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Top 5 Best Practices in Online Fundraising
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Top 5 Best Practices in Online Fundraising



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

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.

Top 5 Best Practices in Online Fundraising Top 5 Best Practices in Online Fundraising Presentation Transcript

  • Presented by Mack CampbellDFW Philanthropy ConferenceOnline Fundraising:Top 5 BestPractices
  • @NonprofitNerds#AFPTop5
  • Online = 7%of all giving
  • 5,133,233.33%since 1997Online Donation Growth
  • Online donorsare moreengaged thantraditional directmail donors.
  • Average LifetimeValue of offlinedonor: $197$72
  • Average LifetimeValue of onlinedonor: $197$72
  • 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 relationship.
  • 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 colorful?– surrounded by a sense of urgency?
  • 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 andsocial media timeline throughyear-end.• Implement changes from websiteaudit
  • 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