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Presented on June 10, 2011 by Mack Campbell at the DFW Philanthropy Conference, this session included a discussion of best practices for website and email design, as well as benchmarks and fundraising through social media.
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Presented by Mack CampbellDFW Philanthropy Conference
Online FundraisingDemystified
234,000,000+There are
websites worldwide
Of those,
126,000,000are blogs
That’s
36 per personeach day
247,000,000,000+emails are sent
per day
Online: $15BOffline: $288B
Online = 5%of all giving
$300,000
$10,400,000,000
$15,400,000,000
1997 2009 2010
Online Donation Growth
5,133,233.33%
Online Donation Growth
Online donors are more engaged than traditional direct mail donors.
Average online gift is $80.80.
Average direct mail gift is $55.38.
In 2009, $11.68 was raised online per email address.
How much did you raise per mailing address?
Online donors are multi-channel donors.
Today•How do I get started?
•Why should I care about Social Media?
•Now what?
How Do I Get Started?
Developing a Strategy•Technology
•Design
•Email•Revenue
Technology• Invest in a Content
Management system (CMS) and email marketing platform that directly integrates with your database.
Technology
$1 investment = $25 in donations
Source: Network for Good
Integration
Donor Your Website CMS Your Database
Buying a CMS• What products already exist to integrate
with your data?• The most expensive option may be the best,
but it may not be right.• Look for advanced features.
Advanced Features• Peer-to-Peer
Fundraising• Behavioral Content• Email Campaigns• Advanced Reporting
Technology
•Invest•Train
Technology•Train your staff to
utilize all aspects of the software – as if they all are administrators.
Training
Don’t buy a car without having a driver’s license.
Developing a Strategy
•Technology•Design•Email•Revenue
Design StrategyIdentify your website’s audiences:– Clients– Donors– Volunteers– Students– Partner Agencies– Grant makers
Design Strategy
What is the mission statement of your website?
Design Strategy
“…but people never forget how you made them feel.”
- Maya Angelou
Understanding Design•Can a stranger know
what you’re about and why they should care within 2 seconds of opening your homepage?
Understanding Design•Are the images large
and engaging to emotionally connect with a visitor?
Donation Pages• 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?
Donation Pages• Donation forms should be:– Short– Specific to the gift type– Single-Page– Include brief copy
Engagement• If they are not ready to
donate, give a visitor the ability and reason to take the first step toward a relationship.
Design
•Design Goals•Local Best Designs
Design
•Design Goals•Local Best Designs•Videos•Building Traffic
Building Traffic•The #1 rule to
increase traffic is simply to tell people about your website.
Building Traffic•Develop uniform
email signature lines for every employee in your organization.
Building Traffic•Create simple URLs for
targeted use.–www.childrens.com/give
Building Traffic
Search Engine Optimization
Building Traffic
Google Ads
Building Traffic
AddThis
Developing a Strategy•Technology
•Design
•Email•Revenue
Email•Statistics•Best Practices•Growing Your List
Online Revenue
Source: Convio Online Benchmarking Report, 2010
Online RevenueHealth Environmental
Source: Convio Online Benchmarking Report, 2010
Email Benchmarks
Advocacy FundraisingOpen Rates 13% 12%
Click-Through Rates 3.7% .6%Response Rates 3.3% .08%
Source: Convio Online Benchmarking Report, 2010
Translating Benchmarks
Email List Size
10k 25k 50k 100k
Response Rate .08% .08% .08% .08%
Avg Online Gift$80.8
0$80.8
0$80.8
0$80.8
0Revenue $646 $1616 $3232 $6464
Translating Benchmarks
Email List Size
500k 1M 5M
Response Rate .08% .08% .08%Avg Online Gift $80.80 $80.80 $80.80
Revenue$32,32
0$64,64
0$323,20
0
Email•Statistics•Best Practices•Growing Your List
Best Practices•Subject Line
Subject Line
Most important 1-7 words of the email.
Subject Line• Should:– entice, – pique interest, – not reveal too much,– result in getting the email
opened.
Best Practices•Subject Line•Design and Copy
Design and Copy
•Design for the Preview Pane.
Design and Copy
•Does the message come through without images?
Design and Copy
•Personalize and Target.
Best Practices•Subject Line•Design and Copy•Learn
Learn•Know the law.– CAN-SPAM Compliant– Opting In
Learn•Learn from experience– Test your subject lines– Test your email design
What I’ve Learned…• A good picture is better than
a paragraph.• An action verb is necessary.• Put the most important item
first.
Email•Statistics•Best Practices•Growing Your List
Growing Your List
Growing Your List
•Median growth of 29% in 2009.
Online Signups• Is the sign-up form “above
the fold”?– Is there a clear promise
about privacy and frequency?
Online Signups•Acquisition Campaigns– Petitions– Splash Pages
Developing a Strategy•Technology
•Design
•Email•Revenue
Online Revenue
New Revenue vs. Transferring Revenue
Transferring Revenue
•Direct Mail•Event Registrations
New Revenue
•Peer-to-Peer Fundraising
New Revenue
•Peer-to-Peer Fundraising•Online Catalog
New Revenue•Peer-to-Peer Fundraising•Online Catalog•Monthly Donors
Today•How do I get started?
•Why should I care about Social Media?
•Now what?
Why should I care about Social Media?
You Shouldn’t.If you’re only worried about money.
52% raised nothing.
2% of non-profits reported raising more than $10k through Facebook.
Treat social media like a conversation or chat room not like another website.
Social Media is donor and prospect enagagement tool.
Social Media•Stats•Staffing & Budget•Ideas
Stats
600 million Facebook accounts worldwide
Stats
185 million in the US.
Stats
9 of 10 non-profits have a Facebook page.
Stats
57% have a Twitter account.
Stats
Myspace is dead.
Stats
Non-profits average a 11% monthly growth rate on Facebook.
Stats
110 Facebook fans per 1,000 emails.
Stats
1.3 actions per month per 1000 fans.
Stats
27 non-profits (of over 11,000) reported raising over $100,000 through Facebook.
Social Media•The Facts•Staffing & Budget• Ideas
Staffing•61% devote less than
¼ FTE•14% have no FTE
Staffing
Of the “Masters,” only 30% have 2+ FTE.
Staffing
Is having 2+ FTE a good ROI on $100,000?
StaffingUse technology to your advantage:– Google Alerts– HootSuite
Google AlertsEmail updates of the latest relevant Google results based on your choice of query or topic.– www.google.com/alerts
HootSuiteSocial Media dashboard with tons of features including scheduled publishing.– www.hootsuite.com
Staffing
•Use brief weekly meetings to plan out social media messages.
Staffing•Don’t recreate the wheel– Translate existing
content.
Dept Ownership
Evenly split between Communications, Marketing and Development.
Dept Ownership
1 in 10 now have executive mgmt forcing cross-department collaboration.
Dept Ownership
i.e. the intern or volunteer isn’t in charge.
Budget
52% have no formal budget for social media
Budget
Use of Budget $:– Facebook Ads– Graphics/Design
Promotion 101•Website feeds•Link from emails•Events
Resources• Facebook.com/nonprofits•www.nten.org
Now What?
Benchmark
Know where you are first. Then figure out where you’re heading.
Trends
Annual Growth RateOnline Donations
14% - 35%
Email List 29%Facebook 161%
Set Goals
Set growth in accordance with industry trends.
Set Goals
• Immediate• 6 week• 6 month
Immediate Goals•Build report templates•SWOT Analysis•Add “AddThis”
6 Week Goals• Optimize donation form and
donor user-experience.– Including email confirmation
• Create email solicitation and social media timeline through year-end.• Review website software.
6 Month Goals• Create an online monthly donor
program.• Review email newsletter and
appeal design.• Add Peer-to-Peer fundraising.
Set Goals•Assign responsibility•Equip to succeed•Hold accountable
Incrementalsteps
MONUMENTALsuccess
Sources
• 2010 Convio Benchmark Report• 2010 Blackbaud Online Benchmark Study• 2011 NTEN eNonprofit Benchmarks Study• 3rd Annual Nonprofit Social Network Benchmark Report,
NTEN 2011• Network for Good Online Fundraiser’s Checklist 2.0• Chronicle of Philanthropy Online Fund-Raising Data