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How to Use Digital Tools to Your Advantage Adrienne Royer Digital Communications
| Date post: | 13-Apr-2017 |
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How to Use Digital Tools to Your Advantage
Adrienne RoyerDigital Communications
Strategist, CMDI
About CMDISince 1981, CMDI has provided innovative fundraising and compliance solutions for political organizations, non-profits, and corporations.
1981
CMDI creates the first voter databases with demographic information to target voter clusters with programmatically-generated personalized voter messaging utilizing xerographic technology.
1984
CMDI puts the national voter database “online” allowing National Committees and Reagan for President to access automated mailing list order fulfillment services.
1987CMDI launches a PC-based Iowa caucus tracking system, the first of its kind.
1993 — Dexter
CMDI releases Dexter, the first SaaS political compliance & fundraising data system for the RNC. 1996 — DexFile
Created DexFile, the first-ever system to generate digital FEC reports that the FEC would accept. The Dole campaign used the first electronic filing to apply for federal campaign matching funds.
About CMDI
2004
CMDI created & implemented DexTeam, an advanced donor downline tracking system to power the Bush Pioneer and Ranger fundraising programs..
2008
Crimson, the first and only web-based enterprise campaign software, was launched to manage all aspects of the campaign donor relationship, from donation to FEC filing. 2011
WidgetMakr is created to fulfill the special cash management & compliance needs of political organizations. that weren’t being met by non-profit online fundraisng tools.
2012
CrimsonRPM, the only political multi-level, volunteer fundraising platform available for campaigns from Presidential to House races, was launched for the 2012 cycle. 2013
After 15 years of working with clients to file FEC reports, CMDI released CrimsonFiler, a more efficient, flexible and easier way to file federal and state reports.
CMDI Products
CMDI & Republican Fundraising
During the 2012 political cycle, CMDI’s products and services were used to raise & manage $2 billion out of the $3 billion raised Republican federal campaigns.
2016 Cycle Clients
Beware SSMS(Shiny Social Media Syndrome)
SSMS
Shiny Social Media Syndrome –The tendency to jump on the newest, trendy or “it” social media tool or network…just because.
Answer These Three QuestionsAnswer these 3 questions:
1. How will this help us raise money or get to 51% on election day?
2. Does it solve a problem or help us reach a goal?
3. What are the hidden costs?(production expenses, staff time, creative, IT resources, candidate time)
Know the Demographics
Source: Business Insider
Republicans are News Junkies.
Republicans place great emphasis on accessing breaking news & getting “reliable” news from alternative media sources that are seen as more trustworthy than traditional media.
-Cell Phones, Social Media and Campaign 2014, Pew Research Center
Why follow politics on social media?
Helps me find out about political news before others do:
Information is more reliable than information from traditional news organizations:
Source: Pew Research Center, November 2014. “Cell Phones, Social Media, and Campaign 2014”
50% 35%
33% 20%
Social media leads to donors.Americans following political figures on social media are far more engaged in election campaigns:
Source: Pew Research Center, November 2014. “Cell Phones, Social Media, and Campaign 2014.”
Compared to 6% of Americans who attend political events but do not follow political figures on social media.
13% Attend an Event1
Compared to 39% of Americans who encourage friends and family members to support a political candidate but do not follow political figures on social media.
62% EvangelizeCompared to 4% of Americans who volunteer but do not follow political figures on social media.
11% Volunteer
Z
Compared to 11% of Americans who donate but do not follow political figures on social media.
21% Donate
Mobile Donations
…some 8% of smartphone owners use their phone at least occasionally to make a monetary donation to a charitable or political cause. Just 2% do so frequently, and 77% of smartphone owners say that they never use their phone for this purpose.
-U.S. Smartphone Use in 2015, Pew Research Center
Keep Benchmarks Handy
Nonprofit Resources
2015 Giving USA Annual Report on Philanthropy
Blackbaud Charitable Giving Report: How Nonprofit Fundraising Performed in 2014M+R Benchmarks 2015
What drives donations?
22% of online fundraising came from email.
Source: M+R Benchmarks 2015
Nonprofit Email Statistics
Source: M+R Benchmark 2015
Open Rates Click-Thru Rates
Response Rates
Page Completion
Rates
UnsubscribeRates
Overall 14% (+4%) 1.6% (-8%) .19% (-4%)
Fundraising 14% (+5%) .48% (+2%) .06% (-12%) 13% (-11%) .21% (-1%)
Advocacy 16% (+9%) 3.3% (-12%) 2.9% (-18%) 82% (+1%) .18% (+5%)
Newsletter 11% (+5%) 1% (-10%) .13 (-9%)
Email Subscribers vs. Social Media Followers
For every 1,000 email subscribers, there’s an average of 285 Facebook fans and 112 Twitter followers .
Source: M+R Benchmark 2015
When do people donate?
Source: WidgetMakr donations from January 1, 2015-June 30, 2015
Know Your Donors
Who makes political donations?
15% of adults report making a donation to a candidate or a group supporting the candidate in the past two years.
Source: Pew Research Center, June 2014. “Political Polarization in the American Public”
Who is donating?Likely political donors have strong ideological preferences.
How much are they donating?
4% More than $250
Source: Pew Research Center, June 2014. “Political Polarization in the American Public”
5.5%Donated less
than $100
4.5%Donated between
$100-$249
4%Donated more
than $250
Understand the Technology
Content Management SystemA content management system (CMS) is a computer application that allows publishing, editing and modifying content, organizing, deleting as well as maintenance from a central interface. Such systems of content management provide procedures to manage workflow in a collaborative environment.
Customer Relationship Management (CRM)Customer relationship management (CRM) is an approach to manag-ing a company's interaction with current and future customers. It often involves using technology to organize, automate, and synchronize sales, marketing, customerservice, and technical support.
CRM vs. CMS
Source: Goss Interactive
What Are Campaigns Using?
No other donation platform was used by more than one Republican presidential campaign.
Learn the Basics
Source: https://analyticsacademy.withgoogle.com/explorer
Learn the Basics
Source: Pew Research Center, June 2014. “Political Polarization in the American Public”
Google Analytics Academy Critical Courses:
• Digital Analytics Fundamentals• Google Analytics Platform Principles• Ecommerce Analytics: From Data to Decisions
Learn the Basics
Source: Pew Research Center, June 2014. “Political Polarization in the American Public”
Sychronize Your Data
More than Excel
Goal: Your Data Should Work Together
Avoid systems that rely on manual exports and imports of Excel spreadsheets or CSV files.
Supporter RSVPs for an event
Shares event on social
media
Invites friends via email
Data automatically syncs with
Event & Supporter are tagged with a Source Code to track attendance and donations
Compliance & Event staff can follow up w/ supporter
if needed
Syncs event with MailChimp & emails attendees
Downloads attendee list to have at door
Prints nametags
At the event, staff process mobile donations with
Through Eventbrite, the event organizer:
Volunteers check in guests with the Eventbrite app
on their smartphonesCandidate views attendee list
en route with
After the event, the organizer follows up with a thank you &
a donation ask using
At the reporting deadline, the data is already in Crimson and ready to be turned into a report with
Through Source Codes, the donation syncs with Crimson
Explore Automations
Source: Mobile Cause
Many donor relations contacts can be streamlined with integrations
Offline + Online=Winning
Source: Mobile Cause
Direct mail spurs online donations from donors
of all ages.
Use a Personal Touch
Source: Mobile Cause
Hand-written thank you notes & thank you calls work!
4. Be Donor Centric
New Challenges
With the rise of mobile adoption, online donation forms may be hurting your fundraising efforts:• Cumbersome forms required by FEC• Increased chances of user error for forms on mobile devices• Donor has previously provided the requested data
Form completion on mobile devices is still very low in comparison to desktop conversions. In fact, studies suggest that desktop forms often convert at over 2x those same forms on mobile.
Emerging 1-Click Donations
New trend is to save credit card data to make online or mobile transactions, faster, easier and safer.
Spark 1-Click Giving
Spark is the 1-click giving system on the WidgetMakr platform.
• Safely stores donor data• Minimizes user interface & entry errors• Easy to donate on a mobile device• Reduces the barriers to conversions
Spark 1-Click GivingMore than 300,000 Spark accounts created!
• 94% choose to save credit card information• 29% are repeat donors• 9% donate to multiple campaigns with Spark
accounts
Spark Giving Matrix
Utilize Recurring Donations● Online monthly giving grew by 32% compared to 9% for one-time giving.
● Average one-time gift was $104.● Average monthly gift was $23 ($276 annual total).
● Recurring gifts accounted for 17% of total online revenue,
an increase of 4% from 2013.
Source: M+R Benchmarks 2015
Keep Your Sanity
Create a Swipe File
1. When you see good examples or ideas, SAVE THEM!
Source: M+R Benchmarks 2015
Resources
Graphics:• Canva• Piktochart
Social media:• Hootsuite• Padgram
Source: M+R Benchmarks 2015
Organization• CoSchedule• Google
Calendar• Sunrise
News• Google Alerts• Flipboard• Feedly
Questions?
Adrienne RoyerDigital Communications Strategist
[email protected]/Adrien-
neRoyer@CMDI@AdrienneRoyer
Linkedin.com/in/adrien-neroyer
How to Use Digital Tools to Your Advantage
Adrienne RoyerDigital Communications
Strategist, CMDI
