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Using salsa to personalize donation asks

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While online fundraising continues to grow steadily, email performance has declined. Response rates for online fundraising appeals declined by 18% between 2012 and 2013. In this saturated market, …

While online fundraising continues to grow steadily, email performance has declined. Response rates for online fundraising appeals declined by 18% between 2012 and 2013. In this saturated market, personalizing donation asks is ever more important. This workshop will weave together fundraising best practices and specific Salsa strategies to help improve your fundraising outcomes.

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  • ----- Meeting Notes (5/20/14 09:38) -----
    https://hq.salsalabs.com/salsa/hq/p/salsa/common/hq/dashboard/

    Next logical question: If records are automatically created - are there duplicates?

  • ----- Meeting Notes (5/20/14 09:38) -----
    https://hq.salsalabs.com/salsa/hq/p/salsa/common/hq/dashboard/

    Next logical question: If records are automatically created - are there duplicates?

  • ----- Meeting Notes (5/20/14 09:38) -----
    https://hq.salsalabs.com/salsa/hq/p/salsa/common/hq/dashboard/

    Next logical question: If records are automatically created - are there duplicates?

  • ----- Meeting Notes (5/20/14 09:31) -----
    Once logged in, show how to click around to see different packages (how navigation works)
  • Transcript

    • 1. USING SALSA TO PERSONALIZE DONATION ASKS Rebecca Wyatt, Online Learning Specialist Meghan Apfelbaum, Client Success Manager
    • 2. By the conclusion of this training, the learner will be able to: • Effectively use merge fields to personalize donation email blasts, donation pages & thank you messages • Segment lists for more personalized donation asks Learning Objectives
    • 3. $ Email accounts for 1/3 of online fundraising revenue $ Online giving increased 14% from 2012 to 2013 Why create donation pages? 2014 M+R Benchmarks Study
    • 4. Conversion rates on main donation pages
    • 5. • 39% who segment email lists experience higher open rates • 28% experience lower unsubscribe rates • 24% see increased deliverability • 24% experience increased revenue Why personalize your donation ask? The Lyris Annual Email Optimizer Report
    • 6. Personalized donation pages and emails = HIGHER conversion rates
    • 7. HOW do I personalize donation asks?
    • 8. • Supporters who are interested in a particular program you offer • Current donors • Lapsed donors • Action takers who have never donated • Major donors • New supporters Groups of Supporters
    • 9. Personalizing Donation Asks: The Story Organization Mission: Improve water quality and access in the United States Organization targets the following issue areas in support of this mission: • Clean water • Climate change and water security • Privatization of water • Water conservation
    • 10. Personalizing Donation Asks: The Story Supporter is a lapsed donor (gave two years ago, but has not given since then)
    • 11. Personalizing Donation Asks: The Story
    • 12. Three content items: • Email blast • Donation page • Follow-up emails What to personalize Information to share: • Information about supporter interest area • Your org’s position on the issue • Acknowledge their previous gift
    • 13. Personalizing the email blast: Subject
    • 14. Personalizing the email blast content
    • 15. Personalizing the email blast: targeting
    • 16. Example fundraising emails!
    • 17. Personalize the donation page: Add donors to groups
    • 18. Personalize the donation page: Add appealing images, but keep it secure
    • 19. Personalize the donation page: Allow the option for recurring gifts
    • 20. Personalize donation page: Fund designation
    • 21. Personalize the thank you page
    • 22. Personalize the thank you page Manually append the merge field values in the Thank You Page redirect field (on the Follow Up tab)
    • 23. Personalize the Follow Up Emails Send conditions on Autoresponse Emails
    • 24. CONTACT INFO Read, Learn, Discuss – help.salsalabs.com Training & Learning – training@salsalabs.com Salsa Support – support@salsalabs.com
    • 25. THANK YOU!