1 Avalon Consulting Group, Inc. All rights reserved, 2014 #Bridge1 4 DM101: Online Fundraising Barb Perell, Avalon Consulting #Bridge 14
1Avalon Consulting Group, Inc.
All rights reserved, 2014 #Bridge14
DM101: Online FundraisingBarb Perell, Avalon Consulting
#Bridge14
2Avalon Consulting Group, Inc.
All rights reserved, 2014 #Bridge14
Takeaways from this session:
The foundation of any online program
How to integrate online with other direct marketing channels
How to build an email list that will stay engaged
The components of an email campaign
What online metrics to track, measure and analyze
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Online revenue growing, but still <10% of total;98% not raising money on social media
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Maximize lead generation and drive traffic
•Partner with like-minded organizations to send email on each other’s behalf (free)•Partner with publications like Mother Jones and the Nation to send emails (paid)
List chaperones
•Match rate 12-15%•Can cost as little as $.12/match depending on volume•Do not perform as well as organic names, but appending emails to lapsed donors can increase donor value of this segment
Email appends
•Large pools of activists ready to take action•Must have conversion plan in place to ensure ROI
Petition-based sites
• Include email sign up within Facebook•Cross promote advocacy opportunities
Social media
•Google AdWords and Search•Place ads on ad networks to drive traffic, generate leads and prospects/donors•Serve ads to your website visitors and email clickers as they visit other sites online•Facebook ads, Twitter tailored audiences
Paid advertising and Retargeting
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Collect email everywhere – there is no silver bullet
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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.
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Invite interaction – ask supporters to give feedback, share content, or take action
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Automate a welcome series with evergreen content to
streamline execution
Test what type and how many communications to send
Educate subscribers about your organization and give
them a reason to stay on your list
Roll out the welcome mat to engage immediately after sign up
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Integrate communications to avoid confusion and save time
Grid online schedules with all other channels
Integrate production schedules to streamline execution
Determine who’s getting what and when to avoid overlap
Identify online-only opportunities
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Why integration is so important: More channels = better donors
DM/TM/
Site/Web
DM/TM/Site
DM/Site DM/TM DM/Web/Site
DM/TM/Web
DM/Web DM Only$0
$50
$100
$150
72%74%76%78%80%82%
Income/Member Average Gift Retention
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Apply the same good fundraising disciplines as other channels
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 onlineDefine your Tests
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Anatomy of an email
Envelope information
Ask and case for support
Closing & footer
Landing page
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Test messaging style, tone, written vs. video, humor
Be authentic, transparentGet to the point
Think campaigns, not email blastsTailor communications with data
Craft an appropriate message for the audience, the time and the need
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Test, test, and then test some more!
Preview pane language for urgent appeals
Photo vs. signature closing
PersonalizationHTML vs. textSize of linked textText vs. buttonsMessage – story, tone, offer
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Seamless transition from email to landing page and between channels
Save credit card information; provide auto login
Consider making emails and donation pages mobile friendly
Automate follow up emails
Provide donation opportunities everywhere
Make it easy for your supporters so they will stay engaged
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Cultivate, engage and educate to keep supporters close to your mission
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Thank your supporters early and often for their time, energy , donations and more
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Analyze and benchmark against the industry and your own results
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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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Check out these industry resources for tips, ideas and insights
Target Analytics Index of National Fundraising Performance
http://www.targetanalysis.com
eNonProfit Benchmark Study (M+R and NTEN)
http://www.e-benchmarksstudy.com/ (2013)
http://mrbenchmarks.com/ (2014, released 4/9/14)
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/
Don’t forget to visit the
Solutions Showcase! Many of the ideas discussed today are on display at the
Solutions Showcase!
#Bridge14
Thank You! Barb Perell
Vice President, Online ServicesAvalon Consulting Group
202-429-6080 [email protected]