The document summarizes key points from a workshop on integrating digital into fundraising. It discusses how digital is one part of the fundraising puzzle and how communication hasn't changed but behaviors have. It provides case studies on how organizations like The Wesley Mission, Greenpeace, and Animals Australia have successfully used digital along with other channels. The document also covers metrics for digital fundraising success, trends in mobile donations, and the importance of data, storytelling, onboarding donors, designing donor journeys, and focusing on retention.
In this two hour lunch and learn seminar, Parachute Digital showed Fundraising Directors from Top Australian charities how digital should best be integrated into your overall fundraising mix.
Digital fundraising or online fundraising as many call it, is a growing area within the non-profit sector.
This workshop demystifies online marketing & fundraising strategies, showing Fundraising Directors that the same strategies that they employ offline, for prospect onboarding and donor retention and telling stories, will work online too. It's just a different execution. The strategy is often the same.
Participants were given data homework to do to learn about their donor databases and online/ offline split as well as reading from Shanelle Newton Clapham's book "Attracting Donors Online - Digital Fundraising that works".
What the workshop and presentation covers is:
• Integrating your digital data with your offline database
• Integrating digital into your story-telling
• Integrating digital into your onboarding strategy
• Integrating digital into your retention strategy
• Integrating digital into your donor journey.
Digital Fundraising strategy guide with online fundraising campaign examples and case studies. This online fundraising presentation also makes recommendations on the systems and infrastructure you need to put in place and getting the right resources into the team.
Digital fundraising includes Email, Websites, Mobile, Social Media, Search, Content Marketing and more.
There is a shorter version of this presentation that just focuses on emerging Mobile, Content and Social Media fundraising.
Parachute Digital benchmarked 100 Australian website donation pages against 59 points of criteria and got donor insights from a survey and in dept interviews with donors.
Shanelle Newton Clapham talks about how to add digital fundraising touch points into a non-profit's supporter and donor journey.
Online marketing and fundraising should follow the same principles as offline fundraising. It's just a different execution.
The donor is truly multi-channel and so should organisation's fundraising strategy.
In this presentation, Shanelle Newton Clapham and Mamta Bhatt will share case studies of Australian charities that have had successful digital fundraising campaigns to acquire new donors to support their organisation and cause, via online channels. That's people making a direct online donation, sometimes a monthly donation, and showing how digital acquisition ROI compares to other traditional channels of donor acquisition.
Shanelle Newton Clapham and Paul Bailey discuss how to integrate your online and offline fundraising channels to acquire new regular giving donors for your charity.
Fundraisers and charity organisations in Australia seem to mostly believe that older people are not online and don't give that way - but we wondered if this had changed because of the COVID-19 pandemic. So we did some research to find out if older donors give online?
Parachute Digital showcase 5 things charities and non-profits can do to create online donation pages that deliver real revenue.
1. Keep the form to one page with minimal fields
2. Make it easy to use on mobile devices
3. Chunk the content
4. Make sure the form is safe and data is validated
5. Be grateful and say thank you well
In this two hour lunch and learn seminar, Parachute Digital showed Fundraising Directors from Top Australian charities how digital should best be integrated into your overall fundraising mix.
Digital fundraising or online fundraising as many call it, is a growing area within the non-profit sector.
This workshop demystifies online marketing & fundraising strategies, showing Fundraising Directors that the same strategies that they employ offline, for prospect onboarding and donor retention and telling stories, will work online too. It's just a different execution. The strategy is often the same.
Participants were given data homework to do to learn about their donor databases and online/ offline split as well as reading from Shanelle Newton Clapham's book "Attracting Donors Online - Digital Fundraising that works".
What the workshop and presentation covers is:
• Integrating your digital data with your offline database
• Integrating digital into your story-telling
• Integrating digital into your onboarding strategy
• Integrating digital into your retention strategy
• Integrating digital into your donor journey.
Digital Fundraising strategy guide with online fundraising campaign examples and case studies. This online fundraising presentation also makes recommendations on the systems and infrastructure you need to put in place and getting the right resources into the team.
Digital fundraising includes Email, Websites, Mobile, Social Media, Search, Content Marketing and more.
There is a shorter version of this presentation that just focuses on emerging Mobile, Content and Social Media fundraising.
Parachute Digital benchmarked 100 Australian website donation pages against 59 points of criteria and got donor insights from a survey and in dept interviews with donors.
Shanelle Newton Clapham talks about how to add digital fundraising touch points into a non-profit's supporter and donor journey.
Online marketing and fundraising should follow the same principles as offline fundraising. It's just a different execution.
The donor is truly multi-channel and so should organisation's fundraising strategy.
In this presentation, Shanelle Newton Clapham and Mamta Bhatt will share case studies of Australian charities that have had successful digital fundraising campaigns to acquire new donors to support their organisation and cause, via online channels. That's people making a direct online donation, sometimes a monthly donation, and showing how digital acquisition ROI compares to other traditional channels of donor acquisition.
Shanelle Newton Clapham and Paul Bailey discuss how to integrate your online and offline fundraising channels to acquire new regular giving donors for your charity.
Fundraisers and charity organisations in Australia seem to mostly believe that older people are not online and don't give that way - but we wondered if this had changed because of the COVID-19 pandemic. So we did some research to find out if older donors give online?
Parachute Digital showcase 5 things charities and non-profits can do to create online donation pages that deliver real revenue.
1. Keep the form to one page with minimal fields
2. Make it easy to use on mobile devices
3. Chunk the content
4. Make sure the form is safe and data is validated
5. Be grateful and say thank you well
In this presentation, two Australian Non-Profit Fundraising industry leaders, Shanelle Newton Clapham of Parachute Digital and Ashley Rose of MonDial Fundraising, talk about how charities can get the most out of the using Digital Leads they generate for Regular Giving Donor Acquisition via Telefundraising.
Anglicare was Parachute Digital's first client to personalise the donor experience for both direct mail donors and email donors.
In this presentation we should the results of personalising the content, pre-filling the donation form and showing the donor's last donation amount and how it drives a higher average gift and a better conversion rate.
How nonprofit organizations can effectively use search engines (SEO/PPC), Facebook and other social networks to attract more volunteers, donors and publicity for their causes.
A presentation Chip Grizzard and I gave at the 2016 annual Missions Getaway conference. The topic of the presentation was reconnecting with donors and constituents and optimizing communications for effectiveness.
Blackbaud NetCommunity Grow: Integrated Strategy, Technology, and Impact Blackbaud
Blackbaud NetCommunity Grow is a one-stop shop solution you can’t find anywhere else. Benefit from our web design expertise, targeted content, strategic eMarketing program, and advanced email features that create a truly interactive and impactful online experience. You won’t believe the results customers are seeing. Join us to find out what it can do for you!
The Future of Online Giving - Are You Awake?Blackbaud
Although author/columnist Malcolm Gladwell discredits social media for facilitating the revolutions we are currently seeing around the world, we disagree. Come find out how the future of social media is being played out across our nonprofit landscape. Learn from advanced case studies and groundbreaking research, and take a glimpse into where fundraising in social media is heading in the future.
7 Ways to Get Your Web Visitors to Act and Love You!RedEngine Digital
Liz Murphy from RedEngine Digital talked conversion of Web visitors with Kelly Townsend from HSUS at the 2012 Bridge Conference. Follow us @redengine [ http://twitter.com/redengine ].
Fact vs. Fiction: What's New Online That Really Works (2015 AFP Internation...Sanky Inc.
With all the buzz about Twitter and Snapchat ? Google+ and Pinterest PlacePins ? Seocial ? the mobile revolution ? and even the recent transformation in web and email design -- how do you separate fact from fiction and apply your precious development budget most effectively? In this lively session "Game Show" format your "Hosts" will provide ten proposed online fundraising ideas and ask you to cast your vote on which ones are worth testing in today's fundraising environment. A nonprofit leader will guide you through his step-by-step real-life decision making process in each case, followed by brief agency case studies breaking down each new technology and technique into what's really working and what's not. This session is designed to be a fun and interactive way to gain practical suggestions for tapping the power of the newest and latest, to meet your annual giving goals.
The Donor Journey: A Step-by-Step Guide to Lifecycle Marketing for your Nonpr...hjc
Join hjc and Oracle where we'll explain the importance of integrating a multi-channel presence to build stronger and long lasting relationships. You will walk away with:
hands on examples of everything from customer experience to personalizing donor journeys
a fool proof system for uncovering, cultivating, and soliciting existing and new donors
how to implement a multi-channel presence
best practices on the do's and donts' of creating a good supporter survey
how to measure success of breakthrough fundraising results
Heather McLean, Senior Fundraising Advisor of hjc, and Brian Walsh, CX Architect North American Applications of Oracle, will show you how your organization can tap into your donor base and build deeper relationships through a multi-channel presence. Using the latest data and riveting case studies, you’ll learn how to maximize your organization’s fundraising potential.
Donor Data: The Key to Retention with Fundraising Success and CDS GlobalCDS Global, Inc.
Everyone knows it costs less to retain a donor than to acquire a new one. Knowing as much as you can about your donors can help you keep them involved with your organization and ease the way to donor retention. The right data can help you look beyond the numbers and figure out how and why donors connect — and stay — with you.
In this webinar, our experienced group of speakers discuss the best ways to break down silos of data to best understand your donors, and how to use this information to engage in meaning conversations with donors that promote life-long giving habits. This Fundraising Success webinar, sponsored by CDS Global, features speakers Kevin Schulman, CEO of DonorVoice; Leslie Monk, Director of Sponsor Care at ChildFund, and Jamey Heinze, CMO of CDS Global. More than 1,000 people registered and there was a lot of lively Q&A. Access the webinar below, and learn:
• What things besides numbers are important when it comes to knowing your donors
• How to determine donors’ interest in supporting your cause and what keeps them engaged
• How to pull together data from various sources to get a 360 degree view of your donor
• The value of collecting and acting upon donor feedback as a strategy for donor retention
*Watch the webinar: http://cds-global.com/resources/webinar-key-donor-retention/
Follow us on Twitter: @CDSGlobalNP & @FundraisingSuccess
#FSWebinar
The New Fundraising Frontier—Chart Your Path to Crowdfunding SuccessKimbia, Inc
Want to gain 60% more donors? Keep hearing about crowdfunding events but don’t know where to start or if it’s the right direction for your organization? Join the fundraising experts from Kimbia and Charity Dynamics and learn the ropes!
Webinar: Social Media + P2P Fundraising: A Case Study w/ CASA of Travis CountyKimbia, Inc
Peer-to-peer fundraising by its definition is an inherently social way to fundraise for causes. We wanted to dig into the question: Does social engagement affect peer-to-peer fundraising results. The teams at Kimbia, LeadPup and CASA of Travis County teamed up to answer this question through analyzing data from CASA's superhero run data.
Click It! Tactics and Trends in Online, Digital and Social Media for Membership.
In this data-rich presentation, you’ll hear from Museum colleagues and experts in membership and development about how to create multi-channel campaigns that engage, educate, and excite! Learn how to layer appeals, special promotions, or acquisition and renewals using email, social media, retargeting and focused online advertising. Experts in the digital marketing arena and membership professionals will share stats, experiences and results.
Moderator: Dana Hines, President and CEO, Membership Consultants
Presenters:
Angela Perrillo, Membership Benefits Manager, Field Museum of Natural History
Angela Brink, Member Relations Officer, Museum of Science, Boston
Rosie Siemer, Principal, fiveseed, Inc.
Online giving surged once again last year, far outpacing traditional fundraising growth. In particular, crowdfunding presents an exciting new frontier for nonprofits and causes of all sizes and shapes, especially those looking to engage millennials, who have been shown to connect more deeply with impact versus organizations. New research shows not just youth, but now all generations have positive opinions of peer-to-peer fundraising campaigns, and nonprofits have flocked to them since they represent a unique opportunity to raise funds, build awareness, and expand your donor database. Our seasoned presenter will share a step-by-step breakdown of how to cut through the clutter and ensure a great response to your next campaign.
The Fundamentals of Email Marketing for Nonprofits with KeelaTechSoup
Email marketing is an important communication channel for nonprofits. Whether you’re sending newsletters or fundraising appeals, you can personalize your messages and connect with donors via emails better than you can with traditional advertising. But how can you get the most out of your email marketing campaigns?
Join Samantha Lego (marketing director at Keela) and Elsie Coffey (director of customer care at Keela) as they dive into the wonderful world of email marketing for nonprofits.
This includes Monroe Township Pa Homes for sale as well as Orchard Glen Townhomes among many more.Zito is a part of the Keller Williams Group of Central PA.
In June 2016, the international HQ of a global NGO hired me to help develop a presentation about online fundraising for their board. There was no short term rush, but it foresaw that in a few years it might be at risk if its large institutional funders stopped or reduced their contribution. Online fundraising was seen an an option it needed to explore.
The preferred approach was to experiment with online fundraising models until it had the evidence and expertise to make a better judgement on how viable it was. These slides are the input to that presentation - not the presentation itself!
This was developed based on the input from individuals I contacted and from the ECF (eCampaigning Forum) community. This unbranded version of the slides also removes any reference to the commissioning organisation.
In this presentation, two Australian Non-Profit Fundraising industry leaders, Shanelle Newton Clapham of Parachute Digital and Ashley Rose of MonDial Fundraising, talk about how charities can get the most out of the using Digital Leads they generate for Regular Giving Donor Acquisition via Telefundraising.
Anglicare was Parachute Digital's first client to personalise the donor experience for both direct mail donors and email donors.
In this presentation we should the results of personalising the content, pre-filling the donation form and showing the donor's last donation amount and how it drives a higher average gift and a better conversion rate.
How nonprofit organizations can effectively use search engines (SEO/PPC), Facebook and other social networks to attract more volunteers, donors and publicity for their causes.
A presentation Chip Grizzard and I gave at the 2016 annual Missions Getaway conference. The topic of the presentation was reconnecting with donors and constituents and optimizing communications for effectiveness.
Blackbaud NetCommunity Grow: Integrated Strategy, Technology, and Impact Blackbaud
Blackbaud NetCommunity Grow is a one-stop shop solution you can’t find anywhere else. Benefit from our web design expertise, targeted content, strategic eMarketing program, and advanced email features that create a truly interactive and impactful online experience. You won’t believe the results customers are seeing. Join us to find out what it can do for you!
The Future of Online Giving - Are You Awake?Blackbaud
Although author/columnist Malcolm Gladwell discredits social media for facilitating the revolutions we are currently seeing around the world, we disagree. Come find out how the future of social media is being played out across our nonprofit landscape. Learn from advanced case studies and groundbreaking research, and take a glimpse into where fundraising in social media is heading in the future.
7 Ways to Get Your Web Visitors to Act and Love You!RedEngine Digital
Liz Murphy from RedEngine Digital talked conversion of Web visitors with Kelly Townsend from HSUS at the 2012 Bridge Conference. Follow us @redengine [ http://twitter.com/redengine ].
Fact vs. Fiction: What's New Online That Really Works (2015 AFP Internation...Sanky Inc.
With all the buzz about Twitter and Snapchat ? Google+ and Pinterest PlacePins ? Seocial ? the mobile revolution ? and even the recent transformation in web and email design -- how do you separate fact from fiction and apply your precious development budget most effectively? In this lively session "Game Show" format your "Hosts" will provide ten proposed online fundraising ideas and ask you to cast your vote on which ones are worth testing in today's fundraising environment. A nonprofit leader will guide you through his step-by-step real-life decision making process in each case, followed by brief agency case studies breaking down each new technology and technique into what's really working and what's not. This session is designed to be a fun and interactive way to gain practical suggestions for tapping the power of the newest and latest, to meet your annual giving goals.
The Donor Journey: A Step-by-Step Guide to Lifecycle Marketing for your Nonpr...hjc
Join hjc and Oracle where we'll explain the importance of integrating a multi-channel presence to build stronger and long lasting relationships. You will walk away with:
hands on examples of everything from customer experience to personalizing donor journeys
a fool proof system for uncovering, cultivating, and soliciting existing and new donors
how to implement a multi-channel presence
best practices on the do's and donts' of creating a good supporter survey
how to measure success of breakthrough fundraising results
Heather McLean, Senior Fundraising Advisor of hjc, and Brian Walsh, CX Architect North American Applications of Oracle, will show you how your organization can tap into your donor base and build deeper relationships through a multi-channel presence. Using the latest data and riveting case studies, you’ll learn how to maximize your organization’s fundraising potential.
Donor Data: The Key to Retention with Fundraising Success and CDS GlobalCDS Global, Inc.
Everyone knows it costs less to retain a donor than to acquire a new one. Knowing as much as you can about your donors can help you keep them involved with your organization and ease the way to donor retention. The right data can help you look beyond the numbers and figure out how and why donors connect — and stay — with you.
In this webinar, our experienced group of speakers discuss the best ways to break down silos of data to best understand your donors, and how to use this information to engage in meaning conversations with donors that promote life-long giving habits. This Fundraising Success webinar, sponsored by CDS Global, features speakers Kevin Schulman, CEO of DonorVoice; Leslie Monk, Director of Sponsor Care at ChildFund, and Jamey Heinze, CMO of CDS Global. More than 1,000 people registered and there was a lot of lively Q&A. Access the webinar below, and learn:
• What things besides numbers are important when it comes to knowing your donors
• How to determine donors’ interest in supporting your cause and what keeps them engaged
• How to pull together data from various sources to get a 360 degree view of your donor
• The value of collecting and acting upon donor feedback as a strategy for donor retention
*Watch the webinar: http://cds-global.com/resources/webinar-key-donor-retention/
Follow us on Twitter: @CDSGlobalNP & @FundraisingSuccess
#FSWebinar
The New Fundraising Frontier—Chart Your Path to Crowdfunding SuccessKimbia, Inc
Want to gain 60% more donors? Keep hearing about crowdfunding events but don’t know where to start or if it’s the right direction for your organization? Join the fundraising experts from Kimbia and Charity Dynamics and learn the ropes!
Webinar: Social Media + P2P Fundraising: A Case Study w/ CASA of Travis CountyKimbia, Inc
Peer-to-peer fundraising by its definition is an inherently social way to fundraise for causes. We wanted to dig into the question: Does social engagement affect peer-to-peer fundraising results. The teams at Kimbia, LeadPup and CASA of Travis County teamed up to answer this question through analyzing data from CASA's superhero run data.
Click It! Tactics and Trends in Online, Digital and Social Media for Membership.
In this data-rich presentation, you’ll hear from Museum colleagues and experts in membership and development about how to create multi-channel campaigns that engage, educate, and excite! Learn how to layer appeals, special promotions, or acquisition and renewals using email, social media, retargeting and focused online advertising. Experts in the digital marketing arena and membership professionals will share stats, experiences and results.
Moderator: Dana Hines, President and CEO, Membership Consultants
Presenters:
Angela Perrillo, Membership Benefits Manager, Field Museum of Natural History
Angela Brink, Member Relations Officer, Museum of Science, Boston
Rosie Siemer, Principal, fiveseed, Inc.
Online giving surged once again last year, far outpacing traditional fundraising growth. In particular, crowdfunding presents an exciting new frontier for nonprofits and causes of all sizes and shapes, especially those looking to engage millennials, who have been shown to connect more deeply with impact versus organizations. New research shows not just youth, but now all generations have positive opinions of peer-to-peer fundraising campaigns, and nonprofits have flocked to them since they represent a unique opportunity to raise funds, build awareness, and expand your donor database. Our seasoned presenter will share a step-by-step breakdown of how to cut through the clutter and ensure a great response to your next campaign.
The Fundamentals of Email Marketing for Nonprofits with KeelaTechSoup
Email marketing is an important communication channel for nonprofits. Whether you’re sending newsletters or fundraising appeals, you can personalize your messages and connect with donors via emails better than you can with traditional advertising. But how can you get the most out of your email marketing campaigns?
Join Samantha Lego (marketing director at Keela) and Elsie Coffey (director of customer care at Keela) as they dive into the wonderful world of email marketing for nonprofits.
This includes Monroe Township Pa Homes for sale as well as Orchard Glen Townhomes among many more.Zito is a part of the Keller Williams Group of Central PA.
In June 2016, the international HQ of a global NGO hired me to help develop a presentation about online fundraising for their board. There was no short term rush, but it foresaw that in a few years it might be at risk if its large institutional funders stopped or reduced their contribution. Online fundraising was seen an an option it needed to explore.
The preferred approach was to experiment with online fundraising models until it had the evidence and expertise to make a better judgement on how viable it was. These slides are the input to that presentation - not the presentation itself!
This was developed based on the input from individuals I contacted and from the ECF (eCampaigning Forum) community. This unbranded version of the slides also removes any reference to the commissioning organisation.
Digital should be a part of every organisation's marketing & fundraising strategy.
As marketers and fundraiser's who are responsible for delivering the budget, we need to be able to influence our executive team and board members when we want to invest in a new fundraising channel.
This presentation gives you 5 case studies and 5 clear steps to help convince your board why digital fundraising is worth the investment.
We're on a mission to give every donor a great online experience.
Parachute Digital supports non-profit organisations to acquire and retain supporters through digital channels.
Content Marketing is the 2nd of the Digital Marketing Fundamentals taught in Parachute Digital's 12 week online marketing course - the Learn & Implement Digital Academy http://www.parachutedigitalmarketing.com.au/our-services-are-digital-adventures/learn-implement-digital-academy/
In this lesson we go over the elements of telling a good story, that will engage and retain your customers or donors. We then spend some time understand what "content" is in a digital context. We go through loads of great examples of online content marketing and then we look into Content Marketing Strategies.
There is a lot of cool stuff being done by charities in the digital space. We focus on the 5 key digital channels - Search, Email, Mobile, Social Media and Display.
This presentation is designed to inspire non-profit organisations to do more in the digital space. This is cool stuff that is possible to implement, rather than out of reach cool stuff that requires massive budgets and resources.
Parachute Digital is all about helping non-profit organisations make more money online by giving their supporters a better experience.
In this email marketing presentation Shanelle Newton Clapham shares very specific tactics to get people to open emails, to click on emails and how to motivate them to donate to charities and not-for-profit organisations.
This is a very specific guide that will help you improve your email marketing.
Presentation for our Delicious Digital Breakfast seminar about Writing Webpages That Convert. Learn more about SEO, webpage structure and landingpages.
Learn about the 7 mistakes non-profit organisations make when building and marketing their mobile apps.
Shanelle Newton Clapham talks about how non-profits can give their supporters a great experience by building better apps and measure their effectiveness.
You can listen to the webinar here: http://www.apps4change.org.au/LearningCentre/Webinars.aspx
Mobile is already a game changer for banking and travel and in the charity sector it must become more important. If organisations want to claim they are donor centric, then they must behave as their donors do.
In this presentation Shanelle Newton Clapham from Parachute Digital gives ideas, inspiration and case studies for how non-profit organisations can Make the Most of Mobile in their marketing and fundraising.
The Wilderness Society worked with Parachute Digital to create a regular giving donor acquisition strategy using digital channels to acquire new supporters online.
Telling stories is an important part of digital marketing and fundraising. Digital storytelling is just the same as any other kind of storytelling - in some ways. But as digital marketers and people who write for the web, it would be remiss of us to not take full advantage of the interactivity afforded to us with online channels.
This is training on the elements of content marketing but specifically how to tell stories that raise money for non-profit organisations. And of course we have a bunch of case studies - both good and bad examples.
Learn how to use search engine marketing to increase visibility and traffic to your website. This course provides fundamental knowledge of Google’s sponsored listings (pay-per-click ads) and also gives an introduction in to budget requirements and metrics used to measure and optimize ad performance. Additionally, this course delves in to the world of search engine optimization, educating students on Google’s latest algorithm updates and providing insight on how to use these new changes to organically move your website to the first page of Google search engine results pages.
Follow our mantra of sending the right message, to the right person, at the right time, with the right frequency as a framework for your email marketing strategy.
Converting Online Campaigners into DonorsCare2Team
*Watch or download the full webinar (with audio and slides) at: http://bit.ly/convert2donors
Online campaigners are an increasingly important source of new donors for many organisations.
How can your organisation rapidly grow its base of online campaigners, and effectively convert them into donors?
Watch this free webinar to learn how Greenpeace UK, leveraging tools provided by Engaging Networks, and multichannel donor outreach, has excelled in turning campaigners into campaigning donors:
"Converting Online Campaigners into Donors"
In this webinar you will learn:
-Keys for bringing people into the fold through powerful email messaging
-Ways to deepen campaigner engagement and commitment
-Tactics for converting donors online and offline
-Listen to what people are saying online, remarket to them, and improve your campaign results
Finding the perfect donor match for your charity is hard, even with all the best online targeting. So when you do find a donor who cares about your organisation and cause, you need to onboard them with a digital donor journey to make them feel loved and special.
How to Reinvigorate Your Donor Base Using Peer to Peer FundraisingArrevaSoftware
Could your donor base use a pick me up? Are you searching for a renewed and rejuvenated set of fundraisers? Then look no further than the fundraising fountain of youth: peer to peer fundraising.
In a world where crowdfunding sites are just a click away, peer to peer fundraising has the ability to engage younger generations more easily than other, more traditional forms of fundraising.
During this webinar we will outline how peer to peer fundraising:
-Engages Gen Z and Millennial volunteers.
-Yields more gifts from Baby Boomer and Mature donors.
-Increases your organization's reach across social media.
-Helps to spread mission awareness to newer audiences.
[CauseVox] Mastering P2P for Small Nonprofits - OPT.pdfTechSoup
Peer-to-peer fundraising can be a powerful tool for small nonprofits to raise funds and increase awareness about their cause. In this webinar, Rob Wu and Jenna Notarfrancesco with CauseVoxwe share the world of peer-to-peer fundraising and provided practical tips and tools for small nonprofits to master this approach. Topics such as setting fundraising goals, recruiting engaging peer-to-peer fundraisers, creating compelling campaigns, leveraging social media, and measuring success were discussed.
Walk in Your Donor Prospect's Shoes and Learn How to Drive Them to Action - R...RedEngine Digital
Presentation Summary:
Come to this session and walk a mile in your donor's shoes. We'll walk you through the donor conversion funnel - from the donor's perspective - from awareness to engagement to transaction, and help you understand how to use specific tactics to create your ideal donor multi-channel funnel. You'll learn how content marketing, advertising, social media, mobile and conversion optimization collaborate and integrate to form the funnel that drives a prospect to become your donor.
Learning Outcome #1:
Understand what a donor prospect sees during the process of first becoming interested in a cause, through finding a nonprofit, and finally making a donation
Learning Outcome #2:
See how different marketing strategies impact each other and eventually lead to compounding results
Learning Outcome #3:
Understand how collaboration is vital to success and apply learned tips and tactics to your fundraising efforts
- Liz Murphy, Founder, RedEngine Digital @lizred
- Rosa Del Angel, VP of Strategy, RedEngine Digital, @rdelangel
- Brian Rogel, Associate Director of SEO and SEM, RedEngine Digital, @BrianRogel
Fundraising Today and Tomorrow: The Next Generation of Giving - The Constitue...hjc
Ken Kuhler, Interactive Strategy Manager, Blackbaud, discussed how to apply next generation trend data to your multi-channel, multi-generational fundraising and engagement efforts including practical tools and techniques, and real-world case studies.
If you attended bbcon, you'll know that it was 'standing room only' for Cath Hoban's session.
The Head of Fundraising for The Wilderness Society took us on an exploration of how a Fairy Possum (along with a kick-ass content and asking strategy) helping them generate an additional $77,011 in e-appeal cash donations from 1,499 new donors.
If like many organisations, you're facing a major headwind change in the F2F market, then don't miss Cath's tips for acquiring regular givers online using your Blackbaud technology.
Did you know:
17% of visitors to Charity web sites cannot find the donation page.
Up to 90% of people visiting your Non Profit donation page may be leaving without making a donation.
Optimizing your home page and donation page can lead to very large increases in online donations with no marketing spend.
Some studies, tests & results
Similar to Online Fundraising Strategies - What Digital is good at (20)
The things that determine how fundraising works in a country are more about TRUST and REGULATION and BANKING than they are about culture, language or country.
See how fundraising differs across countries and cultures, and how it is still the same.
Shanelle Newton Clapham is a #digitalfundraising expert from Australia and she's talking about how Australia is a multi-cultural country and we need more diversity in our fundraising communications, segmentation and personalisation.
Learn how to track your digital fundraising campaign conversions back to the source. What that means is the unique ad that delivered the lead or donation, and the target audience as well as the digital channel
PURLS are personalised URLs that you can create to personalise the landing page or donation page experience for your donors.
That means variable text, firstname personalisation, pre-filling forms and dollar amounts.
It's about making it EASY for your donor to give.
Learn what are the most important elements charities need to include in their digital fundraising strategy to raise more money online. Also case studies on how charities are using digital to prospect for bequestors/ Gifts in Wills.
Parachute Digital's Tania Ahmed, Marcos Sastre and Shanelle Newton Clapham show charities how to leverage digital fundraising platforms in Australia to raise more money online for their cause.
During the corona virus pandemic, many charities have received an influx of calls from donors requesting to cancel their monthly donation - because that's the only way it can be done. Charities are offering donors the option to PAUSE or DOWNGRADE their donation as a first option, in an effort to retain donors. But should non-profit organisations give their donors the option to pause or cancel their donation from the website, without having to call?
In this presentation, Parachute Digital have mocked up 2 different ways this could work for your donors.
See Content & Organic Search case studies from 6 Australian charities that show how organisations benefit from investment in content and search for fundraising and campaigning. Specific examples show higher conversion rates and average donation amounts from people who visit from Google.
People that come from content and organic search (Google) also have higher engagement with content (longer time on site, view more pages) and they do convert to sign their name to petitions, download PDFs and sign up for newsletters.
Case studies from ASRC, WWF-Australia, MS Research Australia, Peter Mac Foundation, Fred Hollows and Cure Brain Cancer Foundation.
You already know all the challenges Schools and Universities face when trying to engage their Parents & Alumni in giving.
In this session Shanelle will show you how to use digital channels to tackle the challenges:
Find your alumni (build your donor database - what digital channels to use)
Create active Alumni that ask you how they can be involved (opt in to receive communications)
Connect parents to something bigger than their family (be part of a tribe/ community)
Get Parents to actually want to give and contribute more (increase number of gifts & lifetime value)
Give them an easy way to give (website donation pages, SMS and more).
Email marketing has been the cornerstone of most online marketing and digital fundraising campaigns for the last 15 years. But email response rates are in decline.
Here are 3 clear tactics that you can employ to improve your results from email.
Shanelle Newton Clapham is working hard to get charities to the opportunity that mobile can present for their fundraising campaigns, especially events.
Parachute Digital is a marketing and fundraising consultancy that offers not for profit organisations the opportunity to make more money online and give their supporters a great digital experience.
More from Shanelle Clapham Digital Fundraising (11)
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
16. Digital success benchmarks
Online Revenue (% of total fundraising income)
•7% is non-profit industry average
•It’s 14% in small non-profits under $1mill
•12% in medium non-profits between $1-10mill
•Only 7% for large non-profits.
17. Digital success benchmarks
Non-profit website conversion rates
•3% conversion rate from visitor to donor
• On par with Retail sector & above eCommerce sector
•15 - 18% of peer-to-peer donations are referred from
Facebook
•11% of online revenue is from regular gifts (89% from cash)
• but there was significant growth in online RG from 2011-
2012.
Website conversion Source: Mailchimp
Facebook Source: Artez Interactive Facebook Report Jan 2013
RG gifts Source: 2013 eNonProfits benchmarks report
18. Email success metrics
Email Marketing - Non-Profit Industry
•Open Rates 47%
•CTR
• 3.6% from sent
13-18% from Open based on PD experience
•Email click to donation conversion 2-6%
• based on PD experience
•79% of smartphone users open emails on their mobile.
Open rates Source: Mailchimp
Conversion rates Source: Parachute Digital
Smartphone Source: Source: 2013 Adobe Digital Publishing Report
19. Trends starting to emerge
• Higher percentage of peer-to-peer & online donations via
mobile channel
• Leading to more donation transactions but at lower values
• Online gifts are of higher average value than offline gifts
• Search is delivering higher percentage of online
conversions due to better utilisation of Google Grant.
20.
21.
22. Case Study
Greenpeace – Ken & Barbie’s Break-up
Viral Video + Petition
+ Stunts + Media + Advocacy
41. Retention, or Loyalty is
From the donor’s point of view
•I like the brand
•The cause matches my values
•The organisation values my contribution
•They keep me up to date
•They have great customer service
•They have a product that I want (to be a part of)
•They make me feel good.
45. Integrating Digital into the Overall
Fundraising Mix
• Data
• Storytelling
• Onboarding
• Donor Journey
• Retention
46.
47. Book a half day digital strategy workshop
for your organisation.
You choose the topic of your workshop.
Sydney half day workshops are $860 and
$100 will be donated back to your organisation.
BOOK NOW.
Strategy Workshop
2. To connect people to me tell them a story about me - that's related to the topic
My story and how Parachute Digital was born - out of frustration and sick of hearing excuses. I'm quite hard on people - I've been going through this coaching and I got a profile that had a scale of 1-10 on how self critical you are and I was a 1 - the highest possible. What this means is that I also hold others to high standards and most brand experiences weren't meeting my expectations - online and offline. So I wanted to do something about it - and online is my space.
"I believe that there is no excuse for a bad online experience".
Start by asking people what they think "Digital" means?
Q: ask them
Tell them what Digital means to me. How its different from "online" or "internet marketing"
Our desire to communicate hasn’t changed. But HOW we communicate definitely has
Tell story about “Did you get my message?”
I would connect people to themselves and each other by asking them to think of their own behaviour and that of their children and their spouses. To think back over the last 5 years and how that behaviour has changed.
Q: How many times this morning have you picked up your phone to use it for something other than a phone call?
A holiday they went on and what they packed. This will force them to acknowledge how common the use of mobile devices are for them, and thus their audience.
Statement. What is the role of online for your organisation? Or more specifically, what is the purpose of your website or mobile site?
There is always a role that it can play - for some its a time & cost saver, for others its about new audiences and engagement, for others its a direct response channel and a revenue channel. Of course it can be all of these things, but if you're able to prioritise them, your digital strategy will be more focused and successful. Get one thing right, learn from the journey and keep expanding and evolving.
Q: What is the current role of online in your org?
What could the role of online be? Where do you think you could utilise it?
Keep the donor clearly in focus. Give them what they need. Online and offline
Be clear that I love digital and believe it is a worthy fundraising channel, but that I think it works best when integrated with the overall fundraising mix and as a support or destination channel for your other mediums.
Today we're going to talk about how you can integrate Digital Marketing & Fundraising
Data - make informed decisions, no guess work
Storytelling - tell the donor stories they care about (the data guides this) - Leads into engagement
Onboarding - strategy is no different online, its just a different way of executing it. Engagement
Donor Journey - strategy is no different, its still multi-channel, just adding another channel. Might not be for all donors
Retention - cheap, easy, fast, passive and active, financial and non-financial. Just part of the mix. Same strategy, just another channel in your multi-channel strategy.
Integration chapter of the book I gave them to read, and remind them of the Wesley mission case study on integration, and how simple, but effective it was.
Q: Discussion Are any of you using this type of digital integration?
Who is creating video regularly, for each appeal? or Campaign?
Who is using SMS
Whose F2F team are signing up with iPads or still using paper?
What is your Welcome email strategy?
Is online a component at all in your acquisition and onboarding?
I will give them a statistic about attrition rates - Over 6 months the attrition rate has been reduced 10% by using email and SMS and content.
Ask TWS to share their F2F attrition wins when introducing mobile app.
Exercise: How much money are you losing by not implementing the email/ mobile on boarding?
How much is 10% to your business over 6 months? Over 12/ 18/ 36 months.
Map out Acquisition, Drop Off and CPA/ Gifts in worksheet for them to crunch numbers.
Wrap up Questions & Exercise: You don't need to tell me, but write this down.
How much income do you get through online channels? Lets say 10%
How much do you spend annually maintaining your offline Database? Growing it?
How much do you spend annually maintaining your online database? Growing it?
If its not 10% of the offline, then that might explain why you're not getting the same numbers online - because you're not nurturing it and investing in it.
Q: What could this mean to your business?
Get them thinking about their organisation and how much money they are potentially losing.
Is it worth investing the money to test it?
Q: Whose online and offline database are housed in the same place?
If not, do you know what the cross-over is? How many online supporters are also getting DM?
Exercise
Did they bring their numbers?
Exercise
Q: Do you understand the metrics
Explain which metrics to focus on (engagement, repeat visitation, conversions)
Compare with Social Media - you want comments and shares, not likes
Exercise: Log into Google Analytics
Explain which metrics are hazardous (bounce rate, time spent on site). For email, the open rate is a reflection of your brand & relationship (and the subject line). The CTR is a reflection on the content/ relevancy/ appeal.
What content is most popular? I'm sure you know anecdotally because you know which delivers the best revenue, but do you know which pages/ appeals have the best ongoing traffic?
At WWF our GBR page was by far the most visited page on the site, but it wasn't a successful appeal.
Open rates Source: Mailchimp
Conversion rates Source: Parachute Digital
Smartphone Source: Source: 2013 Adobe Digital Publishing Report
Use TV Series, Episode analogy. Like a Book, The SLAP - characters/ chapters in the same overarching story.
Great book on storytelling - The Art of Immersion, Frank Rose
Sequencing of story-telling.
You can use different channels to trigger action from supporters.
- Social media is about awareness, "share this video with your friends"
- Email - take action to stop this
- DM - long-form personal account of story. Call to action to do more
- Telephone appeal, give more snippets of information.
Case Study: Greenpeace Ken & Barbie breakup (Mattel)
Seeding characters/ chapters in social media or on the website first, then launching TV appeal, then using video to expand. Launch online campaign, then DM follows with a new character, or another perspective within the same character's story.
Media runs with personal stories - push to online for hard facts. Action & response.
Sequencing of story-telling.
You can use different channels to trigger action from supporters.
- Social media is about awareness, "share this video with your friends"
- Email - take action to stop this
- DM - long-form personal account of story. Call to action to do more
- Telephone appeal, give more snippets of information.
Digital is the great connector between channels.
Case Study: WSPA and Animals Australia - export of live animals.
New audiences see something on TV, reach for the phone/ iPad and search for it, find more online.
Email/ SMS pushes known supporters to the website for more information.
DM pushes known supporters to YouTube or website for the next chapter in the story, another character's point of view.
Exercise:
Lets map out the channels & sequencing of one of your recent campaigns
Q: Will one of you let us use your most recent Christmas Appeal that you've just rolled out as an example?
Q: Did you have a content plan for the appeal? For your website or on Social Media? What was your calendar of rollout of the appeal and the engagement with supporters throughout?
Scripts that Supp Rels had etc.?
Q: How could it have been done differently to use online?
It’s the same strategy
You already have an on boarding strategy - don't you?
Q: but do you give your online supporters the same attention that your offline supporters get?
Q: Have you implemented your on boarding strategy online at all?
It's the same strategy, its just a different execution.
You probably have two on boarding strategies
1. For new donors - nurturing them as part of the donor journey. We'll touch more on that later
2. For new prospects. This is what we'll focus on now.
Exercise:
What does your on boarding strategy look like?
Let's map it out as a group - let's assume its a prospect name and address we have.
What is the journey we take our prospect on? For how long?
What stories and channels do we use to engage them?
What do we ask them to do? When do we ask them for their first gift?
What reporting do you do?
What testing have you done in this space recently?
Q: Now apply this to online. Where do you get prospects?
Social Media
Email subscribers
Search Engine marketing
Mobile app?
Q: How is online any different?
Only in how they are introduced to you – engagement & acquisition strategy
But how do they become aware of you? Campaigns and appeals and STORIES
Acquiring new supporters is easy online as you can pre-qualify them because there is SO MUCH DATA.
But you need to be prepared to invest some budget into this.
If you do it organically, you need many more man hours and time.
Exercise:
What does your on boarding strategy look like?
Let's map it out as a group - let's assume its a prospect name and address we have.
What is the journey we take our prospect on? For how long?
What stories and channels do we use to engage them?
What do we ask them to do? When do we ask them for their first gift?
DONOR Journey brings us back to keeping users engaged and telling stories that interest them.
It’s also about retention.
Use TV Series, Episode analogy
Keep the donor interested. Talk to them about only slight variations on the same thing.
We’ve talked about how Online can assist in the onboarding journey.
Just the same way, online can support the ongoing donor journey – namely RETENTION
We’ve talked about how Online can assist in the onboarding journey.
Just the same way, online can support the ongoing donor journey – namely RETENTION
Exercise:
You already have your Donor Journey mapped out, now we just need to insert online into that.
Give them a standard Donor Journey - first month on boarding then rolling programs.
Get them to use coloured texters to put an arrow where they would add in online. What channel, what message/ ask/ action?
Case Study: Wesley Mission.
I told you at the start of today's session, and used it in my book, how great the Wesley Missions integration of digital was with the Face2Face acquisition. But they didn't continue to onboard me with digital. I've been rolled straight into their direct mail program. Now I get mail. I haven't had a digital piece of communication since I signed up.
I'm an online giver, but they haven't tried to activate me this way at all.
When I give cash, I only ever give online. The DM might remind me, but usually it goes straight in the bin. But I react to Media and give online and I react to email and give online.
They're losing additional revenue.
Reduced attrition rates.
Really, the donor journey is just about retention. And this is where online comes into the fore.
Q: What do your retention strategies look like?
Q: So how do we integrate digital into our Donor Journey and Retention strategies?
How do we plan it out and track it? For how long do we plan it out?
Be clear that I love digital and believe it is a worthy fundraising channel, but that I think it works best when integrated with the overall fundraising mix and as a support or destination channel for your other mediums.
Today we're going to talk about how you can integrate Digital Marketing & Fundraising
Data - make informed decisions, no guess work
Storytelling - tell the donor stories they care about (the data guides this) - Leads into engagement
Onboarding - strategy is no different online, its just a different way of executing it. Engagement
Donor Journey - strategy is no different, its still multi-channel, just adding another channel. Might not be for all donors
Retention - cheap, easy, fast, passive and active, financial and non-financial. Just part of the mix. Same strategy, just another channel in your multi-channel strategy.