Getting a little closer - Pollack

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Get a Little Closer: Making Online Fundraising Personal
#11NTCpersonal

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Getting a little closer - Pollack

  1. 1. Get a Little Closer: Making Online Fundraising Personal<br />#11NTCpersonal<br />Dave Austin<br />Kenan Pollack<br />Danny Bu<br />
  2. 2.
  3. 3. Agenda: Get a Little Closer <br /><ul><li>Who are we?
  4. 4. Why does personalizing fundraising online matter?
  5. 5. Landscape & Challenges
  6. 6. How do you solve them (with examples you can use!)?
  7. 7. American Cancer Society Case Study
  8. 8. Questions & Answers</li></ul>No, we’re not talking Jersey Shore closer.<br />
  9. 9. Who are we?<br />Danny Bu<br />Dave Austin<br />Kenan Pollack<br /><ul><li>Principal, Interactive Fundraising, American Cancer Society
  10. 10. Uses online media to create ACS fundraising campaigns
  11. 11. Experience at both the division and national office
  12. 12. Veteran of Gap, Inc. including launch of BananaRepublic and Old Navy web sites
  13. 13. Senior Lead Consultant at Convio
  14. 14. Online marketing since 1995
  15. 15. Engaged with mix of clients including Cleveland Clinic, American Cancer Society and National MS Society.
  16. 16. Published author; worked in both the nonprofit and commercial sectors.
  17. 17. Solutions Engineer with Convio
  18. 18. 20+ years in technology, both nonprofit and for-profit.
  19. 19. Focus on online fundraising strategies and technologies.
  20. 20. Have worked with over 100 nonprofit organizations. </li></li></ul><li>Why Should You Care?<br />
  21. 21. But we’re in good company…<br />
  22. 22. The State of Online Marketing Circa 2011<br />
  23. 23.
  24. 24.
  25. 25.
  26. 26.
  27. 27. Social Tops Email…<br />Social Networking Users Surpass Email Users on 7/09<br />Global Users (MM)<br />Social Networking Users<br />Email Users<br />Source: Morgan Stanley Internet Mobile Report, December 2009<br />Data is for unique, monthly users of social networking and email usage.<br />
  28. 28. Fracturing Giving Channels...<br />% who say have donated in this way in last 2 years (total) <br />Q7: Which of the following giving methods have you used in the past 2 years (select all that apply).<br />Bold numbering in the table on the right indicates significance at the 95% confidence level<br />
  29. 29. Direct donation 42% Attended event 19%<br />Visited website 27% Promoted to others 15%<br />Donated goods 23% Volunteered 15%<br />Direct donation 51% Attended event 18%<br />Donated good 28% Volunteered 16%<br />Visited website 19%<br />Direct donation 61%<br />Donated goods 25%<br />Attended an event 13%<br />Direct donation 71%<br />Donated goods 26%<br />Attended an event 13%<br />Gen Y<br />Gen X<br />Boomers<br />Matures<br />Generational Shifts…<br />
  30. 30. Challenges: File Building<br />
  31. 31. Challenges: Data<br />Higher Value<br />Sustainers 2<br />N=1,957<br />$385K LTV<br />$197 avg<br />E=9<br />Your Housefile<br />Sustainers 1<br />N=1,644<br />$285K LTV<br />$174 avg<br />E=7<br />Donors 2<br />N=4,379<br />$341K LTV<br />$78 avg<br />E=10<br />Disengaged Donors<br />N=530<br />$33K LTV<br />$62 avg<br />E=0<br />Donors 1<br />N=4,107<br />$212K LTV<br />$52 avg<br />E=6<br />Less Engaged<br />More Engaged<br />Benchwarmers 1<br />N=135,093<br />$0 LTV<br />$0 avg<br />E=1<br />Benchwarmers 2<br />N=74,328<br />$0 LTV<br />$0 avg<br />E=4<br />Active Advocates<br />N=13,127<br />$0 LTV<br />$0 avg<br />E=12<br />Inactives<br />N=90,867<br />$0 LTV<br />$0 avg<br />E=0<br />Lower Value<br />
  32. 32. Challenge: Channel Noise and Volume<br />
  33. 33. But, hey, it’s not all bad!<br />Because we have examples!<br />
  34. 34. Acquire, Learn, Ask<br />
  35. 35. Jewish National Fund – Two step email signup<br />
  36. 36. ADA: Two-step Sign-up w with Incentive<br />
  37. 37. St. Joseph’s Indian School: Signup w/ Mail Premium<br />
  38. 38. Sacramento SPCA: Learn Interests at Sign-up<br />
  39. 39. Mito Action: Integrated campaign for advanced profile building<br />
  40. 40. WGBH: context-sensitive email ask, w/ fundraising ask<br />
  41. 41. Nature Canada: Integrated pledge, email and fundraising campaign<br /><ul><li>Step 1: Email tests interest
  42. 42. Step 2: Pledge confirms interest
  43. 43. Step 3: Donation ask leverages interest </li></li></ul><li>Data-driven Email<br />
  44. 44. World Wildlife Fund: Welcome Series<br /><ul><li>Day 14
  45. 45. “You Can help save the planet”
  46. 46. Support Us
  47. 47. Hard Ask: Become a member</li></ul>Day 1<br />“Thanks for signing up” <br />Get to know us<br /><ul><li>Day 7
  48. 48. “Why WWF is a global leader”
  49. 49. Get involved
  50. 50. Soft ask: Adopt an animal</li></li></ul><li>Nature Conservancy: Conditional content based on constituent attributes<br />
  51. 51. Epilepsy Foundation – Personalized Ask<br />
  52. 52. Defenders of Wildlife – Profile update + Ask<br />
  53. 53. Data Driven Asks<br />
  54. 54. World Wildlife FundPersonalized Donation Form<br />
  55. 55. Recognition<br />
  56. 56. Nature Conservancy - Recognition<br />
  57. 57. United Nations Fund – Naming Opportunity (and lots of Flash)<br />
  58. 58. Jewish National FundCelebrate your B’nai Mitzvah<br />
  59. 59. Storytelling<br />
  60. 60. San Francisco AIDS Foundation:Meet John<br />
  61. 61. Feeding America: Stock the Shelves<br />
  62. 62. Care: carepackage.org<br />
  63. 63. Magic Amounts<br />
  64. 64. Pathfinder International<br />
  65. 65. United Nations Foundation:Nothing but Nets<br />
  66. 66. Outreach International<br />
  67. 67. Personal Events & Pages<br />
  68. 68. NYU Langone Medical Center<br />
  69. 69. Canadian Cancer Girls Night In<br />
  70. 70. Multi-Channel and Social<br />
  71. 71. PETA – Facebook and Donations<br />
  72. 72. Operation Smile & MLF - Twitter<br />
  73. 73. Mobile – Apps and Content<br />
  74. 74. OMB - Video<br />
  75. 75. 2010 Year End Email Test<br />
  76. 76. What do we know about our audience?<br /><ul><li>Point of entry</li></ul>Majority of donations come from events<br /><ul><li>Geographic location
  77. 77. Amount of donation
  78. 78. Affinity to the mission</li></ul>Survivor<br />Non-Survivors<br />
  79. 79. Convio Donation Forms: 3 Versions<br />Target: Non-Donors<br />Set Donation Levels:<br />$50, $75, $100, $250, Write-In<br />Target: Less than $100 Donors (current or lapsed)<br />Donation Levels:<br />Dynamic 1x, 1.5x, 2x, 2.5x, Write-In<br />Target: $100 or more Donors (current or lapsed)<br />Donation Levels:<br />Write-in option only presented<br />56<br />
  80. 80. 2010 Email – 1st Drop – 6 versions<br />57<br />
  81. 81. 2010 Email – 1st Drop - 6 Versions<br />58<br />
  82. 82. Convio: 2010 E-mail 1st Drop <br />Subject line:<br />Give Hope in [State X]<br />Audience:Donors, lapsed donors & non-donors<br />Versions: <br />Single version but with personalized content to recognize constituent state.<br />Clickthrough: +78%<br />Open Rate: -17%<br />Donation amount: +1%<br />59<br />
  83. 83. Convio 2010 Email – 2nd Drop - 2 Versions<br />General version<br />Survivor version<br />60<br />
  84. 84. Convio: 2010 E-mail 2nd General Version<br />Subject line:<br />A special thank you from your American Cancer Society<br />Audience:Donors, lapsed donors & non-donors<br />Top Ask Button: <br />Copy changed from “Donate” to “Give in honor of someone you love”<br />Clickthrough: +158%<br />Open Rate: +4%<br />Donation amount: 24%<br />61<br />
  85. 85. Convio: 2010 E-mail 2nd Survivor Version <br />Subject line:<br />Wishing you a joyous holiday season<br />Audience:Donors, lapsed donors & non-donors flagged as survivors<br />Top Ask Button: <br />Copy changed from “Donate” to “Give in honor of someone you love”<br />Clickthrough: +191%<br />Open Rate: +1%<br />Donation amount: +12%<br />62<br />
  86. 86. 63<br />Convio 2010 3rd Drop<br />Subject line:<br />Time is running out<br />Audience:donors, lapsed donors andnon-donors<br />Versions: <br />Single version but with conditional content to recognize Relay or Strides participation.<br />Clickthrough: +182%<br />Open Rate: +16%<br />Donation amount: +19%<br />
  87. 87. Subject line:<br />Final chance to give for tax year 2010!<br />Audience:donors, lapsed donors andnon-donors<br />Versions: <br />Single version but with conditional content to recognize Relay or Strides participation.<br />Clickthrough: +50%<br />Donation amount: +9%<br />64<br />Convio 2010 4th Drop<br />
  88. 88. Questions, Answers. That sort of thing<br />
  89. 89. Contact Us<br />Dave Austin<br />Kenan Pollack<br />Danny Bu<br />kpollack@convio.com<br />Phone: (202) 609-6428<br />Danny.Bu@cancer.org<br />Phone: (202) 609-6428<br />daustin@convio.com<br />Phone: (512) 807-3761<br />
  90. 90. Session Evaluation<br />Each entry via text or web is a chance to win great NTEN prizes throughout the day! <br />TEXT<br />Text 11NTCpersonal to 69866.<br />ONLINE<br />Use 11NTCpersonal at <br />http://nten.org/ntc/eval<br />Session Evaluations <br />Powered By:<br />

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