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The art and science of fundraising online
 

The art and science of fundraising online

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    The art and science of fundraising online The art and science of fundraising online Presentation Transcript

    • The Art and Science of Fundraising Online
      Jocelyn Harmon, Care2
      Allyson Kapin, Rad Campaign
    • Did you know?
      300 billion was raised in 2008. – Giving USA
      $15 billion was raised online in 2008 – a44% increase over 2007) – Blackbaud
      $21 million has been raised by Causes since its launch three years ago.
      30% of online giving happens in December.*
      Average online gift was $144.72.*
      *Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis
    • Did you know?
      Online donors are younger.*
      Online donors have higher incomes.*
      Online donors give offline.* (The reverse is not true.)
      The Internet is a significant source of new donors.*
      70% of 50 – 64 year olds are online. – Pew Internet and American Life Project
      *Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis
    • 4 Steps to Online Fundraising Success
    • 1. Build a Great List
    • 2 Options
      Organic cultivation – via your own website, events, social networking sites, direct mail
      Paid acquisition – Google Ad Words, email append*, chaperoned emails, online acquisition (like Care2!)
    • 2. Create Killer Landing Pages
    • 3. Don’t Write Crappy Copy
    • Don’t Write Crappy Copy
      Be donor-centric
      Tell a story
      Be brief!
      Write to one person
      Use the active vs. passive voice
      Make an outline
      Edit, edit and edit some more
      Add images
    • 4. Measure Everything!
    • Measure Everything!
      Email Metrics
      Deliverability
      Open rate
      Click-through rate
      Unsubscribe rate
      Conversion
      Subject Lines
      Images
      Signatures
      Test low and high-dollar asks
      Website Metrics
      Visits
      Page Views
      Time on Site
      Bounce Rate
      Traffic Sources
    • What You Can Expect
      The average study participant sent 4 emails per month.
      Email fundraising response rates were .13%, and email advocacy response rates were 4%.
      The average gift size for a one-time online gift was $81.33.
      Annual email file churn was just under 17%.
      Online fundraising grew overall by 4.5% between 2008 and 2009.
      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.
      Source: 2010 e-Nonprofit Benchmark Study
    • What About Social Media?
      Social media are not a panacea and Facebook is not FREE!
    • What About Social Media
      Engagement is key!
      Give donors choices about how to connect with you.
      Determine the “ROI” of your social media efforts?
      Return on Insight
      Return on Interaction
      Return on Investment
      Return on Impact
    • Resources for You
      2010 e-Nonprofit Benchmark Study
      The Convio Online Nonprofit Benchmark Study
      donorCentrics: Internet Giving Benchmark Analysis
      Pew Internet and American Life Project
      www.frogloop.com Care2’s online marketing and fundraising blog
      www.marketingfornonprofits.org
      www.nonprofitmarketingblog.com
    • Connect With Us!
      Jocelynh@care2team.com
      @jocelynharmon
      www.marketingfornonprofits.org
      allyson@radcampaign.com
      @womenwhotech
      www.frogloop.com