Salsa Democracy in Action User Conference 2008

The Joy of Finding Supporters and Turning them into Donors

Katherine Watier – Director of Online Strategies

Courtney Ussery – Online Data Analyst

Different Fundraising Dynamics Online

A few universal truths:• Online fundraising success flows from

engagement strategy.

• List building is a two-way street – finding ways to locate support, but also making ourselves available to be found.

• Email campaigns with a series of emails work better than a solo appeal

List Building forSite Optimization

Optimize your Site• Use of keywords in copy• Make newsletter sign up prominent• Make donation feature easy to find• Test donation page • Use web analytics to find other

improvements to user flow• Use info from donation page to

segment list

Donation Page Too Long

Donation Page Too Long – Page 2

How Do I Sign up? Donate?

Where am I? How do I donate?

Is My Donation Secure?

Where do I click to Donate?

1

2

3

Donation Form to Long

Is My Donation Secure?

List BuildingOnline Marketing

• Capitalize on universal search:– Register with local search– Upload videos of performances or events to

YouTube– Create a Facebook group for students to join– Update their review on Yelp– Post upcoming performances on Eventful– Periodically post on Craigslist in the “classes”

and “events” section– Send press release to Search Engines using

pr.com

• Apply for Google grant & run paid ads on “hip hop classes in Washington, DC” etc

Case Study:

They wanted toPave Paradise, and put up a Parking Lot!

Pave Paradise, Put up a Parking Lot

Here’s the Challenge:In 2006, a condo development threatened the home of a local Bethesda art program, so it developed partnership with other threatened art programs try to stop the development.

Bethesda is an arts district in part because of these art programs, so they appealed to city council to stop the development, or help them find a new home for both art programs.

Email Campaign Timeline

• Email 1 – Save Our Home action

• Email 2 – Action follow-up to non-action takers

• Email 3 – Final action/Tell a Friend– Thank you for taking action

• Email 4 – Fundraising email 1

• Email 5 – Fundraising email 2, to those who have not donated “We’ve raised this much can you help us get to $X?”

Email Campaign Timeline• Email 6 – Fundraising email 3 “We’re moving, and

could use your help”– Thank you for donating

• Email 7 – “Please bear with us as we relocate.”

• Email 8 – “Next week is moving week!”

• Email 9 – “Classes will be canceled next week as we move, and will resume the following Monday. Thank you for your support, and we look forward to seeing you in our new home!”

Email/Messaging Calendar

Email/Messaging Calendar

Let’s Look at an Appeal Email

Ask: We’re moving and need your help!2. Segment List: Parents of students

and adult students3. Create email copy, landing page and

thank you4. Use email checklist5. Set for delivery6. Analyze results

Let’s Look at Salsa

Segment the list

Analyze the Results

Is all the work worth it? Yes!Success story from

The Nature Conservancy• The Nature Conservancy's Digital Membership team

boasts a three-figure average gift and continues to sustain annual growth over 55%.

How did they do it? • Conducted Keyword Research resulting in a 395%

lift in online gifts over the previous year.• Conducted eye tracking, click-path, and potential

donor user flow research which resulted in a 54% increase in revenue.

• Continually stay on top of Email Industry Benchmarks and Best Practices to discover new opportunities to double their click-through rate.

Questions?

Katherine Watier – kwatier@ompdirect.comCourtney Ussery - cussery@ompdirect.com