DIRECT MARKETING 101: Online Fundraising March 2014 Barb Perell Avalon Consulting Group
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 2
Online revenue growing, but still <10% of total; 98% not raising money on social media
Maximize lead generation and drive traffic List chaperones 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) Email 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 emails 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 email 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 email clickers as they visit other sites online Facebook ads, Twitter tailored audiences 4
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. 6
Invite interaction ask supporters to give feedback, share content, or take action
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
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
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
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 online Define your Tests 11
Anatomy of an email Envelope information Ask and case for support Closing & footer Landing page 12
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 email blasts Tailor communications with data 13
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
Make it easy for your supporters so they will stay engaged 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 15
Cultivate, engage and educate to keep supporters close to your mission 16
Thank your supporters early and often for their time, energy, donations and more 17
Analyze and benchmark against the industry and your own results 18
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) Convio Online Marketing Benchmark Report http://resources.convio.com/benchmarkreport.html 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/ 20
DM101 Online Fundraising Thank You! Speaker Contact Info: Barb Perell Vice President, Online Services Avalon Consulting Group 202-429-6080 x108 barbp@avalonconsulting.net 21