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DMANF Digital Day Chicago - Digital 101
The document outlines key aspects of digital fundraising, including supporter engagement, email strategy, website best practices, and testing/optimization. It emphasizes the integration of various digital channels and the importance of understanding the audience to tailor messaging effectively. Additionally, it discusses the tools and systems available for successful digital fundraising while addressing common challenges and strategies for implementation.
DMANF Digital Day Chicago - Digital 101
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- 2. SETTING THE STAGE WhoWe Are: Michael Hoffman, See3 Katy Jordan, CDR Fundraising Group Heather Marsh, ABD Direct
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- 4. SETTING THE STAGE ❏Whatis Digital Fundraising ❏Supporter Engagement ❏Email Strategy ❏Website Best Practices ❏Testing & Optimization ❏Integration
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- 6. WHAT IS DIGITALFUNDRAISING? Components ❏Website ❏Email ❏Social Media ❏Peer to Peer ❏Events ❏Personal Fundraising ❏E-Commerce ❏Digital Advertising ❏Text ❏Video ❏Event Registration
- 7. WHAT IS DIGITALFUNDRAISING? Types of Functionality ❏Host a website ❏Send email ❏Process credit cards online ❏Maintain a database of contact info and actions ❏Purchase items ❏Membership ❏Event registrations ❏Advocacy ❏Survey/poll ❏Evaluate metrics ❏Run tests ❏Process Donations ❏Engage/Interact
- 8. WHAT IS DIGITALFUNDRAISING? Types of Tools ❏eCRM ❏CMS ❏Data/Analytics ❏QC ❏Ad Platforms ❏Social Networks
- 9. WHAT IS DIGITAL FUNDRAISING? eCRMS ❏Blackbaud/Convio ❏Salsa ❏Salesforce ❏EngagingNetworks ❏NationBuilder CMS ❏Drupal ❏Joomla ❏WordPress ❏Luminate CMS ❏Custom solutions Specialty tools Cvent, Razoo, WildApricot, Shopify, and on and on…
- 10. WHAT IS DIGITALFUNDRAISING? Data/Analytics ❏Google Analytics ❏eCommerce challeges ❏A/B/V Testing Tools ❏Optimizely ❏Google Experiments ❏CRM Reports QC ❏BrowserStack ❏Litmus ❏Email on Acid TIP: Google Experiments is free, but this is a case of you get what you pay for. When you’re serious about testing, upgrade to a service like Optimizely.
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- 12. RIGHT MESSAGE, RIGHTTIME, RIGHT PERSON You Can’t Talk to Everyone About Everything Know your audience ●Who are they? ●What will they respond to? ●You can not speak to everyone all at once. ●Are there times of the year that are ripe for a conversation?
- 13. AUDIENCE PERSONAS ● Fictionalprofiles of the people you want to reach ● Help you understand the people you want to take action on your behalf ● Make it easier for you to develop and target your content
- 14. TYPICAL AUDIENCE PERSONAS Whoare you trying to reach? ● Prospective/current donors ● Volunteers ● Peer-to-peer fundraisers ● Lawmakers ● Activists
- 16. YOUR DIGITAL PRESENCEIS MORE THAN YOUR WEBSITE ● All digital channels should work together ● Email is still the primary revenue driver ● Understand how supporters/constituents are finding you ● Social is still not a fundraising platform, it’s about engagement
- 17. WHAT IS UNIQUEABOUT YOU? ● Are there events in the media that relate to your organization? ● Calendar events and holidays - be opportunistic! ● Are there opportunities to cross promote with your organization? ● Be timely, relevant and flexible!
- 18. LADDER OF ENGAGEMENT Alwaysask for another action eSign up Follow Us Send a Message Take Action TIP: Encourage Social Sharing at every step to drive ripple effect support and revenue!
- 19. COMMON CHALLENGES Decisions AboutOptions, Limitations, and ROI: ● Staffing: Build in-house vs outsource? ● Platforms: How to outmaneuver your system? How to data sync your systems? ● Investments: Acquisition? Channel? System Upgrades? ● Customer service: Fulfillment, donor service, acknowledgement
- 20. MAGIC FORMULA Audience +Offer + Messaging ○ID Key Audiences on your file ○Develop relevant offers to engage them ○Create appropriate messaging ○Timing | Tone | Copy | Creative
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- 22. WEBSITE BEST PRACTICES HomepageOpportunities Use your real estate wisely Advanced Tactics Lightboxes Responsive Design Intercepts
- 23. HOMEPAGE REAL ESTATE RecommendedItems: ● 5-10 second statement about the charity ● Emotion-generating imagery ● Prominent email signup ● Prominent donation call to action ● Any third party endorsements (Guidestar, Charity Navigator, etc.) ● Information on how donations are spent or a link to it ● Engagement opportunities (share, tell us, act) ● Section for constantly-changing content ● Link to privacy policy ● Contact and 501 (c)(3) information
- 26. HOMEPAGE REAL ESTATE GlobalNavigation Primary Nav: ●Email sign-up ●Donation (general donation) ●Ways to give, FAQ’s about donations ●Shop/eCommerce ●Action – engagement opps such as volunteering, personal fundraising, advocacy ●Event calendar (if applicable)
- 28. HOMEPAGE REAL ESTATE GlobalNavigation Secondary nav: ●Mission statement ●Links to social media ●Postal address & phone number ●Privacy Policy ●Contact Us
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- 31. Advanced - SustainerIntercept
- 32. Advanced – EmbeddedForm Lightbox
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- 34. Advanced - OneClick Donation Forms
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- 36. TYPES OF MESSAGES ●Appeals ● Action Alerts ● Event Invitations ● E-News ● Cultivation/Engagement ● Specialized Messaging ● Acknowledgements
- 37. EMAIL MESSAGE COMPONENTS ● Fromline ● Subject Line ● Reply address ● Images/Video ● Call to Action ● Landing Page ● Auto-responder
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- 52. AUDIENCE SEGMENTATION ● Non-donors ○Prospects ○ Activists ○ Event attendees ● Donors ○ Low Dollar ○ Mid-High Dollar ○ Sustainers ○ Lapsed TIP: There can be some overlap between segments - especially activists and event participants ● Responders ● Chronic Non- responders
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- 54. TEST ACROSS ALLDIGITAL CHANNELS Depending on the channel, we establish and monitor different KPIs
- 55. TEST ACROSS ALLDIGITAL CHANNELS Test different variables to impact specific KPIs
- 56. CONVERSION – LANDINGPAGE more likely to donate and had an average gift $69 higher than visitors sent straight to the don
- 57. ▪ A/B Test:Control image only vs. Variant w/embedded form ▪ Site-wide implementation vs. selected pages ▪ Responsive form CONVERSION OPTIMIZATION TESTING
- 58. DEVELOP YOUR OWNBEST PRACTICES To increase... Engagement Revenue Conversions/Responses Average gift Sustainer Joins TIP: Prioritize tests based on your org’s goals and ideal outcomes
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- 60. CHANNEL INTEGRATION Bringing itall together
- 61. OMNI-CHANNEL Needs & Challenges ●Cleanand Synchronized Data ●Coordinated Messaging ●Donor view vs. Channel view ●Holistic Campaign Review ●Attribution
- 62. INTEGRATION - YOU’VEGOT TO START SOMEWHERE
- 63. DATA APPENDS/HYGIENE DM OnlineTM ❏Append orRequest Email, Mail, and/or Phone Data to Donors and Prospects to Allow for Multiple Communications Pathways ❏Make sure to have processes in place for timely communication
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- 66. RENEWALS/LAPSED RECAPTURE DM OnlineTM ❏Plan Renewal and LapsedRecapture Campaigns to Target Based on Cost and Donor Responsiveness ❏Start with “low hanging fruit” to improve cost- effectiveness
- 67. ACTIVISTS TM DM Online ❏Drop Activistsinto Telemarketing Campaign for Immediate Conversion ❏Communicate with supporters in every available channel
- 68. DRTV TM DM Online ❏A trulyintegrated approach ❏Prepare for each type of interaction ❏Use every channel at your disposal eTV
- 69. INTEGRATION - DM, DRTV,DIGITAL
- 70. INTEGRATION - DM, DRTV,DIGITAL
- 71. THE INNOVATION CONTINUUM Operational Improvement Technology Improved Technology Innovation TrueInnovation Small Changes Low Risk Low Reward Low Resistance Factor Easy to do Easy to Identify Radical Changes High Risk High Reward High Resistance Factor Hard to do Hard to Identify Digital Fundraising
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- 73. TELL US WHATYOU THINK! Please take our survey and help us make the next Digital Day even better! http://svy.mk/1yMv1vT