The Digital Divide
Presenters: Kojo Duncan & Dawn Iype, CDR Fundraising
Moderator: Diana Himes, Bernard Data Solutions
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Objectives
Make the case for integrated, multichannel marketing
Grow your email list strategically
Cultivate your names and optimize your email messaging
Increase your conversion rate by improving your donation form
After this session, you will be able to:
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Digital Integration: Where to Start
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Digital Integration: Why?
$‐
$250.00
$500.00
$750.00
Direct Mail Only Multichannel(DM Acq)
Online Only Multichannel(Online Acq)
$237.84
$711.28
$429.04
$712.91
Case Study: 5‐year LTV of Donors Giving 2+ Gifts
Multichannel Donors • Give more frequently• Have higher average gifts• Are worth significantly MORE to your organization
Where are Potential Multichannel Donors Hiding?
Client Forum© 2016 Bernard Data Solutions Orlando Florida
eAppend Low cost Low risk
Growing Your Email List
Search Engine Marketing / Google Grant No cost! – Free $10k per
month Low risk
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Website Organic Low cost Need a strong welcome
series
Growing Your Email List
List Rentals High risk Costs range from mid to
high
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Petitions
Paid sites like Care2
List chaperones
Banner advertising
Wide range of costs
Risk is mid to high
Growing Your Email List
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Growing Your Email List
Welcome Series Brainstorm
How many messages? What elements / calls to action? Versions?
Channel of acquisition Supporter behavior
Optimizing Your Email Communications
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Optimizing Your Email Program
eNewsletters
Planned Giving
Advocacy
Polls / Surveys
Videos
Games / Contests
Event Invitations
One Time Gift Appeals
Sustainer Invitations
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Best Practices for Copy
Easy to scan
Personalization
5th grade reading level readability‐score.com
One call to action repeated multiple times
Use P.S.
Donor centric language
Optimizing Your Email Program
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Best Practices for Design
Brand clarity & consistency
Compelling image with eyes to camera
Easy to read font
White space
Mobile responsive
Bullet proof buttons
Optimizing Your Email Program
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Optimizing Your Email Program
*Source: M+R / NTEN 2016 benchmarks
Key Performance Indicator (KPI)
Nonprofit Industry Standard for Fundraising Emails*
Tests to Try
Open Rate 14% Subject lineFrom lineTime of sendTargeting/Segmentation
Click Through Rate 0.43% Call to actionLayoutContent/Copy directionImages, Video
Donation Rate 0.06% Call to actionUrgency of copy
Page Completion Rate 15% LayoutImagery Copy
Average Gift $68 one time$18 monthly
Ask stringIncentives/premium offers
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Growing Your Email List
Real World Email Evaluation
What worked? What didn’t? How would you improve this message? Is there anything you would test?
Optimizing Your Donation Forms
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Design Best Practices
Make it easy
Eliminate distractions and friction
Minimize navigation
Remove extraneous data fields (e.g., middle name)
Bright, colorful donate button
Optimizing Your Donation Forms
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Make it personal
Pre‐populate fields when possible
Use dynamic ask strings
Insert donor name & gift into button
Match copy & imagery to channel
Optimizing Your Donation Forms
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Make it mobile responsive
1 in 7 donors give on a mobile device
Drop large images
Reduce copy
Tap‐friendly buttons
Easy‐to‐complete fields
Optimizing Your Donation Forms
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Test! Test! Test!
Ask String Low‐to‐high vs high‐to‐low Symbolic amounts Round numbers vs odd amounts
Imagery
Trust Seals
Measure results: http://getdatadriven.com/ab‐significance‐test
Optimizing Your Donation Forms
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Don’t Forget the Confirmation Page!
Go beyond the receipt
Make donors feel like superstars / show impact
Encourage social sharing
Consider video
Optimizing Your Donation Forms
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Section Title
Live landing page evaluations!
Volunteer your donation form (or someone else’s) for review
Client Forum© 2016 Bernard Data Solutions Orlando Florida
Session Title
Seek out new email addresses to grow your pool of multichannel donors
Educate – Engage – Ask your email audience
Streamline your donation form
Test everything!
Thank you for participating and we hope you enjoyed
the session!