growing your digital fundraising — e-blasting 101 (net2vic august 2013)
DESCRIPTION
Growing Your Digital Fundraising — E-Blasting 101 Ben Johnson has raised over $5 million online, over a million of which directly came from eblasts. On Aug 14, he will spend the evening spilling the beans on the best practices he's picked up along the way to help you grow your list and increase donations, no matter your size.TRANSCRIPT
Email Blasting101
My name is Ben, and I speak for the donors!
SHOW & TELL
BOOK REPORT
X
Most of the $690 million Obama raised online came from fundraising emails.
Amelia Showalter, Director of Digital Analytics for Obama:
“We were so bad at predicting what would win that it only reinforced the need to constantly keep testing.”
"Most people have a nearly limitless capacity for email and won’t unsubscribe no matter how many they’re sent."
Do you have a clear fundraising strategy?
Is there a sense of urgency?
Human Donor
Does your website deliver the goods?
do you invite your donors inside?
Google Grant? [bringing 200 visitors per day] $120,000/yr!
Great hosting and a careful eye on page load times
A/B testing, heat map, and scroll map software
Sign-up and donation forms that work well with others
Ready to take off?
Great confirmation emails and auto-responders?
Getting Started
Set your eblast address.
Find your name.
Pay for email credits.
Link to Google Analytics.
HELPS
Grow your listSign-up option via direct mail
Form on the website
Checkbox on donate pages
Petition forms with checkboxes
Make clear the path to
DONATE NOW
PLAY
Email ME!When I become a donor
When I sign-up for email
Send me the last eblast
Send me the last NL
From $800 to $8,000.
match campaign
Keep score like a pro.
Make the funnel
Measure the action
200 emailed...
60 open
10 click
3 donate
3 bounce, unsubscribe, or mark as spam!
Custom landing pages (old school):
My ultimate spreadsheet