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Online FundraisingWinning the future
Toby FallsgraffOrganizing for America | Democratic National Committee
January 28, 2011
Basic PrinciplesBasic Principles
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vs.vs.
Cultivate relationshipsCultivate relationships
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• Tell the story of the movement
• Focus on the human connection
• Drive a narrative throughout campaigns
Maximize indirect FR sourcesMaximize indirect FR sources
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• Take advantage of key moments
• Weave asks into social networks
• Get them when they’re engaged
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Fundraising in emailsFundraising in emails
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Each email should answer the following questions:• What’s the problem?
• What’s the solution?
• Why your organization? (Theory of Change)
• Why right now?
Run the numbersRun the numbers
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• Open rate• Click-through rate• Response rate• Unsubscribe rate
•Warning: Don’t get caught up in open rates
Get testedGet tested
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•Test everything you can• Subject lines• Email content / Email length• Graphics and videos• Ways to ask, donate page layout, etc.
•Limits• List size and statistical significance• Staff capacity
Testing: Subject LinesTesting: Subject Lines
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“Meet me in Vegas, Toby”vs.
“I want to meet Toby”
• 104% increase in contributions
Testing: Do videos help?Testing: Do videos help?
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A novella from David Plouffe Video strategy update
+133% in total length+165% in length before 1st ask+71% in contributions
Other interesting findingsOther interesting findings
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• How to ask donors vs. non-donors
• $3 vs. $5 asks to non-donors
• Donate button in emails?
• In-line graphic vs. callout box (vs. no graphic)
Questions?Questions?
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Testing: Two different emailsTesting: Two different emails
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A: 33 Rs in Congress B. Sarah Palin
179% more contributions
Testing: Email lengthTesting: Email length
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+22% in total length+69% in length before 1st ask +19.7% in contributions