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Email…STILL the best way to raise money and raise hell
online!
Presented byMadeline Stanionis
CEO, Watershed
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
2About Watershed
Online strategyEmail list & community buildingAdvocacy campaignsOnline fundraisingCultivation & funViral marketing/social networkingData transferReports & analysis
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
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Select Watershed experience
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A little perspective
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This is how Scott used to give
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
7This is how Scott gives now
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This is his email in-box
These e-mails messages were all waiting for him when he got to work one day
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This is his email in-box
These are all action/donation related
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
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How can you use email to reach Scott?
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
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Let’s agree
No email is an islandYou gotta have everything else: good campaign, good landing pages, good tools, etc. It doesn’t matter what you (or I) think.The only thing that matters? Results.
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This is a numbers game …… do the math
If you want your email to generate 10 gifts, then:
at least 1000 people need to receive your messageat least 200 people need to read (“open”) your email messageat least 30 people need to click on the link to the donation page
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
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It’s ALL ABOUT THE LIST
The only good ways to build a list are:
Bring your offline donors onlineConduct issue or advocacy campaignsFun stuff
Flash, quizzes, e-cards, contests, etc.Buying namesChaperone another organization’s list and have them do the same for youHave a disaster – crisis – news type thing
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
14Bring your offline donors onlineSend your donor online to make her gift
Ask for an e-mail address on printed formsPut an insert into acknowledgementsSend your donor online to buy tickets to an eventAppend your list
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Alum survey
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The Nation gave away an all- expense paid “day at the nation” to the person who told the most friends
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14,000 new names on e-mail list in 6 weeks
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Amnesty’s 700women120k signers50k new names
Petition/symbolic campaigns
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Victory Fund: I’m listening
150k views in 48 hours1 million+ views in a weekAdd 20k names to listCost NOTHING
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Three big things about e-mail
TimingCampaignsCreativity
(And everything in between)
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Timing
To be successful with email fundraising, you must send the right message to the right person at the right time.
If you take no other lesson from this workshop, remember this one:
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All kinds of timing opportunities
Campaign deadlines Time between engagement and askBad news & crisesOther people’s newsEventsBTW, best deadlines are real deadlines!
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Earthjustice “last chance” e- postcard for matching grant campaign (offline and online)
•About 7% of all gifts came in online
•Majority of gifts came in last day with this e-mailed postcard
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Campaigns
It’s the repetition!
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
27Planned Parenthood Spring Member Drive
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Typical schedule: Year-end
Week of:Nov 21: Thank you e-mailNov 28: Trib gift e-mailDec 19: Last chance/trib gifts, web site promoDec 29/30/31: Last Chance for tax gift e-mail, web site promo Jan 1: Follow up e-mail
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The easiest campaign of all
Send out the same message twice. Or three times.
Seriously!
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Creativity
There’s a lot of noise out there! You gotta be LOUD to be heard!
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Creativity: Tell a STORY
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
34Planned Parenthood’s I Am Emily X blog (lots of new/ younger donors)Campaign Elements:
5 campaign emails3 pledge fulfillment emailsI am Emily X blog & videoPledge-a-protester donations campaignWrite a note to clinic workers advo. CampaignVolunteer sign-ups driveAlso engaged through:
Google AdWordsMySpaceFacebookYouTubeBlogger outreach
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
35Alternet campaign – donate $10 (and your name will be listed as a citizen publisher in the book)
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
37Grist: membership campaigns
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…and everything else
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Integration!
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The internet people…
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The grassroots organizers
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The direct marketing people
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
43Here’s what a getting rid of silos means
EVERYONE has to think bigger/differently…Fundraisers become organizersOrganizers become marketersMarketers become fundraisers
More/lots of conference callsMore/lots of meetingsAmy’s job, position, title, co-workers all change
Vendors work together –closely and for real
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
44When you do it right, it turns out like this…
4 emailsOnline actionsOnline donationsVolunteeringBloggingFlickr photosYouTube portal
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
45Relevance
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Planned Parenthood E- Newsletter
Relevant! Relevant!
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
49You can no longer afford to be anything less than amazing.
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NOT amazing
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An open letter to the next president “Let’s talk about sex”
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Be real
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It’s ALL ABOUT THE DATA
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The data, continued…
Standard and internal org stuff
Open rate is the percent of people who opened the e-mail…not entirely accurate, but a good gauge. (This is a respectable open rate.)
Clicks are the percent of (uniques) recipients who clicked on a link, or, in this case, clicks to the donate page. Nice number here…
Conversion is the percent of people who visited the donation page who completed their donation. Response rate is based on total recipients.
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There’s a lot of data
Car dashboard –there’s a lot ofgauges. Which doyou pay attentionto?Online data dashboard. Pay attention to:
Open rates (trends)Click through ratesConversion rates
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Be persistent
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You Can Include Presentation Title on All if DesiredRaising Change, July 2008
58Is email dead?
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This is my book!www.emersonandchurch.comwww.amazon.com
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Contact Information
Madeline Stanionis(415) 786-1637
http://www.watershedcompany.com
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Victory Fund: Candidate Alert
Before…
After…Significantly higher opens, clicks, and donations
