2017 NTC - Getting Your Digital House In Order

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Production Solutions

Understand how to approach a digital fundraising program makeover

Technology

INTRODUCTIONS
Van Do
PS|PS Digital
Technical Director
Janel Clement
PS|PS Digital
Digital Services Director
Susan McCullough
First Book
Senior Director, Development

GETTING TO KNOW YOU
(AND YOUR NEIGHBORS)

By the end of today’s presentation you will...
Understand how to approach a digital
fundraising program makeover
• Know when it’s time to renovate
• Have the tools (and confidence) you need to get the job done
• Get ready to unlock your program’s potential

WHY RENOVATE? WHY NOW?
Things are broken or breaking
It’s time to grow
Your needs have changed
Add value

THE ASSESSMENT:
● What’s there
● What you like
● What needs to change
● What’s broken (maybe)
● What’s missing
● What’s your voice
● Action Items: Who needs to be enlisted and what needs to be
invested

THE PLAN:
Who: Audience
What: Strategy
When: Campaigns
Where: Platforms
Why: Goals/KPIs
How: Resources in your organization
How Much: $$$$

FIRST BOOK 2017 OBJECTIVES
• Ensure online program metrics meet or exceed benchmarks
• Achieve increase in online donations
• Maintain and increase online average gift
• Increase email housefile
• Maximize email capture through online engagement
• Minimize list churn

MEASURING SUCCESS:
• Gather Data
• Set Goals
• Do Regular Reporting
Bonus
• Testing
• Optimization

• Team Structure & Skill Assessment
• Website (Mobile, Secure, UX, Design)
• CRM
• Clean Records (flags, online/offline, dupes)
• Integration
CLEAN, MOVE, FIX, BUILD...

MAKE A PUNCH LIST
(And check it twice…)
• Click around. Check the dark corners
• Explore across devices
• Experience an email signup conversion start to finish
•Experience a donor conversion start to finish
• Get other opinions (and take their advice!)

FINISHING TOUCHES
Prep for visitors!
• Update website content
• Add engagement opportunities
• Review donation forms & inbound lead generation
• Enhance (or create) your welcome series — don’t leave
them hanging after they sign up

INVITE THEM IN…
AND GET THEM TO STAY A WHILE
ATTRACT
SEO/Content
SEM
Social Media
Paid Acquisition
ENGAGE
Polls/Offers
Advocacy
Video
Content
Email
ACTIVATE
SEM
Email
Ads

EXAMPLE: CURB APPEAL
PS Digital Year End Samples & Results

BEFORE & AFTER:
LESSONS FROM A FIXER UPPER

QUESTIONS?
Susan McCullough
smccullough@firstbook.org
Janel Clement
jclement@psmail.com
Van Do
vdo@psmail.com

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1. Getting Your Digital House In Order

2. INTRODUCTIONS Van Do PS|PS Digital Technical Director Janel Clement PS|PS Digital Digital Services Director Susan McCullough First Book Senior Director, Development

3. GETTING TO KNOW YOU (AND YOUR NEIGHBORS)

4. BEFORE AFTER

5. By the end of today’s presentation you will... Understand how to approach a digital fundraising program makeover • Know when it’s time to renovate • Have the tools (and confidence) you need to get the job done • Get ready to unlock your program’s potential

6. LET’S FIX UP YOUR FIXER-UPPER

7. WHY RENOVATE? WHY NOW? Things are broken or breaking It’s time to grow Your needs have changed Add value

8. DECIDE TO RENOVATE

9. DO AN ASSESSMENT

10. THE ASSESSMENT: ● What’s there ● What you like ● What needs to change ● What’s broken (maybe) ● What’s missing ● What’s your voice ● Action Items: Who needs to be enlisted and what needs to be invested

11. MAKE A PLAN

12. THE PLAN: Who: Audience What: Strategy When: Campaigns Where: Platforms Why: Goals/KPIs How: Resources in your organization How Much: $$$$

13. FIRST BOOK 2017 OBJECTIVES • Ensure online program metrics meet or exceed benchmarks • Achieve increase in online donations • Maintain and increase online average gift • Increase email housefile • Maximize email capture through online engagement • Minimize list churn

14. MEASURING SUCCESS: • Gather Data • Set Goals • Do Regular Reporting Bonus • Testing • Optimization

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18. MAKE A PUNCH LIST (And check it twice…) • Click around. Check the dark corners • Explore across devices • Experience an email signup conversion start to finish •Experience a donor conversion start to finish • Get other opinions (and take their advice!)

19. POLISH & DECORATE

20. FINISHING TOUCHES Prep for visitors! • Update website content • Add engagement opportunities • Review donation forms & inbound lead generation • Enhance (or create) your welcome series — don’t leave them hanging after they sign up

21. INVITE GUESTS!

22. INVITE THEM IN… AND GET THEM TO STAY A WHILE ATTRACT SEO/Content SEM Social Media Paid Acquisition ENGAGE Polls/Offers Advocacy Video Content Email ACTIVATE SEM Email Ads

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26. EXAMPLE: ADDING EQUITY

27. EXAMPLE: FRONT DOOR & FOYER

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29. QUESTIONS? Susan McCullough smccullough@firstbook.org Janel Clement jclement@psmail.com Van Do vdo@psmail.com

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