The art and science of fundraising online

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

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The art and science of fundraising online

by JocelynCHarmon on Jul 08, 2010

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The art and science of fundraising online — Presentation Transcript