Presented on June 10, 2011 by Mack Campbell at the DFW Philanthropy Conference, this session included a discussion of best practices for website and email design, as well as benchmarks and fundraising through social media.

1. Online Fundraising Demystified Presented by Mack CampbellDFW Philanthropy Conference

3. There are 234,000,000+ websites worldwide Of those, 126,000,000 are blogs

4. 247,000,000,000+ emails are sent per day That’s 36 per person each day

5. Offline: $288B Online: $15B

6. Online = 5% of all giving

7. Online Donation Growth $15,400,000,000 $10,400,000,000 $300,000 2009 2010 1997

8. Online Donation Growth 5,133,233.33%

9. Online donors are more engaged than traditional direct mail donors.

10. Average online gift is $80.80. Average direct mail gift is $55.38.

11. In 2009, $11.68 was raised online per email address. How much did you raise per mailing address?

12. Online donors are multi-channel donors.

14. Why should I care about Social Media?

17. Design

18. Email

20. Technology $1 investment = $25 in donations Source: Network for Good

21. Integration Donor Your Website CMS Your Database

23. The most expensive option may be the best, but it may not be right.

25. Behavioral Content

26. Email Campaigns

29. Training Don’t buy a car without having a driver’s license.

31. Design

32. Email

34. Design Strategy What is the mission statement of your website?

35. Design Strategy “…but people never forget how you made them feel.” - Maya Angelou

36. Understanding Design Can a stranger know what you’re about and why they should care within 2 seconds of opening your homepage?

38. Is the donate button:

39. above the fold?

40. big and colorful?

42. Short

43. Specific to the gift type

44. Single-Page

50. Local Best Designs

51. Videos

53. Building Traffic Develop uniform email signature lines for every employee in your organization.

54. Building Traffic Create simple URLs for targeted use. www.childrens.com/give

55. Building Traffic Search Engine Optimization

56. Building Traffic Google Ads

58. Building Traffic AddThis

60. Design

61. Email

63. Online Revenue Source: Convio Online Benchmarking Report, 2010

64. Online Revenue Health Environmental Source: Convio Online Benchmarking Report, 2010

65. Email Benchmarks Source: Convio Online Benchmarking Report, 2010

66. Translating Benchmarks

67. Translating Benchmarks

69. Best Practices

71. Subject Line Most important 1-7 words of the email.

72. Subject Line Should: entice, pique interest, not reveal too much, result in getting the email opened.

73. Best Practices Subject Line Design and Copy

74. Design and Copy Design for the Preview Pane.

75. Design and Copy Does the message come through without images?

76. Design and Copy Personalize and Target.

78. Design and Copy

80. Learn Learn from experience Test your subject lines Test your email design

81. What I’ve Learned… A good picture is better than a paragraph. An action verb is necessary. Put the most important item first.

82. Email Statistics Best Practices Growing Your List

83. Growing Your List

84. Growing Your List Median growth of 29% in 2009.

85. Online Signups Is the sign-up form “above the fold”? Is there a clear promise about privacy and frequency?

86. Online Signups Acquisition Campaigns Petitions Splash Pages

89. Design

90. Email

92. Transferring Revenue Direct Mail Event Registrations

93. New Revenue Peer-to-Peer Fundraising

97. New Revenue Peer-to-Peer Fundraising Online Catalog Monthly Donors

100. Why should I care about Social Media?

102. You Shouldn’t. If you’re only worried about money.

103. 52% raised nothing.

104. 2% of non-profits reported raising more than $10k through Facebook.

105. Treat social media like a conversation or chat roomnot like another website.

106. Social Media is donor and prospect enagagement tool.

108. Staffing & Budget

110. Stats 185 million in the US.

111. Stats 9 of 10 non-profits have a Facebook page.

112. Stats 57% have a Twitter account.

113. Stats Myspace is dead.

114. Stats Non-profits average a 11% monthly growth rate on Facebook.

115. Stats 110 Facebook fans per 1,000 emails.

116. Stats 1.3 actions per month per 1000 fans.

117. Stats 27 non-profits (of over 11,000) reported raising over $100,000 through Facebook.

119. Staffing & Budget

121. Staffing Of the “Masters,” only 30% have 2+ FTE.

122. Staffing Is having 2+ FTE a good ROI on $100,000?

123. Staffing Use technology to your advantage: Google Alerts HootSuite

124. Google Alerts Email updates of the latest relevant Google results based on your choice of query or topic. www.google.com/alerts

125. HootSuite Social Media dashboard with tons of features including scheduled publishing. www.hootsuite.com

126. Staffing Use brief weekly meetings to plan out social media messages.

127. Staffing Don’t recreate the wheel Translate existing content.

128. Dept Ownership Evenly split between Communications, Marketing and Development.

129. Dept Ownership 1 in 10 now have executive mgmt forcing cross-department collaboration.

130. Dept Ownership i.e. the intern or volunteer isn’t in charge.

131. Budget 52% have no formal budget for social media

132. Budget Use of Budget $: Facebook Ads Graphics/Design

135. Promotion 101 Website feeds Link from emails Events

139. Resources Facebook.com/nonprofits www.nten.org

140. Now What?

141. Benchmark Know where you are first. Then figure out where you’re heading.

142. Trends

143. Set Goals Set growth in accordance with industry trends.

144. Set Goals Immediate 6 week 6 month

145. Immediate Goals Build report templates SWOT Analysis Add “AddThis”

147. Including email confirmation

148. Create email solicitation and social media timeline through year-end.

150. Review email newsletter and appeal design.

152. Incremental steps MONUMENTAL success

153. Questions? /mackecampbell mackecampbell@gmail.com @mackecampbell

154. Sources 2010 Convio Benchmark Report 2010 Blackbaud Online Benchmark Study 2011 NTEN eNonprofit Benchmarks Study 3rd Annual Nonprofit Social Network Benchmark Report, NTEN 2011 Network for Good Online Fundraiser’s Checklist 2.0 Chronicle of Philanthropy Online Fund-Raising Data