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Getting Your
Digital House In Order
INTRODUCTIONS
Van Do
PS|PS Digital
Technical Director
Janel Clement
PS|PS Digital
Digital Services Director
Susan McCullou...
GETTING TO KNOW YOU
(AND YOUR NEIGHBORS)
BEFORE AFTER
By the end of today’s presentation you will...
Understand how to approach a digital
fundraising program makeover
• Know wh...
LET’S FIX UP
YOUR
FIXER-UPPER
WHY RENOVATE? WHY NOW?
Things are broken or breaking
It’s time to grow
Your needs have changed
Add value
DECIDE TO RENOVATE
DO AN ASSESSMENT
THE ASSESSMENT:
● What’s there
● What you like
● What needs to change
● What’s broken (maybe)
● What’s missing
● What’s yo...
MAKE A PLAN
THE PLAN:
Who: Audience
What: Strategy
When: Campaigns
Where: Platforms
Why: Goals/KPIs
How: Resources in your organizatio...
FIRST BOOK 2017 OBJECTIVES
• Ensure online program metrics meet or exceed benchmarks
• Achieve increase in online donation...
MEASURING SUCCESS:
• Gather Data
• Set Goals
• Do Regular Reporting
Bonus
• Testing
• Optimization
DEMO & BUILD OUT
• Team Structure & Skill Assessment
• Website (Mobile, Secure, UX, Design)
• CRM
• Clean Records (flags, online/offline, d...
WALK THROUGH & INSPECTION
MAKE A PUNCH LIST
(And check it twice…)
• Click around. Check the dark corners
• Explore across devices
• Experience an em...
POLISH & DECORATE
FINISHING TOUCHES
Prep for visitors!
• Update website content
• Add engagement opportunities
• Review donation forms & inb...
INVITE GUESTS!
INVITE THEM IN…
AND GET THEM TO STAY A WHILE
ATTRACT
SEO/Content
SEM
Social Media
Paid Acquisition
ENGAGE
Polls/Offers
Adv...
COME TAKE A PEEK!
EXAMPLE: CURB APPEAL
PS Digital Year End Samples & Results
EXAMPLE: CURB APPEAL
EXAMPLE: ADDING EQUITY
EXAMPLE: FRONT DOOR & FOYER
BEFORE & AFTER:
LESSONS FROM A FIXER UPPER
QUESTIONS?
Susan McCullough
smccullough@firstbook.org
Janel Clement
jclement@psmail.com
Van Do
vdo@psmail.com
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2017 NTC - Getting Your Digital House In Order

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Understand how to approach a digital fundraising program makeover

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2017 NTC - Getting Your Digital House In Order

  1. 1. Getting Your Digital House In Order
  2. 2. INTRODUCTIONS Van Do PS|PS Digital Technical Director Janel Clement PS|PS Digital Digital Services Director Susan McCullough First Book Senior Director, Development
  3. 3. GETTING TO KNOW YOU (AND YOUR NEIGHBORS)
  4. 4. BEFORE AFTER
  5. 5. By the end of today’s presentation you will... Understand how to approach a digital fundraising program makeover • Know when it’s time to renovate • Have the tools (and confidence) you need to get the job done • Get ready to unlock your program’s potential
  6. 6. LET’S FIX UP YOUR FIXER-UPPER
  7. 7. WHY RENOVATE? WHY NOW? Things are broken or breaking It’s time to grow Your needs have changed Add value
  8. 8. DECIDE TO RENOVATE
  9. 9. DO AN ASSESSMENT
  10. 10. THE ASSESSMENT: ● What’s there ● What you like ● What needs to change ● What’s broken (maybe) ● What’s missing ● What’s your voice ● Action Items: Who needs to be enlisted and what needs to be invested
  11. 11. MAKE A PLAN
  12. 12. THE PLAN: Who: Audience What: Strategy When: Campaigns Where: Platforms Why: Goals/KPIs How: Resources in your organization How Much: $$$$
  13. 13. FIRST BOOK 2017 OBJECTIVES • Ensure online program metrics meet or exceed benchmarks • Achieve increase in online donations • Maintain and increase online average gift • Increase email housefile • Maximize email capture through online engagement • Minimize list churn
  14. 14. MEASURING SUCCESS: • Gather Data • Set Goals • Do Regular Reporting Bonus • Testing • Optimization
  15. 15. DEMO & BUILD OUT
  16. 16. • Team Structure & Skill Assessment • Website (Mobile, Secure, UX, Design) • CRM • Clean Records (flags, online/offline, dupes) • Integration CLEAN, MOVE, FIX, BUILD...
  17. 17. WALK THROUGH & INSPECTION
  18. 18. MAKE A PUNCH LIST (And check it twice…) • Click around. Check the dark corners • Explore across devices • Experience an email signup conversion start to finish •Experience a donor conversion start to finish • Get other opinions (and take their advice!)
  19. 19. POLISH & DECORATE
  20. 20. FINISHING TOUCHES Prep for visitors! • Update website content • Add engagement opportunities • Review donation forms & inbound lead generation • Enhance (or create) your welcome series — don’t leave them hanging after they sign up
  21. 21. INVITE GUESTS!
  22. 22. INVITE THEM IN… AND GET THEM TO STAY A WHILE ATTRACT SEO/Content SEM Social Media Paid Acquisition ENGAGE Polls/Offers Advocacy Video Content Email ACTIVATE SEM Email Ads
  23. 23. COME TAKE A PEEK!
  24. 24. EXAMPLE: CURB APPEAL PS Digital Year End Samples & Results
  25. 25. EXAMPLE: CURB APPEAL
  26. 26. EXAMPLE: ADDING EQUITY
  27. 27. EXAMPLE: FRONT DOOR & FOYER
  28. 28. BEFORE & AFTER: LESSONS FROM A FIXER UPPER
  29. 29. QUESTIONS? Susan McCullough smccullough@firstbook.org Janel Clement jclement@psmail.com Van Do vdo@psmail.com

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