1. r
Online Fundraising

2. Credible, Available
Lists- that they can
never leave
Takes time to get
data back and
difficult to scale
Evergreen, long
form, people read
the letters
Direct
Mail Suspect Lists that
are tough to price-
unsubscribes and
delivery issues are
common
Data is
instantaneous-
infinitely scalable-
TEST TEST TEST
Timeliness is Key-
Instantaneous and
spontaneous
decision- Think
SHAMWOW!
Online

3. Convert
Build
Relationship
Acquire
Email
Email
Asking for money via Email is still BY FAR the #1 way to raise money online:
• Obtaining opt-in emails is key
• Writing, testing, and sending good copy to these individuals is an important task
• Social media, video and other techniques can supplement, but will trail far behind
email in use for online fundraising

4. Methods of Prospecting for Emails
Online Ads in Combination
with a Petition or other
sign-up campaign
(Non FR Email Opt-Ins)
Email List Rentals (Direct
Asks)
Online Advertising (Direct
Asks)- Search, Re-targeting,
Cookie Targeted
Data Appends, Exchanges,
and other Negotiated
Efforts
Prospecting

5. Case Studies
Charlie Janssen (2014 Candidate for Governor of Nebraska):
• Facebook Advertising
• Ads land on petition
• Cost Per Acquisition: $1.04
Scott Walker (Recall race in 2012):
• Email List Rentals
• Direct Donate Ask
• Net of $692k and 20,246 new donors
Sharron Angle (US Senate race 2010):
• Search and other targeted online ads (using donor targeting and look-a-likes)
• $2 for every $1 spent
Vern Buchanan (US House- Official):
• Registered voter email list
• Great conversion rate

6. The MATH
Cost of Ads/
Conversions =
Cost per Email
Acquisition
Conversion
Rate (as %) =
Cost per
donor
Average
Value of
Donor = $115

7. Cost of
Ads =
$515,000
Cost per
donor =
$25.44
(20,246
donors)
Average
Value of
Donor (3
mos) =
$62.47

8. Creative

9. Email Tips
Here are things to keep in mind when writing a fundraising
email:
• The MOST important things are- fear, anger and urgency
• What is BAD for the campaign is GOOD for fundraising
• Get quickly to the point
• Include a link to your fundraising page EARLY in the email
• People click on images and buttons
• Write a good subject line- short and provocative
• Ask for the right amount of money based on past donations
• You can ask often, particularly of those who have not
donated previously

11. TEST TEST TEST
Mitt Romney: National Prospecting Email without Written Out URLs
Subject line Date Sent ChristinePAC Donor Master Cain Liberty Watch NTPA Angle Total Avg.
Paul Ryan Saturday, August 11, 2012 35.25% 34.09% 35.28% 40.88% 18.46% 28.52% 31.91%
A crucial moment for America Tuesday, August 28, 2012 3.09% 3.88% 1.75% 2.65% 1.37% 1.99% 2.83%
Tonight Thursday, August 30, 2012 5.14% 7.46% 3.65% 4.14% 1.37% 3.47% 5.52%
Make jobs, not excuses Wednesday, September 19, 2012 4.04% 1.75%
Fast and Furious Wednesday, October 03, 2012 1.66% 1.84% 1.00% 1.14% 0.76% 1.22% 1.24%
Victory in Sight Thursday, October 04, 2012 5.67% 7.30% 3.58% 3.66% 2.41% 5.24% 5.31%
Billion-dollar machine Tuesday, October 09, 2012 2.86% 3.48% 2.42%
We must fight Friday, October 12, 2012 3.25% 3.82% 2.02% 2.19% 1.23% 2.46% 3.37%
The reason Mitt will win Monday, October 15, 2012 2.12% 1.11% 1.11% 0.91%
The final deadline Wednesday, October 17, 2012 8.14% 9.02% 4.44% 4.82% 3.13% 6.08% 6.69%
Thank You Tuesday, October 23, 2012 7.28% 2.42% 3.46% 4.58% 2.78% 6.46%
The momentum Friday, October 26, 2012 3.12% 2.59% 1.40% 1.79% 0.90% 2.10% 2.32%
Let's win this Saturday, October 27, 2012 3.59% 3.68% 1.66% 1.95% 1.59% 2.50% 3.06%
Keep up the good fight Friday, November 02, 2012 3.52% 3.58% 1.78% 1.96% 1.25% 2.45% 2.92%
This moment Sunday, November 04, 2012 2.32% 1.83% 0.99% 1.24% 1.06% 1.96%
This is it Monday, November 05, 2012 1.75% 1.33% 1.15% 1.55% 1.53%
List averages 6.45% 6.26% 4.42% 4.90% 2.83% 5.24% 5.78% 5.13%
Mitt Romney: National Prospecting Email with Written Out URLs
Subject line Date Sent ChristinePAC Donor Master Cain
Liberty
Watch NTPA Angle Total Average
Grab a bite with me 9/26/2012 9.58% 7.78% 7.70% 9.58% 3.96% 7.28% 7.78%
Our most critical deadline yet 9/29/2012 9.09% 9.85% 4.90% 4.45% 2.38% 6.20% 7.92%
List Averages 9.33% 8.81% 6.30% 7.01% 3.17% 6.74% 7.85% 7.03%

12. A good email system is IMPORTANT

13. Other Variables & Tests
We will have large amounts of data available for use in online fundraising-
particularly in our house file (after it grows).
• Previous donation amount
• Last donation date
• Issue interest
• Geography
• Frequency of donation (or lack thereof)
• Clicked on donate link but didn’t donate
• Time they open emails
• Gender
Items to Test
• Subject Line
• Email Content
• Donation Amount/Ask
• Send time