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Building A Strong Online Fundraising Program
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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 …

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.

Published in: Technology, News & Politics

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

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