7 Keys to Online Fundraising1. Target the right audience2. Target the right message3. Target the right moment4. Set up your “Goal Box”5. Set up your “Time Box”6. Set up your “Gift Box”7. Set up your “Press Box”
#1 Target the Right Audience• Key in on demographics• Understand the pyramid• Know the source of every donor• Think cross-channel• Look for potential not gratification• Always strive to get above the noise.
Key #1 continued – Donor Pyramid• 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
Key #1 continued… Who is a donor?• Online 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”
#2 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.
#3 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.
#4 The Goal Box• 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.
#5 The Time Box• 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.
#6 The Gift Box• 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.
#7 The Press Box• 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.
Innovative Approaches• Fundraising: Widgets, timelines, challenges, eLeaders, innovative events, premiums. (70% of all money raised in the last third)• Supporter-focused: Call parties, regional networks, petitions, groups, surveys (ex. regional Facebook chapters)• Interactive Content: Comparison charts, interactive issues page, contests, mix- mediums, calculators, polls• Social Networking: Shared content, interactive twitter apps, viral videos, mobile apps, mash-ups, podcasts• Events: Real-time feeds, online Q&A, celebrity guests. (ex. Virtual Pizza Party)• Guerilla: One-off websites, incident-driven.• Candidate-focused: Family participation. (Ex. Connect w/donors)
Tactics• 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