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Top 5 Best Practices in Online Fundraising

Date post: 08-Dec-2014
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Presented by Mack Campbell, founder of On Your Mark Nonprofit Consulting (onyourmarkllc.com), at the 2013 DFW Philanthropy Conference
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Presented by Mack Campbell DFW Philanthropy Conference Online Fundraising: Top 5 Best Practices
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Page 1: Top 5 Best Practices in Online Fundraising

Presented by Mack CampbellDFW Philanthropy Conference

Online Fundraising:Top 5 Best Practices

Page 2: Top 5 Best Practices in Online Fundraising

@NonprofitNerds#AFPTop5

Page 3: Top 5 Best Practices in Online Fundraising
Page 4: Top 5 Best Practices in Online Fundraising
Page 5: Top 5 Best Practices in Online Fundraising

IN THE NEXT

60 SECONDS…

Page 6: Top 5 Best Practices in Online Fundraising
Page 7: Top 5 Best Practices in Online Fundraising

Online = 7%of all giving

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5,133,233.33%since 1997

Online Donation Growth

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Online donors are more engaged than traditional direct mail donors.

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Average Lifetime Value of offline donor: $197

$72

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Average Lifetime Value of online donor: $197

$72

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OMG, WOW & #FACEPALM

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Name a Roach

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Personal Story of crashing website

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The Best Practices

@NonprofitNerds#AFPTop5

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The Best Practices•Engage

#AFPTop5

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Engage

“…but they’ll remember how you made them feel.”

- Maya Angelou

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Ways to Engage• Through Strategic Design

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Strategic Design• Can a stranger know

what you’re about and why they should care within 2 seconds of opening your homepage?

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Strategic Design• If they are not ready to

donate, give a visitor the ability and reason to take the first step toward a relationship.

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Ways to Engage• Through Strategic Design• Through Targeted

Communications

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Drip Marketing

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Drip Marketing• New Donor Welcome Series• Event Registration Series• New Email Signup Series

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Ways to Engage• Through Strategic Design• Through Targeted

Communications• Through Social Media

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Why should I care about Social Media?

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You Shouldn’t.If you’re only worried about money.

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52% raised nothing.

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2% of non-profits reported raising more than $10k through Facebook.

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Social Media is donor and prospect enagagement tool.

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18-29 30-49 50-64 67+

92% 73%

Social Media Usage by Age

? ?

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18-29 30-49 50-64 67+

92% 73%57%

Social Media Usage by Age

?

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18-29 30-49 50-64 67+

92% 73%57%

38%

Social Media Usage by Age

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Where should I focus?

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The Best Practices•Engage•Simply

#AFPTop5

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Simplify•Simply for the donor

NOT staff or organizational silos.

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“Simply” is complex

•Personalize and Target.

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Ways to Simplify• Through stories

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15%

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50%

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Ways to Simplify• Through stories• Through design

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Simplify•Are the images large

and engaging to emotionally connect with a visitor?

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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?

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Simplify

How many clicks to donate?

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Clicks to Donate

>1 = -75%

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Simplify

How many questions do you have on your donate form?

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Page 51: Top 5 Best Practices in Online Fundraising

Design for Mobile

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Mobile Traffic in 2012

30%70%

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Mobile traffic is expected to eclipse desktop traffic in 2014.

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The Best Practices•Engage•Simply•Think Ahead

#AFPTop5

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Think Ahead

• Immediate• 6 week• 6 month

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Immediate Goals•Build report templates•SWOT Analysis•Honest Website Audit

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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

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6 Month Goals• Implement Drip Marketing• New Website? • Integrated Social Media Campaign

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Set Goals•Assign responsibility•Equip to succeed•Hold accountable

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The Best Practices•Engage•Simply•Think Ahead•Measure

#AFPTop5

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Measure

Know where you are first. Then figure out where you’re heading.

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Measure

Set goals in accordance with industry trends.

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Online Revenue

Email 33%Other

67%#AFPTop5

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In 2012…

Online Donations rose 21%

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In 2012…

Email Lists grew 15%

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In 2012…

Facebookgrew 49%

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For every 1,000 emails…

149 Fans

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For every 1,000 emails…

53 Followers

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For every 1,000 emails…

29 subscribers

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Email Volume: Messages/Month

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Email Benchmarks

Advocacy FundraisingOpen Rates 14% 13%

Click-Through Rates 3.7% .42%Response Rates 3.5% .07%

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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

Page 73: Top 5 Best Practices in Online Fundraising

Translating Benchmarks

100k 500k 1MResponse Rate .07% .07% .07%Avg Online Gift $60 $60 $60

Revenue $4,200$21,00

0$42,000

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Measure• Learn from experience

– Test your subject lines– Test your email design

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“Hey”

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The Best Practices•Engage•Simply•Think Ahead•Measure•Fail #AFPTop5

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Fail

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Questions?

/OnYourMarkConsulting

[email protected]

@nonprofitnerds#AFPTop5


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