DM 101 - Avalon Consulting Group - Online Fundraising

DIRECT MARKETING 101: Online Fundraising

June 2014

Barb PerellAvalon Consulting Group

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

Online revenue growing, but still <10% of total;98% not raising money on social media

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

Collect email everywhere – there is no silver bullet

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.

Invite interaction – ask supporters to give feedback, share content, or take action

Roll out the welcome mat to engage immediately after sign up

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

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

10

DM/TM/

Site/Web

DM/TM/Site

DM/Site DM/TM DM/Web/Site

DM/TM/Web

DM/Web DM Only$0

$20$40$60$80

$100$120

72%74%76%78%80%82%

Income/Member Average Gift Retention

Why integration is so important: More channels = better donors

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

Anatomy of an email

Envelope information

Ask and case for support

Closing & footer

Landing page

13

Craft an appropriate message for the audience, the time and the need

Test messaging style, tone, written vs. video, humor

Be authentic, transparent

Get to the point

Think campaigns, not email blasts

Tailor communications with data

Test, test, and then test some more!

Preview pane language for urgent appealsPhoto vs. signature closing

Personalization

HTML vs. text

Size of linked text

Text vs. buttons

Message – story, tone, offer

Make it easy for your supporters so they will stay engaged

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

Cultivate, engage and educate to keep supporters close to your mission

17

Thank your supporters early and often for their time, energy , donations and more

Analyze and benchmark against the industry and your own results

Source: 2014 eNonprofit Benchmarkes Study

Track, measure and analyze your metrics to inform future strategies

Website:Conversion rate – sign ups, donations, actionsBounce rate/Exit pagesPath and time on siteMobile traffic

Emails:Open rateClick through rateResponse rateAverage giftDelivery and bounce ratesUnsubscribe and churn rates

Check out these industry resources for tips, ideas and insights

Target Analytics Index of National Fundraising Performancehttp://www.targetanalysis.com

eNonProfit Benchmark Study (M+R and NTEN)http://www.e-benchmarksstudy.com/ (2013)

http://mrbenchmarks.com/ (2014, released 4/9/14)

Convio Online Marketing Benchmark Reporthttp://resources.convio.com/BenchmarkReport.html

Nonprofit Technology Networkhttp://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/

DM101 – Online Fundraising

Thank You! Speaker Contact Info:

Barb PerellVice President, Online Services

Avalon Consulting Group202-429-6080 x108

[email protected]