The art and science of fundraising online


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The art and science of fundraising online

  1. 1. The Art and Science of Fundraising Online<br />Jocelyn Harmon, Care2<br />Allyson Kapin, Rad Campaign<br />
  2. 2. Did you know?<br />300 billion was raised in 2008. – Giving USA<br />$15 billion was raised online in 2008 – a44% increase over 2007) – Blackbaud<br />$21 million has been raised by Causes since its launch three years ago.<br />30% of online giving happens in December.*<br />Average online gift was $144.72.*<br />*Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis<br />
  3. 3. Did you know?<br />Online donors are younger.*<br />Online donors have higher incomes.*<br />Online donors give offline.* (The reverse is not true.)<br />The Internet is a significant source of new donors.* <br />70% of 50 – 64 year olds are online. – Pew Internet and American Life Project<br />*Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis<br />
  4. 4. 4 Steps to Online Fundraising Success<br />
  5. 5. 1. Build a Great List<br />
  6. 6. 2 Options<br />Organic cultivation – via your own website, events, social networking sites, direct mail<br />Paid acquisition – Google Ad Words, email append*, chaperoned emails, online acquisition (like Care2!)<br />
  7. 7. 2. Create Killer Landing Pages<br />
  8. 8.
  9. 9. 3. Don’t Write Crappy Copy<br />
  10. 10. Don’t Write Crappy Copy<br />Be donor-centric<br />Tell a story<br />Be brief!<br />Write to one person<br />Use the active vs. passive voice<br />Make an outline<br />Edit, edit and edit some more<br />Add images<br />
  11. 11. 4. Measure Everything!<br />
  12. 12. Measure Everything!<br />Email Metrics<br />Deliverability<br />Open rate<br />Click-through rate<br />Unsubscribe rate<br />Conversion<br />Subject Lines<br />Images<br />Signatures<br />Test low and high-dollar asks<br />Website Metrics<br />Visits<br />Page Views<br />Time on Site<br />Bounce Rate<br />Traffic Sources<br />
  13. 13. What You Can Expect<br />The average study participant sent 4 emails per month.<br />Email fundraising response rates were .13%, and email advocacy response rates were 4%.<br />The average gift size for a one-time online gift was $81.33.<br />Annual email file churn was just under 17%.<br />Online fundraising grew overall by 4.5% between 2008 and 2009.<br />For half of the nonprofits in our study, online revenue either held steady with 2008 or declined.  This decline was driven by a drop in the average gift size.<br />Source: 2010 e-Nonprofit Benchmark Study<br />
  14. 14. What About Social Media?<br />Social media are not a panacea and Facebook is not FREE!<br />
  15. 15. What About Social Media<br />Engagement is key!<br />Give donors choices about how to connect with you.<br />Determine the “ROI” of your social media efforts?<br />Return on Insight<br />Return on Interaction<br />Return on Investment<br />Return on Impact<br />
  16. 16. Resources for You <br />2010 e-Nonprofit Benchmark Study<br />The Convio Online Nonprofit Benchmark Study<br />donorCentrics: Internet Giving Benchmark Analysis<br />Pew Internet and American Life Project<br /> Care2’s online marketing and fundraising blog<br /><br /><br />
  17. 17. Connect With Us!<br /><br />@jocelynharmon<br /><br /><br />@womenwhotech<br /><br />