Download - Online Fundraising's Top 5 Best Practices
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Presented by Mack CampbellDFW Philanthropy Conference
Online Fundraising:Top 5 Best Practices
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Online = 7%of all giving
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5,133,233.33%since 1997
Online Donation Growth
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Online donors are more engaged than traditional direct mail donors.
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Average Lifetime Value of offline donor: $197
$72
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Average Lifetime Value of online donor: $197
$72
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Today• OMG moments• The Top 5• What do I do now?
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OMG, LOL & #FACEPALM
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Name a Roach
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Personal Story of crashing website
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Personal Story of Hitting Send
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The Best Practices
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The Best Practices•Engage
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Engage
“…but they’ll remember how you made them feel.”
- Maya Angelou
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Engage• Can a stranger know
what you’re about and why they should care within 2 seconds of opening your homepage?
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Engage• If they are not ready to
donate, give a visitor the ability and reason to take the first step toward a relationship.
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Why should I care about Social Media?
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You Shouldn’t.If you’re only worried about money.
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52% raised nothing.
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2% of non-profits reported raising more than $10k through Facebook.
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Social Media is donor and prospect enagagement tool.
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Stats
185 million Facebook users in the US.
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Stats
9 of 10 non-profits have a Facebook page.
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Stats
57% have a Twitter account.
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Stats
27 non-profits (of over 11,000) reported raising over $100,000 through Facebook.
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Trends
Annual Growth RateOnline Donations
14% - 35%
Email List 29%Facebook 161%
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The Best Practices•Engage•Simply
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Simplify•Simply for the donor
NOT staff or organizational silos.
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Design and Copy
•Personalize and Target.
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Simplify•Are the images large
and engaging to emotionally connect with a visitor?
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Simplify• Can a new visitor find the donate
button within 2 seconds?• Is the donate button:
– above the fold?– big and colorful?– surrounded by a sense of urgency?
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The Best Practices•Engage•Simply•Think Ahead
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Think Ahead
Set goals in accordance with industry trends.
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Think Ahead
• Immediate• 6 week• 6 month
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Immediate Goals•Build report templates•SWOT Analysis•Honest Website Audit
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6 Week Goals• Optimize donation form and
donor user-experience.– Including email confirmation
• Create email solicitation and social media timeline through year-end.
• Review website software
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6 Month Goals• Create a online monthly donor
program• Review email newsletter and
appeal design• Add Peer-to-Peer fundraising
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Set Goals•Assign responsibility•Equip to succeed•Hold accountable
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The Best Practices•Engage•Simply•Think Ahead•Measure
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Measure
Know where you are first. Then figure out where you’re heading.
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Measure• Learn from experience
– Test your subject lines– Test your email design
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Online Revenue
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Online RevenueHealth Environmental
Source: Convio Online Benchmarking Report, 2010
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Email Benchmarks
Advocacy FundraisingOpen Rates 13% 12%
Click-Through Rates 3.7% .6%Response Rates 3.3% .08%
Source: Convio Online Benchmarking Report, 2010
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Translating Benchmarks
10K 25k 50k 100kResponse Rate .08% .08% .08% .08%
Avg Online Gift$80.8
0$80.8
0$80.8
0$80.8
0Revenue $646 $1616 $3232 $6464
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Translating Benchmarks
500k 1M 5MResponse Rate .08% .08% .08%Avg Online Gift $80.80 $80.80 $80.80
Revenue$32,32
0$64,64
0$323,20
0
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The Best Practices•Engage•Simply•Think Ahead•Measure•Fail
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Fail
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Incrementalsteps
MONUMENTALsuccess