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DM 101 - Avalon Consulting Group - Online Fundraising
- 1. 1 Avalon Consulting Group, Inc. All rights reserved, 2015 Cover Page Direct Marketing 101: Online Fundraising Presented June 10, 2015 Avalon Consulting Group www.avalonconsulting.net
- 2. 2 Avalon Consulting Group, Inc. All rights reserved, 2015 Online revenue is growing, but is still at approximately 10% of total revenue $0 $2 $4 $6 $8 $10 $12 $14 $16 FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 Millions Mail TM Web Email Other
- 3. 3 Avalon Consulting Group, Inc. All rights reserved, 2015 Why is integration so important? More channels = Better Donors 73% 74% 75% 76% 77% 78% 79% 80% 81% $0 $20 $40 $60 $80 $100 $120 Income/Member Average Gift Retention
- 4. 4 Avalon Consulting Group, Inc. All rights reserved, 2015 Integrate Communications: Avoid Confusion and Save Time
- 5. 5 Avalon Consulting Group, Inc. All rights reserved, 2015 Integrate Communications: Avoid Confusion and Save Time Grid online schedules with all other channels and determine who’s getting what and when Integrate production schedules to streamline execution Identify online-only opportunities
- 6. 6 Avalon Consulting Group, Inc. All rights reserved, 2015 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 and can be used for email collection
- 7. 7 Avalon Consulting Group, Inc. All rights reserved, 2015 Collect email everywhere: There is no silver bullet.
- 8. 8 Avalon Consulting Group, Inc. All rights reserved, 2015 Maximize lead generation and drive traffic List chaperones Email appends Petition-based sites Social media Paid advertising and retargeting
- 9. 9 Avalon Consulting Group, Inc. All rights reserved, 2015 Roll out the welcome mat to engage immediately after sign up Week 1 – Welcome email (thank you for joining, like us on social media, send an e- card, visit our Action Center) Week 2 – Take the quiz and watch this video Week 3 – Action alert Week 4 – Acquisition ask Week 5/8 – Sustainer ask
- 10. 10 Avalon Consulting Group, Inc. All rights reserved, 2015 Apply 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
- 11. 11 Avalon Consulting Group, Inc. All rights reserved, 2015 Anatomy of an email Envelope Information Ask and Case for Support Closing & Footer Landing Page
- 12. 12 Avalon Consulting Group, Inc. All rights reserved, 2015 Test messaging style, tone, written vs. video, humor, etc. Be authentic and transparent Get to the point Think campaigns, not email blasts Craft an appropriate message for audience, time, and need
- 13. 13 Avalon Consulting Group, Inc. All rights reserved, 2015 Make it easy for your supporters so they will stay engaged • Seamless transition from email to landing page and between channels • Save credit card information; provide auto login • Make emails and donation pages mobile friendly/responsive • Automate follow-up emails • Provide donation opportunities everywhere
- 14. 14 Avalon Consulting Group, Inc. All rights reserved, 2015 Test, test and test some more! Preview pane language for urgent appeals Donation form layout Personalization HTML vs. text Size of hyperlinked text Text vs. buttons Message – story, tone, offer
- 15. 15 Avalon Consulting Group, Inc. All rights reserved, 2015 Cultivate, engage and educate to keep supporters close to your mission
- 16. 16 Avalon Consulting Group, Inc. All rights reserved, 2015 Invite interaction: Ask supporters to give feedback, share or take action
- 17. 17 Avalon Consulting Group, Inc. All rights reserved, 2015 Thank supporters often for their time, energy, donations and more
- 18. 18 Avalon Consulting Group, Inc. All rights reserved, 2015 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
- 19. 19 Avalon Consulting Group, Inc. All rights reserved, 2015 Analyze and benchmark against the industry and your own results
- 20. 20 Avalon Consulting Group, Inc. All rights reserved, 2015 Check out industry resources for tips, ideas and insights eNonProfit Benchmark Study (M+R and NTEN) http://mrbenchmarks.com/ (2014) Target Analytics Index of National Fundraising Performance http://www.targetanalysis.com 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. 21 Avalon Consulting Group, Inc. All rights reserved, 2015 DM101 – Online Fundraising Thank You! Speaker Contact Info: Jamie Natelson Vice President Avalon 202-429-6080 x106 jamien@avalonconsulting.net Connect with Avalon today!