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How to use digital tools to make money online
 

How to use digital tools to make money online

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Nathaniel Ward's presentation to the Leadership Institute's comprehensive fundraising school on September 30, 2013 about online fundraising and digital marketing, including social media and e-mail, ...

Nathaniel Ward's presentation to the Leadership Institute's comprehensive fundraising school on September 30, 2013 about online fundraising and digital marketing, including social media and e-mail, with examples drawn from The Heritage Foundation.

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    How to use digital tools to make money online How to use digital tools to make money online Presentation Transcript

    • The fun stuff: How to use digital tools to make money online Nathaniel Ward September 30, 2013
    • Two goals for digital fundraising 1. Building relationships 2. Making money
    • A few rules • Do things that work, not things that are trendy • Don’t treat your online donors differently • Don’t be afraid to ask. If you don’t ask, they won’t give.
    • Where to begin 1. Your web site—20% of Heritage online giving 2. E-mail list—80% of Heritage online giving 3. Mobile—13% of Heritage online gifts via phones & tablets 4. Social media—0.1% of Heritage online giving
    • 1. Make sure people can donate on your web site
    • Making a donation should be easy • Use a big, obvious button • Avoid vague words like “support”
    • Offer monthly giving options
    • Use your website to build relationships and make the case • Show your impact and successes—what does someone’s donation support? • What are you doing to advance the cause your donors care about?
    • 2. Build an effective e-mail program
    • Donors with e-mail address are more valuable $78 $79 $116 $207 $0 $50 $100 $150 $200 $250 Online Donor Offline Offline w/ Email Dual Channel Revenue per Donor by Channel of Giving
    • How to build your e-mail list • Offline • Direct mail reply forms • Events • Online • E-mail signup forms on your site • Surveys, polls, and petitions • Donations
    • Build relationships with your subscribers with regular updates
    • Always allow someone to donate
    • Think in terms of funnels Open an e-mail Click the e-mail Donate on your site Remember, your donors can only give once they get to the donation page.
    • 1 2 3
    • Tips to strengthen your fundraising e-mails • Focus on getting someone to click in the e-mail • Send donors to a dedicated landing page, not to your home page • Use similar copy on your landing page and in your e-mail
    • 3. Make sure you’re mobile-ready
    • Your donors probably use a mobile device of some kind • 91% of American adults have a cell phone • 56% have a smartphone • 28% own an Android • 25% own an iPhone • 4% own a Blackberry • 34% own a tablet Source: Pew Internet http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx
    • Mobile traffic on Heritage.org is up 300% in two years 0% 5% 10% 15% 20% 25% Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12 Jan-13 Apr-13 Jul-13
    • iOS users give most online gifts • 13% of Heritage online revenue is from mobile • 89% of mobile gifts from iOS • 66% iPad • 23% iPhone
    • Don’t let this happen to you It’s so small!
    • Optimize your e-mails for mobile
    • Optimize your donation pages for mobile
    • 4. Use social media to build relationships, not to drive gifts
    • Social media may not be a good target for fundraising • 51% of conservatives use social media weekly • But just 39% of those 65+, a key demographic • Just 14% of social media users say they want to donate from social media • 27%+ would sign a petition • 18%+ would contact their lawmakers
    • Facebook is where the action is Where social media users say they go weekly • 71% Facebook • 19% Google+ • 18% Twitter • 12% LinkedIn
    • This is our most successful social media fundraising post of the year It brought it just 26 gifts.
    • How to build an online campaign that really makes money
    • Set deadlines to add urgency
    • Establish clear goals to show how each gift makes a difference
    • Use a matching gift to inspire additional donations
    • Use all your channels together to build a single campaign Overall goal Mail Online Phone
    • Remember to ask for money • All else being equal, more e-mails means more revenue • Don’t base your e-mail schedule on what you think you’d like to receive • Ask all your donors for money, even those acquired offline
    • To recap . . . • Do things that work, not things that are trendy • Don’t treat your online donors differently • If you don’t ask, they won’t give
    • And the number one trick to being a great online fundraiser?
    • Assume you have no idea what actually works. But more about that in the next session.
    • Questions? @nathanielward