The Digital Divide. Presenters: Kojo Duncan & Dawn Iype, CDR Fundraising. Moderator: Diana Himes, Bernard Data Solutions

Transcription

1 The Digital Divide Presenters: Kojo Duncan & Dawn Iype, CDR Fundraising Moderator: Diana Himes, Bernard Data Solutions

2 Objectives After this session, you will be able to: Make the case for integrated, multichannel marketing Grow your list strategically Cultivate your names and optimize your messaging Increase your conversion rate by improving your donation form

3 Digital Integration: Where to Start

4 Digital Integration: Why? Case Study: 5 year LTV of Donors Giving 2+ Gifts $ $ $ $ $ $ $ $ Direct Mail Only Multichannel (DM Acq) Online Only Multichannel (Online Acq) Multichannel Donors Give more frequently Have higher average gifts Are worth significantly MORE to your organization

5 Where are Potential Multichannel Donors Hiding?

6 Growing Your List eappend Low cost Low risk Search Engine Marketing / Google Grant No cost! Free $10k per month Low risk

7 Growing Your List Website Organic Low cost Need a strong welcome series List Rentals High risk Costs range from mid to high

8 Growing Your List Petitions Paid sites like Care2 List chaperones Banner advertising Wide range of costs Risk is mid to high

9 Growing Your List Welcome Series Brainstorm How many messages? What elements / calls to action? Versions? Channel of acquisition Supporter behavior

10 Optimizing Your Communications

11 Optimizing Your Program enewsletters Planned Giving Advocacy Polls / Surveys Videos Games / Contests Event Invitations One Time Gift Appeals Sustainer Invitations

12 Optimizing Your Program Best Practices for Copy Easy to scan Personalization 5 th grade reading level readability score.com One call to action repeated multiple times Use P.S. Donor centric language

13 Optimizing Your Program Best Practices for Design Brand clarity & consistency Compelling image with eyes to camera Easy to read font White space Mobile responsive Bullet proof buttons

14 Optimizing Your Program Key Performance Indicator (KPI) Nonprofit Industry Standard for Fundraising s* Tests to Try Open Rate 14% Subject line From line Time of send Targeting/Segmentation Click Through Rate 0.43% Call to action Layout Content/Copy direction Images, Video Donation Rate 0.06% Call to action Urgency of copy Page Completion Rate 15% Layout Imagery Copy Average Gift $68 one time $18 monthly Ask string Incentives/premium offers *Source: M+R / NTEN 2016 benchmarks

15 Growing Your List Real World Evaluation What worked? What didn t? How would you improve this message? Is there anything you would test?

16 Optimizing Your Donation Forms

17 Optimizing Your Donation Forms Design Best Practices Make it easy Eliminate distractions and friction Minimize navigation Remove extraneous data fields (e.g., middle name) Bright, colorful donate button

18 Optimizing Your Donation Forms Make it personal Pre populate fields when possible Use dynamic ask strings Insert donor name & gift into button Match copy & imagery to channel

19 Optimizing Your Donation Forms Make it mobile responsive 1 in 7 donors give on a mobile device Drop large images Reduce copy Tap friendly buttons Easy to complete fields

20 Optimizing Your Donation Forms Test! Test! Test! Ask String Low to high vs high to low Symbolic amounts Round numbers vs odd amounts Imagery Trust Seals Measure results: significancetest

21 Optimizing Your Donation Forms Don t Forget the Confirmation Page! Go beyond the receipt Make donors feel like superstars / show impact Encourage social sharing Consider video

22 Section Title Live landing page evaluations! Volunteer your donation form (or someone else s) for review

23 Session Title Seek out new addresses to grow your pool of multichannel donors Educate Engage Ask your audience Streamline your donation form Test everything!

24 Thank you for participating and we hope you enjoyed the session!