Raise More: Online Giving Campaigns for Any Sized Organization

Workshop
Raise More: Online Campaigns For Any Sized Organization

publicgood.com @publicgood
Made with in Chicago by Public Good Software💛
About the Presenter
• Vice President of Nonprofit Services &
Solutions, Lumity
• 12 years of experience in local workforce
development programs
• 15 years of experience in IT solutions,
customer relations and project management
• Talks about his Labrador incessantly
John Suffern
@jsuff54
jsuffern@lumity.org
(312) 237-4209

About the Presenter
• Director of Partnership Development,
Public Good
• Executive Leadership,
2015 #ILGiveBig Campaign
• 10 years of experience in nonprofit
development, marketing and community
building
• National Director of Alumni Relations,
Columbia College Chicago
• Managing Partner, Grant Park Group
• Co-Founder: CheckpointDWI
Josh Culley-Foster
@culleyfoster
josh@publicgood.com
(312) 428-4108

Goals
1. Provide overview of online campaign elements
2. Overview of tools
3. Examples of online campaigns
4. Campaign Q&A

Getting to Know You
Who are you?
What’s your organization?
What do you hope to get out of this workshop?

Planning for Success
Good campaigns are:
1. Compelling
2. Obtainable
3. Measurable

Compelling Reason
•Will your audience say: “take my
money!” or “who cares?”
•Solves a REAL problem

Setting Goals
•Inspiring and obtainable
•Simple
•No ceiling

Measurable Results
Knowing how you succeeded (or failed)
helps you:
•Replicate success
•Course correct
•Translate lessons learned to guide
future actions

Planning for Success
Good campaigns are:
1. Compelling
2. Obtainable
3. Measurable
4. Time Sensitive

Time Sensitive
2 Major Considerations
1. Time is a motivator. Set a deadline
for your campaign. If you give your
audience time to pause, you will
engage/convert fewer.

Time Sensitive
2 Major Considerations, cont.
2. Your time. How much time do you
and your staff actually have to
commit to this campaign?
•Develop multiple messages for
multiple clients
•Measure and course correct

Define Your Audience
Current and who you’re building towards

It’s All About
Your Audience
The purpose is to connect with your audience
and get them to act.

Your Digital Presence
•Campaign website or web page
•Database
•Social media
•Blog

Campaign Website
•This is home base. Information central.
•Donate Now: 1-click to donation page from here
•Email capture form
•Social media links
•Ways to give

Being Responsive
Why it matters to have your online content translate on
every type of device.

Measurement & Testing
This is the prime benefit of online campaigns.
Everything is measurable - and quickly so.

Crafting Your Story

Be a Compelling Tease
Lure your audience in!
•Surprise them
•Pique their curiosity
•Don’t be boring!

“Emotional Contagion”
January 2015

“Emotional Contagion”
Create a powerful emotional appeal that
requires immediate action.
PAWS Cold Weather Fund

Always include an Ask?
YES…always include a call to action of some sort.

Keeping it Fresh

Banking Content

Finding Balance
•Too many emails?
•Too much content?
•Balance on different channels

A/B Testing
What to look for in A/B testing.

Stewardship

Additional Tips

Tips for Tweets

Example:
Feeding America
http://www.feedingamerica.org/ways-to-give/

Email Footer/Headers
Subtle appeals that become
part of your branded
message.
Do not have to include a
direct ask.
“Share” or “Learn More”

Public Good
Where your civic life converges
Nonprofit Community
Cause

Raise More: Online Giving Campaigns for Any Sized Organization

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