4. Always look for what’s working
• Other Nonprofits
• The business world
• Internet Marketing
• ShamWow!
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5. Consultants have all the answers…
• No, not really
• There are “best practices”, but you must test in your
organization
• Testing is the key, much easier to do online
• If it works do more, if not try something else
• We are also the worst at following our own advice
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6. What you talkin’ about Willis?
• SaaS, CRM, CMS
• ROI, API,
• wysiwyg
• Open-Source
• Fundraising Platform
• Tweet, ReTweet, Twit?
• Blah, Blah, Blah
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7. Why Online Fundraising?
• 75%+ of donations are still coming from individuals
• 50% growth year over year
• 2011 Cygnus Donor Survey (http://www.cygresearch.com/cds2011/)
– 65% said they will make an online gift this year
– Young donors (86%)
– 35 – 64 year old (68%)
– Over 65 year old (53%) **
– Direct mail donors – 29% made their gift online
– 69% prefer electronic over print communication
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9. Tools of the Trade
You only need four tools to run a good online fundraising
campaign:
• Place to make your case – website
• Way to take money – donation form
• Way to connect with potential donors – Email marketing
• Way to track results – online analytics
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10. Tools of the Trade
• Website
– Use what you already have
– Wordpress - http://www.wordpress.org
– Joomla - http://www.joomla.org
• Online Donations
– Many, many choices out there… overwhelming really
– http://www.capterra.com/fundraising-software (searchable)
– Sage Fundraising Online (http://www.sagefundraisingonline.com/)
• Online donations AND event registration
• Flexible, powerful and can do things the others can’t
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11. Tools of the Trade
• Email Marketing
– Again, many choices and you may already have this in place
– Sage e-Marketing launching in August
• Analytics
– Google Analytics – free and very powerful
– Need to track what is working and what is not
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13. Fundraising Campaign
Traffic
(Email, Direct Mail, Social
Media, etc.)
Engagement Landing
(Funnel)
Page
Thanks / Action
Follow Up (Donate, Sign up, etc.)
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14. 1 – Sound Fundamentals
• Clean, attractive website
• Simple and easy donation process
– Where’s the Checkout?
• Prominent Donate button
• Capture Emails
– Most Wanted Response (MWR)
• The Funnel
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15. 2 – Fundraising Campaigns
• A coordinated effort that includes:
– Specific Goal
– Clear call to action
– Timeline - create urgency
• Campaigns are compelling, donation pages are not
• People give to People
– Childhood Hunger v. Mary
– Individual stories are much more powerful
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16. 2 – Fundraising Campaigns
• Emotion first >> Then Rationality
– Dan Ariely – Predictably Irrational
– What donors want to hear about:
– Organizational Impact (80%)
– Success Stories (74%)
– More details about the organization (71%)
– Info on financial accountability (43%)
» Community Philanthropy 2.0 survey (age 30-49)
• Contextual Giving
– See 5 – Contextual landing pages
• Again, works best with the Funnel
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17. 3 – Email Marketing
• Email is still the most effective method
– 69% prefer electronic over print communication
» 2011 Cygnus Donor Survey
• One to One messaging
• Relevant and enticing subject lines
– Literacy eNews – January 2011, OR 5 tips to create a life long reader
• Single Call to Action in every email
• If an issue converted a donor, then it’s important to them
– Note this for later use (Segmentation / Contextual Landing Pages)
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18. 4 – Text Focused Emails
• Generic emails or “Newsletters” no longer work
– HTML is pretty, but does it convert?
– Processing your inbox
– Relevant to reader, short, conversational
• Most email clients now block images
• Test, Test, Test
• Obama Campaign used mostly text based emails with
links to video and their site – very effective
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21. Example Results
• Landing page #4 most visited for Dec
• Much higher “avg. time on page”
• Video link most popular click-through by far
• Click-through % higher in 2010 for the final Year End
• 37% click-through from landing page to donation form
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22. 5 – Contextual Landing Page
• Targeted for each appeal
• Keep the “conversation” going
• Email >> Landing Page >> Donation
• Segmentation and personalization
– Geography, interest, etc.
– The Environment
• Video can increase the context and the emotional
connection
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24. 6 – Thank You, Thank You
• Say “Thanks” right away (auto-generated email)
• Thank them throughout the year
– Part of the Engagement / Funnel
• Provide program updates
– Let them know it could not have happened without them
– Highlight individual stories if possible
• Some can even include a soft ask
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25. 7 – Donor Engagement
• Its not just about the donation anymore
– Donor Funnel – 7 touches
• More actions = more “invested”
• More cost effective to renew a donor
• Engaged donors extend your reach
– Social media, peer-to-peer fundraising, blogs
• Empower them to take actions
– Ask them / Events / Connect / Make it easy
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26. Fundraising Campaign
Traffic
(Email, Direct Mail, Social
Media, etc.)
Engagement Landing
(Funnel)
Page
Thanks / Action
Follow Up (Donate, Sign up, etc.)
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27. Action Steps
• Identify and set up a fundraising campaign
– Email > Landing page > Form > Follow up
– End of Year Campaign Webcast in September
• Select a few strategies or ideas and test
• Take action, collect results, evaluate results
• Take another action
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28. Q&A
Download the slides from today’s presentation:
http://www.slideshare.net/sagenonprofit
Learn about new Sage Fundraising Online
http://www.sagefundraisingonline.com/
Learn about Sage e-Marketing
http://www.sagefundraisingonline.com/
Contact Richard Dietz: Contact Sage:
Richard<at>nonprofitrd<dot>com www.sagenonprofit.com
www.twitter.com/nonprofit_rd www.twitter.com/sagenonprofit
512-850-6501 800-811-0961
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