Post on 08-Dec-2014
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transcript
Presented by Mack CampbellDFW Philanthropy Conference
Online Fundraising:Top 5 Best Practices
@NonprofitNerds#AFPTop5
IN THE NEXT
60 SECONDS…
Online = 7%of all giving
5,133,233.33%since 1997
Online Donation Growth
Online donors are more engaged than traditional direct mail donors.
Average Lifetime Value of offline donor: $197
$72
Average Lifetime Value of online donor: $197
$72
OMG, WOW & #FACEPALM
Name a Roach
Personal Story of crashing website
The Best Practices
@NonprofitNerds#AFPTop5
The Best Practices•Engage
#AFPTop5
Engage
“…but they’ll remember how you made them feel.”
- Maya Angelou
Ways to Engage• Through Strategic Design
Strategic Design• Can a stranger know
what you’re about and why they should care within 2 seconds of opening your homepage?
Strategic Design• If they are not ready to
donate, give a visitor the ability and reason to take the first step toward a relationship.
Ways to Engage• Through Strategic Design• Through Targeted
Communications
Drip Marketing
Drip Marketing• New Donor Welcome Series• Event Registration Series• New Email Signup Series
Ways to Engage• Through Strategic Design• Through Targeted
Communications• Through Social Media
Why should I care about Social Media?
You Shouldn’t.If you’re only worried about money.
52% raised nothing.
2% of non-profits reported raising more than $10k through Facebook.
Social Media is donor and prospect enagagement tool.
18-29 30-49 50-64 67+
92% 73%
Social Media Usage by Age
? ?
18-29 30-49 50-64 67+
92% 73%57%
Social Media Usage by Age
?
18-29 30-49 50-64 67+
92% 73%57%
38%
Social Media Usage by Age
Where should I focus?
The Best Practices•Engage•Simply
#AFPTop5
Simplify•Simply for the donor
NOT staff or organizational silos.
“Simply” is complex
•Personalize and Target.
Ways to Simplify• Through stories
15%
50%
Ways to Simplify• Through stories• Through design
Simplify•Are the images large
and engaging to emotionally connect with a visitor?
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?
Simplify
How many clicks to donate?
Clicks to Donate
>1 = -75%
Simplify
How many questions do you have on your donate form?
Design for Mobile
Mobile Traffic in 2012
30%70%
Mobile traffic is expected to eclipse desktop traffic in 2014.
The Best Practices•Engage•Simply•Think Ahead
#AFPTop5
Think Ahead
• Immediate• 6 week• 6 month
Immediate Goals•Build report templates•SWOT Analysis•Honest Website Audit
6 Week Goals• Optimize donation form and
donor user-experience.– Including email confirmation
• Create email solicitation and social media timeline through year-end.
• Implement changes from website audit
6 Month Goals• Implement Drip Marketing• New Website? • Integrated Social Media Campaign
Set Goals•Assign responsibility•Equip to succeed•Hold accountable
The Best Practices•Engage•Simply•Think Ahead•Measure
#AFPTop5
Measure
Know where you are first. Then figure out where you’re heading.
Measure
Set goals in accordance with industry trends.
Online Revenue
Email 33%Other
67%#AFPTop5
In 2012…
Online Donations rose 21%
In 2012…
Email Lists grew 15%
In 2012…
Facebookgrew 49%
For every 1,000 emails…
149 Fans
For every 1,000 emails…
53 Followers
For every 1,000 emails…
29 subscribers
Email Volume: Messages/Month
Email Benchmarks
Advocacy FundraisingOpen Rates 14% 13%
Click-Through Rates 3.7% .42%Response Rates 3.5% .07%
Translating Benchmarks
5k 10K 25k 50kResponse Rate .07% .07% .07% .07%
Avg Gift $60 $60 $60 $60
Revenue$21
0$420
$1,050
$2,100
Translating Benchmarks
100k 500k 1MResponse Rate .07% .07% .07%Avg Online Gift $60 $60 $60
Revenue $4,200$21,00
0$42,000
Measure• Learn from experience
– Test your subject lines– Test your email design
“Hey”
The Best Practices•Engage•Simply•Think Ahead•Measure•Fail #AFPTop5
Fail
Questions?
/OnYourMarkConsulting
mack@onyourmarkllc.com
@nonprofitnerds#AFPTop5