The Overachiever's Guide to Online Fundraising: 9 Steps to Kick Start 2012


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Think it's too soon to start preparing for 2012 fundraising? Think again!

Earn your overachiever’s gold star and get cracking with ten steps you can use now to raise more money throughout the year.

You might know that 40 percent of all online donations come in during December. If so you probably also know you have to start early to make sure your year-end efforts pay off. It takes months of list building, inspiring donors, cultivating them, testing, and analyzing metrics to make the absolute most of year-end opportunities.

Alia McKee of Sea Change Strategies, Eric Rardin of Care2 and Dionna Humphrey of Greenpeace discuss concrete ways you can maximize your strategy and tactics in the New Year.

You'll learn the most successful fundraising strategies including:
-How to create compelling fundraising campaigns that motivate web visitors to make a donation on your website.
-Which easy fixes you can make to your donation page, so that donors complete the donation process.
-How to communicate with donors before, during, and after they donate money online to your nonprofit and build long lasting relationships.

You can also view or download the full audio for this presentation at:

Published in: Education, Technology, Business
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  • Anniversary email Thank you videos and callsfrom beneficiaries
  • This is the highjack we created for the 2009 Year-End campaign.
  • Quickly re-cap the test featured on this slide and maybe one more
  • Discuss importance of testing SEM donation pages - Assumption: providing additional context on SEM donation pages could improve conversion rate Ran a simple A/B test where the challenger featured our mission statement Challenger outperformed control version of form
  • Example of list-building; point out that: Care2 has been a good source of donor acquisition We try to coordinate our acquisition push with our Year-End campaign and September Membership Drive
  • The Overachiever's Guide to Online Fundraising: 9 Steps to Kick Start 2012

    1. 1. The Overachiever ’s Guide to Online Fundraising Nine Steps to Kick Start 2012
    2. 2. <ul><li>Alia McKee , Principal, Sea Change Strategies </li></ul>Eric Rardin , Director of Nonprofit Services, Care2 Dionna Humphrey , Senior Email Campaigner, Greenpeace
    3. 4. 1. Do what your mother taught you
    4. 5. Always say your hello ’s & thank you’s!
    5. 6. Get your thank on <ul><li>Give new donors a special welcome </li></ul><ul><li>Add four additional thank you messages </li></ul><ul><li>Don ’t just thank your donors – thank your super activists and other prospects too </li></ul><ul><li>Bust out your pen or telephone </li></ul><ul><li>Be your donor for the day </li></ul>
    6. 7. 2. Make your website an email and donation magnet
    7. 11.
    8. 15. 3. Test your donate forms
    9. 16. Main Donation Form <ul><li>Adding a trust seal resulted in a 5.11%+ in conversions </li></ul>CONTROL CREATIVE 1 CREATIVE 2 WINNER! +5.11%
    10. 17. Testing issues- what resonates with your list?
    11. 18. Is this your form? <ul><li> Scary and long? </li></ul><ul><li> Unnecessary fields? </li></ul><ul><li> Multiple non-giving options? </li></ul><ul><li> Global navigation? </li></ul><ul><li> Error messages when people submit? </li></ul><ul><li> No security or privacy policy links? </li></ul><ul><li> No address and phone number? </li></ul>
    12. 19. CHANGE IT! See our overachiever ’s best practice check list.
    13. 20. 4. Take your site for a test drive
    14. 21. Recruit unsuspecting subjects to help you avoid usability pitfalls
    15. 22. 5. Review your traffic
    16. 24. Optimize your traffic <ul><li>Set up analytics to measure current traffic – and review the metrics  </li></ul><ul><li>Optimize organic search results </li></ul><ul><li>Experiment with paid search and Google grants </li></ul><ul><li>Focus on where your traffic is </li></ul><ul><li>Leverage new and old media </li></ul>
    17. 25.
    18. 26. Google Ads, other site referral
    19. 27. 6. Get to know your supporters
    20. 30. Show them you know them <ul><li>Listen through your metrics </li></ul><ul><li>Survey </li></ul><ul><li>Online focus groups </li></ul><ul><li>Personalize </li></ul>
    21. 31. 7. Grow your list and welcome them warmly
    22. 32. Grow your list <ul><li>Maximize organic traffic </li></ul><ul><li>Set goals </li></ul><ul><li>Understand the options </li></ul><ul><li>Do the math </li></ul><ul><li>Track and measure </li></ul>
    23. 33.
    24. 34. Organic growth, onboarding strategies
    25. 36. 8. Find your stories
    26. 39. Tell your stories more effectively <ul><li>Be an emotional story detective </li></ul><ul><li>Provide crystal clear direction </li></ul><ul><li>Think multi-channel </li></ul>
    27. 40. 9. Outline a plan
    28. 41. Insert puzzle pieces coming together picture
    29. 42. Your plan - simplified <ul><li>Strategic objectives </li></ul><ul><li>Goals </li></ul><ul><li>Tactics </li></ul><ul><li>Narrative arc </li></ul><ul><li>Messaging calendar across channels </li></ul>
    30. 43. Fundraiser of the Year