Growing Your Digital Fundraising — E-Blasting 101 (Net2Vic August 2013)

Email Blasting101

My name is Ben, and I speak for the donors!

SHOW & TELL

BOOK REPORT

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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