Direct Marketing 101: Online Fundraising

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1 Direct Marketing 101: Online Fundraising Presented February 2, 2017 Avalon Consulting Group Cover Page 1

2 Online revenue is growing, but still makes up roughly 10% of total revenue 2

3 Why is integration so important? More channels = better donors $120 $100 $80 $60 $40 $20 $0 81% 80% 79% 78% 77% 76% 75% 74% 73% Income/Member Average Gift Retention 3

4 Integrate communications to avoid confusion and save time 4

5 Integrate communications to avoid confusion and save time Grid online schedules with all other channels and determine who s getting what and when Integrate production schedules to streamline execution Identify online-only opportunities 5

6 Attract site visitors with user-friendly sign-ups and website promotions Ask for appropriate information and limit what you require Overlays/lightboxes bring attention to urgent campaigns and can be used for collection 6

7 Collect everywhere. There s no silver bullet. 7

8 Maximize lead generation and drive List chaperones appends Petition-based sites Social media Paid advertising and retargeting traffic 8

9 Roll out the welcome mat to engage immediately after sign up Week 1 Welcome (thank you for joining, like us on social media, send an e- card, visit our Action Center) Week 2 Take the quiz and watch this video Week 3 Action alert Week 4 Acquisition ask Week 5/8 Sustainer ask 9

10 Apply the same good fundraising disciplines as other channels Define the universe Segmentation who are you ing? Define the program strategy Case for giving Call to action Ask string(s) Technical/functionality Define creative/copy most appropriate for online Define your tests 10

11 Anatomy of an Envelope information Ask and case for support Closing & footer Landing page 11

12 Craft an appropriate message for the audience, the time, and the need Test messaging style, tone, written vs. video, humor, etc. Be authentic and transparent Get to the point Think campaigns, not blasts 12

13 Make it easy for your supporters to stay engaged and complete intended action Seamless transition from to landing page and between channels. No extra steps. Save credit card information; provide auto login Make s and donation pages mobile friendly/responsive Automate follow-up s Provide donation opportunities everywhere (homepage, social media, e-nls) 13

14 Test, test, and then test some more! Preview pane language for urgent appeals Donation form layout Personalization HTML vs. text Size of hyperlinked text Text vs. buttons Ask string order 14

15 Cultivate, engage, and educate to keep supporters close to your mission 15

16 Invite interaction. Ask supporters to give feedback, share content, or take action 16

17 Thank your supporters early and often for their time, energy, donations, and more 17

18 Track, measure, and analyze your metrics to inform future strategies Website: Conversion rate sign ups, donations, actions Bounce rate/exit pages Path and time on site Mobile traffic s: Open rate Click-through rate Response rate Average gift Delivery and bounce rates Unsubscribe rate 18

19 Analyze and benchmark against the industry and your own results 19

20 Check out these industry resources for tips, ideas, and insights enonprofit Benchmark Study (M+R and NTEN) (2016) Blackbaud Luminate Online Benchmark Report (2016) Nonprofit Technology Network Care2 s online nonprofit marketing blog Idealware 20

21 DM101 Online Fundraising Thank You! Speaker Contact Info: Amy Vanpouille Padre Digital Services Director Avalon Consulting Group x155 Follow Avalon on LinkedIn today! 21