presenters: kojo duncan & dawn iype, cdr fundraising moderator: diana himes, bernard ... ·...

The Digital Divide

Presenters: Kojo Duncan & Dawn Iype, CDR Fundraising

Moderator: Diana Himes, Bernard Data Solutions

Client Forum© 2016 Bernard Data Solutions Orlando Florida

Objectives

Make the case for integrated, multichannel marketing

Grow your email list strategically

Cultivate your names and optimize your email messaging

Increase your conversion rate by improving your donation form

After this session, you will be able to:


Digital Integration: Where to Start


Digital Integration: Why?

$‐

$250.00

$500.00

$750.00

Direct Mail Only Multichannel(DM Acq)

Online Only Multichannel(Online Acq)

$237.84

$711.28

$429.04

$712.91

Case Study: 5‐year LTV of Donors Giving 2+ Gifts

Multichannel Donors • Give more frequently• Have higher average gifts• Are worth significantly MORE to your organization

Where are Potential Multichannel Donors Hiding?


eAppend Low cost Low risk

Growing Your Email List

Search Engine Marketing / Google Grant No cost! – Free $10k per

month Low risk


Website Organic Low cost Need a strong welcome

series


List Rentals High risk Costs range from mid to

high


Petitions

Paid sites like Care2

List chaperones

Banner advertising

Wide range of costs

Risk is mid to high




Welcome Series Brainstorm

How many messages? What elements / calls to action? Versions?

Channel of acquisition Supporter behavior

Optimizing Your Email Communications


Optimizing Your Email Program

eNewsletters

Planned Giving

Advocacy

Polls / Surveys

Videos

Games / Contests

Event Invitations

One Time Gift Appeals

Sustainer Invitations


Best Practices for Copy

Easy to scan

Personalization

5th grade reading level readability‐score.com

One call to action repeated multiple times

Use P.S.

Donor centric language



Best Practices for Design

Brand clarity & consistency

Compelling image with eyes to camera

Easy to read font

White space

Mobile responsive

Bullet proof buttons




*Source: M+R / NTEN 2016 benchmarks

Key Performance Indicator (KPI)

Nonprofit Industry Standard for Fundraising Emails*

Tests to Try

Open Rate 14% Subject lineFrom lineTime of sendTargeting/Segmentation

Click Through Rate 0.43% Call to actionLayoutContent/Copy directionImages, Video

Donation Rate 0.06% Call to actionUrgency of copy

Page Completion Rate 15% LayoutImagery Copy

Average Gift $68 one time$18 monthly

Ask stringIncentives/premium offers



Real World Email Evaluation

What worked? What didn’t? How would you improve this message? Is there anything you would test?

Optimizing Your Donation Forms


Design Best Practices

Make it easy

Eliminate distractions and friction

Minimize navigation

Remove extraneous data fields (e.g., middle name)

Bright, colorful donate button



Make it personal

Pre‐populate fields when possible

Use dynamic ask strings

Insert donor name & gift into button

Match copy & imagery to channel



Make it mobile responsive

1 in 7 donors give on a mobile device

Drop large images

Reduce copy

Tap‐friendly buttons

Easy‐to‐complete fields



Test! Test! Test!

Ask String Low‐to‐high vs high‐to‐low Symbolic amounts Round numbers vs odd amounts

Imagery

Trust Seals

Measure results: http://getdatadriven.com/ab‐significance‐test



Don’t Forget the Confirmation Page!

Go beyond the receipt

Make donors feel like superstars / show impact

Encourage social sharing

Consider video



Section Title

Live landing page evaluations!

Volunteer your donation form (or someone else’s) for review


Session Title

Seek out new email addresses to grow your pool of multichannel donors

Educate – Engage – Ask your email audience

Streamline your donation form

Test everything!

Thank you for participating and we hope you enjoyed

the session!

presenters: kojo duncan & dawn iype, cdr fundraising moderator: diana himes, bernard ... ·...

Documents