Here's a preview of my presentation to the 2013 DFW Philanthropy Conference. In it, I outline some LOL, OMG and #Facepalm moments I've experience, along with the top best practices

1. Presented by Mack Campbell
DFW Philanthropy Conference
Online Fundraising:
Top 5 Best
Practices

3. Online = 7%
of all giving

4. 5,133,233.33%
since 1997
Online Donation Growth

5. Online donors
are more
engaged than
traditional direct
mail donors.

6. Average Lifetime
Value of offline
donor: $197
$72

7. Average Lifetime
Value of online
donor: $197
$72

8. Today
•OMG moments
•The Top 5
•What do I do now?

9. OMG, LOL &
#FACEPALM

10. Name a Roach

11. Personal Story of crashing website

12. Personal Story of Hitting Send

13. The Best
Practices

14. The Best Practices
•Engage

15. Engage
“…but they’ll
remember how you
made them feel.”
- Maya Angelou

16. Engage
• Can a stranger know
what you’re about and
why they should care
within 2 seconds of
opening your homepage?

17. Engage
• If they are not ready to
donate, give a visitor
the ability and reason
to take the first step
toward a relationship.

18. Why should I
care about
Social Media?

19. You Shouldn’t.If you’re only worried about money.

20. 52% raised nothing.

21. 2% of non-profits
reported raising
more than $10k
through Facebook.

22. Social Media is
donor and
prospect
enagagement tool.

23. Stats
185 million
Facebook users
in the US.

24. Stats
9 of 10 non-profits
have a Facebook
page.

25. Stats
57% have a
Twitter account.

26. Stats
27 non-profits (of over
11,000) reported
raising over $100,000
through Facebook.

28. Trends
Annual Growth Rate
Online
Donations
14% - 35%
Email List 29%
Facebook 161%

29. The Best Practices
•Engage
•Simply

30. Simplify
•Simply for the donor
NOT staff or
organizational silos.

31. Design and Copy
•Personalize
and Target.

32. Simplify
•Are the images large
and engaging to
emotionally connect
with a visitor?

33. Simplify
• Can a new visitor find the donate
button within 2 seconds?
• Is the donate button:
– above the fold?
– big and colorful?
– surrounded by a sense of urgency?

34. The Best Practices
•Engage
•Simply
•Think Ahead

35. Think Ahead
Set goals in
accordance with
industry trends.

36. Think Ahead
• Immediate
• 6 week
• 6 month

37. Immediate Goals
•Build report templates
•SWOT Analysis
•Honest Website Audit

38. 6 Week Goals
• Optimize donation form and
donor user-experience.
– Including email confirmation
• Create email solicitation and
social media timeline through
year-end.
• Review website software

39. 6 Month Goals
• Create a online monthly donor
program
• Review email newsletter and
appeal design
• Add Peer-to-Peer fundraising

40. Set Goals
•Assign responsibility
•Equip to succeed
•Hold accountable

41. The Best Practices
•Engage
•Simply
•Think Ahead
•Measure

42. Measure
Know where you are
first. Then figure out
where you’re heading.

43. Measure
• Learn from experience
– Test your subject lines
– Test your email design

44. Online Revenue

45. Online Revenue
Health Environmental
Source: Convio Online Benchmarking Report, 2010

46. Email Benchmarks
Advocacy Fundraising
Open Rates 13% 12%
Click-Through Rates 3.7% .6%
Response Rates 3.3% .08%
Source: Convio Online Benchmarking Report, 2010

47. Translating Benchmarks
10K 25k 50k 100k
Response Rate .08% .08% .08% .08%
Avg Online Gift
$80.8
0
$80.8
0
$80.8
0
$80.8
0
Revenue $646 $1616 $3232 $6464

48. Translating Benchmarks
500k 1M 5M
Response Rate .08% .08% .08%
Avg Online Gift $80.80 $80.80 $80.80
Revenue
$32,32
0
$64,64
0
$323,20
0

49. The Best Practices
•Engage
•Simply
•Think Ahead
•Measure
•Fail

50. Fail

51. Incremental
steps
MONUMENTALsuccess

52. Questions?
/mackecampbell
/OnYourMarkConsulting
mack@onyourmarkllc.com
@officialmack