Building a StrongOnline Giving ProgramUsing Email and Web<br />Shirley Sexton<br />Director, Interactive <br />Marketing a...
Training by<br />Shirley Sexton<br />See3 Communications<br /><ul><li>Web Design & Development
Video Production
Interactive Marketing
www.see3.net</li></ul>Shirley Sexton | See3 Communications<br />9/10/2009<br />2<br />
Agenda<br /><ul><li>Online Fundraising Growth
Creating Your Online Strategy
Web site Usability
Email Marketing
Measuring Progress
Resources		</li></ul>Shirley Sexton | See3 Communications<br />9/10/2009<br />3<br />
Online Fundraising Growth<br />9/10/2009<br />4<br />Shirley Sexton | See3 Communications<br />
Online giving bucks overall trend<br />Overall charitable giving declined in 2008, the first drop since 1987.*<br />Giving...
Why?<br />Overall giving fell with the economy, specificallyConsumer confidence Index at lowest in Feb. 09 since &apos;67 ...
 Mega-trend to “go green”
 Advent of social networking</li></ul> <br />7/24/09<br />6<br />Shirley Sexton | Management Information Exchange Fundrais...
Creating Your Online Strategy<br />4/26/09<br />7<br />9/10/2009<br />7<br />Shirley Sexton | See3 Communications<br />
Internet Strategy Checklist<br /><ul><li>Review your org’s mission and business plan
Secure support from leadership
Prioritize objectives and audiences
Get commitment from stakeholders
Study your audience(s) needs, what do they want?
Invest in people and tools</li></ul>9/10/2009<br />8<br />Shirley Sexton | See3 Communications<br />
Prioritizing online objectives<br />9/10/2009<br />9<br />Shirley Sexton | See3 Communications<br />
Prioritizing online audiences<br />Is there overlap for your audiences in what they want, and you want them to do?<br />9/...
Web Site Usability for Donors <br />9/10/2009<br />11<br />Shirley Sexton | See3 Communications<br />
Stop focusing on home page<br />Treat every page like your front door.<br />Only 25% of Web visitors enter sites via the h...
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Building A Strong Online Fundraising Program

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What are the best practices in creating an online giving program? In this session you’ll learn what donors want most from a nonprofit’s website, and what fixable problems with websites commonly deter many online visitors from converting to donors. We’ll also cover the critical components of a successful email fundraising program.

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Building A Strong Online Fundraising Program

  1. 1. Building a StrongOnline Giving ProgramUsing Email and Web<br />Shirley Sexton<br />Director, Interactive <br />Marketing and Fundraising<br />
  2. 2. Training by<br />Shirley Sexton<br />See3 Communications<br /><ul><li>Web Design & Development
  3. 3. Video Production
  4. 4. Interactive Marketing
  5. 5. www.see3.net</li></ul>Shirley Sexton | See3 Communications<br />9/10/2009<br />2<br />
  6. 6. Agenda<br /><ul><li>Online Fundraising Growth
  7. 7. Creating Your Online Strategy
  8. 8. Web site Usability
  9. 9. Email Marketing
  10. 10. Measuring Progress
  11. 11. Resources </li></ul>Shirley Sexton | See3 Communications<br />9/10/2009<br />3<br />
  12. 12. Online Fundraising Growth<br />9/10/2009<br />4<br />Shirley Sexton | See3 Communications<br />
  13. 13. Online giving bucks overall trend<br />Overall charitable giving declined in 2008, the first drop since 1987.*<br />Giving USA 2009: The Annual Report on Philanthropy for the Year 2008.<br />Online fundraising grew in 2008 (compared to 2007) in the range of 14-26% (dependent upon source *)<br />*The Convio Online Marketing Nonprofit Benchmark Index Study<br />*2009 eNonprofit Benchmarks Study <br /> <br />9/10/2009<br />5<br />Shirley Sexton | See3 Communications<br />
  14. 14. Why?<br />Overall giving fell with the economy, specificallyConsumer confidence Index at lowest in Feb. 09 since &apos;67 inception.<br />Online giving on the rise due to:<br /><ul><li> Multi-generational eCommerce adoption
  15. 15. Mega-trend to “go green”
  16. 16. Advent of social networking</li></ul> <br />7/24/09<br />6<br />Shirley Sexton | Management Information Exchange Fundraising Conference <br />9/10/2009<br />6<br />Shirley Sexton | See3 Communications<br />
  17. 17. Creating Your Online Strategy<br />4/26/09<br />7<br />9/10/2009<br />7<br />Shirley Sexton | See3 Communications<br />
  18. 18. Internet Strategy Checklist<br /><ul><li>Review your org’s mission and business plan
  19. 19. Secure support from leadership
  20. 20. Prioritize objectives and audiences
  21. 21. Get commitment from stakeholders
  22. 22. Study your audience(s) needs, what do they want?
  23. 23. Invest in people and tools</li></ul>9/10/2009<br />8<br />Shirley Sexton | See3 Communications<br />
  24. 24. Prioritizing online objectives<br />9/10/2009<br />9<br />Shirley Sexton | See3 Communications<br />
  25. 25. Prioritizing online audiences<br />Is there overlap for your audiences in what they want, and you want them to do?<br />9/10/2009<br />10<br />Shirley Sexton | See3 Communications<br />
  26. 26. Web Site Usability for Donors <br />9/10/2009<br />11<br />Shirley Sexton | See3 Communications<br />
  27. 27. Stop focusing on home page<br />Treat every page like your front door.<br />Only 25% of Web visitors enter sites via the home page.--Nielsen Norman Group, 2008<br />9/10/2009<br />12<br />Shirley Sexton | See3 Communications<br />
  28. 28. What Donors Want Online<br />Donors want to quickly and easily find: <br /><ul><li>Mission (simply explained)
  29. 29. Goals
  30. 30. Objectives
  31. 31. Examples of work and first person stories, especially video
  32. 32. How donations are used, specifics</li></ul>9/10/2009<br />13<br />Shirley Sexton | See3 Communications<br />
  33. 33. What Donors Look for<br /><ul><li>Text field to search
  34. 34. Links (make them obvious)
  35. 35. Next steps/Instructions
  36. 36. Answers</li></ul>9/10/2009<br />14<br />Shirley Sexton | See3 Communications<br />
  37. 37. What Kills Donations<br /><ul><li>Users can’t figure out how or where to donate!
  38. 38. Cluttered pages
  39. 39. Mistrust of 3rd-party payment pages</li></ul>Nielsen Norman Group Report: Donation Usability: Design Guidelines for Improving the Donation Process and the Usability of Essential Information on Charity and Non-Profit Websites<br />9/10/2009<br />15<br />Shirley Sexton | See3 Communications<br />
  40. 40. Email Marketing<br />9/10/2009<br />16<br />Shirley Sexton | See3 Communications<br />
  41. 41. Email Marketing: Building Your List<br /><ul><li>Communicate with permission to retain trust and respect privacy
  42. 42. Request email registration on every page
  43. 43. Collect email addresses (with permission) at events, offices</li></ul>9/10/2009<br />17<br />Shirley Sexton | See3 Communications<br />
  44. 44. Email Marketing: Schedule<br />Create calendar of email communications<br />Monthly email newsletter<br />Campaigns (respond to opportunities when your mission and national/world news intersect)<br />Test frequency<br />Industry standard is 3-10 per month<br />9/10/2009<br />18<br />Shirley Sexton | See3 Communications<br />
  45. 45. Email Marketing: Design<br />Key elements for response<br />Subject line<br />From field<br />Call to action (link)<br />Signature<br />Light on graphics and formating<br />9/10/2009<br />19<br />Shirley Sexton | See3 Communications<br />
  46. 46. Measuring Progress<br />9/10/2009<br />20<br />Shirley Sexton | See3 Communications<br />
  47. 47. Measuring Progress<br />9/10/2009<br />21<br />Shirley Sexton | See3 Communications<br />Measure your key metrics before undergoing major changes.<br />2. Determine realistic intervals to measure (monthly, quarterly, annually)<br />3. Compare against industry benchmarks:<br />eNonprofits Benchmark Study www.e-benchmarksstudy.com/<br />
  48. 48. Measuring Progress: Web giving<br />9/10/2009<br />22<br />Shirley Sexton | See3 Communications<br />Online giving totals<br />Average gift size<br /># of gifts<br />“Offline giving” impacts (major and planned gifts)<br />The Wired Wealthy: Using the Internet to Connect with Your Middle and Major Donorshttp://nonprofit.about.com/od/onlinefundraising/a/wealthywired.htm<br />
  49. 49. Measuring Progress: Email <br />9/10/2009<br />23<br />Shirley Sexton | See3 Communications<br /><ul><li>Metric (2008 industry benchmark)
  50. 50. Open rate (14%)
  51. 51. click through rate (.6%)
  52. 52. response rate (.12%)
  53. 53. registration rate (3%)
  54. 54. list growth (17%)
  55. 55. list churn (19%)</li></ul>See eNonprofits Benchmark Study www.e-benchmarksstudy.com/<br />
  56. 56. Web Resources<br />9/10/2009<br />24<br />Shirley Sexton | See3 Communications<br />
  57. 57. Web marketing resources<br />Jakob Nielsen’s Web usability research: www.useit.com<br />Network for Good: A Fundraising Guide for the Overworked Nonprofit: www.fundraising123.org<br />Search engine marketing tips: www.searchenginewatch.com<br />9/10/2009<br />25<br />Shirley Sexton | See3 Communications<br />
  58. 58. Technology resources<br />Idealware: Candid reviews and information about nonprofit software: www.idealware.org<br />TechSoup: The technology place for nonprofits www.techsoup.com<br />NTEN: Your Nonprofit technology community: www.nten.org<br />9/10/2009<br />26<br />Shirley Sexton | See3 Communications<br />
  59. 59. Contact Me<br />Email: shirley@see3.net<br />See3 blog: http://blog.see3.net<br />LinkedIn: http://shirleysexton.com<br />Facebook: http://profile.to/shirleysexton<br />Twitter: http://twitter.com/webbarbie<br />Flickr: http://flickr.com/photos/webbarbie<br />9/10/2009<br />27<br />Shirley Sexton | See3 Communications<br />

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