By Kelly Pullin, Marketing Manager at RoundUp App – the nation’s largest tool for rounded up donations, giving nonprofits across the country a new stream of recurring giving.
Every year it becomes more and more crucial for nonprofits to invest in online fundraising programs. According to the 2020 Benchmarks Data from M+R, overall online giving revenue increased by 10% in 2019, and revenue from monthly gifts increased by 22%. But a lack of access to new technology or the resources it takes to set up and maintain these programs is a barrier for many nonprofits. That’s where RoundUp App comes in.
RoundUp App is the nation’s largest tool for rounded up donations. The idea behind RoundUp App is to give the average person an approachable way to donate money, thereby helping nonprofits across the country spend more time achieving their missions instead of fundraising.
How does RoundUp App work?
RoundUp App automatically rounds users’ credit or debit card transactions up to the nearest dollar and donates the “change” to your nonprofit. Donations are processed at the end of the month and are deposited directly into your Stripe account.
Users can donate to any registered 501(c)3 nonprofit, regardless of whether or not they are registered with RoundUp App. That way people are able to support the causes they care about, no matter what. But there are countless benefits to registering your nonprofit with RoundUp App, including:
- A custom RoundUp App registration page with your own logo, photo, and impact statement.
- Access to real-time reports with donor and transaction information for your CRM, and forecasted donations for the month.
- Access to an entire library of marketing templates, sample fundraising campaigns, and industry best practices.
- The opportunity to join a community of other nonprofit professionals using the platform to share ideas, success stories, and lessons learned.
Nonprofits can register with RoundUp App in three easy steps:
- Set up your Stripe account (this allows RoundUp App to process transactions on your behalf)
- Create your custom registration page
- Pick a launch date
The process is just as simple for users. Once someone signs up for an account, all they have to do is choose a nonprofit, link a credit or debit card, and select a monthly minimum goal. While users can download RoundUp App from the App Store or Google Play Store, they’re also able to create and manage an account from RoundUp App’s website, without downloading a thing.
The appeal of rounded up donations
One of the biggest selling points of RoundUp App for donors is the fact that they’re only being asked to donate their spare change. For most people, it’s much easier to say “yes” to parting with nickels and dimes, than to a set amount of money. But for the nonprofit, those nickels and dimes add up. The average RoundUp App user donates $15 – $20 a month and has an 80% retention rate. That’s 56% higher than the average first-year, online-only donor retention rate of 24% according to the 2019 Charitable Giving Report from the Blackbaud Institute Index.
Another RoundUp App feature that appeals to users is the control they have over their donations. Many traditional monthly giving programs require donors to pick a monthly donation amount, and then donors have to contact the organization directly to make any changes.
RoundUp App users have the power to set their donation preferences to fit their budget – from monthly minimum and maximum donations to custom whole-dollar RoundUp amounts and multipliers. All of these donation preferences can be adjusted at any time. Users can even choose to pause their donations, so instead of losing a donor whose budget or financial priorities have changed, that person can be re-engaged at a later time.
Three strategies for successfully promoting rounded up donations:
1. Create a unique game-plan
One of the keys to promoting RoundUp App as a donation option for your nonprofit is to differentiate it from your other donation streams. Just like you wouldn’t use the same tactics to promote corporate giving and planned giving, you shouldn’t treat rounded up donations the same as one-time gifts, or even other monthly giving programs.
Like a monthly giving program, spare change donations are something for users to “set and forget.” Monthly giving also allows donors to spread out their deposits over 12 months instead of in one large payment. But unlike monthly giving programs, spare change donation amounts vary from month to month, and directly correspond to every-day activities. Each time donors buy groceries or fill up their gas tanks, they’re supporting your nonprofit’s mission.
2. Highlight the impact that RoundUps can make for your nonprofit
Don’t spend all the real estate on your social media post or web page explaining how RoundUp App works. Most people are familiar with the concept of rounding up change – whether it’s from popular savings apps like Acorns, or from the cashier at a store asking you to donate the change from your purchase.
Instead, provide a brief explanation of the product, and then focus your energy on what RoundUps can do for your nonprofit. While the “small change” nature of RoundUps removes a barrier to entry, it can also make it difficult for people to imagine the impact that their money can have.
Putting into perspective what $15 a month, or $200 a year can help you achieve is crucial for conveying impact. Use language that is mission-focused and impact-oriented. If your nonprofit is a food bank, how many meals could someone help provide with one month of RoundUps? If your nonprofit is an animal shelter, how many animals could someone help rescue with one year of RoundUps?
3. Use a multi-channel approach
For any fundraising campaign, you’ll see the best results from using every channel available to you. But just like you wouldn’t promote different types of giving the same way, you shouldn’t use the same marketing strategy for every platform. The format and tone of your content should be specific to the channel.
To start, think about what you would use each channel for in your personal life. What kind of information do you look for in an email versus an Instagram post? Someone who visits a “Ways to Give” page on your website is expecting to find informational content, but someone who looks at your Facebook page might be looking for inspiring stories about what your nonprofit is achieving.
You should also consider the differences between your audiences on each channel (even though there will inevitably be some overlap). Someone who is subscribed to your email list has a different relationship with your nonprofit than someone who only follows you on Instagram. Social media followers might need a refresher on what your mission is before they’re ready to give. Email subscribers are already familiar with the who, what and why of your nonprofit, and so might want to hear the details on specific areas and programs their RoundUps would support.
Conclusion
Spare change donations are a great way for your nonprofit to add an additional stream of revenue to your online giving program. They not only give your current donors an additional way to support your organization, but also provide your fans with a great low-bar (but high-impact) way to move from an enthusiast to a donor.
RoundUp App is a fun and approachable solution to monthly giving for both nonprofits and donors. Set-up is simple, and users are able to easily control their donations to fit their budget, resulting in them continuing to donate month after month. Register your nonprofit with RoundUp App today.
