Upload
blackbaud
View
428
Download
5
Tags:
Embed Size (px)
DESCRIPTION
Leading experts (Mike Snusz & Andrew Shoaff) have come together to share fundraising ideas, best practices and years of experience in helping nonprofits boost donor acquisition. Download the eBook and be sure to put their ideas into practice! This presentation will give you insight into how to optimize your nonprofit webstie and donation form, execute an email cultivation and welcome series, segment your constituents and ready your organization for the mobile revolution. https://www.blackbaud.com/nonprofit-resources/npexperts/donor-acquisition
Citation preview
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
5 Proven Strategies for Taking Positive
Next Steps with Online Visitors
Cupids Arrow: Thoughtful Engagement to Acquire Donors
www.blackbaud.com/npexperts
#npEXPERTS | www.blackbaud.com/npexperts 2
Meet the #npEXPERTS
#npEXPERTS | www.blackbaud.com/npexperts 3
#npEXPERTS
Andrew Shoaff Manager Go! Program, Blackbaud Former non-profit CFO [email protected]
Mike Snusz Sr. Consultant, Blackbaud 11 years & millions raised for nonprofits [email protected]
#npEXPERTS | www.blackbaud.com/npexperts
Why is Engagement important?
#npEXPERTS | www.blackbaud.com/npexperts 5 #npEXPERTS | www.blackbaud.com/npexperts
AFP FEP Study, 2013
Nearly 6 out of every 10 donors from the previous year DID NOT renew by year’s end.
#npEXPERTS | www.blackbaud.com/npexperts 6
1. No memory of ever supporting
2. Did not feel connected to the organization
3. Not asked to give again
4. Other causes are more deserving
5. Never heard how donation was used
Key Reasons for Leaving
#npEXPERTS | www.blackbaud.com/npexperts
All reasons connected to communications.
#npEXPERTS | www.blackbaud.com/npexperts 8 #npEXPERTS | www.blackbaud.com/npexperts
A 10% change in retention can increase the life time value of a donor base up to 200%.
#npEXPERTS | www.blackbaud.com/npexperts 9
Discussion Topics 1. Where to begin - acquisition and Welcome Series
2. Segmentation and talking to your audience
3. Testing and knowing what works
4. Multichannel and social engagement
5. The importance of mobile
#npEXPERTS | www.blackbaud.com/npexperts 10
Engaging First Impressions
#npEXPERTS | www.blackbaud.com/npexperts 11
Engaging First Impressions
#npEXPERTS | www.blackbaud.com/npexperts 12
Engaging First Impressions
#npEXPERTS | www.blackbaud.com/npexperts 13
Usability Testing
#npEXPERTS | www.blackbaud.com/npexperts 14
Usability Testing
#npEXPERTS | www.blackbaud.com/npexperts 15
0%
10%
20%
30%
40%
50%
60%
1 month 2 to 3 months
4 to 6 months
7 to 12 months
Year 2 Year 3
Emai
l Ope
n R
ate
Time on Housefile
Relevance Curve
The honeymoon period for new subscribers is greatest in first 30 days.
Engage Thoughtfully From Day One
#npEXPERTS | www.blackbaud.com/npexperts 16 #npEXPERTS | www.blackbaud.com/npexperts
More than 1/3 of orgs didn’t send an email in the !rst 30 days.
#npEXPERTS | www.blackbaud.com/npexperts 17
Put out the Welcome Mat
Multi-part campaign
Targeted & automated
Trigger based
#npEXPERTS | www.blackbaud.com/npexperts 18
Action +7 Days Action +14 Days Action +21 Days Thank you & Orientation
Ask for support/ value-proposition
Welcome Series Anatomy
Get involved & update profile
#npEXPERTS | www.blackbaud.com/npexperts 19
#npEXPERTS | www.blackbaud.com/npexperts
Segmentation
#npEXPERTS | www.blackbaud.com/npexperts 21
Constituent-wide emails
(Enews, event invites, appeals)
Email Calendar Planning (Typical)
Constituent-wide emails
(Enews, event invites, appeals)
#npEXPERTS | www.blackbaud.com/npexperts 22
Constituent-wide emails
(Enews, event invites, appeals)
Email Calendar Planning (Typical)
Segment (donors, event attendees,
volunteers, interests)
Constituent-wide emails
(Enews, event invites, appeals)
#npEXPERTS | www.blackbaud.com/npexperts 23
Constituent-wide emails
(Enews, event invites, appeals)
Email Calendar Planning (Typical)
Segment (donors, event attendees,
volunteers, interests)
Constituent-wide emails
(Enews, event invites, appeals)
Segment
Constituent-wide emails
(Enews, event invites, appeals)
#npEXPERTS | www.blackbaud.com/npexperts 24
#npEXPERTS | www.blackbaud.com/npexperts 25
Rethink Your Email Plan
Segments Donor (Repeat, Sustainer, New, Lapsed)
Event (Top Fundraisers, Captains, Attendees) Volunteers Interests
Subscribers
Constituent- wide email
#npEXPERTS | www.blackbaud.com/npexperts 26
Mentors
#npEXPERTS | www.blackbaud.com/npexperts 27
Alumni
#npEXPERTS | www.blackbaud.com/npexperts
Testing
#npEXPERTS | www.blackbaud.com/npexperts
Obama Campaign!
Online !Testing!
*From Kyle Rush’s Win Through Optimization & Testing. http://slid.es/kylerush/landing-page-optimization
#npEXPERTS | www.blackbaud.com/npexperts
19% higher conversions
Ran 500 online tests"
Raised $690 million"
Biggest impact: "1. Content " " " " "2. Images"
Obama Campaign!
Online !Testing!
*From Kyle Rush’s Win Through Optimization & Testing. http://slid.es/kylerush/landing-page-optimization
#npEXPERTS | www.blackbaud.com/npexperts 31 #npEXPERTS | www.blackbaud.com/npexperts
Top Email Programs
*Sources: 2011 MarketingSherpa Email Marketing Benchmark Survey 2011 Gleanster survey on Email Marketing
82% test and measure everything email testing is their top value driver.
#npEXPERTS | www.blackbaud.com/npexperts 32
Which Subject Line Test Won?
1. Why back-to-school means more to you
2. 25 8th Graders Need Your Help
3. You can ensure that more students get a chance
4. Give them the chance that was given to you.
#npEXPERTS | www.blackbaud.com/npexperts 33
Which Subject Line Test Won?
1. Why back-to-school means more to you
2. 25 8th Graders Need Your Help
3. You can ensure that more students get a chance
4. Give them the chance that was given to you.
Conversion Rate: 2x Higher
#npEXPERTS | www.blackbaud.com/npexperts
Social Media
#npEXPERTS | www.blackbaud.com/npexperts 35 #npEXPERTS | www.blackbaud.com/npexperts
*Source: Georgetown University/Waggener Edstrom Digital Persuasion study
55% who engaged with a charity via social media were inspired to take further action, like donating and voluneering.
#npEXPERTS | www.blackbaud.com/npexperts
Declining Facebook!Organic Reach!
#npEXPERTS | www.blackbaud.com/npexperts
16% reach - 2012"
12% reach - Oct. 2013"
6% reach - Feb. 2014"
1%-2% - Future Predictions"
Declining Facebook!Organic Reach!
Source: Ad Age
#npEXPERTS | www.blackbaud.com/npexperts 38
Likely Will Need To “Pay to Play”
Continue reaching fans by using Facebook ads and promoted posts
#npEXPERTS | www.blackbaud.com/npexperts 39
Deploying Social Ambassadors
#npEXPERTS | www.blackbaud.com/npexperts 40
Google Alerts
#npEXPERTS | www.blackbaud.com/npexperts 41
Google Alerts
Opportunity to contribute to conversations and curate content
#npEXPERTS | www.blackbaud.com/npexperts 42
80/20 Rule
#npEXPERTS | www.blackbaud.com/npexperts
Mobile
#npEXPERTS | www.blackbaud.com/npexperts 44 #npEXPERTS | www.blackbaud.com/npexperts
Source: Litmus
51% of all emails are opened on mobile devices.
#npEXPERTS | www.blackbaud.com/npexperts 45
Your Inbox: Cluttered & Competitive MOBILE DEVICE
#npEXPERTS | www.blackbaud.com/npexperts 46
Email Mobile-Rendering
#npEXPERTS | www.blackbaud.com/npexperts 47
Email Mobile-Rendering
iPhone Android
#npEXPERTS | www.blackbaud.com/npexperts 48 #npEXPERTS | www.blackbaud.com/npexperts
Source: *2014 Dunham+Company Online Fundraising Scorecard
84% of online donation experiences aren’t optimized for mobile.
#npEXPERTS | www.blackbaud.com/npexperts 49
Mobile Surpasses Desktop
#npEXPERTS | www.blackbaud.com/npexperts 50 #npEXPERTS | www.blackbaud.com/npexperts
Source: Responsive Design Doubles Mobile Giving DonorDrive whitepaper
Responsive design doubles mobile giving.
#npEXPERTS | www.blackbaud.com/npexperts 51
Questions?
www.blackbaud.com/npexperts
#npEXPERTS | www.blackbaud.com/npexperts 52
Coming Soon! How to Create Fundraising Appeals that Work