The Michael J. Fox Foundation attracts
new DAF donors with DAFpay
The Michael J. Fox Foundation, the national leader in Parkinson’s research, ran a preliminary test of Chariot’s innovative DAFpay™️ technology and saw incredible organic results.
The Michael J. Fox Foundation (MJFF) ran a limited 2-month test of the DAFpay™️ Tile, enabled only on the Foundation’s Donor Advised Fund page, without any marketing or donor communications about the capability. They saw the following results:
Attracted new DAF Donors: 69% of donors using DAFpay™️ were first time donors to the organization.
Record high conversion: 70% of users that clicked on DAFpay converted and completed their gift vs. the 20% industry average for online donation forms.
9x larger digital gifts: Average gift size of $1,800 compared to the $204 average online credit card gift.
Unparalleled Stewardship: Over 50% of the new DAF donors responded to personal thank you emails sent right after their gifts, made possible by DAFpay™️
"Every time we get a DAF gift I’m now able to reach out and personally thank these new donors as soon as the gift is made, and they’ve been really responsive to that outreach
- Shirely Nagar, Director of Planned Giving at The Michael J. Fox Foundation
Difficulty identifying and contacting DAF donors
Limited, manual record keeping processess
No solicitation of DAF donations directly on website
Steward DAF donors with key contact information
Seamless, automatic DAF donation management
Solicit DAF donations at every donor touchpoint
New DAF donors
Shirley Nagar, MJFF’s Director of Planned Giving, and her team were incredibly excited about these early results, sharing that “most of these gifts were from first time donors to the foundation so it’s helped identify really promising new supporters - that’s a big win”
Of the 16 donors that organically discovered the DAFpay™️ Tile, 11 of them were brand new to the organization. By providing prospective donors with a seamlessly embedded, 3-click digital DAF giving experience, MJFF made it as easy as possible for those donors to join their fight to end Parkinson's.
Most of these gifts were from first time donors to the foundation so it's helped identify really promising new supporters - that's a big win!
The average online donation form conversion rate is between 8 and 20% depending on the device (mobile, tablet or desktop), according to M+R’s annual benchmark study. With the DAFpay™️ Tile natively embedded on their Donor Advised Fund page in their Ways to Give section of their website, MJFF saw over 70% of form visitors converting to a finished DAF gift.
The average gift size was $1,800, which is 9x larger than the average online credit card gift.
Of the 16 gifts made during the limited trial, the average gift size was $1,800, which is 9x larger than the $204 average online credit card gift. This is the first time that MJFF has been able to process DAF gifts online and, as expected, it has proven to unlock significantly larger gifts than a donor choosing to use their credit card online because it’s easier.
Learn more about who uses DAFs and why
Unparalleled DAF donor stewardship
Historically, Shirley never knew when a DAF gift was submitted until it arrived from the DAF weeks later and rarely with any useful contact information. DAFpay™️ shares a donor’s name and email with MJFF immediately when the DAF gift is submitted, enabling unprecedented quality of stewardship.
“Every time we get a DAF gift I’m now able to reach out and personally thank these new donors as soon as the gift is made, and they’ve been really responsive to that outreach,” said Shirley. She estimates that over half of the new donors she reached out to responded, providing an incredibly strong foundation for an ongoing relationship and increased future support. Giving from a DAF is one of the highest indicators of someone’s capacity and propensity to give.