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2019 dmawef steal smart 1.3.19 copy

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#Steal Smart: What Nonprofit Fundraisers Can Learn From
For-Profit Digital Marketers

Published in: Marketing
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2019 dmawef steal smart 1.3.19 copy

  1. 1. #STEALSMART What Nonprofit Fundraisers Can Learn From For-Profit Digital Marketers
  2. 2. Commercial Political Nonprofits ?
  3. 3. Commercial (Brand Focus) Nonprofits (Response Focus)
  4. 4. Welcome emails have 63% higher open rates and higher unique click- through rates than any other kinds of emails… …as long as you don’t overdo it.
  5. 5. Smart Commercial Company: Welcome Aboard! Personalized Email #2 Welcome Series 2.0
  6. 6. Nonprofit That Stole Smart: Welcome Series 2.0 Welcome! Have you met your match? Meet your Match!
  7. 7. Nonprofit That Stole Smart: Welcome Series 2.0
  8. 8. Approximately $4 trillion worth of merchandise was abandoned in online shopping carts in 2017. Behind finance, abandonments within the non-profit sector are the highest at 83%.
  9. 9. Smart Commercial Company: Transaction Abandonment Come back for FREE shipping on your order!
  10. 10. Nonprofit That Stole Smart: Transaction Abandonment
  11. 11. Nonprofit That Stole Smart: Transaction Abandonment
  12. 12. Weather is the second biggest influence on consumer behavior after the state of the economy.
  13. 13. Smart Commercial Company: Advertising Scripts: Weather Subject Line: “RAIN ALERT: Keep your umbrella close!
  14. 14. Advertising Scripts: Weather Nonprofit That Stole Smart:
  15. 15. Emails conveying a sense of urgency had at least 14% higher click-to-open rates, 59% higher transaction-to-click rates, and twice as high transaction rates compared to other marketing emails
  16. 16. Smart Commercial Company: Timing Tactics
  17. 17. Timing Tactics Nonprofit That Stole Smart:
  18. 18. Everyone on the Internet You Leaving a Website
  19. 19. Smart Commercial Company: Programmatic Direct Mail Remarketing
  20. 20. Programmatic Direct Mail Remarketing Nonprofit That Stole Smart:
  21. 21. Not THAT Kind of Engagement. Emails focused on engagement can help lower giving thresholds, so when you do pop the question… you’ll get a YES!
  22. 22. Smart Commercial Company: Engagement Tactics
  23. 23. Engagement Tactics Nonprofit That Stole Smart:
  24. 24. Engagement Tactics Nonprofit That Stole Smart:
  25. 25. Marketers see an average increase of 20% in sales when using personalized web experiences.
  26. 26. Bailey Smart Commercial Company: One-to-One Marketing
  27. 27. Smart Commercial Company: One-to-One Marketing
  28. 28. One-to-One Marketing Nonprofit That Stole Smart:
  29. 29. One-to-One Marketing Nonprofit That Stole Smart:
  30. 30. The top 3 most effective emails are: mobile opt-ins (76%), birthday emails (75%), and transactional emails (74%).
  31. 31. Smart Commercial Company: Leveraging Milestones
  32. 32. Nonprofits That Stole Smart: Leveraging Milestones
  33. 33. Nonprofits That Stole Smart: Leveraging Milestones
  34. 34. Smart Commercial Company: Leveraging Milestones
  35. 35. Nonprofit That Stole Smart: Leveraging Milestones
  36. 36. Leveraging Milestones • Response Rate increased by 35% leading to a 27% in gross revenue. • Cost effective straight letter package led to a 1,398% in net revenue. • Most importantly, we recaptured donors before they become lapsed. • MAXI Winner!
  37. 37. Smart Commercial Company: Cyber Monday
  38. 38. Cyber Monday Nonprofit That Stole Smart:
  39. 39. Not just for Cyber Monday - Prime Day Too!
  40. 40. Smart Commercial Company: Hispanic Targeting
  41. 41. Hispanic Targeting Nonprofit That Stole Smart:
  42. 42. SMS produces six to eight times greater engagement than email as the average person looks at their phone 150 times per day.
  43. 43. Smart Commercial Company: Text Messaging
  44. 44. Text Messaging Nonprofit That Stole Smart:
  45. 45. Smart Commercial Company: Social Media Messenger
  46. 46. Social Media Messenger Nonprofit That Stole Smart:
  47. 47. Social Media Messenger • Fundraising response rates ~5x higher than email • Cost per acquisition 50% lower than Facebook ads • Messages free to send • Organization-driven blasts like news, updates action alerts, rapid response, fundraising appeals
  48. 48. “Alexa, ask Spotify to play We are the Champions by Queen…” “…playing We are the Champions by Queen.”
  49. 49. Major retailers, banks, brands and third- party developers have all jumped on the voice bandwagon. Alexa-enabled device owners can now use more that 10,000 skills to turn on lights, play games, check account balances, order pizzas and more. • 1 in 6 Americans now own a smart speaker – that’s up 128% from January 2017* • 16% of Americans own a smart speaker, or around 39 million people, in just three years Voice Technology
  50. 50. “Alexa… …open Good Deeds to sign a petition” Voice Technology
  51. 51. Questions?

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