Online Fundraising Demystified

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Presented on June 10, 2011 by Mack Campbell at the DFW Philanthropy Conference, this session included a discussion of best practices for website and email design, as well as benchmarks and fundraising through social media.

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Online Fundraising Demystified

  1. 1. Online Fundraising<br />Demystified<br />Presented by Mack CampbellDFW Philanthropy Conference<br />
  2. 2.
  3. 3. There are<br />234,000,000+<br />websites worldwide<br />Of those,<br />126,000,000<br />are blogs<br />
  4. 4. 247,000,000,000+<br />emails are sent<br />per day<br />That’s<br />36 per person<br />each day<br />
  5. 5. Offline: $288B<br />Online: $15B<br />
  6. 6. Online = 5%<br />of all giving<br />
  7. 7. Online Donation Growth<br />$15,400,000,000<br />$10,400,000,000<br />$300,000<br />2009<br />2010<br />1997<br />
  8. 8. Online Donation Growth<br />5,133,233.33%<br />
  9. 9. Online donors are more engaged than traditional direct mail donors.<br />
  10. 10. Average online gift is $80.80.<br />Average direct mail gift is $55.38.<br />
  11. 11. In 2009, $11.68 was raised online per email address.<br />How much did you raise per mailing address?<br />
  12. 12. Online donors are multi-channel donors.<br />
  13. 13. Today<br /><ul><li>How do I get started?
  14. 14. Why should I care about Social Media?
  15. 15. Now what?</li></li></ul><li>How Do I Get Started?<br />
  16. 16. Developing a Strategy<br /><ul><li>Technology
  17. 17. Design
  18. 18. Email
  19. 19. Revenue</li></li></ul><li>Technology<br />Invest in a Content Management system (CMS) and email marketing platform that directly integrates with your database.<br />
  20. 20. Technology<br />$1 investment = $25 in donations<br />Source: Network for Good<br />
  21. 21. Integration<br />Donor<br />Your Website<br />CMS<br />Your Database<br />
  22. 22. Buying a CMS<br /><ul><li>What products already exist to integrate with your data?
  23. 23. The most expensive option may be the best, but it may not be right.
  24. 24. Look for advanced features.</li></li></ul><li>Advanced Features<br /><ul><li>Peer-to-Peer Fundraising
  25. 25. Behavioral Content
  26. 26. Email Campaigns
  27. 27. Advanced Reporting</li></li></ul><li>Technology<br /><ul><li>Invest
  28. 28. Train</li></li></ul><li>Technology<br />Train your staff to utilize all aspects of the software – as if they all are administrators.<br />
  29. 29. Training<br />Don’t buy a car without having a driver’s license.<br />
  30. 30. Developing a Strategy<br /><ul><li>Technology
  31. 31. Design
  32. 32. Email
  33. 33. Revenue</li></li></ul><li>Design Strategy<br />Identify your website’s audiences:<br /> Clients<br /> Donors<br /> Volunteers<br />Students<br />Partner Agencies<br />Grant makers<br />
  34. 34. Design Strategy<br />What is the mission statement of your website?<br />
  35. 35. Design Strategy<br />“…but people never forget how you made them feel.”<br />- Maya Angelou<br />
  36. 36. Understanding Design<br />Can a stranger know what you’re about and why they should care within 2 seconds of opening your homepage?<br />
  37. 37. Understanding Design<br /><ul><li>Are the images large and engaging to emotionally connect with a visitor?</li></li></ul><li>Donation Pages<br /><ul><li>Can a new visitor find the donate button within 2 seconds?
  38. 38. Is the donate button:
  39. 39. above the fold?
  40. 40. big and colorful?
  41. 41. surrounded by a sense of urgency?</li></li></ul><li>Donation Pages<br /><ul><li>Donation forms should be:
  42. 42. Short
  43. 43. Specific to the gift type
  44. 44. Single-Page
  45. 45. Include brief copy</li></li></ul><li>Engagement<br /><ul><li>If they are not ready to donate, give a visitor the ability and reason to take the first step toward a relationship.</li></li></ul><li>Design<br /><ul><li>Design Goals
  46. 46. Local Best Designs</li></li></ul><li>
  47. 47.
  48. 48.
  49. 49. Design<br /><ul><li>Design Goals
  50. 50. Local Best Designs
  51. 51. Videos
  52. 52. Building Traffic</li></li></ul><li>Building Traffic<br />The #1 rule to increase traffic is simply to tell people about your website.<br />
  53. 53. Building Traffic<br />Develop uniform email signature lines for every employee in your organization.<br />
  54. 54. Building Traffic<br />Create simple URLs for targeted use.<br />www.childrens.com/give<br />
  55. 55. Building Traffic<br />Search Engine Optimization<br />
  56. 56. Building Traffic<br />Google Ads<br />
  57. 57.
  58. 58. Building Traffic<br />AddThis<br />
  59. 59. Developing a Strategy<br /><ul><li>Technology
  60. 60. Design
  61. 61. Email
  62. 62. Revenue</li></li></ul><li>Email<br />Statistics<br />Best Practices<br />Growing Your List<br />
  63. 63. Online Revenue<br />Source: Convio Online Benchmarking Report, 2010<br />
  64. 64. Online Revenue<br />Health<br />Environmental<br />Source: Convio Online Benchmarking Report, 2010<br />
  65. 65. Email Benchmarks<br />Source: Convio Online Benchmarking Report, 2010<br />
  66. 66. Translating Benchmarks<br />
  67. 67. Translating Benchmarks<br />
  68. 68. Email<br /><ul><li>Statistics
  69. 69. Best Practices
  70. 70. Growing Your List</li></li></ul><li>Best Practices<br />Subject Line<br />
  71. 71. Subject Line<br />Most important 1-7 words of the email.<br />
  72. 72. Subject Line<br />Should:<br /> entice, <br /> pique interest, <br /> not reveal too much,<br /> result in getting the email opened.<br />
  73. 73. Best Practices<br />Subject Line<br />Design and Copy<br />
  74. 74. Design and Copy<br />Design for the Preview Pane.<br />
  75. 75. Design and Copy<br />Does the message come through without images?<br />
  76. 76. Design and Copy<br />Personalize and Target.<br />
  77. 77. Best Practices<br /><ul><li>Subject Line
  78. 78. Design and Copy
  79. 79. Learn</li></li></ul><li>Learn<br />Know the law.<br /> CAN-SPAM Compliant<br /> Opting In<br />
  80. 80. Learn<br />Learn from experience<br /> Test your subject lines<br /> Test your email design<br />
  81. 81. What I’ve Learned…<br />A good picture is better than a paragraph.<br />An action verb is necessary.<br />Put the most important item first.<br />
  82. 82. Email<br />Statistics<br />Best Practices<br />Growing Your List<br />
  83. 83. Growing Your List<br />
  84. 84. Growing Your List<br />Median growth of 29% in 2009.<br />
  85. 85. Online Signups<br />Is the sign-up form “above the fold”?<br /> Is there a clear promise about privacy and frequency?<br />
  86. 86. Online Signups<br />Acquisition Campaigns<br /> Petitions<br /> Splash Pages<br />
  87. 87.
  88. 88. Developing a Strategy<br /><ul><li>Technology
  89. 89. Design
  90. 90. Email
  91. 91. Revenue</li></li></ul><li>Online Revenue<br />New Revenue vs. Transferring Revenue<br />
  92. 92. Transferring Revenue<br />Direct Mail<br />Event Registrations<br />
  93. 93. New Revenue<br />Peer-to-Peer Fundraising<br />
  94. 94.
  95. 95. New Revenue<br /><ul><li>Peer-to-Peer Fundraising
  96. 96. Online Catalog</li></li></ul><li>
  97. 97. New Revenue<br />Peer-to-Peer Fundraising<br />Online Catalog<br />Monthly Donors<br />
  98. 98.
  99. 99. Today<br /><ul><li>How do I get started?
  100. 100. Why should I care about Social Media?
  101. 101. Now what?</li></li></ul><li>Why should I care about Social Media?<br />
  102. 102. You Shouldn’t.<br />If you’re only worried about money.<br />
  103. 103. 52% raised nothing.<br />
  104. 104. 2% of non-profits reported raising more than $10k through Facebook.<br />
  105. 105. Treat social media like a conversation or chat roomnot like another website.<br />
  106. 106. Social Media is donor and prospect enagagement tool.<br />
  107. 107. Social Media<br /><ul><li>Stats
  108. 108. Staffing & Budget
  109. 109. Ideas</li></li></ul><li>Stats<br />600 million Facebook accounts worldwide<br />
  110. 110. Stats<br />185 million in the US.<br />
  111. 111. Stats<br />9 of 10 non-profits have a Facebook page.<br />
  112. 112. Stats<br />57% have a Twitter account.<br />
  113. 113. Stats<br />Myspace is dead.<br />
  114. 114. Stats<br />Non-profits average a 11% monthly growth rate on Facebook.<br />
  115. 115. Stats<br />110 Facebook fans per 1,000 emails.<br />
  116. 116. Stats<br />1.3 actions per month per 1000 fans.<br />
  117. 117. Stats<br />27 non-profits (of over 11,000) reported raising over $100,000 through Facebook.<br />
  118. 118. Social Media<br /><ul><li>The Facts
  119. 119. Staffing & Budget
  120. 120. Ideas</li></li></ul><li>Staffing<br />61% devote less than ¼ FTE<br />14% have no FTE<br />
  121. 121. Staffing<br />Of the “Masters,” only 30% have 2+ FTE.<br />
  122. 122. Staffing<br />Is having 2+ FTE a good ROI on $100,000?<br />
  123. 123. Staffing<br />Use technology to your advantage:<br /> Google Alerts<br />HootSuite<br />
  124. 124. Google Alerts<br />Email updates of the latest relevant Google results based on your choice of query or topic.<br /> www.google.com/alerts<br />
  125. 125. HootSuite<br />Social Media dashboard with tons of features including scheduled publishing.<br />www.hootsuite.com<br />
  126. 126. Staffing<br />Use brief weekly meetings to plan out social media messages.<br />
  127. 127. Staffing<br />Don’t recreate the wheel<br /> Translate existing content.<br />
  128. 128. Dept Ownership<br />Evenly split between Communications, Marketing and Development.<br />
  129. 129. Dept Ownership<br />1 in 10 now have executive mgmt forcing cross-department collaboration.<br />
  130. 130. Dept Ownership<br />i.e. the intern or volunteer isn’t in charge.<br />
  131. 131. Budget<br />52% have no formal budget for social media<br />
  132. 132. Budget<br />Use of Budget $:<br /> Facebook Ads<br /> Graphics/Design<br />
  133. 133.
  134. 134.
  135. 135. Promotion 101<br />Website feeds<br />Link from emails<br />Events<br />
  136. 136.
  137. 137.
  138. 138.
  139. 139. Resources<br />Facebook.com/nonprofits<br />www.nten.org<br />
  140. 140. Now What?<br />
  141. 141. Benchmark<br />Know where you are first. Then figure out where you’re heading.<br />
  142. 142. Trends<br />
  143. 143. Set Goals<br />Set growth in accordance with industry trends.<br />
  144. 144. Set Goals<br /> Immediate<br /> 6 week<br /> 6 month<br />
  145. 145. Immediate Goals<br />Build report templates<br />SWOT Analysis<br />Add “AddThis”<br />
  146. 146. 6 Week Goals<br /><ul><li>Optimize donation form and donor user-experience.
  147. 147. Including email confirmation
  148. 148. Create email solicitation and social media timeline through year-end.
  149. 149. Review website software.</li></li></ul><li>6 Month Goals<br /><ul><li>Create an online monthly donor program.
  150. 150. Review email newsletter and appeal design.
  151. 151. Add Peer-to-Peer fundraising.</li></li></ul><li>Set Goals<br />Assign responsibility<br />Equip to succeed<br />Hold accountable<br />
  152. 152. Incremental<br />steps<br />MONUMENTAL<br />success<br />
  153. 153. Questions?<br />/mackecampbell<br />mackecampbell@gmail.com<br />@mackecampbell<br />
  154. 154. Sources<br />2010 Convio Benchmark Report<br />2010 Blackbaud Online Benchmark Study<br />2011 NTEN eNonprofit Benchmarks Study<br />3rd Annual Nonprofit Social Network Benchmark Report, NTEN 2011<br />Network for Good Online Fundraiser’s Checklist 2.0<br />Chronicle of Philanthropy Online Fund-Raising Data<br />

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