fundraising, advancement & marketing mash up
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Fundraising, Advancement, and Marketing Mash-up
Chris ThomasChief Innovation OfficerSierra Club@cxthom
Jen JurgenAssociate Director of Operations, University RelationsWesleyan University
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Analytics
System ofRecord
System ofIntelligence
System ofEngagement
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Analytics
Market
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Engage
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The Connected Campus
System ofRecord
System ofIntelligence
System ofEngagement
Sierra Club Innovation ProgramChris Thomas, Chief Innovation Officer, @cxthom
Goals – Presentation Overview
Create a multiverse of engagement possibilities
Organize your user’s experiences
Technology implementation
1 2 3
Very few constituents have “cross-pollenated” into other
forms of support to the organization
Sierra Club Online Program
• 2.4m Members and Supporters• 300m emails/year• $5m online fundraising• 620,000 online action takers• 9m web visitors• 160,000 AddUp users (since March)
Problems We're Solving
• Many opportunities to engage, low cross-pollenization
• Lack of context
• Unfulfilled fundraising potential
• Lack cohesive user experience
• Opportunity to optimze conversion
Description here.Container resizes as needed.
Multiverse of Engagement Possibilities
Online Activist Journey
Kelly signs a petition she finds online to
support rejecting Keystone XL oil
pipeline
Kelly begins the Onboarding Inception
Journey, including 2 emails containing local,
Chapter-related content
She receives further personalized content, including an offer to
become a Sierra Club Member and a regular newsletter, The Insider
Kelly continues to receive email actions
and donation asks. She makes a contribution
From here, we really focus in on Kelly's
activism – sending her action arcs that take
her main interests into account
Kelly signs an EPA action asking to
protect children from coal emissions
pollution
Kelly begins a multi-action arc on the EPA
issue
Her email actions and AddUp actions are
reflected in her history, and influence the types of asks she
receives
Kelly receives a summary of her actions and donations,, and
how they moved the needle on her issues. She moves up to a
leadership role with the Sierra Club
Rollout
Fundraising, Advancement, & Marketing Mash-up
Jen JurgenAssociate Director of Operations, University Relations
Wesleyan UniversityMiddletown, Connecticut
Best practices are those practices that generally
produce the best results or minimize risk.
- Chad White (Email Marketing Rules)
Goals – Presentation Overview
Onboarding and Developing Best
Practices
Success of Wesleyan’s #GivingTuesday
Campaign
Q & A
1 2 3
Onboarding and Developing Best Practices • Our Approach – our constituent base does not change and we can’t lose them
• Use of data extensions (using data from fundraising database)
• Creating basic templates
• Strategic use of FROM, SUBJECT lines and planning timing of send
• Learning when and how to use segmentation, A/B testing, dynamic content
• Assigning a group of emails to a campaign for ease in reporting
• Preview/Testing and approval process
Wesleyan’s #GivingTuesday Campaign – 12/2/14Goal = 1,000 gifts
Using a global movement to market our cause
Series of 9 emails:• Introduce #GivingTuesday starting two weeks
prior• Feature recognizable spokesperson (actor Brad
Whitford ’81)• Highlight something constituents care about
(supporting financial aid)• Provide updates on progress throughout the day
(4 emails on day of)• Post-Campaign Follow-up with results (next day)
The Journey
Consistent Messaging in All Areas
• Email Campaign
• Website
• Social Media
Sample Email Sends for Giving Tuesday CampaignSample 1:Introduction to Campaign: 11/23
Sample 2:Introduction to Campaign: Black Friday – 11/28
Sample Email Sends for Giving Tuesday CampaignSample 3:Early Progress/Solicitation – 12/2, 8 AM
Sample 4:Giving Progress/Solicitation – 12/2, 5 PM
Results
• Series of emails were sent to constituent base of 19,000
• Average deliverability rate of 99.6%
• Average open rate of 30.15%
• 10% conversion rate – over 2,000 gifts totaling $563,000
Questions?
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