Raise More: Online Giving Campaigns for Any Sized Organization

WorkshopRaise More: Online Campaigns For Any Sized

Organization

publicgood.com @publicgoodMade with in Chicago by Public Good Software💛

About the Presenter• Vice President of Nonprofit Services & Solutions, Lumity

• 12 years of experience in local workforce development programs

• 15 years of experience in IT solutions, customer relations and project management

• Talks about his Labrador incessantly John Suffern@jsuff54

[email protected](312) 237-4209

http://publicgood.com/

http://twitter.com/publicgood


About the Presenter• Director of Partnership Development,

Public Good

• Executive Leadership, 2015 #ILGiveBig Campaign

• 10 years of experience in nonprofit development, marketing and community building

• National Director of Alumni Relations, Columbia College Chicago

• Managing Partner, Grant Park Group

• Co-Founder: CheckpointDWI

Josh Culley-Foster@culleyfoster

[email protected](312) 428-4108




Goals

1. Provide overview of online campaign elements

2. Overview of tools

3. Examples of online campaigns

4. Campaign Q&A




Getting to Know YouWho are you?

What’s your organization?

What do you hope to get out of this workshop?




Planning for SuccessGood campaigns are:

1. Compelling2. Obtainable3. Measurable




Compelling Reason•Will your audience say: “take

my money!” or “who cares?”• Solves a REAL problem




Setting Goals•Inspiring and obtainable•Simple•No ceiling




Measurable ResultsKnowing how you succeeded (or failed) helps you:•Replicate success•Course correct• Translate lessons learned to

guide future actions




Planning for SuccessGood campaigns are:

1. Compelling2. Obtainable3. Measurable

4.Time Sensitive




Time Sensitive2 Major Considerations

1. Time is a motivator. Set a deadline for your campaign. If you give your audience time to pause, you will engage/convert fewer.




Time Sensitive2 Major Considerations, cont.

2. Your time. How much time do you and your staff actually have to commit to this campaign?•Develop multiple messages

for multiple clients•Measure and course correct




Define Your AudienceCurrent and who you’re building towards




It’s All About Your Audience

The purpose is to connect with your audience and get them to act.




Your Digital Presence•Campaign website or web page•Database• Social media•Blog




Campaign Website• This is home base. Information central.•Donate Now: 1-click to donation page from

here• Email capture form• Social media links•Ways to give




Being ResponsiveWhy it matters to have your online content

translate on every type of device.




Measurement & TestingThis is the prime benefit of online campaigns. Everything is measurable - and quickly so.




Crafting Your Story




Be a Compelling TeaseLure your audience in!

•Surprise them

•Pique their curiosity

•Don’t be boring!




“Emotional Contagion”

January 2015




“Emotional Contagion”Create a powerful emotional appeal that requires immediate action.

PAWS Cold Weather Fund




Always include an Ask?

YES…always include a call to action of some sort.




Keeping it Fresh




Banking Content




Finding Balance• Too many emails?• Too much content?•Balance on different channels




A/B TestingWhat to look for in A/B testing.




Stewardship




Additional Tips




Tips for Tweets




Example: Feeding America

http://www.feedingamerica.org/ways-to-give/




Email Footer/HeadersSubtle appeals that become part of your branded message. Do not have to include a direct ask.“Share” or “Learn More”




Public GoodWhere your civic life converges

Nonprofit Community

Cause



Education

Raise More: Online Giving Campaigns for Any Sized Organization