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Newsflash: Your website doesn’t matter and your Facebook friends don’t care!
Studies show that when it comes to online fundraising only one thing really matters: the quality and size of your email list.
Email remains the primary driver of online donations. This was true for Obama’s 2008 campaign for President, and remains true for most, if not all, nonprofits raising money online.
Yes, you need a secure, functioning website where you can send people so they can donate money online. But supporters will never go there on their own in numbers enough to move the needle.
While we all love our Facebook friends and Twitter followers, nonprofits are raising very little money via social networks. At the end of the day the most reliable way to increase the amount of money your organization raises online is to maintain and grow a high quality email list. Focus your Facebook and Twitter outreach on building relationships with your followers and fans and listening to their feedback.
About the Speakers:
Lauren Miller, Director Of Email & Online Communications Programs, Blue State Digital: Since joining Blue State Digital in 2005, Lauren has developed online communications, fundraising, advocacy, outreach and social media programs for more than 100 political, nonprofit, cultural, academic and corporate clients, including the Democratic National Committee, Senator Ted Kennedy, Wal-Mart Watch and Americans United for Change. As Director of Email & Online Communications Programs, she currently oversees a team of talented writers and strategists who work with more than 75 active engagements around the world, including the American Red Cross, United Way, Partners in Health, the NAACP, and the American Cancer Society Cancer Action Network. Prior to BSD, Lauren served as State Volunteer Coordinator for the California Democratic Party and worked in their communications department during the 2004 election cycle. She holds a B.A. in Political Science and Middle Eastern & North African Studies from the University of California, Los Angeles.
Dionna Humphrey, Senior Email Campaigner, Greenpeace: Dionna recently started as the Senior Email Campaigner with Greenpeace USA. Dionna is responsible for developing and implementing metric-driven, multi-year email strategy to maximize the organization’s fundraising and online advocacy campaigns. Dionna has worked in grassroots advocacy for more than a decade, focusing primarily online fundraising and advocacy strategies for the past 6 years. As an independent consultant she assisted her clients with online fundraising, including both email and web. Prior to branching out on her own, Dionna worked as a Campaign Director with MomsRising and Director of Advocacy with the National Parks Conservation Association, where she was responsible for the online and offline grassroots strategy and capacity building. Dionna graduated from the University of Hawaii at Manoa with a BA in Women’s Studies
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