Online Marketing, Part II: Turning Participants into Supporters -- Stepping up Your Online Fundraising Presented by Kivi Leroux Miller

This is Me

Me Online

Enough Me, How About You? Everyone Stand Up! Flickr: Zen

Everyone

Stand

Up!

Kivi’s Live Oak Theory of Online Marketing for Nonprofits

The Trunk is Your Website

Leaves are Your E-Newsletter and RSS Feeds

Acorns are What You Share with Your Biggest Fans

Seedlings are Your New Online Communities and Major Donors who Grow from Your Acorns

PART I: Website and E-Newsletter Fundamentals

Domain Name Make Sense? Know Where Am I? Clear Path for Top Questions/Actions? Images? Donate Online? Email Capture? People Featured? Stories on Need or Success? Easy to Contact Staff? Google Keywords on Target? 10-Point Basic Website Check

Domain Name Make Sense?

Know Where Am I?

Clear Path for Top Questions/Actions?

Images?

Donate Online?

Email Capture?

People Featured?

Stories on Need or Success?

Easy to Contact Staff?

Google Keywords on Target?

Four Elements of E-Newsletters Content – What’s inside? Design – What’s it wrapped in? Delivery – How is it sent? Tracking – What’s the response?

Content – What’s inside?

Design – What’s it wrapped in?

Delivery – How is it sent?

Tracking – What’s the response?

PART II: Fundraising (and Friendraising) via Email, RSS Feeds, and Social Media

2008 “Wired Wealthy” Survey seachangestrategies.com edgeresearch.com convio.com

seachangestrategies.com

edgeresearch.com

convio.com

2008 eNonprofit Benchmarks Study e-benchmarksstudy.com Nonprofit Technology Network (NTEN) and M+R Strategic Services

e-benchmarksstudy.com

Nonprofit Technology Network (NTEN) and M+R Strategic Services

2008 Convio Benchmark Index convio.com/resources/ nonprofit-sector-research.html

Web 2.0 Makes This Easier Patron Participant Page Viewer Getting answers, reading, lurking Subscribing, commenting, posting, tagging, following Volunteering, donating, evangelizing But You Have to Let Go to Get the Best Results!

Convert Your Web Visitors 3% of new website visitors register with email address. (Convio) TONS of room for improvement! Flickr: futureshape

3% of new website visitors register with email address. (Convio)

TONS of room for improvement!

Is it obvious you want it and easy for me to give it to you?

A Robust, Healthy E-List is a MUST! Reduces your costs Easier to measure, track Easy to segment and test Relatively quick results Online giving up 19% from 2006 to 2007. Online Fundraising Success is Closely Linked to the Size and Health of Your Email List

Reduces your costs

Easier to measure, track

Easy to segment and test

Relatively quick results

Online giving up 19% from 2006 to 2007.

How big is your email list now?

How big is your direct mail list?

How Fast Should We Grow? Annual growth rate increased from 24% in 2006 to 29% in 2007 or 2.4% per month. Convio says 32%. Flickr: Zoonie Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services

Annual growth rate increased from 24% in 2006 to 29% in 2007 or 2.4% per month.

Convio says 32%.

Maintain What You Have It’s easier to keep a contact than to find a new one. Flickr: Steve Parker

It’s easier to keep a contact than to find a new one.

Find Out What Makes Them Tick Allow your readers to talk back to you. Flickr: clippodcaster

List Churn is Inevitable What percentage of a nonprofit’s email list turns over each year? Flickr: cesarastudillo

What percentage of a nonprofit’s email list turns over each year?

List Churn is Inevitable What percentage of a nonprofit’s email list turns over each year? 19 % Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services Flickr: cesarastudillo

What percentage of a nonprofit’s email list turns over each year?

19 %

Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services

When do unsubscribes peak?

Add New Contacts Your list will shrink unless you add to it regularly. Flickr: Lost Bob

Your list will shrink unless you add to it regularly.

So How Many Do You Need? Want to go from 1,000 to 2,000 names? Need to add 1,380. Your churn rate will grow as your list does!

Want to go from 1,000 to 2,000 names? Need to add 1,380.

Your churn rate will grow as your list does!

Permission is the Sun You cannot live without it! Existing Business Relationships Single Opt-ins Double Opt-ins Flickr: Steffe

You cannot live without it!

Existing Business Relationships

Single Opt-ins

Double Opt-ins

Add New Contacts Offer extremely easy ways to subscribe online, with incentives. Flickr: Aim and Shoot

Offer extremely easy ways to subscribe online, with incentives.

What incentives can you offer?

Add New Contacts Build other kinds of lists (RSS, social networking site friends, mobile) to encourage email subscriptions too. Flickr: fuzzyjay

Build other kinds of lists (RSS, social networking site friends, mobile) to encourage email subscriptions too.

Move Offline Contacts Online When you connect offline, are you asking them to connect online? Flickr: femaletrumpet02

When you connect offline, are you asking them to connect online?

How else can you get new email addresses?

Flickr: crystl

Email Open Rates Bad News: Open Rates are Falling 17.6% (eNonprofit) and 14% (Convio) Good News: You Can Do Better . . . Flickr: Leonid Mamchenkov

Bad News: Open Rates are Falling

17.6% (eNonprofit) and 14% (Convio)

Good News: You Can Do Better . . .

Marketing Genius Words of Wisdom “ The basics are what most organizations are missing. Obsessing about this is far more effective than managing the latest fad.” Seth Godin, during an online chat about nonprofit marketing on philanthropy.com, May 20, 2008

“ The basics are what most organizations are missing. Obsessing about this is far more effective than managing the latest fad.”

Seth Godin, during an online chat about nonprofit marketing on philanthropy.com, May 20, 2008

Permission is the Sun You cannot live without it! Existing Business Relationships Single Opt-ins Double Opt-ins Flickr: Steffe

You cannot live without it!

Existing Business Relationships

Single Opt-ins

Double Opt-ins

Segmentation is Water Flickr: Martin LaBar Your list can grow and prosper without segmentation, but you’ll be much more vibrant with it. Flickr: Fallen Pegasus OR

Most Obvious Ways to Segment By Topic By Frequency By Level of Activism Flickr: PinkMoose

By Topic

By Frequency

By Level of Activism

Let People Segment Themselves Let supporters tell you what they want and how often. Flickr: sage(crazy busy)

You Segment Them Further Based on your marketing goals.

How could you segment more effectively?

Segmentation Example Segmenting based on subject area interest Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services

Segmentation Example Human Rights Campaign (hrc.org) Segmenting based on advocacy and donation activities Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services

Human Rights Campaign (hrc.org)

Segmenting based on advocacy and donation activities

Now What? What tasty goodness will we find inside your emails? Flickr: star5112

What tasty goodness will we find inside your emails?

Who We Really Care About People who want us to email them and who have money to give to us!

People who want us to email them and who have money to give to us!

Who Are the Wired Wealthy? Small group of generous donors with enormous financial impact Younger Baby Boomers (early 50s) Highly educated Very comfortable online Some interest in social networks Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.

Small group of generous donors with enormous financial impact

Younger Baby Boomers (early 50s)

Highly educated

Very comfortable online

Some interest in social networks

Who Are the Wired Wealthy? Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.

Relationship Seekers 29% of Wired Wealthy Younger, online more, like social media more Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008. “ I do get lots of emails from all these organizations and if it’s got interesting content about their work, I’m happy to get them.”

29% of Wired Wealthy

Younger, online more, like social media more

All Business 30% of Wired Wealthy Visit websites to donate online, period. Older, less open to email, more comfortable with offline options. Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008. “ I personally want to be left alone. You send in a check one time and you get inundated with unwanted stuff. [With online giving] you can check all the boxes that you don’t want to be contacted.”

30% of Wired Wealthy

Visit websites to donate online, period. Older, less open to email, more comfortable with offline options.

Casual Connectors 41% of Wired Wealthy Middle ground between the other two groups. Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008. ” I expect periodic updates, accountability or an annual report…I expect some acknowledgement along the way in terms of a thank you or you are appreciated as a donor kind of thing.”

41% of Wired Wealthy

Middle ground between the other two groups.

What They Want to Receive Tax Receipt at End of Year Reports on How Money Spent Action Alerts Success Stories Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.

Tax Receipt at End of Year

Reports on How Money Spent

Action Alerts

Success Stories

Why They Like Online Giving Speed Efficiency Instant Gratification Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008.

Speed

Efficiency

Instant Gratification

And Why They Don’t Source: “The Wired Wealthy” by Convio, Sea Change Strategies, and Edge Research, 2008. Too much email Fear fraudulent emails Email will be sold Identity theft

Too much email

Fear fraudulent emails

Email will be sold

Identity theft

What does this tell you?

Flickr: Mark Strozier

Email Click-Thru Rates 3.8% and falling Advocacy response: 7.5% E-Newsletter response: 3.6% Fundraising response: .13% Source: 2008 eNonprofit Benchmarks Study, NTEN & M+R Strategic Services Flickr: saba dija

3.8% and falling

Advocacy response: 7.5%

E-Newsletter response: 3.6%

Fundraising response: .13%

Online Giving is Growing Grew by 23%. Growth at “visitation” agencies was 83%! Average online gift: $61, up from $56 Source: 2008 Convio Online Marketing Nonprofit Benchmark Index Study

Grew by 23%.

Growth at “visitation” agencies was 83%!

Average online gift: $61, up from $56

“ Rapid Donor Cultivation” commonknow.com 10 emails over 5 weeks – a sequenced, in-depth introduction. Informational and interactive – links to blog, photo galleries, surveys – but evergreen. First appeal sent at 45 days. Conversion of subscriber to donors increased 83%. Size of first gift increased 15%.

10 emails over 5 weeks – a sequenced, in-depth introduction.

Informational and interactive – links to blog, photo galleries, surveys – but evergreen.

First appeal sent at 45 days.

Conversion of subscriber to donors increased 83%.

Size of first gift increased 15%.

What would be in your intro email series?

Cultivate a Healthy List The health of your list is just as important as its size. Flickr: Laurel Fan

The health of your list is just as important as its size.

Tired of Talking About Email? Flickr: Robyn Gallagher

It’s Cool, It’s Hip, It’s . . . Flickr: Jeff Milner

Social Media Can get very overwhelming, very fast Flickr: M. Keefe

Can get very overwhelming, very fast

The Reality for Fundraisers Social Media is about Friendraising more than Fundraising. Value is in listening, connecting, and learning.

Social Media is about Friendraising more than Fundraising.

Value is in listening,

connecting, and

learning.

Dip into Social Media – But Dive into One Tool Flickr: emutree

Dip into Social Media – But Dive into One Tool

Stop me if you are doing any of these things, or want to see them live.

First, Check Out What’s Going On Follow the Work of Beth Kanter artssocialmedia. wikispaces.com

Follow the Work of Beth Kanter

artssocialmedia. wikispaces.com

RSS: Subscribing to Blogs, Podcasts, Etc.

“ Short and sweet” is great. Search engines love blogs. Easy way to add some personality to your website. Benefits of Blogging CafePress.com

“ Short and sweet” is great.

Search engines love blogs.

Easy way to add some personality to your website.

Groups on Flickr

Facebook Causes

Keep an Eye on Mobile Tools

What else do you wanna know?

Questions?

Congratulations! © 2008, EcoScribe Communications