using salsa to personalize donation asks
DESCRIPTION
While online fundraising continues to grow steadily, email performance has declined. Response rates for online fundraising appeals declined by 18% between 2012 and 2013. In this saturated market, personalizing donation asks is ever more important. This workshop will weave together fundraising best practices and specific Salsa strategies to help improve your fundraising outcomes.TRANSCRIPT
USING SALSA TO PERSONALIZE DONATION ASKS
Rebecca Wyatt, Online Learning Specialist
Meghan Apfelbaum,Client Success Manager
By the conclusion of this training, the learner will be able to:
• Effectively use merge fields to personalize donation email blasts, donation pages & thank you messages
• Segment lists for more personalized donation asks
Learning Objectives
$ Email accounts for 1/3 of online fundraising revenue
$ Online giving increased 14% from 2012 to 2013
Why create donation pages?
2014 M+R Benchmarks Study
Conversion rates on main donation pages
• 39% who segment email lists
experience higher open rates
• 28% experience lower unsubscribe
rates
• 24% see increased deliverability
• 24% experience increased revenue
Why personalize your donation ask?
The Lyris Annual Email Optimizer Report
Personalized donation pages and emails = HIGHER conversion rates
HOW do I personalize donation asks?
• Supporters who are interested in a particular program you offer
• Current donors• Lapsed donors• Action takers who have never donated• Major donors• New supporters
Groups of Supporters
Personalizing Donation Asks: The Story
Organization Mission: Improve water quality and access in the United States
Organization targets the following issue areas in support of this mission:• Clean water• Climate change and water security• Privatization of water• Water conservation
Personalizing Donation Asks: The Story
Supporter is a lapsed donor (gave two years ago, but has not given since then)
Personalizing Donation Asks: The Story
Three content items:• Email blast• Donation page• Follow-up emails
What to personalize
Information to share:• Information about
supporter interest area
• Your org’s position on the issue
• Acknowledge their previous gift
Personalizing the email blast: Subject
Personalizing the email blast content
Personalizing the email blast: targeting
Example fundraising emails!
Personalize the donation page:
Add donors to groups
Personalize the donation page: Add appealing images, but keep it secure
Personalize the donation page:
Allow the option for recurring gifts
Personalize donation page: Fund designation
Personalize the thank you page
Personalize the thank you page
Manually append the merge field values in the Thank You Page redirect field (on the Follow Up tab)
Personalize the Follow Up Emails
Send conditions on Autoresponse Emails
CONTACT INFO
Read, Learn, Discuss – help.salsalabs.com
Training & Learning – [email protected]
Salsa Support – [email protected]
THANK YOU!