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Direct Marketing 101 - Online Fundraising - Bridge 14
- 1. 1 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 DM101: Online Fundraising Barb Perell, Avalon Consulting #Bridge14
- 2. 2 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Takeaways from this session: The foundation of any online program How to integrate online with other direct marketing channels How to build an email list that will stay engaged The components of an email campaign What online metrics to track, measure and analyze
- 3. 3 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Online revenue growing, but still <10% of total; 98% not raising money on social media
- 4. 4 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Maximize lead generation and drive traffic •Partner with like-minded organizations to send email on each other’s behalf (free) •Partner with publications like Mother Jones and the Nation to send emails (paid) List chaperones •Match rate 12-15% •Can cost as little as $.12/match depending on volume •Do not perform as well as organic names, but appending emails to lapsed donors can increase donor value of this segment Email appends •Large pools of activists ready to take action •Must have conversion plan in place to ensure ROI Petition-based sites •Include email sign up within Facebook •Cross promote advocacy opportunities Social media •Google AdWords and Search •Place ads on ad networks to drive traffic, generate leads and prospects/donors •Serve ads to your website visitors and email clickers as they visit other sites online •Facebook ads, Twitter tailored audiences Paid advertising and Retargeting
- 5. 5 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Collect email everywhere – there is no silver bullet
- 6. 6 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Attract site visitors with user friendly sign ups and website promotions Ask for appropriate information and limit what you require. Splash pages bring attention to urgent campaigns.
- 7. 7 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Invite interaction – ask supporters to give feedback, share content, or take action
- 8. 8 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Automate a welcome series with evergreen content to streamline execution Test what type and how many communications to send Educate subscribers about your organization and give them a reason to stay on your list Roll out the welcome mat to engage immediately after sign up
- 9. 9 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Integrate communications to avoid confusion and save time Grid online schedules with all other channels Integrate production schedules to streamline execution Determine who’s getting what and when to avoid overlap Identify online-only opportunities
- 10. 10 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Why integration is so important: More channels = better donors 72% 74% 76% 78% 80% 82% $0 $20 $40 $60 $80 $100 $120 Income/Member Average Gift Retention
- 11. 11 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Apply the same good fundraising disciplines as other channels Define the Universe – Segmentation – who are you emailing? Define the Program Strategy – Case for Giving – Call to Action – Ask String(s) – Technical/functionality Define creative/copy most appropriate for online Define your Tests
- 12. 12 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Anatomy of an email Envelope information Ask and case for support Closing & footer Landing page
- 13. 13 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Test messaging style, tone, written vs. video, humor Be authentic, transparent Get to the point Think campaigns, not email blasts Tailor communications with data Craft an appropriate message for the audience, the time and the need
- 14. 14 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Test, test, and then test some more! Preview pane language for urgent appeals Photo vs. signature closing Personalization HTML vs. text Size of linked text Text vs. buttons Message – story, tone, offer
- 15. 15 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Seamless transition from email to landing page and between channels Save credit card information; provide auto login Consider making emails and donation pages mobile friendly Automate follow up emails Provide donation opportunities everywhere Make it easy for your supporters so they will stay engaged
- 16. 16 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Cultivate, engage and educate to keep supporters close to your mission
- 17. 17 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Thank your supporters early and often for their time, energy , donations and more
- 18. 18 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Analyze and benchmark against the industry and your own results
- 19. 19 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Track, measure and analyze your metrics to inform future strategies Website: Conversion rate – sign ups, donations, actions Bounce rate/Exit pages Path and time on site Mobile traffic Emails: Open rate Click through rate Response rate Average gift Delivery and bounce rates Unsubscribe and churn rates
- 20. 20 Avalon Consulting Group,Inc. All rights reserved, 2014 #Bridge14 Check out these industry resources for tips, ideas and insights Target Analytics Index of National Fundraising Performance http://www.targetanalysis.com eNonProfit Benchmark Study (M+R and NTEN) http://www.e-benchmarksstudy.com/ (2013) http://mrbenchmarks.com/ (2014, released 4/9/14) Nonprofit Technology Network http://www.nten.org/ FrogLoop: Care2’s online nonprofit marketing blog – http://www.frogloop.com/ Donor Power Blog – http://www.donorpowerblog.com/ Idealware – http://www.idealware.org/ Google Grants – http://www.google.com/grants/
- 21. Don’t forget tovisit the Solutions Showcase! Many of the ideas discussed today are on display at the Solutions Showcase! #Bridge14 Thank You! Barb Perell Vice President, Online Services Avalon Consulting Group 202-429-6080 x108 barbp@avalonconsulting.net
Editor's Notes
- #7 Critical: Free names – organically acquired names are best performers Warm prospects for conversion and activism Email sign up consistent, on every page of the site, above the fold Email, name and zip or email zip and issue interest? 76% of mobile subscribers come from integration with CRM (2013 eNonprofit Benchmarks Study) Churn – 16% (Blackbaud) – 19% (M+R)