online fundraising's top 5 best practices

Presented by Mack CampbellDFW Philanthropy Conference

Online Fundraising:Top 5 Best Practices

Online = 7%of all giving

5,133,233.33%since 1997

Online Donation Growth

Online donors are more engaged than traditional direct mail donors.

Average Lifetime Value of offline donor: $197

$72

Average Lifetime Value of online donor: $197

$72

Today• OMG moments• The Top 5• What do I do now?

OMG, LOL & #FACEPALM

Name a Roach

Personal Story of crashing website

Personal Story of Hitting Send

The Best Practices

The Best Practices•Engage

Engage

“…but they’ll remember how you made them feel.”

- Maya Angelou

Engage• Can a stranger know

what you’re about and why they should care within 2 seconds of opening your homepage?

Engage• If they are not ready to

donate, give a visitor the ability and reason to take the first step toward a relationship.

Why should I care about Social Media?

You Shouldn’t.If you’re only worried about money.

52% raised nothing.

2% of non-profits reported raising more than $10k through Facebook.

Social Media is donor and prospect enagagement tool.

Stats

185 million Facebook users in the US.

Stats

9 of 10 non-profits have a Facebook page.

Stats

57% have a Twitter account.

Stats

27 non-profits (of over 11,000) reported raising over $100,000 through Facebook.

Trends

Annual Growth RateOnline Donations

14% - 35%

Email List 29%Facebook 161%

The Best Practices•Engage•Simply

Simplify•Simply for the donor

NOT staff or organizational silos.

Design and Copy

•Personalize and Target.

Simplify•Are the images large

and engaging to emotionally connect with a visitor?

Simplify• Can a new visitor find the donate

button within 2 seconds?• Is the donate button:

– above the fold?– big and colorful?– surrounded by a sense of urgency?

The Best Practices•Engage•Simply•Think Ahead

Think Ahead

Set goals in accordance with industry trends.

Think Ahead

• Immediate• 6 week• 6 month

Immediate Goals•Build report templates•SWOT Analysis•Honest Website Audit

6 Week Goals• Optimize donation form and

donor user-experience.– Including email confirmation

• Create email solicitation and social media timeline through year-end.

• Review website software

6 Month Goals• Create a online monthly donor

program• Review email newsletter and

appeal design• Add Peer-to-Peer fundraising

Set Goals•Assign responsibility•Equip to succeed•Hold accountable

The Best Practices•Engage•Simply•Think Ahead•Measure

Measure

Know where you are first. Then figure out where you’re heading.

Measure• Learn from experience

– Test your subject lines– Test your email design

Online Revenue

Online RevenueHealth Environmental

Source: Convio Online Benchmarking Report, 2010

Email Benchmarks

Advocacy FundraisingOpen Rates 13% 12%

Click-Through Rates 3.7% .6%Response Rates 3.3% .08%

Source: Convio Online Benchmarking Report, 2010

Translating Benchmarks

10K 25k 50k 100kResponse Rate .08% .08% .08% .08%

Avg Online Gift$80.8

0$80.8

0$80.8

0$80.8

0Revenue $646 $1616 $3232 $6464

Translating Benchmarks

500k 1M 5MResponse Rate .08% .08% .08%Avg Online Gift $80.80 $80.80 $80.80

Revenue$32,32

0$64,64

0$323,20

0

The Best Practices•Engage•Simply•Think Ahead•Measure•Fail

Fail

Incrementalsteps

MONUMENTALsuccess

Questions?

/mackecampbell/OnYourMarkConsulting

mack@onyourmarkllc.com

@officialmack