fundraising campaigns part 21. online fundraising 101 2. abila fundraising online (2 sessions) 3....
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© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
FUNDRAISING CAMPAIGNS
PART 2
@nonprofitrd
www.NonprofitRD.com/FB
www.NonprofitRD.com/IN
www.NonprofitRD.com/gplus
Rich Dietz
Nonprofit R+D
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RICH DIETZ
2
Founder of Nonprofit R+D -
Technology Training for Nonprofit Professionals
Richard has over 20 years' experience working in
and with a wide variety of nonprofit, political, and
government organizations and holds a Masters in
Social Welfare (MSW) from UC Berkeley.
You can find Rich on his website
http://www.nonprofitrd.com
or tweeting @nonprofitrd.
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REVIEW
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PREVIOUS WEBINARS
1. Online fundraising 101
2. Abila Fundraising Online (2 sessions)
3. Peer-to-Peer Fundraising
4. Website Best Practices
5. Email Marketing and Welcome Series
6. Fundraising Campaigns
7. And on we go …
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FUNDRAISING CAMPAIGNS
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FUNDRAISING CAMPAIGNSTHE key to online fundraising.. Or any
fundraising for that matter
Fundraising Campaigns are the framework• You could run a successful campaign with just this info
• Other Strategies and Tactics can then be added to this
framework
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DEFINITION: FUNDRAISING CAMPAIGN
Most definitions something like:
“a campaign to raise money for some cause”
Our definition:
“A coordinated series of actions that utilize
• a specific goal
• a clear call to action
• a sense of urgency (Timeline),
• a compelling story, and
• part of a larger supporter cultivation system
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FUNDRAISING CAMPAIGN TEMPLATES
Fundraising Campaign Workbook
• Planning Timeline• Campaign Planning Sheet*• Email Templates*• Sample Campaign
* Includes Word versions for easy editing
Remember these are just guides. Need to make them your own, with your voice and of course more stories.
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DONOR LOYALTY
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DONOR LOYALTY
10
• Definition:
• “the ongoing process of engaging with your donors so that they
contribute with donations and time to your organization over the long
term”.
• Also called – donor retention, donor engagement, donor cultivation
• Key is to think about the “lifetime value” of your donors• And then build relationships with those donors
• Maximizing lifetime value is something you do FOR donors
• Increase “use”
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WHY IS DONOR LOYALTY IMPORTANT?
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Easy way to stand out from the crowd
Vital for long-term health of your organization• Much harder and more expensive to get first time donors
• 10% improvement in attrition can create a 200% increase in projected value
(Sargeant and Shang – Growing Philanthropy in the United States – 2011)
Real life example – NJ Institute of Technology
• Lifetime value is not always obvious
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STRATEGIES FOR DONOR LOYALTY
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Welcome Series
• Automated emails sent to new donors, subscribers, volunteers, etc.
• Can be sent automatically using your email service provider
• Easy way to• Increase number of touch points
• Let folks get to know you and your organizations impact
• Also very effective with “recurring” donors• Keep them engaged and interested
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STRATEGIES FOR DONOR LOYALTY
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Thank you, thank you, thank you
• The power of “thanks”• 21% of donors say they were never thanked, most others only get the
generic receipt thank you.
• 10% decrease in attrition, 200% increase in projected value
• Thank them multiple times throughout the year• Create a thank you series (like the welcome series)
• Think of “next level” thank you strategies• Calls, hand written notes, cards from the kids, etc.
• Stand out >> Increase donor loyalty
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STRATEGIES FOR DONOR LOYALTY
14
Customer Service
• Yes, you need to think of donors as customers
• “Cancellation” is the finale but starts much earlier in the relationship
• “Very satisfied” donors are 2x more likely to engage again
(10% >> 200%)
• Spend some time focusing on “customer satisfaction”
• Donors need to be personally invested with your organization
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STRATEGIES FOR DONOR LOYALTY
15
Communication
• Go beyond the welcome/thank you series and communicate• Engage on a regular basis, great content
• Give supporters more of what they WANT to hear about• Organizational impact (80%)
• Success stories (74%)
• More details about the organization (71%)
• Information on financial accountability (41%)
(Community Philanthropy 2.0 Survey)
• Show the impact you have made with their help (donations)
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STRATEGIES FOR DONOR LOYALTY
16
Engage donors in multiple ways
• Don’t just do what you have always done
• Think of new ways to engage• attend live events, volunteer, sign a petition, peer-to-peer fundraising,
ask them to tell friends and family about your cause, post about you
on social media, etc.
• Get them to take small actions and do favors
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MEASUREMENT,
TESTING,
ROI
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WHY MEASUREMENT, TESTING, ROI?
Without data and testing, you are flying blind• What worked, what did not?
• Was it worth it? (Return on Investment - ROI)
Testing for your organization and project• Experts have all the answers…..
• Start with “best practices”, then test yourself
• Don’t assume other’s results will be your results
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WHY MEASUREMENT, TESTING, ROI?
Small changes can have BIG results• WhichTestWon.com
Much easier to do online
Much easier to do from the beginning• Pre- and Post-
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JUST DO IT
Make the commitment now….
“I will measure and test my
online fundraising
campaigns starting today”
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MEASUREMENT
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WHAT DO WE MEAN BY “MEASUREMENT”?
Standard definition • the action of measuring something
• the size, length, or amount of something, as established by measuring
Essentially, it is the process of counting, collecting and
tracking our results to be used as data points.
These pieces of data can then be analyzed and used in
our testing, experimentation and ROI phases.
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MEASUREMENT IS KEY
Measurement is only step 1• Impossible to test or analyze without data
Data is great, but…• You need to do something with it
• Data should inform your decisions
• Testing and experimentation is the goal
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WHAT TO MEASURE
It depends… of course
• What are you trying to accomplish?
• What tools are you using – email, website, social media?
• What data do you already have?
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HOW TO MEASUREDepends on what you need
• Website - Awstats or Google Analytics
• Email - your email provider (MailChimp, Contstant Contact, etc.)
• Donations – your fundraising software or donor database
• Other – calculator and spreadsheet
Start small and increase over time• There are thousands of items you can track
• Don’t overwhelm yourself
• Choosing the right tools will make your life much easier
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WHERE TO START
Email• Open rate
• Click-through rate
• Forwards, forward opens
• Actions
** Most email providers will track this automatically
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WHERE TO START
Website• Visits, pageviews
• Avg. pages / Visit
• Avg. time on site
•Traffic sources
• Top pages
• % new visitors / % returning visitors
** Google Analytics will do all of this automatically
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WHERE TO START
Donation Pages• Completion % (conversion rate)
• Simple method: Visitors / donations = completion
• Bounce Rate
Social Media• # followers / fans / Likes
• # mentions
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WHAT NEXT?
Don’t get overwhelmed• Remember the right tools will make this easier
• Don’t need to work on everything at once
What to do with the data• The next lessons will cover this – Testing / ROI
What do our numbers mean?• Convio Benchmark Report
• Focus should be on improvement, not comparison
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TESTING
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TESTING AND EXPERIMENTATION
What do we mean by “testing”?• Basically just trying new things and measuring the results
• Using those results to inform future actions
Online makes this easier and cheaper• Direct mail vs. Email
Don’t fall in love with a campaign or tactic• Keep working to improve
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TESTING AND EXPERIMENTATION
Don’t be afraid of poor results• Remember, failure is good (Module 1)
• Failure gives us an answer, try something else
Test throughout your campaigns• Mid-campaign adjustments can make or break
Small changes can make a huge difference• WhichTestWon.com
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BASIC TESTING
PROCESS
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BASIC TESTING PROCESS
1) Set goals / hypothesis• What is success for this test?
• If below goal by x then ____________
• If above goal by x then ____________
2) Measure current data• This is your baseline (Before)
3) Take Action• Try to change as little as possible for each test
• Otherwise, no way to tell what made the difference
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BASIC TESTING PROCESS
4) Measure results• This is your results (after)
5) Compare and evaluate• Was there a difference?
• How can this inform other actions?
6) Rinse and repeat• New goal, action, measure, evaluate…
• It never ends
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EXAMPLE TEST
1) Goal• Increase email open rates by 20%
2) Measure• Current open rate on emails is 10%
3) Take Action• Testing more engaging subject lines
• Holiday Food Drive Vs. “Will Marie have dinner tonight?”
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EXAMPLE TEST
4) Measure results• Open rates on new email was 25%
5) Compare and evaluate• Was there a difference?
• Open rates increased from 10% to 25%
• How can this inform other actions?
• Test more engaging subject lines on all future emails
6) Rinse and repeat• New goal, action, measure, evaluate…
• Does video increase click-throughs in email?
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IDEAS FOR TESTING
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TEST DRIVE YOUR FUNDRAISING
One test you can run is User Testing• Having a live person go through your fundraising process
• Ask them questions and get feedback
1) Recruit testers – not familiar with the planning process
2) Conduct the test• Have them go through the entire process
• Email > landing page > donation > thank you
3) Interview them about the process• Thoughts, suggestions, trouble areas
• Be open to the feedback and use to modify as needed
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IDEAS FOR TESTING
Always be looking for new items to test
• WhichTestWon.com
• What are others doing that you are not?
• Review your data.. Where can you improve?
• Remember businesses, infomercials, etc.
• Ideas are everywhere
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EMAIL TESTING
Subject Lines
Text vs. HTML
Full article vs. teaser article
Use of Video
Frequency of emails
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DONATION FORM TESTINGDifferent donation amounts
• larger, smaller, more options, fewer options,
Order of fields
Button text• Submit vs. Donate
Use of security logos, privacy policy
Use of images or video• Video/images vs. No images
• Different images – male, female, children, etc.
Single page form vs. multi-page form
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WEBSITE TESTING
Different content “above the fold”• Most Wanted Response - Email capture, donate button, etc.
• Increased actions?
Website Hijack• Take over the homepage during major campaign – donation form
Different banners or buttons for key content
Different images or video
Colors – links, text, navigation
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LANDING PAGE TESTING
Video vs. no video
Different Headlines, call-to-action,
Different images• Younger, older, male, female, smiling, stock or real, etc.
Limited navigation
* See WhichTestWon.com for many more ideas
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RETURN ON
INVESTMENT
(ROI)
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WHAT IS ROI?
Return on Investment (ROI)• an accounting formula used to obtain an actual or perceived future value
of an expense or investment.
•Or… Was it all worth it?
Funds raised – Expenses
ROI = -------------------------------------
Expenses
Should be a positive number or probably not worth it• A dollar is not always a dollar
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RETURN ON INVESTMENT
Not going to be immediate… takes time• Don’t let this bog you down in the beginning
• Keep it in mind and add it into your campaigns over time
• If you are measuring and colleting data, the data will be there
This is why we measure• Pre and post-measurement
• Our data and testing helps to figure this out
• This is also why setting our goals is key
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RETURN ON INVESTMENT
Expenses are not just money• Staff time and resources are an expense too
• Look at the whole picture
• Example – Annual Gala
Success = Dollars raised • That is of course one measure
Now need new ways to evaluate success• What about donor engagement, feeding the funnel, etc.
• What is success for your org?
• What actions lead to bigger returns down the road?
• Look at ROI over time, not just one snapshot
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TYPES OF ROI
Hard ROI• Quantitative – can be counted / measured
• Web traffic, email signups, etc.
• Software can help us here – Google Analytics, email software
Soft ROI• Qualitative – opinions, feelings.. Much harder to measure
• Awareness, education, engagement, etc.
• Usually found through surveys, focus groups, etc.
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EXAMPLES OF OTHER ROI MEASURES
Hard ROI (Easier to measure, numbers)Money raised
Increase in # of supporters and # of major donors
Email acquisition
Social media mentions
Blog mentions
Increase in Likes / Followers
Traffic to your website (Where from?)
Soft ROI (Hard to measure but vital to long term success)Increased awareness / branding
Higher engagement
Community building
Education
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WHERE TO START?
What are your goals for the campaign?• Dollars raised, email acquisition, etc.
• Select the items to measure based on these goals
Start tracking “True” expenses• Money and time
Run the numbers• Check them during and after the campaign
Was it all worth the expense/effort?
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@nonprofitrd
www.NonprofitRD.com/FB
www.NonprofitRD.com/IN
www.NonprofitRD.com/gplus Rich Dietz
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THANK YOU