Presented by Mack CampbellDFW Philanthropy ConferenceOnline Fundraising:Top 5 BestPractices
@NonprofitNerds#AFPTop5
IN THE NEXT60 SECONDS…
Online = 7%of all giving
5,133,233.33%since 1997Online Donation Growth
Average LifetimeValue of offlinedonor: $197$72
Average LifetimeValue of onlinedonor: $197$72
OMG, WOW &#FACEPALM
Name a Roach
Personal Story of crashing website
The BestPractices@NonprofitNerds#AFPTop5
The Best Practices•Engage#AFPTop5
Engage“…but they’llremember how youmade them feel.”- Maya Angelou
Ways to Engage• Through Strategic Design
Strategic Design• Can a stranger knowwhat you’re about andwhy they should carewithin 2 seconds ofopening your homepage?
Strategic Design• If they are not ready todonate, give a visitorthe ability and reasonto take the first steptoward a relat...
Ways to Engage• Through Strategic Design• Through TargetedCommunications
Drip Marketing
Drip Marketing• New Donor Welcome Series• Event Registration Series• New Email Signup Series
Ways to Engage• Through Strategic Design• Through TargetedCommunications• Through Social Media
Why should Icare aboutSocial Media?
You Shouldn’t.If you’re only worried about money.
52% raised nothing.
2% of non-profitsreported raisingmore than $10kthrough Facebook.
Social Media isdonor andprospectenagagement tool.
92%73%18-29 30-49 50-64 67+Social Media Usageby Age? ?
92%73%57%18-29 30-49 50-64 67+Social Media Usageby Age?
92%73%57%38%18-29 30-49 50-64 67+Social Media Usageby Age
Where shouldI focus?
The Best Practices•Engage•Simply#AFPTop5
Simplify•Simply for the donorNOT staff ororganizational silos.
“Simply” is complex•Personalizeand Target.
Ways to Simplify• Through stories
Ways to Simplify• Through stories• Through design
Simplify•Are the images largeand engaging toemotionally connectwith a visitor?
Simplify• Can a new visitor find the donatebutton within 2 seconds?• Is the donate button:– above the fold?– big and color...
SimplifyHow many clicks todonate?
Clicks to Donate>1 = -75%
SimplifyHow many questionsdo you have on yourdonate form?
Design forMobile
Mobile Traffic in 201230%70%
Mobile traffic isexpected toeclipse desktoptraffic in 2014.
The Best Practices•Engage•Simply•Think Ahead#AFPTop5
Think Ahead• Immediate• 6 week• 6 month
Immediate Goals•Build report templates•SWOT Analysis•Honest Website Audit
6 Week Goals• Optimize donation form anddonor user-experience.– Including email confirmation• Create email solicitation an...
6 Month Goals• Implement Drip Marketing• New Website?• Integrated Social Media Campaign
Set Goals•Assign responsibility•Equip to succeed•Hold accountable
The Best Practices•Engage•Simply•Think Ahead•Measure#AFPTop5
MeasureKnow where you arefirst. Then figure outwhere you’re heading.
MeasureSet goals inaccordance withindustry trends.
Online RevenueEmail33%Other67%#AFPTop5
In 2012…OnlineDonationsrose 21%
In 2012…Email Listsgrew 15%
In 2012…Facebookgrew 49%
For every 1,000 emails…149 Fans
For every 1,000 emails…53 Followers
For every 1,000 emails…29subscribers
Email Volume: Messages/Month
Email BenchmarksAdvocacy FundraisingOpen Rates 14% 13%Click-Through Rates 3.7% .42%Response Rates 3.5% .07%
Translating Benchmarks5k 10K 25k 50kResponse Rate .07% .07% .07% .07%Avg Gift $60 $60 $60 $60Revenue$210$420$1,050$2,100
Translating Benchmarks100k 500k 1MResponse Rate .07% .07% .07%Avg Online Gift $60 $60 $60Revenue $4,200$21,000$42,000
Measure• Learn from experience– Test your subject lines– Test your email design
“Hey
The Best Practices•Engage•Simply•Think Ahead•Measure•Fail #AFPTop5
Questions?/OnYourMarkConsultingmack@onyourmarkllc.com@nonprofitnerds#AFPTop5
Top 5 Best Practices in Online Fundraising
Top 5 Best Practices in Online Fundraising
Top 5 Best Practices in Online Fundraising
Top 5 Best Practices in Online Fundraising
Top 5 Best Practices in Online Fundraising
Top 5 Best Practices in Online Fundraising
Top 5 Best Practices in Online Fundraising
Top 5 Best Practices in Online Fundraising
Top 5 Best Practices in Online Fundraising
Top 5 Best Practices in Online Fundraising
Top 5 Best Practices in Online Fundraising
Top 5 Best Practices in Online Fundraising
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Top 5 Best Practices in Online Fundraising

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Presented by Mack Campbell, founder of On Your Mark Nonprofit Consulting (onyourmarkllc.com), at the 2013 DFW Philanthropy Conference

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  • About OYMHashtag for the session
  • About Mack
  • Audience Question: Have any of you NOT shopped online?Question: How many of you have gone to a website and left without buying because of the design or layout of a site?
  • From Decision Research
  • Stories/Photos with 2 children = -15%
  • Stories/Photos with 8+ children = -50%
  • Raised $690 million ONLINE during 2012 election cycle; saw a 49% increase after launching tweaked designs
  • The first Newton was released in August of 1993. They cost $700-900. Disappointing sales due to competition with Palm Pilot.Lessons learned, adapted and modeled to fit a need.
  • Transcript of "Top 5 Best Practices in Online Fundraising"

    1. 1. Presented by Mack CampbellDFW Philanthropy ConferenceOnline Fundraising:Top 5 BestPractices
    2. 2. @NonprofitNerds#AFPTop5
    3. 3. IN THE NEXT60 SECONDS…
    4. 4. Online = 7%of all giving
    5. 5. 5,133,233.33%since 1997Online Donation Growth
    6. 6. Online donorsare moreengaged thantraditional directmail donors.
    7. 7. Average LifetimeValue of offlinedonor: $197$72
    8. 8. Average LifetimeValue of onlinedonor: $197$72
    9. 9. OMG, WOW &#FACEPALM
    10. 10. Name a Roach
    11. 11. Personal Story of crashing website
    12. 12. The BestPractices@NonprofitNerds#AFPTop5
    13. 13. The Best Practices•Engage#AFPTop5
    14. 14. Engage“…but they’llremember how youmade them feel.”- Maya Angelou
    15. 15. Ways to Engage• Through Strategic Design
    16. 16. Strategic Design• Can a stranger knowwhat you’re about andwhy they should carewithin 2 seconds ofopening your homepage?
    17. 17. Strategic Design• If they are not ready todonate, give a visitorthe ability and reasonto take the first steptoward a relationship.
    18. 18. Ways to Engage• Through Strategic Design• Through TargetedCommunications
    19. 19. Drip Marketing
    20. 20. Drip Marketing• New Donor Welcome Series• Event Registration Series• New Email Signup Series
    21. 21. Ways to Engage• Through Strategic Design• Through TargetedCommunications• Through Social Media
    22. 22. Why should Icare aboutSocial Media?
    23. 23. You Shouldn’t.If you’re only worried about money.
    24. 24. 52% raised nothing.
    25. 25. 2% of non-profitsreported raisingmore than $10kthrough Facebook.
    26. 26. Social Media isdonor andprospectenagagement tool.
    27. 27. 92%73%18-29 30-49 50-64 67+Social Media Usageby Age? ?
    28. 28. 92%73%57%18-29 30-49 50-64 67+Social Media Usageby Age?
    29. 29. 92%73%57%38%18-29 30-49 50-64 67+Social Media Usageby Age
    30. 30. Where shouldI focus?
    31. 31. The Best Practices•Engage•Simply#AFPTop5
    32. 32. Simplify•Simply for the donorNOT staff ororganizational silos.
    33. 33. “Simply” is complex•Personalizeand Target.
    34. 34. Ways to Simplify• Through stories
    35. 35. Ways to Simplify• Through stories• Through design
    36. 36. Simplify•Are the images largeand engaging toemotionally connectwith a visitor?
    37. 37. Simplify• Can a new visitor find the donatebutton within 2 seconds?• Is the donate button:– above the fold?– big and colorful?– surrounded by a sense of urgency?
    38. 38. SimplifyHow many clicks todonate?
    39. 39. Clicks to Donate>1 = -75%
    40. 40. SimplifyHow many questionsdo you have on yourdonate form?
    41. 41. Design forMobile
    42. 42. Mobile Traffic in 201230%70%
    43. 43. Mobile traffic isexpected toeclipse desktoptraffic in 2014.
    44. 44. The Best Practices•Engage•Simply•Think Ahead#AFPTop5
    45. 45. Think Ahead• Immediate• 6 week• 6 month
    46. 46. Immediate Goals•Build report templates•SWOT Analysis•Honest Website Audit
    47. 47. 6 Week Goals• Optimize donation form anddonor user-experience.– Including email confirmation• Create email solicitation andsocial media timeline throughyear-end.• Implement changes from websiteaudit
    48. 48. 6 Month Goals• Implement Drip Marketing• New Website?• Integrated Social Media Campaign
    49. 49. Set Goals•Assign responsibility•Equip to succeed•Hold accountable
    50. 50. The Best Practices•Engage•Simply•Think Ahead•Measure#AFPTop5
    51. 51. MeasureKnow where you arefirst. Then figure outwhere you’re heading.
    52. 52. MeasureSet goals inaccordance withindustry trends.
    53. 53. Online RevenueEmail33%Other67%#AFPTop5
    54. 54. In 2012…OnlineDonationsrose 21%
    55. 55. In 2012…Email Listsgrew 15%
    56. 56. In 2012…Facebookgrew 49%
    57. 57. For every 1,000 emails…149 Fans
    58. 58. For every 1,000 emails…53 Followers
    59. 59. For every 1,000 emails…29subscribers
    60. 60. Email Volume: Messages/Month
    61. 61. Email BenchmarksAdvocacy FundraisingOpen Rates 14% 13%Click-Through Rates 3.7% .42%Response Rates 3.5% .07%
    62. 62. Translating Benchmarks5k 10K 25k 50kResponse Rate .07% .07% .07% .07%Avg Gift $60 $60 $60 $60Revenue$210$420$1,050$2,100
    63. 63. Translating Benchmarks100k 500k 1MResponse Rate .07% .07% .07%Avg Online Gift $60 $60 $60Revenue $4,200$21,000$42,000
    64. 64. Measure• Learn from experience– Test your subject lines– Test your email design
    65. 65. “Hey
    66. 66. The Best Practices•Engage•Simply•Think Ahead•Measure•Fail #AFPTop5
    67. 67. Questions?/OnYourMarkConsultingmack@onyourmarkllc.com@nonprofitnerds#AFPTop5

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