Direct Marketing 101 - Online Fundraising - Bridge 14

1Avalon Consulting Group, Inc.

All rights reserved, 2014 #Bridge14

DM101: Online FundraisingBarb Perell, Avalon Consulting

#Bridge14



Takeaways from this session:

The foundation of any online program

How to integrate online with other direct marketing channels

How to build an email list that will stay engaged

The components of an email campaign

What online metrics to track, measure and analyze



Online revenue growing, but still <10% of total;98% not raising money on social media



Maximize lead generation and drive traffic

•Partner with like-minded organizations to send email on each other’s behalf (free)•Partner with publications like Mother Jones and the Nation to send emails (paid)

List chaperones

•Match rate 12-15%•Can cost as little as $.12/match depending on volume•Do not perform as well as organic names, but appending emails to lapsed donors can increase donor value of this segment

Email appends

•Large pools of activists ready to take action•Must have conversion plan in place to ensure ROI

Petition-based sites

• Include email sign up within Facebook•Cross promote advocacy opportunities

Social media

•Google AdWords and Search•Place ads on ad networks to drive traffic, generate leads and prospects/donors•Serve ads to your website visitors and email clickers as they visit other sites online•Facebook ads, Twitter tailored audiences

Paid advertising and Retargeting



Collect email everywhere – there is no silver bullet



Attract site visitors with user friendly sign ups and website promotions

Ask for appropriate information and limit what you require.

Splash pages bring attention to urgent campaigns.



Invite interaction – ask supporters to give feedback, share content, or take action



Automate a welcome series with evergreen content to

streamline execution

Test what type and how many communications to send

Educate subscribers about your organization and give

them a reason to stay on your list

Roll out the welcome mat to engage immediately after sign up



Integrate communications to avoid confusion and save time

Grid online schedules with all other channels

Integrate production schedules to streamline execution

Determine who’s getting what and when to avoid overlap

Identify online-only opportunities



Why integration is so important: More channels = better donors

DM/TM/

Site/Web

DM/TM/Site

DM/Site DM/TM DM/Web/Site

DM/TM/Web

DM/Web DM Only$0

$50

$100

$150

72%74%76%78%80%82%

Income/Member Average Gift Retention



Apply the same good fundraising disciplines as other channels

Define the Universe– Segmentation – who are you emailing?

Define the Program Strategy– Case for Giving– Call to Action– Ask String(s)– Technical/functionality

Define creative/copy most appropriate for onlineDefine your Tests



Anatomy of an email

Envelope information

Ask and case for support

Closing & footer

Landing page



Test messaging style, tone, written vs. video, humor

Be authentic, transparentGet to the point

Think campaigns, not email blastsTailor communications with data

Craft an appropriate message for the audience, the time and the need



Test, test, and then test some more!

Preview pane language for urgent appeals

Photo vs. signature closing

PersonalizationHTML vs. textSize of linked textText vs. buttonsMessage – story, tone, offer



Seamless transition from email to landing page and between channels

Save credit card information; provide auto login

Consider making emails and donation pages mobile friendly

Automate follow up emails

Provide donation opportunities everywhere

Make it easy for your supporters so they will stay engaged



Cultivate, engage and educate to keep supporters close to your mission



Thank your supporters early and often for their time, energy , donations and more



Analyze and benchmark against the industry and your own results



Track, measure and analyze your metrics to inform future strategies

Website:

Conversion rate – sign ups, donations, actions

Bounce rate/Exit pages

Path and time on site

Mobile traffic

Emails:

Open rate

Click through rate

Response rate

Average gift

Delivery and bounce rates

Unsubscribe and churn rates



Check out these industry resources for tips, ideas and insights

Target Analytics Index of National Fundraising Performance

http://www.targetanalysis.com

eNonProfit Benchmark Study (M+R and NTEN)

http://www.e-benchmarksstudy.com/ (2013)

http://mrbenchmarks.com/ (2014, released 4/9/14)

Nonprofit Technology Network

http://www.nten.org/

FrogLoop: Care2’s online nonprofit marketing blog– http://www.frogloop.com/

Donor Power Blog– http://www.donorpowerblog.com/

Idealware– http://www.idealware.org/

Google Grants– http://www.google.com/grants/

http://www.targetanalysis.com/

http://www.e-benchmarksstudy.com/

http://mrbenchmarks.com/

http://www.nten.org/

http://www.frogloop.com/

http://www.donorpowerblog.com/

http://www.idealware.org/

http://www.google.com/grants/

Don’t forget to visit the

Solutions Showcase! Many of the ideas discussed today are on display at the

Solutions Showcase!

#Bridge14

Thank You! Barb Perell

Vice President, Online ServicesAvalon Consulting Group

202-429-6080 [email protected]

mailto:[email protected]