Online Fundraising's Top 5 Best Practices

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Here's a preview of my presentation to the 2013 DFW Philanthropy Conference. In it, I outline some LOL, OMG and #Facepalm moments I've experience, along with the top best practices

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Online Fundraising's Top 5 Best Practices

  1. 1. Presented by Mack CampbellDFW Philanthropy ConferenceOnline Fundraising:Top 5 BestPractices
  2. 2. Online = 7%of all giving
  3. 3. 5,133,233.33%since 1997Online Donation Growth
  4. 4. Online donorsare moreengaged thantraditional directmail donors.
  5. 5. Average LifetimeValue of offlinedonor: $197$72
  6. 6. Average LifetimeValue of onlinedonor: $197$72
  7. 7. Today•OMG moments•The Top 5•What do I do now?
  8. 8. OMG, LOL &#FACEPALM
  9. 9. Name a Roach
  10. 10. Personal Story of crashing website
  11. 11. Personal Story of Hitting Send
  12. 12. The BestPractices
  13. 13. The Best Practices•Engage
  14. 14. Engage“…but they’llremember how youmade them feel.”- Maya Angelou
  15. 15. Engage• Can a stranger knowwhat you’re about andwhy they should carewithin 2 seconds ofopening your homepage?
  16. 16. Engage• If they are not ready todonate, give a visitorthe ability and reasonto take the first steptoward a relationship.
  17. 17. Why should Icare aboutSocial Media?
  18. 18. You Shouldn’t.If you’re only worried about money.
  19. 19. 52% raised nothing.
  20. 20. 2% of non-profitsreported raisingmore than $10kthrough Facebook.
  21. 21. Social Media isdonor andprospectenagagement tool.
  22. 22. Stats185 millionFacebook usersin the US.
  23. 23. Stats9 of 10 non-profitshave a Facebookpage.
  24. 24. Stats57% have aTwitter account.
  25. 25. Stats27 non-profits (of over11,000) reportedraising over $100,000through Facebook.
  26. 26. TrendsAnnual Growth RateOnlineDonations14% - 35%Email List 29%Facebook 161%
  27. 27. The Best Practices•Engage•Simply
  28. 28. Simplify•Simply for the donorNOT staff ororganizational silos.
  29. 29. Design and Copy•Personalizeand Target.
  30. 30. Simplify•Are the images largeand engaging toemotionally connectwith a visitor?
  31. 31. Simplify• Can a new visitor find the donatebutton within 2 seconds?• Is the donate button:– above the fold?– big and colorful?– surrounded by a sense of urgency?
  32. 32. The Best Practices•Engage•Simply•Think Ahead
  33. 33. Think AheadSet goals inaccordance withindustry trends.
  34. 34. Think Ahead• Immediate• 6 week• 6 month
  35. 35. Immediate Goals•Build report templates•SWOT Analysis•Honest Website Audit
  36. 36. 6 Week Goals• Optimize donation form anddonor user-experience.– Including email confirmation• Create email solicitation andsocial media timeline throughyear-end.• Review website software
  37. 37. 6 Month Goals• Create a online monthly donorprogram• Review email newsletter andappeal design• Add Peer-to-Peer fundraising
  38. 38. Set Goals•Assign responsibility•Equip to succeed•Hold accountable
  39. 39. The Best Practices•Engage•Simply•Think Ahead•Measure
  40. 40. MeasureKnow where you arefirst. Then figure outwhere you’re heading.
  41. 41. Measure• Learn from experience– Test your subject lines– Test your email design
  42. 42. Online Revenue
  43. 43. Online RevenueHealth EnvironmentalSource: Convio Online Benchmarking Report, 2010
  44. 44. Email BenchmarksAdvocacy FundraisingOpen Rates 13% 12%Click-Through Rates 3.7% .6%Response Rates 3.3% .08%Source: Convio Online Benchmarking Report, 2010
  45. 45. Translating Benchmarks10K 25k 50k 100kResponse Rate .08% .08% .08% .08%Avg Online Gift$80.80$80.80$80.80$80.80Revenue $646 $1616 $3232 $6464
  46. 46. Translating Benchmarks500k 1M 5MResponse Rate .08% .08% .08%Avg Online Gift $80.80 $80.80 $80.80Revenue$32,320$64,640$323,200
  47. 47. The Best Practices•Engage•Simply•Think Ahead•Measure•Fail
  48. 48. Fail
  49. 49. IncrementalstepsMONUMENTALsuccess
  50. 50. Questions?/mackecampbell/OnYourMarkConsultingmack@onyourmarkllc.com@officialmack

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