r

Online Fundraising

Credible, Available Lists- that they can never leave

Takes time to get data back and difficult to scale

Evergreen, long form, people read the letters

Direct Mail Suspect Lists that

are tough to price-unsubscribes and delivery issues are common

Data is instantaneous-infinitely scalable-TEST TEST TEST

Timeliness is Key-Instantaneous and spontaneous decision- Think SHAMWOW!

Online

ConvertBuild

RelationshipAcquire Email

EmailAsking for money via Email is still BY FAR the #1 way to raise money online:• Obtaining opt-in emails is key• Writing, testing, and sending good copy to these individuals is an important task• Social media, video and other techniques can supplement, but will trail far behind

email in use for online fundraising

Methods of Prospecting for Emails

Online Ads in Combination with a Petition or other

sign-up campaign

(Non FR Email Opt-Ins)

Email List Rentals (Direct Asks)

Online Advertising (Direct Asks)- Search, Re-targeting,

Cookie Targeted

Data Appends, Exchanges, and other Negotiated

Efforts

Prospecting

Case StudiesCharlie Janssen (2014 Candidate for Governor of Nebraska):• Facebook Advertising• Ads land on petition• Cost Per Acquisition: $1.04

Scott Walker (Recall race in 2012):• Email List Rentals• Direct Donate Ask• Net of $692k and 20,246 new donors

Sharron Angle (US Senate race 2010):• Search and other targeted online ads (using donor targeting and look-a-likes)• $2 for every $1 spent

Vern Buchanan (US House- Official):• Registered voter email list• Great conversion rate

The MATH

Cost of Ads/ Conversions = Cost per Email Acquisition

Conversion Rate (as %) = Cost per donor

Average Value of Donor = $115

Cost of Ads = $515,000

Cost per donor = $25.44 (20,246 donors)

Average Value of Donor (3 mos) = $62.47

Creative

Email Tips

Here are things to keep in mind when writing a fundraising email:

• The MOST important things are- fear, anger and urgency• What is BAD for the campaign is GOOD for fundraising• Get quickly to the point• Include a link to your fundraising page EARLY in the email• People click on images and buttons• Write a good subject line- short and provocative• Ask for the right amount of money based on past donations• You can ask often, particularly of those who have not

donated previously

TEST TEST TESTMitt Romney: National Prospecting Email without Written Out URLs

Subject line Date Sent ChristinePAC Donor Master Cain Liberty Watch NTPA Angle Total Avg.

Paul Ryan Saturday, August 11, 2012 35.25% 34.09% 35.28% 40.88% 18.46% 28.52% 31.91%

A crucial moment for America Tuesday, August 28, 2012 3.09% 3.88% 1.75% 2.65% 1.37% 1.99% 2.83%

Tonight Thursday, August 30, 2012 5.14% 7.46% 3.65% 4.14% 1.37% 3.47% 5.52%

Make jobs, not excuses Wednesday, September 19, 2012 4.04% 1.75%

Fast and Furious Wednesday, October 03, 2012 1.66% 1.84% 1.00% 1.14% 0.76% 1.22% 1.24%

Victory in Sight Thursday, October 04, 2012 5.67% 7.30% 3.58% 3.66% 2.41% 5.24% 5.31%

Billion-dollar machine Tuesday, October 09, 2012 2.86% 3.48% 2.42%

We must fight Friday, October 12, 2012 3.25% 3.82% 2.02% 2.19% 1.23% 2.46% 3.37%

The reason Mitt will win Monday, October 15, 2012 2.12% 1.11% 1.11% 0.91%

The final deadline Wednesday, October 17, 2012 8.14% 9.02% 4.44% 4.82% 3.13% 6.08% 6.69%

Thank You Tuesday, October 23, 2012 7.28% 2.42% 3.46% 4.58% 2.78% 6.46%

The momentum Friday, October 26, 2012 3.12% 2.59% 1.40% 1.79% 0.90% 2.10% 2.32%

Let's win this Saturday, October 27, 2012 3.59% 3.68% 1.66% 1.95% 1.59% 2.50% 3.06%

Keep up the good fight Friday, November 02, 2012 3.52% 3.58% 1.78% 1.96% 1.25% 2.45% 2.92%

This moment Sunday, November 04, 2012 2.32% 1.83% 0.99% 1.24% 1.06% 1.96%

This is it Monday, November 05, 2012 1.75% 1.33% 1.15% 1.55% 1.53%

List averages 6.45% 6.26% 4.42% 4.90% 2.83% 5.24% 5.78% 5.13%

Mitt Romney: National Prospecting Email with Written Out URLs

Subject line Date Sent ChristinePAC Donor Master CainLiberty Watch NTPA Angle Total Average

Grab a bite with me 9/26/2012 9.58% 7.78% 7.70% 9.58% 3.96% 7.28% 7.78%

Our most critical deadline yet 9/29/2012 9.09% 9.85% 4.90% 4.45% 2.38% 6.20% 7.92%

List Averages 9.33% 8.81% 6.30% 7.01% 3.17% 6.74% 7.85% 7.03%

A good email system is IMPORTANT

Other Variables & Tests

We will have large amounts of data available for use in online fundraising-particularly in our house file (after it grows).• Previous donation amount• Last donation date• Issue interest• Geography• Frequency of donation (or lack thereof)• Clicked on donate link but didn’t donate• Time they open emails• Gender

Items to Test• Subject Line• Email Content• Donation Amount/Ask• Send time