The Art & Science of Digital Fundraising

Welcome!

Tweeting?

@pursuant

#pursuantwebinar

Webinar

housekee

ping We’ll be doing polls and taking questions

Your Speakers

Rachel Muir, CFRE VP Training AFP Fundraiser of the Year Featured on Oprah, CNN, Today Show @rachelmuir Rachel.muir@pursuant.com

Rebecca Segovia Executive Vice President Former Lead Account Manager, Convio @goconnectserve Rebecca.segovia@pursuant.com

6

Direct Response, Creative

Mail, Online, etc.

Our Fundraising Services

Stategic

Planning

Direct

Marketing

Digital

Strategy

Mid-Level

Giving

Major

Gifts

Analytics

and Modeling

Donor Intelligence

Drives Services

7

MAJOR

DONORS

MASS

MARKET

Donor Growth Platform

Agenda

What makes digital

fundraising king Core

campaign ingredients

5 steps to

campaign

success

Q&A with

Becca

FREE digital fundraising guide pursuant.com/SocialBuzz

Inspiring examples

from winning campaigns

Download today’s whitepaper at Pursuant.com

Poll: Rate your digital campaign expertise

Type in: Are you monetizing Facebook Likes?

Why Digital Fundraising is King • Fun • Educational • Deeper Engagement

FREE guide to digital fundraising at pursuant.com

In today’s world people are OPEN…

On Demand Expect info and action

“right now”

Personalized Must cater to many markets of one

Ondemand Expect info and action

“right now”

People want messaging that’s…

Personalization

Achievement / Status

Historical

Engaged Share profound events, realities

Personalized Must cater to many markets of one

Ondemand Expect info and action

“right now”

In today’s world people are OPEN…

Engaged Share profound events, realities

Personalized Must cater to many markets of one

Ondemand Expect info and action

“right now”

In today’s world people are OPEN…

Networked Constantly connected

Who Is Connecting Online?

86%

78%

74%

58%

Gen Y

Gen X

Boomers

Matures

engage with charities online

#pursuantwebinar Source: Next Generation of American Giving (2013) Blackbaud.

69% of giving is from donors 50 & up

Generations Contribution to

Total Giving (% of total dollars)

Source: Next Generation of American Giving (2013) Blackbaud.

Educate

Your case for support teaches participants about your mission

Entertain

Give them an experience they'll want to engage with and share with others

Core digital campaign ingredients

@pursuant #pursuantwebinar

Plan strategically for maximum impact.

@pursuant #pursuantwebinar

Set quantifiable goals.

@pursuant #pursuantwebinar

Create a Pre-Launch Buzz.

@pursuant #pursuantwebinar

4 ways to create a pre-launch buzz…

Promotional emails

Partnerships

Personal URL emails &

postcards

Social media

Design an engaging experience.

@pursuant #pursuantwebinar

Incentivize & make it easy to share

@pursuant #pursuantwebinar

Viral success = reward sharing & recruiting

Incentivize people to participate

Offer something your participants value

Make sharing EASY throughout

Reward sharing with incentives

The end is the

beginning of cultivation

3 secrets of digital fundraising success

31 Develop a long term strategy

ACQUIRE

CONVERT

STEWARD & ENGAGE

THANK

ACTIVATE

The end is the

beginning of cultivation

3 secrets of digital fundraising success

Optimize behavioral data on donors

Predict

Most likely to give prospects

Segment strategy

Prioritize resources, staff and time

Leverage your donor data to…

The end is the

beginning of cultivation

Develop a long term strategy

3 secrets of digital fundraising success

Optimize behavioral data on donors

35 Actively deepen donor relationship

ACQUISITION

NEW NAME

MONTHLY/

SUSTAINING DONOR

MAJOR OR

LIFETIME

DONOR MID-LEVEL

DONOR

2ND GIFT

STRATEGY

NEW DONOR

Try this at home: Inspiring examples from winning campaigns

@pursuant #pursuantwebinar

Barbara Bush Family Literacy

Goal: grow small file, build brand

Phase one: Viral acquisition (edutainment quiz)

Incentive: Matching challenge (corporate sponsor)

Almost 25,000 votes (names)

Phase two: Campaign update and ask

Mother’s Day ask with match

Phase three: Viral acquisition

Quiz: Which children’s book character are you?

Goal: Name acquisition

Over 43,000 quizzes taken

Followers grew 22% Followers grew 55%

Moody Bible Institute’s Campaign

Who: Moody Bible Institute & Moody Radio

Goal: Name acquisition, acquire donor info

What: Interactive virtual marathon

Incentives: iPad (weekly), trip to Israel (grand)

How: Postcard with PURL, promo emails and radio

Results: 70% new names, 40% lift, re-engaged 6,800

Q & A with our expert,

Rebecca Gregory Segovia

What makes our favorite viral campaigns so engaging?

How do you make the case to invest in digital fundraising?

How do you monetize your Facebook likes?

@pursuant #pursuantwebinar

Questions?

Download today’s whitepaper at Pursuant.com

Ready to raise more in 2015?

Join us for class

without leaving

your desk!

Instant discount: $100 off!

Sign up at pursuant.com

Need fundraising help?

Michael King VP Client Solutions Michael.king@pursuant.com (214) 866-7764

Let us know

how we can

help!

READY TO MAKE YOUR

OWN SOCIAL BUZZ?

GET THE GUIDE:

Pursuant.com

Thank you for joining us!

Rachel Muir, CFRE VP Training @rachelmuir Rachel.muir@pursuant.com

Rebecca Segovia Executive Vice President @goconnectserve Rebecca.segovia@pursuant.com