What Works in Online Fundraising NRB 2011

Learn From Experience:
What really works in online fundraising

Chad Williams Brad Davies
FiveQ Dunham+Company

Tim Kachuriak John Carley Beth Cathey
KMA Trinet Internet Solutions Stratmark

Tuesday, March 1, 2011 1

Overview
• 5 Presenters
• 15 mins each
• 15 mins of questions at the end


So what does really
work?


Multichannel
Communication


Nancy Leigh DeMoss


$1.3 Million

Integrated Approach


• Strategy and Schedule
• Email Campaign
• A/B Testing
• Segmentation
• 10 Different Ads
• 3 Giving Forms
• 4 Website Modiﬁcations
• Weekly Stats Analysis

$1.29 Million

22% from Web

• Put “Donate” in Top Navigation
• Make it Pop
• Use “Donate” not “Giving” or “Support”

• Nancy’s Pic
• Nancy’s Sig
• Few Words
• Strong Call to
$56.22 Per Click Value Action

$6.75 Per Click Value

Landing Page Rules


What Worked
• Email Campaign
• Shorter Emails
• Focus on Last Week of the Year
• Give Daily Updates on Web
• Customize Receipts
• Be Flexible--Test and Change
• Trust God for His Results

What Can Improve

• Long Copy in Emails
• Social Media Low Return


Wes Ward, Senior Director of Media Ministry
wward@reviveourhearts.com

Chad Williams, CEO
chadw@ﬁveq.com

Case study: www.FiveQ.com


“Best
Prac+ces
Are
Not
Enough”

Ge6ng
More
Out
of
Email
Campaigns

Through
Tes+ng
and
Op+miza+on


Op+miza+on
Methodology

eme
=
rv(of
+
i)
–
(f
+
a)

eme
=
email
marke+ng
eﬀec+veness
index

rv
=
relevance
to
the
cons+tuent

of
=
oﬀer
value

i
=
incen+ve
to
take
ac+on

f
=
fric+on
elements
of
the
process

a
=
anxiety
elements
of
the
process
Copyright 2011 MECLABS


Email
Messaging
Sequence

ec
<
op
<
ct
<
lp

ec
=
email
capture

op
=
open

ct
=
clickthrough

lp
=
landing
page



Op+mizing
Email
Registra+on
ec
<
op
<
ct
<
lp

eme
=
rv(of
+
i)
–
(f
+
a)

eme
=
email
marke+ng
eﬀec+veness
index

rv
=
relevance
to
the
cons+tuent

of
=
oﬀer
value

i
=
incen+ve
to
take
ac+on

f
=
fric+on
elements
of
the
process

a
=
anxiety
elements
of
the
process


Op+mizing
Email
Registra+on
Version
A
-‐
Control Version
B
-‐
Test
42%
Increase
in
Registra+on
Rate


Op+mizing
Email
Click
Thru
ec
<
op
<
ct
<
lp

eme
=
rv(of
+
i)
–
(f
+
a)

eme
=
email
marke+ng
eﬀec+veness
index

rv
=
relevance
to
the
cons+tuent

of
=
oﬀer
value

i
=
incen+ve
to
take
ac+on

f
=
fric+on
elements
of
the
process

a
=
anxiety
elements
of
the
process


Op+mizing
Email
Campaigns
Version
A
-‐
Control Version
B
-‐
Test
139%

Increase
in
Clickthrough
Rate
42%
Increase
in
Revenue


Op+mizing
Email
Campaigns
Version
A
-‐
Test Version
B
-‐
Control
118%
Increase
in
Dona7ons
50%
Increase
in
Pe77on
Signers


Op+mizing
Email
Campaigns
Version
A
-‐
Control Version
B
-‐
Test
369%

Increase
in
Clickthrough
Rate
121%
Increase
in
Revenue


Op+mizing
Landing
Pages
ec
<
op
<
ct
<
lp

eme
=
rv(of
+
i)
–
(f
+
a)

eme
=
email
marke+ng
eﬀec+veness
index

rv
=
relevance
to
the
cons+tuent

of
=
oﬀer
value

i
=
incen+ve
to
take
ac+on

f
=
fric+on
elements
of
the
process

a
=
anxiety
elements
of
the
process


Op+mizing
Landing
Pages
Version
A
-‐
Control Version
B
-‐
Test
26%
Increase
in
Donor
Conversion
Rate


Op+mizing
Landing
Pages

Focus
on
the
Oﬀer:
– The
Ask
(Oﬀer)
is
the
impact
that
is
promised
in
exchange

for
a
dona+on

Focus
on
the
Incen+ve:
– An
Incen+ve
is
an
appealing
element
introduced
on
the

landing
page
to
achieve
the
desired
ac+on

Focus
on
Elimina+ng
Fric+on:
– Fric+on
is
anything
that
causes
psychological
resistance
to

a
given
element
on
a
web
page


Top
Oﬀender:
Online
Giving
Workﬂow


Op+mized
Online
Giving
Experience


Plan
for
Monday
Morning
• Convince
your
team
that
best
prac+ces
are
not

enough
(I’ll
send
you
my
slides
if
you
need
them

J)
• Commit
to
tes+ng
and
challenging
your

marke+ng
intui+on
• When
tes+ng
it
is
important
to
use
a
rigorous

methodology
• Data
is
the
diplomat


<Contact
Info>

Tim
Kachuriak

TKachuriak@KMA.com

@DigitalDonor

linkedin.com/in/TimKachuriak

DigitalDonor.Blogspot.com


Online Fundraising
Case Studies

Presenter: John Carley, President
Organization: Trinet Internet Solutions

© 2011 Trinet Internet Solutions Inc.

CLIENT: ADRA (Adventist Development and Relief
Agency)

MISSION: Improving the lives of
people around the world

Years working with Trinet: 7


ADRA Snapshot
Impact: 20 million people
worldwide in 2010
120+ countries around the world


The Challenge
1.New generation of online
donors wanting to be
immersed in stories & causes
2.A current website to support &
enable easy giving

Personal approach to giving


Original Gift


The Strategy
Redesign, Migrate, and Enhance
the Gift Catalog on www.adra.org

Goal 1: Communicate ADRA’s Mission Clearly and
Quickly

Goal 2: Inspire Users to Take Action

Goal 3: Display the Depth of ADRA’s Worldwide
Reach


New Gift Catalog
Personal
Campaigns
Gift
Registry

Group
Gifts


Easy to Use

Browse by
Region


Easy to Use

Shop by
Price


The Result
ADRA
Gij
Catalog

+77%
Yr/Yr
Traﬃc
Stats:
Redesign

growth
•
• Online donations increased by 65%
• Total website trafﬁc increased by 106%

• Avg Order amount increased +64%
• 59% of Website visitors result in donation
• # of items purchased increased +75%


Gift Catalog in Focus

New Gift Catalog increased donations by 65%

• “Our online efforts were crucial to our mission to
bring aid to devastated communities…Trinet’s
expertise helped us to respond to those
most in need.”

• - Tina Hudgins, Assistant Manager for Marketing
and Development for ADRA

© 2011 Trinet Internet Solutions Inc. Image Source: http://typographicproject.blogspot.com/

Check-In at Booth #809

info@trinetsolutions.com

Contents not to be shared outside of intended organization or duplicated without written permission of Trinet Internet Solutions, Inc.


CASE
STUDY
CURE
Interna7onal

#1: Gradual
Integra7on
Campaign
Challenges:
• Little to no Brand Recognition
• Limited Online Presence
• Major donors made up majority of donor file

Objectives:
• Increase Overall Brand Awareness
• Improve Name Acquisition Efforts – Grow eMail database by 20%
• Increase Number of Middle Donors – $10 to $399 gift range


Background

• CURE Direct Mail (before integrated
campaigns) – around 1.16%
response rate
• Average new eMail sign ups ~ 50
per month
• eMail appeal response/fundraising
was below average industry
standards
• Newly Redesigned Website
Launched; eAcquisition integrated
campaign was to follow


The
Approach

• Evaluated all offline and online
campaigns to determine strongest
offer
• Determined that the Clubfoot offer
resonated the best without too much
explanation, and has performed the
best with offline and current online
audience
• Developed a progressive
multichannel campaign centered
around clubfoot to achieve desired
goals


The Solution

• A name acquisition/viral campaign called “Sign a Cast” was
launched following website redesign/relaunch. For each virtual
cast signed online, $5 was donated to pay for the cast of a
child.

• The $5 donation was provided by a foundation which provides
funding for innovative donor acquisition programs.

68


Sign A Cast
Campaign

Home Page Intercept

Home Page Banner


WIDGET


Sign A Cast
Campaign

Announcement
eMail


Multichannel
Integration
Plan

Online:
• CURE website, emails to current constituents
• Social Media: Launched Virally across Social
Networks –Facebook, Twitter, YouTube, etc.
Offline
• Events – Live Radio, Concerts (video
showings)
• Direct Mail
• Newsletter Communications
• Mobile Giving – Text to Give/Opt-In


Cul7va7on
of
Sign
a
Cast

Online
Intro
Series

Follow Up eMail Generic eNewsletter


Cul7va7on
of
Sign
a
Cast-‐

Acquired
Friends


Results

Name acquisition grew TEN FOLD in the first month
and...
After 18 months of Sign a Cast Campaign:
• eMail Database: 500% growth in total file
• Fundraising: Over $250K revenue
• Total Response:
– Increased DM Response Rate by 175%
– Increased Revenue by 500% for Clubfoot offer


Resul7ng
Database
ShiN


CASE
STUDY
Liberty
Ins7tute’s

#2:
“Don’t
Tear
Me
Down”

Viral
eAcquisi7on
Campaign
Challenges:
• Mojave Desert War Memorial case had received little media
exposure outside of local community
• Wanted to show widespread national support and raise new
friends to support this case now and the broader issue in the
future
• Opportunity presented itself but was outside of Liberty’s
operating budget
• Existing email file was active, but limited in size and scope
for the task
• Campaign ramp up time was quick (approx. 3 months)


Objectives

• Liberty Institute major donor wanted
to bring awareness to the issue/
create buzz

• Drive large amounts of traffic online
to a campaign-specific microsite

• Improve Name Acquisition Efforts –
Grow email database by 10,000 new
names


The
Approach
• Compelling story-
telling video
• Develop engaging
microsite

• Launch petition
drive

• Take it viral
(widget, social
networks)
• Packaged an
emotionally
charged issue


Follow
up
Email
Communica7ons


Multichannel
Integration
Plan

Online:
• DTMD website, video, petition,
emails to current and new
constituents
• Social Media: Launch Virally
across Social Networks - Facebook,
Twitter, YouTube
• Modest Banner ad campaign on
Drudge Report


Multichannel
Integration
Plan Offline:
• Events – Rally at the Cross, Supreme Court Oral Argument,
presentation of support to veterans organizations
• Earned Media
• Newsletter Communications


Results
Just 5 months from Campaign Launch:
• Website / Video
– 2 million views
– 175,000 signers
– 83,000 opt in email addresses
– 35,000 Facebook fans
– 1,000 Twitter followers
• Income
– $161,000
– 1640 donors


Contact Me – Happy to Help!

Beth Cathey
VP, New Business Development
Direct: 972.664.2339
Cell: 972.571.8644
Email: bcathey@stratmark.com
Skype: beth.cathey
Twitter: @bethcathey


Open Doors
Open Doors works in the
world's most oppressive
countries, strengthening
Christians to stand strong
in the face of persecution
and equipping them to
shine Christ's light in
these dark places.


Goal of the Campaign

Free to Believe
• Rally support against the UN’s “Defamation
of Religions” resolution and acquire new
like-minded donors that will resonate with
Open Doors’ mission.


The Brief
Who: The Organization of Islamic Conference (OIC), an inter-governmental
organization of 57 states with majority or signiﬁcant Muslim populations, has been
working for several years through the United Nations system to justify and advance the
Defamation of Religions Resolution.
What: The Defamation of Religions Resolution, introduced in the UN, seeks to
criminalize words or actions that are deemed to be against a particular religion,
especially against Islam. Although proponents justify the “defamation of religion” concept
as protecting religious practice and promoting tolerance, it really promotes intolerance
and human rights violations of religious freedom and freedom of speech for religious
minorities in these countries.
Why: The Defamation of Religions Resolution has the effect of providing international
legitimacy for national laws that punish blasphemy or otherwise ban criticism of a
religion.
When: The OIC is expected to propose to the UN General Assembly another
“defamation of religions” resolution to be voted on late November/early December.
Where: The UN General Assembly in New York City, New York.


The
Opportunity
Open Doors donors tend to be
activistic in nature and analytics
revealed that new people
acquired through advocacy
issues convert to donors at a
higher rate than other names.


Free to Believe Campaign: Communication Strategy

ODUSA Donors Acquisition/Awareness
New Names/ Donors
Free to Believe Microsite Media Channels:

Online: Social Media:
Add voice to Free to Facebook
You Tube
Follow up to direct mail STAND UP! Twitter
Free to Believe Wall

Goal: 100K United!

Online:
Direct Mail: Drudge Report
Sign the declaration to Town Hall / Hot Air
UN Secretary General World Net Daily
and Committee on Google Ad Words
Appropriations in Sept.
appeal.
Sign the Decl. of Support Radio Spots:
Newsletter: (offline signatures added) AFA
Follow-‐up to direct mail Salem
in October NL.

Direct Mail:
Sept. Appeal Petition
(OD Donor Network)


The Solution

Create online engagement and allow for easy sharing


Social Engagement


You Tube


Email


Facebook Ads
- 8,085,000 Impressions
- Click Rate of .063%
- 1087 New Names
- Cost to Acquire a new
name was less than $3


Outcomes
• Unique Visitors: 19,541
• Page Views: 166,314
• Pages per visit: 7
• Ave. Time on Site: 3:43
• Percent of new visitors to the site 82%


Results
• Conversion Series Open Rate: 43%
• Click Through Rate: 37% (over the entire 5
step welcome series)
• Income:Yet To Be Determined


Results
428,587 Signatures from
over 70 countries


CONTACT US

• Chad Williams: ChadW@FiveQ.com
• Tim Kachuriak: TKachuriak@KMA.com
• John Carley Info@TrinetSolutions.com
• Beth Cathey BCathey@stratmark.com
• Brad Davies Brad@DunhamandCompany.com


What Works in Online Fundraising NRB 2011

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