1.
GOOD TO GREAT
10 THINGS THAT WILL IMPROVE YOUR
ONLINE FUNDRAISING RESULTS
Danielle Johnson Vermenton, CFRE

2.
…Dramatic results do
not come from
dramatic process - not
if you want them to
last, anyway.
-Jim Collins, Author “Good to Great”
Good to
Great

3.
Navigating today’s
landscape

4.
How is the industry doing?
Giving USA Report
Individual Giving $258 billion 5.7% increase
Foundation Giving $53 billion 8.2% increase
Bequest Giving $28 billion 15.5% increase
Corporate Giving $17 billion 13.7% increase

5.
Online giving
grew in 2014
compared to 2013
8.9%
Overall
charitable giving
grew in 2014
compared to
2012
2.1%
Donors prefer
to spread the
word about
their favorite
charity email
51%
For every 100
donors gained,
105 were lost
AFP FEP Study
105

6.
Online Fundraising Scorecard
More than 1/3 of orgs didn’t
send an email in the first 30 days
84% of donation forms were not optimized for mobile
63% of orgs did not offer the donor next steps
66% of email sign-ups held no appeal
#npgamechangers @djvermenton

7.
There’s so much opportunity
Boomers
Age 49-67
Gen X
Age 33-48
63%
of giving
Source: Blackbaud Next Generation of American Giving 2013 #npgamechangers @djvermenton

8.
Greatness is not a function of circumstance. Greatness is
largely a matter of conscious choice, and discipline.
Jim Collins

9.
Let’s get
started

10.
“
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Look at results1

11.
Make a list2

12.
People
Training
Development
Invest in staff3

13.
Capitalize on
opportunities
Be ready for a
‘hot damn’ moment4

14.
Add curb appeal5
Expand
your
welcome
Build
momentum
through a
series of
messages
Move them
with stories
of impact
Have a clear
call to
action for
the reader

15.
Add curb appeal5

16.
Add curb appeal5
88% of
organizations
did not have a
welcome series
Why is this a
game changer?
Online Giving Scorecard

17.
#6
Focus on your audience
Use compelling images
Tell stories that are relatable
Create mission moments!
Stop being boring6

18.
Segment
Target
Personalize
Take a fresh approach7

19.
Let donors fundraise
No new events needed
It creates opportunity
Give up control8

20.
Go monthly9
Popular w/Boomers & Gen X
Consistent revenue stream
Donors give more & longer

21.
Go monthly9
Make it part of your
standard donation form
Run an annual
multimessage campaign
Promote all year long,
in multiple places
Manage failed transactions
with email alerts

22.
Create a donor journey
Give them something to do
Run TY campaigns
Have a plan
Have an attitude
with gratitude strategy10
Enhance the experience
#npgamechangers @djvermenton

23.
73% of orgs don’t have a social
sharing component at the end of the
donation process
Let them celebrate – Make it social!
Online Giving Scorecard Report
Have an attitude
with gratitude strategy10
#npgamechangers @djvermenton

24.
Have a pragmatic,
committed-to-excellence
process with a framework
that will keep your
organization, its leaders,
and its people on track
for the long haul.
-Good to Great, Jim Collins
www.jimcollins.com
#npgamechangers @djvermenton

25.
What’s next?
Pause
Recognize
Celebrate

26.
1. Look at your results
2. Make a stop doing list
3. Invest in your people
4. Be ready for opportunity
5. Expand your welcome
6. Tell great stories
7. Segment & personalize
8. Let donors DIY for the mission
9. Go monthly
10. Create a donor journey
Q & A

27.
We’ve got you covered with resources, guides and advice.
Get it all www.npengage.com

28.
Everyday hero
Blackbaud Confidential 28

29.
Keep the conversation going
Stay in touch
@djvermenton
@bbinteractive
Best Practices, Trends, Thought Leaders
www.npengage.com
BBCON is coming to Austin in October!
http://bbconference.com