where to start with online fundraising and digital marketing

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Where Do I Start? Online fundraising campaigns + digital marketing Wendy Marinaccio Senior Account Executive

Online Campaigns

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Building blocks: •  Donate button throughout website •  Donation form / payment processing •  Email messaging •  House file •  Database •  Tracking and analysis

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Red button

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Donation Form Best Practices

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•  One-page donation process

•  Short form

•  Address any feelings of insecurity

•  Ask string

•  Test for your organization

•  Resources at www.donordigital.com

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Email Best Practices

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•  One clear call to action; multiple places to respond

•  Message should come from a person

•  Lots of links

•  Keep it short

•  Test to make sure it works for your audience

•  Visual, but consider mobile

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House File

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Constituents you already have: •  Current and lapsed donors •  Prospects •  Volunteers •  Program recipients/attendees & their families

Acquisition: •  Co-registration, chaperoned emails, other paid list building •  Email gathering at programs, events, tabling •  Quizzes, contests, action èMake sure people opt in èWelcome them right away

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Email Recipients/Data

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•  Do solicit your file

•  Remember to cultivate and steward

•  Segment

•  Create a suppression (“do not email”) file

•  Use a communications calendar

•  Sync with your donor database

•  Gifts quickly thanked – gifts being entered

Create Campaigns

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•  Gifts on your website (“white mail”) are the biggest source

•  Year-end

•  Membership/annual fund; renewal/join

•  In conjunction with your other fundraising campaigns

•  Corresponding with media or programmatic pushes

•  At times that make sense for your organization

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Track and Analyze

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•  Circle back to check on how well it worked

•  Know how you will measure success from the beginning

•  Free tools, source codes consistency will help

•  Benchmark, but don’t be held back by it •  Track across channels if possible

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The Next Step

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•  Integrate your messaging across channels

•  Create an automated welcome series

•  Focus on monthly giving

•  Segment your file

•  Target and customize messages

Resources

•  Donordigital blog & Twitter feed: @donordigital www.donordigital.com

•  Nonprofit Technology Network: NTEN.org •  Association of Fundraising Professionals;

AFP Silicon Valley Chapter Mentorship Program: afpsv.org

•  Convio website: convio.com/resources

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Thank you!

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Have a question?

We’ll find your answer.

Wendy Marinaccio wendy@donordigital.com

Mwosi Swenson mwosi@malwarwick.com