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Fact of Fiction? What's New Online That Really Works?


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What to know what a good new tool for online fundraising - and what is simply hype? These slides go through some popular techniques and show real-world examples.

This presentation was originally presented at the 2012 Bridge Conference by Harry Lynch and Paul Habig.

Published in: Technology, Design
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Fact of Fiction? What's New Online That Really Works?

  1. 1. What’s New Online That Really Works? #bridgeconf
  2. 2. Paul Habig – Executive Vice President, SankyNet– @PaulHabigHarry Lynch – CEO, Sanky Communications- @HarryLynchEric Muscatell – Director of Philanthropy, amFAR- @amFAR
  3. 3. The Big Facts• On average online giving grew by 13% in 2011.• An estimated $23.5 billion dollars donated onlinelast year – 7.9% of U.S. donations now comingonline!• Online giving has jumped nearly 60X in the lastdecade.
  4. 4. Email Accounts for 1/3 of Total Online Giving Source: NTEN
  5. 5. The Big ?
  6. 6. The NonprofitPerspective
  7. 7. Let’s Play Fact or Fiction!
  8. 8. When it comes to web searchand search engine marketing, Google is the only game in town.
  9. 9. Fact or Fiction?
  10. 10. Fiction!• Google does dominate with 68.7% of the searchengine market but Bing powered search has grown itsshare to 28.6%.• Bing can offer quality impressions, solid CTR andresponse rates and low CPC.
  11. 11. 2010 study by Cowan & Co.• 79% of 22- to 25-year-olds use Google as their primary searchengine, compared to 63% of total respondents.• Google usage is skewed toward younger demographics, high-income households, users with college and graduate degrees, andmobile Internet users.• Yahoo (powered by Bing) appeals to 50+ age group. As a homepage, it is more “set-up” in advance for its users and doesn’t pushor require customization. People over 50 who were “leading edge”Internet users 10-15 years ago set up a Yahoo email account whenYahoo was THE dominant search engine and they still have and usethat account today.• Bing’s highest penetration rate is in the 55-and-overdemographic.
  12. 12. QR codes are a great way to get new online audiences.
  13. 13. Fact or Fiction?
  14. 14. Fiction!• Our tests so far have seen limited scan rates.• However, usage is growing rapidly – there was a 119%increase in QR code scans in Q2 of 2012 vs. 2011!• Exponential increase in smartphone penetration bringsthe capacity to millions.• They do provide a smooth gateway to specific onlinecollateral such as campaign landing pages and video!
  15. 15. “Though QR codes have been exceptionally popularamong marketers, who enjoy the simplicity and lowcost, consumers are just beginning to take out their smartphones to scan them.” -Sam Lambert, QR Code Press, 7/20/12 Will donors follow ?
  16. 16. These days anyone can send an email, right?
  17. 17. Fact or Fiction?
  18. 18. Fiction!• Getting the technical and design aspects of email rightrequires serious attention.• Mobile rendering, coding, alt tags and more all need tobe considered.
  19. 19. With Pinterest on the rise, you should put lots of resources into “Pinable” content.
  20. 20. Fact or Fiction?
  21. 21. Fiction…but keep it in mind! • Nonprofits with limited resources should focus on Facebook and Twitter. • However it is important to stay informed about new channels. • Nonprofits are beginning to test Pinterest but we don’t yet view it as worth a major commitment.
  22. 22. Infographic for Freedom from Hunger Shared on Pinterest
  23. 23. Fact or Fiction?
  24. 24. A website redesign will vastly improve yourorganization’s success in online fundrasing.
  25. 25. Fact or Fiction?
  26. 26. Fact…if you redesign with SEO in mind.Before…
  27. 27. After…
  28. 28. • In FY 2011 the old site saw 59,620 visits.• In FY 2012 the new site saw 111,870 visits betweenOctober 2011(when the new site went live) and June2012 alone.• Graph shows traffic for November 2011 – June 2012in blue and November 2010 – June 2011 in orange.
  29. 29. Lightboxes are so effective that developingpersonalized ones is worth the effort.
  30. 30. Fact or Fiction?
  31. 31. Fact!• We have seen tremendous successes with lightboxes.We will be testing a myriad of new uses in the future!
  32. 32. Food for thought …• Personalize upgrades at the point of “submitting” anonline donation.• Call for a monthly gift instead of a single donation.• Nudge visitors on high-traffic, content rich pagestoward donating. (“If you find this information helpful please considerdonating to support our vital work. Click here.)• Time with acquisition drops to reinforce lead story andcase.• Be creative!
  33. 33. My organization’s donorsare really old, so I shouldn’t care about mobile.
  34. 34. Fact or Fiction?
  35. 35. Fiction!• Studies show that 46% of American adults now own asmartphone.• 68% of adults with a household income of over$75,000 are smartphone owners.• Between May 2011 and February 2012 smartphoneownership grew by 10% among those aged 50-64 andby 2% among those 65 and over.
  36. 36. Projections predict that mobile internet usage will overtake desktop as early as 2014.
  37. 37. Email appends are just asvaluable a technique as they were 5 years ago.
  38. 38. Fact or Fiction?
  39. 39. Fact!• Appends are still a valuable tool.• Cost remains favorable.• Despite low open-rates, the volume of emailaddresses that can be reached makes appendsworthwhile.• One of the best techniques for driving integration oftraditional direct mail with online channels.
  40. 40. A Welcome Append Email for Freedom from Hunger
  41. 41. It doesn’t matter how many“likes” you get on Facebook, no one is gaining serious donations from it anyway.
  42. 42. Fact or Fiction?
  43. 43. Fiction! • Building a fan base on Facebook gives you the opportunity to retarget existing fans for fundraising. • Use targeted Facebook ads to promote a match. • A campaign we ran saw $12.08 for every $1 spent. • Increased overall donor engagement.
  44. 44. An ongoing campaign for NEAS linking Facebook ads toa petition has seen success with 1,935signatures and 995 email opt-ins.
  45. 45. It’s a good idea to rentemail lists for your online acquisition program.
  46. 46. Fact or Fiction?
  47. 47. Fiction…but keep it mind.• Up to now such lists have been ineffective.• However, new companies like MarketFish areproviding targeted lists with potential for testing/leadgeneration.
  48. 48. You should always send a“pre-email” before a direct mail campaign.
  49. 49. Fact or Fiction?
  50. 50. Fiction…but do experiment with this technique.• In our experience it depends on the both theparticular campaign and the organization.• Pre- or Post-DM emails can work but choose when touse them carefully.
  51. 51. Promoted trends on Twitter are not worth investing in.
  52. 52. Fact or Fiction?
  53. 53. Fact!• The cost of promoted trends remains high.• Can result in spam and negative publicity.
  54. 54. • A McDonald’s promoted trend backfired whenpeople used it to highlight negative stories about thecompany. One of many negative responses:
  55. 55. Promoted Account
  56. 56. Promoted Tweet
  57. 57. Moving some offlineacquisition budget to the Care2 and social activism sites will assist acquisition.
  58. 58. Fact or Fiction?
  59. 59. Fact!• In our experience acquisition and actions on thesesites have led to good long-term value ofconstituents.
  60. 60. Groupon is a great source for new donors.
  61. 61. Fact or Fiction?
  62. 62. Fiction!• Groupon can bring in some quick income…• …but offers poor long-term donor value.
  63. 63. Don’t forget to visit the Solutions Showcase!Many of the ideas discussed today areon display at the Solutions Showcase! #bridgeconf