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All businesses need to find new customers or die. It's no different for non-profits, although in our case, we need to recruit new donors, advocates, members and volunteers to stay alive. There are numerous tactics for building your online list, including Search Engine Marketing, Word of Mouth Marketing, Social Media, Online Advocacy and Lead Generation. This presentation will provide you with an overview of these tactics. In addition, it will review ways to evaluate the performance of your online acquisition programme so that you can improve your return on investment.
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Nonprofits and New Blood:
Donor Value Over 12 Months
$96
$187
Traditional1
+95%
Source: Convio whitepaper entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising”1 Traditional defined as offline use.2 Internet Enabled defined as both offline and eCRM use.
Internet Enabled2
34.4%
50.9%
New Donor Renewal Rate
Traditional
+48%
Internet Enabled
Lifetime Donor Value
$314
$694
Lifetime Donor Value
Traditional
+121%
Internet Enabled
Unsubscribes
Email bounces
Lapsing records
This is your email file!
Annual churn rate is 18%! – 2011 eNonprofit Benchmarks Study
Organic ResultsOrganic Results
Paid Ads
*This is a term coined by Seth Godin.
