#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
5 Proven Strategies
for Taking Positive
N...
#npEXPERTS | www.blackbaud.com/npexperts 2
Meet the #npEXPERTS
#npEXPERTS | www.blackbaud.com/npexperts 3
#npEXPERTS
Andrew Shoaff
Manager Go! Program, Blackbaud
Former non-profit CFO
A...
#npEXPERTS | www.blackbaud.com/npexperts
Why is Engagement important?
#npEXPERTS | www.blackbaud.com/npexperts 5#npEXPERTS | www.blackbaud.com/npexperts
AFP FEP Study, 2013
Nearly 6 out of eve...
#npEXPERTS | www.blackbaud.com/npexperts 6
1.  No memory of ever supporting
2.  Did not feel connected to the organization...
#npEXPERTS | www.blackbaud.com/npexperts
All reasons connected
to communications.
#npEXPERTS | www.blackbaud.com/npexperts 8#npEXPERTS | www.blackbaud.com/npexperts
A 10% change in retention
can increase ...
#npEXPERTS | www.blackbaud.com/npexperts 9
Discussion Topics
1.  Where to begin - acquisition and Welcome Series
2.  Segme...
#npEXPERTS | www.blackbaud.com/npexperts 10
Engaging First Impressions
#npEXPERTS | www.blackbaud.com/npexperts 11
Engaging First Impressions
#npEXPERTS | www.blackbaud.com/npexperts 12
Engaging First Impressions
#npEXPERTS | www.blackbaud.com/npexperts 13
Usability Testing
#npEXPERTS | www.blackbaud.com/npexperts 14
Usability Testing
#npEXPERTS | www.blackbaud.com/npexperts 15
0%
10%
20%
30%
40%
50%
60%
1 month 2 to 3
months
4 to 6
months
7 to 12
months
...
#npEXPERTS | www.blackbaud.com/npexperts 16#npEXPERTS | www.blackbaud.com/npexperts
More than 1/3 of orgs
didn’t send an e...
#npEXPERTS | www.blackbaud.com/npexperts 17
Put out the Welcome Mat
Multi-part campaign
Targeted & automated
Trigger based
#npEXPERTS | www.blackbaud.com/npexperts 18
Action +7 Days Action +14 Days Action +21 Days
Thank you &
Orientation
Ask for...
#npEXPERTS | www.blackbaud.com/npexperts 19
#npEXPERTS | www.blackbaud.com/npexperts
Segmentation
#npEXPERTS | www.blackbaud.com/npexperts 21
Constituent-wide
emails
(Enews, event invites, appeals)
Email Calendar Plannin...
#npEXPERTS | www.blackbaud.com/npexperts 22
Constituent-wide
emails
(Enews, event invites, appeals)
Email Calendar Plannin...
#npEXPERTS | www.blackbaud.com/npexperts 23
Constituent-wide
emails
(Enews, event invites, appeals)
Email Calendar Plannin...
#npEXPERTS | www.blackbaud.com/npexperts 24
#npEXPERTS | www.blackbaud.com/npexperts 25
Rethink Your Email Plan
Segments
Donor (Repeat, Sustainer, New, Lapsed)
Event ...
#npEXPERTS | www.blackbaud.com/npexperts 26
Mentors
#npEXPERTS | www.blackbaud.com/npexperts 27
Alumni
#npEXPERTS | www.blackbaud.com/npexperts
Testing
#npEXPERTS | www.blackbaud.com/npexperts
Obama
Campaign!
Online !
Testing!
*From Kyle Rush’s Win Through
Optimization & Te...
#npEXPERTS | www.blackbaud.com/npexperts
19% higher
conversions
Ran 500 online tests"
Raised $690 million"
Biggest impact:...
#npEXPERTS | www.blackbaud.com/npexperts 31#npEXPERTS | www.blackbaud.com/npexperts
Top Email Programs
*Sources: 2011 Mark...
#npEXPERTS | www.blackbaud.com/npexperts 32
Which Subject Line Test Won?
1.  Why back-to-school means more to you
2.  25 8...
#npEXPERTS | www.blackbaud.com/npexperts 33
Which Subject Line Test Won?
1.  Why back-to-school means more to you
2.  25 8...
#npEXPERTS | www.blackbaud.com/npexperts
Social Media
#npEXPERTS | www.blackbaud.com/npexperts 35#npEXPERTS | www.blackbaud.com/npexperts
*Source: Georgetown University/Waggene...
#npEXPERTS | www.blackbaud.com/npexperts
Declining
Facebook!
Organic 

Reach!
#npEXPERTS | www.blackbaud.com/npexperts
16% reach - 2012"
12% reach - Oct. 2013"
6% reach - Feb. 2014"
1%-2% - Future Pre...
#npEXPERTS | www.blackbaud.com/npexperts 38
Likely Will Need To “Pay to Play”
Continue reaching fans by using
Facebook ads...
#npEXPERTS | www.blackbaud.com/npexperts 39
Deploying Social Ambassadors
#npEXPERTS | www.blackbaud.com/npexperts 40
Google Alerts
#npEXPERTS | www.blackbaud.com/npexperts 41
Google Alerts
Opportunity to contribute to
conversations and curate content
#npEXPERTS | www.blackbaud.com/npexperts 42
80/20 Rule
#npEXPERTS | www.blackbaud.com/npexperts
Mobile
#npEXPERTS | www.blackbaud.com/npexperts 44#npEXPERTS | www.blackbaud.com/npexperts
Source: Litmus
51% of all emails
are o...
#npEXPERTS | www.blackbaud.com/npexperts 45
Your Inbox: Cluttered & Competitive
MOBILE DEVICE
#npEXPERTS | www.blackbaud.com/npexperts 46
Email Mobile-Rendering
#npEXPERTS | www.blackbaud.com/npexperts 47
Email Mobile-Rendering
iPhone Android
#npEXPERTS | www.blackbaud.com/npexperts 48#npEXPERTS | www.blackbaud.com/npexperts
Source: *2014 Dunham+Company Online Fu...
#npEXPERTS | www.blackbaud.com/npexperts 49
Mobile Surpasses Desktop
#npEXPERTS | www.blackbaud.com/npexperts 50#npEXPERTS | www.blackbaud.com/npexperts
Source: Responsive Design Doubles Mobi...
#npEXPERTS | www.blackbaud.com/npexperts 51
Questions?
www.blackbaud.com/npexperts
#npEXPERTS | www.blackbaud.com/npexperts 52
Coming Soon!
How to Create
Fundraising
Appeals that Work
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5 Proven Strategies for Taking Positive Next Steps with Online Visitors and Boosting Donor Acquisition

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Leading experts (Mike Snusz & Andrew Shoaff) have come together to share fundraising ideas, best practices and years of experience in helping nonprofits boost donor acquisition. Download the eBook and be sure to put their ideas into practice!

This presentation will give you insight into how to optimize your nonprofit webstie and donation form, execute an email cultivation and welcome series, segment your constituents and ready your organization for the mobile revolution.

https://www.blackbaud.com/nonprofit-resources/npexperts/donor-acquisition

Published in: Government & Nonprofit
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5 Proven Strategies for Taking Positive Next Steps with Online Visitors and Boosting Donor Acquisition

  1. 1. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts 5 Proven Strategies for Taking Positive Next Steps with Online Visitors Cupids Arrow: Thoughtful Engagement to Acquire Donors www.blackbaud.com/npexperts
  2. 2. #npEXPERTS | www.blackbaud.com/npexperts 2 Meet the #npEXPERTS
  3. 3. #npEXPERTS | www.blackbaud.com/npexperts 3 #npEXPERTS Andrew Shoaff Manager Go! Program, Blackbaud Former non-profit CFO Andrew.Shoaff@blackbaud.com Mike Snusz Sr. Consultant, Blackbaud 11 years & millions raised for nonprofits Mike.Snusz@blackbaud.com
  4. 4. #npEXPERTS | www.blackbaud.com/npexperts Why is Engagement important?
  5. 5. #npEXPERTS | www.blackbaud.com/npexperts 5#npEXPERTS | www.blackbaud.com/npexperts AFP FEP Study, 2013 Nearly 6 out of every 10 donors from the previous year DID NOT renew by year’s end.
  6. 6. #npEXPERTS | www.blackbaud.com/npexperts 6 1.  No memory of ever supporting 2.  Did not feel connected to the organization 3.  Not asked to give again 4.  Other causes are more deserving 5.  Never heard how donation was used Key Reasons for Leaving
  7. 7. #npEXPERTS | www.blackbaud.com/npexperts All reasons connected to communications.
  8. 8. #npEXPERTS | www.blackbaud.com/npexperts 8#npEXPERTS | www.blackbaud.com/npexperts A 10% change in retention can increase the life time value of a donor base up to 200%.
  9. 9. #npEXPERTS | www.blackbaud.com/npexperts 9 Discussion Topics 1.  Where to begin - acquisition and Welcome Series 2.  Segmentation and talking to your audience 3.  Testing and knowing what works 4.  Multichannel and social engagement 5.  The importance of mobile
  10. 10. #npEXPERTS | www.blackbaud.com/npexperts 10 Engaging First Impressions
  11. 11. #npEXPERTS | www.blackbaud.com/npexperts 11 Engaging First Impressions
  12. 12. #npEXPERTS | www.blackbaud.com/npexperts 12 Engaging First Impressions
  13. 13. #npEXPERTS | www.blackbaud.com/npexperts 13 Usability Testing
  14. 14. #npEXPERTS | www.blackbaud.com/npexperts 14 Usability Testing
  15. 15. #npEXPERTS | www.blackbaud.com/npexperts 15 0% 10% 20% 30% 40% 50% 60% 1 month 2 to 3 months 4 to 6 months 7 to 12 months Year 2 Year 3 EmailOpenRate Time on Housefile Relevance Curve The honeymoon period for new subscribers is greatest in first 30 days. Engage Thoughtfully From Day One
  16. 16. #npEXPERTS | www.blackbaud.com/npexperts 16#npEXPERTS | www.blackbaud.com/npexperts More than 1/3 of orgs didn’t send an email in the first 30 days.
  17. 17. #npEXPERTS | www.blackbaud.com/npexperts 17 Put out the Welcome Mat Multi-part campaign Targeted & automated Trigger based
  18. 18. #npEXPERTS | www.blackbaud.com/npexperts 18 Action +7 Days Action +14 Days Action +21 Days Thank you & Orientation Ask for support/ value-proposition Welcome Series Anatomy Get involved & update profile
  19. 19. #npEXPERTS | www.blackbaud.com/npexperts 19
  20. 20. #npEXPERTS | www.blackbaud.com/npexperts Segmentation
  21. 21. #npEXPERTS | www.blackbaud.com/npexperts 21 Constituent-wide emails (Enews, event invites, appeals) Email Calendar Planning (Typical) Constituent-wide emails (Enews, event invites, appeals)
  22. 22. #npEXPERTS | www.blackbaud.com/npexperts 22 Constituent-wide emails (Enews, event invites, appeals) Email Calendar Planning (Typical) Segment (donors, event attendees, volunteers, interests) Constituent-wide emails (Enews, event invites, appeals)
  23. 23. #npEXPERTS | www.blackbaud.com/npexperts 23 Constituent-wide emails (Enews, event invites, appeals) Email Calendar Planning (Typical) Segment (donors, event attendees, volunteers, interests) Constituent-wide emails (Enews, event invites, appeals) Segment Constituent-wide emails (Enews, event invites, appeals)
  24. 24. #npEXPERTS | www.blackbaud.com/npexperts 24
  25. 25. #npEXPERTS | www.blackbaud.com/npexperts 25 Rethink Your Email Plan Segments Donor (Repeat, Sustainer, New, Lapsed) Event (Top Fundraisers, Captains, Attendees) Volunteers Interests Subscribers Constituent- wide email
  26. 26. #npEXPERTS | www.blackbaud.com/npexperts 26 Mentors
  27. 27. #npEXPERTS | www.blackbaud.com/npexperts 27 Alumni
  28. 28. #npEXPERTS | www.blackbaud.com/npexperts Testing
  29. 29. #npEXPERTS | www.blackbaud.com/npexperts Obama Campaign! Online ! Testing! *From Kyle Rush’s Win Through Optimization & Testing. http://slid.es/ kylerush/landing-page-optimization
  30. 30. #npEXPERTS | www.blackbaud.com/npexperts 19% higher conversions Ran 500 online tests" Raised $690 million" Biggest impact:"1. Content 
 " " " " "2. Images" Obama Campaign! Online ! Testing! *From Kyle Rush’s Win Through Optimization & Testing. http://slid.es/ kylerush/landing-page-optimization
  31. 31. #npEXPERTS | www.blackbaud.com/npexperts 31#npEXPERTS | www.blackbaud.com/npexperts Top Email Programs *Sources: 2011 MarketingSherpa Email Marketing Benchmark Survey 2011 Gleanster survey on Email Marketing 82% test and measure everything email testing is their top value driver.
  32. 32. #npEXPERTS | www.blackbaud.com/npexperts 32 Which Subject Line Test Won? 1.  Why back-to-school means more to you 2.  25 8th Graders Need Your Help 3.  You can ensure that more students get a chance 4.  Give them the chance that was given to you.
  33. 33. #npEXPERTS | www.blackbaud.com/npexperts 33 Which Subject Line Test Won? 1.  Why back-to-school means more to you 2.  25 8th Graders Need Your Help 3.  You can ensure that more students get a chance 4.  Give them the chance that was given to you. Conversion Rate: 2x Higher
  34. 34. #npEXPERTS | www.blackbaud.com/npexperts Social Media
  35. 35. #npEXPERTS | www.blackbaud.com/npexperts 35#npEXPERTS | www.blackbaud.com/npexperts *Source: Georgetown University/Waggener Edstrom Digital Persuasion study 55% who engaged with a charity via social media were inspired to take further action, like donating and voluneering.
  36. 36. #npEXPERTS | www.blackbaud.com/npexperts Declining Facebook! Organic 
 Reach!
  37. 37. #npEXPERTS | www.blackbaud.com/npexperts 16% reach - 2012" 12% reach - Oct. 2013" 6% reach - Feb. 2014" 1%-2% - Future Predictions" Declining Facebook! Organic 
 Reach! Source: Ad Age
  38. 38. #npEXPERTS | www.blackbaud.com/npexperts 38 Likely Will Need To “Pay to Play” Continue reaching fans by using Facebook ads and promoted posts
  39. 39. #npEXPERTS | www.blackbaud.com/npexperts 39 Deploying Social Ambassadors
  40. 40. #npEXPERTS | www.blackbaud.com/npexperts 40 Google Alerts
  41. 41. #npEXPERTS | www.blackbaud.com/npexperts 41 Google Alerts Opportunity to contribute to conversations and curate content
  42. 42. #npEXPERTS | www.blackbaud.com/npexperts 42 80/20 Rule
  43. 43. #npEXPERTS | www.blackbaud.com/npexperts Mobile
  44. 44. #npEXPERTS | www.blackbaud.com/npexperts 44#npEXPERTS | www.blackbaud.com/npexperts Source: Litmus 51% of all emails are opened on mobile devices.
  45. 45. #npEXPERTS | www.blackbaud.com/npexperts 45 Your Inbox: Cluttered & Competitive MOBILE DEVICE
  46. 46. #npEXPERTS | www.blackbaud.com/npexperts 46 Email Mobile-Rendering
  47. 47. #npEXPERTS | www.blackbaud.com/npexperts 47 Email Mobile-Rendering iPhone Android
  48. 48. #npEXPERTS | www.blackbaud.com/npexperts 48#npEXPERTS | www.blackbaud.com/npexperts Source: *2014 Dunham+Company Online Fundraising Scorecard 84% of online donation experiences aren’t optimized for mobile.
  49. 49. #npEXPERTS | www.blackbaud.com/npexperts 49 Mobile Surpasses Desktop
  50. 50. #npEXPERTS | www.blackbaud.com/npexperts 50#npEXPERTS | www.blackbaud.com/npexperts Source: Responsive Design Doubles Mobile Giving DonorDrive whitepaper Responsive design doubles mobile giving.
  51. 51. #npEXPERTS | www.blackbaud.com/npexperts 51 Questions? www.blackbaud.com/npexperts
  52. 52. #npEXPERTS | www.blackbaud.com/npexperts 52 Coming Soon! How to Create Fundraising Appeals that Work

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