Tracking + Measuring Digital Fundraising Success

Session Facilitators

Kelly WilsonSenior Campaign Strategist

GlobalGiving

Jeff GangFreelance Digital Marketing Consultant + Changemaker

Maline BungumProgram Fellow,

GlobalGiving

Ashish SinghAssistant Project

Coordinator, GlobalGiving

Webinar Guidelines: • Share comments in the chat box• Ask questions using the Q&A

tool

• Leave the webinar + rejoin if you experience any audio/technical issues

• Don’t hesitate to ask questions

1. Get hooked on the magic of using metrics in online fundraising

2. Provide practical tips and tools to increase skills, knowledge and confidence to track and measure your organization’s digital

fundraising success

3. Prepare for the year-end fundraising

Note: Even though we will focus on digital fundraising, the content and tools shared in the Online Fundraising Academy will be relevant for some of the other methods for raising funds through individuals

Today’s Objectives:

Evaluating Fundraising

is A Must!

6

This makes it difficult to maximize your impact!

Nonprofits Often Travel without A Fundraising

Map

Three Ingredients of Fundraising

Strategy

1. Where am I now?

2. Where am I going?

3. How do I get there?

We need a map!

Data is your map

SMART goals are your destination

The Magic of Online

Fundraising

with Jeff Gang

About meI'm Jeff Gang.

I’m a Boston-based consultant. I help NGOs, advocacy groups, and political campaigns raise money and foster political action using email, paid digital acquisition, and SMS / mobile channels.

I’m not currently looking for new clients 🤩!

Learn more and get in touch: jeffgang.com

This Training15 minutes material

+15 minutes Q&A

Defining your goals

Measuring your results

Learning as you go

What is“Direct Response

Marketing”?

(and why is it MAGIC?)

Let’s get specificAppeal: a specific piece of written material, which you send to your supporters asking for money. (Usually via email!)

Campaign: a thematic, time-limited series of appeals. (e.g., Thanksgiving Campaign or End-of-Year Campaign)

Channel: a method in which you can send an appeal (email, Facebook, SMS)

Organic: those donations that “just happen” and we don’t know what triggered them

TOUCHES

Defining Your GoalsKnow your history (see webinar 1)

Set SMART goals (also webinar 1)

In addition to monetary goal, consider:

● Supporter goals

● Learning goals

● Process/technological goals

TESTING??a few words of caution

Poll: what is YOUR organization’s email list size?

Measuring Email FundraisingMagic Numbers:OPEN RATEDONATION RATEAVG. DONATION AMOUNT

Appeal Open RateDonation

RateAvg.

Donation Total $End of Year #1 (12/15) 16.1% 0.15% $44.53 $668End of Year #2 (12/26) 18.8% 0.11% $50.45 $555End of Year #3 (12/28) 19.5% 0.19% $39.53 $751End of Year #4 (12/30) 11.4% 0.24% $51.67 $1,240End of Year #5 (12/31) 13.9% 0.30% $52.00 $1,560Totals 15.9% 0.20% $48.22 $4,774

Measuring Your Website

And who are your visitors?

Numbers to know:

UNIQUE VISITORS

DONATION RATE

AVERAGE DONATION AMOUNT

What about Social Media?

A very different picture!

Key Numbers:

REVENUE by social source

CONVERSION RATE for each source

Caveats:

4% average fan reach

Email addresses and stats 😦

Look back at your goalsSamples:● Raise $5,000 from emails● Boost website donation-conversion rate to 1.0% in December● Get 5% of monthly donors to make a special one-time gift● Write better emails, boost overall response rate to 0.08%● Raise $1,000 in gifts clicked-over from social media● Get supporters to start 15 Facebook Fundraisers averaging $100 each

Check how you did. (Ask for help if you need!)

Make a budget projection based on your actual assets (email list, social presence) and your historical rates

The Big PictureREVENUE PER DONOREMAIL REVENUE PER 1,000 EMAILS SENTAVG. DONATION AMOUNTRETURN ON INVESTMENTONLINE DONOR RETENTION

ACTION STEPSHow to move forward from here

● Look at metrics● Set goals & define success● Write your best appeals and

send● Track and report back

TIPS

Make a separate donation page for each channel, and each email appeal

Proofread sample emails with a checklist

Mention a donor’s past donations

Don’t be creepy

Keep it all organized

Resources(how I learned most of this)

M+R’s benchmarks report:

www.mrbenchmarks.com

NTEN | Nonprofit Technology

Conference: www.nten.org

eCampaigning Forum:

www.fairsay.com/ecflist

Reflection and lessons learntQ & A

Three Key Takeaways

One

Track the magic numbers: OPEN RATE

DONATION RATE AVG DONATION AMOUNT

Two Three

Proofread email checklist - spelling,

punctuation, photos, personalization

Trend: Email open rates might go down

in year-end but donation rates go up

Your Next Steps

Ashish’s FB post

Look out for Ashish’s post in

the Project Leader

Facebook group

Email from Maline

Will include webinar

recording, link to Ashish’s FB

post, and additional resources

Homework

Comment on Ashish’s FB post

Post-Academy Survey

Coming in Maline’s final

email next week

Keeping the giving season campaigns in mind, use this assignment to develop hypotheses that you’ll test during year-end fundraising

Work to establish your baseline “magic numbers.” From there, create 1-3 hypotheses that you’ll test to drive up your open and/or donation rates in your year-end

fundraising appeals.

Please share the hypotheses you develop (even if it is a draft version) with your peers for review by uploading your assignment as a Google Doc link or in a comment on the

assignment post in the Project Leaders Facebook group by Tuesday, Nov. 5, 2019.

Your peers will review your assignment and provide feedback via comments on the Facebook post.

Assignment

2019 #GivingTuesday CampaignHarness the generosity of your network on Dec. 3 with GlobalGiving’s #GivingTuesday Campaign. Over this 24-hour period, we’re giving out $500,000 in proportional matching funds and $42,000 in bonus prizes!

2019 Year-End CampaignJoin the GlobalGiving Community for the biggest fundraising month of the year! From Dec. 4 to Dec. 31 GlobalGiving is offering prizes galore to celebrate you, our partners.

https://www.globalgiving.org/nonprofit-year-end-fundraising/

Year-End Campaigns

Thank you for attending this year’s Online Fundraising Academy!

What’s one word to describe how you’re feeling about year-end fundraising after attending these course?

Who is the individual you’d most like to appreciate for their contributions to your fundraising journey?

What’s the next step you’re most excited to put into action?

Appreciation + Reflection

Questions?

thank you

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