Key Learnings from the past CyclesOnline Donors Converting to Donors• Average Age: 55 • Email, Email and Email• Average Donation $60 • Multiple channels• Average # donations: 1.87 • No. days before donation:• Average # donations x2: 3.3 109• Average time between • Personality-driven emails donations 100 days (endorsements)• Campaign value of a donor: • Auto-responders $108 • “Ready the buckets”
Initial Tactics for 2013• Ad Management – Set a monthly budget to determine best audiences and raise lists of supporters• Prospecting / List Building – Petitions, news-driven momentum• Email Management – Set a calendar of scheduled asks, newsletters, create auto- responders• Donor Cultivation – Set levels of immediate contact (e.g. alert campaign to call donors who give over $500)• Social Networks – Set budget for advertising and create innovative campaigns• Outreach – Host numerous blogger, donor and supporter calls• Website development & maintenance – Target website launch as a major milestone• SWAT effort – Launch overnight campaigns on earned media moments• Viral Videos - Schedule monthly video launches, event recordings
People Hate (and love) Email• Bad decisions, multiple emails• Difficult to setup, sometime unreliable• Different email “people”• People hate (and love) spam• Email boxes are filling up• But we’re addicted to email
Email Fundraising Stats• 50+% of your online solicited donations will come from your house list.• Average donation will be between $45 - $55.• Average age of the donor is between 55 and 65.• Email fundraising is up 40% year after year.• 79% of non-profit groups raise money online.• Open rates down / Click-throughs up.• The 24 – 8 – 3 house email rule.• Average time between donations 100 days.• Campaign value of a donor: $108.
The Natural Approach• Contributors: “The Core” – This group demands the most attention and respect. Donor• Advocates: “Ground Troops” – the people we call on to sacrifice and take action. Advocate• Subscribers: “The Field” – focus here on conversion to Subscriber higher levels.• Visitors: “Virtual Targets” – Website visitors. Visitor• Potential Targets: “The rest” – Who would potentially support your org?. Target
The Journey is Different for Everyone Will youEmail #3 give $?Email #2 Will you help?Email #1 Hi! Campaign Timeline
Some best practices… Do’s and Don’ts• Do’s • Don’t – Go for capture first – … burn your email list into the – Take your time ground – Test first – … be afraid to ask for $ – Be timely, relevant – … squander your trust – Target and measure, always – … set expectations too high – Be bold, be succinct – … forget to thank then.
Target the Right Message• What have they heard before?• How did they find your message?• Make the context obvious.• Compel them to respond.• Make the action clear and simple.• Target the old brain.• Always strive to get above the noise.
Target the Right Moment• Be “journey-specific.”• Why would they respond now?• Match the message to the moment.• Do you know when they open their emails?• Fewer asks, more time spent in preparation.• Always strive to get above the noise.
Set Goals• Broadcast your goal internally.• Broadcast your goal publically. (Maybe).• Be sure you can measure.• Be sure you do measure.• Think long term success, short term viability.• Always strive to get above the noise.
Set a Time Limit• Put a time limit on your call to action.• An obvious deadline or manufactured?• Help them visualize the deadline.• Why would they care about your deadline?• Be a good steward of their time.• Always strive to get above the noise.
Give them something• What’s in it for them?• Sweeten the pot.• Overcome hesitation.• Offer premiums• Make them feel special• Make them feel part of a force• Always strive to get above the noise.
Measure and Crow a bit!• Check your score.• Measure your success in real terms.• Compare your results.• Broadcast internally.• Broadcast globally.• Crow, and crow some more.• Always strive to get above the noise.
Best Practices• Short subject lines • HTML or Text?• Numbers in the subject line • Renting?• From whom? • Buying?• Personalize the email • Exchanging?• Short or long? • How to test• Use links sparingly • What to measure• Timing is everything • What to do next
Example: Mitt RomneySimpleDonateButton Link donation to something tangible