electionmall cloud and online fundraising email

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Phone:1.888.932.2946

Email: sales@electionmall.com

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We provide proprietary software built on Microsoft technology to help campaigns win:

• Raise Money Online• Build Campaign Website• Manage Online Services• Promote by email, text, &

phone• Buy campaign promotional

stuffPROPRIETARY AND CONFIDENTIAL INFORMATION OF ELECTIONMALL, INC. © COPYRIGHT 2000–2011

PROPRIETARY AND CONFIDENTIAL INFORMATION OF ELECTIONMALL, INC. © COPYRIGHT 2000–2011

U.S. Senate CandidateUsing Campaign Cloud to drive outreach and fundraising successChallenge: Build momentum for an underdog no-name candidate in a National headline-grabbing Senate race. Solution: Launch a unique multi-month cross-channel campaign utilizing numerous Campaign Cloud tools to drive interest, donations, email capture, and targeted online ads.Results: Raised $1.2 Million online over 12 months leading up the primary. Increased the house email list from 1,500 names to 150,000 emails and 12,000 donors. Through use of Campaign Cloud social media tools, candidate was featured on the front page of the WSJ.

PROPRIETARY AND CONFIDENTIAL INFORMATION OF ELECTIONMALL, INC. © COPYRIGHT 2000–2011

Campaign Cloud Moneybomb Widget

U.S. Senate CandidateUsing Campaign Cloud to drive outreach and fundraising success

Challenge: Build a last minute website and robust donation engine to capture momentum for a third-party write-in campaign challenger. Solution: Utilizing a combination of turn-key products and SWAT team services ElectionMall helped launch the website overnight with full donation engine capabilities, a custom website interface and email capture utilities.Results: Raised $1.6 Million from 24,000 donors over 2 months leading up the general election. PROPRIETARY AND CONFIDENTIAL INFORMATION OF ELECTIONMALL, INC. © COPYRIGHT 2000–2011

Premium donation page

Report on A/B email fundraising test

Key Learnings from the past CyclesOnline Donors• Average Age: 55• Average Donation $60• Average # donations: 1.87• Average # donations x2: 3.3• Average time between

donations 100 days• Campaign value of a donor:

$108

Converting to Donors• Email, Email and Email• Multiple channels• No. days before donation:

109• Personality-driven emails

(endorsements)• Auto-responders• “Ready the buckets”

Innovative Approaches• Fundraising: Widgets, timelines, challenges, eLeaders, innovative events,

premiums. (70% of all money raised in the last third)• Supporter-focused: Call parties, regional networks, petitions, groups, surveys (ex.

regional Facebook chapters)• Interactive Content: Comparison charts, interactive issues page, contests, mix-

mediums, calculators, polls (ex. Online videos)• Social Networking: Shared content, interactive twitter apps, viral videos, mobile

apps, mash-ups, podcasts (ex. Twitter applications)• Events: Real-time feeds, online Q&A, celebrity guests. (ex. Pizza Parties)• Guerilla: One-off websites, incident-driven. (ex. One-off websites)• Candidate-focused: Family participation. (Ex. Connect w/donors)

Initial Tactics for 2013• Ad Management – Set a monthly budget to determine best audiences and raise

lists of supporters• Prospecting / List Building – Petitions, news-driven momentum • Email Management – Set a calendar of scheduled asks, newsletters, create auto-

responders• Donor Cultivation – Set levels of immediate contact (e.g. alert campaign to call

donors who give over $500)• Social Networks – Set budget for advertising and create innovative campaigns• Outreach – Host numerous blogger, donor and supporter calls• Website development & maintenance – Target website launch as a major milestone• SWAT effort – Launch overnight campaigns on earned media moments• Viral Videos - Schedule monthly video launches, event recordings

People Hate (and love) Email• Bad decisions, multiple emails• Difficult to setup, sometime unreliable• Different email “people”• People hate (and love) spam• Email boxes are filling up• But we’re addicted to email

womanizer83@myurl.com

• 50+% of your online solicited donations will come from your house list.

• Average donation will be between $45 - $55.• Average age of the donor is between 55 and 65.• Email fundraising is up 40% year after year.• 79% of non-profit groups raise money online.• Open rates down / Click-throughs up.• The 24 – 8 – 3 house email rule.• Average time between donations 100 days.• Campaign value of a donor: $108.

Email Fundraising Stats

The Natural Approach• Contributors: “The Core” – This

group demands the most attention and respect.

• Advocates: “Ground Troops” – the people we call on to sacrifice and take action.

• Subscribers: “The Field” – focus here on conversion to higher levels.

• Visitors: “Virtual Targets” – Website visitors.

• Potential Targets: “The rest” – Who would potentially support your org?.

Donor

Advocate

Subscriber

Visitor

Target

The Journey is Different for Everyone

Campaign Timeline

Hi!Email #1

Email #2 Will you help?

Email #3

Will you give $?

Some best practices… Do’s and Don’ts• Do’s

– Go for capture first– Take your time– Test first – Be timely, relevant– Target and measure, always– Be bold, be succinct

• Don’t– … burn your email list into the

ground– … be afraid to ask for $– … squander your trust– … set expectations too high– … forget to thank then.

Target the Right Message• What have they heard before?• How did they find your message?• Make the context obvious.• Compel them to respond.• Make the action clear and simple.• Target the old brain.• Always strive to get above the noise.

Target the Right Moment

• Be “journey-specific.”• Why would they respond now?• Match the message to the moment.• Do you know when they open their emails?• Fewer asks, more time spent in preparation.• Always strive to get above the noise.

Set Goals• Broadcast your goal internally.• Broadcast your goal publically.

(Maybe).• Be sure you can measure.• Be sure you do measure.• Think long term success, short term viability.• Always strive to get above the noise.

Set a Time Limit• Put a time limit on your call to action. • An obvious deadline or manufactured?• Help them visualize the deadline.• Why would they care about your deadline?• Be a good steward of their time.• Always strive to get above the noise.

Give them something• What’s in it for them?• Sweeten the pot.• Overcome hesitation.• Offer premiums• Make them feel special• Make them feel part of a force• Always strive to get above the noise.

Measure and Crow a bit!• Check your score.• Measure your success in real terms. • Compare your results.• Broadcast internally.• Broadcast globally.• Crow, and crow some more.• Always strive to get above the noise.

Best Practices

• Short subject lines• Numbers in the subject line• From whom?• Personalize the email• Short or long?• Use links sparingly• Timing is everything

• HTML or Text?• Renting?• Buying?• Exchanging?• How to test• What to measure• What to do next

Example: Mitt Romney

Simple Donate Button

Link donation to something

tangible

Example: Obama Biden

Simple link, simple ask –

text email

FW: technique

ElectionMall’s Market

PROPRIETARY AND CONFIDENTIAL INFORMATION OF ELECTIONMALL, INC. © COPYRIGHT 2000–2011

PROPRIETARY AND CONFIDENTIAL INFORMATION OF ELECTIONMALL, INC. © COPYRIGHT 2000–2011

PROPRIETARY AND CONFIDENTIAL INFORMATION OF ELECTIONMALL, INC. © COPYRIGHT 2000–2011

Campaign Actors

PROPRIETARY AND CONFIDENTIAL INFORMATION OF ELECTIONMALL, INC. © COPYRIGHT 2000–2011

The New Campaign

Donation PagesOne login. Everything you need to win.

Your Contribution PageIntegrates easily with your Take Action Web Page

Customize Your Donation and BrandingCapture Donor InformationEmployer, occupation, email and address, using a secure SSL 128-bit encryption

Connect With More DonorsAfter making a contribution, donors can send-to-a-friend, share on Facebook, or become an eLeader

Multiple Donation WidgetsMoney bombs scrolling donor info in real time

Fundraising via Facebook Drops right into your fan page as an application

Create Branded EventsUpload pictures, track paid and RSVP, use RSS to place on sites,export guest lists to Excel

Event TicketsAttendees will receive digital copies of the event ticket to print

Organize all Your Donor Data in an Easy to Use InterfaceSet up auto responders, transfer funds through checks and direct deposits

Be CompliantSet up your legal disclaimers and suspend contributions while in legislative session

Search and Manage Your Online Donor Database

Get AnalyticsTrack trafficto your contribution page:Sort by day, location and URL

Export Your Contribution Report to Excel for Federal or State Filings

Create Unlimited Money Bombs Get Tracking and Referral Reports

Upgrade and integrate with Facebook

One LoginTo access all of your ElectionMall, Microsoft and 3rd party applications

YourDashboard

Receivedetailed analytics for all ElectionMall apps

StatisticsOn all of your apps

ConnectWith your voters with the SNS manager

TwitterSchedule, save and manage tweets

User PermissionsCreate different levels of access to the Cloud for your campaign staff

Sticky NotesSend notes to your co-workers on Campaign Cloud

Office Web AppsShare your Office documents online easily with Windows Live Workspaces

Windows Live MessengerCampaign CloudIntegrates with Windows Live Messenger so you can communicate easily with campaign staff

Drag and Drop Apps AnywhereArrange them

to fit your campaign’s needs

Call 1.888.WEB.2WIN or Email us at cloud@electionmall.com

Phone:1.888.932.2946

Email: sales@electionmall.com

Thank You for Joining us!

PROPRIETARY AND CONFIDENTIAL INFORMATION OF ELECTIONMALL, INC. © COPYRIGHT 2000–2011