The document presents strategies for effective online fundraising, emphasizing the importance of technology integration, audience engagement, and design optimization. It highlights the significant growth of online donations compared to traditional methods, while providing best practices for email marketing and social media engagement. Key recommendations include understanding user experience, training staff, and setting achievable goals within the online fundraising landscape.

1. Online FundraisingDemystifiedPresented by Mack CampbellDFW Philanthropy Conference

3. There are234,000,000+websites worldwideOf those,126,000,000are blogs

4. 247,000,000,000+emails are sentper dayThat’s36 per personeach day

5. Offline: $288BOnline: $15B

6. Online = 5%of all giving

7. Online Donation Growth$15,400,000,000$10,400,000,000$300,000200920101997

8. Online Donation Growth5,133,233.33%

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.

13. TodayHow do I get started?

14. Why should I care about Social Media?

15. Now what?How Do I Get Started?

16. Developing a StrategyTechnology

17. Design

18. Email

19. RevenueTechnologyInvest in a Content Management system (CMS) and email marketing platform that directly integrates with your database.

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

21. IntegrationDonorYour WebsiteCMSYour Database

22. Buying a CMSWhat products already exist to integrate with your data?

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

24. Look for advanced features.Advanced FeaturesPeer-to-Peer Fundraising

25. Behavioral Content

26. Email Campaigns

27. Advanced ReportingTechnologyInvest

28. TrainTechnologyTrain your staff to utilize all aspects of the software – as if they all are administrators.

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

30. Developing a StrategyTechnology

31. Design

32. Email

33. RevenueDesign StrategyIdentify your website’s audiences: Clients Donors VolunteersStudentsPartner AgenciesGrant makers

34. Design StrategyWhat is the mission statement of your website?

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

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

37. Understanding DesignAre the images large and engaging to emotionally connect with a visitor?Donation PagesCan a new visitor find the donate button within 2 seconds?

38. Is the donate button:

39. above the fold?

40. big and colorful?

41. surrounded by a sense of urgency?Donation PagesDonation forms should be:

42. Short

43. Specific to the gift type

44. Single-Page

45. Include brief copyEngagementIf they are not ready to donate, give a visitor the ability and reason to take the first step toward a relationship.DesignDesign Goals

46. Local Best Designs

49. DesignDesign Goals

50. Local Best Designs

51. Videos

52. Building TrafficBuilding TrafficThe #1 rule to increase traffic is simply to tell people about your website.

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

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

55. Building TrafficSearch Engine Optimization

56. Building TrafficGoogle Ads

58. Building TrafficAddThis

59. Developing a StrategyTechnology

60. Design

61. Email

62. RevenueEmailStatisticsBest PracticesGrowing Your List

63. Online RevenueSource: Convio Online Benchmarking Report, 2010

64. Online RevenueHealthEnvironmentalSource: Convio Online Benchmarking Report, 2010

65. Email BenchmarksSource: Convio Online Benchmarking Report, 2010

66. Translating Benchmarks

67. Translating Benchmarks

68. EmailStatistics

69. Best Practices

70. Growing Your ListBest PracticesSubject Line

71. Subject LineMost important 1-7 words of the email.

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

73. Best PracticesSubject LineDesign and Copy

74. Design and CopyDesign for the Preview Pane.

75. Design and CopyDoes the message come through without images?

76. Design and CopyPersonalize and Target.

77. Best PracticesSubject Line

78. Design and Copy

79. LearnLearnKnow the law. CAN-SPAM Compliant Opting In

80. LearnLearn 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. EmailStatisticsBest PracticesGrowing Your List

83. Growing Your List

84. Growing Your ListMedian growth of 29% in 2009.

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

86. Online SignupsAcquisition Campaigns Petitions Splash Pages

88. Developing a StrategyTechnology

89. Design

90. Email

91. RevenueOnline RevenueNew Revenue vs. Transferring Revenue

92. Transferring RevenueDirect MailEvent Registrations

93. New RevenuePeer-to-Peer Fundraising

95. New RevenuePeer-to-Peer Fundraising

96. Online Catalog

97. New RevenuePeer-to-Peer FundraisingOnline CatalogMonthly Donors

99. TodayHow do I get started?

100. Why should I care about Social Media?

101. Now what?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.

107. Social MediaStats

108. Staffing & Budget

109. IdeasStats600 million Facebook accounts worldwide

110. Stats185 million in the US.

111. Stats9 of 10 non-profits have a Facebook page.

112. Stats57% have a Twitter account.

113. StatsMyspace is dead.

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

115. Stats110 Facebook fans per 1,000 emails.

116. Stats1.3 actions per month per 1000 fans.

117. Stats27 non-profits (of over 11,000) reported raising over $100,000 through Facebook.

118. Social MediaThe Facts

119. Staffing & Budget

120. IdeasStaffing61% devote less than ¼ FTE14% have no FTE

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

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

123. StaffingUse technology to your advantage: Google AlertsHootSuite

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

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

126. StaffingUse brief weekly meetings to plan out social media messages.

127. StaffingDon’t recreate the wheel Translate existing content.

128. Dept OwnershipEvenly split between Communications, Marketing and Development.