Amp Up Year-End Email Fundraising
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It's 11 weeks until the end of the year. Are your year-end email campaigns ready to rock and roll? Or are they sounding more like a polka? Four email fundraising pros present fresh ideas and case studies in this October 2013 DMFA (www.dmfa.org) Strategy Clinic to help you turn your online fundraising up to "11" in these critical final weeks of the year. Speakers: Dane Grams Director of Direct Response and Monthly Giving Human Rights Campaign (http://www.hrc.org/) Marc Abanto Senior Communications Strategist Blue State Digital (http://www.bluestatedigital.com/) Lesley Hostetter Director of Integrated Marketing Lautman Maska Neill & Company (http://lautmandc.com/) Moderator: Moira Kavanagh Crosby MKDM (http://www.mkdmc.com/)
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Amp Up Year-End Email Fundraising
- 1. Year-End Fundraising Strategies to TURN IT UP (Online) DMFA DC Brown Bag Lunch 10.21.13 • Lesley Hostetter LAUTMAN MASKA NEILL & COMPANY • Dane Grams HUMAN RIGHTS CAMPAIGN • Marc Abanto BLUE STATE DIGITAL Moderator: Moira Kavanagh Crosby MKDM
- 2. Reinforce a Sense of Community and Interaction at Year-end
- 3. Improve Response Rates by Engaging Donors BEFORE the Ask
- 4. Create a 1-1 connection. Authenticity works.
- 5. Not best practice: emails sent in Outlook!
- 6. Blue State Digital End of Year successes and strategies
- 7. How to break through in EOY • Volume • Urgency • Optimization
- 8. Volume: Send a lot of email • The more you send, the more chances to give • Try different tactics to engage • Ramp up to big pushes in the final days of the year
- 9. Urgency: Do it NOW • Goals and deadlines: They work – Vietnam Veterans Memorial Fund: 500 donors in four days • Beat goal by 46.8% – Civil rights organization: One day, $12,000 fundraising goal. • Beat goal by 48.6%
- 10. Testing urgency • A health organization tested two emails: – Email 1: A story about the great work they do around the world – Email 2: An urgent ask focused on a potential budget shortfall • The winner: Email 2 brought in 11 TIMES as many donors, and raised 20 TIMES as much revenue.
- 11. Optimization Quick donate Streamline the user flow Optimize landing pages Email segmentation
- 12. VVMF: Bringing it all together First sustained EOY campaign Eight emails and website optimizations 100% increase in donations 83% increase in donors
- 13. New Way Forward Campaign 1 3
- 14. • • • • • • • • 38 total versions $515,987 raised 2,297 new donors 6,568 renewals 44 total versions $492,387 raised 3,700 new donors 6,622 renewals • • • • • • • • 40 total versions $482,288 raised 3,321 new donors 6,657 renewals 34 total versions $462,515 raised 3,533 new donors 5,227 renewals 1 4
- 17. 2013: New Day New Fight Revenue by Message $120,000 $100,000 $80,000 $60,000 $40,000 $20,000 $0 Message #1 (12/27) Message #2 (12/31) Message #3 (1/8) Message #4 (1/14) Message #5 (1/17) Message #6 (1/21) Message #7 (1/22) 1 7
- 18. Promotion Results New Day New Fight (2013) # Gifts Avg. Gift Total Raised HRCnews (Dec) 28 $75 $2,105 HRCnews (Jan) 58 $51 $2,935 Web 4 $48 $190 Lightbox 793 $94 $74,514 Social Networks 305 $32 $9,878 Text Message 121 $41 $4,948 Facebook Remarketing 6 $33 $195 TOTAL 1,315 $72 $94,765 18
- 19. Lightbox 19
- 20. Text Message 20
- 21. More from Lesley
- 22. Logistics • Our clients send 4-5 December emails • In November, emails tend to support year-end mailing. In December, emails “stand alone” and focus on 12/31. • Simple segmentation is helpful: • Donor vs. Non donor • DM vs. Non DM recipient • Low Dollar vs. High Dollar vs. Sustainer • By Affinity
- 23. More from Marc
- 24. End of Year: How we plan
- 25. Why do we test? Worth $7,000 more PER MONTH
- 26. More from Moira
- 27. As part of your multipart year-end campaign be sure to email on the last day of the year. (Or campaign.)
- 28. Twice. (10% of total revenue to this campaign came in to the 8:26pm resend.)
- 29. Subject line je ne sais quoi • Campaign deadline today VS. Last day • Quick question VS. Watch my video message • 8 days left VS. Merry and bright • Choose your membership VS. What works for you? • 10 reasons VS. Ten reasons • It only takes one word VS. A message of love and support VS. One word • A big night to cap off a big week VS. Tonight
- 30. Subject line je ne sais quoi • Campaign deadline today VS. Last day • Quick question VS. Watch my video message • 8 days left VS. Merry and bright • Choose your membership VS. What works for you? • 10 reasons VS. Ten reasons • It only takes one word VS. A message of love and support VS. One word • A big night to cap off a big week VS. Tonight
- 31. Subject line je ne sais quoi • • • • • • • Light touch A little unusual A little mysterious A little casual (“Hey”) Short Doesn’t scream fundraising Something a real person would really write in an email subject line • Different vernacular & pacing applies to body copy too
- 33. Home Page Sync-Up No lightbox? No sweat.
- 34. THANK YOU! • Lesley Hostetter lhostetter@lautmandc.com LAUTMAN MASKA NEILL & COMPANY • Dane Grams dane.grams@hrc.org HUMAN RIGHTS CAMPAIGN • Marc Abanto mabanto@bluestatedigital.com BLUE STATE DIGITAL • Moira Kavanagh Crosby mkcrosby@mkdmc.com MKDM