What Works in Online Fundraising NRB 2011

Chad WilliamsFiveQ

Learn From Experience: What really works in online fundraising

Brad DaviesDunham+Company

Tim KachuriakKMA

Brad DaviesDunham+Company

John CarleyTrinet Internet Solutions

Beth CatheyStratmark

1Tuesday, March 1, 2011

• 5 Presenters

• 15 mins each

• 15 mins of questions at the end

Overview


So what does really work?


Multichannel Communication





Nancy Leigh DeMoss


$1.3 Million



Integrated Approach


• Strategy and Schedule

• Email Campaign

• A/B Testing

• Segmentation

• 10 Different Ads

• 3 Giving Forms

• 4 Website Modifications

• Weekly Stats Analysis


$1.29 Million13Tuesday, March 1, 2011


22% from Web15Tuesday, March 1, 2011

• Put “Donate” in Top Navigation• Make it Pop• Use “Donate” not “Giving” or “Support”


• Nancy’s Pic• Nancy’s Sig• Few Words• Strong Call to

Action$56.22 Per Click Value

$6.75 Per Click Value17Tuesday, March 1, 2011

Landing Page Rules


What Worked• Email Campaign

• Shorter Emails

• Focus on Last Week of the Year

• Give Daily Updates on Web

• Customize Receipts

• Be Flexible--Test and Change

• Trust God for His Results


What Can Improve

• Long Copy in Emails

• Social Media Low Return


Wes Ward, Senior Director of Media [email protected]

Chad Williams, [email protected]

Case study: www.FiveQ.com


mailto:[email protected]




http://www.FiveQ.com

http://www.FiveQ.com


“Best Prac+ces Are Not Enough”

Ge6ng More Out of Email Campaigns Through Tes+ng and Op+miza+on


Op+miza+on Methodology

eme = rv(of + i) – (f + a)

eme = email marke+ng effec+veness index rv = relevance to the cons+tuent of = offer value i = incen+ve to take ac+on f = fric+on elements of the process a = anxiety elements of the process

Copyright 2011 MECLABS


Email Messaging Sequence

ec < op < ct < lp

ec = email capture op = open ct = clickthrough lp = landing page



Op+mizing Email Registra+on

eme = rv(of + i) – (f + a)



ec < op < ct < lp


Op+mizing Email Registra+onVersion B -‐ TestVersion A -‐ Control

42% Increase in Registra+on Rate


Op+mizing Email Click Thru

eme = rv(of + i) – (f + a)



ec < op < ct < lp


Op+mizing Email CampaignsVersion B -‐ TestVersion A -‐ Control

139% Increase in Clickthrough Rate42% Increase in Revenue


Version B -‐ Control118% Increase in Dona7ons

50% Increase in Pe77on Signers

Op+mizing Email CampaignsVersion A -‐ Test


Op+mizing Email CampaignsVersion B -‐ TestVersion A -‐ Control

369% Increase in Clickthrough Rate121% Increase in Revenue


Op+mizing Landing Pages

eme = rv(of + i) – (f + a)



ec < op < ct < lp


Op+mizing Landing PagesVersion B -‐ TestVersion A -‐ Control

26% Increase in Donor Conversion Rate


Op+mizing Landing Pages

Focus on the Offer:–The Ask (Offer) is the impact that is promised in exchange for a dona+on

Focus on the Incen+ve:–An Incen+ve is an appealing element introduced on the landing page to achieve the desired ac+on

Focus on Elimina+ng Fric+on:–Fric+on is anything that causes psychological resistance to a given element on a web page


Top Offender: Online Giving Workflow


















Op+mized Online Giving Experience








Plan for Monday Morning

• Convince your team that best prac+ces are not enough (I’ll send you my slides if you need them J)

• Commit to tes+ng and challenging your marke+ng intui+on

• When tes+ng it is important to use a rigorous methodology

• Data is the diplomat


<Contact Info>

Tim Kachuriak [email protected]

@DigitalDonor linkedin.com/in/TimKachuriak DigitalDonor.Blogspot.com



© 2011 Trinet Internet Solutions Inc.

Online Fundraising Case Studies

Presenter: John Carley, PresidentOrganization: Trinet Internet Solutions



CLIENT: ADRA (Adventist Development and Relief Agency)

MISSION: Improving the lives of people around the world

Years working with Trinet: 7


ADRA Snapshot


Impact: 20 million people worldwide in 2010120+ countries around the world


The Challenge


1.New generation of online donors wanting to be immersed in stories & causes

2.A current website to support & enable easy giving

Personal approach to giving



Original Gift


The Strategy


Redesign, Migrate, and Enhance the Gift Catalog on www.adra.org

Goal 1: Communicate ADRA’s Mission Clearly and Quickly

Goal 2: Inspire Users to Take Action

Goal 3: Display the Depth of ADRA’s Worldwide Reach



Personal Campaigns

Gift Registry

Group Gifts

New Gift Catalog



Easy to Use

Browse by Region



Easy to Use

Shop by Price



•• Online donations increased by 65%• Total website traffic increased by 106%

• Avg Order amount increased +64%• 59% of Website visitors result in donation• # of items purchased increased +75%

The Result+77% Yr/Yr Traffic growth

ADRA Gij Catalog Redesign Stats:


Gift Catalog in Focus

New Gift Catalog increased donations by 65%© 2011 Trinet Internet Solutions Inc.



• “Our online efforts were crucial to our mission to bring aid to devastated communities…Trinet’s expertise helped us to respond to those most in need.”

• - Tina Hudgins, Assistant Manager for Marketing and Development for ADRA

Image Source: http://typographicproject.blogspot.com/62Tuesday, March 1, 2011

Contents not to be shared outside of intended organization or duplicated without written permission of Trinet Internet Solutions, Inc.

Check-In at Booth #809

[email protected]



CASE STUDY#1: CURE Interna7onal

Gradual Integra7on Campaign

Challenges:• Little to no Brand Recognition • Limited Online Presence • Major donors made up majority of donor file

Objectives:• Increase Overall Brand Awareness• Improve Name Acquisition Efforts – Grow eMail database by 20%• Increase Number of Middle Donors – $10 to $399 gift range


Background

• CURE Direct Mail (before integrated campaigns) – around 1.16% response rate

• Average new eMail sign ups ~ 50 per month

• eMail appeal response/fundraising was below average industry standards

• Newly Redesigned Website Launched; eAcquisition integrated campaign was to follow


The Approach

• Evaluated all offline and online campaigns to determine strongest offer

• Determined that the Clubfoot offer resonated the best without too much explanation, and has performed the best with offline and current online audience

• Developed a progressive multichannel campaign centered around clubfoot to achieve desired goals


• A name acquisition/viral campaign called “Sign a Cast” was launched following website redesign/relaunch. For each virtual cast signed online, $5 was donated to pay for the cast of a child.

• The $5 donation was provided by a foundation which provides funding for innovative donor acquisition programs.

68

The Solution


Sign A Cast Campaign

Home Page Intercept

Home Page Banner


WIDGET


Announcement eMail

Sign A Cast Campaign


Multichannel Integration

Plan

Online: • CURE website, emails to current constituents • Social Media: Launched Virally across Social

Networks –Facebook, Twitter, YouTube, etc.

Offline• Events – Live Radio, Concerts (video

showings)• Direct Mail• Newsletter Communications• Mobile Giving – Text to Give/Opt-In


Cul7va7on of Sign a Cast Online Intro Series

Follow Up eMail Generic eNewsletter


Cul7va7on of Sign a Cast-‐ Acquired Friends


Name acquisition grew TEN FOLD in the first month and...

After 18 months of Sign a Cast Campaign:• eMail Database: 500% growth in total file• Fundraising: Over $250K revenue • Total Response:

– Increased DM Response Rate by 175%– Increased Revenue by 500% for Clubfoot offer

Results


Resul7ng Database ShiN


Liberty Ins7tute’s “Don’t Tear Me Down” Viral eAcquisi7on CampaignChallenges: •Mojave Desert War Memorial case had received little media exposure outside of local community

•Wanted to show widespread national support and raise new friends to support this case now and the broader issue in the future

•Opportunity presented itself but was outside of Liberty’s operating budget

•Existing email file was active, but limited in size and scope for the task

• Campaign ramp up time was quick (approx. 3 months)

CASE STUDY#2:


Objectives

• Liberty Institute major donor wanted to bring awareness to the issue/create buzz

• Drive large amounts of traffic online to a campaign-specific microsite

• Improve Name Acquisition Efforts – Grow email database by 10,000 new names


The Approach

• Compelling story-telling video

• Develop engaging microsite

• Launch petition drive

• Take it viral (widget, social networks)

• Packaged an emotionally charged issue



Follow up Email Communica7ons


Online: • DTMD website, video, petition,

emails to current and new constituents

• Social Media: Launch Virally across Social Networks - Facebook, Twitter, YouTube

• Modest Banner ad campaign on Drudge Report


Plan


Offline:• Events – Rally at the Cross, Supreme Court Oral Argument,

presentation of support to veterans organizations• Earned Media • Newsletter Communications


Plan


Results

Just 5 months from Campaign Launch:• Website / Video

– 2 million views– 175,000 signers– 83,000 opt in email addresses– 35,000 Facebook fans– 1,000 Twitter followers

• Income– $161,000– 1640 donors


Beth Cathey VP, New Business Development Direct: 972.664.2339 Cell: 972.571.8644 Email: [email protected]: beth.catheyTwitter: @bethcathey

Contact Me – Happy to Help!






Open DoorsOpen Doors works in the world's most oppressive countries, strengthening Christians to stand strong in the face of persecution and equipping them to shine Christ's light in these dark places.


Free to Believe

• Rally support against the UN’s “Defamation of Religions” resolution and acquire new like-minded donors that will resonate with Open Doors’ mission.

Goal of the Campaign


Who: The Organization of Islamic Conference (OIC), an inter-governmental organization of 57 states with majority or significant Muslim populations, has been working for several years through the United Nations system to justify and advance the Defamation of Religions Resolution.What: The Defamation of Religions Resolution, introduced in the UN, seeks to criminalize words or actions that are deemed to be against a particular religion, especially against Islam. Although proponents justify the “defamation of religion” concept as protecting religious practice and promoting tolerance, it really promotes intolerance and human rights violations of religious freedom and freedom of speech for religious minorities in these countries.Why: The Defamation of Religions Resolution has the effect of providing international legitimacy for national laws that punish blasphemy or otherwise ban criticism of a religion.When: The OIC is expected to propose to the UN General Assembly another “defamation of religions” resolution to be voted on late November/early December.Where: The UN General Assembly in New York City, New York.

The Brief


The Opportunity

Open Doors donors tend to be activistic in nature and analytics

revealed that new people acquired through advocacy

issues convert to donors at a higher rate than other names.


ODUSA Donors Acquisition/Awareness New Names/ Donors Media Channels:

Online:

Add voice to Free to

Follow up to direct mail Direct Mail:

Sign the declaration to UN Secretary General and Committee on

Appropriations in Sept. appeal. Newsletter:

Follow-‐up to direct mail in October NL.

Social Media:

Facebook You Tube Twitter

Online:

Drudge Report Town Hall / Hot Air World Net Daily Google Ad Words

Radio Spots:

AFA Salem

Direct Mail:

Sept. Appeal Petition (OD Donor Network)

Free to Believe Campaign: Communication Strategy

Sign the Decl. of Support

STAND UP!

Free to Believe Wall Goal: 100K United!

Free to Believe Microsite

(offline signatures added)


The Solution93Tuesday, March 1, 2011

Create online engagement and allow for easy sharing






Social Engagement


You Tube



Email




Facebook Ads

- 8,085,000 Impressions- Click Rate of .063%- 1087 New Names- Cost to Acquire a new name was less than $3


Outcomes• Unique Visitors: 19,541

• Page Views: 166,314

• Pages per visit: 7

• Ave. Time on Site: 3:43

• Percent of new visitors to the site 82%


Results

• Conversion Series Open Rate: 43%

• Click Through Rate: 37% (over the entire 5 step welcome series)

• Income: Yet To Be Determined


Results

428,587 Signatures from over 70 countries


CONTACT US

• Chad Williams: [email protected]• Tim Kachuriak: [email protected]• John Carley [email protected]• Beth Cathey [email protected]• Brad Davies [email protected]




Self Improvement

What Works in Online Fundraising NRB 2011