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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.
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Adding digital tough-points into the donor journeyDigital Fundraising
PRESENTED BY SHANELLE NEWTON CLAPHAM
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WHO AM I?
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TWEET ABOUT THIS SESSION
@ShanelleOnline
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#DigitalFundraising
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IT’S ALL ABOUT INTEGRATION
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JUST IMAGINE THIS
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DIGITAL IS
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Aware
-
Synopsis
Consider
-
Relevant
Action
-
Engage
Donation
–
Emotion
Commit
-
Cause
YOUR DONOR’S JOURNEY
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APPROACH TO DIGITAL STRATEGY
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MAKE AN EMOTIONAL CONNECTION
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TELL YOUR STORY IN EPISODES
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• Revenue – More of it
- New income streams
- Higher average gifts (cash donations)
• Return on Investment – Better quality, lower costs (for RG)
- Lower CPA (at least 15% lower than F2F in year 1)
- Much better first gift completion rates (300% better)
- Higher retention
- Break even faster
• Efficiency - Make your existing fundraising channels work harder
- Integrate digital touch-points into your traditional programs
• Diversification - New acquisition channel
- A different type of supporter and donor.
WHY YOU SHOULD GO DIGITAL
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MOBILE SHOULD BE THE CENTRE
OF YOUR DIGITAL STRATEGY
The Zero Moment of Truth
• 51% of email is opened on a mobile device but just 1.25% of websites
are mobile-friendly
• 17% of Australians shopped via their mobile in 2013
(UNICEF made 10% of their online revenue from Mobile donations)
• PayPal Australia reports that donations made online have grown 26%
in the last 12 months
• Social & mobile are so entwined that it has big impact on peer-to-peer
fundraising campaigns. The Leukaemia Foundation’s appeal revenue
for World’s Greatest Shave went from AU$14 million in 2010 to over
AU$18 million in 2012 after mobile was introduced into the fundraising
mix.
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SEARCH IS ESSENTIAL
TO YOUR DIGITAL STRATEGY
• In 2009, 80 per cent of internet sessions started with a Google search
– today that number is even higher
• There were 1.2 trillion searches in Google in 2012
• In January 2012, Google reported its first month where there were
more mobile searches than those performed on a desktop computer
• In January 2013, Google reported that desktop search was down for
the 4th consecutive month & that mobile searches make up 30% of
the search volume for some verticals (restaurants, beauty and
consumer electronics).
The Google Grant
Google offers not-for-profits a
grant of $10,000 per month.
Max CPC $2.
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EMAIL IS THE STRONGEST
DIGITAL CONVERSION CHANNEL
• Email converts at a higher rate (4.16%) than organic search engine
fundraising (2.64%) and social media (0.48%)
• In only four months in 2012, email views on iPads grew by 74% and
mobile devices by 34%
• If you segment your email database to send more targeted messages,
you are likely to get a 30% better open rate & a 50% click through rate
(CTR%)
• Implementing an automated follow-up email to an abandoned
donation could reap up to a 20% conversion rate.
Average NFP email click
to convert rate is 3%.
My clients enjoy 6-8%.
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DIGITAL FUNDRAISING
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Email subscribers
Online advocates
App Downloads
Survey respondents
SupportersAppeal/ one-off donors
Merchandise customers
DonorsRegular givers
Members
ACQUIRE NEW SUPPORTERS & DONORS
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Aware
-
Synopsis
Consider
-
Relevant
Action
-
Engage
Donation
–
Emotion
Commit
-
Cause
YOUR DONOR’S JOURNEY
Day 0 Day 4 Day 7 Day 13 Day 21 Day
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MAKE AN EMOTIONAL CONNECTION
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POINT OF DONOR ACQUISITION
(CONVERSION)
Direct Mail Face 2 FaceWeb /
Mobile site
Social MediaDirect
Response TV
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AN INTEGRATED DONOR JOURNEY
New
supporter
acquired
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DIGITAL DONORS
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USE TECHNOLOGY TO
AUTOMATE YOUR SUPPORTER’S EXPERIENCE
Search is {keyword} dynamic
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DIFFERENT WAYS TO TELL YOUR STORY &
CONNECT WITH PEOPLE WHO CARE
Acquisition
Onboarding
Retention
Nurture
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DOWNLOAD THE EBOOK
Visit the website to download the ebook about How to Acquire Donors Online
http://www.parachutedigitalmarketing.com.au/our-services-are-digital-adventures/acquiring-new-
donors-online/
Free Chapter of Book: http://www.parachutedigitalmarketing.com.au/resources-and-free-
stuff/integrating-digital-fundraising-mix/
At t ract i ng Donors Onl i ne Digi tal fundraising that works
www.parachutedigitalfundraising.com.au
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Integrat ing digital into the overal l fundraising mixby Shanelle Newton Clapham
This chapter is an extract from
Shanelle’s book about online fundraising,
Attracting Donors Online.
Let Shanelle Newton Clapham show you
how to implement digital fundraising that really works. Put your
donors’ needs first online and learn how to integrate digital into
your fundraising strategies and be rewarded with better quality,
and a greater number of prospects.
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Questions?
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