

“my database has this shitty form so i must use it”

no

invest in better

Claire

These stats shouldn’t discourage you from building out your growth plan or 2020. The scarcity mentality hits us when your online channels have a smaller ROI & nobody at the org is clamouring to invest more if you can concentrate on major gifts (for example). But with forward thinking you can plan to have that solid annual giving foundation. Also – digital marketing supports relationship building like major gifts / legacy!

Beate

Yep! Invest in infrastructure, and invest in your advertising program

Simon

That’s a good conclusion

OK…lobster fact

Beate

If you sent out DM’s with no way to pay, you also would receive no money

Which is the equivalent of what happens online so many times

Simon

Claire are you excited? Your first live lobster fact

John

Ok. I made it

Beate

hahaha!

Simon

Fucks sake John

We’re wrapping up

John

What???

Claire

LOL yes!! I’m ready

Simon

It’s a myth that lobsters scream when you put them in hot water – they have no lungs and no vocal cords. The lobster’s only voice is kind of a crackly noise some people compare to violins

Beate

wtf

Simon

Unfortunaytely not like Jen

Claire

how do they make the crackly noise then!

Simon

They actually have a little violin

Claire

that makes sense

Beate

and.. how do you compare a crackly noise to a violin

🧐

John

It’s their soul leaving their bodies

Beate

☹️

Claire

they heard my grade 3 lessons obvs

A drawing of a lobster playing a violin but holding it like a big bass (the instrument, not the fish)

Simon

OK that’s it…lovely to chat. And thanks again Claire x

Beate

Thanks for joining Claire!

John

Sigh

Thanks Claire!

Simon

Thanks for joining John

🙄

Claire

Thank yoU!!!

*Beate Sørum removed Claire Kerr*

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