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January Campaign Cloud Webinar / Online Fundraising

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January Campaign Cloud Webinar / Online Fundraising

  1. 1. Thank You for Joining us! Phone: Email: AS SEEN IN:
  2. 2. We provide proprietarysoftware built on Microsofttechnology to help campaignswin:•••••
  3. 3. U.S. Senate CandidateUsing Campaign Cloud to drive outreach andfundraising successChallenge: Build momentum for an underdog no-namecandidate in a National headline-grabbing Senate race.Solution: Launch a unique multi-month cross-channelcampaign utilizing numerous Campaign Cloud tools todrive interest, donations, email capture, and targeted Campaign Cloud Moneybomb Widgetonline ads.Results: Raised $1.2 Million online over 12 monthsleading up the primary. Increased the house email listfrom 1,500 names to 150,000 emails and 12,000 donors.Through use of Campaign Cloud social mediatools, candidate was featured on the front page of theWSJ. PROPRIETARY AND CONFIDENTIAL INFORMATION OF ELECTIONMALL, INC. © COPYRIGHT 2000–2011
  4. 4. U.S. Senate Candidate Using Campaign Cloud to drive outreach and fundraising successChallenge: Build a last minute website androbust donation engine to capturemomentum for a third-party write-incampaign challenger.Solution: Utilizing a combination of turn-key Report on A/B email fundraising testproducts and SWAT team servicesElectionMall helped launch the websiteovernight with full donation enginecapabilities, a custom website interface and Premium donation pageemail capture utilities.Results: Raised $1.6 Million from 24,000donors over 2 months leading up the generalelection. PROPRIETARY AND CONFIDENTIAL INFORMATION OF ELECTIONMALL, INC. © COPYRIGHT 2000–2011
  5. 5. 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”
  6. 6. #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.
  7. 7. 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
  8. 8. Who is online.What they do Online
  9. 9. 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”
  10. 10. #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.
  11. 11. #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.
  12. 12. #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.
  13. 13. #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.
  14. 14. #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.
  15. 15. #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.
  16. 16. 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)
  17. 17. 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
  18. 18. ElectionMall’s Market
  19. 19. Campaign Actors
  20. 20. The New Campaign
  21. 21. DonationPagesOne login. Everything you need to win.
  22. 22. YourContributionPage
  23. 23. CustomizeYour Donationand BrandingCaptureDonorInformation
  24. 24. Connect WithMore Donors
  25. 25. IntegrateYour DonationPage
  26. 26. Multiple DonationWidgets
  27. 27. Upgrade to aFundraising Store
  28. 28. CompliantFundraising Page
  29. 29. Fundraising viaFacebook
  30. 30. CreateBrandedEvents
  31. 31. Event Tickets
  32. 32. Organize allYour Donor Data inan Easy to UseInterface
  33. 33. Be Compliant
  34. 34. Search andManage YourOnline DonorDatabase
  35. 35. Get Analytics
  36. 36. Export YourContributionReportto Excel forFederal orState Filings
  37. 37. Create UnlimitedMoney Bombs
  38. 38. BasicsOne login. Everything you need to win.
  39. 39. One Login
  40. 40. YourDashboard
  41. 41. Receivedetailedanalyticsfor allElectionMallapps
  42. 42. Statistics
  43. 43. Connect
  44. 44. Twitter
  45. 45. UserPermissions
  46. 46. Sticky Notes
  47. 47. Office WebApps
  48. 48. Windows LiveMessenger
  49. 49. Drag andDrop AppsAnywhere
  50. 50. Web ToolseData Manager / eContent Strategy
  51. 51. Website Design
  52. 52. Cloud Upgrades
  53. 53. Website Zones
  54. 54. Get Social withYour Content
  55. 55. Create
  56. 56. Volunteer
  57. 57. Choose thePurpose ofYour Form
  58. 58. Multiple ExportOptions forYour Data
  59. 59. Set Benchmarksfor Your Formsand MonitorProgress
  60. 60. Gauge Analyticsfor Submissionsand by Date
  61. 61. Set SecurityParameters
  62. 62. Create Widgetsfor Your Forms
  63. 63. Email Template
  64. 64. Reports &Metrics
  65. 65. Thank You for Joining us! Phone: Email:

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