DIRECT MARKETING 101: Online Fundraising

Transcription

1 DIRECT MARKETING 101: Online Fundraising March 2014 Barb Perell Avalon Consulting Group

2 Takeaways from this session: The foundation of any online program How to integrate online with other direct marketing channels How to build an list that will stay engaged The components of an campaign What online metrics to track, measure and analyze 2

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

4 Maximize lead generation and drive traffic List chaperones Partner with like-minded organizations to send on each other s behalf (free) Partner with publications like Mother Jones and the Nation to send s (paid) appends Match rate 12-15% Can cost as little as $.12/match depending on volume Do not perform as well as organic names, but appending s to lapsed donors can increase donor value of this segment Petition-based sites Large pools of activists ready to take action Must have conversion plan in place to ensure ROI Social media Include sign up within Facebook Cross promote advocacy opportunities Paid advertising and Retargeting Google AdWords and Search Place ads on ad networks to drive traffic, generate leads and prospects/donors Serve ads to your website visitors and clickers as they visit other sites online Facebook ads, Twitter tailored audiences 4

5 Collect everywhere there is no silver bullet

6 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. 6

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

8 Roll out the welcome mat to engage immediately after sign up 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 8

9 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 9

10 Why integration is so important: More channels = better donors $120 $100 $80 $60 $40 $20 $0 81% 80% 79% 78% 77% 76% 75% 74% 73% Income/Member Average Gift Retention 10

11 Apply the same good fundraising disciplines as other channels Define the Universe Segmentation who are you ing? Define the Program Strategy Case for Giving Call to Action Ask String(s) Technical/functionality Define creative/copy most appropriate for online Define your Tests 11

12 Anatomy of an Envelope information Ask and case for support Closing & footer Landing page 12

13 Craft an appropriate message for the audience, the time and the need Test messaging style, tone, written vs. video, humor Be authentic, transparent Get to the point Think campaigns, not blasts Tailor communications with data 13

14 Test, test, and then test some more! Preview pane language for urgent appeals Photo vs. signature closing Personalization HTML vs. text Size of linked text Text vs. buttons Message story, tone, offer 14

15 Make it easy for your supporters so they will stay engaged Seamless transition from to landing page and between channels Save credit card information; provide auto login Consider making s and donation pages mobile friendly Automate follow up s Provide donation opportunities everywhere 15

16 Cultivate, engage and educate to keep supporters close to your mission 16

17 Thank your supporters early and often for their time, energy, donations and more 17

18 Analyze and benchmark against the industry and your own results 18

19 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 s: Open rate Click through rate Response rate Average gift Delivery and bounce rates Unsubscribe and churn rates

20 Check out these industry resources for tips, ideas and insights Target Analytics Index of National Fundraising Performance enonprofit Benchmark Study (M+R and NTEN) (2013) (2014, released 4/9/14) Convio Online Marketing Benchmark Report Nonprofit Technology Network FrogLoop: Care2 s online nonprofit marketing blog Donor Power Blog Idealware Google Grants 20

21 DM101 Online Fundraising Thank You! Speaker Contact Info: Barb Perell Vice President, Online Services Avalon Consulting Group x108 21

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