dm101: online fundraising (avalon consulting)
TRANSCRIPT
Barb Perell, Avalon Consulting
DM101: OnlineFundraising
Online revenue is growing, but is still at approximately 10% of total revenue.
FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
$16,000,000
Mail TM Web Email Other
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Why is integration so important?More channels = Better Donors
DM/TM/O
n-site/W
eb
DM/TM/O
n-site
DM/On-si
te
DM/TM
DM/Web/O
n-site
DM/TM/W
eb
DM/Web
DM Only
$0$20$40$60$80
$100$120
73%74%75%76%77%78%79%80%81%
Income/Member Average Gift Retention
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Integrate Communications: Avoid confusion and save time.
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Grid online schedules with all other channels.
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List chaperones
Email appends
Petition-based sites
Social mediaPaid advertising and retargeting
Maximize lead generation and drive traffic.
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Attract site visitors with user-friendly sign-ups and website promotions.
Ask for appropriate information and limit what you require
Splash pages bring attention to urgent campaigns and can be used for email collection
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Collect email everywhere: There is no silver bullet.
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Week 1 – Welcome email
(thank you for joining, like us
on social media, send an e-
card, visit our Action Center)
Week 2 – Take the quiz and watch this video
Week 3 – Action alert
Week 4 – Acquisition ask
Week 5/8 – Sustainer ask
Roll out the welcome mat to engage immediately after sign up.
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Define the universe Segmentation – who are you emailing?
Define the program strategy Case for giving Call to action Ask string(s)Technical/functionality
Define creative/copy most appropriate for online
Define your tests
Apply the same good fundraising disciplines as other channels.
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Envelope Information
Ask and Case for Support
Closing & Footer
Landing Page
Anatomy of an email
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Craft an appropriate message for audience, time, and need.
Test messaging style, tone, written vs. video, humor, etc.
Be authentic and transparent
Get to the point
Think campaigns, not email blasts
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Make it easy for your supporters so they will stay engaged.
• Seamless transition from email to landing
page and between channels
• Save credit card information; provide
auto login
• Make emails and donation pages
mobile friendly/responsive
• Automate follow-up emails
• Provide donation opportunities everywhere
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Test, test and test some more!
Preview pane language for urgent appeals
Donation form layout
Personalization
HTML vs. text
Size of hyperlinked text
Text vs. buttons
Message – story, tone, offer
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Keep supporters close to your mission.
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Invite interaction – ask supporters to give feedback, share content, or take action.
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Thank supporters often for their time, energy, donations and more.
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Track, measure and analyze your metrics to inform future strategies.
Website: Conversion rate – sign ups, donations, actions Bounce rate/exit pages Path and time on site Mobile traffic
Emails: Open rate Click-through rate Response rate Average gift Delivery and bounce rates Unsubscribe and churn rates
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Analyze and benchmark against the industry and your own results.
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Check out industry resources
eNonProfit Benchmark Study (M+R and NTEN) http://mrbenchmarks.com/
Target Analytics Index of National Fundraising Performance http://www.targetanalysis.com
Nonprofit Technology Network http://www.nten.org/
FrogLoop: Care2’s online nonprofit marketing blog http://www.frogloop.com/
Donor Power Blog http://www.donorpowerblog.com/
Idealware http://www.idealware.org/
Google Grants - http://www.google.com/grants/
