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What Works in Online Fundraising NRB 2011

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Case studies presented at NRB 2011 on online nonprofit fundraising campaigns.

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What Works in Online Fundraising NRB 2011

  1. 1. Learn From Experience: What really works in online fundraising Chad Williams Brad Davies FiveQ Dunham+Company Tim Kachuriak John Carley Beth Cathey KMA Trinet Internet Solutions StratmarkTuesday, March 1, 2011 1
  2. 2. Overview • 5 Presenters • 15 mins each • 15 mins of questions at the endTuesday, March 1, 2011 2
  3. 3. So what does really work?Tuesday, March 1, 2011 3
  4. 4. Multichannel CommunicationTuesday, March 1, 2011 4
  5. 5. Tuesday, March 1, 2011 5
  6. 6. Tuesday, March 1, 2011 6
  7. 7. Tuesday, March 1, 2011 7
  8. 8. Nancy Leigh DeMossTuesday, March 1, 2011 8
  9. 9. $1.3 MillionTuesday, March 1, 2011 9
  10. 10. Tuesday, March 1, 2011 10
  11. 11. Integrated ApproachTuesday, March 1, 2011 11
  12. 12. • Strategy and Schedule • Email Campaign • A/B Testing • Segmentation • 10 Different Ads • 3 Giving Forms • 4 Website Modifications • Weekly Stats AnalysisTuesday, March 1, 2011 12
  13. 13. $1.29 MillionTuesday, March 1, 2011 13
  14. 14. Tuesday, March 1, 2011 14
  15. 15. 22% from WebTuesday, March 1, 2011 15
  16. 16. • Put “Donate” in Top Navigation • Make it Pop • Use “Donate” not “Giving” or “Support”Tuesday, March 1, 2011 16
  17. 17. • Nancy’s Pic • Nancy’s Sig • Few Words • Strong Call to $56.22 Per Click Value Action $6.75 Per Click ValueTuesday, March 1, 2011 17
  18. 18. Landing Page RulesTuesday, March 1, 2011 18
  19. 19. What Worked • Email Campaign • Shorter Emails • Focus on Last Week of the Year • Give Daily Updates on Web • Customize Receipts • Be Flexible--Test and Change • Trust God for His ResultsTuesday, March 1, 2011 19
  20. 20. What Can Improve • Long Copy in Emails • Social Media Low ReturnTuesday, March 1, 2011 20
  21. 21. Wes Ward, Senior Director of Media Ministry wward@reviveourhearts.com Chad Williams, CEO chadw@fiveq.com Case study: www.FiveQ.comTuesday, March 1, 2011 21
  22. 22. Tuesday, March 1, 2011 22
  23. 23. “Best  Prac+ces  Are  Not  Enough” Ge6ng  More  Out  of  Email  Campaigns   Through  Tes+ng  and  Op+miza+onTuesday, March 1, 2011 23
  24. 24. Op+miza+on  Methodology eme  =  rv(of  +  i)  –  (f  +  a)   eme  =  email  marke+ng  effec+veness  index          rv  =  relevance  to  the  cons+tuent          of  =  offer  value              i  =  incen+ve  to  take  ac+on              f  =  fric+on  elements  of  the  process              a  =  anxiety  elements  of  the  process Copyright 2011 MECLABSTuesday, March 1, 2011 24
  25. 25. Email  Messaging  Sequence ec  <  op  <  ct  <  lp                ec  =  email  capture                 op  =  open            ct  =  clickthrough            lp  =  landing  page Copyright 2011 MECLABSTuesday, March 1, 2011 25
  26. 26. Op+mizing  Email  Registra+on ec  <  op  <  ct  <  lp eme  =  rv(of  +  i)  –  (f  +  a)   eme  =  email  marke+ng  effec+veness  index          rv  =  relevance  to  the  cons+tuent          of  =  offer  value              i  =  incen+ve  to  take  ac+on              f  =  fric+on  elements  of  the  process              a  =  anxiety  elements  of  the  process Copyright 2011 MECLABSTuesday, March 1, 2011 26
  27. 27. Op+mizing  Email  Registra+on Version  A  -­‐  Control Version  B  -­‐  Test 42%  Increase  in  Registra+on  RateTuesday, March 1, 2011 27
  28. 28. Op+mizing  Email  Click  Thru ec  <  op  <  ct  <  lp eme  =  rv(of  +  i)  –  (f  +  a)   eme  =  email  marke+ng  effec+veness  index          rv  =  relevance  to  the  cons+tuent          of  =  offer  value              i  =  incen+ve  to  take  ac+on              f  =  fric+on  elements  of  the  process              a  =  anxiety  elements  of  the  process Copyright 2011 MECLABSTuesday, March 1, 2011 28
  29. 29. Op+mizing  Email  Campaigns Version  A  -­‐  Control Version  B  -­‐  Test 139%    Increase  in  Clickthrough  Rate 42%  Increase  in  RevenueTuesday, March 1, 2011 29
  30. 30. Op+mizing  Email  Campaigns Version  A  -­‐  Test Version  B  -­‐  Control 118%  Increase  in  Dona7ons 50%  Increase  in  Pe77on  SignersTuesday, March 1, 2011 30
  31. 31. Op+mizing  Email  Campaigns Version  A  -­‐  Control Version  B  -­‐  Test 369%    Increase  in  Clickthrough  Rate 121%  Increase  in  RevenueTuesday, March 1, 2011 31
  32. 32. Op+mizing  Landing  Pages ec  <  op  <  ct  <  lp eme  =  rv(of  +  i)  –  (f  +  a)   eme  =  email  marke+ng  effec+veness  index          rv  =  relevance  to  the  cons+tuent          of  =  offer  value              i  =  incen+ve  to  take  ac+on              f  =  fric+on  elements  of  the  process              a  =  anxiety  elements  of  the  process Copyright 2011 MECLABSTuesday, March 1, 2011 32
  33. 33. Op+mizing  Landing  Pages Version  A  -­‐  Control Version  B  -­‐  Test 26%  Increase  in  Donor  Conversion  RateTuesday, March 1, 2011 33
  34. 34. Op+mizing  Landing  Pages   Focus  on  the  Offer: – The  Ask  (Offer)  is  the  impact  that  is  promised  in  exchange   for  a  dona+on   Focus  on  the  Incen+ve: – An  Incen+ve  is  an  appealing  element  introduced  on  the   landing  page  to  achieve  the  desired  ac+on   Focus  on  Elimina+ng  Fric+on: – Fric+on  is  anything  that  causes  psychological  resistance  to   a  given  element  on  a  web  pageTuesday, March 1, 2011 34
  35. 35. Top  Offender:  Online  Giving  WorkflowTuesday, March 1, 2011 35
  36. 36. Top  Offender:  Online  Giving  WorkflowTuesday, March 1, 2011 36
  37. 37. Top  Offender:  Online  Giving  WorkflowTuesday, March 1, 2011 37
  38. 38. Top  Offender:  Online  Giving  WorkflowTuesday, March 1, 2011 38
  39. 39. Top  Offender:  Online  Giving  WorkflowTuesday, March 1, 2011 39
  40. 40. Top  Offender:  Online  Giving  WorkflowTuesday, March 1, 2011 40
  41. 41. Top  Offender:  Online  Giving  WorkflowTuesday, March 1, 2011 41
  42. 42. Top  Offender:  Online  Giving  WorkflowTuesday, March 1, 2011 42
  43. 43. Top  Offender:  Online  Giving  WorkflowTuesday, March 1, 2011 43
  44. 44. Op+mized  Online  Giving  ExperienceTuesday, March 1, 2011 44
  45. 45. Op+mized  Online  Giving  ExperienceTuesday, March 1, 2011 45
  46. 46. Op+mized  Online  Giving  ExperienceTuesday, March 1, 2011 46
  47. 47. Op+mized  Online  Giving  ExperienceTuesday, March 1, 2011 47
  48. 48. Plan  for  Monday  Morning • Convince  your  team  that  best  prac+ces  are  not   enough  (I’ll  send  you  my  slides  if  you  need  them   J) • Commit  to  tes+ng  and  challenging  your   marke+ng  intui+on • When  tes+ng  it  is  important  to  use  a  rigorous   methodology • Data  is  the  diplomatTuesday, March 1, 2011 48
  49. 49. <Contact  Info>                      Tim  Kachuriak                        TKachuriak@KMA.com                                @DigitalDonor                                                    linkedin.com/in/TimKachuriak        DigitalDonor.Blogspot.comTuesday, March 1, 2011 49
  50. 50. Tuesday, March 1, 2011 50
  51. 51. Online Fundraising Case Studies Presenter: John Carley, President Organization: Trinet Internet Solutions© 2011 Trinet Internet Solutions Inc.Tuesday, March 1, 2011 51
  52. 52. CLIENT: ADRA (Adventist Development and Relief Agency) MISSION: Improving the lives of people around the world Years working with Trinet: 7© 2011 Trinet Internet Solutions Inc.Tuesday, March 1, 2011 52
  53. 53. ADRA SnapshotImpact: 20 million peopleworldwide in 2010120+ countries around the world© 2011 Trinet Internet Solutions Inc.Tuesday, March 1, 2011 53
  54. 54. The Challenge 1.New generation of online donors wanting to be immersed in stories & causes 2.A current website to support & enable easy giving Personal approach to giving© 2011 Trinet Internet Solutions Inc.Tuesday, March 1, 2011 54
  55. 55. Original Gift© 2011 Trinet Internet Solutions Inc.Tuesday, March 1, 2011 55
  56. 56. The Strategy Redesign, Migrate, and Enhance the Gift Catalog on www.adra.org Goal 1: Communicate ADRA’s Mission Clearly and Quickly Goal 2: Inspire Users to Take Action Goal 3: Display the Depth of ADRA’s Worldwide Reach© 2011 Trinet Internet Solutions Inc.Tuesday, March 1, 2011 56
  57. 57. New Gift Catalog Personal Campaigns Gift Registry Group Gifts© 2011 Trinet Internet Solutions Inc.Tuesday, March 1, 2011 57
  58. 58. Easy to Use Browse by Region© 2011 Trinet Internet Solutions Inc.Tuesday, March 1, 2011 58
  59. 59. Easy to Use Shop by Price© 2011 Trinet Internet Solutions Inc.Tuesday, March 1, 2011 59
  60. 60. The Result ADRA  Gij  Catalog   +77%  Yr/Yr  Traffic   Stats: Redesign   growth • • Online donations increased by 65% • Total website traffic increased by 106% • Avg Order amount increased +64% • 59% of Website visitors result in donation • # of items purchased increased +75%© 2011 Trinet Internet Solutions Inc.Tuesday, March 1, 2011 60
  61. 61. Gift Catalog in FocusNew Gift Catalog increased donations by 65% © 2011 Trinet Internet Solutions Inc.Tuesday, March 1, 2011 61
  62. 62. • “Our online efforts were crucial to our mission to bring aid to devastated communities…Trinet’s expertise helped us to respond to those most in need.” • - Tina Hudgins, Assistant Manager for Marketing and Development for ADRA© 2011 Trinet Internet Solutions Inc. Image Source: http://typographicproject.blogspot.com/Tuesday, March 1, 2011 62
  63. 63. Check-In at Booth #809 info@trinetsolutions.com Contents not to be shared outside of intended organization or duplicated without written permission of Trinet Internet Solutions, Inc.Tuesday, March 1, 2011 63
  64. 64. Tuesday, March 1, 2011 64
  65. 65. CASE STUDY CURE  Interna7onal   #1: Gradual  Integra7on  Campaign Challenges: • Little to no Brand Recognition • Limited Online Presence • Major donors made up majority of donor file Objectives: • Increase Overall Brand Awareness • Improve Name Acquisition Efforts – Grow eMail database by 20% • Increase Number of Middle Donors – $10 to $399 gift rangeTuesday, March 1, 2011 65
  66. 66. Background • CURE Direct Mail (before integrated campaigns) – around 1.16% response rate • Average new eMail sign ups ~ 50 per month • eMail appeal response/fundraising was below average industry standards • Newly Redesigned Website Launched; eAcquisition integrated campaign was to followTuesday, March 1, 2011 66
  67. 67. The Approach • Evaluated all offline and online campaigns to determine strongest offer • Determined that the Clubfoot offer resonated the best without too much explanation, and has performed the best with offline and current online audience • Developed a progressive multichannel campaign centered around clubfoot to achieve desired goalsTuesday, March 1, 2011 67
  68. 68. The Solution • A name acquisition/viral campaign called “Sign a Cast” was launched following website redesign/relaunch. For each virtual cast signed online, $5 was donated to pay for the cast of a child. • The $5 donation was provided by a foundation which provides funding for innovative donor acquisition programs. 68Tuesday, March 1, 2011 68
  69. 69. Sign A Cast Campaign Home Page Intercept Home Page BannerTuesday, March 1, 2011 69
  70. 70. WIDGETTuesday, March 1, 2011 70
  71. 71. Sign A Cast Campaign Announcement eMailTuesday, March 1, 2011 71
  72. 72. Multichannel Integration Plan Online: • CURE website, emails to current constituents • Social Media: Launched Virally across Social Networks –Facebook, Twitter, YouTube, etc. Offline • Events – Live Radio, Concerts (video showings) • Direct Mail • Newsletter Communications • Mobile Giving – Text to Give/Opt-InTuesday, March 1, 2011 72
  73. 73. Cul7va7on  of  Sign  a  Cast   Online  Intro  Series Follow Up eMail Generic eNewsletterTuesday, March 1, 2011 73
  74. 74. Cul7va7on  of  Sign  a  Cast-­‐   Acquired  FriendsTuesday, March 1, 2011 74
  75. 75. Results Name acquisition grew TEN FOLD in the first month and... After 18 months of Sign a Cast Campaign: • eMail Database: 500% growth in total file • Fundraising: Over $250K revenue • Total Response: – Increased DM Response Rate by 175% – Increased Revenue by 500% for Clubfoot offerTuesday, March 1, 2011 75
  76. 76. Resul7ng  Database  ShiNTuesday, March 1, 2011 76
  77. 77. CASE STUDY Liberty  Ins7tute’s   #2: “Don’t  Tear  Me  Down”   Viral  eAcquisi7on  Campaign Challenges: • Mojave Desert War Memorial case had received little media exposure outside of local community • Wanted to show widespread national support and raise new friends to support this case now and the broader issue in the future • Opportunity presented itself but was outside of Liberty’s operating budget • Existing email file was active, but limited in size and scope for the task • Campaign ramp up time was quick (approx. 3 months)Tuesday, March 1, 2011 77
  78. 78. Objectives • Liberty Institute major donor wanted to bring awareness to the issue/ create buzz • Drive large amounts of traffic online to a campaign-specific microsite • Improve Name Acquisition Efforts – Grow email database by 10,000 new namesTuesday, March 1, 2011 78
  79. 79. The Approach • Compelling story- telling video • Develop engaging microsite • Launch petition drive • Take it viral (widget, social networks) • Packaged an emotionally charged issueTuesday, March 1, 2011 79
  80. 80. Tuesday, March 1, 2011 80
  81. 81. Follow  up  Email  Communica7ons  Tuesday, March 1, 2011 81
  82. 82. Multichannel Integration Plan Online: • DTMD website, video, petition, emails to current and new constituents • Social Media: Launch Virally across Social Networks - Facebook, Twitter, YouTube • Modest Banner ad campaign on Drudge ReportTuesday, March 1, 2011 82
  83. 83. Multichannel Integration Plan Offline: • Events – Rally at the Cross, Supreme Court Oral Argument, presentation of support to veterans organizations • Earned Media • Newsletter CommunicationsTuesday, March 1, 2011 83
  84. 84. Results Just 5 months from Campaign Launch: • Website / Video – 2 million views – 175,000 signers – 83,000 opt in email addresses – 35,000 Facebook fans – 1,000 Twitter followers • Income – $161,000 – 1640 donorsTuesday, March 1, 2011 84
  85. 85. Contact Me – Happy to Help! Beth Cathey VP, New Business Development Direct: 972.664.2339 Cell: 972.571.8644 Email: bcathey@stratmark.com Skype: beth.cathey Twitter: @bethcatheyTuesday, March 1, 2011 85
  86. 86. Tuesday, March 1, 2011 86
  87. 87. Tuesday, March 1, 2011 87
  88. 88. Open Doors Open Doors works in the worlds most oppressive countries, strengthening Christians to stand strong in the face of persecution and equipping them to shine Christs light in these dark places.Tuesday, March 1, 2011 88
  89. 89. Goal of the Campaign Free to Believe • Rally support against the UN’s “Defamation of Religions” resolution and acquire new like-minded donors that will resonate with Open Doors’ mission.Tuesday, March 1, 2011 89
  90. 90. The Brief Who: The Organization of Islamic Conference (OIC), an inter-governmental organization of 57 states with majority or significant Muslim populations, has been working for several years through the United Nations system to justify and advance the Defamation of Religions Resolution. What: The Defamation of Religions Resolution, introduced in the UN, seeks to criminalize words or actions that are deemed to be against a particular religion, especially against Islam. Although proponents justify the “defamation of religion” concept as protecting religious practice and promoting tolerance, it really promotes intolerance and human rights violations of religious freedom and freedom of speech for religious minorities in these countries. Why: The Defamation of Religions Resolution has the effect of providing international legitimacy for national laws that punish blasphemy or otherwise ban criticism of a religion. When: The OIC is expected to propose to the UN General Assembly another “defamation of religions” resolution to be voted on late November/early December. Where: The UN General Assembly in New York City, New York.Tuesday, March 1, 2011 90
  91. 91. The Opportunity Open Doors donors tend to be activistic in nature and analytics revealed that new people acquired through advocacy issues convert to donors at a higher rate than other names.Tuesday, March 1, 2011 91
  92. 92. Free  to  Believe  Campaign:  Communication  Strategy   ODUSA  Donors     Acquisition/Awareness   New  Names/  Donors     Free  to  Believe  Microsite   Media  Channels:       Online:     Social  Media:   Add  voice  to  Free  to     Facebook                       You  Tube   Follow  up  to  direct  mail   STAND  UP!   Twitter     Free  to  Believe  Wall           Goal:  100K  United!                                   Online:   Direct  Mail:     Drudge  Report   Sign  the  declaration  to   Town  Hall  /  Hot  Air   UN  Secretary  General   World  Net  Daily   and  Committee  on   Google  Ad  Words                  Appropriations  in  Sept.           appeal.           Sign  the  Decl.  of  Support   Radio  Spots:   Newsletter:   (offline  signatures  added)     AFA   Follow-­‐up  to  direct  mail   Salem   in  October  NL.             Direct  Mail:   Sept.  Appeal  Petition   (OD  Donor  Network)  Tuesday, March 1, 2011 92
  93. 93. The SolutionTuesday, March 1, 2011 93
  94. 94. Create online engagement and allow for easy sharingTuesday, March 1, 2011 94
  95. 95. Tuesday, March 1, 2011 95
  96. 96. Tuesday, March 1, 2011 96
  97. 97. Tuesday, March 1, 2011 97
  98. 98. Tuesday, March 1, 2011 98
  99. 99. Social EngagementTuesday, March 1, 2011 99
  100. 100. You TubeTuesday, March 1, 2011 100
  101. 101. Tuesday, March 1, 2011 101
  102. 102. EmailTuesday, March 1, 2011 102
  103. 103. Tuesday, March 1, 2011 103
  104. 104. Tuesday, March 1, 2011 104
  105. 105. Facebook Ads - 8,085,000 Impressions - Click Rate of .063% - 1087 New Names - Cost to Acquire a new name was less than $3Tuesday, March 1, 2011 105
  106. 106. Outcomes • Unique Visitors: 19,541 • Page Views: 166,314 • Pages per visit: 7 • Ave. Time on Site: 3:43 • Percent of new visitors to the site 82%Tuesday, March 1, 2011 106
  107. 107. Results • Conversion Series Open Rate: 43% • Click Through Rate: 37% (over the entire 5 step welcome series) • Income:Yet To Be DeterminedTuesday, March 1, 2011 107
  108. 108. Results 428,587 Signatures from over 70 countriesTuesday, March 1, 2011 108
  109. 109. CONTACT US • Chad Williams: ChadW@FiveQ.com • Tim Kachuriak: TKachuriak@KMA.com • John Carley Info@TrinetSolutions.com • Beth Cathey BCathey@stratmark.com • Brad Davies Brad@DunhamandCompany.comTuesday, March 1, 2011 109

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