5 Convio Best Practices for Online Fundraising

8/9/2019 5 Convio Best Practices for Online Fundraising

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2009 Convio, Inc.

Best Practices for OnlineFundraising

Kate Millea and Adam LemmonConvio, Inc.


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Best Practices for Online Fundraising

eCRM Overview

Online Communication

Your Housefile

Planning for Online Success

Recap


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eCRM Framework


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eCRM Overview


Your Housefile


Recap


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Kinds of Communications Scheduled Communications: timing is planned well in

advance

Timely Communications: timing is based upon

specific events or specific opportunities

Triggered Communications: timing is triggered byan online interaction


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The Importance of Timeliness

Nonprofit organizations lose access to a streamof new online constituents as time progresses

Source: Analysis of 3 major nonprofits


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Example Timely Communication Uses Letter from the

Desk of format

Copy is short & tothe point

Timely informationthat invites action leads to loyalty

Tell-A-Friendprominent for viraloutreach


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eNewsletter- Scheduled Communication When KUT simply asked for email address, they got 5%. When they

switched the ask to receive eNewsletter, they captured 95% of emailaddresses.

Define your objectives.

Modify all offline advertising, direct mail, event registrations witha hook and an email ask.Please provide your email address to receive the latest news on cancer research inour monthly email newsletter.

Never ask for an email address without highlighting the

eNewsletter benefit.


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eNewsletter Template Example Personalized

Tell A Friend and Donate linksabove the fold

Excerpt-style newsletter, withmonthly headline feature

Look remains consistent fromissue to issue

Headlines and features changefrom month to month

Speaks to reader through clear calls to action


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Feature #1

Feature #2

Feature #3

Deconstructing the eNewsletter Template Top-priority links &

branding consistentfrom month to month

Headlines & graphics

change, but generaldimensions stay thesame

Color scheme maychange, but structureis consistent

Branding

PersonalizationIn this Issue

Graphic & LeadStory Copy

Second Headline

Graphic & SecondStory Copy

Donate Link

First Headline


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eNewsletters How are they read? Recipients fully read only 19% of an

eNewsletter, often not scanning the entirenewsletter.

35% of readers scanned only a small part of the newsletter.

67% of readers completely skippedintroductory text at the top of the newsletter.

Average amount of time readers spend onan eNewsletter after opening it: 51 seconds

Notice the emphasis on reading the first twowords of the headlines .

RSS feeds do not work as a substitute for an eNewsletter. Also, avoid referring to themas RSS feeds. Use something more easilyunderstood, like news feed.

2006 Email Marketing Snapshot, David Daniels, Jupiter Research, 2006Email Newsletters: Surviving Inbox Congestion. Jakob Nielsen.http://www.useit.com/alertbox/newsletters.html . June, 2006.
http://www.useit.com/alertbox/newsletters.htmlhttp://www.useit.com/alertbox/newsletters.html


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Copy Writing: Online vs. OfflineOffline Online

Formal, polished tone Informal, conversational voice

Longer copy, builds a case, can beexplanatory

Short, to-the-point, uses hooks toquickly grab attention, highly condensed

One-way Two-way

Solicitation-oriented Relationship-oriented

4-6 sentences/paragraph 1-2 sentences/paragraph


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eCRM Overview


Your Housefile


Recap


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Importance of Housefile

Example:

Web Traffic = 5,000 Visitors/Month

Housefile= 10,000 emailaddresses

Open Rate = 20 %2,000 people might open theemail

Click Through Rate = 5%500 people might click throughto your site to learn more

Actions = 1%100 people might act on thatemail


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eCRM Overview


Your Housefile


Recap


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Whats your path to online success in 2009?

Campaign Calendar:what and when

Editorial Calendar:

themes, content,timing

Budget: training, staff,content & materials

BuildCan Your Staff: Manipulate images? Work with basic

HTML?

Be detail-oriented(copy & visual)? Go through Convio

Training?

Perform final QA:Test all web & emailcontent

Get final approvals

Launch!

Plan Launch


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Planning 2009 Top Three Priorities

Examples: Raise funds Grow our email list Increase awareness about our cause Recruit more advocates

Recruit more volunteers Communicate more effectively Promote a major event Build richer profiles


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Your 2009 PlanReady Set Go!

Top 3 Priorities Fundamentals Campaigns

1.

2.

3.


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Create Your Plan Now!Q4 2009Q2 2009 Q3 2009Q1 2009

J F M A M J J A S O N D


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2009 Planning

Housefile BuildingCampaign

Best Practices:Outreach tactics for

finding new supporters

Q&A: Tell-a-friend,eCards, viral marketing,and rewards programs

Q2 2009

Sustained GivingCampaign

Best Practices:Converting year-end

Donors to monthly givers

Q&A: Donation formsand fundraising appeals

Q4 2009

Year-EndCampaign


Q1 2009

Community|Consulting|Experience

Fall FundraisingCampaign

Best Practices:Creating a compelling

ask for support


Q3 2009

Best Practices:Maximizing

year-end giving

Example:


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Campaigns: Spring/Fall FundraisingMessage #1:

Send 200 youth toYellowstone this

summer

Message #2:We still have 115

youth who need your support

Message #3:Were able to send178 youth its not

too late to give


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eAppeal Campaign kick-

off

Sent to broadaudience

eAppeal Reminder Donating online is

fast and easy

DonationConfirmation

AutoResponder includes tax receipt

information

After a constituent makes an online gift, they will be shifted tothe audience which receives thank you messages.

Campaigns: Spring/Fall Fundraising

Campaign Close Success statementand a reminder thattheres still time to

donate

Audience:Entire email file, minusyour optional suppressionlist

Audience:Individualswho havedonated tothis campaign

Thank you for financial support Call to Action: Tellyour friends about

this campaign

*excludes donors *excludes donors

*received after donation completed

*received during week after donation


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eCRM Overview


Your Housefile


Recap


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eCRM Framework


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Kinds of Communications Scheduled Communications: timing is planned well in

advance

Timely Communications: timing is based upon

specific events or specific opportunities

Triggered Communications: timing is triggered byan online interaction


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2009 Convio, Inc.

Whats your path to online success in 2009?

Campaign Calendar:what and when

Editorial Calendar:

themes, content,timing

Budget: training, staff,content & materials

BuildCan Your Staff: Manipulate images? Work with basic

HTML?

Be detail-oriented(copy & visual)? Go through Convio

Training?

Perform final QA:Test all web & emailcontent

Get final approvals

Launch!

Plan Launch


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Why Nonprofits Use Convio

1. Increase revenue Reach and acquire new donors and retain existing ones Increase giving frequency and average gift size from each donor Increase response rates to direct mail using an integrated approach Cultivate potential major donors and steward existing relationships

1. Lower costs and increase capacity Decrease marketing and communication costs by leveraging email Ease administration through online automation

1. Support their mission Raise awareness of their cause and organization (increase profile) Educate constituents through timely, informative, personalized content Make taking action easier and more rewarding for constituents Encouraging constituents to share their passion with friends


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How Those Benefits Are Created Software

Internet software with proven capabilities in:FundraisingeCommerceEventsEmail marketingWeb site content management

Provided through Software as a Service (SaaS) model Services

Ensure quick, successful implementation Address your unique needs, mission and timeframe

Expertise Provide best practices for success Create documentable results


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Contact Convio

On the Web:www.convio.com

Share your email

Contact Kate or Adam:

[email protected] or [email protected]
http://www.convio.com/http://www.convio.com/

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5 Convio Best Practices for Online Fundraising