Top 5 Best Practices in Online Fundraising
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Presented by Mack Campbell, founder of On Your Mark Nonprofit Consulting (onyourmarkllc.com), at the 2013 DFW Philanthropy Conference
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Top 5 Best Practices in Online Fundraising
- 1. Presented by Mack Campbell DFW Philanthropy Conference Online Fundraising: Top 5 Best Practices
- 5. IN THE NEXT 60 SECONDS…
- 7. Online = 7% of all giving
- 8. 5,133,233.33% since 1997 Online Donation Growth
- 9. Online donors are more engaged than traditional direct mail donors.
- 10. Average Lifetime Value of offline donor: $197 $72
- 11. Average Lifetime Value of online donor: $197 $72
- 13. Name a Roach
- 14. Personal Story of crashing website
- 18. Engage “…but they’ll remember how you made them feel.” - Maya Angelou
- 19. Ways to Engage • Through Strategic Design
- 20. Strategic Design • Can a stranger know what you’re about and why they should care within 2 seconds of opening your homepage?
- 21. Strategic Design • If they are not ready to donate, give a visitor the ability and reason to take the first step toward a relationship.
- 22. Ways to Engage • Through Strategic Design • Through Targeted Communications
- 23. Drip Marketing
- 24. Drip Marketing • New Donor Welcome Series • Event Registration Series • New Email Signup Series
- 25. Ways to Engage • Through Strategic Design • Through Targeted Communications • Through Social Media
- 26. Why should I care about Social Media?
- 27. You Shouldn’t.If you’re only worried about money.
- 29. 2% of non-profits reported raising more than $10k through Facebook.
- 30. Social Media is donor and prospect enagagement tool.
- 31. 92% 73% 18-29 30-49 50-64 67+ Social Media Usage by Age ? ?
- 32. 92% 73% 57% 18-29 30-49 50-64 67+ Social Media Usage by Age ?
- 33. 92% 73% 57% 38% 18-29 30-49 50-64 67+ Social Media Usage by Age
- 38. Simplify •Simply for the donor NOT staff or organizational silos.
- 39. “Simply” is complex •Personalize and Target.
- 40. Ways to Simplify • Through stories
- 44. Ways to Simplify • Through stories • Through design
- 45. Simplify •Are the images large and engaging to emotionally connect with a visitor?
- 46. Simplify • Can a new visitor find the donate button within 2 seconds? • Is the donate button: – above the fold? – big and colorful? – surrounded by a sense of urgency?
- 47. Simplify How many clicks to donate?
- 48. Clicks to Donate >1 = -75%
- 49. Simplify How many questions do you have on your donate form?
- 52. Mobile Traffic in 2012 30% 70%
- 53. Mobile traffic is expected to eclipse desktop traffic in 2014.
- 54. The Best Practices •Engage •Simply •Think Ahead #AFPTop5
- 55. Think Ahead • Immediate • 6 week • 6 month
- 56. Immediate Goals •Build report templates •SWOT Analysis •Honest Website Audit
- 57. 6 Week Goals • Optimize donation form and donor user-experience. – Including email confirmation • Create email solicitation and social media timeline through year-end. • Implement changes from website audit
- 58. 6 Month Goals • Implement Drip Marketing • New Website? • Integrated Social Media Campaign
- 59. Set Goals •Assign responsibility •Equip to succeed •Hold accountable
- 60. The Best Practices •Engage •Simply •Think Ahead •Measure #AFPTop5
- 61. Measure Know where you are first. Then figure out where you’re heading.
- 62. Measure Set goals in accordance with industry trends.
- 65. In 2012… Email Lists grew 15%
- 67. For every 1,000 emails… 149 Fans
- 68. For every 1,000 emails… 53 Followers
- 69. For every 1,000 emails… 29 subscribers
- 71. Email Benchmarks Advocacy Fundraising Open Rates 14% 13% Click-Through Rates 3.7% .42% Response Rates 3.5% .07%
- 72. Translating Benchmarks 5k 10K 25k 50k Response Rate .07% .07% .07% .07% Avg Gift $60 $60 $60 $60 Revenue $21 0 $420 $1,05 0 $2,10 0
- 73. Translating Benchmarks 100k 500k 1M Response Rate .07% .07% .07% Avg Online Gift $60 $60 $60 Revenue $4,200 $21,00 0 $42,000
- 74. Measure • Learn from experience – Test your subject lines – Test your email design
- 75. “Hey
- 76. The Best Practices •Engage •Simply •Think Ahead •Measure •Fail #AFPTop5
Editor's Notes
- About OYMHashtag for the session
- About Mack
- Audience Question: Have any of you NOT shopped online?Question: How many of you have gone to a website and left without buying because of the design or layout of a site?
- From Decision Research
- Stories/Photos with 2 children = -15%
- Stories/Photos with 8+ children = -50%
- Raised $690 million ONLINE during 2012 election cycle; saw a 49% increase after launching tweaked designs
- The first Newton was released in August of 1993. They cost $700-900. Disappointing sales due to competition with Palm Pilot.Lessons learned, adapted and modeled to fit a need.