(thanks to lauren miller of blue state digital for some of this great content) small dollar online...
TRANSCRIPT
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(Thanks to Lauren Miller of Blue State Digital for some of this great content)
Small Dollar Online Fundraising
Julia Rosen, Courage CampaignAndy Szekeres, 3PG ConsultingJosh Cohen, Approve71
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What We’ll Cover• Who’s Online and What Are They
Doing?• What It Takes To Raise $ Online• Internal Organization• Step-By-Step Guide• Case Studies
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Who’s Online?
Source: Pew Internet & American Life Project April 2009
Survey
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What It Takes To Raise $ Online
• A great story
• Some good luck
• A clean website
• Supporters who can help carry your message
• A solid theory of change
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Internal Organization
Field/Organizing Communications
Fundraising
OnlinePresence
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Internal Organization
• Online fundraising is about money, but also about intense internal cooperation
• Coordinate fundraising across channels– new media, phone banks, field, direct mail
• Communications and field– Can provide great stories to highlight for
fundraising– Assist with list-building and fundraising asks
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Step-By-Step Guide1. Build your email list2. Know your list3. Tell your story4. Make your ask5. Maximize your website6. Track & engage7. Additional fundraising
methods
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1. Build Your Email List• Collect email addresses through:
– Petitions– Pledges– Donations– Tell a friend– Social networking sites– Offline activities
• Partner with organizations who have a similar mission and goals to do an email swap
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2. Know Your List• Where did the people on your list
come from? Why did they join? What are they expecting?
• Did they sign-up based on a particular petition or cause?
• Segment your list:– Interests– Donors v. non-donors– Recent donors v. lapsed
donors– New donors v. reoccurring
donors
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3. Tell Your Story• Invite a conversation with your supporters
• Use voices and personalities from your organization
• Be creative – and use both email and web
• Share what’s happening out in the field
• Ask supporters for their input and FOLLOW UP
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4. Make Your Ask• It's not just about donating – it’s about
empowering and providing a way to take action
• Set goals and deadlines
• Plan around key milestones
• Use personal stories as often as possible
• Take advantage of breaking news
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4. Make Your Ask• Be transparent. Tell your supporters
what you want to do, what it’s going to cost, and what change will result from their donation
• Start with a small ask (e.g., $10 or $25)
• After people donate, slightly increase the amount in the next ask (e.g., $50 or $75)
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5. Track & Engage• Monitor your initiatives and track the progress
• Segment your list and conduct A/B testing
• Keep the conversation going – provide updates/ action items
• Expect a drop-off rate with email addresses and donors
• Continue to build and refine your list
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5. Track & Engage: A/B Testing
• Gives a better picture of what does/doesn’t work so you can maximize future asks
• Things to test (one at a time)– Subject line– Sender– Phrasing of the ask– Small graphic– Length of email– Placement of donation link
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5. Track & Engage: Metrics
• Different types of metrics to look at:– Open rate– Click-through rate– Average donation– Number of donations– Increase in donation amount– Forward to a friend
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6. Additional Fundraising Methods
• Splash page (home page takeover)• Name the fundraising campaign• Feature personal stories• Text-to-donate campaigns• Match two donors and introduce them
to each other• Dollar for dollar matching• Recurring donations
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7. Maximize Your Website• Make it as easy as
possible to– Donate– Signup for email
• Engage and empower your supporters
• Share personal stories throughout your site
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7. Maximize Your Website• Content on your site should match
the content in your email campaign
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7. Donation Page• Make it as easy as
possible for supporters to donate
• Don’t stand in the way!
• Thank supporters after they donate
• Use a targeted landing page to encourage donors to share with friends
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• Fundraising Campaign Started 9/2
• Large Donor Ban 10/13
• Ballots Mail 10/16– All mail voting state
• Small Donations key for final push
• Total raised ~ $1.8million
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Microsoft ERG Match“Employee Resource Groups”
• Companies may not donate or take position on the issue– Employees can often help on their own
• GLEAM board provided 10k match– Carefully worded message to avoid official sounding
endorsement– Reach Out, you may find help
• Find relevant and local ERGs– http://outandequal.org/resources/groups– Contact info: corporate websites “Diversity” pages
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Today should be the day you do your part. (And for those who have already given, thank you!)
Here's why: A set of donors from Gay and Lesbian Employees at Microsoft (GLEAM), acting as individuals, have pledged to match each dollar of your donations over the next week, up to $10,000.
Help make sure all Washingtonfamilies are equal: Donate to the Approve Referendum 71 campaign today.
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Match Results
• Campaign raised about $18k– Almost double the match amount
• Add $10k– Almost 30k raised
• Microsoft ulimately supported R71– Largest Donor (100k)– Public Statement of Support
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Coalition Strategy
• Have coalition members leverage their lists
• Create tailored messages to their membership
• Approve their messaging to ensure consistency
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Online sites like Act Blue and others• Be sure to sign up as early as possible• Encourage individuals, bloggers, groups to
create their own “campaigns” with goals• Thermometer
– Choose achievable goals– If it’s going well, keep raising the goal– Sliding scale of 2.9% for Act Blue
• Actblue Hosted or your own page
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Act Blue Hosted Page
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Act BlueEdit Page
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Your Page: R71 Personal Stories
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EmbedThermometer
<a href="https://secure.actblue.com/contribute/page/approve71ontheair?refcode=therometer">
<img src="http://actblue.com/page/approve71ontheair/goal/light.png"
alt="Goal Thermometer"/></a>
Goal Page
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ERW Education “Buy Airtime”
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“Lock-In”
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“Lock-in”<object width="500" height="336" data="http://eq.dm/flowplayer-3.1.3.swf"
type="application/x-shockwave-flash">
<param name="movie" value="http://eq.dm/flowplayer-3.1.3.swf" />
<param name="allowfullscreen" value="true" />
<param name="allowscriptaccess" value="always" />
<param name="flashvars"
value='config={"playlist":[{
"url":"http://eq.dm/..charlene.flv",
"autoPlay":false,"autoBuffering":true}]}' /></object>
Workflow•Original came from youtube?
• Use Realplayer to download the video
• Youtube “download mp4”
•Convert to Flash/FLV• Free tool: “Super”
•Upload your video to your website•Free Flash Players
• Flowplayer.org• Jwplayer
•Embed appropriate code
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Summary
• Included Coalition Partners can help
• Reach out to Corporate ERGs
• Online techniques are applicable to many sites, not just ActBlue
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No on 1• 1.4 Million Dollars• 17,125 Contributions• Average 81 dollars• 75 pages created by friends and staff• Wired for Change• 780,000 raised • 5430 donors with an• Average $143
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Contact Information• Andy Szekeres, 3PG Consulting
– [email protected]– Twitter.com/andyszekeres
• Julia Rosen, Courage Campaign– [email protected]– Twitter.com/juliarosen
• Josh Cohen, Approve71– [email protected]
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Contact Info
New Organizing Institute(202) 558-5585info@neworganizing.comwww.neworganizing.comwww.twitter.com/neworganizing
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Backup
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