Show me the money

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  • I think the myth is that if you copy obama you will raise lots of money –egb’berry style emails, center graphics, mybarackobama.com etc
  • I think email is dead is its own myth. And, we need our own soc net or our own version of all the latest tools is a separate myth.A good program is one that is diverse, but that invests the time and money in whichever source meets the organization’s broader goals
  • I think the myth is go viral. Its hard to do (eg lots of stuff never goes viral) and even when it does its hard to capture the names.
  • Do we want to do anything here on the type of emails they should be trying to acquire? Hesitant to put in about appends since WFC does not really allow it. FORGIVE THE CAPS JUST WANTED TO DISTINGUISH MY TEXT FROM YOURS. SO, CLEARLY WE ARE GOING TO NEED TO SKIP THE APPENDS CONVO. I THINK WE SHOULD USE STUPAK, EWG AND AW AS EXAMPLES OF OPPORTUNISTIC LIST GROWTH
  • I think we should add the skin deep splash page here – good example of leverage your strengths.
  • Are the statistics our analysis? If so, I would prefer to say our analysis shows. WHAT EXAMPLES BESIDES HRC SHOULD WE USE? FIORINA VIDEO (CAN WE SHOW VIDEO)? PHOTO ALBUM? BP NAMING CONTEST?
  • SHOULD WE HAVE AN EWG EXAMPLE OF THE TRANSACTION HERE? SUNSCREEN?
  • Did this by changing the call out graphics to include a clear call to action, the $5 ask for non-donors – essentially a summary of the email message in a graphic THIS IS A GREAT EXAMPLE BUT ITS KINDA BLURRY. IS THAT FIXABLE?
  • Show me the money

    1. 1. Online Fundraising: Myths to Avoid and Rules to Raise By<br />
    2. 2. Five Myths Of Online Fundraising<br />
    3. 3. Myth #1: “It Worked for Obama, So It’ll Work for Us.”<br />The Obama team had great ideas and great success, but they were marketing the most admired man in the world. You’re not.<br />Scale your expectations to a realistic understanding of your issue, cause or organization.<br />Test which tactics are relevant for your organization:<br />Learn best practices for organizations your size, and adhere to them.<br />
    4. 4. Myth #2: “If It Works in the Mail, It Will Work Online.”<br />There are lessons to be learned from DM (ask strings, segmentation, personalization).<br />But online audiences tend to be younger, more informed, more educated, and more affluent.<br />There is a much higher premium on timeliness in online communications.<br />You need to be more personal and creative to break through the clutter.<br />You can’t live by fundraising alone.<br />
    5. 5. Myth #3: “Email Is Dead; We Need to Build Up Our Facebook Fans and Ask Them For Money”<br />The online donor base is 50+ and will still rely on email for years to come.<br />Email is still the most predictable and reliable source of online revenue:<br />Size of your list<br />Frequency of messages<br />Trackable metrics<br />Web money can be lucrative but requires a steady and strong stream of traffic.<br />Facebook, Twitter and other social networks are critical vehicles for keeping your audience engaged, but have yet to emerge as fundraising powerhouses.<br />
    6. 6. Myth #4: “If We Had the Tools to Build Our Own Social Network, We Could Have a Gazillion Activists”<br />See Myth #3 – email will still be your best source of revenue.<br />Connecting supporters with one another is important – but building your own network tools (e.g. my.barackobama.com) is costly and very difficult.<br />Several large social networks exist – leverage those and invest the development cost instead in advertising, etc. for list growth:<br />Facebook<br />Progressive blogs<br />Change.org<br />Care2<br />Democrats.com<br />
    7. 7. Myth #5: “If We Make a Funny Video or Do a Money Bomb, It’ll Go Viral and We’ll Raise Lots of Money”<br />Actually, it probably won’t. You can’t predict what will or won’t work.<br />Always incorporate a MSM press push – don’t underestimate the power of the news to drive traffic.<br />Any “big” idea must have a name capture element or it is an opportunity wasted.<br />With few exceptions, spontaneous moments yield the best results – be ready to take advantage of them.<br />
    8. 8. Five Rules to RAISE By<br />
    9. 9. Rule #1: Grow Your Email List<br />Why?<br />Email is the most predictable source of revenue.<br />Email can be a source of significant traffic to your site – which can help in increasing the number of “drive-by” donations.<br />Email drives actions – which can also drive donations.<br />How?<br /><ul><li>Be opportunistic.
    10. 10. Work with like-minded organizations.
    11. 11. Leverage your strengths: Earned media? Traffic? Facebook fans? Surrogates?</li></li></ul><li>EMILY’s List:Stop Stupak!*<br /> Results<br />Nearly 100,000 activists joined together and successfully opposed the Stupak amendment in Congress.<br />Tens of thousands new email addresses acquired.<br />Thousands of new donors acquired.<br />*Microsite live in less than 24 hours to capitalize on moment of opportunity<br />
    12. 12. EWG Splash Page<br />Results<br />Added hundreds of thousands of email addresses. <br />
    13. 13. Congressman Anthony Weiner:countdowntohealthcare.com*<br /> Strategy<br />Use earned media to push a simple, low-bar action in order to build community of health care activists with limited resources.<br /> Results<br />Recruited 100,000 activists in 8 weeks.<br />Estimated 25,000 live event participants.<br />13,000 votes in online contest.<br />*Low-cost website built in 24 hours with free, off-the-shelf software.<br />
    14. 14. Rule #2: The More You Engage Your List, the More Money You Will Raise<br />Statistics show that users who have taken any action on an email – even just clicking through – are three times more likely to turn into a donor.<br />Every message you send should have some kind of “action”:<br />Viewing pictures<br />Reading articles<br />Signing a petition<br />Watching a video<br />Remember the users on the other end of the email and make sure the message will be relevant to them – if it is not, consider not sending it.<br />
    15. 15. Hillary Clinton for President:“Thank You and a Gift”<br /> Strategy<br />Build a strong connection immediately with new list sign-ups.<br />Offer free bumper sticker, then up-sell those who request stickers to make a contribution.<br /> Results<br />48% of people who opened the email ordered bumper stickers.<br />Nearly 4% of those who ordered bumper stickers became donors.<br />243% net ROI.<br />
    16. 16. Gillibrand for Senate:“Photos For You”<br />Strategy<br />Use photos to engage supporters in the new Senate campaign.<br />Have images – not words – tell a story about the candidate.<br />Results<br />50% of people who opened the message clicked through to view the photos.<br />
    17. 17. Rule #3: You Need to Ask for It!<br />If you don’t ask, you won’t raise.<br />Make your fundraising requests clear, specific, and relevant.<br />Incorporate donation pages into every aspect of your website.<br />The email that goes out the door always beats the one that doesn’t.<br />
    18. 18. Ask…<br />
    19. 19. …and Ask Again…<br />
    20. 20. …and Ask Some More.<br />
    21. 21. Rule #4: Get All the Basics Right<br />Raising the most money means getting ALL the essentials right:<br />Email delivery<br />Open rates<br />Click-through rates<br />Landing page conversion rates<br />Upsell rates<br />Unsubscribe rates<br />Offer a clear, specific, and relevant reason to give money to YOUR organization (the transaction).<br />
    22. 22. Transactions<br />
    23. 23. Transactions<br />
    24. 24. Rule #5: Set Goals and Work Towards Them<br />Too often, organizations “raise what they can.”<br />Setting goals means figuring out how to achieve them.<br />Be aggressive in goals, conservative in budgeting.<br />
    25. 25. EWG CASE STUDY<br />
    26. 26. Challenge<br />Large, organically grown list<br /> In July 2009, over 500% list growth since 2007<br />Online fundraising wasn’t growing at the same rate as list growth<br />In July 2009 1.1% of list were donors<br />
    27. 27. Goal<br />Take our large online fan base and convert them in to a consistent revenue stream. <br />
    28. 28. Strategy<br />Identify the source of the problem by diving into the metrics<br />Low click-through rates<br />Low landing page conversion rates<br />Losing more people through opt-outs than obtaining in donations<br />Develop a plan to address each of the issues<br />Link fundraising campaigns to major moments<br />Optimize donation landing page<br />Drop the prospect ask amount to $5<br />
    29. 29. Increased Click-through Rate by 25%<br />
    30. 30. Original Donation Page<br />
    31. 31. New Donation Page Increased Conversion Rate by 500%<br />
    32. 32. Results<br />Tripled the number of online donors in one campaign<br />Replicated results in following campaigns<br />On track to double 2008 online fundraising<br />
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