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8/9/2019 5 Convio Best Practices for Online Fundraising
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2009 Convio, Inc.
Best Practices for OnlineFundraising
Kate Millea and Adam LemmonConvio, Inc.
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2009 Convio, Inc.
Best Practices for Online Fundraising
eCRM Overview
Online Communication
Your Housefile
Planning for Online Success
Recap
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2009 Convio, Inc.
eCRM Framework
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2009 Convio, Inc.
Best Practices for Online Fundraising
eCRM Overview
Online Communication
Your Housefile
Planning for Online Success
Recap
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2009 Convio, Inc.
Kinds of Communications Scheduled Communications: timing is planned well in
advance
Timely Communications: timing is based upon
specific events or specific opportunities
Triggered Communications: timing is triggered byan online interaction
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The Importance of Timeliness
Nonprofit organizations lose access to a streamof new online constituents as time progresses
Source: Analysis of 3 major nonprofits
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Example Timely Communication Uses Letter from the
Desk of format
Copy is short & tothe point
Timely informationthat invites action leads to loyalty
Tell-A-Friendprominent for viraloutreach
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eNewsletter- Scheduled Communication When KUT simply asked for email address, they got 5%. When they
switched the ask to receive eNewsletter, they captured 95% of emailaddresses.
Define your objectives.
Modify all offline advertising, direct mail, event registrations witha hook and an email ask.Please provide your email address to receive the latest news on cancer research inour monthly email newsletter.
Never ask for an email address without highlighting the
eNewsletter benefit.
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eNewsletter Template Example Personalized
Tell A Friend and Donate linksabove the fold
Excerpt-style newsletter, withmonthly headline feature
Look remains consistent fromissue to issue
Headlines and features changefrom month to month
Speaks to reader through clear calls to action
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Feature #1
Feature #2
Feature #3
Deconstructing the eNewsletter Template Top-priority links &
branding consistentfrom month to month
Headlines & graphics
change, but generaldimensions stay thesame
Color scheme maychange, but structureis consistent
Branding
PersonalizationIn this Issue
Graphic & LeadStory Copy
Second Headline
Graphic & SecondStory Copy
Donate Link
First Headline
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eNewsletters How are they read? Recipients fully read only 19% of an
eNewsletter, often not scanning the entirenewsletter.
35% of readers scanned only a small part of the newsletter.
67% of readers completely skippedintroductory text at the top of the newsletter.
Average amount of time readers spend onan eNewsletter after opening it: 51 seconds
Notice the emphasis on reading the first twowords of the headlines .
RSS feeds do not work as a substitute for an eNewsletter. Also, avoid referring to themas RSS feeds. Use something more easilyunderstood, like news feed.
2006 Email Marketing Snapshot, David Daniels, Jupiter Research, 2006Email Newsletters: Surviving Inbox Congestion. Jakob Nielsen.http://www.useit.com/alertbox/newsletters.html . June, 2006.
http://www.useit.com/alertbox/newsletters.htmlhttp://www.useit.com/alertbox/newsletters.html8/9/2019 5 Convio Best Practices for Online Fundraising
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Copy Writing: Online vs. OfflineOffline Online
Formal, polished tone Informal, conversational voice
Longer copy, builds a case, can beexplanatory
Short, to-the-point, uses hooks toquickly grab attention, highly condensed
One-way Two-way
Solicitation-oriented Relationship-oriented
4-6 sentences/paragraph 1-2 sentences/paragraph
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2009 Convio, Inc.
Best Practices for Online Fundraising
eCRM Overview
Online Communication
Your Housefile
Planning for Online Success
Recap
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2009 Convio, Inc.
Importance of Housefile
Example:
Web Traffic = 5,000 Visitors/Month
Housefile= 10,000 emailaddresses
Open Rate = 20 %2,000 people might open theemail
Click Through Rate = 5%500 people might click throughto your site to learn more
Actions = 1%100 people might act on thatemail
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2009 Convio, Inc.
Best Practices for Online Fundraising
eCRM Overview
Online Communication
Your Housefile
Planning for Online Success
Recap
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2009 Convio, Inc.
Whats your path to online success in 2009?
Campaign Calendar:what and when
Editorial Calendar:
themes, content,timing
Budget: training, staff,content & materials
BuildCan Your Staff: Manipulate images? Work with basic
HTML?
Be detail-oriented(copy & visual)? Go through Convio
Training?
Perform final QA:Test all web & emailcontent
Get final approvals
Launch!
Plan Launch
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Planning 2009 Top Three Priorities
Examples: Raise funds Grow our email list Increase awareness about our cause Recruit more advocates
Recruit more volunteers Communicate more effectively Promote a major event Build richer profiles
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Your 2009 PlanReady Set Go!
Top 3 Priorities Fundamentals Campaigns
1.
2.
3.
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Create Your Plan Now!Q4 2009Q2 2009 Q3 2009Q1 2009
J F M A M J J A S O N D
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2009 Planning
Housefile BuildingCampaign
Best Practices:Outreach tactics for
finding new supporters
Q&A: Tell-a-friend,eCards, viral marketing,and rewards programs
Q2 2009
Sustained GivingCampaign
Best Practices:Converting year-end
Donors to monthly givers
Q&A: Donation formsand fundraising appeals
Q4 2009
Year-EndCampaign
Q&A: Donation formsand fundraising appeals
Q1 2009
Community|Consulting|Experience
Fall FundraisingCampaign
Best Practices:Creating a compelling
ask for support
Q&A: Donation formsand fundraising appeals
Q3 2009
Best Practices:Maximizing
year-end giving
Example:
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Campaigns: Spring/Fall FundraisingMessage #1:
Send 200 youth toYellowstone this
summer
Message #2:We still have 115
youth who need your support
Message #3:Were able to send178 youth its not
too late to give
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eAppeal Campaign kick-
off
Sent to broadaudience
eAppeal Reminder Donating online is
fast and easy
DonationConfirmation
AutoResponder includes tax receipt
information
After a constituent makes an online gift, they will be shifted tothe audience which receives thank you messages.
Campaigns: Spring/Fall Fundraising
Campaign Close Success statementand a reminder thattheres still time to
donate
Audience:Entire email file, minusyour optional suppressionlist
Audience:Individualswho havedonated tothis campaign
Thank you for financial support Call to Action: Tellyour friends about
this campaign
*excludes donors *excludes donors
*received after donation completed
*received during week after donation
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2009 Convio, Inc.
Best Practices for Online Fundraising
eCRM Overview
Online Communication
Your Housefile
Planning for Online Success
Recap
8/9/2019 5 Convio Best Practices for Online Fundraising
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2009 Convio, Inc.
eCRM Framework
8/9/2019 5 Convio Best Practices for Online Fundraising
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2009 Convio, Inc.
Kinds of Communications Scheduled Communications: timing is planned well in
advance
Timely Communications: timing is based upon
specific events or specific opportunities
Triggered Communications: timing is triggered byan online interaction
8/9/2019 5 Convio Best Practices for Online Fundraising
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2009 Convio, Inc.
Whats your path to online success in 2009?
Campaign Calendar:what and when
Editorial Calendar:
themes, content,timing
Budget: training, staff,content & materials
BuildCan Your Staff: Manipulate images? Work with basic
HTML?
Be detail-oriented(copy & visual)? Go through Convio
Training?
Perform final QA:Test all web & emailcontent
Get final approvals
Launch!
Plan Launch
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2009 Convio, Inc.
Why Nonprofits Use Convio
1. Increase revenue Reach and acquire new donors and retain existing ones Increase giving frequency and average gift size from each donor Increase response rates to direct mail using an integrated approach Cultivate potential major donors and steward existing relationships
1. Lower costs and increase capacity Decrease marketing and communication costs by leveraging email Ease administration through online automation
1. Support their mission Raise awareness of their cause and organization (increase profile) Educate constituents through timely, informative, personalized content Make taking action easier and more rewarding for constituents Encouraging constituents to share their passion with friends
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How Those Benefits Are Created Software
Internet software with proven capabilities in:FundraisingeCommerceEventsEmail marketingWeb site content management
Provided through Software as a Service (SaaS) model Services
Ensure quick, successful implementation Address your unique needs, mission and timeframe
Expertise Provide best practices for success Create documentable results
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Contact Convio
On the Web:www.convio.com
Share your email
Contact Kate or Adam:
http://www.convio.com/http://www.convio.com/