marketing with a retail mindset

Marketing with a Retail MindsetKatie Bisbee

Chief Marketing Officer & EVP, Partnerships

About DonorsChoose.org

Our Story

Our Model

Our Scale & Impact

Marketing & Fundraising

2015-2016 School Year

Donations: $95M USD

2015-2016 School Year

Donations: $100 million

$45 million

450,000 individual donors

2015-2016 School Year

Donations: $100 million

$45 million

450,000 individual donors

$55 million

200 corporations & foundations

Our MarComm Stack

Awareness Conversion Re-Engagement

Data & Analytics

Testing Analytics

Social Media Web Infrastructure Email CRM

How we acquire donors

1. Fundraising Pages

2. Gift Cards

3. Social Sharing

4. Co-Branded Partnerships

5. Endorsements

6. Teachers as Ambassadors

How we get donors to give again

1. Student Thank-You Notes

2. Staff Thank-You Notes

3. Subscription Giving

4. Email Marketing

Personalization Data

Conversion Rates

State only Baseline

Personalization Data

Conversion Rates

State only Baseline

Affinity only 1X

Personalization Data

Conversion Rates

State only Baseline

Affinity only 1X

Zip only 6X

Personalization Data

Conversion Rates

State only Baseline

Affinity only 1X

Zip only 6X

Affinity + zip 14X

“Had to help out a fellow Romp, even one I've never met. :)”

“Mrs. Khan, I love your name! What a great project. Best of luck and I'm excited that you're

giving the students the invaluable gift of reading. Sincerely, Ms. Khan”

“Hi Mrs. Reed! I got an email from Donors Choose today saying that I should give to

someone who shares my name, so I gave to you. :) I hope you and your class enjoy your new

whiteboard!”

Marketing with a Retail MindsetKatie Bisbee

Chief Marketing Officer & EVP, Partnerships