Page 35 - Vol46-No02-Summer-2023-inLeague

to the drive completed a donation. For the second year in a row, LinkedIn had the highest
conversion rate at 33 percent. But only 1 percent of campaign social-media traffic goes through
the site. The report notes LinkedIn donors may have both higher intent and higher net worth.
Lamp suggests nonprofits “be everywhere your donors are,” but also recommends testing

more campaigns on LinkedIn.

Events. Creating a positive experience at your events — whether they
are virtual or in person — is essential. The report found 91 percent
of attendees who had a positive event experience took further action
with the nonprofit, 51 percent attended another fundraising event,
and 44 percent sought more ways to support the nonprofit after the
event.

Make It Easy to Pay. The report notes that embedded forms —
often pop-ups that require minimal giving information — have

higher success rates. A key factor is having easy-pay options. “When
you have mobile wallets like Apple Pay or Google Pay enabled on
your forms, it actually helps with conversion rates,” Lamp says. If
people don’t have a credit card handy when they click through to
the donation form, they often stop, thinking they’ll come back later
— but then forget. So having that easy-pay option is crucial, Lamp says. “You want to be able to
get them to the finish line of the donation.”

Recurring Givers. In recent years, there’s been a lot of focus

on the benefits of recurring giving. This report concurs; it says
“recurring donors are 9 times more valuable than one-time donors.”
The report finds that 29 percent of first-time donors who are
approached within 90 days of their gift sign up for monthly giving.
Boggs advises that flexibility in recurring-giving options helps. “If
your initial gift amount is $50, you might turn off some younger
donors,” she says. “See if you can offer flexibility around $5 a
month or different ways to give: monthly, biweekly, quarterly. Also,
consider an ability to pause giving.”

Rasheeda Childress is the senior editor for fundraising at the Chronicle of Philanthropy, where
she helps guide coverage of the field.

47th National Conference & Theatre Tour July 2023 INLEAGUE | PAGE 33