email…still the best way to raise money and raise hell online! · raise money and raise hell...
TRANSCRIPT
Place/Date of Presentation if Desired
Email…STILL the best way to raise money and raise hell
online!
Presented byMadeline Stanionis
CEO, Watershed
2
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
2About Watershed
Online strategyEmail list & community buildingAdvocacy campaignsOnline fundraisingCultivation & funViral marketing/social networkingData transferReports & analysis
3
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
3
Select Watershed experience
4
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
4
A little perspective
5
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
5
6
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
6
This is how Scott used to give
7
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
7This is how Scott gives now
8
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
8
This is his email in-box
These e-mails messages were all waiting for him when he got to work one day
9
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
9
This is his email in-box
These are all action/donation related
10
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
10
How can you use email to reach Scott?
11
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
11
Let’s agree
No email is an islandYou gotta have everything else: good campaign, good landing pages, good tools, etc. It doesn’t matter what you (or I) think.The only thing that matters? Results.
12
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
12
This is a numbers game …… do the math
If you want your email to generate 10 gifts, then:
at least 1000 people need to receive your messageat least 200 people need to read (“open”) your email messageat least 30 people need to click on the link to the donation page
13
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
13
It’s ALL ABOUT THE LIST
The only good ways to build a list are:
Bring your offline donors onlineConduct issue or advocacy campaignsFun stuff
Flash, quizzes, e-cards, contests, etc.Buying namesChaperone another organization’s list and have them do the same for youHave a disaster – crisis – news type thing
14
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
14Bring your offline donors onlineSend your donor online to make her gift
Ask for an e-mail address on printed formsPut an insert into acknowledgementsSend your donor online to buy tickets to an eventAppend your list
15
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
15
Alum survey
16
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
16
The Nation gave away an all- expense paid “day at the nation” to the person who told the most friends
17
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
17
18
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
18
14,000 new names on e-mail list in 6 weeks
19
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
19
Amnesty’s 700women120k signers50k new names
Petition/symbolic campaigns
20
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
20
Victory Fund: I’m listening
150k views in 48 hours1 million+ views in a weekAdd 20k names to listCost NOTHING
21
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
21
Three big things about e-mail
TimingCampaignsCreativity
(And everything in between)
22
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
22
Timing
To be successful with email fundraising, you must send the right message to the right person at the right time.
If you take no other lesson from this workshop, remember this one:
23
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
23
All kinds of timing opportunities
Campaign deadlines Time between engagement and askBad news & crisesOther people’s newsEventsBTW, best deadlines are real deadlines!
24
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
24
25
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
25
Earthjustice “last chance” e- postcard for matching grant campaign (offline and online)
•About 7% of all gifts came in online
•Majority of gifts came in last day with this e-mailed postcard
26
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
26
Campaigns
It’s the repetition!
27
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
27Planned Parenthood Spring Member Drive
28
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
28
29
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
29
Typical schedule: Year-end
Week of:Nov 21: Thank you e-mailNov 28: Trib gift e-mailDec 19: Last chance/trib gifts, web site promoDec 29/30/31: Last Chance for tax gift e-mail, web site promo Jan 1: Follow up e-mail
30
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
30
The easiest campaign of all
Send out the same message twice. Or three times.
Seriously!
31
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
31
Creativity
There’s a lot of noise out there! You gotta be LOUD to be heard!
32
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
32
33
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
33
Creativity: Tell a STORY
34
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
34Planned Parenthood’s I Am Emily X blog (lots of new/ younger donors)Campaign Elements:
5 campaign emails3 pledge fulfillment emailsI am Emily X blog & videoPledge-a-protester donations campaignWrite a note to clinic workers advo. CampaignVolunteer sign-ups driveAlso engaged through:
Google AdWordsMySpaceFacebookYouTubeBlogger outreach
35
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
35Alternet campaign – donate $10 (and your name will be listed as a citizen publisher in the book)
36
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
36
37
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
37Grist: membership campaigns
38
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
38
…and everything else
39
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
39
Integration!
40
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
40
The internet people…
41
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
41
The grassroots organizers
42
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
42
The direct marketing people
43
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
43Here’s what a getting rid of silos means
EVERYONE has to think bigger/differently…Fundraisers become organizersOrganizers become marketersMarketers become fundraisers
More/lots of conference callsMore/lots of meetingsAmy’s job, position, title, co-workers all change
Vendors work together –closely and for real
44
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
44When you do it right, it turns out like this…
4 emailsOnline actionsOnline donationsVolunteeringBloggingFlickr photosYouTube portal
45
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
45Relevance
46
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
46
47
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
47
48
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
48
Planned Parenthood E- Newsletter
Relevant! Relevant!
49
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
49You can no longer afford to be anything less than amazing.
50
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
50
NOT amazing
51
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
51
An open letter to the next president “Let’s talk about sex”
52
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
52
Be real
53
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
53
54
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
54
It’s ALL ABOUT THE DATA
55
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
55
The data, continued…
Standard and internal org stuff
Open rate is the percent of people who opened the e-mail…not entirely accurate, but a good gauge. (This is a respectable open rate.)
Clicks are the percent of (uniques) recipients who clicked on a link, or, in this case, clicks to the donate page. Nice number here…
Conversion is the percent of people who visited the donation page who completed their donation. Response rate is based on total recipients.
56
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
56
There’s a lot of data
Car dashboard –there’s a lot ofgauges. Which doyou pay attentionto?Online data dashboard. Pay attention to:
Open rates (trends)Click through ratesConversion rates
57
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
57
Be persistent
58
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
58Is email dead?
59
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
59
This is my book!www.emersonandchurch.comwww.amazon.com
60
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
60
Contact Information
Madeline Stanionis(415) 786-1637
http://www.watershedcompany.com
61
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
61
62
You Can Include Presentation Title on All if DesiredRaising Change, July 2008
62
Victory Fund: Candidate Alert
Before…
After…Significantly higher opens, clicks, and donations