Your SlideShare is downloading. ×
Best Practices for Online Fundraising
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Best Practices for Online Fundraising

1,550
views

Published on


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,550
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
30
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • First message raised ~60% of funds; second message raised ~30% of funds; third message raised ~10% of funds
  • Transcript

    • 1. Best Practices for Online Fundraising Kate Millea and Adam Lemmon Convio, Inc.
    • 2. Best Practices for Online Fundraising
      • eCRM Overview
      • Online Communication
      • Your “Housefile”
      • Planning for Online Success
      • Recap
    • 3. eCRM Framework
    • 4. Best Practices for Online Fundraising
      • eCRM Overview
      • Online Communication
      • Your “Housefile”
      • Planning for Online Success
      • Recap
    • 5. Kinds of Communications
      • Scheduled Communications: timing is planned well in advance
      • Timely Communications: timing is based upon specific events or specific opportunities
      • Triggered Communications: timing is “triggered” by an online interaction
    • 6. The Importance of Timeliness
      • Nonprofit organizations lose access to a stream of new online constituents as time progresses
      Source: Analysis of 3 major nonprofits
    • 7. Example – Timely Communication
      • Uses “Letter from the Desk of” format
      • Copy is short & to the point
      • Timely information that invites action – leads to loyalty
      • Tell-A-Friend prominent for viral outreach
    • 8. eNewsletter- Scheduled Communication
          • When KUT simply asked for email address, they got 5%. When they switched the ask to receive eNewsletter, they captured 95% of email addresses.
        • Define your objectives.
        • Modify all offline advertising, direct mail, event registrations with a “hook” and an email ask.
          • “ Please provide your email address to receive the latest news on cancer research in our monthly email newsletter.”
        • Never ask for an email address without highlighting the eNewsletter benefit.
    • 9. eNewsletter Template Example
      • Personalized
      • Tell A Friend and Donate links above the fold
      • Excerpt-style newsletter, with monthly headline feature
      • Look remains consistent from issue to issue
      • Headlines and features change from month to month
      • Speaks to reader through clear calls to action
    • 10. Deconstructing the eNewsletter Template
      • Top-priority links & branding consistent from month to month
      • Headlines & graphics change, but general dimensions stay the same
      • Color scheme may change, but structure is consistent
      Feature #1 Feature #2 Feature #3 Branding Personalization In this Issue Graphic & Lead Story Copy Second Headline Graphic & Second Story Copy Donate Link First Headline
    • 11. eNewsletters – How are they read?
      • Recipients fully read only 19% of an eNewsletter, often not scanning the entire newsletter.
      • 35% of readers scanned only a small part of the newsletter.
      • 67% of readers completely skipped introductory text at the top of the newsletter.
      • Average amount of time readers spend on an eNewsletter after opening it: 51 seconds
      • Notice the emphasis on reading the first two words of the headlines .
      • RSS feeds do not work as a substitute for an eNewsletter. Also, avoid referring to them as “RSS feeds.” Use something more easily understood, like “news feed.”
      “ 2006 Email Marketing Snapshot”, David Daniels, Jupiter Research, 2006 Email Newsletters: Surviving Inbox Congestion. Jakob Nielsen. http://www.useit.com/alertbox/newsletters.html . June, 2006.
    • 12. Copy Writing: Online vs. Offline Offline Online Formal, polished tone Informal, conversational “voice” Longer copy, builds a “case”, can be explanatory Short, to-the-point, uses “hooks” to quickly grab attention, highly condensed One-way Two-way Solicitation-oriented Relationship-oriented 4-6 sentences/paragraph 1-2 sentences/paragraph
    • 13. Best Practices for Online Fundraising
      • eCRM Overview
      • Online Communication
      • Your “Housefile”
      • Planning for Online Success
      • Recap
    • 14. Importance of Housefile
      • Example:
      • Web Traffic = 5,000 Visitors/ Month
      • Housefile= 10,000 email addresses
      • Open Rate = 20 %
        • 2,000 people might open the email
      • Click Through Rate = 5%
        • 500 people might click through to your site to learn more
      • Actions = 1%
        • 100 people might act on that email
    • 15. Best Practices for Online Fundraising
      • eCRM Overview
      • Online Communication
      • Your “Housefile”
      • Planning for Online Success
      • Recap
    • 16. What’s your path to online success in 2009?
      • Campaign Calendar:
      • what and when
      • Editorial Calendar: themes, content, timing
      • Budget:
      • training, staff, content & materials
      Build
      • Can Your Staff:
      • Manipulate images?
      • Work with basic HTML?
      • Be detail-oriented (copy & visual)?
      • Go through Convio Training?
      Perform final QA: Test all web & email content Get final approvals Launch! Plan Launch
    • 17. Planning – 2009 Top Three Priorities
      • Examples:
        • Raise funds
        • Grow our email list
        • Increase awareness about our cause
        • Recruit more advocates
        • Recruit more volunteers
        • Communicate more effectively
        • Promote a major event
        • Build richer profiles
    • 18. Your 2009 Plan Ready Set Go! Top 3 Priorities Fundamentals Campaigns 1. 2. 3.
    • 19. Create Your Plan Now!
        • Q4 2009
        • Q2 2009
        • Q3 2009
        • Q1 2009
      J F M A M J J A S O N D
    • 20. 2009 – Planning Housefile Building Campaign Best Practices: Outreach tactics for finding new supporters Q&A: Tell-a-friend, eCards, viral marketing, and rewards programs
        • Q2 2009
      Sustained Giving Campaign Best Practices: Converting year-end Donors to monthly givers Q&A: Donation forms and fundraising appeals
        • Q4 2009
      Year-End Campaign Q&A: Donation forms and fundraising appeals
        • Q1 2009
        • Community | Consulting | Experience
      Fall Fundraising Campaign Best Practices: Creating a compelling ask for support Q&A: Donation forms and fundraising appeals
        • Q3 2009
      Best Practices: Maximizing year-end giving Example:
    • 21. Campaigns: Spring/Fall Fundraising Message #1: Send 200 youth to Yellowstone this summer Message #2: We still have 115 youth who need your support Message #3: We’re able to send 178 youth – it’s not too late to give
    • 22. Campaigns: Spring/Fall Fundraising eAppeal – Campaign kick-off Sent to broad audience eAppeal Reminder – Donating online is fast and easy Donation Confirmation AutoResponder – includes tax receipt information After a constituent makes an online gift, they will be shifted to the audience which receives thank you messages. Campaign Close – Success statement and a reminder that there’s still time to donate Audience: Entire email file, minus your optional suppression list Audience: Individuals who have donated to this campaign Thank you for financial support – Call to Action: Tell your friends about this campaign *excludes donors *excludes donors *received after donation completed *received during week after donation
    • 23. Best Practices for Online Fundraising
      • eCRM Overview
      • Online Communication
      • Your “Housefile”
      • Planning for Online Success
      • Recap
    • 24. eCRM Framework
    • 25. Kinds of Communications
      • Scheduled Communications: timing is planned well in advance
      • Timely Communications: timing is based upon specific events or specific opportunities
      • Triggered Communications: timing is “triggered” by an online interaction
    • 26. What’s your path to online success in 2009?
      • Campaign Calendar:
      • what and when
      • Editorial Calendar: themes, content, timing
      • Budget:
      • training, staff, content & materials
      Build
      • Can Your Staff:
      • Manipulate images?
      • Work with basic HTML?
      • Be detail-oriented (copy & visual)?
      • Go through Convio Training?
      Perform final QA: Test all web & email content Get final approvals Launch! Plan Launch
    • 27. Why Nonprofits Use Convio
      • Increase revenue
        • Reach and acquire new donors and retain existing ones
        • Increase giving frequency and average gift size from each donor
        • Increase response rates to direct mail using an integrated approach
        • Cultivate potential major donors and steward existing relationships
      • Lower costs and increase capacity
        • Decrease marketing and communication costs by leveraging email
        • Ease administration through online automation
      • Support their mission
        • Raise awareness of their cause and organization (increase profile)
        • Educate constituents through timely, informative, personalized content
        • Make taking action easier and more rewarding for constituents
        • Encouraging constituents to share their passion with friends
    • 28. How Those Benefits Are Created
      • Software
        • Internet software with proven capabilities in:
          • Fundraising
          • eCommerce
          • Events
          • Email marketing
          • Web site content management
        • Provided through Software as a Service (SaaS) model
      • Services
        • Ensure quick, successful implementation
        • Address your unique needs, mission and timeframe
      • Expertise
        • Provide best practices for success
        • Create documentable results
    • 29. Contact Convio
      • On the Web:
      • www.convio.com
      • Share your email
      • Contact Kate or Adam:
      • kmillea@convio.com or alemmon@convio.com

    ×