5 proven strategies for taking positive next steps with online visitors and boosting donor...
DESCRIPTION
Leading experts (Mike Snusz & Andrew Shoaff) have come together to share fundraising ideas, best practices and years of experience in helping nonprofits boost donor acquisition. Download the eBook and be sure to put their ideas into practice! This presentation will give you insight into how to optimize your nonprofit webstie and donation form, execute an email cultivation and welcome series, segment your constituents and ready your organization for the mobile revolution. https://www.blackbaud.com/nonprofit-resources/npexperts/donor-acquisitionTRANSCRIPT
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5 Proven Strategies for Taking Positive
Next Steps with Online Visitors
Cupids Arrow: Thoughtful Engagement to Acquire Donors
www.blackbaud.com/npexperts
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Meet the #npEXPERTS
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#npEXPERTS
Andrew Shoaff Manager Go! Program, Blackbaud Former non-profit CFO [email protected]
Mike Snusz Sr. Consultant, Blackbaud 11 years & millions raised for nonprofits [email protected]
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Why is Engagement important?
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AFP FEP Study, 2013
Nearly 6 out of every 10 donors from the previous year DID NOT renew by year’s end.
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1. No memory of ever supporting
2. Did not feel connected to the organization
3. Not asked to give again
4. Other causes are more deserving
5. Never heard how donation was used
Key Reasons for Leaving
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All reasons connected to communications.
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A 10% change in retention can increase the life time value of a donor base up to 200%.
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Discussion Topics 1. Where to begin - acquisition and Welcome Series
2. Segmentation and talking to your audience
3. Testing and knowing what works
4. Multichannel and social engagement
5. The importance of mobile
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Engaging First Impressions
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Engaging First Impressions
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Engaging First Impressions
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Usability Testing
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Usability Testing
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0%
10%
20%
30%
40%
50%
60%
1 month 2 to 3 months
4 to 6 months
7 to 12 months
Year 2 Year 3
Emai
l Ope
n R
ate
Time on Housefile
Relevance Curve
The honeymoon period for new subscribers is greatest in first 30 days.
Engage Thoughtfully From Day One
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More than 1/3 of orgs didn’t send an email in the !rst 30 days.
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Put out the Welcome Mat
Multi-part campaign
Targeted & automated
Trigger based
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Action +7 Days Action +14 Days Action +21 Days Thank you & Orientation
Ask for support/ value-proposition
Welcome Series Anatomy
Get involved & update profile
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Segmentation
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Constituent-wide emails
(Enews, event invites, appeals)
Email Calendar Planning (Typical)
Constituent-wide emails
(Enews, event invites, appeals)
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Constituent-wide emails
(Enews, event invites, appeals)
Email Calendar Planning (Typical)
Segment (donors, event attendees,
volunteers, interests)
Constituent-wide emails
(Enews, event invites, appeals)
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Constituent-wide emails
(Enews, event invites, appeals)
Email Calendar Planning (Typical)
Segment (donors, event attendees,
volunteers, interests)
Constituent-wide emails
(Enews, event invites, appeals)
Segment
Constituent-wide emails
(Enews, event invites, appeals)
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Rethink Your Email Plan
Segments Donor (Repeat, Sustainer, New, Lapsed)
Event (Top Fundraisers, Captains, Attendees) Volunteers Interests
Subscribers
Constituent- wide email
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Mentors
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Alumni
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Testing
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Obama Campaign!
Online !Testing!
*From Kyle Rush’s Win Through Optimization & Testing. http://slid.es/kylerush/landing-page-optimization
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19% higher conversions
Ran 500 online tests"
Raised $690 million"
Biggest impact: "1. Content " " " " "2. Images"
Obama Campaign!
Online !Testing!
*From Kyle Rush’s Win Through Optimization & Testing. http://slid.es/kylerush/landing-page-optimization
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Top Email Programs
*Sources: 2011 MarketingSherpa Email Marketing Benchmark Survey 2011 Gleanster survey on Email Marketing
82% test and measure everything email testing is their top value driver.
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Which Subject Line Test Won?
1. Why back-to-school means more to you
2. 25 8th Graders Need Your Help
3. You can ensure that more students get a chance
4. Give them the chance that was given to you.
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Which Subject Line Test Won?
1. Why back-to-school means more to you
2. 25 8th Graders Need Your Help
3. You can ensure that more students get a chance
4. Give them the chance that was given to you.
Conversion Rate: 2x Higher
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Social Media
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*Source: Georgetown University/Waggener Edstrom Digital Persuasion study
55% who engaged with a charity via social media were inspired to take further action, like donating and voluneering.
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Declining Facebook!Organic Reach!
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16% reach - 2012"
12% reach - Oct. 2013"
6% reach - Feb. 2014"
1%-2% - Future Predictions"
Declining Facebook!Organic Reach!
Source: Ad Age
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Likely Will Need To “Pay to Play”
Continue reaching fans by using Facebook ads and promoted posts
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Deploying Social Ambassadors
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Google Alerts
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Google Alerts
Opportunity to contribute to conversations and curate content
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80/20 Rule
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Mobile
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Source: Litmus
51% of all emails are opened on mobile devices.
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Your Inbox: Cluttered & Competitive MOBILE DEVICE
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Email Mobile-Rendering
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Email Mobile-Rendering
iPhone Android
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Source: *2014 Dunham+Company Online Fundraising Scorecard
84% of online donation experiences aren’t optimized for mobile.
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Mobile Surpasses Desktop
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Source: Responsive Design Doubles Mobile Giving DonorDrive whitepaper
Responsive design doubles mobile giving.
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Questions?
www.blackbaud.com/npexperts
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Coming Soon! How to Create Fundraising Appeals that Work