Top 5 Best Practices in Online Fundraising

  • View
    413

  • Download
    1

Embed Size (px)

DESCRIPTION

Presented by Mack Campbell, founder of On Your Mark Nonprofit Consulting (onyourmarkllc.com), at the 2013 DFW Philanthropy Conference

Transcript

  • 1. Presented by Mack CampbellDFW Philanthropy ConferenceOnline Fundraising:Top 5 BestPractices

2. @NonprofitNerds#AFPTop5 3. IN THE NEXT60 SECONDS 4. Online = 7%of all giving 5. 5,133,233.33%since 1997Online Donation Growth 6. Online donorsare moreengaged thantraditional directmail donors. 7. Average LifetimeValue of offlinedonor: $197$72 8. Average LifetimeValue of onlinedonor: $197$72 9. OMG, WOW FACEPALM 10. Name a Roach 11. Personal Story of crashing website 12. The BestPractices@NonprofitNerds#AFPTop5 13. The Best PracticesEngage#AFPTop5 14. Engagebut theyllremember how youmade them feel.- Maya Angelou 15. Ways to Engage Through Strategic Design 16. Strategic Design Can a stranger knowwhat youre about andwhy they should carewithin 2 seconds ofopening your homepage? 17. Strategic Design If they are not ready todonate, give a visitorthe ability and reasonto take the first steptoward a relationship. 18. Ways to Engage Through Strategic Design Through TargetedCommunications 19. Drip Marketing 20. Drip Marketing New Donor Welcome Series Event Registration Series New Email Signup Series 21. Ways to Engage Through Strategic Design Through TargetedCommunications Through Social Media 22. Why should Icare aboutSocial Media? 23. You Shouldnt.If youre only worried about money. 24. 52% raised nothing. 25. 2% of non-profitsreported raisingmore than $10kthrough Facebook. 26. Social Media isdonor andprospectenagagement tool. 27. 92%73%18-29 30-49 50-64 67+Social Media Usageby Age? ? 28. 92%73%57%18-29 30-49 50-64 67+Social Media Usageby Age? 29. 92%73%57%38%18-29 30-49 50-64 67+Social Media Usageby Age 30. Where shouldI focus? 31. The Best PracticesEngageSimply#AFPTop5 32. SimplifySimply for the donorNOT staff ororganizational silos. 33. Simply is complexPersonalizeand Target. 34. Ways to Simplify Through stories 35. Ways to Simplify Through stories Through design 36. SimplifyAre the images largeand engaging toemotionally connectwith a visitor? 37. Simplify Can a new visitor find the donatebutton within 2 seconds? Is the donate button: above the fold? big and colorful? surrounded by a sense of urgency? 38. SimplifyHow many clicks todonate? 39. Clicks to Donate>1 = -75% 40. SimplifyHow many questionsdo you have on yourdonate form? 41. Design forMobile 42. Mobile Traffic in 201230%70% 43. Mobile traffic isexpected toeclipse desktoptraffic in 2014. 44. The Best PracticesEngageSimplyThink Ahead#AFPTop5 45. Think Ahead Immediate 6 week 6 month 46. Immediate GoalsBuild report templatesSWOT AnalysisHonest Website Audit 47. 6 Week Goals Optimize donation form anddonor user-experience. Including email confirmation Create email solicitation andsocial media timeline throughyear-end. Implement changes from websiteaudit 48. 6 Month Goals Implement Drip Marketing New Website? Integrated Social Media Campaign 49. Set GoalsAssign responsibilityEquip to succeedHold accountable 50. The Best PracticesEngageSimplyThink AheadMeasure#AFPTop5 51. MeasureKnow where you arefirst. Then figure outwhere youre heading. 52. MeasureSet goals inaccordance withindustry trends. 53. Online RevenueEmail33%Other67%#AFPTop5 54. In 2012OnlineDonationsrose 21% 55. In 2012Email Listsgrew 15% 56. In 2012Facebookgrew 49% 57. For every 1,000 emails149 Fans 58. For every 1,000 emails53 Followers 59. For every 1,000 emails29subscribers 60. Email Volume: Messages/Month 61. Email BenchmarksAdvocacy FundraisingOpen Rates 14% 13%Click-Through Rates 3.7% .42%Response Rates 3.5% .07% 62. Translating Benchmarks5k 10K 25k 50kResponse Rate .07% .07% .07% .07%Avg Gift $60 $60 $60 $60Revenue$210$420$1,050$2,100 63. Translating Benchmarks100k 500k 1MResponse Rate .07% .07% .07%Avg Online Gift $60 $60 $60Revenue $4,200$21,000$42,000 64. Measure Learn from experience Test your subject lines Test your email design 65. Hey 66. The Best PracticesEngageSimplyThink AheadMeasureFail #AFPTop5 67. Questions?/OnYourMarkConsultingmack@onyourmarkllc.com@nonprofitnerds#AFPTop5