10 steps to online fundraising and fundraising analytics


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10 steps to online fundraising and fundraising analytics

  1. 1. The first 10 things y must g youdo to setup online fundraising and analytics Shabbir Imber Safdar July 22, 2011www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  2. 2. The GoalYour goal is to fundraise online, not to:• Tweak the fields in your database/crm;• Endlessly analyze a too small sample of your analytics data;• Re-arrange the layout and navigation of your website;• Play with your email templates; or y y• Re-arrange your donor forms.Don’t get stuck in the technology trap.Modern online fundraising efforts are built upon your ability to successfullyexecute your mission, and explain the impact that execution has on the worldaround you to the public. www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  3. 3. When is it enough to tweak my g y tech?WhenWh you have consistently put out a small, original email every week f h i t tl t t ll i i l il k forfour months that talks about your work without being repetitive or tired,you’ve conquered the content beast.(Or a bi-weekly newsletter for eight months)You now probably have enough experience producing content that you canspare a few moments to look at your technology and make some changes changes.When you have 10 months of data (Jan-October), you have enough datato start doing planning for the upcoming year. www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  4. 4. The pieces you need yIdeally, you want:• Database + Payment processing + Email marketing• Website• AnalyticsYou may settle for:• Database + Email marketing• Payment processing• Website• Analytics yIntegration costs money. You can pay a vendor for an integratedpackage, or you can pay an integrator to integrate them, or you can payyourself to integrate them It all costs money them. money.Pick the combination that gets you up and running the quickest and revisityour decision in 6 months. www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  5. 5. Minimum functionality you need yy• You have a CRM that understands basic nonprofit donor management (householding, donation history, etc).• People who come to your website can signup for your email list without your manual intervention.• You can easily create multiple donation forms and link to them.• You can place a piece of Javascript code on the donation form, the donation thank you page and the pages of your website page, website.• You can compose an email (without using HTML); you can send an email and track opens and clicks.WhatWh you may h have to suffer with: ff ih • Manually adding people from your donation forms to your CRM or your email list. (A good problem to have!) • A website th t doesn’t l k all th t great b it that d ’t look ll that t www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  6. 6. Some optionsAnalytics: Google AnalyticsWebsite: Wordpress, Typepad…beware Drupal or any proprietary templating system without drag and drop functionality.PaymentP tProcessor: Piryx, DonationPay, Paypal, Google Checkout, Amazon for Nonprofits + 99 othersCRM: Salesforce, CommonGround, CivicCRM + 25 othersEmail: Constant Contact, MailChimp, MyEmma + 10 othersCRM + Payments+ Email: CivicCRM, CommonGround, DonorPerfect, DonorPro, CivicCRM CommonGround DonorPerfect DonorPro eTapestry, GiftWorks, Neon, GiftWorks, TrailBlazer See the IdealWare/NTEN Low Cost Donor Management Systems report from June 2011 at www.idealware.org for a full matrix. www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  7. 7. www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  8. 8. Avoiding the technology trap g gy • Better to be up and running than picking a technology. • This won’t be a permanent decision, talk to some other groups, groups find out the drawbacks, see if you can live with drawbacks them, take a few demos and signup. • You will learn more by living with a product and it’s pain points th b agonizing over th d i i i t than by i i the decision. Make this decision in less than a week. Start a list of all the things you hate about your current product that you can use when you investigate a switch a year from now. The perfect is the enemy of the good.www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  9. 9. The first six things g 1. Secure your domain name as a .org (get the .com if you can). Get your twitter handle and Facebook page. For in house email go with Google Apps for Business email, Business. 2. Get a copy of HootSuite to manage the latter two. 3. Pick your website product and deploy Google analytics 4. Pick your email product / donation processor / crm 5. Setup 5 S t your crm / email product and put your initial list of il d t d t i iti l li t f supporters into them. 6. Learn how to setup donation forms. Set up unique ones every time y have a campaign or a unique p y you p g q pitch.www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  10. 10. Content Your job as a nonprofit is to define and own your issue. You don’t want to be in the business of only talking about yourself, so define your issue broader than just the work you do. do You want it to be broad enough that you talk about other people doing similar work. Consider yourself “The XXXXXX News Network”, where XXXXXX is your issue. i iwww.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  11. 11. How do you g y generate this? Consider the following sources of information: • Stories about your own work that you write. (hard, I know!) • Interviews with people relevant to your mission area • Stories about similar work being done by other organizations (a little easier) • Stories and news about your mission area (let Google News b your guide) N be id ) • News from large companies that operate in your mission area • Commemorations of historical eventswww.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  12. 12. Example: privacy advocates y • Stories about their work to advocate privacy to various governments • Interviews with people making news in the privacy arena (regulators, legislators, activists, victims ) (regulators legislators activists “victims”) • Wins by other privacy organizations • News about privacy pulled from Google News, summarized and condensed for your audience • P bli di l Public disclosures (SEC filings) about privacy liabilities b fili ) b t i li biliti by large corporations. Other materials found in public filings of privacy technology organizations.www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  13. 13. Editorial schedule Assemble all of this into an editorial scheduleChannel / Website Email Facebook Twitter qFrequency y ( (ASAP)) ( (Weekly) y) ( (ASAP) ) ( (ASAP) ) www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  14. 14. Production schedule Stories Stories about Interviews News News about other with about about our people s people’s newsmakers your companies work work area in your areaFrequency 1x2 2x1 week 1x2 weeks 3x1 2x4 weeks weeks weekLength 500 20 words ea. 500 words 30 500 words words words ea. ea. www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  15. 15. Items 7 and 8 7. Come up with the list of content vehicles you are going to use. 8. Create an editorial schedule and start writing!www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  16. 16. 3 fundraising metrics gDonations: How often do they give you money? This gives you an overall picture of giving during a given time period period. This metric will change depending on what you are doing in a given week.Prospects: How often do they start the process of giving you money? This will tell you what sorts of things motivate people to give, and how different pitches create more or less motivated donors.Abandonment: How often do they fail to finish giving you money? Your abandonment rate is also a sign of donor motivation. Paying attention to it is a useful way to learn which pitches are more or less effective. www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  17. 17. Setting up y g your spreadsheetWeek Unique Emails Prospects Donations Abandon Notesending visitors sent8/23/10 5,632 2,500 112 65 41.9% Oprah! www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  18. 18. Digging further gg gIf you setup your thank you pages as “Goals” in Google Analytics, you can seesources of donations with a custom Google Analytics report. It’s helpful to seeif people are finding you and giving after following a link from elsewhere.*The “Traffic Sources” report in Google Analytics will tell you who is sendingyou web visitors. It can be both helpful and frustrating! www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  19. 19. Items 9 and 10 9. 9 Setup your spreadsheet to track data on a weekly basis basis. Configure Google Analytics to track goals and give you a report on the sources of them. 10. Look at the data every week and ask yourself and your colleagues: • What did we do this week that changed our numbers? • Is it repeatable? • What about what I wrote was more or less effectivewww.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  20. 20. Turn prospective donors into donors70.00%60.00%50.00%40.00%30.00%20.00%10.00%0.00% 8/1/2010 9/1/2010 10/1/2010 11/1/2010 12/1/2010 1/1/2011 2/1/2011 3/1/2011 4/1/2011 5/1/2011 6/1/2011 7/1/2011 www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  21. 21. Value/Cost of XValue of site visitor aggregate $ / unique visitorsValue of prospects aggregate $ / total prospectsValue of gift (also avg gift) avg. aggregate $ / total giftsHow are these metrics useful?• Benchmarking Google Grants• Deciding whether to pursue paid media• Cost per head of email acquisition www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  22. 22. Sources of donationsIf you’ve setup your donation form analytics correctly (not easy!), it showswhere someone came from who gave you a gift.Particularly useful for website source.Also provides data such as:• Link traffic• Search traffic (paid and organic)• “direct” traffic www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  23. 23. People who link to you yPeople who link to you help you (while you sleep!). Those links: • Send you valuable traffic • Juice your search engine rankings • Provide free publicityGoogle has already researched all the links to your site and cataloged them fordownload in the Google Webmaster tool All you have to do is verify your site tool.with Google webmaster.It doesn’t provide contact information, so you’ll still have to reach out to thosewebsites if you want to b ild a press li out of i (A d you should!) b i build list f it. (And h ld!) www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf
  24. 24. Questions / Free E-books The Seven Deadly Sins of Nonprofit Web Redesign Shabbir Imber Safdar / December 20103 Fundraising Metrics For Your Nonprofit WebsiteShabbir Imber Safdar / October 2009 Is Your Nonprofit Facebook Page Worth It? Shabbir Imber Safdar / Shayna Englin / April 2010 www.safdaranalytics.com Twitter: @ShabbirSafdar / #thebridgeconf