electionmall cloud and online fundraising email
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PROPRIETARY AND CONFIDENTIAL INFORMATION OF ELECTIONMALL, INC. © COPYRIGHT 2000–2011
AS SEEN IN:
Phone:1.888.932.2946
Email: [email protected]
Thank You for Joining us!
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
• 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 [email protected]
Phone:1.888.932.2946
Email: [email protected]
Thank You for Joining us!
PROPRIETARY AND CONFIDENTIAL INFORMATION OF ELECTIONMALL, INC. © COPYRIGHT 2000–2011