Steal Smart: What Nonprofit Fundraisers Can Learn from For-Profit Digital Marketers
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1 Steal Smart: What Nonprofit Fundraisers Can Learn from For-Profit Digital Marketers #DigitalDay2016
2 Who We Are Dan Clasgens Digital Marketing Strategist Disabled American Veterans Bailey Bernius Sr. Account Executive, Digital Media CDR Fundraising Group
3 Commercial vs Nonprofit Goals Commercial Organization (Brand Awareness) Awareness Reach Impressions Nonprofit Organization (Direct Response) Response ROI Actions
4 Approximately $4 trillion worth of merchandise was abandoned in online shopping carts in About 63% of that is potentially recoverable by savvy online retailers. Business Insider
5 Transaction Abandonment Come back for FREE shipping on your order! Smart Commercial Company:
6 Transaction Abandonment Nonprofit That Stole Smart:
7 Transaction Abandonment 2016 DAV campaigns 39% open rate 31k s sent 28% conversion rate Vendors: Ve Interactive, CartStack Cost per acquisition pricing model Change creative per form/campaign Great donor/member experience
8 Welcome s have 63% higher open rates and higher unique click-through rates than any other kinds of s. econsultancy.com
9 Marketing: Welcome Series Welcome Aboard! Take The Next Step Smart Commercial Company:
10 Marketing: Welcome Series Welcome to The Fund For Animals Have you met your match? Nonprofit That Stole Smart:
11 Marketing: Welcome Series Meet your Match! Auto-filled donation form
12 Marketers see an average increase of 20% in sales when using personalized web experiences. Monetate
13 Marketing: Image Personalization Smart Commercial Company:
14 Marketing: Image Personalization Nonprofit That Stole Smart:
15 Marketing: Personalization Smart Commercial Company: Rent the Runway
16 Marketing: Personalization Nonprofit That Stole Smart:
17 Marketing: Personalization Audience Messaging Raised $0 There s still time to fundraise every dollar makes a difference! Raised $1 - $250 Raised $251 - $500 You have raised $xx towards your goal of $yy, here are some more fundraising tips! You are a rock star and one of our top fundraisers keep it up!
18 The top 3 most effective s are: mobile opt-ins (76%), birthday s (75%), and transactional s (74%). Pardot
19 Marketing: Milestone/Anniversary Smart Commercial Company: Celebrate your 2-year-old son!
20 Marketing: Milestone/Anniversary Nonprofit That Stole Smart: DAV s highly targeted year-end generated a 3.3% response rate
21 Marketing: Milestone/Anniversary Other opportunities: Anniversary of donor s first online gift, automated by month. Happy anniversary! Last June, your $150 gift helped transport 5 veterans to VA appointments. Impact of a memorial/honor gift in one year, with forward-able information. In the year since you made a gift in honor of Sam, your $500 has had a lasting impact in the lives of veterans. Here s how
22 Event-triggered campaigns (e.g. those based on behaviors) performed 5x better than traditional batch campaigns. Advertising Age
23 Advertising: Geographic Targeting Smart Commercial Company:
24 Advertising: Geographic Targeting Nonprofit That Stole Smart:
25 Advertising: Behavioral Targeting Based on your watch list Smart Commercial Company:
26 Advertising: Behavioral Targeting Nonprofit That Stole Smart:
27 Advertising: Donor Funnel Identify Prospects Remarket Drive Donations Stewardship
28 81% of online shoppers who receive s based on previous shopping habits were at least somewhat likely to make a purchase as a result of a targeted . emarketer
29 Meet prospects where they are View Offer Online Receive Direct Mail Appeal Targeted Display Ads Targeted Touches Targeted Display Ads Action Page Action Page
30 Advertising: ecrm Data Targeting Smart Commercial Company:
31 Advertising: ecrm Data Targeting Nonprofit That Stole Smart:
32 Then Workflow Efficiency Create target audience in CRM Audience Manual Excel Export Upload group in ad platform Audience Serve ads within social or ad platform Suppression Now Create target audience in CRM Audience Real time API update Serve ads in social or ad platform
33 Advertising: Rethinking Strategy Goals Commercial Organization Awareness Reach Nonprofit Organization Response Revenue KPIs Marketing Mix Spend Strategy Impressions Volume Brand recall Diverse Multi-platform Far-reaching Volume-based Cost Per thousand Impressions (CPM) Return on Ad Spend (ROAS) Return on Investment (ROI) Based on what works ($$) Cost per click (CPC) Cost per acquisition (CPA) Cost per Lead (CPL)
34 Questions? Bailey Bernius, CDR Fundraising Group Dan Clasgens, Disabled American Veterans
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