marketing with a retail mindset
TRANSCRIPT
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