online fundraising strategies - what digital is good at
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Integrating Digital into FundraisingLunch & Learn Workshop
Wednesday 26th March 2014
Proudly Presented by Shanelle Newton Clapham
Digital is just one piece of the puzzle
Communication hasn’t changed, our behaviour has
What is the purpose of your website?
Stay focused on the donor
Integrating Digital into the Overall Fundraising Mix
• Data
• Storytelling
• Onboarding
• Donor Journey
• Retention
Case Study
The Wesley Mission
F2F + Mobile
+ SMS + Email + Video
Can digital onboarding reduce attrition?
How much do you know about your online supporters?
Do you have a single view of your database?
Digital success metrics
Digital success benchmarks
Online Revenue (% of total fundraising income)
•7% is non-profit industry average
•It’s 14% in small non-profits under $1mill
•12% in medium non-profits between $1-10mill
•Only 7% for large non-profits.
Digital success benchmarks
Non-profit website conversion rates
•3% conversion rate from visitor to donor• On par with Retail sector & above eCommerce sector
•15 - 18% of peer-to-peer donations are referred from Facebook
•11% of online revenue is from regular gifts (89% from cash) • but there was significant growth in online RG from 2011-
2012.
Website conversion Source: Mailchimp
Facebook Source: Artez Interactive Facebook Report Jan 2013RG gifts Source: 2013 eNonProfits benchmarks report
Email success metrics
Email Marketing - Non-Profit Industry
•Open Rates 47%
•CTR • 3.6% from sent
13-18% from Open based on PD experience
•Email click to donation conversion 2-6% • based on PD experience
•79% of smartphone users open emails on their mobile.
Open rates Source: Mailchimp
Conversion rates Source: Parachute Digital
Smartphone Source: Source: 2013 Adobe Digital Publishing Report
Trends starting to emerge
• Higher percentage of peer-to-peer & online donations via mobile channel• Leading to more donation transactions but at lower values
• Online gifts are of higher average value than offline gifts
• Search is delivering higher percentage of online conversions due to better utilisation of Google Grant.
Case Study
Greenpeace – Ken & Barbie’s Break-up
Viral Video + Petition+ Stunts + Media + Advocacy
Case Study
Animals Australia – Live Animal Exports
Media + Online Petition
+ Advocacy + DM
Animals Australia
Online helps supporters connect the dots & provides a
destination
Appeal Content Planning
Onboarding
Offline onboarding strategy
Online onboarding strategy
Keep it simple
Map out your onboarding strategy
An onboarding strategy that includes digital channels
The donor Journey
The donor Journey
How we want our donor journey to look Reality
Case Studies
Greenpeace.
F2F + TM + Email + DM
Wesley Mission
F2F + Mobile + SMS
+ Email + DM
Ideally, the donor journey should integrate all channels
Design the donor journey for retention
What does your retention strategy look like?
Retention, or Loyalty is
From the donor’s point of view•I like the brand•The cause matches my values•The organisation values my contribution•They keep me up to date•They have great customer service•They have a product that I want (to be a part of)•They make me feel good.
Online is great at retention
Personalisation
Case Study
Amazon, eBay. iTunes
Email + Personalisation
Integrating Digital into the Overall Fundraising Mix
• Data
• Storytelling
• Onboarding
• Donor Journey
• Retention
Book a half day digital strategy workshop
for your organisation.
You choose the topic of your workshop.
Sydney half day workshops are $860 and
$100 will be donated back to your organisation.
BOOK NOW.
Strategy Workshop
Digital Capability Training12-week Online Marketing course
Thank you.It was a pleasure.