Learn how Room to Read used Engaging Networks to simplify international donations by applying multiple currency and language options, geolocation, and country-driven address fields to their donation and event pages. Through this process, they created a streamlined experience for global peer-to-peer fundraisers to donate in any currency to one unified campaign.
Room to Read and its implementation partner, Zuri Group, demonstrate a suite of pages that allow donors to contribute in one of eight different currencies while adhering to regional laws and regulations. Additionally, we take a peek at Room to Read’s peer-to-peer landing page that aggregates fundraising from all eight currencies into a single page with a choice to choose your own currency. Tune in to learn how Room to Read used Engaging Networks tools, form rules, page dependencies, and page builders to achieve their goals.
This event took place on Thursday, February 17, 2022 @ 2:00 PM EST.
A special thanks to Room to Read and Zuri Group for their time an expertise to put on this informative webinar.
[00:00:07.430] – Kathy Powers
Welcome. And thanks for joining us today for our webinar on simplifying international donations using page builder and peer to peer tools. For those of you who don’t know us, Engaging Networks is a solution that brings intelligence to your digital engagement needs. We offer fundraising, advocacy, email, peer to peer, and much more with easy use interface, deep integrations, and even artificial intelligence. We’re proud to have a very strong partner and client network. And today you’ll be hearing from our accredited partners at Zuri Group and our mutual clients at Room to Read. So with that said, I am going to pass it off now to Molly Kelly at Zuri Group to get us started.
[00:00:45.930] – Molly Kelly
Hi, everybody. Thanks for coming today. I’m Molly Kelly, President of Digital with Zuri Group. We’ve been longtime engagement networks partners, and I’m thrilled to have our partners, Shannon and Hannah here from Room to Read. They presented some really interesting challenges, and we’re just here to share today and tell you about those and how we solve them. So I also have with me today, Deron Hurst, my senior developer, has joined in case you guys ask a question that stumps me. He’s here as my backup. And as I mentioned, Hannah and Shannon, who we’re going to hear from shortly as they I don’t know. You want to go ahead and introduce yourself now.
[00:01:31.350] – Hannah Richards
I’m Hannah Richard, senior director of global business operations at Room to Read. I’ll pass it over to Shannon.
[00:01:38.790] – Shannon David
Hello, I’m Shannon David, associate director of annual fund and digital marketing. Happy to be here.
[00:01:47.230] – Molly Kelly
So today in this webinar, we hope that you’ll come away with some learning about how Room to Read built one donation page for all the multi currency options, excuse me, and how they improved the experience for these global donors with location based customizations and also then took that same model and navigated peer to peer with the same goals. Just a little bit about Zuri. We’re an Engaging Networks Partner. We provide strategic and technical consulting. We’ve been doing this for about 13 years, since 2007. And we kind of help in every aspect. We do data integrations. We do digital implementations, front end work, database work, all of it. We’re here to help you. Most importantly really in Zuri Group’s philosophy is that we’re just here to partner with clients directly, be another member of their team and help you reach your goals. We work with lots of different nonprofits. Here are some of them that we’re proud to work with. Many are Engaging Networks clients and across the board. So that’s just a little smattering. And I’ll hand it over to Hannah.
[00:03:12.530] – Hannah Richards
Great. And as Shannon I mentioned, we’re from Room To Read. It’s a nonprofit organization focused on literacy and girls education programs all around the world, in 20 countries, predominantly in Asia, Africa. So we continue to expand on a regular basis and are just starting some work in the US. In fact, our literacy program is focused on primary school education. And so we work to do interventions directly with schools. So we work directly with governments and communities. And all of our programs are in mother tongue. So it’s not English programs. It’s not English books. It’s really focused on what the need is in those countries. And our girls education program is focused on the challenging time between primary school and secondary school, where, as I’m sure many of you know, there’s just a significant drop off rate of girls. And so we work to try to keep those girls in school into secondary school.
[00:04:07.770] – Molly Kelly
That’s cool. And what are your goals? Where are you headed?
[00:04:13.140] – Hannah Richards
Yes. So we have already reached 23 million children to date. We have a very bold goal of working towards 40 million. And so that kind of always is driving our decision making process. And as we’re looking to the next few years and part way through our current strategic plan, a big focus for us is designing programs to really facilitate system level integration. And by that, I mean, we joke at Room To Read that we are in the business of putting ourselves out of business, which is to say that the great solution for us would be that everyone was literate. And so we’re regularly really working closely with governments. There’s been countries where we’ve actually pulled out of work there because the government has fully integrated our national standards and has really put it forth. And so we’re able to actually really pull out of a country which is in a lot of ways our hope long term. Additionally, achieving operational excellence is high for us. And that’s because with such significant scale on the horizon and we’ve already seen significant scale today, but really trying to improve that scale, we know that we really have to do a digital transformation on a regular basis, continually trying to make sure that programmatically operationally and in our business development, that we’re continually finding ways to improve, making things less manual and more automated, but still having that very custom feeling for all of our supporters and users all around.
[00:05:46.830] – Hannah Richards
And it’s just a little bit of context for our operating budget is about 63 million. We focus very significantly on having a low overhead ratio. We range typically between $0.10 to $0.15 for every dollar raised that goes to the more the operation components. So it’s really key. And so every decision we’re making is really focused on how can we make sure that we’re reaching more children each year.
[00:06:12.990] – Molly Kelly
Hannah, you’re new to Engaging Networks this year, kind of because you were on before, but then or I guess it was last year, not this year. But you want to kind of talk about that transition?
[00:06:25.860] – Hannah Richards
Sure. Yeah. It might be helpful to talk a little bit about some of our tools. We have just been on Engaging Networks for about six months. Is that right? If I’m doing the math right, Shannon Jump in while I’m speaking. I think that’s about right.
[00:06:43.960] – Hannah Richards
I think we officially cut the ribbon in August of last year, starting taking donations and.
[00:06:51.060] – Hannah Richards
Yeah, yeah. So fairly new. We were previously on Classy. We actually were on Engaging Networks years and years pre Page Builder for really going back and needed a little bit more flexibility, ended up working on Classy for a handful of years. And we’re at the point in 2019 where some of the SCA compliance challenges that were coming out specifically in Europe. So the strong customer authentication. Yikes. That’s a tongue twister for me. I don’t know why. Those regulations were coming out in 2019 in terms of when they were announced. They slowly per country were really rolling out over the course of 2020 and 2021. And for those of you that aren’t aware, it was really to reduce fraud, make contactless payments more secure for various European countries. We have a really significantly global donor base and so that was a challenge for us, to say the least. We knew that if we didn’t take measures quickly, we are going to start to have donations that were rejected. And at that point, Classy was not looking to kind of expand in the global market more. And so we knew that we weren’t going to be able to move forward with them, that we would actually start to have donations fail.
[00:08:12.380] – Hannah Richards
And so we quickly look for a different partner. We’ve worked with Engaging Networks before. We were excited about some of the advancements in their tool that had happened over the years since we last been with them, specifically in the Page builder space. And so we quickly jumped on board and started to build out to really try to build some of our biggest technology challenges. The first and foremost again, of course, was with SCA Compliance and really making sure that we could get those donations on the door as quickly as possible.
[00:08:45.310] – Molly Kelly
And if I remember, Engaging Networks went and added that to the peer to peer module for you as you were teeing up to make the move, the SCA compliant to make sure that peer to peer could also transact that way.
[00:08:59.520] – Hannah Richards
Yeah, it was tricky regulations in a lot of ways, because I think it was changing timeframe. I think there wasn’t a ton of information out there of what their end results were going to be. You just kind of had this looming, donations are going to fail. And so at that point, I believe Engaging Networks is pretty well underway with the donation pages, but didn’t have peer to peer on the roadmap yet, and so thankfully jumped ahead quickly to help us be able to use the full set of tools. And so we do use the donation pages, the event registration and the peer to peer. Sorry, and email as well.
[00:09:42.650] – Molly Kelly
Great. So what are those key requirements for global organization when you’re coming to Engaging Networks and you want to create a donation page?
[00:09:53.870] – Hannah Richards
Yeah, so we fundraise across actually ten different countries. Ten the nine currencies because we have a lot of challenges. In India with Rupees, we can’t seem to find solutions that work quite as seamlessly as we would like a challenge, but for the nine other currencies. So nine other countries where we’re fundraising regularly, we have very small teams in most cases in those areas. And we’re a little bit different from a lot of significantly larger organizations than us where they might have an office in Australia, but it’s a bit more siloed in the sense that in terms of their tech stack, in terms of often they’ll have their own database, they’ll have their own tools, they are super focused on that area. We actually have one CRM that all of our different offices work within and then all of our tools because we have a smaller team, we try our best to really centralize services. And so we try to get out as much as possible from really custom tools per country and actually try to do one global solution, which sometimes can be a lot more challenging than you would think to say. We are trying to regularly create a very standard user experience, regardless of what country you’re in.
[00:11:14.450] – Hannah Richards
Additionally, we primarily work in English for the majority of our donors, but in particular we have a really strong expat community and a lot of the countries where we are doing significant fundraising, Japan is a bit different where we have a strong expat community in Japan, but we also have a really strong local national donor base there as well. So the two languages that we primarily work in are English and Japan. We are starting to explore whether we branch out a little bit more. For Europe in particular, we’ve gotten a lot of feedback that there’s an interest for us to kind of customize some of our fundraising, so it’s a little bit more focused for different countries. So we are beginning to dip our toe into that. And along with the SCA, GDPR regulations were very challenging for us just in terms of really making sure that we are being compliant. And so moving over to Engaging Networks is exciting in that realm. But there was a lot of best practices already built into the tool. We also take a really close look at making sure that we’re optimizing our lead generation. So pulling in as many emails as possible where we have the ability to but still being fully within all different countries regulations.
[00:12:41.430] – Hannah Richards
And there’s such a wide range of regulations and kind of tolerance for when you are gathering or not gathering information. So for some of our countries, we have opt in checkbox that are pre populated, some that are not, some that are not even visible. And so trying our best to kind of work within each country’s needs and also maximize our ability to gather as many contact details as possible. Needless to say, as we’re trying to, again, create this, like, very universal experience for our donors. There’s just so much customization options is one example of how much customization is needed for each country. And within that complexity is hard for us because as I mentioned, in some of these countries where we’re working, we have one or two staff members, and they are Jack of all trades, filling all the different donor segments, filling various needs from legal to people Ops to regulation support. So beyond just the fundraising components. And so in doing that, we’re trying our best to find ways that we can really simplify the work that they’re doing and make it as easy as possible when they’re in technology. And so as we were looking for tools, we’re trying to find one where we felt like we could really create templates that folks could get off the ground quickly so that it didn’t take them hours upon hours.
[00:14:16.380] – Hannah Richards
We have a lot of novice users. We don’t have a lot of folks in different markets that have extensive code experience as an example. And so trying to make this as easy as possible was a significant part of our requirements. And then the other piece was with our donor database. As I mentioned, we have a really strong expat community and a lot of the countries where we’re fundraising. And so we’ve got a lot of folks that might be located in one location but actually want to donate in a different currency. It might even have multiple addresses. And so that kind of focus on what is the donor want was a big piece for us, making sure that that wasn’t kind of locked in, that it wasn’t if you are in a certain country that you can only donate in that specific currency as an example. And most of our campaigns have a global nature as well. And so we want to get those out to as many people as possible and have that be the best owner experience, regardless of where you’re at. Shannon, have I missed anything?
[00:15:18.920] – Hannah Richards
Jump in if there’s no that was really thorough.
[00:15:24.110] – Molly Kelly
It sure was. So I think that you’re the first Japanese language organization that needed Japanese language in Engagement Networks, I think.
[00:15:36.560] – Hannah Richards
[00:15:36.810] – Molly Kelly
Isn’t that right, Hannah? I think that’s correct. Right.
[00:15:39.670] – Hannah Richards
[00:15:40.090] – Molly Kelly
The very first to bring Japanese and challenging. So one part of this key technical requirement, I want to point out, is that ability for a donor in any country to donate in any currency, and you’ll understand it maybe a little bit better later on if you’re someone who works in Engaging Networks, understanding that, decoupling that. We can’t assume that if you’re in the United States, you want to donate in USD, or if you’re in Japan and you’re reading the form in Japanese language that you want to donate in yen. So it makes things a little bit more challenging. We’ll talk about that. We’ll just talk about kind of coming to solutions for the donation pages. First, some of these business rules that Hannah kind of talked about could be solved with using out of the box engaging network solutions. And some of those great things that could be done is using form rules, page dependencies. Hannah’s form, you can just go to room to read and hit donate. Hannah’s form has Shannon’s form has covered the fee enabled. They’re using the Double Donation Widget plugin. And if you add a locale called Japan at the top, you’ll see the form in Japanese.
[00:17:03.960] – Molly Kelly
So we could do some of those things with those tools. Let me get into my browser and let me get to this little thing at the top. There we go. Okay, great. So I’ll just go in to edit Webinar page donation page and just kind of breeze by some of those. If I come into the form dependencies, we could solve some of the things using the dependencies. And it’s really helpful. So, like, the simple thing that I see a lot of people do that if it’s on behalf of an organization, you show and hide that organization name, field and the honor and Memorial items as well. But Hannah and Shannon room to read. They had so many requirements for managing the way an address block shows up, not based on currency or based on language, but based on the country I select as my country, I’m donating from that. It was too many for the dependencies list, so there were restrictions there. So a lot of it couldn’t be done using the dependencies. But we were able to solve quite a bit of some of the rules in regard to addresses. So remember this, if you are a let me just pull up the form.
[00:18:41.250] – Molly Kelly
If you’re a donor and you are a donor who lives in, I’m going to leave it in USD. But if I’m a donor and I live in the United Kingdom, I expect an address to be of a different format than a donor who lives in. Which one should I pick? Japan, I think. Right. Who lives in Japan? In Japan, there’s these extra fields. Japanese name, Japanese first name, postcode comes first. There’s a prefecture and address goes last. So there’s just conventions that you’re used to as a donor coming from your country. And those conventions, those address block conventions were really important to read. They’re important to their donors. So all of that kind of logic had to be handled as customizations and Engaging Networks lets us do that. Regarding some of the other requirements, let me pop back over here. And some of the other things that need to be done could be handled through form block rules. Right. So let’s see. Let me go to the person. Here we go. Payment details. I’m not sure if we’re doing this with form blocks. I should have looked at that. Now, no rules there, but some of the other things could be done with form rules.
[00:20:18.610] – Molly Kelly
I’m going to show you all kinds of stuff there in a second. Let me just get back. I mentioned these simple ones. Many other things need to be solved with custom solutions. So we talked about country driven address collection. That’s what I was just going through. So here on the back end, something that Hannah, we worked together on the design for the forum. I keep hitting the wrong one. I’m sorry. And right away we decided that the currency of the donation should be the first thing that it’s collected. Right. Because it drives the Ask amounts, it drives how much someone is going to donate. So choosing my currency is the very first thing that I do. As you notice, if I choose Euro, my Ask strings are going to be quite different than if I’m donating in USD. Additionally, you see this impact boxes. You want to talk about those, Shannon? I think they’re kind of in your world.
[00:21:23.750] – Shannon David
[00:21:24.300] – Shannon David
[00:21:24.670] – Shannon David
We were excited to work with Zuri on adding in this option. It’s something we have seen a lot of organizations doing and didn’t have a dynamic way to do this with our previous platform. So we basically want to illustrate the power of the donor’s gift at different levels, and it changes depending on the amount that they’re giving. And we can talk about this a little bit more later when we get into testing. But this is something now we kind of have it set up, and you’ll have the ability to test with this feature as well to see if having this on the page does actually inspire more giving or inspire larger gifts. But it’s great that they kind of apply. We had to carefully convert all of the amounts in each currency so that they still applied to these real impact amounts that we have in our programs.
[00:22:29.870] – Molly Kelly
Right. We’ve all done the donation. I want to donate and honor someone. You guys keep this pretty simple. I think now the way it works.
[00:22:43.200] – Shannon David
If you Hover over the question Mark, it explains that you’ll have the option to create a free e card after donation is complete. So all we’re asking at this point is just to indicate whether or not the gift is in honor of someone. And we have honor rename there because I think that is required to have this on the form. And then once the donor is on the thank you page after they’ve submitted their gift, it’s conditional on whether or not they have this checkbox checked. And it has a big link at the top of the confirmation page that says Go here to send your e card.
[00:23:19.350] – Molly Kelly
Yeah. So they kept it pretty simple, but it meets the purpose. And I’m sure you’ll be testing that this year as well to see how Your Honor giving is going. So it’s just conditional routing of the confirmation page or a conditional block that appears on the confirmation page.
[00:23:37.570] – Shannon David
And it’s a much more straightforward user experience here. This functionality was a little harder to find on our previous form. And we also now have the ability to actually track how many people are doing this and are sending e cards, which before we didn’t have disability into that data. So we will be able to.
[00:23:59.040] – Molly Kelly
Oh, that’s good. That’s great. We talked about oh, of course, you’ve got your left side, so you’re able to and I know you’re going to talk about it later in our in real life, our IRL section of the program. I know the acronyms that you’re kind of doing different campaigns with this left side content, swapping that stuff out, right?
[00:24:26.230] – Shannon David
Yeah. This is our standard page that’s sort of up on the site all the time and with our boilerplate there. But for our end of your campaign, for example, we changed out what you see on the left. So a different image that reflected our campaign visuals. And we changed that headline there. And we also use the section on the left if we’re running a match campaign to reflect the stipulations of the match. And we’re working now on a version of this page that is just for giving monthly. So giving monthly will be the only option on the page. And we’re going to use that at left hand side to talk about why giving monthly is so powerful and kind of present our value proposition for that specifically. So it’s nice that we have that flexibility.
[00:25:16.660] – Molly Kelly
Yeah. And we can do this. Of course, now that we’re all set up, we can do this with conditional content using profiles, even with the same donation form, should you want down the line. We’ve already discussed kind of the complex address block, but I’m just going to tell you a lot more complex than you realize, just to think it through, because I’m from Japan, these are the fields I’m getting. What’s required, what’s required to people in Japan as opposed to people in the US address? And what does stripe want if you’re donating in Hong Kong, if I’m donating in yen as opposed to if I’m donating in USD. So these are things that you need to think about if you’re going to be doing something a multi currency complexity, especially if you want to offer that donor experience where the address block meets the expectations of someone from that country. Right. From that country of origin. A few other things here I want you to note is that you’ll note that the footer here because I’ve chosen to donate yen even though I’m from Japan as well. But the footer has official text language for donations in yen.
[00:26:35.000] – Molly Kelly
Can someone talk about the requirements for that conditional footer language that we’re doing based on currency and the need for that?
[00:26:44.920] – Hannah Richards
Yeah, I’m happy to jump in. We have different entities in each of our countries and so different charity status. And so this is to reflect that so that the donor is aware that the donations that they’re making are tax deductible in each of those countries. And the charity information is available.
[00:27:04.030] – Molly Kelly
Right. So we’ve got some extra customization on it. Also driving by the country, is it by country or currency, Deron? Currency?
[00:27:17.930] – Hannah Richards
The footer should be by currency. I hope your answer is currency, Deron.
[00:27:21.230] – Molly Kelly
Yes. The footer is by currency. So based on my currency, there’s different tax rules, there’s different information I need to have on the bottom. And so that’s built into the page as well. Deron, how do we solve that issue here? You’ve just got some text. We have a text block here for each one. And he is conditionally hiding and showing based on the currency value that you select.
[00:27:47.240] – Deron Hurst
Yes. And if you click into that edit, if you go to the class, you’ll see that the classes are the same. Each one has a footer text and then has a class of the currency itself.
[00:27:59.690] – Molly Kelly
Right. And so that’s how you’re handling it in the scripting, just with a different class on the footer. Great. And also now it’s great time. You can see here on the back end, I’ve got gift aid, I’ve got UX UK taxpayer language. And we’ve got some opt in. But I didn’t see those on the front end because I said I was coming from Japan right now. And I do see an opt in. I don’t see gift aid. What is gift aid for those people who don’t know? Yes.
[00:28:37.870] – Hannah Richards
In the UK, when you make a donation, I believe it’s 20% of your donation can be the government will actually pay the charity 20% of your donation to the charity. So it’s a benefit for UK taxpayers. And so it’s excellent for charities because it means that you get an increase on every single donation that you get, essentially. So we are diligent about making sure that we can track that so that as soon as the donor identifies themselves as their gift being gifted applicable, we’re tracking that in our Salesforce instance and then able to follow up with Her Majesty’s revenue. I’m having a mind blank, but revenue association to file and get those gifts back.
[00:29:29.730] – Molly Kelly
Cool. Let’s see. Deron, is there anything else that I should cover on? Oh, I know what else on the donation page. So you guys, I think, built these out yourself. Hannah, with another partner, but you made sure that you have conditional auto responders as well as conditional receipts.
[00:29:53.710] – Hannah Richards
Yeah. So in order to be tax deductible, each receipt, each country’s regulations on what needs to be present on the receipt. And the format is different. And so in that each donor is able to choose their currency and it’s there for them, as I mentioned, part of that specific country’s entity for us, and then it’s landing in that specific country’s bank account for us. And so then, therefore, the receipts have to reflect that as well and have to be compliant. So based on the currency, you’re getting a different receipt. And therefore, we also felt like that experience of what the autoresponder needed some customization as well to reflect that. And for Japan, as an example, they’ve got really strict regulations on the formatting, rightfully so, again, as do many countries. And so that’s one where we also had to do kind of the Japanese component of it as well. We had to do two versions for Japan, whether someone had chosen in English.
[00:30:52.150] – Molly Kelly
That’s right. Let me think if there’s anything else here. Okay. And just so you know, this is what a form looks like when you have that many currencies, which I have to say is pretty cool, actually, that the tool lets us redirect the currencies to the different gateways. And you chose stripe. Was that great for international?
[00:31:18.350] – Hannah Richards
Really? I guess it was great for international. We’ve had challenges. I mentioned Indian rupees has been a challenge. It’s one that stripe off still struggling a little bit to figure out how we can work with stripe. For Indian rupees, it’s a little bit more tricky for charities, but Singapore Dollars is another one that’s been challenging for us. And so we liked that Engaging Networks allowed us to kind of turn on and off certain currencies. Singapore dollars is one where we only have the ability to fundraise for a very short amount of time every single year. And so the flexibility of turning it off and on, both on this end, on the back end, in terms of really just shutting down that gateway, the connection from en to stripe was very appealing to us. And I think the fact that just to jump back, the fact that both stripe offered all the currencies we wanted, and then Additionally that they’ve got some added features that I know Ian has been working closely with in terms of digital wallets and ACH, which are components that we’re not yet using. But we’re super excited to get into. As Shannon had mentioned, we just got on the tool in August.
[00:32:28.640] – Hannah Richards
We’re still kind of getting our feet wet. And so we’re excited about kind of where we continue to branch off and investigate different areas to increase revenue.
[00:32:41.130] – Molly Kelly
That’s great. Let’s see, I already mentioned the double donation. We’ve got an honor. And the rest. Okay. Any questions about go ahead, Deron.
[00:32:51.820] – Deron Hurst
I was going to point out that we do have Japanese versions of the wrappers and the form. If you edit the page. So if we edit the page, we can. Okay. So if you would close this. Molly.
[00:33:14.270] – Molly Kelly
[00:33:14.580] – Molly Kelly
I’m sorry, I didn’t know what you want me to do.
[00:33:16.730] – Deron Hurst
Yeah. Click on the locale. There we go.
[00:33:21.410] – Molly Kelly
[00:33:21.620] – Molly Kelly
You just want me to preview it.
[00:33:25.750] – Deron Hurst
All of this. All the language switching is handled in the wrapper and the Japanese version of the form.
[00:33:35.810] – Molly Kelly
There you go, you guys. That’s what it looks like. It’s hard to troubleshoot, I’ll tell you that when it’s Japanese, you’re like, Where’s the field? What field am I trying to test? But it’s super cool. Super cool. Great. Let me go back to my deck. Yeah. So one thing challenge that I know, Hannah, that just this is just a fun fact is that yen, they don’t collect any decimals. Isn’t that right, Hannah?
[00:34:07.570] – Hannah Richards
That is correct, yes.
[00:34:09.150] – Molly Kelly
Yeah. So it’s something that you wouldn’t even think about as well unless you’re an international organization working in yen. But it kind of reminds me of that year y two K issue everyone was afraid of is that current systems are just they automatically will put out, you know, zero, zero as a decimal. And many systems just spit out the amount like that. But when you do that with yen, it totally confuses donors completely because it’s just not correct.
[00:34:46.570] – Hannah Richards
Yeah. And it also for us not only confuses donors, but means that all of our receipts would have been inaccurate if we had to continue to send them out. So the fact that we’re able to solve for it means that we can start to have those receipts be automated instead of having our staff have to manually do them. So it was huge to be able to solve that, to say the least.
[00:35:10.390] – Molly Kelly
And then two other just things that Room to Read has done on all their pages is adding geocode detection and a US address autocomplete using Smarter Sheets geo detection to default the country when you hit the form. So if you’re in Singapore, it’ll default to Singapore and US address conditional autocomplete. If you’re in the US, it will look up your address and get you and give room to read more accurate address information for people by doing that, the other one that I know you, I don’t think we really went into the detail you kind of talked about a little bit was that opt in. So hiding the opt in question if you’re in the US and defaulting it to yes, showing it and defaulting it to no. If you’re in Europe, all that conditional opt in logic and those to meet Shannon’s strategy desires for managing opt in as well as for being legal right? Both of those things. Any questions for Room to Read on donation pages before I move forward to the peer to peer? And Shannon, you want to talk about your goals for peer to peer? I mean, Hannah or Shannon? I don’t care which I can start.
[00:37:02.150] – Molly Kelly
[00:37:03.030] – Shannon David
This is referring to an evergreen site on our website. So we basically just wanted a really nice user experience for somebody on our website to start a fundraiser anytime and kind of an all purpose DIY fundraising option on our site. And the hope was that it would be similar to what we wanted to do with the donation pages, that it would be a similar user experience for everyone no matter where they were in the world, meaning they could select their currency and fundraise as they desired using a team page or as an individual. And we wanted it to do the same thing as our donation pages, too, in terms of the flexibility based on where the owner was located and what their country needs were anything to well, I guess I would also add that’s for our Evergreen site, we also use peer to peer for more specific campaign based needs. So rather than having the option for people to set up a fundraiser anytime they want on our website for whatever kind of fundraising goals they might have, you know, we run peer to peer campaigns that are kind of custom, time bound, goal oriented.
[00:38:29.650] – Shannon David
We have one coming up that’s focused on gender equality. And we’re hoping people will do their fundraising just during the month of May. So we’ll have a specific fundraising goal for that and fundraising from folks all over the world and then smaller kind of more custom campaigns working with corporations, for example, who are doing employee engagement initiatives where they want their employees to sign up to fundraise. And then we kind of co brand the page to meet that Corporation’s sort of partnership goals with us.
[00:39:04.850] – Hannah Richards
[00:39:05.790] – Shannon David
Anything to add, Hannah?
[00:39:09.250] – Hannah Richards
No, I don’t think so. I think it’s just to reiterate the global audience. And so we’ve got donations coming in from all around. And so how do we kind of represent that on one page in the aggregate solution? I think that was one of our challenges, too. We’ve got donors that want to fundraise on our behalf, that want to reach out to their whole network all around the world. And how do we kind of replicate that donation page experience for peer to peer, which I think we’ve done, but still have a little bit more to do.
[00:39:39.610] – Molly Kelly
Okay. And also me in the US, I can choose to fundraise in yen. Right. So you wanted to give people the ability to fundraise in any currency that they choose, regardless of their country or their language. And we do have a Japanese peer to peer as well. Japanese language. I know you have that need as well. So how do we solve that? Well, peer to peer is not page builder, right? Peer to peer has some constraints. The peer to peer tools has some rules. It has one site per currency. So unlike the page builder pages where you can have that long list of gateways, I can only have one payment gateway per site. I can also only have one language per site. It doesn’t have locales. There’s no form rules. There’s no dependencies. So all those things that we solved with the out of the box, engage your networks features that can’t be done with peer to peer, the look and feel kind of takes a developer to customize a little bit. So does page builder. And then we have this rule that like, if you’re one of those transaction row nerds, if you have the Engaging Networks transaction, spreadsheet, memorized, and you can say custom Data 22 contains whatever you’ll understand that peer to peer transactions that come out don’t contain a team that someone belongs to or that the gift was associated with.
[00:41:13.420] – Molly Kelly
So that was another need. We need to have those teams in Salesforce with the transactions. So what we came up with was kind of a hybrid page builder peer to peer solution, using Page Builder as a home page or a landing page, including tools there in order to customize what peer to peer sites it’s aggregating from and using the peer to peer API in order to do those aggregations and also controlling the navigation to each individual peer to peer site so that when donors are coming, they can’t really tell. And I’ll show you how that turned out, and I’ll pop back over here. So I know I had this up before, and you were like, what is that? And I kept being like, oh, I’m on the wrong tab. Okay. All right, so this is Page Builder, and what we’ve created is a landing page that mimics the peer to peer sites. It’s a campaign landing page for all there’s a thermometer on this page, but we have kind of optional blocks for Hannah that she can based on their campaign and their need. They can choose to have the thermometer block, or they can choose a thermometer block that looks like this, or they can choose no thermometer block, it’s up to them.
[00:42:41.870] – Molly Kelly
But when the landing page has the thermometer block on it for the campaign, it is pulling the data of the goal from each of the peer to peer sites identified for this campaign and the amount raised. Regarding the currency in which I see the dollars, that’s up to the user me as a donor, perhaps I want to see my thermometer in USD, and that’s saving in a cookie on my desktop so that every time I come back to the campaign, I’m going to look at the totals in USD, but maybe I want to see them in Euro, so that’s kind of up to the donors. We’ve got all your basic start your campaign items and start fundraising, but also on these landing pages using the same code logic. And I’ll show you the back end. It’s aggregating and pulling your top individuals and your top teams from all nine of those individual peer to peer sites that we created. So Frank is making the most, and he’s in dollars. Let’s see if we can find one in a different amount. Here we go. This is in Europe, or is that pound Sterling? Right. So it’s aggregating from across the site, so people can really come here and get that full experience of one campaign.
[00:44:17.370] – Molly Kelly
If I choose to start a campaign and this is a test site I have, we’re then popping it up to direct them to the right site. So I want to start a campaign in Europe it’s going to take me to the register page, on the Euro page, on the Euro peer to peer. If I go back to home, it’s going to take me back to the page builder page to my landing. So this is how we were able to and this is the live one. You’ll see, if you go to the Room to Read website and you click on start a campaign, you’re going to see a pop up like that because that one has all of them. Let me just close that for a minute and let’s just say I want to donate. Same thing I want to donate in USD and I’m off and I am now on you can notice from the URL I’m on the Fundraise USD peer to peer site where I can choose any one of these people that might want to receive my donation. Additionally, the peer to peer sites needed to be customized to make sure that based on my country that I’m getting the right fields and that I’m getting the right up in the right GDPR rules and everything else that we discussed.
[00:45:41.910] – Molly Kelly
So that’s really important to also be extended to the peer to peer. So here I’m going to get into the back end really quick on the landing page. The way that we made this. So that room to read has the capacity and the ability to create those campaigns that Shannon was talking about that are coming up is that they can make a copy of the blueprint landing page and create their peer to peer sites. And then here in the landing page variables just say, okay, here’s my site ID for my USD, here’s our Euro, here’s our Japan. Here’s the API keys for each site go. And now the landing page knows these are the pages. This is where I’m directing people and this is where I’m getting my data. So there’s a block like that on each of these and they have the capacity now to create these all they want. Additionally, saved in the library are the different text blocks that contain thermometer logic. We have three different options for look and feel so they can decide which one’s best for that campaign and drag it or just remove it from the page. My testing, right.
[00:46:59.740] – Molly Kelly
So I can remove that one. Let’s say I just want to go with this one. It’s all saved in the library. Easy for them to create new landing pages as needed.
[00:47:16.190] – Molly Kelly
[00:47:19.470] – Molly Kelly
Any questions about that or Shannon or Hannah you have anything to mention and we can move on to your in real life results in real life.
[00:47:34.270] – Hannah Richards
[00:47:34.670] – Shannon David
I was just going to talk a little bit about some of the results we’ve seen so far with using the pages and just things we’re excited about using now that we are up and running. So we did see a big increase in donors initiating the employer match process through because of the way the double the donation integration works with Engaging Networks, so we’ve been really excited to see that a big bump in donors getting the form through their company and actually initiating that process. We are now able to track page conversion rates, which we could not do previously. So that’s a really exciting functionality. With Engaging Networks, it’s easy to see at a glance how many people have visited each donation page and how many people have transacted. So you can calculate a conversion rate. And that’s what we look at when we’re doing ad testing as well. So we have run one split test so far, and that was another functionality we were really excited about. It’s really easy to run split tests on these pages so we can actually learn about does it make a difference to have these impact blocks there or not?
[00:48:55.260] – Shannon David
As I mentioned, does the button language or color or size or the giving amount, the ask strings? So the one we did so far was something that we’ve been wondering about, which was having the phone number field. And we ran a test that looked at whether or not there was any difference in conversions if the phone number field was there on the page or not. And knowing that often any kind of extra field that’s not totally essential can cause page friction and slow folks down as they’re filling out the form and might cause people to drop off every single decision they have to make as they go. So knowing that phone number is not absolutely essential, we thought we would test would we raise more if we just didn’t ask her phone number? And what we learned is that it didn’t actually make a difference. People were donating and completing a form at the same rate whether the field was there or not. So now we know, and we’re just going to leave that up so we can collect phone number when people are interested in getting it. And if you go over to the next slide, Molly so this is an example that I mentioned earlier of our end of year campaign.
[00:50:16.790] – Shannon David
So we swapped out the visuals and this was a match page and it’s really easy to duplicate these pages. And we ran quite a few different match offerings going throughout the course of our end of your campaign. So it was really easy to set all those up and we use the headline and then use the text block on the left to share details about that. And we were excited to see, as I was talking about the Ecards earlier, that we did see a high participation in folks giving an honor during end of year. And Ecard sent and something else we were able to do with Engaging Networks was set up an email automation so that when somebody receives an e card after somebody makes a gift in their honor, we trigger an automated email that says from our CEO that invites them to join our community, learn more about room to read and sign up for our email list. So we’re excited to continue to use that and we have gotten some email sign ups as a result. So as we’ve been talking about, we’re pretty new in the tool, but if you go to the next slide, we’re just thinking about some of the other things that we’ll be able to test.
[00:51:37.460] – Shannon David
So the impact blocks I mentioned the tip jar asking people to cover the fee. I’ve seen some data from other organization tests that shows that that can cause friction or prevent people from wanting to give. We want to test whether or not having that checkbox. Does it actually increase revenue or would more people click that submit button at the end if they don’t have to stop at that check box first to kind of make up for the fact that we’re not asking anyone to cover the fee? Another thing we want to test is a multi step form. So what we decided to do when we were working with Molly initially was kind of mimic a multi step form experience just using those continue buttons, as you saw when Molly was running through the page to make the form as not overwhelming as possible, we just show it in chunks and then when you finish that section, the next section of the form is revealed. But that’s a different experience than when it’s an actual multi step form, so we want to experiment with that as well. Our heads are spinning now that we have all this all this testing capability so we can really optimize in a way that we’ve never been able to do before.
[00:53:07.270] – Molly Kelly
Cool. Yeah, I think we can go multi step, but pretty easily now that all the logic is there. So it’ll be an interesting test. So that’s all we have today. We’re right on time, Shannon. We’re right on time, Hannah. That’s all we have today. Thank you for coming and we hope that we were just able to share some insights from room to read. Truly an international organization with lots of international challenges, but they conquered them and have a great mission. So if you have any questions, please just follow up. I’m sure that the team at room to read would be happy to answer them for you and I’m always here and can help as well. Thanks for coming.
[00:53:56.210] – Kathy Powers
Thanks, Deron. Shannon, Hannah, really appreciate your time. It was a great story.
[00:54:00.800] – Kathy Powers
I really enjoyed it.
[00:54:01.680] – Kathy Powers
I think everyone else did too. Maybe you answered all our questions so thoroughly. There are no questions.
[00:54:08.990] – Molly Kelly
Yeah, that’s me.
[00:54:11.810] – Kathy Powers
[00:54:12.600] – Kathy Powers
[00:54:13.420] – Kathy Powers
Have a great day.
[00:54:14.520] – Shannon David
[00:54:15.180] – Molly Kelly