Understand how to approach a digital fundraising program makeover

1. Getting Your
Digital House In Order

2. INTRODUCTIONS
Van Do
PS|PS Digital
Technical Director
Janel Clement
PS|PS Digital
Digital Services Director
Susan McCullough
First Book
Senior Director, Development

3. GETTING TO KNOW YOU
(AND YOUR NEIGHBORS)

4. BEFORE AFTER

5. By the end of today’s presentation you will...
Understand how to approach a digital
fundraising program makeover
• Know when it’s time to renovate
• Have the tools (and confidence) you need to get the job done
• Get ready to unlock your program’s potential

6. LET’S FIX UP
YOUR
FIXER-UPPER

7. WHY RENOVATE? WHY NOW?
Things are broken or breaking
It’s time to grow
Your needs have changed
Add value

8. DECIDE TO RENOVATE

9. DO AN ASSESSMENT

10. THE ASSESSMENT:
● What’s there
● What you like
● What needs to change
● What’s broken (maybe)
● What’s missing
● What’s your voice
● Action Items: Who needs to be enlisted and what needs to be
invested

11. MAKE A PLAN

12. THE PLAN:
Who: Audience
What: Strategy
When: Campaigns
Where: Platforms
Why: Goals/KPIs
How: Resources in your organization
How Much: $$$$

13. FIRST BOOK 2017 OBJECTIVES
• Ensure online program metrics meet or exceed benchmarks
• Achieve increase in online donations
• Maintain and increase online average gift
• Increase email housefile
• Maximize email capture through online engagement
• Minimize list churn

14. MEASURING SUCCESS:
• Gather Data
• Set Goals
• Do Regular Reporting
Bonus
• Testing
• Optimization

15. DEMO & BUILD OUT

16. • Team Structure & Skill Assessment
• Website (Mobile, Secure, UX, Design)
• CRM
• Clean Records (flags, online/offline, dupes)
• Integration
CLEAN, MOVE, FIX, BUILD...

17. WALK THROUGH & INSPECTION

18. MAKE A PUNCH LIST
(And check it twice…)
• Click around. Check the dark corners
• Explore across devices
• Experience an email signup conversion start to finish
•Experience a donor conversion start to finish
• Get other opinions (and take their advice!)

19. POLISH & DECORATE

20. FINISHING TOUCHES
Prep for visitors!
• Update website content
• Add engagement opportunities
• Review donation forms & inbound lead generation
• Enhance (or create) your welcome series — don’t leave
them hanging after they sign up

21. INVITE GUESTS!

22. INVITE THEM IN…
AND GET THEM TO STAY A WHILE
ATTRACT
SEO/Content
SEM
Social Media
Paid Acquisition
ENGAGE
Polls/Offers
Advocacy
Video
Content
Email
ACTIVATE
SEM
Email
Ads

23. COME TAKE A PEEK!

24. EXAMPLE: CURB APPEAL
PS Digital Year End Samples & Results

25. EXAMPLE: CURB APPEAL

26. EXAMPLE: ADDING EQUITY

27. EXAMPLE: FRONT DOOR & FOYER

28. BEFORE & AFTER:
LESSONS FROM A FIXER UPPER

29. QUESTIONS?
Susan McCullough
smccullough@firstbook.org
Janel Clement
jclement@psmail.com
Van Do
vdo@psmail.com